Here’s everything marketers, creators and brands need to know about the latest social media updates for August 2025.
Missed last month’s roundup? Catch up on the July 2025 social media updates here.
US TikTok ban likely if no sale deal by September deadline
The US government plans to enforce a full TikTok ban if a deal to sell the app to a US entity isn’t finalised by the 17th of September deadline. Commerce Secretary Howard Lutnick confirmed TikTok will “go dark”.
Despite President Trump’s claim of a ready deal, key partners have pulled out, making a deal uncertain with less than two months to go. TikTok denies working on a US-only version as a backup.
Instagram test like counts for individual carousel slides
Instagram is experimenting with a new analytics feature that breaks down likes by individual slides within a carousel post. Rather than just showing total likes for the entire carousel, post insights will indicate how many likes each specific frame has received based on which image was on screen when a user tapped the like button.
This isn’t an exact science – the first frame often gets more generic likes just because it’s the initial image and some likes may be for the overall carousel. However, spikes on other frames can provide valuable insights to inform future content.
Carousel posts have proven a favourite on Instagram, often getting more reach than single photo posts as Instagram CEO Adam Mosseri explains.
TikTok launches Pro app and Sunshine programme to drive positive impact
TikTok is rolling out a new version of its platform in Europe, TikTok Pro, with a built-in ‘Sunshine’ programme a digital initiative designed to turn in-app engagement into real-world charitable support.
Available now in Germany and Portugal (with Spain to follow soon), TikTok Pro is a standalone app offering a more curated, joyful TikTok experience. It includes the full suite of TikTok’s safety and well-being tools, and has no e-commerce function.
Baked directly into TikTok Pro, the Sunshine programme lets users accumulate ‘virtual Sunshine’ by engaging with charity content; watching, liking, reposting, following cause-related accounts or referring others to the app. The ‘Sunshine’ can then be donated to participating NGOs, with TikTok converting it into real-world donations.
Initial charity partners include Médecins Sans Frontières (MSF), WaterAid, Aktion Deutschland Hilft and NABU (Nature and Biodiversity Conservation Union) with more expected to join soon.
Threads continues to see downloads increase
Meta-owned platform Threads is maintaining strong momentum as we head into August, with downloads continuing to rise steadily. This growth shows no signs of slowing, especially as Meta explores allowing users to sign up via their Facebook credentials, making onboarding even easier.
Meanwhile, rival platform X claims its monthly active user base is expanding, but official data tells a more complex story. Elon Musk reported a monthly active user count of 600 million back in March, yet regulatory filings revealed a 10.5% decline in EU users between August last year and April 2025.
For brands, these developments underline the importance of taking Threads seriously as a community-building and customer engagement platform, particularly with anticipated new features expected later this year.
Snapchat outperforms rivals for e-commerce brand results, new research shows
New data from Triple Whale reveals that Gen Z favourite Snapchat delivers stronger performance for e-commerce brands compared to other social platforms.
The study, commissioned by Snapchat and conducted by Triple Whale, analysed 20,000 e-commerce advertisers with a combined $3 billion ad spend across platforms, revealing that Snap ads deliver a 7.5% higher return on ad spend (ROAS) compared to other social platforms, despite Snapchat’s smaller overall spend share.
The research also highlights that Snapchat offers the lowest cost per acquisition (CPA) among platforms, making it a highly cost-efficient channel for online retailers. Apparel brands saw the strongest ROAS gains, driven by Snapchat’s visual storytelling tools and engaged, trend-conscious user base.
Additional insights show that 77% of Snapchat users agree visual search makes finding apparel faster and easier, and over 80% use social media to keep up with fashion trends, underscoring Snapchat’s appeal for fashion-focused e-commerce brands targeting younger audiences.
For brands, these findings signal the importance of integrating Snapchat into campaign strategies, either by leveraging the platform’s native ad formats or partnering with creators to craft authentic, engaging promotions.
Instagram’s Edits app gets new creative and project management tools
Meta continues to upgrade its Edits app with new features designed to streamline both video editing and project organisation. The latest update brings more creative control and smarter ways to manage your content ideas.
New editing tools include animated stickers, text and overlays using keyframes, along with 10 fresh voice effects to enhance audio. Users can also discover royalty-free music directly within the app, making it easier to build standout short-form videos from start to finish.
On the project management side, the updated Ideas tab lets users leave sticky notes on saved audio, filter ideas by status (like ‘to do’ or ‘done’) and sort notes by date, colour or last edit. You can now mark tasks as complete with a strikethrough and tag audio clips with reminders.
