Social Media Trends and New Features Monthly Report | February 2025
Empowered Digital Marketing
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?Welcome To The February Social Media Trends Report
Want to stay on top of the latest trends? Welcome to the Monthly Empowered Social Media Trends Report! We’ll help you choose the trends that matter most to your business. We analyze social media data all month and deliver a report at the end of the month so you can get ahead.
But first...
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Now on to the monthly trends…
? Meta
Meta Warns Users About AI Scanning in DMs
Meta has introduced a new alert informing users that its AI systems may process private DMs when Meta AI is engaged in chats across Facebook, Instagram, Messenger, and WhatsApp. When users summon Meta AI within chats, the content may be used for AI training, potentially accessing sensitive information. To maintain privacy, users are advised to avoid using Meta AI in chats containing sensitive data. Alternatively, users can direct queries to Meta AI in a separate chat window to prevent potential data exposure. Source: Social Media Today
Meta Enhances AI Transparency in Ads with Updated Disclosure Labels
Meta is refining its AI usage disclosures by updating labels on ads significantly created or edited using its in-house AI tools. These labels, visible in the ad's three-dot menu or near the "Sponsored" label, aim to clarify when AI has been employed in content creation. While the current focus is on ads, Meta plans to extend transparency to images made with non-Meta AI tools, enhancing user awareness of AI-generated content. This initiative seeks to dispel misinformation and ensure clearer communication about AI use on the platform. Source: Social Media Today
Facebook Livestreams to Be Removed After 30 Days
Meta has begun removing Facebook livestreams older than 30 days to manage storage costs. Users will receive notifications about the upcoming deletions and will have 90 days to download, transfer, or convert their videos into Reels. Meta is providing new tools to facilitate these processes, allowing users to keep their content accessible. While this aligns with industry standards, it requires users to act if they wish to preserve past live broadcasts. Source: Social Media Today / Meta
Instagram Enhances DM Features with Scheduled Messages and Improved Translations
Instagram has launched a series of updates to its Direct Messaging (DM) system, including in-stream message translations, scheduled messaging, pinned chats, and group chat QR codes. These new features enable users to effortlessly connect across language barriers, automate message timing, and streamline communication in group chats. Additionally, music sharing has been simplified with a new sticker option. These updates aim to boost engagement and enhance the user experience on Instagram. Source: Social Media Today / Instagram
Instagram Introduces WhatsApp Connection Sticker for Stories
Instagram has launched a new WhatsApp sticker for Stories, allowing users to link directly to a private WhatsApp chat from their Stories posts. This feature enables businesses to increase awareness of their WhatsApp channel and facilitate direct engagement with potential customers. As private messaging continues to rise on social platforms, leveraging this connection can enhance interaction and meet audiences where they are most active. Source: Social Media Today
Research Indicates Threads Drives More Engagement Than X
Recent data suggests that Meta's Threads is generating 73.6% higher engagement rates compared to X, according to Buffer's analysis of 10.2 million posts. With Threads boasting 320 million active users and growing, 53% of marketers are already utilizing the platform, with 23% planning to join this year. While Threads provides an alternative to X's pay-to-play model, brands should consider experimenting with Threads to gauge audience response, balancing their reliance on Meta's platforms. Source: Social Media Today
Threads Introduces Custom Feed Sharing Feature
Threads has launched a new feature allowing users to share custom feeds within their posts, enhancing connectivity around shared interests. Users can now create and share public feeds, explore them under a new Feeds tab on profiles, and pin favorite feeds for quick access. This update aims to facilitate connection and engagement, particularly among "power" users, by providing a streamlined way to discover relevant content and conversations. Source: Social Media Today / Meta
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LinkedIn Enhances Newsletter Analytics with New Email Metrics
LinkedIn has introduced new metrics for newsletter creators, adding "Email Sends" and "Email Open Rates" to its analytics. These updates provide insights into how many subscribers receive and open newsletters, offering valuable data for optimizing content strategies. While basic, these metrics address long-standing requests from creators and marketers for better email analytics. The addition enhances LinkedIn's existing newsletter data, supporting more informed professional outreach and branding efforts. Source: Social Media Today / Lindsey Gamble via LinkedIn
LinkedIn Introduces Comment Impressions Analytics
LinkedIn now allows users to view how many impressions their comments receive, providing insights into their impact within the community. Each view of a comment counts as an impression, including multiple views by the same member and the user's own views. This feature is visible only to the user and appears directly alongside the comment on LinkedIn feeds or groups. Page admins can also see the impression count for comments made on behalf of their page. Source: LinkedIn
LinkedIn Enhances Video Presentation and Discovery
LinkedIn has announced updates to improve video content visibility and discoverability, as video watch time on the platform increases by 36% year-over-year. These updates include the introduction of a full-screen, vertical video display format on desktop, aligning with its mobile experience. LinkedIn is also enhancing video discovery with a swipeable carousel in search results and adding new video analytics like average watch time. Additionally, LinkedIn Learning offers free courses on video content creation to help users capitalize on the growing engagement with video posts. Source: Social Media Today
