October Marketing updates
Meta’s October Rollout: Features That Could Change Your Ad Strategy
Meta’s New Attribution Upgrade: Getting Closer to True Ad Impact
Meta’s introducing incremental attribution – a new way to measure what your ads actually cause, not just what they’re near. Instead of crediting conversions purely by clicks or time windows, Meta’s model uses machine learning to estimate the true lift driven by your ads.
For marketers, this means more clarity when you’re running campaigns with overlapping audiences, long customer journeys, or multiple touchpoints.
Our advice? Don’t ditch standard attribution yet – test both side by side. Incremental attribution could be the missing piece that finally shows which ads are genuinely pulling their weight.
From Culture to Conversion: Meta’s New Brand-Building Toolkit
Meta’s pushing a big shift: helping brands tap into culture while still chasing conversions. New features like Reels Trending Ads let you appear next to viral content, Threads now supports carousels and easier campaign setups, and AI-driven Value Rules help you steer Meta’s algorithms toward higher-value results.
Even better – Meta’s improving landing page optimisation, so you can get smarter data even without pixel tracking.
The big picture? The line between “brand” and “performance” campaigns is blurring fast. If you’re only focused on bottom-funnel ads, you might be missing the moments where culture and conversions actually meet.
Instagram Reels Adds Retention Insights (and Why It Matters)
Instagram has added new Retention metrics for Reels – showing exactly when viewers drop off during your videos. They’ve also replaced “View Rate” with “Skip Rate,” so you can see how many people scroll past within the first 3 seconds.
This update gives creators and brands real insight into what’s working (and what’s not) in those first crucial seconds.
If you notice steep drop-offs early, your opening might not be grabbing attention quickly enough. Look for dips in the middle, too – they can point to pacing issues or sections that lose energy.
In short: Reels analytics are getting smarter, and the brands that pay attention will get the edge.
Longer Captions Don’t Hurt Reach - Says Instagram’s Adam Mosseri
Ever worried that writing long captions might tank your post reach? Good news – according to Instagram head Adam Mosseri, they don’t.
In a recent Q&A, Mosseri explained that while short captions can be snappy, longer ones don’t negatively impact distribution. It all comes down to quality and relevance – not word count.
So, if you have a story to tell or context to add, go for it. Just skip the fluff. Authentic, engaging captions that add value still perform best.
Bottom line: it’s not about length – it’s about connection.
Published on 15 October 2025 by Ashleigh Rushton