Social media updates from May 2025
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Posted: Thu 5th Jun 2025
15 min read
Social media platforms have been under more scrutiny than ever, and there have been updates after updates. But don’t worry; we’ve rounded up the top updates from the month and brought them together for easy reading!
May has delivered another wave of social media updates that were worth watching. Whether you’re a content creator, marketer, or business owner, keeping up with the changes can help you stay ahead of the curve and avoid getting caught out by surprise feature shifts. In this month’s update, we’re covering everything from Threads’ ad expansion and TikTok’s AI experiments to LinkedIn’s profile link changes and Meta’s latest creative tools.
Let’s dive into the updates that could shape your next move.
Meta
We're starting with Meta, which is rolling out a new Early Release programme, giving selected advertisers early access to its experimental generative AI ad features. The initiative allows participants to test and provide feedback on upcoming creative tools before they’re widely launched. This will offer a chance to stay ahead of the curve while shaping the future of Meta’s AI-driven ad solutions.
Next, Meta has added a new performance metric to its toolkit: Opportunity Score. Unlike standard stats like ROAS or CTR, this feature is designed to highlight areas where your campaigns could be optimised, without pressuring you to chase a perfect score. Think of it as a signal, not a grade, pointing out where small tweaks could lead to stronger results. It’s another step toward smarter, more strategic campaign management, and it gets a thumbs up from us!
Lastly, off the back of its recent earnings call, Meta has highlighted five key stats that advertisers should take note of, offering insight into where the platform is heading and how brands can align their strategy. From Threads ads to video performance, Meta’s message is clear: you need to lean into what’s working.
At the top of the list is a push to trust its AI-powered ad tools, which the company says are already driving major gains in engagement and relevance.
Oddly, we have an update from Google this month, and it’s AI-related.
With Google unveiling a fresh set of AI-powered ad creation tools recently, it’s clear that AI is now a central player in campaign planning. Every major platform, Meta, Google, LinkedIn and beyond, is leaning into AI to help marketers create more impactful assets and fine-tune targeting. If you’re not already experimenting with these tools, now’s the time to explore how they can elevate your ad performance.
TikTok
Over to TikTok next, and it has introduced AI Alive. A new tool that lets users transform still images into dynamic short-form videos using simple text prompts. Available through the Story Camera, the feature uses intelligent editing to add motion, atmosphere and creative effects, making it easy for anyone, regardless of editing experience, to bring static photos to life in just a few taps. This is such a great update, and we can’t wait to give it a try!
Lastly, although TikTok is technically banned in the US, the app continues to operate as usual for American users. This is due to a temporary pause granted by President Donald Trump, who has expressed interest in exploring alternative solutions that would allow TikTok to remain accessible in the country.
Let’s hop over to TikTok’s top competitor now, Instagram.
Head of Instagram Adam Mosseri has confirmed that the platform now fully supports 3:4 aspect ratio photos, the standard format for most smartphone cameras. This update means photos captured in 3:4 will now display exactly as shot, without awkward cropping or resizing.
Next, Instagram has rolled out key updates to its Direct Messaging features. This includes voice message transcriptions and support for longer audio clips. These enhancements reflect the platform’s growing shift toward private messaging as a primary mode of content sharing, aligning closely with broader trends in social media engagement and user behaviour.
A couple more from IG
It has rolled out its first full release of unlockable Reels, enabling creators to share password-protected videos with select audiences. Music artist The Weekend was the first to use the feature, debuting an exclusive clip which was accessible only via a secret code. It’s a bold new step in exclusive content sharing on the platform.
And lastly, Meta is following through on its promise to keep enhancing its new video editing app, Edits, with five fresh updates released. Leading the list is the addition of 50 dynamic text animations, designed to help creators make their captions more eye-catching and integrated into the flow of their videos. It’s another step in making Edits a go-to tool for standout short-form content.
It’s just the single update from Pinterest this month, but it is boosting in-app discovery with enhanced visual search features, allowing users to break down individual elements within a Pin image. This update makes it easier to find related or more personalised product recommendations, helping users go from inspiration to action with even greater precision. This gets a big thumbs up from us!
X
It's been a bit of a quiet month for X when it comes to updates.
X is pushing further into video content with the launch of X Originals. This is a new brand for its expanding line-up of original programming. The move follows a year of investment in premium series across topics like sport, pop culture and business, as the platform looks to carve out a stronger identity in the online video space.
Next, it has officially rolled out support for 4K video uploads, giving creators the ability to share higher-quality content directly on the platform. While the feature arrived later than Elon Musk initially promised, it now opens new possibilities for creators to enhance their visuals, attract a broader audience and boost engagement.
And finally, X has announced that it is pausing encrypted direct messages while it rolls out backend improvements to its messaging system. Although encryption is temporarily disabled, the platform has reassured users it will return soon, aligning with Elon’s ongoing commitment to secure, private messaging as part of X’s broader communication strategy.
The penultimate updates come from LinkedIn, and it's discontinuing custom call-to-action (CTA) links on user profiles starting 27 May 2025. It’s not removing them just because, they’re putting them behind a paywall for Premium Business subscribers.
This change affects Creator Mode users who previously used external URL links to drive traffic. As LinkedIn refines its offerings, businesses may need to explore LinkedIn Business Manager tools more strategically to maintain visibility and engagement. This is a disappointing update, but it’s worth checking how much traffic comes from the link in your profile to see how you could be affected.
Lastly, LinkedIn has upgraded its post-embedding feature. This feature will allow users to embed just the video from a post, without the surrounding caption or engagement details. This update also includes refreshed LinkedIn branding, giving marketers and content creators more flexibility when showcasing video content on external websites.
Threads
Just one more set up of updates to go and they're from one of our favourite social platforms.
Just weeks after launching ads on Threads, Meta has expanded access by integrating the feature into its Marketing API. This means third-party platforms can now create and manage ad campaigns directly on Threads, Meta’s fast-growing microblogging app, which has already reached 350 million monthly active users according to its Q1 earnings.
Finally, Threads has rolled out a new feature, allowing creators to add up to five links to their profile. Whether it’s a blog, newsletter, website, or other social platforms, this update makes it easier for users to showcase their content and guide followers to the places that matter most.
That’s your lot!
That’s everything for this month’s updates, proving once again that the only constant in social media is change. Whether you’re experimenting with new ad placements, testing creative AI tools, or just trying to keep your content relevant, staying informed is half the battle.
