The news: Meta’s Threads is adding direct messaging (DM) and a “highlight” feature to show trending topics related to a user’s feed. Our take: DMs will allow consumers to interact directly with brands and could open up a new customer service channel, while brand social media accounts could become part of the narrative as new “highlight” trends arise. Marketers and social media managers should boost brand presence on Threads by engaging with followers and posting on relevant trending topics.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

The news: A CBS investigation discovered hundreds of deepfake ads on Meta platforms promoting “nudify” apps that create sexually explicit content based on images of real people. The analysis of Meta’s ad library found at minimum hundreds of deepfake ads across Facebook, Instagram, Threads, Facebook Messenger, and Meta Audience Network. Our take: The rise of deepfakes on major platforms like Meta emphasizes AI’s potential to erode consumer trust and raise brand safety risks—forcing advertisers to navigate a growing gap between innovation and lagging safeguards.

Threads is now included in Meta’s Marketing API: The change positions Threads as not only an X alternative, but as an effective marketing channel.

Meta aims to expand AI-powered ad creation: The early release initiative gives brands low-risk access to experimental creative technologies.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

The new Account Status dashboard helps explain post visibility, giving Threads an edge over X by offering clarity amid Meta’s evolving content policies.

Threads hits 350 million monthly active users: As the platform sees steady growth, the question of whether it’ll outpace X in the near future intensifies.

X’s ad business is beginning to recover. But the return to growth is complicated, and there’s still a long road ahead for X’s ad revenues to reach pre-Elon Musk levels.

Meta revenues up 16% YoY in Q1: The company started the year off on a positive note, but tariffs could foreshadow strife.

Social sharing aims to boost usage, yet without real-time info or buzz, it may struggle to stick

A new domain and improved desktop tools are part of Meta’s strategy to win over disillusioned X users and prove Threads’ value to advertisers.

Threads makes ads available globally: The Meta platform benefits from steady growth and a safer brand image than X.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.

Sports discussions see growth on Threads: The shift indicates that the platform could be closer to outpacing X than initially thought.

Inside the Meta and UFC partnership: The deal—both strategic and political—makes Meta UFC’s “official fan technology partner.”

The model, based on X’s Community Notes, may reduce bias but could leave misinformation unchecked when users can't agree on polarizing content.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

A dedicated Instagram Reels app could give Meta an edge over TikTok—or fragment its audience. If users resist another app, Instagram’s video dominance could take a hit.