Today's Guide to the Marketing Jungle from Social Media Examiner...
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Friday is almost here and... it's Christmas, Alluser! Before you unplug, here's one last round of insights and updates. Whether you read them now or save them for later, you won't want to miss these.
In today's edition:
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The facts about the 2-link limit test on Facebook, from Mari Smith
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Navigate the shift to interest-based algorithms and build a resilient marketing strategy on Facebook, Instagram, and YouTube.
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🗞️ Industry news from TikTok and Snapchat
Facebook's 2-Link Limit for Businesses
What happens when a core distribution tactic quietly becomes restricted—without a formal announcement?
Meta is currently testing a change that could materially affect how marketers use Facebook: selected Pages and Professional Mode profiles may be limited to just two organic link posts per month, unless they subscribe to Meta Verified. While this is not a platform-wide policy and not yet formally announced, confirmed reports indicate it is a live test with clear strategic intent.
For marketers who rely on organic Facebook traffic to support content distribution, lead generation, or launches, this raises important considerations. It signals a continued shift toward on-platform engagement, reduced visibility for outbound links, and the positioning of Meta Verified as more than a cosmetic badge—it's being tested as a functional access layer.
If you already feel the tension between keeping up with AI-driven change and managing unpredictable social platforms, this development deserves your attention. Not because it demands immediate action—but because it points to where organic strategy may be heading next.
Mari Smith breaks down what's confirmed and what's still unclear—without speculation or hype. Read more here.
The Death of Organic Reach: What Works Right Now
While repurposing content is a valid strategy to save time, Sean argues that platform-native content performs significantly better. Content created specifically for the platform it is viewed on can generate results that are 100 times better than generic repurposed clips.
Facebook and Instagram
Mari suggests that on Facebook, you have a unique advantage: it is the only platform where a landscape video will rotate to full screen if the user turns their phone. However, be mindful of duration. On Instagram, Mari recommends keeping your videos under two minutes unless you are going live.
To optimize your reach on these platforms, Mari provides these specific guidelines:
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Avoid Link Posts: Do not rely on "link posts" (posts with a URL in the caption). These remain the lowest-reaching format on Facebook, and heavy reliance on them often leads to burnout because performance is consistently poor.
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Use Trial Reels: Leverage Instagram's "Trial Reels" feature, which pushes content specifically to non-followers. Mari notes this is an excellent way to audit your "recommendability".
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The "Background Color" Format: Mari identifies a high-performing format on Facebook that uses a large font with a colored background to deliver a hook or value, while placing the detailed content in the comments.
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Test With Stories: Stories are a brilliant testing ground because you can post frequently without penalty to see how your audience responds before committing to a permanent post.
YouTube
Sean points to vertical live streaming as a massive, underutilized tactic on YouTube. As users scroll through the Shorts feed, they are frequently presented with live streams they can join instantly. This discovery engine helps small channels find new audiences quickly.
You should also experiment with the new "Collab" feature. Sean explains that this allows two channels to co-publish a video and share with both audiences. While he notes it isn't always revolutionary for growth, it is a low-risk way to tap into a partner's viewership.
Additionally, Sean emphasizes the Community Tab. You can use it to post carousels (up to 10 images), polls, and surveys. These posts often get reach on their own merit and can re-engage subscribers who may have missed your recent videos.
Other topics discussed include:
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Recognizing the Shift From Social Media to Interest Media
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Optimizing for Video Retention
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Fostering Human to Human Connection
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Approaching Social Media With a Business vs. a Viral Mindset
Today's advice is provided with insights from Sean Cannell and Mari Smith, featured guests on the Social Media Marketing Podcast and speakers at Social Media Marketing World.
Snapchat Launches Animate It: Snapchat has rolled out Animate It, a new Lens that turns user prompts into dynamic short videos using Snap's internal AI video generation model. Available to Lens+ subscribers, Animate It is Snapchat's first open-ended video generation tool, allowing users to animate reactions, ideas, or mini-stories with ease. Users simply enter or select a prompt in the Lens and watch their concept come to life in seconds—ready to share on Snapchat or beyond. Snapchat
TikTok Launches Christmas Effects and Year in Review Recaps for 2025: TikTok has rolled out festive in-app animations and a personalized Year in Review feature to help users celebrate the end of 2025. Seasonal effects appear in relevant searches, comments, and DMs, while a new Christmas content hub highlights trending holiday templates and hashtags. Meanwhile, users receive customized recap videos showcasing their most meaningful posts from the past year. The activations offer fun, shareable ways to reflect on the year and connect during the holidays. Social Media Today
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