inside meta’s masterclass + this is how you revive a 150-year-old brand + our own masterclass

Ohhh we’re back and caffeinated! Welcome to another week inside the chaos vortex, where I dig through the internet so you don’t have to sacrifice your sanity. 

This week’s hot gossip? Meta’s out here dropping a masterclass in engagement, TikTok’s basically building Skynet for ads, and YouTube is quietly devouring e-commerce for breakfast.

And because I’m a sucker for a good comeback story, we’ve got a chef’s kiss case study on how Vaseline turned creators into co-authors and resurrected a 150-year-old brand with pure, unfiltered genius.

And yeah I’m in Group 7 too. Now let’s get into the good stuff 👇

Meta’s recipe for engagement mastery

Meta shared its playbook for the 2025 holiday season, highlighting strategies like personalized ads, community engagement, and immersive shopping experiences. Brands are encouraged to blend commerce with content for maximum impact. 

Instagram is prompting more users to test a refreshed interface that puts Reels and DMs front and center, aiming to boost engagement and content discovery.

They’re also rolling out a topic-based Reels algorithm control, letting creators influence what type of content appears in their feed. 

Plus, there are plans for a dedicated Instagram TV app, expanding Reels to connected TV and challenging YouTube’s dominance. 

Adam Mosseri announced Instagram’s 2025 Rings winners in a carousel, celebrating 25 global creators for taking creative risks. Winners get a gold-animated ring around their profile and can pick a custom background color.

Instagram now enforces PG‑13 ratings for teen accounts, adjusting features and content access to protect younger users. 

Meta’s Threads platform expanded ad verification partnerships with IAS, DoubleVerify, Scope3, and Zefr, ensuring higher transparency and quality for advertisers.

Meta continues expanding commerce and creator content on Facebook:

TikTok is playing the algorithm like a pro

TikTok just announced a wave of automation upgrades for advertisers, introducing smarter tools for ad placement, creative optimization, and performance tracking. It’s all about making campaigns faster, cheaper, and way more data-driven. 

Supporting that, Lunar Solar Group shared how TikTok’s full-funnel automation is transforming ad workflows, from discovery to conversion, cutting manual tasks while boosting ROAS. 

TikTok Shop is rolling out its Super Brand Club campaign to help emerging brands grow faster through extra visibility, exclusive purchase incentives, and leaderboard-style recognition. Think of it as a growth accelerator for rising e-commerce stars.

TikTok updated its Seller University, adding modules on how to link a Seller Ads Manager Account for smoother campaign integration. This makes it easier for merchants to handle both shop listings and ad performance in one place. 

TikTok is expanding its Shop Ads Partner Program, bringing in more third-party tools and agencies to help brands scale efficiently with better data access and optimization support.

TikTok detailed updates to its AI-driven age detection systems, using behavioral patterns and AI models to better protect minors and identify underage accounts. The platform’s goal: balance safety with seamless user experience.

A U.S. lawmaker raised concerns about potential licensing deals involving TikTok’s algorithm, citing national security and data privacy risks. The debate over TikTok’s ownership and data handling continues to heat up as election season looms. 

YouTube is quietly eating e-commerce for breakfast

YouTube is upgrading its Shorts editing suite with smarter trimming, remixing, and preview features, including early previews of upcoming AI tools that simplify video production.

The latest Creator Insider update expands access to Voice Replies (yes, creators can now respond to comments with audio), while also rolling out visual updates, shared channel insights, and product tagging for group videos.

YouTube’s new Culture & Trends Report dives deep into how creators are shaping shopping behavior and how community-driven recommendations are overtaking traditional ads in influencing purchase decisions.

After months of testing, YouTube officially rolled out its redesigned player, improving accessibility and engagement features across devices.

The new Brand Pulse Report breaks down how paid + organic content work together with YouTube ads driving a notable lift in both search and brand recall.

According to the LA Times, creators are turning YouTube into a shopping destination – integrating affiliate links, product showcases, and live demos that rival TikTok Shop.

