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January 2025 Social Media Platform Updates

Thursday 6th February 2025

Blog Author Beth Perrin by Beth Perrin

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It was a busy start to the year for our favourite social media platforms, with Threads, Instagram, TikTok and more all releasing updates and new features which will not only make it easier for individual users to connect with their friends and family members, but will also help brands and businesses level up their marketing strategies. Read on to find out which ones might benefit your content or customer service as we head further into 2025!

 

Custom Display Names on Threads

Threads kicked off the month by testing a new option that will enable users to add a custom display name on the platform, meaning they won’t have to replicate their Instagram handle in the app, which is currently the only option. Users will be able to change their display name a maximum of twice within a 14 day span, and any changes will only be reflected on Threads, not Instagram.

 

 
View on Threads

 

Facebook Removes Fact-Checking

Meta CEO Mark Zuckerberg announced that Facebook is discontinuing its fact-checking program and will be moving towards a community-based note system instead. This is very similar to X’s Community Notes tool, wherein individual users will be able to clarify claims made by others across its apps.

Explaining the company’s reasoning behind the change, Zuckerberg said: “We’ve reached a point where [our moderation systems] make too many mistakes, and it’s too much censorship. The recent elections also feel like a cultural tipping point towards once again prioritising speech. So we’re going to get back to our roots, and focus on reducing mistakes, simplifying our policies, and restoring free expression on our platforms.”

Meta hopes that the new system will “empower [Facebook’s] community to decide when posts are potentially misleading and need more context, and let people across a diverse range of perspectives decide what sort of context is helpful for other users to see.”

What do you think? Is third-party fact checking the best way to safeguard information on social media, or can more accurate results be achieved by individual users? We’d love to hear your thoughts.

 

 
 

TikTok Studio Post Scheduling

TikTok has added post scheduling to its TikTok Studio management tool, which will make it easier for creators to manage all of their posting and analytics processes in one place. To clarify, the ability to schedule posts isn’t new, as users can already do this via TikTok’s standard video scheduler and various third-party platforms - but seeing as the Studio already lets users edit and update their scheduled posts, the addition of this tool will streamline the creation flow even further.

As well as scheduling, the TikTok Studio also includes a range of management functions, including a complete overview of your content, post analytics and monetisation monitoring tools.

 
 

New Ways to Engage on WhatsApp

In order to make the platform easier and more fun to use, WhatsApp has released a handful of new features and design improvements.

• Camera effects: Now, when you take and send a video or photo, you can choose from 30 backgrounds, filters and effects.

• Selfie stickers: You can now turn your selfies into stickers - simply tap on ‘Create sticker’ and you’ll see a new camera option, where you can take a selfie (currently only available on Android but coming to iOS soon).

• Share a sticker pack: If you’ve spotted a sticker pack you know your friends will love, you can now share it directly within a chat.

• Quicker reactions: Double tap on a message to react and quickly scroll through your most used reactions.

 

 
 

3 Minute Reels on Instagram

Instagram officially announced that Reels can now be up to three minutes in length, giving users more opportunities to get creative and share longer clips with their followers. The platform’s chief, Adam Mosseri, said on Threads: “Historically, [Reels have] only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video. But we’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short, so we’re hoping that upping that limit to three minutes will help you tell the stories that you really want to tell.”

Short-form videos undoubtedly remain the most popular choice for viewers - but with TikTok now allowing users to post videos that are up to 10 minutes long, and YouTube recently extending the length of Shorts to three minutes earlier this month, it makes sense for Instagram to move in line with its competitors.

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Instagram’s @Creators (@creators)

 
 

Vertical 3:4 Profile Grid on Instagram

It’s time to say goodbye to Instagram’s classic square grid! That’s right - the thumbnail images for posts now appear in a vertical format, meaning your profile will look a little different going forward. Mosseri explained that this is “because most photos and videos that are uploaded to Instagram at this point are vertical, and rectangles do a better job showing off those photos and videos.” The new ratio is 3:4, so you’ll need to bear this in mind when posting any images or graphics that contain text, or other important elements that might get cut off.

Instagram is also looking into a new tool that will enable you to post directly to your grid, in case you want to bypass the feed entirely and have an image only appear on your page.

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Instagram’s @Creators (@creators)

 
 

Markup Option on Threads

Threads has added a new ‘Markup’ option, which enables users to highlight certain elements of an image, or draw or write over it, before re-posting - essentially removing the need to save an image and edit it manually before re-sharing it. To add your thoughts to an image, simply tap on the ‘Repost’ button, then choose ‘Markup’ to enter the editing screen.

