What kind of editing style will be watched & pushed by Instagram in 2026? Adam Mosseri (Bhau/Bhai/Tauu) –the head of Instagram, has effectively declared the death of the hyper-polished, “professional” Instagram aesthetic He just quietly killed the “perfect” aesthetic In his 2025 year-end memo, shared as a twenty-slide visual essay on Instagram & Threads, he explains how AI has fundamentally changed what both users & algorithms value on the platform When flawless content can be mass-produced in seconds by AI, perfection stops being a signal of quality and starts becoming a red flag In Mosseri’s words and logic, what once felt premium cinematic edits, immaculate lighting, ultra-smooth skin now risks signaling that the content might not be real at all Mosseri’s core point: the scarce asset in 2026 is not beauty, it’s believability That’s why Instagram is re‑orienting around content that looks & feels human, not studio‑perfect The platform needs stronger signals of credibility and originality, so ranking is shifting away from pure polish toward things that prove a real person actually hit record Think about what that implies: – Slightly shaky, handheld shots– Imperfect angles and “unflattering” frames– Background noise, messy rooms, real environments– Quick cuts instead of over‑engineered transitions All of these become trust signals in a feed flooded with synthetic media Mosseri even calls out hardware & software players: camera companies are still optimising for a 2015 “professional photographer” look, while the real opportunity is in leaning into the raw, unproduced aesthetic. In a world where everything can look perfect, imperfection becomes a strategy For creators, this is huge: – You don’t need complex editing suites to be competitive – Over‑editing can actually hurt you by making content feel less real – Speed, honesty, and originality are now structural advantages If you’re still delaying posts because the edit isn’t “perfect,” you’re optimising for the wrong algorithm The new game on Instagram is simple:Less studio, More real life Less “flawless.” More proof you’re human Creators who understand this shift early will win disproportionate attention over the next 12–18 months Would you be comfortable posting content that shows you at your most unpolished? Photo with Saee Ghatame – one of my top favourite genz team members at BeerBiceps Skillhouse, she worked with us for over a year & is now moving to Australia for higher studies, keep DMing me the all new genz words & educate me to keep up with you all, Saee, keep slaying, the rizz alive
Instagram: The Showrunner’s Platform
Instagram is slowly turning into Netflix. Here’s what that means for creators & brands Sounds dramatic? Maybe But it’s exactly what the new Instagram algorithm is nudging toward In 2025, Instagram quietly evolved from a “scroll” app into a “streaming” platform rewarding Reels that hook attention, build narratives, and keep people watching like episodes in a binge-worthy series Let’s unpack what’s really happening 1) The Algorithm Update That Changed Everything: Instagram now ranks Reels using retention and engagement signals– watch time,– rewatches,– skips,– DM shares, &– completion rates In September 2025, two critical updates made this shift official: > Reel retention + skip metrics were added to analytics> Multi-part linking launched, letting creators connect Reels into series (e.g. Part 1 → Part 2) Adam Mosseri even called it “a new era of binge-worthy mini-shows.” So yes, episodic storytelling is now baked into Instagram’s growth engine 2) Why “Episodic Reels” Are the New Meta: Content Creators and brands that build repeatable series see up to 2–3x more recall and engagement Because audiences don’t just follow your brand, they follow your story For Creators: Start a “Challenge Series” (e.g., 30 days of design, fitness, or product building) For Brands: Think “Skin Coach Diaries,” “Stylist Selects,” or “Barista Stories.” Real faces + recurring characters = trust and retention Remember: one viral Reel won’t build a brand, A well-told series will 3) How to Optimize for This Algorithm – Hook hard in the first 3 seconds, reduce skips– End with cliffhangers, push viewers to tap on “Next Reel” – Track retention metrics: if people drop off early, shorten your narrative – Encourage DMs: Instagram now boosts content shared privately Even hashtags matter less today Instagram favors organic discovery powered by watch time and authenticity signals 4) Practical Steps to Win in 2025: – Repurpose your best-performing Reels into multi-part stories– Build 10-episode seasons around your niche– Use the new iPad app for Reels editing — it’s optimized for series creation– A/B test episodic vs random posts to find what your audience “binges”– Embed storytelling across Reels, Carousels, & Stories for a unified brand universe This isn’t about gimmicks. It’s about attention architecture, building narrative loops that make your audience care enough to come back The Big Takeaway: Instagram’s future belongs to storytellers, not sellers If YouTube built the long-form universe, Instagram is now building the short-form multiverse, one where creators evolve into showrunners & brands become media houses The question for 2026 isn’t “What Reel should I post?” It’s, “What story am I telling next week?” Start Today Audit retention metrics, build your universe. Storytellers own 2026, sellers won’t Who’s piloting a series? Drop ideas below
