Looking for the latest social media updates for February 2025? Don’t worry, I’ve got you covered! I’ll be keeping this guide updated with all the must-know changes, news, and trends in social media each month. Bookmark this page and check back regularly to stay in the loop with everything happening in the world of social media!

February 2025 Recap

Updated on the 27th February 2025

Instagram adds new DM features, including scheduled messages and improved translation

Instagram is expanding its direct messaging (DM) capabilities, rolling out a set of new features designed to enhance user interaction. With messaging now the primary way users connect on the platform, these updates aim to make conversations more seamless, accessible, and efficient—particularly for businesses and international users.

One of the biggest additions is in-stream message translation, allowing users to communicate across languages without leaving the app. Powered by Meta’s improved translation technology, this feature supports 99 languages, making it easier to connect with global audiences. This could be particularly valuable for businesses engaging with international customers, removing language barriers and streamlining communication.

Another major update is the ability to schedule messages in advance, with users now able to set messages to send up to 29 days later. While this feature might not be widely used by casual users, it could be a game-changer for businesses and creators managing customer interactions, reminders, or marketing campaigns.

Instagram is also introducing pinned messages, allowing users to pin up to three messages at the top of their one-on-one or group chats. Whether it’s an important detail, a funny meme, or a frequently referenced message, this feature offers a way to keep key content easily accessible.

Additionally, music sharing in DMs is getting a boost with a new music-sharing sticker, reinforcing Instagram’s focus on music-driven engagement—a strategy that could position it as an alternative if TikTok faces restrictions in certain regions.

Finally, group chats will now come with dedicated QR codes, making it easier to invite new members by simply scanning a code. This feature could be particularly useful for event planning, business communities, or fan groups looking for a quick way to expand their discussions.

While these updates may seem like minor tweaks, they align with Instagram’s broader push toward messaging as a central social experience. As direct messages continue to play a bigger role in engagement, these enhancements could help make Instagram’s DMs more versatile, interactive, and business-friendly.

Meta Shares Overview of How Community Notes Will Work

Meta’s controversial shift to a Community Notes model—while phasing out third-party fact-checking—is happening very soon. The company has just shared an overview of how this system will work, putting users in charge of flagging false information across Facebook, Instagram, and Threads.

How it Works

Following X’s lead, Community Notes will let users add their own explanations to challenge the accuracy of posts. However, unlike X, this system won’t apply to ads.

To contribute, approved Community Notes users will get 500 characters to explain their concerns and must include a reference link for context.

Meta has even set up a mini-site to break it all down.

But There’s a Catch…

What Meta hasn’t mentioned? The biggest flaw in X’s Community Notes system—users with opposing political views must agree a note is necessary before it appears.

Here’s what Meta says:

“Just like they do on X, Community Notes will require agreement between people with a range of perspectives to help prevent biased ratings.”

The idea is to avoid bias by ensuring that people from different backgrounds approve the notes.

The problem? Research from X has shown that most Community Notes never get shown—even when they do highlight misinformation.

The Numbers Don’t Lie

A study by the Centre for Countering Digital Hate (CCDH) found that 73% of Community Notes on political topics are never displayed—even when they provide accurate context.

No surprise there. Controversial topics like election interference rarely get agreement from both sides.

And with political figures frequently spreading misleading or outright false information, this could be a serious issue—especially on a platform as big as Facebook.

Meta’s Mystery Algorithm

Another key question: How will Meta decide a contributor’s political leanings?

On X, user perspectives are based on how they’ve rated notes in the past, as well as their follows, likes, and reposts.

Facebook already tracks political preferences (check your “Ad Preferences” in the Privacy Centre), so it likely has a strong idea of where users stand. But there’s no transparency on how this data will factor into Community Notes.

The Risk of Manipulation

It’s also worth noting that X’s Community Notes system has already been gamed by organised groups coordinating upvotes and downvotes to manipulate what gets seen.

Even Elon Musk has admitted this, saying:

“Unfortunately, @CommunityNotes is increasingly being gamed by governments & legacy media. Working to fix this.”

(And yes, he later deleted that post.)

Conveniently, Meta hasn’t mentioned any of this in their overview. Instead, they’re selling Community Notes as a fantastic misinformation solution for their 3.3 billion monthly users—that’s over a third of the world’s population.

New report analyses how TikTok users engage with different music genres in brand promotions.

Music isn’t just part of TikTok—it is TikTok. The app has completely reshaped music discovery, with songs going viral overnight and labels even renaming tracks to fit trending sounds. But when it comes to brand promotions, what music genres actually make an impact? And which ones drive the best response?

To find out, Adobe analysed over 65,000 TikTok clips across different brand categories and surveyed 1,000 music fans in the U.S. The findings? Some surprising insights that could influence how brands approach their TikTok marketing.

Music = Sales

The study found that 29% of music fans are more likely to buy a product if it’s featured alongside a song they like.That’s nearly a third of potential customers making purchasing decisions based on the soundtrack alone.

But which genres perform best? According to the data:

• Indie music fans are the most impulsive shoppers—something about that alternative, anti-mainstream vibe clearly works.

• Hip-hop/rap dominates TikTok, with more users discovering new rap tracks through the app than any other genre.

• Brands lean towards rap in their promotions, as it’s widely recognised and fits many trending content styles.

Engagement vs. Popularity

Here’s where it gets interesting. Rap music might be the most popular genre on TikTok, but it’s not the best for engagement. Adobe’s analysis shows that while rap tracks are used the most in brand campaigns, they don’t necessarily generate the highest interaction levels.

So, brands have a choice:

Use a trending rap track that aligns with mainstream TikTok culture, potentially leading to more conversions.
Experiment with less mainstream genres that could drive better engagement and reach.

What This Means for Your TikTok Strategy

Music isn’t just background noise—it’s a key player in how users interact with content. So, when choosing a track for your next campaign, consider:

• Your audience—what genres resonate with them?

• Your goals—are you aiming for conversions or engagement?

• Licensing—can you afford the big hits, or is a lesser-known track the better move?

As TikTok continues to influence the music industry, brands that use sound strategically will have the upper hand. The right track could be the difference between a scroll-past and a sale. Now, time to refresh that campaign playlist.

TikTok’s in-app shopping push is gaining traction with U.S. users

TikTok’s in-app shopping is picking up pace. It’s not quite at China’s level yet, where Douyin (TikTok’s Chinese counterpart) pulled in a staggering $500 billion in sales last year, but TikTok is steadily turning into a major eCommerce platform. And the potential is huge.

This week, TikTok released a new report looking at how shopping behaviour is evolving on the app and how brands can make the most of it. The study, conducted by Ipsos, surveyed 3,876 TikTok users to understand their views on in-app shopping, product discovery, and what makes TikTok different from other platforms.

What Makes TikTok Shopping Unique?

Unlike other social platforms that rely on a social graph (who you follow and interact with), TikTok operates on an interest graph—meaning the content you see is based on what you engage with, not just who you know. This changes the way people discover products.

As TikTok explains:

“By curating content based on individual interests and interactions, TikTok has successfully introduced and popularised niche and unique topics, fostering a sense of digital intimacy at scale.”

This means users are more likely to stumble upon products that actually interest them, rather than seeing whatever their friends are buying.

Trust in Creators = More Sales

The report highlights a key reason why TikTok shopping works: authenticity. Users feel a stronger connection to creators, and that trust factor plays a massive role in purchasing decisions.

• Products aren’t just advertised—they’re demonstrated by real people in real scenarios.

• Users align with creators they trust, making recommendations feel more like advice from a friend than an ad.

• The shopping experience feels more natural and engaging compared to traditional eCommerce.

Simplicity = Conversions

Another major win for TikTok? Ease of purchase. The in-app shopping experience is designed to be seamless, meaning fewer barriers between seeing a product and buying it.

With TikTok’s shop feature becoming more integrated into the browsing experience, brands that optimise for this format can see a real impact on their sales.

