This week: LinkedIn introduced post-level insights to refine your content strategy, Meta pushed advertisers toward AI-powered targeting tools, Google removed manual language targeting from Search campaigns, Microsoft revealed their new Ad Studio, and TikTok capped hashtags at five per post to reduce spammy usage.
LinkedIn introduced new post-level insights to help marketers understand which content performs best with their audience, providing more granular data on individual content performance.
For large advertisers, these insights create a direct feedback loop between organic and paid content strategies. You can now identify your highest-performing organic posts and immediately amplify them through paid promotion, letting the data guide your content optimization rather than throwing money into the wind on untested messaging.
Meta is encouraging advertisers to rely more on its AI-powered targeting tools rather than manual audience selection, signaling a continued shift toward algorithmic optimization.
This is part of Meta's broader strategy to combat the intent gap between platforms like Google (high intent) and its own properties. By trusting Meta's AI targeting, you may reach users who don't explicitly signal interest but show behavioral patterns that indicate purchase potential. However, this also means less direct control over who sees your ads, making validation velocity and data normalization even more critical.
Google Ads announced it will eliminate manual language targeting for Search campaigns by the end of 2025, shifting completely to AI-driven language detection.
This continues Google's pattern of solving three steps ahead by removing granular controls in favor of automation. While this simplifies campaign setup, it also means Google's AI will now fully dictate how language targeting works. Large advertisers managing international campaigns will need robust measurement systems to ensure their ads aren't being shown in the wrong markets or missing key audiences.
Microsoft's long-teased Asset Studio has surfaced in accounts, providing advertisers with AI-powered creative tools directly in the Ads interface for generating and editing images, videos, and voiceovers.
This platform pixel politics move reduces your reliance on third-party creative tools, making Microsoft Ads a one-stop shop for both media buying and creative production. For enterprise advertisers, this creates opportunities to rapidly test and iterate creative at scale without increasing production costs, particularly valuable for Performance Max-style campaigns where creative variety drives performance.
TikTok is now limiting hashtags to five per post, a change some users discovered through in-app notifications explaining that the move aims to reduce clutter and improve discovery relevance.
This shift raises the stakes for selecting the right hashtags to ensure your content surfaces in discovery. As TikTok follows Instagram and other platforms in dialing back hashtag importance, the platform is signaling that engagement metrics and content quality will increasingly determine visibility. For advertisers, this means focusing on fewer, more strategic tags rather than casting a wide net with dozens of hashtags.