The holiday season is one of the most competitive periods for brands, as consumers actively search for gift ideas, explore products and plan their purchases.

For marketing and communications agencies, this period presents an opportunity to help businesses connect with audiences at the moments when purchasing decisions begin to take shape.

However, successful holiday marketing requires more than increasing advertising activity during peak shopping dates. It demands a coordinated strategy that connects content, consumer behavior and the purchasing experience.

The Changing Holiday Shopping Journey

The traditional consumer journey is evolving. Product discovery, evaluation and purchase are no longer separate stages that necessarily take place over an extended period.

Today, consumers can discover a product through social media, watch a creator’s recommendation, research its features and make a purchase within a relatively short time.

This shift highlights the importance of developing marketing strategies that connect creative content, advertising and commerce.

For brands, every digital interaction represents an opportunity to influence consumer decisions and encourage the next step towards purchase.

Social Media as a Driver of Purchase Decisions

Social media platforms have become important spaces for product discovery, particularly during the festive season.

According to figures shared by TikTok for Business, 60% of TikTok users have discovered a new brand or product through the platform, while 57% have found gift ideas.

Additionally, 51% have used TikTok to help confirm a purchasing decision, and 66% have searched online for products after encountering them on the platform.

These findings demonstrate how social media content can influence different stages of the purchasing journey, from initial inspiration to product research and consideration.

For brands, the opportunity lies in creating relevant content that does more than attract attention. It should provide useful information, build interest and make the purchasing process easier.

The Influence of Creator-Led Content

Content creators are playing an increasingly important role in shaping consumer preferences and purchasing behavior.

Unlike traditional promotional messages, creator-led content can demonstrate how products fit into everyday life, highlight their practical benefits and present them within relatable situations.

Research highlighted by TikTok indicates that approximately two-thirds of shoppers believe creators help them discover new brands, while half report purchasing products recommended by creators.

For agencies, this reinforces the importance of developing collaborations that feel authentic, relevant and aligned with the interests of the target audience.

When integrated into a wider marketing strategy, creator partnerships can help brands strengthen credibility and connect with consumers during important decision-making moments.

Why Timing Matters in Holiday Campaigns

One of the most important elements of effective holiday marketing is understanding when consumer interest begins.

Although major shopping dates generate significant activity, purchasing decisions often start forming weeks before the busiest retail periods.

Consumers may begin collecting gift ideas, comparing alternatives and identifying preferred brands long before completing their purchases.

This means that businesses should not wait until peak shopping periods to establish their presence.

Early investment in creative content, targeted advertising and relevant brand communication can help businesses build awareness and influence consideration before competition intensifies.

Connecting Creativity with Commercial Results

Successful holiday campaigns require a consistent experience across different marketing channels.

Creative content should capture attention, advertising should reach audiences at relevant moments, and the purchasing process should be straightforward and accessible.

For agencies, the challenge is to connect these elements into a unified strategy rather than treating them as independent activities.

By understanding consumer behavior and aligning storytelling, media planning and commerce, brands can turn seasonal interest into measurable results.

THE 360 VIEW

At 360 Chartered PR Consultants, we believe that successful holiday marketing begins long before the festive shopping rush. Understanding consumer behavior, identifying the right moments to communicate and creating relevant content are essential to developing campaigns that deliver meaningful results. While seasonal visibility is important, an effective strategy should go beyond impressions and engagement to encourage real consumer action. By combining creativity, strategic planning and a seamless customer journey, brands can transform festive inspiration into stronger connections, purchasing decisions and long-term brand value.

For more information, contact us at: team@360prconsultants.com 

Source: Social Media Today

The post Holiday Marketing: Turning Consumer Interest into Meaningful Action first appeared on 360 PR CONSULTANTS.

Artificial intelligence is no longer simply an emerging trend. It is becoming an essential part of how businesses operate, communicate and engage with their audiences.

As AI technology continues to evolve, its influence on public relations and corporate communications is expected to extend far beyond content creation and automation.

Looking ahead to 2031, several potential developments could reshape the communications landscape, changing how brands build relationships, manage their reputation and establish credibility.

The Emergence of AI Relations

One of the most significant developments could be the rise of AI Relations (AIR), a new discipline focused on how brands communicate and maintain visibility within AI-powered environments.

While traditional public relations will continue to focus on building relationships with people, AI Relations could involve optimising brand information for AI search engines, large language models and intelligent digital assistants.

