May 2025 Social Media Round Up

June 3, 2025

May Social Media Round Up: Google’s Big Moves, AI in Ads and What You Need to Know

May has been a busy one in the world of social media and digital, especially over at Google.

There has been a lot going on, so here is a quick round up of what has changed, what to keep an eye on, and what it means for your brand.

1. Google Search is Changing in a Big Way

At the Google I/O developer conference last month (May 2025), the spotlight was firmly on AI once again, building upon significant announcements from I/O 2024. One of the biggest shifts is the continued rollout and evolution of AI-powered search.

Specifically, AI Overviews (AIOs), originally introduced as Search Generative Experience (SGE) at I/O 2023, have already been globally rolled out to 200 countries in 40 languages. Google CEO Sundar Pinchai announced at I/O 2025 that AI Overviews has about 1.5 billion monthly users – that’s approximately 18% of the world’s population! These AIOs have added an AI-powered summary to the traditional search results, aiming to give people quicker answers without clicking through.

Now, the new AI Mode, previously a Google Labs experiment, but publicly announced at I/O 2025 is rolling out in the US, and should be available to the rest of the world over the coming months. Judging by last year’s timing we expect to see AI Mode in the UK around August. This new AI Mode offers a more advanced, conversational search experience, transforming the search interface into a chat with Google’s Gemini model for deeper inquiries and task completion.

Why this matters

  • Organic results are getting pushed further down: Both AI Overviews and AI Mode mean that users might find answers directly in the search interface, potentially reducing clicks to organic listings. This necessitates a smarter and ever more strategic SEO approach.
  • Product and image-based results are becoming more prominent: Google continues to integrate more visual and product-focused results, particularly within these AI-driven experiences.
  • This could fundamentally change how people find your business on Google: As search becomes more conversational and direct, the path to discovery for businesses will shift.

If you rely heavily on search traffic, it is crucial to review how visible your site will be as these AI-powered features roll out and evolve.

2. Instagram Reels Are Getting More Reach Over Time

Instagram has been steadily evolving its algorithm to prioritise Reels, which now account for a significant portion of user engagement. While Instagram hasn’t officially announced a new “longevity” feature for Reels, many creators and marketers are noticing that Reels often gain traction days or even weeks after posting: especially if they tap into trending topics or spark engagement.

What’s happening?

Reels continue to be Instagram’s fastest-growing content format, with recent reports showing they make up over 35% of total screen time on the platform and reach hundreds of millions of users each month. The algorithm appears to reward content that keeps viewers watching and encourages interaction, sometimes giving older Reels a second wind if they start to pick up likes, comments, or shares.

What should you do?

  • Don’t delete quiet Reels:
    Give your Reels time to find their audience. Sometimes, a slow start can turn into a viral hit as the algorithm discovers your content.
  • Focus on quality and trends:
    Invest in creative, high-quality videos that align with current trends and your audience’s interests.
  • Use trending audio and engaging captions:
    Leverage popular sounds and write compelling captions to hook viewers in the first few seconds.
  • Encourage engagement:
    Prompt viewers to like, comment, or share your Reels to boost their visibility.

By following these best practices, you can maximize the reach and impact of your Instagram Reels—even if they don’t take off right away.

3. Meta Introduces AI Chat for Ads and Customer Queries

Meta is rapidly advancing its AI capabilities across Messenger and WhatsApp, introducing AI chat assistants that help brands automate customer interactions and even recommend products directly within conversations. These AI tools are now available in select countries and are being tested for broader rollout, with features like product recommendations, answering common questions, and generating images or tailored content ideas.

What’s happening?

Meta AI is accessible in WhatsApp, Messenger, and soon Instagram Direct, enabling users and businesses to interact with AI assistants by simply mentioning “@MetaAI” in group or individual chats. The AI can answer questions, provide recommendations, and help with tasks like planning, brainstorming, or discovering relevant content, making it a versatile on-call assistant for both customers and brands.

A dedicated Meta AI app is also available for Android and iOS, offering more personalised experiences and advanced features like voice conversations and image generation.

Key benefits for brands

  • Save time on customer replies:
    Automate responses to common queries, freeing up your team for more complex customer needs.
  • Personalise shopping journeys:
    Use AI to recommend products, answer questions about inventory, and provide tailored suggestions based on customer preferences.
  • Enhance engagement:
    AI can join group chats to help with planning, answer questions, and keep conversations flowing, which is ideal for community management and customer support.
  • Curated content discovery:
    Customers can request relevant content (like product demos or inspiration) directly in chat, making shopping more interactive and intuitive.

What you should know

  • Rollout is ongoing:
    These features are currently available in select countries and languages (including English, Spanish, Portuguese, French, and Hindi), with wider availability expected soon.
  • Privacy and control:
    AI interactions are optional and separate from personal messages, which remain end-to-end encrypted. Users can delete AI chats and request deletion of shared information.
  • Early days, but promising:
    While adoption is still growing, early feedback suggests Meta AI is a valuable tool for retail and service businesses looking to streamline customer service and boost engagement.

