Sunday Reflection: Digital Marketing Trends That Defined May

Posted on June 1, 2025 in Blog

May brought more of what we’ve come to expect in digital marketing: platform changes, algorithm tweaks, and shifting consumer behavior, all in the span of a few weeks. Here’s what stood out across the industry last month:

1. Meta Doubles Down on AI-Powered Ads

Meta’s push for automation continued to accelerate in May, with more advertisers being nudged toward AI-driven campaign types like Advantage+ and Performance Goal Optimization. While these tools promise improved efficiency, many marketers are questioning whether they sacrifice control and creative testing in the process.

Takeaway: AI tools are improving, but automation isn’t a substitute for strategy. Marketers still need to guide the machine.

2. LinkedIn’s CPM Inflation Continues

Advertisers on LinkedIn are seeing steady increases in CPMs, even for static ads. This has led to more scrutiny around creative value and lead quality, especially for B2B campaigns. The days of “set it and forget it” are long gone. Every dollar needs to justify itself.

Takeaway: Make every impression count. Premium platforms demand premium content and smarter targeting.

3. TikTok Is Eating Into Google’s Discovery Role

Younger consumers continue using TikTok as a search engine, whether it’s to find product reviews, how-tos, or service recommendations. Brands that optimize their video content for discovery (think keywords, hooks, and captions) are gaining ground over those still treating TikTok as just a brand awareness tool.

Takeaway: TikTok isn’t just for entertainment. It’s part of the modern buying journey.

4. Consumers Are More Ad-Skeptical Than Ever

A growing number of users are actively tuning out “perfect” creative and overly polished content. Raw, useful, and personality-driven content is performing better, even on platforms where polish used to win.

Takeaway: Authenticity isn’t a trend. It’s a filter. Content needs to feel real or it gets ignored.

5. Email and SMS Are Quietly Winning

While paid ads continue to dominate conversations, retention channels like email and SMS saw increased adoption and performance in May. With rising acquisition costs, more brands are refocusing on what they can control, including owned lists and direct communication.

Takeaway: The best-performing campaigns in May often didn’t rely solely on paid traffic.

Final Thought

The landscape is evolving quickly, but it’s not about chasing every new thing. It’s about understanding where your audience’s attention is shifting and meeting them there with purpose. May was another reminder: the tools are changing, but the fundamentals haven’t.