How Brands Can Maximise TikTok Sales

TikTok’s report also includes some strategic pointers for retailers looking to sell more effectively on the app. While the full report goes into detail, here are a few takeaways:

• Leverage creators – Partner with influencers who already have trust with their audience.

• Show, don’t tell – Focus on demonstrating products in real use cases.

• Make the journey seamless – Reduce the steps from discovery to checkout.

Is It Worth It?

With shopping activity on TikTok increasing, it’s clear that brands that invest in the platform now will have a first-mover advantage. If you’re selling products that align with TikTok’s highly engaged audience, optimising for in-app shopping should be on your radar.

The takeaway? If your audience is on TikTok, your shop should be too.

Instagram says it will prioritise watch time for longer clips, alongside the completion rate.

Wondering how Instagram measures engagement on longer videos now that views and watch time are the key algorithm drivers? Some creators have been concerned that longer videos might struggle to perform because they require more watch time to hit percentage-based thresholds.

But according to Instagram chief Adam Mosseri, that’s not how it works.

How Watch Time is Measured

Mosseri recently clarified that Instagram doesn’t just look at completion rate (the percentage of a video watched), but also total time spent watching.

“We don’t want to penalise longer videos, which is why we look at not only the percentage of a video that was watched, but also the number of seconds. If you watched 10 seconds of a minute-long video, that is just as many seconds as if it was 10 seconds of a 10-second video, so you won’t be penalised.”

So, if someone watches 10 seconds of a 1-minute video, it holds the same weight as watching 10 seconds of a 10-second video in terms of total time spent.

Does Completion Rate Still Matter?

Mosseri didn’t go into detail on which metric carries more weight in the algorithm—completion rate or total watch time. But based on past insights, completion rate is likely still important for reach, as Instagram wants to promote videos that hold attention.

That said, the update suggests that longer videos won’t automatically perform worse just because people don’t finish them. If users engage with a portion of the video, that still counts as a positive signal.

What This Means for Your Content Strategy

With Instagram recently extending Reels to 3 minutes, this clarification is useful for creators experimenting with longer-form content. Since watch time is measured in multiple ways, here’s what you should focus on:

• Hook people early – The first few seconds need to grab attention, whether your video is 10 seconds or 3 minutes.

• Encourage continued viewing – Try storytelling techniques, teasers, or captions that make people want to watch more.

• Don’t stress too much about length – If your content is engaging, total watch time still works in your favour.

Ultimately, Instagram wants people to spend more time on the platform, so it’s in their interest not to penalise longer videos. If your content is strong, it will still have the chance to perform well—no matter the length.

Instagram is testing AI-powered tasks via DMs

The next phase of generative AI isn’t just chatbots—it’s AI agents that can carry out tasks for you. OpenAI recently introduced its Operator app, which can initiate web-based activities at your request, and now, Meta seems to be testing a similar feature on Instagram.

AI Task Assignments in DMs

Instagram is experimenting with a “Create Task” option within DMs, spotted by app researcher Alessandro Paluzzi. This feature would let users create a task directly from a message, making it easier to follow up on reminders or key actions.

While it’s a relatively small step, it hints at a bigger shift—moving AI beyond text-based responses and into actual task execution.

How Useful Could This Be?

For now, this looks like a simple organisational tool. But the long-term vision for AI assistants goes much further:

• AI agents that can book appointments, find the best deals, or manage tasks based on your preferences.

• Integration with devices like Meta’s Ray-Ban glasses, where AI can respond in real time.

• Systems that understand your budget, interests, and habits to offer tailored recommendations.

Of course, AI agents aren’t quite there yet—some users testing similar systems have already run into issues, like inaccurate price comparisons or unwanted purchases.

What This Means for Instagram Users

Right now, this is just an early test. But it signals Instagram’s move towards AI-powered productivity features within the app. If Meta continues in this direction, we could soon see AI assistants becoming more embedded in daily workflows—not just for messaging, but for task management, content creation, and even shopping.

For now, keep an eye on your DMs—this small feature might be the first glimpse of something much bigger.

Instagram adds text-only testimonials to Partnership Ads

Instagram is introducing a new feature within Partnership Ads, allowing brands to showcase text-only creator endorsements as sponsored comments on partnership posts.

How It Works

As seen in Instagram’s example, Partnership Testimonials will appear as sponsored comments under a brand’s post. The creator’s endorsement will also be marked as a paid partnership in the post’s header, keeping everything transparent.

Instagram explains:

“Testimonials are quick, text-only written endorsements that appear on an ad and allow creators even more opportunities to earn through brand deals.”

Essentially, this means influencers can now support brand campaigns without creating full posts or Reels—making it a lower-effort but still impactful way to drive conversions.

Why This Matters for Brands

Instagram says 40% of users rely on creator recommendations when shopping, so seeing a favourite creator endorse a product—even in a simple comment—could boost credibility and sales.

Key details:

• Testimonials are limited to 125 characters, so they’ll be short and snappy.

• Brands can only feature one testimonial per post (for now).

• This provides a more subtle way for brands to highlight creator support, without requiring a full campaign.

The Pros and Cons

Easy for creators – No need for a full ad or post, just a short comment.
Boosts trust – Direct creator endorsement can encourage engagement.
Less visibility – Comments aren’t as eye-catching as Reels or Stories.

That said, if users are actively checking comments, a well-placed testimonial could be the extra nudge they need to click ‘buy.’

For brands and creators looking to maximise their collaborations, this could be a low-lift, high-impact addition to their Instagram strategy.

Snapchat launches new brand safety measures, including better ad placement control for campaigns

Snapchat is rolling out new ad placement control tiers, giving advertisers more control over where their ads appear in the app.

What’s Changing?

Snapchat’s new Brand Suitability Suite introduces three tiers: Full, Standard, and Limited, allowing brands to customise ad placement based on sensitivity and risk levels.

As explained by Snapchat:

“Our Brand Suitability Suite provides ‘Full’, ‘Standard’ and ‘Limited’ tier options with additional placement coverage, and third-party Brand Safety Integration for post-campaign reporting with our third-party measurement partners. Advertisers will be able to select their suitability preferences when creating ad sets in Ads Manager, and ad set outcome estimations (e.g. reach, impressions, audience size) will update accordingly.”

The platform’s machine-learning system will categorise content based on suitability, ensuring ads align with advertiser preferences.

Why This Matters for Brands

This update brings Snapchat in line with industry standards, following the likes of Meta, YouTube, and TikTok in offering greater control over ad placements. Given past concerns around content adjacency, this could reassure brands and encourage more ad spend.

Third-Party Verification for Extra Confidence

Snapchat is also partnering with DoubleVerify and Zefr, two major ad verification providers, to offer third-party brand safety reporting.

“Through our third-party measurement partnerships, we offer a broad set of Brand Suitability reporting options to provide advertisers who need additional customisation for content adjacency beyond what our platform provides.”

What This Means for Advertisers

More control – Brands can decide where their ads appear, minimising risk.
Third-party verification – Added transparency via independent partners.
Better alignment with industry standards – Making Snapchat a more attractive option for advertisers.

With Snapchat still a key platform for younger audiences, these updates could help attract more brands looking for a safer, more controlled ad environment.

New AI tools aim to help brands create more engaging X campaigns

X is expanding its AI-driven ad capabilities, introducing two new features designed to streamline ad creation and campaign analysis.

What’s New?

The first tool, “Prefill with Grok”, allows advertisers to generate ad copy, imagery, and CTAs instantly—all based on a simple URL input.

As X explains:

“Simply input your website URL, and Grok will generate ad copy, imagery, and a call-to-action (CTA) headline tailored to your brand. Want to tweak it? You can edit the copy or swap out the image to achieve your ideal ad creative, giving you full control with zero hassle.”

