Why are harmful policy updates like these popping up so often? As it increasingly becomes “the norm” for billionaires to control how we exist online, big tech is taking the opportunity to push the limits of how it makes bank with your data.  

Problematic social media policies ramped up in 2025

With inauguration day on the horizon, Meta kicked off a whole slew of changes in early 2025. They began by rolling back their “hateful conduct policy”. That policy outlined what is and isn’t acceptable behavior on their platforms, and their update was purportedly made in the name of “free speech.” The reality, however, is that it has actually made it more difficult for users from strategically undervalued populations to report problems, connect to resources, and share important information on Meta platforms.

Then, last summer, Instagram rolled out its Maps feature, which allows any of your Instagram followers to see your current location, so long as you’ve opened the app recently. Instead of telling users this new feature was being deployed, and giving them the choice to turn the feature on, Meta auto-enabled the location tracking feature for all Instagram users. So, if someone unsafe was trying to find you – like, say, an ICE agent – it became a whole lot easier for them to locate you. 

Speaking of which, if this is the first you’re hearing of this Maps feature, here’s how to turn it off.

Using your content to train AI without your knowledge

In 2026, Meta has made it all-too-easy for businesses to miss the option to “opt out” of their AI-generated ads when advertising on the platform. The opt-out button is embedded subtly in the ad creation workflow, and doesn’t clearly explain what feature is being turned off. We’ve even managed client ads where the opt-out button doesn’t appear at all! 

As a result, some small businesses have unintentionally allowed Meta to make AI-generated ads on behalf of their business. It’s bad enough that this can confuse a loyal client base that expects your content to look a certain way. The fact that they’ve buried this opt-in such that you could technically, but unknowingly, give your consent is particularly insidious.

TikTok joined Meta in threats to privacy

TikTok’s new terms of service policy, updated earlier this year, had some alarming inclusions. The platform explicitly states in its updated terms of service that it plans to use whatever information it can find in your messages and profile to send targeted ads your way. 

TikTok now considers and shares any information you share about everything from your racial or ethnic origin, to mental or physical health, to sexual orientation or gender status. The platform even considers citizenship and immigration status to be fair game – something particularly salient given the state of the U.S. and the activities of ICE agents within our borders.

Also, similar to Instagram, TikTok tracks your location, but it instead uses your SIM card or IP address to determine your location. 

Now, it’s been announced that, in May of 2026, Instagram will no longer encrypt your direct messages (DMs). That private conversation you had with your friend Emily about your sick cat? It’s about to be a whole lot easier for hackers and bots to access, and use to send you related targeted ads, scams, or worse. 

The end of message encryption on Instagram is not only a privacy violation, but a safety concern. Experts in the space are also sounding the metaphorical alarm bell that this move may lead to the slow death of data encryption all together. If you’ve shared any legal or other sensitive information in your Instagram DMs, I highly recommend you delete those messages before May 1st. 

All in all, the rise of harmful policies like those above are an unsettling reminder that how you exist online is becoming more complicated and that it’s important to stay informed on how companies use your data. 

In the early days of the Internet, my rule of thumb was: if you don’t want others to know about something, don’t post it online. With the way these policies are trending, it might not be a bad time to return to that approach.

Still, in the interest of investigating, I made the change for one of our clients and started sharing external links in the comment section instead. Then, I included a call-to-action in the post description to send folks to the comments to get the link. 

Was this a good idea? Maybe, maybe not.

Does a link in the comments really help with LinkedIn engagement?

I was skeptical that this change would be a positive one. To me, it felt like it would just be another barrier to getting folks to click a link they may only be mildly interested in anyway. Would this practice really increase engagement?

After two months of including links in the comments, rather than the post description, here’s what happened:

1. Our client’s engagement rate actually went up! 
   
2. Their link clicks remained stable and/or decreased slightly – no significant change was seen, though. 

There are other variables that could account for higher engagement, however. Engagement could have gone up due to an unusually popular post, for example. So, I gave it more time.

Another two months passed, and our client’s engagement rate continued to increase! …but link clicks continued to slowly fall. 

What does engagement on LinkedIn get you?

