Design emails people love to get.

👋 Welcome back to The Scroll Down, your weekly cheat sheet for social media shifts, feature rollouts, and updates that matter to communicators, creators, and brands.

This week, Meta leans harder into AI and personalization, TikTok adds powerful keyword insights, and LinkedIn quietly makes metrics that actually matter easier to find.

Let’s jump in.

👥 Meta (Facebook, Instagram, & Threads)

Facebook is testing AI-powered edit and collage suggestions for camera-roll photos to encourage more organic posting.
Meta will begin using Meta AI interactions (searches, prompts, chat data) to personalize feeds, Reels, and ads across Facebook, Instagram, and WhatsApp starting December 16, 2025.
Instagram is rolling out a new optional layout moving Reels and DMs to the 2nd and 3rd bottom tabs.
Instagram is testing opening directly to Reels for some users in India.
A new “Your Topics” control for Reels lets users fine-tune what themes appear in their feeds.
Instagram is experimenting with allowing more than 20 photos or videos per carousel post.
Threads added Group DMs and is testing invite links and expanded messaging access in Europe.

💡 What to Do About It

For Facebook: test the collage-suggestion tool; ensure your brand has good raw visuals.
For feed/ad strategy: since AI-chat data will feed into personalization, review what chat/intent signals your brand is generating.
On Instagram: use the “Your Topics” feature to fine-tune content labels; consider 15-20 slide carousels now possible—plan content accordingly.
Threads: pilot a group DM for VIPs/community; monitor how deep engagement behaves compared to standard feed posts.

🌟 Trend to Try

Create a “Topic Series” where each post clearly signals one of your core themes (e.g., “Tip”, “Behind-the-Scenes”, “Customer Story”) so the algorithm aligns with your niche.
Test a long carousel (e.g., 15–20 slides) as a story or tutorial—compare engagement to shorter formats.
On Threads, run a “Group DM Club”: invite top followers into a private chat ahead of a launch or campaign to deepen relationships.

🎶 TikTok

Analytics now show related trending topics and keyword insights.
Smart+ ad campaigns upgraded with Google Analytics integration and stronger CPA performance.

💡 What to Do About It

Weekly: pull 3–5 trending keywords from analytics and plan at least one video for each.
If you run ads: link GA to Smart+ campaigns and compare results to your manual campaigns.
For organic: create a “react” or fast-follow video within 24-48 hours of spotting a trend to capture momentum.

🌟 Trend to Try

“Keyword Challenge” format: choose one trending term, make a 15-second video addressing that term and invite commentary.
Use a duet or stitch with a trending video: find one that uses your target keyword, respond with your brand’s angle.
Run Smart+ with minimal spend as a test, then boost top-performing videos organically.

💼 LinkedIn

LinkedIn updated its Terms of Service (effective Nov 3) to expand data-sharing with Microsoft for AI/ad personalisation.
Post-level analytics now include saves, sends, and follower growth attributed to each post.

💡 What to Do About It

Review your organization’s privacy/data policy in light of the new ToS; brief your team.
Weekly: export and monitor ‘saves’ and ‘sends’ as key engagement indicators beyond likes.
Align naming conventions for campaigns across all platforms (LinkedIn + Meta + TikTok) to simplify reporting.

🌟 Trend to Try

Post a 4-5 slide carousel with actionable content and prompt your audience to save it for later.
Launch a micro-pilot employee-advocacy program: pick a small group of staff to post on LinkedIn, measure sends and follower growth.

🎥 YouTube

YouTube introduced threaded comments and expanded voice replies, improved navigation for Shorts + Connected TV.
Media-kit tools now let creators package sponsorships more easily.

💡 What to Do About It

Check that your thumbnails, intros and CTAs are optimized for bigger screens (Connected TV) and Shorts.
Use threaded comments and voice replies strategically to boost interaction under key videos.
Update sponsorship decks for creators using YouTube’s new media-kit tools to simplify brand collaboration.

🌟 Trend to Try

Implement a “Short → Long” funnel: publish a 30-sec Short leading into a longer video optimized for CTV.
After a livestream, use voice replies to follow up on top comments and measure engagement lift.
Run a creator sponsorship pilot via the new media-kit—track brand lift and engagement metrics.

📌 Pinterest

Pinterest now offers controls allowing users to dial down AI‐generated content in their feeds by category; AI content labelling is more visible.

💡 What to Do About It

If you’re using AI-generated visuals in categories like beauty or home décor: A/B test human-created vs AI visuals to see which performs better.
Label clearly in your creative briefs whether image is AI-generated or human-made; transparency may matter.

X (aka Twitter)

X introduced usage-based API pricing for developers and third-party tools.
Business subscription plans were updated and renamed for brand accounts.
Users can now sort who likes a post by mutuals/size/recency.

💡 What to Do About It

Audit your current tool stack that uses X’s API: check for cost changes or service updates.
Review what business subscription your brand account is on—check if the update affects features.
Use the “sort likes” filter to identify high-value engagers (large mutuals/high size) and engage them intentionally.

🌟 Trend to Try

“Top-Fan Engagement”: use the filter on likes, identify top engagers and publicly acknowledge them.
“Tool Cost Review”: schedule 30 minutes this week to map current X dashboard/tool costs and decide what to keep.
“Upgrade Pilot”: test a new business subscription plan for one month and measure incremental value.

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NEWSLETTER ARCHIVE

That wraps up this week’s Scroll Down. If one thing is clear: platforms are deepening creation/discovery control, leaning harder into new navigation patterns and advanced analytics. For communicators and creators that means: be nimble, test quickly, and keep your metrics sharp.

See you next week.

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)

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👉 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.