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The world of social media never stands still. It feels like a new feature pops up every month—only to disappear just as quickly as it arrived. We took a deep dive into the vast World Wide Web to uncover the latest features, updates, opportunities, and trends as we head into the new year. Let’s get started!


Instagram’s priorities for 2025 focus on creativity and connectivity, with artificial intelligence (AI) playing a central role. Meta is investing in Meta AI and the Llama model, which CEO Mark Zuckerberg recently introduced. Meta AI already has over 600 million monthly active users and aims to become the world's most-used AI assistant. It enables Instagram users to search for content more quickly, automate communication, and create high-quality content with ease.

Currently, AI-generated story backgrounds are not—or not yet—available in Europe.

Instagram kicks off 2025 with a new feature that is exciting for both businesses and creators: "Test Reels" or "Trail Reels." This feature allows users to analyze a Reel’s performance before officially posting it. Initially, test Reels are shown only to users who do not follow the account, ensuring a neutral evaluation. If the performance is strong, the Reel is then released to the creator’s community.

The reason behind this? Instagram’s Head, Adam Mosseri, wants to create more space for creative experimentation while reducing the pressure of sharing content. A backlash from one’s own community can escalate quickly, and this new feature is designed to help creators feel less anxious about their audience’s reactions.

Additionally, Meta aims to reward unique and original content more heavily, improving its ranking. Already in spring 2024, an algorithm update favored smaller creators, while reposted content was removed from recommendations to increase visibility for original content. This also renewed Instagram's appeal for newcomers.

However, the increasing use of AI tools could lead to more copied or heavily optimized content, potentially jeopardizing originality on Instagram in the long run. While this doesn't necessarily contradict the promotion of creativity, it could result in a flood of generic content that fails to engage users.

To counteract this, users can now reset their recommendations, helping to filter out unwanted content. This is particularly relevant since Meta replaced content moderation with Community Notes, which may allow more disinformation and hate speech to spread. Furthermore, Instagram users will soon start seeing political content again—even if they don’t want to.

Instagram offers various ways to interact with content: liking, commenting, saving, sharing, and more. The platform wants to strengthen the connection between creators and their communities, making shares a key ranking factor. In fact, shares have now surpassed likes and comments in importance.

Messaging is also becoming a stronger focus, with DMs remaining the most important channel for sharing content. 

, introduced in 2024, has been further optimized.

Clearly, Instagram is far from slowing down, and keeping up with these changes is essential for anyone wanting to boost their content's visibility.


Let’s jump over to the next platform—and right into the video business. Naturally, things are evolving here as well, because, as we've seen with Instagram, competition never sleeps.

Here are some things set to dominate TikTok in 2025:
TikTok is ramping up AI-powered content creation, improving search and discovery features, and enhancing its live shopping experience.

Interactive AI tools, such as virtual creators, text-to-video generators, lip-sync features, and generative effects, are designed to help brands tell stories in completely new ways. At the same time, TikTok is increasingly becoming the preferred search engine for younger generations. To remain visible, brands must optimize their content for SEO much like they do for Google and align with the new discovery mechanisms.

In e-commerce, TikTok is poised for a strong comeback in Europe after initial struggles, thanks to a personalized, AI-driven live shopping format. Community-driven campaigns will also play a crucial role. Subcultures like BookTok or FitnessTok provide companies with opportunities to target micro-communities with hyper-relevant messages.

For long-term success on TikTok, authenticity remains the key factor. Brands must act like creators and produce content that naturally fits into the platform's fast-paced flow. Storytelling is essential—content should tell genuine stories and resonate with subcultures. At the same time, brands must leverage trends cleverly without coming across as forced or intrusive. A consistent content strategy, combined with the flexibility to react quickly to new developments, is a must.

Ultimately, brands on TikTok don’t succeed with loud advertising messages but by becoming part of the digital conversation and actively engaging with the community.


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Now, let's shift our focus to advertising. 2025 will be a pivotal year for Meta Ads, as AI, machine learning, and augmented reality transform the digital advertising landscape. Meta has responded by developing powerful tools to help advertisers reach their audiences more effectively while lowering costs.

The AI-powered ad system plays a central role, dynamically adjusting ad content to increase relevance and conversion chances.

With digital marketing increasingly relying on data-driven decisions, companies are investing more in first-party data to reduce dependence on third-party data. Meta supports this shift with the Meta Conversions API, bridging the gap between privacy and effective campaigns—a crucial advantage for e-commerce and SaaS businesses.

AI is also automating complex processes like bidding strategies and audience segmentation. Particularly innovative is the use of Predictive Audiences, allowing advertisers to reach potential customers before they even interact with a brand.

Interactive ad formats are another major trend. AR and 3D ads allow brands to present their products in entirely new ways—think furniture brands using AR to show how a sofa would look in a specific room. This not only boosts engagement but also increases purchasing intent.

Meta Ads has also improved its analytics and tracking tools, providing advertisers with real-time insights into KPIs like click and conversion rates, along with customizable reports for specific campaign goals.