This brings X in line with Google and Meta, which have similar AI-driven ad creation tools. The key difference? X claims its latest Grok model is the smartest AI in the world, which could mean more effective, high-performing ad content.

AI-Driven Campaign Analysis

The second feature, “Analyze Campaign with Grok”, provides real-time, AI-driven insights into campaign performance.

“With ‘Analyze Campaign with Grok,’ you get a clear, AI-driven breakdown of how your ads are performing, empowering you to refine your targeting, adjust your creative, and maximise your impact - all in a fraction of the time.”

This means advertisers can spot trends, adjust creative strategies, and optimise targeting faster than ever before.

Why This Matters for Advertisers

Faster ad creation – AI-generated copy and images with easy editing options.
Smarter optimisation – AI insights help refine ad strategies for better results.
Competitive advantage – X is leveraging its Colossus AI data processing center to power these tools, promising superior AI-driven performance.

Who Can Access It?

For now, these tools are only available to select advertisers, with a gradual rollout in the coming months. But if X’s AI claims hold up, these could become essential tools for brands looking to maximise their reach and efficiency on the platform.

LinkedIn introduces comment impression counts

LinkedIn is giving users a new way to measure their impact with the introduction of comment impression counts—now rolling out to some users.

What’s Changing?

You’ll now be able to see how many times your comments have been viewed, giving more insight into your reach and engagement on the platform.

As LinkedIn explains:

“You can now see how many impressions your comments have received to gain insights on the impact within your LinkedIn community. A comment impression is counted each time someone views your comment. This count is non-unique—if the same member views a comment twice, it is counted as two comment impressions. Your own views are also counted towards the impression count.”

What Does This Mean for Users?

More visibility into your reach – See how many people engage with your comments.
Potential for increased engagement – Knowing your comments are seen might encourage more interactions.
Company pages get insights too – Admins can track comment impressions for posts made as a brand.

A Few Quirks…

Non-unique impressions – If someone views your comment twice, it counts twice (even your own views are included).

No dashboard tracking – The data is only visible on each individual comment, not in analytics.

This approach could be useful for creators looking to showcase their influence, though it does leave room for inflated numbers.

Why It Matters

Comments drive visibility – LinkedIn has previously said that commenting boosts profile views, so this new metric could encourage users to engage more.

Fluctuations in reach – LinkedIn warns that impressions may vary, which might push users to comment more frequently to maintain engagement.

Final thoughts? It’s not perfect, but it’s a step towards giving users more insights into their LinkedIn presence. Whether it leads to more meaningful conversations or just more commenting for visibility, only time will tell.

LinkedIn rolls out new newsletter performance metrics

LinkedIn has added two new analytics features for newsletter creators: email sends and email open rates. These additions provide more insight into how newsletters perform beyond LinkedIn’s platform, helping creators refine their strategies based on audience engagement.

Previously, LinkedIn offered data on article views and new subscribers, but tracking how newsletters performed in users’ inboxes was limited. Now, email sends show the number of subscribers who received an email for a particular article, while email open rate estimates the percentage of subscribers who opened it. Though the open rate is an estimate rather than an exact figure, it still offers valuable guidance on what content resonates most with readers.

With LinkedIn newsletters seeing a 47% increase in engagement over the past year and more than 184,000 newsletters now being published, these updates come at a time when professional creators are looking for better ways to optimise their content. The ability to track email engagement adds another layer to LinkedIn’s existing analytics, which already includes impressions, engagements, and subscriber demographics.

The platform has also introduced paid promotions for newsletters, allowing creators to promote their own content or sponsor another creator’s newsletter. Combined with these new metrics, this could open up more opportunities for businesses and professionals to expand their reach and fine-tune their communication strategies.

Instagram is Testing a Downvote Button

Instagram is at it again, testing a downvote button for comments. This time, the goal is to create a “more friendly” experience by helping the algorithm identify and downrank negative or harmful interactions.

Some users are now seeing a new downvote arrow next to comment functions, allowing them to signal when a comment doesn’t sit right with them. It’s completely private—there’s no public dislike count, and no one will know if their comment has been downvoted.

What Instagram Has to Say

As Instagram chief Adam Mosseri explains:

“We’re [currently] testing a new button next to comments on Instagram. This gives people a private way to signal that they don’t feel good about that particular comment. There is no dislike count, nor will anyone know if you tap the button, [but] eventually, we may integrate this signal into comments ranking to move disliked comments lower down.”

So, this isn’t about flagging misinformation or simply disagreeing with a comment. It’s about tackling harmful or negative remarks, something that creators in particular have been vocal about.

Mosseri acknowledges this feedback:

“What we’re testing is a downvote button on comments. We’ve heard a lot of feedback, particularly from creators, that the comments can kind of get nasty and mean at times… The idea… is to allow people to downvote comments. It’s private, so no one will know, and there’s no count on it that anybody can see, but we can use that signal to lower comments that might be aggressive.”

It sounds promising, right? But here’s the thing—Meta has tried this before.

A Familiar Experiment

This isn’t the first time Meta has played around with a dislike or downvote button. Back in 2018, Facebook tested it on comments, and then again in 2020 for group discussions. Neither experiment lasted long.

And there’s a reason for that. Any system that allows users to control the visibility of content will, at some point, be misused.

Look at X’s Community Notes, which Meta has been eyeing as inspiration. While the idea behind Community Notes is to add more context to misleading content, it’s been used as a tool for coordinated upvoting and downvoting based on political or ideological biases. In short, if you give people the ability to bury content they don’t like, they will.

This is why Instagram is approaching this test cautiously, limiting who gets access. But will this feature actually roll out?

Will It Stick?

If history tells us anything, it’s that Instagram will likely scrap this test before it becomes a permanent feature.While the intention behind it is good—making the platform a more positive place—the reality is that downvotes can easily become a weapon rather than a solution.

For now, it’s a test. But don’t be surprised if those little arrows quietly disappear in a few months.

Facebook Livestreams Will Now Be Removed After 30 Days

If you’ve been using Facebook Live, heads up—Meta is making a big change. From February 19th, all live videos will automatically be removed after 30 days. That means any live stream older than a month will be gone.

Meta explains:

“Because most live video views occur within the first few weeks of broadcasting, we’re updating how long live videos can be stored on Facebook. Beginning on February 19th, any new live broadcast videos can be replayed, downloaded, or shared from your Facebook Pages or profiles for 30 days, after which they will automatically be removed from Facebook. Previously these videos were stored indefinitely.”

Basically, Meta has looked at the numbers and decided that keeping old live streams forever isn’t worth it. Most views happen within the first few weeks, so rather than storing them indefinitely, they’re clearing them out to save on storage costs.

What Does This Mean for You?

• All live videos older than 30 days will be deleted. If you have past broadcasts you want to keep, now is the time to download them.

• You’ll get a notification before deletion. Once notified, you’ll have 90 days to download your videos (either one by one or in bulk).

• You can turn live videos into Reels. If you want to keep some content on Facebook, this could be a good way to repurpose your best moments.

• You can defer deletion for six months. If you need more time, you’ll have the option to extend the deadline.

Why Is Meta Doing This?

Storing long-form videos takes up a lot of space, and with Meta investing heavily in AI development this year, they are looking to cut costs where they can. Since most live streams do not get many views after a few weeks, it makes sense to clean up the servers.

What You Should Do Now

If Facebook Live is a key part of your content strategy, take action before your past videos disappear:

• Download any important live streams before they are deleted.

• Consider repurposing your best content into Reels.

• Keep an eye out for Meta’s notification so you do not lose anything valuable.

This is a big change, but with a bit of planning, you will not lose anything important. Time to check your archives.

Meta Announces Largest Subsea Cable Project in History

Meta has officially launched its latest subsea cable initiative, “Project Waterworth,” which will be the largest of its kind. Spanning over 50,000 km and connecting five major continents, it will be the world’s longest subsea cable project.

What is Project Waterworth?

