Today's Guide to the Marketing Jungle from Social Media Examiner...
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The weekend is almost here, 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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YouTube growth myths busted
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TikTok discoverability tactic
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Customer psychology insights to transform your marketing
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Deep research tools: Perplexity vs. ChatGPT
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🗞️ Industry news from Instagram, LinkedIn, TikTok, and more
Don't Tank Your YouTube Channel! Real Talk
There's some not-so-great advice out there that can put your YouTube channel at risk. This isn't that. Nick Nimmin shared a big list of things you should know to keep your channel safe and successful.
First up, let's talk about that "Notify Subscribers" checkbox. You might've heard some people say unchecking it helps your channel grow. But think about it - why would hiding your new videos from your biggest fans help you grow? Those notifications are super important - they tell your biggest fans when you've got new content. So if you're super productive and posting more than three videos in a day, then maybe pick and choose which ones get the notification. But otherwise? Keep those notifications on.
Here's a big one: don't make videos about how to get around YouTube's features or other websites' restrictions (like showing people how to access and download YouTube thumbnail links through the browser code). Trust me on this—it can get your channel shut down fast. Even if you see other people doing it, it's not worth the risk.
Finally, for hashtags - less is definitely more here. Using more than 60 will actually backfire - YouTube will ignore all of them and might even hide your video from search. Yikes! Learn more here.
What Your TikTok Analytics Are Trying to Tell You (But Nobody's Listening)
Want to know a sneaky-smart way to boost your TikTok views? Keenya Kelly shared a genius hack that's flying under everyone's radar. It's all about understanding how people actually find your content through TikTok's search feature.
Sure, your followers see your posts, and sometimes you land on their FYP (For You Page). But here's the game-changer: lots of people find you through specific searches. And get this – you can actually see exactly what they're searching for!
Here's the secret sauce: Head to your best-performing video and check out its analytics (that little button in the bottom right). Scroll all the way down to "Search Queries" and boom – you'll see exactly what searches led people to your content.
The best part? Once you know what people are searching for, you can create more content around those topics. It's like having a cheat sheet for what your audience wants. Pretty sweet, right?
She answered a lot of questions about discoverability in the comments. Read more here.
It's Confirmed, Alluser!
After 11 conferences and thousands of glowing testimonials from attendees, Social Media Marketing World is still the #1 place to go to take your marketing to the next level. And being there in person is the best way to attend.
Why? Because in addition to discovering the latest marketing strategies, you'll also make valuable connections with other marketers on a similar journey. These connections can't be found anywhere else.
"Not only did the conference speakers have amazing sessions that taught me new ways to do my business... But the CONNECTIONS I made were essential," said attendee Katie Brinkley.
Right now you can save $500 on your All-Access Ticket. We'll see you in San Diego March 30-April 1.
Yes, I want my All-Access Ticket.
Using Neuro-Linguistic Programming for More Influence and Sales
Marketers need more than great copy to capture attention—they need messaging that connects on a psychological level. That's where neuro-linguistic programming (NLP) comes in.
What Is Neuro-Linguistic Programming (NLP)
Neuro-linguistic programming consists of three core elements that work together to influence how people process and respond to information:
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Neuro refers to how we process information in our brains.
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Linguistics focuses on language and how we use it, both in communication with others and in our internal dialog.
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Programming relates to habits and patterns.
What Neuro-Linguistic Programming (NLP) Isn't
One common misconception about NLP is that it's a form of mind control or manipulation. While NLP provides tools for influence, it's ultimately about improving communication and understanding how people make decisions. Just like any tool, it can be used ethically or unethically.
Neuro-Linguistic Programming (NLP) for Marketing: Some Basics
The foundation of an effective communication strategy is rapport.
"If you don't have rapport, it's very hard to sell to somebody," explains Rauch. "We all know what it's like to look at our email every morning and have 18 emails from somebody saying, 'I went to your social media and checked it out, and you really suck at social media, and you should totally hire me.'"
This approach immediately fails because the sender has zero rapport with you and doesn't have permission to critique your business. They showed up in your inbox without establishing whether you even want help with your social media or if they're the person you'd be interested in getting help from.
