October 2025 Social Media Trends: What Marketers Need to Know

The world of social media moves fast, and this October has been no exception. From Meta’s ad-free subscription launch to a redesign of Instagram, there’s a lot happening, and plenty to think about as we plan for 2026.

Here’s our round-up of the most important updates and what they mean for your business, straight from our Social Media Trends for October 2025 webinar.

1. Meta Launches Ad-Free Subscriptions in Europe

Meta is rolling out a £2.99/month ad-free option for Facebook and Instagram in Europe. Will users pay for a cleaner experience? That remains to be seen. Many people actually enjoy personalised ads, particularly for product discovery. Still, this signals an evolving conversation around data privacy and user choice.

For marketers: Keep an eye on adoption rates, especially among younger demographics who may be more privacy-conscious.

2. Threads Gaining Ground on X (Formerly Twitter)

Data from SimilarWeb and SEMrush suggests Threads is starting to overtake X in daily active users on some days. Small UK brands are thriving with behind-the-scenes content, cross-posts from Instagram, and text-based storytelling.

Top tip: Secure your Threads handle if you haven’t already, especially if you’re active on Instagram.

3. New Instagram Tools for Creators and Brands

Instagram’s new Shareable Insights feature (within its video editing app “Edits”) lets creators export performance metrics as PDFs – perfect for media kits and pitch decks. It’s also brilliant for brands vetting influencer performance before partnerships.

Plus, Instagram is testing algorithm controls that give users more power to tailor their feed. This could improve organic reach for brands that truly understand their audience’s interests.

4. Instagram Gets a Layout Refresh

Instagram is testing a new layout that puts Reels and DMs front and centre, reinforcing the platform’s focus on short-form video and private sharing.

The takeaway: If your content isn’t being saved, shared, or messaged – it’s time to rethink your strategy.

5. Meta Ads: Advantage+ Replaces Automated Ads

Meta is retiring Automated Ads in favour of Advantage+, its AI-powered ad builder designed to streamline campaign creation. While the tool is impressive, always double-check targeting decisions.

Important for charities and advocacy groups: Political, social, and issue-based ads are now blocked in the EU and UK. Review your ad copy and landing pages carefully.

6. Facebook Jobs Make a Comeback (US Only for Now)

Facebook is quietly reintroducing local job listings in the US as part of a broader effort to re-engage younger users. One to watch if you’re recruiting or targeting Gen Z.

7. LinkedIn Simplifies Ad Campaign Structure

LinkedIn has finally ditched “campaign groups” and aligned its structure with industry norms. This makes it much easier to build and manage campaigns across multiple platforms.

8. TikTok Awards: A Goldmine for Influencer Discovery

The TikTok Awards UK & Ireland are happening this November, and the voting hub is packed with top creators across categories like Food, Travel, and Storytelling.

Pro tip: Use it as a discovery tool if you’re building influencer partnerships or simply want to follow fresh talent.

9. Campaign of the Month: Creativity Meets Strategy

From Sainsbury’s spooky ghost photoshoots to The Botanist’s clever weekend getaway giveaway, brands went all-in on Halloween creativity this month – and it paid off.

Low-cost idea to steal: Ghost-themed team photos. Fun, seasonal, and surprisingly engaging.

Final Thoughts

October’s updates highlight just how quickly the social media landscape is evolving – from platform redesigns and AI integrations to new ad restrictions and creator tools.

Now’s the perfect time to refresh your strategy, test new formats, and plan ahead for 2026.

Upcoming Avocado Social Events:

• Meta Ads Workshop – 11 November
• Free Monthly Social Media Update – 20 November
• AI and Social Workshop – 26 November