As consumers increasingly rely on AI tools for recommendations, research and purchasing decisions, businesses may need to rethink how their information is structured, presented and discovered.

This shift could create a new dimension of brand visibility, where communicating effectively with AI systems becomes an important part of reaching human audiences.

How AI Could Reshape Communications Roles

AI is already capable of producing initial drafts of press releases, media pitches, social media content and other communication materials within seconds.

As these capabilities improve, routine tasks traditionally assigned to junior professionals may become increasingly automated, potentially affecting entry-level opportunities in the industry.

At the same time, the responsibilities of experienced communications professionals are likely to evolve.

Rather than focusing primarily on content production, senior professionals may spend more time evaluating AI-generated strategies, interpreting complex data, identifying meaningful insights and ensuring that communication remains aligned with business objectives.

Human expertise will remain essential, particularly in areas requiring strategic judgement, creativity, emotional intelligence and an understanding of audience behaviour.

The Growing Challenge of Authenticity

As AI-generated images, videos and written content become increasingly sophisticated, distinguishing between authentic and artificially created material could become significantly more difficult.

This development presents considerable challenges for brands, particularly when it comes to misinformation, reputation management and public trust.

Organisations may need to invest more heavily in content verification, transparent communication and clear processes for responding to misleading information.

In an environment where audiences cannot always determine what is real, protecting brand credibility will become an increasingly important responsibility for communications teams.

Trust Could Become the Most Valuable Brand Asset

Trust has always been central to effective public relations. However, the widespread use of AI could make it even more difficult to establish and maintain.

As digital audiences become more cautious about the information they consume, brands may face growing pressure to demonstrate authenticity rather than simply communicate it.

Transparency, consistency and genuine engagement could become essential differentiators in an increasingly automated digital environment.

Building meaningful relationships with audiences will require more than polished messages. It will depend on demonstrating real values, credible actions and trustworthy communication.

The Renewed Value of Human Creativity

Interestingly, the growing presence of AI could also increase appreciation for content and experiences created by people.

Original storytelling, personal experiences, human creativity and genuine interactions may become particularly valuable as audiences seek connections that feel authentic.

For brands, this creates an opportunity to balance technological efficiency with a distinctly human approach.

AI can support research, improve workflows and enhance content production, but meaningful communication will continue to depend on understanding people, their emotions and their expectations.

The future of communications may therefore be defined not by choosing between artificial intelligence and human creativity, but by finding the right balance between the two.

THE 360 VIEW

At 360 Chartered PR Consultants, we believe that the future of communications will be shaped by how effectively brands combine technological innovation with human expertise. AI presents significant opportunities to improve efficiency, strengthen research and support more informed strategic decisions. However, technology alone cannot replace the creativity, critical thinking and emotional intelligence required to build meaningful relationships. As AI becomes increasingly integrated into communications, authenticity, transparency and trust will remain essential. The brands that succeed will be those that use AI strategically while ensuring that human insight continues to guide their communication.

For more information, contact us at: team@360prconsultants.com

Source: PR Daily

The post The Future of AI in Communications: What Could Change by 2031? first appeared on 360 PR CONSULTANTS.

In the world of public relations, identifying journalists who cover a particular industry is only the beginning. While media databases make it easier to connect with relevant reporters, securing media coverage requires a deeper understanding of how journalists approach the topics they cover.

According to Muck Rack’s State of Journalism 2026 report, 47% of journalists consider PR pitches rarely or never relevant to their work. This highlights an important challenge for PR professionals: even a newsworthy story can be overlooked when it is presented from the wrong perspective.

Beyond Media Lists: Understanding the Journalist

Media monitoring and journalist databases are valuable tools for identifying reporters based on their areas of expertise. However, sharing a common topic does not automatically mean a story is suitable for a particular journalist.

Two reporters covering the same industry may have completely different editorial priorities. One might focus on business developments, while another explores consumer behavior, social trends or the wider impact of industry changes.

For PR professionals, understanding these differences is essential. A successful pitch should not simply match a journalist’s subject area but also reflect the type of stories they typically develop.

The Power of Storytelling and Framing

The way information is presented can significantly influence whether a journalist considers it newsworthy.

For example, announcing the launch of a new educational technology platform may not attract the attention of a journalist who primarily covers developments in education.

However, presenting the same information within a broader discussion about how artificial intelligence is transforming classroom practices, teacher responsibilities and educational accessibility could create a more compelling editorial opportunity.

