Meta Unchecked

Uh oh, Meta is ringing in 2025 with a bold (and controversial) move: ditching third-party fact-checkers over concerns about bias. Mark Zuckerberg made the announcement via a video on Meta platforms last week.

In the video, he claims it’s all about getting back to Meta’s “roots around free expression”, enhancing transparency and consistency.  He and his supporters say that this will help to reduce perceived biases in fact-checking and reflect a broader cultural shift within big tech towards greater autonomy in content management. Meanwhile, critics argue this could open the floodgates for misinformation to run rampant, potentially skewing public discourse and impacting democratic processes. 

So how will it work? 

The platform will use a “Community Notes” system, where users like you and me can add notes or corrections to posts, similar to what is used on X. 

Mark Zuckerberg also mentioned loosening up on moderating posts, especially on hot topics like immigration and gender, so expect to see more of those in your feed. And for those who miss the political debates, good news—more political content is coming back to your Facebook feed.

In a candid video, Zuckerberg called out the old fact-checkers for being too biased and claimed they were hurting trust in Facebook. He also accused the Biden administration of censorship, particularly about requests for the removal of posts about COVID-19 misinformation and election fraud, though he did not delve into specific allegations.

Why is Zuckerberg taking this route? 

According to The Guardian, his obsession with engagement metrics—clicks, views, and time spent—is pushing the boundaries of content moderation. More engagement translates directly into higher profits, compelling him to maintain user attention at any cost, even if it means allowing misinformation to proliferate.

After all, there’s little content that receives more attention than the comments section on a contentious topic (in fact, studies show that a false story reaches users 20 times faster than a factual article). The Verge has called it a MAGA transformation, while other news outlets believe it’s a combination of things. Some even think it may have something to do with the pending TikTok ban (and who is behind all that, really?).

The buzz so far seems to be mostly critical, with fears it will spark a host of brand safety concerns.

Whatever the reason, the MAGA-fication of Meta as Trump’s inauguration looms is likely no coincidence. But what about the Zuckerberg of yesteryear, who stood before Congress defending his robust platform policies, and his commitment to improving platform safety and integrity without overly restricting speech?

It’s a move that’s sparking widespread debate and could redefine digital discourse – inviting both critique and scrutiny.

Clock’s TikTokking

As TikTok teeters on the brink of a ban in the U.S., savvy users are swapping it out for Xiaohongshu, affectionately dubbed “Red Note”.

Just in the past 48 hours, Red Note has climbed to the number one spot as the most downloaded free app on the US Apple App Store. It’s roped in over 700,000 new enthusiasts, and TikTok migrants are flooding in, hashtagging their new profiles with #tiktokrefugee or #tiktok.

They’re turning their exodus into a tongue-in-cheek protest, downloading another Chinese app en masse to spotlight the irony of the U.S.’s tech tug-of-war and turning it into a game of digital cat-and-mouse.

Meanwhile US lawmakers are urging Biden to extend TikTok’s Jan 19 deadline allowing their parent company, ByteDance, more time to divest its U.S. assets. They argue that meeting the deadline is impossible and warned that a ban would effectively switch off TikTok, impacting its 170 million U.S. users.

If the platform does face a ban, it could shake up the digital landscape significantly. TikTok users around the world are watching closely, and many are already flocking to other apps, betting on new favourites to fill the potential void. Will this lead to a reshuffling of the social media hierarchy?

SEOvolution

This is an insightful article with some key content and SEO predictions that could well come true in 2025. The days of stuffing keywords into content are long gone, and 2025 is set to reinforce that. With Google leaning heavily into AI and search behaviour evolving rapidly, experts are urging marketers to double down on quality content and user experience. AI is poised to handle more of the technical SEO grunt work, but the human touch in storytelling and relevance remains irreplaceable.

The takeaway for those creating content?

The focus should always be on creating good, genuinely valuable content that meets user intent while adapting to emerging tools. It’s a thrilling time for SEO – but only for those who prioritise writing great content while being ready to adapt to the trends.

Ad Nauseum

If your audience is tired of seeing the same ad over and over, congratulations—you’ve reached ad fatigue. You’re not alone. A staggering 91% of users find ads more intrusive than ever – and even the most engaging campaigns can lose that special spark if they’re overexposed. If you’re a business with digital ads on Google or Facebook, this is a sign your ads have gone stale – and luckily, there is a cure. Neil Patel has a heap of really good tips, and suggests refreshing creative assets, exploring diverse ad formats, and dialling in hyper-targeted audiences (just to name a few). As marketers, it’s a reminder to always keep campaigns dynamic. Audiences today are discerning and easily bored; staying fresh isn’t just a bonus—it’s a necessity. The silver lining? A few creative tweaks could reignite your campaign’s performance.

Neil is one of our go-tos when it comes to SEO and digital marketing tips. Check out his recent and insightful article.

Sam’s Lamb is Baa-ck

And last but not least, Australia’s most anticipated summer tradition is back—and no, we’re not talking about cricket, but the annual lamb ad. This year, Australian Lamb takes aim at the nation’s greatest divider: the online comment section. Created by Droga5 ANZ and directed by Max Barden from The Sweetshop, the campaign uses 100% real comments from platforms like TikTok, Reddit, and Instagram to hilariously highlight how Aussies can bicker over just about anything online, from a cuppa to Ray Gun, to wind farms and even a beefed-up Kochie (courtesy of AI).

But when the BBQ fires up and we come together IRL, something magical happens: we leave the comments behind and come together over lamb. It’s in a similar vein to last year’s “divided nation” ad, where, once again, lamb proves to be the ultimate unifier. To drive the point home, the campaign includes OOH ads featuring real comments (good and bad), encouraging Aussies to watch the full film online.

So, ditch the online squabbles, grab a cutlet, and let lamb remind us all that unity tastes pretty damn good.

Keen To Dive In?

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