The Social Scoop - Week 42

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.

Instagram’s latest signal regarding video length ⏱️

Several users have spotted a new pop-up on Instagram warning: “Your Reel may get limited reach.” Reels over three minutes won’t be recommended to new audiences, a clear signal from Instagram to keep content short. While creators can now upload Reels up to 20 minutes, longer videos mainly reach existing followers. The algorithm rewards retention and engagement, not duration, so shorter Reels still perform best for discovery. Use insights to track the behaviour of your viewers, the metrics have been updated very recently and we definitely recommend you to take a look at them! 👀

Instagram shifts focus from friends to entertainment 🎬

Instagram is becoming more like TikTok: shifting from a social feed to an entertainment stream. Reels now drive most engagement, with video watch time up 20% year-over-year. In India, Instagram is testing a new layout where opening the app instantly shows a Reel that expands to full screen and drops users into the scrollable Reels feed. This move puts Reels at the center of the experience, replacing the traditional chronological feed and showing more content from creators users don’t follow. What do you think about this update?

LinkedIn’s quiet algorithm change shakes up video reach 🎥

LinkedIn has tweaked its algorithm, causing a noticeable drop in video reach for many creators. After a period of strong growth (+36% compared to 2024 in video views), videos now appear to be shown more selectively to relevant audiences rather than broadly. As a result, creators are shifting focus toward other formats like carousels, infographics and static posts, which currently perform better under the new algorithm. Our advice: keep testing and learning by posting a mix of formats to identify what resonates most with your specific target audience.

Get seen first: Pinterest launches new ‘Top of Search’ ads 🔎

Pinterest is rolling out Top of Search ads, which appear within the top 10 search results and in Related Pins, giving brands prime visibility at the moment users start discovering products. The platform is also introducing Media Network Connect, a tool that lets us securely integrate retailer data like catalogs, audiences and conversions into Pinterest campaigns. This data blend can provide stronger insights to guide future strategy.