Happy Wednesday, social pros!

If you’re like me, you were excited for the launch of the new Edits app from Instagram this week (more on that below). As a social media manager, fun new creative apps like that are always exciting to explore. Not that I’m going to switch to only editing video in that app, but it’s nice to find a free alternative to Adobe Premier and CapCut. Especially if TikTok goes away again…

So naturally, I’m going to break down what Edits is and how it’s different form its competitors. But before I do that, let’s check out this week’s sponsor and the latest platform updates!

Social Media Platform Updates

• Threads Ads Expand to All Meta Advertisers

• Instagram Launches ‘Blend’ Reels Sharing Feature

• YouTube’s Testing AI-Based Recommendations in Search Queries

• Government censorship comes to Bluesky, but not its third-party apps

• Bluesky launches blue check verification

• TikTok begins testing Footnotes, a new Community Notes-like feature

• LinkedIn Updates Premium Company Pages With New Elements

• Instagram Implements Expanded AI Age Checking, New Parent Prompts

Review: Instagram's New "Edits" Video Creation App

Instagram has officially launched Edits, its new standalone video creation and editing application designed to compete in the increasingly competitive mobile video space. Released on Tuesday, April 22, 2025, this app marks Instagram's strategic entry into the video creation tool market during a time of uncertainty for rival TikTok in the US market.

Purpose and Positioning

Edits positions itself as a comprehensive video creation suite that makes it "easy for creators to turn their ideas into videos, right on their phone" with "all the tools you need to support your creation process, all in one place." Instagram head Adam Mosseri has made it clear that Edits is "more than a video editing app, it's a full suite of creative tools" specifically designed "more for creators than casual video makers."

Rather than offering a social media feed to directly compete with TikTok, Edits serves as a mobile capture and editing studio where content creators can prepare videos before sharing them across various platforms - not limited to Meta's own properties. This platform-agnostic approach is refreshing in today's fragmented social media landscape.

Key Features

The app offers an impressive range of functionality for a first release:

• Extended video capture up to 10 minutes (compared to Instagram's current 3-minute limit)

• Multi-channel editing with timeline control for precise edits

• Single-frame precision editing with no watermarks on exported content

• Project management system to organize multiple video projects simultaneously

• Advanced visual effects including green screen, overlays, automatic captioning, and AI tools that can animate still images

• An "inspiration tab" showcasing trending content and audio plus an "ideas" space

• Analytics dashboard to track performance metrics across followers and non-followers

Strategic Timing

The launch timing appears strategically calculated, coming amid continuing uncertainty around TikTok's future in the US market. With TikTok facing potential restrictions or bans, Instagram's Edits app seems positioned to capture market share from CapCut - TikTok parent ByteDance's popular editing tool.

Analysis and Verdict

Instagram's Edits app represents a significant step in Meta's strategy to strengthen its position in the creator economy. By separating the editing experience from the social platform itself, Instagram acknowledges that today's content creators work across multiple platforms and need versatile tools.

The app's strengths lie in its comprehensive feature set and the absence of watermarks on exported content - a major pain point for creators using other free editing apps. The analytics integration also demonstrates Instagram's understanding that successful creators make data-driven decisions.

However, prospective users should note Mosseri's admission that "the first version is going to be incomplete," suggesting this launch is just the starting point for what will likely be an evolving product. Additionally, while the initial version is free, Instagram has indicated it may charge for certain advanced AI features in the future due to computational costs.

For content creators already invested in Instagram's ecosystem, Edits appears to be a valuable addition to their toolkit. For those primarily creating for other platforms, the app's platform-agnostic export options make it worth considering as an alternative to existing solutions.

Overall, Edits represents Instagram's mature understanding that in today's creator economy, providing value through tools can be as strategic as building audience on a platform. Its success will ultimately depend on execution, performance, and how quickly Instagram can iterate on creator feedback.

This Week’s Social Media Meme

Meta's €200M Fine: The Crossroads of Data Privacy, Tech Regulation, and Trans-Atlantic Tension

The European Union has fired yet another salvo in its ongoing regulatory battle with Big Tech, this time hitting Meta with a substantial €200 million fine for alleged breaches of the Digital Markets Act (DMA). This penalty specifically targets Meta's "pay or consent" model—a subscription option that allows European users to avoid targeted advertising by paying €9.99 monthly (later reduced to about half that amount) for ad-free access to Facebook and Instagram.

Meta's frustration is palpable. In a strongly worded statement, the company accused the European Commission of "attempting to handicap successful American businesses while allowing Chinese and European companies to operate under different standards," adding that this represents a "multi-billion-dollar tariff" rather than just a fine.