Instagram Algorithm Shift 2026
Instagram “Algorithm Shift 2026” What’s Actually True? There’s a viral graphic claiming a massive Instagram algorithm reset for 2026 This infographic was created by Ashish Mandal (https://lnkd.in/dYETPPsE) – an edit creator on IG, but the claimed strategies need to be fact checked) A lot of it sounds exciting, but parts of it are oversimplified or just wrong Here’s a clearer picture, based on Instagram’s public explanations & Adam Mosseri’s recent breakdowns What Instagram REALLY optimizes forInstagram doesn’t have “one algorithm” it runs multiple ranking systems for Feed, Reels, Stories & Explore, all chasing one thing: how much users enjoy and engage with your content Across formats, three signals keep coming up: – Watch time & retention– Likes per reach– Sends/shares (especially into DMs) If a post holds attention and gets shared, it’s far more likely to be pushed to non‑followers What the graphic gets right (directionally) 1) Watch time + re‑watch = growth: The system heavily rewards how long people watch and whether they come back to re‑watch Hooks still matter, but sustained attention matters more 2) Original content beats lazy trends: Purely reposting trending audios or formats without adding anything new is losing power Original content, your own audio, and clear POV are increasingly favored 3) DMs, saves and shares > likes: “Sends per reach” & saves are treated as deeper intent than a double tap Content people need to send to friends travels further 4) Niche clarity helps recommendations: Accounts with a clear topic and consistent value are easier for the system to understand and recommend to the right people Where the graphic misleads 1) “3 hashtags max”: There’s no magic number The real shift is from hashtag stuffing to a small set of relevant, SEO‑style keywords in hashtags, captions & on‑screen text 2) “Locked content boosts engagement: Scarcity & exclusivity can deepen community, but there’s no official boost just because content is paywalled or restricted; performance still comes down to response 3) “Carousels are dead” or “Reels are king” is too binary Format is secondary; watch time, shares & completion rate matter more than whether it’s a Reel or carousel A more accurate 2026 playbook: For creators & brands, the game looks more like this: – Design for retention, not just the hook – Make content that’s DM‑worthy (relatable, useful, or entertaining enough to send) – Use a few tightly relevant hashtags and keywords, not 30 random tags – Lean into original, niche‑aligned content over generic trends – Use Stories & DMs to deepen relationships, because your relationship graph heavily influences who sees you next If you’re optimizing for watch time, shares, and real conversations, you’re already building for the “new” Instagram – no matter what the next viral algorithm graphic says
India’s Second Digital Revolution
India’s digital story hasn’t just grown – it has flipped in last 10 years And that flip has huge implications for creators and brands A phone that was once a privilege is now basic infrastructure, even for the bottom 40% of households Cheap smartphones + ultra‑low data costs turned the mobile into India’s primary screen for work, money, entertainment and learning. For many families, one device has replaced the TV, PC, bank branch & shopping mall India is on track to cross 900M internet users and 450M+ social media users, with almost all of this being mobile‑first The average Indian spends 4–7 hours a day on their phone; ~9 in 10 active users go online daily Entertainment dominates (online video & OTT usage is near‑universal), but the same feeds are also where people learn new skills, follow news, discover products and transact via UPI The real growth engine is Bharat: rural + Tier 2/3 These markets are adding users fastest and driving a big chunk of digital payments and e‑commerce growth This new consumer is young, mobile‑only, price‑sensitive and influenced far more by people than by logos That’s exactly where the creator + UGC opportunity lies For creators, infrastructure is solved. The upside now is in: – Owning niches in vernacular and Tier 2/3– Using short‑form for discovery, long‑form & communities