April S@MS Newsletter

TikTok is the New Search Engine: Nearly half of U.S. consumers are now using TikTok to search for information, turning to short, personalized videos to get quick answers.

Instagram Tests Links in Captions: Instagram is testing the ability to add links directly to in-feed captions. This could help drive traffic without relying on your link in bio and is currently limited to up to 10 uses per month.

LinkedIn Updates its Algorithm: LinkedIn introduced AI-driven updates to improve what users see in their feeds, prioritizing more relevant and engaging content.

Instagram Tests Comment Editing: Instagram is experimenting with allowing users to edit comments after posting, a long-requested feature, with early access limited to a small group.

Engagement Declined Across Key Platforms in 2025: A new data report from Buffer found that Instagram, LinkedIn and Threads saw declines in engagement last year, likely due to increased content competition and algorithm shifts.

1. Inner Child Perspective: We’ve seen this nostalgic, dual-perspective trend pop up across social, pairing present-day moments with childhood reflections. We loved this example from We are Mussa and its meaningful twist on a relatable feeling. It’s a great way to tell a more emotional story and connect with audiences. With commencement around the corner, this format could be a powerful way to highlight students’ journeys.
2. Archival Montages: Nostalgia is having a moment, and audiences are loving ’90s throwbacks featuring archival montages of people and places. Try the hook: “What was [campus/college unit name] like in the ’90s?” using video or photos to showcase that decade. Take a look at these TikTok posts from the University of South Carolina and PBS for inspo.
3. Jumping Reveal: A trend to hop on, literally. This uses the physical motion of someone jumping on screen to shift the frame and reveal a message, image or new scene behind it. It’s a fun, eye-catching way to share announcements, highlight key information or add a playful visual moment. We loved how Starbucks used this to spotlight a new menu item and how Edinburgh Fringe used it to reveal key dates.

We all need inspiration. Here are a few accounts that may spark new ideas. 💡

1. Condé Nast Traveler: From fun travel series like “Ask a Local” to interviewing celebrities in their "Stomping Grounds", Condé Nast Traveler brings a strong mix of storytelling and practical content. They round out their content mix with hook-driven carousels that tie their expertise to pop culture moments. We’re taking notes on how they make content both resourceful and engaging.
2. National Gallery of Art: We lol’d watching their brands viral Gen Z art history scripted series. Scroll to find great examples of how niche educational topics can shine on social, using a Gen Z voice, humorous scripts and easy-to-digest photo reels to keep audiences engaged and coming back for more.

Based on 52 million posts, Buffer’s The State of Social Media Engagement in 2026 report dives into how engagement is evolving across platforms and what’s actually driving performance in 2026.

Wondering if you’re posting too much or not enough, or if your content is actually resonating? Check your content against industry benchmarks! The 2026 Social Media Benchmark Report breaks down millions of posts into what’s working across platforms and industries, making it a quick gut check for your strategy.

The algorithm can feel like it’s working against you, but it’s really just matching content to the right people! Take a look at the algorithm cheat sheet below from Pretty Little Marketer to better understand how different audiences discover and engage with your content, and ensure what you’re creating is reaching your intended audience.

We're in our throwback era! MSU LiveOn nailed the ’90s throwback trend with this photo-based Reel, featuring archival images of Spartan student life. We love seeing trends evolve across platforms, and this one brings all the nostalgia.

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