Social Media Platform News and Updates for APRIL 2025
Social media platforms are rolling out major updates to enhance user experience, engagement, and advertising effectiveness. Meta is refining AI-powered ad tools, LinkedIn is improving campaign management, and Instagram now allows reposting in the main feed. Meanwhile, X (formerly Twitter) is shifting toward video content, Pinterest is labeling AI-generated images, and Snapchat is expanding AR features. TikTok is enhancing streaming and seller tools, while YouTube is updating its Shorts view count system. WhatsApp and Reddit are also making key changes. This roundup highlights the latest updates to keep you informed on evolving social media trends.
Social media updates for Meta
Meta has introduced three AI-driven ad systems—GEM, Lattice, and Andromeda—to refine ad targeting based on user behavior and engagement patterns. These AI models personalize ad sequencing, ensuring users see relevant ads aligned with their purchase journey rather than repetitive promotions. The updates have significantly improved ad engagement, making automated options like Advantage+ more effective.
Facebook is launching a "Friends" tab focusing on posts, Stories, and Reels shared by personal connections rather than AI-recommended content. The move aims to bring back the platform's original purpose—connecting friends and family—while also integrating classic Facebook features like birthday reminders and online friend status. Mark Zuckerberg describes this as part of a broader effort to restore Facebook's early social experience.
Meta has unveiled new AI-powered ad tools, including expanded Advantage+ Catalog ads, AI-generated clothing previews, and enhanced ad placement in notifications. These updates optimize ad targeting and engagement, allowing advertisers to refine their strategies for better performance. The platform is also testing a streamlined checkout process and location-based ad extensions to boost sales and conversions.
Social media updates for LinkedIn
LinkedIn has introduced a new "Media Planner" tool that forecasts campaign results before launch, helping marketers predict ROI. Additional features include the ability to duplicate ads across campaigns, dynamic UTMs for easier tracking, and enhanced dashboard insights for a comprehensive view of campaign performance. An AI-powered "Campaign Performance Digest" now provides clear explanations of campaign strengths and weaknesses, making LinkedIn's ad platform more effective.
LinkedIn Premium members can now add a "Book an Appointment" button to their profiles, integrating directly with Calendly for easy scheduling. This feature aims to help users convert profile visits into direct conversations, streamlining lead generation. LinkedIn reports that its CTA buttons have led to a 25% increase in profile views, enhancing engagement for Premium users.
LinkedIn has released a report analyzing small and medium-sized businesses (SMBs), highlighting growth challenges, decision-making trends, and spending priorities. The study, based on responses from 4,287 employees, shows that SMB engagement on LinkedIn has increased 25X in two years. The report provides valuable insights for marketers targeting SMBs, detailing where they seek business information and how they use social media for growth.
Social media updates for Instagram
Sprout Social has published its latest report on the best times to post on social media based on engagement data from 30,000 businesses. According to their research, Facebook sees the most engagement in the mornings (9 AM - 12 PM), while Instagram performs best from 10 AM - 3 PM on weekdays. LinkedIn's optimal posting time is between 10 AM - 1 PM (Tuesday to Thursday), Pinterest peaks around 1 PM daily, TikTok engagement is highest on Wednesdays (2 PM - 5 PM), and X (formerly Twitter) sees the most activity from 9 AM - 2 PM on weekdays.
Instagram is rolling out a new reposting feature that allows users to reshare content directly into their followers' main feeds, similar to retweets on X. Previously, users could only share others' posts to Stories, but now reposted content will appear in followers' feeds with an option to add personal commentary. While Instagram's algorithm already prioritizes AI-recommended content, this feature adds another layer of content discovery within the app.
Instagram has launched a much-requested 2x playback speed for Reels, allowing users to watch short videos at double speed. The feature is designed to help users consume longer Reels more efficiently, particularly as Instagram recently extended their maximum length to 3 minutes. Since platforms like TikTok already offer similar playback controls, this update aligns with broader trends of fast-paced content consumption.
Social media updates for Pinterest
Pinterest has introduced a new policy to label AI-generated images in response to a surge of AI-generated spam overwhelming users. The labels, visible at the bottom left of images, align with the IPTC Photo Metadata Standard to provide transparency. However, AI disclosures for ads will only appear in the "Why am I seeing this ad?" section, while users can now opt out of having their Pins used for AI training by default.
Pinterest has added full-width feed modules to highlight related topics and enhance engagement, including Landing Page and Carousel Modules. These modules are dynamically shown to users based on past engagement, ensuring that uninterested users stop seeing them for a time. Pinterest uses an algorithm that places modules only when their predicted engagement is higher than a surrounding Pin.
Pinterest's Performance+ campaigns use AI to optimize ad targeting, bidding, and asset creation, leading to a reported 20% improvement in CPA for catalog sales. To maximize results, advertisers should integrate Pinterest's Conversions API, optimize product feeds, diversify ad formats, and be patient during a two-week learning phase. Pinterest also suggests testing different landing pages and ad strategies post-learning to refine campaign performance.
Social media updates for X (Twitter)
Elon Musk's Acquisition of X by xAI
Elon Musk has announced that X (formerly Twitter) has been acquired by his company xAI in an all-stock deal, valuing X at $33 billion despite many market analysts questioning this figure due to X's declining revenue and advertiser exodus. The rationale behind this acquisition is that xAI has grown rapidly and is now one of the leading AI labs, providing a potential lifeline for X amid its financial turmoil. Musk claims this merger will unlock immense potential by combining xAI's AI capabilities with X's extensive user base, although skepticism remains regarding the future profitability of both ventures.
