Social Media Industry News- May 2025

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Social Media Platform News and Updates for MAY 2025

Want to know what's new in the world of social media? This comprehensive roundup covers key changes across major platforms, from Meta's fight against spam and insights into Gen Z habits to LinkedIn's verification enhancements and ad targeting improvements. You'll find Instagram's new video editing app and Reels sharing feature, Pinterest's focus on teen well-being and marketing education, and X's efforts to address user concerns. Plus, explore TikTok's fact-checking initiatives, Snapchat's fight against fentanyl, WhatsApp's enhanced channel features, and YouTube's experiments with AI and content safety. This summary provides a concise overview of the ever-evolving social media landscape, informing you about the latest trends and platform developments.

Social media updates for Meta

• Facebook Targets Spammy Content to Enhance User Experience: Meta is intensifying its efforts to combat spammy content on Facebook by penalizing accounts that use irrelevant captions, excessive hashtags, or coordinated networks to game the algorithm. Accounts employing these tactics will face reduced reach and monetization eligibility, aiming to prioritize authentic creator content and improve the overall user experience. This initiative reflects Facebook's commitment to delivering engaging and relevant content to its users.

• Meta Unveils Insights on Gen Z's Social Media Habits: A new study by Meta, in collaboration with BAMM Global, provides insights into how Gen Z uses social media, highlighting that sharing videos and memes has become a key form of communication. The research emphasizes that brands should focus on creating shareable, relevant content, particularly short-form videos, as Gen Z uses these platforms for self-development and discovery. The study also underscores the importance of repeat exposure to brand messaging for this demographic.

• Meta Shares Tips for Maximizing Click-to-Message Ads: As click-to-message ads gain popularity, Meta has released new guidance to help businesses optimize these promotions across Messenger, Instagram Direct, and WhatsApp. Key recommendations include welcoming engagement, linking accounts across platforms, selecting the right engagement objective, and continuous testing and experimentation. Meta also suggests creating lookalike audiences from messaging purchases and using conversational ad copy to enhance engagement.

Social media updates for LinkedIn

• LinkedIn Eases Verification for Users with Alternate Names: LinkedIn is expanding its verification system to accommodate users who use alternate names by allowing them to add their legal name as a secondary title during the verification process. This update enables more users to obtain the verified checkmark, providing greater assurance of professional identity while protecting their preferred online moniker. This change aims to make the verification process more inclusive and accessible.

• LinkedIn Extends ID Verification to Third-Party Platforms: LinkedIn is now enabling third-party platforms to display its ID verification markers, expanding the reach of its verification system beyond its own platform. Adobe is among the first to integrate this feature, allowing verified LinkedIn users to display a "Verified on LinkedIn" badge on their Behance profiles. This move aims to combat inauthenticity and provide greater assurance of identity across the web.

• LinkedIn Introduces Qualified Leads Optimization for Enhanced Ad Targeting: LinkedIn has launched "Qualified Leads Optimization" to help businesses generate more high-quality leads by allowing them to define their own parameters for qualified leads. By sharing this data with LinkedIn's Campaign Manager through the Conversions API, advertisers can optimize ad delivery based on their specific lead quality criteria. This new feature aims to improve revenue efficiency and maximize ROI for B2B marketers.

Social media updates for Instagram

• Threads Prompts Users to Cross-Post to Instagram Stories: Meta is encouraging cross-posting by prompting Threads users to share their posts to Instagram Stories to increase visibility. This move aligns with Meta's broader strategy of promoting content across its platforms, though the effectiveness of cross-posting non-Story updates to Stories is debatable. This initiative primarily aims to boost Threads' user base by luring Instagram users to the platform.

• Instagram Launches "Edits" Video Editing App: Instagram has released "Edits," a new video editing app designed to compete with TikTok's CapCut, offering an all-in-one platform for video creation. The app provides features like multi-channel editing, project management, Reels trend discovery, longer video capture, and AI-powered video effects, with the option to export videos without a watermark. While the initial version is free, Instagram may charge for certain AI features in the future.

