Social media never sits still, and this month has been no exception. There’s been platform updates, acquisitions and algorithm shifts, but you don’t need to keep track on your own. Here, we’ve rounded up the latest social media news so you can stay informed without having to do your own deep dive. Let’s get started.
Instagram, LinkedIn and Threads Engagement Declined in 2025
New data from Buffer shows that engagement rates dropped across Instagram, LinkedIn and Threads throughout 2025, confirming what many marketers have already felt. Instagram saw the biggest decline, while LinkedIn and Threads also dipped slightly. Meanwhile, platforms like Facebook, Pinterest and TikTok saw small increases.
Marketers may need to shift their social media strategies to make the most of the best performing platforms, but one thing is clear across all apps: replying to comments can significantly boost engagement, and community management is more important than ever.
Meta Increases Ad Costs in Key Global Markets
Meta has introduced new location-based fees for ads shown in six countries: UK, France, Spain, Austria, Türkiye and Italy. These fees (ranging from 2–5%) are designed to cover Digital Service Taxes and other location-based fees, which Meta will no longer absorb itself. The change means advertisers may see slightly higher costs when targeting these regions, even if their budgets stay the same (something to factor into campaign planning moving forward).
Bluesky CEO Steps Down as Platform Focuses on Growth
Bluesky’s CEO, Jay Graber, has stepped down to take on a new role focused on innovation, while a new leader has been brought in to scale the platform. Former Automattic CEO, Toni Schneider, will act as interim CEO as Bluesky looks to grow its user base and strengthen its position, where it faces strong competition from platforms like Threads. Bluesky’s community is passionate and the platform is home to insightful, expert communities, so maybe this is an opportunity for the app to grow and move to the next level.
Meta Acquires AI Social Network Moltbook
Meta has acquired Moltbook, an AI-driven social networking platform, as part of its continued investment in artificial intelligence. The move signals Meta’s focus on integrating AI deeper into social media, particularly around content discovery and interaction, and highlights how competitive the AI space is becoming.
Moltbook is an interesting platform and is essentially a social network with no humans involved. It’s a network of AI bot profiles interacting with each other and while humans can monitor the discussion, only AI bots can generate replies. The format is similar to Reddit, with discussion topics, community comments and the option to up or downvote. It’s unclear what will become of Moltbook with Meta’s involvement, but it’ll be a good platform to keep an eye on.
LinkedIn Updates Its Feed Algorithm to Prioritise Relevance
LinkedIn has rolled out updates to its feed algorithm aimed at showing users more relevant, high-quality content. The update leans more heavily on signals like a user’s interests, their professional network and the types of content they’ve engaged with previously. It also looks at the quality of interactions, prioritising thoughtful comments and conversations over quick reactions. In short, content that sparks genuine discussion is more likely to be seen.
For brands and marketers, this is a gentle nudge away from chasing vanity metrics and towards creating content with real purpose. Posts that educate, share insight or encourage conversation within your niche are more likely to perform well than broad, one-size-fits-all updates.
Talk To Victress About Social Media
At Victress, we’re all about helping brands focus on the updates that actually make a difference. If you’re feeling unsure what any of this means for your social media or wider marketing strategy, we’re always happy to chat. Drop us a message and we’ll help you make sense of all these updates and more.
