Reddit is introducing a new set of tools making it easier for media outlets to share and track content across the popular social media platform.

Reddit Pro tools for publishers is built with features designed to help publishers find and engage directly with knowledge seekers on Reddit.

Now in beta mode, the platform is opening a test waitlist for its suite of three new tools featured within Reddit Pro, which it expects to be available to all users sometime in 2026.

Located within the new Links tab, the new tools include obtaining article insights, which allows publishers to track which of their stories are being shared on Reddit. They will also be able to see the specific communities their stories are shared in, and monitor key metrics like views, upvotes, and clicks.

Publishers will now also be able to sync their RSS feeds and automatically import their articles to Reddit Pro, making them instantly shareable across the social media platform.

What is a set of new features without artificial intelligence? The surging tech function will also be part of the featured tools, giving publishers AI-powered community suggestions for where to post their articles. Reddit said this ensures that their content finds the right audiences and generates meaningful conversations.

The Atlantic, The Hill, NBC News, and The Associated Press are some of the publishers that have already been alpha-testing Reddit Pro tools for publishers.

Also coming soon for Reddit users will be an improved way to read articles on the platform. Articles posted directly on the application will now be enabled with a swipe-up feature to view comments and join in the conversation.

This feature should be of great benefit to Reddit as it ensures continuous engagement on the platform.

Instagram launched a dedicated application for the Apple iPad Wednesday. 

Taking advantage of the bigger screen, Instagram said its iPad app was designed for “lean-back entertainment.” Reels will be the prominent feature when the app is launched, with Stories still positioned at the top.

New for the Instagram for iPad app is a Following tab, which the Meta-owned social media platform said enables users to keep up with the accounts they follow. The app provides multiple viewing options in the Following tab, including All, Friends, and Latest.

All lets users see recommended posts and Reels from the accounts they follow. Friends allows users to see recommended posts and Reels from accounts they follow and follow back. And Latest displays posts and Reels from followed accounts in chronological order.

Taking advantage of the additional real estate, Instagram for iPad allows users to view messages and notifications with layouts that display both tabs. Additionally, when watching Reels, the comments section can be accessed while the Reel stays at full size. 

Instagram joins WhatsApp in launching dedicated apps for the iPad. WhatsApp’s app for the tablet launched in May, with users able to enjoy the same features commonly available on the iPhone or desktop version. 

This includes making video and audio calls with up to 32 people, sharing screens, and using both front and rear cameras.

LinkedIn announced a set of new verification options Thursday, including the expansion of its Company Page verification, as it seeks to build more authenticity, trust, and credibility on its platform.

The professional network said companies with a Premium Company Page subscription will be eligible for the Company Page verification badge. This feature was previously available to a limited number of organizations, as well as by request.

Other business-level verifications being introduced include recruiters and talent acquisition specialists verifying their workplace on their profile. The addition of this badge helps recruiters build trust with potential candidates and also protects those clients from scams or fraudulent accounts. 

Finally, LinkedIn is introducing a C-suite verification feature, including executive director, managing director, and vice president. This badge helps prevent executive impersonation, along with protecting the integrity of leadership representation on the platform.

“These updates help ensure that the people and organizations you engage with on LinkedIn are who they say they are,” LinkedIn vice president of product Oscar Rodriguez said in a statement. He added that these features strengthen “trust across every interaction, whether you’re a business building credibility, a recruiter interacting with job seekers, or an executive representing your company.”

Outrage spreads faster than joy‬‭. So it makes sense‬‭ that we’ve seen a recent uptick in‬ celebrity-driven campaigns generating not just attention, but firestorms.

