Hashtags are out, AI is in, and ad innovation is getting a glow-up. In the ever-unfolding saga of social media updates, the past fortnight brought a cocktail of bold moves and brainy upgrades.
Elon Musk is spring-cleaning your feed, Meta’s flexing its AI biceps, and Google is whispering sweet monetisation secrets to publishers. Meanwhile, YouTube and Snapchat are quietly fine-tuning how brands and creators match up – all with the end goal of less disruption and more delight.
Platforms aren’t just updating policies, they’re rewriting the rules of digital advertising. From how much space your ad takes up to whether a hashtag ruins your aesthetic, the decisions being made today are shaping how tomorrow’s scroll will feel. One thing’s clear: the clutter is out, and clever is in.
Whether you’re a brand chasing conversions, a publisher hunting for new revenue streams, or just someone tired of ads yelling at you – there’s something in this roundup for you. So grab your caffeine fix and get ready, because this update list is packed with game-changers, rule-breakers, and a whole lot of AI swagger.
- X
X scraps hashtags in ads to clean up the feed
Elon Musk has said no hashtags in promoted posts on X (formerly Twitter), calling them an “aesthetic nightmare.” While the move reflects Musk’s design-first mindset, it aligns with previous guidance from X’s former ad team, which advised against hashtags that distract from calls to action. Some argue the blanket ban may limit branded campaign messaging, but Musk appears committed to decluttering the ad space.
X to charge advertisers based on ad size
X will soon charge advertisers based on the vertical screen space their ads occupy. Full-screen ads will cost more than smaller formats. The update is aimed at discouraging disruptive layouts and aligns X with pricing models used by platforms like YouTube and TikTok. Musk is pushing for cleaner ad design by tying cost to intrusiveness.
- Meta
Meta tightens finance ad rules in India as scams rise
To comply with SEBI’s crackdown on financial scams, Meta will begin requiring advertisers in India’s securities and investment sector to verify their registration. The rollout starts on June 26, 2025, with full enforcement expected by July 31. All finance-related ads targeting Indian users, including global campaigns, will need to follow the new verification process.
Meta unveiled new AI ad tools at Cannes Lions 2025
Meta has introduced a new set of generative AI tools under its Advantage+ platform to improve ad performance and creativity. Features like Video Generation 2.0 and Video Highlights allow for dynamic storytelling. New branding tools help keep visual identity consistent, while custom call-to-action stickers and virtual try-on features are being tested. Brands such as Avimee Herbal and Big Basket have reported higher conversions and lower costs using these innovations.
Google launches ‘Offerwall’ to help publishers diversify revenue
Google has introduced Offerwall, a feature within Ad Manager that helps publishers generate income beyond traditional ad impressions. Users can access content by making micropayments, signing up for newsletters, completing surveys, or watching ads. After testing with over 1,000 publishers, Google reports an average revenue lift of 9 percent. The tool is especially beneficial for smaller publishers seeking alternative monetization strategies.
YouTube launches ‘Open Call’ to connect brands and creators
YouTube has rolled out Open Call, a new feature that lets brands post creative briefs to the YouTube Partner Program. Creators can respond with content, and brands can choose which videos to promote as partnership ads through Google Ads. Open Call is currently available to select advertisers with plans to expand access soon.
- Snapchat
Snapchat ad engagement gets a boost with new measurement tools
Snapchat advertisers now have access to enhanced attention metrics through third-party solutions from Integral Ad Science and DoubleVerify. IAS is using eye-tracking data in partnership with Lumen Research to estimate viewer engagement, while DoubleVerify also offers its own analytics tool. These updates aim to provide deeper insights into how users interact with Snap ads and help brands optimize campaigns based on verified attention data.
