What’s shifting on LinkedIn Last month, we covered LinkedIn's feed ranking overhaul: the platform now uses LLMs to match profiles to content semantically. New benchmark data suggests the shift is already changing what formats get rewarded. The content formats winning on LinkedIn have changed Socialinsider's 2026 benchmarks report analysed 1.3 million LinkedIn posts across 16,645 business pages (Jan 2024–Dec 2025). Three findings stand out: 1.Native document posts (PDFs uploaded as carousels) now lead engagement at 7.00%, a 14% year-on-year increase. They outperform video, image, and text posts. This mirrors what's working on other platforms: carousels give the algorithm strong interest signals (each swipe is a fresh engagement) and a second chance to hook the reader if the opening frame doesn't land 2.Video views have dropped 36% year-on-year across every page size. One caveat: this is brand-page data, individual execs with authority on a topic can still travel well on video. But the broader signal stands. LinkedIn is not a video-first platform 3.Overall engagement is up 8% to an average of 5.20%, with gains across all formats except polls and links The picture for exec-level posting is clear: original, structured, information-rich content is being rewarded. This aligns with the feed changes from last month, the algorithm is matching content to audience intent, and document posts deliver the kind of specific, quotable value it's looking for. Implication: Execs who default to short text posts or reshared links are leaving reach on the table. The feed is rewarding depth and specificity. Action: Test a monthly document post, a framework, a set of principles, a data-backed perspective on an industry shift. These don't need to be designed. A clean PDF with a clear point will outperform a polished video with a generic one. LinkedIn is rebuilding how people search works LinkedIn has expanded AI-powered people search to all US members, moving it beyond the Premium tier where it launched last year. The search now uses natural language, members describe who they're looking for the way they'd say it out loud, and the system matches on intent rather than exact keywords. Alongside this, LinkedIn is rolling out AI-generated profile summaries in search results. These show why a person appeared in results, drawing on their experience and any shared history with the searcher (previous company, school, mutual connections). Verification badges now also appear directly in search results. This matters because it extends the same logic we flagged last month: LinkedIn's systems are now reading profiles semantically, not literally. Last month it was the feed doing this for content distribution. Now it's search doing it for people discovery. Implication: Your exec's profile is now working in two directions, determining what content reaches which audience and determining whether they show up when someone searches for expertise in their space. A vague or outdated profile costs them on both fronts. Action: Revisit the profile audit from last month with search in mind. The headline, About section, and skills fields now need to work for two systems, not one. If your exec is a CFO who talks about capital allocation, their profile should say that, not just "Finance Leader | Driving Growth." LinkedIn now reaches professional audiences on connected TV LinkedIn has launched CTV (Connected TV) Ads, extending its professional targeting to streaming platforms. Advertisers can now reach LinkedIn audiences while they watch content on services including NBCUniversal. The relevant data point: LinkedIn reported that its CTV ads were 11x more cost-effective than linear TV at reaching B2B audiences, and extended unique campaign reach by more than 70% beyond linear TV in a Salesforce case study. This is primarily an advertising product, but it signals where LinkedIn is heading, professional identity as a cross-platform targeting layer, not just an on-platform content feed. Implication: This is also where video earns its place. The brand-page data shows declining video views on the feed, but CTV is a video-first environment by definition. For B2B campaigns, the strategic split is becoming clearer, text and document posts for organic feed reach, video for paid distribution across CTV and other screens. Action: For exec comms specifically, no immediate action, but worth tracking as LinkedIn's identity graph expands beyond the platform. GOOD POSTS THIS MONTH Eva Benn, Principal Microsoft Security Name the uncomfortable truth, then give the playbook. Eva takes the Fast Company report on AI sabotage, 29% of workers actively undermining their company's AI strategy, and does something most commentators didn't: she explains why it's happening and what to do about it. She reframes the story away from employee blame and toward a leadership failure. Workers aren't resisting because they don't understand AI. They're resisting because they don't trust how it's being implemented. From there she gives four specific actions: remove ambiguity, make incentives explicit, invest in real enablement, measure behaviour not rollout. 