10 Social Media Updates to Help Your Marketing Strategy – September 2025

If there’s one thing we can all agree on, it’s that social media never sits still. Just when you think you’ve cracked the latest Instagram feature or figured out how to make TikTok happy, the platforms go and shake things up again.

For marketers, yes, that’s exciting, but it’s also a little overwhelming because the updates come thick and fast. And each update has the potential to change how you connect with your audience.

The good news? We do the scrolling, testing and digging for you. So here are 10 recent social media updates we’ve collated that will more than likely make a difference to your marketing strategy.

1. BIGGER, BETTER, VERTICAL: INSTAGRAM’S NEW IMAGE SIZE (YES IT’S CHANGED, AGAIN)

Instagram now lets you upload images up to 1080 x 1440 pixels for feed posts, giving vertical shots more room to shine without being cropped. This taller format makes your photos more immersive in feeds and grids, so your content can stand out more. While the previous upload ratio remains, the new size offers a cleaner, more modern look that aligns with how most photos are naturally shot on mobile.

2. MORE WORDS, MORE IMPACT: THREADS IS TESTING A LONG-FORM CONTENT FEATURE

Threads is testing a long-form content feature which gives creators and marketers room to share in-depth thoughts directly on the platform. This opens the door to deeper storytelling, thought leadership and audience engagement, allowing brands to share more detailed messages without leaving the platform. As a result, Threads is a strong contender for long-form social content, especially in comparison to its competitor, X.

3. CRACKING THE CODE ON LINKEDIN’S OPTIMAL POSTING FREQUENCY

Buffer’s research into LinkedIn posting frequency reveals that increasing number of posts per week can significantly boost engagement. Their analysis of over 2 million posts indicates that accounts that increase their posting from 1 to 5 posts per week experience notable growth in per-post performance. This suggests that consistent posting frequency is a key driver of success on LinkedIn.

4. YOU CAN NOW LINK INSTAGRAM REELS

Instagram has introduced a new feature that allows creators to link multiple Reels together, enabling the creation of episodic series directly within the platform. When uploading a new Reel, creators can use the ‘Link a Reel’ option to connect it to an existing one. Alternatively, links can be added to previously posted Reels through the overflow menu. This feature aims to enhance viewer engagement by encouraging them to watch multiple Reels in succession, increasing the overall watch time and fostering a more connected content experience.

5. INSTAGRAM’S LONG-AWAITED IPAD APP IS FINALLY HERE

Instagram has finally launched a dedicated iPad app, offering a fully optimised experience for the larger screen. Users now open directly to the Reels feed, enjoy a split-screen messaging layout and can filter content with the new ‘Following’ tab.

6. META AIMS FOR FULLY AUTOMATED ADS BY THE END OF 2026

Meta is planning to fully automate ad creation and targeting by the end of 2026, utilising AI to handle everything from visuals and copy to audience selection. Brands will only need to provide a product image and budget while Meta’s AI will manage campaign execution and optimisation in real time. This could make launching data-driven ads faster and easier, especially for small businesses. However, it does raise questions about creative control and content quality.

7. SCREENSHOTS COULD BECOME AN INSTAGRAM ENGAGEMENT METRIC

While the platform hasn’t officially confirmed it, the head of Instagram, Adam Mosseri, has hinted on a recent Q&A session that screenshots could become an engagement metric. If it does go ahead, it’s another reason for marketers to focus on creating scroll-stopping and shareable visuals because eventually, even a quick screenshot might be as useful as a thumbs-up from your audience.

8. TIKTOK KEEPS A TIGHT FIVE-HASHTAG LIMIT

TikTok has officially implemented a five-hashtag limit per post as of August 2025. This move aims to reduce clutter in captions, discourage spammy hashtag use and enhance content discovery relevance. While TikTok hasn’t provided an official explanation, the platform’s focus appears to be on improving user experience by streamlining content presentation and encouraging more thoughtful hashtag usage. This means it’s more important than ever for content creators and marketers to choose hashtags strategically.

9. HEAD OF INSTAGRAM CONFIRMS THAT IF YOU STOP POSTING FOR LONG PERIODS ON THE PLATFORM, IT WILL AFFECT YOUR REACH

We all know by now that Instagram’s algorithm tends to favour accounts that post consistently. This has now been reiterated by the Head of the platform. If you stop posting for an extended period, it can cause your reach to decrease. The platform rewards regular activity by promoting content from active accounts, so inactivity may result in lower visibility for your posts.

10. THREADS HAS REACHED 400M MONTHLY ACTIVE USERS

Threads has now hit and surpassed 400 million monthly active users, marking a significant milestone for the Meta platform. Threads’ rapid growth indicates a strong and expanding user base, potentially threatening X. For marketers, this surge in user engagement presents a valuable opportunity to reach a diverse and active audience. The platform’s integration with Instagram allows for seamless cross-platform engagement, enabling brands to maximise their reach and impact. Now might be the time to explore the platform as part of your social strategy.

Staying informed and experimenting with these updates can help your brand reach new audiences, boost engagement and stay ahead of the competition. The platforms are evolving- make sure your strategy evolves with them.