Social media never stands still. Just when businesses feel like they have got their content, ads and reporting under control, the platforms shift again.
April brought a few updates that are worth paying attention to, especially if your business relies on Instagram, LinkedIn or paid social to generate awareness, traffic or leads.
The biggest message is clear: platforms are becoming more intelligent, more commercial and more selective about the content they push. For brands, that means generic content is going to work less and clear, useful, audience led content is going to matter more.
Instagram is still testing ways to make content more clickable
Instagram has been testing clickable links in post captions for selected Meta Verified users. At the moment, this is not a full rollout for every business account and reports suggest the test is limited, with some users able to add a small number of caption links each month.
For businesses, this is one to watch.
For years, Instagram has pushed people towards "link in bio" workarounds. If clickable caption links become more widely available, it could make Instagram much more useful for driving website visits, blog traffic, product views and enquiries.
However, this does not mean brands should wait around for a feature update before improving their content. The brands that will benefit most are the ones already creating posts with a clear reason to click.
That means stronger hooks, clearer offers, better calls to action and content that gives people a reason to move from social media to your website.
LinkedIn is getting smarter about what content it shows
LinkedIn has confirmed it is rolling out a new feed ranking system powered by large language models and GPU infrastructure. In simple terms, LinkedIn is becoming better at understanding what a post is actually about and how relevant it is to someone's interests, role and professional activity.
This matters because LinkedIn is no longer just looking at surface level engagement.
The platform is getting better at recognising useful, relevant and specific content. That means vague thought leadership, copied AI posts and generic business updates are unlikely to cut through in the same way.
For business owners, founders and marketing teams, the opportunity is huge. LinkedIn still rewards real expertise, but it needs to be packaged properly.
Strong LinkedIn content should answer real questions, share useful opinions, show behind the scenes experience and give your audience something they can actually take away.
Meta Ads are about to become more expensive
Another update businesses need to plan for is Meta's new location fees.
From 1 July 2026, Meta is introducing location based fees on ads delivered in certain markets, including the UK. The UK fee is 2 percent, while other affected markets include France, Italy, Spain, Austria and Türkiye at different rates. The fee is based on where the ad is delivered, not where the business is based.
"For UK businesses running Facebook and Instagram ads, this means your total cost could increase even if your campaign budget stays the same."
A 2 percent increase may sound small, but for businesses spending every month on Meta Ads, it adds up. More importantly, the extra cost does not buy more reach, clicks or enquiries. It is an additional charge on top of ad delivery.
This makes reporting even more important. Businesses need to understand the difference between media spend, total invoice cost, cost per lead and return on ad spend.
What does this mean for your marketing strategy?
April's updates all point in the same direction.
Social media is becoming less forgiving of lazy content. Paid ads are becoming more expensive. Algorithms are getting better at understanding relevance. Users are becoming more selective about what they engage with.
That does not mean social media is no longer worth it. It means businesses need to be more intentional.
Posting for the sake of posting is not a strategy. Boosting the odd post is not a paid ads strategy. Using AI to churn out generic captions is not thought leadership.
The businesses that win will be the ones that understand their audience, create content with a purpose and use each platform properly.
What should businesses do now?
Start by reviewing your current content. Is it useful? Is it specific? Does it sound like your brand? Does it give people a reason to trust you?
Then look at your paid activity. If you are running Meta Ads, make sure your budget planning accounts for the upcoming location fees. Your reports should show the true cost of generating enquiries, not just the amount spent inside Ads Manager.
Finally, look at your website. If social media is doing its job, it should be sending people somewhere. That place needs to be clear, credible and easy to take action from.
Our view
At WE ARE JJM, we do not believe businesses need to jump on every update as soon as it appears.
But we do believe you need to understand what the updates mean.
The platforms are moving towards better quality content, stronger relevance and clearer commercial intent. That is good news for businesses that are willing to show up properly.
If your content is useful, your message is clear and your marketing is joined up, these changes are not something to panic about.
They are an opportunity.
Need help making sense of your social media, content or paid ads strategy? Get in touch with WE ARE JJM and let's make your marketing work harder.
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Published by the team at WE ARE JJM
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