When you have a healthy engagement rate on any social platform – which can often be as low as 2-5%, depending on the size of your audience – this typically gains you visibility. When a post gets more engagement, the algorithm is more likely to show it to a wider audience. 

Don’t get too caught up in on-platform metrics, though: above all, being active on social media platforms should feed our goals!… which almost always means getting your audience to leave the social platform, by clicking on one of your links. 

In other words, if your link clickthrough rate is dropping, that means fewer people are clicking through to actually buy from you.

Where should we put our links on LinkedIn? It depends.

If you want to drive folks towards your website, your email list, your webinar, you might as well put that link in the main text of your post. If someone has to make an extra click to access your link, they’re simply less likely to do it.

Website best practices support that, too: one of the guiding principles in website strategy is to make the most sought-after items accessible with as few clicks as possible. This doesn’t mean dumping everything on the homepage… but it does mean removing unnecessary steps. So, when you’re on LinkedIn, you’ll want to remove that unnecessary step, too.

If you’re specifically looking to reach new people, however, you may want to keep links out of the main text of your post, and go for that higher engagement rate. If you have a well-rounded social media strategy, you’ll be doing a bit of both: some posts will be designed for audience growth, and others will be intended to get those clickthroughs.

In short: if you want someone to click on a thing, make it as easy as possible for them to do so.

Are you at your wit’s end with the “fun” quirks of social media?

The Social Shift is here to guide you through building an approach that fits your business and your capacity. Learn more and get started.

Our businesses give us a platform to seed and amplify radical ideas on social media. That can be pretty exciting, but it can also feel scary to put yourself out there in that way. 

We’ve searched our feelings and analyzed our bounty of client data, and compiled some engaging content prompts with a social justice bent to seed your thinking:

1) A bold statement that advocates for change within your industry or community: a lot of us started our own businesses after working in corporate, and experiencing firsthand exactly how much the cultures of patriarchy, racism, and ableism hurt all of us. Say it out loud, and spark that conversation.

2) Cultural observances that matter to you: dates like Juneteenth, Pride Month, Trans Day of Visibility, Women’s History Month, Black History Month, Latinx Heritage Month, and AANHPI month give us great opportunities to uplift strategically undervalued populations, and talk about creating a more just world.

3) Book or media recommendations: share your values by telling your audience about books, articles, and even podcasts that explore important societal issues.

4) Businesses that share your values: this could mean talking about a business you partner with, but it can very easily be simply highlighting local businesses you love, especially if they’re Black-, Indigenous-, POC- and/or Queer-owned.

Content like this has consistently felt genuine and rewarding to share, both for us and our clients. They’ve also delivered measurable results, time and again!

Want to learn about other ethical ways to market your business? Join us each week for The Radical Marketer. Or if, after this year’s events, you’re looking to give your online marketing a complete overhaul, check out The Social Shift.

Now, if you’ve been following along with me these past few months, you can guess my feelings about giving Meta access to even more of our time, energy, and money. On the other hand, I DO love an efficient tech stack. The idea of one less app is pretty appealing.

Is Edits actually good enough to replace tools like Canva or CapCut, though? Before you cancel any subscriptions, here’s what you should know:

Edits is intuitive, but with limitations

Thus far, users are saying Edits is pretty intuitive for non-designers! It also lets you post directly to Instagram and gives you full access to Instagram Reels features that social schedulers don’t have.

However, it doesn’t let you stitch together multiple video clips, due to its basic editing capabilities. Edits is also not ideal if you rely on templates to make Reels – it doesn’t support them. And, if you don’t like working on tiny screens, you won’t like that Edits is only available to use on your phone. 

Compare that to tools like CapCut and Canva, where you can:

• edit videos on both mobile and desktop
• access an extensive library of templates and assets
• use more advanced editing capabilities, like combining multiple video clips

Canva is also an especially good option for small teams and organizations, because it offers easy sharing and collaborative editing. 

Keep in mind, however: Canva and CapCut require a paid plan to unlock some of their more helpful features and libraries, and non-designers may find it to be less intuitive to use.