Sometimes the‬ outrage is deliberate. Sometimes it’s collateral damage. Either way, one outcome is the same:‬ free reach, fueled by algorithms that reward high-arousal emotion.‬

‭The rage-bait playbook is simple: Elicit a strong emotional reaction, watch comments and‬ stitches flood in, and enjoy millions of impressions … for better or worse.‬

Many brands hope that controversy will be good for business. But outrage is a dangerous‬ currency. Sometimes it pays off. Sometimes it doesn’t.‬

‭Why rage travels faster‬

‭Behavioral science tells us‬‭ humans are wired to notice‬‭ threats more than rewards‬‭. Anger sticks‬ because it keeps us scrolling, sharing, and reacting.‬‭

Platform algorithms are built to reward‬‭ that‬ engagement, so outrage gets amplified by design. So many examples, even just in the last few‬ weeks, have shown that outrage often spills into mainstream media.‬

‭Risk management > provocation‬

‭This isn’t about condoning or condemning rage bait. The reality is that the key to any campaign‬ flirting with controversy is risk management. Brands must weigh the positives against the‬ negatives and scenario-plan for the potential upside, the potential fallout, and the fire you’re‬ willing to stand in.‬

‭In any campaign that has a celebrity collaboration or component, the stakes are always higher.‬ A famous face magnifies both the reach and the risk. As someone who has led brand and‬ celebrity collaborations with hundreds of brands in the past, it’s been fascinating to watch how‬ others’ brand collaborations have played out: Some collabs fueled by outrage delivered‬ a short-term bump. Others caused damage that will take longer to repair.‬

‭While outrage can be unpredictable, what you‬‭ can‬‭ control is the rigor you apply before launch to‬ manage the risk to your brand. For any brand looking to identify the risk and potential reward for‬ a celebrity collaboration, it’s imperative to follow a framework I call the Rage-Bait Risk Assessment Checklist.

There are six‬ things you should consider before partnering with a celebrity or influencer.

‭Match your fan base to your brand base‬

‭Does this celebrity’s following align with your core audience? If a star is embraced by the same‬ communities you’re trying to reach, the partnership will feel natural. If not, it risks looking forced‬—or worse, alienating—and you’ll spark more division than resonance.‬

‭Stress-test the message‬

‭Celebrity partnerships don’t exist in a vacuum. The talent’s persona will shape how your copy,‬ visuals, and slogans are received.

A line that feels clever in a script can take on a different‬ meaning once attached to a particular face. And in a world where campaigns are clipped and‬ memed in seconds, you need to know whether the punchline, or the backlash, will land on the‬ brand or the star.‬

‭Read the cultural room‬

‭Every celebrity carries cultural baggage into the spotlight. Past roles, public stances, or political‬ associations can all color how audiences interpret a campaign.

Sometimes that baggage works‬ in your favor and deepens the story. But misalignment, or a failure to anticipate sensitivities, can‬ quickly turn a brand moment into a cultural flashpoint.‬

‭Pick the partner you can stand behind‬

‭The best partnerships feel inevitable and authentic, not opportunistic. If a celebrity doesn’t fit‬ your brand values, your customers will notice immediately.

Ask whether loyal buyers would nod‬ in recognition or scratch their heads. And if controversy hits, could you credibly defend why this‬ was the right partner at the right time?‬

‭Put the ledger on the table‬

‭Every talent deal comes with a ledger: upside versus downside. On the plus side, a celebrity‬ can deliver reach, sales, and earned media buzz. On the flip side, a misstep could mean‬ boycotts, lost partnerships, or lasting reputational damage.

Before signing, decide whether the‬ payoff is worth staking your brand name on theirs.‬

‭Look beyond the initial buzz‬‭

Does this collaboration create a platform you can build on, or will it fizzle after a week? A‬ sustainable partnership keeps elevating your brand long after the first post goes live. If you’ll‬ spend more time managing fallout than building momentum, it’s not worth the investment.‬

‭Celebrity partnerships can’t be judged on reach alone. What matters is seeing the full picture:‬ the rewards, the risks, and the potential blind spots. Outrage may drive attention, but‬ preparedness is what will protect your brand.‬

Amazon Prime Video’s The Summer I Turned Pretty’s final season is well underway, and brands are eager to reach the show’s fans.

The third season of the show debuted on July 16 with two episodes, receiving 25 million viewers globally in the first week, according to Amazon. That’s a 40% increase in viewership compared to the second season’s performance in the same time period. Additionally, the show’s viewership tripled from Season 1 to Season 3 in the first seven days. 

