Instagram has officially hit 3 billion users worldwide, and the platform celebrated with a fresh new look. This isn’t just a milestone for tech nerds – it’s a clear signal that Instagram is still the digital shopfront for your brand. Whether you’re building trust as a financial planner, running a law practice, or helping clients prioritise their wellness, the way people discover and connect with your business on Instagram matters more than ever.

And it wasn’t just Instagram making moves. Meta is going all-in on AI-driven ads, Google is reimagining search with AI, Pinterest is offering new ad options, TikTok is chasing high-spend markets like travel and luxury, and LinkedIn is quietly upgrading its credibility tools. We’ve sifted through the noise so you can scroll straight to what matters for your business.

📍 What’s New with Meta

🔥 AI ads, clearer attribution and community building

Meta’s updates this month reinforce a clear message, use AI to move faster, keep your brand voice human, and build loyalty in owned communities. They’re showering us with AI-driven ads, faster video tools, and ways to make your audience feel seen. But remember: just because Meta is trying to take the wheel doesn’t mean you should hand over your car keys.

What’s new:

• Vibes AI videos: auto-generated Reels templates. Think of it as Canva with a Meta logo. Great if you’re short on time, but nothing beats showing the human face of your brand.
• Restricted words for AI ad copy: a safety net so AI doesn’t accidentally create something off-brand or non-compliant by keeping output compliant, which reduces risky phrasing for regulated services.
• Expanded ad tools across Reels and Threads: improve placement variety without extra production workload.
• Incremental attribution updates offer better clarity on what actually assisted a conversion, which matters when your sales cycle is longer.
• Fan Challenges and custom Top Fan Badges: gamified loyalty tools that can turn your Facebook groups or communities into referral engines.
• Culture to conversion tools highlight brand-building beyond clicks, useful for high trust services.
• Meta forces more ads automation: Meta is increasingly limiting manual controls and nudging advertisers into full automation. Automation can deliver efficiency, but only if you’ve set the right objectives, audiences and creative foundations from the start.

Meta is making ads easier to run, but “easy” doesn’t always mean effective. Automation is great for reducing admin, but your strategy — your story, your credibility, your value — is what converts. Let AI handle the admin while you (or we!) keep the romance alive with messaging that lands.

📚 Other noteworthy updates from Meta this past month:

• Jon Loomer’s QVT workflows for testing selling points: Jon Loomer has shared new Quick Video Training workflows that make it easier to swap out different ad selling points and quickly see which angle resonates. For service-based businesses, this is gold – you can test whether clients respond better to “save time,” “reduce stress,” or “increase profit,” without spending months second-guessing your copy.
• Creative testing features: New ad testing tools let you run more structured experiments on headlines, images, and CTAs. Instead of relying on a hunch, you’ll have real data showing which creative gets the clicks. That’s a big win for service brands where every enquiry counts.
• Landing page views objective no longer requires a pixel: Meta has removed the pixel requirement for its Landing Page Views objective. This is a privacy-friendly move that still lets you optimise for website visits. For businesses with stricter compliance needs (law, finance, health), this makes it easier to track campaign success without complicated tech setups.
• Meta leans harder into automation. Recent updates show Meta is pushing advertisers towards full automation. That means less manual control for advertisers, which can be a time-saver but also reduces flexibility. For service providers, it’s another reminder that strategy matters more than ever – automation will deliver results, but only if you’ve defined the right audience and message first.
• Instagram follows objective in QVT: Jon Loomer has highlighted a new QVT option focused on Instagram follow. This means you can now optimise campaigns directly for follower growth rather than just engagement or clicks. For service-based businesses, this is useful if you’re still in the awareness-building stage — growing your follower base with the right audience can be the first step toward credibility and enquiries. Just remember, followers are only valuable if they’re nurtured with consistent, trust-building content.
• Community Chats shutting down: Meta has announced that Community Chats linked to Facebook Groups will be permanently removed soon. Members are being encouraged to download their chat history if they want to keep records, but moving forward, group engagement will stay within the main feed and posts. For service-based businesses, this means one less direct channel to manage — and a reminder to keep your core communities engaged through consistent posts, comments and events inside your group.

👀 Tests Spotted on Meta this past month:

• Facebook is trying to make Pokes happen again. Spoiler: don’t build this into your client strategy just yet.

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📍What’s new with Instagram?

🔥 Instagram hits 3 billion users + a fresh layout

Instagram has officially reached 3 billion monthly active users — making it one of the most dominant platforms on the planet. Alongside this milestone, Instagram is also rolling out a fresh new interface, including tweaks to the navigation bar and feed layout.