According to Meta:

“Project Waterworth will bring industry-leading connectivity to the U.S., India, Brazil, South Africa, and other key regions. This project will enable greater economic cooperation, facilitate digital inclusion, and open opportunities for technological development in these regions.”

Initial reports suggest the project will cost around $10 billion, but given that Meta expects to spend up to $70 billion on infrastructure in 2025 alone, this investment is a strategic move rather than a major financial burden.

Why Is Meta Doing This?

The project aims to support Meta’s growing AI capabilities, which require significant computing power. Meta explains:

“As AI continues to transform industries and societies around the world, it’s clear that capacity, resilience, and global reach are more important than ever to support leading infrastructure. With Project Waterworth we can help ensure that the benefits of AI and other emerging technologies are available to everyone, regardless of where they live or work.”

India is a key focus, as Meta looks to expand its reach in the region. With Facebook, Instagram, and WhatsApp already seeing high usage in India, improved connectivity will support further growth. The project will also enhance connectivity in Africa, another major developing market.

The Bigger Picture

This will be Meta’s 21st subsea cable project, reinforcing its role as a leader in digital infrastructure. However, this level of private control over global connectivity raises questions about data flow, geopolitical influence, and reliance on private companies for essential infrastructure.

Despite these concerns, Project Waterworth is moving ahead, marking another step in Meta’s global expansion.

TikTok Reinstated in US App Stores After Attorney General’s Assurance

TikTok is once again available for download in the U.S. after Apple and Google received official legal confirmation that they will not face penalties for offering the app. This follows a period of uncertainty after TikTok failed to meet the January 19 deadline to be sold to a U.S.-based owner under the “Protecting Americans from Foreign Adversary Controlled Applications Act.”

What Changed?

After his inauguration on January 20, President Trump signed an executive order granting TikTok an additional 75 days to arrange a sale that complies with the law. However, this did not override the original ban. Despite continued support from Oracle, Apple and Google had taken a more cautious approach, removing TikTok, CapCut, Lemon8, and other ByteDance-owned apps from their stores.

Now, newly appointed Attorney General Pam Bondi has provided legal assurance that Apple and Google will not face prosecution for allowing TikTok to remain available, leading to its reinstatement.

What’s Next?

TikTok will be fully accessible in the U.S. for at least the next 50 days, with negotiations ongoing between ByteDance, the U.S. government, and potential buyers, including Microsoft, Oracle, and Amazon. There have even been suggestions that the U.S. government itself could take a stake in the app.

Any deal, however, would also require approval from Chinese authorities, and ByteDance is reportedly working on a compromise. Discussions between TikTok executives and the Trump administration appear to have played a role in securing this temporary reinstatement.

Uncertain Future

For now, TikTok remains available, but a long-term solution has yet to be reached. With Trump’s own significant following on the platform, many expect a deal to be made—but with the deadline set for early April, the situation remains unpredictable.

TikTok Introduces ‘Most Loved’ Tag for Popular Shop Items

TikTok is making it easier for users to identify top-rated products with a new “Most Loved” tag on highly rated items in TikTok Shop.

How It Works

The Most Loved badge highlights products that have received positive feedback based on a range of factors, including:

• Star ratings

• Return rates

• Shipping times

• Customer service feedback

Essentially, it acts as a verified quality stamp, showing which items have been well-received by other TikTok shoppers.

Why It Matters

This move is part of TikTok’s broader strategy to expand in-app shopping, particularly in Western markets. While in-stream shopping is already a major industry in China—where TikTok’s local version generated over $500 billion in sales in 2024—TikTok’s global sales reached around $30 billion in the same period. With in-app shopping growing steadily in the U.S., TikTok is testing more ways to build user trust and increase conversions.

Where You’ll See It

The Most Loved tag is already being applied across multiple categories, including:

• Fashion and beauty

• Books and office supplies

• Home goods

• Electronics

• Consumables

By helping shoppers make more informed decisions, TikTok is strengthening its e-commerce ecosystem while encouraging more users to buy directly through the app.

Meta Expands Support for Third-Party Ad Placement Blocklists

Meta is giving advertisers more control over where their ads appear with an expanded third-party blocklist support.

What’s Changing?

Previously, Meta partnered with IAS to allow advertisers to block certain placements automatically. Now, that support is extending to include DoubleVerify and Zefr, giving businesses more options to ensure their ads are shown in suitable environments.

Why It Matters

Blocklists help brands prevent their ads from appearing next to content that doesn’t align with their values. Instead of manually identifying and excluding pages or categories, businesses can now work directly with approved partners to streamline this process.

How It Works

• Advertisers choose a Meta Business Partner (IAS, DoubleVerify, or Zefr)

• Partners create custom blocklists based on brand suitability preferences

• Blocklists comply with Meta’s policies and integrate with existing brand safety tools

Meta has emphasized that these decisions remain in the hands of businesses, allowing them to determine their own suitability standards. This system can be used alongside Meta’s inventory filters or as a standalone solution.

The Bigger Picture

With brand safety concerns on the rise, this update gives marketers more control while ensuring Meta’s ecosystem remains effective for advertisers. By working with approved partners, brands can apply more precise exclusions without overly restricting their ad reach.

This expansion provides a balance between safety and reach, helping businesses maintain brand integrity without limiting ad performance.

Meta Warns Users Its AI Systems Will Scan DMs When Prompted

Meta is rolling out a new notification to users, clarifying that its AI tools may process private DMs when prompted.

What’s Happening?

Users across Facebook, Instagram, Messenger, and WhatsApp have started seeing a pop-up informing them that if Meta AI is used in a chat, the content of that chat could be processed and potentially contribute to AI training.

What Meta Says

Meta explains that:

• Meta AI can access messages and photos shared within a chat when users mention @MetaAI.

• AI models may use this data, but Meta claims it takes steps to remove certain personal identifiers before using messages to improve its AI.

• Users should avoid sharing sensitive information in chats where Meta AI is enabled, including passwords and financial details.

What This Means for You

If someone in your chat interacts with Meta AI, the system may process the conversation. While Meta insists it follows privacy safeguards, the safest approach is to:

• Avoid using Meta AI in private chats if you’re concerned about privacy.

• Delete or edit messages you don’t want to be included in AI processing.

• Use a separate AI chat if you need to ask Meta AI a question.

Can You Opt Out?

Not really. When you signed up for Meta’s apps, you agreed to its terms, which allow this type of data usage. The only way to fully prevent Meta AI from accessing your messages is to stop using Meta’s apps entirely.

Should You Be Concerned?

For most users, this won’t be a major issue. The chances of AI reproducing private messages in a meaningful way are low. However, if privacy is a top priority, it’s best to be mindful of what you share in chats where Meta AI is enabled.

Instagram now let you add text directly on your reel covers

Instagram has finally introduced built-in text for Reels covers—a long-overdue update that saves time and makes your content look more polished. No more Canva, no extra steps. Simply upload your Reel, select a cover frame (or add a custom image), and tap the “Aa” icon to type your title directly.

And the best part? You can update old Reels too. Just go to Edit > Cover > Text Tool, and you’re set.

Why This Matters

A strong Reels cover grabs attention, improves engagement, and keeps your feed looking cohesive. Since Reels often perform better when shared to the Feed, a well-designed cover helps integrate them into your brand aesthetic without disrupting your Grid.

Plus, that first wave of engagement signals the algorithm to push your content further—leading to more reach, more views, and a higher chance of landing on the Explore page.

How to Make Your Reels Covers Stand Out

✔ Use text strategically – Keep it short and impactful (think “3 Reels Ideas You Need” or “Instagram’s Latest Update”).

✔ Stick to your brand aesthetic – Use fonts, colours, and styles that match your feed for a seamless look.

✔ Prioritise readability – Avoid tiny text that disappears in the thumbnail view.

