Today's Guide to the Marketing Jungle from Social Media Examiner...
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In today’s edition:
LinkedIn Company Page strategy
Giving your AI expert knowledge
3 psychological principles that make people watch short-form video
How to set up Claude Code
🗞️ Industry news from Anthropic, Instagram, YouTube, and more
Are You Treating Your LinkedIn Company Page Like a Profile?
Many marketers have started to believe that LinkedIn Company Pages no longer matter.
In her latest podcast episode, Michelle J Raymond offers a different perspective using ManyChat as an example.
This episode will resonate with marketers and business owners who are trying to improve visibility on LinkedIn without relying on trends or overly promotional tactics. It also speaks to teams that may feel stuck between wanting to try new approaches and maintaining a professional brand presence. Watch more here.
This Is What 2,000+ Marketers Are Raving About
With a Virtual Ticket to Social Media Marketing World and AI Business World, you get access to recordings of every keynote, session, and workshop from both conferences. That’s hours and hours of training you can watch on your own schedule.
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The Expert Library Knowledge Base
Want your custom GPT to advise you like it’s a panel of real, high-level consultants or experts?
To give a custom GPT specialized expertise without relying solely on its general training, create an "Expert Library" in a spreadsheet.
Enter the name of a top industry expert. Next, detail their specific framework and the key performance indicators they prioritize.
Add 10 to 12 experts, then upload your spreadsheet to the GPT’s knowledge base so it can think like a specialized advisory board.
Want to see the exact spreadsheet Maria Anderson uses?
You can download her CFO Expert Library template and the full 20-hour build breakdown in the community resource area when you join the AI Business Society.
The Science of Attention: Creating Short-Form Videos People Won't Skip
Using video in your marketing funnel isn’t about grabbing the attention span for a few seconds. It’s about engineering sustained engagement across an entire piece of short form content.
To figure out how to do that, Hilary and her partner watched and analyzed thousands of viral videos, tracking every factor that could possibly contribute to a video's high velocity in a spreadsheet — what was happening at second one and second three, what they were wearing, the hand gestures, the edits, the cuts, whether there was trending audio, what platform it was on.
What they found was that posting frequency, trending audio, and popular challenges weren’t consistent predictors of performance. What was consistent were certain fundamentals of science and psychology.
Below, we cover step two of a 3-step strategic, science-backed framework to help you apply those insights.
Step 2: Reputation: The Authenticity Formula
Your brand, whether personal or company, is the what of your reputation. Authenticity is how that reputation is communicated in your content.
But how can you operationalize authenticity for scaled video production? Telling someone to "just be yourself" isn't actionable advice, especially if they’ve spent years adapting to different audiences or contexts.
Billings developed what she calls the Authenticity Formula to solve this problem: values multiplied by voice.
Your Brand’s Values: Research from the Brand Builders Group national personal brand study found that over 70% of people are willing to pay more for a product or service if the company's founder shares their same values. For marketers working for companies they don't own, this same logic applies. By surfacing values through content, you're building the kind of trust that directly accelerates buying decisions.
So, you need clarity on what your brand actually stands for. Why does it exist? What gap does it fill in the market? This isn't about crafting mission statement language; it's about identifying the real values that drove the brand into existence, because those values are what the formula amplifies.
Values in this context are the things that genuinely matter to you as a founder, marketer, or creator; things like family, faith, sustainability, disruption, access, or community.
Your values don't need to be stated explicitly in your content. In fact, Billings says they shouldn't be stated directly. Instead, they should be shown through the choices you make in your content.
A creator who values sustainability might regularly feature their favorite reusable products or share how they upcycle clothing. The audience picks this up unconsciously and begins to associate the creator with those values.
Billings recommends focusing on one value per video. Just as your brand or company is a complex entity made up of many things, each individual piece of content should capture one facet of that complexity. Over time, the full picture builds.
Your Brand’s Voice: Voice is how you would describe your brand’s personality if it were a person. Is it edgy? Funny? The best friend you never had? A no-stranger-to-controversy provocateur?
Values Multiplied by Voice
When values and voice operate together, they create a specific frequency that only certain people will connect with.
This is the opposite of operating from a scarcity mindset approach.
