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
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
YouTube’s New Collab Feature
What if YouTube made it 10 times easier to grow without posting more videos? For years, creators have been trying to reach new viewers:– Guest appearances on other channels– Shoutouts in videos– Linking channels in descriptions It worked, but it was messy and slow. Now, YouTube is testing a built-in Collab Video feature that makes all of this instant. Here’s what it lets you do:– Upload your video and invite another creator to co-own it– Once they accept, the same video shows up on both your channels– Views, likes, and comments are counted together instead of being split– Viewers can tap to subscribe to every collaborator right from the video– On mobile, YouTube neatly lists all tagged collaborators, with a “and more” option if there are many Why this is huge:– Your video gets shown to your audience AND their audience at the same time– This means instant growth without posting more content– Perfect for podcasts, interviews, brand campaigns, and co-created videos– Brands can work with multiple creators in one smooth project without messy uploads– Audiences are more likely to subscribe when they see creators together in one official post Example:If you have 5k subscribers and collab with someone who has 20k, your video now gets exposure to 25k people on day one. That’s the power of this feature. Right now, YouTube is only testing this with a small group of trusted creators. But when it rolls out to everyone, the first ones to use it will get the biggest jump in audience and reach. So, the question is not “should you use it,” the real question is who will you collab with first.
25 Things You Should Never Do as a YouTube Content Creator
25 Things You Should Never Do as a YouTube Content Creator As a YouTuber, it’s easy to focus on growth, engagement, and virality But equally important is knowing what not to do on YouTube The YouTube Community Guidelines are not just fine print, they are foundational rules that protect creators, audiences, & the entire ecosystem Violating them can lead to demonetization, content strikes, or even a permanent ban Here’s a clear checklist every creator should be aware of: 1) Avoid spam or deceptive tactics. This includes fake giveaways, misleading thumbnails or titles, and repetitive comments 2) Do not impersonate individuals, brands, or public figures. Even parody has boundaries 3) Never upload sexually explicit content or fetish-focused material 4) Do not sexualize or exploit minors. YouTube removes such content immediately. 5) Never promote self-harm, suicide, or eating disorders. YouTube actively removes this type of content 6) Avoid graphic violence or gore unless it is used in educational or documentary context 7) Do not perform or encourage dangerous stunts or pranks that could cause harm 8) Never threaten others or reveal their private data. This includes cyberbullying and doxxing 9) Hate speech is strictly forbidden. Do not target anyone based on race, gender, religion, or any protected identity 10) Avoid chronic harassment or targeting individuals with slurs or ongoing negativity 11) Do not share how-to content that teaches dangerous or illegal activities 12) Never show minors in inappropriate or risky situations, like handling fireworks or drinking alcohol 13) Refrain from promoting or linking to illegal goods such as firearms, drugs, or fake documents 14) Medical misinformation can cause real-world harm. Avoid spreading unverified health claims 15) Do not share content that misleads about elections or discourages people from voting 16) Avoid manipulating engagement metrics. This includes buying views, using bots, or misleading thumbnails 17) Repetitive, low-quality, or copied content may lead to demonetization or channel removal 18) Respect copyright. Use licensed audio, video, or media assets 19) Protect privacy. Do not expose others’ personal details like phone numbers or addresses 20) Never promote or associate with violent extremist groups or criminal organizations 21) Harmful or deceptive links, such as phishing sites or crypto scams, are not allowed 22) Animal cruelty is not entertainment. Do not upload such content, even staged ‘rescues’ 23) If content is made for children, label it accurately and follow all kid-focused policies 24) Do not mislead about age-appropriate content or encourage unsupervised usage by minors 25) Never try to bypass enforcement by creating new channels after strikes or bans If you want to connect with me to discuss starting/scaling content, strategy, growth, feel free to block my time using topmate.io/join2manish, book your slot
YouTube Shorts Viral Checklist
YouTube is not a mystery. It is a system that rewards specific viewer signals. When you know what those signals are, you stop guessing and start creating content that travels further. YouTube recently shared its Shorts Viral Checklist. It is a practical set of 5 actions that align with how the platform’s algorithm measures watch time, engagement and click-through rate. Here is the breakdown:• Create a scroll stopping title. Keep it short, clear and curiosity-driven. • Always add subtitles. They improve retention and make your content more accessible. • Nail your hook in the first 3 seconds. This is when the viewer decides to keep watching. • Adjust your publishing settings. Turn off the paid promotion tag if not running ads and set comments to basic. • Do not miss the final tip in YouTube’s pinned comment. It is often the most impactful for new creators. Apply these steps consistently and you will start building videos that not only get views but hold attention. That is when growth becomes predictable.
