Social platforms continued doubling down on AI, creator monetization, community building, and commerce in June, introducing updates that further reshape how brands reach audiences.
Here are the social platform updates from June that brands should know about.
Threads hits 500 million monthly users and expands communities
Threads surpassed 500 million monthly active users and announced that Communities are graduating from beta. New features include a Communities Hub, dedicated community icons, progress indicators for emerging communities, expanded champion status for active members, native-language communities in Japan, Korea, and Taiwan, and broader access to Live Chats with co-hosting and quote sharing.
Threads also introduced Your Algo, a new control that lets users decide how long content preferences set through Dear Algo last—one, three, or seven days. Both features are managed from a single hub and are rolling out in the US, Canada, the UK, Australia, and New Zealand.
What this means for brands:
- Communities are becoming a stronger discovery layer: As communities become more visible and easier to navigate, brands should focus on participating in the niche conversations where their audiences already gather.
- Community leaders are emerging as valuable creator partners: Expanded champion status gives brands another signal for identifying trusted voices with influence inside specific interest groups.
- Users have more control over what they see: Temporary feed preferences make organic reach more dynamic, reinforcing the need for consistently relevant content rather than relying on stable algorithmic distribution.
Instagram for TV expands to Samsung and tests shared viewing
Instagram for TV is now available on Samsung Smart TVs in the US, adding to support on Amazon Fire TV and Google TV. Instagram is also testing features designed for shared viewing, including interest-based channels, the ability to cast Reels (including from Saved), Stories on TV, and a dedicated home for horizontal video. The platform is also exploring longer-form creator content, episodic series, and Live on TV in partnership with creators.
What this means for brands:
- TV is becoming another distribution channel for Instagram content: As Reels and other formats move to connected TVs, brands should consider how their video performs beyond the mobile feed.
- Interest-based channels could reshape discovery: Organizing content by topic creates a new way for brands to reach audiences outside traditional algorithmic recommendations.
- Longer-form content may gain new momentum: Instagram's TV ambitions signal renewed opportunities for episodic storytelling and creator-led series.
Facebook launches AI Mode and expands AI creative tools
Facebook introduced AI Mode, a Meta AI-powered search experience that answers questions using public conversations from Groups, Reels, and other content across Meta's apps, rather than a list of links. The platform also launched AI creative tools, including collage and video transition templates, camera roll sharing suggestions (opt-in), and AI photo presets that let users virtually change clothing, hairstyles, and accessories.
What this means for brands:
- Facebook search is becoming more conversational: As AI Mode pulls from public discussions rather than links, brands should consider how their content and community conversations shape AI-generated answers.
- Authentic engagement carries more weight: Public conversations in Groups and Reels may become increasingly important signals for brand visibility in AI search.
- AI editing creates new engagement opportunities: Virtual try-ons and other AI-powered edits give sports, apparel, entertainment, and lifestyle brands new ways to encourage user participation around launches and cultural moments.
Meta expands off-platform data use beyond advertising
Meta will begin using activity data shared by other businesses, such as purchases and website activity, to personalize Feed content and Meta AI responses, not just ads. The company is also replacing its "Your activity off Meta technologies" setting with an expanded "Activity from other businesses" control that manages both advertising and non-ad personalization. Meta says it's broadening how existing data is used, not collecting new data.
What this means for brands:
- Off-site data now influences organic discovery: Activity shared via Meta pixels and partner integrations can help determine which organic content users see, extending the value of organic discovery beyond paid advertising.
- Purchase data becomes a stronger content signal: Retail and ecommerce brands may gain additional organic visibility as customer activity helps surface more relevant content in Feed.
- User privacy choices could affect personalization: As Meta consolidates these controls, changes in user opt-in behavior may influence the reach and effectiveness of personalized content.
Facebook launches Creator Assistant and expands AI Reels translation
Facebook introduced Creator Assistant, an AI tool built into the creator dashboard that explains performance, answers questions about audience trends, and suggests content ideas based on trending formats, cultural moments, and a creator's goals. The platform also expanded AI-powered Reels translation, including optional lip-syncing, to more languages. More than half a billion users now watch translated videos each week.
What this means for brands:
- Creators can optimize content faster: AI-powered performance insights may help creator partners refine campaigns and adapt content more quickly.
- Global creator partnerships become easier: Expanded translation and lip-syncing reduce language barriers, making international creator collaborations more accessible.
- Trend-driven content may become more uniform: As more creators receive similar AI recommendations, brands will need distinctive creative partnerships to stand out.