Billings often works with real estate agents, financial advisors, and lawyers who worry that showing their values and voice will cost them potential clients. Her response is that by leaning into your values and voice, you’re giving potential clients a chance to preview what it's like to work with you and accelerating the journey to yes for those who are genuinely aligned with you.
Consider Duolingo.
The brand made an early decision not to heavily promote its product in its content. Instead, it trusted that viewers who resonated with their values and voice would bridge the gap to the app themselves.
Their Value: Disruption: The brand aimed to turn the process of learning a new language from a dry academic prospect into a fun experience.
Their Voice: Outlandish, Chaotic, Unpredictable: Videos have featured Duo, the owl mascot, wreaking havoc in the Duolingo office.
It worked. Duolingo became the number-one language-learning platform by being radically clear about its values and voice from the start.
Other topics discussed include:
Why the Science of Attention Matters More Than Algorithms for Video Content
Connection: The Two-Fold Foundation
Emotion: The Engine That Makes Content Spread
3 Questions to Guide Development of Every Short-Form Video
Today's advice is provided with insights from Hilary Billings, a featured guest on the Social Media Marketing Podcast.
Claude Code for Everyone: How to Get Started
Before you install Claude Code, you’ll need to understand two things.
First, to use Claude Code with any degree of impact, you’ll need a paid Claude subscription. If you already have a paid Claude account, Claude Code will run on the same subscription. If you don’t have a paid subscription, Tyler says the $20/month Pro subscription is perfect for beginners.
Second, Claude Code is a command-line interface (CLI) tool, which means you type your commands into a text-based window rather than in a chat or by clicking buttons in a visual interface.
On a Mac, you'll interact with Claude Code through your computer’s terminal; Windows and Linux have their own equivalent environments. If you've never seen a terminal before, Tyler describes it as a plain black screen where everything is text. It looks unfamiliar, but it isn’t complicated once you're inside.
Note: By default, Claude Code asks your permission before taking any action that affects your computer. Before Claude Code browses the web, creates a file, writes a document, or edits something in a folder, you'll see a prompt asking whether to allow or deny each action.
Set Up Claude Code Step by Step
Getting Claude Code up and running involves a few distinct steps.
First, open your terminal.
Next, follow Anthropic's official documentation, which contains clear copy-and-paste installation commands for whichever operating system you use — Windows, Mac, or Linux.
Copy the relevant installation command and paste it into your terminal window. Hit enter and wait while Claude Code is installed.
When you see a message that confirms installation, type the word ‘claude’ in the terminal. Claude Code will begin running and prompt you to log in.
Using the login command opens a browser window where you authenticate with the email address associated with your Claude subscription. Once you've completed that step, you're inside Claude Code and ready to choose the model you want to work in.
Other topics discussed include:
Working In the Terminal With Claude Code: The Basics
Working In the Terminal With Claude Code: Advanced Features
Build Your First Automation With Claude Code: Google Calendar and Telegram
Today's advice provided with insights from Tyler Reed, a featured guest on the AI Explored podcast.
Learn AI Skills That Actually Pay Off
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Divine Revives Vine with AI-Free Video Sharing and Open Social Protocols: Divine, a new Vine reboot backed by Jack Dorsey’s nonprofit initiative, is launching publicly with restored Vine archives, six-second looping videos, and creator-focused remix tools. The app differentiates itself by limiting AI-generated content and embracing decentralized social technologies, positioning itself as a more human-centered alternative to mainstream social video platforms. TechCrunch
Instagram Tests ‘AI Creator’ Labels to Improve Transparency Around AI Content: Instagram is experimenting with profile-level labels for creators who frequently post AI-generated media, expanding its broader transparency efforts around synthetic content. The feature gives audiences clearer context about who is creating AI-driven posts while allowing creators to voluntarily identify their use of AI tools. Instagram
Instagram Expands Edits with New AI Video, Caption, and Analytics Tools: Instagram is adding new creative and performance features to Edits, including deeper reel analytics, customizable caption transcription controls, AI-powered photo-to-video blending, and new text styling options. The updates continue Meta’s push to position Edits as a more advanced creator-focused editing platform. Instagram via Threads