• Instagram Introduces "Blend" Reels Sharing Feature: Instagram has officially launched "Blend," a new feature that allows users to create a shared feed of recommended Reels with friends or group chats. The Blend feed combines Reels based on each member's activity on Instagram, fostering active engagement around shared interests. This initiative aims to maximize sharing behavior and capitalize on the popularity of Reels by formalizing a collaborative viewing experience.

Social media updates for Pinterest

• Pinterest Tests Alerts to Discourage Teen Use During School Hours: Pinterest is testing new prompts that will warn teen users (aged 13 to 17) about opening the app during school hours, urging them to shut it down until after school. This initiative aligns with Pinterest's focus on promoting mindful app usage and supports proposed legislation in Texas to limit smartphone use in classrooms. Though teens can bypass the prompts, Pinterest aims to encourage more positive online habits.

• Pinterest Updates Pinterest Academy with New Learning Paths and Resources: Pinterest has enhanced its Pinterest Academy learning platform with new course paths tailored to specific marketing goals, providing users with a more focused educational experience. The update also includes short how-to videos and a new course on leveraging Pinterest Predicts trends. These resources are designed to help marketers improve their Pinterest skills and maximize their campaign effectiveness.

• Pinterest Introduces "Performance Essentials" Badge to Showcase Marketing Skills: Pinterest has launched a new "Performance Essentials" badge on its Pinterest Academy platform, allowing users to demonstrate their expertise in Pinterest marketing. This badge is awarded to those who complete a series of performance-focused courses designed to maximize campaign results and increase conversions. This addition provides another way for marketers to showcase their knowledge of Pinterest ads and enhance their professional profiles.

Social media updates for (X) Twitter

• X Sees Decline in EU Users, Raising Questions About Platform's Growth: X's latest EU user figures reveal a 10.5% decline in users since August of last year, with the platform losing 11 million European users. This decline raises questions about X's overall growth and viability, especially given Elon Musk's recent claims of increasing monthly active users. These numbers suggest that X is losing its audience and is, in fact, down 15% in overall European usage since Elon Musk took over the app.

• X Shares Tips to Avoid Hashtag and Mention Issues: Amid concerns about potential shadowbanning, X has provided tips on correctly using hashtags and @symbols in posts to avoid common mistakes. X advises users to ensure proper formatting and account privacy settings to avoid visibility issues. While X denies limiting certain posts, these reminders aim to address user confusion and technical limitations that may affect post reach.

• xAI Adds Memory Capacity to Grok Chatbot for Personalized Responses: xAI has enhanced its Grok chatbot with new memory capabilities, enabling it to recall previous interactions and customize future responses. Grok will now tailor its answers to individual user preferences, allowing for a more personalized and useful chatbot experience. This update aims to improve Grok's relevance and retention by making it a more valuable and informed companion.

Social media updates for TikTok

• TikTok Tests Community-Driven Fact-Checking with "Footnotes": TikTok is piloting a new feature called "Footnotes" in the U.S., which allows users to add contextual notes to posts, drawing on community knowledge to combat misinformation. Inspired by X's Community Notes, the system will use a bridge-based ranking system to find agreement between users with differing opinions on the helpfulness of a footnote. While maintaining its existing fact-checking partnerships, this move positions TikTok alongside other platforms to leverage crowd-sourced fact-checking to improve content reliability.

• TikTok Expands Brand Safety Measures with New Exclusion Lists and Playbook: TikTok has enhanced its brand safety offerings by introducing Video Exclusion Lists and Profile Feed Exclusion Lists, giving advertisers greater control over ad placements. These tools allow advertisers to exclude specific videos or profile pages from appearing next to their ads, ensuring brand alignment. TikTok has also launched a Brand Safety and Suitability Playbook to guide advertisers through these options, providing a comprehensive overview of its ad placement and verification tools.

