Bonded Bitesize – Your Midweek Roundup

Instagram is testing a long-requested feature: the ability to add clickable links directly within post captions. However, the update is currently limited to a small group of Meta Verified subscribers. In the test, eligible creators can include up to 10 links per month in their posts, potentially opening up new monetisation opportunities such as affiliate partnerships and brand collaborations. Historically, Instagram resisted adding links in captions because it feared the platform would become more publisher-driven and less visual. But as Meta looks for new revenue streams to support its AI development, this change could help incentivise more creators to sign up to its paid subscription service. For brands, the shift could unlock new creator-led commerce opportunities, even if direct brand links remain restricted for now

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Meta has reportedly removed end-to-end encryption from Instagram messaging, sparking debate among privacy advocates and regulators. End-to-end encryption ensures only the sender and recipient can read messages, meaning platforms themselves cannot access the content. Removing the feature could make moderation and law-enforcement cooperation easier, but critics argue it reduces privacy protections for users. The move reflects a broader industry tension between privacy and safety, as platforms balance secure messaging with the need to investigate harmful or illegal activity online. For marketers, the shift is unlikely to impact advertising directly, but it highlights how evolving platform policies around privacy and data access continue to shape the wider social media ecosystem.

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LinkedIn is rolling out a major update to its feed algorithm, powered by large language models (LLMs) and new GPU infrastructure. The revamped system aims to better understand what posts are about and connect them with users who are interested in those topics. Rather than prioritising content purely from existing networks, the algorithm will analyse what users read, like and discuss to surface relevant expertise and professional insights. This means posts demonstrating clear authority or thought leadership could reach audiences beyond a creator’s direct connections. For brands and marketers, the change reinforces the importance of producing high-value, topic-driven content that contributes meaningfully to industry conversations rather than relying on engagement tactics alone.

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A new analysis commissioned by Radio centre argues that BBC radio should remain free from advertising and instead focus on delivering more distinctive public-service content. Research found that 65% of people oppose introducing ads alongside the licence fee, while 34% of listeners say they would reduce or stop listening if advertising was introduced. The report also warns that an ad-funded BBC could damage the wider UK audio market, potentially cutting commercial radio revenues significantly. As the UK government prepares for the next BBC Charter Review, the industry is urging policymakers to rule out advertising on BBC radio entirely. Instead, it recommends strengthening the BBC’s role in delivering unique news, speech and public-interest programming that complements rather than competes with commercial audio.

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As Connected TV (CTV) investment continues to grow, marketers are being encouraged to look beyond video alone. New insights suggest that pairing CTV with digital audio, such as podcasts or streaming radio, can significantly improve campaign effectiveness. Studies show that campaigns combining the two channels can deliver stronger brand recall and message association compared with CTV alone. Audio often reaches audiences during moments when visual media can’t,  such as commuting, exercising or cooking. This creates an opportunity to introduce brand messaging before reinforcing it later on the big screen. Rather than treating channels separately, advertisers are increasingly designing cross-screen sequences where audio primes the message and CTV strengthens it visually, creating a more cohesive and memorable brand experience.

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