Digital Debrief | January 2025

This month, AI, data privacy, and government influence are reshaping digital platforms. AI-powered tools drive new ad targeting, content creation, and algorithm updates across Meta, TikTok, Instagram, and LinkedIn. Data privacy remains in focus, with Meta and TikTok making security pledges—though skepticism lingers. Meanwhile, government influence is shifting policy, with Meta ditching fact-checking and adjusting leadership to align with the Trump administration.

?Meta/Facebook:

Data Privacy Day update

Meta celebrated Data Privacy Day by highlighting its privacy upgrades—many of which stem from that $5B FTC fine after Cambridge Analytica. Since then, it’s tightened data security, adapting to stricter global regulations. But Meta still holds a lot of user info, and it’s finding new ways to use it—like feeding Facebook and Instagram data into its AI chatbot. With massive data centers in the works, its control over user data keeps growing.

New targeting options for Advantage+ Catalog Ads

Meta is tweaking its Advantage+ Catalog Ads, removing the “Audience Types” option for sales objective campaigns as part of its shift toward more automated targeting. While this limits audience selection in the basic setup, advertisers can still use catalog custom audiences to retarget shoppers who’ve interacted with their products. Meta’s betting on automation, claiming its AI-driven targeting delivers better results. But if you want more control, you’ll need to manually set up custom audiences using Meta Pixel or app SDK.

Bonus program to entice TikTok creators

Meta is seizing the moment with its new Breakthrough Bonus program, targeting TikTok creators who might be nervous about the app’s uncertain future in the U.S. The program offers up to $5,000 in bonuses for creators who migrate to Facebook and Instagram, along with access to Meta’s monetization tools and a free year of Meta Verified. To qualify, creators need to post a set number of original Reels on both platforms each month. Meta is also sweetening the deal with exclusive content partnerships and new profile displays showing follower counts from other apps.

Drawing interest in AI tools

Meta is doubling down on AI, now testing a feature that generates AI versions of users’ selfies and then displays them in-stream. Some users have already spotted these uncanny, slightly off versions of themselves appearing in ads, sparking mixed reactions. Meta seems convinced that personalized AI creations will be a hit, especially as it pushes further into AI-powered chatbots and custom AI characters. With 600 million users already engaging with its AI tools, the company is investing heavily to make AI a bigger part of the social experience.

Goodbye fact-checking

Meta is making big changes to its content moderation approach, ditching its fact-checking program in favor of an X-style Community Notes system while also reintroducing more political content across its platforms. Mark Zuckerberg framed the shift as a response to “too much censorship” and a renewed focus on free expression. Instead of traditional moderation, Community Notes will rely on user consensus to flag misleading content—though similar systems have struggled to address divisive topics. Meanwhile, Meta is relocating its trust and safety operations to Texas and adding more politically conservative leadership, signaling a shift that aligns with the incoming Trump administration.

New public policy team

Meta is kicking off the new Trump era with a leadership shake-up, replacing Nick Clegg as head of global affairs with Joel Kaplan, a longtime advocate for a more hands-off approach to political speech. Kaplan, a former Bush White House Deputy Chief of Staff, has reportedly pushed against restrictions that could “mute conservative voices.” This move, along with recent Republican-friendly hires, positions Meta to align more closely with the new administration—potentially protecting its interests in AI, VR, and beyond. With Elon Musk also gaining influence in Trump’s circle, Meta may be looking to secure its footing amid shifting political dynamics. What does this mean for the platform? Expect a rethink on political content and moderation, with Meta walking a fine line between free speech and regulatory scrutiny.

?TikTok:

Data Privacy Day update

TikTok used Data Privacy Day on January 28 to highlight its commitment to data protection—an interesting move given its ongoing regulatory battles, including a potential U.S. ban. To boost transparency, TikTok touted its Privacy Center and security initiatives like Project Clover in Europe and U.S. Data Security (USDS), aimed at keeping user data from being accessed by China. But skepticism remains. Despite reassurances, lawmakers and cybersecurity experts continue to scrutinize TikTok’s ties to Beijing.

The ban that wasn’t

TikTok’s U.S. ban came – and went. While new downloads are blocked, existing users can still access the app. And now, Trump has issued an executive order delaying enforcement of the sell-off bill for 75 days, vowing to “save” TikTok and make money for the U.S. in the process. Confused? You’re not alone. The TikTok saga has been a political rollercoaster since 2020, when Trump first pushed for a ban over national security concerns. Legal challenges blocked his efforts back then, and now, under his second presidency, he’s flipping the script.

