The biggest updates in social media | August 2025
From AI-powered translation to new DM management options, follow this month’s social media updates on Facebook, Instagram, X, LinkedIn, and TikTok.
Key Takeaways
- Meta adds AI-powered audio translation options for video.
- Instagram adds repost feature, Friend Maps, and Friends tab.
- Instagram adds the ability to link Reels allowing for videos to be easily consumed in series.
- Instagram adds retention metrics for Reels.
- Instagram adds new DM management options to organize incoming messages.
- X makes Grok 4 free for all users.
- TikTok adds audio messaging and the ability to attach up to 9 images or videos in DMs.
Meta
Meta expands Value Rules for ad-targeting to other accounts
Live now
With Value Rules, you can target your advertising audience based on information such as specific behaviors, demographics, operating systems, locations, and placements. With this expansion, you can now use Value Rules to target those who are most likely to spend more money on your products and get more specific with your bids across a range of categories.
Meta enables multiple avatar creation
Live now
With multiple avatar creation, you can create and add multiple versions of your avatar to your Meta account. This way, you can easily switch to a different avatar to be used across all Meta accounts.
Meta updates Brand Rights Protection system
Live now
Meta released an expanded reporting functionality which enables all businesses enrolled in Brand Rights Protection to report any suspected scam ads at scale. Meta also improved its takedown request experience, and new AI image matching will help detect any misuse of your product images by others across its apps.
Meta rolls out AI-powered audio translation for video
Live now
Facebook users can now benefit from AI audio translations to view certain content in one spoken language translated into their chosen language. Creators can also choose if they want to activate audio translations on their content — allowing them to switch on auto-lip synching or leave the presentation as is and translate the audio of the clip only.
Meta adds more AI-powered ad options
Live now
Meta expanded the ability for brands to work with creators by adding more language and region filters in Instagram Creator Marketplace. It’s also giving brands a new way to work with creators via partnership ads by combining partnership promotions with Advantage+ catalog matching, and including the option to add a partnership “intro card” onto a catalog carousel ad. Another ad option is the ability to showcase more products in partnership ads via the Show Products optimization in Advantage+ creative. Additionally, advertisers can include creator testimonials in partnership ads on Instagram.
Meta also added more video options, currently testing a new “show products” optimization for Facebook and Instagram Reel ads which automatically turns a single media Reels ad into a shoppable ad format populated with products from a brand’s catalog. Catalog listings have also been expanded to carousel ads so those using Advantage+ catalog ads in carousel format can display catalog product videos in Instagram Reels.
Meta to update marketing API to capitalize on Advantage+ placements
Live soon
Meta plans to align its Marketing API around more effective Advantage+ use, making Dynamic Media the default setting for Advantage+ campaigns. The Dynamic Media setting enables Meta’s Advantage+ campaigns to optimize ad display based on the products that are available in its database. If Meta thinks a specific user will respond better to certain products in your catalog, then it’ll highlight those products. Advertisers will be able to opt out of Dynamic Media placement for their Advantage+ Catalog ads if they choose.
Instagram launched re-posts, Friends Map, and a Friends tab
Live now
Instagram has officially launched the ability to repost content, allowing users to repost public reels and feed posts. Reposts appear for your followers’ feeds and are shown in a separate tab on your profile. Friends Map is another new feature that allows you to see on a map display where your friends are at any given time (if they’ve opted to share their live location). A new Friends tab displays public content that your friends have interacted with and/or recommendations from Blends that you’ve started.
Instagram outlines updated performance metrics
Live soon
Instagram is rolling out some new updated metrics within the Insights tab, including the ability for users to see exactly when users are liking their Reel within the video playback, as well as the ability to see which image a user was on in a carousel post when they liked the post. Instagram is also adding post-level demographic data so you can better understand who is interested in your content, as well as highlight the content that has attracted the most new followers to your account. “Views” is also being integrated as the main metric in Instagram’s analytics by replacing the “Accounts Reached” graph.
Instagram tests new way to express interests
Live soon
Instagram is prototyping a new option called Picks which would let users highlight their topics of interest so they can find overlap with friends who are interested in the same things.
Instagram adds Reels linking for multipart content
Live now
A new “Link a Reel” option within the post composer allows users to connect several Reels into an ongoing set, so viewers can click to the next video when consuming your content.
Instagram adds virtual pets for Instagram and Horizon worlds
Live now
Some users are being prompted to “Adopt a new best friend” for their Meta avatar which users can then engage with in VR, or take photos of, for Instagram Stories.