If your video stills aren’t quite cover-worthy (we’ve all been there), a little editing can go a long way. A well-branded cover means more views, more clicks, and a more polished profile.

Instagram will use new Edits app for testing features

Instagram’s upcoming Edits app—its answer to CapCut—is shaping up to be more than just a simple editing tool. While we already knew it was launching next month, we’re now seeing just how much Instagram is planning to integrate it into their ecosystem.

Last week, Instagram teased some exciting new AI-powered features, including background editing and animated still images. And in his latest IG Stories Q&A, Adam Mosseri confirmed that the Edits app will be Instagram’s testing ground for new creative tools.

“We want to make sure that there are the best possible creative tools for making not only Reels but [for] photos both in the Instagram app and then for video in the Edits app. They’re built on the same codebase, and you’re going to see probably new features be tried first in the Edits app first over time, and the ones that work, we’ll probably integrate into the main app.”

So, if you’re always on the lookout for the latest IG tools, Edits could be a must-have.

Here’s what we know so far about what’s coming next month:

• Video recording up to 10 minutes

• A playback timeline for precise editing

• Trending audio insights and real-time content inspiration

• Higher-quality recording options

• Built-in video analytics

With all this, Edits could become the go-to app for creating more polished, engaging content. And if CapCut ends up being restricted in the U.S., Instagram’s new tool might just take its place as the essential short-form video editor.

Meta rolls out updates to Advantage+ AI ad targeting tools

Meta is rolling out new updates to its AI-powered Advantage+ ad campaigns, making automated targeting even more accessible for advertisers.

Advantage+ is designed to take the guesswork out of campaign targeting by leveraging Meta’s vast ad performance data. It’s already proven to be an effective way to reach the right audience—including those you might not have considered. Now, Meta is introducing several updates to enhance its functionality.

What’s New?

• Streamlined Campaign Setup: Meta is testing a new process that removes the need to choose between manual and Advantage+ Shopping Campaigns (ASC+). Instead, Advantage+ optimization will be available for all campaign elements.

• New Advantage+ Label: Campaigns using Advantage+ audience, placement, and budget optimization will now have a visible Advantage+ On label. This helps advertisers see where AI-driven features are being applied.

• Rebranded Shopping Campaigns: Advantage+ Shopping Campaigns will now be called Advantage+ Sales Campaigns to reflect a broader range of advertisers who can benefit from them.

• Expansion to Leads Campaigns: Advertisers can now use full campaign automation to find high-quality leads. Early testing showed a 10% lower cost per qualified lead for those using Advantage+ in leads campaigns.

• New “Opportunity Score”: A new 0-100 point scoring system in Ads Manager will offer instant feedback on campaign setup, along with real-time recommendations to improve performance. Meta reports that advertisers who followed these recommendations saw a 5% decrease in cost per result.

Why This Matters

Meta’s AI-driven approach is becoming increasingly powerful. Over the past year, Advantage+ campaigns have grown 70% year over year, with the introduction of Meta Andromeda improving ad quality by 8%.

For advertisers, this means a system that continuously refines itself based on real ad performance data. While some may hesitate to rely on automation, many marketers are already seeing better results by trusting Meta’s AI.

These updates make Advantage+ even more appealing.

Instagram adds WhatsApp connection sticker for Stories

Instagram has added a new WhatsApp Sticker for Stories, allowing users to link directly to a WhatsApp chat from their Story posts.

How It Works

The new sticker, available in the Stories sticker tray, lets you connect your Instagram audience to your WhatsApp presence after verifying your phone number. This makes it easier to:

• Drive awareness of your WhatsApp business channel

• Share updates via direct messages

• Start direct conversations with potential customers

Why This Matters

Messaging is becoming the primary way people interact on Instagram. As Instagram chief Adam Mosseri recently noted:

“Friends post a lot more to Stories, and send a lot more DMs, than they post to Feed.”

With WhatsApp now reaching 100 million U.S. users, this new sticker is a valuable tool for businesses looking to deepen connections and engage customers where they’re most active.

If messaging isn’t already part of your Instagram strategy, now might be the time to rethink that.

Oracle, Microsoft, and Amazon are the names that look likely to partner with TikTok United States

With TikTok technically banned in the U.S. under the Protecting Americans from Foreign Adversary Controlled Applications Act, negotiations are underway to find a solution that keeps the platform operational while benefiting U.S. companies.

Potential Buyers

Several major tech players have emerged as possible partners:

• Oracle – Already handling TikTok’s U.S. operations, Oracle has ties to Trump and has been in discussions about taking a stake.

• Amazon – Reportedly exploring a deal to integrate TikTok with its e-commerce ecosystem.

• Microsoft – Has been linked to discussions, though no official confirmation has been made.

• Investor Groups – YouTuber MrBeast and Employer.com founder Jesse Tinsley are among those exploring bids, though their chances remain uncertain.

• Elon Musk/X – Musk has confirmed he’s not interested in acquiring TikTok.

ByteDance’s Alternative Plan

TikTok’s parent company, ByteDance, is pushing for a joint venture with U.S. investors, potentially with government involvement, to maintain control. The final decision will rest with President Trump, but Vice President J.D. Vance has been tasked with leading negotiations.

What’s Next?

With only 52 days left before TikTok’s extended deadline expires, a deal must be finalized soon. While a resolution seems likely given the business opportunities at stake, there’s still a real risk TikTok could be shut out of the U.S. by April.

Snapchat shares marketing tips for Valentine’s Day

With Valentine’s Day just around the corner, Snapchat has shared new research on how its users shop for the occasion—offering some last-minute insights for brands.

Key Takeaways

• Early Shopping Trends – Snapchatters start shopping in mid-January, with peak sales happening closer to the day.

• Higher Spending – Snapchat users tend to spend more on Valentine’s gifts than others, making them a valuable audience for marketers.

• Social Influence Matters – Recommendations from friends and family are the top trigger for purchases, highlighting the power of social proof.

• Experiential Marketing Works – Creating engaging, shareable experiences—especially through AR—can build long-term brand loyalty.

What This Means for You

While the timing of these insights is a little late for this year, they offer valuable takeaways for future campaigns. Leveraging Snapchat’s social and interactive features could help brands capture attention and drive conversions during seasonal events.

Snapchat+ adds new features, including gen AI elements

Snapchat+ subscribers are getting fresh updates, including generative AI tools, new Bitmoji styles, and enhanced messaging features aimed at boosting engagement.

What’s New?

• AI-Powered Custom Stickers – Type a message, and Snapchat will generate a matching AI sticker based on your text.

• Movie Poster AI Tool – Users can place themselves into AI-generated movie poster simulations.

• New Bitmoji Styles – More clothing options, including long skirts, dresses, and Valentine’s Day-themed accessories.

• Snap Modes for Messaging – Self-destructing Snaps and non-replayable messages add a playful, exclusive touch to conversations.

Why It Matters

These updates align with Snapchat’s push to keep interactions fun and dynamic. While AI features like stickers and movie posters might not be groundbreaking, they could encourage more creative engagement among users. Plus, the continued focus on Bitmoji hints at Snap’s long-term vision for digital avatars and possible metaverse integration.

Pinterest reports record usage and revenue in Q4

Pinterest closed Q4 on a high note, reaching 553 million monthly active users, up 16 million from the previous quarter. The platform also reported a record $1.2 billion in revenue, bringing its total annual revenue to $3.6 billion—a 19 percent year-over-year increase.

Key Trends from the Report

Sustained User Growth

Pinterest is gaining momentum globally, particularly in Europe, where it had previously been losing ground. While user growth in the United States remains slow, the platform continues to expand in key international markets, reinforcing its position as a leading platform for product discovery.

Revenue Potential Beyond the US

The majority of Pinterest’s revenue still comes from the United States, but the platform has significant untapped potential in other regions. Increasing advertiser adoption in these markets will be crucial to maintaining its current growth trajectory.