Meta launches Business Agent for messaging apps
Meta introduced Business Agent, an AI assistant that helps businesses manage customer conversations across WhatsApp, Messenger, and Instagram. The agent can answer questions, recommend products, book appointments, qualify leads, and complete purchases. It also provides daily summaries of customer conversations. Meta is rolling the tool out globally and pairing it with the Business Agent Platform, which connects to systems like Shopify and Zendesk to enable more personalized interactions.
What this means for brands:
- Customer support is easier to scale: AI agents can manage more conversations across messaging apps without expanding support teams.
- Messaging is evolving into a commerce channel: Businesses can guide customers from questions to purchases without leaving the chat.
- Enterprise integrations enable richer personalization: Connections to platforms like Shopify and Zendesk allow AI agents to deliver responses based on inventory, order history, and customer context.
LinkedIn adds connected apps to verify professional skills
LinkedIn is expanding its Connected Apps feature, allowing members to link apps like Descript, Duolingo, HubSpot, Lovable, Relay.app, and Replit to their profiles. Connected apps generate dynamic descriptions based on actual product usage instead of self-reported skills, and highly engaged users can earn a Top User badge. More than one million members have already connected apps.
What this means for brands:
- Product usage is public social proof: SaaS companies can benefit as customers showcase real product experience directly on their LinkedIn profiles.
- Top users become natural advocates: The new badge helps brands identify highly engaged customers for case studies, referrals, and creator partnerships.
- Verified experience carries more weight: As LinkedIn emphasizes demonstrated product use over self-reported skills, credibility becomes a stronger differentiator for professionals and brands alike.
Pinterest rolls out AI tools for advertising and shopping
Ahead of Cannes Lions, Pinterest introduced several AI-powered tools designed to support conversational discovery. Business Assistant is an AI collaborator in Ads Manager that recommends trending searches, high-performing Pins, and optimization opportunities. Pinterest MCP connects Pinterest campaign, analytics, and keyword data to AI copilots and agentic marketing tools. Performance+ now uses AI to select the best creative asset for each impression, driving a 7.5% increase in clicks during testing. Pinterest also unveiled Ask Pinterest, an experimental app that helps users make multi-step shopping decisions through conversation.
What this means for brands:
- Creative optimization is getting more granular: Performance+ now selects the best-performing asset for each impression, making a diverse creative library more valuable than a few hero ads.
- AI workflows are extending into campaign management: Pinterest MCP brings campaign and performance data directly into AI-powered marketing tools, streamlining analysis and optimization.
- Conversational shopping is gaining momentum: Ask Pinterest points toward a future where AI guides product discovery through ongoing conversations instead of traditional search.
Snap unveils SPECS AR glasses and an open developer platform
Snap introduced SPECS, standalone augmented reality glasses with built-in displays, dual Snapdragon processors, up to four hours of battery life, and support for screen casting, collaborative work, and immersive Lenses. The company also expanded Lens development with AI coding support through Claude Code, Codex, and Cursor, alongside new developer tools. Pre-orders are open for $2,195, with shipments beginning this fall in the US, UK, and France.
What this means for brands:
- AR creates a new surface for customer experiences: As AI-powered glasses bring digital content into the physical world, brands can explore contextual product discovery, guidance, and immersive experiences.
- Building branded Lenses gets easier: AI-assisted development lowers the barrier to creating AR experiences, even for teams without dedicated AR developers.
- Early adoption will center on premium audiences: With a high price point and limited initial rollout, SPECS offers an opportunity to experiment with tech-forward consumers before broader adoption.
TikTok and Panini launch digital collectibles for the FIFA World Cup 2026
TikTok and Panini, FIFA's official sticker and trading card partner, launched a digital collectible card experience inside TikTok's FIFA World Cup Fan Experience Hub. Fans can unlock 144 cards representing all 48 competing nations by completing daily tasks, earn wild cards through milestones, and trade duplicate cards with other users.
What this means for brands:
- Gamified campaigns keep audiences engaged longer: Daily challenges and rewards offer a strong model for driving repeat participation throughout major events.
- The World Cup offers multiple brand touchpoints: Collectibles, creator content, and dedicated fan hubs give brands several ways to participate beyond traditional advertising.
- Trading mechanics encourage organic sharing: Built-in social interactions help extend campaign reach and foster community engagement.
TikTok launches an interactive fan experience for Olivia Rodrigo's new album
TikTok unveiled an immersive in-app experience celebrating Olivia Rodrigo's new album, you seem pretty sad for a girl so in love. Fans can complete interactive missions, unlock exclusive rewards like profile frames and behind-the-scenes content, personalize DMs with album-themed features, and work together to reveal hidden content through community milestones. The experience also includes a dedicated content hub and exclusive CapCut templates inspired by the album.
What this means for brands:
- TikTok is expanding interactive fan hubs: Brands can look beyond one-off campaigns to experiences that combine exclusive content, community goals, and ongoing participation.
