Big month for Meta, Pinterest 2026 trends, and Substack sponsorships
December was a busy month across social media platforms. Meta introduced new user controls and creator-focused updates on Instagram and Facebook, and Threads closed out the year as Apple’s fourth most-downloaded app. Substack entered the ad space with native sponsorships, and Pinterest’s 2026 Predicts report surfaced emerging cultural and consumer trends—offering early creative inspiration for the year ahead.
Here’s why these updates matter for your brand:
Meta
Meta pushed out a number of changes aimed at giving users more control and creators better tools. U.S. users can now tweak their Reels recommendations with the new “Your Algorithm” controls. Instagram added expanded Marketing API data, the ability to reshare any public Story, and is officially capping posts at three hashtags (basically confirming hashtags don’t move the needle on reach anymore). Facebook also introduced new feed and algorithm controls to help people customize what they see.
Why this matters:
Meta is clearly leaning into more personalized, interest-based discovery. With users wanting to steer their own feeds more than ever—similar to the early days of social media—brands will need to double down on content quality and engagement signals. Brands can adapt by focusing on formats that reliably drive interaction, like strong-hook Reels, savable tips, UGC-style storytelling, and timely Stories. The improved API access is also a win. Better data means smarter reporting and optimization.
Threads
Threads wrapped the year as Apple’s #4 most-downloaded free app in the U.S., landing just behind ChatGPT and ahead of TikTok and WhatsApp. Not bad for an app that only launched in July.
Why this matters:
Threads is officially sticking. It’s becoming a legit space for real-time conversation and thought leadership. For brands, getting in early could mean building traction before things get too crowded. A good signal that a brand should be on Threads is if they already create conversational content (think: thought leadership, insights on trends/research, cultural commentary, or real-time updates) since those formats naturally perform well on the platform.
Substack
Substack is piloting a creator-led native sponsorships program that allows writers to place paid content directly within newsletters on the platform. Creators can opt into a marketplace where Substack handles the matching, logistics, and payouts, which removes a significant amount of manual work from the process.
Why this matters:
This could turn Substack into a more meaningful paid media option, giving brands a streamlined way to reach the platform’s super-targeted and highly engaged audiences. Brands can now tap into sponsorship placements directly, whether or not they are already collaborating with a writer, which makes it easier to show up alongside trusted voices and niche communities.
As more creators move to Substack to share deeper ideas, long-form analysis, and thoughtful commentary, the platform is becoming an increasingly important channel for brands to consider. The audience here is not passive; they are choosing to read, think, and engage, which makes their attention especially valuable.
Pinterest released its annual Pinterest Predicts report, highlighting 21 trends expected to shape everything from home design to fashion to travel in 2026. Two standout themes: “Neo Deco,” a bold, glam, modern take on Art Deco that’s edging out minimalism, and “Darecations,” a shift toward adventure-first travel like auto racing events, waterfall rappelling, and trips built around big sporting events.
Why this matters:
Pinterest Predicts has a solid track record, and these themes offer early creative cues for 2026 planning. It also signals where taste, culture, and consumer curiosity are headed next.
Platforms continue to shift, audiences are evolving, and the bar for meaningful content is rising. Brands that adapt early and stay close to the pulse will have the edge as the next wave of social behavior takes shape.
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If you’d like to explore how your brand can evolve its social strategy amid this wave of updates, reach out to us.