The underlying information remains the same, but the storytelling approach changes.

This demonstrates why effective media relations require more than distributing announcements. They involve identifying the wider relevance of a story and connecting it with the interests of both journalists and their audiences.

Personalization Goes Beyond a Name

Personalized media outreach is often associated with addressing journalists individually or referencing their previous articles. While these details can demonstrate familiarity, meaningful personalization requires a more strategic approach.

PR professionals should examine a journalist’s recent coverage, identify recurring themes and understand the perspective they consistently bring to their reporting.

Before sending a pitch, three questions can help determine whether the story is ready:

• Does the proposed story align with the journalist’s editorial interests?
• Does it offer a relevant perspective rather than simply sharing a common topic?
• Can the journalist immediately recognize its potential value for their audience?

Taking the time to answer these questions can improve the relevance of media outreach and contribute to stronger professional relationships.

From Media Outreach to Media Strategy

Successful media relations are not measured by the number of journalists contacted but by the quality and relevance of the communication.

Technology can simplify research and media list development, but strategic thinking remains essential when identifying the right narrative for each opportunity.

By prioritizing editorial understanding, thoughtful storytelling and targeted communication, PR professionals can transform a standard announcement into a story with genuine media potential.

THE 360 VIEW

At 360 Chartered PR Consultants, we believe that effective media relations begin with understanding, not distribution. Reaching the right journalist is important, but knowing how to communicate a story in a way that reflects their editorial priorities is what creates meaningful opportunities for coverage. A strategic PR approach combines media research, relevant storytelling and personalized outreach to ensure that brand messages are not only delivered but also considered valuable. Ultimately, successful media relations are about building credibility, strengthening relationships and connecting the right stories with the right audiences.

For more information, contact us at: team@360prconsultants.com

Source: PR Daily

The post Media Relations: Why the Right Story Angle Matters More Than the Perfect Pitch first appeared on 360 PR CONSULTANTS.

As social media platforms continue competing for users’ attention, Pinterest is taking a different direction. Through its latest marketing playbook, Design the Exit, the platform encourages brands to rethink digital engagement by helping audiences transform online inspiration into real-world experiences.

A Growing Desire to Disconnect

Younger generations are increasingly questioning their relationship with social media. According to figures highlighted by Pinterest, 40% of Gen Z users wish social media had never existed, while 63% of Gen Z adults are looking for more intentional ways to disconnect.

This shift is also reflected in Pinterest’s search trends. Searches for activities that replace scrolling have increased by 365%, while interest in analogue aesthetics has grown by 260%. At the same time, users are increasingly exploring creative hobbies, social gatherings and offline experiences.

These trends suggest that digital audiences are not necessarily rejecting technology. Instead, they are looking for ways to use it more purposefully.

From Endless Scrolling to Meaningful Engagement

Unlike platforms that prioritize keeping users engaged for as long as possible, Pinterest is promoting a model built around discovery, decision-making and action.

The platform argues that passive scrolling often reduces advertising effectiveness, as promotional content becomes just another element in an endless feed.

However, when users actively search for ideas, solutions or products, they are more receptive to relevant brand messages. This creates opportunities for businesses to connect with audiences at moments when inspiration can translate into genuine interest and purchasing decisions.

What Does This Mean for Brands?

Pinterest’s approach encourages marketers to move beyond traditional engagement metrics and focus on creating tangible value.

Rather than simply attracting attention, brands should communicate their values, demonstrate the practical benefits of their products and help consumers turn personal aspirations into reality.

Whether through lifestyle inspiration, creative ideas or product discovery, successful content should guide audiences towards meaningful actions beyond the digital environment.

The underlying message is simple: effective marketing is not always about keeping consumers online. Sometimes, the strongest brand connection is created when digital inspiration becomes part of everyday life.

THE 360 VIEW

At 360 Chartered PR Consultants, we believe this shift highlights an important evolution in digital marketing: engagement should be measured by impact, not just attention. While reach, impressions and interactions remain valuable indicators, brands must also consider what happens after audiences encounter their content. Does it inspire a decision, encourage an experience or build a meaningful connection? Pinterest’s approach reminds marketers that the most effective digital strategies do more than capture attention. They create value that extends beyond the screen.

For more information, contact us at: team@360prconsultants.com 

Source: Social Media Today

The post Pinterest Encourages Brands to Turn Online Inspiration into Real-Life Action first appeared on 360 PR CONSULTANTS.