YouTube’s own Amelia Dimoldenberg shared 8 tips for creators to elevate their presence emphasizing storytelling, authenticity, and consistency as keys to longevity.

Creator economy

TikTok Agencies Are Getting Fancy with Ads
TikTok is rolling out new tools for agencies to create more polished ads. Expect higher-quality campaigns and better targeting. The goal? To make your scroll time feel like a mini-movie marathon.

BDG Media's Influencer Pivot
BDG Media, the parent company of Bustle, Nylon, and Scary Mommy, is shifting focus to influencer-led memberships and events. They've launched a gifting program where brands send free merchandise to Nylon members in exchange for exposure. This move is expected to generate up to $130 million in revenue this year. 

Victoria’s Secret Fashion Show: Influencers Take the Runway
The Victoria’s Secret Fashion Show featured influencers like Quenlin Blackwell and Gabriela Moura alongside traditional supermodels. While some viewers criticized the inclusion of influencers, others praised the diversity and relatability they brought to the event.

Gap Inc. Launches Creator Affiliate Program
Gap Inc. has introduced a creator affiliate and advocacy platform for its brands, including Old Navy, Gap, Banana Republic, and Athleta. The program offers creators early access to new releases, product seeding, and exclusive promotions, aiming to build closer relationships with influencers.

The Line Between Content Creator and Business Founder
The Times explores how the roles of content creators and business founders have blurred. It discusses how creators are increasingly building businesses around their personal brands and the challenges they face in balancing content creation with entrepreneurship. Our co-founder, Ian Sells has lately become a content creator. Check him out here. 

How Vaseline turned creators into co-authors and revived a 150-year-old brand

Vaseline, a heritage brand best known for its petroleum jelly did something radical. Instead of launching another celebrity campaign or sterile skincare ad, it handed the microphone to creators. Through a campaign called "Vaseline Verified," the Unilever-owned brand redefined influencer marketing by making creators true co-authors of its story. What followed wasn’t just a boost in impressions, it was a full-scale reawakening of a legacy product for a new generation.

The Insight

Vaseline didn’t need to convince people to talk about the product, it was already happening. Online, millions of creators were showcasing wild and often hilarious uses for Vaseline: camera lens filters, spicy food barriers, beauty hacks. Instead of fighting it, Vaseline leaned in.

Their team uncovered over 3.5 million pieces of organic UGC, all unsponsored, all spontaneous. The brand recognized an opportunity: not to correct the narrative, but to co-author it with the creators driving it.

The Campaign: "Vaseline Verified"

Launched globally in March 2025, Vaseline Verified was more than a hashtag. It was a fully integrated influencer-driven campaign backed by science, storytelling, and creator-first strategy.

Key Moves:

Platforms like TikTok and Instagram took center stage. Creators like Cole Walliser launched the campaign with cinematic-style tutorials, while TikTokers ran wild testing their favorite "hacks."

Hashtags like #VaselineVerified and #itsavaselineworld exploded, and even brands like HBO jumped in for co-branded activations.

Why It Worked

The campaign flipped the influencer playbook. Instead of briefs and brand-safe edits, Vaseline gave creators freedom and let real science bring credibility.

According to Unilever’s Global Brand Director Nathalia Amadeu:

“We stopped looking at them as influencers, as media channels, and we started treating them as co-authors of our stories.”

The tone was playful but informative. Scientists became content characters. Creators became campaign architects. Consumers saw themselves reflected in every post.

Results

Industry execs called it the new standard for influencer-led legacy brand marketing. IPA reports even placed influencer ROI above paid social.

The Impact

The campaign didn’t just sell more jelly. It made Vaseline cool again. By giving creators authority, not just amplification, Vaseline aligned with Gen Z’s demand for authenticity, collaboration, and cultural fluency.

It was proof that with the right mix of UGC, trust, and bravery, even the most established brands can spark fresh relevance.

They stopped trying to own the story and they decided to be part of the story.

And that, more than any ad or slogan, was what made it work.

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