1. Google’s September 2025 Core Algorithm Update “Perspective”
Google’s latest core update prioritises intent satisfaction and content depth using advanced AI, rewarding genuine expertise and thorough, helpful resources. Traditional SEO tactics are less effective, with a strong focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Mobile usability and AI content quality controls also remain crucial.
2. Instagram Hashtags Lose Their Reach-Boosting Power
Instagram CEO Adam Mosseri confirmed that hashtags no longer substantially increase content reach. Their role is now mostly for content categorisation. Brands and creators should instead focus on engaging, keyword-rich posts leveraging Instagram’s SEO capabilities—such as alt text and location tags—to reach targeted audiences.
3. Multi-Part Reel Linking on Instagram
Instagram has introduced multi-part Reel linking, enabling creators to link videos in a sequence. This supports episodic content, tutorials, and ongoing series, boosting viewer engagement and reducing drop-off between posts. Marketers can use this feature to build narrative content arcs rather than one-off videos.
4. Growing Influence of Virtual AI Influencers
Virtual influencers (fully AI-generated avatars) continue gaining traction, especially among younger audiences, though marketers remain cautious about investing heavily in this space. Some brands are experimenting with AI-generated adverts to test consumer responses in a shifting advertising landscape.
5. TikTok Strategy Evolves to Emphasis on Comment Culture and Algorithm-Friendly Content
Top performers on TikTok are shifting focus from rapid trends to embedding brands within comment culture and prioritising utility-led, algorithmically favoured content to sustain reach and engagement.