Strategic Investment in AI and Search Tools

Rather than chasing AI chatbots and viral trends, Pinterest has remained focused on refining its core product. Its AI-powered Performance+ ads and improved search and discovery tools have been key drivers of engagement and revenue growth. While the platform has not yet introduced generative AI features, there is potential for future developments, such as AI-powered outfit creation and enhanced search matching.

Overall, Pinterest’s record highs in both active users and revenue indicate strong momentum. However, scaling its advertising business outside the US will require further investment. If Pinterest can successfully bridge this gap, 2025 could be the year it cements itself as a global leader in product-driven social commerce.

Research suggests Threads is driving more engagement than X

Meta’s Twitter alternative, Threads, may not be for everyone, but it’s certainly gaining traction. With 320 million active users and growing, the platform is showing no signs of slowing down. Mark Zuckerberg has even suggested it could be Meta’s next billion-user app—an ambitious claim, but one that’s backed by strong data.

What’s the Latest?

• Marketers are taking notice

According to Sprout Social’s latest survey, 53% of marketers are already posting on Threads, with another 23% planning to join this year.

• Threads is driving higher engagement than X

Analysis from Buffer, covering 10.2 million posts across Threads and X, found that Threads posts generate 73.6% more engagement on average. While engagement depends on content type and audience, this suggests Threads offers greater visibility than X right now.

• X’s shift to a ‘pay-to-play’ model

With Elon Musk prioritising paid subscriptions for reach, brands are increasingly looking for alternatives. Threads, with its growing audience and free organic reach, is emerging as a viable option.

Should You Be Posting on Threads?

If you’re not already testing Threads, now might be the time. While Meta has a track record of boosting visibility before shifting focus, the platform is still in its growth phase, making it an opportunity worth exploring.

That said, does this mean you should abandon X? Not necessarily. Some brands are still seeing success, while others have scaled back due to platform changes. If your audience is active there, it may still be valuable—just be aware that paid features are increasingly prioritised over organic reach.

At the very least, Threads deserves a place in your strategy. With engagement rates rising and adoption growing, it’s shaping up to be more than just a passing trend.

Instagram tests the option to rearrange profile grid displays

Yes, you heard that right—Instagram is getting closer to letting you edit your profile grid and rearrange your posts in the app. While it’s not fully available yet, Instagram has officially confirmed the update, and it’s getting closer to rolling out.

What’s New?

As Instagram’s chief Adam Mosseri puts it, they’re building a tool that will allow you to re-order your entire profile grid. Essentially, this means you’ll soon be able to change the order of your posts to display them however you want. It’s about giving creators more control over how their content is presented.

When’s It Coming?

The option to “Edit grid” has started showing up in the app’s back-end code, thanks to app researcher Alessandro Paluzzi. Instagram first teased this feature back in 2022, but it seemed to take a backseat while the platform focused on updating the grid to support larger thumbnails—more suited to vertical content.

Now that this update is live, the option to rearrange your posts is making a return.

How Could This Benefit You?

This update could completely change how you manage your Instagram profile. Whether you’ve created a curated display based on the old format or you’re just looking to refresh your profile, this new functionality allows you to realign your content to better reflect your aesthetic or strategy.

It could be a great way to keep visitors engaged by presenting your best posts in a compelling way, or simply to refresh your profile layout without having to delete any old content.

Either way, it’s an exciting new tool that’ll help you manage your Instagram profile more effectively, and it’s coming soon. Stay tuned for updates as the feature rolls out!

Meta continues to update its AI detection and disclosure measures.

Meta has been encouraging users to experiment with its generative AI tools, but now it’s focusing on providing more clarity on AI-created content, especially in paid ads.

AI Disclosure Labels in Ads

Meta is rolling out labels that show when an image or video has been created or significantly edited using its in-house AI tools.

• Labels will appear in the three-dot menu or next to the “Sponsored” label.

• If the edits are not significant, no AI label will be applied.

Not for Regular Posts (Yet)

The current labels are only for ads, not regular posts. There’s still confusion around this, especially with non-Meta AI tools that don’t come with their own watermarks. Meta is working on a solution for posts created using non-Meta AI tools.

Next Steps for Transparency

Meta’s plan for 2025 includes more transparency around images made with other AI tools, helping users identify AI-generated content across platforms. Meta is collaborating with industry experts and stakeholders to refine its approach to labelling AI content.

The Bigger Picture

Despite these updates, Meta’s push for AI remains a double-edged sword. While trying to provide transparency, it also continues to promote its own AI tools, which can lead to confusion around the legitimacy of content.

AI-generated content could impact user engagement and trust, but Meta seems determined to stay ahead of the AI trend.

Meta’s ongoing efforts are just the start, and the conversation around AI and transparency in social media is far from over. Stay tuned for more updates!

Meta’s upcoming video editor looks set to include a range of AI functions.

Meta is ramping up its video editing game with the upcoming Edits app, which could be a total game-changer for creators looking for something new. If you’ve been keeping an eye on the video editing space, you’ll know that Meta’s had a bit of catching up to do since TikTok’s rise, but it looks like Edits might just be the app to help them do that.

What Edits Can Do at Launch

So, what’s the initial buzz around the app? Well, for starters, Edits will allow you to:

• Record video up to 10 minutes long and save drafts

• Use a playback timeline for better video control

• Get trending audio insights and see what’s hot in real-time

• Record in higher quality

• Access video analytics to fine-tune your content

Pretty good, right? But the real excitement starts with the upcoming AI features Meta’s teasing. They could take things up a notch, especially if you want to create engaging content without much effort.

Collaboration + AI Magic

While collaboration features aren’t exactly groundbreaking (CapCut’s had them for a while), Meta’s inclusion of creator collaboration within the Edits app is certainly handy. You’ll be able to invite others to help with your in-progress projects, making teamwork in Meta’s ecosystem that much easier.

But, let’s talk about the AI features—this is where things get exciting.

AI Animations for Still Images

One of the big promises is the ability to animate still images with AI. Imagine creating a video without ever hitting record—just take a static image, let AI work its magic, and voila! You’ve got video content that’s not only quick to make but potentially super engaging too. While we’ve seen AI video go a bit off the rails at times, it’s a fun tool to play with, and you might end up with something creative and unique.

AI Effects on Video

Here’s where things get extra creative: Meta’s working on AI tools that let you apply effects to specific parts of your video or even your entire Reel. Think outfit changes, lighting tweaks, background swaps—on demand. IG’s head honcho, Adam Mosseri, teased this out in a recent post, explaining how creators could request special effects on their clips, changing them in real-time. Sounds like a real-time creative playground.

Bringing AI Into the Meta Workflow

Meta’s aiming to integrate these AI features seamlessly into the Edits app, making it easier than ever to apply effects, use green screens, and refine your content in ways that would have taken hours in the past. And the best part? Meta’s planning to make all this available for free—for now, at least.

Why This Could Beat CapCut

CapCut has its own AI features, but they come with a price tag. Meta’s keeping things free for creators, which could be a solid advantage—especially with TikTok’s future in the U.S. uncertain. This could be Meta’s chance to steal the spotlight and capture the creator market that’s increasingly seeking new, easy-to-use, AI-powered tools.

When Can You Get It?

The Edits app is set to drop on March 13, and you can already pre-order it via the app store. So, if you’re ready to level up your content creation, this could be the tool you need. Keep an eye out—Meta’s moving fast with this one!

Instagram adds in-stream translations for DMs

Instagram is making it easier to communicate with people across the globe with its latest feature—in-stream DM translations. Now, when someone sends you a message in a language you don’t understand, you can simply translate it within the app, straight into your native language. Talk about bridging the language gap in real-time!

How It Works

The process is super simple. All you have to do is hit the translate option on any message, and Instagram will do the heavy lifting. It’s an instant, smooth way to stay connected with people from different linguistic backgrounds without the awkward pause while you Google a translation.

