2025 social media content calendar: Key dates marketers need to know
Luke McCarthy
December 16, 2024
In September, the major social media platforms rolled out several updates aimed at enhancing user experience and providing more tools for creators and marketers. From new AI features on Facebook and Instagram’s exciting creative options to TikTok’s evolving ad formats, there are plenty of opportunities to take advantage of these changes.
Whether you’re looking to boost engagement, improve campaign performance, or streamline workflows, these updates will help you stay ahead in the ever-evolving social landscape. Here’s a breakdown of the most important updates across Facebook, Instagram, TikTok, X, LinkedIn, and Threads.
Facebook now allows users to add custom covers for their Reels, much like Instagram. This gives creators the chance to optimise their content visually even before someone presses play. Marketers should advise creators to take full advantage of this by designing eye-catching covers that align with their brand aesthetic and grab users’ attention right from the feed.
Facebook has introduced a new Collaborator feature that allows multiple users to be credited on a single post. This is particularly beneficial for partnerships between brands and influencers, as both parties can share content directly with their respective audiences. Marketers should encourage creators to use this feature for joint promotions or collaborations, maximising exposure across platforms and audiences.
Instagram is introducing an outro sound at the end of reels, similar to TikTok. This can be used to create a more cohesive viewing experience and make your reels more engaging. Marketers should encourage creators to play around with this feature, testing different sounds to see which resonate with their audience.
Instagram is finally allowing users to add links to reels, removing the need for the #linkinbio call to action. This will streamline the user experience and improve click-through rates. Marketers should ensure creators incorporate relevant links directly into their Reels, making it easier for users to engage with products or promotions instantly.
Instagram has rolled out 32 new stickers for Stories and Reels, offering even more creative freedom. Stickers can be a great way to enhance storytelling or reinforce a campaign message. Marketers should encourage creators to incorporate these new stickers into their content, making posts more interactive and visually appealing.
Instagram now allows users to add music to their profiles and comments on stories, offering another layer of personalisation and engagement. Marketers should suggest creators use music that aligns with their brand or current campaigns to create a stronger emotional connection with followers.
TikTok is now allowing search Ads campaigns, enabling marketers to target users through keywords in the search feed. This is a huge opportunity to reach users who are actively searching for related content. Brands should work with creators to ensure relevant keywords are used in their content, increasing visibility in searches and driving more targeted traffic.
TikTok is testing a mini player that allows users to continue watching a video while opening another tab or app. This could potentially extend watch times and engagement for creators. Marketers should consider creating content that captures users’ attention long enough to take advantage of this feature.
TikTok has introduced group chats for up to 32 people, making it easier to share videos and collaborate. Brands and creators could leverage this feature for fan engagement, community-building, or brainstorming collaborations in a more organised, direct way.
LinkedIn has removed the top voice badges from collaborative articles, meaning there’s less visible endorsement for influencers contributing to these discussions. However, this can shift the focus more towards the value of the content itself. Marketers should encourage creators to focus on producing high-quality content, leaning into discussions that align with their industry or expertise.
LinkedIn has added a ‘For You’ video feed, emphasising video content. This gives creators more visibility and the opportunity to reach a wider audience through engaging video content. Marketers should encourage creators to adapt their content strategy to include more video, focusing on thought leadership or industry insights.
Creators and marketers now have the ability to edit scheduled posts, providing more flexibility in refining messaging and visuals. This is a great opportunity to improve content on the fly, ensuring it is as relevant and engaging as possible when published.
Threads now allows users to post up to 20 images or videos in a single carousel, increasing the opportunity to create more immersive storytelling. Marketers should encourage creators to use this feature to showcase multiple aspects of a product or a campaign in one go, offering followers a deeper dive into content.
