January 2025: The Biggest Digital Marketing & Social Media Updates

Only one month into 2025, and we’re already seeing major shifts across the digital landscape. From consumer trust concerns to big changes in social media platforms, here’s what happened in January and what it means for brands and marketers.

Meta Drops Fact-Checking for Facebook & Instagram

Meta announced that it will no longer apply fact-checking labels to content shared by politicians on Facebook and Instagram. This decision has sparked debate, as it raises concerns about misinformation, especially in an election year.

What this means for brands:

🔹 Expect more unfiltered political content across Meta’s platforms.

🔹 Users may question platform credibility, which could impact brand trust.

🔹 Brands should focus on authenticity and transparency in their content strategies.

TikTok Is Back!

After months of regulatory pressure and uncertainty, TikTok has reaffirmed its dominance with new content initiatives and monetization strategies. The platform remains a key space for brand marketing and influencer partnerships.

What this means for brands:

🔹 TikTok is still one of the most powerful tools for brand awareness.

🔹 Short-form video content remains crucial in digital marketing.

🔹 Brands should explore TikTok ads and creator collaborations for engagement.

Instagram’s New Updates: More Control & Customization

Instagram rolled out several major updates this month, giving users more control over their content and experience:

• Edit carousels after posting (finally!)

• Updated DM sorting & pinned messages for easier navigation

• Custom feed sorting to personalize the home feed

• Larger post thumbnails for a better visual experience

What this means for brands:

🔹 More flexibility when editing content.

🔹 Easier community management with improved DMs.

🔹 A chance to optimize visuals for the new thumbnail sizes.

Meta Launches Initial Test of Ads on Threads

Meta has started testing advertisements on Threads, marking its first steps in monetizing the platform. While the rollout is limited, this signals that brands should prepare for Threads Ads as a future strategy.

What this means for brands:

🔹 Early adopters may benefit from low ad costs & high engagement.

🔹 The platform’s text-first approach could shift ad strategies.

🔹 Brands should keep an eye on ad performance data as the rollout continues.

TikTok Adds Keyword Targeting for Search Ads

TikTok has introduced keyword targeting for search ads, allowing advertisers to optimize their reach based on specific search terms. This is a huge move that makes TikTok Ads work more like Google Search Ads.

What this means for brands:

🔹 A new way to target high-intent users on TikTok.

🔹 More SEO-driven ad strategies on social media.

🔹 Brands should start testing keyword-based ad campaigns.

Final Thoughts

January 2025 set the tone for the year ahead with platform updates, shifting consumer expectations, and new ad opportunities. Brands and marketers should stay agile, data-driven, and ready to adapt.