Privacy and Security

Of course, whenever we talk about translating messages, the privacy conversation comes up. So here’s the lowdown: when you translate a message, the selected text is sent to Meta’s servers for translation, even in end-to-end encrypted chats. Meta assures users that they have systems in place to strip most personal data before sending it to their servers. So, names, dates, and sensitive info are kept under wraps.

But, if you’re someone who’s a bit more cautious about privacy, you might still prefer to use Google Translate for those really personal chats.

For Businesses and Cross-Border Connections

This new feature isn’t just useful for personal DMs—it could be a game-changer for businesses too. With the ability to respond in multiple languages, businesses can better serve international customers, making cross-border connections and commerce easier than ever before.

Next Steps for WhatsApp?

This feature currently mirrors what we’ve seen on Messenger, but if you ask me, WhatsApp is next on the list to catch up. However, given WhatsApp’s strong focus on privacy, it may take a bit longer to get this one integrated. We’ll have to see how it unfolds, but one thing’s for sure: Instagram’s making it much easier to chat globally, no matter what language you speak.

Wrapping Up

In-stream DM translations are a simple yet powerful tool for enhancing communication. Whether you’re just chatting with friends or looking to expand your business reach internationally, it’s a great addition to Instagram’s already impressive suite of features.

TikTok looks to highlight its value for artists with a new video series

TikTok’s not just a platform for viral dances and funny videos anymore—it’s a real launchpad for artists looking to break into the mainstream. In response to the recent pressure from Meta (looking to poach creators during the app’s uncertainty), TikTok is doubling down with a new campaign that highlights just how much the app has helped musicians and artists reach new audiences.

Behind the Breakthrough: TikTok’s New Artist-Focused Series

TikTok’s new “Behind the Breakthrough” series aims to showcase the artists who found massive success thanks to the TikTok community. The documentary-style series goes behind the scenes, exploring how these creators used TikTok to take their careers to the next level and find mainstream recognition beyond the app.

What’s in Store for the Series

The first artist featured in the series is Gigi Perez, whose track “Sailor Song” took off thanks to TikTok. Through the series, TikTok will dive into the personal stories of other artists who’ve experienced similar breakthroughs, making the connection between their music, the TikTok community, and their success. This series will be an ongoing addition to the platform, with new episodes dropping regularly.

TikTok’s Hub for All Things Breakthrough

TikTok is also creating a dedicated “Behind the Breakthrough” hub within the app, where users can easily access all the related content and get an insider’s look at how artists leverage the platform for success.

The Value of TikTok for Artists

It’s a clever move from TikTok, positioning itself as a key player in the music and artist space. Record labels now pay close attention to TikTok trends, even changing the names of songs to better resonate with the app’s audience. TikTok has become a major culture driver, and by showcasing its most successful artists, the platform is not only reinforcing its role but also appealing to emerging talent looking to break through.

A Timely Push

With Meta actively trying to lure creators away with big bonuses, TikTok is clearly making a strategic move to remind its users of the power and potential it offers. This campaign is a timely reminder for artists that TikTok is the place to be if they want to see their music—and their careers—blow up.

Wrapping Up

“Behind the Breakthrough” isn’t just a promotional tool; it’s a testament to how TikTok has changed the game for artists. As the platform continues to evolve, this series is a great reminder that TikTok isn’t just for trends—it’s an essential part of an artist’s journey to success. Keep an eye on the series for more inspiring stories and insights from some of the biggest names on TikTok!

Snapchat offers an ad-free subscription package, so you can pay extra to opt out of ads

Snapchat has quietly rolled out a new version of its Snapchat+ subscription—Snapchat+ Platinum—allowing users to enjoy the app without any ads for a higher price.

What’s New with Snapchat+ Platinum?

This new premium plan, which costs more than double the regular Snapchat+ subscription (prices vary by region), offers users an ad-free experience. According to Snap, the Platinum Monthly Plan removes all Sponsored Snaps, Story ads, and Lens ads. However, users may still encounter ads in sponsored places and within My AI responses.

The Price Tag: Is It Worth It?

While it’s a significant increase in cost, Snap claims the Platinum plan helps users enjoy a cleaner Snap experience. Still, there are some caveats: the Platinum plan might not be promoted aggressively just yet, possibly due to Meta’s ongoing legal troubles in Europe over its own ad-free subscription offering.

Snap’s Strategic Play

Snap has been offering an ad-free tier since 2023, but it only recently rebranded it as Snapchat Platinum. Unlike Meta’s subscription in Europe (which is facing legal challenges), Snapchat seems to be testing the waters before making any bold moves. The decision to quietly introduce the Platinum tier may be a strategic wait-and-see approach as Meta navigates its regulatory hurdles.

Will People Pay for an Ad-Free Experience?

At a higher price point, it remains uncertain whether many users will be willing to pay for the ad-free option. The cost might make sense for those who crave an uninterrupted experience, but it may not generate mass appeal given the premium price. However, if enough people opt in, Snapchat could see a boost in revenue—although it risks reducing its ad reach in the process.

The Bigger Picture

Snapchat’s Q3 2024 figures reveal that $10 USD per month is significantly higher than the average revenue per user Snap generates in most regions. While this could help offset the ad revenue loss from users opting out, it may also cut into the value of Snapchat’s advertising offerings.

Overall, this experiment with the Platinum Plan is a way for Snap to test new revenue streams, alongside the 12 million Snapchatters already subscribing to Snapchat+. Whether it will succeed in the long run remains to be seen, but it’s certainly a move worth watching.

Although the price might turn some users off, Snapchat’s Platinum Plan presents an interesting option for those who want to enjoy a completely ad-free experience. With a growing trend of subscription-based models across platforms, it’s clear that Snapchat is looking to find new ways to monetise while offering premium features to those willing to pay.

Pinterest shares a guide to key marketing moments for the year ahead

Pinterest has launched its 2025 Marketing Moments calendar to help brands plan ahead for the key dates and events of the year. This year, Pinterest has taken a fresh approach by not only providing a basic list of key dates but also offering broader insights into various celebrations and “life moments” that could be relevant for your marketing.

What’s New in Pinterest’s 2025 Guide?

The guide expands beyond a typical calendar to include seasonal activities, major themes, and even life moments that may not be tied to specific dates but could be essential for your marketing. Pinterest has also included popular keywords associated with these moments, allowing brands to understand which terms are trending and might relate to their promotions.

How Does This Help in Planning?

Pinterest’s approach aims to get you thinking beyond just the big events. For example, it doesn’t just list Christmas or New Year’s but also includes seasonal themes, life moments like weddings or home improvements, and even smaller celebrations that could align with your brand’s offerings. These seasonal trends and keywords can help inform your content and advertising strategy, potentially boosting your reach and engagement by tapping into what users are actively searching for.

The Benefit for Marketers

With Pinterest’s increased user base, this guide is a great tool for marketing professionals aiming to stay ahead of trends. The extra layers of insight provided, such as themes and keywords, offer an additional layer of context to align your campaigns more precisely with consumer interests.

While Pinterest’s calendar is a bit more flexible than typical event listings, it offers a wealth of potential for marketers looking to connect with their audience at the right moment. With its focus on both key events and life moments, the guide serves as an effective resource for any brand aiming to maximise its visibility in 2025. Don’t miss out on Pinterest’s evolving potential—this guide should definitely be on your radar for your planning this year.

X makes Communities posts more visible to nonmembers in the app

X has just rolled out some new changes that are set to give your community posts a whole lot more exposure. If you’re active in a topic-based community, your posts are now eligible to appear not only in community feeds but also in the main app feed and post recommendations. That’s a pretty big shift for anyone looking to expand their reach beyond just community members.

What This Means for Community Posts

So, what does this mean? Well, community posts could now get a major boost in visibility, potentially bringing in more engagement. Non-community members will be able to reply to these posts as well, although X is prioritising responses from within the community to keep that in-group vibe intact.

