Facebook Updates 2024: What's New and What’s Coming in 2025

With a staggering 3.065 billion monthly active users, Facebook isn’t just another social media platform - it’s a global phenomenon. What began as a humble networking tool for university students has transformed into a digital titan, reshaping the way people connect, share, and engage worldwide.

Over the last two decades, Facebook has proven its ability to adapt, refining its features to keep pace with shifting trends, evolving user behaviours, and the ever-growing demands of advertisers. But these updates aren’t just about staying relevant - they’re about creating new opportunities and delivering an enhanced experience for everyone who logs in.

Each new feature introduced is designed with one goal in mind: to make Facebook more engaging, effective, and impactful for its diverse audience. From fostering connections to building brands, Facebook continues to evolve into a platform that meets the needs of its users, creators, and businesses alike.

Now, let’s dive into the 2024 updates and explore how they can elevate your experience on the platform.

Key Takeaways

• Facebook’s Link History gives users more control over data while helping advertisers improve targeting.
• AI features and better ad tools make campaigns sharper and more efficient.
• Video updates include fullscreen playback and personalised recommendations for a smoother experience.
• Reels upgrades and new monetisation options make creating and earning easier for creators.
• Facebook Shops got smarter with better analytics and simpler tools for businesses.
• Group tools now offer easier moderation and insights for stronger community connections.
• In 2025, third-party AR filters will be phased out to focus on Meta’s own effects.
• Avatars will get even more customisable with AI-powered design tools.
• Smarter AI chatbots in 2025 will make customer service and product discovery seamless.
• Privacy controls will keep evolving to give users more control over their data.

Facebook’s Key Updates in 2024

Whether you're reconnecting with friends, creating captivating content, or optimising marketing campaigns, staying on top of Facebook’s updates is essential. In 2024, Facebook continues its evolution with key changes in privacy, AI integration, and user experience enhancements. Here’s what you need to know:

Enhanced Privacy and Transparency

After two decades, Facebook knows that trust is everything—especially with its history of scrutiny over data privacy and security. In 2024, new tools provide users with more control over their information and clearer insights into how it's used. Enhanced transparency settings, for example, let users see why specific ads appear in their feed and easily adjust their preferences.

One of the standout updates is Link History, a feature that tracks and archives website visits through Facebook’s mobile browser for up to 30 days. Pre-enabled by default, it allows users to opt-out if desired. This feature offers advertisers valuable data on user browsing behaviour within Facebook’s ecosystem, enabling more personalised and relevant ad campaigns—all while adhering to stricter privacy regulations.

As the advertising industry moves away from third-party cookies and adapts to tougher privacy laws, Link History serves as a first-party solution that balances user privacy with precise ad targeting. Users retain full control - they can manage or disable the feature entirely, ensuring transparency remains a priority.

What Does This Mean for Businesses and Marketers?

For businesses and marketers, these updates signify a shift toward transparent, ethical data usage. Campaigns that clearly communicate how and why data is used build trust, increasing engagement with brands that value accountability.

Together, these updates mark a pivotal step for Facebook. By combining innovation with integrity, the platform fosters a more open and user-friendly environment for individuals and businesses alike.

Sharper Ad Targeting Options

Facebook’s 2024 updates elevate its ad targeting capabilities, blending personalised user experiences with more efficient campaigns for businesses. A key component is interest targeting, which leverages behavioural insights to connect advertisers with the right audiences. By honing in on niche interests and specific behaviours, campaigns become sharper and more effective.

The Link History feature enhances this by providing first-party data on users' browsing activity within Facebook’s mobile browser over the past 30 days. This tool allows advertisers to refine strategies while staying compliant with privacy regulations and adjusting to the decline of third-party cookies.

For users, these updates mean fewer irrelevant ads and more content aligned with their preferences, making the browsing experience smoother and more engaging. Transparency features, such as explanations for why specific ads appear, further empower users to control their interactions.

