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TikTok’s Fate, Instagram’s Power Moves & The Influencer Boom + Tips for Virality
Influencer & UGC Insights #6
Wendy Biba
March 13, 2025
I know how frustrating it is to keep up with all these changes - one minute, a strategy is gold, and the next, it’s ancient history.😵💫 But I’ve got you! In this edition, I’m breaking down why brands are throwing ad dollars at influencers, the latest Instagram and TikTok updates that could change the game for you, Brendan Kane’s viral content secrets and so much more. Let’s get into it!
TikTok’s Fate Will Be Decided SOON – What’s Your Prediction? 🚨 |
With the April 5 deadline looming, TikTok’s U.S. future is uncertain. Four groups, including Oracle and a consortium led by Frank McCourt and Alexis Ohanian, are bidding for the $50B platform. Trump even proposed a 50% U.S. government stake. For brands and influencers, staying informed and adaptable at this time, is crucial.
when you remember April is creeping up #PleaseDontBanTikTok
Instagram is shaking up content discovery with 'Blend,' a new feature that curates a shared Reels feed between friends. By analyzing the Reels you've exchanged and your mutual interests, 'Blend' serves up a personalized mix of videos just for you and your pals. It's like having a bespoke entertainment channel crafted from your inside jokes and shared passions. Cheers to that!
So, you went live on TikTok Shop - your products were front and center, your audience was hyped, and you dropped more call-to-actions than a used car commercial. But did it actually work? Time to check the receipts (literally). Key success metrics include live views (who showed up to the party?), product clicks (who hovered but hesitated?), and conversion rates (who actually whipped out their wallet?). Tracking these numbers can help you tweak your strategy, turn browsers into buyers, and make every future live session an even bigger money move.
Instagram is testing Meta AI-powered search shortcuts at the top of comment sections, directing users to quick search results related to the post. For example, a sports post might generate a shortcut for a player's stats. This move mirrors search features on YouTube and TikTok, keeping users engaged longer while improving Instagram’s search experience - an area where it lags behind competitors. As Instagram courts TikTok creators, enhancing search could help brands and influencers increase discoverability within the app.
TikTok’s photo posting feature lets you share up to 35 images in a single post, creating a swipe-through visual experience. Enhance your posts with filters, sounds, text, and stickers to craft compelling stories.
Tips for Engaging Photo Posts:
✅ Create a strong title to grab attention.
✅ Use high-quality images for a polished look.
✅ Tell a story - not just a random photo dump.
✅ Structure it with a beginning, middle, and end.
✅ Add text on-screen to build engagement.
✅ Maintain consistency by cropping images to the same ratio.
✅ Include music to enhance the mood.
✅ Write a strong caption (TikTok allows up to 4,000 characters).
↳ Trending Themes: Memes, humor, recipes, tutorials, roundups, event highlights, and human interest stories.
Instagram isn’t wasting any time and is seizing the opportunity amid TikTok’s uncertain future in the US. Meta is developing a new editing app for Reels, rumored to be called "Edits." Think of it as Instagram’s answer to CapCut - offering high-res 2K video editing, advanced creative tools, and smoother content production.
For creators and brands, this means next-level Reels without needing third-party apps. But here’s the catch: videos edited in 'Edits' will get a "Made with Edits" tag. Will this boost authenticity or feel like a watermark we’re all trying to crop out? Time will tell!
Brand Brief: UGC Your Way to the Top
At SXSW, Crocs and Southwest Airlines revealed a major shift in marketing strategy: less spend on traditional digital ads, more on influencers. “The way that we look at reach is going to be different... shifting more dollars from digital ad media to influencer or creator media,” said Julia Melle, Southwest’s brand director. Crocs leverages long-term creator collaborations, while Southwest uses influencers to drive bookings. As U.S. influencer marketing spend is set to hit $9.29B in 2025, brands should take note—creator media is outperforming traditional digital ads.
In a 'Nerd Alert' episode, experts Elena and Rob reveal what makes influencer marketing truly effective: the perfect match between influencer and product.
When influencers align with products that genuinely resonate with their audience, engagement skyrockets. It’s not just about picking a popular face; it’s about choosing the right face. Brands, take note: it’s not enough to just throw products at influencers. Make sure it’s a natural fit, and watch the magic happen.
(Listen to the full episode to dive deeper into the psychology behind influencer success!)
😀Extra Tip: To make your influencer campaign a success, guide it through our Influencer Campaign Success Funnel.
TikTok introduces its Content Marketing Partners program to help brands elevate both organic and paid content. These partners have access to exclusive tools and insights, allowing for better trend tracking, content optimization, and influencer collaborations. The goal? Boost performance, engagement, and overall success for brands looking to maximize their TikTok presence.
Creator Corner: Rule Your Feed
Instagram just revamped how Reels are ranked, giving smaller creators a fair shot at virality! Now, instead of prioritizing follower count, Instagram tests Reels with a small audience first and expands their reach based on engagement.
Key Stats:
✅ Reels watch time grew double digits in Q4 2024
✅ 4.5 billion Reels are reshared daily across IG & FB
✅ Ranking favors watch time, retention, shares & likes
How to Maximize Reach on Reels:
Post consistently – Every Reel is a new chance to go viral
Hook fast – Capture attention in the first 3 seconds
Use audio – Even for photos & carousels
Track your metrics – Watch view rate & retention
Experiment – Try different formats & embrace trends
Virality isn’t luck - it’s strategy. In a must-watch conversation, Brendan Kane shares his proven framework for crafting content that hooks audiences and skyrockets engagement.
Key Takeaways:
↳ Connection over broadcasting – Treat social media like a conversation, not a megaphone.
↳ Mass appeal wins – Broader, engaging content outperforms hyper-targeted messaging.
↳ Storytelling sells – Use structured storytelling (beginning, middle, end) to captivate viewers and build trust.
↳ The first 3 seconds = make or break – Hook your audience fast or lose them.
↳ Evergreen = long-term wins – Build content that keeps getting views.
↳ Test, tweak, repeat – A/B testing thumbnails, headlines, and formats drives success.
↳ Strategy > budget – Going viral isn’t about ad spend - it’s about smart execution.
For more, explore the full discussion on The Futur:
First, Instagram pushed short Reels, limiting them to 90 seconds. Then, as TikTok’s future in the U.S. grew uncertain, IG extended the limit to 3 minutes. Now, they’re saying Reels longer than 3 minutes might not get as much reach. Convenient timing, huh?
Instagram claims this shift is based on user feedback, but let’s be real - it’s all about competing with other platforms. The takeaway? Play by their rules if you want the algorithm’s love. #KeepUpOrGetBuried
Instagram head shares essential tips to optimize your profile, ensuring it grabs attention and encourages engagement.
Instagram is experimenting with a feature that allows creators to add captions at the bottom of their Stories. This update introduces an "Add a caption" prompt during the Story upload process, enabling creators to type out captions that appear similarly to viewer comments once the Story is published.
Why It Matters: While creators have previously used text stickers to add captions, this integrated feature simplifies the process, especially for longer captions. Prominently displayed captions may encourage viewers to engage more through comments, fostering increased interaction with Stories.
“I could do your job, it’s just posting on social media, isn’t it?”
Content Creators:
That’s A Wrap! 💌
Don’t keep the good stuff to yourself - share this newsletter with your fellow marketers, creators, or anyone who could use a leg up in the influencer game.
Until next time, catch us on socials. Stay creative, stay viral, and may your engagement rates always be sky-high! 🚀
Stay Influential,
JoinBrands Team
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