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Hello, geeks!

First, here’s a new year tip for you: bookmark this.

It’s a great resource to sync with your calendar, so you can know all of 2025’s holidays, cultural events, industry events, and more - stuff every social media manager needs to know.

Anyway, happy new year! 🥂 

If you thought social news would get off to a slow start, I’m sorry to break it to you: it’s been a crazy-busy time since I was last in your inbox before Christmas.

I break it all down for you below…

And it’s been a busy start to the year for me, too. I’m heading to Dubai for the 1 Billion Followers Summit, where I’ll be speaking on Sunday.

Check out the spicy question they’ve pulled out for my promo graphic!

Tubefilter has picked out some of the highlights from the three-day conference. I can’t believe I’m on the same bill as Elon Musk’s mom! I hope she doesn’t read Geekout 😬

If you’re going to be there, make sure you say hi!

DON’T MISS THIS…

This is going to be really useful for tuning up your social media marketing for 2025 👇

🔑 Metricool’s Ultimate Social Media 2025 Playbook

Are your socials in sync with your brand goals? How can smaller accounts make big online impacts?

Metricool’s second annual social networks study is right around the corner…  

Featuring 21 million analyzed posts across 9 channels… Unveil key strategies and platforms to accelerate growth and engagement in 2025, especially for smaller accounts looking to make big impacts:

The FULL playbook reveals how… 👀 

• 💼 LinkedIn is KEY for engagement, averaging an impressive 13.87% and clicks soaring over 122%.
  

• 📺 YouTube reigns SUPREME for account visibility of all sizes, garnering an average of 82 impressions.
  

• 👤 Facebook is making a conversion comeback, with an average engagement rate of 6.7% and 75 clicks per post. 

👊 Launching on January 30th Metricool’s FREE Social Media Study is jam-packed with data benchmarking, platform conclusions, and best practices to hone your marketing approach. 

Download the Exclusive Sneak Peek Before Anyone Else! 👀 [AD]

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🔥 GEEKOUT HOT 5

Geekout’s pick of the hottest headlines in social this week:

2. US Supreme Court TODAY hears challenge to law that could shut down TikTok [Link]

3. Meta employees protest Zuckerberg’s anti-LGBTQ policy changes [Link]

4. Meta plans to unleash AI bot profiles on Instagram and Facebook [Link]

5. Elon Musk is pushing to remove dates from X posts and planning new $8 sign-up fee [Link]

💥 AI is transforming the marketing playbook – don’t get left behind

It’s already happening – your role as marketer is being reshaped by AI.

Section is hosting a free event with Shiv Singh, Founder of AI Trailblazers and author of Marketing with AI for Dummies on January 17 from 3 - 4 pm ET.

They’re covering everything you need to know about the new marketing playbook – including:

• AI use cases in your current work

• How to balance AI-powered personalization with human touch

• How to prepare for the unexpected in the new world of AI-driven marketing.

This is your chance to future-proof your marketing strategies—don’t miss out!

👉 RSVP for free!

🚨 EVERYONE’S TALKING ABOUT…

Meta embraces community notes, and the Trump II era

Mark Zuckerberg has a real talent for seeing which way the wind is blowing and keeping the Good Ship Meta on course. This time, with Donald Trump about the re-enter the White House, he’s made the changes he knew he’d be forced to make later anyway.

The biggest news is the shift from fact-checkers to X-style community notes in the US.

This will usher in a “world without facts”, as one Nobel peace prize winner put it. Australian politicians called it a “trolling free-for-all”, while Brazil says Meta getting rid of factcheckers is “bad for democracy”. The co-chair of Meta’s Oversight Board has said she is "very concerned" about how the decision will affect minority groups.

But that’s not all. Among other changes, long-time policy chief Nick Clegg has been replaced by a more Trump-friendly pick; UFC boss and Trump bro Dana White has been added to Meta board, and Meta is moving its trust, safety and content moderation teams from California to Texas so it appears less liberal.

And that’s before we get to the new content policies that specifically allow dehumanising speech against LGBTQ people. Platformer has some specific examples of anti-trans speech that is now allowed, and it’s clear this has been done to appease the right-wing who have been complaining about Meta for years.