Instagram adds retention metrics for Reels
Live now
Instagram added a new Retention chart for Reels to show when you lose your audience in the playback. Also “View Rate” has been replaced by “Skip Rate” in its insights display to show the percentage of users who skipped your Reel during the first three seconds.
Further reading: Guide to Instagram Reels and how to use them
Instagram tests picture-in-picture viewing for Reels
Live soon
Instagram will prompt some users to try the new picture-in-picture option in Reels, allowing users to continue watching them outside of the app.
Instagram adds more DM management options
Live now
Instagram added new filters to inboxes, allowing users to sort messages by Story replies, Unread, Unanswered, Followers, and Verified users. However, users can also add or remove any filter (other than Requests), customize shortcuts by rearranging the order of the pills at the top of the inbox, and create their own DM folders.
X (Twitter)
New AI Grok elements landed on X
Live now
Grok’s latest text-to-video functionality has launched to X Premium and Grok subscribers. Additionally, X’s “Make a video with Grok” option now allows users to animate still images in the app. xAI also upgraded Grok 4’s PDF processing abilities.
X makes Grok 4 free to all users
Live now
X announced that Grok 4 is free to access for all users worldwide to encourage people to use its AI tools.
X expands Grok translation on posts in-stream
Live now
X expanded its AI-powered auto-translation option for posts with a range of languages now supported by Grok translation.
xAI plans to release new bot personas
Live soon
xAI is reportedly working on adding four more personas to its companion options, including a loyal friend, homework helper, doctor, and therapist.
Further reading: AI versus authenticity on social media
X tests alternative way to view quote posts
Live soon
X has been testing a new “View quotes” quick link in the lower function bar options on individual X updates allowing users to click to see quote post interactions.
LinkedIn adds new animations for professional announcements
Live now
LinkedIn has a series of in-build GIFs and image templates to go with any professional achievements and announcements. Now, LinkedIn added 16 new celebration animations to choose from.
LinkedIn adds mini Sudoku
Live now
LinkedIn has added a sixth game to its in-app game offering: Sudoku.
LinkedIn expands newsletter access
Live now
LinkedIn newsletters were previously limited to members with over 150 followers and/or those who had signed up to LinkedIn’s Creator Mode. After retiring Creator Mode last year, LinkedIn has now made newsletters available to all individual users. Note that company pages still require more than 150 followers to create a newsletter in the app.
Further reading: How to create and promote a LinkedIn newsletter
LinkedIn lets brands sponsor user posts that link to a LinkedIn event
Live now
LinkedIn added a new element to its Thought Leader Ads allowing businesses to sponsor any member’s post that includes a link to a LinkedIn event. This means that when a LinkedIn user shares an event Page, marketers can promote their post with a Thought Leader Event Ad.
LinkedIn expands access to AI-assisted job summaries
Live now
LinkedIn expanded access to its AI-generated job summaries which help recruiters create high-quality job descriptions from inputs such as job title, job location, company, workplace type, etc.
LinkedIn adds more post-level analytics updates
Live now
LinkedIn now notifies users to update them on their content performance with data around profile viewers, new followers, and impressions.
LinkedIn outlines new measure to combat fake engagement
Live now
LinkedIn declared that it may limit the number of comments a member of a LinkedIn Page can make in a certain time. If excessive comment creation is detected, LinkedIn may limit the visibility of comments.
LinkedIn expands BrandLink ad offering
Live now
LinkedIn’s BrandLink enables brands to place their ads in the video pre-roll from reputable publications and influencers in the app. LinkedIn is now expanding BrandLink placement via its own original shows, as well as adding more publishers to its list of media outlets including BBC Studios, BNR, TED, The Economist, and Vox Media.
TikTok
TikTok launches simplified affiliate program
Live now
TikTok Go is a new program that facilitates in-app promotions for selected businesses via a simplified affiliate program. Now, creators can tag a business and earn commission from any direct referrals from that post. Initially the program focused on only hotel promotions, allowing creators to tag their location and use a relevant tag to earn commission.
TikTok adds AI avatar stickers
Live now
A new AI-generated sticker option lets you combine your avatar with an existing emoji to create a unique new sticker that can be used in the app.
TikTok implements hashtag limits
Live now
Users can now use up to five hashtags per post.
TikTok enables live streamers to perform actions for donations
Live now
TikTok now gives some live streamers access to Viewer Wishes, which lets them set up performative responses that they’ll undertake on streams for specific donations such as saying hi in exchange for a rose donation. There will also be a range of templated actions for those who are not sure what to offer in return for gifts.
TikTok adds audio messaging and audio and video attachments for DMs
Live now
TikTok users can create minute-long audio messages or voice notes from their composer options, and they can send up to nine images or videos as attachments in DMs.