As the show’s popularity has grown as the series comes to an end, Amazon snagged deals with brands including Catbird jewelry, apparel brand Solid & Striped, and Sour Patch Kids that go beyond product placement.

ADWEEK rounded up the brands featured in the third season of The Summer I Turned Pretty.

Catbird

Jewelry brand Catbird scored an integration into one of the most talked about moments of the show: Jeremiah’s proposal to Belly in the second episode. Jeremiah proposes with Catbird’s dainty Diamond Fizz Ring, which generated lots of online chatter about its slight size.

Leigh Plessner, Catbird’s chief creative officer, told ADWEEK that the brand knew that the ring was going to be used in the show, but seeing how it was used and received by audiences was a fun moment. Within a month of the episode airing, Catbird saw a 1,900% increase in pageviews for the ring on the brand’s ecommerce site, according to Catbird.

Belly also wears Catbird’s 100 Summers Gold Chain with a daisy charm in the show.

The partnership between Catbird and The Summer I Turned Pretty came about after Opening Ceremony cofounder and the show’s stylist Carol Lim DMed Plessner’s personal Instagram account. They then created a seven-piece jewelry collection that’s available on Catbird’s website. It includes a gold bracelet that reads Belly as well as a shell charm. 

Catbird has collaborated with Phoebe Bridgers, Laufey, Jenny Slate, and the Metropolitan Museum of Art in the past. The goal is for partnerships to come from a place of real connection to the collaborative project, said Plessner. For The Summer I Turned Pretty, Plessner felt that jewelry was a big part of the show’s story and of Belly’s style evolution.

“Something that’s really special about the show is that even though the main characters are of a certain age, the fan base is across generation and gender,” said Plessner. “While the theory of reaching young people is true, there’s so much more to it.”

Sour Patch Kids

Still, the show heavily skews towards Gen Z and teens—a core demographic that Sour Patch Kids uses to vet its partnerships, said John Vasington, senior brand manager of candy at Mondelez International.

“To have a show that’s so popular amongst that audience—and so naturally integrates our brands in a way that feels really resonant—had us very excited to make things official and become official partners for season three,” said Vasington.

Sour Patch Kids and Swedish Fish—both owned by Mondelez International—were organically included in the second season of the show when Conrad buys Belly Sour Patch Kids while Jeremiah buys her Swedish Fish.

“Each brother and their storyline up to that point in Season 2 really aligned with the brands and the storytelling there,” said Vasington.

He pointed to Jeremiah’s sweetness fitting with Swedish Fish. Conrad is more reserved before opening up embodying the sour then sweet taste of Sour Patch Kids. 

For Season 3, Mondelez released exclusive Team Conrad and Team Jeremiah packs of Sour Patch Kids and Swedish Fish and watch party snack mixes. Ten thousand of the Team Conrad and Team Jeremiah packs were made to sell on Amazon. The packs are also for sale on teen-centric retailer IT’SUGAR. A handful of retailers including Krogers and Albertsons also received in-store displays featuring the Conrad and Jeremiah characters.

Solid & Striped

Solid & Striped’s integration into the third season of the show came from being organically part of the first season of the show when Belly wears two of the brand’s swimsuits. For Season 3, the apparel brand built a capsule collection with Lim. 

It’s the first time that Solid & Striped has done a brand integration and it felt like a natural fit for the brand, Ginger Lau, Solid & Striped’s design director, told ADWEEK.

“We chose to do it because Belly already wore Solid & Striped before we formalized the partnership,” said Lau. “We made sure that the pieces weren’t just placed, but felt like part of the storytelling.”

Solid & Striped’s products are available on the brand’s ecommerce site and on Amazon.

On social media, Solid & Striped noticed a surge in engagement about the show, especially among younger audiences, said Michelle Guiles, the brand’s COO. The collaboration drove 2.5 times higher engagement than the brand’s average social posts with notable increases in reach and follower count.

