Fresh features are blooming this season! We’re seeing 4 new social media features that could spring business forward. Don’t worry, we broke them down into what they are, what your business can do with them, and why it’s useful. This is a great opportunity to test and experiment on social media and see what hits and misses. Reminder: Never be scared to try something new because it might bring unexpected results.
1. Using Meta AI Comments
Meta recently launched a new AI-powered feature to assist with writing comments. After rolling out on Facebook, the company is now testing it on Instagram. This tool could be especially useful for repetitive community management tactics. Increasingly, brands are prioritizing real-time engagement interactions on social platforms and tools like this can help streamline workflows, allowing social media managers to focus on the engagement opportunities with the greatest creative and community-building potential. However, it must be said that while AI can help streamline workflows and generate ideas, AI-generated comments shouldn’t be treated as final drafts. It’s always important to review and ensure the content aligns with the brand’s voice and tone before replying. It’s the first iteration of a tool for efficiency and inspiration, not a replacement for thoughtful communication.
Short video how it works pic.twitter.com/WdVOxcumZa
— Jonah Manzano (@jonah_manzano) March 15, 2025
2. Threads Adding Topics On Profiles
Threads is testing a new feature that allows users to add up to ten topics to their bio. Currently, platforms are increasingly prioritizing algorithmic “For You” feeds over chronological ones, and following individual accounts has become less essential. This has made it harder for creators and brands to grow their audience. With these topics of interest being displayed in profiles, Threads aims to reintroduce intentional following. This is great for brands because it presents a strategic opportunity to showcase their expertise, value, and focus. Now potential followers are given clear information about the type of content that each profile will post about, which may spark meaningful engagement and increase discoverability. While this feature alone may not drastically increase following, it’s a low-effort way to strengthen presence and build more meaningful connections on the platform.
3. X Added a Video Tab
Video content is dominating the digital landscape, quickly becoming one of the most powerful ways for brands to engage audiences. With X introducing a dedicated vertical video tab, the platform is now prioritizing video content, making this the perfect moment to test and expand video strategy on the platform. Brands shouldn’t limit themselves to just text; think creatively about how video can better capture attention and communicate a brand story. Plus, with more platforms embracing video, cross-posting has never been easier, allowing brands to amplify their content across channels extending the value of the content they produce. This shift presents a new opportunity to boost visibility, improve engagement, and stay competitive in a content-first landscape. It’s another win for video over still photography, signaling that platforms are placing bets on this content type to capture attention and connect with audiences on X.
you better not be making a dedicated video tab when I get home
— X (@X) January 20, 2025
me: pic.twitter.com/ZbmLBmSbDp
4. Snapchat Has A.I. Lenses
While we have a baseline understanding of AI-generated creative, there’s still so much to learn about how users will engage and interact with AI-generated content. Evolving that phenomenon, Snapchat recently introduced AI-powered lenses for premium subscribers to interact with. While this feature is currently limited to certain users, it signals where the platform is heading and presents a unique opportunity for brands to get ahead of the curve by creating their own AI-powered filters and partnering with the platform. This is a new way to drive awareness through immersive, tech-forward experiences. A custom AI lens can break through the noise of the traditional feed, grabbing attention in a way that feels fresh and innovative. If brands have a creative concept that fits this format, now is the ideal time to experiment. Leaning into AI-driven tools like Snapchat’s lenses isn’t just a novelty, it’s a way to stay relevant, showcase innovation, and connect with younger, tech-savvy audiences who expect more than static storytelling.
TL;DR
Not sure how to start? We get it. In today’s growing world, staying informed about the latest platform features is the first step in gaining a competitive edge. Now is the best time to explore and discover because we’re all collectively learning together. While new features come and go, any one of them could be the next tried-and-true tactic that fandoms resonate with – remember when Snapchat released Stories, innovating a place for content that would only be live for 24 hours back in 2013?
While we recommend playing and testing, it’s equally important to be intentional. Not every new feature is worth trying. Focus on the ones that align with the brand’s holistic social strategy. Don’t have one? Let’s chat. Above all, authenticity is key on social media, so embrace the process and put your community first.