For communications professionals, internal data offers an opportunity to identify trends, contribute to wider conversations and provide journalists with insights they cannot easily find elsewhere. The challenge is turning numbers into something people actually want to read.

Find the Human Story Behind the Data

One of the most common mistakes in data driven PR is assuming that an interesting statistic automatically makes an interesting story.

It does not.

Numbers become valuable from a communications perspective when they reveal something meaningful about people and their behavior.

Rather than leading with the size of a dataset or promoting the company responsible for it, communicators should look at what the information tells us about how people are living, shopping, working, travelling or interacting with one another.

A strong example comes from Match Group.

While analysing data from OkCupid, the company identified a connection between attitudes towards climate change and dating compatibility. Users who shared similar views on the issue were more likely to be compatible, while opposing views could become a barrier.

The insight connected dating behavior with a much larger cultural conversation and attracted extensive media attention over several years. This demonstrates an important principle of data storytelling: the most interesting part of the story is rarely the company collecting the data. It is what the data reveals about the world around us. The brand should provide credibility to the insight rather than become the focus of the headline.

Build Authority Around What You Know Best

The strongest data stories often come from information that a company is uniquely positioned to access. A business should therefore consider where it has genuine authority. What can its data reveal that competitors, journalists or researchers might struggle to identify elsewhere?

Yelp has taken this approach through recurring reports such as its Fastest Growing Brands and Most Loved Brands studies, which use activity across the platform to identify consumer and business trends. Publishing this type of research consistently can create value beyond the initial media coverage.

Over time, journalists begin to recognise the company as a source of reliable information within a particular area. This can generate additional media opportunities as reporters return for insights, statistics or commentary when related stories emerge.

Match Group follows a similar model with its annual Singles in America study, which examines attitudes towards dating, relationships and other aspects of modern life. A substantial dataset can generate multiple stories for different audiences and news cycles, extending the lifespan of a single piece of research.

For PR teams, the opportunity is not simply to publish statistics. It is to build a recognisable area of expertise that journalists know they can return to.

Make Your Data Useful to Journalists

Effective media relations should work in both directions. Companies naturally want journalists to cover the stories they are interested in telling. But becoming a valuable media resource also means understanding what journalists need and being prepared to support stories that may not have originated with the brand. This requires an organised approach to company data.

PR teams should know what information is available, where it comes from and how quickly it can be accessed. Data should also be presented clearly enough that journalists can understand the insight without having to interpret complicated spreadsheets or technical terminology.

When companies can provide credible and timely information, they increase their chances of becoming a trusted source rather than simply another brand pitching for coverage.

PR Professionals Need to Become More Comfortable With Data

Data storytelling also requires communications professionals to develop stronger analytical skills. That does not mean every PR professional needs to become a data scientist. Collaboration with research, analytics and data teams remains extremely valuable.

However, communicators should be curious enough to explore datasets, ask the right questions and identify the insights most likely to resonate with audiences and journalists. Understanding basic data analysis can also make the process faster.

Instead of depending entirely on another department to identify potential stories, PR teams can take the lead in exploring information and then work with specialists to validate and strengthen their findings. The key is combining two different areas of expertise: the ability to understand what the numbers are saying and the communications instinct to recognise why people should care.

360 View

For PR professionals, company data should not be treated simply as an internal business resource. It can also be one of the strongest sources of original storytelling. The opportunity lies in moving beyond the statistic itself and identifying the behavior, shift or cultural conversation hidden behind it.

The best data driven PR does not begin with “What can we say about our company?” It begins with “What can our company uniquely tell people about the world?”

When brands consistently provide credible, relevant and genuinely useful insights, they can achieve more than individual pieces of media coverage. They can establish authority, strengthen relationships with journalists and become trusted contributors to conversations within their industry.

Numbers provide the evidence. PR gives them meaning.

For more information, contact us at: team@360prconsultants.com

Source: PR Daily

The post From Numbers to Narratives: How Company Data Can Become Powerful PR Content first appeared on 360 PR CONSULTANTS.

Therabody’s “Add Some Magic” campaign offers a strong example.

Created largely by the company’s in-house creative team, the campaign was filmed in less than four hours, with post production also handled internally. From production to launch, the entire process took approximately one month.

Despite the relatively modest production investment, the campaign became Therabody’s most watched piece of content to date.

