• SocialChain
• 19 October 2026
• 8 min

Social in Six 109

1. TikTok has unveiled new AI-powered ad updates

The story:

• TikTok has announced Shopping Assistant, an AI shopping agent built into features like Search that recommends products and provides listing information; and Buy Direct, designed to complete purchases directly in the For You feed.
• There’s also Agentic Leads, an AI-guided lead generation tool which is rolling out in TikTok Direct Message and via Lead Agent on advertiser-owned websites.
• Plus, TikTok has announced an expansion of the TikTok Ad Network into the US to give advertisers more off-platform placement opportunities.

So what?

TikTok is bringing more of the shopping journey into one place, from asking questions about products to purchasing directly in the For You feed. That means brands need to think beyond views and focus on content that drives sales. It’s worth checking catalogue and checkout setups as Buy Direct develops with partners including Shopify, Stripe and Salesforce. Agentic Leads could also be useful for brands handling customer enquiries through DMs.

2. LinkedIn wants to make finding the perfect creator partnership easy

The story:

• LinkedIn is testing a new Creator Discovery beta within Creator Marketplace, designed to help B2B marketers find relevant creators for brand campaigns.
• The tool will introduce more advanced search filters, including content type, creator industry, job function, audience demographics and Top Voices, with general availability expected in early 2027.
• LinkedIn says 63% of B2B buyers rely on creators for research and insights early in the buying process, while Thought Leader Ads drive a 252% higher click-through rate compared with conventional single-image ads targeted at B2B buyers.

So what?

LinkedIn is making creator partnerships easier to find and manage within the B2B advertising process. More detailed filters could take some of the guesswork out of finding the right voices for campaigns. Brands can start building creator shortlists now and experiment with Thought Leader Ads, which LinkedIn says deliver a 252% higher click-through rate than conventional single-image ads.

3. Pinterest has expanded its creator content promotions

The story:

• Pinterest is expanding creator content promotions, allowing brands to sponsor eligible creator Pins even if the creator hasn’t explicitly tagged the brand as part of a pre-arranged partnership.
• Brands will be able to promote creator content related to their products if they have a pre-existing relationship with the creator through affiliate marketing or a creator programme.
• Creators will receive an email if a brand chooses to promote their Pin, and can either approve individual promotions or opt out of brand promotions at account level.

So what?

For social managers, this opens up a bigger pool of existing creator content to promote without commissioning something new. Creators also get more exposure for content they’ve already made. But there’s a potential transparency issue to watch. If an organic Pin becomes paid promotion, brands need to make sure audiences can clearly tell when they’re seeing an ad.

4. Instagram tests an option to open directly to Reels

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The story:

• Instagram is reportedly testing a new option that would launch the Reels feed on opening the app, instead of the traditional home feed.
• In the test, Stories would still appear at the top of the home screen, while users could swipe across to access the regular feed experience.
• A preview of the feature, spotted by Radu Oncescu, shows an option in settings that allows users to switch between the Reels view and the regular view whenever they choose.

So what?

Reels already account for more than half the time people spend on Instagram, so is the platform becoming even more like TikTok? If more users choose a Reels-first experience, static posts could lose visibility. Brands should make sure their Reels work as standalone content and keep an eye on how engagement changes. It’s only a test for now, but wider adoption could make a Reels-first experience more likely.

5. YouTube is testing new product tag placement options

The story:

• YouTube is testing new product tag placement options for videos in its Shopping affiliate programme.
• The update introduces dynamic product tags that change where products are shown depending on viewer engagement, with tags appearing within the video and in the description when users show interest.
• If viewers show little or no engagement with tagged products, YouTube will move the tags to the video description only, with the platform saying the test will not affect reach, discovery or recommendations.

So what?

For marketers, clear product moments matter even more. Brands should brief affiliate creators on when and how products appear in their videos, so shopping prompts feel relevant rather than intrusive. YouTube says the test won’t affect reach or recommendations, but product tags still need the right content around them to drive action. The platform reports that tagged videos generate over 110% more product clicks than description links alone.

6. Instagram is testing a new shopping feature that recommends similar products

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The story:

• App researcher Radu Oncescu has spotted a new Instagram feature in testing that displays similar products within an Instagram post.
• It’s in the early stages for now, but it looks like the feature recommends similar products from the platform’s catalogue when users go to the comment section. Users can ask an AI-powered assistant to modify the results, for example, “More casual” or “Bolder colours”.
• Presumably, the feature works when posts feature tagged products using Instagram’s Shopping Tags function.

So what?

Instagram looks like it wants the comments section to double as a shop window. If the feature relies on Shopping Tags, accurate product tagging and up-to-date catalogues could become even more important for brands. Shoppers may soon be able to refine product recommendations through simple prompts, making it easier to find exactly what they’re after without leaving the post. It’s early days, but another interesting step towards more personalised social shopping.