 

 
View on Threads

 
 

Add WhatsApp Profiles to Meta Accounts Center

Meta has announced that it will now enable users to integrate their WhatsApp profile into the Accounts Center, which already links your Facebook, Instagram and Messenger profiles. This will make it easier for users to cross-post, log in and access their information from Meta’s family of apps - for example, you might want to re-share your WhatsApp status to Facebook or your Instagram Story without having to post it multiple times.

To address any potential privacy concerns, Meta confirmed: “Your [WhatsApp] account is still separate from other apps and no one but you can change that. While adding your WhatsApp to Accounts Center is completely optional and is off by default, it can help those who want features to work more seamlessly across apps.”

 

 
 

Threads Post Scheduling

After launching various tests of the feature since last summer, Threads has announced that native post scheduling is finally available to all users. The scheduling tool has technically been available via selected third party apps since June 2024 when Threads released its API, but now it can be done natively, making it even quicker and easier to plan your content in advance.

To schedule a post, simply tap the three dots menu on the composer, then tap ‘Schedule’. Choose a date and time, then tap ‘Schedule’ again. Posts you’ve scheduled will appear in your drafts folder, where you can edit or delete them as needed.

 

 
View on Threads

 
 

Automated TikTok Ads for UK Retailers

TikTok has launched the next stage of its shopping push here in the UK, with a new feature called ‘GMV Max’ (Gross Merchandise Value), which uses AI to optimise product listings in the app. The tool will handle your product advertising process by automatically sourcing assets, creating ad campaigns, optimising them for sales and targeting the right audiences.

To explain the value of the feature, TikTok said: “Managing and running performance ads on TikTok Shop can demand a vast number of creative assets and time uploading new creatives, monitoring ad group performance, and pausing or scaling campaigns based on real-time results. GMV Max reduces these barriers, making campaign management simpler and more efficient.”

This will free up time so that sellers can focus on the rest of their TikTok promotion efforts, and other marketing activities.

 

@tiktokforbusiness Meet GMV Max – the new game-changer for TikTok Shop advertisers! 🚀 Say goodbye to manually sorting and uploading affiliate content one by one. GMV Max handles it all for you, saving you time and effort. Ready to supercharge your campaigns and get started? Click the link in our bio! 🔗 #marketing #marketingtips #tiktokshop #commerce #shopping #advertising #shop #seller ♬ original sound - TikTok for Business

 
 

Threads Analytics

Threads launched an initial test of post analytics with selected users last month, and now, it’s making the feature available to everyone in the latest version of the app. The analytics platform will provide data on your top performing posts, follower growth, interaction rates and more, which could be particularly useful for any social media managers using the platform for marketing purposes. You can sort your results by views, likes or replies, allowing you to prioritise the metrics that matter most to you or your brand.

 

 
View on Threads

 
 

Ads Test on Threads

Threads has launched an initial test of ads on the platform for selected users and brands in both the US and Japan. According to Meta, “Starting today [24th January], a small number of advertisers will test ads in Threads to help campaigns go further by reaching the growing Threads community. Businesses will be able to extend their existing Meta ad campaigns to Threads - without the need for bespoke creative or additional resourcing - by simply checking a box in Ads Manager.”

Threads’ current lack of ads is a big reason why many users enjoy the app so much compared to other social platforms - although Adam Mosseri hopes that ads will be “just as interesting as organic content” and will “feel like Threads posts you’d find relevant and interesting.” Do you think their arrival might deter some current fans? Will your brand consider advertising on Threads in order to reach new audiences and connect with potential customers? Let us know what you think.

 

 
View on Threads

 
 

Threads Photo Tagging

Another simple but handy Threads update - users can now tag others in their photos, opening up more opportunities for engagement and interaction between friends and communities. To tag someone, tap on the person icon in the bottom left corner of a photo in the composer, then tap on the friend you want to tag in the photo. Search for a profile, or choose one from the menu. Viewers of your post will then be able to tap on the photo to see who’s tagged, and tap through to that user’s profile.

 

 
View on Threads

 
 

Summary

We’d love to hear which of these updates you’ve already tried out and which ones you’ve found useful so far, whether you’re a casual user, influencer or social media marketer. Find us on X @3sixfivepro to let us know which new features you’re excited to use and share which tools you’re planning to incorporate into your digital strategy throughout the rest of Q1.


 
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