As we move further into 2025, social media platforms continue to evolve, introducing new features that reshape the way brands engage with audiences. From Instagram’s visual changes to TikTok’s AI-driven tools, these updates are setting the stage for the future of digital marketing. Here are the some of the biggest social media updates of the year so far and what they mean for brands.
- Instagram’s Profile & Content Updates
Instagram has introduced several major changes that impact both content creators and brands. One of the most noticeable updates is the shift to a 4:5 aspect ratio for profile grids, altering how content appears on user profiles.
Another key feature is Trial Reels, which let creators test videos before publishing them to their full audience. This allows for better content optimisation and ensures that only high-performing videos are shared widely. Instagram has also added the ability to include music on profiles, enabling users to personalise their presence further.
- LinkedIn’s AI & Collaborative Content Features
LinkedIn has taken major strides in enhancing professional networking and content sharing with AI-driven updates. One of the standout features is AI-powered job matching, which refines job recommendations based on user behaviour and skillsets, making job hunting more efficient.
Additionally, Collaborative Articles now allow multiple professionals to co-author content, fostering industry discussions and thought leadership. LinkedIn has also introduced full-screen vertical videos on desktop, bringing its video experience closer to that of other social platforms and encouraging richer storytelling.
- Meta’s New Ad & Engagement Tools
Meta continues to prioritise engagement and interactivity with its latest ad and user experience updates. Among the biggest changes are interactive ad formats, including quizzes, polls, and instant shopping features, which aim to boost user engagement and conversion rates.
Advertisers also benefit from improved ad scheduling tools and expanded discount code options, making campaign management more efficient. On the community side, Instagram is currently testing a comment downvote button, designed to help combat negative interactions and improve conversation quality.
- TikTok’s AI & Shopping Enhancements
TikTok remains at the forefront of AI-driven content creation and e-commerce. The platform has significantly upgraded its Video Editor, incorporating AI-powered avatars, voiceovers, and auto-captions to streamline content production.
E-commerce has also received a boost with TikTok Shop’s new “Most Loved” tag, highlighting top-rated products to build consumer trust. Additionally, TikTok is phasing out Creator Marketplace in favour of TikTok One, a more streamlined hub for creator and ad management, making it easier for brands to collaborate with influencers.
- X’s Video & Messaging Updates
X has doubled down on its push towards video content with the introduction of a dedicated video tab in the U.S., making video discovery and engagement more accessible. Meanwhile, messaging has been improved with DM editing for iOS, allowing users to make quick corrections without deleting messages.
For premium users, X has also introduced advanced audience insights, providing deeper analytics into content performance. Lastly, Grok 3, X’s AI tool, now assists with ad copy generation, image creation, and campaign analysis based on website URLs, helping advertisers optimise their campaigns more effectively.
What These Updates Mean for Brands
The first quarter of 2025 has already delivered social media updates that will influence brand strategies moving forward. From AI-powered tools to enhanced interactivity and shopping features, these changes highlight the growing focus on personalisation, engagement, and seamless content creation.
Brands that stay ahead of these trends will be best positioned to drive engagement and maximise their marketing impact. If you’re looking to adapt your strategy to these updates, we are here to help. Contact Harrix to explore innovative ways to leverage these new features for your brand’s success.
