Call Her Creator – Episode 106: The Weekly Scroll

Title: AI Is Taking Over Social Media: Meta Updates, TikTok Uncertainty & Threads Growth
Host: Katelyn Rhoades
Date: December 4, 2025

Episode Overview

This week’s “Weekly Scroll” with Katelyn Rhoades dives deep into the fast-moving changes shaping the social media and creator economy landscape, with a special focus on artificial intelligence’s growing influence, the unstable status of TikTok, explosive growth on Meta’s Threads, and shifts in platform regulations. The episode is packed with actionable strategies, candid creator insights, and practical takeaways for protecting your business and well-being “ahead of the apps, the trends, and the algorithm.”

Key Discussion Points & Insights

1. Meta’s AI Studio & the Rise of AI Characters

[02:35 – 09:40]

• AI Studio Launch:

  • Meta is launching “AI Studio,” a suite for users and brands to create AI-powered chat characters inside Messenger, Instagram, and WhatsApp.
  • These bots will have customizable personalities, tones, and capabilities.
  • “These bots can chat like people and eventually have their own voices and their own personalities. Wild. Right?” – Katelyn (03:27)

• Creator Perspective:

  • Katelyn acknowledges some initial concern and skepticism but highlights the upside for creators and business owners:
    • First-line support for FAQs
    • Lead qualifying before booking sales calls
    • Nurturing potential leads with resources, links, and recommendations
    • Opportunity to have a “virtual assistant living inside your Instagram DMs” (05:53)

• Caution & Transparency:

  • It’s critical to clearly label bots (“This is Nikki Chat” example) and monitor their conversations.
  • “I would be super transparent about that… There are real mental health implications when people start bonding with entities that are not real people.” – Katelyn (07:58)
  • Risks include potential confusion, lack of brand tone, and inappropriate advice.

• Actionable Takeaway:

  • Don’t rush to create an AI version of yourself.
  • Start small: use bots for FAQ or lead funnels, set tight guardrails, and always monitor their performance.

2. The TikTok “Ban” That Never Comes

[09:55 – 12:10]

• Regulatory Limbo:

  • Despite legislation to ban (or force the sale of) TikTok’s U.S. operations, enforcement keeps being delayed by executive orders.
  • TikTok is in a “deadline purgatory” — still fully operational for its 170 million US users, leaving creators in a state of uncertainty.

• Business Takeaway:

  • “It creates constant platform risk… Brands are nervous about building strategies that are 100% TikTok dependent because what if the plug gets pulled tomorrow?” – Katelyn (10:58)

• What Should Creators Do?

  • Keep posting but don’t treat TikTok as your “stable, longterm home base.”
  • Begin shifting audiences to Instagram, email lists, SMS/text, or other platforms.
  • Diversify with at least one other short-form video platform (Reels, YouTube Shorts, Threads Video).

• Practical Step:

  • Place an email capture in your bio as a safety net for direct audience communication.

3. Threads’ Meteoric Rise & How Creators Can Leverage It

[12:10 – 17:38]

• Growth Stats:

  • Threads now boasts more than 350 million users (up 30 million since last quarter).
  • “Meta’s cute little baby app, Threads, it’s not so little anymore.” – Katelyn (12:36)
  • User engagement and time spent are both rapidly increasing due to improved recommendations.

• Platform Strategy:

  • Threads is tightly integrated with Instagram, making it seamless to import your audience.
  • Best used for:
    • Thought leadership
    • Quick, conversational posts (“messy” thoughts that don’t fit polished carousels)
    • Repurposing hooks from other platforms

• Katelyn’s Advice:

  • “It’s not a great primary sales channel yet, but it’s powerful for nurturing warm leads who already follow you.” (13:16)
  • Claim your username, choose one content lane, and commit to 1–3 posts per day for 30 days as an experiment: “Treat it as a sandbox.” (14:03)
  • Threads = brand “nurture zone”; Instagram = “discovery zone.”

4. X (Twitter): Financial Struggles & Creator Relevance

[17:40 – 20:20]

• Financial Reality:

  • Public financial documents show X (formerly Twitter) making $1.2B in adjusted earnings, but spending roughly the same on interest from acquisition debt—leaving virtually no profit.
  • Cuts to staffing and support directly affect platform stability and safety.

• Katelyn’s Take:

  • X remains relevant for politics, finance, and real-time commentary.
  • “I would not be sending my last marketing dollar to X in 2025 and then rolling into 2026. Like no, that's not where we're going.” – Katelyn (19:41)
  • Use it if you already have traction there, but look elsewhere for “higher return” on time and effort.

• Memorable Metaphor:

  • “X feels like that high-drama friend. Like sometimes they're entertaining but you don't want them in charge of your rent money.” (20:09)

5. Meta Loosens Content Rules, Axes Third-Party Fact-Checking

[20:21 – End]

• Major Policy Shift:

  • Meta will reduce third-party fact-checking, moving toward a community note system (akin to X/Twitter).
  • More content on hot-button issues (immigration, gender identity, political debate) will be allowed—even previously removed content.

• Implications:

  • Less official censorship, more reliance on community-sourced context.
  • May lead to:
    • A resurgence of polarizing, potentially hateful content
    • Greater risk of misinformation spreading if community notes are slow or absent
    • Brand safety concerns (ads and your content may appear next to dubious material)

• Katelyn’s Boundary-Setting Advice:

  • “As a creator, you've got to decide how much you want to talk about politics or polarizing topics. For me, that's zero. I don't like bringing that up in my content.” (22:29)
  • Set boundaries in DMs and comments (using moderation tools).
  • Be extra proactive if your audience includes marginalized groups—consider fostering private, safe communities.

• Consumer Reminder:

  • “Slow down before you share that next piece of content because who knows if it's even true or not.” (23:24)

Notable Quotes & Memorable Moments

• “I'm not afraid of AI. I think that we have to embrace it or we're going to get left behind.” (04:45)
• “[With] Meta’s AI bots, it’s engagement at all costs. If an AI can answer at 2am, people stay in the app longer – that’s what Meta wants.” (06:46)
• “TikTok is currently living on borrowed time, right? Use the reach while it’s still there.” (11:52)
• “If Instagram is where people discover you… Threads can quietly become the place where people fall in love with your brand.” (15:25)
• “Bottom line here: social platforms are businesses first. We gotta remember that.” (23:55)

Action Steps & Weekly Challenge

• Choose one platform to focus on for growth.
• Choose one way to own your audience off the apps (email, SMS, etc.).
• Establish one mental health boundary for social use this week (screen time, moderation, etc.).

Timestamps: Key Segments

• Meta's AI Integration: 02:35 – 09:40
• TikTok Ban Uncertainty: 09:55 – 12:10
• Threads Growth & Strategy: 12:10 – 17:38
• X’s Financial Woes: 17:40 – 20:20
• Meta Content Rules Update: 20:21 – 23:55
• Weekly Challenge: 23:55 – End

Final Takeaway

Katelyn’s central message: Stay educated, diversify your audience and platforms, try new tools with intention, and always safeguard your community and mental health in this rapidly evolving creator economy. “I love you, I’m cheering for you, and I will see you in the next Weekly Scroll.”