News and Insights
December Social Media Updates: LinkedIn Search Gets Conversational, X Kills Chrono Feeds, and the ROI on TikTok Creators
December 12, 2025
Overwhelmed by the constant changes to your social feed? This is Boom Scroll, your crucial digest of social media updates and intelligence from December 2025, delivered to you from FINN’s global social media team.
tl; dr
LinkedIn search gets conversational, X ditches the chronological feed, Meta’s all in on smart glasses, and new data shows TikTok creators deliver massive ROI.
#1 LinkedIn AI enters the chat
LinkedIn rolls out AI-powered conversational search that understands what users say and answers them back in plain English.
💥 The Boom
- Users can now ask the platform professional questions, like “How do I start a career in data science?”
- The AI answers with a summary response and a list of relevant links across the LinkedIn platform.
- The AI-powered conversation tool also pulls up skills, connections and companies based on the conversation, no keywords required.
Our take
New rules for your B2B content strategy: Since the AI summary reduces clicks, optimize for long-tail topics and make your Company Page the authoritative source that AI turns to.
#2 Meta bets big on smart glasses
Meta is spotlighting content created with its AI-powered smart glasses, making the technology central to its creator ecosystem.
💥 The Boom
- New “Highlights” section of both Facebook and Instagram features media captured and edited with Meta smart glasses.
- The content gets prioritized across the platforms’ feeds and stories.
- This new push signals Meta’s commitment to hands-free, immersive storytelling.
Our take
Meta is handing creators an algorithmic advantage for using its hardware. If your brand targets luxury or tech, start experimenting with smart glasses content now.
#3 TikTok creators clock traditional ads
New performance data from TikTok proves that creator-led content demolishes traditional brand-uploaded ads for the same spend.
💥 The Boom
- Creator content drives 70% higher CTR.
- Engagement rates on creator posts jump 159% compared to brand-posted content
- Ads on creator accounts see 59% higher engagement compared to ads on brand accounts thanks to the creator “trust halo.”
Our take
Brands should build an “always-on” creator program that blends buzzy launches with storytelling. Creators deliver the cultural fluency, content velocity and authentic trust an in-house team can’t match.
#4 X kills the chronological feed
X just replaced the “Following” chronological feed with a post-ranking system determined by Grok AI, X’s generative artificial intelligence chatbot.
💥 The Boom
- The “Following” tab no longer shows posts in strict chronological order; Grok AI now ranks them.
- Posts surface based on “predicted engagement and relevance” to your past interactions.
- The change is now the default setting, though you can manually switch it back.
Our take
The chronological feed is history. X is now a fully algorithm-first platform, where timeliness takes a backseat to AI-perceived relevance. Viral in-the-moment content is riskier; your posts must be crafted for lasting engagement and high predicted interest.
Ready to turn today’s platform shifts into tomorrow’s market advantage?
Is your brand’s content optimized for Grok AI? Are you capturing the ROI potential from TikTok creators?
As a leading social media agency, we stay ahead of these trends to ensure your brand’s growth. Discover how our social media services can help your business stay competitive.
Curious how we predicted last month’s changes? Read the previous November 2025 Boom Scroll and get the latest paid media industry news through our latest Media Pulse blog.
POSTED BY: Emily Kemp, Justin Buchbinder