198 reactions, 73 comments, 36 reposts. The comment-to-reaction ratio is the standout, more than one comment for every three reactions. That signals genuine debate, not passive scrolling. What they did: Took a headline stat and reframed it as a leadership problem with a concrete response. Why it worked: She has direct credibility (security at Microsoft), the post has a clear point of view without being inflammatory, and the four actions give readers something to take away. It's also perfectly timed against the AI backlash theme running through LinkedIn News this month. What they did: When a provocative stat lands, don't just react to it, reframe who it's really about and give your audience a short, action list. The structure is: here's the headline, here's what's actually driving it, here's what to do. Susan Kohlhaas, Executive Director of Research and Partnerships, Alzheimer's Research UK Correct the headline. Show your working. A Cochrane review generated headlines claiming Alzheimer's drugs "don't work." Susan pushes back, carefully. She explains the methodological issue (pooling failed drugs with newer treatments that show modest benefit dilutes the signal), flags where the review's conclusions go further than the evidence, and then does something rare: she acknowledges the limitations honestly. These treatments aren't a cure. They offer modest benefits with real risks. But that's not the same as saying they don't work. 321 reactions, 50 comments, 54 reposts. The repost number is telling, people wanted to amplify this, not just agree with it. What they did: Took a misleading headline, broke down exactly where it went wrong, and offered a nuanced correction without overclaiming. Why it worked: This is the Julia Crosby model from last month, don't reshare the news, translate it. Susan goes one step further by tagging the specific researchers worth listening to, positioning herself as a connector, not just a commentator. Her profile aligns exactly with her content, which is what the current feed rewards. What to steal: When a headline misrepresents something in your exec's domain, the post writes itself: here's what the headline says → here's what the evidence actually shows → here's what still matters. Close by tagging the voices worth following. It builds authority and earns reposts. Andy Briggs MBE, Group CEO, Standard Life plc The acquisition post that earns reactions but misses conversation. Andy announces Standard Life's acquisition of Aegon UK, a major deal giving the combined business £480bn in assets and 16 million customers. It's clearly significant. He includes a personal line ("this long-term savings challenge is something I've cared deeply about throughout my career") and welcomes colleagues from Aegon. 1,366 reactions, 20 comments, 24 reposts. The reaction count is strong. But 20 comments on a post with that many reactions is a ratio of roughly 1:68, compared to Eva Benn's 1:3 and Susan Kohlhaas's 1:6. The audience acknowledged it, but they didn't engage with it. What they did: Announced a major acquisition with a clear strategic rationale and a personal note. Why it fell short of its potential: The structure reads like a press release with a personal paragraph grafted on. The strategic rationale is there, but the human layer, the story of why this moment matters to him specifically, what the journey looked like, what was hard, is thin. What to steal: When your exec has a major announcement, the press release will already be public. The LinkedIn post needs to be the version only they can write. Lead with the personal, explain the "why" through their eyes, name people. The information will reach the audience anyway, the post's job is to make them feel something about it. WHAT LINKEDIN NEWS IS PRIORITISING (AND WHAT'S NEXT) Economic pressure is hardening The cautious mood we flagged last month has sharpened. Through April, LinkedIn News has consistently surfaced stories on UK food inflation reaching 9%, the IMF warning of global recession risk, further inflation warnings, BBC cutting 2,000 jobs, and the EU relaxing competition rules. This isn't a single news cycle, it's a sustained editorial thread. Implication: LinkedIn's audience is reading this backdrop every day. Exec content that ignores it or defaults to optimism will feel disconnected. Action: Execs in finance, advisory, and leadership roles should be grounding their content in this reality. Practical perspectives on navigating cost pressure, workforce planning under uncertainty, or what a tighter environment actually means for their sector will resonate. Abstract commentary won't. AI backlash has overtaken AI curiosity Last month we noted the shift from hype to anxiety. In April, it's gone further, LinkedIn News is now running stories about active resistance: "one in three sabotage AI at work," "workers complain of AI workslop," "white-collar risks need humans," "when AI is not the answer," "a chatbot is not a doctor." Implication: The audience mood around AI has moved from curiosity through concern into scepticism. Pure AI enthusiasm from execs will land poorly. Action: Posts that acknowledge the tension, opportunity alongside genuine risk, will outperform those that pick a side. Execs with direct experience implementing AI responsibly have the strongest angle here. Those without specific expertise should be cautious about wading in. Energy disruption is building quietly Jet fuel shortages, flight delays across Europe, and a scramble to avert a broader fuel crisis have appeared repeatedly through April. These aren't headline-dominating yet, but they're accumulating. With summer approaching and oil prices under pressure from ongoing US/Iran tensions, this is likely to sharpen. Flight costs, supply chain stress, and cost-of-living knock-ons will all become more visible. Implication: This is an emerging story, not a current one. But for execs in energy, logistics, travel, or