Ultimately, it all comes down to which option best fits your style, your time, and your business needs. Your video editing skill level – and how complex you want to get with your Reels – will help determine which tool is right for you.

Over the past few months, it seems like online marketing (social media) has been turned upside down. From the latest (infuriating) Meta updates to the TikTok ban, to the possibility of breaking up Google’s search and advertising tools, major changes seem to be hiding around every corner.

For small businesses that rely on these tools to connect with clients, big shifts like this can feel overwhelming. But what’s causing these sudden changes, and how can you prepare for what’s next? Let’s break it down.

Why Are These Big Changes Happening Now?

Government Pressure

Governments around the world have been scrutinizing the tech industry for monopolistic practices and privacy concerns. In the U.S., we’ve been working to break up companies like Google to cultivate more competition in the tech industry. Similarly, TikTok has been banned in other countries like Afghanistan, India, Iran, Kyrgyzstan, Nepal, and Somalia due to “data security concerns” – and the U.S. is following suit. 

Politics

With tech giants like Zuckerberg and Musk getting more involved in questionable politics every day, they’ve zeroed in on social media’s ability to spread information. They’ve made it their mission to silence those speaking up, keep us isolated and in the dark, and prevent us from organizing further.

How Can Small Businesses Roll With the Changes?

1. Diversify Your Online Presence

Don’t put all your eggs in one basket. Do your best to show up on multiple platforms – but remember to put the most focus on where your audience is now or is headed next. 

While you’re at it, you’ll want to re-engage with or start building your email list, and make sure your website and SEO are dialed in, so your small business won’t be entirely reliant on a single external platform. Heck – maybe it’s even time to give Bluesky a go! 

2. Explore Video and Experiment With Trends 

Platforms are prioritizing short-form video, live streaming, and other content trends. If a given trend or format makes sense for your business, giving them a test drive can give you a competitive edge. 

Signs are pointing towards a video-centric social media world, so think about what video content would look like for your small business. (if the thought of video makes you cringe, we have a few tips to make it easier!)

3. Choose Community

Platforms may change, but folks will always value connection and quality content. Build a loyal online community by being genuine, telling your story, and using your unique skills and knowledge to help them through their struggles.

The Gist 

Yes, the digital landscape has been shifting faster lately. But small business owners are no strangers to adapting and being resourceful. You’ll need to mix up your strategies, try out new content formats, and focus on nurturing your audience to navigate the changes ahead effectively. Big changes are inevitable, but the silver lining is that they’re also opportunities to experiment with and nurture new ideas.

Ready to future-proof your online marketing strategy? Let’s start planning for what’s next together.

But what is social SEO?

Social SEO refers to collectively optimizing your social media profiles and content. The goal is to make your social easier to discover on a given social platform and by search engines like Google. And yeah, Google may be going through some big changes soon, which makes social SEO even more important. 

While social media platforms are certainly not search engines (you’re thinking of Pinterest), many have built-in search functionalities. This means that the content you post on social can also rank and be discovered via a Google search, just like copy on your website! 

Social SEO can give your profile and content a boost by getting your content in front of more eyes.

Some First Steps to Give Your Social SEO a Bump:

1. Optimize Your Profiles 

Polish up your Instagram and TikTok bios, select a single profile photo to be featured across all social platforms, write a headline and set up highlights on your Instagram profile. Not sure how to approach it? We’re covering all of this over on Social Media Snack Break – sign up to learn all about it!

2. Be Thoughtful With Your Hashtags 

Use a mix of trending hashtags (between 10k-1 million posts are using it), niche hashtags (specific to what you do, #WebDeveloper), and branded hashtags (#YourBusinessName) to increase the chance of your content being seen. Don’t overdo it though – focus on 5-10 relevant hashtags per post. Otherwise, you might end up looking spammy to the algorithm and your audience.

3. Post Consistently

When you regularly post content that provides real value to folks, they’re much more likely to stick around and engage with you! That results in your content being prioritized in social media searches. Note: “regularly” does not necessarily mean daily! Even once per week can work if you do it consistently.

