Reposts, map and friends tab

Neues mit Stephan Czaja (Co-Owner)

Let’s start with reposts, map and friends tabs! Here are the new Instagram functions explained step by step:

With reposts, you can easily share posts and reels – visible on your profile. This is reminiscent of Twitter/X, where reposts are central, but is expanded on Instagram with additional notes and context. The new map works in a similar way to Snap Maps: Users discover content based on location, ideal for local events or stores. The Friends tab shows which content your friends like, comment on or repost – a function that relies heavily on community dynamics.

• Share reposts for content
• Map with location-based posts
• Friends tab shows activities

Looking for a good Instagram agency for your brand? Write to us or give us a call: Contact.

Trial reels and pause function

Trial reels are a test run for your videos: They first appear to non-followers before they become visible in your own feed. This allows you to test content risk-free, similar to A/B tests with YouTube Shorts or TikTok Ads. The pause function improves usability: instead of holding down, a tap is enough to stop reels – a small but important improvement that gives users more control.

• Reels first for non-followers
• Testing without loss of range
• Pause with a single tap

Edits as a standalone video app

Instagram has released its own app, “Edits“, which combines video editing and uploading. Functions such as green screen, AI effects, voice FX and 4K export are strongly reminiscent of CapCut, the standard app for TikTok creators. The difference: Edits is directly integrated into the Meta ecosystem and provides analytics in real time. This positions Instagram more strongly in the creator market and makes third-party apps less necessary.

• Standalone app for editing
• AI effects and green screen
• Real-time analytics included

Quiet posting and flexible grid

Quiet Posting allows you to publish posts without notification – perfect for tests or less important content. Twitter/X had a similar function with “Shadow Tweets” for experiments, but Instagram makes the feature more widely usable. In addition, the profile grid can be reorganized, similar to Pinterest boards or TikTok profiles. This allows campaigns, topics or stories to be staged more visually.

• Posts without notification
• Grid can be sorted as required

Direct messages with new options

DMs get more individuality: nicknames can be assigned in individual and group chats. There are also over 300 sticker packs that make communication more lively – an approach that Snapchat and Telegram have been using for years. Digital profile cards that can be shared in stories like interactive business cards will soon follow. Instagram is thus moving closer towards competing with Messenger and making DMs the central point of contact.

• Nicknames in chats
• 300 new sticker packs
• Digital profile maps

Stories with more interaction

Stories become even more communicative: comments are directly visible to the public as long as the story is online. This makes the exchange more dynamic and is similar to YouTube Shorts comments, only for a limited time. At the same time, the profile grid has been changed from 1:1 to 3:4. This change brings Instagram closer to TikTok, where vertical formats have long dominated, and makes profiles more modern and visually exciting.

• Comments under Stories
• Profile in 3:4 format

Opportunities for your Insta marketing?

The new functions are more than just gimmicks. Reposts, Trial Reels and Quiet Posting open up data-driven tests and flexible strategies. Map and Friends tab help with trend tracking and local marketing. Edits strengthen production quality directly in the app, while stories and grid adjustments allow for more visual storytelling. If you cleverly combine Instagram with tools and strategies from other networks, you can build reach more sustainably and scale content with less risk.

• More tests without risk
• Stronger community involvement
• Better visual storytelling

What’s new with TikTok and YouTube?

TikTok and YouTube are further developing their short video formats: YouTube is focusing on AI-generated content and new dubbing options for international reach with Shorts, while TikTok is focusing heavily on creative editing tools and trends in the music sector. In 2026, both platforms will provide tools that make short clips even more global and relevant.

• TikTok new functions
• YouTube new functions

Read more about our Instagram agency, YouTube agency and TikTok agency – One, your marketing agency for performance!

AI Alive – photos become animated videos

Neues mit Stephan Czaja (Co-Owner)

The new AI Alive function brings your pictures to life. TikTok automatically converts static photos into short animated videos – including motion animations, overlays and music. The highlight: the AI is not only visually strong, but also safe. Content undergoes an internal check to prevent deepfake abuse. This makes the function not only exciting for creators, but also trustworthy. Similar to Instagram Reels, you can create more dynamics with little effort – perfect for slideshows, throwbacks or visual mini-stories.

• Animate photos using AI
• Content remains safe & authentic
• Ideal for short story videos

Looking for a good TikTok agency for your brand? Write to us or give us a call: Contact.

Feed control: Topics & Smart Keyword Filter

TikTok now lets you control your “For you” feed even more specifically. With “Manage Topics”, you can set the frequency of certain categories yourself – e.g. fewer pranks, more education, more travel. This is supplemented by a new keyword filter that automatically blocks content with certain terms. The AI also recognizes synonyms and variants. This function brings more focus, protects against toxic content and makes TikTok safer for brands.

• Manage topic frequency in the feed
• Filter unwanted content
• Brand safety through AI filters

Footnotes: Context & facts directly under videos

With Footnotes, TikTok is introducing a type of fact-checking on a community basis. Users with a high trust level can add additional information to viral videos – e.g. sources or corrections. The function is reminiscent of YouTube Shorts comments or community notes on X/Twitter, but is more visually integrated. For brands, news accounts or educational creators in particular, this is a new way of building authority – or clearing up misunderstandings.

• Fact checks directly below the video
• Community as a supervisory authority
• More trust for reputable accounts

TikTok music tab for songwriters

The music functions are being expanded. Creators who write songs can now officially register as “songwriters” and create their own music profile. All tagged works that are used by other creators, for example, appear in the new “Music” tab. Visibility and monetization increase – and TikTok continues to develop into a career springboard for music creators.

