AI, algorithms changes and video everywhere, oh my! The biggest social media updates in 2025

Social media platforms are constantly evolving to meet the demands of users and advertisers while also adapting to changes in technology and user behavior. From the “will they-won’t they” banning of TikTok in the U.S. to AI everywhere, it can be hard to keep up with changes to popular social media platforms.  

For these platforms, the goal is maximum user engagement and time spent, so from algorithm updates to new features, changes are designed to ensure content is more engaging, relevant, and discoverable. For brands, these changes can have major implications for social strategies, and we’re constantly working with our clients to ensure they’re staying agile and getting the most out of their social media channels. Here are some recent changes to popular social platforms that we’re keeping an eye on:

LinkedIn: Establishing and leveraging leadership

LinkedIn continues to be the go-to for professional networking, talent acquisition and B2B marketing. Recent updates have highlighted the importance LinkedIn is placing on industry leadership and expertise.

• Expertise drives engagement: LinkedIn is increasingly favoring posts that showcase professional expertise, actionable advice and industry insights. This shift aims to reward authentic expertise over engagement bait or superficial interactions, making it a great platform to establish executives as thought leaders and brands as industry leaders.

• Videos and visuals matter: Like many platforms, short-form video is driving engagement on LinkedIn, with videos getting 5x more engagement on the platform. Carousels and images also perform better than text-only or link preview posts, so content should have strong visuals in order to have impactful engagement.  

• Reach audiences with sponsored newsletters: LinkedIn newsletters have been a great way for brands and thought leaders to connect with audiences. Now, brands can sponsor LinkedIn newsletters from individuals, helping them reach key audiences through well established, high-engagement newsletters.

Instagram: The rise of Reels & the death of hashtags

Instagram, known for its visual content, continues to evolve with an increased focus on video content. The latest algorithm updates reflect these changes, offering new ways for users and businesses to engage with the platform.

• Reels, Reels, Reels: Back in January, Instagram’s CEO Adam Mosseri shared that watch time is the primary driver of reach in their algorithm, followed by likes and shares. Instagram also recently released Edits, a video editing app designed to make editing Reels more straightforward, which many see as a direct response to TikTok’s CapCut app. There have also been rumors that Instagram will release a Reels-only app, likely to better compete with—or fill the vacuum of—TikTok. From algorithm changes to new features, it’s clear Instagram is going all in on Reels.  

• Hashtags lose importance: In a recent video, Mosseri confirmed that hashtags “don’t work” any more on the platform. This follows the changes made at the end of last year which removed the ability for users to follow hashtags. While hashtags used to be a great way for new users to find your content, more advanced algorithms that push out content based on relevancy have basically signaled the end of hashtags, at least on Instagram.

• AI integration: Meta, Instagram’s parent company, has gone all-in on AI, even going so far as to test out AI personas that users can interact with. Recent updates include more generative AI image options for stories and the ability to translate video content into other languages. Some of the features hold promise to help make content more accessible and engaging, but it’s important to continue to ensure your content feels authentic.

Facebook: A stronger emphasis on communities

Facebook continues to adjust its algorithms to prioritize meaningful social interactions. Recent updates have made it more community-oriented, encouraging users to engage with groups and people who share similar interests.

• More visibility for groups: The algorithm is continuing to favor posts from groups over individual friends or pages, creating a greater emphasis on community-building within the platform. This means brands may want to consider establishing a community on Facebook to boost reach and develop deeper connections with audiences.

• Meaningful engagement matters more than ever: While likes, reactions and shares are still important, the algorithm is prioritizing content that gets longer comments and discussions when recommending posts to users, making it important for brands and individuals to create posts that encourage this type of interaction.

• No more “fact-checking”: Earlier this year, Facebook announced they were getting rid of third-party fact checking on posts as a way to combat misinformation. Instead, they are launching community notes, similar to X, where users can provide context or corrections as a way to combat misinformation. It’s still in the early stages, but brands should be aware of the potential impact this may have on content moderation and brand safety.  

TikTok: Going beyond the ‘For You Page’

TikTok’s rapid rise has made it an incredibly influential social platform, with its algorithm focused on delivering highly personalized content. While its future (as of now) remains uncertain in the U.S., it is still one of the most used social platforms. As TikTok grows, its algorithm continues to evolve to ensure it remains a dynamic and engaging platform for users and brands alike.

• Focus on micro-niches: Part of what makes TikTok so enticing is its algorithm, which aims to deliver highly relevant content to users based on their interests. TikTok's algorithm is focusing even more on targeting highly specific audiences, making it important to cater content to niche interests and topics more than focusing on virality.

• Long-form video on the rise: While TikTok gained popularity due to its short-from content, it now allows users to create videos up to 10 minutes long directly within the app, supports uploads of videos up to 30 minutes long and is testing 60-minute videos. This shift towards long-form content presents new opportunities to produce more in-depth and engaging videos capitalizing on well-established audiences on the app, instead of needing to direct users to other channels.

• Enhanced direct messaging: TikTok has recently improved its messaging capabilities, making it more accessible and user-friendly. The new interface is much more similar to Instagram, allowing users to see and respond to messages from non-followers more easily. These changes can help creators and their audiences connect more directly and foster deeper relationships.

X: A subscription model for social

Since its rebranding from Twitter to X in 2023, the platform has introduced several new features aimed at improving user experience and generating revenue. While many brands have taken a step back from posting on X, it is still one of the primary news sources for users, making it one to watch.  

• Emphasis on verified content: X now prioritizes content from verified users. This includes posts from individuals who subscribe to X Premium, which can lead to higher visibility and more engagement with their content.

• Real-time relevancy: Feeds are no longer chronological, but the newness of a post is still important to where it gets ranked in the algorithm. Being able to capitalize quickly on trending topics or live events can help reach new audiences.  

• Enhanced personalization and content diversity: The X algorithm has become more sophisticated in tailoring content to individual users, taking into account factors like time spent on certain types of posts and the kinds of accounts users follow, aiming to promote relevant content from a diverse range of perspectives. This means creating varied, engaging content that resonates with target audiences while appealing to a broader user base.  

Bluesky: The antidote to X?

Since Elon Musk bought X in 2022, some users have been searching for a new, more community-focused short-form platform. So far, one of the few to show real promise is Bluesky, which was first launched as a research tool for Twitter back in 2019.  

Users are drawn to Bluesky’s decentralized platform, focus on user privacy and open-source development. With more than 50,000 feeds to subscribe to, users have more control over what they see on the platform, from cat photos to cooking tips to news—and everything in between.

While Bluesky has been quickly gaining users since the end of 2024, its 33+ million users still pale in comparison to the 415+ million X users globally. The smaller number of users has meant that not many brands have used Bluesky to reach audiences, but we’re continuing to evaluate the platform’s potential to reach early adopters like the scientific community.

As social media platforms continue to grow and evolve, staying updated on algorithm changes and new features is essential for users and businesses alike. Understanding these updates can help you tailor your content and interactions better to meet the demands of each platform and reach your audiences in meaningful way.

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