YT Shorts vs YT Long-Form
Shorts vs Long-Form: The Truth Every Creator Should Know Every content creator today is facing one question should you go all-in on short-form Reels/Shorts for viral reach, or focus on long-form videos & podcasts for long-term growth? Here’s the reality, based on deeper research and real numbers: 1) Short-form (Reels/Shorts) feels exciting 1 viral post, overnight reach, phone flooded with notifications. But the same viral shorts (1M views) gets you only ₹5-24 thousand.(About $10–60 in the US scenario) The same 1M views on a long-form YouTube video can get you ₹1–2 lakh (or $1200–6000+). That’s the gap. Why? Platforms reward watch time, not just views. Platforms like YouTube & Instagram want you creating short videos. Why? – 60–80% finish a 30-sec video, only 20–30% complete a 30-min one – 60 short videos mean 60 ad slots, 1 long video = 1–2 ad slots – Each swipe = 15x more data points for the platform to learn from 2) For content creators: – Short-form brings FOLLOWERS– Long-form brings TRUST—and sales– Most brand deals, product sales, and e-courses come from long-form videos, podcasts, and deep interviews – No one pays ₹50,000 for a course after watching a reel they do after binging 3 hours of your content. Even Gary Vee & BeerBiceps use both:• Use Shorts to get attention• Use long-form to build strong revenue streams Gary Vaynerchuk’s Approach: – Creates pillar long-form content, then cuts it into dozens of short clips distributed everywhere.– His philosophy: “Be where attention is, but build where trust pays.” BeerBiceps (Ranveer Allahbadia) Strategy: – 2-3 hour podcast episodes with A-list guests form the foundation.– Instagram Reels are just appetizers that drive people to the main course. But here’s what most ignore: Short-form content is TRULY rewiring our brains Research shows that heavy social media use correlates with reduced attention spans and impaired cognitive control. 5 years ago, you could watch a 3-hour movie without checking your phone. Today, 10-minute videos feel too long. – Attention spans are collapsing– But deep focus is what separates top professionals from the crowd– In 2025, your ability to focus for 30+ min is your secret weapon 3) So, how to win? Follow the 70-20-10 Rule for content:Creators: – 70% focus = long-form (foundation, money, trust)– 20% = short-form (repurpose main video, new experiments)– 10% = collabs, newsletters, livesConsumers:– 70% should be podcasts/videos/masterclasses– 20% strategic Shorts/Reels, only to discover deeper content– 10% newsletters/reading Key: – Don’t obsess over views– Focus on watchtime, retention, & monetization– Stop chasing scattered virality– Start building content assets that compound– Both formats are TOOLS – not destinations– Short-form gets you noticed– Long-form gets you PAID India: 600M+ daily viewers: 385M IG users70B Shorts views/day: 490M YT users But the creators who make a living?They play the long game.
