Social Media Update Trends – 1st Week of January , 2026

1. Youtube Update

YouTube Looks To Streamline Sponsored Content Partnerships [1]

YouTube is changing its sponsored-content tools to make it easier for creators and brands to work together. The main idea is to reduce extra messages and manual sharing of results.

The biggest update is a rename: YouTube is calling its brand-initiated video linking “Brand Partner Access.”[2] When a creator approves a brand, that brand can see more detailed performance data for the sponsored video. 

With this access, brands can also use the creator’s sponsored video as an ad inside broader paid campaigns across YouTube and Google. 

Creators can still mark a video as sponsored during upload, which adds a “Paid promotion” label on the video. YouTube also notes these partnership ads can appear with overlays on Shorts that connect to a brand promotion.

The article says this is not a huge new invention similar tools existed before but the process is now more direct and transparent. YouTube positions it as part of a wider effort to help creators earn more from brand deals (including its recently launched Media Kit [3] PDF feature for sharing channel stats). 

Key points

• YouTube renamed the feature to Brand Partner Access. 
• Approved brands can view full performance metrics for sponsored videos.
• Brands can run creator videos as partnership ads on YouTube and Google. 
• Creators can label uploads as sponsored with a “Paid promotion” tag. 
• The aim is to save time and avoid manual sharing (like analytics screenshots). 

2. Instagram Update

IGTV Is Back, With an Instagram Reels TV App [1]

Instagram is testing a new TV app that brings Reels to the big screen, which some commentators are jokingly describing as “IGTV coming back,” IGTV app [2] even though it is a different product concept. The app is designed for “lean-back” viewing in the living room, starting as a pilot on Amazon Fire TV devices in the U.S. TechCrunch

The experience is built around quick, channel-like browsing, similar to how people flip through TV channels. Instagram’s goal is to make it easier to watch Reels with other people in the room (not just share them in DMs), while also competing more directly with YouTube’s strong position on TV screens [3] [4]. TechCrunch

Key parts of the TV app include: TechCrunch+2The Verge+2

• Personalized Reels feed based on what you watch and who you follow
• Channels/categories (e.g., comedy, music, sports, travel) to browse by interest
• Autoplay viewing with the option to skip to the next Reel
• Ability to like, view comments, and reshare from the TV interface
• Support for up to five accounts on one device so different household members can get their own recommendations

Visually, the app uses a TV-friendly layout: horizontal rows of Reels to browse, then a full vertical Reel view when you select one, with captions and engagement stats shown alongside. Navigation is meant to feel familiar to Reels users, with the next video effectively “swiping” into view. The Verge

Instagram notes that people were already finding ways to cast Reels from their phones to TVs, so the company is formalizing that behavior into a dedicated TV experience. It also signals that this is a test: Instagram plans to learn what features matter most for shared TV viewing before expanding further. Business Insider

Finally, multiple reports stress that this should not be confused with the old IGTV app [2] (Instagram’s earlier long-form video effort, shut down in 2022). This new TV product is explicitly centered on short-form Reels, and Instagram has mentioned potential future upgrades like using a phone as a remote and making channel-surfing easier.

Instagram Chief Outlines the Challenges of AI Content [1]

Instagram chief Adam Mosseri shared a long set of notes about what AI-generated content is doing to Instagram and to online media more broadly. His core point is that AI is making “authentic” looking content easy to copy and mass-produce, which changes how people will judge what they see. 

Mosseri argues that AI tools already let anyone replicate a creator’s style, and the quality will keep improving until AI-made images and videos are hard to tell apart from human-made ones. As that happens, people will need to assume content might be fake unless there are stronger signals that it is real.

He also says “personal” sharing [2] is moving away from public posts and into DMs, and that creators are responding by posting less polished, more “raw” material to signal authenticity. But he warns that AI will soon be able to copy that raw style too, which will further increase doubt about what is genuine.

