In the beginning, it was an egg: In January 2019, the image of a simple egg became the most popular photo on Instagram, surpassing the previous record set by the photograph of Kylie Jenner, Kim Kardashian’s sister and reality television star, in which she announced the birth of her baby. At that time, the egg had reached 19 million likes, and over time, that number continued to grow, ultimately exceeding 60.5 million likes today.

Now it is Leo Messi who holds the record for the most-liked photo in Instagram history. After four years of dominance by the famous egg, Leo Messi shattered all previous records in just two days with this photograph in which he is seen raising the FIFA World Cup trophy.

 

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A post shared by Leo Messi (@leomessi)

At that moment, the publication had more than 57 million likes on Instagram and nearly two million comments, with the numbers steadily increasing. Currently, it has accumulated over 74.7 million likes and more than two million comments.

This is the top 10 most-liked posts in the history of Instagram:

1. 1. Lionel Messi celebrating the 2022 FIFA World Cup victory: 74.7 million+ likes
   2. The world record egg: 60.5 million+
   3. Messi sleeping with the World Cup trophy: 53.7 million+
   4. Messi and Cristiano, by Louis Vuitton (Cristiano Ronaldo’s post): 41.5 million+
   5. Messi, another photo with the World Cup trophy: 41.1 million+
   6. Taylor Swift and Travis Kelce announcing their engagement: 37.6 million+
   7. Last image of XXXTentacion: 34.2 million+
   8. Messi, another photo celebrating with the World Cup trophy: 33.6 million+
   9. Cristiano’s signing with Al Nassr FC (joint post with Cristiano and Al Nassr FC): 33.3 million+
   10. Cristiano, after Portugal’s elimination from the World Cup: 33.1 million+

2. The World Record Egg

The most famous egg in the world originally reached 19 million likes, and over time, that number continued to rise, now surpassing 60.6 million likes. However, it could not maintain its position.

 

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A post shared by Just An Egg (@world_record_egg)

3. Messi Sleeping with the World Cup

Many fans had hoped that their favorite footballer would win the greatest trophy in football competitions. This post has received more than 53.7 million likes.

 

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A post shared by Leo Messi (@leomessi)

4. Messi and Cristiano, by Louis Vuitton

This sponsored collaboration made headlines around the world, as it features the two most famous football players. The popularity of this image is further fueled by the so-called “rivalry” between the two. Leo Messi has won 8 Ballon d’Or awards, while Cristiano Ronaldo has 5, representing significant recognition in the industry. This Instagram post has received more than 41.5 million likes.

 

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A post shared by Cristiano Ronaldo (@cristiano)

5. Messi, with the World Cup Trophy, Again

This photograph hardly requires any explanation; it has 41.1 million likes.

 

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A post shared by Leo Messi (@leomessi)

6. Taylor Swift and Travis Kelce Announcing Their Engagement

On August 26, singer Taylor Swift and American football player Travis Kelce amazed the internet by announcing their engagement through a romantic joint Instagram post, which has already gathered over 37.6 million likes and has earned them a direct entry into the sixth position on this list.

 

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A post shared by Taylor Swift (@taylorswift)

7. Last Image of XXXTentacion

The final post published by the controversial American rapper XXXTentacion before his murder has become a space where millions of his fans express their grief and admiration. Even today, this post continues to receive likes and comments.

 

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A post shared by MAKE OUT HILL (@xxxtentacion)

8. A Photo Dump of Messi Celebrating Victory in Argentina

This photo shows Messi and his teammates celebrating the World Cup in their home country, Argentina. The celebration took place in Buenos Aires and thousands of people attended to join in the festivities.

 

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A post shared by Leo Messi (@leomessi)

9. Cristiano Signs with Al Nassr FC

This joint post by Cristiano and Al Nassr FC received more than 33.3 million likes since its publication. He has already won the King Salman Club Cup 2023 with this team. This summer it was confirmed that he will continue with the club until at least 2027.

 

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A post shared by نادي النصر السعودي (@alnassr)

10. Cristiano after Portugal’s Elimination from the FIFA World Cup

This post, uploaded by Cristiano on his personal account, has surpassed 33.1 million likes. In the caption, the footballer expresses his sadness at not having won the World Cup with his national team, as it was a dream for him. Now, that dream has ended.

