Threads continues to steadily separate from Instagram, and add more customization and control options, this time with an expansion of its “Hidden Words” settings, so that you can block unwanted discussion from your experience.

As you can see in these example screens, Threads has now added another element to its Hidden Words option, with an optional toggle to block offensive content, and/or set your own custom terms and emojis to filter out of your Threads experience.

The update is an expansion on the Hidden Words features that Threads first launched back in April.

As explained by Threads chief Adam Mosseri:

“[The update] includes newly added custom filters to block words, phrases, and emojis in batches, with optional time limits. Threads is about fostering an open exchange of perspectives, and to do so people need to be able to shape the experience into one where they feel comfortable expressing themselves. This is just one more idea in support of that goal.”

In terms of time limits, users can choose to block certain words, phrases, or emojis, and set an expiration date on that setting within 30 days. So if there’s a topic that’s really annoying you, or TV show spoilers you want to avoid, you can erase them from your view for a certain time. 

It’s a significant update, in more ways than one, because up till now, Threads has primarily relied on your IG settings for the same, using your Instagram profile as a proxy for your Threads experience. But with Threads evolving into its own platform, the Threads team is now adding more options that are separate from Instagram.

Which is a smart move. While it made sense for Meta to boost Threads take-up by integrating it with IG in its initial launch stage, the way that people now use Threads is, for most people at least, very different to what they come to Instagram for.

As such, Threads needs its own settings, and its own processes, separate from your Instagram interactions and preferences, in order to build it into its own experience.

The Threads team has already taken steps on this front, by removing Threads follow recommendations based on what you engage with on IG, while it’s also testing the option to create a Threads profile without using your Instagram login.

These are all important steps to separate the two, and enable Threads to grow into a new platform of its own. And with 350 million users, Threads should now have enough engagement insights, based on Threads activity in isolation, to have a clear understanding of engagement trends and interest graphs separate from IG.

Providing Threads-specific controls is another step in this direction, as Meta looks to build it into the next billion-user platform.

Is that even possible?

I mean, Twitter/X has never exceeded 600 million users, so it does seem like the interest in a real-time, text-based social feed like this is limited. But maybe, if Meta can get it right, it could well overtake the growth of the format’s originator at some stage.

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YouTube’s rolling out an updated shopping button for Shorts, while it’s also giving more channel managers access to its Communities option, providing more ways to engage with your audience in the app.

First off, on shopping in Shorts. YouTube’s announced an updated display for product listings within Shorts clips, with product stickers to be displayed more prominently on screen.

As you can see in this example sequence, now, when you tag a product in a Short, you’ll be able to place a product-specific sticker wherever you choose on the playback screen.

As explained by YouTube:

“Up until now, tagged products appeared in a banner in the bottom left-hand corner of Shorts. Once clicked, the banner would then open a list of tagged products for viewers to shop. Now, the shopping button on Shorts is getting an upgrade. When you tag products in your Shorts, viewers will see a shopping product sticker. When viewers tap the sticker image, they’ll be redirected to the retailer’s website for that product.”

YouTube says that if multiple products are tagged, tapping the down arrow on the sticker (as you can see in the example above) will open a product list.

“Stickers are generated for the first product in the list of tagged products, and you can rearrange the list to determine which product a sticker will be generated for. Size and placement can only be changed using the YouTube main app, so if you’re uploading via desktop or Studio Mobile, and you’d like to change the size and placement, you’ll need to go to the YouTube main app.”

So, more options for your promotions, with a much more upfront presentation style in the display.

And it could be worth considering:

“In an experiment in the U.S. in May 2025, Shorts with shopping product stickers saw over 40% more clicks on products than Shorts with the shopping button.”

Some advertisers likely prefer the previous display, but the updated format will provide more options on this front.

YouTube’s also expanding access to its Communities feature once again, with all creators that have access to posts now getting Communities as well.

YouTube’s channel Communities provide a text-based discussion board element to channels, adding another, more social media-aligned way for creators and their fans to interact.

 YouTube began testing Communities last July, and expanded them to more channels in February this year.

And now, a heap more channels will get access.

YouTube says creators who are invited to enable their Communities will receive notifications via email, and a banner notification displayed on their channel pages on mobile.

YouTube’s also adding new sorting options for Community posts:

“By default, the “Top Posts” are shown, and you can toggle to see “Newest” posts. These sorting options mirror the experience available on the main app.”

“Top Posts” ranks comments based on their likeliness to interact, while the “Newest” view is a reverse chronological feed.

“In recent months, we’ve improved our ability to reduce the visibility of lower quality post content, and raise higher quality content in the top feed, and the team is hard at work on additional features to further improve the experience.”

These updates could make Communities a more engaging, lively space, by making it easier for creators to ensure they prioritize key engagements.

Finally, YouTube is also rolling out four new animated gifts that livestream viewers can send during a broadcast.

As you can see in these examples, the new gifts are “Victory Spin.” “Hooray,” “Seal Splash,” and “Rockstar,” providing additional options for viewers to both get attention and donate to streamers in the app.

Not sure how much people will like the new options, but YouTube clearly thinks that these align with viewer responses to livestreams and streamers in the app.

The new gifts are currently only available to creators and viewers in the U.S.

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