Social Media & Digital Marketing February 2025 Roundup
Posted on 27th February 2025
2025 is well underway, and now we’ve reached the end of February - which means it’s time for another social media and digital marketing roundup!
Here are all the stories from this month!
Meta Updates Advantage+ Ads
Meta have revealed new features and updates to their Advantage+ Ad campaigns, continuing to grow their focus on AI tools and solutions. They’re currently testing a streamlined Advantage+ campaign setup to help shopping and app campaigns benefit from AI optimisation. They’re also introducing an Advantage+ leads campaign, which now lets advertisers find the highest-quality leads using AI. Opportunity score will be expanding to more advertisers, letting users improve their campaign performance using recommendations from Facebook, including AI optimisations.
Threads Performance
Threads has reached 320 million monthly users, and with ads being slowly tested and rolled out on the platform the site’s growing audience is certainly something to keep an eye on. A survey by Sprout Social discovered that 53% of marketers are using Threads, with 23% looking to add it to their upcoming strategies. In Buffer’s analysis of 10 million posts on both platforms, Threads actually drove more engagement than X – with a 6.25% engagement rate compared to 3.6% on X.
Text-To-Speech Introduced on Shorts
Don’t want to do your own voiceovers? YouTube have rolled out text-to-speech on IOS for Shorts, currently allowing 4 different voice options for users. The feature has been popular on TikTok for some time, with YouTube quickly optimising their Shorts feature to continue to challenge the popularity of the platform – especially during a turbulent few months for TikTok, especially over in the USA.
TikTok Marketing Calendar
TikTok have released their 2025 marketing calendar, allowing users to see key dates, events and trends that are currently ongoing so they can leverage engagement and take advantage of the current landscape of the platform. TikTok provides quarterly overviews, but you can print out an overview of the whole year with important dates highlighted.
Instagram Adds New Metrics
Instagram has added new metrics to their system. Called Views Over Time and View Rate, Instagram now lets you see how many views your content is getting compared to your average viewership, if your views are coming from followers or non-followers and what percentage of people continue watching after the first 3 seconds. They are also providing tips to users, letting them know about their reels performance and if it’s resonating with viewers – helping to shape your marketing plans for Instagram going forwards.
Introducing Edits
Edits, a new app by Instagram, was introduced last month – and now we have more information on what you can actually do using the app. Designed essentially to be a CapCut competitor, Edits works in a very similar way – allowing users to streamline the process, turn static images into videos using AI, add captions and have enhanced video quality. They’re also teasing a future feature, allowing collaborators to leave comments in real time to help improve videos before they're posted.
That’s all for February! Have a great March and remember to keep an eye out for any updates over the next month….
Finally, your social media tip is: One of the biggest misconceptions I hear is that Facebook ads should start delivering instant results the moment they go live. It’s like expecting to plant a seed and have a tree grow overnight—it doesn’t work that way.
Here’s the truth: ads need testing and optimisation to perform. When I run campaigns, the first thing I focus on isn’t instant sales—it’s gathering data.
➡️ Is the targeting right?
➡️ Are people engaging with the ad creative?
➡️ Is the message connecting with the audience?
This testing phase is where the magic happens. It’s where you figure out what works and, more importantly, what doesn’t. Then you tweak, adjust, and refine.
I’ve seen campaigns that started slow but, after a few tweaks, turned into major wins. The key is patience and a willingness to dig into the numbers. Ads are a process, not a quick fix.
So, if your first ad doesn’t deliver instant results, don’t panic. It’s not about the quick win—it’s about building a campaign that delivers sustainable, consistent results over time.
Need further advice?
Get in touch to discuss your specific requirements and see how we can help you grow your social media presence
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Tagged as: Facebook ads, Instagram, Instagram marketing, Reels, Social Media, Social Media Engagement, TikTok, YouTube
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