consumer-facing sectors, it's about to become their audience's primary concern. Action: No need to post reactively now. But if your exec operates in an affected sector, start preparing a perspective for late May or June when the story matures. THE MONTH AHEAD CALENDAR WINDOWS May 4 - Early May Bank Holiday. Lower posting volume, lower engagement. Post either side, not during. May 7 - Local, Scottish Parliament, Senedd, and mayoral elections. A major moment across the UK. LinkedIn News will cover it. For execs in policy-adjacent sectors (property, infrastructure, public services, devolved industries), there's a content window around what results mean for their space. For everyone else, stay out unless there's a direct connection. May 11–17 - Mental Health Awareness Week. This is a high-volume posting period on LinkedIn. The risk is performative content that adds nothing. Execs should only post here if they have something specific to say, a policy their company has implemented, a personal experience, a concrete commitment. Generic "mental health matters" posts will be lost in the noise. May 25 - Spring Bank Holiday. Same as May 4 - reduced attention. Plan around it. THE MONTH AHEAD BUILDING THEMES US/Iran tensions will keep running. Even with the two-week ceasefire in early April, the downstream effects, energy prices, supply chain disruption, geopolitical uncertainty, will persist. This story isn't going away in May. Execs in energy, defence, logistics, and financial services should be prepared for it to escalate. AI regulation will intensify. If regulators are already responding to capability claims in April, expect legislative and institutional noise to pick up through May. This favours execs who can speak to governance, responsible implementation, or sector-specific implications, not general AI commentary. The economic mood won't lighten. Inflation, recession risk, and workforce restructuring will remain the backdrop. Content that is practical, specific, and grounded in real operational experience will continue to outperform aspirational or abstract takes. Summer travel costs will sharpen. As booking season peaks, the energy disruption story from this month will become a consumer-facing one. Travel, hospitality, and consumer-sector execs have a natural content window opening.

There’s a LinkedIn product that very few are making the most of. It’s not video. It’s not ads. It’s LinkedIn Newsletters . What are LinkedIn Newsletters? Newsletters are a way to talk about a professional topic you’re passionate about on a regular basis through LinkedIn. They can be set up by brands or people for all LinkedIn members to subscribe to. Here’s the useful bit: when you create a newsletter, existing followers are alerted to it, inviting them to subscribe so you can create a following from day one. They also make it easy to create buzz around them, with push, in-app, and email notifications pinged to subscribers every time you post. Why do LinkedIn Newsletters matter more now? LinkedIn recently published guidance on getting cited by AI tools. Key here was Articles, which drive around 60% of citations. Why? Their longer-form nature allows for depth of insight which LLMs LOVE 💚 The same is true for Newsletters. Because they’re longer-form, regular pieces of content, that often dive deep into niche topics, they’re great for AI visibility. PLUS, they’re easy to distribute and get in front of key audiences, meaning metrics can be great on them too. When attention matters more than ever, that’s important. What content to include in a LinkedIn Newsletter? Your LinkedIn Newsletters can be whatever you want to make it. Broadly, we see four different types of Newsletter, including: A regular post round-up  in which you pull out key posts from the past month, helping extend their organic reach, and giving them a new lease of life (this is a great way to fuel a Newsletter with no additional effort or content creation!) Long-form topic deep-dives , or personal notes, especially for execs, providing a format to go all-in on a niche topic, or round-up of recent events (similar to LinkedIn articles) A collection of third-party content  you find interesting, whether from employees across the business, wider industry commentators, or broader news sources You could also consider LinkedIn Newsletters to be a Substack equivalent, distributed straight to your existing followers with the potential to grow your audience too.  Who does LinkedIn Newsletters well? Newsletters can be used by both brand pages, and people, and can centre on any topic. A few we think are interesting are: Google’s Monthly AI Recap , published each month to summarise their AI announcements, updates, and breakthroughs PwC’s ‘The Spotlight’ , a monthly deep dive into the issues affecting us all, told through short-form video bites featuring senior execs Vodafone’s monthly policy digest  from telecoms across Europe Virgin Media 02’s Monthly Social Wrap , re-linking to key content shared throughout the month  BP Energy in Focus , a bi-weekly summary of corporate announcements from across the organisation   Priniple Perspectives by Ray Dalio , an ongoing flow of research and perspectives about the economy, markets, life and work Ask Richard by Richard Branson , used as a format for answering audience questions with long-form answers JLL’s Christian Ulbrich on Leadership Perspectives , reviewing key events both within, and outside JLL, from Davos, to their latest organisational strategy So, what’s the opportunity? We see Newsletters as LinkedIn’s most underutilised feature. Here are three ways you can trial them: As a brand page, to share regular summaries of company news, or a download of content from the past month (ICYMI!) From an exec page, to demonstrate deep expertise in specialist topic areas Within a paid journey , with ads re-targeting users who opened and engaged with your Newsletter, forming part of a wider customer journey

