Creators vs. newsrooms 📰 who’s winning?

It’s Wednesday,

Instagram will no longer allow users to follow hashtags starting December 13, according to a Threads post from social media consultant Matt Navarra.

Quick updates…

📈 Instagram is introducing a feature that allows users to reset their content recommendations, providing a fresh start for personalized feeds.

👻 Snapchat has launched its first Sponsored Snap campaign, enabling brands to place ads directly within users' chat feeds, enhancing ad visibility.

📊 Threads continues to lead app download charts in October, maintaining its position as a top choice for users seeking alternative social platforms.

🤖 TikTok is planning to enable creators to build AI bots in their likeness, offering a new avenue for personalized content and interaction.

📊 Facebook is shifting its primary metric to 'views' across all content formats, aligning with Instagram's approach to performance measurement.

1: Online creators are becoming key news sources (report)

The shift: Pew Research reveals that 20% of Americans now rely on influencers for news, with the number jumping to 37% among those aged 18–29. This trend reflects declining trust in traditional media and a pivot to online creators seen as less biased.

The platform leaders:

• Top platform: X (formerly Twitter) remains the go-to for real-time news, despite challenges from platforms like Threads.

• Content style: Simplified, emotionally charged messages—common among right-leaning influencers—drive more engagement, amplified by algorithms.

Why it matters:

• Engagement-driven algorithms: Social media prioritizes content that sparks reactions, favoring polarizing and oversimplified takes.

• Complexity vs. virality: Right-wing influencers thrive by offering clear-cut narratives, while left-leaning commentators’ nuanced messaging struggles to resonate in algorithm-driven environments.

Takeaway: As algorithms shape news consumption, influencers are increasingly filling the void left by traditional outlets. This evolution raises questions about accuracy and the potential for misinformation in a content-first news ecosystem.

Read the full Pew report here.

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2: Serial shows are gaining traction on TikTok and Instagram

Why it matters: Social media platforms are diving into episodic content as short-form shows find a growing audience. TikTok’s paywalled Series feature and Instagram’s episodic Reels reflect the rising demand for mini-dramas and serialized storytelling.

What’s happening:

• TikTok’s push: Inspired by Douyin’s success with short dramas, TikTok is testing TV-like series with episodes as short as 90 seconds, often behind a paywall (e.g., $5.13 for 10 episodes). Titles like The Heiress Strikes Back are pulling in thousands to hundreds of thousands of views.

• Instagram’s role: Creators like Mylene Mae are leveraging Reels for storytelling, with some gaining millions of followers through series-based content.

• YouTube’s pivot: YouTube encourages episodic content on YouTube TV, allowing creators to organize videos into seasons. Examples like Michelle Khare’s Challenge Accepted series showcase long-form episodic content thriving on large screens.

The opportunity:

• For creators: Serialized formats are proving to increase engagement and attract sponsorship deals.

• For platforms: Episodic content could expand ad and subscription revenues without platforms funding productions directly, as seen with YouTube Originals’ closure.

What’s next: Companies like Portal A are experimenting with $1 million in investments for creator-hosted series. Success stories like Third Cultures, hosted on Instagram Reels, with over 450,000 views in its first episodes, show the potential for ad-backed episodic formats.

The big question: Can creators and platforms align storytelling with monetization to crack the code of serial content on social media?

3: Should you add Bluesky to your social media strategy?

The buzz: Bluesky is gaining traction, particularly after the U.S. election, with a user base now exceeding 20 million and daily active user growth surging by 500% in the U.S. and 350% in the U.K.

Why it's trending:

• No algorithm headaches: Users appreciate Bluesky’s default "Following" feed and unrestricted political discussions, which contrast with Threads' recommendation-heavy and apolitical stance.

• Tech press love: Its open stance on links and discussions has endeared it to publishers and journalists, further fueling hype.

Should you join?

• Pros:

  • Secure your handle in case of future growth.

  • Potential niche opportunities for engagement, especially in sectors like tech or media.

• Cons:

  • Small user base compared to Threads (275M) and X (500M).

  • Growth could be overshadowed if Threads adjusts its approach post-election.

The verdict: For now, Bluesky is a niche platform with potential but remains far behind its larger competitors. Setting up a profile is low-risk, but it’s too early to make it a core focus of your strategy.

Keep an eye on its evolution, but don’t overinvest just yet.

Creator notes 📝

Read: Spotify’s CEO on why this new video push is different (The Verge)

Watch: Charli xcx Monologue - SNL (SNL)

Earn: Monetize your audience by joining Envato’s Affiliate Program and earn up to $120 per new subscriber while helping your followers access millions of creative assets to elevate their content.*

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