This isn’t just another vanity milestone. For service-based businesses, it’s proof that Instagram is still the digital shopfront where clients check your credibility before they commit. The interface update might change how people find Reels or browse Explore, so your content needs to be instantly engaging and strategically positioned to make the right first impression.

Think of your profile as your digital foyer. If someone new walks in, does it look polished, inviting and trustworthy enough for them to stay? With 3 billion people using Instagram every month, competition for attention is fierce — but that also means the opportunities for connection are bigger than ever.

What’s new:

• Shots image sharing: Instagram’s “Shots” feature is bringing back the spirit of casual photo posting. Think unpolished, real-life moments that show your human side. For service providers, it’s a chance to showcase behind-the-scenes snapshots of your team, office, or day-to-day client work – building relatability without needing a video crew.
• New video editing tools: Instagram has introduced background overlays and saved sounds to make Reels creation more accessible. This is especially helpful if video production feels intimidating – you can now polish your videos with minimal effort while still looking professional.
• DM message management: New DM organisation tools mean you can now sort and respond more efficiently. For service-based businesses, where enquiries often come straight through DMs, this helps you stay on top of potential leads without drowning in a cluttered inbox.
• Notification ranking updates: Notifications are being re-ordered to reduce overwhelm. Instead of clients being bombarded with alerts, Instagram is prioritising what’s most relevant. This gives your key posts, comments or DMs a better shot at being seen – which is particularly valuable if you’re nurturing leads in-app.
• Reels retention insights: Instagram now shows you exactly when viewers drop off. This means you can spot the weak points in your videos and refine your hooks or pacing. For service brands, it’s a powerful way to test whether your explainer videos are actually holding attention or losing viewers before you get to the “book a call” message.
• Longer captions confirmed safe: Instagram’s chief confirmed that using longer captions won’t hurt your post performance. That’s great news for service-based businesses, because you can lean into storytelling and thought leadership without worrying you’ll be penalised. A well-written, informative caption can become a mini blog that showcases your authority and builds deeper trust.
• Instagram finally adds Reposts and Maps: Reposts allow you to easily reshare content (similar to retweets on X), while the Maps tool makes it simpler for users to discover trending locations and businesses nearby. For service-based businesses, Reposts are a handy way to spotlight testimonials, press features, or partner content without creating from scratch. And Maps could be especially valuable for local service providers, putting your brand on the radar of clients searching within your area.

Instagram is still where your audience falls in love with your brand at first sight. Use consistent posting as your “hello,” captions as your credibility, and Highlights as your long-term proof.

✨ Tip from us: Prioritise clarity over clutter. Make sure your bio explains who you help, your highlights answer common questions, and your latest posts reflect your authority. That way, the new UI changes won’t catch you off guard – and you’ll keep converting browsers into believers.

📚 Other noteworthy updates from Instagram this past month:

• Instagram growth in 2025 still hinges on consistent posting.
• Instagram admits to a glitch reducing reach, now you can post to your hearts content.

👀 Tests Spotted on Instagram this past month:

• Picture-in-picture for Reels. Multitasking might boost watch time, but not confirmed yet.

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📍What’s new with Google?

🔥 Google launches AI Mode in Search for more personalised results

Google has announced its new AI Mode in Search, designed to deliver more personalised and “agentic” responses. Instead of just showing a list of blue links, Google’s AI Mode interprets the intent behind a query and provides more tailored answers, with the option to take action directly within the search experience.

For service-based businesses, this is a big shift. Imagine someone searches “best small business accountant near me” — instead of sending them to a list of websites, Google’s AI could summarise options, highlight key features, and even book an appointment right there in the results. That means your visibility will depend less on old-school keyword stuffing and more on whether Google’s AI trusts your content, reviews, and authority enough to surface you as the recommended choice.

Think of it like being shortlisted by a friend before your prospective client has even clicked through to a website. If you’re not showing up in these AI-powered summaries, you’re not even in the running.

✨ Tip from us: This is your reminder to invest in credible, human-first content that clearly explains what you do, who you help, and why you’re the safe choice. Google’s AI is looking for brands it can vouch for – so make sure your website, reviews and blog posts tick that box.

