Instagram to spin off Reels into a separate app

Instagram might be gearing up to launch Reels as a standalone app, and Meta is exploring this move to compete more directly with TikTok, suggesting that Reels’ popularity has outgrown the main Instagram app. Fifth finds

This could also mean more opportunities for Creators, with new tools and features designed specifically for short videos. For brands, a separate Reels app might offer fresh ways to reach audiences with targeted content. 

At The Fifth, we’re already thinking about how this could shape the influencer landscape. For now, it’s a story to watch closely.

The lip balm economy

The ‘Lipstick Effect’ suggests that when times get tough, little luxuries such as lipstick thrive – think back to Covid where we saw a 100 to 800% rise in skin-care, hair-care, body, nail, and DIY

self-care product sales in 2020 compared to the same periods in 2019 for e-commerce. But with economic frustration fuelling a consumer boycott, some are questioning if it still holds up. 

This article explores how shifting ad strategies, growing corporate distrust, and even gendered spending habits are changing the game, hinting that today’s recession-proof luxury might be lip balm rather than lipstick. As trust in big brands dips, beauty brands are turning to hyper-individualised ads that blend seamlessly into the feed, keeping users engaged without missing a beat. 

This shift hints at a bigger change; consumers might not stop spending, but they’re choosing smaller treats to feel in control amidst the chaos.

Longer form content makes its mark on social

E.l.f. Cosmetics and Allbirds are embracing longer form content to boost engagement on social media. E.l.f.’s telenovela-inspired series, Descubre e.l.f.ecto, brings drama-filled episodes to highlight budget-friendly beauty products, whilst Allbirds’ series, Cards On The Table, sees Stanley Tucci hosting dinner parties with cultural icons to spark meaningful conversations. Both brands show how extended storytelling can build stronger connections with users, blending entertainment with marketing effortlessly.

A new era in voice assistants

Sesame, a startup led by Oculus co-founder Brendan Iribe, has introduced ‘Maya,’ a voice assistant offering a more natural and engaging conversational experience. Unlike traditional AI assistants, Maya provides interactive adventures and quizzes, responding contextually to user input. Backed by investors such as Andreessen Horowitz, Sesame plans to expand Maya’s capabilities to support over 20 languages and is developing AI glasses for seamless interaction. Trained on approximately one million hours of audio, Maya represents a significant advancement in voice technology.

YouTube Podcasts reach 1bn users 

Youtube’s podcast audience has reached a massive one billion monthly users, cementing its place as a go-to platform for audio content. The surge in listeners highlights the appeal of video-podcast hybrids, where users can watch or just listen, depending on the moment. This growth is backed by YouTube’s push into podcast-friendly features such as dedicated tabs and better monetisation tools for Creators.

The Importance of Social Media During Ramadan

Ramadan has begun, and for millions fasting from dawn to sunset, social media plays a key role. Engagement surges as people connect, share Iftar meals, deepen spirituality, and support charitable causes. With increased watch times, platforms become spaces for learning, community, and reflection. ☪️ 

Whether you’re observing or want to learn a little more, this article looks at social media’s importance along with a handful of Muslim Creators sharing recipes and experiences this Ramadan. 

Read here: https://lnkd.in/eRRWm_nx

Thanks to Sameer Merali, Co-Chair of The Muslim Network at News UK, for your insight. 

And to all those celebrating, #RamadanMubarak!

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