Welcome to the April edition of The Social Advantage – your monthly insight into the latest social platform experiments, feature rollouts, and algorithm winks that matter for B2B brands and marketers.

This month: LinkedIn doubles down on creators, Instagram gets smarter with insights and editing tools, and there’s a cheeky new lockable post test. Let’s dive in 👇

1. LinkedIn launches new creator hub (and it’s not just fluff)

LinkedIn has unveiled a shiny new mini-site packed with creator tips, designed to help professionals build better content and grow their audience. Think of it like Instagram’s creator guides – but tailored for the B2B crowd.

This move reinforces LinkedIn’s mission to nurture a creator class on the platform, and if they get it right, we could see more engaging, high-value content (and fewer boring pitch posts).

Why it matters: LinkedIn is actively investing in its creator ecosystem, following in the footsteps of Instagram and TikTok. That means better content, more competition, and new tools to help standout voices rise to the top.

🧠 Takeaway for B2B Founders & Marketers: If you’ve been on the fence about building a personal brand on LinkedIn – this is your nudge. LinkedIn wants creators. They’re supporting them. And the earlier you start, the easier it’ll be to stand out.

Source: Andy Lambert

2. Instagram’s monthly recap brings insights to your inbox (well, almost)

Instagram is testing a new monthly performance summary designed to help creators stay in tune with what’s working on their profiles. Think of it like Spotify Wrapped, but for your Reels and posts.

Some users are now seeing a prompt to view their monthly recap, which opens up into a Story-style, full-screen carousel showing:

• Total views (with month-on-month comparisons)
• Views from non-followers (great for gauging reach)
• Top-performing posts
• Activity summaries
• Tips for improvement
• Best times for audience engagement

Why it matters: Sure, most of this info already lives in the Insights tab, but let’s be honest – hardly anyone checks it regularly. By turning it into a visual, mobile-friendly monthly moment, Instagram is making it easier for creators to track progress and adjust their strategy on the go.

🧠 Takeaway for B2B Founders & Marketers: If you’re using Instagram for employer branding, customer storytelling, or culture content – this is a helpful prompt to keep performance top of mind. The addition of active times and tailored tips could be especially handy for fine-tuning your posting schedule.

Source: Social Media Today

3. Secret codes and locked posts? Yep, Instagram’s testing that too

Instagram is trialling a new format called “locked posts” – and it’s exactly what it sounds like. To view the content, followers need to enter a secret code.

This is part of Meta’s push toward more private, engaged interactions on the platform – similar to the “Reveal” sticker for Stories, where users had to DM the creator to unlock content.

But this new format encourages a different behaviour: the code must be sourced externally (via email, DM, event, website, etc.), giving creators and brands a powerful way to gate content for specific audiences.

Why it matters: This could open up a whole new style of Instagram engagement. Imagine using it to share discount codes with VIP customers, exclusive behind-the-scenes content with email subscribers, or sneak peeks of product launches for community members.

🧠 Takeaway for B2B Founders & Marketers: This is a big opportunity for segmentation. If it rolls out widely, it could become a smart way to reward loyal followers, tease gated content, or drive newsletter signups directly from Instagram. Definitely one to watch.

Source: Social Media Today

4. Polls, documents, and videos – the LinkedIn content formats winning big

New data from LinkedIn shows that all post types are seeing more impressions, but some are pulling more weight than others:

• Multi-image posts = more likes
• Document posts = more comments and shares
• Videos = strong impressions across the board
• Polls = scoring across all metrics

Why it matters: Engagement isn’t just a vanity metric. It affects reach, relevance, and long-term visibility. And now we know which formats actually move the needle.

🧠 Takeaway for B2B Founders & Marketers: If you’re in content planning mode, this is gold. Want engagement? Try a quick poll. Need shares? Turn your blog into a document post. The key is to mix up your formats to match your goal – and test what works for your audience.

Source: Andy Lambert

5. Instagram launches Edits – its answer to CapCut

Instagram just launched Edits, a free video editing app designed to go toe-to-toe with TikTok’s CapCut.