Its success offers an important reminder for brands of all sizes: impact is not always determined by how much you spend. How effectively you use your idea, people and available resources can matter just as much.

Start With the Idea, Not the Budget

The campaign was created to promote Therabody’s depuffing wand, a skincare device that uses heating and cooling technology. Rather than building the campaign around a list of product specifications, the creative team focused on finding an entertaining way to communicate what the product does.

The inspiration came from an everyday travel scenario. A male employee had been carrying his wife’s curling wand in his luggage and joked about what might happen if airport security discovered the beauty products inside his bag. The team combined this simple observation with another cultural trend: nostalgia for the 1990s and early 2000s.

The result was a playful commercial in which an airport security agent discovers the depuffing wand while checking a suitcase and experiences a dramatic transformation inspired by the visual language of Sailor Moon.

The concept worked because it connected a product benefit with a recognisable situation and a cultural reference that audiences could immediately understand. For marketers, this provides a useful starting point. Before thinking about production scale, ask one question: what is the one thing we want people to remember about this product or brand?

From there, a familiar behaviour, cultural moment or relatable story can transform a straightforward product message into something far more memorable.

Make More of the Resources You Already Have

Another reason the campaign was produced efficiently was that Therabody did not create every element from scratch. The airport setting was already being used for other travel related content, so the creative team incorporated the new commercial into the existing production schedule.

This type of resource sharing can be particularly valuable for smaller marketing teams.

A single event, photoshoot or interview can generate far more than one piece of content. A conference could produce social content, executive thought leadership and behind the scenes material. A customer shoot could provide campaign photography alongside short form video. One interview could become an article, several social posts and internal communications material.

The goal is to think beyond individual deliverables and identify opportunities to create multiple valuable assets from the resources already available. Therabody also kept post production efficient. Editing began almost immediately, while feedback and revisions were handled through direct communication instead of lengthy formal approval processes.

Build Trust Into the Creative Process

Speed is difficult without trust.

Therabody’s creative, marketing, media and leadership teams had already developed a shared understanding of the brand. That meant the creative team had room to experiment while still operating within clear boundaries.

This is something smaller organisations can apply without needing a large internal creative department. Clear brand principles, defined approval responsibilities and an agreed level of creative risk can significantly reduce unnecessary delays.

When teams understand who makes the final decision and what the brand stands for, they can spend less time navigating approval processes and more time improving the idea. Creating an environment where unusual ideas can be proposed is equally important. Not every concept will become a campaign, and that is part of the creative process. Experimentation inevitably produces ideas that are rejected, revised or abandoned.

The important thing is ensuring teams have enough freedom to discover the ideas that are worth pursuing.

Creativity Can Be the Investment

The “Add Some Magic” campaign ultimately generated 3.2 million views on Instagram, outperforming previous Therabody campaigns that featured well known brand ambassadors.

According to the company, the campaign also delivered a return on ad spend 58% above the beauty category benchmark and contributed to 24% of category conversions during March and April. Sales of the Indigo Depuffing Wand increased by 60% in the three months following its launch. These results challenge the assumption that greater investment automatically creates greater impact.

Budget remains important, but it is only one element of successful marketing. Strong ideas, efficient processes, cultural awareness and collaboration can sometimes deliver something that additional production spend cannot: relevance.

360 View

For brands working with limited resources, the question should not always be “How much can we spend?” but rather “How much can we create with what we already have?”

A bigger budget can improve production, expand distribution and create new possibilities, but it cannot replace a strong creative idea. The most effective teams know where investment genuinely adds value and where smarter thinking can achieve more. They reuse resources, collaborate across departments, simplify approval processes and give creative people enough freedom to experiment.

In a crowded content environment, audiences rarely remember how much a campaign cost. They remember whether it made them stop, feel something and pay attention.

Sometimes, the smartest marketing investment is simply a better idea.

For more information, contact us at: team@360prconsultants.com

Source: PR Daily

The post Big Ideas, Small Budgets: How Creativity Can Drive Marketing Impact first appeared on 360 PR CONSULTANTS.

According to Meta’s latest reporting under the European Union’s Digital Services Act (DSA), Instagram reached approximately 297 million active users in the EU during the first half of 2026, compared with around 264 million active users on Facebook.

The figures offer another indication of how user behaviour is shifting across Meta’s platforms and provide marketers with useful context when deciding where to focus their digital communication efforts.

