May has been a busy month for social media platforms, with major updates across Meta, Threads, TikTok, and Instagram. We’ve rounded up the biggest headlines—from ad features to handy new tools for creators.
1. Meta’s New Ad Features
Meta introduced a series of advertising updates this month during NewFronts 2025, with changes spanning Instagram, Facebook, Threads, and WhatsApp. All updates signal Meta’s ongoing focus on short-form video and collaborations with content creators.
On Instagram, Meta has started testing a new ad format called Trending Reels Ads, which places paid content alongside the platform’s most popular Reels—like TikTok’s Pulse ads. They’ve also launched a new feature in Instagram’s Creator Marketplace called Trends, giving advertisers real-time insights into what’s culturally relevant on the platform. In addition, a Creator Marketplace API is now being trialled, enabling brands to connect with creators more efficiently and make better, data-driven decisions.
Threads are also becoming more business-friendly, with video ads now in testing. This will allow businesses to broaden their reach on the platform using familiar video formats that align with Meta’s wider ecosystem. Over on Facebook, Reels are being expanded to enhance performance outcomes for video campaigns, and new ad formats are being rolled out across both Facebook and Instagram. These include Partnership Ads—available in-feed and on Facebook Live—which allow businesses to co-brand with creators or partners, fostering more transparent and collaborative messaging.
2. Threads Hits 350 million active users
Threads continues its upward trajectory, now boasting 350 million active users. The platform’s steady growth since October 2024 is bringing it closer to rival X, which currently claims 600 million users—though those figures are under scrutiny.
In fact, X has lost over 11 million users in the EU since August 2024, with further declines in the UK casting doubt on its actual growth. Meanwhile, Threads is distancing itself from Instagram and comfortably pulling ahead of Bluesky as the go-to alternative.
3. Updates to Instagram’s Edits App
Instagram’s Edits app, which launched to give creators more control over short-form video content, received further upgrades in May. The latest update introduces over a dozen new fonts, giving creators much more choice when customising their text overlays. Animations and beat markers have also been added, helping users sync visuals to music more seamlessly.
There’s a new “Inspiration” section aimed at sparking creativity, along with a range of vocal effects to refine audio. A highly requested “Apply to all” feature has also been rolled out, allowing creators to apply edits across multiple clips at once—making bulk editing far easier. Instagram has committed to releasing weekly updates to Edits, and while the app remains free for now, there is growing speculation that AI-powered tools could introduce a paid tier soon.
4. TikTok Introduces Live DMs for Sellers
A more niche but still useful update comes from TikTok. For creators selling via TikTok Live, there’s now a feature that enables direct messages during streams.
This allows you to add a CTA button to your broadcast so interested viewers can message you directly turning engagement into leads in real time. The new setting, titled “LIVE Setup for Client Acquisition,” adds a sales-focused layer to live content without disrupting the viewer experience.
Final Thoughts
Meta is making bold moves in the advertising space, Threads is picking up serious momentum, and TikTok and Instagram are pushing creator-first tools. Whether you’re planning campaigns, scouting new platforms, or tweaking your content strategy, May’s updates are well worth a closer look.