For businesses, especially smaller ones, the precise targeting enabled by these tools helps maximise ad spend efficiency. By reducing waste and improving ROI, these advancements are particularly valuable for organisations with tight budgets where every dollar matters.

AI Integration for Smarter Experiences

AI has moved beyond simple content personalisation to revolutionising how users interact with Facebook. Leading the charge is MetaAI, a generative AI developed by Facebook’s parent company, Meta. If you've used Messenger recently, you’ve probably noticed it pinned at the top, ready to assist. This chatbot is a versatile tool, allowing users to ask questions, get post summaries, chat with characters featuring unique personalities, and even create custom images or animations.

For businesses, Facebook's AI features go even further, enhancing customer experiences. AI tools can handle frequently asked questions, guide users through product discovery, and re-engage potential buyers by following up on abandoned purchases.

By integrating these AI advancements, Facebook essentially creates a smarter, more interactive platform that benefits users and businesses.It also cements its position as a leader in the AI-driven digital space, much like its role in shaping VR and AR. These technologies create a more innovative, immersive platform for users, creators, and businesses. 

Enhanced Video Features

In 2024, Facebook doubled down on its commitment to video content, introducing updates that enhance both user engagement and creator capabilities. Video remains central to Facebook’s strategy, complementing its advancements in ad targeting and AI to serve a broad and diverse audience.

The video player has received a major upgrade for a smoother viewing experience. Videos now play in fullscreen by default, regardless of orientation, ensuring consistent and immersive presentation. Horizontal videos now include a landscape fullscreen option, while intuitive tools—such as sliders to jump to specific points—make navigation effortless.

Currently available on iOS and Android in the US and Canada, these updates are set for a global rollout soon. Enhanced recommendations tailored to individual interests further personalise the experience, offering a curated mix of content ranging from quick hacks to in-depth tutorials.

These features reflect Facebook's ongoing investment in creating a platform where video remains a dynamic and engaging medium for users and creators alike.

Advancements in Content Creation

On the content creation side, Reels has received a significant boost. New editing tools, trending audio integration, and scheduling options simplify the process of producing professional, eye-catching videos. These updates help creators and businesses stand out in a competitive digital landscape, ensuring their content resonates with their target audience.

Facebook has also expanded monetisation options, enabling creators to earn more through ad revenue sharing and streamlined tools for brand partnerships. These enhancements make it easier for creators to turn their passions into sustainable careers. For businesses, this opens opportunities to collaborate with influencers and leverage the growing demand for video content to connect with their audiences.

The platform’s emphasis on both video consumption and creation benefits everyone. Users can explore a rich variety of content tailored to their interests, while creators and businesses gain the tools they need to thrive. Whether watching, producing, or advertising, Facebook’s continued investment in video ensures it remains a dynamic space for innovation and connection.

Business Tools and Community Support

Facebook is also enhancing its features designed to empower businesses and community leaders. For businesses, Facebook Shops has become an even stronger ally. New tools allow shop owners to efficiently track sales data, optimise product listings, and engage with customers using enhanced analytics. These features make managing an online storefront more intuitive, whether running a small business or a larger operation. By simplifying the sales process, Facebook Shops helps businesses connect meaningfully with their audience.

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On the community side, group management features have seen thoughtful upgrades. Group admins can now access improved moderation tools, detailed engagement insights, and features that make hosting virtual events more seamless. These updates aim to give admins better control over their groups while fostering a stronger sense of connection among members.

Facebook Updates to Expect in 2025

As we head into 2025, Facebook isn’t slowing down. The platform is keeping the momentum from 2024, rolling out updates that aim to make your experience more exciting, engaging, and intuitive. Whether you're here to connect, create, or grow your business, there’s plenty to look forward to. Let’s dive in!

No More Third-Party AR Filters

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Starting January 2025, Facebook is saying goodbye to third-party AR filters and custom face effects across platforms like Instagram and Messenger. While Meta’s own AR effects will still be around, this shift shows their focus on refining and controlling the augmented reality experience. 

