• Melissa Harvey
• 14 July 2025
• 7 min

Social in Six 96

1. TikTok is testing Bulletin Boards for broadcast messaging 

The story:

• TikTok confirmed testing of a new feature called Bulletin Boards, allowing brands and creators to send one-to-many updates directly to followers via in‑app DMs. 

• The tool originally launched in March with select creators, but is now rolling out to more eligible profiles. You can post up to 20 bulletins per day, each with text, images, or video, and confined to 1,000 characters. 

• Much like when Instagram’s Broadcast Channels first launched, followers can react with emojis but can’t reply.  

So what?  

TikTok’s new Bulletin Boards feel like a no-brainer, but they might be slower to catch on than Broadcast Channels have been. People just don’t use TikTok DMs in the same way—they’re more for sending funny videos than for chatting. Plus, Instagram’s version has more features, like polls and replies. That said, it’s clear TikTok has commerce and launches in mind here, and for creators, it’s a handy new way to drive action in your community.

2. Instagram is reportedly set to launch a TV app 

View on Threads

The story: 

• The Information reports that Instagram is taking a leaf out of YouTube’s book, with a TV version of its app in development. 

• The connected TV app will be optimised for long-form 16:9 video content, diverging from the usual 9:16 short‑form Reels. Reports come off the back of Threads user @jonahmanzano spotting a new feature that allows Reels uploads up to 20 minutes long.  

• TikTok is reportedly developing its own dedicated TV app, too. The launch for these apps hinge on securing partnerships with smart‑TV manufacturers (like Samsung, Vizio) and streaming platforms (such as Roku and Apple TV). 

So what?  

Instagram is going after YouTube’s long-form video dominance and tapping into that lean-back, TV-style viewing. It’s a big shift away from quick Reels towards longer, more intentional content—think premium brand films and extended creator collabs. 16:9 long-form video on Instagram will be a massive change from what users are used to, and it will all depend on how much the platform can offer creators to persuade them not to break into long-form on YouTube.

3. YouTube is rolling out shoppable product stickers for Shorts 

The story: 

• Creators can now generate and place shoppable stickers as an overlay in their YouTube Shorts when using tagged products, replacing the old Shopping button. 

• YouTube automatically generates a sticker that looks like the tagged product, and reveals a full product list when tapped (if creators have tagged multiple products). Clicking an item within this list directs viewers to the retailer’s site. 

• During testing, Shorts with these stickers saw over 40% more product clicks than those using the old shopping button; the feature is rolling out globally now. 

So what?  

YouTube is leaning hard into shopping with its new shoppable stickers on Shorts, and they’re not being subtle about it. Shorts have always been great for discovery, but now they’re clearly aiming for conversions too—likely thanks to TikTok’s success with commerce. And honestly, it’s working—Shorts with these stickers got way more product clicks in testing. This could easily become the go-to spot for shoppable video, especially with younger audiences. 

4.Meta’s AI chatbots just got chattier 

The story:

• According to TechCrunch, Meta is training its AI chatbots on Messenger, Instagram, and WhatsApp to initiate follow-up messages without user prompting, referencing past conversations to keep engagement going. 
• Creators can use Meta’s AI Studio, launched last year, to create chatbots with custom personas. Users can keep their bots private or share them through stories, direct links, and even display them on a Facebook or Instagram profile.  

• Bots send messages only if you’ve sent at least five messages within the past two weeks and won’t continue if there’s no reply.  

So what? 

Meta’s chatbot update might seem like a novelty, but this is really about testing the waters for full-on automated marketing. These bots can now message you proactively, and while it feels like a novelty now, it’s easy to see where this is headed: branded bots, AI-led customer journeys, and proactive marketing through chat. Basically, it’s relationship marketing on autopilot, and it’s already starting to roll out. 

5. X will charge for ads based on size  

The story: 

• On 27 June, Elon Musk announced that X will start charging advertisers based on the vertical size of their ads, with full-screen placements at a premium to prevent oversized ads dominating the feed.  

• Last month, X banned hashtags from ads, with the change aimed at delivering a cleaner visual experience. It’s not clear if branded hashtags (now called Hashmojis) are included.  

• Musk explained that X’s AI algorithms (like its chatbot Grok) can now organise content without hashtags, making them unnecessary in ad creative. 

So what? 

Let’s be honest, this really just puts more power in the hands of brands with bigger budgets. It’s classic Elon: rewarding deep pockets. The smartest brands will be the ones that outwit, not outspend, with creative that cuts through. Oh, and about ditching hashtags in ads? That makes sense—most hashtags in ads aren’t pulling their weight anyway. Expect branded hashtags to stay, though, as they are valuable ad revenue for X.  

6. Reddit’s new tool helps improve your ads in real time  

The story: 

• Reddit has introduced automated ad recommendations within its Ad Manager dashboard, offering personalised data-driven tips based on analysis of your account setup and active campaigns.  

• A new Optimisation Score rates how well your ads align with Reddit’s best practices, from 0 to 100, with prompts to boost campaigns scoring below 80. 

• Recommendations are actionable, suggesting adjustments like targeting tweaks or budget refinements, right where campaign managers can apply them.  

So what? 

Reddit has always been tricky for brands—it’s community-first, and if you don’t get that, you won’t get far. But their new ad optimisation tool makes things a bit easier. Now brands can get clear, built-in recommendations on how to improve their ads, right in the dashboard. It’s a smart move that shifts Reddit from being an “experimental” buy to something more mainstream, especially for brands that want to stretch budgets but still reach highly engaged, niche communities.