4. Give Your Images and Videos a Description

Use alt-text to give the images in your social content a keyword-rich description. This helps search engines identify what exactly your content is about and include it in relevant searches. 

5. Cross-Promote Content

Share your social media content across different social platforms, websites, and blogs. Cross-promotion can give your content a healthy engagement boost and build backlinks that benefit both social SEO and traditional SEO.

My recommendation for busy business owners: Start with small changes, like refining your social profiles with keywords, and build from there. Over time, you’ll see these social SEO strategies increase your reach and engagement.

But what even is social SEO?

Social SEO refers to collectively optimizing your social media profiles and content. The goal is to make your social easier to discover on a given social platform and when using search engines like Google. 

While social media platforms are certainly not search engines (you’re thinking of Pinterest), many have built-in search functionalities. This means that the content you post on social can also rank and be discovered via a Google search, just like copy on your website! 

Social SEO can give you a noticeable boost by getting your content in front of more eyes.

Some First Steps to Give Your Social SEO a Bump:

1. Optimize Your Profiles 

Polish up your Instagram and TikTok bios, select a single profile photo to be featured across all social platforms, write a headline and set up highlights on your Instagram profile. Not sure how to approach it? We’re covering all of this over on Social Media Snack Break–sign up to learn about it!.

2. Be Thoughtful With Your Hashtags 

Use a mix of trending, niche, and branded hashtags to increase the chance of your content being seen. Don’t overdo it though – focus on 5-10 relevant hashtags per post. Otherwise, you might end up looking spammy to the algorithm and your audience.

3. Post Consistently

When you regularly post content that provides real value to folks, they’re much more likely to engage with it! That results in your content being prioritized in social media searches. Note: “regularly” does not necessarily mean daily! Even once per week can work if you do it consistently.

4. Give Your Images and Videos a Description

Use alt-text to give the images in your social content a keyword-rich description. This helps search engines identify what exactly your content is about and include it in relevant searches. 

5. Cross-Promote Content

Share your social media content across different social platforms, websites, and blogs. Cross-promotion can give your SEO a healthy engagement boost and build backlinks that benefit both social SEO and traditional SEO.

My recommendation for busy business owners: Start with small changes, like refining your social profiles with keywords, and build from there. Over time, you’ll see these social SEO strategies start to significantly increase your reach and engagement.

Obviously, you want someone with professional graphic design experience and a discerning eye, who knows how to create beautiful, made-for-you content. But more importantly, they should also be someone you can trust to make smart decisions for your business, and put your business first.

Those are just the basics of what makes a good Social Media Manager. But if we dig a little deeper, what else should you look for to find your perfect match?

Look for the expertise you don’t have time to learn.

You’re a busy business owner! You may be social media savvy, but you don’t have time for it and you certainly don’t want to spend your limited time on: brainstorming content ideas, researching trends, panicking about making a reel with your face in it, creating and scheduling a consistent flow of social content, and spiraling into a state of overwhelm because the choice paralysis of what to say on social is real. 

When you hire a Social Media Manager, that person is there to give you back time you would have spent managing your social. Give yourself permission to set boundaries with your social media time and only spend what you genuinely want to dedicate to it. Being freed from that responsibility is a huge gift and will give you time to do what you truly love in your business. 

Look for social media skills that get you noticed fast – but not too fast. 

A Social Media Manager has tools and strategies to create content that resonates with your audience and build you a loyal following. That being said, if your business is brand new to social media, you should be wary of someone who promises to provide you with a large amount of followers in a short period of time. You could be signing on for shady tactics like using bots, or even buying followers!

Unpaid, organic growth on social takes time and a lot of careful planning. With the right Social Media Manager, they’ll definitely get you followers–it probably won’t happen overnight, but those followers are real people who will stick around because they love what you have to offer.

Two is better than one – in fact, three is even better!  

It goes without saying that a Social Media Manager who is part of a marketing team, will give you more bang for your buck than a solo Social Media Manager. When you work with a team, you get multiple eyes and creative minds collaborating to make awesome social content for your business. 

A team also has a process set in place in which each team member plays a key role. In this way, a team has the ability to manage multiple responsibilities that would be too overwhelming for a solo Social Media Manager. 

