July brought a wave of social media updates, with platforms continuing to prioritise discoverability, short-form video, and profile-level branding tools. From major changes at Meta to a new advertising format on LinkedIn, these updates are reshaping how brands think about content visibility and user engagement. Here’s a roundup of the biggest updates from July.
1. Facebook Doubles Down on Reels with Universal Video Format
Meta is streamlining its video strategy across Facebook by making all uploaded videos automatically share as Reels. This shift significantly increases the discoverability of video content—but only if it’s optimised for mobile-first formats. From now on, all Facebook videos must be created in a 9:16 aspect ratio (1080 x 1920) to perform effectively. Landscape videos will still be supported, but they won’t benefit from the algorithmic boost Reels content receives across Meta’s ecosystem. For brands, this is a strong signal to focus efforts on vertical-first video creation from the start.
2. Instagram Grid Editing Finally Rolls Out
Instagram now lets users rearrange the posts on their grid, allowing for greater creative control over the layout of your profile. This long-requested feature gives brands and creators the ability to design a curated feed that tells a cohesive visual story. Whether you want to highlight product launches, create aesthetic transitions, or reframe how past posts are presented, this feature supports a more strategic and dynamic approach to your Instagram presence—without having to archive or repost content.
3. LinkedIn Launches “First Impressions Ads”
LinkedIn has introduced a new premium ad format called First Impressions Ads, which allows brands to claim exclusive visual space at the top of a creator’s profile. This new offering is designed for high-impact storytelling—perfect for campaigns, product launches, or company branding. When a user visits a profile running one of these ads, they’ll immediately see your messaging first, creating a memorable touchpoint. It’s a format that blends brand awareness with personal branding and opens up new ways to leverage employee advocacy and influencer partnerships on LinkedIn.
4. Instagram Posts Start Showing Up in Google Search
Instagram has started rolling out search indexing, meaning posts can now appear directly in Google search results. Captions, hashtags, and tagged locations may all contribute to improved content visibility beyond the app. For marketers, this means captions and metadata need to be written with SEO in mind. Clear, keyword-rich descriptions—along with strategic hashtagging—can help your content reach new audiences via organic web search, not just social discovery.
Our Thoughts
From Meta’s renewed focus on Reels to Instagram’s growing presence in search, the message is clear: platforms are pushing for vertical-first, SEO-conscious, and visually strategic content. Whether you’re building your brand’s presence on LinkedIn or experimenting with layout control on Instagram, these updates offer real opportunities to get ahead—if you’re ready to adapt.
