If you have been heads-down in work all June (same), you might have missed a few major platform shifts. This month, LinkedIn has created a new metric that splits your post views into two categoried; people in, and people out of your netwioork. We’ve also seen Instagram pushing creator tools, Meta and Google leaning further into automation, and Pinterest teasing as new AI search tool. Here’s what that means in plain English, and whether it’s worth adding to your already-full plate.

What’s new with Meta?

🔥 Meta Just Extended Purchase Audiences to 2 Years

For service-based businesses with longer lead times, this is worth paying attention to. A client may see your content, join your email list, attend a webinar, book a discovery call, think about it for three months, then finally convert. That is not unusual. That is a relationship. And good relationships rarely happen inside a tiny seven-day attribution window.

Being able to retain purchase-based audiences for up to 730 days could help advertisers build smarter remarketing and lookalike-style strategies around higher-intent actions, especially where purchase or conversion events are meaningful.

Our tips:

• Review your pixel, Conversions API and event priorities before getting excited about longer windows. A bigger bucket of messy data is still messy data.
• If you sell high-ticket services (consulting, financial advice, wellness programs, professional services), your audience strategy should now reflect the actual length of your conversion journey – not a rushed 7-day window.

This one’s a quiet win for businesses that play the long game. Your clients don’t impulse-buy a $10K retainer. Now your tracking can finally respect that.

📔 Other noteworthy updates and tests from Meta this month:

• Creator Assistant & More Languages for AI Translations on Facebook: Meta is rolling out AI-powered translation tools and a Creator Assistant with expanded language support on Facebook. Helpful for accessibility and reach? Potentially. A replacement for intentional, on-brand communication? Not even close.
• Facebook was spotted testing a new alt text feature for Stories. This could make Stories more accessible and easier to understand for users relying on screen readers. A small feature, yes, but a meaningful one. Accessibility is not an optional step. It is part of good communication.

💡 If you’re done guessing what these changes mean for your marketing – we’d love to help you make sense of it all. Let’s chat about what’s possible for your brand.

What’s new with Instagram?

🔥 Instagram Edits is Growing Up

Instagram is rolling out new Edits features across analytics, Reel comparisons, fonts and AI – moving it beyond “cute editing app” territory and closer to a serious content workflow tool. Service-based businesses don’t need more content tools just for the sake of it. You need tools that make it easier to show up consistently without turning your Tuesday into a full-scale production day. If Edits can help compare Reels, improve styling, review analytics and use AI support inside the creation process, it’ll be a helpful bridge between content planning and performance review.

Our tips:

• Don’t adopt it just because it’s new. Test it with one repeatable content type first – talking-head tips, myth-busting clips, client question responses, or “what to know before you book” videos.
• Use Edits to simplify your workflow, not complicate it. If short-form video is part of your strategy, this is worth exploring – not because every new Instagram tool deserves your undivided devotion, but because easier production often leads to more consistent execution.

The goal isn’t to become a full-time creator. It’s to communicate your expertise in a format your audience already understands.

📔 Other noteworthy updates from Instagram this month:

• Reels Post-View Ads Expanded to All Advertisers: Ads now appear after organic Reels longer than 60 seconds, with a countdown and skip option – strong creative and sharp targeting are non-negotiable here.
• Teleprompter Tool Added to Instagram Camera: A scrolling script overlay while recording, so you can nail your talking points without 27 takes.
• Grid Reordering Now Available: You can rearrange your grid after posting – great for controlling first impressions on your profile, especially around campaigns, launches or seasonal shifts.
• Instagram Plus Announced: Details are still emerging, but it appears to be aimed at creators and businesses with deeper connection features – one to watch rather than act on yet.
• Multiple Captions on Carousels: Each carousel slide can now have its own caption context – useful for walking through a client story, process or result without overloading graphics with text.

New features are only useful if someone actually has time to use them. If your content strategy could use a team who’s already across every update and knows what to prioritise — let’s talk. 💘

What’s new with Google?

