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Digital Marketing Update May 2025
Here’s 10 digital marketing updates from May 2025 that you NEED to know about. There’s a bit of a theme here. AI is becoming fully integrated into ALL the platforms. I’m not sure we’ve ever seen digital marketing move faster.
Search Marketing Updates from May 2025
Let’s start with search.
Copilot
Microsoft has launched Copilot Search – a competitor to ChatGPT search. Instead of a list of search results, you get a summary of results (hello AI overviews!), suggested follow-up questions and a co-pilot side panel (hello Chat GPT!). Interestingly, full sentences are in-line linked to sources (good news for SEO!).
Google’s AI Mode
Google’s AI mode has rolled out in the US and is expected to hit the UK very soon. This is Google’s attempt to turn search into a conversation (Google’s version of Chat GPT). It appears in a separate tab so users can choose when to use it. From an SEO perspective, I think we can expect to see further drops in organic traffic as a result. If you’re not included in Google’s top sources, your website won’t get a mention in AI mode.
Google’s AI Overviews
Google’s AI overviews (these are the summaries at the top of the search results) are being tested in YouTube. For now, it’s a small US based test focussed on product based searches and location based searches. Think about structuring your videos with distinct chapters focussed on answering specific questions.
Chat GPT’s Shopping Search
ChatGPT has added shopping search. Designed to feel like you’re shopping with your friend, it makes shopping online conversational, with ChatGPT helping you by remembering your preferences. It’s based on structured data so if you’re selling products online, structured data and accurate product feeds just got even more important. Anyone else thinking it won’t be long before ChatGPT is full of affiliate links and ads?
Digital Advertising Updates from May 2025
Google Ad Sense
Google AdSense are now showing ads within conversations of AI powered chatbots. The feature will be available for websites offering conversational AI experiences. AI startups like iAsk and Liner are participating in the early tests. It looks like the ads will appear below chatbot responses but before follow-up prompts.
Meta Ads
Seen a shift in your Meta ads performance? It’s not you. Meta’s advertising systems have been overhauled with an AI update. The official line is that the new model “blends behavioural data with real-time intent giving priority to video first formats”. What does this mean for you? Lean into automated campaigns such as Advantage+, and where appropriate focus on short form video and dynamic creatives.
Tik Tok Video Exclusion Lists
Tik Tok has introduced video exclusion lists, allowing advertisers to exclude specific videos or profile pages from appearing next to their ads. This looks like a nice step forward for brand safety.
Social Media Updates from May 2025
Instagram Blend
In social, Instagram has officially launched ‘Blend’ – a new feature that allows users to create a shared feed of recommended reels with friends. The idea is to engage groups around shared interests, maximising sharing behaviours.
Content Marketing Updates from May 2025
Instagram recaps
Instagram is launching a monthly recap summary to help creators get more of an insight into their content performance. Delivered through in-app notifications as well as the insight tab, Creators will get a story-style summary of their monthly performance including total views, top performing posts and non-follower reach.
Analytics Updates from May 2025
Finally GA4’s making our lives easier. They’ve added pre-built report snapshot templates, including metrics such as ‘User behaviour’ and ‘Sales and revenue’. This means less time building reports and more time analysing and actioning the data.
That’s it for today. Come back at the start of July, for June’s round up of industry updates.
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