Not all Meta employees are happy, with reports of internal protest. Complaints about Dana White’s board place were reportedly deleted.

And not all users are happy either. Google searches for deleting Facebook and Instagram are on the up.

All of this has left advertisers uneasy, but don’t expect them to cut their advertising budgets unless they stop getting the results they need, or the public blowback is so huge that advertising on Meta becomes a reputational risk.

Also, don’t expect these changes to roll out outside the US any time soon. They’re probably incompatible with EU moderation rules, for a start.

But hey, at least Trump approves. And for Zuck, that’s the most important thing right now.

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Meta kills off old AI profiles, but look out new ones soon

Over the Christmas break, Connor Hayes, vice-president of product for generative AI at Meta, gave an interview with the FT in which he said the company was working on AI bots that would have “bios and profile pictures and be able to generate and share content powered by AI.“

Firstly: eww.

Secondly: Meta has already done something similar but more limited, it’s just that people forgot. Old AI profiles from 2023 resurfaced, and were swiftly deleted by Meta after going viral and getting a poor reception from people who don’t see why AI-generated users would make Meta platforms a better place to be.

Aside from Meta’s need to generate as much content as possible to mitigate the possibility that users produce less over time, it’s worth wondering whether, actually, AI-powered users might be appealing to some users.

After-all, AI-generated content already drives big engagement. Maybe instead of a picture of a 120-year-old woman or injured military veteran celebrating their birthdays, you could talk to them and see their whole fake life in Instagram Stories.

Hey, it might appeal to some of the people who already like and comment on those obviously fake images.

Or if your own friends are shunning you, striking up Facebook friendships with bots could be a way to fill a hole in your soul.

It all sounds pretty bleak to me, but if you’re a Meta exec who just needs engagement numbers to go up on a chart, the appeal makes a sorry kind of sense.

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✨ NEW & NOTEWORTHY

Everything else you need to know from the past seven days…

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🤖 SOCIAL A.I.

The newest social media A.I. features spotted this week:

• Instagram and Facebook are testing a feature that automatically generates AI images of you and puts them into your feed

• Facebook has been spotted offering an AI-generated event description

• TikTok has added new AI features including ‘AI Group Shot’, ‘AI Self’, ‘AI Meme’, and more

• TikTok has added a ‘Descriptive Ideas’ to help you decide what to write about photos

• WhatsApp is testing the ability to open a conversation with Meta AI from the chats tab

• WhatsApp plans to introduce AI bots for user conversations, offering a variety of personalities to chat with.

• WhatsApp is rolling out AI-powered replies for businesses

• X is working on a posting assistant that includes proofreading, shortening, personality settings, and a ‘fix facts’ button 🤔

• X is working on AI-generated summaries for search results

• X now lets you generate images with Grok straight from the post composer.

• X has added Grok-powered question prompts to posts

• xAI has launched dedicated iOS app for the Grok chatbot from X

• It looks like X’s ‘Unhinged’ mode for Grok is almost upon us

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💬 YOU CAN QUOTE ME ON THAT

When I’m quoted in the news, you’ll find it here:

I spoke to the Telegraph about the possible impact of ‘AI slop’ on your Facebook and Instagram feeds in 2025:

Also:

• I talked to the Press Association about Meta’s latest move to steer through Trump's America

• I shared thoughts with The National about the huge impact a US TikTok ban will have on creators and social media users

• I spoke to to The i about TikTok’s role in US/China rivalry

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😆 LOL

In light of Zuck’s Trump-friendly changes, maybe another change is needed…

I mean, come on, they’re supposed to be close friends, right…?

• Instagram: ‘see how many times they viewed your story’ 🙃

• Jimmy Kimmel on Mark Zuckerberg’s “embarrassing” MAGA makeover: “Imagine being one of the wealthiest people in the world and making the decision to announce the end of truth as we know it while dressed as Macklemore in 2014.”

