Social media updates from August 2025
)
Posted: Fri 5th Sep 2025
15 min read
Keeping up with social media changes is vital for businesses. Each update can help you to shift how you connect with audiences.
August was packed with changes across all major platforms. Let's take a closer look at the biggest updates, starting with Meta…
Meta/Facebook
AI-powered video translations
Meta made a series of moves in August that underline its growing reliance on AI and streamlined ad management.
The expansion of AI-powered video translations now allows brands to make content accessible to wider audiences without translation costs.
At the same time, new rules around ad budgets and campaign charges give advertisers clearer control over spending.
This means smaller businesses will benefit from greater flexibility when distributing costs across campaigns.
It's worth pointing out that despite this news, Meta has released a statement saying it isn't changing billing and it was a simple error! We'll keep you posted.
Targeting options
Meta also continued its consolidation of targeting options, reducing complexity while encouraging broader, more accurate audience segments.
Although some advertisers may miss the detailed controls, the change is designed to simplify campaign creation.
Partnership with Midjourney
In a major creative shift, Meta announced a partnership with Midjourney to develop advanced AI tools for image and video generation.
This collaboration points to a future where branded creative content can be produced at speed utilising AI. This update gets a thumbs-up from us, especially as Midjourney can create some great images!
New performance insights
To back all of this up, Meta rolled out new performance insights. These analytics provide advertisers with deeper understanding of audience behaviour, creative impact and conversions. If you're not using your insights, this is your sign to start now!
Redesigned Brand Protection Manager dashboard
Finally for Facebook, a redesigned Brand Protection Manager dashboard makes it easier for companies to monitor and protect their identity across Meta platforms.
Together, these updates highlight Meta's drive to simplify processes while embedding AI into every aspect of its services, paving the way for similar innovation on Instagram.
Instagram also leaned into personalisation and analytics this month.
Retention metrics for Reels
Retention metrics for Reels now give creators a clearer picture of how long audiences watch and where they drop off.
This is a powerful tool for improving video storytelling and engagement… If you want to see your Reels perform better, this update is for you!
Linking Reels
This next update is taking inspiration from YouTube. Instagram has introduced the ability to link Reels. This update will make it easier for your audience to find more of your content.
This feature works well on YouTube, allowing users to click straight into the next video, so we hope the IG version is just as good.
Longer captions
Next, Adam Mosseri has confirmed that using longer captions will not improve reach. This guidance encourages brands to focus on concise, engaging captions rather than writing at length. This is a great update, and something to take note of.
Screenshot tracking
Meanwhile, testing is underway on screenshot tracking, which would notify when users capture content. If rolled out, there are a couple of things to keep in mind.
This may raise important conversations about user privacy and behaviour.
But screenshots could count toward your engagement metrics, which may (hopefully) tell the algorithm your content is worth pushing out further.
Posting frequency
Another myth-busting update next, and something everyone should consider. A new study on posting frequency suggests that more regular content can improve engagement. It's worth noting that success will still depends on balancing quality with consistency.
Picks feature
Instagram is experimenting with a feature called Picks, designed to connect users with posts based on shared interests.
This update could help brands strengthen visibility, especially within niche communities. There is no launch date for this update yet, so we'll keep you posted when we know more.
New tools to encourage sharing
New tools like Reposts, the Friends Feed and the Friends Map are also being introduced to encourage sharing within close circles.
This update sounds like a mixture of features available on both Snapchat and TikTok! Regardless, they could make content discovery feel more personal.
Location sharing map
And lastly, the location sharing map that has been launched has received some backlash. Users are concerned about privacy which has left to a few users encouraging everyone to turn this feature off. If you're concerned, this update will help you turn off the setting.
TikTok
Hashtags restriction
TikTok's headline update in August was a restriction on hashtags. Users will now notice that posts are limited to five hashtags.
This update is designed to cut down on spam and improve discovery quality. It's also a good reminder about social media moving toward the use of SEO.
Platform ban in US
Our other update for TikTok is giving us an update on whether the platform will be banned in the US or not. Two things stand out in this update.
If TikTok is made to sell or set up a US version of the app, Bytedance won't be selling the algorithm.
The White House has set up its own TikTok account, contradicting the initial concerns over data!
X (formerly Twitter)
While TikTok works on clarity and content relevance, X is continuing to reinvent itself with AI-powered advertising and updated engagement tools.
AI-driven advertising
Under Elon Musk's leadership, X has placed AI firmly at the centre of its growth strategy. In August, Musk outlined a new AI-driven advertising vision, where predictive models will personalise campaigns with greater accuracy.
The goal is to deliver ads that are more relevant, timely and impactful for both users and businesses. If done right, this is another great example of how Ai can save time for businesses.
Updated interface for quotes and views
Alongside this ambitious plan, X introduced an updated interface for quotes and views. This design makes it easier for users to track how posts are being engaged with, giving both individuals and brands clearer insights. Another great update for businesses.
Across to LinkedIn now and it's continued to strengthen its professional services.
Post-level analytics
The rollout of post-level analytics offers much greater clarity on how individual updates are performing.
This update allows businesses to adapt strategies quickly and target their messaging more effectively. This update gets a big thumbs-up from us!
Sponsoring user posts
Next, new options also now allow brands to sponsor user posts tied to events. This creates opportunities to extend visibility during high engagement moments such as industry conferences or product launches.
Brand Link ads
LinkedIn has also expanded its Brand Link ads, giving advertisers more creative and targeted opportunities to reach professional audiences. These updates align with LinkedIn's goal of refining its advertising suite.
Wider access to newsletters
And lastly, LinkedIn is broadening access to newsletters while adding previews for premium SMB users. This expansion improves discoverability and encourages subscriber growth. This is another great update for businesses.
Snapchat
Our final update is from Snapchat. While it's just a single update, it's one to take note of!
A new study on Snapchat highlights the increasing role of generative AI in marketing. The research shows how brands are experimenting with AI tools to produce ads that are both creative and personalised.
Marketers are already exploring how AI can be used to design campaigns at scale without sacrificing quality. This demonstrates Snapchat's interest in blending traditional creativity with emerging technology.
These insights underline a broader trend: social platforms are embedding AI into their services in very different ways. Some, like Meta and X, are using AI to transform advertising, while others like Snapchat are testing its potential for content creation.
That's everything!
Across platforms, one theme is clear: AI, analytics and personalisation are shaping the future of social media. These changes show how platforms are rapidly evolving, and why brands, businesses and marketers need to keep adapting.
The speed of change can feel overwhelming, especially when you throw Ai into the mix. But don't panic, we're always on hand to help! The waitlist for AI Made Easy is open, making it easy for businesses, marketers or individuals to access practical resources for using AI with confidence.
We'll be back again next month. Until then, stay social!
People also enjoyed
Get business support right to your inbox
Subscribe to our newsletter to receive business tips, learn about new funding programmes, join upcoming events, take e-learning courses, and more.
Start your business journey today
Take the first step to successfully starting and growing your business.
Join for free