 

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A post shared by Cristiano Ronaldo (@cristiano)

Will there be another post on Instagram in the coming months (or years) that will surpass any of the posts with the most likes on Instagram to date?

Photo: Depositphotos

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Instagram has introduced a new (and perhaps controversial) feature within its Professional Dashboard: “Competitive Insights”, a tool that enables professional accounts—whether business or creator profiles—to compare their activity with that of other similar accounts. This option is currently in the implementation phase and appears within the dashboard, although it has not yet been made available to all users (for instance, it is not yet operational for Marketing4ecommerce).

The Threads user Sarah Roizman, published a thread on the social network explaining where the feature appears and how the data is displayed:

 

Ver en Threads

 

With this new feature, users may select up to 10 public accounts to compare themselves against in metrics such as follower growth and publishing frequency across different formats: Reels, feed posts, and advertisements. The data is presented in a table format, with comparative figures displayed side by side.

What this new tool offers (and what doesn’t)

The comparison is straightforward; there are no graphs or accumulated data, and the available metrics are limited. One may see how often each account publishes, how its follower base evolves, and some information regarding individual posts, even if an account hides its “likes.” However, indicators such as clicks, engagement rates, conversions, or segmentation by content type are not included.

The design is intended to provide a quick and visual overview. There is no possibility to group accounts or conduct trend analyses. Each comparison is individual, with no functionality to identify broad patterns or analyze the development of entire sectors.

Although the figures shown are public, the feature has prompted debate regarding data exposure and privacy, especially because it displays interactions from individual posts without explicit consent. Instagram has not specified which exact data it processes or how it aggregates them. In fact, no official announcement regarding this new feature has been issued yet.

• How does Edits work: the new video editing app from Instagram that aims to compete with CapCut

This tool positions itself as a basic form of benchmarking within the platform itself, an area previously covered only by external tools. For now, its usefulness will depend on the manner in which each account chooses to utilize it, whether as a guide for content strategies or as support in reporting results.

Photo: Threads account of Sarah Roizman and Canva.

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Meta oversees several of the most widely used social networks in the world, and its power and reach, far from stagnating, continue to grow. This is reflected in the most recent user data shared by the company, which reveal that Meta’s family of platforms (Facebook, Instagram, Messenger, Threads, and WhatsApp) now has an average of 3.54 billion daily active people (DAP).

This figure is specified in its third quarter 2025 earnings report.

Meta increased its daily active users by 8% year-over-year

If we compare Meta’s 3.54 billion daily active users in the third quarter of 2025 with the figure for the same period in 2024 (3.29 billion), we can observe that there has been an 8% year-over-year increase.

Additionally, the graph shared by the technology giant indicates a trend of continuous quarterly growth for the past two years (the period represented in the image). In the third quarter of 2025, the number of daily active users increased by 1.72% compared to the previous quarter. This represents the third largest quarterly growth rate, with the first and second being in the first quarter of 2025 (+2.39%) and the fourth quarter of 2024 (+1.82%), respectively.

Meta has not published a breakdown of daily active users by social network, which makes it impossible to determine how activity is distributed specifically across Facebook, Instagram, Messenger, and WhatsApp individually. However, it can be inferred that Threads is playing a significant role in this growth.

In August of this year, Mark Zuckerberg, CEO of Meta, announced that Threads had surpassed the threshold of 400 million monthly active users (100 million more than in December 2024). The significant growth figures for Threads are logical, as it is the youngest member of the family (it is only two years and three months old); most likely, these numbers are helping to offset the natural “stagnation” seen in more established platforms such as Instagram or Facebook, which have much less room for further growth.

Photo: Canva

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TikTok has announced a set of new AI-powered tools that are intended to simplify the effort required to generate high-quality content and enhance the income potential of its community. Let us examine what these tools consist of.

New AI editing methods on TikTok

To make the creation process more efficient, TikTok has introduced Smart Split, an AI-powered editing tool now available globally on TikTok Studio Web. Smart Split is designed to take long-form content, such as a vlog or a podcast episode exceeding one minute, and automatically transform it into multiple short videos that are ready for the platform.

