Welcome back to this week’s TEAM LEWIS Social Round-Up.
This week Instagram is labelling AI creators, rewarding original content, and generally trying to work out what’s real, what’s reposted, and what’s been generated by a laptop having a little creative moment.
Meanwhile Meta says life stage matters more than age, LinkedIn is still quietly printing B2B money, and Reddit wants small businesses to stop lurking and start advertising. Brave move. Lurking is basically Reddit’s national sport.
Let’s get into it 👇
Latest News
🤖 Instagram adds AI Creator labels
Instagram has introduced a new “AI creator” label for accounts that regularly use AI tools to make content. The label will appear on profiles and posts, adding another layer of transparency alongside Instagram’s existing “AI info” tags.
It’s a useful move, but also slightly funny given Meta is actively encouraging everyone to make more AI content in the first place. So Meta is basically saying, “please use our AI tools, but also please tell everyone you used our AI tools.” Still, with AI content becoming harder to spot, clearer labelling can only help. 👉 Read more
🧠 Meta says life stage matters more than age
Meta has released a new study looking at how different generations use its apps, and the big takeaway is that life stage matters more than age. People going through major moments, like graduating, getting married or having a baby, show much higher purchase intent regardless of generation.
The report also talks about “digital pebbling,” which is the act of sending memes, Reels or videos to people you care about. Apparently it’s based on penguins gifting each other stones. Cute, weird, and honestly a pretty good description of modern friendship. For brands, the test is simple. Would someone actually send this to a mate? 👉 Read more
🎨 Instagram updates algorithm to reward original creators
Instagram is changing its algorithm to stop recommending photos and carousels from aggregator accounts in Explore and other discovery surfaces. Instead, it will prioritise original creators and penalise profiles that mainly repost other people’s work.
This is a pretty big deal for meme pages and repost accounts, but a good one for creators who are tired of seeing their work take off somewhere else. Instagram says it will still allow content that adds real value, but lazy reposting is getting a reach haircut. About time, really.👉 Read more
📈 LinkedIn revenue rises 12%
LinkedIn revenue rose 12% in the latest quarter, helped by B2B marketing growth, AI-powered recruitment tools and paid video posts, which grew nearly 30% year-on-year.
As always, LinkedIn is still talking about members rather than active users, which makes the numbers feel a bit shinier than they probably are. But the direction is clear. More posts, more video, more AI tools, and more reasons for B2B marketers to keep paying attention. 👉 Read more
📚 Reddit releases small business marketing guide
Reddit has published a new 13-page guide for small businesses, helping brands understand key product trends and the subreddit communities where those conversations are happening.
With Reddit showing up more in Google search and AI chatbot answers, it’s becoming harder for brands to ignore. People are using Reddit to research products, compare options and get very honest opinions from strangers. Which is terrifying, but also very useful. 👉 Read more
🔧 Quick Tip of the Week
When planning content, don’t just think about age brackets. Think about life stages. New parents, new homeowners, students, travellers, job seekers, they all behave differently because of what they’re going through, not just when they were born.
✨ Campaigns We Love ✨
🎧 Dropbox opens Fred Again..’s tour files
Phone-free gigs, official files after the show, and fans getting access without filming every second themselves. Lovely idea. Very Fred again.. Very “please just enjoy the moment”. 👉 Drop it here
🇬🇧 British Airways leans into the British accent
BA is charming US travellers by proving even tray table instructions sound better with a British accent. Finally, years of saying “sorry” too much pays off. 👉 Mind the campaign
🗓️ Mark Your Calendars
Opportunities to celebrate this week
- Wednesday May 6 – International No Diet Day 🍩
- Thursday May 7 – Children’s Mental Health Awareness Day 🧠
- Friday May 8 – World Ovarian Cancer Day 💙
- Saturday May 9 – World Fair Trade Day 🌍
- Sunday May 10 – World Lupus Day 🟣
- Monday May 11 – World Ego Awareness Day 😅
- Tuesday May 12 – National Limerick Day ✍️
And next…
- Wednesday May 13 – Top Gun Day ✈️.
- Thursday May 14 – International Chihuahua Appreciation Day 🐕
- Friday May 15 – National Pizza Party Day 🍕
- Saturday May 16 – World Whisky Day 🥃
- Sunday May 17 – World Baking Day 🧁
- Monday May 18 – International Museum Day 🏛️
- Tuesday May 19 – World Family Doctor Day 🩺
- Wednesday May 20 – World Bee Day 🐝
That’s a wrap for this week!
If you want to chat about any of these updates, feel free to get in touch.
I’ll be digitally pebbling this newsletter to anyone who’ll listen, which is basically just sending links and pretending it’s emotional intelligence.
See you next week, bye 👋
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