Here’s everything marketers, creators and brands need to know about the latest social media updates for September 2025.
Missed last month’s roundup? Catch up on the August 2025 social media updates here.
Instagram introduces Multi-Part Reel Linking
Instagram has launched a much-anticipated feature that makes story-driven content easier to follow: multi-part Reel linking.
Creators can now link videos in a sequence, letting viewers watch parts one, two, three (and beyond) in order without having to search through a profile or endlessly scroll the Reels feed.
This subtle but powerful feature will be especially useful for episodic storytelling, tutorials, vlogs and ongoing series, keeping audiences engaged and reducing drop-off between posts.
For marketers, it’s a chance to experiment with content arcs rather than one-off videos, encouraging repeat engagement.
The White House joins TikTok
The White House has officially joined TikTok, sharing its first videos this month. The move has stirred debate, given the ongoing national security tensions around the platform.
@whitehouse Making America Great Again
♬ original sound - The White House
Chinese officials were quick to criticise the decision, highlighting contradictions with earlier concerns about data privacy. Meanwhile, it’s now been over 200 days since the US sell-off bill came into effect, and no agreement has been reached. China has reiterated that it will not share TikTok’s algorithm with US entities.
For brands, the White House’s presence signals just how entrenched TikTok has become in the cultural and political landscape, even amid regulatory uncertainty.
Pinterest drops Autumn 2025 Trend Report
Pinterest has released its seasonal trends report, offering a glimpse into the aesthetics, products and ideas set to dominate autumn. Highlights include:
- Fashion: Preppy styles, patchwork, vintage finds, polka dots, babydoll glamour
- Home: Art deco accents, statement tiles, chic cubicles
- Beauty: Grunge glam, sea-inspired skincare, warm scents, pixie cuts
- Travel: European countryside escapes, Brazilian nightlife, Greek sunsets
- Food: Sweet focaccia, ‘mini baking’ moments
As ever, the insights underline Pinterest’s role as a seasonal inspiration engine for brands across lifestyle, fashion, travel and food.
Google Pixel gets conversational AI editing
At its 2025 ‘Made by Google’ event, Google unveiled new AI editing tools for Pixel devices, enabling conversational commands in Google Photos.
Instead of sliders or manual tools, users can now ask Photos for edits in natural language, whether that’s ‘make the sky brighter’, ‘remove shadows’ or ‘smooth out blemishes’.
For brands and creators, this continues Google’s push to make advanced editing accessible to everyone, raising the baseline quality of user-generated content.
YouTube enhances Shorts with AI
YouTube is testing AI-powered improvements to Shorts processing, automatically unblurring, denoising and clarifying videos to make them look sharper.
The goal is to help casual creators publish more polished clips without editing expertise. But some users have raised concerns that automatic AI fixes could alter the authentic look of their videos without their consent.
For brands, it points to a future where short-form video quality is standardised by AI, reducing barriers to entry but potentially making originality harder to stand out.
TikTok introduces new hashtag limit
TikTok is testing a five-hashtag limit for uploads.
While it may sound restrictive, the platform is reframing hashtags as filters, encouraging creators to choose only the most relevant tags.
Overloading captions with trending hashtags can actually reduce reach, so this update could drive higher-quality discovery.
TikTok tightens rules on AI content and misinformation
TikTok has updated its Community Guidelines to crack down on AI-generated misinformation.
The platform clarified that content created with automation tools, scripts or unlabelled AI that misleads on matters of public importance may be removed or lead to account suspensions.
TikTok states: “Even with labels, some edited or AI-generated content can still be harmful. We don’t allow content that’s misleading about matters of public importance or harmful to individuals.”
While TikTok allows some AI content with clear labels, the rules emphasise that harmful or misleading edits remain prohibited in a reflection of broader industry concerns about AI misuse.
Meta shares AI ad performance playbook
Meta has issued fresh guidance for advertisers on using AI to improve campaign outcomes. Highlights include:
- Test multiple creatives with AI tools
- Use generative AI for diverse visuals and copy
- Experiment with video generation for animation and engagement
- Prioritise Reels for reach and conversions
- Partner with creators for authentic amplification
- Use Value Optimisation & Rules to target high-value customers
Meta is positioning AI as a performance multiplier, urging marketers to rethink creative testing and media mix strategies.
Threads hits 400 million monthly users
Meta’s Threads app continues its surge, now boasting 400 million monthly active users, up from 350 million in April.
Algorithm tweaks have boosted time spent on the app by 35%, solidifying Threads’ position as the leading text-based social platform – ahead of Bluesky (38M) but still trailing X (600M).
For brands, this milestone shows Threads is becoming a core social channel for community engagement.
Instagram Edits app updates
Meta’s Edits app, now central to short-form video creation, has added:
- Updated analytics UI for easier performance comparisons
- Safe zone mapping with ‘snap to edge’ alignment for clean layouts
Together, the updates help creators produce higher-quality content with fewer technical errors.
LinkedIn adds rolling post analytics
LinkedIn is rolling out new post-performance updates at three and seven days after publishing, covering impressions, profile visits and new followers gained.
The change is part of LinkedIn’s deeper investment in creators, making it easier to track momentum over time and optimise content strategies.
YouTube launches Partnership Ads for Shorts
YouTube has unveiled ‘Partnership Ads’, a new co-branding format for Shorts.
Both creators and brands get clickable cards in sponsored content, ensuring creators receive visible credit while brands benefit from trusted endorsements.
This move could make Shorts an even more attractive space for influencer-brand collaborations.
Instagram introduces new Reels metrics
Instagram has added two key metrics for Reels performance:
- Retention charts to show where viewers drop off
- Skip rate (replacing view rate), highlighting how many people skip in the first 3 seconds
Both updates push creators to focus on hooking audiences instantly and refining pacing to keep attention.
Snapchat+ adds Buddy Passes
Snapchat+ subscribers can now gift up to three Buddy Passes per billing cycle, giving friends a free week of Snapchat+.
With 15 million paying subscribers, the new feature leverages word-of-mouth growth to expand Snapchat’s premium tier.
Instagram tests Picture-in-Picture for Reels
Instagram is testing Picture-in-Picture (PiP) viewing for Reels, allowing users to keep videos playing while multitasking.
The update, live with some users, could increase watch time by making Reels more background-friendly – similar to how YouTube keeps videos running in PiP.
Snapchat expands app advertising tools
Snapchat has refreshed its ad offering with new formats, bidding strategies and targeting options. One major addition is Sponsored Snaps in the inbox, designed to fit both SKAN (Apple’s privacy framework) and standard campaigns.
This gives advertisers more flexibility to run privacy-conscious yet impactful campaigns on Snapchat.
Pinterest expands Academy with new certification
Pinterest has added a Media Planner certification to its Pinterest Academy learning platform.
The new badge helps marketers showcase specialist expertise in Pin campaign planning and is part of Pinterest’s ongoing effort to build an ecosystem of certified experts.
Google launches AI video generation for product listings
Google has expanded its Google Vids tool, now allowing brands to turn product photos into eight-second AI-generated video clips.
Powered by Veo, the tool lets teams upload images, enter a text prompt and instantly generate short, branded videos complete with native audio.
This unlocks a fast way to scale video-first product marketing, without heavy production costs.
For more on the best AI tools to know as we head into 2026, click here.
Instagram launches video tutorial series for Edits
Instagram has rolled out a 20-part tutorial series fronted by creator Adrian Per, designed to help users master its Edits app.
The first five episodes are already live, covering camera placement, teleprompter use and keyframe editing. More lessons will roll out throughout the year to give creators a step-by-step guide to professional video content.
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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.