On Instagram’s side, Mosseri notes that the platform is trying to label AI content, but suggests it will become too much to label perfectly. As a result, Instagram is looking more toward verifying authentic content, elevating original creators, and showing more context about who is behind an account.

The article’s author is skeptical of this framing, arguing that Meta benefits from more AI content because it is investing heavily in AI tools, and that “solutions” could end up pushing creators toward paid verification. The author also notes there are other ways to counter AI spam (for example, stronger built-in tagging and user reporting[3] ) and concludes that human ideas and human connection are still what make content truly valuable.

Key Talking points 

• Mosseri says AI is making authenticity “infinitely reproducible,” so visuals can’t be trusted by default. 
• AI tools can already copy creators’ work, and the output quality is rapidly improving. 
• Personal sharing is shifting into DMs, not public posts. 
• Creators are using “raw” content as an authenticity signal, but AI may soon copy that too. 
• Instagram is labeling AI where it can, but expects labeling won’t scale perfectly. 
• Instagram is looking toward verifying real content, highlighting original creators, and adding more account context. 

3. Tiktok Update

US TikTok Deal Remains in Limbo as Deadline Nears Once Again [1]

A U.S. law requires TikTok to separate from Chinese ownership (ByteDance) or stop operating in the United States. This article explains why, even with that requirement, nobody seems certain about when (or whether) TikTok would actually be forced offline. 

The confusion starts with an executive order President Trump signed on September 16, 2025, which said TikTok had until December 16, 2025 to have a U.S. partnership ready that would remove Chinese control. The administration had publicly suggested a deal was “imminent,” but by mid-December, no final agreement had appeared.

The article then notes a second executive order, signed on September 25, 2025, that quietly changed the timeline. That order effectively gave TikTok until January 23, 2026 by telling the U.S. Department of Justice not to enforce the law for 120 days from September 25. 

This second order references a proposed “framework agreement” for a new U.S.-based joint venture where ByteDance would own less than 20%, and U.S. persons would have majority ownership and control. However, the article argues that Chinese officials had not confirmed or approved the arrangement, which raises questions about how “agreed” the framework really was.

The author’s conclusion is straightforward: TikTok probably would not “go dark” on December 16, 2025, but the overall situation remains unresolved and legally murky, so the deadline may shift again, and the ultimate outcome is still uncertain. 

Key Talking Points

• U.S. law requires TikTok to divest from ByteDance or leave the U.S. market.[2] 
• A September 16, 2025 executive order set a December 16, 2025 target for a 
• No finalized deal had materialized by mid-December, despite claims it was close. 
• A second executive order (September 25, 2025) extended the effective window to January 23, 2026. [3]
• The framework described a U.S. joint venture with ByteDance below 20% ownership. 
• The article questions whether the framework was valid without clear Chinese approval. 

TikTok Announces Expanded Partnership with International Ski Federation [1]

TikTok says it is expanding its partnership with the International Ski Federation (FIS) for the 2025/2026 winter sports season, aiming to bring more winter sports highlights to the platform and build on growing interest in #wintersport content. The timing is designed to capitalize on rising global attention for winter sports during this season.

Under the renewed deal, TikTok will feature more behind-the-scenes and competition moments through FIS’ nine dedicated TikTok accounts, covering disciplines like Alpine skiing, ski jumping, and snowboard formats. TikTok positions this as a “front-row view” of events, built for discovery in the For You feed. 

The expansion includes several practical components for fans and athletes: 

• Nine FIS competition channels publishing season-long content across multiple winter sport disciplines 
• A global #wintersport posting campaign/competition encouraging fans to upload winter sports videos by February 2 for prizes
• A new athlete support program with workshops and education sessions to help athletes grow their presence and connect with sponsors

TikTok and FIS highlight strong prior performance as the reason for expanding: TikTok’s announcement cites 400M+ views across FIS channels last season, plus rapid growth in posting volume and engagement. Social Media Today also points to a standout viral moment—an Austrian skier’s ski-jumping clip that passed 100M views and generated 30k+ comments. TikTok Newsroom [2]

Overall, the partnership is meant to make TikTok a bigger hub for winter sports fandom while creating more opportunities for sponsorships and related advertising. The fan campaign is also positioned as a participation driver, with rewards that include VIP event experiences, gear, and cash prizes (with the top prize described as a VIP trip tied to a World Cup event).

