Digital Marketing in April 2025: Google’s Core Update, Meta’s AI Push, and More

Google just dropped its latest Core Update for April 2025, and let’s just say. Marketers didn’t get any warning confetti. If you’ve noticed your rankings swinging faster than a pendulum lately, you’re not alone. This update is all about cracking down on low-value content. Those fluffy, keyword-stuffed blog posts sitting in your backlog? Yeah, they’re likely in Google’s crosshairs.

And while SEO pros are scrambling to rework their content strategy, Meta and LinkedIn have been quietly flipping the switch on AI-driven ad automation. Add TikTok’s unexpected pivot into photo content. And you’ve got a month full of digital marketing curveballs.

Let’s break down what’s happening, what it means for your work, and how to stay one step ahead.

Google’s April 2025 Core Update: What It’s Actually Targeting

Back in March, we started noticing chatter in the SEO community. A few clients of mine. Ranging from B2B tech firms to lifestyle e-commerce brands. Saw site traffic dip by 10-30%. Fast forward to April 2nd, Google confirmed what we were all suspecting: the Core Update was real, and the target was clear.

“We’re refining our systems to better surface helpful, satisfying content,” said Google’s Danny Sullivan in the official Search Central blog.

Translation? If you’re publishing pages designed more for search engines than people, say goodbye to your rankings.

This update amplifies Google’s effort to prioritize E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness). Thin content, AI-generated fluff, and rehashed how-to guides without real value are on the chopping block. One client had over 200 low-effort product pages. After an audit, we consolidated 120 of them. And started regaining lost ground in two weeks.

What you can do right now:

• Reevaluate content for depth and originality
• Update existing pages with first-hand insights or data
• Conduct a content audit to identify underperformers
• Prioritize user engagement signals: time on page, scroll depth, click-throughs

Meta and LinkedIn Push AI Ad Automation Even Further

While SEO folks are heads-down in audits, paid media teams are facing their own revolution. One driven by AI. Meta has launched new predictive ad performance modeling inside Ads Manager, and it’s getting spookily accurate.

I’ve been testing Meta’s updated Advantage+ campaigns with two e-commerce clients. We saw 19% higher ROAS without changing the creative or targeting settings. Why? Because the system is now optimizing across placements and audience signals in real-time, with minimal human input.

LinkedIn’s not sitting still either. Their “AI Creative Optimizer,” which rolled out on April 5th, analyzes performance of your campaign copies and visuals, then branches out with A/B-tested variants. For B2B advertisers, this is a game-changer. Case in point: a client in SaaS ran a campaign for a cybersecurity webinar. Click-through rates increased by 47% after implementing LinkedIn’s AI-generated copy tweaks.

These tools reduce manual labor. But they also raise some hard questions:

• Are marketers becoming too reliant on automation?
• What happens when everyone’s using similar machine-generated language?

Marketer’s takeaway:

• Use AI tools, but don’t hand over the keys. Always customize.
• Pair automation with authentic buyer insights and creative storytelling.
• Regularly analyze ad fatigue and creative cycles, even in automated setups.

TikTok’s Surprise Move: Embracing Still Photos

Yep, TikTok added a photo-posting feature. And it’s not just a random experiment. With Stories and Slides now allowing static content to behave like mini photo carousels, TikTok is clearly going after Instagram’s core audience.

At first, it felt like a head-scratcher: isn’t TikTok built on short-form video? But dig a little deeper, and it actually makes sense. Not everyone wants to shoot dance challenges or record voiceovers. Photo sets are quicker to create, lower lift for brands, and perform surprisingly well with Gen Z audiences who like a less-polished aesthetic.

We tested photo sets with a skincare client this month, using UGC photography and short text overlays. Engagement rate was 8.1%. Higher than the average 6.3% for their videos. It also freed up our content team to publish more often.

This move shifts TikTok from a video-first to a content-platform-first space.

What brands should try:

• Repurpose Instagram content for TikTok photo posts
• Use photo sets to showcase products, testimonials, behind-the-scenes
• Test different aspect ratios and text placements for readability

How Marketers Should Adapt (Without Losing Their Minds)

If April 2025 has a theme, it’s intentional evolution. You don’t need to overhaul everything, but you do need to be smarter about strategy. Here’s where I’m focusing my energy with my team and clients right now:

• Conduct Regular Content Audits
  Don’t wait until rankings drop. Make quarterly reviews of blog posts and landing pages part of your routine.

• Balance Automation with Authenticity
  It’s tempting to let AI take the wheel, but the best campaigns still require a human touch. Use AI for scale, not soul.

• Rethink Channel Strategies
  With TikTok copying Instagram and Meta becoming more AI-reliant, your brand voice needs to cut through. Not just blend in.

• Invest in Creative Talent
  As tools get smarter, the real differentiator will be emotion and originality. Writers, designers, and video editors are more essential than ever.

The Road Ahead for Content and Paid Media

Looking forward, it’s clear the big platforms are redesigning how content is delivered and how ads are sold. Google wants depth. Meta wants scale. TikTok wants versatility.

One thing’s for sure. Marketers who cling to old playbooks will be left behind. Instead, the winners will be:

• The teams who adapt quickly without losing their core identity
• The strategists who understand both tech and storytelling
• The brands who know their audience isn’t just an algorithm to please

If digital marketing in 2024 was the year of experimentation, then 2025 is turning into the year of refinement and authenticity. It’s about plugging into platforms with precision, not panic.

Stay sharp out there. There’s always something new around the corner.

Ready to get ahead instead of scrambling to catch up? Start by auditing your top landing pages or booking a strategy session with a trusted digital partner. Keep learning, testing, and building with intent.

Frequently Asked Questions

What types of content are most affected by Google’s April 2025 Core Update?

Primarily low-value or thin content. Pages with no unique perspective, outdated information, or AI-written content that’s not fact-checked or useful. Google is favoring expert-driven, experience-based content that actually helps users make decisions.

Should I be concerned about Meta’s AI replacing human marketers?

Not entirely. While Meta’s AI reduces manual work and improves efficiency, it still relies on the quality of your creative and targeting structure. Human insight remains critical for storytelling, audience segmentation, and strategy.

How do I test TikTok photo posts effectively?

Start small. Repurpose your best-performing Instagram carousels or Pinterest pins. Use clear captions and text overlays, concise CTAs, and track engagement over 2-3 weeks. Don’t forget to A/B test your visuals, just like you would with TikTok videos.

Is automation worth using on LinkedIn if I have a small ad budget?

Yes. LinkedIn’s new AI tools scale well even for smaller campaigns. The platform’s Creative Optimizer can generate copy variants that save time and boost engagement, letting you get more value from every dollar spent.

How do I know if my website content needs updating?

Use tools like Google Search Console for performance trends. Look for pages with declining impressions or CTR. Manual reviews are important too. Ask yourself: does this answer a real question with new or practical information?

When should I use AI in my ad campaigns?

Use AI for budget allocation, audience prediction, and variant testing. But don’t use it to write entire campaigns without review. Always layer in brand voice, human nuance, and your audience’s lived experiences.