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TLDR: Social Media Headlines – 22 September 2025

  • Broad match drives higher revenue per conversion – but at a cost: An Adalysis study finds exact match most efficient, but broad match can deliver higher revenue per conversion despite higher CPAs.
  • Microsoft Ads launches Supplemental Feeds to streamline product updates: Microsoft Ads has launched Supplemental Feeds, letting merchants update product details quickly without re-uploading entire catalogs.
  • Google warns DOJ ad-tech remedies would hurt publishers, advertisers: The DOJ’s push to split off Google Ad Manager could raise ad costs while also opening the door to more competition.
  • How Clayton Christensen’s theory of disruptive innovation helps explain the rise of Positionless Marketing: Assembly-line marketing is obsolete. Positionless Marketing is the disruptive innovation transforming how brands connect with customers in real time.
  • AI progress stalls for SEO tasks despite wave of new models: Claude still leads, ChatGPT-5 rebounds, and Gemini rises – but new AI models show limits in handling real-world SEO tasks.
  • AI hype vs. SEO reality: What actually drives leads and revenue: AI search is rising, but data shows Google still drives results. Learn why SEO fundamentals – not hype – remain your best growth strategy.
  • The State of Fast Moving Consumer Goods Ecommerce: Consumer behavior is shifting fast. FMCG e-commerce grew 11%, with global traffic hitting 24.7B monthly visits. Behind the momentum lies a bigger story: new channels, new rules, and new opportunities for growth.
  • Google Search confirms it does not support the results per page parameter: This change does not seem to be a bug, but rather an intentional change to how Google serves search results.
  • While exact match remains the most efficient keyword type, broad match can surprisingly deliver higher revenue per conversion — despite its reputation for higher CPAs, according to a new Adalysis study of 16,800+ Google Ads campaigns. Exact match continues to lead on CTR, conversion rates, and ROAS, but its reach is limited.
  • The Vodacom URC has reaffirmed its status as the fastest-growing club rugby competition in the world, adding 310,000 new followers this season to bring its total social media following to 1.65 million. Engagement reached 18 million interactions (up 36%), while video views soared to 413.6 million(up 67%). Growth was led by YouTube (+57%), Threads (+37%), Facebook (+28%) and TikTok (+22%), highlighting the league’s ability to connect with younger and diverse audiences across multiple platforms.
  • Apple takes control of all core chips in iPhone Air with new architecture to prioritize AI: The iPhone Air contains Apple’s A19 Pro, N1, and C1X chips, making it the most power-efficient iPhone ever made. The A19 Pro chip introduces neural accelerators to each GPU core to increase compute power. The N1, Apple’s first wireless chip for the iPhone, has improved Wi-Fi functionality that enables more power-efficient location tracking. The C1X modem is up to twice as fast as the C1 and uses 30% less energy than the Qualcomm modem in the iPhone 16 Pro. Using its own silicon gives Apple more control, allowing it to do things beyond what it could do by buying merchant silicon parts.
  • What’s the limit of what can be in a TXT record?: TXT records contain multiple character-strings that are limited in length. The size of a TXT record is limited by the size of the DNS payload, which for TCP is up to 64KB. This could have security implications as it allows attackers to tunnel large payloads to browsers.
  • Interception: Interceptium is a proof of concept that routes web requests through a large language model to generate custom outputs. It passes request data to models that generate HTML that is returned to the browser. These ‘interceptors’ can craft pages to users’ needs and preferences without any input. There are a lot of risks and challenges with this approach, but the goal of the project was only to consider future browser functionalities, as AI’s ability to customize and adapt the web is incredibly powerful.
  • Low-risk defi can be for Ethereum what search was for Google: For a long time, there has been tension in the Ethereum community between applications that bring in enough revenue to sustain the ecosystem and applications that satisfy the underlying goals that brought people to the ecosystem in the first place. Low-risk DeFi fills both of these boxes at the same time. It could help Ethereum achieve global democratized access to payments and savings in valuable asset categories. Low-risk DeFi is already positively changing the world in many underprivileged regions.
  • White House Outlines a TikTok Deal With a U.S. Board: The new TikTok deal will involve Oracle handling data and privacy, and a new board for the company with a majority of American directors. TikTok’s recommendation algorithm will be ‘controlled by America’ but it is unclear whether it will be licensed or altered. While the deal hasn’t been signed, it appears that China will support the framework.
  • A Chinese AI tool can manage chronic disease — could it revolutionize health care?: XingShi is a large language model that integrates speech and image recognition with natural language processing, extensive medical data, and reasoning to improve personalized care and boost the productivity of clinicians.