New scheduling option

TikTok just made content planning a little easier by adding post scheduling to its TikTok Studio app. While scheduling isn’t new—you could already do it via TikTok’s video scheduler and third-party tools—this update brings everything under one roof, making content management more seamless. With TikTok Studio, creators can already edit, track analytics, and monitor monetization. Now, the scheduling feature rounds it out as a more complete management tool. Of course, for U.S. users, this update might not matter for long, with TikTok’s future still uncertain. But for now, and for creators everywhere else, it’s a solid addition.

Instagram:

New views insights

Instagram is doubling down on Views as the key metric for creators, adding new insights to help improve Reels performance. The biggest update is the View Rate metric, which shows what percentage of viewers watched beyond the first three seconds, giving creators a clearer picture of retention. There’s also a Views Over Time breakdown, comparing engagement between followers and non-followers, plus new performance tips to highlight what’s working. Since Watch Time now drives reach on Instagram, these insights could help creators refine their strategy and keep audiences engaged.?

Algorithm insights

Instagram’s algorithm in 2025 is all about watch time, likes, and sends, according to Adam Mosseri. In a new video series, he broke down the three key factors that determine reach: watch time keeps people engaged, likes boost content among your followers, and sends help push posts to new audiences. If you want more followers to see your content, focus on getting likes. If you want to expand your reach, create shareable content people will send to others. Interestingly, comments don’t seem to play a major role anymore—Instagram is prioritizing engagement that keeps users watching.

Profile grid update

Instagram just switched up its profile grid, replacing the classic square thumbnails with a more vertical-aligned layout. The change, which aligns better with Reels (and TikTok), reflects how most users now upload content—vertically. Adam Mosseri acknowledged the frustration from creators who carefully curate their grids, promising more customization options soon. Instagram is also planning to move Highlights into the grid while adding a separate tab, giving users more control over their profile’s look.

Reels length expands

Instagram just extended Reels to three minutes, giving creators more flexibility—despite previously saying longer videos hurt performance. Adam Mosseri explained the update as a response to creator feedback, hoping the extra time helps users tell better stories. The move also aligns Instagram more closely with TikTok and YouTube Shorts, both of which now support longer videos. But should you actually post longer Reels? Instagram’s own advice still suggests keeping them under 90 seconds for better reach.

Focus for 2025

Instagram’s 2025 focus is all about creativity and connection, according to Adam Mosseri. The platform is doubling down on AI-powered creative tools, prioritizing original content in its ranking system, and refining its algorithm to boost emerging creators—while potentially reducing visibility for aggregators. On the connection side, Instagram is leaning into messaging, which Mosseri says is now the primary way people share content. Expect more interactive features, like Notes, to make content consumption more social. With sharing behavior shifting away from public likes and comments, success on IG may rely more on private shares—so creators should focus on engaging, shareable content that sparks conversation.

SnapChat:

Brand + Creator partnership benefits report

Snapchat’s latest report confirms what many marketers already suspect—creator partnerships boost ad performance. The study, based on 12,000 users across five markets, found that creator ads hold attention 12% longer than standard brand ads and significantly improve ad recall and brand awareness when used together. Beyond visibility, creator endorsements make brands appear more trustworthy, especially in markets like the U.S. and France. With 71% of users valuing creator content in their consideration phase and 70% during purchase decisions, the data highlights the power of influencers in shaping buying behavior.

X:

A new dedicated video tab

X has officially launched its dedicated video tab for U.S. users, making it easier to access its full-screen immersive video feed. The new tab replaces the Communities button in the app’s bottom navigation bar, reinforcing X’s push to become a “video-first” platform. With video views up 40% year-over-year, the move makes sense as X looks to drive more engagement and ad opportunities. While past Twitter leadership hesitated to clutter the app’s navigation, X seems more focused on keeping existing users engaged rather than simplifying for new ones.

Parody account labels

X has officially rolled out Parody account labels to help reduce impersonation and misinformation, making it clear when an account is not an official brand or celebrity profile. The labels will appear on both posts and profiles, and soon they’ll be mandatory for parody accounts. While this should cut down on scams and misleading content, it’s essentially a fix for a problem X created by selling verification checkmarks to anyone willing to pay. Still, the update adds more transparency and should help users better navigate content on the platform.

