May was a month full of twists and turns, or perhaps not so much. Sporting won the double, with the league and cup in the bag, while the country went to the polls... and everything stayed (more or less) the same. Changes? Yes. Surprises? Not really.
In the digital world, the scenario is similar, but at the speed of light. Platforms change every day, Google redesigns the way we search, AI is everywhere, and there is always a new feature to try before it goes out of style.
If you feel like it's hard to keep up, you're in the right place. This newsletter is your monthly summary of the changes that really matter, explained clearly and with practical suggestions you can apply right away.
Shall we do it?
1. Artificial Intelligence and Automation
What happened?
Google launched AI Overviews, displaying AI responses at the top of search results. Websites positioned below these responses saw click-through rates drop by up to 34.5%. Salesforce launched Agentforce, a generative AI customer service system that resolves 84% of requests without human intervention. At the Google Marketing Live 2025 conference, new AI tools were presented to automatically create headlines, descriptions, and advertising creatives.
Why it matters
AI is changing the way we search, decide, and interact with brands. If you don't optimize for AI, you risk becoming invisible.
Challenge
Classic SEO and manual campaigns are losing effectiveness. Those who fail to adapt will lose competitiveness.
Opportunity
AI saves time, boosts performance, and maintains visibility in new research and automation contexts.
What you can do in practice:
- Update pages with FAQs and concise answers.
- Use AI (ChatGPT, Jasper, Claude) for brainstorming, content ideas, and moving forward with first drafts.
- Test AI chatbots to speed up customer service and improve the user experience.
Sources: AI Overviews – Neil Patel Agentforce – Salesforce Google Marketing Live
2. Instagram, Facebook, and WhatsApp: news from Meta
What happened?
During May, Meta launched a series of significant updates across several of its platforms. On Instagram, it launched the Edits app, a new tool that makes it easier to create Reels, integrating features such as voiceovers, quick cuts, visual effects, and synchronized music. This tool is a direct response to the growth of TikTok, facilitating the production of creative content directly within the Meta ecosystem.
In addition, new features for scheduling direct messages and automatic DM translation have been introduced, reinforcing the platform's focus on tools for content creators and brands.
Messenger now supports files up to 100MB, which is important for brands and businesses that use this channel to send catalogs, videos, presentations, or commercial proposals.
Facebook has reintroduced the Friends Feed, in an attempt to restore the more personal nature of the platform and improve the experience of users who were feeling overwhelmed by sponsored content and pages.
WhatsApp has finally released its official iPad version, with support for voice and video calls. More importantly, it has begun integrating Meta AI, a virtual assistant within conversations that can answer questions, suggest AI-generated images, and assist with customer interactions.
Why it matters
These new features reinforce Meta's position as a multifunctional platform where creators, brands, and customers communicate, consume, and sell. The new tools bring productivity gains and allow greater proximity to the audience, both in B2C and in e-commerce and services.
Challenge
There are so many features that it becomes difficult to keep track of everything or integrate them coherently into a strategy. The risk lies in dispersing or using tools because they are trendy, without aligning them with business objectives.
Opportunity
Those who are quick to test and implement can improve the quality and consistency of content, speed up response times, and increase the effectiveness of community management = increase conversion!
What you can do in practice:
- Use the Edits app to create more dynamic reels with less effort.
- Create automatic and scheduled replies in DMs to better manage your time.
- Explore WhatsApp as a customer support and sales channel with the new iPad app.
- Use Messenger to send documents such as catalogs, menus, or proposals.
Sources: Instagram Edits WhatsApp for iPad Messenger Updates Friends Feed – Meta
3. SEO and Organic Search
What happened?
The latest changes in organic search are profoundly changing the way users interact with search engines. A recent study revealed that around 58% of Google searches do not generate any clicks. This means that users are finding the answers directly in the search engine—through snippets, knowledge panels, or, more recently, new AI responses.
In this context, Google has been reinforcing criteria such as E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), a model that values the quality, credibility, and transparency of the information published on websites. At the same time, Core Web Vitals, which measure the technical performance of a page (such as loading speed, visual stability, and interactivity), remain an important ranking factor.
In addition, a new concept has emerged: GEO – Generative Engine Optimization. This approach proposes that content should be optimized not only for traditional search engines, but also to be understood and highlighted by generative AI systems, such as Google's AI Overviews or other tools that can provide automatic responses to users.
Why does it matter?
Organic traffic is being challenged by the way information is presented. Even well-positioned content may not receive clicks. Visibility increasingly depends on the clarity, authority, and structure of the content.
Challenge
Fewer clicks mean fewer visits, even for good content. Authority and clarity become crucial.
Opportunity
Adapting content for direct questions and boosting user confidence increases your chances of being referenced by AI or highlighted in snippets.
