The algorithm has changed again—but don’t panic. This episode breaks it all down. In this episode, Emma dives into the shifts shaping how founders should approach content creation, outsourcing, and audience engagement. From TikTok’s surprising push toward long-form videos to Instagram’s controversial rollout of AI-generated comments, the landscape is evolving fast and Emma is here to help you keep up. She also shares a behind-the-scenes look at how one client’s trust in the Ninety Five Media marketing team led to valuable growth and stress reduction, a reminder for anyone feeling overwhelmed by platform changes. Plus, hear Emma’s take on Meta’s latest ad updates and why TikTok is still thriving despite all the regulatory drama.
Listen in as Emma explains:
- Instagram’s new AI functionality and why Emma isn’t totally sold on it
- Why longer TikTok videos are suddenly outperforming short-form content
- How to test and scale content using audience data, not guesswork
And much, much more!
Instagram’s New AI Functionality And Why Emma Isn’t Totally Sold On It
Instagram is currently testing AI-generated comments, aiming to increase engagement with automated replies. But Emma shares some real hesitation around this shift. Comments are one of the most personal and human parts of social media—and automating them risks eroding authenticity. While AI can streamline many parts of the content process, Emma urges founders and marketers to be cautious about handing over their voice in the comments section. For now, it’s a feature she’s watching closely, but not one she’s ready to adopt.
Why Longer TikTok Videos Are Suddenly Outperforming Short-Form Content
New data shows that TikTok videos over one minute are getting significantly more watch time—up to 63.8% more, in fact. Emma breaks down why this shift matters and how it signals a broader trend toward deeper, more value-driven content. TikTok is even testing video uploads up to 60 minutes and tweaking its Creator Rewards Program to incentivize long-form content. The takeaway? This is the perfect time to start experimenting with longer videos while the algorithm favors them.
How To Test And Scale Content Using Audience Data, Not Guesswork
Emma emphasizes that social media strategy shouldn’t be based on vibes—it should be built on data. In the episode, she shares a simple framework: test different video lengths and formats around the same topic, track what performs best, and then double down. For example, if a 45-second video on hashtags performs well, try a 3-minute deep dive on the same subject. This cross-testing approach helps confirm what your audience actually wants, so you’re not just throwing content at the wall.
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