October Marketing Recap

As we wrap up October, it’s time to reflect on all the tricks and treats the marketing world brought us this month. From enhanced creator resources to new ad tools, we’ve got 10 of the biggest marketing updates of October right here.

1. Instagram launches creator education hub

Instagram has introduced a new education hub, offering both general and personalised advice on best practices, how to optimise content and tips on creative, engagement, monetisation and more. 

You can access this through their professional dashboard, and while the general advice isn’t anything particularly new, it will be interesting to see how accurate and helpful the personalised advice is.

Instagram will give you a sense of your performance in each category and tips to improve. Could this be the key to your account’s success? We’ll have to see as the new tool rolls out in the coming months. 

2. Pinterest unveils new Performance+ AI tools 

Pinterest has rolled out Performance+, a suite of AI tools designed to optimise ads at the bottom of the funnel. These tools fine-tune targeting, optimise campaigns automatically and match ad content to user interests, so ads have more impact. 

The update’s all about helping advertisers boost reach and engagement without the usual manual tweaks, so campaigns stay relevant and cost-effective. 

3. Google Shopping’s AI makeover

Speaking of AI, Google Shopping just got a major AI upgrade, aiming to transform how users shop online. With this update, searching for products becomes more intuitive, as the AI capabilities suggest personalised recommendations related to their search, including related products. 

This should aid any Google Shopping campaigns you may have running, as this would aim to show your ads on more relevant searches, as the product recommendations are tailored to the users. However, it is important to note that this feature is still labelled as experimental, so it might not always hit the jackpot with its recommendations.

The changes have already began rolling out in the USA, with a mass rollout expected over the next few weeks, so keep an eye out!

4. YouTube hides skip button on Ads in new test

There have been reports of YouTube hiding the skip button on ads, in an attempt to force people to watch the ad in its entirety. It seems to be a limited test, with only a select number of users experiencing the blocked-out button, but it suggests YouTube is toying with the idea of this being a permanent feature. 

What does this mean for you and your ads? Well, it depends. YouTube relies on ad-powered monetisation to run its platform and offer it for free to users. In recent years, particularly since the development of YouTube Premium, the platform has been forcing ad viewing more than it used to, with various techniques such as ads appearing when you pause content and suspending playback if an ad blocker is detected. 

It does appear to be an attempt to push people to purchase YouTube Premium, which, if successful, would mean your content would show to fewer users as more and more begin to buy the ad-less version of the platform. 

Hopefully, YouTube doesn’t make these unskippable ads a reality. This could potentially push people away from the platform as they get more frustrated with the increasing number of ads they see. 

5. Facebook’s fresh focus on youth engagement

Facebook is shaking things up in an attempt to attract younger users again, with 40 million young adults reportedly on the app across the US and Canada. This is the highest level of young users in three years, potentially because of the broader implementation of AI content on the platform, which is seeing users across all demographics spending more time on the app each day. 

To try to keep these younger users entertained on the app, Facebook has rolled out a few new updates. These include features such as “Local” and “Explore” tabs, which connect users to activities and groups tailored to their interests. 

The idea is young people, particularly university-aged adults, will use the tabs to find free stuff, recommendations about things to do in an area etc… They’re also doubling down on Facebook Dating with a new feature called Matchmaker, enabling you to invite friends to swipe for potential matches on your behalf. 

If this does work, the widened demographic could be very positive for anyone wanting to target younger audiences on Facebook. 

6. Google Ads limits data retention to 11 years

Google Ads announced they would be changing their data retention policy, capping data at 11 years old. From the 13th of November 2024, any data older than this will be deleted. 

Fret not, if you need older data you have a couple of weeks to download it and store it somewhere safely. If you need any help with this or aren’t sure if you need to download any data, give us a shout for some advice from one of our resident PPC experts!

7. Meta introduces new animation and video tools for ads

During Advertising Week this month, Meta announced a handful of new ad updates including some new AI creative options. One of these is image animation which is exactly as it sounds – a tool that enables you to animate your static image options. This could be a way to create some nice engaging video content, especially if you don’t have the time to create some on your own. 

They’re also testing video expansion tools, which enable you to expand your video assets into different formats. There are a bunch more ad updates to explore, such as the option to integrate influencer content into collection ads and a new video tab, similar to TikTok, where ads will also be shown. 

8. Snapchat expands ad placement options

Snapchat is testing two new ad placements in the form of sponsored snaps and promoted places on Snap maps. 

Sponsored snaps allow brands to connect with users by sending full-screen, vertical video snaps straight to their chat inboxes. When users open these snaps, they can engage with the advertiser by messaging directly or clicking on a call-to-action button. 

The new promoted places feature on Snap Maps spotlights sponsored places of interest on the in-app map. This could be a great feature for anyone hoping for more in-store customers, or companies that rely on local engagement. 

9. Instagram’s digital business cards

Instagram’s latest feature allows users to create a digital business card, making it easier to share contact info with a simple two-sided card. One side pulls information directly from your Instagram profile, such as your bio, profile picture, etc.… while the other is a simple QR code that links straight to your account. 

The feature is an expansion of the original QR code tool released back in 2018, with the new version being more detailed and customisable. The feature is geared towards content creators or any businesses looking to market themselves and grow connections. 

10.  Google Ads rolls out expandable carousel ad tests

Google Ads is experimenting with a new interactive carousel format that lets users expand or collapse ad content as they browse. By allowing users to interact with the ad further than usual, it will hopefully boost engagement while also allowing for a more innovative way of displaying products. 

This was seen by an X user mid-month, but there’s been no word from Google on an official rollout timeframe. 

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As October wraps up and spooky season comes to an end, it’s clear the marketing world is gearing up for the end of the year. With Q4 in full swing, is it time to start mentioning the C word? 🎄 
Make sure to follow us on socials to keep up with all the latest news, and contact one of our lovely team members if you need any help with these updates! See you next month!