How Instagram Says You Should Use Each Content Format 📋

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Now, let's dive into this week's updates.

TODAY’S EDITION

• Instagram highlights how each of its content formats should be used based on audience goals

• Instagram is testing the ability to see at what specific point in a Reel someone liked it

• YouTube upgrades Channel Analytics with deeper insights for returning viewers

• LinkedIn's new report reveals that B2B marketers working with creators are driving impact across the entire funnel

• Content from journalists, creators, influencers, and customers makes up a majority of sources cited in AI tool responses

NEWS, TRENDS & INSIGHTS

Meta

Instagram confirmed it's testing new insights for Reels. Building on last week's spotted Carousel insights, creators will soon be able to see exactly when viewers hit "like" during their videos. Presented through an interactive chart, this granular data can help creators understand what’s working—whether it’s the opening hook, a specific scene, or key messaging that’s driving engagement.

Instagram shared a breakdown of which content formats to use based on goals: Reels and Carousels are best for reaching new audiences, Carousels, Photos, and Stories are great for engaging current followers, and Lives and Broadcast Channels are ideal for nurturing loyal fans. It's a helpful framework for creators and brands to align their content strategy with what they want to achieve.

Instagram Head Adam Mosseri confirmed that using "link in bio" doesn't hurt reach, addressing recent rumors. It's a reassuring update for creators, brands, and publishers who rely on "link in bio" captions, on-screen text, or spoken calls-to-action to drive traffic to websites, affiliate links, product pages, and more.

Instagram added a Quiz sticker to Feed Posts and Reels. Users can ask a question and add up to four multiple-choice answers that will appear in the captions. Creators and brands can use this to test their viewers' knowledge related to their content, just like what can be done for Stories.

Meta is expanding its teen account protections and safety measures to include accounts managed by adults that feature children under 13. Accounts like family vloggers, kid influencers, and parent-run accounts will get the strictest messaging settings, filtered comments, and be harder to find in search. It's a response to growing regulatory pressure and public concerns about child safety online.

Threads expanded its insights for creators, offering a more detailed view of performance. Creators can now see where their views are coming from—whether it’s Home, Search, their Profile, or outside Threads via Instagram and Facebook. Engagement metrics are also broken down by type (likes, replies, reposts, quotes) and shown over time, alongside follower growth trends.

Threads looks to have quietly shut down its Bonus Program. References to the program can no longer be found in Instagram's Help Center, and some creators say they're no longer receiving payments. Meta hasn't made any official announcements, but Mosseri did say in an AMA last month about doing more to reward "culturally relevant voices." It's likely Meta is going back to the drawing board to figure out new ways to incentivize not just creators, but the right creators.

YouTube

YouTube updated Channel Analytics to include New, Casual, and Regular Viewer metrics. New Viewers have watched content for the first time, Casual Viewers have watched at least once per month for one to 5 months in a year, and Regular Viewers have watched content at least once per month for more than six months in the past year. This gives creators deeper insights into viewer loyalty and retention patterns.

YouTube announced new AI creation tools for Shorts. With Photo to Video, creators can animate photos into short-form videos. Additional effects will let users turn doodles into images and take selfies with customizable backgrounds. They'll all live in a new hub called AI Playground, also featuring prompts and examples to help creators get started.

LinkedIn

LinkedIn published its B2B Marketing Benchmark: Trust is the New KPI report, highlighting that 55% of B2B marketers now work with creators, with trust being their top goal. Marketers who also use creators in their strategies outperform those who don't across the entire funnel, especially when it comes to customer engagement, brand awareness, and thought leadership. It highlights the growing importance of LinkedIn creators in B2B marketing.

Snapchat

Snapchat launched Home Safe, letting users send one-time alerts to friends or family when they get home safely. It's available through Snap Map, which has 400 million monthly users, adding practical utility to one of Snapchat's most popular features.

Pinterest

Pinterest published a 2025 Holiday Marketing Guide featuring guidance and tips on uploading products, ad formats to experiment with, and performance optimization. It also shared notable data points, such as 70% of weekly Pinners being open to trying new brands for the holidays, and 64% using Pinterest to make wishlists, making Pinterest a key channel for holiday campaigns.

VSCO

VSCO made its standalone iOS camera app Capture available globally. Creators can snap photos using over 50 live camera presets, manually control camera settings like shutter speed and exposure, shoot in Raw format, and more. It also acquired The Freelance Photographer, which provides photography and videography workshops. With new tools and resources, it’s continuing its mission to support professional creators.

Twitch

Twitch is rolling out Subfeeds for the Clips Feed. These appear at the top of the feed as a horizontal, scrollable shelf and organize clips by popular categories and collections. They’re personalized, helping viewers find content they’re most likely interested in and as a result, helping streamers with increased discoverability.

WHAT I’M READING

What News Sources AI Chatbots Read (Eleanor Hawkins, Axios)

A new study by Muck Rack found that a majority of content by journalists, creators, influencers, customers, and other user-generated content makes up the top sources for responses in AI tools like ChatGPT, Claude, and Gemini. Given how often people are using AI tools for search and how creator and influencer content is surfacing more, that’s another reason why brands should be investing in influencer marketing.

In Creator Marketing, Loose Disclosures Are Finally Catching Up (Alexander Lee, Digiday)

There's been an increase in cases and warnings brought by the Federal Trade Commission and consumers suing brands for undisclosed influencer posts. Yet, creators and brands continue to toe the line on disclosures.

How Much Do Podcasters Really Earn? One Star Pulls Back the Curtain (Jessica Testa, New York Times)

Rapper turned podcaster Joe Budden gave a rare look into the finances of his podcasting business. After inadvertently revealing his June earnings of over $900,000 via Patreon, he spoke with the New York Times to provide detailed insights, revealing that he's making over $1 million per month, including over 70,000 paying subscribers.

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