A project manager (like Anna) gets to know your business and what you’re specifically looking for in terms of social media management. Then the Social Media Manager (like Kaïa) collaborates with you to create and schedule tailored social content. Meanwhile, a Creative Director (like Sarah) jumps in at multiple points during the process to brainstorm, provide creative guidance, edit designs and copy, and otherwise ensure everything is meeting your expectations. A team gives you a seamless social media management experience. 

Go beyond overrated trends and traditional marketing strategies. 

Find someone who isn’t just following the crowd. When you rely too heavily on trends and traditional marketing strategies, you fall into the trap of doing what everyone else is also doing to get noticed on social media. The latest TikTok trend may seem like it’s everywhere, but does it even fit your brand? 

When you go against the tide of trends and traditional marketing, you can discover your own innovative ways to market your business. Not only will you challenge the norm, your content will also better align with your brand, and thereby make you stand out. 

Find someone whose values align with your own. 

Do you care about building an ethical small business? You’ll have a far easier time working with a social media team who shares your values! 

People who share your values will more automatically “get” your perspective and your voice. You also won’t have to waste your precious time explaining things like social justice, business ethics, or other issues you care about. 

We believe in community over competition. We know we’re stronger when we work together. We see that Portland needs your expertise, unique outlook, diversity, and yes… weird quirks too! Your business helps make Portland a place worth calling home and we want to help you spread the word.

I get it, too–it’s a tool with a lot of potential, if you know what you’re doing! Some of those changes, however? Mmmmaybe aren’t so positive.

I won’t tell you how to live your life  But if you’re going to embrace AI, I do want you to know what you’re getting into.

First, answer this question:

• Will you be writing all of your copy yourself?
• OR, do you want to hand off copywriting entirely?

“I have to write my own copy.”

If you’re writing your own copy, using AI for marketing copy can actually be a helpful time-saver. Got a topic to write about, but find yourself staring at a blinking cursor and feeling stuck? Asking an AI such as ChatGPT to write about that topic can give you a starting point to work from. 

If you go this route, make sure that you: 

1. check the copy for accuracy, because there’s a lot of misinformation out there.
2. make edits to fit the type of marketing (social, email, blog, etc.).
3. revise the copy so it sounds more like you, and less like a robot.

So, if you’re a newer business that doesn’t have a marketing budget yet, it could actually be appropriate to tag that robot for some help. You’ll be putting your own time into your marketing copy anyway, so a time saving measure like this one is a HUGE win for folks like you.

What if I want to hand off my marketing copy?

If you’ve been reading about AI and thinking, “why don’t I just save some budget and use AI for marketing copy across the board? What’s the problem with that?”

I know, you don’t WANT to write your own copy. You’re busy, you don’t like writing, you’d rather be going on a hike or having some oh-so-precious quiet time.

But sorry, friends, here’s the harsh truth: AI is NOT a substitute for good marketing.

“But why not,” you ask? WELL, here are just a few things our robot overlords can’t do:

• AI doesn’t do unique strategy for your business–it just does exactly what you ask it to. A good copywriter or marketer will come up with strategy as part of their content creation.
• Copywriters and marketers check for accuracy. ChatGPT doesn’t have that kind of quality control built-in.
• An AI “learns” by looking at existing copy… which leads to it generating content that sounds just like everyone else in your industry. (womp wommmmp) Copywriters and marketers, on the other hand, know how to create content that stands out.

The long and the short of it is, if you’re big enough to have a marketing budget, you’ll get much more out of your investment by working with a human being. There’s no algorithm for creativity (well, not yet anyway), and it doesn’t pay to cut corners on quality.

What can I do instead?

If handing off all of your content to a copywriter or marketer feels cost-prohibitive right now, consider hiring an editor or a copy coach to support you! Having an expert eye on the content you create will help you learn to create better content faster, and you’ll see better results from your marketing.

Are you looking for support with your online marketing? Get in touch with us! We can help you rework it all–marketing copy included!–or connect you with a trusted copywriting expert.

Want the tips you need to attract more followers, and build a powerful online presence that truly reflects your business? We’ve got ‘em! Let’s get started!