🔥 Google Ads Policy & Terms Change: The Accountability Update

Google updated its Ads Terms to clarify how your inputs – URLs, conversational experience entries, and crawled website content – may be used across campaigns and related features to improve performance. The update also reinforces that advertisers are responsible for having the rights to their inputs and for reviewing, approving or removing any automatically generated assets. In short: automation is getting easier to use, but the accountability for what it produces still sits with you.

Our tips:

• Audit your Google Ads inputs, landing pages and any automatically generated assets. If your service descriptions are vague, your pages are outdated, or your brand positioning isn’t crystal clear, you’re handing the machine unclear instructions – and it will run with them.
• For service-based businesses in higher-trust industries (law, finance, health, consulting), make sure your ads make it obvious who you are, what you do, and whether you’re affiliated with any other brand you mention. Brand clarity isn’t optional here.

The robots may be clever, but they are not your compliance manager. Now’s the time to make sure your team isn’t feeding Google anything unclear, outdated or unauthorised.

What’s new with Pinterest?

🔥 Ask Pinterest: Conversational Search Meets Product Discovery

Pinterest is launching an experimental chatbot-style app called Ask Pinterest – a conversational shopping and product discovery tool available to a limited number of users across web, mobile and desktop. It uses Pinterest’s Taste Graph and draws on a user’s saved Pins and Boards to help with more complex, multi-step discovery queries. For most professional service businesses, Pinterest itself isn’t the priority. But this update matters because it signals where all search is heading: away from simple keywords and toward conversational, context-rich prompts.

Our tips:

• Even if you’re not active on Pinterest, pressure-test your content against layered questions. Not “financial adviser Brisbane” – but “how do I know if I’m ready to outsource my business finances?” Not “skin clinic treatment” – but “what should I do if my skin barrier is angry and I have an event in six weeks?”
• Start thinking about your content as answers to multi-step problems, not just keyword-matched pages. That’s where search is going, regardless of platform.

Content that’s specific, helpful and context-aware will age better as search becomes more conversational – and that’s true whether the AI asking the question lives on Pinterest, Google, or your client’s iPhone.

The brands that win in conversational search are the ones already creating content that’s specific, layered and genuinely helpful – not just optimised for a single keyword. Want a team who thinks that way? Enquire here or book a discovery call.

What’s new with LinkedIn?

🔥 LinkedIn’s New In-Network vs Out-of-Network Views

LinkedIn is rolling out a new metric that splits your post views into two buckets: people already in your network and people who found you another way (through recommendations, reshares or search). Right now, this is only available on personal LinkedIn profiles – not business pages. We’re hoping it rolls out across all profile types soon, because for consultants, founders, lawyers, accountants, allied health professionals and B2B service providers, this kind of insight is genuinely useful. LinkedIn is often where trust is built long before someone hits “enquire.”

Our tips:

• If you’re posting from a personal profile, start using this metric now to understand which posts deepen trust with your warm audience and which ones travel further. Strong educational content, opinion pieces, case studies and “here’s what no one tells you about…” posts may perform very differently across these two audiences.
• If you’re mostly posting from a business page, treat this as a preview of what’s coming – and a good reason to consider thought leadership from personal profiles in the meantime.

The strategic move isn’t to chase reach for its own sake. It’s to know whether your content is building credibility, expanding visibility, or ideally, doing a little of both.

📍 Other updates or tests:

• ChatGPT Ads are appearing on the horizon: OpenAI has launched an ads platform, signalling that ad products are following the shift toward AI-assisted search. For service-based businesses, the big question is whether user intent here is strong enough to make it a real acquisition channel or just noise.
• YouTube is improving podcast discovery and listening: New Premium features include AI-powered podcast recommendations, Auto speed, and an on-the-go listening mode. This reinforces the value of educational audio/video content for building trust with audiences who consume on the move.

Platforms are trying to make creation faster, ad targeting more automated, and reporting more specific. For service based businesses, this means the opportunity is not to just ‘try the new thing’, but to instead stay calm, choose the right tool and keep your marketing rooted in trust, clarity, and actual client behaviour. Platforms may be changing quickly, but trust still moves at human speed.

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XOXO

Oh My Digital Team