Understanding the "Pay or Consent" Controversy

At the heart of this dispute lies a fundamental question: can privacy be a premium feature? When Meta introduced its subscription alternative in 2023 as a response to EU regulations requiring platforms to offer users an opt-out from targeted ads, the company believed it had found a reasonable compromise. If users didn't want their data used for ad targeting, they could pay for the privilege—a model that would preserve Meta's revenue while seemingly complying with European data protection requirements.

However, EU regulators saw this differently. They contend that Meta's approach undermines the spirit of the Digital Markets Act, which aims to restrict how "gatekeepers" combine and use personal data across different services. From the European Commission's perspective, Meta's binary choice—either consent to comprehensive data collection or pay a fee—fails to provide users with a genuine, equivalent alternative that uses less personal data while maintaining similar functionality.

The Wider Impact on Tech Regulation

This fine isn't occurring in isolation. It represents the latest chapter in Europe's aggressive approach to tech regulation, following the implementation of the General Data Protection Regulation (GDPR), the Digital Services Act (DSA), and the Digital Markets Act (DMA). Together, these frameworks form what many consider the world's most comprehensive attempt to rein in the power of tech giants.

The implications reach far beyond Meta's bottom line:

1. Setting global precedents: The EU's regulatory approach has already influenced legislation in countries from Brazil to South Korea, with similar provisions appearing in data protection laws worldwide.

2. Business model challenges: For companies whose revenue relies heavily on personalized advertising, the EU's stance threatens to upend their core business models, potentially forcing significant strategic shifts.

3. Trans-Atlantic tensions: With the Trump administration taking a decidedly pro-business stance and viewing EU regulations as discriminatory against American companies, this fine will likely further strain already tense US-EU relations.

Will the US Follow Europe's Lead?

The most pressing question for the tech industry is whether the United States might eventually adopt similar regulatory frameworks. While the EU and US have traditionally differed in their approaches to tech regulation—with Europe prioritizing user protection and the US favoring innovation and business growth—there are signals of potential convergence.

Several factors suggest the US might gradually move toward more substantial tech regulation:

1. Growing bipartisan consensus: Both Democrats and Republicans have expressed concerns about tech giants' power, albeit from different angles.

2. Public sentiment shift: American consumers are increasingly aware of privacy concerns and receptive to stronger protections.

3. State-level initiatives: California's privacy laws already mirror aspects of European regulation, potentially creating pressure for federal standards.

However, the Trump administration's pro-business stance and criticism of EU regulations as "tariffs in disguise" suggest that any immediate regulatory convergence is unlikely. The current administration has signaled it views European tech regulations as economically motivated rather than consumer-focused, positioning them as unfair trade barriers that disadvantage American companies.

The Path Forward

For Meta and other tech giants, navigating this complex regulatory environment requires careful strategy. Simply opposing regulations outright risks public backlash, while full compliance could require fundamental business model changes that shareholders would resist.

For social media managers and digital marketers, this regulatory environment creates immediate practical challenges. The potential fragmentation of digital marketing approaches between regions requires more nuanced, territory-specific strategies and heightened awareness of compliance requirements.

For consumers, the ultimate impact remains to be seen. Will stronger regulations lead to more transparent data practices and greater user control? Or will they result in reduced service quality or higher costs as companies seek to maintain profitability under stricter rules?

What's clear is that the EU isn't backing down from its regulatory stance despite pressure from US tech giants and potential diplomatic repercussions. The digital economy increasingly operates under what might be called "the Brussels effect"—where EU regulations become de facto global standards due to the size and importance of the European market.

This €200 million fine isn't just about Meta's subscription model; it's about who gets to set the rules for our digital future. As this regulatory chess game continues, one thing is certain: the relationship between tech platforms, user data, and government oversight is being fundamentally reshaped, with implications that will resonate throughout the global digital economy for years to come.

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Weekly intro

Specific topic

Talk about specific topic

Platform updates

• List of platform updates - links

This Week’s Social Media Meme

Editorial/opinion piece

Editorial/opinion blurb

Looking For More?

Get a FREE Social Media Audit!

Wondering how you’re doing on the social media front? We’ve got you covered! We’re offering you a FREE social media audit of all your profiles!

We’ll take a deep dive into your accounts, looking at your profile setup and how your posts are doing. We’ll then provide you expert feedback and recommendations to help take your accounts to the next level.

Interested? Get in touch today!

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Newsletter Brought to You By Harden Digital and Design