The Social Scoop - Week 31

Welcome to The Social Scoop! Your go-to bi-weekly update on all things social media: brand new features, key trends and platform shifts, all in one place.

Every post has an expiration date and new research shows when ⌛️

New research from measure.studio reveals that Instagram Reels offer the longest engagement window at 75 days, followed by Facebook Reels at 65 days, while TikTok Videos and YouTube Shorts fade within about 35 days. Traditional Facebook content like photos and videos can last up to 90 days, though text and links drop off much faster. The key takeaway: video content has the most longevity, and creators should focus on early engagement and repurpose top posts to maximize impact.

No more lost content: Instagram makes Reels easier to connect 🔗

Instagram is testing a new “Link a Reel” feature that allows users to directly connect new Reels to older ones. This could significantly improve content navigation and engagement, offering an easy way to build storylines, connect series, or refer back to previous videos – without having to rely on captions or pinned comments.

From AI slop to quality: YouTube raises the bar 🤖

YouTube’s updated monetization policy targets low-effort, repetitive AI-generated content, putting creators on edge. But for marketers, it’s a promising move. By cracking down on mass-produced content, YouTube aims to improve user experience, raise content quality and enhance ad effectiveness. The platform is positioning itself as a more premium, trustworthy space for brands, ensuring advertisers get more value for their spend.

TikTok launches their new app “TikTok Pro”: A Kinder, Smarter Spin on Social Media 🌞

TikTok has introduced TikTok Pro in select European countries (Germany, Portugal, and Spain) as a more positive, ad-free version of its main app, focused on educational and uplifting content. It features a built-in charity system that rewards user engagement with virtual credits, which TikTok converts into real-world donations: aiming to create a healthier digital space while aligning with growing EU regulations.

YouTube Shorts shifts focus from politics to entertainment 🎭

A new study by the University of Arkansas finds that YouTube Shorts’ algorithm quickly steers users away from political content and toward light, entertaining videos. Even when users begin with political topics, the feed shifts within a few videos. This trend appears driven by a focus on maximizing engagement and ad revenue, rather than intentional political censorship.