The world of social media shows no signs of slowing down, and 2025 brings further changes that impact the way brands, creators, and users use platforms.
LinkedIn is introducing intelligent job matching, Meta is developing campaign automation, and TikTok is increasingly focusing on AI and e-commerce. What new features can we already use? How will they affect marketing strategies? Check out the most important social media updates you should know!
LinkedIn 2025
New tools for recruiters and candidates
#1 Job Match – intelligent job offer matching
LinkedIn introduces an innovative tool based on artificial intelligence – Job Match, which helps candidates better match their skills to job openings. With this feature, users can see how their profile matches the requirements of a given job posting and improve their chances of landing their dream job.
The premium version allows for additional features such as a job suitability rating (high, medium, low), CV and cover letter advice, and seeing which job offers are most suitable for applicants.
This tool is sure to have a major impact on recruiting in 2025, helping both job seekers and companies select the best candidates.
#2 Video Panel – a new space for recruiters and marketers
LinkedIn is expanding its video features to allow larger video clips to appear between standard posts. The video panel will open in a TikTok-like style when clicked, giving users a more interactive experience. It’s a change that could impact how professional brands and recruiters use the channel to communicate.
Finish 2025
Changes on Facebook and Threads
#1 Content Moderation Policy Changes
Meta (Facebook, Instagram) announced changes to its content moderation policies, including ending its partnerships with third-party fact-checking firms in the United States. Mark Zuckerberg cited concerns about perceived bias from these organizations and the need to allow for more free speech on the platforms.
While this decision has been controversial, it’s worth noting that Meta will continue to apply its own content moderation, removing spam, scams, hate speech, and other harmful content. This change could significantly impact how users and businesses perceive Meta’s platforms, as well as their communication strategies around content moderation.
#2 ads in Threads
Meta is testing new ad formats on Threads that will be displayed as images and will appear between posts on the main feed. They will initially be available to a small percentage of users in the US and Japan. Threads users will have the ability to manage their ad preferences, including hiding, skipping, and reporting unwanted content. This will allow for a more controlled and personalized ad experience on the app.
#3 Meta Advantage+
The update of catalog ads within Meta Advantage+ allows you to create campaigns without having to precisely define target groups. The new function allows for automatic optimization of ad display, analyzing data about users and their behavior. Thanks to this, the system is to reach potential customers more effectively and increase the effectiveness of the campaign.
TikTok 2025
Development of e-commerce and AI
TikTok is increasingly becoming an online shopping tool. In 2025 we can expect further development of e-commerce functions, such as in-app purchases, integration with other e-commerce platforms, and expanded influencer collaboration options. TikTok is already one of the most important promotional channels for premium brands, and its development into commerce could open up new opportunities for marketers.
#1 AI content personalization
AI is becoming increasingly advanced in content creation, analyzing user preferences, and tailoring experiences to individual needs. In 2025, we can expect more automation and personalization, which will allow companies to create more relevant advertising and content campaigns. Users will receive more personalized recommendations for products, services, and content based on their online behavior.
#2 new tools for real-time trend analysis
As data analysis tools evolve, social media platforms offer increasingly advanced options for monitoring trends in real time. In 2025, marketers will have tools at their disposal that will allow them to react faster to changing user preferences, as well as identify new trends before they become mass-marketed.
#3 Micro-influencers and Local Collaborations in the Foreground
In 2025, the trend of working with micro-influencers, who have smaller but more engaged communities, will continue. Companies that rely on local ambassadors will have the opportunity to reach more precise target groups and build a stronger bond with consumers. Micro-influencers can be key in striving for brand authenticity and increasing customer loyalty.
Instagram 2025
Expanding Features for Creators
2025 is a flood of new features on the Instagram platform, although it's not until February that you'll see how many new features the app offers.
#1 reels up to 3 minutes - Instagram is introducing the ability to create Reels up to 3 minutes long, giving creators more space to express their creative ideas.
#2 new Edits app - Meta introduces a new tool that is to be competition for the popular CapCut application. Edits will enable advanced video editing, allowing users to tailor their content even more to their needs. The app is set to launch on March 13, 2025.
#3 vertical thumbnails on feed – Instagram has introduced vertical thumbnails in profile grid, replacing the previous square post previews. The new format better highlights vertical photos and videos, making them easier to browse and fitting in with the dominant Reels. The change affects the aesthetics of profiles, which may require creators to take a new approach to planning their feed. While some users complain about the disruption of the previous composition, Instagram is focusing on more consistency and a better visual experience.
#4 new model of "distinguished relations" - Instagram removes stories and replaces them with a new “Spotlights” section that automatically collects the most important moments from the past week. The ability to manually pin stories to your profile will disappear, and users will no longer create their own collections of memories.
The change is intended to increase the visibility of content from friends, but has stirred mixed reactions, with some fearing a loss of personalization. The new tab will work similarly to thematic galleries and will allow stories to be stored longer. Instagram is testing the feature, but much points to its global rollout in 2025.
Summary
The year 2025 will certainly bring a series of innovations in social media that will affect the way brands communicate with users and how users consume content. These changes will include both AI-based technologies and the development of new advertising and e-commerce formats. Marketers will have to flexibly adapt their strategies to take advantage of these changes and attract the attention of increasingly demanding consumers.
Contact us
Schedule a free consultation:
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl