More exciting news continues to emerge as the year comes to a close. With the rise of new platforms, different approaches in search technology, and short-form content, it’s clear we’re entering a new era in digital advertising. Let’s take a closer look at what’s happening.

Get the essential news you need every Friday with our weekly digest. Don’t forget to subscribe to keep up with the latest in marketing.

1. ChatGPT Search is Now Free For All

Nearly a month ago, we talked about the launch of OpenAI’s ChatGPT Search. Just a few days ago, the company finally made the tool free for all users. With real-time, context-aware web searches and features like voice interaction and navigational tools, it is definitely the future of search.

As expected, ChatGPT Search still occasionally struggles with accuracy; however, users praise it for its efficiency and cleaner interface—better, supposedly, than the ad-riddled Google Search.

The tool is currently ad-free, though we wouldn’t put it past OpenAI to consider monetisation in the future. For now, however, it’s a brilliant alternative to traditional search engines.

What this means for you:

With ChatGPT Search now freely available, you’re looking at a potentially indispensable tool for market and content research. Just remember to fact-check any critical information, as AI can still misinterpret queries or provide inaccurate answers from time to time.

2. Google to Launch “AI Mode” in Search

Not to be outdone, Google is reportedly introducing “AI Mode” in its search engine to add a conversational interface similar to Gemini. This new option will be positioned alongside familiar tabs like “Images” and “Videos” and will display interactive answers, linked sources, and even an option to ask follow-up questions (which can be done by voice).

The battle between search platforms is heating up, and sooner or later, we might forget what traditional search engines even looked like before AI.

What this means for you:

Both ChatGPT Search and Google’s AI Mode mark the beginning of a great shift. As search results become more personal and conversational, you need to understand how these changes could influence your brand’s visibility and engagement.

Remember, we are just on the edge of this new era, so whether traditionally well-ranking content will perform equally well in AI-powered results is yet to be seen.

3. An Exciting Year Ahead for Instagram 

Projections show Instagram is on track to hit $32 billion and bring in half of Meta’s US revenue by 2025—a 24% increase compared with the previous year.

Much of this growth results from Reels, its short-form video feature that competes with TikTok. Although Instagram began as a photo-sharing app, users now spend half their time on the app with video content.

The timing couldn’t be better, as the threat of a possible ban looms on TikTok’s horizon. If it happens, Instagram may gain 20% of TikTok’s displaced income.

What this means for you:

Instagram is set for a great year, with positive financial projections and a potentially better brand performance. Now is the time to focus on your Reels strategy and video content development.

4. The Microtrend Phenomenon: Are You Ready?

2024 proved to be both a challenging and fascinating year for marketers. Short-form content dominated the scene, and traditional longer narratives were replaced with fleeting crazes that vanished as quickly as they arrived.

Influencers still enjoyed a central position in the marketing space, although we are also seeing a shift of preference from big names to micro influencers.

Ultimately, giant companies no longer set the trends. Instead, microtrends—smaller, hyper-niche movements driven by tastemakers and communities—are taking centre stage. The challenge? Keeping up with rapidly changing fads before they lose relevance, all while dealing with production timelines that often stretch for months.

What this means for you:

If you want to stay relevant in 2025, you have to closely monitor microtrends, identify the ones that align with your brand, and quickly adapt your content before they fizzle out.

Although long-term strategies and evergreen content remain valuable, focus on mastering the art of producing timely, attention-grabbing messages that can capitalise on trends while they’re still fresh.

Keep up with the latest industry news with our weekly updates. Subscribe now and stay informed about the trends and insights that matter the most to your business.