Here’s our recent round up of the most interesting platform updates.

If you have any questions about what any of these mean for your social channels, please get in touch with Lauren or a member of the social team.

Which TikTok post formats have the most longevity?

One of the key reasons that TikTok is a leading platform is thanks to its unique algorithm and how it promotes evergreen content.

We know that content tends to have more longevity on TikTok than elsewhere but what can we expect from a post’s lifespan?

Key takeaways from a recent study shows:

📈 72% of TikTok video views happen on day one

📊 89% roll in by day five

🗓️ By day 35, you’ve hit 95% of your total views

👩‍💻Carousels offer a consistent climb, typically taking 2 weeks to reach 85% of lifetime views

👍 Early engagement can help extend a post’s lifespan. Push hard in the first 48 hours with cross-promotion, comments, and pinning

Instagram has started allowing search engines to display public posts

Instagram now (by default) allows search engines like Google to display public images and videos from professional Instagram accounts, making them visible without the need to log in. Creators are able to opt out, however it will be automatically set to ‘on’.

Instagram is leaning into external SEO growth, with creators and brands benefitting by optimising captions and keywords to boost visibility in search results.

Leaked Reports Reveal How Social Media Algorithms Rank Content

A recent report has broken down how social platforms’ “secret algorithms” really work – and it’s less mysterious than it sounds. Platforms like TikTok, Instagram, and Facebook use a basic scoring model that weighs expected engagement (likes, comments, watch time, shares) to decide what content gets pushed to the top.

The algorithm is rewarding meaningful engagement, so content designed to spark conversations and hold interest is what drives visibility. For brands, this reinforces the importance of creating content that captures attention quickly, encourages interaction, and keeps audiences watching.

Instagram Introduced Reposts, Location Sharing, and Friends Tab in Reels

Instagram has rolled out features including an interactive map, a repost tab for Reels and posts, and a global Friends tab in Reels.

For brands, this means greater potential for organic reach and community-driven discovery, as content is more likely to spread through friend networks, be reshared, and connect audiences to physical locations. The takeaway: create content that’s share-worthy, relatable, and encourages tagging to maximise visibility.

YouTube Puts AI at the Centre

YouTube’s Made on YouTube 2025 event unveiled a wave of AI tools: Shorts that can animate still images, restyle videos, add objects, remix speech into songs, and even auto-generate full clips. A new Ask Studio AI assistant will also offer channel-specific insights. For brands, this means faster, cheaper content creation and endless remix opportunities – but breaking through the noise will require strong creative strategy and distinct brand voice.