Coach 

Coach is also featured in the show, and is running traditional ads during breaks on the ad-supported tier of Prime Video.

The fashion brand also created a capsule line of bags inspired by the show. The collection of 21 pieces includes bag charms, a backpack, and quilted purses. Coach sold the products on its own ecommerce site as well as Amazon—although the collection is currently sold out on Amazon.

“It felt like a natural fit for Coach and Coachtopia because of the way the show’s themes of youth, transformation and self-discovery align with our brand values,” said Jennifer Yue, svp of strategy and consumer insights at Tapestry and Coach. “Our integration into the show has allowed us to be part of the story and create a cultural moment that resonates with Gen Z.”

ChapStick has appointed two agencies to revamp its iconic brand for a new generation.

Croud and Born Social will manage ChapStick’s U.S. social media business after a competitive review, with a remit spanning creative, influencer, and media planning.

The pitch began in April and moved quickly, with ChapStick selecting the agencies “within a couple of weeks,” according to Croud chief business officer Kris Tait. Their work together formally kicked off last week.

Multiple agencies were involved in the review, which was not run by a consultancy.

“That it was integrated from a media, influencer, and creative perspective, but underpinned by measurement, was the hook that won it,” Tait told ADWEEK. “They really bought into our strategy with how we work with creators.”

Born Social managing director Sarah Rainford added that ChapStick was drawn to the agency’s approach to influencer work. “A big focus for us is not giving our clients a black book of pre-chosen creators. It’s really finding the right people for the brand and for the brief,” she said.

According to COMvergence, ChapStick spent less than $15 million on U.S. media in 2024.

An Iconic Brand for a New Generation

ChapStick, owned by Suave Brands Co. and backed by private equity firm Yellow Wood Partners, is investing in social as it seeks to reintroduce itself to a new generation amid heightened competition in the skin and health care spaces.

Rainford said the brand’s new agencies will do that through a “full-service social” brief that will rely heavily on influencers. “They need to approach their younger market in a completely new, creative way,” she said.

Tait pointed back to ChapStick’s athletic, outdoorsy ads from the ’90s featuring celebrity athletes like Olympic skier Suzy Chaffee and highlighting ChapStick’s protective benefits for active lifestyles. “It’ll be interesting to see what we can do from that influencer and social space and get it back into that sort of realm,” he said.

The agencies highlighted how they use AI in influencer campaigns, such as with Croud’s proprietary InfluencerGPT, which benchmarks fair pricing for creators. “It can’t just be cool influencer work. It has to deliver,” Tait said.

Their first work together is expected to launch in Q4.

A PE-backed Offering

For Croud and Born Social, the former of which acquired the latter in 2022, the win is a proof point that their integrated offering is resonating. Where Born Social brings expertise in social media marketing, Croud offers media planning and buying know-how, Tait said.

“The really key intersection of skills is on the media planning side,” he said.

While Born Social still retains its brand, the two agencies pitch and service accounts together and share office space. The combined agencies are backed by private equity firm ECI Partners.

Croud’s client roster includes brands like Nespresso, Chime, and Timberland, while Born Social works with Guinness, Ford, Smirnoff, and Barclays.

Meta announced new protections for businesses using Facebook and Instagram, updating its Brand Rights Protection tool to include scam ad reporting.

According to the social media platform, all businesses enrolled in Brand Rights Protection have the ability to report suspected scam ads at scale. This also includes instances where it does not explicitly use their intellectual property, as well as suspected scams and misleading ads that exploit a brand’s name without authorization.

In a statement, the company said, “These updates further empower businesses to take control of how their brand is used and help protect people from harmful or misleading experiences.”

Meta said businesses seeking to access this option should, in the ads tab, use the “Other” violation type.

The Brands Right Protection navigation experience has also been updated, making it easier for businesses to access certain functionalities using fewer steps.

This includes the Drafts tab (previously called Requests) having sub-tabs per violation type, comprising Copyright, Counterfeit, Impersonation, and Trademark. Within the Reports tab, searches and/or filtering are made possible using email report IDs, keywords, trademark names, and report owner names.

