Week four of 2025, can you believe it? Neither can we. But here we are, bringing you your fourth weekly round-up of the year.

First things first, you survived January. That alone deserves a medal (or at least a very strong coffee). The days are getting longer, the air slightly less soul-crushing, and we’re edging ever closer to the sweet relief of spring.

Now, let’s get into things. This week’s biggest social media stories, standout marketing moments, and all the bits worth knowing right this way ⬇️

Top social media stories from this week

Threads: the comeback kid? 👀

Remember Threads? Well, it’s not just still kicking-it’s thriving. This week, Mark Zuckerberg dropped the numbers: 320m monthly active users and counting.

His bold prediction? Threads is on track to become the leading discussion platform, eventually hitting 1 billion users. No pressure.

With momentum like this, now might be the time to give it a spin and join the 1m new sign-ups per day.

Instagram’s got new views insights

New metrics are here. Now, creators can track their View Rate, which shows the percentage of viewers who stick around past the first three seconds of a video, because let’s face it, attention spans are fleeting.

The Views Over Time metric takes it a step further, letting creators see how videos perform with followers vs. non-followers.

Why does this matter? It helps you tailor your content to keep people watching longer and understand which formats really hit the mark. Basically, it’s all about creating content that connects and keeping the audience locked in.

McDonalds vs Burger King

We all know these two fast-food giants have history, but their latest billboard war? Chef’s kiss.

First up, McDonald’s asked ChatGPT, “What’s the most iconic burger in the world?” The AI, being the people pleaser it is, answered: “Likely the McDonald’s Big Mac.” Naturally, they slapped it on a billboard.

Burger King’s response? Buy the billboard next door and ask, “What’s the biggest burger in the world?” Spoiler: not the Big Mac.

Why it works?

🍟 McDonald’s & Burger King beef (pun intended) is legendary. Burger King thrives on taking cheeky shots at its rival.
🤖 AI is the moment. ChatGPT headlines = instant relevance.

Got a brand with a sense of humour? Steal this move. Ask ChatGPT a question about your product, post the answer, and let the internet do the rest.

Similarly…

This week, it’s been all-out brand battle.

Cadbury just dropped a new “Made to Share” campaign, where their bars come pre-divided based on effort. Think: Who Cooked (50%) / Who Cleaned (35%) / Who Ate (15%)– finally, justice for the designated driver and the dishwasher.

Enter Tony’s Chocolonely.

They saw Cadbury’s neatly labelled chunks and hit back with:

“Look familiar? 👀 But here’s the twist- Tony’s bars have always been unevenly divided to reflect the real imbalance in the chocolate industry.”

Their message? Inequality in chocolate is real, and every bite should be a step toward change.

Two brands, two very different takes on sharing. One playful, one powerful. Either way, we’re here for the drama (and the chocolate).

Come back next week for more of the same!