This IG feature may help your content discoverability

Hey creator,

A few months ago, I asked you if you knew of any creator-focused conferences/events happening in Australia.

While it’s not creator-focused, Frmefest is the closest thing I could find that brings storytellers together, and it’s happening this weekend in Sydney.

I’ve bought a ticket for this Saturday, 19th, so if you’re interested in a recap, let me know!

Now,

Let’s get into it 👇

If you want a more in depth experience, I hold 1:1 strategy sessions, which you can schedule here: https://calendly.com/smalleyjess/powerhour 

This issue will bring you up to speed on what’s happening in the creator economy:

• Quick Fire news headlines

• Worth The Read news stories

• Social Media Updates that you need to know about

• Check out my READ, LISTEN + WATCH recommendations for this week

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Quick Fire 🧨

• TikTok is building a new version of the app ahead of expected U.S. sale

• Meta reportedly recruits Apple’s head of AI models 

• Threads is nearing X’s daily app users, new data shows

• Linda Yaccarino, the first female CEO of X, announced she’s stepping down from the role

• Time Magazine announces, for the first time, the Top 100 Creator list for 2025 

• YouTube prepares crackdown on ‘mass-produced’ and ‘repetitive’ videos, as concern over AI slop grows

Worth The Read

Instagram content is now searchable on Google

Public posts on Instagram (photos, videos, Reels, etc) will be made discoverable on search engines like Google.

This means that your content will surface in search results.

Why is this happening?

Platforms like TikTok and YouTube have become major sources of information. Instagram’s move is a (delayed) response to the growing trend of people using social media as a primary search tool.

Posts will now be treated like “web pages”, so captions, hashtags, alt-text, and even location tags will make Instagram posts searchable for relevant keywords and topics.

How to use this to your advantage

This will mean greater reach and long-term visibility. Businesses can reach new audiences outside the app, making Instagram a more powerful tool for SEO and organic discovery.

You need to think about keywords, alt text, and captions, not just for in-app engagement but also for search ranking.

Optimising Instagram content for Google search is now a real consideration.

Socially Updated

Instagram

• is now automatically adding music to a post shared as a story.

• Edits has new insights for individual Reels, tools for cleaner audio, plus better sharing and export tools on iOS.

• Edits has made it easier organise and track content ideas.

YouTube 

• is removing its ‘Trending’ and ‘Trending Now’ listings, which will be replaced by a series of category-specific charts.

LinkedIn 

• LinkedIn has made it easier for creators to track performance across platforms.

TikTok 

• Check out this guide to live-streaming on TIkTok.

• PSA TikTok now only allows up to 5 hashtags.

The Dig

READ: I don’t think people realise just how serious YouTube is about taking over Hollywood. They are pouring millions into taking over legacy media as they ride the culturally shifting tide of changing audience habits. Check out this breakdown on why you can bet big on YouTube replacing traditional TV.

LISTEN: Justin Bieber dropped a surprise album, Swag on Friday and, in the words of his former, perhaps estranged, celebrity manager, this is the “most authentically Justin Bieber album to date”. This album was made for his wife, son, and himself and which happens to be available for public consumption. This isn’t a “masterpiece” by any stretch of the imagination, but it’s interesting to note that your stuff will hit the hardest when you stop trying to please everyone.

WATCH: Behind The Diary, the team …behind Diary Of A CEO, uploaded their latest video that breaks down exactly how to get noticed when you’re in pursuit of something. This was especially resonant for me this week as I’m in the middle of chasing something that I want more than ever (maybe I’ll tell you about it at some point down the line). Steven also shares (almost begs) you to start posting online consistently because it will change your life and may even lead to being named a Time 100 Top Creator.