This Week in Social: Reels Go Front-Page, YouTube Goes Hollywood (10/8/2025)

👋 Welcome back to The Scroll Down where each week we cut through the doom scroll and bring you the updates you actually need to know from as many corners of the internet as we could find. Before we dive in, we've got some news!

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👥 Meta (Facebook, Instagram, & Threads)

Meta to use AI chats for personalization: Starting December 16, 2025, Meta will use users’ text and voice interactions with Meta AI to shape ad targeting and feed personalization.
Facebook doubles down on Reels: The app is now converting all videos into Reels and removing time limits. A new “friend bubble” feature shows which of your friends liked a video.
Instagram is testing a new UI: In select regions, users open the app directly into the Reels feed, signaling a shift toward short-form video.
No native Story scheduling: Adam Mosseri confirmed via Threads that Instagram is not currently developing native Story scheduling. Scheduling still requires Meta Business Suite or third-party tools.
Algorithm drama?: Mosseri via Threads says there’s been no major change to Instagram’s algorithm recently, though ranking is “always being improved.”
Threads discovery tweaks: Cross-posted content from Instagram now hides hashtags; the app continues testing new reach surfaces.

💡 What to Do About It

Go all-in on short video. Reels are now Meta’s main feed driver. Create at least one Reel per week with a clear hook and native captions.
Optimize for connection. “Friends bubble” signals mean social proof matters again. Encourage shares, tags, and friend interactions.
Reassess attribution. With AI signals influencing delivery, performance tracking may shift. Start comparing engagement vs conversion metrics more closely.
Stay watchful. If the Reels-first layout expands, you’ll want to front load short-form creation to stay visible.
Native tools still your best friend on Threads. Keep using native engagement tools (polls, reply threads). Expect hashtags to matter less - focus on conversation instead.

🌟 Trend to Try

Micro-series Reels. Run a short themed series (“Marketing Mondays,” “Mini Case Fridays”) to test sustained engagement.
Repost Strategy. Repost your own high performers with a twist - updated caption, new angle, or reaction overlay.
Friend-forward content. Try content that encourages friends to tag each other or duet/comment together.

🎶 TikTok

AI-powered creation tools: TikTok expanded its Symphony suite with text-to-video and image-to-video generators for creators and advertisers.
Auto POV text feature: Some users spotted an auto-generated “POV text” overlay on posts; not yet officially announced.
Social commerce & Gen Z behavior: Reports suggest half of Gen Z has bought directly from a social ad, with 58.8% using TikTok as a search engine.
“Change Makers” Program: TikTok launched a global initiative spotlighting creators and nonprofits using content for social impact.

💡 What to Do About It

Experiment with AI tools. Test text-to-video or image-to-video prompts using brand messaging. These are perfect for evergreen or behind-the-scenes content.
Leverage POV captions manually. Add your own text overlays that mimic the trending “auto POV” style — e.g., “POV: You’re building your dream brand one post at a time.”
Invest in authentic social commerce. Audit your product pages and ads - they should look native to TikTok, not like repurposed Meta ads.
Play with accountability formats. Try “posting every day until…” or “journey to…” series for community building.

🌟 Trend to Try

“Posting Every Day Until…” challenges. Tap into the creator accountability wave.
Mini storytelling arcs. Use 3-part series: setup → payoff → callback.
AI remix or duet. Use Symphony’s new remix tools to combine brand clips with trending creator sounds.

YouTube

YouTube surpasses Netflix in U.S. TV share: It now accounts for 13.1% of U.S. TV viewing, outpacing Netflix’s 8.7%, according to Nielsen’s The Gauge.
Creators are the new Hollywood. YouTube CEO Neal Mohan announced several top creators opening studios in Burbank, saying “creators are the new Hollywood.”
Streaming dominance continues. Streaming accounts for 44.8% of all U.S. TV viewing - the highest ever.

💡 What to Do About It

Treat YouTube as TV. Design videos with lean-back viewing in mind: full-screen visuals, quality lighting, and strong pacing.
Start episodic content. Build continuity - YouTube is rewarding consistent watch time.
Create “Short-to-Long” funnels. Tease content via YouTube Shorts or Instagram Reels, then link back to the full version.
Think community over virality. Subscribers > views. Engagement from your loyal base will drive algorithmic lift on TV devices.

🌟 Trend to Try

Hybrid short-to-long launches. Drop Shorts previews 24h before a main upload to drive early views.
Collaborative series. Partner with other creators for multi-episode storytelling.
Premiere events. Use YouTube’s “Premiere” feature to mimic live TV moments.

Reddit + Other Platforms

Reddit’s new marketing tools — “Pro Trends” on mobile now track real-time keyword mentions and brand engagement. Also introduced a 2026 Marketing Moments Calendar. (Brandnation)
BuzzFeed’s rumored AI app, “BF Island.” No official confirmation yet; allegedly a gamified social space for AI-generated filters, prompts, and challenges.

💡 What to Do About It

Reddit: Explore ad placement opportunities using new keyword insights. Align your 2026 content calendar with trending “moments.”
Rumors: Monitor experimental platforms like “BF Island,” but don’t invest resources until official confirmation.

🌟 Trend to Try

Reddit participation campaigns. Run an “Ask Me Anything” or “Storytime” to drive brand transparency.

What to Do Overall 🧭

Audit your video mix: Short-form should now be 60–70% of total content.
Check analytics weekly: Platform changes = performance shifts. Track any drops after AI rollout.
Prepare your Q4 campaigns: Align messaging with emerging platform shifts: Reels-first feed, creator-first algorithms, and cross-channel content journeys.
Stay adaptive: Expect volatility as algorithms and UIs evolve faster than ever.

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👉 That’s the scroll. Keep your content short, DM-worthy, and shareable and don’t forget to test the trends while they’re hot.

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.

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