New social media features and updates to know this week
Including updates from Snapchat, Instagram, Reddit and more.
All of the major players have big updates this week.
They range from Meta’s tightening of its verification rules to curb scammers to Reddit allowing users to import campaigns through Meta Ads Manager. Meanwhile, Instagram’s long-awaited editing app is almost here, X is about to start enforcing stricter parody rules and Snapchat has new tools targeted specifically to agencies.
Let’s dive in.
Meta
A new requirement for the Meta Verified paid verification program is aimed at preventing scammers from impersonating others or selling fake profiles.
On the Facebook Help page for Meta Verified eligibility, Meta said that creators must not have made excessive changes to their account – profile name, picture, username, location or account type, etc. – within a certain time before applying for verification.
On another front, Meta introduced the first models in its Llama 4 series, Scout and Maverick. Meta said it outperformed models like GPT-4o and Gemini 2.0 in various tests, while achieving comparable results to the new DeepSeek v3 on reasoning and coding.
Both models use a special system called “mixture-of-experts,” which helps them work more efficiently by activating only part of their full capacity when needed. Meta noted that the Llama 4 models are ideal for tasks like processing multiple images, creating personalized content, and analyzing large sets of data.
Llama 4 Scout and Maverick are available for download on llama.com and Hugging Face, with further integration into Meta platforms like WhatsApp, Messenger and Instagram.
Instagram’s “Edits” app, a dedicated creation tool similar to TikTok’s CapCut, is nearing release, IG boss Adam Mosseri said during an AMA session.
The app will launch as a simple, free version, Mosseri said, though some advanced features may eventually require a paid subscription to cover costs, such as AI features.
WhatsApp has implemented several enhancements meant to improve how people interact with businesses through the messaging app.
Users can control their business chat experience by opting in to receive messages. They can also block or report businesses and share feedback on messages.
For brands, WhatsApp will soon release a paid “business broadcasts,” a paid feature to “ensure businesses are thoughtful about what they send,” WhatsApp said of the tool. The platform will also provide message performance data.
Meta, WhatsApp’s parent company, didn’t provide much detail about how those broadcasts will work. But brands using WhatsApp for customer messaging must use approved message templates, and their messages are reviewed to ensure relevance, per Meta’s blog post on the topic.
LinkedIn recently launched a test in the United States to highlight popular video trends.
The videos feature header tags within video clips that showcase trending topics, like workplace stories, industry news and job tips. When a person clicks a topic, they’ll be able to scroll vertically through other videos related to the subject.
LinkedIn is going to encourage participating users to share their own videos using an “Add to this trend” call-to-action button that opens the camera option so a person can record their take on the topic. The LinkedIn team will decide which to feature within the trend tab, according to influencer Lindsey Gamble.
Once widely released, these videos will be available in the video tab, video carousel and in users’ main feeds.
Social media managers can now launch ads on Reddit through Meta Ads Manager. To get started, create a Reddit Ads account, sign in to Meta Ads account and select “Import Campaign” in Reddit Ads.
While the move aims to streamline the ad creation process, Reddit did admit there are several limitations of this approach. For instance:
- Meta Ads will only support awareness, traffic, engagement leads and app promotion goals for Reddit campaigns.
- Using Meta Ads won’t allow for the importing of campaign-level budgets.
- Users can only import location and gender targeting. Location targeting is limited to U.S. states and countries. Non-US regions will be matched to their respective country.
- It only supports image ads and carousel ads, and will only allow the import of one creative asset per ad.
- Reddit noted in its blog post that it will “try to set CTAs to the best match” but it made no promises.
Once imported, users can manage and refine a campaign from their dashboard.
Snapchat
Snapchat outlined details of its new Agency Partner Program, which allows agencies of all sizes to work more closely with the platform to improve their on-app performance.
Building on its existing Snap Advanced Partner Program, this initiative provides qualifying agencies with dedicated support and a new tiered badge system. Qualifying agencies will earn one of two badges: Strategic Agency Partner, which is a “higher-level badge for top-performing agencies,” or the basic Agency Partner label.
Snapchat has also added an Agency Partner Hub, which offers participating agencies with resources to help with Snapchat Ads training, certifications, case studies, best practice and other insights.
All qualifying agencies will go into the Snapchat Partner Directory, which helps businesses find recognized Snap Ads experts.
TikTok
TikTok has added an alt text feature for still image posts to improve accessibility and engagement.
The video-sharing platform has also added a new feature to livestreams that allows brands and influencers to mark specific viewers, making it easier to track their comments, likes and interactions during a broadcast.
Only the creator will see their “marked users” list, whether it’s a top follower or a rival brand. Selected viewers won’t receive a notification.
X
Starting April 10, X will require parody, commentary and fan accounts to include specific keywords like “parody,” “fake,” “fan” or “commentary” at the beginning of their usernames.
These accounts will also need to use a different profile picture than the one used by the entity they’re mimicking, according to Social Media Today. The report shows that these new rules apply even to accounts that already have the “Parody” label.
The changes will be visible in users’ feeds to clarify which accounts are parody profiles.
YouTube
YouTube is rolling out a series of new creation tools to make getting started on Shorts easier.
The video editor, redesigned with feedback from Shorts creators, can fine-tune clip timing with zooming and snapping, rearrange or delete clips to create a rough cut, as well as add music or timed text. There’s also a preview option so creators can look at their piece before posting it.
Another new feature will enable creators to sync edits to the beat of a song automatically. Templates will also get an upgrade, with users able to add effects and upload photos from their gallery. YouTube will automatically credit the original creator if someone uses their template.
YouTube described these updates on its website as the “first of many in-app editing improvements for Shorts.”
I really enjoyed this article! Social media platforms are constantly adapting and sometimes they are hard to keep track of. I love how most major social platforms are evolving to better support creators, brands and users. As someone interested in working in public relations and social media, it is always helpful to see how these changes could directly impact PR and digital marketing strategies.