If you’ve been wondering whether Instagram secretly rewards you for using its shiny new Edits app, you’re not imagining things. Creators have been testing it like it’s a cheat code, hoping the algorithm gods will smile upon them. But is it a real growth hack or just Instagram’s way of tempting you to try a new toy?

This week, we look at what Adam Mosseri said about the Edits app’s impact on reach, and whether it’s worth working into your posting routine before the boost disappears. Plus, your weekly dose of digital and social updates, served hot by The Viral Venti from Akari & Co.

Social Media Marketing

Why Instagram’s Playing Favorites With Edits (For Now)

Mosseri says Instagram is “bootstrapping” the Edits app, meaning the algorithm gives a small boost to content created or tweaked in Edits. The goal? Get more people to try the tool. The boost comes from ranking signals like whether you tap the Edits button, and showing that content to users likely to be interested.

But the CEO made one thing clear — this won’t last forever. Once Edits is established, expect the extra push to vanish faster than a trending audio clip.

Key Details

• “Edits does help a little bit with reach, not a huge thing,” says Mosseri.

• The ranking boost is temporary — it’s part of growing the Edits user base.

• Instagram can track and factor in your interaction with the Edits button.

• Once the promotion phase is over, content will compete on regular engagement metrics.

What Marketers Should Do

• Test It Now: Try posting via Edits while the boost is live — measure results.

• Don’t Overdo It: Quality beats quantity. Using Edits on weak content won’t save it.

• Blend Strategies: Combine Edits with proven reach drivers like Reels trends, strong hooks, and quick engagement.

The Bottom Line

Edits is enjoying a short honeymoon with the algorithm. Use it while it lasts, but don’t let it replace a solid, creative, and audience-first strategy. When the boost disappears, only the content that truly connects will keep performing.

Social Media Trends

The Weekly Scroll 📱

Instagram/Facebook/Threads

🚫 1K Followers Needed to Go Live on Instagram Instagram is raising the bar—literally. You’ll now need at least 1,000 followers to start a Live, so micro-creators might be on mute for a while. 👉 Grow first, stream later

📊 Instagram Tests Reels & Carousel Engagement Insights IG’s experimenting with detailed post insights, showing exactly when viewers hit that like button. Peak engagement, now timestamped. 👉 Track your peak moments

🧍‍♂️ Meta Lets You Create Multiple Avatars Can’t decide between the cool biker you and the cozy gamer you? Meta now lets you make multiple avatars, so you can live your best multiverse life. 👉 Build your alter egos

🔁 Instagram Adds Reposts Feed & Friend Map IG’s got a new “Reposts” tab and a map showing your friends’ Reels activity. Creepy or cute? You decide. 👉 Check the map

✨ Instagram Experiments with ‘Picks’ A new “Picks” section may soon spotlight posts tailored to your interests. Basically, IG’s about to play matchmaker for your feed. 👉 See your picks

TikTok

🎵 TikTok Adds YouTube Music to Sounds TikTok’s music menu just leveled up—creators can now pull tracks straight from YouTube Music. Cross-platform vibes, unlocked. 👉 Add the beat

🛡️ TikTok Rolls Out New Safety Tools TikTok’s adding more parental controls, teen protections, and creator safety features. The “For You” page just got a little more for your safety. 👉 Check the updates

YouTube

🤝 YouTube Tests Creator Collab Tools YouTube is testing a collab feature so two creators can share credit on one video — basically, Instagram Collabs but for longer attention spans. 👉 Team up

X / Twitter

💬 X Expands Chat Interface Functions X Chat is getting beefier with new features and cleaner layouts. It’s like your DMs went from flip phone to smartphone overnight. 👉 Try the new chat

Other Platforms

Nada this week!

Digital Marketing Trends/Ads

Tour de Headlines

Meta

📊 Meta Explains Personalization Data Use Meta breaks down how your clicks, likes, and watch time turn into hyper-targeted brand experiences. Translation: your data’s still the product. 👉 See how it works

TikTok

🎯 TikTok Pro Debuts in Europe TikTok Pro is here — with advanced tools for creators and a built-in charity program. Because clout and kindness can coexist. 👉 Go Pro

🎶 TikTok Shatters Live Audience Record Tomorrowland 2025 pulled in millions on TikTok Live, setting a new record. Proof that FOMO streams better than any DJ set. 👉 Relive the set

♻️ TikTok Adds Engaged Session Retargeting TikTok’s new ad feature lets you re-engage people who actually paid attention to your site. Goodbye cold leads, hello warm clicks. 👉 Retarget smarter

Google / YouTube

Nada this week!

X (Formerly Twitter)

🚫 X Bans Emojis & Hashtags in Ads X’s updated ad rules: no emojis, no hashtags. Your copy now has to work without the sparkle or the pound sign. 👉 Keep it clean

Other Platforms

Nada this week!

Interesting Stats

Show these to execs when they question you

🧠 Global User Growth: As of mid‑2025, there are 5.41 billion active social media users, representing 65.7% of the global population, with a steady 4.7% annual growth (~241 million new users in 12 months).

🧓 Gen Z vs Seniors: Gen Z users spend about three times longer on social platforms than those aged 65+, with a global daily average of around 2 hours 23 minutes.

📊 Browser Market Share: In July 2025, Facebook held 73.9% of browser‑based social media usage share, followed by Instagram at 10.5% and Twitter at 7.0%.  

🔍 Trust Concerns Widespread: 58% of people globally express concern about distinguishing true news from falsehoods on social media, with anxiety especially high in the U.S. and Africa (73%). 

⚽ Rise in Sports Content: Globally, 23.6% of social media users now say sports content is one of their main reasons for visiting platforms. An increase from 21.8% two years ago.

Recommendations/Resources

Tools & Apps We’re Loving Right Now 🛠️

Best AI Image Creator – Leonardo AI is blowing our minds. We’re ditching clunky design tools because this one’s got the magic touch.
👉 Give it a go

Best for Tracking TikTok Metrics & Competitor Benchmarking – TokBackup has become our secret weapon for TikTok insights. If you’re not using this, you’re flying blind.
👉 Explore TokBackup

See Competitor Ads in Real-Time – Meta Ads Library lets you spy on your competitors' strategies and campaigns. Lurking in here is basically a full-time job.
👉 Peek inside

Google Ads Campaign Insights – Google Ads Transparency Center lets you see where ad dollars are flowing. If you like data with a side of snooping, this tool’s for you.
👉 Go snoop

Best AI voiceovers - So, your talent flubbed a line, or you changed your script after recording? ElevenLabs lets you turn text into hyper-realistic voiceovers so seamless, no one will ever know.
👉 Fix it

Best AI Video Generation- HeyGen is a cool AI tool that lets you create videos with super realistic avatars that talk just by typing a script. It’s great if you hate being on camera or want to make content fast—plus, it can speak over 40 languages, so it’s perfect for reaching a global audience. Super easy, saves you time and money, and the results actually look professional.
👉 Try It

Ad Creative Analytics - Beautiful creative reporting to help your team generate more revenue from your paid social ads.

👉 Try it out

Shower Thought  🚿💭

It won’t be long before people use ‘the ’20s, the ’30s, and the ’40s’ to describe the 2020s, the 2030s, and the 2040s.