Wait… what’s the difference between an Instagram name, username, and bio?

Great question! Here’s a quick anatomy lesson for your instagram profile.

Instagram user name: Your Instagram user name is your digital identity on the platform. It’s the name you pick when you sign up for an account and what people use to find and tag you in posts and stories. Your username also appears in your profile’s URL. Keep in mind that you only have 30 characters to work with, and no spaces or emojis are allowed. You can change this every few weeks, but if you change it too often, you might confuse your followers or break backlinks to your profile.

Instagram name: Your Instagram name is what appears at the top of your profile, just below your username. It can be your real name, business name, or nickname, and it’s separate from your username. Your name is an essential part of your brand identity on Instagram, and it’s one of the first things people will see when they visit your profile. You can have up to 30 characters, but Instagram may limit how often you can change it. The best part? Your name can contain emojis and special characters, so feel free to get creative!

Instagram bio: Your Instagram bio is like a mini-introduction to your brand or personality, so it’s super important to make it count! Keep it short and sweet – no more than 150 characters – and highlight who you serve, what you do, and any impressive accomplishments. Use emojis to add some personality and emphasize key brand elements or values. And don’t forget to include a call-to-action to your business links – let your followers know how they can take the next step with you!

…so how do I choose the best user name for me?

A few quick tips for choosing your instagram user name:

There are some basics to keep in mind when picking an Instagram user name: 

• keep it simple and memorable. 
• avoid using numbers or special characters that might confuse your audience
• stick to letters and short, catchy names that people can easily remember. 

It’s also a good idea to check if your username is available on other social media platforms, to maintain consistency across all profiles. 

Use keywords related to your niche or industry.

Using keywords in your Instagram user name is a great way to attract the right followers and grow your biz. Suppose you’re a master gardener, using keywords like “seed” or “plant” in your name can increase your visibility to people searching for those topics on social media platforms like Instagram.

But, don’t go overboard! Too many keywords can make your username too complicated. So, keep it short, sweet, and memorable.

Why keyword research is important before you choose your instagram user name

Before you jump into picking a name, let’s talk about why keyword research matters. By finding the right keywords and using them in your username, you’ll be more easily discovered by your ideal audience, leading to more followers and a stronger online presence. Plus, keeping up with popular hashtags and industry trends can give your profile that extra oomph. 

There are some great free tools out there, like Instagram’s search feature or Google Trends, but if you’re looking for more in-depth information, you could check out paid options like Ubersuggest and VidIQ. 

The key is to know your customers and their needs, and make sure your username reflects the solution you’re offering. So, let’s get searching and make your Instagram profile shine!

How to find the right keywords to target

Think of keywords as the secret code people use to find what they’re looking for online. By doing some keyword research and choosing the best ones for your business, you can make it easier for potential customers to find you. 

But here’s the catch: you need to be strategic. Don’t go for those broad and competitive keywords that everyone else is using. Instead, focus on specific keywords that have low competition and high search volume. That way, you’ll stand out from the crowd and attract the right people to your business. 

How to use use keywords in your Instagram user name

Ready to optimize your Instagram username and attract your ideal audience? One simple tip is to use relevant keywords in your username. Try incorporating one or two high-traffic keywords that represent your brand and keep it catchy and easy to remember. For example, if you’re a fitness coach for young women, a username like “FitGirlCoach” or “HealthyHabitsHQ” could be effective. 

In conclusion…

I hope this article has left you feeling inspired and ready to take on the world of social media and SEO! Remember, using keywords strategically can truly make all the difference in getting your business noticed by potential customers.

But, if you’re ready to widen your audience on social media, but you’re feeling overwhelmed at the possibilities, don’t hesitate to reach out to Upswept Creative! We’re here to help and would be thrilled to work with you.

Or, if you’re not quite ready to make the jump to done-for-you management, you can get our bite-sized tips in your inbox every Tuesday with our weekly series, Social Media Snack Break.

Keep shining bright, and go get ’em!

You can follow us on Instagram @upsweptcreative for all of our thoughts about social media for modern entrepreneurs