social-media
Social Media: Updates & Trends from July 2025
Published: 05/08/25 - Updated: 06/08/25
As TikTok continues to blur the lines between entertainment and information, the platform’s evolution isn’t just cultural, it’s structural. July brought some quietly significant feature changes and one of the boldest viral trends of the year. Here’s what stood out, and why it matters for brands.
1. TikTok Pilots ‘Footnotes’: A New Layer of Fact-Checking
TikTok has begun rolling out Footnotes, a new fact-checking feature designed to combat misinformation directly within videos. Around 80,000 vetted contributors can now add context to claims made in content, similar to X’s (formerly Twitter’s) Community Notes. These additions are moderated through a mix of AI and human reviewers, and viewers can also rate or report them.
What it signals:
TikTok is investing in credibility – especially in the lead-up to global elections and amid increasing scrutiny over social media’s influence.
Why it matters for marketers:
Branded or influencer-led content in sensitive sectors (finance, health, sustainability) may now be more publicly challenged. Clear sourcing and well-evidenced claims will be key. It also opens up a new layer of social proof – if your brand is cited or validated in Footnotes, it could reinforce trust.
2. Instagram Introduces 1K Follower Minimum for Lives – Pushing More Creators to TikTok?
Instagram’s decision to restrict Live streaming to users with over 1,000 followers reflects a broader platform shift toward “earned” features. It’s a move that brings Instagram in line with TikTok and YouTube, where content tools are often unlocked by hitting specific milestones.
What this means:
For smaller creators, this removes one of the few high-engagement tools still accessible to early-stage accounts. Many may now lean harder into TikTok, where short-form video remains democratised and Live access is already follower-gated.
Implication for brands:
Partnerships with emerging creators are increasingly likely to centre around TikTok as the “starter platform.” This is especially relevant for community-first campaigns or challenger brands testing cost-effective influencer programmes.
3. Viral Trend: The Nicki Minaj Pose Challenge
One of July’s biggest viral moments came straight from 2013. The Nicki Minaj Pose Challenge, inspired by her High School music video, is everywhere. The signature move – legs crossed, back arched, often in heels – is equal parts athletic and aesthetic. 🔗 Watch it on TikTok
Creators have levelled it up dramatically:
- Balancing on dumbbells
- Striking the pose mid-squat
- Recreating it atop furniture, beer cans or moving skateboards
Why it works:
It’s nostalgic, visually arresting and instantly recognisable. It also rewards boldness – the harder the setting, the higher the views.
Brand opportunity:
Ideal for fashion, beauty, or fitness, especially if you can co-create with high-agility creators or remix the pose with your own product styling. Just be warned: it’s not for the faint of heart (or balance).
Final Word: What July Tells Us About TikTok’s Direction
TikTok isn’t standing still. Platform updates like Footnotes show its ambition to become a more credible, utility-driven space. At the same time, the culture is still loud, fast, and wildly creative – as the Nicki challenge proves.
For brands, July’s shift is a reminder that success on TikTok is twofold:
- Know the platform’s infrastructure – the rules, updates, and changes that shape content visibility.
- Understand the culture – where trends start, who drives them, and what your audience actually engages with.
Both are moving fast. But for those paying attention, the opportunity to build relevance is still wide open.
Need help optimising your TikTok strategy?
Whether you’re building reach through creator partnerships, testing social-first campaigns or adapting content to fit new platform rules, Kaizen can help you turn trends into measurable growth.
Sumaya Tarabi
Sumaya runs social strategy for Kaizen’s clients, helping brands grow their presence across TikTok, Instagram, LinkedIn and more. She tracks platform updates, trend cycles and creative formats so her clients don’t have to.