Instagram Continues Its Upward Trend

While Facebook remains one of Europe’s largest social platforms, its active user numbers have remained relatively stable in recent reporting periods, with declines recorded during some previous periods.

Instagram, by comparison, has maintained a more consistent growth trajectory.

With its EU audience now approaching 300 million active users, Instagram has established a clear lead over Facebook in the region. If the current trajectory continues, the platform could move beyond the 300 million mark in the near future. For brands targeting European consumers, these numbers reinforce Instagram’s growing importance as a platform for reach, engagement and visual storytelling.

This does not mean Facebook has lost its value. With more than 260 million active users in the EU, its potential reach remains substantial. However, the difference in growth between the two platforms suggests that audience attention is increasingly moving towards Instagram.

What About Threads?

Meta’s newer social platform, Threads, is also gradually building its European audience. The platform has reached approximately 41 million users in the European Union, representing a smaller portion of its global audience of more than 500 million monthly active users.

While Threads remains significantly smaller than Instagram and Facebook in Europe, its continued development adds another layer to Meta’s expanding social ecosystem and gives brands another platform to monitor as audience behaviours evolve.

Meta Is Also Changing Its Approach to Moderation

Alongside its audience figures, Meta’s latest DSA disclosures provide insight into changes to its content moderation operations. The company reported that the number of moderators working across the EU decreased from approximately 7,700 in March to around 5,900 in its latest reporting period. This reduction comes as Meta continues to explore greater use of artificial intelligence and automated systems to support content moderation.

The latest reports also showed varying trends in the types of harmful content being identified across Meta’s platforms. Instagram recorded increases in reports relating to certain categories of harmful content, while Facebook reported declines across several areas, including hate speech, spam, bullying and harassment.

These figures need to be considered alongside changes in platform usage. A reduction in reported content does not necessarily indicate that a problem has disappeared, particularly when the number of active users or the amount of time spent on a platform may also be changing.

A Changing Social Media Landscape

Meta’s latest numbers reinforce a broader trend in European social media: Facebook remains highly relevant in terms of scale, but Instagram is increasingly capturing more audience attention and growth.

Platforms such as Instagram and TikTok have become central to visual, short form and entertainment driven content consumption, changing both user expectations and the way brands compete for attention.

For marketers, the key is not simply choosing the platform with the largest headline number. Understanding where audiences are growing, how they behave and which formats generate meaningful interaction is becoming increasingly important.

360 View

The gap between Instagram and Facebook is another reminder that social media strategies need to evolve alongside audience behaviour.

Facebook still offers significant reach and can remain highly effective for particular demographics, objectives and campaigns. Instagram’s stronger growth, however, makes it increasingly important for brands looking to connect with active audiences through visual, engaging and culturally relevant content. Rather than treating every Meta platform in the same way, brands should consider the specific role each one plays within their communication strategy.

The strongest approach is not necessarily to be everywhere. It is to understand where your audience is paying attention and create content designed specifically for that environment.

For more information, contact us at: team@360prconsultants.com

Source: Social Media Today

The post Instagram Growth Continues to Outpace Facebook in the EU first appeared on 360 PR CONSULTANTS.

According to LinkedIn’s latest EU Digital Services Act (DSA) transparency reporting, the platform gained approximately 1.4 million active users in the European Union during the first half of 2026 compared with the second half of 2025. This brings its active EU audience to around 56.5 million users.

The figure is particularly noteworthy because LinkedIn typically communicates its growth through its total number of registered members rather than active users. Globally, the platform now reports approximately 1.3 billion members, an impressive milestone that demonstrates its scale as the world’s leading professional network.

However, membership and active usage tell two different stories.

Members vs. Active Users

Based on LinkedIn’s reported figures for the European Union, only around 30% of its registered members appear to be actively using the platform. If a similar pattern applies globally, LinkedIn’s actual monthly active audience could be closer to 433 million users. While this still represents a substantial digital audience, the more interesting insight lies in how this percentage has developed over time.

Previous DSA disclosures showed that active users represented approximately 28% of LinkedIn’s EU membership in both October 2024 and March 2025. Despite continued growth in total membership, the proportion of people actively using the platform has therefore remained relatively stable.

This suggests that LinkedIn is successfully attracting new members, but converting that growth into significantly higher levels of active usage remains more challenging.

Engagement Is Still Growing

The picture becomes more complex when engagement metrics are considered.