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? TikTok
TikTok Introduces 'Most Loved' Tag for Popular Shop Items
TikTok has launched a new "Most Loved" tag to spotlight top-rated products in its Shop, helping users identify highly recommended items based on feedback such as star ratings, return rates, and customer service experiences. This feature aims to enhance the in-app shopping experience by highlighting well-received products across categories like electronics, beauty, fashion, and more. As TikTok continues to expand its in-stream shopping in Western markets, the Most Loved tag serves as a valuable guide for consumers and a strategy to boost sales. Source: Social Media Today
TikTok Restored in US App Stores Following Attorney General's Assurance
TikTok has been reinstated for download in U.S. app stores after Attorney General Pam Bondi confirmed that Google and Apple will not face penalties for facilitating access to the app, despite its technical ban. President Trump granted TikTok a 75-day extension to arrange a U.S. ownership deal, following his inauguration. This extension allows TikTok and other ByteDance apps to remain accessible in the U.S. while negotiations continue. Discussions with major tech companies are ongoing to establish a compliant ownership structure. Source: Social Media Today
TikTok's In-App Sales Surge in 2024
TikTok witnessed substantial growth in in-app sales during 2024, with a reported $6 billion spent on in-app purchases, including Douyin in China, marking a significant increase from $4.4 billion in 2023. The U.S. market led this charge, accounting for a $1.47 billion increase, more than the rest of the top five markets combined. While this data primarily covers in-app currency and subscriptions, it indicates a growing comfort with spending in the app, highlighting the potential for TikTok's eCommerce expansion. Source: Social Media Today
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? Bluesky
Bluesky Introduces Reply Controls and Profile Search Features
Bluesky has enhanced its platform with new Twitter-like features, including reply controls that allow users to restrict who can respond to their posts, and a profile search function for locating specific user mentions. These updates, along with improved search and translation options, aim to make Bluesky more appealing as a Twitter alternative. While its growth has slowed, Bluesky remains a viable option for those seeking a platform focused on real-time discussion, with around 25 million regular users. Source: Social Media Today
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? YouTube
YouTube Expands Voice Replies and Introduces Promote Option for Shorts
YouTube is expanding its audio replies feature, allowing more creators to respond to comments with voice clips up to 30 seconds long, enhancing personal interaction. Additionally, YouTube has introduced a "Promote" option for Shorts in the YouTube Studio app. This feature enables creators to quickly boost their Shorts' reach by purchasing ad space, targeting viewers likely to engage with their content. These updates aim to improve community engagement and content visibility on the platform. Source: Social Media Today
YouTube Expands Text-to-Speech for Shorts and Launches Teen Safety Initiative
YouTube has expanded its text-to-speech feature for Shorts to iOS, allowing more creators to add automated voiceovers in their videos. Additionally, YouTube has partnered with the JED Foundation to launch a mental health video series aimed at providing teens with tools to manage stress and anxiety. The initiative coincides with Safer Internet Day and features content from top YouTube creators. YouTube has also updated its profile cards on Studio mobile for a more cohesive look. Source: Social Media Today
YouTube Integrates Google Veo AI into Shorts for Enhanced Video Creation
YouTube has incorporated Google's Veo 2 AI video generation tools into its Shorts composer, allowing creators to generate high-definition AI backgrounds and standalone video clips using text prompts. This update enhances creative possibilities for Shorts creators, offering new ways to produce imaginative content. While these tools enable more diverse video creation, they also raise concerns about the potential for junk content and deepfakes. Source: Social Media Today
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? Other Highlights
Report Highlights Average Social Media Post Engagement Across Major Platforms
A new report from Socialinsider analyzes 125 million social media posts to benchmark average engagement rates across platforms. TikTok leads with an average engagement rate of 2.50%, outperforming Instagram and Facebook. The report underscores TikTok's strong algorithmic push for engaging content, though its future in the U.S. remains uncertain. These insights provide valuable context for evaluating brand performance and setting realistic expectations for social media strategies. You can check out Socialinsider’s full 2025 Social Benchmarks Report here. Source: Social Media Today
BuzzFeed Plans to Launch a Positive-Focused Social Platform
BuzzFeed is developing a new social platform, tentatively named "Island," aiming to counter the negative impacts of current social apps driven by AI-based algorithms. Led by Jonah Peretti, the platform will focus on human curation and real stories of value, avoiding sensational and addictive content. This initiative seeks to provide a more positive online experience, integrating BuzzFeed properties like HuffPost and Tasty. While details are still emerging, the concept promises a shift towards more genuine engagement and entertainment. Source: Social Media Today
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Thanks for reading our February trends report!
-The Empowered Team