Every month, we bring you the latest platform developments that are shaping the digital landscape and influencing marketing strategies. But what does it mean for you? From Google’s AI-powered search overhaul to TikTok’s new ad tools and LinkedIn’s B2B targeting upgrades, here’s everything you need to know, including the latest algorithm changes that could impact your strategy.
- Gemini Search, Google’s AI-driven search experience, is here.
- TikTok now runs completely separate algorithms for personal accounts and business accounts.
- YouTube’s algorithm updates mean you should hook early, structure content in series, and use captions.
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SEO Updates
There was one thing dominating the SEO news in May and that was Gemini Search. Google’s AI chatbot, Gemini (initially launched as “Bard”), was first unveiled in February 2023. This introduction followed the announcements of similar AI systems from OpenAI and Microsoft. Initially, access to Gemini was restricted by a waitlist, but fast forward to May 2024, and Gemini has evolved significantly. It’s now integrated into Google’s search engine and has been rolled out to all Google users.
Google updates in May
- Gemini Search, Google’s AI-driven search experience, is here for everyone. The major algorithm impacts include:
- “Zero-Click Knowledge” Penalty: Pages that simply repackage basic information now rank lower
- Multi-Sensory Search Boost: Content with optimised video, 3D models, and spatial audio ranks higher
- Real-Time Expertise Scoring: Author credentials are now verified in real-time via blockchain-linked certifications
Social Media Updates
The social media landscape never stands still, and this month is no exception! From algorithm shifts to emerging trends and platform updates, here’s everything you need to know to stay ahead in your social strategy.
Instagram updates in May
- Reels & posts now appear in a blend of chronological and interest-based order.
- This means that engagement velocity (how quickly a post gets likes/comments) matters more than ever.
Meta updates in May
- Content from active group members gets prioritised over brand posts.
- Comment depth (thoughtful replies > quick reactions) boosts reach. Posts sparking genuine discussion (5+ comment exchanges) get prioritised.
- Low-quality AI posts (detected via watermarking & behaviour analysis) get demoted. Keep that content quality!
- Behind-the-scenes content outperforms polished productions.
Snapchat updates in May
- “Real-Life Moments” get 4x more reach than polished content.
- AR lenses with practical utility outperform entertainment filters.
TikTok updates in May
- TikTok has added link sharing in Stories.
- Watch-Through Rate (WTR) now matters more than likes.
- Niche Relevance is more important in the updated algorithm. Videos aligned with micro-communities (e.g., #BookTok, #GymTok) get prioritised.
- TikTok now runs completely separate algorithms for personal accounts (entertainment-focused) and business accounts (conversion-focused). Business Account Ranking Factors:
- “Commercial Intent Signals” (profile visits, saves, cart additions)
- “Product Education Value” (how well you explain your offering)
- “Creator Credibility Score” (verified expertise in your niche)
YouTube updates in May
- YouTube is rolling out comment previews for Shorts, which look like the same sort of previews you get on Instagram Stories when someone makes a public comment.
- Brands are spending most of their budget on YouTube TV ads.
- YouTube adjusted its algorithm to favour videos that keep viewers for 70%+ of the duration (not just total watch time).
- “Binge-Worthy” Series – Channels with sequential content get recommended more.
- AI-Closed captions are required for monetisation. Videos with no captions = lower ad revenue.
Creator Tip: Hook early, structure content in series, and use captions.
X (formerly Twitter) updates in May
- X (formerly Twitter) algorithm updates have new ranking signals
- Posts from joined communities (e.g., crypto, gaming, startups).
- “Debate-Worthy” Content – Threads with high reply engagement rank higher.
- Creator Tipping Signals – Posts that earn tips (via X Payments) get extra visibility.
LinkedIn updates in May
- Professional content now gets ranked by new Priority Signals:
- “Decision-Maker Engagement” (CTO/CMO-level interactions)
- “Data Density” (posts with original research/charts perform best)
- “Response Quality” (thoughtful comments > quick reactions)
Stay Up To Date With Marketing
Digital marketing is ever-evolving, with new social media channels, new forms of searching for content and updates to algorithms and consumer changes. It’s important to stay up to date with the latest information to ensure your marketing is moving towards hitting your goals and targets.
There’s a lot to keep up with in marketing, which is why we offer a range of online and face-to-face marketing training courses and 1-2-1 consultancy packages that cover the latest trends and best practices that your organisation needs in order to succeed.
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1 comment
Appreciate the roundup—it’s always helpful to have a snapshot of the current digital marketing landscape in one place. The emphasis on omnichannel strategy and international growth really stood out; it’s a reminder of how important adaptability and localization are in today’s global market.