Updates to social media platforms: what businesses need to know
Published: 25 July 2025
This article is based on content from our recent webinar social media update webinar, hosted by Paul Ince of Like Mind Media. Click here to see upcoming free marketing, sales and digital skills webinars.
If you’re investing your time—or your budget—into social media marketing, it’s worth investing a little more into staying up to date with how those platforms are evolving.
Trends move fast, and what worked last year (or even last month) might not be cutting it now. Knowing where your audience is spending their time, how they’re engaging with content, and what new features are coming down the line can help you focus your efforts where they’re most likely to pay off.
A good starting point is the quarterly report produced by Meltwater and We Are Social, which gives a snapshot of what’s happening globally and in the UK. A few headlines from the latest report:
- Social media use is still growing—despite the rise of AI tools and new technologies, people of all ages continue to use social platforms daily.
- Audience habits vary by age—younger users tend to use social media to connect with friends and discover new things, while older users lean on it for news and updates.
- Across the board, people use social to find places to go, things to do, and products to buy—so if your business isn’t showing up in their feed, you could be missing out.
One of the biggest shifts to be aware of is the dominance of short-form video. Think TikToks, Instagram Reels, YouTube Shorts. These bite-sized, engaging clips are fast becoming the go-to way for people to learn, explore, and be entertained.
Crucially, it’s not about doing dances or jumping on every trend. It’s about figuring out what kind of video content feels right for your audience. Could you show your product in action? Offer a quick tip or demo? Share behind-the-scenes clips or customer testimonials?
Video is especially powerful with younger users, who are increasingly using social media instead of search engines. People would often rather watch a 60-second recipe or hear from someone who’s tried a product than read a long article. User-generated content also carries more weight—because it feels more real, and more trustworthy.
Meanwhile, AI is becoming a permanent fixture in the marketing toolkit, helping businesses plan content, draft captions and generate new ideas. But it’s still not great for visuals—AI-generated images can be off-putting and are now being labelled by most platforms. Transparency is key: if you do use AI, say so. And when you’re showing something real—like your team, your venue, or your product—shout about that too.
Ultimately, your content should still sound like you. AI can help with structure, tone and ideas, but the authenticity has to come from your brand.
Whether you’re embracing playful memes or building a scroll-stopping mini-series to hook viewers in, the principle is the same: stay curious, stay informed, and stay focused on what your audience actually wants to see.
Latest updates by platform
Here’s what’s new across major platforms—and what it means for your business:
- Reel-ready video editing: Instagram’s new Edits app helps you create polished Reels with pro features like slow-mo, fonts, graphics, and a teleprompter. Content made here is being boosted by the algorithm.
- Grid rearranging: You’ll soon be able to move posts around on your profile grid—great for highlighting key offers or seasonal messages and much neater than just having pinned posts.
- Broadcast channels: Now available to accounts with 3,000+ followers—perfect for sharing updates like product launches or delivery deadlines.
- Extended voice notes & transcriptions: Voice messages in DMs are now up to five minutes long, with auto-transcriptions—encouraging more meaningful customer contact.
- Better analytics for personal accounts: Helpful if you’re using LinkedIn for personal branding or thought leadership alongside business activity.
- Push for creators: Video watch time is up 36% year-on-year. LinkedIn wants more short-form, value-led content—so now’s a good time to stand out.
- Custom links removed: Free users can no longer add links to their personal profile headers unless they upgrade to Premium.
- Jobs Library: A great tool for benchmarking your job ads and checking out what competitors are offering.
TikTok
- Business reviews: Users can now leave star ratings and feedback—so make sure your business location is tagged to show up in search.
- Content control tools: AI-powered filters let users adjust what topics they want to see. Stick to a single theme per video for better reach.
- Accessibility: More alt text, text-to-speech and interaction options—use them to reach wider audiences.
- Customer interaction: You can now activate DMs during TikTok Lives to connect with viewers in real time.
- Visual search upgrades: Make sure your product is clearly visible in pins—it helps the algorithm identify and promote your content.
- New seller guide: A useful read for product-based businesses looking to increase visibility.
- Inclusion fund: Supporting diverse creators and business owners—worth exploring if you meet the criteria.
Threads
- Advertising rollout: You can now run ads via Meta if Threads is part of your campaign strategy.
- Comment sorting tools: Helping users find relevant discussions more easily—useful for brand engagement.
- Username feature: Soon, businesses can replace visible phone numbers with usernames in group chats—much more professional.
- Status updates: Younger users treat these like Stories on other platforms—consider using them for announcements and promotions.
Final top tip
If a platform offers you early access to a new feature, say yes. They often boost reach for content that uses tools they’re testing—so it’s a fast-track to increased visibility.
Next steps
Keep building your knowledge: Browse all upcoming workshops and webinars on sales, marketing and more.
You can also read more Top Tips articles here.
