What changed this week across Instagram, TikTok, LinkedIn, and more.
TikTok is testing a new 'Relevance Score' metric visible in creator analytics that shows how well each video matches the creator's established content niche. Videos with high relevance scores to the creator's niche appear to get preferential distribution. This incentivizes niche consistency over trend-chasing.
SourceTikTok is testing a new 'Relevance Score' metric visible in creator analytics that shows how well each video matches the creator's established content niche. Videos with high relevance scores to the creator's niche appear to get preferential distribution. This incentivizes niche consistency over trend-chasing.
SourceMeta's Threads app has rolled out a new 'For You' feed that shows posts from non-followed accounts by default. The algorithm prioritizes posts with high reply rates and quote posts. Early data shows that text-based thought leadership and hot takes are performing best on the updated feed.
SourceMeta's Threads app has rolled out a new 'For You' feed that shows posts from non-followed accounts by default. The algorithm prioritizes posts with high reply rates and quote posts. Early data shows that text-based thought leadership and hot takes are performing best on the updated feed.
SourceMultiple LinkedIn creators report that document/PDF carousel posts are receiving less distribution than in 2025, while short-form native video (under 90 seconds) is getting boosted. LinkedIn appears to be shifting priority toward video content to compete with other platforms.
SourceMultiple LinkedIn creators report that document/PDF carousel posts are receiving less distribution than in 2025, while short-form native video (under 90 seconds) is getting boosted. LinkedIn appears to be shifting priority toward video content to compete with other platforms.
SourceInstagram confirmed that Reels using original audio receive a significant distribution boost over those using trending sounds. The algorithm now rewards creators who record their own voiceovers or use unique audio, as part of Instagram's push toward original content creation. Reels with original audio are seeing 2-3x more reach in early testing.
SourceInstagram confirmed that Reels using original audio receive a significant distribution boost over those using trending sounds. The algorithm now rewards creators who record their own voiceovers or use unique audio, as part of Instagram's push toward original content creation. Reels with original audio are seeing 2-3x more reach in early testing.
SourceYouTube confirmed that Shorts algorithm now factors in overall channel authority and topic consistency. Channels that post Shorts related to their main content area see better distribution than channels posting random viral-chasing content. This is a shift from the previously more democratic Shorts feed.
SourceYouTube confirmed that Shorts algorithm now factors in overall channel authority and topic consistency. Channels that post Shorts related to their main content area see better distribution than channels posting random viral-chasing content. This is a shift from the previously more democratic Shorts feed.
SourceTikTok has increased the default video upload length to 10 minutes and confirmed that videos over 60 seconds now receive equal algorithmic treatment to short-form clips. Watch time percentage remains the key metric, but TikTok is actively promoting creators who post 2-5 minute content in the For You feed.
SourceTikTok has increased the default video upload length to 10 minutes and confirmed that videos over 60 seconds now receive equal algorithmic treatment to short-form clips. Watch time percentage remains the key metric, but TikTok is actively promoting creators who post 2-5 minute content in the For You feed.
SourceSeveral creators report that content copy-pasted from X/Twitter to Threads is receiving significantly less reach than original Threads content. Meta may be using content fingerprinting to detect cross-posts and deprioritize them, similar to Instagram's approach with TikTok watermarks.
SourceSeveral creators report that content copy-pasted from X/Twitter to Threads is receiving significantly less reach than original Threads content. Meta may be using content fingerprinting to detect cross-posts and deprioritize them, similar to Instagram's approach with TikTok watermarks.
SourceInstagram has expanded carousel distribution beyond followers. Carousel posts with high completion rates (users swiping through all slides) are now surfaced in the Explore tab and recommended to non-followers. This is a major shift that makes carousels a viable growth format alongside Reels.
SourceInstagram has expanded carousel distribution beyond followers. Carousel posts with high completion rates (users swiping through all slides) are now surfaced in the Explore tab and recommended to non-followers. This is a major shift that makes carousels a viable growth format alongside Reels.
SourceMultiple creators and social media analysts report that Instagram's algorithm is now weighting DM shares (sends) more heavily than saves when determining post distribution. Posts that get shared via DMs are seeing significantly more reach. Adam Mosseri hinted at this in a recent Q&A but hasn't fully confirmed the weighting change.
SourceMultiple creators and social media analysts report that Instagram's algorithm is now weighting DM shares (sends) more heavily than saves when determining post distribution. Posts that get shared via DMs are seeing significantly more reach. Adam Mosseri hinted at this in a recent Q&A but hasn't fully confirmed the weighting change.