Overall, automation, AI, and interactive content will define Meta Ads in 2025. Those who adapt early and use these tools strategically will create more efficient advertising campaigns and remain competitive in the long run.


Of course, the largest business social network also has some updates.

The LinkedIn algorithm for 2025 is causing massive changes:

The best strategy?
Three posts per week, spaced at least 24 hours apart, to avoid posts cannibalizing each other’s reach.

Certain formats perform particularly well:

Company pages continue to struggle, with their reach now making up just 2% of the feed. External links also significantly reduce reach.

Engagement remains the most important factor—those who interact strategically will still be able to build reach in 2025.

More about LinkedIn can be found in this article: 

That wraps up our Social Media News for 2025! Of course, a lot will change throughout the year— there will probably be new updates next month already.

If you want your content to be seen, you should regularly check where, when, and how to optimize it. Also about the “basic” rules, like when and how much to post you should be informed. 

Social Media News

Being creative is fun, meaningful, and for many, a way of life. Creativity can be expressed in many different ways, each offering its own kind of fulfillment. However, the digital world increasingly faces the challenge of unauthorized use of digital content—especially due to the growing use of generative AI, which uses such content for training and thus infringes on the copyrights of creators.

Not cool for creators, because even though we all benefit from trained AI models today, intellectual property rights should not be violated, and the creator should always be recognized. Adobe thought the same and now offers a new Adobe Content Authenticity web app (currently in beta), providing a free and simple solution to label works with so-called 

. This digital signature is designed to protect content from misuse, enable proper attribution, and give creators more control over how their works are used.

The Adobe Content Authenticity App and Content Credentials

The application was introduced in 2019 and now boasts over 3,700 active members, all advocating for greater transparency in the use of digital content.

Content Credentials are digital labels that can be directly attached to created content. They specify who the creator is, include information like their name or website, and indicate preferences regarding whether the works can be used for AI training.

Even if content is shared on social media or screenshots are taken, the Content Credentials remain intact thanks to digital fingerprints, invisible watermarks, and cryptographic signatures, always showing who the creator was. This provides unprecedented transparency and security for creatives in the digital world.

Content Credentials can be identified by an icon on images, as well as by metadata in the image’s code, showing its origin. You can think of it like a copyright symbol—but more digital and broadly applicable, as it is also readable by AI.


Adobe's new web app was developed in close collaboration with the creative community to address the specific needs of creators. Users can upload up to 50 files (in JPG or PNG format, with a maximum file size of 20 MB) at once and customize them individually. Information such as the creator's name, website, or social media profiles can be directly integrated into the Content Credentials.

The processed content can then be downloaded with the attached credentials, creating a clear link between the work and its creator.

Here we incorporate a visual representation provided by Adobe itself, showing how easy it is to apply and protect your content. This visual is a screenshot created by us from Adobe’s website, where the 

Bildschirmfoto 2025-01-20 um 07.07.59.png

 To maintain transparency on our part, we are not the creators of this representation but merely users sharing this information. Source: 

It is clear from this example that using Content Credentials is straightforward and allows the creator to decide with a single click whether the content may be used for AI training or not.

Additionally, the app provides tools for inspecting and restoring Content Credentials. Even if metadata is removed or content is shared on social media, the digital signatures remain intact thanks to advanced technologies like digital fingerprints, invisible watermarks, and cryptographic signatures. This ensures authenticity even after screenshots or alterations to the content. This feature, called the 

Another advantage is the seamless integration of Content Credentials into popular Adobe programs such as Photoshop, Lightroom, and Firefly. This allows creatives to work directly within their familiar environment and benefit from these advanced features without needing additional software. With free access for all Adobe users, the web app offers an innovative and accessible solution to make creative works visible, prevent misuse, and ensure long-term transparency in the digital world.


The Inspect Tool from Adobe Content Authenticity (Beta)

Files can be selected and uploaded via simple drag-and-drop to check who holds the copyright, what usage options are available, and whether the content has already been used by AI.

"In the main area of the History view, the Inspect Tool displays the selected asset and its relationship to other content files. These files may also include Content Credentials with additional information. When you select a file in the History view, the associated Content Credentials are displayed on the right side of the page."

 allows users to select and compare two assets from the History view. A slider can overlay one asset over the other to reveal differences. Adobe provides two options for this view: 

This allows users to determine whether someone used a work to create something new or developed it themselves.

The Inspect Tool also offers the ability to search for possible matches. These matches can be based on visual similarities detected by the digital fingerprint or through invisible watermarks—easily identified in the Inspect Tool.

Adobe goes a step further by addressing the 

"If the Content Credentials of a file are stored in the Content Credentials Cloud, as is the case with Adobe Content Authenticity (Beta), they can even be restored from a screenshot. Some Adobe applications and services can only attach Content Credentials directly to an asset. If the asset is processed in a way that removes metadata, such as when uploaded to an unsupported platform, the Content Credentials may be lost and cannot be restored with the Adobe Content Authenticity Inspect Tool. Found Content Credential matches are listed in chronological order (from the oldest to the most recent version), with the oldest version assigned to the asset given priority."

