Welcome to the September edition of our monthly Digital Marketing Updates! 💌
Last month we called it a rumour. This month, it’s official: GPT-5 is here, and with it comes a new wave of capabilities that could reshape how we approach content, automation, and customer journeys.
But while AI grabs headlines, Martech might be where the real action is. From Flodesk’s integration with ManyChat to Shopify’s new shipping solution, brands are getting smarter at connecting with users automatically, and with less friction.
In Search, the lines keep blurring: Instagram becomes a discovery engine, while ChatGPT inches closer to replacing traditional search for many queries.
In Social, platforms are adapting too: Instagram’s new features and Pinterest’s updated engagement tips reflect a shift toward deeper, more curated brand experiences.
And at Frizbit, we continue to see what real-time, personalised engagement looks like across industries. This month, we’re highlighting new success stories in Telecom and eCommerce, proving that automated relevance isn’t just scalable, it’s adaptable.
📩 Ready to dive in this month digital marketing updates?
Search Marketing Updates
1. GPT-5 has landed, and it’s redefining how we discover, not just search
Key highlights:
- OpenAI has officially launched ChatGPT-5, presented as the most advanced multimodal AI to date.
- It promises a leap in reasoning, creativity, and task execution.
- With expanded context windows, it can manage highly complex workflows.
- Positioned as a competitor not just to Gemini and Claude, but also to search itself.
📌 Why it matters: GPT-5 isn’t just a model upgrade, it’s a shift in how users access and trust information.
As some media channels have been naming it, this release is being called “the beginning of a new era for humanity.” Hyperbolic or not, the truth is that AI is moving from assistive to primary.
For users, this means fewer clicks and faster answers. For marketers, it means rethinking content, attribution and even user journeys.
What this means for marketers:
- Ensure content is AI-friendly: structured, sourced, quotable.
- Build brand presence in multiple digital ecosystems (media, reviews, partnerships).
- Test AI-driven productivity in workflows: content ops, reporting, customer support.
Our take: The era of “rankings” is giving way to the era of “references.” If GPT-5 doesn’t see you, users won’t either. Being AI-visible is the new SEO.
2. Instagram is now searchable: what brands need to know
Key highlights:
- Instagram has expanded its search functionality: posts, captions, comments and hashtags are now fully searchable.
- Search intent becomes a direct path to products, answers and creators.
- Instagram is positioning itself as a competitor to Google in discovery.
📌 Why it matters: Instagram has blurred the line between social media and search engines.
Until recently, Instagram was primarily a visual showcase, where discoverability relied on hashtags and the algorithm. Now, by indexing text and intent-driven queries, it has evolved into a direct competitor to traditional search. Users, especially younger demographics, may no longer feel the need to “Google it” when they can simply search within Instagram and instantly see product posts, creator content and peer reviews.
For brands, this demands a new mindset. Instagram can no longer be treated only as a channel for storytelling, it must now be considered a search platform in its own right.
| Update on Instagram | Action for Your Brand |
|---|---|
| Instagram content now appears in internal and external search | Review your privacy and visibility settings to ensure posts are indexable |
| Posts, captions and comments can influence search rankings | Use keywords strategically in captions, bios and alt text |
| Content can be surfaced long after publishing | Create more evergreen content with lasting relevance |
| Older or deleted posts may still be accessible if indexed | Run periodic content audits and remove sensitive material |
| Instagram evolves into a search channel in its own right | Track performance beyond likes and follows, focusing on search-driven discovery |
What this means for marketers:
- Optimise captions with intent-led keywords, not just creative copy.
- Treat IG profiles like mini websites: complete bios, highlights, and conversion-ready CTAs.
- Leverage hashtags and even comments as part of your search strategy.
Our take: Instagram’s update is more than cosmetic. For categories like fashion, food, beauty and lifestyle, Instagram may soon overtake Google as the default discovery tool. If you’re not optimised for IG search, you risk being invisible where your audience is already looking.
Martech Updates
1. Flodesk integrates with ManyChat: seamless growth across DM channels
Key highlights:
- Every opt-in from Instagram DMs, Messenger or WhatsApp now flows directly into Flodesk segments.
- Data syncs in real time: no manual exports or missed leads.
- Enables automated welcome journeys, lead magnets and nurture emails from the first interaction.
📌 Why it matters: The gap between social conversations and email lists has finally closed.
Traditionally, capturing a subscriber via chat meant awkward workarounds and lost opportunities. Now Flodesk’s latest integration with Manychat leads gained through conversational channels can be nurtured via email instantly, creating a seamless transition from curiosity to conversion.
For small businesses, creators and DTC brands, this means more than convenience. It allows you to meet customers in the exact channel they prefer and bring them into structured nurture flows at scale, without technical headaches.
What this means for marketers:
- Capture leads directly in DMs, at the point of highest intent.
- Trigger automated sequences instantly, maximising engagement.