TikTok Adds Seasonal Animations, Personalized Year in Review Summaries [1]

TikTok is adding end-of-year features to make the app feel more “holiday themed,” and it is also launching personalized Year in Review summaries that show how each user engaged on TikTok during 2025. 

First, TikTok is introducing Christmas-themed animations and effects that appear in places like search results, and that can also trigger in comments and DMs when people use certain seasonal keywords.

These holiday additions include: 

• Keyword-activated animations inside messaging and comment areas 
• A Christmas content hub featuring related templates, trends, and hashtags 
• Easier browsing of Christmas posts, plus prompts to reuse the same formats in your own uploads 

Second, TikTok is rolling out its own “Year in Review” recap: a personalized replay that gathers elements of your public posts from 2025 into a short video that you can edit and share. 

The article adds that TikTok is closing 2025 after a turbulent year (including ongoing U.S. ban pressure and other restrictions[2] ), yet it has largely held its audience and expanded in-app shopping [3] ; the author suggests these recap videos may reinforce TikTok’s role as a key connection platform heading into 2026.

TikTok Launches New Resources for Sports Organizations [1]

TikTok has launched a new set of tools called TikTok GamePlan[2] to help sports teams, leagues, broadcasters, and clubs grow their presence on TikTok and turn sports interest on the platform into measurable actions. 

TikTok says the opportunity is large because sports fandom is already active on the app, with millions of creators posting sports content and many viewers using TikTok alongside live games. TikTok claims this “second-screen” behavior often leads people to take actions beyond TikTok after watching sports content. 

The main feature is an anchor link that can appear on relevant videos and send viewers to a dedicated in-app destination. In that destination, fans can find official accounts, check schedules and standings, buy tickets, add games to their calendars, and create their own related content. 

GamePlan also includes ways to boost reach through creators and fans, using things like posting campaigns, “Easter eggs,”[3] and incentive hubs that encourage user-made content around teams and events. TikTok positions this as a way to build stronger fan communities, not just passive views.

Finally, TikTok says GamePlan comes with expanded analytics and exposure options, including a dashboard meant to show what fans are responding to in real time. TikTok notes it is rolling the suite out globally as a structured package for sports organizations that want a more organized approach to TikTok growth. 

TikTok Adds More Accessibility Features [1]

TikTok is rolling out new accessibility options aimed at users with neurological, cognitive, and visual sensitivities. The updates are meant to make viewing more comfortable and reduce common triggers like intense brightness and rapid visual changes. 

One new feature lets people turn off HDR (high dynamic range) video playback. When enabled, TikTok will automatically show videos in standard dynamic range (SDR) instead, creating a more consistent and less intense viewing experience. 

TikTok says this HDR-off option can help users who experience issues such as light sensitivity or low-vision challenges. The article notes that HDR’s brighter or fast-changing visuals can trigger migraines or other discomfort for some viewers. 

TikTok is also adding a “reduce motion” setting. This is designed to cut down motion-heavy effects, animations, and transitions that can be difficult for people with motion or cognitive sensitivities, while keeping key app interactions (menus, pop-ups, tooltips) working normally. 

These updates build on TikTok’s existing accessibility tools. The article points to earlier improvements like better alt-text options for photos, enhanced text presentation, adjustable color contrast, and a Digital Safety and Privacy Guide that explains how to manage privacy, security, and accessibility settings. 

4. X Update

X Shares Holiday Marketing Insights and Tips [1]

X published guidance for marketers about “Q5,” the period between Christmas and New Year when social activity typically rises because more people are at home. X argues that many large brands reduce ad spend during this window, which can leave more space (and potentially lower costs) for smaller advertisers to reach people. 

