META’s Big Update: What It Means for Your Small Business Marketing Strategy

Have you ever woken up to news that completely shifted your day? That’s exactly what happened to me recently, when Meta (you know, the tech giant behind Facebook and Instagram) released an update that had me tossing aside my plans and jumping straight into action. It’s the kind of news that demands our attention, and if you’re a small business owner relying on social media, this could change everything.

For months, Meta had been quietly hinting that big changes were coming. Not in the obvious “here’s a press release” kind of way, but with subtle suggestions that, if you were paying close attention, told a story of what was to come. And, as someone who’s always keeping an eye on these things, I’d been preparing my private clients for months, warning them to rethink their social media content strategies. And now, it's all unfolding, just as I suspected.

Meta Wants to Be Google (Yes, You Read That Right!)

Imagine this: you’re searching for something online, but instead of heading straight to Google, you open up Facebook or Instagram to find your answers. That’s Meta’s vision, and they’re already making moves to turn it into reality. They want to train you—and your customers—to come to them with questions, just like you would with Google.

This is HUGE for small businesses. It means your social media content isn’t just about catchy captions and pretty pictures anymore. It’s about being found, being discovered, and being relevant in searches, just like you’d optimize your website or blog for Google.

Meta’s New AI Features: What You Need to Know

Overnight, Meta rolled out several features that confirm they’re serious about becoming a search engine. Here’s a breakdown of what they’ve introduced:

1. Meta AI Search: Powered by Llama and Bing (yes, Bing!), Meta now offers an AI search feature. When you ask it a question like, “How do I find a good business coach?” it’ll give you answers based on the content on its platform or direct you to a Bing link. Your business posts could be part of those answers!
2. Talking AI Assistants: You can now ask Meta’s AI for advice or to tell you a story, similar to Siri or Google Assistant. It’s designed to get users accustomed to looking for answers within Meta’s ecosystem.
3. Creative Tools Like Canva: Meta has introduced features that allow you to edit photos, change backgrounds, and even create AI-generated selfies. This means you can now do more within Meta than ever before, making it easier to create content that stands out.

What Does This Mean for Your Business?

If you’re sitting there thinking, “Great, but what does this mean for me?” then let’s break it down. This shift means your captions, photos, and entire social media strategy need to be more intentional. Here are a few key things to consider:

• Content Optimization: It’s time to start thinking of your social media captions like mini-blog posts. Incorporate keywords and phrases that your audience might search for. For example, if you’re a florist, instead of writing “Beautiful flowers for today,” you might write, “Fresh flowers in Melbourne: Perfect for birthdays, anniversaries, and more.” This makes it more likely that your post will show up when someone searches for those terms.
• Leverage Alt Text: Make sure you’re using alt text on your images. If Meta is moving towards a search model, this will become increasingly important for helping your content be found.
• Think Like a Search Engine: Imagine your Instagram or Facebook profile is a mini-website. How would you optimize it to be found? How can you make sure that if someone searches for your services, they land on your page?

Curiosity Is Key: It’s Time to Get Curious!

This is the moment to embrace curiosity. Ask yourself questions like:

• How can I change my social media strategy to be more search-friendly?
• What keywords do my customers use when they’re looking for what I offer?
• How can I make sure my content is discoverable not just on Google, but now on Meta as well?

The most successful business owners I know are the ones who lean into curiosity, who constantly ask questions, and who adapt when things change. And this is one of those moments when being curious could be your greatest asset.

Take Action: Prepare for 2025 Now

In this blog, I’ve just scratched the surface of what this Meta update means for us as small business owners. There’s so much more to unpack, and I'll be diving into these strategies in detail in future episodes. But for now, take this as a wake-up call: your social media content can’t just be about getting likes and shares anymore. It’s about being found.

If you want to start planning ahead and make sure you’re ready for these shifts in 2025, I invite you to check out my upcoming Women in Business 2025 Planning Retreat, happening this December in Yarrawonga. It’s the perfect opportunity to dig deep into your strategy and make sure you’re ahead of the game. You can find all the details here.

Join the Conversation

I’d love to hear your thoughts on this update! Join the discussion in the Like Minded Business Owners Facebook group and share your ideas, concerns, and questions about how Meta’s changes will impact your business.

Let’s keep learning, adapting, and staying curious together. After all, in the world of small business, there’s no point in dreaming small. ??

Ready to dive deeper? Tune in to Episode 315 of the "Small Business Made Simple" podcast now and get all the insights you need to stay ahead! Listen here.

About the Author

Jenn Donovan is a global marketing strategist, speaker, and founder of Social Media and Marketing Australia. With a passion for helping rural and regional small businesses grow and thrive, Jenn combines no-nonsense marketing strategies with a community-building approach to make marketing simple and effective. She’s the host of the Small Business Made Simple podcast, ranked in the Top 1.5% globally, and the author of Small Town Big Impact. When she’s not sharing her marketing expertise, you can find her inspiring business owners to embrace curiosity, adapt to change, and dream big. Connect with Jenn at www.socialmediaandmarketing.com.au.