👋 Welcome back Reader

This week in The Roundup we're discussing:

→ Switching content topics on Instagram
→ Instagram Unlockable Reels
→ The latest social media news

Let's dive in...

🔥 Switching content focus on Instagram

Thinking of changing your content topics? Here's the advice from Instagram.

According to Adam Mosseri, it’s better to transition your existing account rather than start from scratch – unless you're making a drastic content pivot.

To maintain engagement and reach, Mosseri suggests:

Letting your audience know about the change with a post or Reel
Archiving old posts to avoid confusion
Testing new content with Reels before fully committing

Starting over is hard, Instagram’s algorithm needs time to learn about your new profile. Keeping your current account helps preserve your follower base and the data Instagram uses to show your content to the right people.

The takeaway? Only start a new account if your new direction is completely unrelated to your current content. Otherwise, evolve your existing account gradually for the best chance at sustained growth.

📰 In the news

Instagram is testing a new feature called Unlockable Reels, giving us another way to share exclusive content.

Here’s how it works: Creators can lock a Reel with a "secret code" that needs to be entered in order to access and watch the Reel.

There’s no payment or subscription required. Simply share the code in your Stories, DMs, email list or website. The goal is to make content feel more interactive and encourage your audience to engage across multiple channels.

Other updates

TikTok's new AI tool turns static photos into dynamic videos.
TikTok adds more accessibility features, including Alt Text for photos.
Instagram adds new features to its Edits app including Beat Markers.
Instagram testing Reels search filters, allowing you to sort your recommended Reels by Latest or Most Viewed.
You can now add up to 5 links to Threads profiles.
Threads tests new elements to enhance engagement including blacked out text for spoilers, new interest indicators and account status info.
Meta encourages cross-posting between Instagram and Threads.
Pinterest confirms their issue with accidentally removing account.
LinkedIn launches AI-powered career discovery tools, helping talent find their dream jobs
LinkedIn takes steps towards creator monetisation, allowing brands to place their video ads alongside "premium publisher content" in the app

💭 From my desk

Whew! April flew by in the blink of an eye – between officially starting my new job, celebrating birthdays and spending time with family in Dublin, it was a busy one.

May, on the other hand, had a bit of a chaotic kickoff. I opened my laptop Friday morning, ready to dive into work… only to be met with what I now know is called the Pink Screen of Death. RIP, dear laptop 🫠

After a slightly unexpected tech break, I’m slowly getting back into my normal routine and easing into work mode again. If you’ve been thinking about getting some support with your website or digital strategy, now’s a great time. I’m available for a limited number of client projects, just hit reply or pop over to my website to get started.

Have a great weekend!