for depth– Moving beyond only brand deals to digital products, courses, live commerce and memberships For brands and D2C founders, the new playbook is: – Portfolios of micro/nano‑creators instead of one big celebrity– UGC (reviews, Reels, unboxings) as always‑on social proof, not one‑off campaigns– Treating social platforms as full‑funnel: discovery → trust → checkout on the same screen India isn’t just adding “more users”; it’s onboarding new digital consumers every year who live on their phones and buy inside their feeds Whoever learns to serve that user best – with the right mix of content, community and commerce – will own India’s next decade One line that matters: India is not just adding more users; it is onboarding entirely new consumer classes who live on their phones, trust people over logos, and discover, learn and buy in the same feed Whoever learns to serve that user best, with the right mix of content, community & commerce: will own India’s next decade
Meta’s Biggest Performance Update in 2025
Meta just dropped a MAJOR update that’s about to change performance marketing on Facebook & Instagram From 16 December 2025, Meta will start using your conversations with Meta AI (text + voice) to decide: • What ads you see• What content shows up in your feedIn short: your chats become targeting signals What’s changing? • Every time someone asks Meta AI a question (“best running shoes under ₹5K”, “how to start a podcast”, “CRM tools for small business”), that intent can now be used to power ad delivery • This goes beyond interests & behaviour. It’s real-time, explicit intent – what people say they want right now • No separate “opt-in” for ads. If you use Meta AI, your chats can fuel targeting.This is the closest Meta has come to search-like intent inside a social product Why this is HUGE for marketers Here’s what it means if you run ads: • Higher-intent audiences: You’re no longer only chasing people who clicked on a Reel or visited a website. You’re tapping into people actively asking for solutions • Smarter delivery for performance ads: Meta’s AI can better predict who is likely to buy / sign up / install – which should improve ROAS, CVR, and lead quality over time • Faster learning loops: As AI conversations scale, signals grow richer. Performance campaigns (Advantage+, broad targeting, value optimisation) will likely outperform over-segmented manual setups • Creative relevance becomes make-or-break If the system is matching ads to intent, lazy, generic creatives will die fast. Context-rich hooks that mirror user questions will win How brands & ad teams should respond (practically) If you’re a marketer, media buyer, founder or creator-led brand, here’s what to start doing: 1) Rewrite your hooks for intent • Old: “Premium wireless earbuds for everyone”• New: “Looking for wireless earbuds under ₹5K that don’t drop from your ears?” 2) Lean into broad + Advantage setupsLet Meta’s AI do the heavy lifting. Give it: • Clean conversion data (CAPI, proper events)• Enough budget & time to learn• Multiple creatives to test, not 1–2 static ads 3) Build modular creative libraries: • Multiple angles: problem, comparison, testimonial, offer• Multiple formats: short UGC, explainers, carousels, product demosYou’re optimising a creative portfolio, not a single “hero” ad 4) Double down on first-party data: • Pass back accurate purchase / lead quality data• Use this with Meta’s AI to train it on your best customers, not just generic buyers 5) Watch performance, not just CPMCPM might go up in the short term as the system tests. The real question: • Is ROAS improving?• Are CPAs stable or dropping?• Is lead / customer quality better? The mindset shift For years, performance marketers learned to: • Hack interests• Stack lookalikes• Over-engineer ad sets
Personal Branding First Principles
Everyone’s talking about personal branding and how one should go about it Lets lock some basics and first principles It’s not about bragging or self-promotion It’s about owning your reputation in a world where your digital footprint defines you For founders, leaders, & content creators, a strong personal brand isn’t a vanity project, it’s your most critical business asset Here are some non-negotiable principles for building a brand that drives real impact & opportunity This is your note-taking guide 1) Your Mission is Your Magnet: – Before you chase a single follower, define your mission – Who are you, what do you do, who do you serve, and what transformation do you create? – A clear mission statement is the foundation for all your content – Don’t build on sand 2) Niche Down to Scale Up: – You cannot be for everyone – Your unique value is found at the intersection of your expertise, your passion, & a specific audience’s problem – Be a specialist, the riches are in the niches 3) Master One