Let’s talk about X (and other social media musings for 2025)

Welcome to our first LinkedIn newsletter of 2025! This month, we’re diving into the some of the latest social media news and updates. It feels like there’s a lot going on, so let’s break it down.

Should companies move from X to elsewhere (like Bluesky or Threads)?

One of the most common questions we’ve heard from clients recently is: “Should we stay on X?”

Since Elon Musk took over and rebranded Twitter to X, many companies have reduced or stopped their advertising entirely on the platform. The main reasons? Frustrations with the platform's lack of algorithm transparency, poor analytics, and lower visibility and engagement for non-paid users.

So, should your business leave X? Well, it depends on a few things, such as:?

• Where your audience spends time
• What you use the platform for
• Whether you’re seeing results?

This decision isn’t something to take lightly. We recommend carefully looking at your specific business needs before making any changes.

Bluesky has opened up to everyone (no more waiting list!), and it’s gaining traction. But while it’s growing, it’s not as business-friendly as some other platforms just yet.

On the other hand, Threads surpassed 300 million users by the end of 2024 and is still growing fast. It’s clear that these new platforms are on the rise, but it’ll be interesting to see how they develop for businesses over the next few months.

Instagram’s focus for 2025

This year, Instagram is going all in on creativity. Adam Mosseri, head of Instagram, mentioned that the app’s goal is to “double down on making sure our creative tools are best-in-class”. In other words, Instagram wants to make it easier for creators to produce high-quality content.

Instagram is also looking to highlight smaller creators. They’ll be further updating the algorithm to help new creators gain more visibility on the app, which is exciting news for anyone looking to grow on the platform.

X algorithm update: what’s new?

While X has always kept its algorithm under wraps, we do have some new information. Elon Musk recently shared that the platform is aiming to promote more entertaining content in 2025.

In posts at the beginning of January, Elon said:

“We will be tweaking the algorithm to focus more on informational and entertaining content. Our goal is to maximize ‘unregretted user-seconds.’ Too much negativity grows user time, but not in a way that’s actually enjoyable.”

So, if you’re still active on X, expect to see a shift toward more positive, informative, and entertaining posts. This could mean new opportunities for your business to engage with audiences in a more meaningful way – if you decide to hang around, that is!

What’s going on with the US TikTok ban?

The news is still developing, but the potential ban of TikTok in the US is something we’re keeping an eye on. There’s even talk of potential buyers stepping in to save the app from a ban.

If you’re concerned about how this might affect your business, we’ve written a blog to keep you updated. You can read it here: The Potential US TikTok Ban: What Does it Mean for Your Business?

Let us know if you need help with your social advertising this year - we're here to support you.

Enjoy the rest of January!

Cheers,

Henry, Ed, Marcus, and Team AB