📚 Other noteworthy updates from Instagram this past month:

• Gemini AI editing: Google’s Gemini now offers advanced AI-powered image editing tools, speeding up ad creative production. This is helpful if you’re running campaigns but don’t have an in-house designer – just be mindful to keep the visuals aligned with your professional, trustworthy brand aesthetic.
• YouTube Demand Gen updates: YouTube has refined its Demand Gen ads, offering sharper targeting to influence audiences who are already considering their options. For services with longer sales cycles – like law, finance or consulting – this is an opportunity to nurture leads mid-funnel with helpful video content.
• YouTube reply filters and Shorts editing tools: New tools make it easier to filter comments during live streams and edit Shorts on the fly. This helps service brands stay professional and engaging without the admin headache of moderating everything manually.
• Shopping integration + Studio upgrades: YouTube has also expanded shopping integrations and updated YouTube Studio. While ecommerce is the clear focus, for service providers this is still a nudge to think about how your content can be packaged as “products” – whether that’s an ebook, workshop, or introductory consultation offer.
• Google is tightening its Ads Misrepresentation Policy from October 28, 2025, cracking down on misleading pricing practices, bait-and-switch tactics, and unclear free trials. For service-based businesses, this is a reminder to keep your offers and pricing transparent — because clarity builds both compliance and client trust.

SEO is no longer about stuffing keywords. It’s about trustworthiness and clarity. Publish content that AI can confidently recommend, then amplify it with targeted YouTube ads.

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👀 Tests Spotted on Google this past month:

• Early whispers suggest Google is trialling AI-generated summaries directly in search snippets. While still unconfirmed, this could change how your website content is displayed.

📍What’s new with Pinterest?

🔥 Pinterest Expands Ad Formats

Pinterest has added new ad formats tailored for service businesses, including more interactive lead generation units.

If your brand leans into visuals (think wellness practices, interior consulting, financial planners with visual content strategies), and even if your brand thrives on evergreen FAQs (like “how to choose a lawyer”), Pinterest can quietly drive quality leads while everyone else fights for Instagram attention. These updates allow:

• Direct lead capture within the app.
• Interactive ad units to showcase guides or services.

Pinterest has often been overlooked by service-based brands, but these ad updates could make it a quieter yet powerful place to generate qualified leads.

📚 Other noteworthy updates from Pinterest this past month:

• Pinterest Trends has been refreshed with seasonal categories, helping you align content more easily with audience intent.

👀 Tests Spotted on Pinterest this past month:

• Tests spotted for AI-driven personalised boards, which may suggest the platform is leaning harder into customisation.

📍What’s new with TikTok?

🔥 TikTok launches new travel ad options with Smart Performance+

TikTok has introduced new travel-focused ad formats built on its Smart Performance+ system, designed to make campaign set-up faster and more effective. The goal is to help travel brands and experience-led businesses reach audiences who are actively planning trips or looking for inspiration.

Even if you’re not selling holidays, this shows TikTok’s strategy loud and clear: it wants to capture audiences ready to spend big on lifestyle experiences. For service-based businesses, especially in premium wellness, events, hospitality or high-end consulting, this could be a golden window. TikTok’s Smart Performance+ uses AI to automatically optimise creative and delivery, which means less manual tweaking — but it still needs strong storytelling to stand out in the feed.

Think of it this way: TikTok will put your ad in the right place at the right time, but you still need to provide the spark that makes someone stop scrolling. For a service brand, that spark could be a client transformation story, a quick expert tip, or a glimpse behind the scenes that builds trust.

✨ Tip from us: Don’t dismiss TikTok as “just for Gen Z.” With these updates, it’s actively targeting higher-value audiences. If your services feel aspirational or experience-driven, TikTok’s new ad options could be worth testing.

📚 Other noteworthy updates from TikTok this past month:

• Analytics tips + trending content advice: TikTok has rolled out new guidance to help brands understand why certain posts take off and how to measure performance more effectively. Instead of just guessing what will go viral, you now get clearer signals on the kinds of hooks, formats and timings that resonate. For service-based businesses, this means less “throwing spaghetti at the wall” and more intentional content that attracts the right audience without draining your energy.
• Luxury brand resources: TikTok has also shared new playbooks tailored for luxury brands, highlighting how to reach high-spend audiences without diluting exclusivity. Even if you’re not selling handbags or designer trips, this is still a signal of where TikTok is headed — it wants to be a serious player for premium markets. For service providers offering high-end consulting, financial planning, or wellness experiences, this is your cue to think about how your brand could position itself as aspirational on the platform.

👀 Tests Spotted on TikTok this past month:

• Early tests show TikTok experimenting with long-form content monetisation, hinting at a push into YouTube-style territory.

📍What’s new with LinkedIn?

🔥 LinkedIn introduces more AI ad automation across targeting and creative

LinkedIn has announced a new wave of AI-powered automation for its ad platform, designed to make campaign management faster and smarter. This update includes AI assistance for ad creative, audience targeting, and delivery optimisation.

