Stay ahead in social media with this week’s updates: Meta drops fact-checks for Community Notes, Instagram introducing new reels performance metric. Meta is also using AI-generated images to boost engagement. X Premium is picking up steam with a focus on entertaining content, a new video tab, and the upcoming launch of X Money. TikTok’s e-commerce growth continues, and Snap’s revealing new insights on AR campaigns. These changes could be game-changers for your brand!

Meta Ditches Fact-Checks in Favour of Community Notes – Here’s What It Means for Us

In a pretty bold move, Meta is shifting gears and getting rid of its fact-checking system, opting instead for a “Community Notes” approach, similar to what we see on X (formerly Twitter). The idea is to let the community decide when posts might be misleading and need more context. But will this really work? Well, let’s unpack it.

In a recent announcement, Meta CEO Mark Zuckerberg revealed that the company has been making too many mistakes with its current moderation efforts. He said the platform has become too censored, and it’s time to get back to basics—focusing on free expression, simplifying policies, and reducing errors.

You might remember Zuckerberg’s 2019 speech where he made his commitment to free speech clear, but now, in light of ongoing debates about online content, censorship, and political pressure, he’s reversing course and bringing political content back. Why? Because, according to Zuckerberg, platforms are being pushed to censor too much, and the public’s had enough.

Meta is going to remove restrictions on topics like immigration and gender, which, according to Zuckerberg, don’t align with mainstream discussions. The goal? To make the platform feel more in tune with current conversations.

Now, here’s the thing: Community Notes may sound like a good idea in theory, but it’s not without its flaws. For one, it’s proven tricky on X because there’s often no agreement on divisive issues—think election interference, gender, and immigration. And Meta’s global reach is way bigger than X’s, meaning this could result in a lot of misleading content being left unchecked.

While X’s Community Notes system requires agreement from people with different perspectives, it’s not always easy to get that consensus—especially when the content’s politically charged. So, what does this mean for Meta? We might see even more misleading content slipping through the cracks, without a clear moderation system in place to keep things in check.

What’s really interesting is how Meta is shifting its teams out of California and into Texas—yes, that’s right, they’re following X’s lead and building a new content moderation centre there. Meta’s new Chief Global Affairs Officer, Joel Kaplan, is keen to emphasise that this is all about fixing mistakes and not giving in to political pressures. But, given recent events, it’s hard not to wonder if this is part of a bigger plan.

Now, don’t get us wrong, it’s great that Meta is listening to user feedback, but this shift feels like it could have a big impact on how we all experience the platform. The Community Notes system may be a step toward restoring some freedom of speech, but is it the best way to balance accuracy and accountability in a space as large as Meta? Only time will tell.

Ultimately, this is a business decision for Meta, and whether we like it or not, it’s clear that they’re setting the stage for big changes in how we interact with content moving forward. And while it might help in some areas, we can’t ignore the fact that we might see even more unchecked content spreading across our feeds.

Stay tuned, though—Community Notes will be rolling out across Meta’s apps in the coming months. Let’s see how this plays out.

New Instagram Reels Metric

Big update from Instagram: you can now see how many viewers stayed past the first 3 seconds of your Reels! Game-changer, right?

Here’s why this matters: those first 3 seconds? They’re your one shot to grab attention. If your opening doesn’t hit, viewers will scroll on without a second thought.

That’s where the H.A.C.K. method comes in—a simple formula for crafting hooks that actually work. Let’s break it down:

H: Hook

Start with something that grabs attention—a surprising stat, bold claim, or intriguing question.

Example: “What if I told you your Reels might be losing viewers before your message even begins?”

A: Amplify

Add context or a personal touch that makes it relatable.

Example: “I used to see my Reels flop because I didn’t nail the first few seconds—sound familiar?”

C: Challenge

Give your audience something to think about or reflect on.

Example: “Are your first 3 seconds exciting enough to make someone stop scrolling?”

