October came in hot with updates across Meta, Instagram, LinkedIn, Google and TikTok — many of which quietly reshaped how service‑based brands can build credibility and connection online. From smarter ad tools to more intuitive search and branding features, this month’s shifts are about streamlining systems, amplifying authority, and keeping your digital presence future‑proof.

Let’s unpack what matters and how to use it!

What’s new with Meta?

Meta adds new options for lookalike audiences in Ads Manager!

Meta is refining how advertisers create lookalike audiences, giving more control over who sees your ads and how those audiences are built. The platform now lets advertisers adjust the size and similarity level of lookalikes in more nuanced ways, helping to narrow targeting or expand reach based on performance.

For professional service providers, this means you can finally balance precision with scale. Instead of ads being shown to people who might be interested, you can reach those whose behaviour genuinely reflects your best clients. Translation: better spend efficiency and higher‑quality leads.

If your Meta ads have been underperforming, this is your sign to revisit your audience structure. Smaller, high‑intent lookalikes tend to convert better for service‑based offers like consultations or workshops.

📔 Other noteworthy updates from Meta this month:

• Meta has introduced a broad range of AI-driven updates aimed at improving creative production, personalisation, and performance across its platforms.
• Meta is officially rolling out advertising placements within the Threads “For you” feed and search results, managed through Meta Ads Manager.
• Meta has shared new features to make creating, discovering, and sharing Reels on Facebook easier and more fun!
• Meta is introducing new format and display options for Advantage+ Catalogue Ads.

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?

Mosseri busts the long‑held “link in bio” myth…

Head of Instagram, Adam Mosseri, confirmed that saying “link in bio” doesn’t tank your reach. The platform doesn’t penalise posts for including external link CTAs — debunking one of marketing’s most persistent urban legends.

Our tip:

• You can now confidently include “link in bio” prompts in your content again! The key though, is still to deliver standalone value in your post first — your caption should make sense even if no one clicks.

This is your permission slip to stop over‑engineering captions for the algorithm. Focus on connection, not superstition.

📔 Other noteworthy updates from Instagram this month:

• Instagram adds shareable performance data for Creators.
• Instagram has added a new Reels algorithm control tool!
• Instagram has introduced tougher content restrictions for Teen Accounts
• Instagram has added the option to draw on DM Chats.

👀 Tests spotted on Instagram this month:

• Meta is testing skippable Ads on Instagram Reels, borrowing from YouTube’s playbook.

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?

Google updates its iconic ‘G’ logo

Google has refreshed its signature “G” logo, subtly refining its geometry and colours to appear sharper across dark mode and high‑resolution displays. While cosmetic, it’s a signal of Google’s broader shift toward design consistency across devices — important for brand presentation and accessibility.

Our tip:

• For businesses, this is a good reminder to audit your brand assets for consistency across dark‑mode interfaces.

📔 Other noteworthy updates from Google this month:

• Google adds AI features to search, and new search Ads controls.
• Google introduces Gemini 2.5 Computer Use model via the API, which outperforms leading alternatives at browser and mobile tasks.
• Google announces AI training programs for SMBs.
• YouTube is dominating AI search results with 200x advantage.
• YouTube has launched member livestream updates and expanded access to channel media kits.

What’s new with TikTok?

TikTok is simplifying Ad campaign creation on the platform

TikTok has announced a suite of new automation updates designed to simplify campaign creation, optimise creative assets, and improve performance for advertisers. This includes enhanced auto-generated creatives, smarter audience targeting, and AI-driven budget allocation, all aimed at taking the guesswork out of campaign setup and management.

For time-poor business owners, these automation tools can significantly reduce manual setup while improving ad effectiveness. It’s particularly powerful for small service-based businesses that want professional-level campaign management without the overheads.

Our tip:

• While TikTok’s automation can optimise your ad delivery, you should still make your own original creatives. AI tools can refine performance, but they can’t replicate your unique brand personality and emotional connection. Keep creative direction in your hands to maintain control over your brand voice and ensure every campaign feels human!

📔 Other noteworthy updates from TikTok this month:

• TikTok shares pointers on successful AI adoption for marketers.
• TikTok is launching a new cybersecurity awareness campaign in partnership with industry experts.
• Report suggests that posting more often increases TikTok performance.

What’s new with LinkedIn?

LinkedIn has just rolled out a new tool called the Company Intelligence API!

LinkedIn has just rolled out a brilliant new tool called the Company Intelligence API, designed to give businesses deeper insights into target accounts and potential clients. The API pulls real-time data from LinkedIn company pages — including growth trends, hiring patterns, and engagement signals — to help advertisers and sales teams better understand their ideal audiences.

This is a goldmine for account-based marketing (ABM) and lead qualification. You can now refine your outreach and campaigns based on up-to-date company activity, meaning fewer cold pitches and more relevant connections!

Our tip:

• This feature reinforces LinkedIn’s role as not just a networking platform, but a data-driven business intelligence tool. Pair this with your CRM or ad campaigns for a truly strategic approach to client acquisition.

📔 Other noteworthy updates from LinkedIn this month:

• LinkedIn introduces new standardised naming for campaigns.
• LinkedIn has some new rules for B2B Marketing Measurement.

This month’s updates may seem small in isolation, but collectively they point to a shift: smarter tools, cleaner data, and more human-centred marketing. Whether it’s Meta’s refined audiences or TikTok’s new automation suite, October’s changes have been all about depth over noise. After all, opportunities lie in not chasing every shiny trend, but also using new tools to strengthen trust, streamline workflows, and connect more meaningfully with your audience.

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XOXO

Oh My Digital Team