- Collective challenges encourage sustained engagement: Community milestones and unlockable rewards give fans a reason to return repeatedly throughout a campaign.
- Entertainment marketing is becoming more participatory: Integrating creation tools, exclusive content, and fan contributions helps audiences actively shape campaigns instead of simply consuming them.
TikTok and ATP expand their partnership to grow tennis fandom
TikTok and the Association of Tennis Professionals expanded their global partnership through TikTok GamePlan, extending the ATP Hub to all nine ATP Masters 1000 events and the Nitto ATP Finals. The partnership also expands the On Tour With creator program, giving creators behind-the-scenes access at more tournaments while helping players build their presence on TikTok through education and storytelling.
What this means for brands:
- Sports marketing is moving toward year-round engagement: Always-on content hubs and season-long storytelling create more opportunities to connect with fans throughout the season.
- Creator access drives stronger fan engagement: Behind-the-scenes content continues to outperform traditional coverage, making creator partnerships an increasingly valuable part of sports marketing.
- TikTok is investing in long-term sports communities: By combining creators, athletes, and dedicated fan hubs, the platform is encouraging sustained engagement rather than event-driven spikes.
TikTok launches Pro Events, a standalone fan engagement app
TikTok introduced Pro Events, a standalone app designed to deepen fan engagement around major cultural events, launching with the FIFA World Cup 2026. Users complete challenges—such as exploring the World Cup Hub, searching hashtags, and sharing content—to earn Stars that can be redeemed for FIFA merchandise, TikTok Shop coupons, or charitable donations through Feeding America. The app connects to TikTok's World Cup Hub, GamePlan platform, and Creator Correspondents content.
What this means for brands:
- Dedicated fan apps create higher-intent engagement: A standalone experience gives brands more opportunities to connect with highly engaged audiences around major events.
- Rewards tie participation to commerce: Redeemable TikTok Shop coupons create a direct path from fan engagement to purchase.
- Charitable rewards add another sponsorship opportunity: Donation-based incentives offer brands a way to pair fan participation with social impact.
Peacock Premium Plus arrives on YouTube Primetime Channels
Peacock's Premium Plus tier is now available through YouTube Primetime Channels, giving viewers access to NBCUniversal content directly on YouTube, including Spanish-language coverage of the FIFA World Cup 2026, live sports, NBC and Bravo programming, and Universal films. Select World Cup matches will also include a free 10-minute preview on Telemundo Deportes' YouTube channel before prompting users to subscribe.
What this means for brands:
- YouTube is adding more premium sports inventory: Major live sports are increasingly available through YouTube, giving advertisers another way to reach sports audiences.
- Free previews support subscriber acquisition: The 10-minute preview creates a natural opportunity to engage viewers before they hit the subscription paywall.
- Spanish-language sports programming is gaining visibility: Expanded access to Telemundo's World Cup coverage gives brands another channel to reach Spanish-speaking audiences.
YouTube updates Shorts with new engagement and playback controls
YouTube is rolling out several updates to Shorts, including a Clear Screen mode that hides interface elements, 2x playback speed, tap-to-mute controls, and a heart icon replacing the thumbs-up button. The platform is also removing the dislike button in favor of Not Interested and Don't recommend this channel, giving viewers more specific ways to shape recommendations.
What this means for brands:
- Audience feedback is more precise: Replacing dislikes with targeted feedback gives YouTube stronger signals about what viewers actually want to see.
- Performance benchmarks may shift: The move from likes to hearts could change how engagement rates are interpreted over time.
- Viewing habits are evolving: Faster playback and distraction-free viewing make concise storytelling and clear visuals even more important.
Google launches Search profiles, giving eligible creators a unified, verified presence on Search
Search profiles are a new shareable, customizable page that lets creators consolidate their social accounts, websites, posts, and links into one verified place on Google Search. For eligible creators with a sizable following, setting up a profile can trigger or enhance a Knowledge Panel, giving a professional visual snapshot when someone searches their name. Creators can customize their bio, avatar, and pin key videos or links. Eligibility and setup are available at creators.google/profile.
What this means for brands:
- Vetting creator partners just got easier: A verified Search profile with a Knowledge Panel gives brands a fast, credible way to confirm a creator's identity, reach, and active channels before entering a partnership, cutting down on guesswork during creator vetting.
- Creator credibility is becoming more visible at the point of search: As fans and brands increasingly search a creator's name directly, a well-built profile can shape first impressions before someone ever clicks through to content.
- This adds a new signal for identifying serious, established creators: Since eligibility depends on having a sizable following, brands scouting for partners can treat the presence (or absence) of a Search profile as a light-touch signal of a creator's scale and legitimacy.