LinkedIn has reported continued growth in both membership and content consumption. In Q2 2026, the platform recorded double digit member growth, while content consumption increased by 10% year over year. These figures indicate that the people who are active on LinkedIn may be consuming and interacting with more content, even if the overall percentage of active members is not increasing at the same pace.

For brands, this distinction matters. A large registered audience can demonstrate platform scale, but active users provide a clearer indication of the audience that content can realistically reach and engage.

LinkedIn Steps Up Its Fight Against Inauthentic Activity

Alongside its audience figures, LinkedIn also reported a significant increase in its efforts to tackle artificial and inauthentic behavior.

During the first half of 2026, detected instances of inauthentic activity increased by 46% compared with the second half of 2025. The platform has been strengthening its response to practices such as engagement pods, automated posting tools, artificial profiles and low quality AI generated interactions.

As generative AI becomes increasingly integrated into content creation, maintaining authentic professional conversations has become an important challenge for LinkedIn. Automated comments and mass produced AI content may increase activity on paper, but they do not necessarily create meaningful engagement or improve the user experience. The latest enforcement figures indicate that LinkedIn is placing greater emphasis on identifying and limiting this type of activity.

360 View

LinkedIn’s latest figures highlight an important lesson for brands: platform size should never be viewed in isolation.

For marketers, the real opportunity lies not simply in how many people have a LinkedIn account, but in understanding who is actively using the platform, what content they consume and what motivates them to engage.

At the same time, LinkedIn’s increased focus on inauthentic activity reinforces the value of genuine communication. As AI generated content becomes easier to produce, brands that bring original perspectives, credible expertise and real human insight to professional conversations are more likely to stand out.

On LinkedIn, meaningful engagement will increasingly matter more than activity for activity’s sake.

For more information, contact us at: team@360prconsultants.com

Source: Social Media Today

The post LinkedIn Is Growing, But How Active Is Its Audience Really? first appeared on 360 PR CONSULTANTS.

The latest updates aim to help advertisers identify important changes, explore campaign performance and uncover potential opportunities using conversational language, making complex data more accessible in everyday decision-making.

AI Overviews in Google Analytics

Google has introduced AI Overviews at the top of the Google Analytics homepage, giving advertisers an immediate summary of important developments within their data.

The AI-generated insights can highlight key events, including changes in website traffic and sales activity, allowing users to quickly identify areas that may require closer attention.

Advertisers can then explore these insights in greater depth by asking follow-up questions in natural language. This makes it possible to investigate why a particular change occurred and better understand the context behind the numbers without having to manually navigate multiple reports.

Personalized AI Insights in Google Ads

The Google Ads homepage is also being updated with AI-powered insight cards personalized to each business.

These cards are designed to provide advertisers with relevant context that can help them adjust their strategies and respond to new opportunities. Through a dedicated prompt box, users can also request custom insights based on specific questions or areas of interest.

For example, advertisers can investigate how competitor activity may be affecting their impression share or explore trends that could help improve campaign performance.

Benchmarking and Smarter Data Visualization

Google is also introducing a new benchmarking tool in Google Analytics, allowing businesses to gain a clearer understanding of how their performance compares with competitors.

At the same time, the company is developing new Google Ads dashboards that can transform raw performance data into clear visualizations through simple text prompts. This could make reporting and analysis more accessible, particularly for users who need quick answers without building complex dashboards manually.

Powered by Google’s advanced Gemini models, these updates are designed to give advertisers more ways to analyze performance, understand key metrics and turn large amounts of data into useful insights.

360 View

Google’s latest updates show how AI is becoming increasingly embedded in the everyday processes behind digital advertising. For marketers, the biggest opportunity is not simply having access to more data, but being able to understand that data faster and turn it into meaningful action. As platforms make analysis more conversational and accessible, brands can spend less time navigating complex reports and more time focusing on strategy, creativity and optimization. The key will be to use AI-generated insights as a strategic support tool while keeping human expertise and business context at the center of decision-making.

For more information, contact us at: team@360prconsultants.com

Source: Social Media Today

The post How Google Is Using AI to Make Ads Smarter first appeared on 360 PR CONSULTANTS.

Recent research from Meltwater and LinkedIn highlights the growing role LinkedIn content may play in this new search environment. An analysis of 9.5 million AI citations across B2B categories and major AI platforms found LinkedIn to be one of the prominent sources referenced in AI-generated responses.

