Thought Leadership

There was a time when cracking the Instagram code was simple - post consistently, engage strategically, grow quickly. But today, the landscape looks very different. User behavior has changed, content is oversaturated, and the algorithm keeps shifting. Recent data shows engagement is down across the board. It’s not you - it’s the environment you’re posting in.

CapCut, the free video editing app from ByteDance (TikTok’s parent), just rolled out a quiet but sweeping Terms of Service (TOS) update. While largely unnoticed by everyday users, the change has digital marketers, creators, and brands sounding the alarm.

In January of this year, UMG (Universal Music Group) pulled their music catalog from TikTok.