In today's fast-paced digital landscape, standing still means falling behind. That's why we're thrilled to welcome you to Code Counsel's monthly updates, your go-to source for staying ahead of the curve in the ever-evolving world of marketing.

Each month, we'll deliver actionable insights, cutting-edge strategies, and the latest updates from across all the platforms that matter to your business—from TikTok's viral trends and Facebook's algorithm changes to Instagram's newest features, LinkedIn's updates, Spotify’s improvisations, and Google's search updates.

Consider this your insider's edge—providing you with the knowledge and inspiration you need to make smarter decisions, optimise your campaigns, and achieve real, measurable results. Of course, keeping up with these constant changes can be a challenge. That's where a digital marketing agency like Code Counsel can help, providing the expertise and resources to navigate the digital world effectively.

Google

Search Engine Optimisation (SEO) professionals can significantly enhance their understanding of website performance by integrating data from Google Analytics and Google Search Console. While both tools offer distinct insights, their combined use provides a comprehensive view of user behavior and search engine interaction.

Google Search Console provides data on how a website performs in Google Search results, including impressions, clicks, and search queries driving traffic. This tool focuses on user activity before they reach the website via Google Search. Conversely, Google Analytics provides data about visitor interactions on the website, such as pages visited, time spent, and actions taken, as well as the source of the visitors.

A key advantage of using both tools together is the ability to attribute conversions to Google Search traffic. By visualising data from both platforms in Looker Studio, SEO practitioners can monitor organic search traffic, engagement rates, returning user clicks, and click-through rates on Search Console. This capability allows for quick identification of changes in traffic patterns and potential issues. A digital marketing agency can help businesses effectively integrate data from both platforms to gain a comprehensive view of user behavior and search engine interaction, enabling data-driven SEO strategies.

It is important to acknowledge that data discrepancies between the two platforms may exist due to differing methodologies and metrics. Factors such as implementation differences, user consent for tracking, timezone settings, attribution models, canonical URLs, traffic breakdowns, non-HTML pages, and bot traffic filtering can all contribute to these variances. While small discrepancies are normal, significant differences should be investigated to ensure accurate interpretation of data.

Ultimately, Google Search Console remains the primary source of truth for search performance, while Google Analytics excels in analysing user behavior within the website. Integrating the two, particularly through Looker Studio dashboards, allows for a more holistic and informed approach to SEO, leading to better decision-making and improved website performance. Read more from the source here.

facebook

As of February 19th, 2025, Facebook is changing its live video storage policy. New live videos will only be stored for 30 days, after which they will be automatically removed. Previously, they were stored indefinitely. This aligns Facebook with industry standards.

All live videos older than 30 days will be deleted in waves. Users will receive a notification before their videos are deleted and have 90 days to download them, transfer them to cloud storage, or convert them into Reels.

Facebook is providing tools for single and bulk downloads of live videos, as well as options to transfer them directly to cloud storage providers like Dropbox or Google Drive. Users can also convert clips from their live videos into Reels to keep favourite moments on their pages for longer than 30 days. A digital marketing agency can assist in efficiently managing this transition, ensuring valuable content is preserved and repurposed for continued engagement.

If users need more time, they can postpone the deletion of their old live videos for an additional six months. After that period, any remaining old live videos will be permanently removed. Read more from the source here. Read more from the source here.

Instagram

Instagram has started enabling the sharing of historic reels on Facebook for increased reach and monetisation. Read more from the source here. A digital marketing agency can leverage this feature to amplify content reach and optimise monetisation strategies for their clients. Read more from the source here.

TikTok

TikTok's 2025 trend forecast, the fifth annual report, emphasizes a shift towards "Brand Chem," where brands collaborate with creators and communities to build resonant content. The report highlights three key "Trend Signals": Brand Fusion, Identity Osmosis, and Creative Catalysts.

Brand Fusion:

Brands are encouraged to collaborate with diverse creators through TikTok's Creator Marketplace for authentic storytelling and to share varied, unfiltered content to build trust.

Identity Osmosis:

Brands should integrate evolving consumer values, embrace diverse perspectives, and engage directly with their communities.

Creative Catalysts:

The report suggests utilising AI tools like Symphony Assistant for creative ideas and experimenting with diverse content formats for multifaceted storytelling. A digital marketing agency can strategically implement these trends to develop collaborative campaigns with influencers, resulting in increased brand awareness and engagement.

Read more from the source here.

LinkedIn

B2B marketers are facing increasing pressure to justify marketing spend and prove campaign ROI to C-suite executives, especially with lengthening B2B buying cycles. To address this, LinkedIn is investing in new tools:

Conversions API:

Allows marketers to connect first-party data to LinkedIn for better audience targeting and optimisation, now including optimisation for qualified leads (MQLs/SQLs). Early results show a 31% increase in attributed conversion, a 20% decrease in cost per action, and a 39% decrease in cost per qualified leads.

Revenue Attribution Report (RAR):

Connects campaign efforts to real business outcomes, like revenue influenced, return on ad spend, and pipeline. A new 365-day lookback window has been introduced, along with tests for more granular data on customer engagement. A digital marketing agency specializing in B2B can effectively utilize these tools to demonstrate the ROI of LinkedIn marketing efforts to their clients' C-suites.

A recent study indicates that the majority of B2B marketers believe value metrics are stronger indicators of campaign success and that AI will positively impact measurement. These updates aim to help marketers translate campaign value to the C-suite, secure future budgets, and demonstrate the impact of marketing efforts on business performance. Read more from the source here.

Spotify

Spotify is implementing significant security changes for developers integrating with their platform, as announced on February 12, 2025. The key points of this update are:

Deprecation of the implicit grant flow and removal of support for unencrypted HTTP redirect URLs.

New rules will be automatically enforced for all clients created from April 9, 2025. Existing clients must migrate to the new security requirements by November 2025.

The changes are driven by two main factors:

PKCE (Proof Key for Code Exchange), the authorization code grant, provides a more secure integration method for clients that can't maintain client secrets. The widespread adoption of HTTPS has made it easier to use secure redirects, enhancing protection against network traffic interception.

Key actions for developers:

Migrate from the implicit grant to the authorisation code grant. Use the PKCE extension for public clients; confidential clients must use it as well. Update HTTP redirect URIs to HTTPS, except for loopback IP address literals (e.g., http://127.0.0.1). For mobile applications, developers are recommended to use Android App Links and iOS Universal Links where possible. While these updates are primarily for developers, a digital marketing agency working with Spotify integrations needs to be aware of these changes to ensure seamless and secure campaign execution. These changes align with current OAuth security best practices and aim to improve overall security for Spotify users and third-party applications integrating with the platform. Read more from the source here.

Conclusion

Staying ahead in today's dynamic digital landscape requires embracing the latest trends and technologies. From integrating Google Analytics and the Google Search Console for enhanced SEO insights to leveraging AI for personalised marketing experiences, businesses must adapt quickly to remain competitive. Social media platforms like TikTok, Facebook, and Instagram continue to evolve, offering new opportunities for engagement and monetisation. Meanwhile, LinkedIn's advancements in B2B marketing tools and Spotify's security updates underscore the importance of innovation and security in the digital space. A digital marketing agency keeps a close eye on all these developments and can ensure you're getting the most of them. By embracing these developments and staying informed through Code Counsel's monthly updates, businesses can optimise their strategies, drive meaningful results, and navigate the ever-changing digital world with confidence.

Want to discuss how these updates impact your specific marketing strategy? Contact Code Counsel today for a free consultation! Click here.