  • Founder as Prophet, Founder as Priest: The true founder is a prophet-priest of the future that initiates humanity into new modes of being.
  • What Makes System Calls Expensive: A Linux Internals Deep Dive: System calls disrupt the CPU’s rhythm by draining pipelines, resetting predictors, and forcing everything to start fresh.
  • Dev Culture Is Dying The Curious Developer Is Gone: The best tools that we use today came from developers with a curious and problem-solving mindset.
  • Even with a new U.S. TikTok deal in sight, marketers feel uneasy.
  • Late-Night in chaos after ABC pulls Jimmy Kimmel.
  • Apple’s iOS 26 will push most brand SMS into an “Unknown Sender” filter.
  • Google adds Gemini to Chrome browser after avoiding antitrust breakup.
  • X is moving to a customizable AI-powered algorithm.
  • Aldi’s viral big bags sell out in minutes.
  • Cardi B and DoorDash team up to celebrate the launch of “Am I The Drama?”
  • Hertz deployed an AI vehicle scanner. Then came the CX meltdown: Hertz’s AI vehicle scanner was supposed to improve the vehicle damage inspection process. What went wrong?
  • FedEx powers real-time tracking and order communication for Best Buy: As FedEx becomes the primary national parcel carrier for the retailer, the goal is to reduce support calls, cancellations and reshipment costs.
  • How Target is rethinking search for generative AI: While most shoppers are still using one or two keywords for a traditional online search, longer, more complex queries are on the rise.
  • LinkedIn has revolutionized how marketers can track and understand their content performance with two interconnected updates that provide unprecedented visibility into content impact. The first major change involves detailed performance notifications that arrive approximately three days after publishing a post, followed by additional updates seven days later. These notifications provide specific metrics, including the number of profile views generated by each post, new followers acquired from specific content, and detailed engagement breakdowns that were previously unavailable.
  • LinkedIn Updates Privacy Policy and User Agreement: LinkedIn is updating its Terms of Service and Privacy Policy effective November 3, 2025, with expanded data sharing between LinkedIn and its Affiliates, including Microsoft, in select regions. Users will have opt-out options for certain data uses, such as ad targeting and AI model training. The revised User Agreement clarifies policies on deep fakes, secondary payment methods, and appeals while enhancing readability. LinkedIn emphasized that no current privacy settings are being removed and all existing choices will be honored.
  • X Unveils “Boost” for Premium Creators on iOS: X is introducing Boost, a new promotional tool aimed at helping creators expand their reach. Using Boost, creators can select how broadly and where they want their content promoted, then activate the boost with a tap. The feature is rolling out now for Premium users on iOS devices.
  • YouTube Launches Demand Gen Drops for Monthly Marketing Updates: The monthly feature spotlight is designed to keep marketers informed about the latest updates to its Demand Gen platform. This month’s updates include expanded conversion lift testing, new cross-platform attribution tools, omni-channel bidding capabilities, and creative assets for local and promotional campaigns. The initiative aims to help advertisers better leverage YouTube’s evolving performance tools.
  • How Lee’s new brand platform reasserts its denim authority: “Built Like Lee” celebrates the heritage of a brand founded in 1889 and is the first expression of a creative vision meant to resonate with a new generation.
  • Temptations, People honor hot cat dads in Sexiest Man Alive issue: The Mars Petcare brand is sponsoring a new category in the reader’s choice version of the special issue that tends to generate online chatter.
  • PepsiCo’s Bubly gets low with Apple Bottoms jean collaboration: To boost the return of its apple flavor, the sparkling water brand remixed a 2008 club hit as part of an effort to tap into nostalgia for millennial culture.
  • Campaign Trail: Lego transforms Tom Holland to celebrate creativity: The latest chapter in the toy brand’s “Rebuild the World” campaign demonstrates the power of its in-house agency.
  • The advertising industry can’t wait for responsible AI guidelines: If companies wait for regulation, they will always be behind, says Integral Ad Science Chief Compliance Officer Kevin Alvero.
  • Video content is driving big engagement on LinkedIn.
  • Now you can search for specific posts from any Threads user.
  • Elon says X’s algorithms will be fully AI-powered by the end of the year.

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  1. Fun South African Fact: It’s believed that Cape Town’s iconic Table Mountain is one of the oldest mountains in the world. Table mountain is approximately 260 million years old; it’s also home to thousands of species of plant life, including species unique to the Cape Floral Region. The glorious mountain is one of the world’s 7 New Natural Wonders. It is also apparently one of 12 main energy centres on the planet emitting spiritual, magnetic, and electric energies. It’s an idyllic and very popular hiking destination with hundreds of routes to explore.