The Issue with Keeping Deleted Content Active

Here’s where things get a bit tricky: even if a community is deleted, X will still keep the content active. While users can delete their own comments, community discussions from deleted groups could still linger around, which might not sit well with everyone.

A Shift in Focus?

And while X’s focus on communities has been growing (with a reported 600% increase in usage year-over-year), they’ve also shifted things around in the app—remember when they swapped the Communities tab for a video tab? This suggests that communities might not be the main driver of engagement for most users. Still, with 650,000 community posts being created daily, X clearly sees value in using these posts to stir up more conversations on the platform.

Does This Change Work for Community Members?

Now, for community members, this might feel like a shift in the dynamic. The idea behind communities is that you join a space with like-minded people, but now, your posts might be exposed to a much wider audience. This change might not be the welcome shift everyone expected.

Moderation Options for Communities

On the bright side, moderators can still hide replies from non-members and even set rules to stop them from posting, which does offer some control over how the conversation plays out. So, it’s not all bad, and it could end up sparking more meaningful discussions across the app.

Either way, this update is live, and it’s something to keep an eye on as X continues to experiment with how communities fit into its overall strategy.

X adds new elements to its Grok AI chatbot

X is taking its Grok AI chatbot to the next level, adding new features to push Grok as a key selling point for X Premium users. If you’re using Grok, you’ll soon notice some upgrades designed to make your experience a little more tailored.

Personalising Your Chat with Grok

First up, Grok is getting a personalisation overhaul. Users will be able to input details like your name, pronouns, job, and interests. These personal bits will help Grok better understand who you are and provide more relevant responses. Sounds like a cool idea, but how much will Grok actually understand and how effectively it will integrate this info into conversations remains to be seen. But if it works as planned, this could lead to more tailored interactions, potentially making the tool more useful for users.

New File Uploads for Expanded Queries

Another big change: file uploads. This means you’ll soon be able to add documents or other files to your queries, expanding Grok’s analytical abilities. If you’ve ever needed help processing or analysing information from a file, this could be a game-changer, making Grok an even more valuable tool for various tasks.

Grok Faces Tough Competition

As great as these updates are, Grok is up against some serious competition. Meta, Google, and OpenAI all have their own advanced chatbots, with massive investment backing and large userbases. Meta claims its chatbot is the most-used AI assistant worldwide, and OpenAI is embedding its tools into nearly every aspect of its apps. Even with Elon Musk’s backing and xAI’s focus on pushing boundaries, Grok still has a long way to go.

Can Grok Compete?

Grok’s non-“woke” stance has been its unique selling point, with Elon Musk actively pushing against AI chatbot restrictions. But will that really be enough to lure users away from more established tools? While xAI is working hard to catch up, other players like OpenAI and Meta are way ahead in terms of reach, computing power, and funding.

xAI’s “Colossus” supercomputer cluster, while impressive, doesn’t quite stack up to the massive systems behind OpenAI and Meta. With fewer GPUs and a smaller user base, xAI has some catching up to do if it hopes to become a major player in the AI chatbot race.

The Future of Grok

X AI’s rolling out its own dedicated Grok app soon, which will broaden its use cases even further. But as of now, it looks like the competition might have the edge in terms of raw power and reach. Still, with Musk at the helm, it’s always interesting to see if xAI can come up with something unique that gives it the upper hand.

For now, xAI investors are betting on efficiency and innovation to help Grok stand out, but it’s going to be a tough road ahead. We’ll have to see how things play out in the ever-evolving world of AI.

LinkedIn rolls out updates to video presentation and discovery, making video content a bigger focus

With video content booming on LinkedIn—watch time has grown by 36% year-over-year—the professional network is rolling out new video features to enhance its video presentation and discovery process. Let’s dive into the exciting updates and what they mean for your LinkedIn strategy.

Full-Screen, Vertical Video Now Available on Desktop

Following the success of its mobile full-screen video format, LinkedIn is bringing this immersive experience to the desktop. This means you can now swipe through videos on your desktop feed just like you would on mobile, helping to create a seamless, more engaging video experience across devices. With this change, LinkedIn is clearly emphasising its commitment to video content.

Larger Video Display and Profile Mini-View

For those using LinkedIn on mobile, there’s more to look forward to. The platform is testing a larger video display format, providing wider and longer video frames in the feed. When users tap a video, it’ll open into a full-screen player. Plus, when tapping a creator’s profile from the feed, you’ll now see a mini-profile overview, with highlighted video uploads, following the TikTok-style design. This could encourage more creators to upload videos, helping you gain greater exposure for your content.

New Follow Option for Video Creators

LinkedIn is also testing a more prominent follow option within the full-screen video player, making it easier for viewers to follow creators directly from the video they’re watching. This could be a great way to build your following and increase your video’s reach.

Enhanced Video Discovery in Search Results

In another exciting update, LinkedIn is improving video discovery by featuring relevant videos in search results. Now, when users search for a specific topic, they’ll see a swipeable carousel of related videos—making it easier for you to surface your content to a wider audience.

Video Analytics for Performance Insights

Understanding your video’s performance is key to refining your strategy. LinkedIn’s new video analytics tool provides data on average watch time, helping you gauge how well your videos are performing and how you can improve your content.

Free LinkedIn Learning Courses to Help You Level Up

To help users maximise their video efforts, LinkedIn has launched several free nano-learning courses. Topics include crafting compelling video hooks, editing, repurposing, and leveraging LinkedIn Live Events for video collaboration. These resources are a great way to refine your video strategy and stay on top of LinkedIn’s video content trends.

Why This Matters for Your LinkedIn Strategy

LinkedIn’s push towards more video content is clear—video creation is growing at twice the rate of other original post formats. With these updates, LinkedIn is offering more ways for creators to get noticed and increase engagement. If you haven’t already, it’s worth considering how video can play a key role in your LinkedIn marketing and brand-building approach.

LinkedIn is clearly prioritising video, and if you want to stay ahead of the curve, it’s time to embrace that shift.

LinkedIn expands its top-of-feed news banner test

LinkedIn is expanding its test of a new news banner in the mobile app, designed to showcase top stories above the main feed and help users stay up-to-date on trending professional news.

What’s the News Banner All About?

The LinkedIn News banner displays a rotating headline summary of the day’s trending stories, offering users easy access to timely, curated news. By tapping on the banner, users are directed to relevant articles and posts, including content from top publishers and journalists. LinkedIn’s editorial team curates these listings to encourage engagement and spark discussions around trending topics.

Customisable Newsfeed

If you’re not interested in a particular news item, LinkedIn gives you the option to close the banner for 24 hours, with the click of a button, making it easy to personalise your experience.

Expanding the Test

After launching the feature in a limited test last October, LinkedIn is now expanding the news banner to more users, particularly in the U.S., Canada, and India. While the inclusion of India might seem unusual, the country is LinkedIn’s fastest-growing market, and this expansion presents an opportunity to engage users in a region where LinkedIn is looking to grow further—especially with Twitter’s ongoing transformation and shifting user behaviour.

How Can This Help You?

For professionals and brands alike, this new banner could provide valuable insights into what’s trending on LinkedIn. Staying on top of these topics and engaging with them could help boost your visibility and presence on the platform.

That’s a wrap for this week’s Social Scoop Unplugged! 🚀 Social media is always changing, and it’s essential that your strategy stays ahead of the curve. Keep experimenting, stay curious, and embrace these updates as they come your way.

If you’ve found this helpful, share it with your network or drop me a message with your thoughts and feedback. Until next time, keep shining and be creative online!

Natty Bernasconi | Instagram Expert & Educator

Social Media Strategy for Lifestyle Businesses & Creators

Empowering brands with tailored Instagram strategies and aesthetic-driven insights. Follow for weekly tips, industry updates, and coaching designed to elevate your brand’s online presence—making it as captivating as it is strategic.

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