A quick note: The public beta version of Adobe's Authenticity App is expected to be available from early 2025. It is currently only available as an individual version.


—In the digital age, this statement is incredibly important to ensure that people cannot simply run wild with someone else’s creative work. Behind every idea and every creative execution lies time, patience, effort, experience, and so much more. And this deserves protection so that others cannot do whatever they please with it.

 is not ridiculous or unimportant but rather essential. Adobe's Authenticity Initiative allows for greater protection for creative minds online.

Adobe Content Authenticity App

Have you ever noticed your smartphone showing ads for something you just discussed with someone? Almost as if your phone is listening to you? Sometimes it feels convenient, but it can also be intrusive and unsettling, leaving you with a lingering discomfort.

So, is your smartphone really listening?
We can’t answer for your specific device, but companies are increasingly relying on active listening software to monitor conversations via smartphone microphones and serve targeted ads. How does this technology work, what risks does it pose, and how can you protect yourself? Here’s what we found.

The term “active listening” originates from communication science and describes a method of focused listening, where the listener consciously pays full attention to the speaker to truly understand the message rather than just passively hearing it. This technique aims to foster deeper understanding and even prevent conflicts.

Active listening software, however, is a technological adaptation that captures and analyzes conversations through microphones on smartphones, laptops, and other devices. Unlike voice assistants like Siri or Alexa that only respond to activation words, active listening is always on, filtering out content that can be used for advertising purposes.

Originally developed for features like voice commands or machine learning, the technology’s potential for personalized advertising quickly became apparent, sparking intense debates over privacy and data protection.

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A Leak: How Companies Use Conversations for Ads

Is this just a sci-fi concept, or are we already living in such a world?
The truth is, it’s happening – and on a larger scale than you might think.

 revealed a leaked pitch deck from the Cox Media Group (CMG). It demonstrated how conversations near smartphones were being used to optimize ad targeting. Known as Predictive Audience Technology, the system combined voice data with behavioral data, such as search queries or website visits, to create detailed user profiles.

The pitch deck named Google, Facebook, and Amazon as partner companies, although they distanced themselves from this practice after the leak. The AI-powered technology analyzed the collected data to further personalize and refine ad targeting.

This example highlights how advanced AI models can process real-time conversations to generate ad targeting options for advertisers. However, many questions remain unanswered – for instance, whether the software activates only when the microphone is in use or if it runs constantly in the background.

Google promptly removed CMG from its partner program, 

:
“All advertisers must comply with applicable laws, regulations, and our Google Ads policies. If we identify ads or advertisers that violate these policies, we will take appropriate action.”

Amazon also clarified to online magazines like 

 that it was never involved in this program and has no plans to engage in such practices.

CMG publicly responded, asserting they had "never eavesdropped on conversations or accessed anything beyond aggregated, anonymized, and fully encrypted third-party datasets permitted for ad targeting." They also emphasized using data only with users' explicit consent.


The concerns surrounding active listening ads are obvious, but here’s a summary of why this practice raises serious issues:

Devices that continuously listen can capture sensitive information, such as discussions about finances or personal relationships. This data can be exploited by advertisers and, in cases of security breaches, by malicious actors.

Ads based on conversations can influence purchasing decisions without users realizing it, raising ethical concerns about manipulation.

Storing and transmitting audio data increases the risk of cyberattacks. Hackers could potentially gain access to private conversations.

Many people are unaware their devices may be listening, as microphone permissions are often granted unnoticed during app installation. While current laws require user consent for using data in advertising, this isn’t always transparent.

Is it even legal for companies to do this?

Unfortunately, such practices can occur regardless of legality. However, it’s important to understand the legal framework in Germany.

Secretly listening to conversations under the guise of terms and conditions (T&Cs) is not allowed. As one expert explained - we 

:
“Beyond the fact that the T&Cs are not the appropriate place for such information – the privacy policy is – there are significant legal concerns. Eavesdropping on personal conversations for commercial purposes, especially when analyzed by AI, constitutes a severe intrusion into both privacy and, in some cases, intimacy.”

Sensitive information, such as sexuality, political beliefs, or health status, is often involved – and for such data, a company’s “legitimate interest,” often cited for advertising, does not apply.

While active listening ads might be permissible with explicit consent, this consent cannot be implied or hidden in fine print. Instead, users must be clearly, visibly, and understandably informed about whether and how conversations are being recorded. Furthermore, additional information must be easily accessible and transparent.


Yes, your smartphone can listen to you – but it shouldn’t. If you want to protect yourself, regularly review your device settings to see which apps have microphone access and revoke permissions for unnecessary ones. Some smartphones display a microphone icon when an app is actively using it, helping you identify suspicious activity.

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

Marketing becomes a success factor with Flanke 7:

Projects (All projects)

Display 7

Do you like our projects?

Blog (All posts)

Social Media News

Adobe Content Authenticity App

Is Your Smartphone Listening?