Platform, Don’t Boil the Ocean: – Don’t try to be on LinkedIn, Instagram, YouTube, & Threads all at once – Find where your audience lives and dominate that one platform – Go deep, not wide – Quality & consistency on one channel beat mediocrity on five 4) Create a Content System, Not Just Content: – Stop posting randomly – Build a 90-day content plan around 3-5 core pillars that provide value (educate), build credibility (proof), & spark conversation (engage) – Systematize your value delivery 5) Authenticity is Your Ultimate Advantage: – In an era of AI & deepfakes, your humanity is your superpower – Share your wins, your lessons, your learnings, your losses & your perspective – Polished perfection is dead; trust is built through authentic, mission-driven storytelling 6) Engage More Than You Broadcast: – Talk, Write, Reply, Don’t “post & ghost” – The real magic happens in the comments on your posts & others’ – Block out time daily to have real conversations – Your network & authority are built through genuine interaction, not just broadcasting 7) Monetize the Mission, Not Just the Media: – A strong brand unlocks multiple income streams – Don’t just think ads or sponsorships – Think courses, consulting, paid communities, workshops, and digital products – If you solve a painful problem, your audience will gladly pay for the solution.Your personal brand is being built with or without your input – The only question is whether you want to be the one driving the narrative What’s the #1 challenge you’re facing with your personal brand in 2025? Let’s discuss in the comments, I will reply to all that I have answers to Photo from one of the best group I have been a part of – Communion, this one was the first edition in 2022, Rishikesh, India Photo by Sandeep Mall – follow him for health and life lessons
Trillion Dollar Coach
When it comes to learning about leadership, I have a ritual of reading a specific book every December, Ashish Tulsian introduced me to this book in 2019, & since then it’s been a year-end ritual Most people think “personal brand” is shouting loudly on the internet, its opposite of that Brutal truths about leadership & personal branding from Trillion Dollar Coach, simplified for founders, content creators & leaders: 1) Your title makes you a manager: How your people talk about you when you’re not in the room makes you a leader 2) Authenticity is a strategy: Bring your full self to work:values, quirks, flaws, people follow the real you 3) Humility > authority: Respect isn’t a line in your bio; it’s how you show up when you could easily pull rank but you don’t 4) Care is real USP: Ask about families, health, struggles, people never forget leaders who genuinely care 5) Truth beats comfort: The leaders people trust most are the ones who tell them what they need to hear, not what they want to hear 6) Listening is a power move: Undivided attention is rare, makes people feel heard & they will remember you for life 7) Love + hard feedback: Great leaders hug with one arm & hold a mirror with the other. High challenge, high care 8) Protect the “trust envelope”: Do what you say. Keep confidences, one leak can destroy a decade of brand-building 9) Be a confidence amplifier: See potential people can’t see in themselves, lend them your belief until they build their own 10) Service over status: If you need the spotlight, you’ll lose the room, if you grow others, your reputation compounds 11) Treat everyone the same: Board member or barista, your brand is how you treat the person who can’t “do” anything for you 12) Show your scars: Admitting “I don’t know” or “I was wrong” makes people trust you more, not less 13) Feedback in real-time: Praise in public, correction in private, as close to the moment as possible, clarity is kindness 14) Kill ego politics early: Don’t tolerate drama, silos or “I, me, mine” behaviour, protect the mission ruthlessly 15) Build psychological safety: When people feel safe to speak up, they give you their best ideas not their safest ones 16) Use 1:1s for humans, not just OKRs: Start with life, then move to work, relationships first, dashboards later 17) Be aggressively generous: Time, intros, credit, opportunities, the market remembers givers more than takers 18) Crisis reveals true brand: Everyone watches how you behave when things break, that is your leadership identity 19) Only invest in the coachable: Energy is limited, pour it into the people who are hungry to learn, not those defending their ego 20) Live your 1st principles: Values don’t matter when it’s easy, they matter when it’s expensive Bill never called himself the “Trillion Dollar Coach” The world did, the best leaders who owned Trillion Dollar Companies did Your personal brand isn’t what you say about yourself, it’s about what others think of you
Are You Playing the Game or Designing It?
