This month in digital marketing: From rising video-first ad trends in Europe to surprising shifts in local SEO ranking factors and Instagram myth-busting, the latest updates show where brands should focus now. Here’s what you need to know, and how to stay ahead.
Article Takeaways:
- Why brands are shifting to video-first advertising—and how it’s driving real ROI.
- The evolving role of reviews in local SEO (hint: proximity still matters, but reviews matter more).
- What Instagram’s head has to say about long captions—and what it really means for your content strategy.
Marketers shift to video-first ads as consumer habits evolve
Marketers across Europe are shifting to video-first paid strategies, and the results speak for themselves: higher visibility, stronger engagement, and measurable increases in conversions.
Why it works:
- Video content aligns perfectly with today’s consumer behaviour—especially among Gen Z and Millennial audiences who crave content that entertains, educates, and converts all in one experience.
- Platforms like TikTok, YouTube Shorts, Instagram Reels, and even video-enabled ad units on Google are outperforming static formats in both click-through rate (CTR) and cost-per-acquisition (CPA).
What this means for your brand:
- A strong video strategy isn’t a “nice-to-have” anymore—it’s a must. It’s a key part of building brand awareness, earning trust, and driving real results. Without it, businesses risk falling behind competitors, burning through ad spend without seeing returns, and missing out on moments that could turn viewers into customers.
- The biggest wins come when videos are native to the platform and narrative-driven, rather than just repurposed from TV or static product promotions.
We’ve helped brands across industries launch video-first campaigns that boost ROI and brand visibility—let’s explore what that could look like for you.
Proximity vs. reviews: what drives local SEO rankings?
A recent study from Search Atlas, which analyzed over 3,200 local businesses across various sectors, including food, health, and law, confirms what we’ve seen in client campaigns: reviews are critical—but context matters.
Key findings:
- Proximity remains the strongest factor overall (36% influence).
- In top 10 map pack rankings, reviews carry more weight:
- Review count: 26%
- Review keyword relevance: 22%
- Review count: 26%
Actionable takeaways:
- Use tools like Whitespark’s Google Review Link Generator to create easy-to-share review links for handouts, email, or text follow-ups.
- Answer all Google reviews—both positive and negative—to demonstrate responsiveness and build trust.
- Add a review request to your email signatures.
- Follow up with local customers by email after the work is completed.
- Include a “Leave us a review” call-to-action on your website.
- Showcase Google Business Profile reviews on your website to strengthen credibility and conversion rates.
- Keep your Google Business Profile fully optimized with the keywords your audience actually searches for.
Want to stand out in your local market? Let’s talk about how seoplus+ can help you turn local visibility into measurable business growth, with strategies that actually move the needle.
Do long captions help on Instagram? Here’s what you need to know
In a recent Instagram Stories Q&A, Instagram head Adam Mosseri addressed a common question: Do longer captions improve reach?
His answer: Not really.
“It’s not going to affect your reach much one way or the other,” said Mosseri. “Go for it if you want to—but it’s not required.”
So why are we seeing so many meme accounts using long, unrelated captions? Theories range from keyword stuffing to tricking the algorithm or inflating watch time. But the more likely explanation is strategic.
The algorithm workaround
Since April 2024, Instagram has cracked down on aggregator accounts, particularly meme pages that repost unoriginal content. Posts lacking originality are now downranked in Explore and recommendations.
To stay visible, these accounts are padding posts with lengthy, “original” captions to appear unique in the eyes of Instagram’s detection systems.
What this means for brands
At seoplus+, we don’t recommend playing games with the algorithm. But here’s what you can take away:
- Long captions won’t hurt your reach, but they won’t help much either.
- If you do use longer captions, make sure they add value. Use them to tell stories, explain your offer, or guide your audience.
- Stay original. Repurposing content is fine, but always add your voice and insight.
Want help crafting content that performs without relying on tricks? Talk to seoplus+ about your social strategy.
The bottom line: Innovative, audience-focused strategies win.
From the explosive growth of video-first advertising to the nuanced realities of local SEO and Instagram strategy, October’s marketing trends make one thing clear: performance follows value. Whether you’re building paid campaigns, growing your local presence, or crafting content for social—clarity, originality, and user-centric thinking win every time.
Want to stay ahead of the curve and turn these insights into action? Connect with the seoplus+ team today. Whether it’s building video ad funnels, refining your local SEO, or levelling up your content, we’re here to help you show up where it matters most.
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