Leading social platforms including X, Meta, TikTok, LinkedIn, Instagram and YouTube have rolled out a wide range of feature updates this week, signaling a more AI-driven and community-focused direction for the second half of the year. From new monetization models to enhanced creative tools, these changes are expected to influence how brands, creators and users engage across channels.
Key Updates at a Glance
X has begun transitioning to a size-based billing system for promoted content, meaning advertisers will be charged based on how much space their ads occupy in the feed rather than just engagement. In tandem, the platform has removed all hashtags from paid posts, marking a major shift in how promotional content is formatted and discovered.
Meta is rolling out passkey login support across Facebook and Messenger, enabling users to log in with device-based biometric authentication. In parallel, the company is expanding access to generative AI tools that help businesses automatically create and adapt videos for advertising, while refining its automated ad delivery systems for greater personalization.
TikTok is testing new community features including “Bulletin Boards,” which allow creators and brands to broadcast daily messages directly to followers through direct messages. Additional updates include the introduction of Countdown Bidding, a format for time-sensitive livestream shopping events, and tiered Fan Clubs that offer exclusive content to paying subscribers.
LinkedIn is leaning into multimedia by allowing creators to set video header images for posts and newsletters, making content more eye-catching in the feed. The platform has also integrated AI-powered conversational search to help recruiters find candidates more efficiently using natural language prompts.
Instagram is extending its Edits app integration, giving creators finer control over video timelines, including keyframe animation and advanced audio cleanup. Notes, a lightweight way to share thoughts in the app, are now more visually engaging with colorful backgrounds and emoji enhancements.
YouTube has announced that creators must be at least 16 years old to livestream without supervision, a change set to take effect on 22 July. The platform is also running limited testing of an AI-powered tool that recommends related videos based on viewing intent, helping surface older or lesser-seen content.
Market Context
The current wave of updates reflects a broader industry pivot toward automation, safety and creator monetization. As AI becomes central to how content is made, discovered and delivered, these tools are redefining platform strategies and user expectations.
Marketers and content strategists are encouraged to review how these changes may affect their advertising plans, creative workflows, influencer collaborations and live content strategies. As the summer season ramps up, agility will be key in adapting to evolving tools and rules across platforms.