- Keep subscriber lists accurate and up to date without extra work.
Our take: Conversations and email should never have been silos. This integration makes the connection invisible yet powerful, giving marketers a growth engine that works across chat and email in unison.
2. Shopify launches Ship with Shopify: logistics meets checkout
Key highlights:
- Merchants can now buy shipping labels and manage fulfilment directly in Shopify.
- Includes access to discounted carrier rates.
- Centralises orders, shipping and tracking in one unified dashboard.
📌 Why it matters: Shopify is moving from storefront provider to logistics partner.
Shopify is making efforts to become the one-stop-shop for eCommerce business. For the longest time eCommerce businesses have long struggled with fragmented fulfilment.
Shopify’s new service reduces reliance on external tools and strengthens its ecosystem lock-in. For merchants, the benefits are obvious: lower costs, fewer operational headaches, and faster delivery times.
But this is also a marketing lever. In today’s competitive environment, delivery speed and reliability are part of your brand promise. With smoother fulfilment built into Shopify, brands can confidently highlight this in campaigns, driving both conversions and loyalty.
What this means for marketers:
- Use fast delivery as a differentiator in messaging.
- Incorporate fulfilment into performance campaigns (“Next-day delivery guaranteed”).
- Evaluate dependency: efficiency improves, but Shopify’s grip on your stack tightens.
Our take: Fulfilment is no longer just operational, it’s part of the customer experience narrative. Shopify has recognised this, and its merchants now have a chance to make speed and reliability a central piece of their value proposition.
Social Media Updates
1. Instagram rolls out reposts, friend map & Reels tab
Key highlights:
- A native repost feature makes content sharing seamless.
- Friend Map adds a geo-social layer, letting users share and explore locations.
- A dedicated Reels tab cements short-form video as Instagram’s discovery engine.
📌 Why it matters: Instagram is building tools that blend community, discovery and entertainment.
Each of these features aims to increase organic reach and time spent in-app. Reposts create more opportunities for user-led amplification, Friend Map encourages real-world connection and event discovery, while the Reels tab confirms that short-form video is Instagram’s main growth lever.
What this means for marketers:
- Encourage reposts as social proof to amplify content reach.
- Use Friend Map for geo-activations and community campaigns.
- Prioritise Reels as the top-of-funnel format for discovery.
Our take: Instagram is no longer just playing catch-up with TikTok. By layering features that emphasise community plus discovery, it’s giving brands multiple touchpoints for engagement, but only for those agile enough to adapt quickly.
2. Pinterest shares tips to boost engagement
Key highlights:
- Seasonal content performs best when uploaded months ahead of peak demand.
- Interactive formats (quizzes, shoppable pins) drive stronger engagement.
- Brands adopting trends early see compounding reach over time.
📌 Why it matters: Pinterest is not about instant virality, it’s about sustained, intent-rich influence.
Unlike platforms where trends rise and fall in days, Pinterest thrives on early planning. A pin uploaded in September can still influence buying decisions in December.
That’s why Pinterest continues to outperform when it comes to seasonal shopping campaigns and remains one of the most reliable sources of high-intent traffic.
In summary, they’ve they share these tips in their latest guide:
- Create fresh content weekly. Consistency matters more than volume. Inspiring, realistic brand content works best, especially when mixing formats like video, carousels and collages.
- Align with big marketing moments. Users come to Pinterest to plan, from seasonal holidays to everyday events. Tailoring content to these moments boosts relevance and visibility.
- Use trends to inform your strategy. Pinterest trends last nearly twice as long as on other platforms. Their Trends Tool and annual reports help you identify topics with staying power.
What this means for marketers:
- Publish seasonal campaigns well ahead of Q4.
- Invest in educational and inspirational pins, not just sales-driven content.
- Build evergreen boards that deliver results across multiple years.
Our take: Pinterest may not dominate headlines, but it consistently drives long-term engagement and purchase intent. For marketers willing to play the long game, it’s one of the most dependable ROI channels.
About Frizbit
1. New Success Stories: From telecom to retail, personalisation scales
This month, we’re excited to share two new success stories that prove how hyper-personalisation adapts to any industry.
- Telecom (B2B2C model)
Our first case study in the sector shows how precision targeting can support a complex purchase journey. With segmented user flows and carefully timed outreach, we helped drive higher engagement and stronger conversions in a market where competition is fierce and decision-making involves multiple stakeholders. - Ekono (Retail eCommerce model)
A leading Costa Rican department store, Ekono needed a scalable way to manage engagement across diverse product categories. With Frizbit’s automated web push journeys, Ekono achieved a 546% ROI and +91% higher conversion vs. site average from triggered campaigns. This proves that hyper-personalisation works even at large scale.
Whether in telecom or retail, the conclusion is the same: personalisation is no longer optional, it’s the lever for ROI.
📩 Want to see how this could work for your brand? Book a free demo with Frizbit and let’s explore it together.
