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Hi friend 👋🏼 and welcome to this week’s edition of “the dump.”

This week, the platforms are keeping us busy: from Instagram’s new retention metrics and TikTok’s voice notes to Spotify stepping deeper into social and Meta teaming up with Midjourney.

We’re also looking at standout creative campaigns (yes, a cleaning brand really made a horror game), plus fresh insights from Reddit, LinkedIn, and more. Scroll on for the stories, data drops, and brand moves shaping the social landscape right now.

And one quick note: we know the ads aren’t what you’re here for, but they keep this newsletter free (and pay for our editors). So, as always, we really appreciate you, your clicks, and your support. 

Let’s go!

Geoff

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🌤️ This week on WeRSM:

• Instagram Adds Retention Metrics for Reels

• xAI Open Sources Grok 2.5

• Adam Mosseri: Longer Captions Won’t Increase Reach

• Meta Partners with Midjourney on AI Image and Video Models

• Reddit Introduces Mobile Trend Insights and Brand Playbook

• Spotify Adds Messaging to Boost In-App Interactions

• Instagram Launches College Feature To Help Students Connect On Campus

• TikTok Adds Voice Notes and Image Sharing to DMs

🌎 News from around the web:

• Instagram Shares Tips on How to Grow Your IG Following

• LinkedIn announced plans to combat “engagement pods

• How Often Should You Post on LinkedIn in 2025? 

• Reddit Publishes 2026 Key Moments Listing

Creative Campaigns we ❤️

• This Cleaning Brand Turned Housework Into a Horror Video Game

• TikTok Launches Global Campaign to Highlight Music Discovery

• Bud Light and Traeger Team Up for the Ultimate Tailgating Machine

• Toronto Raptors Go Low-Fi For NBA Schedule Reveal

Fun Stuff to Click On

• The Sims Go IRL: Official Board Game Launch

• Crocs and Microsoft Celebrate 50 Years of Windows XP

• Inspirational tips to let your creativity bloom

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