LinkedIn Launches New Event Marketing Tools for Lead Gen, Attribution, and Content Repurposing: LinkedIn is expanding its event marketing suite with off-platform Event Ads, integrated lead generation forms, deeper ROI measurement, and AI-powered event clipping tools. The updates are designed to help B2B marketers drive qualified pipeline, simplify event promotion workflows, and extend the value of event content beyond the live broadcast. LinkedIn
LinkedIn Launches Agency Certification Program for B2B Advertisers: LinkedIn is introducing a global certification program that formally recognizes agencies with demonstrated expertise in LinkedIn Ads. The initiative aims to help advertisers identify qualified B2B marketing partners while giving agencies new ways to showcase platform knowledge, performance capabilities, and operational readiness. LinkedIn
LinkedIn Expands Programmatic CTV Buying Through Amazon: LinkedIn is broadening access to its Connected TV advertising inventory by integrating with Amazon DSP, giving B2B marketers new ways to reach professional audiences across premium streaming platforms. The partnership combines LinkedIn’s audience targeting data with programmatic TV buying workflows to support more scalable full-funnel B2B campaigns. LinkedIn
Threads Expands Messaging to Desktop with Web-Based DMs: Threads is bringing direct messaging to its web experience, giving users the ability to continue conversations beyond the feed while working from desktop. The rollout reflects Meta’s push to make Threads a more complete real-time conversation platform across devices. Threads
Threads Tests Playable Music Stickers for In-Stream Song Sharing: Threads is experimenting with music stickers that allow users to share playable song previews directly within posts. The feature brings Threads closer to Instagram and TikTok-style music engagement, giving creators and users new ways to spark conversation and cultural discovery around music inside the app. Social Media Today
Threads Tests Auto-Threading and Animated Stickers for Posts: Threads is experimenting with new posting tools that automatically turn long-form text into threaded posts and add support for animated stickers. The updates aim to make conversations more fluid while giving users additional creative ways to engage inside the app. Threads, Threads
YouTube Tests Dynamic Thumbnail Sizes: YouTube is experimenting with variable thumbnail and video sizing on mobile in an effort to create a more visually engaging Home feed experience. The test could change how creators optimize thumbnails as YouTube explores new ways to drive attention and engagement on smaller screens. YouTube
YouTube Tests New Swipeable Feed Navigation on Mobile: YouTube is experimenting with a redesigned mobile navigation experience that shifts feed access toward a swipeable top-tab layout. The update could reshape how users move between Home, Subscriptions, and premium content feeds as YouTube explores more streamlined discovery experiences on mobile. YouTube
Anthropic Expands Claude Capacity with Higher Limits: Anthropic is significantly raising Claude’s compute capacity through a new partnership with SpaceX and broader infrastructure agreements across major cloud and hardware providers. Alongside expanded API and Claude Code limits, the move is designed to improve reliability, scale enterprise adoption, and support the growing demand for AI workloads globally. Anthropic
Anthropic Launches Financial Services Agents and Microsoft 365 Integrations for Claude: Anthropic is expanding Claude into enterprise finance with a suite of prebuilt AI agent templates for investment banking, compliance, research, and accounting workflows. Combined with new integrations across Microsoft 365 and financial data providers, the update positions Claude as a more deeply embedded AI operating layer for financial institutions. Anthropic
Google Introduces AI-Powered ‘Create My Widget’ for Android Personalization: Google is bringing vibe-coding to Android home screens with Create My Widget, a new Gemini-powered feature that lets users generate custom widgets through natural language prompts. The update expands Google’s push to embed generative AI deeper into Android customization and productivity experiences. TechCrunch
OpenAI Expands ChatGPT Ads Pilot to Five New International Markets: OpenAI is broadening its ChatGPT advertising pilot beyond the U.S., bringing the program to the UK, Mexico, Brazil, Japan, and South Korea. OpenAI
OpenAI Launches New Realtime Voice Models for Reasoning, Translation, and Transcription: OpenAI is expanding its realtime API with a new generation of voice models built for more intelligent and responsive conversational experiences. The launch introduces advanced voice reasoning, live multilingual translation, and streaming transcription capabilities aimed at powering next-generation AI assistants, customer support systems, and voice-driven workflows. OpenAI
xAI Launches Custom Voice Cloning and Voice Library for Grok APIs: xAI is expanding Grok’s audio capabilities with Custom Voices, enabling users to generate production-ready voice clones from short recordings and deploy them across conversational AI experiences. Combined with a new Voice Library and built-in safety verification, the update positions Grok as a more customizable platform for branded voice agents and AI-powered audio applications. xAI
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