The Social Recap: September 2025 Social Media Updates Every Marketer Should Know

Introduction: Why This Recap Matters 

September was a wild ride for social media. If you blinked, you probably missed at least three new features across Meta, TikTok, or LinkedIn. From Instagram’s ultra-wide Reels to TikTok’s deeper dive into commerce, platforms keep raising the bar, and rewriting the playbook for brands. 

That’s exactly why The Social Recap exists. Each month, we cut through the noise and bring you the updates that actually matter for growth, visibility, and strategy. This isn’t about every micro-test that may never see the light of day. It’s about the shifts that can change how you plan campaigns, allocate spend, or engage your audience. 

So grab a coffee (or maybe a pumpkin spice latte, it is fall after all) and let’s unpack September’s updates. 

Meta & Instagram: Ads, Experiments, and Cinematic Reels 

What changed 

• Meta introduced Challenges for Fan Pages and custom fan badges to deepen community interactions. 

• New ad formats rolled out for Reels and Threads, plus Reels Trending Ads are now available globally. 

• Meta expanded its ad-free subscription option to UK users. 

• Facebook started testing analytics for Pages broadcast channels and labels on Story viewers. 

• Instagram finally launched its long-awaited iPad app and is testing native scheduling for Stories. 

• Creators can now pin their own comments and even split audio directly in the app. 

• Instagram introduced Shots, a BeReal-style feature for quick, ephemeral photo sharing. 

• And yes—5120x1080 cinematic Reels are trending, with brands rushing to try the ultra-wide format. 

Why it matters

Meta is tightening its grip on both engagement and monetization. Ads are becoming smarter and more integrated across platforms, while creators are getting more native tools to engage audiences. For brands, this means more ways to reach users in-app, without needing third-party workarounds. And Instagram’s shift toward cinematic Reels shows just how far platforms will go to keep creators experimenting with new formats. 

Action step

Audit your Reels strategy. Test retention metrics (now available in Insights), experiment with cinematic formats, and plan for ad placements across both Reels and Threads. Don’t ignore Stories scheduling, this could save teams hours in campaign management. 

TikTok: Commerce First, Culture Always 

What changed 

• TikTok launched updated travel ads and promoted a full Halloween “TikToktober” campaign. 

• Luxury marketers got their own tips playbook, while trending topics analytics now help creators ride the wave of culture. 

• The app doubled down on search ads, sharing new data on product discovery performance. 

• TikTok added movie ticket sales with Fandango, moving even closer to an all-in-one commerce platform. 

• Users can now send audio messages and video attachments in DMs. 

• Bulletin boards from brands are surfacing in the For You feed, while a timeline view with repost notes is in testing. 

Why it matters

TikTok isn’t just for memes anymor, it’s building serious commerce muscle. From search ads to ticket sales, the app is positioning itself as both a discovery engine and a conversion tool. For marketers, this means TikTok is no longer optional if your brand is chasing Gen Z or culture-first audiences. 

Action step

If you haven’t tested TikTok search ads yet, September’s data should be your signal. Pair that with seasonal campaigns (Halloween is a prime testing ground) and see how far your creative can stretch. 

Snapchat: AI Creativity Meets Ad Performance 

What changed 

• Snapchat released a report on the effectiveness of its First Impression Ads. 

• The platform launched its first open-prompt AI Lens, letting users co-create augmented experiences. 

Why it matters

Snapchat is betting that AI + AR can keep it relevant against TikTok and Instagram. While scale remains a challenge, the platform’s edge with younger audiences means these experiments could pay off. 

Action step

If your brand skews Gen Z, test an AI Lens activation before Q4. It’s an early-mover opportunity that could translate into standout engagement. 

Pinterest: Curation, Ads, and Shopping Evolution 

What changed 

• Pinterest rolled out new ad updates at its Pinterest Presents event, including local inventory ads. 

• Multiple purchase links per Pin are now available, giving shoppers more choice. 

