October Social Media Digest 2025

Spooky October has gradually shifted to drizzly November. However, while we are in between holidays there is no time to rest. While social media is evolving, we are working hard to keep up.  

Meta updates Marketing API 

Meta is updating its Marketing API to boost ad performance through its Advantage+ targeting system and to open up new promotional opportunities. The key change introduces a 5% “flex spend” rule: even if advertisers exclude certain placements (like Facebook Feed, Threads Feed, or Instagram Explore), Meta can now allocate up to 5% of your ad budget to those spots if its system predicts strong results there. 

In short, Meta’s AI might override your exclusions slightly—experimenting with limited ad placements to test potential performance boosts. For API users, these settings must be manually configured via new API endpoints, meaning placement exclusions and limited-spend rules are now fully managed through the API. Meta insists this is a smarter, data-driven approach that allows its algorithms to find the most cost-effective impressions across platforms. While some advertisers may see it as a loss of control, Meta frames it as a “flexible optimization layer”—a gentle reminder that trusting its automation tools might lead to better outcomes than rigid manual exclusions. 

More Detail: https://www.socialmediatoday.com/news/meta-marketing-api-ai-updates-targeting-placements/802412/ 

Instagram rolls out “Watch History” 

The platform has introduced a “Watch History” feature, allowing users to easily revisit videos they’ve seen within the past 30 days. Accessible through your Profile → Settings → Activity, this new section displays thumbnails of every recently viewed Reel, organized by date or even by the creator’s account. According to Instagram chief Adam Mosseri, users can sort, filter, and search their viewing history to locate that one elusive clip they forgot to save. While the feature doesn’t capture your entire viewing record, it still offers a convenient way to rediscover content you meant to share or rewatch.  

TikTok has long provided a similar function, and its usefulness has proven undeniable—especially when you can’t quite describe that perfect video you stumbled upon. Though modest in scope, this addition gives Instagram a smoother, more user-friendly way to reconnect with moments that might otherwise vanish in the endless scroll. 

More detail: https://www.socialmediatoday.com/news/instagram-adds-watch-history-for-reels/803820/ 

LinkedIn rethinks Competitor Analytics 

LinkedIn is limiting access to one of its most useful tools — Competitor Analytics.
The feature lets you compare your company page with others, showing follower growth, engagement rates, and trending posts to help track industry performance. Starting October 15th, free users will only be able to compare with one competitor. To unlock full access — up to nine competitors and trending content from three rival pages — you’ll need a Premium Company Page subscription, starting at $99 per month. 

  LinkedIn says these premium pages are among its fastest-growing products, with subscriptions up 80% quarter-over-quarter since launch. The update makes business sense but highlights a growing trend: social platforms are putting more analytics tools behind paywalls, meaning serious marketers may soon need to pay to stay competitive. 

More Detail: https://www.socialmediatoday.com/news/linkedin-limits-competitor-analytics-for-company-pages/802435/ 

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