MarketingFOMO's Digital Marketing News 🔭 [May 19, 2025]

Let’s go through the latest in digital marketing news, resources, tools, and jobs…

👍 Social

Unlockable Reels Are Coming to Instagram: Here’s How They Work
Kirsti Lang
Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community on Instagram. Kirsti goes through how they work.

YouTube announces Gemini AI feature to target ads when viewers are most engaged
Zach Vallese
YouTube announced a new tool that will allow advertisers to use Google's Gemini AI model to target ads to viewers when they are most engaged with a video. 

TikTok Announces Expanded Mental Health Support, Including Meditation Prompts In-App
Andrew Hutchinson
TikTok’s looking to help you remain in a healthy frame of mind, with in-app guided meditation, and expanded support for mental health services, which will enable more users to get assistance as required via the app.

10 guidelines to make social media posts more accessible
Carly Hill
Carly shares this guide to using social media accessibility in your posts to make them accessible and inclusive, and why it matters.

📣 Ads

Google rolls out ‘Ads funded by’ labels in search results
Anu Adegbola
The 'Ads funded by' section is now in Google's My Ad Center. Google Search will show the payment profile name as the payer name.

Google Ads Device Targeting Controls For Performance Max Campaigns
Barry Schwartz
Google is rolling out device targeting controls and features within Google Ads Performance Max campaigns. It is rolling out to some (not all) advertisers.

• Related: PMAX Introduces AI Asset Optimization for Image Enhancements and Landing Page Images by Swipe Insight

TikTok Pledges $1M in Ad Credits to US Small Businesses
Mark Mwachiro
TikTok is pledging $1 million in ad credits to U.S. small businesses. In addition to this, they’re launching a series of nationwide initiatives designed to support, spotlight, and boost entrepreneurs, including mentorship and educational resources.

Google Ads With Number Of Followers
Barry Schwartz 
Google is showing the number of followers for a Facebook and TikTok profile in the Google Ads.

📝 Content Marketing

How I Turned One Community Conversation Into Weeks' Worth of Content
Tamilore Oladipo
Tamilore goes through how she ran a mini experiment, the types of responses it sparked, and how she turned those replies into content that resonated in this guide. 

How To Stress Test Ideas Before Writing Thought Leadership Content
James De Roche
Effective thought leadership programs have a repeatable and public submission process that stress tests ideas long before they get to the writing stage. James explains how to build one in five steps.

The Strategic SEO Approach That Outperforms Always Creating New Content
Melissa Popp
Melissa goes through how content recycling can strengthen your SEO, build lasting authority, and save resources. Learn when, why, and how to strategically refresh your existing content for better results than constantly creating new posts.

Content pillars for social media: Reaching your audience with the content they need
Hannah Harris
Hannah goes through what content pillars actually are and the many ways they can help your social media strategy.

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😎 Creators & Influencers

Threads now lets creators add up to 5 links to profiles, track clicks
Sarah Perez
Instagram Threads is taking on Linktree and other “link-in-bio” solutions by introducing a way for creators to use their Threads profile to share links to their other interests and online presences.

Roblox creators will be able to sell merch in-game
Jay Peters
Roblox is going to let creators sell physical items from their games. It’s opening up its Commerce APIs to eligible Roblox creators, and Shopify is the first “integrated partner” for the APIs.

Influencer marketing: Advanced strategies to maximize ROI in 2025
Stacey McLachlan, Eileen Kwok
If you want to pull off a great influencer marketing campaign, work with experienced social media creators who share your brand values. 

Instagram Shares Advice on Switching Your Content Focus in the App
Andrew Hutchinson
Adam Mosseri has provided some new notes on how creators should go about switching up their content approach in the app, and what they should be mindful of in the process.

🤖 AI in Marketing

​​​AI Search: Where Are We & What Can We Do About It?
Aleyda Solis
​How LLMs & AI search are really affecting Google traffic? What are the opportunities for SEOs within AI search? How can we make the most out of these opportunities? I go through these questions and more in the guide version of my recent presentation about AI search.

​​​The first-ever UX Study of Google’s AI Overviews: The Data We've All Been Waiting For
Kevin Indig, Eric van Burskirk
​Kevin tracked 70 users across 8 tasks to deeply understand their behavior, thoughts, and motions when engaging with Google's AI Overviews and other SERP Features.

How to get cited by AI: SEO insights from 8,000 AI citations
James Allen
​​From ChatGPT to Gemini, here's what each AI model features – and how strategic content earns visibility in generative search results.

How to Set Up Claude Desktop with Google Search Console MCP
Richard Baxter
​​​Claude Desktop's ability to support access to API services using Model Context Protocol (MCP) allows you to get Claude connected to the Search Console API and query it to answer your questions. Richard shows how in this guide.

​AI Won’t Replace SEOs. But The Lazy Ones Are Toast
Nick LeRoy
​​​Nick goes through how do you protect your role, grow your value, and separate yourself, as well as checkbox SEOs who are first in line to get automated.