TikTok's new HubSpot integration, Nutella's viral space cameo & more
This week's highlights across Search, Social, PR and AI.
Search
1. ChatGPT search cites fewer sources following model update
ChatGPT is now citing fewer websites per response following the rollout of GPT-5.3 Instant, with one study revealing around a 20% drop in cited domains. The average number of sources per answer fell from 19 to 15, suggesting the overall “citation surface” is shrinking.
While fewer sites are being referenced, those that are included appear to take up a larger share of each response. For brands and publishers, this could mean increased competition for visibility within AI answers.
2. AI search drives new wave of SEO experimentation
The Verge published an interesting deep dive this week into the evolving world of AI search and GEO, and it’s a good reflection of where the industry is at right now. What’s clear is that while the opportunity is real, the rulebook hasn’t been written yet. Best practices are evolving, and much of the space is still driven by testing rather than proven strategy. While AI search is an area marketing leaders can’t afford to ignore, it’s also one that requires careful, measured investment rather than jumping on every new tactic.
3. Google completes March 2026 Core Update
Google confirmed its March 2026 Core Update finished rolling out on 8th April, completing in 12 days after launching on 27th March. With the rollout now complete, SEOs can begin properly assessing impact by comparing pre- and post-update performance. As always, any ranking shifts reflect broader changes to how Google evaluates content quality, so any gains or losses are likely relative to improvements elsewhere.
Social
4. Instagram tests expanded reach for Notes
Instagram is experimenting with expanding the reach of Notes, allowing users to share them with all followers rather than just mutual connections. Originally launched as a lightweight way to spark conversation, Notes have proven particularly popular with younger users, and this update could significantly increase their visibility. If rolled out more widely, this could position Notes as a low-effort engagement tool and give brands another way to stay visible without creating full content.
5. Instagram trials affiliate links in Reels
Instagram is having a busy month, also testing the addition of affiliate links in Reels. Users (currently in only a select few markets like the US and Brazil) can add up to 30 products per video, with links directing viewers to complete purchases externally via retailer sites or apps. This marks another step toward making Reels more shoppable, particularly as Instagram looks to compete with TikTok’s dominance in product discovery.
6. Instagram chief debunks common reach “hack”
Meta has pushed back on a widely shared Instagram growth tactic, confirming that reposting feed posts to Stories does not meaningfully increase reach. According to Instagram chief Adam Mosseri, most so-called “hacks” tend to have limited impact and are often deprioritised over time. Instead, the focus remains on content that genuinely resonates with audiences. For now, sustainable growth still comes from understanding what works, rather than trying to game the algorithm.
7. TikTok expands HubSpot integration for marketers
TikTok has expanded its integration with HubSpot, letting marketers manage ads, leads and performance data directly within HubSpot’s platform. The update also enables improved audience targeting using CRM data, alongside more streamlined tracking and reporting.
By bringing paid and organic activity into a single workflow, the move makes TikTok easier to integrate into broader marketing strategies, particularly for teams already using HubSpot as their central platform.
PR
8. KitKat turns chocolate theft into PR stunt
KitKat Canada turned the recent viral theft of over 12 tonnes of chocolate into a creative PR moment, staging an escorted convoy through Toronto as part of an Easter activation. It’s a strong example of reactive PR done well, showing how brands can take an unexpected moment and turn it into something ownable (provided the response feels timely and culturally aware).
9. Nutella goes viral after unexpected space cameo
Nutella saw a surge in engagement after a jar floated its way across a NASA Artemis II livestream, sparking over 1 million interactions in a single day. The moment wasn’t planned, but quickly gained traction as social posts and media coverage amplified the unexpected brand cameo.
What’s notable is how little content it took to trigger the spike, with just a handful of high-reach accounts driving the initial wave. It just goes to show that virality is often less about volume and more about timing, and that brands need to be ready to respond quickly when these golden moments arise.
AI
10. OpenAI proposes radical policy changes to address AI disruption
OpenAI has published a policy blueprint outlining potential responses to AI-driven economic disruption, including proposals like robot taxes, a public wealth fund, and even a four-day working week. The document suggests redistributing value generated by AI and introducing automated support systems if job displacement reaches certain thresholds. These proposals are framed as “a starting point for public debate” – which we’re bound to see plenty of in the coming weeks and months.
11. Google launches offline-first AI dictation app
Google has quietly released a new AI dictation app on iOS, designed to convert speech into clean, structured text even without an internet connection. The app, Google AI Edge Eloquent, removes filler words, refines phrasing, and offers different output styles, bridging the gap between spoken input and publish-ready content. It’s another example of AI moving into everyday productivity tools, with a focus on utility rather than novelty.
12. Meta shifts strategy with new closed AI model
Meta has unveiled its latest AI model, marking a shift away from its previous open-source approach toward a more closed ecosystem. The model, named Muse Spark, will power Meta’s AI features across its apps, and could eventually support paid access via API or subscriptions. It’s the first major release from Meta Superintelligence Labs, created in a bid to keep up with major players like OpenAI and Anthropic.
13. Google adds mental health safeguards to Gemini following lawsuits
Following a spate of lawsuits, Google is introducing new safeguards to its Gemini AI, including prompts that direct users to mental health support services when conversations indicate risk. As AI becomes more embedded in everyday use, features like this highlight the growing responsibility on platforms to manage sensitive interactions.
That’s all for this week! We’ll be back next Friday with another round-up of the best and biggest stories from across the Search-Verse™.