Social media updates: recent changes you need to know

The one rule of thumb in social media is that the algorithms never stay the same. The moment you think you’ve understood a platform inside out, it all changes again, so every trick you have up your sleeve for creating content that consistently hits can go out the window in seconds. 

Staying up-to-date on all the changes not only helps you understand what content to post, but also how your content is going to be viewed by each platform. The truth is, with social media, staying true to your brand tone and style is essential, but so is adapting to what each platform is looking for from your content.

Here are some of the recent updates that could make a difference to your posting and how your content performs.

Instagram is prioritising shareable content 

In a world of AI and computer-generated content, Instagram is rewarding posts which speak to their users in a genuine way. Think of original, personable content that feels like the type of stuff people would re-post, share with friends, or save due to its relatability.

Metrics like watch time, likes per reach and sends per reach are becoming increasingly more valuable, and the accounts with more followers, likes, and content aren’t necessarily the ones getting pushed out in the algorithm. Instagram wants to believe that your content is useful to users, and it is something worth staying for.

Next time you post on this platform, it is important to ask yourself: Is this content relatable to my audience? Is this something people will send to others? What is the value of this content to my audience? 

Instagram removes millions of accounts in “Great Purge of 2026”

This month, Instagram has had a global cleanup and deleted millions of bot, spam and inactive accounts on the platform. This is another move to improve authenticity on the app, but it has also meant a lot of accounts have suffered significant follower loss. 

If your follower analytics have decreased this month, this is an important update to note before you start questioning your social strategy. While this update may seem negative, it could massively help increase your engagement by having a purer following. The most recent update on authentic content performing best means this could actually help your posts gain reach, as your follower count to engagement difference will be closer aligned. 

TikTok is rolling out the option for users to remove ads in the UK

TikTok is preparing to release a new subscription option for users to pay in order to remove ads on the app. In the UK, users aged over 18 will be able to pay £3.99 a month to remove ads from their feeds in the coming months, making their algorithm even more personalised. 

Anyone who chooses not to pay will continue to receive personalised ads, but the core platform experience will not differ between paid and free users, according to TikTok. This means that users are getting more choices on their app experience, and this could draw more people towards the app. If people use TikTok as a subscription, we predict that time on the app and engagement with content could increase for these users to make sure they get the value out of it. 

Vine is making a comeback

Vine is being re-launched as an app called DiVine, which is a platform specialising in short-form video content. It is currently in an invite-only phase, with a wider rollout planned, so this is definitely a piece of news to keep tabs on. 

Currently, I think this tells us a lot about what our audience is looking for in social media. Nostalgic content has been a big trend so far this year (think ‘Bieberchella’, the ‘2026 is the new 2016’ trend, etc.) and the launch of DiVine will definitely harness this, already restoring over 500,000 original Vines. Could this be the platform of the year for your brand? 

To keep up to date with the latest social media news, make sure to follow our socials for regular updates. Want more advice on how to improve your current social strategy?  Get in touch with us through our contact form to book a chat with one of the team.