For busy professional service-based businesses, this is a blessing and a caution sign rolled into one. On the one hand, AI can take care of the fiddly details like testing multiple creative variations, adjusting audience segments, and tweaking delivery – freeing you up to focus on the big-picture strategy. On the other hand, if you let AI run the whole show, you risk losing the nuance of your brand voice, or worse, targeting the wrong decision-makers.

Think of LinkedIn’s AI like a junior strategist. It’s eager and quick, but it still needs your leadership to make sure the messaging resonates with the right audience – the CEOs, CFOs, HR managers, or professionals who are most likely to need your services.

✨ Tip from us: Use AI to speed-test creative and gather insights, but keep your positioning, proof points, and storytelling firmly human. For service brands, trust and authority can’t be automated.

📚 Other noteworthy updates from LinkedIn this past month:

• Microsoft data integration: LinkedIn is pulling in richer Microsoft data to sharpen ad targeting. For service-based businesses, this means your campaigns can now get in front of even more precise professional segments – think decision-makers with the exact job titles or responsibilities you want.
• Page verification expansion: LinkedIn has expanded access to Company Page verification (including recruiter verification), giving more brands the chance to display that little blue badge of trust. For industries where credibility makes or breaks enquiries, this is a no-brainer to pursue.
• Save and send content insights: A new feature lets you save and share data from content performance insights. This makes it easier to track what’s landing with your audience and bring those learnings back into your strategy without drowning in spreadsheets.
• Career education tools: LinkedIn has also broadened its library of career resources and AI-curated learning opportunities. For professional service providers, this means your audience is spending even more time on the platform skilling up – and you can meet them with thought leadership content while they’re in growth mode.
• Terms of Service update on AI + Microsoft targeting: LinkedIn has updated its Terms of Service to clarify how AI tools and Microsoft data are used for ad targeting. For service-based businesses, this isn’t a big tactical change, but it’s worth noting that LinkedIn is being transparent about data use. That transparency builds trust on the platform, which aligns perfectly with how you want to show up to potential clients.
• Premium tools for SMBs in testing: LinkedIn is experimenting with new premium tools tailored for small and mid-sized businesses. While details are still limited, it looks like the platform wants to make advanced features more accessible without the enterprise price tag. For professional service-based businesses, this could mean affordable access to credibility tools and smarter targeting that were previously out of reach.

📔 Other noteworthy updates or tests:

• OpenAI launches in-app shopping in ChatGPT: ChatGPT now lets users browse and buy products directly within conversations. While this is mainly geared towards ecommerce, it signals a bigger shift towards conversational commerce. For service-based businesses, this isn’t a must-act-now update, but it’s worth watching – your future clients could one day book a consultation or pay for your services directly inside an AI chat.
• OpenAI launches Projects in ChatGPT: The new Projects feature creates structured workspaces where teams can collaborate on ideas, files, and prompts in one place. If you use ChatGPT to brainstorm marketing campaigns, draft blogs, or research client topics, Projects could keep everything organised without jumping between tools.
• OpenAI research team reshuffle: OpenAI reorganised its team behind ChatGPT’s personality, aiming to shape how the tool interacts with users going forward. This won’t directly change your workflows today, but it hints at a future where ChatGPT feels even more human – and possibly even more aligned with your brand tone when drafting content.
• Reddit publisher analytics: Reddit is giving publishers more data on post performance. If your audience hangs out in niche communities, this means more transparency into what actually engages them. For most service-based brands, it’s not a core platform, but it could be useful for research into trending topics or client pain points.
• CapCut LinkedIn posting + AI editing tools: CapCut added direct LinkedIn publishing and new AI editing features. Translation: you can create a polished video and schedule it to LinkedIn without leaving the app. For consultants, advisors, or agencies sharing thought leadership, this is a big time-saver.
• Klaviyo automation upgrades: Klaviyo rolled out deeper automation features. This means more advanced nurture flows, triggered emails, and personalisation. For service providers who rely on email to educate and convert, these upgrades could make your funnels feel more human and more efficient.

September’s updates confirm two things: Instagram is still where clients fall in love with your brand, and AI is quietly becoming every platform’s co-pilot. The smartest move? Keep showing up where trust is built (Instagram, LinkedIn, Google), and let AI handle the background noise.

Your clients aren’t choosing you because you used the latest AI template. They’re choosing you because your expertise feels human, clear, and credible.

✨ Ready to stop feeling overwhelmed by constant updates? Our Marketing Playbook gives you a plan that makes sense for your business, not just the algorithms.

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XOXO

Oh My Digital Team