October 17, 2025 
Share This PostThis month’s social media highlights include Instagram confirming that sends are now the most important metric for reach, LinkedIn clarifying that links don’t harm post performance, and growing scrutiny around how AI is being trained using user data. Read on for more social media and online safety updates below.
🌱 Community building and engagement
Threads on track to exceed X in active usage
Threads continues to grow rapidly and is now set to surpass X (formerly Twitter) in active user numbers.
Instagram confirms that SENDS are the most important metric for reach
Instagram has officially confirmed that “sends” are now the key driver of reach.
LinkedIn says adding links does NOT hurt your reach
LinkedIn’s team has clarified a long-debated point: external links won’t reduce your post visibility.
Shy? Here are examples of faceless content that works
A creative gallery of post ideas that prove you can build visibility and authenticity without getting in front of the camera.
A structure for sharing stories that move and motivate
CharityComms offers a simple storytelling framework to help your content inspire empathy and action.
🔐 Trust and safety
Instagram still poses risk to children despite new safety tools, says Meta whistleblower
Image sharing site Imgur blocks UK users after ICO warnings
Imgur has restricted access for UK users following ICO concerns over age verification and data compliance.
New priority offence to be added to Online Safety Act
Encouraging serious self-harm is now being classified as a “priority offence,” increasing the legal burden on platforms.
Ofcom’s September 2025 Online Safety Bulletin
New thriller puts content moderation on the big screen
A psychological drama inspired by real moderation teams explores the human toll of working to keep the internet safe.
🔧 Platform updates
Meta to launch ad-free Facebook and Instagram subscriptions in UK
Users will soon be able to pay a small monthly fee for ad-free versions of Facebook and Instagram.
YouTube makes moderation easier with new search filters and highlights for Livestreams
YouTube’s new tools will help creators spot problem comments and manage their communities more effectively.
YouTube users can now generate alternative endings for Shorts with AI
LinkedIn Campaign Manager elements renamed
LinkedIn has aligned terminology with industry-standard naming used in other ad management platforms, making it easier for new advertisers to get started.
LinkedIn will now use your profile data to train its AI unless you opt out.
LinkedIn and its affiliates will now use your data and content to train content-generating AI models that are used in product features. Opt out in Profile Settings here.
Facebook adds Fan Challenges and Custom Top Fan Badges features
New interactive tools aim to reward loyal followers and drive community engagement.
Instagram working on ability to schedule stories from the app
Finally.
TikTok adds trending topic insights into creator analytics
TikTok’s new analytics tab highlights real-time trending topics to inspire your next post.
As always, we’ll continue monitoring platform, policy, and user behaviour changes, and what that means for those of us working on the front lines of digital communities. If you’re looking for a trusted partner in social media moderation, safeguarding, or strategic online community support, get in touch with our team.
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