Ofcom published their latest research, ‘ Adults' Media Use and Attitudes 2026 ’. The report delves into our online lives and relationships with media. At a high level, the findings suggest a more cautious approach emerging to both digital consumption and contribution, including within social media… Behaviours While social platform membership remains high (89%, rising to 97% among 16-34 year olds), almost half (49%) of people express concern that posting online could cause them problems in the future (up 6% YoY) Unsurprisingly, this has meant a decline in the proportion of people actively posting, sharing or commenting on social media (down 22% to 49%) The remainder of users are becoming more passive - 25% ‘like’ things that others have posted, while 24% read things without interacting much The people more likely to share, post or comment include younger adults aged 16-34 (58%) and those in AB socio-economic households (57%) Attitudes The proportion of adult social media users who feel social media is good for their mental health has fallen this year. After rising to 42% in 2024, this measure has dropped back to 36% (similar to 2022 levels) A potential driver of this is the content within platforms, with 56% of users saying they have seen false or misleading news in the past year This rises to around two-thirds (65%) for social media users aged 16-34  Those who do seek to check accuracy are most often: comparing information with other sources (43%)  checking the original source (42%) looking at the comments section for indications of credibility (41%, demonstrating the importance of other users’ reactions in shaping trust in social media) Adults who have had negative online experiences were far more likely to disagree (27%) that social media apps were good for their mental health versus the average adult (16%) In many of these cases, it demonstrates that our experiences are more markedly shaping our opinions, and leading to pronounced behavioural changes. Some of these datapoints are marked shifts year-on-year, which is unusual in research of this kind. It shows the rapid pace of change in how we are behaving online and our attitudes to our experiences, making it more important than ever to consider how to maintain trust with an audience. In this context, discovery becomes more challenging and authenticity all the more important. More closely at the intersection between brands and online content, there are indications that our ability to understand, and have trust in, what we’re seeing is stalling.  Just over half (52%) of search engine users correctly identified paid placements, which is unchanged since last year Interestingly, those aged 55-74 were more likely to identify sponsored links accurately (58% of 55-64s and 59% of 65-74s), whereas younger adults were least likely to Although eight in ten (81%) of adults felt confident in recognising advertising, just three in ten (30%) felt ‘very’ confident, which is a 16% decline since 2019, and half (51%) felt just ‘fairly’ confident in their ability When it comes to brand discovery, 17% said they believe that if a website appears in search results it will contain accurate and unbiased information, which is down from 27% last year Further key findings include that: The proportion of people exploring new websites has fallen 14% (to 56%), with 40% saying they’ve used no new websites whatsoever While most adults (85%) say they use mainstream media for news, an almost equal proportion of people say they always trust it to be accurate (19%), versus always questioning its accuracy (21%) However, just 57% of adults say they would trust AI-generated news more than a human-written story, showing that there are still limits to how far the tool has infiltrated our lives despite adoption sitting at 54% To find out more, see Ofcom’s website

What comes next for communications is people > pages. LinkedIn is where that happens for corporate reputation and B2B. The Feed has changed. Your exec profile now determines reach. LinkedIn has quietly rebuilt how distribution works, and it changes where you should focus. Your profile is now the targeting layer On March 12, LinkedIn confirmed it has overhauled Feed ranking using LLMs and generative recommenders. The system now reads profile fields (headline, About, skills, industry) and matches them semantically to content. Not keywords, meaning it understands that “supply chain resilience” and “operational risk” are related. It also adapts in real time. If an exec starts posting on a new topic, distribution adjusts within the same session. Implication: Your profile is no longer a shopfront. It’s infrastructure. If your exec’s About section is vague or misaligned with what they post, reach will suffer, even if the content is strong. Action: Audit profiles and align them tightly to content themes. Engagement bait is being actively filtered out LinkedIn is now suppressing: “Comment YES if you agree” prompts Posts with mismatched video/text designed to game reach Generic, low-substance thought leadership This builds on last month’s crackdown on automated