March marched in with a focus on deepening engagement and squeezing more performance out of digital platforms. Social media trends this month revolved around keeping audiences interested for longer, while on the advertising side we saw tools for smarter targeting and spending. One of the standout themes was incentivizing quality content and loyal audiences. LinkedIn made waves by revealing an algorithm update aimed at showcasing posts with lasting value. Instead of just the usual “post gets a burst of likes, then dies,” LinkedIn introduced Suggested Posts that can resurface high-quality content to niche audiences over a longer period.
On the content front elsewhere, TikTok launched its Creativity Program Beta for longer videos (over 1 minute) around this time (end of Q1) – an initiative to share ad revenue with creators of longer-form content. This indicated TikTok’s recognition that not all engagement comes in 15-second bursts; people will watch longer if the content is compelling. Brands took note and some started experimenting with slightly extended TikTok content (think 2-3 minute mini-vlogs or tutorials) to see if they could capture that monetizable engagement and stand out in the feed.
For agencies and advertisers managing large accounts, this was a welcome “auto-housekeeping” update. Dormant ads can clutter reporting and even hurt quality scores if left unchecked; Google taking initiative here meant more focus (and budget) on what’s actually working. However, it also nudged marketers to revisit old campaigns – if something was intentionally paused seasonally, you’d want to ensure it had activity or Google might pause it for you. I spent time this month auditing client Google Ads accounts to preemptively label or remove any legacy ad groups we wanted to keep on ice without Google interfering, and conversely let Google’s new rule silence the truly dead weight. The result was leaner campaigns and easier management going forward.
Another AI leap arrived in advertising: Google announced its AI, code-named Gemini, would be integrated into Performance Max campaigns.
A notable policy shift in social media advertising also occurred: Meta (Facebook & Instagram) began testing a paid verification service (Meta Verified) in some regions around March. For a monthly fee, businesses and creators could get the blue check and additional account support. This trend, arguably spurred by Twitter’s earlier introduction of Twitter Blue subscriptions, signaled a broader move towards pay-for-authenticity on social platforms. While controversial to some, it opened opportunities for smaller brands to gain trust markers formerly reserved for big names – useful when engaging customers who might otherwise question a page’s legitimacy. March discussions among marketers included whether this was worth it; many concluded that for customer-facing brands, the cost was minor compared to the credibility boost and increased reach that often accompanies verification.
From an engagement perspective, Facebook (Meta) also introduced new ad targeting features and shopping integrations in March. They enhanced lookalike audience capabilities and added more catalog integration for Instagram Shop ads, aiming to streamline the path from discovery to purchase. Additionally, we saw data that TikTok’s engagement was “in tip-top shape,” boasting some of the highest interaction rates of any platform – evidence that investing in TikTok content could yield big returns for brands able to hit the right notes with Gen Z (or frankly any age, as TikTok’s user base grew more diverse).
Amidst all these platform tweaks, website design quietly but importantly had a moment: Adobe released a beta of Photoshop’s AI Generative Fill feature, causing a stir among designers. This AI could extend images or remove objects with impressive realism. The debate in March was whether such AI tools spelled the beginning of the end for graphic designers. While some feared it might, many (including myself) saw it as an efficiency booster – letting designers focus on creative strategy while AI handled tedious tasks. In web design terms, agencies began using tools like this to produce design mockups faster or create on-the-fly image variations for A/B tests. The human element remained crucial, but the workflow became playfully collaborative with AI. We’d type a prompt, laugh or gasp at the AI’s result, tweak it, and incorporate the best outcomes into our work. It was actually fun and saved time.
Expertise in action: Through March, my agency leaned heavily into helping businesses adapt to these engagement-focused changes. For LinkedIn, we consulted on content strategy, advising thought leaders on how to craft posts that could live long and prosper in the new algorithm (for instance, using storytelling and adding value rather than quick viral gimmicks). For advertising, we set up those Performance Max experiments and taught clients what metrics to watch as Google’s AI did its thing. One ecommerce client saw a 20% jump in conversion value after 6 weeks on a tweaked PMax campaign – evidence that trusting the process (and fine-tuning when needed) paid off.
We also reassured design teams that AI tools like Generative Fill are allies, not enemies. By hosting a creative play session, we let designers try the feature on real projects. The outcome: they were delighted to offload background extensions and quick image cleanups to AI, freeing them to perfect the overall layout and user experience. We similarly guided content creators in using ChatGPT for first drafts of copy, which they could then humanize and polish.
March 2023 encapsulated the evolving nature of our industry: platforms adjusting to encourage meaningful engagement, AI weaving itself deeper into our workflows, and the constant need to balance automation with human creativity. For businesses, it might have felt like juggling flaming torches – but that’s where expert partners come in. We helped our clients not only avoid getting burned by rapid changes but use the heat to fuel their growth. By the end of the month, they were enjoying higher post engagement, more efficient ad spend, and a glimpse of how cutting-edge tools can make marketing more impactful (and even more enjoyable) than ever.
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