In 2025, platforms like TikTok, YouTube, Snapchat, Meta, and X leaned into three core themes: AI-powered tools built for scale and creativity, deeper investment in creator-first ad solutions, and a renewed focus on brand-safe, video-first experiences. From generative video formats to data-backed creator marketplaces and custom sponsorships embedded in search and chat, the line between entertainment and advertising continues to blur—in ways that are smarter, more personalized, and more effective.
Our Code3 experts from across Social, Client Partnerships, and DSP teams were in the room, and left energized by the future being built in real time. Now, we’re breaking down the most important updates from each platform—and what they mean for marketers looking to stay ahead of the curve.
TikTok: Culture-Driven, Brand-Safe, and Here to Stay
TikTok showed up to NewFronts with a clear message: it’s not just where culture happens — it’s where brands can shape it safely and strategically. And, the platform is here to stay. With new teen safety features, enhanced brand suitability controls, and a strong commitment to platform trust, TikTok is doubling down on user well-being and advertiser confidence alike.
On the product front, the platform unveiled Pulse Core and Custom Lineups, letting brands tap into contextual relevance with the help of GenAI-curated content collections tailored to niche categories. They’re also redefining search with new sponsorship solutions that let advertisers handpick content linked to key search terms, bridging intent with impact.
Add to that a high-profile Submix partnership with Live Nation, launching exclusively on TikTok this summer, and it’s clear: TikTok isn’t just riding cultural waves — it’s building the tide.
X Client Council: The All-in-One Platform for Real-Time Engagement
X defined themselves as the group chat of Earth, where people come together to talk, debate, and connect in real time. Central to this identify is Community Notes, a product that allows users to add context to posts that may be misleading. With over one million contributors worldwide, Community Notes represents a distinctive approach to user-moderated content, one that other platforms like Meta, YouTube, and TikTok are now exploring through similar features.
X gives brands the ability to capitalize on cultural signals in real time, with AI-powered ad targeting enhancing relevance and advertising effectiveness. The partnership between X and xAI is driving personalized experiences and offering brands an edge in real-time engagement.
The Everything App is quickly evolving, with features like X Money, enhanced X DMs, and new Video Tab, all integrated into a seamless ecosystem powered by AI and live engagement. One standout feature, Trend Genius, places brands at the heart of culture, delivering relevant ads alongside vibrant conversations. X is also the epicenter of fandom, especially in sports, providing brands with access to deeply engaged audiences through Portals, video, and Amplify sponsorships. With upcoming X Originals and star-driven content, brands have the chance to participate in cultural conversations and create bespoke content tied to key moments and topics that matter most to their audience.
Snapchat: Messaging-Led Marketing and Gen AI Magic
At this year’s NewFronts, Snapchat made one thing clear: the next generation isn’t scrolling - they’re strolling, snapping, and sharing. With a focus on chat-based advertising and AI-driven experiences, Snap is leaning hard into how its community communicates.
New ad formats like Sponsored Snaps and First Snap give brands prime real estate within conversations, with the added twist of Snap Star partnerships, putting branded content in the voice of creators instead of brands. Advertisers can now select Chat as a standalone placement, marking a major evolution in how Snap monetizes one of its most active user spaces.
Snap also unveiled next-gen Gen AI Lenses, allowing users to transform selfies into inspired, customizable creations. With sponsored AI Lenses now in play, brands can enter the conversation — literally and visually — at a highly personalized level.
All this sits alongside a strong push for brand safety, live event integration, and Snap Map innovation, positioning Snapchat as not just a platform for youth, but a creative playground where brands and culture collide.
Meta: Leaning Into Video, Creators, and AI-Powered Scale
Meta’s 2025 NewFronts presentation was packed with momentum—nine new product announcements, all reinforcing one central theme: video and creators are the future, and Meta is building the tools to own it.
On the video front, Meta rolled out several new ad products designed to give brands more flexibility and reach:
- Trending Reels Ads let advertisers align with the most popular Reels in categories like beauty, sports, and fashion.
- Video ads are coming to Threads, expanding monetization opportunities on Meta’s growing conversation-based app.
- Gen AI-powered video expansion for Facebook Reels transforms standard creative into vertical 9:16 assets, maximizing performance across placements.
- A new “Trends” feature in the Instagram Creator Marketplace uses AI to surface rising topics—helping brands and creators stay culturally relevant.
- Personalized creator content powered by AI is now available on Facebook, making it easier to scale influencer-like engagement.
- New partnership ad formats include creator-boosted Facebook Live ads and branded content with “Partner” headers, increasing visibility while preserving authenticity.
- Meta also announced a Creator Marketplace API, simplifying how brands connect with and activate creators at scale.
Lastly, Meta reminded everyone not to count out Facebook. With live video enhancements, creator monetization tools, and AI-driven automation, the platform is doubling down on its role as both a cultural and commercial engine.
YouTube: The Epicenter of Culture and Creator Influence
Celebrating its 20th anniversary, YouTube used its NewFronts stage to reaffirm its place as the home of internet culture—and a performance powerhouse for brands. The message was clear: YouTube isn’t just where people watch—it’s where they connect, create, and convert.
A major theme this year was the power of creator partnerships. YouTube highlighted the effectiveness of giving creators the freedom to speak authentically to their audiences. During a standout creator panel, the advice was consistent: brands should set the vision, then let creators lead the way. Audiences trust creators to deliver messages that resonate—and convert.
To help brands do that better, YouTube has enhanced its Creator Insights tool, now offering category filters that make it easier to find top-tier partners. Tools like Find and Boost Videos and Creator Takeovers (where brands can own 100% share of voice on a channel for a set period) show that YouTube is doubling down on creator-led brand storytelling.
On the short-form front, YouTube Shorts continues to be a key focus. An interview with creator-turned-founder Ashley Alexander spotlighted how Shorts can build both influence and business—bridging the gap between content and commerce.
Performance marketing also got a big boost with updates to YouTube’s Demand Gen product. Brands can now target lookalike segments based on first-party data, helping extend reach and relevance by mimicking known converters. It’s a strategic push that aligns YouTube even closer to the paid social playbook.