comments. Now, the posts themselves are being filtered. Implication: Formulaic engagement tactics don’t just underperform; they may be actively limited. Action: Review recent posts. Keep CTAs, but remove anything that feels templated or manipulative. Links aren’t penalised (officially), but behaviour says otherwise LinkedIn has stated that: External links Hashtags Scheduling tools do not reduce reach. Their position is clear: the Feed rewards value, not tactics. However, third-party data still shows posts with links underperforming. Implication: There is a gap between what LinkedIn says and what the Feed does. Action: Use links, but don’t rely on them. The post itself needs to carry the value. LinkedIn is now optimising for AI visibility LinkedIn has published guidance on getting cited by AI tools. Key points: Articles drive ~60% of citations Posts account for ~40% 800–1,200-word articles perform best Structure matters: clear, quotable, specific Implication: If your exec only posts short-form content, you are missing discoverability outside LinkedIn. Action : Introduce a monthly article or newsletter focused on core expertise. GOOD POSTS THIS MONTH Same news. Two posts. Completely different outcomes. When Danone acquired Huel, both CEOs posted within hours. The contrast is instructive. James McMaster (Huel) Personal, narrative-driven, specific. He tells the nine-year story, explains why Danone, credits people by name, and writes like someone reflecting on a defining moment. Antoine de Saint-Affrique (Danone) Clear but corporate. Reads like a press release. Strategic rationale is there, but the human layer is missing. McMaster had ~1.6x the followers, but nearly 6x the comments. What this shows: The algorithm changes in Section One are already visible in outcomes. Posts that: Sounds like a person Show context and journey Carry emotional weight are outperforming those that simply communicate information. Action: When your exec has a major announcement, resist the instinct to formalise. That’s exactly where performance is lost. Don’t share the news. Translate it. Julie Crosby, Indie Producer Julie takes a Ted Sarandos interview and does something simple but powerful: she explains what it actually means for her audience. Opens with curiosity (“Wait — what did he just say?”) Pulls out the key shift Breaks it into three clear takeaways Adds her own interpretation The numbers are modest. The engagement quality isn’t. More than one comment for every two reactions signals real conversation, not passive engagement. What this shows: Relevance beats reach. Her profile aligns perfectly with her content, exactly what the new Feed rewards. Action: When a major voice says something, don’t reshare it. Answer: What does this mean for my audience? Add one layer of context that others miss Raynor de Best, Financial Industry Expert On Revolut’s UK banking licence, Raynor does three things well: Adds overlooked context ties it to Barclays’ earlier criticism Structures his take three short, specific points Uses a visual that does the work Revolut’s scale vs competitors is instantly clear This is content designed to be saved and shared, which is exactly what the algorithm now prioritises. What this shows: You don’t need a hot take. You need a useful one. Action: For reactive content: State the fact Add one new angle Structure the insight Include a visual that earns attention WHAT LINKEDIN NEWS IS PRIORITISING (AND WHAT'S NEXT) AI has shifted from hype to anxiety Early March focused on funding and deals. By mid-month, the narrative changed: AI-linked layoffs workforce disruption job risk (especially for women) Implication: The audience is no longer just curious about AI. They are concerned about it. Action:  Posts that acknowledge both opportunity and disruption will land better than pure optimism. Gender didn’t stop at International Women’s Day Coverage extended well beyond IWD: workplace culture AI impact on women representation and leadership Implication : This is a sustained editorial theme, not a calendar moment. Action : Don’t confine this content to March. There is space for it year-round. Economic pressure remains the backdrop Recurring themes: weak UK growth hiring slowdown rate uncertainty Alongside: restructuring workforce cuts shifting investment strategies Implication:  The mood is cautious. Action : Content that is practical, grounded, and forward-looking will outperform abstract commentary. WHAT TO WATCH: APRIL Tax changes create a short window of attention From 6 April: dividend tax increases IHT reform Making Tax Digital expansion National Living Wage rise Implication : There will be a brief surge in demand for clarity. Action : For finance and advisory leaders, early April is the moment to post practical guidance. Easter will reduce competition and attention The long weekend (Good Friday–Easter Monday) will: Lower posting volume Reduce engagement overall Action : Post just before or just after, not during. AI + workforce stories will accelerate Action : Leaders in tech, finance, and professional services should be ready to contribute, with nuance. Middle East tensions may reshape the agenda If energy prices rise, expect: Inflation Supply chains Cost pressures to dominate coverage Action : Only contribute where there is genuine expertise. Otherwise, stay out. Employment rights changes will surface New policies (e.g. day-one rights) are expected to gain traction. Action : Strong opportunity for HR and people leaders to provide clarity and interpretation.