YouTube’s 2025 Monetization Shake-Up
YouTube dropped its biggest creator economy updates in 2025 – and it’s reshaping everything we know about content monetization After deep-diving into YouTube’s revolutionary changes, here’s what every content creator, brand manager, and marketer needs to know: 1) MONETIZATION CRACKDOWN IS REAL: YouTube renamed “repetitious content” to “inauthentic content” – targeting AI-generated, mass-produced videos. Template reactions and low-effort compilations? Say goodbye to monetization. This isn’t just policy tweaking; it’s YouTube betting big on authentic storytelling. 2) THE HYPE FEATURE = DEMOCRATIZED DISCOVERY: This changes everything for smaller creators (under 500K subs). Viewers can “hype” 3 videos weekly, pushing content up ranked leaderboards. In beta testing alone: 5M+ hypes across 50K+ channels. For brands scouting emerging talent? This is your new goldmine. 3) COLLAB FEATURE FOR LONG-FORM VIDEOS: YouTube’s Instagram-inspired collaboration tool is now live. Creators can tag up to 4 collaborators per video, displaying all avatars beside the title. The game-changer? Videos get recommended to ALL collaborators’ audiences simultaneously. MrBeast was first to showcase this with Mark Rober and others. Revenue currently goes to uploader, but exposure is 4) MULTI-LANGUAGE AUDIO = GLOBAL REACH UNLOCKED: Every creator now gets AI-powered dubbing in multiple languages. Jamie Oliver tripled his viewership. Mark Rober averages 30+ languages per video. For Indian creators speaking Hindi, Tamil, Telugu? Your content can now reach global audiences effortlessly 🇮🇳 INDIA STATUS CHECK: – Hype Feature: Live since July 2025– Multi-language Dubbing: Rolled out September 2025– Collab Feature: Currently testing with select creators– Dream Screen AI (Veo 2): Coming late 2025/early 2026 THE BRAND OPPORTUNITY: 1) 491M YouTube users in India (largest globally) 2) 110K-170K Indian creators actively monetizing 3) Collaborations can 4x audience reach instantly 4) Only 8-10% of 2.5M active creators earn meaningful income STRATEGIC IMPLICATIONS: → Authentic collaboration > sponsored content → Cross-audience exposure through collab tagging → Smaller creators can access larger audiences → Revenue sharing discussions needed off-platform The creator economy just shifted from individual silos to collaborative ecosystems. Those who adapt early win big.
Do Instagram Reel Covers Really Matter?
Should Content Creators Care About Instagram Reel Covers? Does it have Real Impact? If you’re investing time in making custom Reel covers, read this before your next upload What Instagram’s Head Adam Mosseri has clarified: 1) Your Reel cover/thumbnail does not impact reach or algorithmic distribution 2) Custom thumbnails (from Canva/Adobe Express) have zero negative effect on how your Reel performs in Recommendations or Explore: algorithm simply doesn’t care So, where do Reel covers actually matter? 1) Profile Grid Aesthetics: – Covers show up in your feed and profile grid, they make first impressions – A branded grid signals professionalism and intentionality – Messy grids > confused visitors 2) Profile-Level Click-Through: – A cover with clear topic text helps profile visitors instantly pick content that interests them – This boosts your views from returning and new profile visitors 3) Content Discoverability: – Creators who teach, coach, or share resources benefit most clear covers make your profile a searchable resource library for your audience 4) Brand Consistency: – Consistent covers with your brand colors/fonts build credibility and trust – Even if you skip covers sometimes, intentional design has compounding effects 5) No Impact on Algorithm, But Yes on Human Behavior: – Most Reel views come from IG’s Recommendations, where cover isn’t shown – But people do judge your expertise based on profile appearance Pro Tips for Reel Covers (if you use them): – Keep the core message in the center/top third of the cover– Limit text to 3-4 actionable words– Use template batches—update covers even after posting – Recommended dimensions: 1080 x 1920 px (safe zone in the center) Who Should Focus on Reel Covers? – Business, educational, and expert-led creators: Covers = valuable asset – Entertainment-only creators: Optional for algorithm, useful for branding Bottom Line: Covers don’t change reach, but they make your content discoverable and your brand trustworthy, especially for “profile browsers.” What’s working for you? Do custom covers drive more clicks from your profile? Drop your results & questions below