This intelligent tool is responsible for cutting, reframing, transcribing, and subtitling the content; however, creators retain full control to select video segments, choose specific durations, and adjust the subtitle formats and vertical reframing.

In addition, AI Outline is being launched as a key tool for overcoming creative block and improving planning. AI Outline assists creators by generating title suggestions, hooks, and hashtags based on a prompt or on popular topics identified in creators’ search statistics. By producing a detailed, fully customizable six-part outline, the tool provides a structure so the creator may refine the script idea and adapt it to their own style prior to recording.

Enhanced Monetization

Furthermore, in the area of monetization, TikTok has announced a significant change to its revenue-sharing arrangement for its subscriptions product. Now, creators who utilize this option to build stronger communities and offer exclusive content will see a greater return: they will receive 70% of TikTok’s revenue share.

Additionally, those who meet specific performance requirements—such as having 10,000 followers, 100,000 views in the last month, and having published at least three exclusive videos—will have the opportunity to unlock an additional monthly reward of 20%. This incentive structure enables the most dedicated creators to earn up to 90% of subscription benefit payments, significantly strengthening their income potential on the platform.

Image: Gemini

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Instagram has announced additional features within its application. This time, new tools powered by artificial intelligence appear to edit photos and videos with Meta AI through simple prompts.

Did you have toast with butter for breakfast, but it does not appear aesthetic enough to gain more followers? That is not a problem, as you can transform it in a matter of seconds into a matcha coffee accompanied by avocado toast with ham and eggs benedict. In your reel, do your early morning eye bags appear too obvious? No worries, with a simple instruction, the AI will make you look like a Hollywood star.

In this article, we shall explain how this new form of editing works, which is already available in Instagram Stories.

This Is What You Can Do with Instagram’s New Features

Instagram has now integrated the “Restyle” (“Redesign”) function, which allows you to modify photos and videos using generative AI. Some of the things you can do include:

• Remove: eliminates unwanted elements from the background.
• Add: enables you to insert new items, such as a crown, a puppy, balloons, or whatever may come to mind.
• Change: ideal for altering aspects of an image, such as the hair color or the entire background.

Additionally, predefined effects are included for those who do not wish to write a prompt from scratch: you can apply styles like “biker jacket,” “watercolor,” or even transform your video into a snowy landscape or a volcanic eruption. All of this is possible without the need to use external applications or have advanced editing skills.

How to Use the New Feature

To begin utilizing this new editing capability, you simply need to follow these steps:

For photos:

• Press the “+” symbol on your profile and select an image.
• Tap the redesign icon at the top.
• Choose between Add, Remove, or Change.
• Type what you would like the AI to do (for example: “add a crown above the child’s head”).
• Or utilize one of the effects displayed above the text bar.
• Once you are satisfied with the result, tap “Done” and share your story.

For videos:

• Select a video from your gallery as if you were going to upload it to your stories.
• Enter the redesign mode.
• Choose a predefined effect.
• Click “Done” when the generation process is complete.

And if you wish to invite your friends to do the same, simply add the “Add Yours” sticker. They will be able to apply the same style to their own photos and join the trend.

If you see a redesigned image with an Add Yours sticker, you can click on it, select an image from your gallery, and then publish it. Leave the sticker activated so that more friends may join the trend.

Some Examples of Use

Here are a few ideas to help you take advantage of these new features:

• Travel photos: remove tourists from the background or change backgrounds, combining people with landscapes.
• Birthdays or celebrations: add balloons, confetti, or a crown to the birthday celebrant with a simple prompt. You may even add people who were unable to attend.
• “Sweetened” selfies: digitally change your outfit to create different styles, modify backgrounds, change items with which you interact, add friends, and more.
• Videos with effects: turn an ordinary scene into an underwater universe, add snow or fire, or alter the background for a futuristic one.

And if you are seeking even more professional results, the key lies in writing detailed prompts. For example:
“Add a black leather jacket, with studio lighting and a background in purple tones, in a cyberpunk style.”

For that purpose, Instagram recommends including aspects such as:

• Subject: “add a crown above the girl’s head.”
• Lighting and mood: “add dramatic lighting,” “with only paparazzi flash.”
• Composition: “in the lower left corner,” “in the background.”
• Style: “make it photorealistic,” “in film noir style.”
• Location: “in space,” “in Paris.”

