May 14, 2025
Meta didn’t announce updates. It announced control.
At NewFronts 2025, Meta rolled out tools, formats, and algorithms that signal one thing: it wants to own the attention economy from top to bottom. Discovery, distribution, and even your creative process.
This isn’t just about more ad slots. It’s about nudging you to play by its rules, then automating the game.
OK, so let’s unpack the updates
Meta, the machine is now fully automated (and monetised)
- Reels ads next to trending content, think TikTok Pulse, but in Meta’s world. Premium placements, big attention. Social Media Today
- AI-powered Creator Marketplace tools , get trend insights, hook rate metrics, and automated creator searches via API. Business Tech Weekly
- Partnership Ads now more native, just one creator handle, no ugly overlays. Looks like real content. Adweek
- Threads gets autoplay video ads , now officially an ad platform. Deadline
- AI-generated video resizing for Reels, upload once, Meta formats for everything. Musically
- AI-powered content suggestions, turn brand mentions and UGC into ads. SwipeInsight
Oh, and other features worth noting
- Lockable Reels for exclusivity
- New animations, text effects, and performance dashboards for creators
- Threads custom feeds, screenshot tools and domain shift to threads.com
- AI prompt recommendations baked into Meta’s own iOS apps
- Facebook Messenger Marketplace now sorted by category
Here’s what to actually do with this
Meta isn’t asking for better ads. It’s asking you to hand over control. And you can’t win on that playing field by tweaking copy.
We’d suggest:
- Use Meta’s Creator Marketplace tools before everyone else catches on. Hook rate isn’t vanity, it’s insight into how quickly someone can grab attention.
- Don’t just place Reels ads, theme your creative around trending content. A beauty brand dropping into a sports trend? Looks out of place. Relevance is currency.
- Test ‘quiet’ ads on Threads, native-looking creative with soft CTAs. Don’t wait for CTR data. Go with thumb-stopping visuals and conversational tone.
- If AI is resizing your content and finding UGC for you, redirect your creative energy into messaging and positioning. The machines can format. You still need to move hearts and minds.
- And finally, audit your feed for dead weight. If your Reels aren’t sparking shares, if no one’s tagging you, Meta won’t either.
TikTok is longer, deeper, more grown-up (but still chaotic)
- 60-minute uploads on mobile. Yes, really. HeyOrca
- Footnotes feature lets users add context or corrections to videos
- Collab tagging equals shared credit and dual visibility
- Creator Chat Rooms are group DMs for collabs and feedback
- Location Reviews bring Tripadvisor-style social proof to place-based content
- UMG deal back in place, soundtrack your content freely again. Phew! About bloody time.
Here’s what to do with this
TikTok is no longer the app for “quick dopamine hits”. It’s becoming a search engine, a YouTube rival, and a brand storytelling space all at once.
- Treat 60-minute slots like editorial, not just extended ads. Weekly mini-docs. Trend breakdowns. Product Q&As.
- Use Footnotes to build trust in regulated or complex sectors. The ability to show nuance will soon become a trust marker.
- If you’re in retail, food, or travel, own your location reviews. Don’t just wait to be tagged, encourage and manage the conversation.
- Begin treating creators like editorial partners, not amplifiers. The best TikTok content now plays like co-created magazine features.
Oh and how interesting is this, in a recent study, 72% of Gen Z said they now use TikTok over Google to search for food, fashion, and brand discovery.
WhatsApp still not flashy, but finally getting interesting
- AI-generated wallpapers
- Meta AI chat summarisation (think CliffsNotes for conversations)
- Sticker reactions
- Voice and video calls on desktop SocialBee
OK so what does this mean for you
WhatsApp is creeping into brand territory,but quietly. This is your chance to build real relationships while no one’s watching.
- If you run a loyalty programme, VIP group, or internal ambassador network, test WhatsApp groups now. It’s more intimate than email and gets higher engagement than most DMs.
- Use summarisation features to turn chats into weekly digests or auto-reports, great for B2B, service-based industries, or community management.
- Don’t rush to automate. Think like a concierge, not a chatbot. Personalisation here is still rare, and that’s exactly why it stands out.
Algorithms, where attention isn’t enough
- Instagram rewards shares, watch time, and DMs. “Recommendation Reset” allows users to clean up their own feed algorithm. Hootsuite
- Facebook still prioritises friends, groups, and events. Business Pages are on life support without interaction. StoryChief
- TikTok now favours longer content and community participation signals (Footnotes, location engagement). HeyOrca
Platform-by-platform breakdown:
Our advice, focus on intent
The new algorithms reward effort from your audience, not just visibility.
- Prioritise content people pass on. Whether that’s as a link, a DM, or a screenshot.
- Don’t aim for breadth. Aim for influence within a niche. That’s what the algorithm sees as value.
- Use storytelling to earn watch time, especially on TikTok and Reels. Even 45 seconds is a luxury now.
- Build ‘conversation loops’. Reply to every comment, seed questions, follow up with next-post callouts.
Aaaand now for the megatrends
- AI is now your strategist. 69% of marketers say it enhances planning and ideation, not just content. Digital Marketing Institute
- Social listening proves ROI. It’s now the second most-used tactic for impact tracking, just behind engagement. Hootsuite
- Community over vanity metrics. High follower counts mean less than a small group that actually cares. Red Website Design
- UK ad spend hits £10B. Year-on-year growth of 13%, but so does the noise. Cut-through is everything. Sprout Social UK
Final thought: focus on intention
Instead of how many people you reach. It’s who you move.
Meta’s feeding its AI engine. TikTok’s moving into search and story. WhatsApp is quietly becoming the most intimate platform in your stack.
And your strategy? Needs to be bolder, braver, and more behavioural.
If I were in your shoes, I’d be doing this right now:
- Audit your content for engagement that signals intent, DMs, shares, click-throughs
- Test Meta’s new ad placements before costs spike
- Build private community loops in WhatsApp or Close Friends
- Turn creators into trusted co-hosts, not amplification tools
- Train your team to listen first. React second. Post last.
If that sounds like a lot, it’s because it is. But we can help. Whether you need a new playbook, smarter performance, or a no-BS strategy that aligns your content with business goals, give us a shout.