• New label “Songwriter” in profile
• Music tab with all your own songs
• Boost for musicians & producers

TikTok Shop now also in DE, FR & IT

Long awaited, now live: TikTok Shop launches in Germany, France and Italy. Users can store directly in the app – via shoppable videos, live commerce and their own store tab. The integration makes influencer marketing more measurable: clicks, purchases and conversions are tracked directly in TikTok Analytics. A must for e-commerce brands to avoid being left behind in 2026.

• In-app shopping & livestream sales
• Store tab in the Creator profile
• New conversion data in TikTok Analytics

Further functions: Digital Balance & Parent Mode

TikTok responds to criticism of the duration of use – with new tools for digital wellbeing. Wind-down mode reduces the sensory overload after 10 p.m. with calming sounds and meditation videos. At the same time, parents are given more control over screen time, content and breaks. Important for young target groups – an opportunity for brands to place responsible content in a targeted manner.

• Wind-down mode for evening use
• Parent dashboard with AI filters
• More trust in young target groups

Opportunities for your TikTok marketing?

2025 brings real change for creator and brand marketing on TikTok. AI Alive enables visual storytelling without complex production – comparable to Instagram Stories, but AI-based. Feed management and footnotes increase content quality – a plus for reputable channels. The TikTok Shop opens up new sales channels, especially in the DACH region. Early adopters of the new tools will benefit from greater visibility, control and credibility.

• Visual storytelling through AI Alive
• Content control through feed filters & notes
• E-commerce boost with TikTok Shop

What’s new on Instagram and YouTube?

Instagram and YouTube have both released major updates in 2026: Instagram is focusing on more community features such as reposts, friends tab and edits as its own app, while YouTube is revolutionizing the creator economy with AI shorts, AI overviews and new monetization rules. Both platforms are thus moving closer together, but their focus and tools remain different.

• Instagram new features
• YouTube new functions

Read more about our TikTok agency, Instagram agency and YouTube agency – One, your marketing agency for performance!

YouTube charts and hype feature

Neues mit Stephan Czaja (Co-Owner)

The classic trending tab is a thing of the past. Instead, YouTube is introducing the new “Charts“, which are divided into categories such as music videos, podcasts or films. This makes discovery and trend tracking more targeted. For creators, there is also a new Inspiration tab in the Studio that provides suggestions for content. With the Hype feature, viewers can actively push new videos and directly increase their reach.

• Categories instead of global trending
• Inspiration tab for content ideas
• Hype for range boosters

Looking for a good YouTube agency for your brand? Write to us or give us a call: Contact.

AI overviews and conversational search

With AI Overviews, YouTube is testing a new search feature: short summaries are displayed for certain topics to give users an overview before they decide on a video. This is supplemented by a conversational search (you ask a question, AI gives video suggestions), where questions are answered in a chat-style and suitable videos are suggested. YouTube is thus developing into a hybrid platform of search engine and video portal.

• Video summaries in the search results
• Chat-like search with video recommendations

Age verification via AI

An exciting but also controversial update concerns the protection of minors. YouTube is testing an AI system that estimates the age of users based on their viewing habits. Under-18s are to be better protected automatically, for example through restrictions on advertising or special wellbeing tools. If the age is misclassified, users can confirm it with an ID, credit card or selfie scan.

• Automatic detection of minors
• More protection through advertising restrictions
• Manual verification possible

Daily discovery on YouTube Music

YouTube Music is also getting an update: “Your Daily Discovery” is a daily updated carousel of songs that is even more tailored to personal listening habits. Instead of a weekly mix, there are now daily recommendations that can be started directly as a play-all with one click. This makes YouTube Music more of a competitor to Spotify.

• Daily song discoveries
• Personalized recommendations in the carousel

AI shorts with Veo model

Creatives can now create shorts directly from text prompts. This is made possible by the Veo model, which generates 8-second clips. This content is provided with a visible SynthID watermark to ensure transparency about the use of AI. The approach is reminiscent of TikTok, where AI-based video toolshave been tested for some time, although YouTube is more focused on short video formats such as shorts.

• Generate shorts from text input
• 6-second clips for quick content
• SynthID watermark for transparency

New creator tools and monetization

The entry hurdles for the partner program have been lowered: instead of 1,000 subscribers, 500 are now sufficient, and the required watchtime hours have also been halved. Shorts can be monetized from 3 million views in 90 days. In addition, YouTube has introduced a thumbnail test feature that allows up to three thumbnails to be tested against each other – something I also really like.

Vertical live streams, 3-minute shorts and automatic dubbing in several languages were also added. The new Advanced Mode in Studio makes managing and analyzing content easier and clearer. Interesting: With these features, YouTube is moving closer to Instagram Reels, but is focusing more on international scaling through dubbing and monetization.

• Monetization from 500 subscriptions
• Thumbnail tests in the studio
• Vertical streams and auto-dubbing

Opportunities for your YouTube marketing?

The new functions open up many possibilities for your YouTube marketing. With the charts and the hype feature, you can capitalize on trends faster and build reach. AI Overviews help to make content more visible and make even greater use of the YouTube search engine. AI shorts and dubbing enable international reach with minimal effort. Thanks to the lowered monetization hurdles, YouTube is now also worthwhile for smaller creators and brands that want to get started faster. Those who use the new tools skillfully can expand their reach and community more dynamically and sustainably.

• Faster reach through charts and hype
• Better visibility thanks to AI features
• Easy entry into the partner program

What’s new with Instagram and TikTok?

TikTok and Instagram continue to focus strongly on creator interaction and community building. Instagram is introducing new approaches with the Friends tab, Quiet Posting and interactive stories, while TikTok is building on its strengths in trending formats, AI effects and viral sounds. Both platforms play to their strengths in short, creative formats, but differ in terms of reach and community focus.

• Instagram new features
• TikTok new functions

Read more about our YouTube agency, Instagram agency and TikTok agency – One, your marketing agency for performance!