What you can do in practice:
- Rewrite content to answer specific questions, using clear headings and subheadings.
- Use bullet points, lists, and real examples that make it easier for AI to read and understand.
- Reinforce signs of authority: identifiable authors, external sources, case studies, testimonials
- Improve website performance with a focus on Core Web Vitals.
Sources: Zero-Click Search – Neil Patel GEO – Walker Sands E-E-A-T – Sitecentre
4. Google Ads: automation in full force
What happened?
May brought several significant updates to the Google Ads ecosystem. The big news was the launch of AI Max for Search, a feature that uses artificial intelligence to automatically suggest keywords, creatives, and ideal targeting for each campaign. This automation aims to facilitate the creation of campaigns with better performance from the outset, especially for those with less experience in paid traffic management.
Another significant change was the introduction of ads in AI Overviews, the new AI-generated responses in Google search results. This means that, in addition to organic content, ads can now also appear in these highlights, making them even more visible to users—but also increasing competition for these premium spaces.
Performance Max (PMAX) campaigns have also evolved: they now include new reports by channel (to better understand where ads are being delivered), artificial intelligence in creatives (to automatically generate images and text), and the ability to add up to 10,000 negative keywords, an important step toward increasing control and refining performance.
Why it matters
Google is moving towards greater campaign automation. This can save time and simplify processes—but it also requires rethinking the role of the traffic manager: less manual execution, more strategy and control.
Challenge
Automated campaigns require good inputs. If segmentation, creative content, or objectives are not well defined, AI can lead to the budget being spent on irrelevant audiences or ineffective messages.
Opportunity
With the new tools, it is possible to scale campaigns more quickly and test variations with less effort. Those who manage to feed the machine well (with data, creative content, and context) will benefit sooner.
What you can do in practice:
- Try using Performance Max to complement your Top of the Funnel strategy using existing traffic signals (tip – avoid using sales as a signal, as it will have the same effect as going to a hairdresser to get your hair done and saying you're the bride/groom). Look for other ways to qualify your audience to prevent your CPC from skyrocketing.
- Use the new channel reports to analyze what is working.
- Create comprehensive lists of negative keywords to avoid waste.
- Take advantage of AI-powered creative suggestions, but always curate strategically.
- Evaluate your presence in AI Overviews and consider how you can highlight your ads in this new space.
Sources: AI Max – Google AI Overviews Ads Performance Max – WordStream
5. TikTok: trends and focus on social commerce
What happened?
During May, TikTok continued to strengthen its position as a key platform for viral content and product discovery. Three major trends stood out: the first was the audio clip "That Was Rude," associated with humorous videos where users simulate uncomfortable situations or exaggerated reactions. The second trend was "The Photo I Hesitated to Take vs. 10 Years Ago," with a more emotional and nostalgic tone, in which creators show visual comparisons of themselves at different moments in their lives. Finally, the third prominent trend was "Guessing My Kids' Responses," focused on family interactions with emotional appeal, which has generated significant engagement.
In addition to content, TikTok is betting heavily on social commerce. The arrival of TikTok Shop in Brazil in May reinforces the platform's commitment to integrating direct sales features, with live sales and purchase links integrated into videos. This move anticipates expansion into other Portuguese-speaking markets, such as our little corner by the sea—Portugal.
Why it matters
TikTok is no longer just a platform for dancing and challenges—it is a channel for discovering brands and products, with an algorithm that continues to surprise with its ability to go viral organically. Ignoring TikTok today means ignoring an active, creative audience that is ready to buy.
Challenge
It is a demanding platform in terms of authenticity and speed. Content that is overly produced or not aligned with what is native to the app performs poorly. It also requires constant adaptation to weekly trends.
Opportunity
Brands that master the language of the platform can grow quickly and on low budgets. TikTok is currently one of the best platforms for building awareness from scratch.
What you can do in practice:
- Create videos inspired by the trends of the month, creatively adapting them to your brand.
- Test content with storytelling and humor, even in more serious niches.
- Consider testing TikTok Ads, especially in traffic or awareness campaigns.
- Prepare your presence for TikTok Shop: well-presented products with real reviews have strong traction.
Sources: TikTok Trends – New Engen TikTok Shop – Startupi
BONUS – The icing on the cake
This month, we tested the Beat app to create Reels. And the truth? We cut editing time in half for reels where it really made sense to enhance the music.
What is it? Beat creates automatic videos with image and sound synchronization based on popular songs. It works well with short videos and serial content.
Why highlight it? The result is fluid, modern, and, honestly, addictive. We still don't know if it will be our final choice, but for now, it's doing the job.
Will we see you in June? Until then, simplify, test, and apply what makes sense for you. Leave the rest to us.