SourceTikTok is heavily promoting its photo carousel feature, giving photo posts significantly more reach than standard videos in many niches. This appears to be a strategic move to compete with Instagram carousels. Creators in lifestyle, fashion, and food niches are seeing 5-10x reach on photo carousels vs. video.
SourceTikTok is heavily promoting its photo carousel feature, giving photo posts significantly more reach than standard videos in many niches. This appears to be a strategic move to compete with Instagram carousels. Creators in lifestyle, fashion, and food niches are seeing 5-10x reach on photo carousels vs. video.
SourceX has openly stated that Premium (paid) subscribers receive a distribution multiplier in the For You feed. While this was suspected before, the company now confirms that Premium users' posts are approximately 3x more likely to appear in non-followers' feeds compared to free accounts.
SourceX has openly stated that Premium (paid) subscribers receive a distribution multiplier in the For You feed. While this was suspected before, the company now confirms that Premium users' posts are approximately 3x more likely to appear in non-followers' feeds compared to free accounts.
SourceLinkedIn newsletters now trigger in-feed notifications for subscribers, not just email notifications. This has dramatically increased newsletter open rates and engagement. Creators with newsletters are seeing 3-5x more reads per edition.
SourceLinkedIn newsletters now trigger in-feed notifications for subscribers, not just email notifications. This has dramatically increased newsletter open rates and engagement. Creators with newsletters are seeing 3-5x more reads per edition.
SourceYouTube appears to have lowered the average view duration threshold needed for long-form videos to be recommended. Previously, videos needed roughly 50%+ retention to get strong algorithmic push. Creators report that videos with 30-40% retention are now being recommended more broadly, especially if the first 30 seconds have high retention.
SourceYouTube appears to have lowered the average view duration threshold needed for long-form videos to be recommended. Previously, videos needed roughly 50%+ retention to get strong algorithmic push. Creators report that videos with 30-40% retention are now being recommended more broadly, especially if the first 30 seconds have high retention.
SourceInstagram appears to have decoupled Story replies from Story distribution. Previously, getting replies to Stories would boost their visibility. Now, Story reach is primarily determined by view completion rate and tap-forward speed. Creators report that engagement-bait Stories no longer perform as well.
SourceInstagram appears to have decoupled Story replies from Story distribution. Previously, getting replies to Stories would boost their visibility. Now, Story reach is primarily determined by view completion rate and tap-forward speed. Creators report that engagement-bait Stories no longer perform as well.
SourceX (Twitter) has confirmed that posts over 280 characters receive significantly more distribution than shorter tweets. The algorithm now rewards depth of content, time spent reading, and bookmark rate. Threads and long-form posts are seeing 2-4x more impressions than short-form tweets.
SourceX (Twitter) has confirmed that posts over 280 characters receive significantly more distribution than shorter tweets. The algorithm now rewards depth of content, time spent reading, and bookmark rate. Threads and long-form posts are seeing 2-4x more impressions than short-form tweets.
SourceTikTok is reportedly testing a system where comment section engagement (replies from the creator, pinned comments, and comment likes) factors into the Creativity Program payout calculations. Creators who actively engage in comments may see higher RPMs.
SourceTikTok is reportedly testing a system where comment section engagement (replies from the creator, pinned comments, and comment likes) factors into the Creativity Program payout calculations. Creators who actively engage in comments may see higher RPMs.
SourceInstagram has confirmed that Collaboration posts (posts shared between two accounts) receive approximately double the distribution of solo posts. The algorithm treats collab posts favorably because they naturally generate engagement from both audiences. This applies to both feed posts and Reels.
SourceInstagram has confirmed that Collaboration posts (posts shared between two accounts) receive approximately double the distribution of solo posts. The algorithm treats collab posts favorably because they naturally generate engagement from both audiences. This applies to both feed posts and Reels.
SourceLinkedIn has officially updated its algorithm to deprioritize engagement-bait posts (polls asking obvious questions, 'agree?' posts, reaction-farming) and boost content classified as genuine knowledge sharing. Posts with specific expertise, data, and actionable advice are seeing 40-60% more impressions.
SourceLinkedIn has officially updated its algorithm to deprioritize engagement-bait posts (polls asking obvious questions, 'agree?' posts, reaction-farming) and boost content classified as genuine knowledge sharing. Posts with specific expertise, data, and actionable advice are seeing 40-60% more impressions.
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