We’re only two months into 2025, and social media already has some exciting updates, including new ad opportunities and feature changes designed to enhance user engagement and brand reach. From ad placements to powerful content tools and shifts in platform strategy, these updates could shape how brands connect with their audiences.

Here’s a quick look at the latest announcements and what they might mean for your clients.

Ads Are Coming to Threads

Threads is testing ads with select brands in the US and Japan, and once fully rolled out, advertisers will be able to opt in via Ads Manager - just like other Meta placements. This creates a fresh opportunity to reach engaged audiences in a growing space.

The app now boasts over 320 million active users, up from 275 million in November 2024, showing steady growth. With 75% of users following one business accounts, it's a valuable platform for brands looking to expand their reach.

Instagram Announces Edits

Meta is launching Edits, a professional video editing tool built directly into Instagram, similar to CapCut. It offers features like timeline editors, transitions, and AI-powered enhancements - making it easier for brands and creators to refine video content on the go.

Due for release in late February, Edits could be a game-changer for clients with limited creative resources, helping them repurpose and enhance existing content. It will also include an Inspiration tab showcasing trending content, which could be useful for both paid and organic strategies.

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X Launches a Dedicated Video Tab

After a year of testing, X has officially launched its full-screen vertical video feed. With video views up 35% year-over-year, the platform is clearly shifting towards a video-first approach, moving beyond its text-based origins. This update brings new advertising opportunities, including immersive takeovers, and allows brands to better understand audience engagement across the platform.

Meta Is Ending Third-Party Fact Checking

Big changes are coming to Facebook, Instagram, and Threads, as Meta phases out third-party fact-checking in favour of a Community Notes system, similar to X. Instead of relying on external fact-checkers, users will be able to add context to posts, helping to clarify potentially misleading content. This system has been shown to improve trust and reduce excessive content moderation. The rollout is already underway and will continue over the next few months. However, Community Notes won’t apply to ads and Meta’s existing advertising policies remain unchanged.