2025 is proving to be a turbulent year for social media. Nothing is static, nothing stays the same. Platforms have embarked on a race to integrate artificial intelligence, strengthen security and open up new avenues of monetisation for both creators and brands. The result is a more dynamic, more competitive… and more unpredictable ecosystem.
Meta, Instagram, TikTok, X, and Telegram are redefining how we create, consume, and monetise content. And although each follows its own path, they all converge in the same direction: less opaque algorithms and more AI-powered creativity, more security, and more opportunities for those who know how to move quickly.
Let’s take it one step at a time.
Meta: AI, video and a new focus on child safety
Meta has made a bold move with Vibes, an AI-generated video feed that aims to take on TikTok and YouTube Shorts. The concept is almost futuristic: creating personalised clips, automatically suggested music and AI-generated visual effects… without the need for any editing skills.
But it’s not all about creativity. Meta has also strengthened its child safety shield:
- Children under 16 will not be able to go live.
They will not be able to disable certain filters without parental approval.
A decision in line with global regulatory pressure, which forces platforms to be more accountable.
Added to this is a controversial move: Meta has eliminated its collaboration with external fact-checkers, replacing it with an X-style community notes system. This is a commitment to ‘collective wisdom,’ but also a risk to the accuracy of information.
What does all this mean for brands and creators? More AI-powered video tools and more creative possibilities, yes, but also more reputational responsibility in an environment where moderation is decentralised.
Instagram: speed, advanced editing, and more control for families
Instagram continues its visual reign, but with a very clear mission: to be faster, more powerful, and more secure.
The three major developments:
- Double-speed reels: Perfect for accelerated consumption and for brands that want to say more in less time.
- “Edits”, the new advanced editing app: A professional tool for cropping, overlaying layers, integrating effects, and enhancing video quality. All synchronised with Instagram.
- New restrictions for minors: More parental control, less access to sensitive content, and a more guided experience for users aged 13 to 17.
Instagram reinforces its creative DNA while maintaining its commitment to safety. Those who master quick editing and visual storytelling will come out on top.
TikTok: Creative AI and more powerful live trading
TikTok never stands still. It now incorporates AI into virtually every layer of creation:
- Generation of videos from text.
- Creation of images transformed into clips.
- Intelligent filters based on style, humour, or mood.
In addition, it is strongly committed to live commerce with new features:
- Fan Clubs, exclusive spaces for loyal followers.
- Live auctions, where users bid on products in real time.
- A more robust desktop version for professional creators.
TikTok wants to be the place where entertainment, shopping, and community merge seamlessly.
X (formerlyTwitter): communities, video, and its own AI
Since Elon Musk took the helm, X has been moving towards a model where community and video are more important than ever.
The latest developments include:
- Community feeds sorted by relevance or chronology.
- Video reactions to posts.
- Video overlays between users, a format very similar to TikTok.
- Deep integration with Grok, its AI chatbot, capable of helping to write, search for information, or generate content ideas.
For brands, X represents a territory with less noise than before and more opportunity for in-depth conversations with segmented audiences.
Telegram: direct monetisation and premium communities
Although it does not always grab headlines, Telegram continues to grow in its own way: without invasive algorithms, without noise, and with extremely loyal users.
Key developments:
- Stars, its monetisation system for creators.
- Improvements to video calls and live streams.
- Subscription options on private channels, perfect for premium communities.
Telegram is establishing itself as a haven for creators seeking independence and for brands that want to cultivate audiences away from mass media environments.
What are the trends that will define the immediate future?
- AI permeates everything: From editing to feed personalisation, moderation and analysis.
- Video continues to reign supreme: Shorter, faster, more dynamic.
- Safety over growth: Platforms are forced to tighten controls to protect minors.
- Direct monetisation: Subscriptions, tips and live commerce will be key for creators.
- Smaller, more powerful communities: Deep engagement is happening in private spaces, not in the main feed.
Adapting is no longer optional
Social media is undergoing a profound transformation. The explosive mix of AI, video, monetisation and communities is redefining the rules of the game. For brands, the key will be to experiment, adapt quickly and understand the dynamics of each platform.
Those who anticipate these changes will not only survive the new digital ecosystem: they will lead it.
