a 2.2M-views mistake, IG’s Oprah moment, and TikTok’s saving the planet

hey, it’s me. your favorite intergalactic gossip reporter.

the social media streets are loud this week! 🗣️ Instagram’s acting like Oprah with features, YouTube’s flexing new tools, and TikTok’s out here saving the planet. basically… the algorithm gods are restless, the updates are messy, and you’re gonna want to grab a drink for this one :)

 Instagram’s mega update

Instagram added more detailed performance analytics in its Insights dashboard. New metrics show exactly when in a video a user liked it, which image in a carousel drew a like, and provide post-level demographic breakdowns. The update also highlights which posts brought in the most new followers.

It also launched three major new features : Re-Posts (users can now reshare public Reels or feed posts to their friends’ feeds, with a dedicated Re-Posts tab on profiles); a Friends Map (an opt-in map showing real-time locations of friends who enable location sharing, along with content tagged at those locations); and a Friends tab in the Reels feed for content from friends. These moves (one of Instagram’s first formal repost tools) aim to boost original creators by expanding reach through friend shares.

That viral post about Instagram tracking your every move? Yeah… not true. Instagram clarified that your location is not auto-shared unless you manually turn it on. 

Mosseri confirmed that using the “Edits” app gives your Reels a temporary reach pop, just enough to get attention, not enough to be your forever hack. And that rumor about engaging with niche content to boost your own reach? Total myth. Scroll what you love, post what your audience loves – that’s the algorithm-approved lifehack. 

Edits has launched three new features: sticky note-to-teleprompter conversion, draft sharing via DMs, and audio boosting up to 150%

The platform dropped a visual guide to help you pick the right “surface” — Stories, Reels, Feed, Lives — for every community you’re targeting. 

Creators, Instagram wants to celebrate you. New Recaps and Celebrations features are here to help creators track growth, celebrate milestones, and basically get a little dopamine hit when things go right. Because sometimes, a confetti animation is the motivation you need.

Instagram just dropped a round of updates designed to “inspire creativity” — from new camera tools to editing features. Translation: more ways to make your content pop without leaving the app.

It now requires a minimum of 1,000 followers to go live. Good news: fewer spam Lives. Bad news: small creators might have to grind harder before hitting that “Go Live” button.

Meta teases 'big wearable' news for September.

Meta highlighted AI-driven improvements in ads and content recommendation. Its AI-powered ad recommendation models (part of the Advantage+ suite) drove roughly 5% higher ad conversions on Instagram and 3% on Facebook during the quarter. Meta also noted that because of these AI enhancements, user time spent on Facebook grew ~5% and on Instagram ~6% in Q2 2025

Meta drops targeting tips that work – like actually. Meta’s saying be less picky – opt into all placements across Facebook, Instagram, Messenger, Threads, Audience Network, and let its AI do the moving.

They are  throwing up to $72 billion at AI infrastructure this year, racing other tech giants in the battle for compute power. That’s a lot of zeros and a lot of pressure for their AI to be more than just a glorified autocorrect.

YouTube’s power-up week

 YouTube cranks out a whole buffet of updates. From Shorts upgrades to live stream tweaks, YouTube just rolled out a lot. We’re talking better comment moderation, more detailed analytics, and features that make creators’ lives easier (or at least slightly less chaotic).

The platform began testing a new “collaborators” display on video titles. Creators can tag partners on a video, which will show the collaborators’ channel avatars stacked next to the title. This allows the same clip to be recommended to each collaborator’s audience, helping partners share traffic.

Premium users watching YouTube on TV can now tap “Jump Ahead” to skip right to the most-watched moments of a video. Great for avoiding fluff, terrible for creators who like to bury their payoff at the end.

Confused about what will get your video demonetized or deleted? YouTube’s Community Guidelines now have clearer explanations, so you can post confidently.

A BBC investigation found YouTube ads running alongside extremist and harmful content, sparking fresh questions about brand safety and ad targeting. YouTube says it’s looking into it, but the PR damage is already brewing.

TikTok’s big moves

TikTok partnered with YouTuber MrBeast on a global charity campaign. The platform introduced a new #TeamWater Donation Sticker, enabling users to tap a sticker on eligible videos to contribute to MrBeast’s $40M “Team Water” initiative (for building sustainable water projects).

