The biggest updates in social media | May 2025
Another month, another collection of social media headlines. Read here to get your scoop of the latest updates across your favorite social media apps.
Key takeaways
- Instagram adds new DM options including transcription for voice notes.
- Instagram begins experimenting with unlockable Reels.
- X experiments with upvote and downvote engagement options.
- X focuses on upcoming “Chat” experience with an emphasis on privacy and encryption.
- TikTok integrates with SoundCloud.
- TikTok adds new “AI Alive” ability to animate still images.
- TikTok adds new AI assistant to give advice to in-app sellers.
Summary
What’s new in social media in May
Meta
Meta outlines Facebook, Instagram, and Threads ad updates at NewFronts 2025
Live soon
Meta revealed a lot of updates coming to its apps including Reels trending ads (which enable brands to display promotions alongside trending Reels content). Updates within the Creator Marketplace hub include a new trends display (to see how current trends are performing), and indicators on creator profiles (to show how past brand collaborations have performed). Meta is also going to expand its AI-powered creator content recommendations on Facebook.
Additionally, Meta is developing a Creator Marketplace API, updating its Partnership Ads to let brands display or hide their brand handle on Partnership promotions, testing Facebook Live Partnership ads, and experimenting with video ads for Threads.
Meta expands access to Opportunity Score to help improve campaign performance
Live now
“Opportunity Score” is a metric that allows users to better understand their campaign performance by providing AI-based recommendations for improvement.
Instagram beta tests unlockable Reels
Live soon
Some Creators are now able to use Instagram’s new unlockable Reels feature, which requires users to enter a secret code to “unlock” and view content.
Further reading: Your guide to Instagram Reels
Instagram adds new DM options
Live soon
In addition to extending the length of audio notes in the app from one minute to five- minutes, Instagram also added the option to transcribe audio messages into text. A new “follow all” action has also been added within group chats to make it easier for users to follow all group chat members.
Edits adds more video editing tools
Live now
Edits added five new tools including 50 dynamic text animations, more filters, safe zone and alignment guides (to ensure your content isn’t disrupted by playback function buttons once uploaded to Instagram), a timeframe rate selector, and auto-generated captions.
Instagram now supports 3:4 aspect ratio photos
Live now
The native format for many smartphone cameras is a 3:4 aspect ratio. Now, if you post an image to Instagram in this format, it will be presented in this aspect ratio instead of being stretched to fit.
X (Twitter)
X experiments with upvotes and downvotes
Live soon
Some users are seeing X posts displayed with a thumbs up icon instead of the usual heart, while others have even been given the ability to thumbs up and thumbs down on content suggesting a new upvote / downvote system of engagement may be on the way.
X launches updated link previews and CTAs for Sales Objective ads
Live now
X has updated its website card display for in-stream ads allowing for the headline and CTA button to display along the bottom of the main image.
X rolls out support for 4K video uploads
Live now
All Premium subscribers have now been granted support for 4k uploads within the app.
Further reading: What is X Premium and is it worth the price?
X implements new measures to detect manipulation of Community Notes
Live now
X’s Community Notes system will now detect coordination between contributors to upvote or downvote a note and will treat the coordinated ratings as if they all come from one user. This should prevent some manipulation of the Notes system to wrongfully disrupt which content is more or less visible within the app.
X adds new elements to Grok AI Chatbot
Live now
Grok, a generative AI chatbot, is now able to generate charts based on data inputs or information it has gathered. Additionally, users can now “Draw a sketch” as an information input option.
X launches new chat experience in Beta
Live soon
Some users have been granted access to X’s new chat experience in the app with DM encryption as a foundational element of the new experience, and a four-digit code required to set up a new chat profile.
LinkedIn announces new video ad options
Live soon
LinkedIn has announced “First Impression Ads” to enable marketers to ensure their video is the first video promotion their target audience sees in-stream. Other video ad options include improvements to Connected TV placement options, the expansion of its renamed “BrandLink” option that lets marketers place video ads alongside approved publisher and creator content, and the expansion of Event Ads.
LinkedIn launches AI-powered career discovery tools
Live soon
LinkedIn’s new AI-powered job search process will allow users to describe their dream job for LinkedIn’s system to then match this description to actual roles and opportunities.
LinkedIn adds new addition to Revenue Attribution Report
Live now
The expanded report provides more specific insight into how people from a specific target company are interacting with your ads.
LinkedIn adds searchable data base for promoted positions
Live now
LinkedIn expanded its Ad Library database of all ads within the app with a new Job Library segment, allowing users to search through all paid job listings on the platform.
Further reading: How to use social media for recruitment
LinkedIn adds more post analytics
Live now
LinkedIn is adding a couple of new sections to its post analytics, including “Profile activity” relating to how many profile visits stemmed from your post and “Link engagement” relating to how your post is driving clicks.
TikTok
Trump may extend TikTok sell-off deadline again
Trump has announced intentions to extend the TikTok sell-off deadline once again if a deal cannot be established before June 18.
TikTok expands ad placement options for “Pulse” campaigns
Live now
TikTok added new options for its Pulse ads, which allow advertisers to place their ads alongside popular TikTok clips. Options for publishers have been expanded as a part of its “Pulse Premiere” offering which enables brands to show ads alongside approved publisher content. Two new placement offerings have been added — Category Lineups (which place ads next to the best content related to a specific topic or genre) and Seasonal Lineups (which focus on the best content related to a cultural moment).
TikTok adds option to activate customer DMs during livestreams
Live now
A new option lets livestream creators activate a message CTA button during their broadcast, allowing viewers to easily get in contact.
TikTok adds new option to animate still images using AI
Live now
TikTok’s new “AI Alive” option digitally animates static images uploaded to your TikTok Story.
TikTok adds more accessibility features
Live now
TikTok rolled out new accessibility updates including alt-text for photos, enhanced text presentation options, and variable color contrast.
TikTok adds meditation prompts in-app
Live soon
TikTok is adding guided meditation prompts in-app so users can take a break from the app to calm their minds.
TikTok integrates with SoundCloud
Live now
TikTok has integrated with SoundCloud to allow users to discover more music and use tracks directly from SoundCloud in their TikTok content.
TikTok adds AI assistant for in-app sellers
Live now
TikTok added a new AI assistant chatbot within its Seller Center product management system to give sellers advice and pointers for brands looking to sell and promote products on TikTok.