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The Power of Brand Storytelling in the Experience Economy

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Storytelling is no longer just a marketing tool—it is the foundation of how brands create value in the experience economy. Today’s audiences want more than a product or service; they want a narrative they can see, feel, and participate in. This shift is redefining how brands connect across channels, shaping both the message and the medium.

B2B vs. B2C: Different Paths, Same Goal
In B2B, storytelling often focuses on authority, trust, and problem-solving. Decision-makers are looking for proof of expertise, consistency, and long-term value. A compelling story might follow a client case study from challenge to solution, weaving in data and thought leadership.
In B2C, the emphasis shifts to emotion, identity, and instant engagement. Stories here are about lifestyle, aspiration, and shared values. Instead of a case study, a consumer brand may create a journey narrative—showing a customer’s transformation or the emotional payoff of the product.

Platform-Specific Storytelling Applications

  • Instagram – Works best for highly visual narratives. Brands use carousel posts to create sequential storytelling, Stories for behind-the-scenes moments, and IGTV or Reels for immersive, short-form narratives.
  • LinkedIn – Ideal for thought leadership stories, industry insights, and authority-building. Posts can spotlight company milestones, leadership perspectives, or deep-dive case studies to inspire peer respect.
  • YouTube – Suited for long-form episodic storytelling. Brands can build mini-documentary series or narrative-driven product tutorials that encourage subscribers to follow along.
  • Facebook – Focuses on community-driven storytelling. Live video Q&As, event recaps, and cause-related campaigns invite audience participation and shared advocacy.
  • Twitter/X – Operates in real time, allowing for story arcs that unfold over hours or days. Brands can live-tweet events, create multi-part threads, or respond dynamically to trending topics in a way that ties back to their narrative.

Factics: What the Data Says and How to Apply It
Data from Nielsen (2019) shows that ads with a strong narrative structure deliver a 44% higher purchase intent than non-narrative ads. Meanwhile, HubSpot’s content research reveals that stories increase brand recall by 22% compared to fact-only communication.
For B2B, applying this means building data-backed stories that align with decision-making cycles—like serialized whitepapers converted into LinkedIn posts.
For B2C, it means designing emotional hooks that are platform-native—like a single concept reimagined visually for Instagram, interactively for Facebook, and conversationally for Twitter/X.
The application strategy:

  1. Start with one unifying brand story.
  2. Identify the emotional or authoritative core of that story.
  3. Adapt it to the format and audience mindset of each channel.
  4. Use platform metrics—like Instagram saves, LinkedIn shares, or YouTube watch time—to measure resonance and adjust for the next story cycle.

Applied Example
Imagine a sustainable fashion brand launching a new eco-friendly shoe line.

  • On Instagram, they post a carousel showing the shoe’s journey from raw materials to finished product, ending with a lifestyle image.
  • On LinkedIn, they publish an article from the founder about supply chain innovation, aimed at industry peers and investors.
  • On YouTube, they release a short documentary on the artisans behind the shoes.
  • On Facebook, they host a live Q&A with the design team and invite customers to share their own sustainability tips.
  • On Twitter/X, they post a thread during launch week breaking down environmental stats, responding to questions, and celebrating customer milestones.
    The result is one cohesive story, told five different ways—each optimized for the platform it lives on.

References

  1. Nielsen. (2019). Global Trust in Advertising. https://www.nielsen.com/us/en/insights/report/2019/global-trust-in-advertising/
  2. HubSpot. (2019). The Ultimate Guide to Storytelling. https://blog.hubspot.com/marketing/storytelling
  3. LinkedIn Marketing Solutions. (2019). How to Use Storytelling in B2B Marketing. https://business.linkedin.com/marketing-solutions/blog/b2b-beat/2019/how-to-use-storytelling-in-b2b-marketing
  4. Facebook Business. (2019). Best Practices for Video Storytelling. https://www.facebook.com/business/help/210146162331138
  5. Think with Google. (2019). The Power of YouTube Storytelling. https://www.thinkwithgoogle.com/marketing-strategies/video/youtube-storytelling-brand-building/
  6. Sprout Social. (2019). How to Use Storytelling in Social Media Marketing. https://sproutsocial.com/insights/social-media-storytelling/

Experience Design for Events: How Digital and Physical Interactions Shape Modern Brand Perception

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Events are no longer standalone touchpoints — they’re integrated brand experiences. From the moment someone sees an RSVP button to the second they receive a thank-you follow-up, every detail contributes to how people perceive your brand. In this experience economy, the most effective event strategies blend physical interaction with digital immersion to drive long-term loyalty.