Instagram tests auto-scroll feature for main feed posts
Instagram is rolling out a new auto-scroll option for the main feed, allowing users to automatically scroll through static posts without manually swiping.
This feature is similar to the existing auto-scroll function for Reels but focuses on traditional feed posts.
As seen in early examples shared by users, the “Auto scroll” toggle appears in post settings and lets viewers consume more content without lifting a finger.
The move aligns Instagram with TikTok and YouTube, where auto-scroll is already common. This suggests Instagram aims to keep pace with evolving user habits and boost content consumption.
YouTube tests threaded comments
YouTube is trialling a new threaded comments feature with Premium subscribers on iOS and Android, designed to improve conversation flow and make discussions easier to follow. Replies are grouped into clear conversation trees, allowing viewers to tap into a focused thread and see all related replies in one place.
According to YouTube, this update offers a “more focused reading experience,” helping users track conversations more easily and potentially sparking deeper engagement in comment sections.
TikTok adds in-app scheduling option for posts
TikTok has introduced a new scheduling feature directly within its post composer, allowing creators to select the exact date and time to publish their videos.
Image credit: @oncescuradu / Threads
The latest TikTok update includes a ‘schedule post’ toggle, making it easier to plan content without leaving the app.
While TikTok already offers scheduling through TikTok Studio, video schedulers and third-party tools, having this function built into the app makes content management more convenient.
Facebook adds music to text posts
Facebook is rolling out a new feature that lets users add music tracks to text posts, along with themed backgrounds for selected artists. When audio is enabled, followers will be able to hear the chosen track directly within the post.
Whether this becomes a widely adopted feature remains to be seen, but it’s the latest in Facebook’s ongoing push to bring more music-centric tools into the user experience.
Google rolls out ‘AI Mode’ in UK search
Google has launched its most advanced AI-powered search experience in the UK with the rollout of AI Mode, now available as a tab on Search results pages and in the Google app for iOS and Android.
Powered by a custom version of the Gemini 2.5 model, AI Mode lets users ask longer, more nuanced queries and receive conversational answers. From complex how-tos to personalised travel planning and product comparisons, the feature is designed to tackle questions that would traditionally require multiple searches.
Users can engage with AI Mode using text, voice, or even images thanks to its multimodal capabilities. The tool also encourages discovery by surfacing deep web content and offering prominent links to relevant pages, helping users dive into niche topics with more context.
While still in early stages, Google says AI Mode is already changing how people search: queries are two to three times longer than average, and users are clicking through to a broader mix of sources. The company says its priority remains “helping people explore the best of the web,” even as AI becomes more embedded in the Search experience.
Instagram expands access to Trial Reels
Instagram’s Trial Reels feature is now available to more creators globally, offering a new way to test content performance before publishing it widely.
First launched in December 2024, Trial Reels let creators share videos to a non-follower test audience, helping them gauge performance and tweak content before hitting the main feed. Now, any public account with at least 1,000 followers can toggle Trial Reels on during upload.
Because the trial content bypasses your followers and feeds only to unfamiliar users, it offers an unbiased view of your Reel’s true reach potential and a clever opportunity to resurface older content without fatigue.
Creators can access performance insights within 24 hours, including views, likes and comparative engagement metrics to guide data-led decisions before committing to a public post.
Instagram content now visible on Google Search
Instagram has begun rolling out a major update that allows posts from public Business or Creator accounts to appear directly in Google Search results.
The change marks a shift away from Instagram’s traditionally closed ecosystem and presents a powerful opportunity for brands, creators and marketers to boost organic visibility in this new era of social search.
To qualify, accounts must be public, professional and belong to users over 18. Instagram users can also opt out via profile settings if preferred.
YouTube tests ‘Ask Studio’ AI bot for channel analytics
YouTube is experimenting with a new AI feature called Ask Studio, designed to help creators make sense of their video and channel analytics. The tool summarises audience comments, highlights key performance trends and even suggests new content ideas.
Ask Studio builds on existing features like AI comment summaries and video inspiration tools, aiming to streamline these into a single, more accessible interface. It’s part of YouTube’s broader push to make AI a core part of creator workflows.
Pinterest releases Men’s Trend Report showing rising male interests
Pinterest’s report reveals that men, especially Gen Z, are embracing authentic self-expression on the platform, focusing on wellness, style and personal growth.
Male users now make up over one-third of Pinterest’s audience, engaging with positive content around fitness (Pilates outfit +125%), self-care (male makeup +50%) and design technology (3D printer designs +1210%).
Pinterest also launched Pinterest Man, a dedicated space highlighting the latest trends in men’s lifestyle and fashion.
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About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
