The vibe on social media changed fast. Honestly, if you’re still trying to post news on Facebook the same way you did two years ago, you’ve probably noticed your reach looks like a flatline. It’s frustrating. Meta basically nuked the dedicated News tab in major markets like the U.S. and Australia earlier in 2024, but by September 2025, the dust has finally settled into a new, weirdly automated reality.
We aren't just talking about links anymore. We are talking about an era where "news" is being redefined as "creator-led commentary" powered by a massive backend of AI tools.
If you're a journalist, a solo blogger, or just someone who likes sharing what’s happening in the world, the rules of the game for meta news creators september 2025 are barely recognizable compared to the old "post a link and pray" strategy.
The Death of the Tab and the Rise of the Feed
Remember that little newspaper icon at the bottom of your Facebook app? It’s gone. Meta's official stance—which they’ve doubled down on this month—is that news makes up less than 3% of what people actually want to see in their feeds.
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But here is the catch. People still want to know what’s going on; they just don't want to leave the app to find out. This has created a massive vacuum. In September 2025, the most successful news creators aren't traditional publishers. They are "News Influencers."
These creators take a headline from a source like Reuters or the Associated Press and turn it into a 60-second Reel. They aren't just reporting; they are narrating. Meta’s algorithm is currently obsessed with these "Partnership Ads" and creator-led content because it keeps users on the platform longer than a browser-redirecting link ever could.
AI is the New Newsroom Assistant
If you’re a creator right now, you’re likely using Meta AI without even realizing it. This month, Meta rolled out its "Video Generation 2.0" tools specifically for Business Suite users.
Basically, it allows a news creator to take a single static image of a breaking news event and "stitch" it into a dynamic video. The AI adds a subtle parallax effect, suggests a text overlay based on the photo's metadata, and even picks out "trending" audio that won't get you a copyright strike.
It’s kinda spooky how good it is.
But there’s a darker side to this automation that many creators are ignoring. Meta’s updated Terms of Service for 2025 make it clear: if you use their AI tools to build your content, you are essentially giving them a free license to use that "creative" to train their next model. You’re the chef, but they own the recipe and the kitchen.
The New Toolkit for September 2025
- Reels Trending Ads: Meta is now letting creators use AI to identify which news topics are "culturally relevant" in real-time. If everyone is talking about a specific tech launch, the AI will literally tell you to make a Reel about it.
- Threads Text Expansion: Threads just hit 400 million users this month. To keep that momentum, they introduced a 10,000-character "Read More" feature. This is huge for news creators who want to provide deep-dive analysis without the clutter of a 20-post thread.
- Multi-Part Reel Linking: You can finally link "Part 1" and "Part 2" of a news story directly in the Reels UI. This prevents that annoying thing where people have to go to your profile to find the rest of the story.
Why Threads is the Real Newsroom Now
Elon’s X (formerly Twitter) is still the place for the raw, unpolished, and often chaotic breaking news. But for meta news creators september 2025, Threads has become the "cleaner" alternative.
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The algorithm on Threads is different. It doesn't reward the loudest, most controversial voice quite as much as X does—at least, that’s what Meta claims. Instead, it’s prioritizing "Conversational Reach."
If you post a news update and ten people have a civil discussion in the replies, Meta’s AI identifies that as a "high-value interaction." That post will then get pushed to thousands of people who don't even follow you. It’s a goldmine for growth if you can actually moderate your comments and keep the conversation going.
The Community Notes Pivot
One of the biggest shifts we’ve seen this month is Meta moving away from traditional, third-party fact-checking in the U.S. and toward a "Community Notes" style system.
Honestly, it’s a gamble.
Meta is betting that the "wisdom of the crowd" can debunk fake news faster than a formal board of experts. For creators, this means your content is now subject to the court of public opinion. If you post something slightly inaccurate, a "Community Note" might appear under your post within minutes, tanking your reach instantly.
Accuracy isn't just a moral choice anymore; it’s a distribution requirement.
What You Should Actually Do Next
If you want to survive as a news creator on Meta's platforms as we head into the final months of 2025, stop thinking like a publisher and start thinking like a curator.
The era of the "link-click" is over. Meta wants users to stay in the app. If you give the audience everything they need to know within the first 10 seconds of a Reel or the first 500 characters of a Threads post, the algorithm will reward you.
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Actionable Steps for Growth:
- Pivot to "Serial" Content: Use the new Reel Linking tool to create 3-part news series. The retention data shows that users who watch Part 1 are 60% more likely to follow you if Part 2 is just one click away.
- Abuse the Threads Expansion: Don't just post a headline. Use that 10k character limit to write a "mini-article." It signals to the AI that your content is authoritative.
- Audit Your AI Usage: Use the "Video Highlights" feature in Meta Business Suite to let the AI find the most "clickable" moments in your longer videos. It saves hours of editing time.
- Engage Early: The first 30 minutes of a post on Threads are do-or-die. If you aren't replying to the first five comments, the algorithm assumes the post is a dead end.
The reality is that Meta is a "pay-to-play" world for brands, but for individual news creators, the organic door is still cracked open—as long as you play by the AI's rules.