Social media continues to evolve rapidly, prioritizing authentic, short-form, and highly visual content. Vertical video remains dominant, pushing platforms to enhance discovery algorithms for creators. A major shift is the rise of AI-driven personalization, delivering increasingly tailored feeds and ads, making organic reach more challenging but paid targeting more precise. Marketers are also heavily adopting creator commerce, integrating shopping directly into video and live streams. Finally, platform focus is moving towards smaller, more intimate communities and spaces, balancing the vast public feed with private, high-value interactions.