TikTok

If these tests stick, the first thing people see when they open Facebook or Instagram becomes a video feed. Creators who rely on followers seeing their photos, carousels or text posts may lose that default spot. The Verge reports that Instagram users can switch back, and that Meta has hinted at a possible US expansion of the Facebook version in 2027.

There may be an upside. The Verge cites Morning Consult polling in which 81% of US respondents had watched a Reel but only 39% had posted one. Lots of viewers and fewer makers could favor creators willing to make video. Now is a sensible time to test vertical cuts of what you already make, and to track whether reach on your static posts slips. Not every test ships.

These are allegations, not findings, but they go to the heart of something creators rely on: that platform controls do what the button says. If, as New York alleges according to Reuters reporting cited by TechCrunch, some teens switched on "Algo Refresh" and got a feed that didn't change, it's fair to wonder what else is being quietly tested. TikTok told Reuters it regularly tests features, like most companies.

For creators with young audiences, the bigger story may be the more than two dozen state cases TechCrunch counts. Pressure on that scale could lead to changes in how teen feeds and recommendations work, which could shift who sees your videos. Worth watching, and another reason not to build your whole business on one feed.

For anyone making health content, the uncomfortable finding is that the outfit does a lot of the work. Tubefilter reports that the Virginia Commonwealth University study found medical attire and clinic backdrops drew significantly more comments than casual clothes and personal settings, and interviewees tended not to question physician-influencers' product recommendations.

I'm not surprised. People consume what's easiest to digest. Most doctors aren't personalities: they're dry, matter-of-fact and, quite literally, clinical. So when a YouTuber or TikToker bounces onto the screen full of personality and tells people what they want to hear, confirmation bias kicks in, and the easy watch wins. Put that personality in a white coat and you have a very persuasive package.

That trust is an asset, and a liability if a sponsored pick turns out to be a dud. The lesson reaches beyond medicine, too: viewers read the look of expertise as proof of it. If you take brand deals in a specialist niche, be extra clear about what's paid, what's evidence and what's opinion. A stethoscope gets attention. It doesn't replace a disclosure.

Tubefilter, citing Kantar, reports that marketers rank TikTok first for planned ad spend increases in 2027. That may mean more brand conversations for creators, but watch where the money goes. Tubefilter says the TikTok Ad Network, formerly Pangle, places ads across nearly 400,000 third-party apps, not on TikTok itself. A bigger ad push isn't automatically a bigger creator budget.

Tubefilter says Agentic Leads is meant to help brands qualify prospects and forge creator partnerships. If a brand finds you that way, ask how you were picked and who sets the terms. And if TikTok's AI Shopping Assistant closes a sale after your video, check that your commission still reaches you. Let a bot find you. Don't let it set your rate.