• Instagram is gaining ground in digital marketing, surpassing Facebook in some markets.
• LinkedIn engagement levels are spiking, creating terrific content marketing opportunities.
• About 65% of all Google searches now end without a click – but the story doesn’t end there.
• Court orders more transparency in Google Ad pricing after finding “pricing knob” shenanigans.
• “Good SEO is good GEO,” Google Search Director Danny Sullivan assures WorldCamp audience.

Instagram Zooms Past Facebook, Achieving Higher Growth Throughout International Markets

After months of big news about TikTok, another micro-video platform is taking the spotlight. Long known as a top platform for real estate, Instagram is branching out and growing into a social media app of choice for more people. The trend is most pronounced in Europe, but it’s also noteworthy here in the United States.

What does it mean? Now’s a great time to refresh your digital marketing strategy and ensure you’re making good use of video, especially short-form video for platforms like Instagram. These videos can make an impact within just 30 seconds. Blogs and longer videos can easily be repurposed into Instagram-ready Reels.

LinkedIn’s Platform-Wide “AI Hangover” Is Finally Over – Engagement Levels Are Rising

If you’ve been on LinkedIn in the last few months, you might have come to the conclusion that it has turned into a mess of AI chatbots talking to each other. The deluge of AI-driven features – not only from within the platform itself, but also through third-party apps – led to an avalanche of samey-sounding posts.

The worst is over, with the platform turning a corner and reporting record high engagement:

• Posting 2-5 times per week was shown to yield an average of close to 1,000 impressions per update.
• Posting 6-10 times per week was associated with an average of close to 5,000 impressions per update.
• Posting more than 11 LinkedIn updates per week boosted visibility to 16,000 impressions per update.

What does it mean? While 11+ weekly updates can become a major commitment even with help from a digital marketing agency, the fact that organic visibility is up shows LinkedIn’s enduring usefulness for businesses that focus on career-oriented customers with disposable income. They’re tuning in – are they finding you?

No-Click Google Searches Have Grown About 17% Since Mid-Year 2024

In 2024, SparkToro reported that about 48% of Google searches ended without a click. Now, further research has shown that number is rising. Nearly two-thirds (65%) of Google queries end without a click. A quarter of those result in another search, while about a third resolve within Google, not on another website.

The reasons why were called out by Pew Research earlier this year:

• Users who see an AI summary are less likely to click on links to other websites.
• Users are more likely to wrap up their browsing session after an AI summary.
• The majority of AI summaries are sourced from Reddit, Wikipedia, or YouTube.

What does it mean? Business leaders should focus on the positive: AI responses to in-depth queries, especially those phrased as questions, are often sourced from branded websites. That creates inroads for online content. Your digital marketing strategy should turn your visitors into followers – via email marketing – as early as possible.

Google Hit With New Disclosure Rules After Court Questions Ad Pricing Practices

A federal court found Google used internal “pricing knobs” to raise ad prices up to 15%, “avoiding blowback” by making changes advertisers would dismiss as pricing “noise.” Big G was hit with new reporting requirements as a result. Separately, Google was found to hold illegal monopolies in ad tech, but will avoid most penalties.

What does it mean? Google will be required to disclose how it adjusts ad auction pricing and will distribute regular updates to advertisers clarifying any changes that may affect them. Until the system is implemented, small businesses are advised to entrust their digital ads to a marketing agency with pay-per-click expertise.

Start With Search Engine Optimization (SEO) If You Want AI Attention, Says Google Search Leader

In a keynote speech to WorldCamp US, Danny Sullivan – a director in Google Search – asserted “the basic things have not changed,” and “good SEO is good GEO,” referring to Generative Engine Optimization for AI search. He cited clarity, uniqueness, and interesting content as indicators of content that’s “good for people.”

What does it mean? Sullivan echoes advice by Google’s Gary Illyes, who stated AI Overview text will come from regular SEO, not a special text file just for LLMs. SEO basics are still essential to long-term search engine success.

Don’t just read the trends, position your brand to benefit from them. Contact New York Ave to get started today.