Events must now reflect what audiences expect from modern brands: personalization, purpose, and seamless design. Whether it’s a B2B summit or a B2C product launch, experience design is the differentiator that makes people remember, share, and act.

B2B vs. B2C Considerations

In B2B, events are strategic and data-driven. Attendees look for actionable insights, networking, and credibility. Experience design focuses on clarity, flow, and digital access — from agenda customization to live polling and follow-up content libraries.

In B2C, events are emotional and immersive. Attendees want energy, story, and moments worth sharing. Design centers on ambiance, interactivity, and personal engagement. Technology, like AR filters or branded mobile apps, often enhances the entertainment layer.

Factics
What the data says:

  • 84% of event attendees say they value personalized experiences over generic ones (Bizzabo, 2019).
  • 91% of B2B marketers say they consider event marketing critical to their overall strategy (Event Marketing Institute, 2019).
  • Brands using event technology (like apps or badge scanning) report a 20–30% boost in post-event engagement (Freeman, 2019).
  • 77% of marketers say experiential marketing creates more authentic interactions with audiences (EventTrack, 2019).
  • Digital-first interactions at events, like social media integration and live Q&A, increase perceived brand innovation (Harvard Business Review, 2019).
  • Companies that align physical event flow with digital content strategy see 35% higher ROI (HubSpot, 2019).

How we can apply it:

  • Pre-event experience: Use targeted emails, registration logic, and pre-event surveys to set expectations and build anticipation.
  • In-event flow: Design breakout sessions and networking with UX principles — avoid dead space, overbooking, or confusion. Use digital tools like apps or interactive signage to guide attendees.
  • Digital integration: Livestreaming, event hashtags, and AR experiences help scale participation and engagement.
  • Post-event strategy: Deliver personalized recaps, gated content, or thank-you videos to continue the narrative.
  • Measure what matters: Track more than attendance — analyze dwell time, app usage, session engagement, and survey sentiment to refine future experiences.

Applied Example
Daniel runs marketing for a mid-sized SaaS company preparing for its first major industry conference. Instead of a standard booth, his team builds a branded lounge with guided product demos, live polling via tablets, and a giveaway tied to social shares. Before the event, invite-only VIP sessions are promoted via personalized email flows. Afterward, attendees receive a customized recap with links to session replays and a trial offer.

The result? Higher booth traffic, more meaningful sales conversations, and an email list segmented by interaction type. Experience design isn’t just design — it’s growth.

References

  1. Bizzabo. (2019). Event Marketing 2019: Benchmarks and Trends. https://www.bizzabo.com/blog/event-marketing-2019-report
  2. Event Marketing Institute. (2019). EventTrack: The State of Event Marketing. https://www.eventmarketer.com/eventtrack
  3. Freeman. (2019). The Data Mine: How Event Technology Enhances Experiences. https://www.freeman.com/resources/the-data-mine
  4. EventTrack. (2019). Experiential Marketing Trends Report. https://www.eventmarketer.com/eventtrack-2019
  5. Harvard Business Review. (2019). Designing Experiences for Modern Consumers. https://hbr.org/2019/04/designing-experiences
  6. HubSpot. (2019). How to Run a Successful Event Marketing Campaign. https://blog.hubspot.com/marketing/event-marketing-guide

Instagram Experiments with Hidden Likes: Redefining Influence and Brand Engagement

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Instagram begins testing a change that could redefine how success is measured on social media. In select countries, like counts are no longer visible to the public. Creators and brands can still view their own metrics privately, but followers only see content — not popularity. This subtle shift signals a major change in platform psychology, digital influence, and branding strategy.

Instagram says the goal is to “focus on photos and videos you share, not how many likes they get.” But under the surface, this test challenges how marketers, influencers, and brands operate in an algorithm-driven ecosystem. Visibility, authority, and engagement are still the endgame — but the signals used to achieve them are evolving.

B2B vs. B2C Impact

For B2C brands, hiding likes reshapes influencer marketing. Brands must go deeper than follower count and visible popularity. Micro-influencers and content creators with high engagement and niche trust become more valuable. Content quality, comments, and shares now matter more than the vanity metric of likes.

