Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

In this week's newsletter:

• Ad dollars are following audiences to YouTube (especially younger viewers).
• Attention SEOs: you're no longer competing for exact-match keywords in 2026.
• If you're looking to reduce acquisition costs, start by turning customers into advocates.

Hey Reader,

Greetings from London, England, where I am here attending events surrounding the business of writing, including the London Book Fair.

Many of you have subscribed to this newsletter through consuming my content of some form, whether it was a book, an ebook, a blog post or perhaps an email newsletter that was forwarded from a friend.

Content is at the center of everything we do, and it is a big business. While imagery, video and even audio seem like the trendy types of content, we are all still reading textual content like this.

And, yes, we all want to read writing from HUMANS and not AI!

For me, publishing Windmill Networking: Understanding, Leveraging and Maximizing LinkedIn way back in 2009 is what led to me getting speaking engagements, consulting gigs, and finally launching my own company back in 2010.

That is why I continue to write books, and in the words of one of my favorite podcasters, every book becomes one of my "employees," sharing my experience with the world and generating interest for new business around the topic of that book.

2026 is the year where I am hoping to ramp up book production as I have lots of ideas that I think can make positive impact on the world and help a lot of people.

And one of those books is actually one to help inspire YOU to write YOUR first book!

Until then, lots of writing to do ... so let's move 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

LinkedIn Is A Leading Source For AI Answers - Two new studies confirm LinkedIn is a top source for AI chatbot answers—SEMRush's analysis of 325,000 prompts ranked it #2 behind Reddit, while Profound's data shows it rose from outside the top 20 to #5 in just three months. With 37% of consumers now starting searches with AI tools, your LinkedIn content is increasingly being surfaced by ChatGPT, Perplexity, and Google AI Mode. A powerful reason to optimize your LinkedIn presence for AI-era discovery. Social Media Today​

They Analyzed 89K LinkedIn URLs Cited In AI Search: Here's What Drives Visibility - As a follow up to the preceding article, SEMRush analyzed 89,000 LinkedIn URLs cited by ChatGPT, Google AI Mode, and Perplexity—and the findings should reshape your LinkedIn strategy. LinkedIn ranks #2 among all cited domains, with AI responses closely mirroring the original content's meaning. The biggest surprise? You don't need virality—most cited posts had just 15–25 reactions. What matters is original, educational content posted consistently. Both company pages and individual thought leadership play a role in winning AI visibility. Semrush​

B2B Buyers Trust Peers Over AI Chatbots, Report Finds - A Reddit/SurveyMonkey survey of 1,200 B2B decision-makers found that 73% trust peer recommendations—nearly double the 39% who trust AI chatbots. Real-user testimonials topped the content value rankings, while white papers landed last at just 17%. Perhaps most telling: 83% of buyers research independently before ever talking to sales. If your B2B strategy still leans on gated white papers and vendor content, this data suggests it's time to invest in peer-driven social proof. Search Engine Journal​

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​

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

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Most campaigns get attention—but not the results your business needs. Disruptive Advertising helps brands align SEO, paid ads, and social media into marketing that connects with the right audience and drives growth that matters.

More News

Reddit Publishes Report On Its B2B Marketing Opportunities - Reddit's new 22-page guide with SurveyMonkey reveals a hidden B2B buyer journey happening across its 100,000+ active communities. The data is striking: over 200 million unique Reddit posts are clicked from Google search results per quarter, and the platform is now the most cited source for AI chatbot answers. B2B decision makers are already using Reddit to research purchases and seek peer advice. Worth exploring if you're rethinking your B2B content distribution strategy. Social Media Today​

How Much Do Keywords Matter In 2026? - Moz's Dr. Pete Meyers analyzed 8,703 search results across 1,000 long-tail queries and found that 99.5% of page-one titles didn't contain an exact keyword match. Yet the mean semantic similarity score was 0.76—proving Google now understands meaning over matching words. The takeaway for SEOs: you're no longer competing for exact-match keywords, but for broader clusters of similar phrases. Time to think about semantic relevance, not keyword stuffing. Moz​

Community Marketing: How To Use It To Drive Customer Advocacy And Reduce CAC - Hubspot's Cassie Wilson Clark makes the case that community marketing isn't just community building—it's a measurable growth strategy. The data backs it up: peer-generated answers reduced support tickets by 30% in one case, and trusted relationships make repeat purchases 2.3x more likely. The guide covers platform selection, ambassador programs, and tying community data to CRM for real attribution. If you're looking to reduce acquisition costs, start by turning customers into advocates. Hubspot​

How To Build A Strategic YouTube Dashboard: A Guide To YouTube Studio And Beyond - Sprout Social's John Paul Hernandez makes a strong case: YouTube Studio alone isn't enough for marketing teams. While native analytics handle video management well, they operate in a silo—disconnected from your broader social strategy. This guide walks through building a strategic dashboard that connects YouTube performance to cross-channel business outcomes using tags, filters, and comparative views. If you're managing YouTube alongside other platforms, here's how to turn raw metrics into actionable intelligence. Sprout Social​

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Latest From My Blog

How To Create A Social Media Content Strategy: The Complete Guide For 2026 - In my latest guide, I share the complete 4-phase, 18-step framework I use to build social media content strategies that drive real business results. From setting SMART goals and defining content pillars to the 70/20/10 content mix rule and measuring ROI, this is the playbook I follow with clients. No more "post and pray"—71% of marketers now report measurable returns from strategic social media. Start with Phase 1 and build your roadmap now. Neal Schaffer​

How To Make Money On YouTube In 2026: 7 Proven Revenue Streams For Creators - In my latest guide, I break down 7 proven YouTube revenue streams and exactly when to activate each one. The game-changer most creators miss? You can start earning at just 500 subscribers through memberships and Super Chat—long before ads kick in. From understanding CPM rates by niche and country to landing brand deals, I map out a monetization strategy for every channel size. Stop waiting for a million subscribers to start earning today. Neal Schaffer​