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🌡️ VIRAL

It turns out Google Street View now has 18 years’ worth of stories to tell…

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🪧 BRANDS

Bravo to Aldi UK for this one! (thanks to Bryan Larkin for the spot)

Want a brand you manage to go viral on TikTok in 2025? Here’s some inspiration featuring trends to watch, straight from TikTok itself…

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🙊 WHAT DID YOU SAY?!

“Kissing Trump’s ass”

– Alexandria Ocasio-Cortez didn’t mince her words when asked about what Mark Zuckerberg was up to in making removing fact checkers.

• “Please post a bit more positive, beautiful or informative content on this platform” – Elon Musk thinks X has got a bit too negative

• “Take a big step back and F**K YOURSELF” – Elon Musk posting some of the positivity he’s looking for 🙃

• ”Those that are spreading lies and misinformation as far and as wide as possible — they’re not interested in victims, they’re interested in themselves.” – UK Prime Minister Keir Starmer hits out at Elon Musk’s relentless attacks on the government

• "Welcome to the Party" – X CEO Linda Yaccarino is flattered by Zuck’s move to community notes

• “Whatever you want to call it, hurricane shelter whatever. I think it got like, blown out of proportion” – Mark Zuckerberg on recent reports about his 5,000 square foot bunker in Hawaii

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👀 MY FAV READS

Why DO all those dangerous social media challenges take off?

Also:

• How YouTube Shopping wants to unseat TikTok Shop in Southeast Asia

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😮 WTF?!

Despite growing speculation the incredibly Musk-like Adrian Dittmann account on X was Elon Musk himself, an investigation has found a German Musk fan living in Fiji who fits the bill perfectly…

Elon Musk was seemingly NOT happy, apparently blocking links to the article on X 🤔

Also:

• Cucumbers, cottage cheese, and probiotic soda: TikTok’s impact on grocery store shelves

• Republican senator says Mark Zuckerberg challenged him to a cage fight

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🤦 FAIL

Aside from its controversial policy changes this week, Meta has been failing LGBTQ users in more ways

“Posts with LGBTQ+ hashtags were hidden under Meta's ‘sensitive content’ policy which restricts ‘sexually suggestive content’“

Also:

• Meta hosted AI chatbots of 'Hitler,' 'Jesus Christ,' Taylor Swift: Meta says it reviews every user-generated AI chatbot, but NBC News found dozens that seemed to violate Meta’s policies.

• Meta is working on a fix for a software update that bricked Quest headsets - the company originally said it wouldn't help owners because their headsets were out of warranty.

• Australia’s social media ban for under-16s faces fake ID problems - age restrictions can apparently be easily beaten with spoofing software

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🪦 RIP

Social media features heading for the graveyard:

Also:

• Meta has officially discontinued Quest Pro, its first (and most expensive) mixed reality headset

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🔌 NEW GEAR

This new Belkin kid could be a handy thing to put on your expenses…

“It comes with wireless clip-on microphones, a tripod and magnetic mount, so you just have to supply the phone.”

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🛠️ NEW TOOLS

Want some inspiration for Instagram Reels based on what’s worked for others?

ViralSort is the Chrome extension that helps you easily sort Instagram Reels based on likes, comments and views.

Also:

• Triller has launched a tool to backup your TikTok videos ahead of the US ban deadline

• Cobalt lets you save video, audio, and GIFs from websites in one click

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👔 YOU’RE HIRED!

Hot new social media jobs worth checking out this week:

• Tate is recruiting a Senior Social Media Manager [London, UK]

• Factory International is hiring a Social Media Producer for Manchester International Festival 2025. [Manchester, UK]

• Hearst Magazines needs an Associate Producer, Social Video [New York City, NY, USA]

• Meta is looking for a Social Marketing Manager IV (via third-party contract) to work on wearable product projects. [Remote, USA]

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👌 PRO TIPS

• Instagram has shared tips on what to avoid to maximise post reach

• 21 Instagram best practices for ads and organic content

• Influencer marketing 101: A 9-step guide to forming your strategy

• TikTok has shared tips for Valentine’s Day campaigns

• How recruiters can use TikTok to compete in the 2025 job market

• Snap has shared insights into the benefits of AR campaigns

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📊 SOCIAL STATS

$1 billion+

– How much TikTok estimates that small businesses on the platform would lose in revenue in just one month, if the US ban goes into effect

