🤴 YouTube reigns over the TV kingdom

Top News of the Week

Top Story

YouTube tops U.S. TV viewing charts again. YouTube led Nielsen’s April 2025 rankings with 12.4% of all TV viewing—outpacing Disney, Paramount, NBCUniversal, and Netflix. The social-first video keeps winning mainstream eyeballs.

It’s wild how YouTube now beats the old TV giants in actual living rooms! 😲 ~TWISM

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Instagram

Instagram supports 3:4 images. You can now upload photos and carousels in the 3:4 aspect ratio—the same as most phone cameras—without awkward cropping or stretching.

Finally, less fiddling with cropping tools for mobile photographers! 📸 ~TWISM

Instagram tests “Suggested Fixes” for Reels. Get AI-driven tips to boost your Reel’s performance, like how to tweak captions or edit clips for better reach.

Instagram adds Meta AI writing to Stories. Now you can use Meta AI to help craft text for your Stories right in the app.

Instagram adds voice message transcription in DMs. Now, users can see transcriptions of voice chats and send longer audio clips.

Facebook & Meta

Facebook makes partnership ad code shareable. Easily give partners access to run ads directly with your brand, streamlining collaborations and boosting campaign reach.

Meta adds new earnings metrics and ad API features. Track post-level payouts with two new metrics, let your ad budgets overspend by 75% daily, and edit creative fields after duplicating ads.

More control equals easier optimization. Time for marketers to tinker! 😎 ~TWISM

Meta launches cross-border growth playbook for Indian brands. The new guide shows Indian businesses how to use Meta Ad Tools and personalized ads to attract global customers and boost exports.

Meta: Community Notes cut errors by 50% in the US. Meta's shift to Community Notes halved U.S. enforcement mistakes, but flagged notes aren't seen by most users.

Threads

Threads adds post count for topics. See how many recent posts exist on any given subject to spot hot discussions.

Easier trend spotting means less guesswork for content planning! 👀 ~TWISM

Threads adds comment sorting for posts. Choose how you want to see replies, making it easier to follow conversations.

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YouTube

YouTube Shorts adds Google Lens search. Pause a YouTube Short, tap Google Lens, and visually search for landmarks, objects, or translate text right from the clip.

This could make finding products in Shorts a breeze 👀 ~TWISM

YouTube launches side-by-side livestream ads. Run ads next to your livestream content, giving brands more ways to engage with live viewers.

YouTube automates ad suitability reviews. Reviews on ad-friendliness are now handled by AI, so creators get faster decisions and fewer revenue delays.

YouTube improves yellow icon ad review accuracy. Videos with limited or no ads will now be automatically sent for a second review, making ad-suitability decisions more accurate and reducing the need for appeals.

TikTok

TikTok gives advertisers more control over iOS attribution. You can now turn SKAN attribution on or off when setting up TikTok campaigns for iOS.

Yes! More options = more control for marketers! 😏 ~TWISM

TikTok unveils 'Layout' feature for iOS. Now you can combine up to four clips, four images, or a mix of both in a single post.

TikTok creators take over the Cannes Film Festival. TikTok boosted its presence with surprise creator events, Tom Cruise Q&As, and exclusive premieres, sparking over 27,000 #Cannes2025 videos and 26M+ views.

TikTok lowers the Live access requirement to 600 followers. Now you only need 600 followers (down from 1,000) to start hosting TikTok Live.

TikTok food trends are pushing supermarkets to keep up. Viral recipes like matcha lattes push retailers to track trends with AI, straining supply chains and spiking prices almost overnight.

LinkedIn

LinkedIn publishes a conversions API playbook. Get step-by-step guidance on tapping both online and offline data to track LinkedIn ad results, including sales and leads.

LinkedIn adds new post analytics. Now you can track profile views and link clicks for each update, with extra data for Premium subscribers like custom button clicks.

This helps creators see what drives profile visits, not just Likes. 🤓 ~TWISM

LinkedIn removed the option to add a custom link to your profile. Premium subscribers can no longer add or edit the custom profile link. If you already have one, it stays—but once it's gone, it's gone for good.

LinkedIn adds a searchable database for all promoted jobs. Access every paid job listing since April 2025, with filters for company, keywords, location, and date.

LinkedIn rolls out Career Hub for upskilling. The new Career Hub uses data from over 1 billion career paths and 500M skill updates to offer real-time skill insights, AI-driven learning plans, and internal job matching.

X/Twitter

X launches 'X Originals' to push exclusive video shows. The platform now boasts 17 original series across topics like sports, business, and pop culture, hoping to attract creators and boost real-time engagement below each episode.

X pauses encrypted DMs to overhaul messaging. You can't send new encrypted DMs while X updates its chat system, with bigger messaging features and payments likely coming soon.

Let’s hope X delivers a real upgrade—fast! 😬 ~TWISM

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Et cetera

WhatsApp finally released the iPad app. Use all WhatsApp features—video and audio calls, Split View, chat lock, and more—on your iPad with full sync and end-to-end encryption.

Discord launches Orbs as in-app currency. Users can earn Orbs by watching ads and completing Quests, then redeem them for Nitro credits or profile upgrades.

Is this the future of social monetization? 🤔 ~TWISM

Patreon doubles down on fan-first podcasting. Podcasters earned $472M last year, thanks to new features like free memberships and one-time purchases that help creators turn casual listeners into paying fans.

Prime Video launches a campaign for female-led originals. Prime Video debuts a major marketing push highlighting shows created by and starring women, aiming to attract and engage more female viewers across social media and events.

Apple expands Tap to Pay to eight more countries. Social media marketers in Belgium, Croatia, Cyprus, Denmark, Greece, Iceland, Luxembourg, and Malta can now accept in-person payments with just an iPhone.

That’s all for this week. Thanks for reading. Now…

Go BIG or go home!

~ Josh from “This Week in Social Media”

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