Photo: Instagram

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Another week brings yet another Instagram change. Lately, it seems that if you become distracted for even a moment, Meta’s social network may suddenly undergo a new identity crisis, resulting in an updated design. Following changes to grid layout in the Feed, the new location for highlighted stories, and panoramic Reels in 5120×1080 format, we now have the redesign of its navigation menu.

The new swipeable Instagram navigation menu

A month ago, Instagram celebrated surpassing 3 billion users, and its CEO, Adam Mosseri, took this opportunity to announce forthcoming design changes intended to further improve the platform’s service. These modifications are focused primarily on giving greater prominence to Reels and DMs (direct messages), two sections whose usage has increased considerably, even surpassing the main Feed.

Specifically, Instagram’s new design involves the following changes: The navigation menu, previously located at the bottom of the screen, will shift from including the tabs “Home,” “Explore,” “Post,” “Reels,” and “Profile” to now featuring “Home,” “Reels”, “DMs,” “Explore,” and “Profile”. In this way, direct messages move from the top right corner to being part of this menu, and the option to post content is now relocated to the top left corner.

Furthermore, the option to switch tabs by swiping your finger across the screen, either from left to right or right to left depending on the direction you wish to take, has also been added.

 

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A post shared by Adam Mosseri (@mosseri)

A change that hasn’t been optional for everyone and has generated mixed feelings

Now, Instagram users have already begun to notice these changes, though in different ways. Within the Marketing4eCommerce team alone, there are examples covering all scenarios. For instance, I received a notification from Instagram offering me the chance to “try the new navigation before anyone else,” my colleague Noelia also received a notification but of a different nature, Carolina had the changes automatically enabled without being asked, and Rafa still has not been offered the change.

Personally, I saw the notification and, after experiencing the initial reluctance these Instagram changes usually provoke in me, I decided to click on “More information”. After reading about the update, I chose not to accept it. I know that I have likely only delayed the inevitable, but by now I am already accustomed to Instagram’s current layout, and my experiences with previous updates have shown me that it does take time for your muscle memory to adapt to not heading for the top right corner to open DMs when these are now in the bottom menu.

Moreover, in my view, this is not a modification that would provide me with any benefit if I were to accept it, nor would it harm me if I did not; it is merely a change, and there is not always a reason to embrace every change.

With respect to Noelia Fraguela, Content Manager at Marketing4eCommerce, she explains that in her case, she received the notification shown in the second image directly. Unlike myself, she did not have that initial preview of how the new menu would appear. However, her curiosity led her to accept the change and, ultimately, she is not particularly affected by it.

“I opened Instagram, this message appeared, and because I am curious, I chose to switch interfaces. I was not shown a preview of what it would look like; it simply notified me that it would change and that navigation was supposedly going to be made easier. I accepted, and I did not feel the change was that significant. In my experience, it neither improved nor worsened things for me; they simply changed the location of the buttons. It is like rearranging the furniture in a room—at first, it is disruptive, but you quickly get used to it.”

Someone who had no opportunity to choose was Carolina Muñiz, Content Creator at Marketing4eCommerce, who found that the new design had been applied following an app update. She was not convinced by Instagram’s decision. “Personally, it bothers me. When there are changes to the interface of a platform you have been using for years, the ‘muscle memory’ of the user is usually not taken into proper consideration. This happened with the Twitter redesign several years ago, and it will happen again elsewhere. Let me explain: Now when I want to make a post, I accidentally open the direct messages. And when I try to view Reels, I enter Explore instead. That makes the user experience much more… uncomfortable.

It is quite clear that Instagram clearly recognizes that direct messages are currently their most successful feature, and for this reason, the function has been given the “privileged” spot once occupied by posting posts. This is something that, as we see among younger generations, is now of secondary importance. Ask your 15-year-old cousin why they do not have a single photo on their profile, maybe you can solve this mystery for me as well.

And yes, I also preferred the square feed and the highlighted stories where they had always been. At least, so far, Mosseri has not changed that for me (thank goodness).”

And what about you, marketer? What do you think of this new Instagram design update?

