Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

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In this week's newsletter:

• Learn why experts say TikTok users' censorship fears are justified.
• UpScrolled saw a 2,850% spike in daily downloads after the TikTok deal closed.
• Why the math doesn't favor moving to a paid Substack model—despite the platform's appeal.

Hey Reader,

Happy New Year!

Greetings from Nagoya, Japan!

For those that might remember, I was here last year on the invitation of the local Japanese government for the launch of their TechGALA events to promote the startups in this part of Japan, famous for its manufacturing prowess and the birthplace and headquarters of Toyota.

But I want to talk about something slightly different today.

For those that know me, I speak fluent Japanese, and I have always had a stream of revenue coming from my activities in Japan, through supporting companies in Japan or Japanese companies in North America.

Sometimes, though, pipelines dry up, and I find myself more and more in business development mode here.

What I also realized after my last trip here is that when I am in Japan I am locked in, but the moment I get back to the United States I fail to make progress on my Japan initiatives as my "English" activities dominate my time.

Why am I mentioning this to you?

Whenever you have a new initiative, you need to devote the right amount of time until you get a true "flywheel" effect, something that I have traditionally done with my books and content marketing.

However, in Japan, outside of the small circle of people who know me, I am a nobody.

If you don't know me, I am a big sports fan of my local Los Angeles teams, so it was a sad day when my Los Angeles Rams recently lossed.

But I was inspired by what the coach, Sean McVay, is reported to have said before the game:

I have decided to take that advice to heart, and follow my own advice in Digital Threads on creating a team of freelancers that I can work with to expand here. This time these freelancers will be Japanese nationals who have experience in translation, localization, digital marketing, and understanding what works for the Japanese market.

Over the next few weeks I plan to begin the process of creating a truly separate Japanese-first content marketing approach, and I can't wait to see the results that it will yield.

So if there is something lacking in your business that you haven't found the time to do, it is time to invest in some resources that can make your dreams a reality.

Be corageous!

No regrets!

Now on to this week's top news and insights!

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.

This Week's News

TikTok Users “Absolutely Justified” In Fearing MAGA Makeover, Experts Say - Experts warn that TikTok's recent "technical glitches" blocking anti-Trump and anti-ICE content may signal something deeper. Columbia professor Ioana Literat says users' censorship fears are justified—their pattern recognition isn't paranoia, it's digital literacy. With uninstalls up 150% and Trump-connected investors now at the helm, marketers should watch how this platform shift affects their audience reach and content strategy. Ars Technica​

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Social Network UpScrolled Sees Surge In Downloads Following TikTok’s US Takeover - TikTok's ownership shake-up is already reshaping the social landscape. UpScrolled, a platform promising no shadowbanning and algorithm transparency, saw a 2,850% spike in daily downloads after the deal closed. For marketers watching where audiences migrate, this signals growing demand for platforms that prioritize creator control over corporate agendas. Worth keeping on your radar as the social media landscape fragments. Tech Crunch​

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Claude Now Offers Deeper Integrations With Apps Like Canva And Slack - Anthropic just launched interactive apps inside Claude, connecting the AI assistant directly to Slack, Canva, Figma, Box, and more. The implications for marketers? You can now send messages, generate designs, and access cloud files without leaving the chat interface. Combined with the new Claude Cowork agent, this could automate multi-step workflows like updating graphics or pulling project data. Available now for paid subscribers—worth exploring if you're building AI into your workflow. Engadget​

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AI Images For Business: Tools, Prompts, And Strategy - Think AI-generated images are cheating? Former Ulta Beauty creative director Lauren deVane makes a compelling case otherwise. Her seven-pillar prompt framework helps you generate professional brand visuals without expensive photo shoots. From describing subjects and lighting to communicating intent, each element shapes your results. If you want studio-quality images on a fraction of the budget, this breakdown is essential reading. Social Media Examiner​

Recommended Branding Agency (see all of my recommendations on my Clutch Branding Agency List)

​Build From Insight. Strategy Is Groundwork.​

If your brand could use a little clarity or polish, Watson Creative is a great place to start. Their team partners with you to shape a brand that feels authentic, looks great, and connects easily with the people you want to reach.

More News

Is It Time To Monetize Your Audience Through Substack? - Marketing strategist and my social media "cousin" Mark Schaefer shares why he's not moving to a paid Substack model—despite the platform's appeal. His reasoning? A dormant blog means losing SEO authority and the serendipity that brings Fortune 100 CMOs to his door. With only 5% of free readers likely to convert to paid subscribers, the math doesn't favor trading reach for revenue. If you're weighing direct monetization vs. inbound marketing, this honest breakdown is essential reading. Business Grow​

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9 Steps To Build An Effective Social Media Strategy For 2026 - In a recent blog post, I introduce the Digital Threads Framework—a four-stage approach that's replaced my original social media playbook from 2013. The key insight? Traditional strategies over-index on branded content and treat community as an afterthought. My framework flips that: start with platform authentic content, multiply through UGC (which outperforms branded posts by 28%), build community, then add influencers. Each stage compounds the next. Here's your roadmap for 2026. Neal Schaffer​

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How To Post On LinkedIn: The Complete Guide For 2026 - In my latest guide, I break down exactly how to post on LinkedIn in 2026—from algorithm signals to content formats that actually perform. Here's what surprised me: carousel posts now get 24% engagement while external links are no longer the reach killers they once were. I share my 40/40/20 content framework plus the posting mistakes that quietly sabotage most professionals. Your next great opportunity might be one strategic post away. Neal Schaffer​

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How To Win With The Pinterest Algorithm In 2026 - Pinterest isn't just another social network—it's a visual search engine where 85% of weekly users have purchased from a Pin. This deep dive from Sprout Social breaks down the four ranking signals that determine visibility: pin quality, pinner quality, relevance, and freshness. If you're treating Pinterest like Instagram, you're likely missing its true potential for discovery-driven sales. Sprout Social​

This Week's Sponsor

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If you’ve ever wished you could spend less time on repetitive social media tasks, PhantomBuster can help lighten the load. It quietly handles things like outreach and lead collection in the background, giving you more time to focus on real conversations and steady growth.

Recommended Newsletters Of The Week

​Digital Threads​

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

Latest From My Blog

Social Media Videos: How To Use Video To Grow Your Business In 2026 - Here I break down how to use social media videos to actually grow your business—not just gain followers. Here's what the data shows: videos are shared 12x more than text and images combined, and 85% of viewers have purchased after watching one. I cover the seven video types that drive results, budget-friendly creation tips, and platform-specific strategies. You don't need fancy equipment—just your smartphone and a clear plan. Neal Schaffer​

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What’s A Good eCommerce Conversion Rate? Benchmarks + How To Improve Yours In 2026 - The question every eCommerce marketer asks: what's actually a good conversion rate? The short answer: 2.5-3% is average, but context matters more than benchmarks. Food brands hit 6% while luxury hovers at 1%—and that's perfectly fine. I break down rates by industry, device, and traffic channel, plus share the metrics that matter more than conversion rate alone. Stop chasing generic numbers and start optimizing for profitability. Neal Schaffer​