One finding is particularly important for communications and marketing teams: 75% of LinkedIn citations identified in the research came from individual member profiles, compared with 25% from company pages.

Company pages remain important for establishing an official brand presence, but these findings indicate that the expertise shared by employees, executives and industry specialists can significantly contribute to a brand’s visibility and authority in AI-driven search.

Why Individual Expertise Matters in AI Search

AI systems are designed to identify information that provides useful answers, credible expertise and relevant context. LinkedIn naturally contains many of these signals because professionals regularly use the platform to share industry knowledge, practical experience, analysis and firsthand observations.

Official corporate messaging communicates the brand’s position, but individual experts can often provide greater depth and specificity.

For brands, this creates an opportunity to look at employee expertise as part of their wider AI visibility strategy.

Executives are not the only voices that matter. Product specialists, researchers, consultants, strategists, technical professionals and customer-facing employees may all possess valuable knowledge that can be transformed into useful public content.

The objective should not simply be to encourage employees to post more frequently. Instead, organizations should identify genuine expertise and help employees communicate that knowledge clearly and effectively.

What Makes LinkedIn Content More Useful for AI?

The research also identified several characteristics shared by LinkedIn articles that were frequently cited by AI systems.

All of the top-cited articles analyzed included bullet points or numbered lists, while 92% used clearly structured headings and 67% incorporated statistics or quantitative data.

Practical formats also performed particularly well. These included how-to articles, comparison content, decision-making frameworks, ranked lists and content designed to help readers make informed choices.

This points to an important distinction between traditional thought leadership and content designed for an AI-driven information environment.

An opinion can be valuable, but AI systems also need content that clearly answers questions and can be easily understood, summarized and referenced.

AI-friendly professional content can therefore benefit from:

• Clear, question-focused titles
• Descriptive headings and logical sections
• Lists, frameworks and checklists
• Relevant statistics and supporting data
• Specific examples and observations
• References to identifiable tools, companies or industry trends
• Practical recommendations readers can apply

Expertise remains essential, but how that expertise is structured and communicated is becoming increasingly important.

Employee Advocacy Needs to Evolve

Traditional employee advocacy often focuses on encouraging employees to reshare corporate posts.

In an AI-driven environment, this approach may no longer be enough.

Instead of simply providing employees with ready-made content to distribute, brands can help their experts create original content in their own voices.

This might include practical guides, industry analysis, useful frameworks, comparisons, data-driven observations or lessons drawn from customer and market experiences.

These formats provide value on two levels. They answer genuine questions for human audiences while also presenting information in a structured and specific format that AI systems can more easily interpret.

For communications, content and social media teams, this creates a more editorial role.

Their responsibility shifts from simply producing posts for employees to share toward helping experts develop ideas, structure their knowledge and publish consistently while maintaining their individual voice.

Training can also play an important role. Some employees may already feel comfortable sharing their expertise publicly, while others may need guidance or reassurance. Workshops, editorial support, practical guidelines and realistic publishing schedules can make participation easier.

Building an AI Visibility Strategy Around People

For B2B brands in particular, AI visibility may increasingly depend on combining two complementary sources of authority: the official voice of the company and the individual voices of its experts.

A company page can establish the brand’s positioning, share corporate developments and provide authoritative information. Employee profiles can add the experience, context and specialist knowledge that make that information more useful.

Organizations can begin by identifying employees with genuine expertise and determining the subjects on which they can contribute meaningfully.

From there, communications teams can support them in producing clear, structured and evidence-based content while monitoring how the company, its experts and its key topics appear across AI-generated answers.

The objective is not simply greater LinkedIn activity. It is to create a network of credible voices that strengthens the organization’s authority across both social and AI-driven discovery.

360° View

As AI changes the way people discover information, brand visibility is becoming increasingly connected to human expertise.

For communications teams, this represents an important shift. A company’s digital presence is no longer defined only by what appears on its official channels. The knowledge shared by its people can also influence how audiences — and increasingly AI systems — understand its expertise.

This means employee advocacy should move beyond asking teams to repost corporate content. Brands have an opportunity to identify credible voices within their organization and give them the editorial support, data and confidence needed to contribute original insights.

At 360°, we see this as an evolution of both thought leadership and digital communications: build the brand’s authority while simultaneously building the visibility of the experts behind it. In an AI-driven search environment, the strongest brand voice may increasingly be a combination of many credible human voices.

For more information, contact us at: team@360prconsultants.com

Source: Social Media Today

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