Staying ahead in digital marketing means keeping up with constant change. This week, we’re looking at new influencer trends, ad targeting and SEO updates, and what seems to be the future of good content strategy. Here’s what you need to know.
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1. Influencer Marketing Beyond Social Media
When you hear “influencer,” some of the first things that come to mind are Instagram, YouTube, TikTok – basically your major social media platforms. But influencer marketing isn’t just about posting on social media anymore. This year, expect content creators to be present across all marketing channels.
According to Keith Bendes, VP of Marketing and Strategy at Linqia, the trend now is to repurpose creator content across paid ads, websites, product packaging, even TV commercials. Using this kind of content, brands can make their promotions feel as natural and engaging as a social media post, even when it’s plastered on a billboard.
Brands have been testing creator content against traditional ads and discovered that a mix of both often performs really well. So, the next time you see an ad that looks suspiciously like a TikTok video, don’t be surprised.
What this means for you:
If you’re working with influencers, it’s time to think beyond social media. Just like what other brands have been doing, test creator content against traditional assets – you just might find that the authentic, relatable nature of the former could drive strong engagement rates.
Brief your creators with specific needs upfront, and make sure you capture versatile content that can be used across different mediums and channels. The more places you can use influencer content, the more value you’ll get from it.
2. Meta and Google Analytics: A New Level of Ad Targeting
Meanwhile, Meta is inviting more advertisers to link their Google Analytics data to its ad platform, with the promise of better insights and a potential boost in conversion. Meta’s early tests show a 5% improvement in conversions across over 1000 ad accounts – modest but definitely not insignificant.
The linking, managed through Meta Events Manager, will give the platform better information about web traffic patterns and user behaviour. Not everyone will be thrilled with the prospect, of course, but for those willing to compromise, the added traffic insights might help improve your campaigns’ performance over time.
What this means for you:
It might be worth considering linking your Google Analytics data to Meta, as it can help you understand how your ads influence website traffic and conversions.
Tip: When linking, you have the option to select the “Only traffic coming from Meta” option so you can have some control over the information Meta can access.
3. Google’s New Anti-Scraping Measures Disrupt SEO
In other news, Google’s recent anti-scraping measures – which have essentially rendered traditional HTML scrapers useless – have made life difficult for many businesses.
The tech giant now mandates JavaScript for search results and has intensified enforcement through IP blocks, CAPTCHAs, and advanced anti-bot technology. This has transformed web scraping from a simple process into a specialised operation that requires sophisticated JavaScript execution and proxy management.
The fallout has been widespread, with major SEO platforms and companies scrambling to find workarounds.
What this means for you:
It’s probably wise to expect some disruptions if you rely on SEO tools or scrape data for competitive insights. Prepare for it by establishing backup data sources as well as alternative competitive intelligent methods. That said, if real-time search data is critical to your strategy, be prepared for higher operational costs.
4. A Multimodal Strategy Might Save Your Content
Text, video, and audio each had their moment, but the real game now is combining them all. Multimodal content blends different formats into a single experience to let audiences engage however they prefer. It’s not just about variety either; beyond that, it’s about accessibility and extending the reach of your content.
Of course, this requires a strategic approach – matching formats to audience habits, organising with a content calendar, and closely tracking performance – to ensure your content stays effective and not overwhelming. Done right, a multimodal approach could result in increased engagement, better SEO visibility, and a longer content lifespan.
What this means for you:
Start by studying your existing content to identify opportunities for multimodal approach. For example, that high-ranking blog post could work really well with an accompanying video or audio narration. A podcast interview with impressive download numbers could be transcribed into a searchable text article with visual pull quotes.
However, do not be tempted to overhaul everything at once. Start small by choosing one high-performing piece and adding a complementary format. What’s important is to maintain a consistent tone across platforms to keep your brand’s message intact.
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