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Local Memo: OpenAI’s Operator, Instagram Changes, and the Future of Local Marketing
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In this week’s update, explore the latest updates including OpenAI’s new Operator tool, Instagram’s 4:5 layout and algorithm secrets, and the emerging trends shaping local marketing in 2025.
OpenAI Introduces Long Awaited “Operator” Agent
The News
OpenAI has introduced Operator, an autonomous agent available as a research preview for US-based ChatGPT Pro subscribers ($200/month), with plans to expand access to other tiers. Operator automates online tasks like grocery shopping, booking transportation or reservations, purchasing tickets, and hiring local services. It leverages GPT-4’s vision and reasoning capabilities to navigate websites by scrolling, clicking, and filling out forms, similar to how a human would.
To perform specific functions like food ordering or buying event tickets, Operator utilizes third-party platform partners such as DoorDash, Uber, OpenTable, and StubHub, but it can also browse any website without requiring an API. However, it currently has limitations, including difficulties navigating complex interfaces, handling CAPTCHAs, or completing transactions without user input for passwords or payment details.
Users can collaborate with Operator while still maintaining control over tasks when needed for accuracy, privacy, or safety.
Courtesy Local Dialog
Why It Matters
Operator is a major step forward in introducing the concept of agents to a broader public, with the potential to open up many new use cases for autonomous AI. Already, the SEO community is experimenting with the use of Operator to perform SEO analysis tasks at scale. The adoption and effectiveness of OpenAI’s Operator could significantly impact both search engines and mobile apps. By automating tasks and transactions, Operator reduces the need for users to interact directly with websites or apps. This shift could make strong branding even more critical and potentially disrupt SEO.
Instagram’s New 4:5 Layout and Algorithm Insights: How to Optimize Your Strategy and Feed
The News
Instagram has announced several new updates in the last few weeks. First, Adam Mosseri introduced a tall grid layout to better showcase vertical photos and videos, reflecting the majority of content uploaded. While some users appreciated the change, others expressed frustration, particularly creators who carefully curate their grids. In response, Instagram shared plans to improve customization and provide more control, by adding enhancements to the roadmap that include thumbnail customization, highlights integration, grid reordering, and direct grid posting. Mosseri assures that the goal is to create a simpler, cleaner profile experience while empowering creators with more control. The roadmap may evolve, but sharing these plans early aims to minimize future surprises.
The other major news from Mosseri was the launch of his new video series to explain the platform’s algorithms and help users maximize their reach. In the first installment, Mosseri highlighted three key factors that influence content visibility:
- Watch Time: The longer users watch your content, the better it will perform.
- Likes: Important for increasing reach among your followers, as more likes signal relevance to connected audiences.
- Sends: Critical for reaching new users. When people forward your content, Instagram interprets this as a sign it deserves exposure to a broader audience through Explore and recommendations.
Mosseri emphasized that these factors may vary depending on the content type and audience. For connected content (your followers), likes carry more weight. For unconnected audiences, like those on Explore, sends are more impactful.
Courtesy Social Media Today
What It Means
Moving forward, posts should be published in a 4:5 ratio. To edit the thumbnail preview of older posts on your profile, tap the three dots next to the post you want to update and select “Adjust Preview.” This option allows you to choose between “fit” or “fill” for the image. If your photo doesn’t naturally fill the new 4:5 aspect ratio, Instagram offers the ability to add a white or black background to fill any empty space, helping maintain a polished and consistent appearance despite the format change.
Mosseri’s new video series provided insight that underscores the importance of creating engaging content tailored to your goals: focus on likes to deepen follower engagement and on shares to grow your audience. Instagram’s algorithm prioritizes these signals based on user behavior, aligning with what resonates most for different groups.
Future Trends: Local Marketing Predictions for 2025
The News
BrightLocal has released their contributors top local marketing trends for this year. Be sure to read the full post for a wide range of comments from local search experts.
- Google Business Profile (GBP) Optimization
- GBP will remain a key tool for local SEO, with AI-driven features like automated descriptions, sentiment analysis, and social media integration playing a larger role. Consistency across listings will be critical for businesses.
- Visual Content
- High-quality visuals such as photos, videos, and AR will dominate local search, with Google rewarding fresh, engaging content. AR features in tools like Google Maps will revolutionize user interactions.
- AI and Machine Learning
- AI will transform local search by enabling multimodal searches (e.g., voice + image) and better intent understanding. Businesses must focus on AI-readable, structured content to stay competitive.
- User-Generated Content (UGC)
- Reviews, photos, and videos created by users will gain prominence as trust signals in search results. Businesses should encourage and curate UGC to build credibility and engagement.
- Diversification of Channels
- Businesses will need to go beyond Google, leveraging platforms like social media, Bing, and AI-driven search tools like ChatGPT. Hyperlocal targeting will gain traction for more personalized strategies.
- Content Quality and Authenticity
- Authentic, human-driven content will outperform generic AI-generated material. Unique, locally relevant storytelling will resonate with both users and search engines.
- Emerging Technologies
- Wearables, AR, and AI will enhance search experiences and local business engagement. Tools like Google’s Immersive View and voice search will grow in influence.
- Back to Basics
- Foundational practices like consistent NAP (name, address, phone) data, content updates, and effective communication will remain essential. Revisiting and refreshing old content will also be important.
What It Means
By focusing on these areas, businesses can stay competitive in the evolving local marketing landscape of 2025.
