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TLDR: Social Media Headlines – 13 October 2025

  • As creators become celebrities in their own right, real-life appearances are drawing significant interest.
  • Data analysis by Buffer suggests that TikTok’s algorithm rewards consistent posting activity.
  • Concerns about the dangers of online exposure have led to broader calls for stricter access bans.
  • napchat Tests ‘Bitmoji Plaza’ Virtual Town Center on Web: As Snapchat looks to develop its own AR glasses, and compete with Meta in the AR wearables race, it’s also building its own, lo-fi version of the metaverse, with a new “Bitmoji Plaza” digital town center in the web version of the app.
  • Facebook Is Shutting Down Its Gaming Creator Program: Facebook’s on-again, off-again relationship with gaming streamers seems to be off the boil once more, with Facebook announcing that its “Gaming Creator Program” will be retired in 2026.
  • The latest Halloween trends via Google Search could help with planning promotions.
  • YouTube launched the Brand Pulse report, an AI-powered tool that gives advertisers a unified view of their brand’s presence across all YouTube content. This includes paid ads, creator collaborations, and user-generated videos.
  • Google’s “Frightgeist” Halloween search trends overview is here.
  • Meta’s TikTok-ification continues with a new algorithm for Facebook Reels.
  • Perplexity has officially launched Comet, its free AI-powered web browser, now available for global desktop download after months on a waitlist.
  • AI search and summaries distrusted by about half of consumers: It’s an opportunity for brands to “strengthen their reputation as trusted resources,” according to a company analyst.
  • CX quality is improving, no thanks to AI customer support: Half of consumers are concerned that AI will impede their ability to connect to a human, according to Qualtrics XM Institute.
  • Hertz deployed an AI vehicle scanner. Then came the CX meltdown: Hertz’s AI vehicle scanner was supposed to improve the vehicle damage inspection process. What went wrong?
  • AI chatbots consistently fall short on complex tasks: Companies should let bots handle simple issues and escalate complex requests to AI-supported human agents to boost outcomes, loyalty and efficiency, according to Bain & Co.
  • Customers still don’t love AI in customer service: While AI is making inroads in customer support, 82% of customers say they’d prefer human support even if wait times and time spent are the same, a HubSpot and SurveyMonkey report found.
  • Meta is increasingly blurring the boundaries between your chosen audience and its algorithmic suggestions. And it’s not just in Advantage+ campaigns—manual setups are affected, too. For marketers relying on precise targeting, this could mean your ads are reaching a broader pool than you expected.
  • TikTok is now adding AI-powered trend insights into its creator tools. Inside creator analytics, you’ll see trending topics related to things you posted on TikTok in the past. The feature includes search trends, keyword suggestions, related videos, and demographic data.
  • TikTok Details Ads Delivery and Attribution Tools: TikTok has unveiled a suite of automation and measurement updates for advertisers, highlighted by the launch of Smart+—a unified ad buying platform offering flexible control across automation, targeting, and creative. Integrated Symphony tools enable fast, AI-driven content creation, while GMV Max’s new Creative Hub delivers in-depth campaign insights. To better track conversions, TikTok is rolling out third-party attribution support with Google Analytics and a new Assisted Conversions feature to reveal off-platform impact.
  • Pepsi’s latest NFL blitz underscores larger marketing shift at soda giant: New ads star Josh Allen and Justin Jefferson as Crashers who swap rival sodas for Pepsi, a concept that will be translated to real tailgate experiences.
  • Bud Light touts ultimate tailgating machine with ‘90s-style infomercial: The brewer teamed with Traeger Grills for a keg-meets-grill creation that features in a social spot starring NFL players Baker Mayfield and George Kittle.
  • DraftKings bets on NBCU’s wide sports reach with multiyear ad deal: The deal grants the betting platform exclusive integrations and digital sponsorships across sports properties including the NFL and NBA.
  • Athletic Brewing makes a play for nonalcoholic beer this football season: To drive visibility, the brand invested seven figures into a media plan that spans CTV, streaming audio, podcasts and targeted digital placements.
  • Inside CeraVe’s social-first partnership with the NBA: The L’Oréal-owned brand will promote the alliance, which includes experiential and digital activations, with a social-based teaser phase.
  • Streaming and sports marketing: Here’s what the numbers say: While sports sponsorships remain popular among marketers, 76% say they struggle to measure return on investment.
  • Google says Australia’s under-16 social media ban is doomed to fail, warning it’s hard to enforce and won’t make kids safer. Instead of booting teens offline, the tech giant argues better safety tools and parental controls are the real fix.
  • A series of connected deals announced recently between OpenAI, Nvidia and Oracle is worth around R7-trillion ($400-billion) – the biggest commercial deal in history, if it all pans out.

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