Our guiding principle at OneFifty is to try “to do the right thing” - which is why we’re proud to be a BCorp  accredited business. March is BCorp Month,  the annual celebration of the power of business to promote all of the communities we operate in.  How does this come to life for us? It’s about the consideration of our commercial decisions -for example, when we needed a new coffee supplier, we wanted to select a fellow BCorp, knowing that coffee production has historically let down some of the communities involved (thanks ChimneyFire  for the great beans!). In other cases it is about how we travel, the impact of the work we do, and even the clients we do and don’t wish to engage with. Whatever the decision, we’re focused on trying to do the right thing - and BCorp is one expression of that. So, this month, do take a look, and engage with the positive potential of business.

Our first-ever OneFifty Managing Director - shout out to Lucy Barrett We have a long-standing goal of 50% or more of the business being ‘home-grown’, so it’s fitting our first-ever Managing Director would have started their career with us. Nearly a decade on, she’s leading the business. And she’s just getting started… About Lucy Barrett: Lucy Barrett is Managing Director of OneFifty and an experienced social media leader who supports a diverse range of brands navigate complex challenges and implement solutions that drive measurable results. From global FTSE 100's to challenger brands, her expertise is in business strategy, planning, identifying influence, and digital creative & production.

The worlds of Ballet and Opera erupted on social media this weekend, following a punchy statement from Timothee Chalamet about a lack of interest in these arts.  In February, Timothee Chalamet and Matthew McConaughey spoke to a live audience at The University of Texas at Austin’s Moody College of Communication for the Variety & CNN Town Hall. In a conversation discussing efforts to preserve cinema, Timmy made a fairly flippant comment… "I don't want to be working in ballet, or opera, or things where it's like, 'Hey, keep this thing alive, even though like no one cares about this anymore.' But, London institutes (and many all over the world) have used this statement as an opportunity to propel themselves - albeit maybe unintentionally - to new audiences. The Royal Ballet School  has generated over 800K views in less than 24 hours (making it their most successful post of all time) and The Royal Ballet and Opera House  have even invited Timothee to a show to reconsider, along with 2M other users.  Google searches around terms related to opera and ballet have increased - ballet london tickets 7%, philadelphia ballet 130%, american theatre ballet tickets 70%.  Using reactive content, in this example to get in front of a new audience in an interesting way has proved successful - sometimes the opportunities create themselves, but reacting to them interestingly is how you win. This all being said, when the world’s elite dance institutions' best-ever posts are a) in response to critique and b) do 20% of what Timothee’s famous Girlfriend gets on posts about a new product , it shows the challenge isn't just to grab this moment, but how to sustain the interest longer term to build a next-generation audience. The next step, for Timmy, ballet & opera? Front row tickets for Kylie and him at the Nutcracker - to show everyone is friends again 💚

The latest developments from all the social platforms, in one place, to help you identify what comes next in social. This month is all about AI features, and ad product optimisation, whilst LinkedIn battles AI slop with algorithm evolution. Meta is still talking a big AI game to keep pace with Google and OpenAI. So far, the ‘strongarmed’ implementation of Advantage+ has had its benefits and drawbacks, but there’s a new feature on the horizon... • Meta has introduced Manus AI into Ads Manager, to automate campaign management and decision-making. The aim here is to improve their agentic capabilities, to build research reports, and to monitor and improve social strategies. It’s brand new, so, we’re still testing it out • They’ve also introduced Advantage+ lead campaigns - they work similarly to how Advantage+ has worked thus far, and use Meta’s inbuilt AI to optimise lead generation. Use with caution... as with the rest of Adv+, ‘optimisation’ often comes at the cost of control and defined audiences • They’re also introducing an AI audience targeting feature, which allows you to prompt with full text or keywords, to describe the audience you’d like to target. In practice, this might make ad setup easier for inexperienced users at the cost of detailed targeting Instagram continues to lean into short-form content, and carries on pinching platform features from TikTok in order to compete. • Instagram is testing making Reels the first page users see when they open the app. The aim is to increase engagement with short-form video, and compete more directly with TikTok-style content consumption. Late last year they trialled this in India, but they appear to be rolling out the trials across a few other markets (although it’s unclear which). Should it hit the mainstream, it’s another nod to the ever growing importance of short-form video • Instagram explores a “Short Drama” format, consisting of episodic, short-form video series, similar to the storytelling formats popular on TikTok. It’s currently in early testing, and