• Pinterest emphasized curation as a driver of purchase decisions and launched a new discovery campaign. 

• Seasonal trend reports highlighted southern hemisphere summer searches. 

Why it matters 

Pinterest continues to carve out its space as a shopping-first platform. Unlike the chaotic feeds of TikTok or Instagram, Pinterest leans on intentionality: people come to browse with purchase intent already in mind. 

Action step

Leverage Pinterest’s seasonal trend data to refresh creatives for Q4. Treat the platform as a discovery engine with built-in conversion potential. 

X (formerly Twitter): AI and Ad Shifts 

What changed 

• Threads is on track to overtake X in active usage. 

• X’s ad revenue shrank in Q2 2025. 

• The platform is moving to a customizable AI-powered algorithm and opened up details on ranking factors. 

• Brands can now pay to boost post reach directly in-stream. 

• A new holiday marketing hub launched to guide seasonal campaigns. 

Why it matters

X is doubling down on algorithmic personalization and monetization, but struggles with revenue highlight its fragile ad ecosystem. With Threads surging, marketers have to weigh where to invest their resources. 

Action step

If you’re still active on X, use the holiday hub to experiment, but keep ROI scrutiny high. Parallel-test Threads if your audience is shifting there. 

LinkedIn: B2B Gets Smarter (Again) 

What changed 

• LinkedIn introduced more AI-driven ad automation options for SMBs. 

• Deeper integration with Microsoft data will sharpen ad targeting. 

• New save and send insights let brands track private sharing activity. 

• Duolingo scores and AI job interview simulations were added to profiles. 

• LinkedIn expanded company page verification and continued its EU growth. 

• Reports showed posting frequency is key: more than 11 posts per week = +16K impressions per post. 

• CapCut added direct LinkedIn integration for easier video publishing. 

Why it matters 

LinkedIn is cementing itself as the B2B growth powerhouse. Smarter ad tools, analytics on private sharing, and video-first integrations all help marketers prove ROI and refine strategy. 

Action step 
Increase posting cadence heading into Q4. Test new ad automation features and don’t overlook video, LinkedIn is quietly becoming a content-first platform. 

YouTube: AI Everywhere 

What changed 

• YouTube now lets creators generate alternative endings for Shorts with AI. 

• AI stickers and polls rolled out for Shorts and live streams. 

• Premium subscribers are testing exclusive AI functions via YouTube Labs. 

• New monetization tools include swappable brand slots, auto timestamps, and product tagging. 

• Creators can now upload multi-language audio and tap into global “Hype” leaderboards. 

Why it matters

YouTube is strengthening Shorts while layering AI across both creation and monetization. For brands, this means campaigns can scale faster, across more languages, with more integrated shopping options. 

Action step

Experiment with AI-powered Shorts before the holiday season. Combine them with multi-language audio to unlock global reach without extra production costs. 

Cross-Analysis: What These Updates Mean for Marketers 

September confirmed one big truth: AI is no longer an add-on, it’s infrastructure. From Meta’s matchmaking to YouTube’s AI Shorts, generative tools are woven into every part of the user journey. 

Second, commerce is the battleground. TikTok added ticket sales and doubled down on search ads, Pinterest introduced more purchase links, and YouTube rolled out brand slots. Platforms aren’t just places to build awareness anymore, they want the conversion too. 

Finally, formats keep evolving. Cinematic Reels, AI lenses, and interactive polls prove that engagement is being redefined in real time. For brands, the challenge is deciding where to invest without spreading too thin. 

Our Take 

That’s a wrap for September. From TikTok’s commerce play to LinkedIn’s analytics push, this month was a reminder that social media moves fast, and marketers have to move faster. 

My advice? Pick two platforms to go deep on this quarter. Test the new features that align with your audience, track what actually impacts performance, and leave the rest as noise. 

That’s your Social Recap for September. Which update are you most excited to test? Let’s swap notes in the comments.