• 45% of the medical advice disseminated via TikTok is false or misleading, a study has found

• Year-on-year, social commerce purchases by Millennials have surged by 36%, overtaking Gen-Z

• Around 50% of US parents indicated that they believe a TikTok ban would improve children’s safety

• Telegram’s revenue is on track to surpass $1 billion, up from nearly $350 million last year

• TikTok Shop reached $32.6 billion GMV in 2024

• Nick Clegg has sold almost $19m in Meta shares since joining Facebook in 2018, as he leaves the company, he still has about $21m worth

• X says that video views in the app have increased 40% YoY

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.📈 CHARTED

Elon Musk dominates headlines about tech CEOs

• Could online video ad spend outstrip linear TV ad spend in 2025?

• Instagram ad revenue predictions for 2025 and beyond

• Facebook is still the top platform for American moms

• Short videos are the most noticed and most influential type of social commerce content

• X Premium appears to be attracting more subscribers

• Influencer marketing vs social and digital ad spend: projection for 2025 and beyond

• The growth of beauty spending on TikTok Shop

• Where do people go to discover news online?

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• WhatsApp won a landmark ruling against spyware maker NSO Group, as a judge ruled NSO had hacked into WhatsApp’s systems by sending malicious software through its servers to over a thousand targeted phones. [Washington Post $$$]

• Mark Zuckerberg gave Meta’s Llama team the OK to train on copyrighted works, a legal filing claims. [TechCrunch]

• Meta awarded a researcher $100,000 for finding bug that granted internal access to Facebook’s ad platform. [TechCrunch]

• Facebook and Instagram ads have been promoting gun silencers disguised as car parts. [Wired $$$]

• Meta’s Horizon app topped Apple’s App Store over Christmas as people set up their new Quest headsets. [9to5Mac]

• Multiple OnlyFans accounts reportedly featured suspected child sex abuse. [Reuters $$$]

• Iran has lifted its years-long ban on WhatsApp. [Bloomberg $$$]

New features and tests:

Facebook:

• Facebook now has a “Total Reach” widget on iOS. [@oncescuradu]

• Facebook has added ‘Add Product Links’, which only works when posting photos. [@jonahmanzano]

• Facebook has been spotted showing suggested searches on Reels. [@oncescuradu]

Instagram:

• Instagram might now remind you to schedule messages if you’re sending them at a late hour. [@theahmedghanem]

• Instagram now displays trending searches related to the music you’re looking for. [@theahmedghanem]

• You can now mute sound in Instagram Stories with one tap. [@theahmedghanem]

• Instagram now lets you mention a Facebook page in your posts. [@theahmedghanem]

• Instagram has added a new dashboard on desktop. [@jonahmanzano]

• Instagram has added a ‘Watch Next’ frame in Stories, showing Stories from people you follow but haven’t yet viewed. [@lindseygamble_]

• Instagram has been spotted showing Reels view counts in the main feed. [@rblmedia]

• Instagram has shared more thoughts about a future ‘filter keywords’ feature for DM requests. [@oncescuradu]

WhatsApp:

• WhatsApp is testing displaying website favicon when sharing links. [@theahmedghanem]

• WhatsApp is working on options to manage chat message animations. [@WABetaInfo]

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• The European Commission is keeping an eye on whether X algorithmically boosts the far-right AfD. [Bloomberg $$$]

• Conservative critics of Elon Musk said they were being censored after they lost their blue badges on X. [Axios]

• Linda Yaccarino claims the X ad boycott is over. But is it? [Ars Technica]

• X has hired a former Wall Street Journal editor and bureau chief to lead its news group. [TechCrunch]

• Ford’s X account published a number of pro-Palestine posts. The company is investigating the source of the posts. [CBS News]

• UK universities are joining the retreat from X, citing misinformation on the platform. [Reuters $$$]

• X is becoming a less useful place for critical alerts, increasingly forcing users to sign in. [Wired $$$]

