What's on in social media: the week to 3 October 2026

Here is what moved in social media and marketing between 26 September and 3 October 2026, and why it matters to businesses in the UAE and the Gulf.

On the platforms

• YouTube (1 October) is changing Shorts recommendations to favour original content and show fewer clips re-uploaded from other creators without anything added. Simple narration, light edits and bulk template changes do not count as original.
• Instagram (30 September) has a Boost option in the live screen, which promotes a broadcast in Feed, Stories and Reels while it is live, without using Ads Manager. Instagram suggests scheduling it at least two hours ahead.
• Meta (29 September) launched Muse for Small Business, adding business skills and fifteen tool connections, including Shopify, QuickBooks, Canva and Slack, to its AI agent, which can also use Facebook, Instagram and Meta ad accounts. It is available in the US and Canada only.
• Muse reached an estimated 5 million US downloads by 30 September according to Sensor Tower, and more than 3 million weekly users according to The Information. Meta has not given its own numbers.
• Threads (1 October) began testing quote posts placed over photos and video with a few creators. It has had more than 500 million monthly users since June.
• WhatsApp (30 September) added optional parental controls for teens, set up jointly and protected by a parent PIN, covering group invitations, alerts when groups reach 30, 100 or 250 members, Status, Channels and Meta AI. Chats remain end-to-end encrypted. No rollout date or markets were given.
• LinkedIn (30 September) announced Hiring Assistant 2, the new version of its AI recruiting agent, with memory of each recruiter's preferences, signals on whether candidates are open to approaches, voice pre-screening and interview scheduling. Existing English-language customers receive it free from November.

TikTok

• A study by PF Global for TikTok's US joint venture says TikTok supported 81 billion dollars of US GDP and 410,000 jobs in 2025, with 1.8 million US entrepreneurs selling on it. It is a study TikTok commissioned.
• Abu Dhabi's MGX owns 15 percent of that US joint venture, alongside Oracle and Silver Lake.
• TikTok Shop is still not open to local sellers in the UAE or Saudi Arabia. An August report from a Chinese trade outlet pointed to a Saudi launch in early 2027, which TikTok has not confirmed.

The industry

• WPP Media appointed Laura Ryan, previously global chief executive of Orion Worldwide, as chief media officer on 29 September.
• US employment in advertising and PR fell by 6,900 in the year to August 2026, according to government data analysed by eMarketer.
• McDonald's is testing ads on menu and drive-thru screens in 450 US restaurants, which it describes as a one billion dollar opportunity over time.
• R/GA opened an Abu Dhabi base on 23 September, led by Bertrand Morin.

Closer to home

• The UAE's National Media Authority said on 29 September that AI-made images or video of national symbols or public figures need prior official approval.
• Dubai Media presented its plans for the last quarter and Ramadan 2027, expected to start on 8 February, and encouraged brands to commit early.
• Info Media Group outlined a ten-year plan covering 21 markets across Europe, the Middle East and Africa, led from Dubai, with Saudi Arabia next.
• YouTube expanded Creator Partnerships in Saudi Arabia and the UAE, according to Campaign Middle East's September round-up.

Your to-do list

• Check your YouTube Shorts for reposted clips.
• Look for the Boost button before your next Instagram Live.
• Keep AI images of national symbols and leaders out of National Day plans unless approved.
• Start your Ramadan 2027 planning.

Want help making sense of a change, or turning it into an opportunity for your brand? ALXO is always happy to talk.