Photo: Instagram

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TikTok has partnered with the agency Lunar Solar Group to share its vision regarding how marketing professionals can make use of Artificial Intelligence (AI) to enhance their strategy and successfully connect creativity, media, and measurement within a single, adaptable cycle.

Recommendations from TikTok to increase your reach

The Chinese social network has highlighted that, although we are currently in an era in which AI has expanded creative and advertising opportunities, market options seldom offer a unified workflow. This reality results in fragmented processes in which professionals must resort to various AI tools, and then assemble the different pieces themselves. Further obstacles along this path include the loss of authenticity and creativity, as well as a lack of trust in these models.

In light of this scenario, TikTok has focused on developing a full-funnel automation approach that unifies strategy, media, and creativity. To promote its system while assisting marketing professionals, the social network has prepared a list of recommendations on how to integrate AI into a brand’s strategic approach and how to take advantage of its AI-powered ad creation and targeting tools.

1. Empower the human strategy, don’t replace it

The correct approach is to see AI as a copilot, an added support, rather than a replacement. The most effective automation systems are designed to augment your human strategy. It is essential to understand that technology exists to enhance the impact of your teams.

The interaction between humans and machines is key: AI manages optimization and repetitive tasks, while your team can focus on creative impact and strategic direction. It is crucial for technology to elevate the capacity of your media and creative teams, not subordinate them. Automation is the turbocharger; your talent is the engine.

2. Learn from how people make purchases

The modern consumer’s journey is not linear, so your automation must understand and enable this reality. It is essential that storytelling (top-funnel) connects seamlessly with conversion (bottom-funnel) through automated systems that adapt in response to intention, audiences, and context.

3. Be sophisticated, but not complex

Strive for sophistication in your strategy, not for complexity in your technology. Automation should work with you, not against you, and solutions must be flexible and based on actionable infrastructure.

Likewise, these should seamlessly integrate with your existing martech ecosystem without forcing you to completely restructure it. If a tool introduces friction or excessive complexity into your workflows, it is undermining efficiency.

4. Elevate creativity, do not limit it

Automation should enable you to move quickly without sacrificing quality along the way, allowing your teams to focus on the strategy and creativity that will ensure your message stands out.

To this end, TikTok ensures that its tools provide reporting, data, and production support to generate and scale the necessary creative assets.

How TikTok is adapting its ecosystem

In its report, TikTok explains how its partnerships with agencies such as Lunar Solar Group are serving to experiment, learn, and innovate in key areas.

“Most brands do not lack automation tools, but lack cohesion. Isolated data. Disconnected technology stacks. Measurement models held together by duct tape, hope, and spreadsheets. This is where TikTok becomes a game changer,” states Pierson Krass, founder of Lunar Solar Group.

A vital element in this adaptation process is the development of its automation suite, which comprises key solutions such as Smart+, GMV Max, TikTok Symphony, and TikTok One Content Suite. Through these tools, TikTok offers:

1. Greater control in planning, activation, and measurement

TikTok offers powerful tools such as Smart+ and GMV Max, providing brands with complete control over their campaigns, from planning to creativity and results measurement. Smart+ utilizes artificial intelligence to optimize performance and make data-driven decisions, continuously improving strategy and execution with minimal configuration. GMV Max, on the other hand, automates segmentation, creative, and spending across organic, paid, and affiliate channels, maximizing sales on TikTok Shop while easily optimizing merchandise value.

2. Boosting both brand value and business outcomes

TikTok’s AI solutions help brands to optimize the entire sales funnel. Specifically, Smart+ enables the achievement of performance objectives through automated, always-on optimization, improving efficiency at every step. Meanwhile, GMV Max focuses on commerce, integrating paid and organic strategies to maximize sales within TikTok Shop, thereby contributing to the growth of both brand value and business results.

3. Authentic and brand-safe creativity

With the TikTok Symphony creative suite, brands can generate content that is both authentic and aligned with the brand and platform trends, avoiding undesirable AI-related errors. TikTok Symphony allows for the creation of high-performing assets, based on collaboration with creators, while respecting cultural nuances and popular trends. This ensures a stronger connection with the audience while maintaining brand integrity.

