It’s that time again, let’s look through some September 2025 social media platform updates!

AI continues to be the key technical driver for most of the Meta platforms and TikTok is honing in on retail optimisation. It really feels like TikTok is becoming the modern QVC in some ways! LinkedIn remains steady but there are some interesting changes to discuss. As always this has a lean towards how these changes will impact brands primarily in the food, beverage and hospitality industry.

Here is a breakdown of the key changes from Facebook, Instagram, TikTok, and LinkedIn, and what they mean for your brand.

Facebook Updates

Meta Ads Manager automation and AI orchestration continues to evolve.

AI-Powered Value Rules for Ad Campaigns

Meta is enhancing brand campaign optimisation with the introduction of “AI-Powered Value Rules,” a feature designed to optimise campaigns based on the predicted future value of the customer.

The trend of Meta’s ongoing integration of deeper AI features into the Ads space continues. The Advantage+ campaign configuration now will look at user behaviours (remember Meta tracks over 50,000 data points per person) to decide whether a user has a higher chance of providing value to you as an advertiser over the longer term instead of over one single transaction. Essentially creating a loyalty score for your customer base and targeting those deemed “most loyal” to your brand or product!

Instagram Updates

With 50% of all Instagram usage now consisting of Reels, Instagram are working on ways to keep users innovating on the platform and delivering high quality Reels natively in app. And should you be on Threads?

New AI & Content Features (Restyle, Edits App, Vibes)

Meta is rolling out its first AI-powered feature for the Instagram Edits app, dubbed “Restyle”. Furthermore, Meta launched “Vibes,” an AI video feed designed to facilitate rapid content creation, remixing, and cross-posting of short videos across Instagram and Facebook.

If you’re struggling to make engaging Reels, then you’re in luck. Instagram have collaborated with Adrian Per (Director and Creator) to create a how to series for Edits, the Instagram native Reel creation tool here.

Reels Trending Ads and New Ad Formats

Meta has launched a new ad unit called “Reels Trending Ads” on Instagram, accessible to all advertisers. Reels Trending Ads effectively commercialise cultural relevance, allowing brands to place advertisements directly within the context of viral and high-engagement content (e.g., trending challenges or audio clips). So make sure you’re keeping an eye on trends and acting quickly to pivot!

The Demise of the Hashtag

Instagram CEO Adam Mosseri confirmed in September 2025 that hashtags no longer serve as a significant driver for reach; their primary function has been officially downgraded to content categorisation. The platform’s algorithm now prioritises different signals for content discovery, including keywords, alt text, location tags, and authentic user engagement (such as comments and Direct Messages).

Creators and brands should focus on high-quality, engaging content and leverage Instagram SEO to ensure your posts reach the right audience.

Threads hits 400 million monthly users

Threads continues to surge in popularity – now boasting 400 million monthly active users, up from 350 million in April. That means Threads is now only behind Twitter (X) for active monthly users, meaning it has now become an important consideration for social media coverage.

We would say it is still a lower priority than Instagram and TikTok, particularly if you are a brand in the food and beverage space. However, if your audience is there and you have the capacity to add another platform to the mix, knock yourself out.

TikTok Updates

TikTok is developing a reputation for becoming a major online retail hub (the next-gen QVC), and with that come the big brands. In reaction to these changes tighter legislation around disclosure is inbound.

Major Retail Brands Testing Platform

TikTok is solidifying its role as an e-commerce platform by actively recruiting major consumer-packaged-goods (CPG) players, including Mars and Coca-Cola, to use TikTok Shop. The platform is being positioned not just as a retail channel, but as a rapid R&D and digital merchandising vehicle for launching Limited-Time Offers and testing new flavours. Brands can now launch a new flavour based on a viral trend, gauge consumer demand immediately through TikTok Shop sales data, and iterate or prepare for eventual mass retail distribution with validated consumer interest.

Mandatory “Promotional Content” Disclosure for Scheduled Content

A significant compliance update effective September 1, 2025, requires tighter guidelines on commercial content disclosures. Video content scheduled through third-party management tools will, by default, be automatically marked as “Branded Organic Content” and carry a “Promotional content” label. This measure is intended to ensure compliance with platform policy.

Do make sure that if you’re using scheduling tools that your content is compliant or risk losing content or potentially even your account!

LinkedIn Updates

New Post Analytics Metrics: Saves and Sends

LinkedIn has introduced two new Key Performance Indicators (KPIs) for post analysis: “Saves” and “Sends (on LinkedIn)”. This shift indicates a strategic pivot away from prioritising other metrics such as likes and simple comments toward measuring “organisational influence”. A “Save” metric signifies that a user found the content valuable enough for future reference, while a “Send” metric represents peer validation and active sharing within professional networks.

Premium Company Page Verification

All brands that subscribe to a LinkedIn Premium Company Page plan are now eligible to receive a verification tick. This helps with brand credibility and prevents duplicate pages being created under your brand name!

Final Takeaway

An array of changes here as always to the social media landscape, and as always they are not rolled out in a uniform fashion and you may not see any of these elements just yet on your socials!

For F&B brands, the key takeaways for September are ensuring that you’re not relying on hashtags for reach, consider deeper social media SEO and as always, make sure you’re creating highly engaging and entertaining content. Ultimately that’s why everyone is on these platforms in the first place, to be entertained.

Struggling to keep pace with the changes and what they mean for your social media strategy? We have capacity for new clients in October 2025. Chat to us about social media management.