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As we step into 2025, the social media landscape is marked by rapid changes that could reshape how brands, creators and users engage with platforms. Here's an in-depth look at the latest updates from Meta and TikTok, along with strategic recommendations to help navigate this evolving space.
2025 Platform Updates from Meta
On January 7, Mark Zuckerberg announced sweeping changes for Meta, reflecting a broader shift in platform strategy:
- Community-Led Moderation:
Meta is ending its third-party fact-checking program, which has faced criticism for alleged censorship and inaccuracies. The company will roll out a "Community Notes" system similar to X (formerly Twitter), aiming to crowdsource content moderation while fostering transparency and accountability. - Moderation Team Relocation:
Meta plans to relocate its moderation teams from California to Texas. This move is intended to diversify cultural perspectives in decision-making and align with the company’s renewed focus on balanced, inclusive moderation. - AI-Driven Experiences:
Meta has also hinted at expanding its use of generative AI to enhance content curation and improve user experience across Facebook and Instagram. Features such as personalized ad targeting and real-time trend analysis are expected to become more prominent in 2025. - Enhanced Advertising Tools:
Meta is doubling down on e-commerce capabilities, enabling brands to integrate storefronts more seamlessly into Instagram and Facebook. This evolution positions the platform as a key player for brands targeting Gen Z and millennial audiences. - Scaled Back Restrictions on Civic Content
Meta will evolve its approach to limiting civic content in users' feeds in 2025. Since 2021, Meta has limited content about elections, politics and social issues for all users. This content will no longer be reduced proactively. Instead, users will be served the civic content that Meta platforms determine they're most interested in, as well as afforded options to reduce this type of content on their personal feeds.
Implications for Brands: These updates suggest Meta is moving toward a more decentralized model while continuing to innovate its ad and content offerings. Brands will need to adapt their strategies to align with these new tools and moderation policies. At Gatesman, we will be monitoring algorithm updates and overall impact on community engagement and follower growth, as we will see increased activity and less content-gating. This likely will require a more hands-on approach to monitoring to ensure that conversations are appropriate on brand pages. We also recommend re-evaluating back end filters to ensure clear guidelines are in place, i.e. profanity, key words you don’t want to see in conversation, etc. At this time, we do not recommend any changes to advertising presences and will be staying on top of optimizations influenced by new AI tools and targeting methods.
TikTok: Navigating Uncertainty Amid a Potential U.S. Ban
TikTok remains a social media juggernaut, but its future in the U.S. is increasingly precarious due to escalating security concerns:
- Supreme Court and Legislative Actions:
The Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA) has mandated ByteDance to divest TikTok by January 19, 2025. The Supreme Court will review arguments on January 10, evaluating whether the Act violates free speech protections. - National Security and Data Concerns:
The U.S. government cites TikTok’s potential ties to the Chinese government as a risk to national security, particularly regarding data privacy. Critics, however, argue that the move may be politically motivated. - Creator Backlash and Migration:
Creators are proactively diversifying their platforms, with many exploring alternatives like YouTube Shorts, Instagram Reels, and emerging apps such as Lemon8. TikTok has also ramped up its transparency efforts, pledging greater data localization to reassure regulators. - Advertising Trends on TikTok:
Despite the uncertainty, TikTok remains a leader in short-form video advertising, with its algorithm offering unmatched targeting. Brands should consider short-term campaigns to capitalize on the platform's influence while preparing for possible disruptions.
Implications for Brands: For Gatesman clients with a TikTok presence, we will continue to evaluate other platform opportunities to diversify content needs. We also recommend that all brands stay informed on legislative developments surrounding TikTok so teams are prepared to pivot quickly if a ban is enacted by reallocating resources to other platforms. To mitigate potential disruptions, proactively test and refine campaigns on alternative platforms, ensuring your brand remains adaptable and audience-focused.
How Gatesman Will Help
At Gatesman, we understand the complexities of the ever-changing social media landscape and are committed to guiding our clients through these uncertain times. Our team is dedicated to staying ahead of breaking news, platform updates and emerging trends to ensure your brand remains agile and well-positioned for success.
We’ll work closely with you to tailor strategies that align with your goals while navigating shifting regulations, evolving platform policies and new opportunities. Whether it’s building your audience on stable platforms, leveraging cutting-edge tools, or pivoting in response to disruption, Gatesman is here to help you stay connected, competitive and impactful in 2025 and beyond.