X has launched a new feature allowing users to "react with video" to posts, aiming to establish itself as a video-first platform. This enables users to respond to text and image posts by overlaying a video, similar to TikTok's green screen effect, thus enhancing interactive engagement on the platform. While X's video content has seen year-over-year growth, the transition to a video-centric platform still seems challenging, with many users accustomed to text replies.
X's AI, Grok, has introduced a feature allowing users to edit specific elements of an image through textual commands, making it easier to customize social media visuals without needing extensive design skills. This functionality aligns with trends in generative AI, where other platforms like Instagram and Meta are developing similar features. Although full video generation is a future goal, the early inclusion of image editing within social apps represents a significant advancement in user-driven content creation.
Social media updates for TikTok
TikTok is simplifying multi-camera streaming by allowing users to connect their phone or a friend's device as a second camera via a QR code. This update makes adding face cams alongside gameplay easier for streamers, especially gamers, enhancing audience engagement. The feature also benefits shopping and behind-the-scenes content creators by enabling more dynamic live broadcasts.
TikTok Shop sellers now have more control over shipping, returns, and order handling, including automated aftersales approvals and custom return windows. New features let sellers exclude PO box deliveries, set "final sale" items, and extend shipping times to align with their operations. These changes offer sellers more flexibility but require careful management to maintain customer satisfaction.
TikTok is introducing new Family Pairing tools that allow parents to restrict app access at specific times, monitor who their teens follow, and set usage limits. A "Wind Down" feature will prompt teens to log off at night with a full-screen reminder and calming music. These updates aim to reduce excessive screen time and improve online safety for younger users.
Social media updates for Reddit
In a recent announcement, Reddit unveiled a set of new tools aimed at improving the posting experience for all users, from newcomers to veteran Redditors. One notable feature is the "Post Check," which allows users to verify if their content complies with community rules prior to posting. This proactive measure is designed to help users avoid accidental violations that could lead to post removals.
Reddit has rolled out a helpful "Post Recovery" tool to assist users whose posts have been removed due to rule violations. This feature provides a prompt that enables users to easily repost their content to an alternative subreddit when it faces removal. Currently available on both desktop and Reddit apps, this update aims to streamline the recovery process for affected users.
Reddit has introduced more precise information regarding the posting requirements for various communities to promote transparency within its platform. Users will now be informed of specific prerequisites, such as account age or Karma, before submitting their posts, reducing confusion about eligibility. This enhancement is expected to increase the number of successful submissions across the platform.
Reddit has launched two new features to improve user engagement and track content performance. The first is a community suggestion tool that recommends relevant subreddits based on the content of the user's post, making it easier to connect with the right audience. Additionally, users can now access "Post Insights," enabling them to monitor metrics such as views and upvotes, which will help them refine their approach to future postings. Both features are available on desktop and Reddit apps.
Social media updates for Snapchat
Snapchat has launched new Bitmoji fashion options, including relaxed styles like barrel jeans, boat shoes, trench coats, and luxury accessories from Prada. The update is part of Snapchat's ongoing efforts to enhance digital self-expression, as Bitmoji avatars continue to play a significant role in online identity. With over 2.7 billion Bitmojis in use, this update could further integrate digital fashion into social media culture.
Snapchat has released a research report highlighting how its users engage with film and TV content. The report reveals that 90% of Snapchatters interact with entertainment weekly. The study found that social connections influence movie and TV-related purchases, with users often sharing trailers and discussing content in the app. Brands looking to market entertainment products can leverage Snapchat's highly engaged audience by aligning promotions with their viewing habits.
Snapchat has introduced "Video Gen AI Lenses," an advanced version of its AR Lens feature that customizes animations to match users' video clips. Initially available to Snapchat+ Platinum subscribers, the AI-powered effects offer a more personalized experience, with themes like "Raccoon," "Fox," and "Spring Flowers." While the feature adds a new level of interactivity, it's uncertain whether it will drive significant subscriptions for the premium tier.
Social media updates for WhatsApp
WhatsApp has launched a new feature that allows users to add music to their Status updates, enhancing how they share moments with friends and family. Users can select songs from a vast library and choose the exact portion of the track to accompany their photos (up to 15 seconds) or videos (up to 60 seconds). This update will be rolling out globally over the next few weeks, and WhatsApp's end-to-end encryption will be maintained to ensure privacy.
WhatsApp's March 2025 update brings several new features, including a redesigned font and color selection tool and a darker theme for WhatsApp Web. Additionally, Meta AI is now embedded in the platform, enabling users to generate profile and group images with AI assistance. These enhancements aim to improve personalization, accessibility, and user experience across the app.
Social media updates for YouTube
YouTube is expanding its Premium Lite pilot to users in the U.S., offering an affordable ad-free viewing experience for $7.99 per month. The expansion comes as YouTube Music and Premium surpass 125 million subscribers worldwide, reinforcing YouTube's commitment to providing flexible subscription options. Premium Lite will continue to roll out in Thailand, Germany, and Australia, with plans to reach additional countries throughout the year.
YouTube and the American Psychological Association (APA) have introduced a new guide to help parents support healthy video consumption habits for teens. Research highlights that the quality of content matters more than screen time duration, with positive content fostering empathy, optimism, and strong social connections. YouTube continues to enhance its parental tools, such as Take a Break reminders and linked accounts, while working with experts to shape policies that protect young viewers.
Starting March 31, YouTube will update how Shorts views are counted, registering every instance a Short starts or replays, without a minimum watch time requirement. This change is expected to increase reported Shorts views by at least 30%, but it does not affect engagement-based metrics like monetization eligibility or watch time. While creators may see an apparent boost in views, YouTube maintains that only "engaged views" will count toward revenue and YouTube Partner Program requirements.
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