Understanding your customers' motivational traits helps you build rapport by communicating in a way that draws them in and makes them feel comfortable. Here are two traits to consider when developing your marketing messages.
Motivational Traits
Options vs. Procedures
Some people prefer flexibility, and some prefer structure. Options-oriented individuals want to know that they can achieve their goals with flexibility, while procedures-oriented people prefer clear, structured paths to success.
When Rausch launched her Sales Maven Society group coaching program, she initially structured it with a rigid monthly progression: specific content was unlocked each month in a predetermined order.
While this appealed to procedures-oriented members, options-oriented members felt constrained. "The options people were like, 'It's way too limiting. I want to watch month three now, and I want to watch month nine next,'" she explains.
By adapting the program to offer both a recommended structure and the flexibility to access content in any order, she successfully broadened her program's appeal to both types of learners.
Story vs. Highlights: A Context-Dependent Approach
This trait relates to how people prefer to consume information and goes hand-in-hand with whether someone is an options or procedures person.
Options people tend to prefer easily identifiable facts that make it super easy for them to make a decision. Meanwhile, your procedures people will typically love a well-told story because it has a process: a beginning, middle, and end.
Despite these varying preferences, the story remains powerful in specific contexts. For example, in contexts where people are there to learn, story is the language of the brain.
Pro Tip: To appeal to both types of people, format your story in a somewhat scannable way. Use more paragraphs than usual, add bullet points and bold text, and consider white space.
Strategic Word Choices
Understanding motivational traits is just the first step. The real power comes from implementing these insights through careful language choices in your marketing communications.
"Most of your competitors are using the same words constantly," Rausch explains. "If you want your content to read differently and elicit a different reaction, you need to change some of the words."
Here are two keyword replacements that will transform the effectiveness of your marketing messages.
Replace "If" With "When"
The word "if" is deeply embedded in marketing language, but Rausch suggests it may undermine your message's effectiveness. "'If' essentially says to someone, 'Slow down. Think about it. Are you sure this meets your criteria?'" she explains. This creates a natural pause in the reader's mind and can interrupt their momentum toward taking action.
Instead, Rausch recommends using "when" to create forward momentum. This simple switch transforms your message from hypothetical to inevitable:
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Traditional approach: "If you're struggling with this, here's this offer for you."
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Enhanced approach: "When you're struggling, when you're ready for a change"
This subtle shift in language helps readers envision themselves taking action rather than questioning whether they should.
Move from "Can" to "Will"
The word "can" implies uncertainty and suggests that something might help but might not. It's a word that leaves room for doubt.
By replacing "can" statements with "will" statements, you'll convey certainty and authority:
The goal of these language adjustments isn't just to sound more authoritative - it's to create genuine confidence in you and your audience, so you should only use "will" statements when you're confident in the outcomes you can deliver.
Today's advice provided with insights from Nikki Rausch, a featured guest on the Social Media Marketing Podcast and speaker at Social Media Marketing World.
Watch the full interview on YouTube
Did You Get Your Ticket Yet, Alluser?
Social Media Marketing World is the best way to lock in your marketing strategy for 2025. With an All-Access or Virtual Ticket, you get 365 days of marketing training from industry experts.
If you attend in person, you may just meet your next big client, business partner, employee, or new marketing friends.
Don't wait! The clock is ticking. The conference is only 5 weeks away!
Grab your All-Access or Virtual Ticket today!
Deep Research: Perplexity vs. ChatGPT-Pro
A week ago, Perplexity Deep Research was released, and Nicole Leffer broke her rule about commenting on newly released tools to share some interesting findings. She put four prompts she'd developed in ChatGPT-Pro Deep Research into Perplexity Deep Research to gauge the results.
She found the tool helpful (and fast) but discovered it's not yet as good as ChatGPT-Pro.
For example, when she asked Perplexity to "tell me about Nicole Leffer's perspective on AI," she found approximately 30% of the results were hallucinations. One citing said she "...predicts rise of AI agent swarms where specialized models collaborate autonomously on complex tasks like campaign orchestration and real-time performance optimization."
Leffer confirmed she "...most definitely have never in my life used the term 'agent swarms' nor said anything in this sentence." Read more here.
