Hi there, how nice of you to join us for another month of digital updates! AI has been on the rise across (almost) all the platforms, especially for Meta, Google and Pinterest. LinkedIn is beginning to build out their new video feed. AND, we’ve got some new insights to share into IG Creator Growth in 2025… But that’s just a taste of what’s to come. Let’s get right down to what you need to know! Shall we?

What’s new with Meta?

Meta Continues Integrating AI Bot Profiles Into Their Apps

Meta’s (slowly but surely) adding features so you can chat with AI bots and even create your own, giving them their own personalities. Meta has said that this will boost engagement on their apps, as these AI bots will post, comment, and interact like real people… yep, you read that right! It’s a bit like catfishing, but with AI, and some peeps might not even realise they’re not chatting with a real person.

Key features:

• Within the AI studio, which you can access on both desktop and mobile, you’ll be able to manage your own AI characters that you’ve created for chats.
• These characters will post, comment, and engage like real people on Facebook and IG.

It’s slightly concerning that this update could lead to some people relying on machines for human interaction. In our honest opinion, this sounds like getting too invested in a rom-com – you know it’s not real, but you can’t help but get swept up in it! For now, we’ll have to wait and see where this goes…

📔 Other noteworthy updates from Meta this past month:

• Meta adds a range of AI-Powered Ad updates for Facebook and Instagram
• Community Notes now appear in Meta’s apps, after recent Launch Announcement
• There are some new parameters for those looking to ‘Verify’ their profiles
• Meta has updated their Teen Safety Tools on IG, expanding Teen Accounts to Facebook

👀 Tests Spotted on Meta this past month:

• Soon, we may be able to combine likes and reactions for similar Ads

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What’s new with Instagram?

Mosseri Answers Key Questions on Creator Growth in 2025

Instagram’s head, Adam Mosseri, recently addressed creator concerns about platform changes. He clarified Instagram’s strategy for balancing content from followed accounts with recommended posts, aiming to improve user experience. He also highlighted ongoing efforts to enhance Reels functionality and ensure fair creator compensation.

Discussions included the platform’s approach to managing AI-generated content and maintaining authenticity. Essentially, Instagram is focused on refining its features and policies to better support creators and users alike.

Our tips:

• It seems that the main feed is now not being used by regular users anywhere near as much.
• Instagram is leaning on recommended content, to keep the main feed as relevant as possible.
• For direct engagement among regular users who are communicating with each other, Stories and DMs now see far more activity.
• Mosseri also stated, “Hashtags are no longer a primary way to increase your reach on Instagram.” 

Basically, Instagram’s trying to keep everyone happy (like a good partner should) while still keeping things fresh and exciting! With this, there seem to be plenty of exciting things on the horizon for Instagram—we’re keen to see how they’re introduced! Speaking of, did someone say reposts on IG? 👀

📔 Other noteworthy updates from Instagram past month:

• ‘Re-Posts’ are coming to IG to amplify content, following in TikTok’s footsteps
• Analytics are now available on Desktop, you can also view Monthly Performance Recaps and Recommendations
• 2x Speed playback now available on Reels

👀 Tests spotted on Instagram this past month:

• Instagram has begun live testing of ‘Blend’ a new Reels sharing feature
• Instagram is testing AI-Generated Comments on Posts
• Instagram tests lockable posts to enhance Engagement

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What’s new with Google?

Google Has Announced They’re Saying Goodbye to Call-Only Ads in 2025

These ads were a fave for professional services wanting direct, no-fuss calls from potential clients or customers—but Google’s shaking things up.

The deal is that Call-Only Ads will soon be replaced with Call Extensions, this means you’ll now need a full Search Ad to even show a call button. This also means no more skipping out on the landing page—your entire campaign needs to work harder to convert! However, this shouldn’t stop you from using the platform to get more phone calls for your business—it just changes how.

Our tips:

• If calls are your main strategy, it’s time to pivot!
• Test full Search campaigns with strong call-to-action copy encouraging calls
• Update call tracking so you’re still capturing quality leads
• Have a mobile-friendly landing page that actively supports call conversions

While the sun may be setting on Call-Only Ads, that doesn’t mean your lead gen has to take a hit. Call assets offer plenty of options to optimise your Google Ads for phone calls.

📔 Other noteworthy updates from Google this past month:

• Google has outlined their evolving AI process in Business Listings, Search and More
• YouTube has added new Inspiration Elements, also allowing for easy re-posting of TikToks to Shorts
• Annotations are now available in Google Analytics 4, giving you the ability to add notes directly inside your reports

What’s new with Pinterest?

Pinterest Has Shared Tips on How To Maximise Automated Performance+ Ads

Performance+, much like Meta’s Advantage+ campaigns, enables marketers to automate the entire ad process, including asset creation, targeting, and bidding. Pinterest has said that advertisers who use its automated process are seeing strong results.

Alongside this, they’ve released best practice guidance for optimising Pinterest campaigns, focusing on visual appeal and engaging content. The platform emphasises the importance of building sustained audience relationships for long-term marketing success.

Our tips:

• Ensure your chosen objective matches your conversion volume.
• Diversify your ad types, mixing and matching from a full suite of formats including Standard, Video, Carousel, Collections, and Idea ads to keep your content dynamic.
• As always, experiment with different landing pages, ad formats, and Mobile Deep Linking setups.

While automating Ads can significantly simplify your experience, careful screening is essential to maintain quality and relevance.

📔 Other noteworthy updates from Pinterest this month:

• Pinterest has begun labelling Generative AI Content that is shared on the platform

What’s new with TikTok?

Data Shows That Longer Clips Are Starting to Gain Traction on TikTok

So, it turns out TikTok’s playing the long game, literally! New research from Buffer suggests that longer videos are getting more views and engagement. This allows creators to develop more in-depth narratives and foster stronger audience connections. While engagement remains crucial, this trend suggests TikTok is (for now, at least) prioritising longer, more substantive content.

It looks as though TikTok is mirroring the trend of longer short-form videos gaining traction, similar to other platforms. While extended videos aren’t required (or feasible, given the 10-minute limit), this data offers valuable insight into engagement drivers and how to optimise video content strategy.

📔 Other noteworthy updates from TikTok this past month:

• TikTok adds Alt Text for Still Image Posts
• TikTok is looking to move into services to expand In-App Spending
• TikTok Notes to be discontinued from May 8th, 2025

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What’s new with LinkedIn?

LinkedIn Has Shared Some Helpful Video Creation Tips for Their New Feed

LinkedIn has provided some advice on how to make the most of its newer, full-screen, vertical video feed, which is essentially its effort to lean into the TikTok content trend, via short-form clips that grab attention.

Key features:

• Videos under 2 minutes long, but longer than 15 seconds, will perform best
• Include a relevant description with your video
• Look to prompt sharing and/or comments to maximise your engagement

These guidelines are a great insight into helping users optimise their video strategy for professional networking and engagement on the platform!

📔 Other noteworthy updates from LinkedIn this past month:

• LinkedIn now enables users to share MP4 Videos in DMs

👀 Tests spotted on LinkedIn this past month:

• LinkedIn tests ‘Video Trends’ to encourage Member Engagement on their new Feed

Phew! That was quite a lot of digital updates, and there will only be more to come for April… 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