In the ever-evolving world of digital marketing, staying on top of the latest social media updates isn’t just beneficial — it’s essential. Platforms like Meta, LinkedIn, and X are consistently working on rolling out new tools, features, and formats that can significantly impact how brands connect with audiences, run campaigns, and measure success. These changes, often subtle yet strategic, reflect broader shifts in user behaviour, advertising trends, and the growing influence of AI and automation in marketing.
From video-first advertising strategies and AI-powered moderation tools to seamless API integrations and interactive ad formats, the social media landscape is buzzing with innovation. Whether you’re a performance marketer, brand strategist, or content creator, understanding these updates can give you a competitive edge — helping you optimise spend, enhance engagement, and stay aligned with platform algorithms.
In this edition of our fortnightly social media feature roundup, we break down on the recent feature updates across major platforms.
LinkedIn has announced a video-centric advertising overhaul. The professional network is focusing on vertical video formats, expanded video inventory, and a more visually-driven feed to increase B2B engagement. New ad formats include LinkedIn Premiere, which offers premium in-feed video ad placement. This signals a shift in how B2B content is being consumed — with more marketers embracing storytelling through short-form video, even on traditionally “professional” platforms.
Meta
Dynamic Overlays: Meta is bringing more visual flair to its Advantage+ catalog ads by introducing dynamic overlays — think real-time promotional badges, pricing stickers, and product tags. These overlays are automatically generated and personalised based on user behavior, campaign goals, and seasonal events. The goal? To create more engaging and high-performing product ads, especially for ecommerce brands during key shopping periods. It’s personalisation at scale, and a nod to TikTok-style visuals driving conversions.
Opportunity Score: Meta continues to streamline campaign optimisation with the introduction of Opportunity Score — a performance grading system that evaluates how well your campaign is set up to meet its goals. It not only offers a numerical score but also delivers data-backed recommendations on what to tweak (like budget distribution, audience targeting, or creative selection). This tool is ideal for both novice advertisers and seasoned marketers seeking a quick diagnostic for their ad performance.
Threads Ads Accessible via Meta’s Marketing API: Meta has officially integrated Threads ads into its Marketing API, making it easier for brands to manage their Threads campaigns alongside Instagram and Facebook. This integration allows advertisers to automate ad creation, track performance, and optimise across platforms using a single backend system. As Threads continues to grow in user base, this move signals Meta’s intent to fully commercialise the platform and position it as a key part of its social ad ecosystem.
X
New Ad Format: X is revamping its ad offerings with a new headline and CTA button format designed specifically for sales-driven campaigns. The ad includes a bold, clickable headline and a clear call-to-action, helping brands drive traffic, sign-ups, and conversions more effectively. Early results suggest improved engagement thanks to the clear visual hierarchy and actionable layout. It’s part of X’s broader push to become more performance-marketing friendly.
Safeguarding Community Notes from Manipulation with AI: To protect its Community Notes feature (a crowd-sourced content moderation tool), X is deploying AI-based detection systems to identify and prevent coordinated manipulation efforts. This move comes amid concerns over users attempting to game the system for political or reputational influence. The new AI tools will track voting patterns, flag suspicious activity, and enhance transparency — reinforcing X’s commitment to maintaining trust in its user-led fact-checking system.
