What’s New in Digital Marketing? January’s Biggest Updates
It’s only January and 2025 for digital marketing is already shaping up to be a game-changer, with major updates across social media, SEO, and PPC. Staying ahead of these trends is key to keeping your brand relevant and competitive. But don’t worry we’ve done the hard work for you!
Here’s everything you need to know to optimise your strategy and make the most of 2025.
Social Media Updates
AI-Powered Job Search & Recruitment: LinkedIn has introduced an AI-powered “Job Match” feature to help users refine their profiles and even generate tailored cover letters. SMEs can also benefit from the AI recruitment agent to streamline their hiring process.
Top 5 LinkedIn Strategies for 2025: LinkedIn recently released their top 5 strategies for 2025 they are, optimise your profile by keeping it complete and up-to-date, share valuable content to establish thought leadership, and actively engage with your network to strengthen relationships and increase visibility. Use LinkedIn Analytics to refine your approach based on performance insights, and leverage LinkedIn Ads to expand your reach and promote your content effectively. These strategies will help you enhance your presence and engagement on the platform.
Enhanced Advertising Insights: LinkedIn has improved its advertising attribution models, providing more accurate insights into campaign performance. A revamped data-driven attribution report now highlights the most impactful touch points in a customer’s journey, while a new “Measurement Insights” tab in Campaign Manager centralises member, company, campaign, and ad format data. These updates help marketers evaluate the business impact of their efforts more efficiently.
Boost Your Visibility: This month, Instagram shared its key tips to help you boost your content’s visibility. You can do this by avoiding engagement baiting requests for likes and comments as this can be penalised by the algorithm. Always keep your posts honest and transparent, as misleading content can harm your credibility. While hashtags improve discoverability, overuse will appear spammy, so use them strategically. Lastly, prioritise high-quality visuals and well-crafted captions to enhance engagement, while also ensuring to adhere to Instagram’s guidelines. Following these strategies can improve your reach and build a more engaged audience.
AI & Private Sharing: In 2025, Instagram has stated it will be focusing on creativity and connection. AI-powered tools and algorithm updates will support creators, especially emerging ones. Messaging will be enhanced as DMs become the main sharing content method, with new features like Notes to boost private sharing and interaction.
Reels Extended to 3 Minutes: Instagram has officially extended Reels from 90 seconds to 3 minutes in response to creator feedback, aligning with TikTok and YouTube. However, Instagram has previously warned that longer videos may impact performance, so you should tailor your content length to your audience preferences.
Business Chat Transparency: Instagram has rolled out new transparency labels in Direct Messages (DMs) to help users distinguish interactions with businesses. These labels, positioned at the top of business chats, provide clarity on when users are engaging with a business account. This move enhances transparency and aligns with similar features available on Meta’s Messenger platform.
Upcoming “Edits” App: In March Instagram is expected to launch “Edits,” it is a new video editing app for Reels and other content, offering 10-minute recording, advanced editing tools, trending audio, HDR/1080p quality, and analytics. Users can collaborate on drafts and export videos watermark-free, positioning Instagram as a rival to CapCut.
More Automated Ad Targeting: Meta is making changes to its Advantage+ catalogue ads by removing the “Audience Types” option, shifting further towards automated ad targeting. This update aims to streamline the ad process, but it also means advertisers will have less manual control over specific audience segments.
While automation could improve efficiency and broaden reach, businesses relying on precise targeting may need to closely monitor ad performance and adjust their strategies accordingly. If you use Meta ads for your marketing, stay proactive in analysing results to ensure your campaigns continue to reach the right audience effectively.
Threads
Ads are Coming: Meta is testing ads on Threads, starting with select advertisers in the US and Japan. With 300 million active users, this could soon offer another valuable channel to reach and connect with your audience. Keep an eye on this space as Meta refines its approach and expands the rollout.
TikTok
New AI Tools: TikTok has introduced new AI tools to enhance creativity and engagement. The AI Group Shot lets users create customised group photos, while AI Self generates personalised images for unique content. The AI Meme Generator transforms photos into trending memes, and AI Caption Suggestions help users craft captions that align with current trends. These features seamlessly integrate into the platform, offering a more engaging and personalised experience. In contrast, similar AI efforts by Meta have faced criticism for lacking realism and relevance.
Improved Content Scheduling: TikTok has upgraded its TikTok Studio tool with a post-scheduling feature, letting creators and brands plan content directly in the app. This streamlines content management by combining creation, editing, scheduling, and analytics in one platform. While scheduling was available via TikTok’s video scheduler and third-party tools, its integration into TikTok Studio ensures a more seamless workflow.
2025 Content Calendar Released: TikTok realised its 2025 content calendar, you can download a copy here
Latest SEO News
AI Overviews Dominating Search: A recent study found that Google’s AI Overviews now appear in 74% of problem-solving searches, reshaping how users access information. With AI Overviews pushing traditional organic listings further down, businesses must adapt their SEO strategies. To stay visible, focus on authoritative, problem-solving content that aligns with Google’s AI preferences. Optimising for AI Overviews could mean greater exposure and higher engagement for your brand. Stay ahead of the curve review your content strategy today!
Search Quality Rater Guidelines Updated: Google has updated its Search Quality Rater Guidelines, focusing on AI-generated content and new spam tactics. The update clarifies that AI content must add real value, as mass-produced, low-quality AI pages are now flagged as spam. New spam categories include Expired Domain Abuse (reusing old domains for low-value content), Site Reputation Abuse (hosting third-party content to manipulate rankings), and Scaled Content Abuse (AI-generated bulk content with little value). Additionally, raters are now required to disable ad blockers for a more accurate assessment of web pages. To stay aligned with Google’s standards, content creators should prioritise original, high-quality content over automated, low-effort production.
SEO Still Matters: This month Google’s John Mueller reaffirmed that SEO remains crucial, even as AI-generated content grows. He emphasised that technical SEO is key for both traditional search and AI-driven results, as search engines rely on well-optimised content for accuracy. High-quality SEO practices also help train AI models, ensuring reliable search experiences. Despite evolving technology, SEO is still essential for visibility and relevance in search rankings.
PPC Updates
Google Ads is rolling out major updates to Performance Max campaigns, giving advertisers greater control and deeper insights:
Better Campaign Control:
- Negative keywords for refined targeting
- Focus on high-value customers based on predicted lifetime value
- More precise brand exclusions
- URL targeting improvements
- Upcoming beta features: demographic exclusions & device targeting
Enhanced Search Reporting & Insights:
- “Usefulness Indicator” for search themes
- Detailed search term insights
Improved Asset Group Reporting:
- Performance segmentation for better analysis
- Easier data sharing across platforms
These updates mean smarter, more effective campaigns with greater flexibility and targeting precision.
Final Thoughts:
As we move forward in 2025, the digital landscape will continue to evolve, bringing new challenges and opportunities. Staying ahead of these trends will ensure your brand remains competitive and relevant. Whether you’re refining your social media strategy, optimising for search engines, or fine-tuning your PPC campaigns, embracing these updates will put you in the best position for success.
Let’s make this year one of growth, innovation, and achievement! 🚀
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