1. Meta Launches Ad-Free Facebook & Instagram in the UK
Meta has introduced a paid subscription tier in the UK that removes ads and limits data use across Facebook and Instagram. While uptake may be small initially, brands must prepare for reduced reach and frequency in certain segments and rethink how they balance paid, organic, and creator strategies to maintain visibility. Source: Reuters
2. AI Adoption High in UK Marketing Teams, But Human QA Stays Firm
A new survey highlights strong daily use of AI among UK marketers, spanning content generation, analytics, and workflow efficiency. Yet almost every team insists on human review before publishing, underlining the importance of human oversight for brand voice, compliance, and creative quality. Source: TechRadar
3. Search Evolves: From Keywords to Engagement Signals
TikTok and Instagram are reshaping discovery into a mix of social behaviour and commerce intent. TikTok search ads are delivering up to 2× lift in purchase intent compared to older formats, while Instagram continues to deepen search and discovery functions. WARC dubs this shift “the rewiring of search,” pushing brands to optimise for engagement metrics like watch time, comments, and shares rather than keyword stuffing. Sources: Verkeer, Frizbit, Neil Patel, WARC
4. “Vibe Marketing” Gains Momentum
Brands are increasingly designing campaigns around mood, aesthetic, and emotion first, with data and targeting layered on afterwards. This instinctive, resonance-led approach helps cut through clutter and builds cultural connection, creating campaigns audiences feel before they process the message. Source: TechRadar
