• SocialChain
• 18 May 2026
• 7 min

Social in Six 104

1. Instagram is cracking down on duplicate content again

The story:

• After its 2024 update that restricted reach for accounts posting unoriginal content to Reels, Instagram has announced the same restrictions now apply to carousels and still image posts too.
• Accounts that primarily post unoriginal content in photos or carousel posts, in addition to Reels, will no longer be recommended by Instagram. Visibility for these accounts’ followers remains unaffected.
• Instagram defines original content as photos, carousels and videos that you created or designed. Using existing third-party content (e.g. meme templates, popular clips) is fine as long as there’s a “material edit” – e.g. using Remix or adding creative texts and graphics. Re-uploading and adding a credit to the original creator in the caption doesn’t count.
• Instagram says it’s identified a set of publishers with licensing agreements and/or explicit permissions from content creators, which will be exempt from this update.

So what?

Instagram is drawing a clear line: original content wins.

Brands should move away from simple reposting and start creating from scratch or adding real value to existing formats with a platform-native approach. Your approach to carousel strategies may need to shift from curation to creation, including bespoke graphics, commentary, reactions, or remix-style execution. Instagram is pushing you to add value to your content instead of simply repackaging it.

2. TikTok has launched an ad-free tier for UK users

The story:

• TikTok has launched a new ad-free subscription option for users aged 18+ in the UK, in line with changing data privacy regulations.
• TikTok Premium is available for £3.99 per month, and allows users to access the app without seeing ads – although sponsored creator content will still be available. TikTok will also stop using subscribers’ personal data for ad targeting.
• Regardless of whether people opt for TikTok Premium or stay with the ad-supported version, their core TikTok experience won’t change.

So what?

This is about shifting expectations. If users are willing to pay to remove ads, the bar for content goes up. Brands need to create work that feels worth watching, not interruptive. That said, mass adoption is unlikely, and it’ll take time before we start to see an uptick in subscribership. Most users will stay on the free tier, but regardless, the standard for brands stays the same: make content people want to engage with.

3. YouTube is testing an AI Search feature

The story:

• Google has expanded its AI-powered search mode, previously limited to its main search engine, to YouTube.
• The feature, called “Ask YouTube”, lets users enter their chosen prompt to get detailed answers comprised of a mix of text, long-form and short-form video, with links to specific YouTube video clips.
• The feature is currently in testing with YouTube Premium members in the US who opt-in to YouTube’s experimental features.

So what?

Ask YouTube will prioritise useful answers, not just popular videos. That means content needs to be clear, structured and genuinely helpful. Brands should focus on tutorials, explainers and “how-to” formats. Optimise titles, captions and spoken content for real questions. Think less about clicks and more about answering intent.

4. Instagram has a useful new update for carousel posts

View on Threads

The story:

• Some Instagram users have spotted a new update that allows you to add captions to individual posts within carousel slides, rather than just one caption.
• Instagram has confirmed the feature is currently being tested with a small group of users.
• We don’t know just yet when it will get a wider rollout, but we can expect it’ll be in the next few months.

So what?

This opens up a new way to tell stories. Brands can guide users through content, slide by slide, instead of relying on one caption to do everything. Think of creative ways to tease product drops in messaging or jump on reactive memes by getting users to swipe across, or even just using it to make your photo dumps look cleaner in the feed.

For partnerships, it’s even more useful. Creators get space to add their voice without overcrowding the main message. Overall, it’s a practical update users will appreciate.

5. TikTok has reportedly rolled out a feature that lets you manage keywords for videos

The story:

• According to reports, TikTok’s new feature allows users to customise keywords attached to their video metadata, which the platform uses to decide which content is relevant and useful when displaying search results.
• These keywords appear as part of TikTok’s AI-generated overviews in the feed – which, on another note, are being scaled back after some users reported inaccuracies.
• Previously, these keywords were automatically generated based on viewer behaviour and search activity. Now, users can block irrelevant keywords and suggest new ones, which must be approved by TikTok before they’re active.
• To manage keywords, navigate to your video and hit the three dots. If you have access to the feature, you’ll be able to see it in the actions bar at the bottom.

So what?

For both brands and content creators, this means thinking strategically about searchable topics, phrases and audience intent that can be included as keywords on their content. The fact that keyword suggestions still require TikTok approval suggests the platform wants to balance creator input with moderation and ranking quality, rather than opening the door to widespread keyword stuffing or misleading data.

6. Threads wants real-time engagement for events with its new feature

The story:

• Live Chats lets users who are part of a Threads community participate in public group chats during shared cultural events.
• Launching with a Live Chat designed specifically for the NBA Playoffs, Threads users within the NBAThreads community will be able to interact with each other, participate in polls, watch countdowns and keep up with scores in real time.
• For now, only a select group of creators in the NBAThreads community can start and schedule Live Chats, but the platform says it’s working on adjustments and will roll out to more communities gradually.

So what?

Live sports are one of the strongest drivers of real-time engagement and online conversation, making them an effective test case for broader event-based interaction, a perfect trial run for the World Cup. For brands and creators, this opens opportunities around live participation rather than just reactive posting. Community-led discussion formats could create more space for real-time commentary, creator hosting and culturally relevant brand engagement.