Neal Schaffer​

February 28, 2025

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​Why Social Media Is Now “Interest Media” – And How To Adapt​

This interview is a must-see if you’re trying to keep up with the shift from traditional "social-graph" social media to the new "interest-graph" interest media. I chat with David Sidoni, who built his brand using podcasting as a marketing powerhouse. We break down how to create engaging content, why organic reach is changing, and how to scale across multiple platforms. If you want to future-proof your marketing strategy, this episode is packed with insights you can’t afford to miss!

​Brand Building is Not A Luxury—It’s A Growth Strategy​

Companies don’t do brand advertising because they’re big. They’re big because they did brand advertising." – James Hurman

If your marketing strategy is only focused on short-term sales, you’re missing out on future customers. In my latest podcast episode, I sit down with James Hurman to talk about the science behind marketing effectiveness, the power of creativity, and why brand-building is a must-have, not a luxury.

We cover:

• Why performance marketing alone won’t drive long-term growth
• How creative advertising outperforms bland, sales-driven ads
• The key to balancing short-term sales with long-term brand-building

This conversation will change the way you think about marketing. Listen now!

​Digital Threads​

This comprehensive playbook demystifies digital marketing, offering a clear roadmap to building and growing your brand on a realistic budget.

NEWS

​TikTok And YouTube Remain The Most Frequently Used Social Platforms By Teens​

​TikTok and YouTube continue to dominate teen social media use, with YouTube leading overall and TikTok winning in near-constant engagement. According to Pew Research, 16% of teens use TikTok almost constantly, slightly edging out YouTube (15%). Snapchat and Instagram follow, with Instagram seeing the biggest growth. Demographic trends reveal TikTok and YouTube are used more frequently by Black and Hispanic teens. Needless to say, while TikTok is a must for GenZ, the data is also a reminder of the importance of YouTube.

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​LinkedIn Rolls Out Comment Impression Counts​

LinkedIn is now showing comment impressions, giving users a new way to measure their reach and engagement. This feature tracks how many times your comments are viewed, offering insights into your impact on the platform. While the data includes non-unique views (even your own), it could encourage more commenting—a key strategy for LinkedIn growth. This update gives you more incentive to engage more on LinkedIn, and in doing so, help to increase the visibility of your profile and future content.

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​Data Shows AI Adoption Correlates With Top Marketing Performers​

Generative AI is now a marketing must-have, with 73% of marketing teams using AI for content creation, strategy, and campaign optimization. Research from Gartner and Adobe shows that AI-powered personalization boosts engagement and brand loyalty, while most consumers are comfortable with AI-generated content. If you’re not leveraging AI yet, now is the time—it’s transforming marketing efficiency, personalization, and performance in ways you can’t afford to ignore!

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​LinkedIn Rolls Out Email Metrics For Newsletter Publishers​

LinkedIn has introduced email analytics for newsletter publishers, finally giving insight into email sends and open rates. While these numbers are estimates, they help marketers gauge how readers engage with newsletters via email vs. in-app notifications. This update makes LinkedIn newsletters more comparable to traditional email platforms, though subscriber email access is still restricted. I continue to recommend the adoption of LinkedIn newsletters to all of my clients because of the preference the algorithm gives it presently.

​Warm Leads. Every Day.​

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SEO ADVICE

​How To Optimize For GenAI Answers​

Want your brand to show up in AI-generated answers? Optimizing for Generative AI (GenAI) platforms like ChatGPT, Gemini, and Google’s AI Overviews requires a different approach than traditional SEO. Fast-loading, JavaScript-free, no-fluff content improves visibility, while clear, concise language boosts credibility. AI crawlers prioritize simplicity and accuracy, so refining your content for both search engines and AI-generated answers is now essential for digital success!​

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SOCIAL ADVICE

​I Can’t Get Enough Of Instagram Trial Reels — Here’s How I Use Them For Best Results​

Instagram Trial Reels are a game-changer for testing content without risking your current audience. This feature lets you experiment with new ideas, hooks, formats, and trends—all while getting real feedback from non-followers. Senior Content Writer Kirsti Lang shares how to use them, why they matter for growth, and 10 smart experiments to try. If you’re serious about leveling up your Instagram strategy, this guide is packed with must-know insights!

AI ADVICE

​The Smart Marketer’s Guide To Streamlining Work With AI​

Feeling overwhelmed by AI? Michael Stelzner and Rick Mulready break down a practical, 5-step framework to help marketers prioritize AI tools for efficiency. Instead of chasing shiny AI features, start by auditing your time, identifying repetitive tasks, and testing AI solutions. Learn how to deconstruct workflows, pick the right AI tools, and document processes for long-term success.

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​50 Unique Ways You Can Use AI Deep Research For Marketing​

AI-powered deep research is changing the game for marketers, offering powerful ways to streamline research, optimize strategies, and gain a competitive edge. This guide explores 50 unique ways to leverage deep research AI, from competitor analysis and SEO planning to ad optimization and customer engagement. If you want to save time, uncover insights faster, and refine your marketing strategies with AI-driven data, this is the must-read resource to get started!

​The 6 Different Types Of Social Media Marketing: Find The Best Fit For Your Brand​

​Social media marketing is more complex than ever, and success requires a strategic, integrated approach. With 5.17 billion users worldwide, brands must align their marketing types—content, influencer, paid ads, video, UGC, and community building—to maximize ROI. In this guide, I break down each type, its strengths, and how to combine them for sustained engagement, visibility, and conversions.

​Influencer Collaborations: How To Build Powerful Partnerships ​

When I wrote The Age of Influence, the term "influencer collaboration" wasn’t widely used—brands treated influencers like ad space. Today, true partnerships drive better engagement, credibility, and ROI. In this post, I break down best practices, types of collaborations, and real-world examples to help you build authentic, high-impact influencer relationships. If you're ready to level up your influencer marketing strategy, this is the guide you need!