Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

In this month's newsletter:

• Ad dollars are following audiences to YouTube, especially younger viewers.
• If your audience searches on TikTok, you need to take action.
• Facebook monetizes almost everything—text, photos, and Stories (not just video).

Hey Reader,

Here's a number that should bother you: 91% of marketers say they're using AI — but it's only showing up in about 15% of their actual marketing work.

That gap tells you something important. Most of us are still treating AI like a fancy search engine. Open tab, ask question, copy-paste, close tab.

I was guilty of this too — until something quietly shifted. I noticed that my email inbox was no longer mission control. Without planning it, the center of gravity for how I run my business had moved into my AI conversations. Projects, strategy, content, speaking prep — it was all living there. And the more I put in, the better and faster the output got.

I started calling it the AI Workflow Flywheel. It's the compounding effect that kicks in when you stop asking one-off questions and start building entire workflows inside AI — front-loading your context, your brand voice, your goals, and then coming back to the same conversations instead of starting fresh every time.

In my latest podcast episode, I break down the four stages of the flywheel, the two mistakes that keep most marketers from ever experiencing it, and a five-step action plan you can start this week.

But here's the real question this raises: are you using AI, or are you actually working inside it? Because the difference between those two things might be the biggest competitive gap in marketing right now.

I'd love to hear where you are on that spectrum — hit reply and tell me. Now, on to this week's updates!

(Note: You are subscribed to our least frequent monthly update cadence. If you'd like to receive more frequent communication from me, please click here and I'll move you to my weekly updates. Thanks!)

Please also note that some links in this newsletter are affiliate links. If you make a purchase through them, I may earn a small commission—at no extra cost to you.

Podcast Of The Month

​Stop Using AI Like A Search Engine — Build A Flywheel Instead​

In my latest episode, I introduce the AI workflow flywheel—what happens when you stop treating AI as a one-off tool and start working inside it as your primary workspace. The more context you feed it, the smarter it gets about your business, and output quality compounds over time. I share the two mistakes keeping most marketers from experiencing this and a five-step action plan to start building yours this week. One workflow is all it takes to get the flywheel spinning.

Video Of The Month

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​The Human-First Strategy That's Beating AI-Generated Content​

Phil Treagus-Evans built his agency Giraffe Social on a powerful idea: human-first marketing is the antidote to AI-generated sameness. In this episode, he shares his EMPATH framework for truly understanding customers, explains why he believes funnels are a lie (and replaces them with his Pinball Method), and draws the line on AI use in marketing. His take on employee advocacy? If it's forced, it's not advocacy—it's "employee hostage." A refreshing conversation about keeping marketing human.

News Of The Month

First Large-Scale Study Shows YouTube Is #2 Social Platform For AI Citations - OtterlyAI's study of 100 million AI citations reveals YouTube is the #2 social platform cited by AI search engines, behind only Reddit. The surprising finding? Views, likes, and subscriber count have near-zero correlation with being cited. AI favors long-form, reference-style videos with clear structure—40% of cited videos had fewer than 1,000 views. If you create YouTube content, optimize for structure and clarity, not popularity metrics. MarTech Series​

YouTube Surpasses Disney, Paramount, WBD In 2025 Ad Revenue - YouTube's $40.4 billion in 2025 ad revenue now surpasses Disney, NBC, Paramount, and WBD combined—a stunning reversal from 2024 when those studios collectively earned more. Alphabet reports YouTube's total revenue hit $60 billion, topping even Netflix's $45.2 billion. The message for marketers is clear: ad dollars are following audiences to YouTube, especially younger viewers. A landmark moment that underscores why video should be central to your content strategy. TechCrunch​

Facebook Will Pay TikTok And YouTube Creators Up To $3,000 A Month To Post Reels On Its Platform - Meta's new Creator Fast Track program pays TikTok and YouTube creators up to $3,000/month for three months to post Reels on Facebook. The backdrop: Facebook paid a record $3 billion to creators in 2025, up 35% year-over-year, with 60% going to Reels. What makes this different from other platforms? Facebook monetizes almost everything—text, photos, Stories, not just video. For creators weighing yet another platform, it's a no-downside trial run with guaranteed income. The Next Web​

This Month's Sponsor

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More News Of The Month

Almost Half Of US Consumers Use TikTok As A Search Engine - Adobe's latest study confirms that nearly half of U.S. consumers now use TikTok as a search engine—up almost 20% in just two years. With over 200 million American users, the discovery potential is massive, especially for recipes, beauty, and restaurant recommendations. But Google, Reddit, and ChatGPT still rank as more trusted sources overall. If your audience searches on TikTok, this data should shape your content discovery strategy. Social Media Today​

Google AI Overview Citations From Top-Ranking Pages Drop Sharply - Ahrefs' latest study of 863,000 keywords reveals a major shift: only 38% of AI Overview citations come from top-10 ranking pages, down from 76% last year. Google's fan-out query process now pulls sources from well beyond page one—and YouTube has emerged as the most-cited domain overall, growing 34% in six months. The takeaway? Ranking for one keyword isn't enough anymore. Cover topics across related angles and formats. Search Engine Journal​

Clone Your Knowledge: Getting AI To Truly Sound Like You - Loren Bartley's Leadership Lexicon approach transforms AI from a generic tool into a digital clone of your expertise. The six-step process covers collecting your raw knowledge, organizing it into Personal DNA and Business DNA documents, then building specialized custom GPTs trained on your methodology and voice. The real power? Using it not just for content, but for decision-making and accountability. A fascinating framework for scaling yourself with AI. Social Media Examiner​

​Maximizing LinkedIn For Business Growth​

Whether you're a business professional looking to attract clients, a job seeker wanting to stand out, an entrepreneur building your personal brand, or a sales professional focused on social selling and lead generation, this fully updated and expanded 2nd edition of Maximizing LinkedIn for Business Growth delivers a proven, practical playbook for maximizing LinkedIn in 2026 and beyond.

From The Blog

LinkedIn Carousel Posts Complete Guide For 2026 - If you’re not using LinkedIn carousels yet, you’re leaving serious reach and engagement on the table. In this guide I wrote, I break down exactly how to create high-performing PDF carousels (since native ones are gone), plus how to run effective carousel ads. You’ll get tips on strategy, design, and tracking—all from a B2B-first perspective. If LinkedIn is part of your brand playbook, this is must-know stuff. Neal Schaffer​

X Premium Review (Formerly Twitter Blue): Is It Worth It In 2026? - In my latest review, I give you my honest take on X Premium in 2026—after subscribing, canceling, and resubscribing myself. Buffer's analysis of 18.8 million posts shows Premium accounts get roughly 10x more reach than free ones. But is that worth $8/month? It depends entirely on how you use the platform. I break down all three tiers, Grok AI access, and who should skip it. Here's how to decide what makes sense for you. Neal Schaffer​

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​FREE EBOOK: The Definitive Guide To Guest Blogging​

Discover a thoughtful, practical approach to link building in this free, easy-to-follow guide. You’ll explore simple strategies, helpful SEO insights, and how building genuine relationships with bloggers can naturally support your business growth—all in one place.