The app includes project management tools, advanced editing features, and AI-powered effects, such as:

• Green screen replacement
• Subject cutouts from static images
• AI animations
• Collaboration features (coming soon)
• Idea-tracking and performance stats built in

It’s designed with creators in mind – not casual video editors – and allows for more polished storytelling that goes beyond Instagram’s in-app capabilities.

Instagram boss Adam Mosseri has acknowledged the similarities with CapCut but said Edits will focus on offering a broader range of tools for a smaller, more serious creator base. Future updates promise even more pro-level functionality, including keyframe control.

Why it matters: The short-form video arms race is heating up. With TikTok and CapCut dominating the editing scene, Meta is betting big on giving creators better tools within its own ecosystem. Expect a lot more high-quality Reels – and fewer grainy, over-filtered reposts.

🧠 Takeaway for B2B Founders & Marketers: If you’re producing educational or promotional videos for Reels, Edits could help you do more without outsourcing or juggling third-party tools. Keep an eye out as collaboration tools roll out – it could even make client testimonials or team-produced content easier to manage.

Source: The Verge

That’s it for April!

If you’re feeling slightly overwhelmed but also quietly excited, you’re not alone. The platforms keep evolving, and we’ll keep decoding it for you.

Got a question, comment, or panic moment about anything you read? You know where to find us.

Until next time 👋
— Team Social Advantage

The latest episode of The Content Mavericks podcast is now live, featuring a candid and insightful fireside chat between co-hosts Cey Sesiguzel and our very own Jack Longman, Founder and Managing Director of Social Advantage.

This episode dives deep into the ever-evolving creative process, mindset shifts in advertising, and the power of feedback. It also celebrates the release of The Divided Island, a feature-length documentary directed by Cey himself—now self-released and making waves in the indie film scene.

Short-Form vs Long-Form Content: What’s the Real Value?

As leaders in creative industries, both Jack and Cey have their feet firmly planted in the worlds of short-form social media and long-form storytelling. 

In this episode, they unpack how both formats serve very different purposes and why brands need to stop pitting one against the other.

While short-form content wins in terms of speed, reach and volume, long-form content still has unmatched value when it comes to narrative depth, emotional impact, and brand credibility. 

The key? 

Understand the purpose of your content, and choose the format that helps you connect more meaningfully with your audience.

Jack discusses how B2B brands in particular can unlock serious potential by combining both approaches and why so many companies still fall short by playing it safe and undervaluing storytelling in the first place.

Creative Work Demands Brutal Honesty

One of the most powerful themes explored in the conversation is the role of feedback in creative excellence. Jack shares his experience running a creative agency, highlighting how feedback, when delivered early and honestly, can drastically elevate the final output.

Cey echoes this sentiment, particularly in the context of filmmaking. His decision to self-release The Divided Island was partly born out of a desire to keep the creative vision intact, something that becomes harder when external influences dilute the intent. But that didn’t mean avoiding critique, far from it. 

He actively sought out brutally honest opinions during the editing process, knowing that only through discomfort do we get to truly sharpen our craft.

The Courage to Self-Release a Feature-Length Film

Releasing a film independently is no small feat and in this episode, Cey gives us a raw, behind-the-scenes look at the motivations and challenges that came with launching The Divided Island outside the traditional distribution route.

The film explores the geopolitical tensions and personal stories connected to Cyprus, and it’s a passion project more than six years in the making. 

For any creator or marketer struggling with fear of judgment or rejection, this part of the discussion is particularly inspiring.

🎬 Watch the full episode now: The Content Mavericks - Ep.5
🎥 Explore “The Divided Island”: https://linktr.ee/twofreshproductions
🏢 Visit Social Advantage: https://www.socialadvantage.co.uk
🎬 More from Two Fresh: https://www.twofresh.co.uk
📱 Follow The Content Mavericks on Instagram: @thecontentmavericks

If you enjoy honest conversations about the creative industry, storytelling, and creating content that actually connects, this episode is one not to miss. 

Be sure to subscribe, share, and leave a comment.