The Social Recap: What Changed in July (And What It Means for Your Brand)

Social platforms didn’t slow down this July—and neither should your strategy. 

From quiet algorithm tweaks to headline-grabbing experiments, the past month brought changes that reshape how brands connect, engage, and convert online. 

And if you blinked? You probably missed a few. That’s where we come in. 

The Social Update is our biweekly rundown of what’s actually worth knowing across Instagram, TikTok, Threads, YouTube, X, LinkedIn, Pinterest, Facebook, Meta’s creative tools, and more. 

But this post is bigger than a recap. It’s a monthly roundup—with a few updates we didn’t include in our regular drops—so your team can start August ready, not reactive. Whether you run content, paid, community, or creative, this is the resource to share with your team, your agency, or your CMO. 

Let’s get into it. 

Instagram 

AI-Powered Search Visibility 

• What changed: As of July 10, Instagram posts—including Reels and carousels—now appear in Google Search. 

• Why it matters: Instagram is becoming a search engine. Your content now has the chance to drive traffic and visibility beyond the app. Social posts are gaining long-tail, evergreen value. 

• Action step: Start treating captions like SEO metadata. Use strong keywords, clear messaging, and image alt text. 

Auto-Scroll in Feed 

• What changed: Instagram is testing automatic scrolling in the main feed. 

• Why it matters: It could increase session time—but it also means less control over how users consume your content. 

• Action step: Lead with impact. Make your visuals and hooks count from the first frame. 

Like Counts in Carousels 

• What changed: Instagram is testing individual like counts for each frame in a carousel. 

• Why it matters: You’ll be able to see which slide performs best, helping you optimize storytelling and design. 

• Action step: Use carousels to test messaging angles and content pacing. Learn from your top-performing frames. 

Threads 

Direct Messaging Goes Live 

• What changed: Threads rolled out DMs to all users, with added support for image sharing. 

• Why it matters: This opens up new channels for direct interaction and early brand engagement—before it becomes crowded. 

• Action step: Try using DMs for community replies, insider previews, or feedback loops. Keep it low-lift, high-impact. 

TikTok 

Bulletin Boards Debut 

• What changed: TikTok launched Bulletin Boards—broadcast-style update channels. 

• Why it matters: You now have a tool to bypass the algorithm and speak directly to your audience. 

• Action step: Use Bulletin Boards to deliver clear updates or teaser drops—without oversaturating your main content. 

Livestream Commerce Scrutiny 

• What changed: TikTok continues to face regulatory challenges around livestream shopping features. 

• Why it matters: This could create volatility for ecommerce brands depending heavily on TikTok Shop. 

• Action step: Focus on building trust and transparency in messaging. Diversify your channel mix. 

Sound Copyright Pre-Checks on iOS 

• What changed: TikTok now lets creators pre-check sound copyright before publishing on iOS. 

• Why it matters: Fewer takedowns—but less freedom to use trending sounds. 

• Action step: Stick to royalty-free or platform-cleared tracks. Build your content library with pre-approved audio. 

YouTube 

AI-Powered Search Moments 

• What changed: YouTube’s "Answer Found in Video" feature highlights the exact second a video answers a user query. 

• Why it matters: Content structure matters more than ever. Good metadata gets rewarded. 

• Action step: Add timestamps, craft SEO-optimized titles, and guide viewers through content clearly. 

Threaded Comments 

• What changed: YouTube is testing threaded replies in the comments section. 

• Why it matters: It enables more dynamic engagement and long-form conversation. 

• Action step: Frame your CTAs to drive meaningful discussion, not just likes. 

Title Testing in Studio 

• What changed: YouTube is now letting creators test multiple video titles. 

• Why it matters: A/B testing becomes more accessible, allowing data-backed optimization. 

• Action step: Test titles around urgency, clarity, and search behavior. Keep a swipe file of top performers. 

AI Music with Dream Track 

• What changed: YouTube continues expanding Dream Track, an AI music feature with custom audio tracks. 

• Why it matters: Easier access to royalty-free music—but also experimentation with branded sonic identity. 

• Action step: Consider AI music for ad campaigns or brand content to test tone and audience response. 

LinkedIn 

Video Covers for Content 

• What changed: LinkedIn now supports uploading video covers to newsletters and articles. 

• Why it matters: More visual real estate = more engagement. This aligns with broader motion-first trends. 

• Action step: Use covers to preview your POV, show your face, or reinforce your brand tone. 

Older Posts Get a Boost 

• What changed: LinkedIn’s algorithm now surfaces older posts that are still gaining traction. 

• Why it matters: It’s a signal to invest in evergreen content and not chase daily trends. 

• Action step: Build content with shelf life. Repurpose posts that keep performing. Create clusters around your best ideas. 

Facebook 

Music for Text Posts 

• What changed: Facebook added background music options for text-only posts. 

• Why it matters: Adds a layer of mood and makes static updates more dynamic. 

• Action step: Test tone-matching songs to boost post depth and differentiation. 

Reels Copyright Filters 

• What changed: Facebook now warns creators of copyright risks before publishing Reels. 

• Why it matters: It reduces takedowns and protects brand consistency. 

• Action step: Turn on filters by default. Use brand-safe content libraries. 

Meta Creative Suite 

Enhanced Editing Tools 

• What changed: Meta’s editing tools now include keyframes, voice effects, and free music. 

• Why it matters: You can now create polished videos without leaving the app. 

• Action step: Streamline your workflow. Encourage creators to build inside platform for speed and alignment. 

Snapchat 

AI Features and Ecommerce Data 

• What changed: Snapchat added Spotlight AI tools and released ecommerce performance data in partnership with Triple Whale. 

• Why it matters: It’s becoming a legit testing space for DTC brands—not just Gen Z memes. 

• Action step: Use it as a lab. Test creative formats and campaign concepts before scaling elsewhere. 

Final Take 

This isn’t just a recap. It’s a shortcut. 

In July, we saw platforms double down on search, interaction, and real-time experimentation. But keeping up is only half the challenge—knowing what not to follow is just as key. 

Staying up to date with every change is hard. But knowing which ones actually impact your brand? That’s the real challenge. Because not every trend deserves your time. Not every new feature moves the needle. 

In a space that rewards speed, we believe clarity beats chaos. That’s what we solve for at HatchEcom: helping you make the call on what’s worth your time, and how to act on it. 

Let’s grow together—your vision, our expertise.