Have you ever stopped to ask yourself… are you part of the story or the one writing it? In every workplace, industry, or content market, people fall into certain roles. Some are always told what to do.Some do the hard work but cannot lead change.Some think differently and create new moves. A rare few decide the rules, the players, and the length of the game itself. If you are serious about growth in business or as a creator, you must know which role you are in right now. You must also know which role you want to move into next. Here is how the roles look in real life: • The Pawns – They follow instructions. They are steady and predictable. But they are easily replaced. They move forward slowly, step by step, and often end up stuck unless guided. • The Rooks – These are the reliable workers who carry a lot of weight. They keep systems running. But when the rules or the environment change, they often struggle to adapt without guidance. • The Knights – Creative thinkers. They connect ideas in ways no one expects. They can change direction fast and bring fresh solutions. They are often the spark in any team or business. • The Bishops – Quiet planners and protectors. They work in the background to secure deals, safeguard interests, and create strategies others do not see. • The Queens – The most powerful in movement and influence. They set trends, shift markets, and break rules when needed. They can make major moves fast and command attention. • The Kings – The rarest role. They do not just play the game, they own the game. They create the rules, choose the players, and even decide when the game ends. They focus on vision and control, not just money. Most people spend their entire life as a pawn or rook. Some may become knights or bishops. Very few reach the level of a queen or king. If you want to grow your impact, income, and influence, aim to learn the skills of the higher roles. Think like a queen – act with speed and influence.Move like a knight – stay creative and unpredictable.Plan like a king – understand the big picture and control the game. The real question is this: are you simply playing, or are you preparing to design the board itself?
10 Things Every Subject Matter Expert Must Do to Build Their Personal Brand
10 Things Every Subject Matter Expert Must Do to Build Their Personal Brand Starting Day 1 – With no extra expense 1. Pick One Core Topic, Not 10 Start with one area you know deeply, something you can speak about confidently without research. ➡ Instead of “marketing,” go for “Instagram growth by creative storytelling” 2. Define Your Niche and Ideal Audience Clearly: Be laser-specific. You’re not speaking to “everyone who wants to grow.” You’re helping a very defined persona, know who you want to target/influence/reach ➡ Example: “First-time founders building a SaaS product without a tech co-founder.” 3. Choose One Platform to Begin — Based on Your Strengths & Audience Don’t chase all platforms. ➡ If you’re a good writer, start with LinkedIn. ➡ If you think visually, use Instagram. ➡ If you’re confident on camera, begin with YouTube Shorts or Reels. Once momentum builds, you can repurpose for others. 4. Start Simple: Use What You Already Have No need to create from scratch. Use old presentations, recorded Zoom calls, client FAQs, or handwritten notes. ➡ Turn a webinar into a blog post. A client query into a carousel. A training session into a short-form video. 5. Build Around 3–5 Evergreen Content Pillars These are your go-to themes that solve recurring problems for your audience. ➡ Examples: “Pricing Strategy for Freelancers,” “Time Management for Solo Consultants,” “Negotiation Tactics for First-Time Founders.” 