not yet available to the public, but it would allow users to be immersed in longer-form content through a series of cutdowns, and offers brands the opportunity to experiment with episodic storytelling - watch this space YouTube continues their ascendancy, scooping eyeballs on small and big screen, whilst leveraging Google integration to impact search, as well as entertainment. • YouTube has added a reporting metric (Attributable Branded Searches), which tracks when users see a YouTube ad, and later search for the brand on Google. In theory, this closes a big attribution gap in what Google have historically referred to as “The Messy Middle”. There’s huge application here to demonstrate the commercials of brand campaigns, and indirect traffic thanks to YouTube viewing • Google integrates Gemini AI more deeply with YouTube, using watch history alongside other Google data to personalise recommendations and responses. This means content relevance, information structure, and audience engagement are even more important for discoverability through AI engines and GEO visibility - there’s an argument to be made for content creation that’s never designed to be watched organically, but is instead designed to surface information on key topics to AI engines • They’ve also introduced Shoppable Connected TV, enabling viewers to seamlessly browse and purchase products while watching YouTube ads on the big screen. It’s a new opportunity for brands to make the most of dual- screen viewing, unlocking audiences wallets on the small screen, after grabbing their attention on the big one LinkedIn develops its algorithm to prioritise content relevance, and increase the importance of author credibility, in another nod to the power of people over pages. • In February, there was also an evolution of the LinkedIn Algorithm. For brands, it means content needs to be more relevant, and be aimed to drive conversation in the comments section with community management here becoming increasingly important. The changes themselves were: • Profile about section and headlines are now context tags, giving credibility signals • Comments are now far stronger algorithmic signals of content quality than likes • Dwell time becomes an increasingly important ranking factor TikTok continues to develop its capabilities outside of core content consumption, improving Shop features and developing its search planning infrastructure. • TikTok has introduced more features on TikTok shop for sellers, including an AI assistant chatbot, automated sample approvals, and AI-recommended creator partnerships. This aims to make social commerce easier for brands, and shows TikTok continuing to double down on e-commerce. In practice for established brands, these new features aren’t revolutionary, but they do demonstrate a clear direction of travel • TikTok has launched a Keyword Planner, which works similarly to how Google's does. It allows you to quantify the volume of search on TikTok for specific terms. This makes planning for both Social Search campaigns, and Search Ads simpler, and more concrete. Right now, it gives relatively broad ranges of results, but we’d expect to see this become more refined Reddit is hitting headlines at the moment thanks to its partnership with Google sky-rocketing its visibility in AI search, but back on the platform itself, they’re developing improved AI and shopping features, to keep up with the likes of Meta and TikTok. • Reddit has introduced a new AI-based ad tool, Max Campaign, that automates audience selection for ads, which they say will lower costs and increase conversions. In practice, this looks very similar to Meta’s Advantage+, albeit Reddit themselves are claiming there will be a greater level of visibility as to what their AI optimisation has done • The platform’s also testing AI-powered shopping search, which would result in products appearing in shopping-related searches, linking directly to purchase pages. This signals a move toward product discovery and commerce within the platform

Meta has started to roll out Manus within the Meta business suite - their new AI acquisition.  What does Manus' integration mean for the AI and social media space, and what are the first impressions? Meta’s Acquisition of Manus Meta acquired Manus in December 2025 for over $2bn , with the aim of improving their agentic AI capabilities.  What will Manus do in Meta Business Suite? Meta is rolling it out, stating that it can - ‘build competitive research reports’ - ‘monitor industry social strategies’  - ‘help discover new strategies’ that you didn’t know to look for… Accelerated Rollout Meta is rolling Manus out quicker than anticipated, likely due to the success of Claude Cowork in recent weeks. As we know, Meta is pushing heavily on the use of AI, especially within Ads Manager, and this is another step towards their AI goals. What does this mean for you? We are currently testing it around the Meta Ads Manager integration and access to Meta Ads Library APIs - as these are the most obvious added-value. Positive opportunities include: Improving ease of ad setup for less-sophisticated users Agentic-style interfaces streamlining ways of working SMB meta usage should become more tailored and sophisticated Pitfalls may yet include, much like Advantage+, reduced ability to tailor and target advertising, and reports pushing categories towards homogenous ‘one size fits all’ strategies, reducing competitive and creative differentiation.