TikTok launched “TikTok Go”, a simplified affiliate program for hotels. Creators (in Indonesia, Japan, the U.S., etc.) can tag a hotel location, restaurants and local experiences in their posts and earn commissions on bookings made through those tagged posts. 

TikTok is giving creators more control over their comment sections, including new filtering options and easier ways to block repeat offenders. Trolls, your days are numbered.

TikTok is testing safety “footnotes” to explain why certain videos are labeled, restricted, or recommended. It’s like getting a peek into the algorithm’s diary. 

TikTok bios can now be up to 160 characters long.

The platform has refreshed its branded content rules, clarifying what’s allowed, what needs disclosure, and how creators can stay compliant without accidentally breaking the law (or getting banned). 

 big trends & bigger paydays

In 2025, top e-commerce veterans agree that success means looking beyond Amazon and TikTok Shop is emerging as the biggest opportunity. Described as “explosive” by JoinBrands Co - Founder & CEO Leo Limin, TikTok Shop’s built-in e-commerce ecosystem allows anyone to become a seller or affiliate, creating viral sales potential similar to Amazon’s early days. While not all products are an ideal fit, the platform is driving huge wins for price-conscious and trend-driven products. The real game-changer, however, is TikTok LIVE selling, which Limin calls “QVC for a new generation.” Live commerce, already massive in China, enables brands to sell thousands of units in just hours while doubling as a form of customer support. Experts predict a live selling boom in the U.S. within the next few years, making now the time for sellers to master this skill and diversify their channels before the next wave hits.

Traditional SEO is all about pleasing Google. GEO (Generative Engine Optimization) is about pleasing AI chatbots so they’ll quote you. If you want visibility in 2025, you need to rank in search and be irresistible to bots.

Buffer analyzed the numbers, and video still crushes everything else but not all videos are equal. Short, engaging, and platform-native wins every time.

YouTube superstars Dude Perfect are hitting theaters with Regal for a documentary release. Expect stunts, trick shots, and plenty of popcorn-worthy influencer marketing.

Carl's Jr. opted out of the pricey Super Bowl ad grind and instead leaned into post-game buzz with National Hangover Day featuring TikTok queen Alix Earle. The campaign gave us cheeky, racy vibes (Paris Hilton energy, anyone?) and delivered smash hits: a jaw-dropping 47% Instagram engagement rate and a 91% follower boost. They threw a party-themed LA activation and even dropped a “Kay So?” queso burger spot that leaned straight into nostalgia… all wrapped up in bold authenticity that felt unapologetically fun.

I was scrolling through LinkedIn and everyone was talking about one thing: Sweet Loren’s TikTok account accidentally got renamed. Somehow, an intern or maybe a long-time marketing team member, accidentally changed the brand name to Ryan. Instead of panicking or pretending it never happened, the team leaned into it.

Her manager, Enara Roy shared the viral post, and the internet lost it. Ryan, the face of the now-famous TikTok channel, ran with it: posts about Ryan-flavored cookies, a Ryan meetup, behind-the-scenes from meetings where she’s “definitely gonna get fired” – it all became content gold. 

Here’s how it played out:

For context, most Sweet Loren’s TikToks usually get 2,000–7,000 views. This accidental moment blew past that like a rocket. And they didn’t stop – Ryan’s mishap became a full mini-series with content tying into a new cookie dough flavor, giving fans something to follow and engage with.

Result? Over 2.2 million views in just a few days.

Now, if you’re in marketing, you might think: “This is totally staged.” And honestly? Maybe. But here’s the genius: the average consumer doesn’t care if it’s real or fake – they just see a human, funny, relatable moment, and they’re hooked. This little stunt turned into an insider joke that got people emotionally invested in the brand.

Oh, and bonus: Sweet Loren’s launched a new product, so this Ryan content is the perfect pre-launch hype. It’s like turning an accidental screw-up into a full-on marketing funnel.

Either way, it’s a lesson: embrace the chaos, make it human, and your audience will follow.

Mistakes aren’t the end – they can be the beginning of something viral. Own it, have fun, and let your audience feel like they’re in on the joke.

Ryan got 2.2M views by accident. You can do it without the panic attack. JoinBrands is where brands and creators make viral moments happen — intentionally. 

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