🥰 Original content always wins!

🔥 Our top 32 Social Media Marketing stories this week

Joshua Parkinson
July 21, 2025

In partnership with

Top Story

Meta cracks down on Facebook content thieves. Meta is penalizing unoriginal content across Facebook; reposts, AI slop, and duplicate videos will lose reach and ad revenue. Creators now get notifications when their content is copied, plus links back to the original.

Goodbye copy-paste 'viral' hacks. 🎉 ~TWISM

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Instagram

Instagram Edits adds royalty-free music, voice effects, and enhanced keyframes. Creators can now use built-in music, animate overlays, and experiment with 10 new voice effects for videos, making legal, high-quality edits easier than ever.

Instagram lets you control Likes and Comments privacy on Reels. Now you can decide whether to show mutual followers or hide your engagement from the Friends tab. Hello, privacy!

Instagram highlights Meta/Ray-Ban glasses Stories in the Story tray. Smart glasses clips now stand out in your Stories tray. Expect fresh, hands-free content ideas for brands and fans.

Instagram introduces Meta AI bio writer. Let AI suggest witty bios for quicker, catchier profile updates.

Instagram’s creative tools just keep leveling up. 🎨 ~TWISM

Facebook & Meta

Facebook adds music for text posts. Text posts can now auto-play background songs, giving artists a new promo channel and users a MySpace-style nostalgia trip.

Facebook removes millions of spam and fake profiles. About 500k accounts for fake engagement and 10M copycat profiles deleted.

With the flood of AI-generated junk, this was overdue. 😬 ~TWISM

Meta expands video selfie age checks. Tighter age limits and facial scans are coming for teens editing their birthdate or accessing adult content.

Meta patches the security flaw leaking AI prompt data. Fixes have been rolled out to address a bug that exposed private AI prompt content, with no evidence of data misuse.

Meta to spend hundreds of billions on AI development. Zuck is powering up a Manhattan-sized AI data center to supercharge new features and ad tools for marketers.

Threads

Threads expands to 350M users, gets a dedicated boss. Connor Hayes, the former Meta AI chief, now leads Threads as daily users surpass 120M.

Threads adds image sharing in DMs. You can now share photos in private messages. Marketers, watch this space for more visual, shareable conversations.

Threads tests sign-up with a Facebook profile. Now you can join with Facebook, not just Instagram, opening the floodgates for Teams and cross-channel targeting.

Threads remains weak on outbound referrals. Despite massive user growth, thread referral clicks and publisher page views account for less than 0.1% of Meta's traffic.

Threads is outpacing X and finally stepping out of Instagram’s shadow. 🚀 ~TWISM

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YouTube

YouTube enables title and thumbnail A/B testing for creators. Now you can test different titles and thumbnails right in YouTube Studio and get real engagement data.

Finally, no more guessing. 🥳 ~TWISM

YouTube launches Hype for small creators in 19 new countries. Fans can “Hype” new videos for leaderboard slots and discovery boosts; personalized Charts replace the Trending tab.

YouTube Shorts steers away from politics, boosts fun content. Political videos get downranked in Shorts, while entertainment and fun content go viral.

TikTok

TikTok finally launches in-app post scheduling. Schedule videos from your mobile. No desktop or third-party tools needed. Massive win for busy creators.

TikTok adds comment sorting options. Filter comments by ‘Top’ or ‘Newest’, and now you can quickly find meaningful feedback or spot fresh takes.

TikTok launches songwriter profile tools. Songwriters get profile tags, a dedicated music tab, and more recognition. Huge for behind-the-scenes creators.

TikTok boosts niche creators for brands. Niche meme accounts and quirky creators are now powering authentic campaigns, hitting 1M+ views and massive engagement for marketers on small budgets.

Anything that gets creatives the spotlight is a win in our book! 🎤 ~TWISM

TikTok adds games to DMs. You can play new games with friends, boosting engagement and fun within private chats.

LinkedIn reveals hidden buyers read thought leadership. Content influences not only decision makers but also finance, legal, and IT staff. Publish broad, values-driven insights.

LinkedIn shares the guide to great video hooks. Open with a bold question or shocking fact to boost engagement; first lines are now critical.

LinkedIn video is growing fast, don't sleep on it! 🫨 ~TWISM

LinkedIn tests Premium analytics for custom buttons. Premium users see clicks and impressions on their call-to-action buttons, giving deeper insights.

X/Twitter

X watermarks iOS screenshots to drive the brand. iOS screenshots of X posts will soon get an "X.com" watermark for maximum exposure when posts go viral off-platform.

X partners with AppsFlyer for ad tracking. Marketers now get third-party conversion data, lowering install costs and boosting paid campaign reliability.

It’s always good to have more data about your ad campaigns. 🤩 ~TWISM

X is to ban more child users under the new DSA rules. EU countries can require social apps to block minors under 15, with new tech for age verification rolling out soon.

X's ad revenue faces the steepest decline in years. Big brands keep pulling back; sales down 19% YoY.

Et cetera

Snapchat and TOGETHXR launch ‘Snap the Gap’ for women athletes. Nine top athletes now get mentorship and creator tools, narrowing the gender gap in sports marketing.

Substack raises $100M for creator platform expansion. New tools are on the way for content management and growth.

Substack really presents unique opportunities for marketers! 😉 ~TWISM

Gen Z creators now prefer tools over brands. Just 3% want brand deals; the rest value link-in-bio, DMs, and native payouts; community over cash.

That’s all for this week. Thanks for reading. Now…

Go BIG or go home!

~ Josh from “This Week in Social Media”

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