1. Reddit is now the fourth most-visited social platform in the UK.
This is largely down to the need for human connection, and Reddit frequently being cited in AI-generated search results. This platform rewards contribution and is more about customer service and community management. This audience isn’t interested in glossy pictures. Source: The Guardian.
Why it matters: Visibility for brands on Reddit can lead to increased brand visibility online more widely. If brands can engage in genuinely helpful conversations, their responses are more likely to be cited in summaries from AI-generated search results, and they have the opportunity to build connections with a new community. Reddit can be a new arena for many marketing/comms professionals to explore, with different nuances compared to the likes of Instagram, Facebook, TikTok, however it comes with different benefits that make it well worth considering for the brands who can offer meaningful engagement.
2. Threads has overtaken X in daily usage on mobile devices.
Threads has 141.5m daily active users vs X’s 125m daily active users. Source: TechCrunch
Why it matters: X has been in a state of decline for many years, but there is yet to be a clear ‘X replacement’. Threads offers a more positive playground for brands, but with limited reach (compared to other leading social platforms), not all brands have flocked there. Its increased usage may spur further confidence and its uptake could continue to grow.
3. New research published by the Influencer Marketing Trade Body (IMTB) has found there is no negative impact on engagement rates when influencers effectively disclose commercial content.
Across influencers of all sizes, posts with "#ad" were found to consistently generate stronger median interaction metrics, such as likes and comments. (Source: IMTB)
Why it matters: Using #ad could be seen as disrupting the ‘natural flow’ of influencer-audience relations, but in era when trust is paramount, it’s key that transparency is embraced. This research helps to strengthen the view that transparency will be viewed favourably when implemented by influencers.
4. Amsterdam has banned polluting advertising by local law.
From May 1st, ads for fossil fuels, flights, petrol and diesel vehicles, gas heating contracts and meat products can no longer be displayed in public spaces or on the city’s public transport network. Source: Adfree Cities.
Why it matters: developments like this can pave the way for other countries to consider implementing similar policies or practices.
5. Instagram is reportedly building a prototype of a new app.
This app is designed to rival Snapchat and they’re calling it ‘Instants’. It has not yet been tested externally. Source: Business Insider.
Why it matters: Snapchat has a strong foothold amongst 13-24-year-olds (source) who predominantly use the app as a communications channel, however a similar app that sits alongside other Meta products may appeal to a different demographic. Its offering and uptake is yet to be seen, but worth watching.
6. Trust in TV grew faster between 2021 and 2025 than in any other medium, including online and social media.
TV is the most trusted medium among 18-34 year olds (62%). The regulations around TV’s public service media helps prompt feelings of trust, with research showing this trust has grown at almost double the rate of social media over the last four years. Source: The Media Leader.
Why it matters: while no single channel exclusively fulfils all comms requirements, it’s a good reminder that they can all play a different role and complement each other when deployed effectively.
7. IPA research found that “Advertising that significantly increases brand trust is highly effective at driving business growth”.
They found that 93% of for-profit advertising campaigns that reported ‘very large’ increases in brand trust also reported at least one very large business effect (eg. Substantial growth in sales, market share or profit). Source: The Media Leader
Why it matters: trust is seen as a critical factor in communications and business growth, but it can be a difficult asset to prove the value of. This research helps to highlight the commercial need for driving brand trust.
