Sunday Rundown #133 – Fighting FB Spam

by | May 4, 2025 | Sunday Rundown

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Catching up on all platform changes and strategic shifts can feel like chasing the next wave—so let’s streamline your catch-up with three essential updates. This edition of Sunday Rundown #133 covers Meta’s latest spam-cracking efforts, Google’s smart growth playbook, and the ever-growing impact of user-generated content.

Facebook Cracks Down on Spammy Posts & Comments

Meta has ramped up enforcement on inauthentic and engagement-bait tactics across Facebook. Accounts that use irrelevant captions, excessive or unrelated hashtags, or content from coordinated spam networks will now see their distribution capped to followers only—and lose monetisation eligibility. Meta is also trialling comment-downvote tools and enhancing impersonation detection to remove cloned or fake accounts more efficiently.

These moves are designed to protect authentic creators and reduce noise in the News Feed, especially following the roll-out of Facebook’s Friends-only tab that limits algorithmic recommendations.

Unlock Growth in 2025: Google’s Three Strategic Shifts

According to Think with Google, marketers need three key pivots to thrive in 2025:

  1. Measurement & insights – Focus on data quality and real-time analytics rather than siloed reporting.
  2. Media & personalisation – Rethink media plans to adapt dynamically to context, using AI to deliver hyper-relevant experiences (e.g. timing ads based on weather or behaviours).
  3. Creative & content – Leverage AI not just to streamline production but to elevate creativity with rapid prototyping and iteration.

These changes can help marketing evolve from a cost centre to a growth engine—empowering every team member to contribute value with speed and empathy.

User-Generated Content: Your 2025 Marketing Powerhouse

User-generated content—from photos and reviews to social posts—is now a cornerstone of marketing authenticity. WordStream reports that nearly 28% of e-commerce marketers say customer-created visuals have the biggest influence on purchase decisions. Success hinges on systems—such as branded hashtags, influencer partnerships, or website prompts—to collect UGC reliably, and then repurpose it across ads, emails, and social posts. Always secure usage rights and give proper creator credit to build trust and encourage more submissions.

Bonus links

Thanks for reading Sunday Rundown #133—we’ll see you in two weeks with more insights to sharpen your competitive edge!