OpenAI User Growth: The company's chief operating officer, Brad Lightcap, says it logged 400m weekly active users as of February. Source: CNBC
Google Removes Gemini AI Assistant From its Main iOS App: The change requires users to download a separate Gemini app instead. The stand-alone Gemini app offers features like voice conversations, integration with Google services (Search, YouTube, Maps, Gmail), trip planning, AI summaries, and image creation. The Gemini app includes access to the paid Google One AI Premium plan through in-app purchases. Source: TechCrunch
Google Performance Max Updates: Google Ads is introducing new AI-powered creative capabilities to help advertisers generate more engaging visual content. Using Imagen 3, advertisers can generate images containing adult people across Performance Max, Demand Gen, Display, and Apps campaigns. All AI-generated images are tagged with SynthID. New asset-audience recommendations show which visual themes resonate with target audiences, with AI-generated image suggestions coming in the next few weeks. A beta test for retail campaigns allows a comparison of campaigns with and without creative assets, including AI-generated content. Interested advertisers should contact their Google account team. Source: Google
Instagram DM Updates: The message translation feature allows users to translate messages directly within DMs by holding down on a message and tapping "Translate," displaying the translation below the original text. Users can now share 30-second song previews from Instagram's audio library through a new music sticker feature in the chat's sticker tray. A new scheduling feature enables users to schedule messages for future delivery by pressing and holding the send button and selecting a specific date and time. Users can now pin up to three specific messages, images, memes, or Reels to the top of any individual or group chat. Users can generate and share personalized QR codes for group chats by accessing the group name at the top of the chat and selecting the QR code option from the invite link menu. Source: Instagram
Instagram Testimonial Partnership Ads: The feature allows creators to earn money by writing endorsements in the comments section of brands' social media posts and advertisements. These endorsements can appear on both Feed posts and Reels, with comments limited to 125 characters. Creators must submit their testimonials to brands for approval before they can be attached to specific ads. The financial arrangements, including pricing, are negotiated directly between brands and creators outside Meta's platform. Approved testimonials are pinned to the top of the post's comments section for increased visibility. Creators can monitor their testimonials and other Partnership Ads through their Creator Settings, with the ability to remove their content if needed. While these are paid endorsements rather than organic reviews, creators must consider their reputation when recommending products, as poor choices could result in lost follower trust. Source: TechCrunch
LinkedIn Attribution Updates: LinkedIn has updated its Conversions API, allowing marketers to optimize for qualified leads that meet their marketing or sales-qualified criteria (MQLs or SQLs). The platform is testing a new Revenue Attribution Report feature that lets advertisers see how specific customer campaign interactions contribute to business revenue. Source: LinkedIn
New TikTok Ads: TikTok is launching Automotive Ads, a catalog-based advertising solution for vehicle promotions, offering two formats. The Video + Product Card combines video with product recommendations. The Multi-link Carousel Card is an image-based catalog that displays with unique URLs. Two ad types are available: Inventory Ads for dealers to promote specific VINs and Model Ads for manufacturers to showcase models and trims. Key features include automated creative generation, vehicle matching based on user intent, and in-app inventory browsing. Source: TikTok
TikTok Live-Stream Shopping Expansion: The platform is expanding its shopping feature into new markets, including Italy, Germany, France, Japan, and Brazil, following its recent launch in Mexico. Source: Social Media Today
YouTube Voice Reply for Comments: YouTube is expanding access to its new voice reply feature, allowing more creators in the United States to respond to comments using their voice. Creators in the test group can access this feature through the YouTube app by finding a comment they want to respond to, tapping reply, and then tapping the Soundwave icon to record their voice response. Source: YouTube
YouTube Shorts Promotion Tool: The platform announced a promote button for Shorts, which will be available on both the Shorts Tab and the short shelf on the Home tab for desktop users. The promote feature offers creators a streamlined ad purchasing experience directly in Studio, eliminating the need to navigate complex campaign settings in Google Ads. Promoted videos will automatically be displayed to viewers who are more likely to engage with the promoting channel. Source: YouTube
Did You Know?
There is a second Amazon River underneath the one we all know. The Hamza River is a few miles underground, mirrors the Amazon in length, is up to four times wider, and flows through porous sedimentary rock.
Michael Stelzner, Founder and CEO
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