Brands Right Protection, which was established in October 2021, was previously known as Meta’s, then Facebook’s, Commerce & Ads IP Tool. It enables enrolled trademark owners to search and report content that they believe infringes on their IP rights

Rights holders can upload and save up to 10 images to their account, such as logos and product images. Meta’s image-matching technology automatically scans ads on the platform, enabling brands to more easily review and report content that may infringe on their IP.

Creators have become trusted sources for beauty recommendations, and brands increasingly need to work with creators to drive buzzy product launches and reviews.

Finding the right creator starts with clarifying what a brand is trying to achieve, Natalie Silverstein, Collectively’s chief innovation officer, told ADWEEK. That means gauging the number of people a brand wants to reach and determining a budget. Using those two metrics, an influencer-marketing agency can estimate how many views it could get from partnering with different types of creators.

“Each creator-marketing agency has their own back-end formulas of expected view rate based on the followers of a creator,” said Silverstein. 

To reach that estimate, an agency will look at a creator’s followers and increasingly, the consistency of their views.

“If they’re consistently getting attention, it’s because of all the signals that the algorithm is getting,” said Silverstein. Those signals include the number of times an individual watches the video and whether they share or save it, Silverstein said.

Social views are becoming harder to predict

However, the TikTok and Instagram Reels algorithms have become more unruly over the years, making it increasingly challenging for marketers to predict the performance of a post, Keith Bendes, Linqia’s chief strategy, officer told ADWEEK. Algorithms are now based on user interests rather than follower graphs.

“With data analytics two to four years ago, we could predict reach pretty well,” said Bendes. “Now TikTok and Instagram Reels have interest algorithms and reach has nothing to do with following graphs anymore.”

With algorithms losing relevance, Bendes advised brands to work with multiplatform creators to increase reach.

On the qualitative side, brands can measure a creator’s influence by looking at which creators are trendsetters and are referenced by other creators, said Silverstein. 

“In the beauty space, there are some influential makeup artists who are providing a lot of techniques that then other creators reference,” said Silverstein. 

Brands and marketing agencies also consider the vibe of the creator and whether that aligns with the brand and campaign. But in recent years, Silverstein noticed that brands have started to loosen up on aligning perfectly with a creator. Now, brands focus more on how the creator connects with the people that the brand is trying to reach. 

“Maybe they aren’t like the brand, but they are super effective communicators to this group of customers that we just started to speak to.”

Ads may soon appear in responses from Grok, the X-embedded AI chatbot, the platform’s owner Elon Musk said in a livestreamed conversation with advertisers Wednesday evening. 

Musk, who purchased Twitter in 2022 before changing its name to X and folding it into his AI startup xAI, said he hoped advertising in Grok would generate funding for investment in AI development. In particular, ads could help pay for GPUs, the pricey, high-processing-power chips that support the development of large language models, he said. 

“We’ll turn our attention to, ‘How do we pay for those expensive GPUs?’,” Musk said.

Musk then described his vision for a largely automated advertising process for X. Advertisers could soon, he suggested, “be able to upload an ad” to Grok “and do nothing else,” letting the system aid in everything from targeting to campaign optimization. Such developments would follow a handful of recent rollouts of AI-enabled advertising features on X. “If a user’s trying to solve a problem [with Grok], then advertising the specific solution would be ideal at that point,” he said.

Musk also hinted at plans for an in-app checkout feature to enable purchases directly within X.

The news arrives less than a month after the departure of CEO Linda Yaccarino, who spent two years at the platform’s helm endeavoring to smooth over relationships with advertisers after many cut back investments over brand safety concerns and extremist content on X. While Yaccarino was able to win back some ad spend and develop a handful of content deals, X’s ad revenues remain far below pre-Musk levels. 

Under Musk, the company has pivoted more into AI tools and monetization, including its chatbot Grok. On the call, Musk claimed Grok is becoming “the smartest, most accurate AI in the world” despite the chatbot’s recent history of spreading misinformation, including a bout of extremist and antisemitic content last month that led to its brief shutdown.