All the updates you need this week (9/18/25)

👋 Welcome back to The Scroll Down! Each week we cut through the noise and bring you the updates you actually need to know from as many corners of the internet as we could find.

This week’s edition is STACKED. Instagram is testing links and tinkering with Stories, TikTok’s deadline got pushed back again, and LinkedIn rolled out new analytics that actually matter. Plus, Sprout Social dropped consumer data every communicator should see.

Let’s dive in.

📲 Instagram

Links in posts (testing): Some users can now drop clickable links directly in posts. If rolled out, it changes CTAs and tracking - prep your landing pages.
Stories reach bug fixed: Creators report posting multiple Stories no longer throttles reach. Not official, but promising.
Story Highlights in the profile grid: Wider rollout spotted. Highlights may soon sit in your grid with a dedicated tab.
Shots (BeReal-style): A disappearing photo feature where the recipient can only view once. Still testing.
Split audio in-app: You can now edit audio tracks directly in Instagram, making Reel production faster.
Hashtags losing power: Reports show hashtags are being deprioritized in favor of captions, keywords, and alt text. Think SEO > #spam.

💡 Trend to try: The “What I ordered vs. what I got” meme is resurging in Reels, but with workplaces, products, and even campaign results. Also, trending audios: “Let’s do it again but make it viral” and sped-up throwbacks like Ne-Yo’s “So Sick.”

What This Means for You

If the “links in posts” test becomes real, get your landing pages ready, optimize your CTAs, and set up tracking (UTMs, etc.).
Test multi-Story posting and monitor reach metrics closely - if reach improves, you can be more liberal with frequent Stories.
Redesign your profile considering Highlights might sit in grid tabs; make your theme/grid look seamless.
Consider simpler, more authentic content if “Shots” or similar features launch - less polished = more real.
Start leaning into captions, keywords, alt text now; even if hashtags still work, you’ll get ahead if SEO-style text is stronger.

🎶 TikTok

U.S. deadline extended again: ByteDance has until Dec 16, 2025 to sell. The White House says a deal is close.
New Community Guidelines (Launched Sept 13): All AI-generated content must be labeled. Deepfakes face tighter moderation. Stricter commercial content rules too.
Safety & moderation updates: Body/face edits and filters are under closer scrutiny, especially in Europe under DSA rules.

💡 Trend to try: “Unexpected item in bagging area” audio is trending for skits, plus “I’m just a girl” sound for brand POVs. Educational explainer clips with subtitles are also performing well.

What This Means for You

For now, plan for TikTok campaigns as usual while staying alert to regulatory risk. If the sale doesn’t finalize, keep pushing content; if it does, transition plans may be needed.
Be very clear when any content uses AI or manipulated media. Use labeling/disclosure, especially for content pushing boundaries.
For branded or commercial content, double-check compliance: rules may be stricter around what’s allowed, how it's disclosed, and how it’s monetized

👥 Meta (Facebook, Messenger, Threads)

Reels Trending Ads: Now available to all advertisers. Ads appear after viral Reels with AI-based category targeting.
Threads ads expand: Carousel and 4:5 formats are here. “Value rules” let you choose what kind of engagement you want prioritized.
Teen safety updates: Parental approval now required for under-16s to go Live on IG, unblur nudity in DMs, and default settings are locked tighter across FB, IG, and Messenger.
Community Chats in Groups (rumored removal) — Some chatter suggests these will be phased out.

💡 Trend to try: On Threads, “Text-first memes” are hot again - short quippy posts paired with a single emoji reaction. On Reels, sped-up mashups of 2000s hits are seeing big engagement.

What This Means for You

If you run Reels ads or want to, test trending content placement + AI-targeting now; ad creative needs to align with viral / trending content for best performance.
Use new ad formats on Threads to test different messaging styles (carousel, taller formats). Be explicit in what you want (awareness vs. engagement) since “value rules” let you choose.
If you target younger audiences, audit your content / Live plans, messaging / image assets for compliance with tighter safety settings.
Stay ready to adjust community / group strategies if chats are removed; keep building engagement in other areas (comments, direct threads, etc.).

📈 LinkedIn

Saves & Sends analytics: New metrics show how often your post is bookmarked or shared in DMs. Stronger signal of long-term content value.
Notion perk: Premium users now get 6 months of Notion Plus with AI included. Nice bonus if you’re already paying for Premium.

💡 Trend to try: “Lessons learned” carousels with a storytelling arc (fail → lesson → takeaway) are getting solid traction.

What This Means for You

Create content with “saveability” and DM shareability in mind (guides, templates, lists, insights).
Monitor these new metrics along with existing ones; you may find high save/share content isn’t the same as high likes. Use that to guide content pillars.
Use this to justify ROI and show value to stakeholders: saved and shared content often signals deeper impact and can feed into later stages of funnel / trust.

🕊️ X (Twitter)

Creator Monetization Standards: To earn through X’s monetization tools, creators must meet new conduct, content, and authenticity requirements.
Revenue sharing expansion: Global rollout continues, but eligibility is stricter.

💡 Trend to try: Emoji-only captions with image posts are trending in some niches. Also, reposting older viral tweets as quote tweets with updated context is making rounds.

🧪 Rumors & Tests

Facebook permanently sunsetting Community Chats in Groups soon.
TikTok experimenting with expanded AI detection tools (behavioral + metadata).
Reddit developing publisher revenue share tied to article reader feature.

Keep an eye out - these could shift strategy fast. We'll be sure to update you once any of these are confirmed and live.

📊 Insights Worth Noting

Fresh consumer insights to guide your strategy:

📈 Bluesky up 370% YOY: liberals driving adoption. Worth testing if your audience skews there.
🤖 AI transparency matters: 52% worry about undisclosed AI. Credit human creatives.
🚫 Influencer fit counts: 25% say brands pick misaligned influencers. Niche > mass.
✊ Gen Z wants activism: 63% expect brands to post about causes, but only with authentic action.
💬 Honesty > chaos: 23% see “unhinged” as bold. Half just want brands to keep it real.
🙋 Engage or be ignored: 58% want brands to interact with them directly.
🛒 Social drives sales: 76% say social content influences buying decisions, even low-like posts.

🔗 Full report: Sprout Social – The State of Social Media 2025

What This Means for You

Transparency + humanity in content is no longer optional. Audiences want to know who made it, how it was made.
Organic content and paid both matter; don’t cut corners with organic just because paid is “stronger.” Each supports the other.
Purpose-driven content: when you talk about causes, make sure the brand lives them. Authenticity will get rewarded; performative activism will get called out and canceled.

That’s it for this week 👋. Bookmark this edition as your all-in-one update hub, and test a trend or two if your content calendar’s running light.

You’re not the only one. Platforms change faster than most teams can keep up with, and it’s easy to feel like you’re always two steps behind. The truth is: you don’t need to chase every new feature or stress over every algorithm tweak. You need a strategy that helps you focus on what matters most for your brand and your community.

That’s where we come in. At 989 Creative Group, we help mission-led businesses, nonprofits, and entrepreneurs cut through the noise with:

📌 Clear strategies tailored to your goals

📌 Content that actually connects with people (not just feeds the algorithm)

📌 Ongoing support so you can stop guessing and start growing

👉 Whether you need a one-time reset or a long-term partner, we’ll help you stay confident, consistent, and ahead of the curve. Schedule a call with us today to learn more.