4. Integration and implementation within existing martech ecosystems

Finally, TikTok’s tools are designed to integrate easily with existing marketing ecosystems. This facilitates rapid adoption and proper alignment with team workflows, optimizing the entire business process cycle. Through this integration, brands can maximize the impact of their marketing strategies effortlessly, achieving a multiplier effect throughout the commercial cycle.

Photo: Depositphotos and Canva

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China has taken a decisive step in the fight against misinformation on social media. As of October 2025, influencers whose content addresses sensitive topics (medicine, law, education, or finance) will be required to certify that they have formal training in these fields and, therefore, are qualified to disseminate information.

New regulation for influencers and platforms in China

This measure has been promoted by the Cyberspace Administration of China (CAC), the main Internet regulator in the country, and establishes obligations for both influencers and for the leading social networks in China.

Content creators will have a period of two months to submit their certifications, degrees, or verified credentials and demonstrate that they possess the necessary expertise to publish scientifically and academically sound informational content regarding medicine, law, education, or finance.

Additionally, to elevate levels of transparency and security, it will be required that such content clearly cite the sources from which the information has been obtained and specify whether it includes dramatizations or AI-generated elements.

For their part, platforms such as Douyin (the Chinese version of TikTok), Bilibili, or Weibo will be required to verify the credentials of influencers and ensure that everything is in proper order. Moreover, they will also be obligated to remind their users of their own legal and scientific responsibilities when disseminating information.

China has also banned the advertising of medical services or products

Other measures established by the CAC concerning sensitive content are intended to address covert advertising. On the one hand, they have banned the advertising of medical services or products in all forms (including medications, supplements, online consultations, health foods, etc.). On the other hand, they have ordered the removal of accounts using educational formats to promote products as well as those impersonating professional identities.

Finally, the CAC has also decreed that platforms must train their algorithms to identify and block sexualized content that is disguised as educational.

Similarities with Google’s Criteria for YMYL Content

The objective of the new Chinese regulation is to protect users by ensuring the quality and veracity of information disseminated on social networks regarding issues that have a major impact on the public’s well-being. This is a very similar premise to the one followed by Google with YMYL content (Your Money or Your Life).

Websites categorized as YMYL content are those dealing with medical, legal, financial, safety, shopping topics, etc., and, therefore, can influence the health, safety, or financial stability of users. Because of these characteristics, Google applies stricter criteria when evaluating this type of content for ranking in Search.

Moreover, YMYL content must satisfy both Google’s search algorithms and its quality evaluators. During the assessment, the principles of EEAT (Experience, Expertise, Authority, and Trustworthiness) are taken into account. Thus, websites that demonstrate greater adherence to these criteria are favored, thereby preventing low-quality or harmful content from reaching users.

Ultimately, both for Google and for Chinese influencers, everything comes down to demonstrating that you have the necessary training and expertise to be considered a qualified authority for publishing reliable content.

The Current Situation in other countries

At a time when the regulation of the role of influencers in social networks worldwide is scarce, China has set a precedent that could eventually be adopted by other territories. In the case of Spain, in recent years there has been progress towards a legal framework focused on establishing a clear definition of what constitutes an “influencer” and the obligations associated with these profiles.

On April 30, 2024, the Council of Ministers approved Royal Decree 444/2024, popularly known as the “Influencer Law”. This regulation technically refers to influencers as “users of special relevance” and states that a user is considered as such if they meet the following three conditions:

• They earn income equal to or greater than €300,000 from this activity.
• They have 1 million followers on a single video platform, or if the total number of followers across all platforms reaches 2 million.
• They publish at least 24 videos per year.

Influencers who meet these criteria must enroll in a mandatory register and are subject to the following obligations:

• Clearly identify advertising content, with the advertising of alcohol, tobacco, or medications being expressly prohibited.
• Request age verification, thereby preventing minors from accessing inappropriate content.

The New Code of Conduct for Influencers

More recently, on October 1, the new “Code of Conduct for Advertising through Influencers 2025” came into effect, promoted by the Spanish Advertisers Association (AEA), Autocontrol, and IAB Spain.

This document replaced the 2020 version and its aim is to ensure transparency and responsibility in advertising, guaranteeing that consumers are able to clearly distinguish whether content is promotional in nature. However, this code is not an official regulation and is voluntary in nature (except for companies affiliated with AEA, Autocontrol, and IAB Spain, and for influencers, agencies, and companies that voluntarily subscribe).