X Premium is on the rise, but at a discount

X’s push for Premium subscriptions may not be a game-changer yet, but a 40% Black Friday discount helped drive a noticeable spike in sign-ups. According to AppFigures, X hit $16.5M in net revenue from in-app purchases in November, marking its biggest month yet—a 27% increase from October. While still a small percentage of X’s total user base, estimates suggest around 2 million users may now be paying for Premium. X is also aggressively promoting its AI chatbot Grok, hoping to lure in more subscribers with exclusive features.

LinkedIn:

Record engagement

LinkedIn has once again reported “record engagement”—as it has nearly every quarter since being acquired by Microsoft in 2016. While the platform claims over a billion members, actual active users are likely closer to 400 million, based on available EU data. Beyond engagement metrics, LinkedIn saw 9% revenue growth, with Premium subscriptions surpassing $2 billion in 2024. The platform is also leaning into AI, expanding video content (with 36% growth in its TikTok-like feed), and even experimenting with in-app puzzle games. For marketers and creators, video remains the biggest growth opportunity on LinkedIn.

Top Voice requirements

LinkedIn is refining its Top Voice badge program, now limiting blue badge holders to a six-month term, with eligibility for renewal based on continued engagement. Previously, recipients kept the badge indefinitely, but LinkedIn will now reassess participation twice per year to ensure active, high-quality contributions. To qualify, users must consistently share original insights on professional topics, engage with the community, and follow LinkedIn’s policies. Unlike the now-removed gold Top Voice badges—previously awarded through Collaborative Articles—the blue badge remains editor-selected, making it harder to earn but ensuring more credible recognition. The update strengthens quality control on LinkedIn’s expert voices, making the badge a more meaningful marker of thought leadership.

YouTube:

Trend report focuses on seven shifts

YouTube’s latest Culture & Trends report highlights seven major shifts shaping digital marketing and pop culture. The platform, now with 2.5 billion monthly users, continues to dominate as a creator-driven ecosystem, where fans don’t just watch—they create. Key takeaways? Independent animators like GLITCH are turning viral content into full-blown franchises, gaming creators are driving mainstream success for niche titles, and legacy brands are finding new ways to thrive in a digital-first world. India is now YouTube’s largest market, music trends are increasingly remix-driven, and the Middle East & North Africa region is becoming a hotspot for viral culture. For marketers, the message is clear: B2C and B2B aren’t enough anymore. The rise of B2C2C (business-to-creator-to-consumer) means brands must partner with creators to drive engagement. The future belongs to those who understand YouTube’s evolving ecosystem—and use it to build lasting influence.

Search Engines:

New column in Performance Max

Google has introduced a “Source” column in Performance Max (PMax) Search Terms Insights, giving advertisers more transparency into why their ads are triggered. This update helps marketers better understand Google’s targeting logic and optimize campaigns accordingly. The new column explains which search categories triggered ads, allowing advertisers to align targeting with their campaign goals. To check if it’s available, navigate to: Campaign > Insights and Reports > Search Terms Insights > Search Category. With ad transparency becoming a bigger focus, this update helps advertisers fine-tune targeting and budget allocation, making PMax campaigns easier to manage and optimize.

Rewind on Bing Image Creator

Microsoft is rolling back its latest Bing Image Creator update after users flooded X and Reddit with complaints about poor image quality. The new AI model (PR16) was supposed to generate higher-quality images twice as fast, but instead, it delivered worse realism and detail. In response, Microsoft is reverting to PR13, though the process will take another 2–3 weeks to complete. The update, originally launched in December, was meant to improve AI-generated images in Bing search, but for now, the older model is proving to be the better option.

Google Ads focuses on AI in 2025

Google Ads is gearing up for a massive AI-driven shift in 2025, one that VP Brendon Kraham says will be even bigger than the mobile revolution. The focus? AI-powered search, creative tools, and advanced measurement, fundamentally changing how advertisers reach consumers. With search behavior evolving beyond keywords and AI reshaping ad creation, marketers will need to adapt fast or risk falling behind. Google is also doubling down on Performance Max, Demand Gen, and Search Ads, integrating AI across the board while keeping privacy in check. For advertisers, the message is clear: AI isn’t the future—it’s the present.