Instagram's Carousel Update Will Change How You Post

Remember when your entire carousel post got one like count, like a participation trophy for the whole team? Instagram said, "not anymore." The platform is testing individual like counts for each frame in carousel posts, and honestly, it's about to make your content strategy way more cutthroat.

Each image gets its own visible like count, helping marketers pinpoint which frames are performing best — at least in theory. In practice, it's about to turn every 10-slide carousel into an A-Z test for what stops the scroll.

Key details

• Frame-Specific Metrics: Instagram's test shows like counts for each carousel frame, based on what's on screen when a user hits "like." Think of it as a popularity poll for your slides.
• Limited Test Phase: Only a select group of users can see these per-frame analytics for now, so don't expect it on everyone's dashboard just yet.
• Carousel Power Boost: Instagram's been pushing carousels hard, noting they get more reach than single photos due to extra interactions and a "second chance" algorithm that resurfaces unswiped posts.

What this means for creators and marketers

• Content Perfectionism, Amplified: Your throwaway slide #6 can no longer hide behind the popularity of slide #1. Every frame is now accountable, which means either every slide needs to be fired, or you're about to learn some harsh truths about your content.
• A/B Testing Paradise: For creators and businesses, frame-specific like counts could streamline A/B testing within a single post, giving you real-time feedback on what hooks your audience versus what makes them scroll past.
• Data-Driven Slide Optimization: Finally, concrete data on which types of content (quotes vs. statistics vs. behind-the-scenes vs. product shots) actually drive engagement within your carousels.
• Quality Over Quantity Pressure: Recent updates, including expanded carousel limits to 20 frames, already let you post more — now you'll know if those extra frames are helping or hurting.

This analytics update is a data nerd's dream — and a creative's worst nightmare. If this feature goes global, marketers should treat it like a built-in A/B test for attention. The laziest ideas will flop. The sharpest will shine.

The weekly scroll

Instagram / Facebook / Threads

• Facebook Adds Music to Text Posts: Your Facebook text updates just got a soundtrack. Add music to your plain posts and make even your Monday rants sound dramatic. Source
• Threads Tests Facebook-Based Signups: Threads might soon let you sign up using your Facebook profile instead of Instagram. Meta's making sure you never leave the family tree. Source
• Instagram Tests Auto-Scroll for Feed Posts: Instagram is testing auto-scroll for your main feed. Perfect for when you want to scroll endlessly... without even lifting a thumb. Source
• Meta Puts AI Exec in Charge of Threads: Threads just got a new boss: Meta's VP of Generative AI. Expect more bots, less blah. Source

TikTok

• TikTok Adds In-App Post Scheduler: TikTok now lets you schedule posts right from the app. Because even chaos needs a calendar. Source
• TikTok Adds Songwriter Credits to Profiles: TikTok is giving songwriters their spotlight with profile credits. Finally, the beatmakers get some clout too. Source

Other platforms

• Twitch Tests Vertical Video Streams: Twitch is hopping on the vertical bandwagon, testing portrait-mode streams for your doomscrolling pleasure. TikTok, but make it sweaty gamers. Source
• LinkedIn Algorithm Gets a Refresh: LinkedIn's tweaking the feed again — favoring recent, relevant content, less hashtag spam, and AI tools that add actual value. Time to rethink your posting playbook. Source
• Reddit Adds Age Verification in the UK: Reddit's rolling out age checks in the UK to comply with new laws. Prepare to prove you're old enough for spicy memes. Source

Digital marketing & ads

Meta

Say goodbye to manual vs. Advantage Shopping Campaigns — Meta's made the call for you. Advantage+ Sales Campaigns are now the default for sales objectives, bringing a cleaner structure (campaign and ad sets separated) and smarter tools like "Value Rules" that tweak bids based on user traits. More automation, less guesswork. Source

TikTok

• TikTok's US Sale Hits a Speed Bump: One of TikTok's potential U.S. buyers just bailed, throwing a wrench into its "please don't ban us" plan. Drama? Delayed. Source
• GMV Max or Bust: As of July 2025, GMV Max is the only campaign type for TikTok Shop ads using the Sales objective. Legacy formats like LIVE and Product Shopping? Dead for new campaigns. Source
• Legacy Ads Still Run — For Now: Old TT Shop campaigns still work, but you can't create or duplicate them. TikTok's nudging everyone to switch to GMV Max, with past ROI goals ported over. Source
• AI Everything: TikTok's World Event unveiled smarter tools — AI ad creation, Smart+ automation, and Market Scope for deeper audience insights. Source
• Free Ad Credits (Seriously): New advertisers get bonus ad credits now through Sept 30. A little sugar to make the GMV Max pill go down. Source

Google / YouTube

• Google Auto-Upgrades Video Action Campaigns: Starting July 2025, Google is force-migrating all Video Action Campaigns to the newer Demand Gen format. The upgrade brings access to Discover, Gmail, and Display, along with creative A/B testing and AI-generated assets. VAC creation was already locked back in April. Source
• Bye MaxCPV, Hello Impressions: Google's Video Ad Sequencing is ditching MaxCPV bidding — all new campaigns must use Target CPM instead. Google's clearly favoring impressions over views. Source
• Shared Ads Are No More: The Shared Ads format officially retires this July. Google is doubling down on AI optimization and campaign simplification. Source
• YouTube Tightens Monetization Rules: As of July 15, YouTube is cracking down on low-effort, AI-heavy, and repetitive content. While these were technically ineligible before, enforcement is getting much more aggressive. Source

X (Formerly Twitter)

• X Limits Emojis in Ads: X is cracking down on emoji spam in ads. So if your promo looked like a ransom note in emojis before… time to chill. Source
• X Launches AI Companions for DMs: X is testing xAI-powered chatbot companions for your DMs — because talking to real people is so 2022. Source
• X Sees Ad Gains from xAI Projects: Musk's AI play might finally be paying off. With Grok + xAI in full swing, X is seeing a little green with a side of machine. Source

Other platforms

• Snapchat & Triple Whale Share Ecomm Ad Intel: Snapchat teamed up with Triple Whale to drop new insights on ad performance for ecomm brands. TL;DR: creative still crushes and retargeting's your BFF. Source

Stats worth knowing

Tools & Apps We're Loving Right Now

• Leonardo AI — best AI image creator for social content
• TokBackup — best for tracking TikTok metrics and competitor benchmarking
• Meta Ads Library — see what ads your competitors are running
• Google Ads Transparency Center — competitor ad spend and campaign insights
• ElevenLabs — best AI voiceovers for video content
• HeyGen — AI video generation with avatars in 40+ languages
• Motion App — ad creative analytics to see what's actually working

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