If you’re a creator who loves experimenting with custom filters, this might be a pivot point—but it’s clear Meta is doubling down on making their own AR tools even better.

More Personalised Avatars

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Avatars are getting a glow-up in 2025! 

Soon, you’ll have even more customisation options, like tweaking your avatar’s eyes, nose, and body type to really make it feel like you. Even cooler? Generative AI will let you create avatars just by describing them in text. Think of it as the next step in making the metaverse feel personal, whether you're using it in Facebook, Instagram, or Horizon.

More Sophisticated AI

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Like all AI technology, Meta’s AI is stepping it up in 2025. If you’ve noticed the chatbot at the top of your Messenger app, you’ll see it become even more versatile. Expect celebrity-voiced chatbots and smarter, more personalised responses. For businesses, these AI updates mean better tools to help customers, recommend products, or follow up with people who almost made a purchase but didn’t.

Even More Tools for Video Creators

Reels and video content are still top priorities, and Facebook is giving creators more powerful editing tools in 2025. If you love making quick, engaging videos, you’ll have faster, more flexible ways to do it. Plus, Facebook is expanding monetisation options, so creators can earn more through ads and partnerships. If you’re a creator—or thinking of becoming one—this is the year to step up your game.

Privacy, Privacy, Privacy

Privacy isn’t going anywhere, and Facebook is making sure you stay in control. Building on Link History from 2024, there’ll be new features to help you decide exactly how your data is collected and used. It’s part of their effort to stay ahead of privacy regulations and, let’s be honest, rebuild trust.

Takeaways for Different Users

For Regular Facebook Users

Casual Facebook users will enjoy a smoother user experience thanks to 2024 update’s. New privacy controls like Link History put you in the driver’s seat, giving you more transparency and control over how your data is used. And tailored ad targeting means fewer irrelevant ads cluttering your feed and more content you’ll actually find interesting. Upgraded video and Reels features add to the fun, offering a seamless way to discover everything from quick tips to deep-dive tutorials.

For Marketers

Marketers, this one’s for you. The improved ad targeting tools, boosted by Link History, give you powerful ways to connect with niche audiences and fine-tune your campaigns. AI-powered insights help you dig deeper into audience behaviours, allowing for smarter, more impactful strategies. And with Reels gaining enhanced creation and scheduling tools, this is your chance to craft engaging ads or collaborate with creators for partnerships that truly resonate. 

For Businesses

Businesses can enjoy enhanced Shops tools that make managing an online storefront easier, with analytics to help you fine-tune product listings and track sales. Small businesses, in particular, will appreciate the precise targeting and AI features, which help stretch ad budgets further and maximise ROI. 

If you manage a community, Meta’s improved group tools give you more control and insights, making it easier to connect with members and host virtual events. These updates are all about building stronger relationships with your customers and creating loyal, engaged communities.

No matter how you use Facebook, these updates are designed to make life easier, whether you’re scrolling, selling, or strategising.

Final Thoughts

Facebook’s 2024 updates reaffirm its commitment to staying at the forefront of user experience, privacy, and innovation. By responding to trends and user expectations, the platform continues to evolve as a hub for meaningful connection, creativity, and commerce.

Whether you’re a casual user exploring new features, a marketer fine-tuning your strategy, or a business leveraging enhanced tools, there’s something for everyone. Embrace these changes to maximize your Facebook experience and achieve your goals online.

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Want to take full advantage of Facebook’s updates while gaining deeper insights into your campaigns? MagicBrief has you covered with advanced tools designed to simplify and elevate your ad strategies:

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Advanced Analytics and Custom Metrics:

Link your Facebook account to MagicBrief and easily track performance, measure custom metrics, and generate tailored reports for smarter decision-making. Reports are easy to create, customise, and share, giving you a clear understanding of what’s driving your success. 

Whether you’re looking for inspiration, competitor insights, or advanced analytics, MagicBrief empowers you to create impactful ads and track their success with ease.Join MagicBrief today and unlock the full potential of our powerful advertising tools!

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