Social media updates PR and communications teams should know this week
This week's platform updates skew practical: smarter AI tools to speed creative, clearer page setup flows, and stronger protections for vulnerable users. If you manage brand channels or counsel executives, these tweaks can save time and reduce risk.
Here's what changed and how to put it to work.
Instagram: Watch History for Reels
Instagram is rolling out a Watch History for Reels, showing thumbnails of what you've viewed over the last 30 days. You can sort oldest-to-newest, jump to specific dates, and filter by the account that posted the Reel.
- Why it matters: Easier content benchmarking. Quickly relocate trend references, competitor posts, or creator ideas you forgot to save.
- Quick win: Revisit Watch History before weekly planning. Save high-performing formats to a "Test" collection and brief your creators with concrete examples.
Instagram: Draw in DMs and AI "Restyle" in Stories
In DMs, a new Draw option lets you sketch over the chat background and drop stickers that flow with the conversation. In Stories, "Restyle" adds AI editing to remove objects, change outfits, swap backgrounds, or apply effects using text prompts or presets (U.S. only for now).
- Why it matters: Faster iteration on story visuals and concept mockups without leaving the app.
- Try this: Use Restyle to mock creative variants for approvals. Share two or three quick options with stakeholders before you commit to a full shoot.
- DM tip: Use Draw for lightweight annotations in creator or partner chats-circling key frames or placing callout stickers to align on edits.
Instagram: Custom app icons for teen accounts
Teens (13-17) can switch the Instagram app icon on their device to styles like chrome, cosmic, or slime. Small update, but it feeds self-expression.
- If Gen Z is your audience: Consider icon-inspired motifs in story frames or UGC prompts to meet the vibe teens are choosing on their phones.
LinkedIn: Opt in as an "AI Trainer"
LinkedIn is inviting users to answer deeper questions about their skills and career experiences to help train its AI systems. It's more reflective than a typical post-expect prompts and structured questions.
- Use case for comms leads: Encourage execs and SMEs to opt in. Their detailed inputs can improve AI-driven suggestions for posts and summaries, and surface sharper angles for thought leadership.
- Content tip: Treat the prompts like a pre-interview. Capture phrasing and anecdotes you can reuse in bylines and keynote abstracts.
Snapchat: Imagine Lens is now free in the U.S.
Snap's AI image tool is available to all U.S. users at no cost. Type prompts to generate or transform images-start from a photo or a blank canvas-and then share in chat, Stories, or export.
- Campaign use: Rapidly prototype visual themes or pitch boards for seasonal moments (think costume try-ons, activations, sets).
- Guardrail: Keep brand guidelines handy. Use AI outputs as draft concepts, then refine for final creative.
X: Pay-per-use API model
X is moving to a pay-per-use model for API access, expanding a closed beta to more developers, including "power" users. Instead of fixed tiers, costs scale with usage.
- What to do: If your reporting, social listening, or alerting depends on third-party tools, ask vendors how this affects quotas and pricing. Budget for spikes around launches or crisis monitoring.
- Compliance check: Confirm your team's apps still meet X's developer terms before you flip any new automations live.
Facebook: Cleaner Page setup for businesses and creators
When creating a new Page, you'll now choose "Company" or "Creator" up front. That selection guides the features and tools you see.
- Action: Audit Pages run by ambassadors or executives. Creator setup may be a better fit for personal brands, while Company benefits teamwork and admin controls.
Meta: New protections to reduce scams, especially for older adults
Across Facebook, Instagram, and WhatsApp, Meta is expanding security checkups and guidance. Users are prompted to enable two-factor authentication, adjust privacy settings, and get warnings for suspicious messages-with the option to send recent chats for AI review and suggestions to block or report.
- For community managers: Update response playbooks. If your audience skews older, pin clear how-to posts on avoiding imposters and fake offers.
- Internal move: Align with customer care on escalation paths when scam reports land in your DMs.
Quick checklist for PR and comms teams
- Use Instagram Watch History to capture trend examples and competitor benchmarks you missed.
- Mock concepts in Stories with Restyle; share variants for faster approvals (U.S. teams first).
- Annotate creator feedback with Draw in DMs to cut rounds of revisions.
- Ask execs/SMEs to try LinkedIn's AI Trainer prompts; mine responses for quotes and angles.
- Prototype Snapchat visuals for pitches and decks before commissioning full assets.
- Check with vendors on X API pricing changes and adjust monitoring budgets.
- Confirm your Facebook Page setup (Company vs. Creator) matches your goals.
- Refresh security posts and DM scripts to help followers spot and report scams.
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