K: Keep Watching

Tease the value they’ll get if they stick around.

Example: “In just 60 seconds, I’ll share 3 easy tweaks to fix this for good.”
Test it out on your next Reel and keep an eye on this new metric to see how well you’re holding your audience. It’s the perfect way to fine-tune your strategy and boost your engagement!

Meta’s generating AI images of users to spark more interest in its AI tools

Alright, bestie, here’s the latest from Meta, and it’s a wild one. They’re experimenting with AI-generated images of users, turning selfies into quirky, slightly off versions of themselves to show in their feed. The goal? To get people more engaged with AI by showing how far the tech can go.

Here’s where it gets interesting. Meta is turning selfies into AI-generated versions of users in all sorts of wild scenarios. Imagine scrolling through your feed and seeing a distorted version of yourself in a totally different context. Users are already noticing their faces showing up in ads, which, let’s be real, is a bit unsettling. Meta’s confirmed that this test is already rolling out, and it’s giving off some serious “uncanny valley” vibes — not quite you, but also kinda close.

Now, why is Meta doing this? Well, they’re betting big on AI. They’re trying to get more people to use AI tools to generate content, but here’s the thing: social media is all about real, authentic connections. If everyone’s posting AI versions of themselves, platforms might end up feeling more like a digital playground than a space for human connection. It’s a bit of a gamble.

But here’s the kicker — Meta’s not backing down. They’ve already invested billions into AI, and they’re pushing hard to make it a core part of the social experience. Whether this experiment works out or not, AI’s here to stay, and Meta’s doing everything they can to make sure we’re all on board.

So while I’m not totally sold on seeing myself in some digital funhouse mirror, it’s clear that Meta’s making moves to push AI into the mainstream. Guess we’ll have to wait and see if it’ll catch on.

X Premium: Slowly Gaining Momentum

X’s journey to get people to pay for the app is still a work in progress, but there’s been a little bump in subscriptions. How? Well, they launched a 40% discount offer around Christmas, and it’s been driving more sign-ups than expected. Annoying full-screen ads in the app were part of the deal, but hey, it worked. App analytics provider AppFigures reports that November’s revenue hit a whopping $16.5 million — the highest yet, up 27% from October.

So, what’s behind this surge? Here are the key points:

Promotions Worked: The 40% discount plus the option to gift X Premium got more people on board.
Revenue Growth: $16.5 million in November means a noticeable jump in paying users. At around $11 per subscription, we’re talking about around 1.4 million paying users, maybe more.
Grok’s Role: X is using its AI tool Grok to encourage more Premium sign-ups, although access is still limited for non-paying users. The goal? Get people hooked on the full version of Grok’s features.
User-Only Replies: Elon Musk’s move to limit replies to verified users is another attempt to push people towards the Premium option.

Why Is X Premium Still Struggling?

The thing is, while X Premium is showing growth, it’s still a small segment of the overall user base. Let’s talk about the bigger picture here: Elon Musk’s original plan to make subscriptions account for 50% of X’s revenue has clearly fallen short. Right now, the numbers are far from where he envisioned.

When Twitter Blue was first rebranded to X Premium, the big draw was the blue checkmark. But the moment anyone could buy one, the checkmark lost its appeal, and impersonation issues started cropping up. Musk pulled the feature temporarily, and when it came back, the value proposition was just… off. The perks, like reply boosts, really only benefit the users who actually post regularly, which is a tiny fraction of X’s overall audience.

And, let’s not forget that ad revenue is still a major player here. X is expected to pull in over $2 billion in ads this year, compared to just under $200 million from subscriptions. So yeah, they’ve still got a long way to go if X Premium is going to become a major player.

TikTok’s Growing Role in E-Commerce

So, TikTok’s got some fresh insights on its role as a shopping tool – and trust me, these findings are something retailers should pay attention to, especially with the app’s future in the U.S. still up in the air.