Photo: Gemini

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If you are an active user of TikTok, you have surely heard the name of Charli D’Amelio, one of the most well-known influencers, not only on this platform, but also on other social networks, mentioned or a video has appeared on “For you” page. Currently, Charli D’Amelio has 156.3 million followers on TikTok and she is the second most followed tiktoker on the platform.

How Charli D’Amelio became famous

Charli Grace D’Amelio, born in Connecticut, United States, on May 1, 2004 is a well-known influencer, model and dancer who became popular on social media thanks to her dance and entertainment content. In her TikTok videos, she makes her talent and passion for dancing, creating choreographies and from time to time she does dance challenges together with other content creators.

He managed to achieve great popularity in 2019 when he recorded and uploaded a video dancing to K Camp’s “Lottery” track, which went viral. However, that was not her first video, but one she made with a friend in which they lip-synced. Even so, by November of that same year, she had already reached 5 million followers on the platform.

With her viral content, by 2020 she managed to position herself as the TikTok account with the most followers worldwide (the first account to get 100 million followers on the social media app). However, she was eventually surpassed by content creator Khaby Lame. Currently, D’Amelio has 156.3 million followers within the platform, while on Instagram she has around 41.7 million (3 million less than in 2024).

@charlidamelio A HUGE THANK YOU TO EVERYONE WHO HAS HELPED ME REACH 100 MILLION SUPPORTERS!!! AND ANOTHER HUGE THANK YOU TO @tiktok ♬ original sound – charli d’amelio

As her popularity grew, Charli began collaborating with brands and participating in renowned events. She signed sponsorship deals with companies such as Hollister and Morphe Cosmetics, and was also invited to participate in TV shows and entertainment industry events.

You could say that 2020 was a successful year for D’Amelio. During that year she made an appearance in a Super Bowl commercial for Sabra Hummus along with other celebrities. For the event, she had the opportunity to meet Jennifer Lopez and together they created the TikTok challenge called “J Lo Super Bowl Challenge”.

In that same year, Charli performed a dance performance at the NBA 2020 All-Star Game. In turn, she collaborated on a YouTube video with actor Noah Schnapp.

According to data from 2022, the influencer has managed to generate earnings of up to $17.5 million annually thanks to content creation and her collaboration with major brands.

She has collaborated with major brands. Her most recent big collaboration was with Ford, the cars brand. They made a video for her YouTube channel in which she and her dad were the main characters as both share their passion for this brand cars.

She does not only upload content to TikTok, she use her YouTube channel to upload GRWM videos, skin care routines and challenges. During her time on “dancing with the stars”, a dance program in which she won in 2023, she also uploaded her performances to this channel.

In addition, on youtube she also intends to boost her musical career as a singer. She released her first single a year ago and is called “If you ask me to”.

Charli D’Amelio’s independent projects

In addition to her success in TikTok, Charli has also experimented in other areas. Together with her sister Dixie, she launched a podcast called “Charli and Dixie: 2 Chix” in 2020, where they discuss various topics and interview special guests. She has also entered the music industry, releasing a few songs and collaborating with popular artists.

The D’Amelio sisters also began a collaboration with cosmetics brand Morphe to launch the “Morphe 2” line, designed to bring a natural, fresh look to those who use the makeup. The line includes products such as foundations, lip glosses, bronzers, highlighters and eyeliners. Together they also have a clothing brand called Social Tourist, but it is believed to have stopped production.

@charlidamelio #socialtouristcofounder cute new @social tourist january drop available now 🖤 #wethetourists ♬ Tango

On the other hand, the popular coffee and donut chain, Dunkin’ Donuts, created a drink in collaboration with Charli D’Amelio. “The Charli” is an iced drink based on coffee with milk and caramel. It was inspired by the influencer’s preferences, consisting of an iced coffee with three pumps of caramel and milk flavor. The drink became very popular among D’Amelio’s followers, who started ordering it at Dunkin’ Donuts locations and sharing it on social networks.

One of the most recent projects has been “The D’Amelio Show,” which airs on the streaming platform Hulu (now also on Dinsey+). It focuses on showing the life of the influencer’s family. It currently has two seasons and the premiere of the third one is expected.

