Hey Reader,
I had an interesting potential client visit in Tokyo today that I wanted to share my feedback with you on.
This is an established global B2C brand with major market share in Japan. However they thought that their social media was just "going through the motions."
And they were right.
Perhaps this doesn't describe your business' social media, but if it does, you are stuck in pre-COVID mode:
- Using only static images instead of videos
- Not including people in your images
- No publishing of user-generated content
In other words, the content was simply not performing to its potential. And for good reason.
The third bullet point above I believe is the most important one. For any of you who have read Digital Threads, you know my take on the value of user-generated content. Instead of hiring a team or an agency to try to compete with content creators, instead lean into content creators by encouraging the creation of user-generated content. In doing so, you will automagically be able to source and repost video content and content that features people's faces, the most engaging and welcome content from an algorithm perspective. Not to mention the relationships you can develop with each of these content creators, some of whom might be your customers or even employees!
And while this is relevant for B2C companies, it is equally relevant for B2B companies! I hope to share a lot more thoughts on how B2B businesses can leverage B2C digital marketing trends in upcoming content.
Now on to this week's Top 10 news!
Please note: 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.
1-3. This Week's News
Meta Vibes Is Here and It’s About To Shake Up Short-Form Content (+ How It Opens New Doors For Brands)
Meta just launched Vibes, an AI-powered video feed inside the Meta AI app that lets anyone create or remix short-form videos using text prompts, music, and styles. Think Reels meets generative AI. Early reactions are mixed—some call it “AI slop,” others say it’s addictive and fun—but for brands, it’s a big deal. Vibes signals the rise of AI-native social media, where creation and engagement blend. Smart marketers will experiment early and ride the next content wave.
Facebook's Latest AI Feature Can Scan Your Phone's Camera Roll
Facebook’s new AI feature can now scan your camera roll (if you opt in) to surface “hidden gems” and turn them into collages or edited photos worth sharing. It’s aimed at automating creativity and making sharing easier, but it also gives Meta more data if you use or share those edits. If you’re privacy-conscious, it’s optional—but if you like low-effort content upgrades, this might be your new favorite tool.
Wikipedia Says Traffic Is Falling Due To AI Search Summaries And Social Video
Wikipedia’s seeing a drop in human traffic—down 8% year-over-year—and the reasons are exactly what you’d expect in 2025: AI search summaries giving answers without clicks, and Gen Z turning to TikTok and Reels instead of the open web. In this post, Anthony Ha breaks down what this means for information quality, volunteer support, and why attribution still matters. If you care about how we find and trust facts online, this one’s worth your time.
4. AI Advice
The Emerging Art Of Deep Thinking With ChatGPT
Most people treat ChatGPT like Google—but in this deep dive by Jeff Bullas, we’re shown how to go way further. The real power of AI comes when you treat it like a thinking partner, not a vending machine. From Socratic Systems Design to meta-prompting and simulating expert perspectives, this post is packed with techniques that help you think better, write smarter, and go deeper. If you’re ready to level up your prompts and your process, this one’s gold.
5. SEO Advice
How We're Driving LLM Visibility At Semrush
In this post, Sergei Rogulin reveals how Semrush boosted its AI share of voice from 13% to 32% in one month by tackling a new frontier—LLM visibility. Traditional SEO metrics can’t track how often AI platforms mention your brand, so Semrush built its own framework focused on visibility and share of voice across ChatGPT, Perplexity, and Google. The takeaway: in the age of AI search, influence now matters more than clicks, and visibility is the new SEO.
6. Email Advice
How To Write Cold Emails That Get Replies In 2025
If cold emails feel outdated or spammy to you, you're not alone—I used to think the same. But in this post I personally wrote, I break down why cold emails still work in 2025 and how you can use them to spark real conversations—not just sales. I share a 5-step framework, key mistakes to avoid, and advanced strategies like video and voice notes that actually get replies. Cold outreach done right opens real doors.
Flick is your all-in-one social media powerhouse — combining hashtag research, scheduling, analytics, and reporting in one sleek platform. Customize tone, style, and length effortlessly to captivate your audience and skyrocket engagement across platforms!
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7.-8. Social Advice
Study Shows 2-5 Weekly TikToks Deliver Biggest View Increase
If you’re on TikTok, this new Buffer study breaks down the sweet spot: 2–5 posts per week deliver the biggest per-post view gains—up to 17% more views than just posting once. While posting more can boost viral odds, the data shows diminishing returns after that. The takeaway? Post consistently, not constantly. Focus on quality, and let the algorithm do the rest. Smart strategy > spray and pray.
The TikTok-Fueled Shift B2B Marketers Can’t Afford To Ignore
In this sharp piece by Shama Hyder, we see how Gen Z’s TikTok-fueled creator economy is reshaping B2B marketing. From sororities acting as mini-agencies to companies like Evertrak going viral by ditching corporate tone, the message is clear: authenticity and community drive influence. For B2B brands, success now means platform fluency, investing in future buyers, and moving fast. The next big distribution channels are being built on TikTok—right now.
This comprehensive playbook demystifies digital marketing, offering a clear roadmap to building and growing your brand on a realistic budget.
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9.-10. Latest From My Blog
Facebook Ads Retargeting: A Complete Guide To Smarter, More Profitable Ads In 2025
Most marketers chase new leads, but in this post I personally wrote, I show why Facebook Ads retargeting should be your not-so-secret weapon in 2025. It’s all about turning warm leads into real results—cart abandoners, video watchers, past buyers—with ads that meet them where they are. I break down how to set it up, what to spend, campaign ideas, and real tips that boost ROAS. If you're not retargeting, you're leaving conversions on the table.
What Is Marketing Management? A Strategic Framework For Business Success
In this post I personally wrote, I break down what marketing management really is and why it’s the core of every smart business strategy. From setting goals and understanding your market to measuring performance and adapting to trends like AI and privacy shifts, this guide lays out a full framework. If you're looking to lead your marketing with purpose and results, this is the strategy blueprint you’ve been missing.
If I can be of any help to you or your organization, please consider joining my Digital First Group Coaching Membership Community or considering hiring me as a Fractional CMO.
Warm regards,
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Fractional CMO / Author / Speaker / Educator
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