X frames Q5 as a “low-competition launchpad” leading into 2026, and highlights the main themes and moments it expects to drive engagement:

• Q5 runs from late December to mid-January and is positioned as a high-attention period, not a slowdown 
• Users shift toward post-holiday deal-hunting and New Year’s resolution content 
• Conversation rises around categories like travel, sports, fitness, and other seasonal interests
• X calls out New Year’s and CES (Jan 6–9) as timely hooks for campaigns and promotions 

The article’s practical takeaway is that if these themes match your audience, Q5 can be a good time to run promotions or awareness pushes with less competition for attention [2]. X suggests aligning creative and targeting to the seasonal conversation spikes it’s seeing in the app [3]. 

Overall, the piece concludes that X expects activity to stay strong (or increase) after Christmas, so marketers should at least consider testing campaigns in this windowespecially as a lower-cost way to experiment with X’s evolving ad tools and targeting options.

X Adds New Creator Studio Hub on Mobile [1]

X has added a “Creator Studio” hub inside the mobile app’s left-hand menu, designed to put key creator and monetization tools in one place. The article notes that these functions existed on desktop already, but the change makes them easier to access on the go. 

Inside the mobile Creator Studio [2], X provides quick access to: 

• Revenue Sharing: eligibility status and estimated earnings for the current payment period 
• Subscriptions: eligibility and current subscription status 
• Analytics: performance insights such as impressions and follower growth Payment Settings: review/update payment information 
• Contact Support: Premium subscribers can message dedicated support 

X also added an “Inspiration” tab within Creator Studio that surfaces top-performing posts across X globally over the last day, week, or month [3]. The article suggests this may help some creators see what formats are currently working, though it cautions that many top posts will naturally come from celebrities with large existing audiences. 

Overall, the update is positioned as a convenience and visibility improvement: creators can manage monetization status, check performance trends, and handle payout/support tasks directly from mobile, without needing to switch to desktop tools.

X Publishes 2026 Marketing Calendar [1]

X has released an interactive 2026 marketing calendar that lists major dates and events across the year, intended to help marketers plan timely posts and campaigns around moments that typically drive higher conversation on the platform [2].

The calendar is fairly simple, but it offers a few practical options: 

• A month-by-month view of key events and celebrations across 2026 
• Filters to focus on global events, a specific region, or a type of event 
• Emphasis on big “conversation spikes,” such as major sports and cultural events (X specifically mentions the FIFA World Cup and Winter Olympics) 

The article argues that X still performs strongly around live events, so a calendar like this can be useful for planning event tie-ins and ensuring you do not miss predictable seasonal opportunities. It also notes, however, that the listings are mostly just dates and labels without deeper context like expected post volume or where interest is strongest. 

Finally, the author reminds advertisers to align any event-based campaigns with X’s latest ad best practices[3] and Ad Quality guidelines [4], which encourage cleaner creative with fewer distractions such as avoiding extra @mentions, while hashtags [5] and multiple emojis are banned in X ads [6] under these rules. The calendar is available via X’s business site. 

5. Meta and AI Update

2026 Planning: The AI Dilemma [1]

It is the start of 2026, and the article argues that planning for the year is difficult because social media and digital marketing keep changing quickly. To help, it proposes three core focus areas for 2026 planning: AI, algorithms, and augmented reality (AR)—with this specific piece focusing on AI. 

The author calls AI a “dilemma” because there is heavy hype and a growing market of people selling “AI expertise.” The article warns that some of the loudest voices promoting AI benefit directly from wider adoption, and that “experts” may exploit businesses that feel behind [2]. 

