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With so much happening in the social media landscape, we’ve decided to dive deeper into six key trends this month instead of our usual ten. These shifts highlight the evolving nature of platforms, content strategies, and user behaviours.

Our top 6 social media marketing updates you need to know!

The State of Social in 2025 ??
The Key Metrics to Measure in 2025 ??
The Latest on TikTok in the US ????
Meta Drops Fact Checking ??
New Instagram Features for 2025 ??
Bluesky's Latest Features & Stats ??

1. The State of Social in 2025 ??

Social media usage is on the rise. According to Ofcom, time spent online by adults in the UK jumped by nearly an hour in 2024.

Adults are spending an average of 4 hours and 20 minutes each day online across smartphones, tablets, and computers in the UK, according to figures from Ofcom’s annual Online Nation report diving into consumer digital habits.

40% of internet users are spending more time in social media sites. Content sharing is on the rise, with video consumption at an all time high and increases in uses of platforms such as TikTok. LinkedIn is also seeing huge success with 1.5 million pieces of content being shared every minute.

2. The Key Metrics to Measure in 2025 ??

As we navigate the evolving social media landscape in 2025, it’s essential to reassess the key metrics used to evaluate content performance. Social platforms are placing greater emphasis on deeper engagement, moving beyond traditional metrics like likes and comments.

The Rise of Dark Social and the Lurker Age

Sophie Miller, founder of Pretty Little Marketer, has noted a significant ‘social shift’. She has identified that businesses are potentially pushing too much for visible engagement—likes, comments, and votes—when, in reality, we’re in the age of the lurker.

Many users today don’t actively engage with content by liking or commenting. Instead, they engage in “dark social” interactions where they might view content, share it privately via DMs, or save it for future reference.

This shift means businesses should move away from using likes as the sole measure of success. While likes and comments are still relevant, metrics like saves, shares, and views provide a clearer picture of how well your content performs. For example:

Saves demonstrate that users found the content valuable enough to revisit.
Shares show that the content resonated so strongly that users want others to see it.

Both of these interactions also enhance content visibility in the algorithm, making them key indicators of success.

The Instagram Algorithm

Instagram CEO, Adam Mosseri, has launched a video series where he explains the main factors that influence its algorithms and how you can maximise your reach.

In the first video, Mosseri highlights three key signals that carry the most weight in determining how widely your content is shown:

Watch Time: The longer people watch your video, the better it will perform.
Likes per reach: How many people tap "like" on your content relative to how many see it.
Sends per reach: How often viewers forward your post to others through direct messages

He also explains that the importance of these signals can vary based on the audience.

For followers, likes are the stronger factor. The more likes your post gets, the more it will be shown to your existing audience.
For non-followers, sends are more influential. When users share your content with others, it signals to Instagram that your post has broader appeal, encouraging the platform to recommend it to new people through Explore or suggested posts.

If your goal is to reach and engage your followers, focus on creating content that encourages likes. If you aim to grow your audience, prioritise shareable content that people will want to send to their friends.

Strategic Takeaways for 2025

Focus on Content That Encourages Saves and Shares: Create value-rich, shareable content that resonates with your audience. This might include entertaining posts, tutorials, or visually engaging content.
Monitor Overall Engagement: Shift your analysis from likes and comments to a broader mix of metrics, including shares, saves, and views.
Experiment with Dark Social Channels: Explore using broadcast channels for exclusive updates, sneak peeks, and audience engagement.

3. The Latest on TikTok in the US ????

With TikTok’s uncertain future in the US, it’s essential for anyone targeting US consumers or using TikTok to sell products to stay informed about ongoing developments. Let’s break down the latest updates and what they mean for content creators, businesses, and the wider social media landscape.

A Recap of Recent Events

TikTok has faced scrutiny in the US for years, dating back to President Trump’s 2020 proposal to ban the app. While Trump later reversed course and supported TikTok, tensions around data security have persisted.

Last week, a ban on TikTok went into effect in the US for 12 hours, leading to its removal from Apple and Google app stores. Many users lost access to their accounts during this period. However, the app was restored shortly after, with TikTok issuing a "Welcome Back" statement to users.

President Trump stepped in to delay the ban for 75 days, signing an executive order to explore a secure resolution. This order gives TikTok the opportunity to:

Negotiate a solution with the US government to address national security concerns.
Proceed with a potential sale of the app, which has been a longstanding demand from US officials.

Current Limitations for US Users

While TikTok is back in action, significant restrictions remain:

Unavailable for New Downloads: US users cannot download TikTok or update the app from Apple or Google Play stores. If someone deleted TikTok, they cannot reinstall it.
No Updates or Bug Fixes: Any technical updates or new features will not reach US users during this time.

Apple and Google have yet to comment on reinstating TikTok, and legal experts suggest they may hesitate due to potential risks if the ban is enforced again.

Rising Alternatives to TikTok

The uncertainty around TikTok has sparked interest in alternative platforms. Several apps have seen a surge in downloads, including:

Red Note: A Chinese app that became the #1 app in US downloads during January, gaining 88,000 new installs (TechCrunch). However, much of the platform is written in Chinese, creating a language barrier for many users.
Likee: A short video app, now #2 in the US App Store.
Clapper: A TikTok alternative aimed at teens and adults, ranked #4 in the Apple Store.