Now, the complete family is registered brand and her father owns the company D’amelio Brands, which was born 100% online. Their main focus is to support their brands to start online and then help them to expand to other markets and channels.

Be Happy Snacks, her family project

Recently she and her family launched a snacks brand called “Be Happy Snacks”. They claim to be a pop corn brand in which every product is an experience. Their aim is to create a “food lovers community” that love snacking, and overall, health snacking.

Their flavors are Cotton Candy, White Cheddar, and Himalayan Pink Salt. They sell their products in some of the biggest retailers across the US such as: Walmart, Acme, Carrs, United Supermarkets, Star Market, o Albertsons.

It has an eye-catching packaging with bright colors that attracts attention. In the designs of the bags you can see an explosion of colors that refer to the taste explosion when tasting this product.

D’Amelio bets on authenticity

On several occasions, Charlie D’Amelio has clarified that there was a time in her childhood and adolescence when she suffered bullying, so she has spoken openly about the issue on social networks and her podcast to raise awareness.

The influencer has stood out for promoting self-love and acceptance. She has expressed her firm stance against bullying and has used her platform to raise awareness. She has also shared messages of support to those who have experienced online bullying, encouraging them not to be affected by negative comments and to seek help when necessary.

One of her latest actions has been to show herself in photos and videos  in a natural way, saying goodbye to makeup retouching, filters and letting her face acne show. The influencer acknowledged that doing this was very difficult because she did not feel comfortable with her skin, but she is in a process of acceptance and learning to love herself.

Charli has emerged as an icon for numerous young people who find inspiration in her dancing talent, her authenticity and her ability to establish a connection with her audience. Her upbeat and optimistic content has resonated deeply with millions of followers across the globe, catapulting her to the status of one of today’s most relevant influencers.

Image: Charli D’Amelio’s instagram profile

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Trends in social media are especially volatile, and content that is effective this year may easily become outdated the next. However, this has not (yet) happened with video, a dynamic format that has remained the dominant force on platforms for years and which Facebook intends to further strengthen. To achieve this, Meta’s social network has improved its recommendations algorithm, and incorporated new features for Reels.

A more intelligent reels recommendations engine

Facebook states that the amount of time its users dedicate to watching videos on the platform has increased by 20% year over year in the United States. Interest in this type of content is not waning, so improving the user experience in this regard is essential.

The social network has updated its recommendations engine so that it can learn from users’ interests at a faster rate and display newer, more relevant reels in line with their preferences. Furthermore, Facebook recommendations now show 50% more reels published on the same day, prioritizing the most current content so that users remain up-to-date with the latest developments.

As an additional point, Facebook has highlighted the importance of longer videos: “reels over a minute make up a quarter of reels produced by creators with over 10,000 followers and over 50% of watch time on Facebook.”

If you dislike something, indicate it—and if you like it, indicate that as well

If Facebook presents you with a reel that does not align with your interests, you may select the “Not interested” option and the algorithm will take this feedback into account to refine its recommendations further.

In addition, the social network has updated its “Save” function to facilitate users in gathering their favorite reels and posts in one central location. Similar to the previous case, the content you save will provide valuable cues to the recommendation engine.

• You may also be interested in: What is the best time to post on social media

Discuss reels and posts you both enjoy with your friends

The next new feature may already seem familiar, as it is already available on Instagram: friend bubbles. These are small circles that appear at the bottom of a reel or post and indicate which of your friends liked that content.

“When you see a reel with a friend bubble in the corner, you can tap that bubble to jump into a private chat with your friends. So far, we’ve seen people enjoy bubbles as a way to discover what their friends are into, catch up over shared interests, and maybe even learn something new,” explains the social network.

Deepen your interests thanks to AI

Meta’s platform has also sought to take advantage of artificial intelligence to enhance the experience with Reels, and has therefore integrated AI-powered suggested search. Select videos will begin displaying AI-generated suggestions based on your interests, guiding users to a new view in which they may discover content aligned with their search.

Photo: Meta

The post Facebook enhances the experience on reels: smarter algorithm, friend bubbles, and AI-powered suggested search appeared first on Marketing4eCommerce English.