With the U.S. government pushing for TikTok’s removal (a decision still up in the air), TikTok has partnered with Ipsos to release a report that looks at how users are increasingly turning to the platform for shopping. The survey covers 3,876 U.S. internet users and gives us a glimpse into how TikTok is evolving as an e-commerce tool.

Here’s a quick rundown of the key insights:

Product Discovery: TikTok’s popularity among creators and their ability to share product insights is one of the key drivers. Users are turning to the app to discover products in a way that feels more personal and organic compared to traditional shopping platforms.
Trends and Rising Interest: Users are showing a growing interest in TikTok’s shopping features. While it’s not yet a major player like the Chinese version, U.S. users are becoming more comfortable with purchasing directly through the app. It’s becoming a real contender in the e-commerce space.
Increasing Spending: As TikTok’s shopping options gain traction, user spending on the app is rising. It’s clear that TikTok is more than just a platform for viral dances – it’s becoming a go-to place for product discovery and, soon enough, purchases.
Retailer Insights: TikTok’s report also shares some valuable tips for retailers on how they can better use the platform to sell products. If TikTok sticks around, these insights could help businesses rethink how they approach their marketing strategy.

What’s Next for TikTok and Retail?

As for what’s next, the future is still a bit uncertain. TikTok could be removed from the U.S. due to the ongoing regulatory pressures, but that doesn’t mean these findings are irrelevant. If TikTok stays, its role in the e-commerce space could grow significantly. Retailers, it’s time to start thinking about how TikTok could fit into your strategy, especially as more consumers turn to the app for shopping inspiration.

New insights from Snap into the strengths of AR campaigns

Snapchat’s just dropped some key insights on AR campaigns and why they might be the secret sauce to boosting engagement in 2025. Let’s break down what these insights mean for your brand and whether AR could be a game-changer for your next campaign.

AR vs. Traditional Ads: What’s the Difference?

Snap’s partnered with Wpromote and Lumen to analyze 38 campaigns with over 219 million impressions, and the results speak volumes. Here’s the takeaway:

Active Engagement: Unlike traditional video or static ads that rely on passive viewing, AR encourages active participation. This means users aren’t just watching – they’re interacting, which creates stronger, more memorable impressions. It’s no surprise that AR leads to more brand awareness since users are directly engaging with branded elements.
Intentional Decision-Making: AR leads to slower, more deliberate thought processes. When users spend more time with AR experiences, they’re more likely to make intentional decisions. In fact, Lens ads (AR-based) showed a 6.4x higher swipe-to-purchase ratio than commercials. So, it’s not just about attention – it’s about turning that attention into action.
Creative Best Practices: Like all campaigns, AR has its own playbook for success. Snap’s report highlights that shareable experiences, prominent branding, and sound-on design lead to higher engagement. Keeping your AR content shareable and engaging is key.

How Can You Make AR Work for Your Brand?

Based on Snap’s findings, the best approach is to blend video and AR campaigns. While video can drive urgency and quick responses, AR is perfect for building brand association and deeper engagement. So, using a mix of both can help maximise your campaign’s impact.

Urgency in Video: Use video ads to create a sense of urgency and immediate action.
Shareability in AR: Make your AR experiences shareable to boost awareness and interaction.

If your product or service benefits from a more educational, engaging approach, AR could be a great way to reach your audience in 2025. It’s all about using the right tools for the right goals.

X Flags Coming Algorithm Update to Focus On Entertaining Conten

Big news on X – it seems like Elon Musk is shifting gears, aiming for more positivity on the platform. After two years of constant heavy commentary, he’s now calling for more “informational/entertaining” content. This comes alongside an impending algorithm update that will push content that’s lighter, more positive, and, you guessed it, entertaining.

Why Does This Matter?

Elon’s new direction for X could mean big things for your content strategy in 2025. Here’s what you need to know:

Positive Content Boost: The upcoming algorithm update will favour content that’s not just informative but also entertaining. So, if you’re creating content that’s fun, engaging, and positive, you’ll likely see more exposure. After all, X is clearly taking cues from TikTok and Meta, which have successfully used entertainment-focused algorithms to keep users hooked.

