Social Media & Digital Marketing May 2025 Roundup

Posted on 29th May 2025

We’ve reached the end of May, which means it’s time for another social media & digital marketing roundup.

Here’s a look at all of the news from the last month.

Threads Active User Base

Threads has revealed their active userbase has now reached 350m users – bringing them closer to X. Threads saw an increase in active users around October 2024, and it has kept growing month by month. X claims to have 600 million active users – which whilst still a way ahead of Threads, does show that the gap is beginning to grow – especially with X continuing to lose users, especially in Europe. X has lost over 11 million users since August 2024 in the EU, and is also losing users in the UK – casting doubt on its apparent growing active user’s figures. That being said, Threads, which is also making an effort to separate itself from Instagram, has firmly positioned itself ahead of Bluesky as the viable alternative to X.

Updates To Edits

Instagram’s Edits app has been updated with new features. Over 100 new fonts have been added, animations, beat markers and an inspiration section have also been implemented - as well as new vocal effects and an ‘apply to all’ option for tools. Instagram are aiming to keep the app updated with new features weekly, but whilst it’s free to use for now, there is a chance the app will have to introduce paid options – especially when they begin to roll out AI powered tools.

Meta Ad Updates

Meta have announced Ad updates at NewFronts 2025, across Instagram, Facebook and WhatsApp.

Instagram wise, Meta have started to test Reels trending ads - these act a little like TikTok’s Pulse ads, displayed amongst other, trending reels. They’re also testing Trends in Instagram’s Creator Marketplace, which will, as per Meta, “allow advertisers to discover real-time culturally relevant insights on Instagram”. Creator Marketplace API will give businesses the ability to connect with high-quality creators and make data-driven decisions about their partnerships.

Video ads are being tested on Threads, letting businesses “expand their reach and engage with their audience in a familiar way across multiple platforms”.

Facebook Reels will see a roll out of video expansion, which helps advertisers get better outcomes from their videos. New ad formats will also be applied to Facebook and Instagram, now allowing Partnership Ads with one partner in the ad’s header and Facebook Live Partnership ads.

TikTok Live DMs for Customers

If you use TikTok live to sell your items, then this may be helpful for you. TikTok are rolling out an option to switch on DMs during livestreams, allowing you to generate leads directly from broadcasts. There’s now an option titled LIVE setup for client acquisition, and it gives you an option to include a message CTA button on your livestreams so viewers can quickly get in contact if they’re interested in what you’re advertising.

That’s all for May! Have a great June and keep an eye out for more updates over the coming month.

Finally, your social media tip this month is: You do not need high production to make video work in your ads.

In fact, sometimes a simple video filmed on your phone outperforms everything else.

The goal is not perfection, it is connection.

Show your face. Talk directly to your audience.

Explain what you offer and why it matters, clearly and calmly.

Keep the video short. Thirty seconds can be enough.

Use captions so people can follow along with the sound off.

And always end with a clear call-to-action.

Video builds trust. It makes you feel real.

That alone can drive more clicks and conversions than a polished graphic

Social Media & Digital Marketing April 2025 Roundup

Posted on 24th April 2025

As we approach the end of April, we’re taking a look back at all of the updates and news from the world of social media from the past month!

Here’s what’s been announced this April.

Threads Expands Profile Topics

Threads are encouraging users to add topics to their profiles, making it easier for users to find accounts that align with their same interests. Added last month, they’re now expanding the system by introducing customised feeds for the topics – hoping that the use of these ‘topics’ will help to push growth for creators who are seeing their following plateau as social media begins to rely less on profiles and more on algorithms,

Bluesky Adds Verification

Users of Bluesky can now be approved for verification – but instead of relying on the team at Bluesky to ensure verification is rolled out correctly, they’re also putting it in the hands of organisations too: “We’re also enabling trusted verifiers: organizations that can directly issue blue checks. For example, the New York Times can now issue blue checks to its journalists directly in the app. Bluesky’s moderation team reviews each verification to ensure authenticity.”

YouTube Adding New Features To Their Inspirations Tab

If you’re a creator on YouTube, you’ll soon find 3 new options in the Inspirations tab to further help you gather ideas for videos. First up is ‘Brainstorm Video Ideas’ – using your past videos and comments to suggest new video concepts - “Creators often find inspiration for their next video while reviewing performance data or audience comments in YouTube Studio, so we’re integrating comments and data from past videos to create a more fluid and intuitive process.”

Then we have ‘Hooks’ – this is where creators input their ideas and YouTube comes up with engaging ways to approach the idea within videos. Theres also ‘Quick Saves’ – letting you save ideas quickly from YouTube’s Idea list. These features are currently being tested and rolled out.

Threads Growing In Popularity

Whilst Bluesky and X are seeing a slower uptake in new users, Threads is building more momentum – adding 200 million new users in the last year, whereas X has only added 50 million. Whilst there’s still a long way to go for Threads to match up with X overall, Bluesky isn’t showing much competition despite its huge 30 million increase of users in the last year. Threads are also ramping up their new features and updates, and with X’s current reputation it seems that Threads has become the place to be for users looking for an alternative platform.

That’s everything for April!

Have a wonderful May, and keep an eye out for more updates over the coming month.

Finally, your social media tip is: I’ve had loads of business owners say to me, “Facebook Ads just don’t work for us.”

But most of the time, it’s not the ads. It’s what you’re asking the ads to do.

Here’s where I see it going wrong:

➡️ The offer doesn’t land. If it doesn’t feel valuable or urgent, people won’t act.

➡️ The copy’s too vague. If you’re not clear about who it’s for or what problem it solves, it gets ignored.

➡️ The strategy’s off. The tech is easy to blame, but nine times out of ten, it’s the message that’s broken.

If you’re spending money and not seeing a return, it’s time to look at the basics.

Strong offer. Clear message. Right audience. That’s the stuff that makes ads work.

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