• England’s Derbyshire Police says its communities are no longer on X and has asked people to instead follow it on Instagram and Facebook. [Sky News]

New features and tests:

• X now lets you edit photos from the Gallery section. [@oncescuradu]

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• ‘Shark Tank’ investor Kevin O’Leary has joined billionaire Frank McCourt’s bid to buy TikTok. [The Information $$$]

• TikTok knew TikTok Live encouraged sexual content, Utah’s attorney general claims. [Bloomberg $$$]

• Jack Bamberger, TikTok U.S.’ general manager of agency business, left the company last week. [AdWeek $$$]

• TikTok's North American ad chief has stepped down. [AdWeek $$$]

• Venezuela has fined TikTok $10 million in connection with viral challenges that authorities say left three adolescents dead. [VoA]

• Jason Derulo is set to perform at the TikTok Live Fest Awards on 16 January. [@theahmedghanem]

• TikTok is increasingly giving old music a new lease of life. [The Guardian]

• Albania has banned TikTok for a year after it was blamed for the death of a teenager. [Reuters $$$]

• Albania’s TikTok ban has raised ‘rule of law’ questions in the country. [Politico]

• A new study found TikTok is likely a vehicle for Chinese propaganda, but TikTok says the research was flawed. [Gizmodo]

• Russia has fined TikTok 3 million roubles over legal violations. [Reuters $$$]

New features and tests:

• TikTok has added a “Sound Trim” feature for business accounts. [@oncescuradu]

• TikTok has added a new animation ans a depth effect for the ‘Use sound’ button. [@oncescuradu]

• TikTok now lets you add multiple songs to posts. [@oncescuradu]

• TikTok now lets you add songs to a music app from the For You feed. [@jonahmanzano]

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💥 EVEN MORE SOCIAL MEDIA NEWS & UPDATES

• Spain says social media platforms such as Elon Musk's X must be neutral, not interfere. [Reuters $$$]

• Rumble is among 15 targets of Texas Attorney General's child privacy probe. [Wired $$$]

• US airline Delta will offer free YouTube Premium content on flights. [MacRumors]

• Telegram has blocked Russian state media channels in several EU countries. [The Record]

• Telegram’s compliance with user data requests soared in the wake of Pavel Durov’s arrest last year. [404 Media]

• A survey shows Bluesky users are more Democratic and politically engaged than Threads users. [Business Insider $$$]

• X and YouTube are yet to apply for Malaysia’s new social media license. [Bloomberg $$$]

• …but Meta has applied and WeChat and TikTok already have licenses. [Reuters $$$]

• MrBeast has announced his engagement to YouTuber Thea Booysen. [BBC News]

New features and tests:

• Pinterest now has a new widget on iOS. [@theahmedghanem]

• CapCut has a new widget for its background removal feature. [@theahmedghanem]

• Linktree now lets you turn your Instagram grid posts into clickable links. [@theahmedghanem]

📰 WEEKEND READS

Geekout’s pick of the best longer reads to sink into over the weekend:

• What will the Westminster social media landscape look like In 2025?

• How Elon Musk’s X became the global right’s supercharged front page

• Without TikTok's virality engine, young brands will be most affected by a ban

• The case for and against live shopping in the US

• The men who use Instagram to groom child influencers

• Will stock market success mean the end of Reddit?

• Inside Pinterest’s quest to restore internet optimism

• LinkedIn is doubling down on AI features, but do they help job seekers?

• Here's how TikTok creators are preparing for a TikTok ban

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😳 AND FINALLY…

“Not everybody who jumps in to correct someone else’s mistake knows what they’re talking about, and that’s where the Facebook page ‘People Incorrectly Correcting Other People’ comes in”…

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📅 BACK NEXT WEEK…

…And now you’re all caught up and ready to take on a new year!

Okay, time for me to hop on a plane and get myself to Dubai. See you there?

Even if you’re not at the 1 Billion Followers Summit, Geekout will be back in your inbox next Friday.

Into 2025… let’s goooooo! 🚀

p.s. This newsletter is edited by Martin SFP Bryant