8 must–know social media updates to drive growth for your business in 2025

Social media platforms are evolving incredibly, and staying ahead of these changes is essential for businesses that want to maintain their edge. For companies in the UAE, where digital engagement plays a key role in reaching consumers, these updates provide a chance to rethink strategies and improve outcomes.

What do changes in platforms mean for your UAE business in 2025? And how can you leverage these changes to your benefit?

Below, we explore the latest social media updates and highlight how businesses can turn these changes into opportunities for growth.

1. Facebook to Remove Public Followers from Personal Profiles

Facebook is phasing out the option to allow public followers on personal profiles. This feature was commonly used by creators and small businesses to share updates with a wider audience. Businesses that rely on this function should transition to using official Facebook pages.

Opportunity:
This is the perfect time to refresh your business page. Update your branding, optimise your “About” section, and start posting engaging content that highlights your brand’s personality.

2. Instagram Stories Highlights Move to a New Tab

Instagram is introducing a change where Stories highlights will be moved to a dedicated tab within profiles instead of appearing above the grid. This gives businesses a cleaner and more organised way to display key content.

Opportunity:
Take advantage of this change by organising your highlights into clear themes. Consider using categories such as “Products,” “Customer Reviews,” and “Behind the Scenes” to guide users.

3. Reset Your Instagram Recommendations

Instagram is testing a feature that allows users to reset their recommendations and start afresh. This could change how users engage with content and give businesses the chance to connect with new audiences.

Opportunity:
Use this as a chance to diversify your content. Post a mix of formats such as videos, carousel posts, and interactive Stories to appeal to users exploring new interests.

4. TikTok Introduces AI Video Creation Tools

TikTok is enhancing its offering for marketers by launching AI-powered video tools in its Symphony Creative Studio. These tools include digital avatars to narrate scripts and options for creating multilingual video content, helping businesses reach international audiences with ease.

Opportunity:
Experiment with TikTok’s new features to produce high-quality, engaging content. For businesses in the UAE, this tool could be particularly useful for targeting different language groups and expanding your reach.

5. LinkedIn Retires Celebratory Post Templates

LinkedIn is discontinuing its celebratory post templates, which were often used for announcements and milestones. While these templates will no longer be available, this presents an opportunity to create more personalised and thoughtful posts.

Opportunity:
Focus on authenticity. Share behind-the-scenes stories, employee achievements, or customer milestones to create posts that resonate with your audience.

6. Instagram to Downgrade Video Quality Based on Engagement

Instagram has announced that video quality may be reduced if videos do not perform well in terms of engagement. This change highlights the importance of creating high-quality, captivating content.

Opportunity:
Review your analytics to understand what types of content resonate most with your audience. Use this insight to guide your video strategy and ensure you are consistently producing engaging material.

7. Instagram Adds New Messaging Filters for Creators

Instagram has introduced new tools for creator accounts to help manage message requests more effectively. These filters allow businesses to sort through inquiries and focus on the most relevant messages.

Opportunity:
For businesses using Instagram for customer service, these filters can help improve response times and ensure that important inquiries are not missed.

8. TikTok Academy Relaunches with New Courses

TikTok has refreshed its educational platform, TikTok Academy, adding new courses to help users master promotional tools and strategies. This is a great resource for businesses looking to refine their TikTok campaigns.

Opportunity:
Encourage your team to take advantage of this free training. By learning the latest strategies, you can improve your advertising efforts and build stronger connections with TikTok’s growing audience.

Conclusion

Social media is constantly changing, and businesses that adapt quickly are the ones that thrive. These updates offer a range of exciting opportunities for companies in the UAE to connect with audiences in new ways. By embracing these changes, businesses can stay relevant and achieve greater success.

At Action Global Communications, we specialise in helping businesses make the most of their social media strategies. Get in touch with our team today to learn how we can support you: CLICK HERE

To discover more about our work in the UAE, click here.