6. Repurpose Ruthlessly Across Formats From one solid post, you can create: → A short LinkedIn video→ A carousel for Instagram→ A YouTube Short with voiceover→ Snippets for Twitter or Threads This multiplies your output without extra effort. 7. Use Free Tools to Stay Consistent Without a Team Use free scheduling tools like Buffer, Canva, Notion, or Metricool to plan and publish without daily stress.You don’t need a social media manager — you need a system. 8. Tell Personal Stories with Real Lessons Facts educate, but stories stick. Share your missteps, mindset shifts, and real-life case studies.It makes your expertise more human — and more memorable. 9. Build Authority First — Monetization Follows Don’t try to sell a course, webinar, or consulting service on Day 1.Use the first 3–6 months to build credibility, proof of expertise, and trust.Only then introduce paid offerings. 10. Treat This Like a 100-Post Game, Not a 100-Post Gamble You don’t become a thought leader in a month. If you stay consistent for 100 posts, you’ll learn faster, grow deeper roots, and unlock clients, speaking gigs, content deals, or investor interest Final Thought You already have the most important asset: your knowledge. What you need now is structure, consistency, and the courage to build publicly. The rest follows
Top Earners in 2024 & What’s Next in 25-26
Top Earners in 2024 & What’s Next in 25-26 2024 saw content creators in Tech Reviews, Comedy/Entertainment, and Gaming/Roasting emerge as top earners driven by massive audience engagement and high-value brand deals. But as we step into 2025, new forces are reshaping the landscape: short-form video, nano-influencer UGC, AI-led creation, and direct monetisation. Snapshot of 2024: – YouTube paid ₹21,000+ Cr to Indian creators over the past 3 years.– Brands spent ₹2,344 Cr on influencer marketing in 2024; projected to hit ₹3,375 Cr by 2026 (25% CAGR).– 90% of content creator revenue came from brand deals but the ecosystem is evolving fast. 1) Top-Earning Niches in 2024: Tech, Comedy & Gaming led by margin – Education, Fitness, Fashion/Lifestyle creators also grew, but trailed leaders by 30 to 50% 2) Evolving Revenue Streams: – Ad Revenue & Brand Sponsorships still dominate.– Direct-to-Fan Models gaining traction:* Paid subscriptions (e.g. Insta, YouTube) are helping creators earn ₹10–20L/month* Live commerce & virtual gifting are building steady parallel income– Creator-led Product Sales & merchandise are on the rise. 3) 2025 Trends to Watch: * Short-Form Video Dominance: – 70%+ of UGC brand campaigns use 15–30 sec Reels/Shorts/– They deliver high engagement at low production cost * AI in Content & Strategy: – 76% of creators use AI for ideation, editing, trend analysis– 61% of brands now use AI for influencer operations * Nano & Micro-Influencers Rising: – 2M+ nano creators (1K–10K followers) now power hyper-local campaigns– 47% of brands prefer nano/micro creators for authenticity & ROI * Content-to-Commerce Shift: – BCG projects $1T+ creator-led commerce by 2030– In-video shopping, affiliate links, live shopping—especially in Tier 2/3 cities—are driving new revenue * UGC as Brand Strategy: – UGC campaigns improve web conversions by 29%– 75% of brands now include UGC in paid and organic content strategies 4) Advice for Brands & Creators: – Diversify revenue, don’t depend solely on brand deals– Double down on short-form UGC with regional/nano creators– Use AI to streamline content creation & performance tracking– Build community-commerce loops via live sales & affiliate models 2024 rewarded reach, but 2025, 26 will reward relevance Creators who are community-first, AI-aware, and commerce-ready will lead India’s next wave Image captured by Akash Shukla