How to stay ahead in social media: Threads, TikTok and Meta’s AI updates for brands
The social media world is always evolving. From Threads establishing itself as a genuine space for conversation to Meta exploring how AI can reshape creativity, communicators must keep pace with a landscape that’s constantly redrawing the lines between community, content, and compliance.
Threads vs. X
Threads is now neck-and-neck with X (formerly Twitter) in daily active users, signaling that brands looking for real-time engagement should no longer overlook it. (Source: Similarweb)
- Why this matters: Threads can offer a less volatile, more brand-safe environment for thought leadership.
- What you can do: Audit your brand’s X content and identify 3–5 posts that performed well. Repurpose them for Threads using a more conversational tone. Think insight-sharing over hot takes. If this works, consider shifting more of your energy to Threads.
TikTok's ownership shift
The sale of TikTok to a U.S.-based Oracle-led group may finally bring regulatory calm to the platform’s future in the U.S. (Source: World Business Network News)
- Why this matters: Brands can plan organic social and advertising campaigns on TikTok with greater confidence.
- What you can do: Revisit paused or scaled-back TikTok campaigns, especially those focused on creator partnerships, and prepare to relaunch in Q1 2026.
Meta's "Vibes" experiment
Meta’s newest AI-generated video feed, “Vibes,” underscores the company’s continued push into synthetic media. (Source: Meta)
- Why this matters: AI content generation is becoming mainstream, not just a novelty.
- What you can do: Rather than jumping onto new AI feeds, analyze how these tools reshape content development. Audit your current creative strategy to identify where AI storytelling could complement, not replace, human creativity. For example, using AI to analyze existing posts or data to develop the visual direction of an explainer video or infographic carousel. It’s about readiness, not rush.
Together, these developments show that platform innovation, regulation, and AI are converging to define the next era of digital engagement. For communications professionals, success will come from adapting early and transforming these shifts into meaningful audience connections.
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