LinkedIn is where corporate reputation is shaped in 2026. The key to building an effective strategy lies in how you influence what people say about you, not just what you push from increasingly sparsely distributed brand pages.  Top performing organisations (those in the 90th percentile) are talked about 6.1x more than the average brand. Yet, the question of how to generate advocacy on LinkedIn remains a challenging one - our latest research uncovers why. People discuss corporate brands as a vehicle to discuss themselves and build their brand. Key to any approach is creating opportunities for third-parties to talk positively about themselves, thereby creating a halo effect for your brand. Thanks to its lack of anonymity, LinkedIn is one of the most trusted social platforms. We’ve analysed thousands of posts across industries, and identified the seven groups of third-parties that consistently talk about brands: MPs, SpAds, Campaigning Groups, Membership Groups, Analysts, Employees, and Customers.  When defining a strategy for shaping corporate reputation on LinkedIn, there are three key things to bear in mind:   Driving employee engagement and encouraging them to produce Employee Generated Content (EGC) is key - over 61% of all content came from employees  Making physical events work digitally - over 2/3rd of all social posts were about a physical event or moment Positivity first - people aren’t on LinkedIn to criticise, but to promote themselves. Almost 60% of posts were about the author themselves, but gave a positive halo effect to a company  Read our report in full.

Following the launch of the latest HFSS guidance, which bans paid online advertising for the promotion of ‘Less Healthy Foods’ (LHF) , we were interested in understanding what impacts it’s had so far and what that means for brands. What have we identified? It’s very challenging to decide whether items are going against the HFSS guidance, given that their nutritional content is hard to interpret from a visual asset. As such, there’s no guarantee that what a brand posts is compliant (or not). Even so, businesses seem to lack confidence posting food imagery under the new rules - we’ve seen a large decrease (44%) in the number of ads run (which include food) since the ban came into effect, which signals their nervousness at this time. There are exceptions to this, however - for example McDonald’s UK who in the past week have tripled their TikTok ad creative variants running. We’re seeing far more emphasis on brand-owned apps, which leans into loyalty, and as time goes on brand building as an alternative method to food products. What does this mean? Thus far no brands have been publicly rebuked, but expect to see fewer dish-related ads and influencer content in the coming months, with a greater focus on brand and experience. To discuss how your strategy should change, how to create compliant content, and how to effectively use creators for your food or drink brand, get in touch.

The HFSS guidelines on social media and online advertising are ready for their second phase in January 2026. What does it mean for brands? What are the HFSS regulations for online advertising? The High in Fat, Salt or Sugar regulations seek to make less healthy products less visible to UK consumers. There are two main pieces of legislation which feed into this -  Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024  and Communications Act 2003 (Restrictions on the Advertising of Less Healthy Food) (Effective Date) (Amendment) Regulations 2025   which formalised when they’d come into effect. Alongside the pre-watershed TV ban, it mandates a complete ban on online paid-for advertising of non-HFSS compliant products. When do they come in? The HFSS regulations for online advertising come into force on the 5th January 2026. Wait, I can still advertise brands though? Yes - chocolate companies, for example, could still advertise their brand, but the non-compliant products can’t be identifiable in the content.  Do the HFSS regulations ban influencer marketing? Basically, yes, for non-compliant HFSS products. They’re using the same definition as the ASA guidelines on influencer marketing do -gifting, not just payment constitutes paid-for marketing, and therefore means there’s no commercial basis one can engage these influencers and be compliant. Can brands still post their own content? Yes, but you can’t advertise it. It’s paid-for activity, not organic, which is banned. So your brand pages can still post, and there’s no issue with organic third-party recommendations - i.e. customers talking about your products.  Are smaller brands and hospitality chains exempt? Yes, in short, small brands (defined as fewer than 50 employees) and hospitality businesses with fewer than 250 employees are exempt. How do I know if my product is HFSS compliant? Check the guidance!  It’s shifted to a ‘balanced scorecard’ approach, so you need to measure your product across the elements of the HFSS scoring system to see if it clears the threshold.  What are the implications? Strong brands, where the product and the brand are closely related will find it easier. Certain chocolate companies or burger brands, for example, can see sales effects without needing to show specific products. Not all are that lucky Many relatively well-known food brands have fewer than 50 employees - we will still see HFSS products promoted in our feeds  There is potential for some brands to run their paid influencer activity internationally, knowing the globalised nature of social media means it’ll be seen in the UK. This was seen with vape brands, for example, as they established themselves, and is often seen in crypto and similar areas which face tighter regulation within the UK market Some influencers will take a hit in their earnings. Some hospitality brands will have to pivot to more focus on the ‘experience’ and less on the dishes to continue to use online advertising and influencers The shift to brand not product will bring ‘unhealthy’ food and drink in-line broadly with financial services marketing The disconnect with alcohol marketing regulation is marked: you can advertise whisky (within limits) but not a KitKat…