Additionally, VPN apps saw a massive spike in downloads as US users explored ways to access TikTok despite restrictions.

Competitors Push to Attract TikTok Creators

Meta is seizing the opportunity to capitalise on TikTok’s challenges with the introduction of its ‘Breakthrough Bonus Program’, offering new monetisation opportunities designed to entice TikTok creators. This program provides financial incentives to encourage creators to transition their content to Meta platforms.

Additionally, Instagram has been rolling out significant updates, particularly for Reels, as it aims to position itself as a leading short-form video platform. Meanwhile, other platforms like Bluesky and X have also introduced new video feed features, further increasing competition for TikTok’s creator base.

Duolingo and the Unexpected Boom in Chinese Language Learning

Interestingly, the TikTok saga has also boosted apps like Duolingo. The platform reported a 216% increase in new Chinese learners in the US compared to last year, as users look to better understand Chinese platforms and their terms of use.

What This Means for the UK

MP Darren Jones confirmed that there are no current plans to ban TikTok for consumers. He told the BBC's Sunday with Laura Kuenssberg programme:

"We always keep all of these technology issues under consideration, whether it's for national security or data privacy concerns. We have laws in place and processes to do that. We have no plans right now to ban TikTok from the UK”.

While the app remains prohibited on government devices, the UK government does not see an immediate need for broader restrictions.

What Should Businesses and Creators Do?

If you’re targeting US consumers or relying on TikTok for sales:

Explore Alternatives: Consider diversifying to platforms like Instagram, Threads, or even new apps like Clapper to mitigate risk.
Reevaluate Your Strategy: Assess whether your TikTok Shop or content might be affected and plan ways to migrate key elements to other platforms.
Stay Informed: Monitor updates on TikTok’s negotiations with the US government and keep an eye on other platforms offering creator incentives.

The TikTok uncertainty has spurred new opportunities across the social media landscape. While its future remains unclear, businesses and creators who adapt and diversify will be best positioned for success.

4. Meta Drops Fact Checking ??

On 7th January, Mark Zuckerberg announced a major shift for Meta, replacing third-party fact-checking with a Community Notes system and loosening restrictions on content. This change allows more discussions on politically debated topics, such as immigration and gender identity, and reintroduces political content into users’ feeds—reversing the platform’s four-year effort to reduce its visibility.

This announcement sparked widespread criticism, with concerns that it could open the door to increased hate speech across Meta’s apps, including Facebook, Instagram, and Threads.

What Are Community Notes?

The new Community Notes system is a crowdsourced approach to addressing misinformation. Users can write anonymous notes on posts they believe require clarification or additional context. Similar to X’s system, Meta’s Community Notes will appear on organic posts, but they will not be shown on paid ads, unlike X, where notes can appear on any post, including promoted content.

As reported by The Wall Street Journal:

“Meta has told advertisers that Community Notes will apply to organic posts, not paid ads, but its official messages haven’t gone into detail about brands’ and influencers’ unpromoted posts.”

App researcher @Alex193a on Threads has released early glimpses of how Community Notes might work. Users will be able to flag posts, write notes, and submit them anonymously. However, concerns remain about potential misuse, such as users adding misleading or malicious notes.

Meta has invited users to join a waitlist to participate in the programme, which will launch across Facebook, Instagram, and Threads. Details about how notes will be moderated or selected for display are still unclear.

Impact on Advertisers and Users

Advertisers may be particularly impacted by this shift, as Community Notes could affect brand safety. Content discussing polarising topics like immigration or gender identity could end up next to ads, creating a potential backlash for advertisers.

TechCrunch reported that shortly following the announcement, Google searches for “how to delete Facebook” and “alternative to Facebook” spiked in the US, with Bluesky seeing significant search interest as a possible alternative.

Threads, which originally launched with promises to avoid political content, will also now push more political discussions and recommendations into user feeds. However users are able to set their preferences in settings to ‘see less’, ‘standard’ or ‘see more’.

How Should Brands Prepare?

For social media managers and brands, this change highlights the need for proactive moderation strategies. Scheduling posts without monitoring your pages is no longer a safe option. Consider these steps:

Allocate Time for Monitoring: Regularly review notifications and discussions surrounding your brand.
Set Clear Moderation Guidelines: Ensure your team knows how to handle potentially harmful or controversial conversations.
Evaluate Brand Safety: Monitor where your ads or content appear, especially if they’re next to divisive conversations.

5. New Instagram Features for 2025 ??

Instagram has kicked off 2025 with a flurry of new feature announcements. Here are the key updates to keep an eye on:

3-Minute Reels

Instagram has increased the maximum length of Reels to three minutes, moving away from its previously stated preference for shorter videos. Just weeks ago, Instagram had advised that 30-90 second videos were the sweet spot, particularly for being recommended to audiences who don’t already follow you.

