Instagram Is Doubling Down on Creators

Instagram spent the quarter rolling out features that give creators more control, more tools, and more ways to customize how they show up.

A New Grid, on Your Terms

You can now rearrange your Instagram grid, giving you full control over how your profile looks. This update has been a long time coming and is perfect for creators who want to showcase their content in a curated order without being stuck to a chronological feed.

Meet “Edits,” Instagram’s Video Editing App

Instagram launched Edits, a standalone mobile editing app designed to streamline content creation. Think of it as their answer to CapCut—except it connects directly to Instagram, making the publishing process seamless.

Key features include:

• Save ideas and content for later
  
• Use updated green screen tools
  
• Auto-generate captions in multiple languages
  
• Publish directly to Instagram or export without a watermark
  
• Schedule posts right from the app

The goal? Make it easier for creators to stay on-platform from concept to post.

Lockable Posts: Coming Soon

Instagram is testing lockable posts—a format that could help creators control who engages with certain content. While details are still in testing, it’s clear Instagram is experimenting with new ways to encourage deeper, more intentional interactions.

Facebook: Still Huge, Still Video-Heavy

At Gondola, Meta shared some strong stats that show Facebook continues to deliver real value—especially for sports and entertainment brands.

• Over 3 billion people globally use Facebook each month
  
• 40 million young adults in the US and Canada are active daily
  
• 60% of their time is spent watching video
  
• Reels are performing best at around 45 seconds, but longer videos (3 minutes and up) are about to be included in the discovery feed
  

If your brand is focused on video, Facebook is still a platform worth investing in.

Threads: The New Home for Sports Conversations

Meta also outlined a clear strategy for success on Threads, especially in sports. It’s about leaning into community, authority, and timeliness.

What’s working:

• Sharing real-time reactions to games and cultural moments
  
• Tapping into creator voices to spark discussion
  
• Prioritizing comment threads over just pushing impressions
  
• Positioning your brand as an expert, not just a participant
  

Threads isn’t just another place to post—it’s where fans gather, connect, and stay informed.

X Might Be Saying Goodbye to DMs

X is exploring the removal of direct messaging altogether. There’s no official rollout yet, but it’s a significant move that could reshape how brands and creators communicate with followers on the platform.

Final Takeaway

Q2 was about control, customization, and community. Instagram gave creators new ways to edit, schedule, and organize content. Facebook continued to show its strength in video and reach. Threads carved out a space for real-time conversation. And X raised eyebrows with potential communication changes.

As platforms evolve, staying ahead of what’s working and where audiences are spending time is more important than ever. Grab our cheat sheet for Social Media Image Sizes to stay at the top of your game.  

Let’s see what Q3 brings 👀