From AI-generated influencers to TikTok trends that last about as long as a Snapchat streak, social media is evolving at warp speed. So how do we keep up without losing our minds? That’s where this newsletter comes in—your trusty guide to the wild world of likes, trends, and whatever Elon Musk is up to this week.
Buckle up. It’s gonna be a chaotic (but entertaining) ride. 🎢📱
Here at Brandlective, we are excited to support our clients with these latest announcements from our favourite marketing channels.
Are you ahead of the curve?
Reddit overtakes X in popularity in the UK
In a significant shift within the UK’s social media landscape, Reddit has surpassed X (formerly Twitter) to become the fifth most popular platform. According to Ofcom’s latest report, as of May 2024, Reddit attracted 22.9 million UK adult visitors, edging past X’s 22.1 million.
This marks a remarkable 47% increase in Reddit’s user base compared to the same period in 2023. In contrast, X experienced an 8% decline in users during the same timeframe.
So, what is causing the shift, and is it a sign that more things will come for Reddit?
📊 A 2024 study found that 65% of users trust Reddit discussions over mainstream media, compared to only 35% for X.
One of the biggest reasons behind Reddit’s rise is trust and authenticity.
X has become more chaotic and unpredictable under Elon Musk’s leadership, with constant policy changes, algorithm shifts, and an increase in misinformation and bot activity.
We also saw in late 2023 that Google started ranking Reddit discussions higher in search results, meaning that when people Google questions like “Best laptop 2024” or “How to fix my WiFi”, Reddit threads appear at the top.
Legacy verifications, increased paid subscriptions, and more algorithm-driven content have finally taken their toll on frustrated long-time X users.
Meta to release new app called ‘Edits’ to compete with video editing apps like CapCut
In a strategic move to enhance its offerings for content creators, Meta has announced the upcoming launch of Edits, a new video editing app designed to rival the popular CapCut. Set to be available on the iOS App Store starting March 13, 2025, with an Android version in development, Edits aims to provide a comprehensive suite of creative tools for mobile video creators.
Key Features of Edits:
High-Quality Camera: Enhanced camera capabilities for superior video capture.
Advanced Editing Tools: Various editing features, including green screen effects, video overlays, auto-generated captions, filters, voice effects, and AI-powered animations.
Inspiration and Idea Organisation: Dedicated tabs to help creators find inspiration and organise their creative ideas.
Draft Sharing: The ability to share drafts with friends and collaborators for feedback.
Performance Insights: Real-time analytics for Instagram Reels, providing metrics such as follower-to-non-follower engagement ratios and skip rates.
The announcement of Edits comes amid uncertainties surrounding TikTok and its associated applications, including CapCut, in the U.S. market. This timing suggests that Meta is positioning Edits as a viable alternative for creators seeking reliable mobile video editing tools.
By introducing Edits, Meta underscores its commitment to providing creators the tools to produce engaging content, potentially reshaping the landscape of mobile video editing.
Instagram 3-minute reels are (nearly) here!
Instagram is testing 3-minute Reels, giving creators more time to tell stories, share tutorials, or let influencers talk even longer. This move clearly aims to compete with TikTok’s longer video formats and keep users glued to the app.
Why it matters:
More room for creativity – No more frantic editing to fit everything into 90 seconds.
More engagement? – Longer videos could mean more watch time = better algorithm boost.
Another TikTok-inspired update – Instagram is once again borrowing from its biggest rival.
Prepare for a new Instagram feature that shows you what your following likes
Ever wonder what Reels your followers/competitors are engaging with? Well, Instagram is about to remove the mystery (whether we like it or not). Their newest feature lets you see which Reels your friends have liked or commented on, bringing back some serious “Big Brother is watching” vibes.
If this sounds familiar, that’s because Instagram had a “Following” activity tab back in the day, which showed exactly what your friends were liking—until they scrapped it in 2019 due to massive privacy concerns. Now, it’s making a comeback—but in the Reels section.
🔹 Why is Instagram doing this?
Meta is always looking for new ways to boost engagement and keep users on the app longer. By showing what your friends enjoy, Instagram hopes you’ll discover more Reels, interact more, and maybe even start some conversations.
Some users love the idea of more social discovery. Others? Not so much. If your late-night doomscrolling includes liking questionable content (no judgment), you might want to double-check your privacy settings ASAP.
Google’s latest update could change how you reach your audience with Google ads
If you run ads online, Google just made some big upgrades to its Demand Gen campaigns—and they could change how you reach your audience. Let’s break it down without the marketing jargon.
1. More Control Over Where Your Ads Show Up
Google now lets you choose exactly which platforms and channels your ads appear on.
This means better targeting and less wasted ad spend on placements that don’t convert.
2. AI-generated creative for Ads
Google is adding Generative AI to help advertisers create visuals directly inside the ad platform.
This can save time and money, especially for brands without big marketing budgets.
Whether you’re running e-commerce ads, lead generation campaigns, or brand awareness efforts, these new features give you more flexibility and smarter automation. The key? Experiment with these tools now to stay ahead before your competitors do.
More people than ever are paying for LinkedIn Premium options
LinkedIn just hit a huge milestone—$2 billion in premium subscription revenue over the past year, with a 9% increase in overall revenue. More professionals are willing to pay for extra features, proving that LinkedIn is no longer just a job-hunting site—it’s a serious business and marketing tool.
Why are people paying for something that is free?
LinkedIn has upgraded its premium perks, making it more valuable for networking, job searching, and personal branding.
40% of premium users now use AI-powered tools, like smart job recommendations, content insights, and lead generation features.
The rise in premium subscriptions shows that professionals see LinkedIn as an investment, not just another social platform.
Why are marketers taking note?
More paying users = more serious professionals engaging on the platform.
Better AI tools mean smarter ad targeting and more effective B2B marketing strategies.
If you’re not leveraging LinkedIn for lead generation, brand awareness, or networking, now’s the time to start—because more decision-makers are actively using the platform.
Our thoughts: If LinkedIn is making billions from premium users, that means people see real value in the platform. Marketers and business owners should be paying attention—and investing where their audience is already engaged.