Now, Instagram seems to be backtracking on that advice, announcing plans to enhance the visibility of longer Reels in recommendations. This change provides creators with new opportunities to experiment with more in-depth, storytelling-style content while still reaching new audiences.

While it remains to be seen how this will impact performance metrics like reach and engagement, Instagram’s move appears to be a direct effort to compete with platforms like TikTok, which already supports longer video formats.

The Tall Grid

Instagram is officially rolling out the tall feed globally, moving away from the traditional square grid. This change follows testing and is designed to prioritise vertical content over landscape or square formats, reflecting a broader trend across social media towards vertical storytelling.

With this update, users now have the option to adjust their existing posts in their feed by using the ‘fit’ and ‘fill’ options in settings. This ensures that images can better conform to the taller grid format, preserving the visual integrity of the content.

This shift encourages creators to think vertically—not just for their feed but also for their profiles.

Edits: Instagram’s New Standalone Editing App

One of the most exciting announcements is the upcoming launch of Edits, a mobile-first app designed for creators. Adam Mosseri, head of Instagram, described it as “a suite of creative tools”, rather than just another editing app.

Here’s what Edits will include:

A trending tab to discover popular audio and creative inspiration.
A new high-quality camera.
Tools to share drafts with friends and collaborators.
Comprehensive video editing tools, including transitions, filters, and effects.
In-depth Reels performance insights

The app will be free to use, with no desktop version planned, and is set to launch next month.

More Updates to Come

Mosseri has shared several upcoming new features aimed at giving users greater control over their profiles:

Customisable Thumbnails and Grid Layouts: Users will soon have the ability to drag and reorder posts on their grid, bringing back the importance of a cohesive aesthetic. While the grid’s overall look became less of a focus during TikTok’s rise, Instagram appears to be encouraging users to revisit how their brand or personal style is presented at a glance.
Highlights Moving to the grid: Instagram is planning to move highlights into the grid and add them as a tab. This change could streamline profiles while making space for more dynamic content on the homepage.
Direct-to-Grid Posting: A new option will allow users to post content directly to their grid without it appearing in the main feed. This gives creators more control over what they display on their profiles and how they curate their overall presentation.

6. Bluesky's Latest Features & Stats ??

Bluesky, the social media app making waves as a potential competitor to X, has been gaining attention, though its user base remains small compared to its larger rivals. Here's an update on its current features, growth stats, and future outlook for 2025:

Growth & User Base

Bluesky has seen impressive growth over the past year, expanding from 2.8 million users to 25.9 million users in 2024. However, a recent report by TechCrunch indicates a slowdown in user growth as of December 2024, with growth of less than 10% month-on-month, a significant decline from 189% in November. This trend is not unusual for new social media platforms, where initial enthusiasm often fades after the initial surge of sign-ups. As of now, Bluesky is still a small player in the social media space, with only 28 million users globally.

Despite this, Bluesky’s potential to challenge larger platforms like X in 2025 remains uncertain. For businesses or individuals considering a presence on Bluesky, it's worth monitoring the platform’s progress and experimenting with a profile to gauge whether it aligns with your target audience.

New Features

Bluesky is working on several new features to enhance user experience and compete in the crowded social media landscape. Some of the key updates include:

Trending Topics: Bluesky has recently launched Trending Topics worldwide, allowing users to easily see what’s currently popular on the platform.

Links Are Prioritised: Unlike some other platforms that reduce the visibility of posts with links, Bluesky CEO has confirmed that they value and prioritise links in their algorithm. If your content strategy involves sharing links, particularly driving traffic to websites, Bluesky might be a good fit for your posts.

New Video Feed: Bluesky has introduced a new video feed for users who are focusing on video content. With video becoming an essential part of social media engagement, this feature allows creators to share and engage with videos more effectively.

Current Users: Who’s on Bluesky?

Bluesky is still predominantly used by media professionals, journalists, and tech enthusiasts. However, its user base is expanding, with more individuals from diverse industries starting to experiment with the platform.

Moderation Policies and Changes

As Bluesky grows, it’s facing challenges regarding moderation. In their 2024 Moderation Report, Bluesky shared it has experienced an increase in harmful content, with a 17x increase in reports to the moderation service compared to 2023. The most common issues reported include harassment, trolling, intolerance, spam, and misleading content.

To address these concerns, Bluesky has:

Updated their impersonation policy, taking stronger action against accounts posing as others.
Increased their moderation team to around 100 people, with plans to expand further. Unlike Meta, which relies on AI for much of its content moderation, Bluesky’s moderation strategy involves human moderators.

This more hands-on approach to moderation distinguishes Bluesky from other platforms and may appeal to users who are concerned about the effectiveness of AI in managing harmful content.

What's Next for Bluesky in 2025?

While Bluesky is still in the early stages of its development, its moderation efforts, commitment to link visibility, and video integration indicate that it has the potential to become a more prominent player in 2025. For businesses or creators thinking about joining the platform, it may be a good idea to keep a close eye on its evolution and experiment with establishing a profile. Though it’s not yet a significant competitor to X or Threads, Bluesky’s growth trajectory and commitment to improving user experience make it one to watch closely in the coming year.