Bonded Bitesize – Bringing you your midweek roundup of the latest in digital and media.
Stay connected with recent updates from Threads, BBC, Instagram & many more!
Instagram’s Adam Mosseri has shut down a long-standing myth: reposting content to Stories won’t boost reach. Instead, the platform is doubling down on authenticity and audience-first content. Instagram hints that “growth hacks” are becoming increasingly irrelevant.
Meta is making a strategic push into Japan, one of X’s strongest markets, as it looks to position Threads as the go-to real-time platform. Localised content and regional engagement will be key to winning share.
Google has confirmed a reporting bug that’s been inflating impression data since May 2025. As fixes roll out, marketers can expect to see drops in impressions—but not necessarily performance. A strong reminder to look beyond vanity metrics.
Tesco is levelling up its retail media offering with premium video inventory across its site and app, giving brands new ways to reach shoppers closer to the point of purchase. Expect more retailers to follow suit.
In our recent Future trends in Advertising festivals, we cover that AI is affecting search – and now the BBC has reported that ‘AI is killing clicks’. This statement comes with a case study that showcases HubSpot reportedly losing 140 million website visits in a year, with AI being a major reason why. With AI Overviews reducing click-through rates by up to 70%, users are getting answers without ever leaving the search page.
The shift is driving the rise of Answer Engine Optimisation (AEO)—optimising content not just for search engines, but for AI-generated responses.
