Below deck: October 2024

With the Autumn Budget dominating the headlines and Google going global with its AI-powered search, October has been a month of seismic shifts for brands. Luckily for you, we’ve anchored down to bring you the must-know insights, from capitalising on changes in user behaviour to expert tips on maximising reactive PR. There’s plenty to unpack – shall we get started?

Seizing the buzz of the Autumn Budget

With headlines buzzing about the Autumn Budget, October has been an ideal month to get brands seen and heard. Not only was it Labour’s first budget for 14 years, it was also the first to be delivered by a female chancellor – a double whammy that has made the news cycle livelier than ever. Importantly for our clients, it also means a fresh chance to offer insights and lead the conversation on issues that matter right now, in sectors spanning technology, healthcare, property, and fire safety, to name but a few.

From funding shifts and green policies to building regulations and safety standards, there are PR-worthy angles for every business. Jumping on these topics with fast, sharp commentary keeps clients top of mind and in the spotlight. But to truly maximise these moments, it's crucial to prep ahead – lining up clients to be responsive on the day, gathering their predictions to form the sentiment in advance, and monitoring live update feeds for must-know information.

Why is this all so important? Beyond brand awareness, it establishes clients as genuine thought leaders and trusted voices in their fields, generating engagement and fostering deeper connections with audiences and media alike. Journalists are on the lookout for timely, relevant content that resonates with their readership. Being quick (and adding genuine value) can make all the difference between getting featured or forgotten.

Kirstie Wilson, PR account director, Scriba PR

How Google AI’s global rollout will shape user behaviour

Google has extended its AI-powered search summaries (or AI overviews) to over 100 countries, reaching a billion monthly users with language support for English, Hindi, Indonesian, Japanese, Portuguese, and Spanish. The expansion marks Google AI’s largest rollout since the feature’s initial US launch in May.

With these multilingual capabilities, users can now access content in their preferred language, enhancing search relevance and engagement worldwide. New features like optimised mobile icons, prominent desktop link displays, and in-line links are also streamlining the browsing experience, giving users faster access to relevant sites with fewer clicks. As Google continues to refine and expand search, these updates point towards a more dynamic, personalised, and globally inclusive experience that is changing how users find and interact with information.

And it’s good news for brands too, as links in AI overviews prompt users to visit their sites more often. This marks an improvement over featured snippets, which offer greater visibility and authority, but often don’t translate into significant increases in traffic.

Ewan Burkinshaw, digital marketing manager, The Bigger Boat

The move from scroller to storyteller

A tale as old as time within the digital age is opening a social media app and getting lost in the scroll for hours on end – consuming endless amounts of content at the tap of a finger. But has the tide shifted towards creation over consumption?

With around 1.3 billion photos shared on Instagram every day, for example, there's no shortage of content to consume. But the rise of easy-to-use tools, along with a laid-back, unfiltered ethos that’s reshaped social media, has lowered the barrier to content creation. Platforms like Snapchat, TikTok, and Instagram actively encourage real-time sharing and spontaneity, inviting users to capture raw, unpolished moments that prioritise connection over perfection.

From daily updates and vlogs to 'behind the scenes' snippets, social media is now the ultimate champion of authenticity. More users are stepping into the role of storyteller rather than spectator, embracing creation as a means to connect, share, and give existing moments a new lease of life.

Lauren Boyles, junior social media manager, Scriba PR

Dynamic design is key for user engagement

The future of design lies in blending clean, timeless aesthetics with subtle movement to breathe life into static elements. Whether it’s animating logos or incorporating video instead of traditional imagery, adding personality to design enhances engagement and creates memorable experiences throughout the entire user journey – on websites, social media, and beyond.

As brands establish their online presence, prioritising the user experience is essential. A streamlined website should feel refreshing to navigate and, crucially, less is often more. With 60% of digital consumers valuing usability, incorporating features like intuitive search and fast loading times is crucial. Yet, only 55% of businesses conduct UX testing, highlighting a missed opportunity to refine designs based on user feedback.

Ultimately, maintaining brand consistency across all platforms is key. While tools like Canva have their place, ensuring your brand is applied correctly can set you apart and build lasting recognition.

Karla Robbeson, senior designer, The Bigger Boat