The digital world never sleeps, and August has been a big month of change across the platforms that service-based businesses rely on most. Our headlining news? Meta has shaken up its ad budget structure and removed some detailed targeting options, creating ripples for professional service providers who lean on Facebook and Instagram ads for leads. Meanwhile, Instagram is rolling out new engagement tools (and busting some myths…) Meanwhile, TikTok is tightening its rules with a hashtag cap, and LinkedIn continues to evolve its analytics and content features. Let’s dive into what matters, why you should care, and how you can adjust your strategy to stay ahead!

What’s new with Meta?

There’s Been Some Ad Budget & Targeting Changes

Meta has announced significant changes to how ad budgets and campaign charges work, alongside the removal of certain detailed targeting options. Here’s what’s happening:

• Ad budgets: Meta is restructuring how advertisers are charged, shifting towards more predictable (but less flexible) budget models.
• Targeting: More niche targeting categories have been removed, continuing the trend of Meta simplifying (and limiting) advertiser options.

But why does this matter? Well, if you’re running campaigns to reach very specific audiences (like professionals in law, finance, or wellness niches), losing detailed targeting may make it harder to get laser-focused results. At the same time, changes to budgets mean you’ll need to keep a close eye on spend and performance to avoid wasted dollars.

Our take:

• This is Meta nudging advertisers toward broader audience targeting and more automated campaign structures. For many service-based businesses, this means it’s more important than ever to have a clear messaging strategy and strong creative that resonates with a wider pool of potential clients.

If you’re feeling the pinch from rising ad costs or seeing your targeting options shrink, now’s the time to revisit your Marketing Playbook with us. A strategy refresh can help keep your leads consistent even as the platforms shift!

📔 Other noteworthy updates from Meta this month:

• More detailed targeting options removed with more focus on having strong creative.
• The ‘Impressions’ metric is now being replaced with ‘Views’ to allow for simpler reporting.

If you’re a business owner or marketing team that wants to solidify your point of difference, win customers and grow your market share — enquire now to meet your dream team.

What’s new with Instagram?

Reposts Have Officially Landed on IG!

Instagram has officially launched some exciting new features that it’s been testing for some time, with re-posts, friend map and a “Friends” tab in the Reels feed now available to all users. Currently, IG re-posts includes an image of the re-posting user’s profile picture, with a purple re-post icon layered on top of that.

Instagram has also added a “Re-posts” tab on user profiles, where you’ll be able to see all of the content that each user has re-shared, with any comments they’ve added also layered on top of the thumbnail image.

Instagram has also said that Reposts are credited to the original poster:

“If you’re a creator, this means that if your content is reposted by someone else, it may be recommended to that person’s followers, even if those people don’t follow you. This gives creators a new opportunity to reach more people whenever you create something worth sharing.”

We think that Reposts are a great way to reach new audiences, and we can’t wait to test this feature out for ourselves!

📔 Other noteworthy updates from Instagram this month:

• Live streaming has been restricted to Creators with 1K or more followers.
• New tools: Friends Feed and Map.

👀 Tests spotted on Instagram this month:

• IG is exploring tracking screenshot metrics for Stories and Reels views.
• Testing is underway for allowing users to link their reels to create a series.

Whether it’s the first time you’re outsourcing, it’s time to break up with your agency or you need a dream team to help you fill the shoes of your Marketing person while they’re out of action. Consider us your plug and play marketing team. With a wide range of skills and specialties, flexible packages and monthly contracts, we’re here to support you through every season of business. You ready? Book your free 30-minute call here.

What’s new with Google?

Branded Search Measurement + AI Expansion

Branded search measurement helps you see how often people search for your brand directly—a strong signal of trust and awareness. If you’re investing in PR, ads, or consistent social visibility, this metric will show if your efforts are paying off. Meanwhile, AI updates (like improved image generation and loyalty integrations for retailers) show where Google is heading: more automation, more personalisation.

For professional services, branded search growth is a key indicator of a healthy marketing ecosystem. Tracking it helps you understand whether your brand awareness campaigns are driving results.

📔 Other noteworthy updates from Google this month:

• AI image generation expansion: Google continues to integrate generative AI into its ecosystem.
• YouTube Expands Generative AI Video Tools.

What’s new with TikTok?

TikTok Has Implemented a Hashtag Limit

If you’ve been relying on long hashtag lists, that strategy won’t cut it anymore. A five-hashtag limit means being intentional: choose hashtags that directly reflect your service niche and audience. Given the evolution of social platform algorithms, which detect user interest based on their engagement, hashtags are less important for targeting than they once were. However, this doesn’t shut down the importance of having a keyword strategy, especially now!

Our tips:

• For professional service brands testing TikTok, this is a sign that the platform is maturing. Success will come from clear, niche-focused messaging and creative storytelling, not hashtag spam.
• Start looking into identifying relevant search terms and embedding them in your video’s captions, spoken words, on-screen text, and even your profile to improve discoverability.

📔 Other noteworthy updates from TikTok this month:

• Community guidelines tightened on misinformation + bullying.
• Bulletin boards are now being rolled out.

What’s new with LinkedIn?

Post-Level Analytics & Sponsored Content Expansion

LinkedIn remains our go-to platform for B2B and professional visibility. More detailed analytics means you can better measure what content resonates with your audience. New sponsorship options also make it easier to amplify voices (like team members or thought leaders) to wider audiences, which is especially powerful for professional services that thrive on credibility!

With LinkedIn doubling down on community and thought leadership, for consultants, lawyers, and financial services, these updates offer a chance to showcase expertise more effectively!

📔 Other noteworthy updates from LinkedIn this month:

• New announcement animations + GIFs bring some fun new formats for company updates.
• BrandLink programming expansion: LinkedIn is investing in more original programming for brands.

So there you have it! August’s digital updates highlighted major Meta ad changes, some new Instagram engagement tools, Google’s branded search measurement, and more shifts shaping service-based marketing. Feel free to sign up for our weekly updates here (plus so much more hot goss) so you never miss the best updates. AND don’t forget, if you do miss out you can always go back to last month’s blog posts here.

XOXO

Oh My Digital Team