BlogEmilia Liukko 05.08.2025

Where do you go on social media? Meta and TikTok’s big changes for autumn 2025

Digital marketing Social media

If there’s one thing that social media workers have gotten to know these days, it’s that social media doesn’t sleep. I had been at work for a day and a half after the summer holidays when I was faced with two major changes related to social media giants, Meta and TikTok. Yes, I’m starting to call Tokki a giant, because its significance and relevance is already great, even if the user numbers pale a little to the guy.

Election advertising and advertising on political and social topics will be discontinued on Meta’s platforms in the EU

A major change and challenge for everyone who has created a social advertiser mandate for their Meta accounts and advertised, for example, a candidate or party, other content related to politics and political decisions, or various social themes. Topics include the environment, sustainable development, health, crime, immigration and legislation.

Such ads have previously shown the “paid by for” marking, but in October 2025, this type of paid advertising in the EU will end. It is a good idea to look at the upcoming campaigns planned for the rest of the year and think about alternative copy, for example.

Organic posts from individuals and business accounts are still ok. It should also be mentioned that special categories of advertising (credit, employment, housing) are not the same thing as social topics.

At this point, it should also be noted that we are waiting for more detailed instructions from Meta on what will be included under social ads in the future, or whether it will rely more on advertising content related to political decisions. Every one of them. knows that Meta’s net is sometimes wider and sometimes even plastic bags and waste content go under the radar. At this point, Meta itself classifies them like this:

• Civil and social rights
• Crime
• Economy
• Environmental politics
• Health
• Immigration
• Political values and governance
• Security and foreign policy

Legislation and regulations are shaping the social media field

The amendment is related to the EU Regulation on the Transparency and Targeting of Political Advertising (TTPA). The regulation builds on existing European Union legislation, in particular the General Data Protection Regulation (GDPR) and the Digital Services Act. The regulation is said to address concerns about disinformation and ways to influence elections. Google also announced earlier that it will ban all political advertising on its own platforms from October 2025.

What this means, for example, in the next elections, is an interesting question. Will Meta-directed investments move elsewhere, and will candidates who have done cost-effective Meta advertising with smaller budgets be able to compete with larger ones? Will the competitive shouting and flashy organic content begin, trying to get (viral) visibility for one’s own posts and points?

Consideration is also given to how actors dealing with social issues, such as charity, nature conservation, alternative forms of energy, recycling and social security, will be able to get their message across in the future. The change will also affect influencer collaborations related to societal themes. This content can no longer be highlighted through paid advertising, even if the content is shared through the influencer’s account with a brand tag.

About it in Finnish in Yle’s news here.

TikTok advertisers will need an organic account in the future

For a long time, TikTok has been one of the only channels where it has been possible to advertise without any other presence. You can probably guess that this will also change? During the autumn and the rest of the year, the identity of a TikTok advertiser will be tied to their own TikTok account: everyone who advertises in Tokyo must have a TikTok profile.

If TikTok is already part of your social media strategy, all you need to do is connect your account to an ad account in the Business Center. If the partner manages your advertising, it will be ensured that the TikTok account has been shared with the partner with partner rights.

Otherwise, it is worth stopping to think about your own channel menu and content strategy: will we be encouraged to actively adopt TikTok in the future and allocate time to making, moderating and following it, or will we just do the so-called Channel Channel. a placeholder profile that remains empty but exists for advertising purposes – and as such is not convincing or interesting for the user – or do we forget about TikTok altogether.

There is still no end in sight to TikTok’s growth

TikTok has grown year by year in terms of both users and advertising investments, and there is no end in sight to its popularity. The channel is constantly creating viral phenomena and recommending products that are out of stock in stores due to the hype. It can be a big decision to abandon TikTok completely if your own target group can be found on the channel, and the competitor is also actively visible and advertising is affordable. On the other hand, there have been many debates about sustainability, so would moving to another channel even be an act of responsibility?

The topic is not quite black and white, but I warmly recommend that you be prepared to think about the role of the channel and the active presence it requires, insightful content production that relies heavily on trends, and who does it or where it is ordered. Moderating a channel also requires a lot of effort. Distinctive and present community management can create a significant competitive advantage and a memory trace.
At Dagmar, we are very happy to help with these matters as well. Check out our social media services!

According to TikTok itself, the change will provide a safer and more engaging user experience, improve brand credibility, and allow for the latest functionalities and better campaign results.

Is TikTok a foreign media environment? We compiled 10 questions and answers about TikTok for advertisers.

On social media, content engagement is important

Impressions, their CPM (cost per mille) and reach, i.e. unique reach, are still strong indicators when monitoring brand advertising. In addition to these, it is also worth looking more and more at content engagement. Have you spent time with the content, clicked on it, or has the content just flashed by or automatically started on the screen X times without paying attention.

New metrics have been added to Meta’s Ads Manager, such as watching video ads with or without sound, IG profile visits through advertising, and reaction types.

Eye-catching, stopping and channel-tailored content production takes time – and, on the other hand, paradoxically, also the speed and mandate to make and publish without heavy approval rounds.

A big hand to all great content creators in the hectic social media field!

I’ll end my blog post with a quote from Meta that applies regardless of the platform:

As competition on our platform increases, creative is becoming a key differentiator in driving performance. High-quality creative is no longer a nice-to-have, but a must-have for capturing attention and resonating with your target audience. In fact, your creatives will often be the first indicator of how well your campaign is performing – if they’re not engaging, relevant, or compelling enough, they simply won’t perform as well as you’d like.

AUTHOR

Emilia Liukko

Head of Social

emilia.liukko@dagmar.fi

+358443241611

Emilia toimii Dagmarissa digistrategina somekulmalla, ja hän on kerryttänyt kokemusta asiantuntijana niin toimistoissa kuin in-housessa. Emilia pyrkii aina hakemaan parasta, ratkomaan ongelmia sekä keksimään uusia ratkaisuja – niin asiakkaille kuin sisäisissä prosesseissakin.
Emilia on utelias, alaa tiiviisti seuraava ja kehitysorientoitunut. Vapaa-ajalla Emilia syttyy matkustamisesta, auringosta, festareista, karaokesta, irtokarkeista ja ystävistä.