The practical guidance is to treat AI as assistive, not a full replacement for human work, and to be clear about what it can and cannot do well: 

• Useful: brainstorming ideas, alternative headlines, helping refine concepts, speeding up parts of production 
• Sometimes useful (with skill): generating images—best when a human editor/art director shapes and improves the output 
• Risky if overused: content can look “cheap” or low-effort, and weak AI outputs can damage brand trust 
• Important reality check: much of what platforms call “AI” is advanced machine learning, not human-like “thinking” 

A key point is that results depend on whether you can judge quality. If you cannot tell whether an AI output is good or bad, AI becomes a shortcut to mediocre work. The article also notes that platforms (especially Meta) have used machine learning for years in ad targeting and feed ranking, and the newer systems mainly scale that data-matching ability rather than adding true “intelligence.” 

The conclusion is balanced: you do not have to use AI to succeed in 2026, and traditional methods may still outperform in many cases. But you should experimentrun your ideas through AI tools to get options, test automated targeting and placements, and decide where AI genuinely improves outcomes in your workflow without replacing human judgment. 

Meta Acquires AI Chatbot Company Manus [1]

Meta has acquired the AI chatbot [2] company Manus as part of its broader push toward AI “superintelligence.” The article frames this as another step in Meta’s strategy of buying or partnering with AI firms to accelerate its product development. 

Manus describes itself as building “general AI agents” that can carry out sequences of actions, not just chat. Meta says Manus’ agents can execute complex tasks like market research, coding, and data analysis, and Meta plans both to keep selling the Manus service and to integrate its technology into Meta products. 

Key details highlighted in the article include: 

• Meta will continue operating and selling the Manus service while also integrating it into Meta’s products 
• Meta notes Manus is already used by millions of people worldwide 
• Manus claims it has processed 147T+ tokens and created 80M+ “virtual computers” 
• The deal may support Meta’s push into business AI services, not just consumer chat features 

The article places this acquisition in a wider pattern. It points to Meta’s recent AI-related moves, including acquiring PlayAI (voice models) [3], partnering with Midjourney (image/video generation expertise)[4], buying Limitless (an AI recording/summarization device)[5], and signing data deals with news providers to improve real-time [6] answers in Meta’s AI tools. 

Finally, the author argues that Meta needs clearer paths to monetize AI, because running large AI systems is expensive and costs rise as usage grows. The piece also suggests Meta may be moving faster while U.S. regulation is comparatively “hands-off,” but it concludes that the real impact depends on Meta’s integration plans, which are not yet fully visible. 

Meta Adds New Features To Edits, Including AI Segmentation of Objects [1]  

Meta updated its standalone video editing app Edits with several new tools in its final update of 2025. The goal is to make it easier for creators (and marketers) to produce more polished short-form videos without advanced editing skills. 

The biggest change is AI object segmentation[2], powered by Meta’s Segment Anything (SAM) model[3]. This lets Edits separate people or objects inside a frame so you can edit just that element—like adding blur, highlights, or sparkles to one item instead of the whole video.

Other important additions include: 

• Tagging objects so labels can move with the item on-screen (useful for product callouts) 
• Importing publicly posted Reels into Edits projects (helpful for reactions and remixes) 
• Updated Storyboards to plan and map out clips more clearly before finalizing the edit 

Meta also added more creative “finishing” tools, including new title options, new font styles (including New Year’s-themed options), and the ability to apply different styles to specific words in captions. It also added 150 new sound effects to expand editing choices[4]. 

Finally, the article notes that Edits is still free for now, but Meta has repeatedly said it may eventually charge for at least some features. The suggestion is to explore the app now, while the full set of tools is available without cost. 

Meta Shares Tips on Reels Hooks, Creative Diversification in Ads and Threads [1]

Meta shared a short set of post-holiday marketing tips focused on three areas: making Reels openings stronger[2], using more varied ad creative so Meta’s AI can match ads to people better, and improving performance on Threads. 

For Reels, Meta says the “hook” in the first few seconds matters most, because viewers quickly decide whether to keep watching—especially younger audiences who move through content faster. Meta recommends treating the opening as a deliberate design choice, not an afterthought.