• Trump Administration Grants Another Extension for TikTok Deal: President Trump has announced a 75-day extension for TikTok to finalize a deal in the U.S. to avoid a ban, despite the sell-off bill already being law. This decision comes as the Chinese government has reportedly refused the proposed U.S. deal to sell TikTok into U.S. ownership, leading to further negotiations. While the extension allows TikTok to remain operational in the U.S. for now, the long-term stability of the app remains uncertain.

Social media updates for Snapchat

• Snapchat Highlights Efforts to Combat Fentanyl on National Fentanyl Awareness Day: Snapchat has shared new statistics on its efforts to block drug-related content, particularly fentanyl, emphasizing its commitment to user safety. In 2024, Snapchat removed over 2.4 million pieces of drug-related content and disabled 516,000 related accounts, proactively detecting over 90% of illicit drug activity. These measures reflect Snapchat's ongoing efforts to address illegal drug dealing on its platform, especially among younger users.

• Snapchat Launches Affiliate Program to Boost Ad Business: Snapchat has introduced the "Snapchat Affiliate Program," allowing creators and publishers to earn rewards for referring qualified advertisers to Snapchat Ads. Affiliates will receive a commission for each new advertiser they sign up, with resources provided to support their success. This program aims to grow Snapchat's ad business by incentivizing creators to advocate for Snap Ads and showcase the platform's value to potential advertisers.

• Snapchat Introduces Snap School Sponsorships for Brands: Snapchat is rolling out a new ad option that enables brands to sponsor "Snap Schools" educational events for Snap creators. These sponsorships offer brands a unique opportunity to connect with creators, drive branded content partnerships, and extend their reach through organic content creation. This initiative provides a higher-end marketing opportunity for brands looking to engage with Snapchat's creator community.

Social media updates for WhatsApp

• Enhanced Channel Engagement: WhatsApp is boosting Channel engagement by enabling admins to share short video notes and followers to react with a wider range of emojis. These features make it easier for admins to create engaging content and for users to provide nuanced feedback.

• Improved Accessibility and Discovery: WhatsApp is enhancing accessibility and discovery with voice message transcripts and QR codes for Channels. Transcripts allow followers to read updates when audio isn't convenient, while QR codes simplify sharing and improve channel visibility.

• Enhanced Control Over Chat Content: WhatsApp is introducing "Advanced Chat Privacy," a new setting that adds an extra layer of privacy to chats and groups. When enabled, this feature prevents others from exporting chats, auto-downloading media, and using messages for AI features, ensuring greater confidence that content remains within the chat. This setting is ideal for sensitive conversations in groups where participants may not know each other well, and it's rolling out to all users on the latest version of WhatsApp.

Social media updates for YouTube

• YouTube Tests Blurred Thumbnails for Sensitive Search Queries: YouTube is experimenting with blurring thumbnails for search queries with frequent sexual themes to provide safer search experiences. While video titles, channel names, and descriptions remain visible, users can unblur the thumbnails. This test aims to assess whether this feature helps users avoid accidentally viewing potentially sensitive content that still complies with YouTube's Community Guidelines.

• YouTube Experiments with AI-Powered Video Results Carousel: YouTube is testing a new video results carousel that uses AI to highlight relevant clips from videos based on specific search queries. This feature, currently available to a few YouTube Premium members in the US for some English search queries, aims to enhance content discovery and provide more helpful information. The carousel is most likely to appear when users search for product information or details about locations and activities.

• YouTube Supports NO FAKES Act to Combat AI-Generated Misinformation: YouTube is backing the NO FAKES Act of 2025 to address challenges from unauthorized AI-generated content that misleads or misrepresents individuals. The legislation aims to protect creators and viewers by establishing legal frameworks against the misuse of digital replicas. YouTube is also implementing initiatives to protect likenesses, create new tools for control, and advance legislation to ensure a responsible future for AI.