This Week’s Must-Know Social Media Updates: XChat, Meta’s AI, LinkedIn Analytics, and More
X launches XChat with encrypted messaging and new features, while Meta uses AI for faster risk assessments. LinkedIn, YouTube, Instagram, WhatsApp, and Bluesky also roll out updates enhancing user engagement and analytics.
New Social Media Features and Updates to Know This Week
AI continues to influence social apps this week as X updates its direct messaging, Meta integrates AI into risk assessment, and LinkedIn launches new analytics tools. Here’s a clear overview of what PR and communications professionals need to know.
X
Elon Musk announced the beta launch of XChat, an updated direct messaging system for X. It includes encryption, vanishing messages, file sharing, and audio/video calling built on a new Rust-based architecture with Bitcoin-style encryption. Users must create a four-digit code to set up their chat profile, adding an extra security layer.
Some security questions remain, as X paused work on encrypted DMs before this release, signaling that XChat will replace the older system. This update also ties into X’s upcoming in-stream payments feature, aiming to safeguard money transfers within the app.
X also introduced XOriginals, a platform for original content series featuring creators from sports, business, and pop culture, including Khloe Kardashian.
Meta
Meta will now use AI to assess product risk, speeding up the approval process for algorithm updates, safety features, and content sharing changes. This means fewer manual reviews and faster rollouts, though some experts raise concerns about the ethical implications of AI making risk decisions.
Meta emphasizes its investment in user privacy and compliance with global data protection laws. The company is working closely with regulators to maintain high standards.
Updates to Meta’s Marketing API, Graph API, and Ad Copies API include a new content monetization metric. Creators can now track earnings at the page or post level over customizable periods, with breakdowns by content type, helping PR pros measure ad performance more precisely.
LinkedIn has rolled out enhanced post analytics to help users understand how their content drives engagement beyond likes and views. Now, all members can see when posts lead to profile views and new followers.
Subscribers get additional insight with clicks to Premium custom buttons, such as websites or newsletters. These analytics help professionals connect their content efforts to meaningful outcomes and audience actions.
YouTube
YouTube is beta-testing a live video engagement leaderboard where viewers earn points for interacting with streams. The top 50 most engaged viewers appear on the leaderboard, with the top three earning badges displayed next to their names during live streams. Viewers can opt out of public display.
The platform has also updated its ad experience for livestreams. Ads now run alongside the stream within the video player, muting the livestream audio during ad playback and restoring it afterward, reducing disruption.
Additionally, Google Lens is expanding within Shorts. Users can pause a video, click on an object, and learn more about it — useful for discovering details about locations or items featured in videos.
Instagram now supports 3:4 image ratios, allowing posts to display without distortion and preserving the original look. The traditional 1:1 and 4:5 ratios remain available.
For users with over 100,000 followers, Instagram added enhanced comment filtering. Comments can be sorted by newest, top, or follower count, making it easier to manage and engage with interactions.
WhatsApp expanded its Status feature with new music sharing options. Users can turn songs into music stickers for status posts, adding a creative touch similar to selfies.
Additional layouts now allow users to create collages or add up to six images in one photo, enhancing visual storytelling in status updates.
Bluesky
Bluesky has expanded its profile verification to include all notable users. After launching in-app verification checkmarks last month, the platform now extends verification ticks to more trusted and authoritative accounts for greater recognition.
For PR and communications professionals, these updates offer new ways to engage audiences, measure impact, and safeguard communications. Staying current with these platform changes can improve strategy and execution across channels.