Meta suggests these practical hook approaches (and says to A/B test variations), plus it highlights audio as an extra performance lever: 

• Value promise: state the benefit immediately (what the viewer gets) 
• Statement of intent: clearly say what you will show or explain 
• Question / invitation: trigger curiosity or invite participation 
• Iterate fast: small hook changes can meaningfully lift results 
• Use music/voiceover: Meta claims Reels campaigns with audio can deliver up to 13% higher incremental conversions 

On ads, Meta argues that “creative diversification” [3] is increasingly important because its ad system uses AI to select the best creative for each viewer in real time. The recommendation is to build a broader portfolio of genuinely different assets (text, image, video) instead of refining only a small fixed set—especially for Advantage+ style campaigns. Meta also claims diversification is paying off, citing lifts such as +11% CTR and +7.6% CVR for campaigns using its image generation, and +3% CTR for text generation. 

Finally, Meta shared a Threads tips sheet that reflects what it wants to reward in the app: posting original takes that spark conversation, replying frequently (because replies drive a lot of views), posting more often, adding text even when sharing photos/videos, participating in trends, and using topic tags to help discovery. 

6. LinkedIn Update

LinkedIn Provides Personalized ‘Year in Review’ Summaries [1]

LinkedIn is rolling out a personalized “Year in Review” that summarizes your activity across the platform in 2025. It is meant to be a light, shareable recap of how active you were and how your network grew. [2]

You can find it by searching “LinkedIn Year in Review” in the app or by tapping the in-feed notification. The recap typically includes: 

• How many connections you made and followers you gained 
• Where your new connections work (and how many changed jobs) 
• How many posts and comments you made 
• Any certifications and skills you added
• When you joined LinkedIn, plus other profile/activity highlights 

It also shows patterns like the time of day you are most active, and highlights who you engaged with most (your “key connection”). In some cases, it even reminds you who your first connection was, and it may generate a short “character summary” based on your activity. The article’s take is that this is mostly a fun engagement feature rather than a deep analytics tool useful as a quick overview, but not especially actionable. LinkedIn says the summaries are available in English, Spanish, and Portuguese.

LinkedIn Shares Tips on How To Boost In-App Performance in 2026 [1]

LinkedIn shared new guidance for improving performance in 2026, based on engagement trends that its VP of Product Management[2], Gyanda Sachdeva, says are rising. She notes that content sharing is up 15% year over year and comments are up 24%, suggesting more opportunity (and more competition) in the feed. 

Her first recommendation is to post more of your real professional expertise the things you have learned through experience. She says the strongest engagement tends to come from three themes: (1) industry news plus your point of view, (2) useful information about work/business/economy, and (3) career stories and advice based on lessons only you can tell. 

In the middle of that, LinkedIn gives some clear “do’s and don’ts”: 

• Use AI to brainstorm or sharpen your thinking, but do not let AI replace your voice—members respond to “real experiences.” 
• LinkedIn is stepping up enforcement against fake engagement (engagement pods and automated commenting), including removals and warnings that may affect account standing and programs like Top Voices. 
• Aim for 2–5 posts per week; LinkedIn says posting twice weekly is associated with up to 5x more profile viewson average. 

Sachdeva also addresses common questions about reach and the algorithm. She says distribution changes naturally based on topic, timing, format, audience behavior that day, and the fact that more people are posting. She also states that LinkedIn does not use poster demographics like gender or age in ranking; instead it looks at signals such as usefulness, uniqueness, timeliness, relevance, media use, context in captions, and whether wording feels overly promotional or generic. [3]

Finally, the tips get very practical: write a strong first sentence, make your point of view clear, and tell a simple story that invites conversation. She also says hashtags do not impact distribution, so they are optional, and she reiterates that video is increasingly important (LinkedIn has previously reported video is far more shareable and tends to drive higher engagement), with a clear text “hook” helping the video perform.