Similar to Meta’s Shift: Meta (Facebook and Instagram) made a similar move, reducing political content in favour of lighter, more engaging posts. This shift has driven longer user engagement, and now X is trying to replicate that success. The idea is simple – keep users scrolling with fun, shareable content.

Video Is Key: With video-first strategies gaining traction, X wants to push more video content into the spotlight. The focus on “For You” feeds, like TikTok’s, could mean you’ll be seeing more of your content featured, but only if it’s entertaining enough to engage a wider audience beyond just your followers.

What Does This Mean for Your Strategy?

If you want to perform well on X in 2025, you might want to pivot your approach. Focus on crafting positive, entertaining, and shareable video content. While X is still allowing for more user choice with the “Following” feed, the real action is likely to be in the “For You” stream.

Even if Musk’s own posts don’t exactly reflect this shift, it’s clear that the platform is trying to boost user engagement in a different way. Keep an eye on this as the update rolls out – it could change how you approach content on X.

Ready to get ahead of this shift? Start thinking about how your brand can use video in fun, engaging ways.

X tests the dedicated video tab in the lower function bar

Here’s the latest update on X, and it’s all about video! They’re testing out a new button in the bottom bar of the app that will give you quick access to a full-screen video feed with just one tap. Yes, you heard that right—X is doubling down on video content.

The new layout will add a quick link to this immersive video feed, making it easier to dive into video, which X has been pushing as a “video-first” platform (even if it’s not exactly starting on a video feed). It’s all about making videos more central, especially as they roll out original video content to keep users engaged and attract advertisers.

Now, the app’s been messing with this idea for a while, but this new iteration swaps out the “Groups” tab for the video tab. It’s a shift for X, which has been cautious about cluttering up the interface, especially after the whole “Moments” tab debacle in 2015. But now, with video on the rise (X even says video views increased by 40% year-on-year), it makes sense to give video more of the spotlight.

The big question?

Will this feature actually roll out to everyone? It might just be an X Premium thing, but if it hits your feed, it’s a sign that X is all in on video—and you’ll want to keep that in mind when planning your X content.

X plans to launch ‘Money’ in limited form this year

So, X’s plans to become a payments hub are still moving forward, even if they’re not quite on track with Elon Musk’s original 2024 timeline. They’re now calling it “X Money” (instead of “X Payments”) and it’s set for a limited launch in the U.S., starting with 38 states.

Why limited? Well, X has struggled to secure a key payments license in New York due to legal pushback, which questioned its ties to Saudi Arabia and raised concerns about its ability to handle payments. This has slowed things down, but X is still pushing ahead with a regional roll-out, meaning not everyone will get access just yet.

X’s vision is to turn the platform into an “everything app” like WeChat, offering a one-stop shop for payments and more. But while Musk’s dream of a digital payments empire is big, it’s facing hurdles—regulatory issues, Musk’s own controversial politics, and past failed attempts by other companies to make similar moves. Even if X Money works in the U.S., expanding it internationally is another uphill battle.

So, X Money might be coming in 2025, but don’t count on it just yet—and even if it does roll out, it could be way more limited than Musk hopes.

That wraps up this week’s Social Scoop Unplugged! 🚀 Remember, the world of social media never stops evolving, and neither should your strategy. Stay curious, keep experimenting, and don’t forget to adapt to these exciting updates as they unfold.

If you’ve found this helpful, share it with your network or drop me a message with your thoughts and feedback. Until next time, keep shining and be creative online!

Natty Bernasconi | Instagram Expert & Educator

Social Media Strategy for Lifestyle Businesses & Creators

Empowering brands with tailored Instagram strategies and aesthetic-driven insights. Follow for weekly tips, industry updates, and coaching designed to elevate your brand’s online presence—making it as captivating as it is strategic.