The platforms keep evolving: what’s in it for your business?
Every month, digital giants compete to deliver new features that enhance the user experience… and offer fresh opportunities for brands. In June 2025, four major innovations made headlines: WhatsApp introduces ads in Status updates, Google Maps strengthens local visibility, Instagram tests a new format to boost engagement, and ChatGPT steps closer to e-commerce. Each of these updates signals a shift businesses should watch closely if they want to stay visible and competitive in an ever-changing digital landscape.
WhatsApp finally introduces ads in Status updates
Highly anticipated by marketing professionals, ads are finally arriving in WhatsApp Status. This format, similar to Stories on Instagram or Facebook, will allow brands to display sponsored content between users’ contacts’ Status updates. With over 2 billion active users, WhatsApp is becoming a new high-potential advertising playground.
For brands, this new format is a real opportunity: it provides access to a massive audience in an immersive, full-screen format—where attention is still relatively unsaturated. It also allows businesses to expand their digital presence beyond the usual social platforms, reaching users directly in their daily lives with short, visual, and impactful messages.
Google Maps bets on local visibility with “Promoted Pins”
Google continues to invest in local advertising with the launch of “Demand Gen Promoted Pins” on Google Maps. This new format highlights a business directly on the map, with additional elements such as a photo, logo, special offer, or call-to-action button (“Call,” “Directions,” etc.).
This type of content is especially valuable for local businesses, restaurants, artisans, or service providers aiming to attract nearby potential customers. By becoming more visible on the map at the right moment, brands increase their chances of driving in-store traffic. This update confirms the growing importance of local search in the customer journey.
ChatGPT explores a new shopping feature
It’s a discreet update, but one full of potential: OpenAI is currently testing a shopping feature directly within ChatGPT. The idea is simple but powerful—allow users to ask product-related questions, get personalized suggestions, and even access product pages—all through a fluid conversation with the AI.
This development reflects the rising role of AI in the purchasing journey. For brands, it means it’s becoming essential to optimize their product and service presence in these new conversational environments. Good SEO, clear product descriptions, and well-structured offers can make all the difference to appear in AI-generated recommendations. It’s a whole new way to stand out—starting from the search phase.
Instagram tests the “Activity” carousel to boost visibility for high-engagement posts
Instagram is also innovating, currently testing a new format called the “Activity” carousel. This banner, displayed at the top of the main feed, highlights posts from followed accounts that have generated the most interactions (likes, comments, shares), even if the posts aren’t recent.
For businesses, this test aligns with a shift toward content quality and engagement. A post that performs well could gain traction days after its publication, as long as it drives genuine interaction. It’s a real opportunity for brands to extend the shelf life of their top-performing content and to focus on creating relevant, engaging posts designed to spark reactions.
In conclusion: new opportunities for brands that know how to adapt
June’s digital updates reflect a deeper trend: platforms are working to deliver richer, more personalized experiences while opening new advertising channels. Whether it’s through WhatsApp, Google Maps, Instagram, or ChatGPT, each innovation is a chance for businesses to stand out, target more precisely, and strengthen their presence at the right time, in the right place.
For businesses, these changes underscore the importance of staying informed and keeping a flexible digital strategy. Jumping on these trends early often gives you a real competitive edge. So—are you ready to incorporate these updates into your marketing strategy?
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