Meta’s AI chat assistants are transforming how brands interact with customers, making support faster, shopping more personalised, and conversations more engaging. If you’re in retail or services, now is the time to explore how these features can benefit your business.

4. TikTok Notes Could Be the New Instagram

TikTok has signalled its ambition to expand beyond short-form video with the development of TikTok Notes, a new platform focused on photo sharing and written content. While not officially launched as of June 2025, TikTok Notes appears to be designed as a visually driven social network, similar to Instagram, but infused with TikTok’s signature style and community-driven approach.

What’s happening?

  • Platform Focus:
    TikTok Notes is expected to centre on photo posts and written captions, offering users a space to share snapshots, creative visuals, and thought-provoking content.
  • User Experience:
    Early previews and leaked screenshots suggest a familiar, grid-based layout like Instagram, but with features and design elements that reflect TikTok’s playful and interactive spirit.
  • Audience Appeal:
    The app is likely to attract TikTok’s existing user base, particularly those who enjoy visual storytelling and engaging with trends in a more photo-centric format.

Why should brands pay attention?

  • New Opportunities:
    If TikTok Notes takes off, it could become a valuable channel for brands to connect with audiences who love visual content but prefer a less video-heavy experience.
  • Early Adoption Advantage:
    Brands that monitor the platform’s launch and establish a presence early may benefit from increased visibility and engagement as the community grows.
  • Content Versatility:
    The blend of photos and written content allows for creative campaigns, behind-the-scenes glimpses, and storytelling that complements existing TikTok and Instagram strategies.

What you should do

  • Stay Informed:
    Keep an eye on official announcements from TikTok regarding the launch of TikTok Notes.
  • Monitor Trends:
    Watch how early adopters and influencers use the platform to spot emerging content styles and engagement tactics.
  • Prepare to Experiment:
    Consider how your brand’s visual content could be adapted for TikTok Notes and be ready to test new formats if the platform gains traction.

While TikTok Notes is still in the works, its potential to reshape visual social media makes it one to watch. especially for brands with a strong focus on photography, creativity, and trend-driven engagement.

5. LinkedIn is Becoming More Personal

LinkedIn continues to refine its algorithm to deliver a more personalised and relevant experience for its users. The platform is increasingly prioritising content that aligns with individual interests and engagement patterns, making your feed more tailored than ever before.

What’s happening?

  • Algorithm Evolution:
    LinkedIn’s algorithm now places greater emphasis on user interactions (such as likes, comments, and shares) to determine which posts appear in your feed. The more you engage with specific topics or accounts, the more similar content you’ll see.
  • Personalised Feeds:
    Your LinkedIn feed is becoming a reflection of your professional interests, shaped by the posts you interact with and the connections you engage with most.
  • Increased Visibility for Engagers:
    Posts that spark conversation and receive meaningful engagement are more likely to be shown to a wider, but still relevant, audience.

Why this matters for brands and professionals

  • Targeted Reach:
    Content that resonates with your audience is more likely to be seen by the right people, increasing the effectiveness of your messaging.
  • Community Building:
    Encouraging your team to engage with your posts helps build a sense of community and strengthens your brand’s presence on the platform.
  • Algorithmic Advantage:
    Active engagement signals to LinkedIn that your content is valuable, boosting its visibility in the feeds of your connections and beyond.

Quick Wins for Boosting Visibility

  • Encourage Team Engagement:
    Motivate your colleagues to like, comment, and share your company’s posts. This not only amplifies reach but also demonstrates internal enthusiasm and expertise.
  • Create Conversation-Starting Content:
    Share insights, ask questions, and invite feedback to encourage more interactions.
  • Be Consistent:
    Regular posting and engagement help maintain your visibility in your network’s feeds.

By embracing LinkedIn’s more personal and engagement-driven approach, you can significantly enhance your brand’s visibility and influence on the platform. Start by encouraging your team to engage; every like, comment, and share makes a difference!

Quick May Takeaways

  • SEO is changing:
    With Google’s AI-driven updates, it’s more important than ever to adapt your SEO strategy.
  • Reels deliver lasting value:
    Instagram Reels continue to offer strong reach and engagement—don’t overlook their long-term potential.
  • AI is transforming digital marketing:
    Both Meta and Google are rolling out advanced AI tools, reshaping how brands interact with customers and optimize content.
  • LinkedIn rewards engagement:
    Being active and encouraging team participation boosts your brand’s visibility and reach.

As always, if you need help navigating these changes or want to chat about your digital strategy, our team is here to help. Get in touch by calling our digital agency on 01483 789 434

BACK TO LISTING

Let’s Talk

For any other enquiries, please drop us a line in the form below and we’ll get back to you

Or send Alex an email to alex@airsocial.co.uk

Talk to Air Social, Digital Marketing Agency in Guildford, Surrey

Contact Info

team@airsocial.co.uk
01483 789 434

Leapale House, Leapale Lane,
Guildford, Surrey, GU1 4LY

Follow Us

Contact Us