For B2B companies, the change accelerates a move toward authenticity and storytelling. Since B2B buyers typically value expertise over popularity, removing like counts can actually level the playing field. Educational content, thought leadership, and purposeful interactions become the new path to visibility.

Factics

What the data says:

  • Instagram confirms tests begin in April 2019 in Canada and later expand to other countries (Instagram, 2019).
  • 80% of Instagram users follow at least one business account, showing platform significance for brand interaction (Hootsuite, 2019).
  • Studies show that public like counts create anxiety and competition among users, especially teens and creators (CNN, 2019).
  • Brands and agencies begin shifting to “saves” and “shares” as more reliable engagement KPIs (Later, 2019).
  • Influencer platforms see demand rise for engagement rate metrics and private performance reporting (Business Insider, 2019).

How we can apply it:

  • Shift away from public validation: focus on content value, not vanity metrics.
  • Track private metrics like reach, shares, saves, and story replies.
  • Evaluate influencers by engagement-to-follower ratio, not like counts.
  • Use tools like Creator Studio, Later, or Sprout Social to measure story and carousel performance.
  • For brands, test campaigns that encourage direct messages, comments, or user-generated content.
  • Use hidden likes as an opportunity to reframe what performance looks like in reports — value depth, not just volume.

Applied Example

Emma manages digital strategy for a skincare brand targeting Gen Z. Her influencer program heavily relies on visual performance — likes, tags, and reposts. Once Instagram hides likes in her market, Emma adjusts. She begins analyzing comments, story taps, and saves. She creates a brand challenge asking users to share “real skin” moments and incentivizes responses through giveaways.

As likes disappear, comment quality and story engagement improve. Emma reports that while visible likes are down, conversions from Instagram traffic actually increase. By focusing on what resonates — not what performs publicly — her campaigns become more relatable and trustworthy.

References

  1. Instagram. (2019). Instagram’s hidden likes test. https://about.instagram.com/blog/announcements/hiding-likes
  2. Hootsuite. (2019). Instagram statistics marketers need to know. https://blog.hootsuite.com/instagram-statistics/
  3. CNN. (2019). Instagram’s hidden likes and the social pressure it relieves. https://www.cnn.com/2019/04/30/tech/instagram-hide-likes/index.html
  4. Later. (2019). What Instagram’s hidden likes mean for your brand. https://later.com/blog/instagram-hide-likes/
  5. Business Insider. (2019). Influencer marketing pivots away from vanity metrics. https://www.businessinsider.com/influencer-marketing-engagement-analytics-2019-04
  6. Social Media Today. (2019). Instagram’s test to hide like counts expands. https://www.socialmediatoday.com/news/instagram-tests-hiding-like-counts/553377/

Visual Discovery Gets Funded: Why Pinterest’s IPO Signals a Shift in Search

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Pinterest files to go public, and the move confirms what many marketers have known for years: visual discovery is not just a user preference — it’s a strategic channel for search, branding, and buyer influence. Unlike Google’s text-based results or Instagram’s endless scroll, Pinterest thrives on intent-driven visuals. Users come to plan, search, and save — which makes this moment a milestone not just in tech investing, but in how we build visibility.

Pinterest operates differently from traditional social platforms. It’s not built around followers or comments, but around cataloging ideas. For B2C brands in lifestyle, home, fashion, food, and travel, it remains a high-conversion engine. But now, with a public offering on the table, B2B marketers and digital strategists are rethinking how visual-first platforms can play a role in events, campaigns, and top-of-funnel awareness.

Why This Matters for B2B vs. B2C

For B2C, Pinterest is a proven product discovery engine. With over 250 million monthly active users and billions of Pins saved, the path from pin to purchase is clear. Users engage with content intending to take action — whether it’s trying a recipe, booking a trip, or buying decor.

For B2B, Pinterest offers untapped potential. Visuals like infographics, diagrams, data snapshots, and event promos are ideal for educating early-stage buyers. Service providers, consultants, and SaaS firms can create Pinboards that showcase expertise or walk users through workflows. The key is aligning visual storytelling with strategic outcomes — moving beyond pretty pictures to purposeful pathways.

Factics
What the data says:

  • Pinterest reports over 250 million monthly users and more than 175 billion saved Pins prior to IPO (Pinterest Newsroom, 2019).
  • 98% of users try what they find on Pinterest; 77% discover new products or brands (Millward Brown, 2018).
  • Visual search is projected to grow faster than traditional search in ecommerce contexts (eMarketer, 2018).
  • Vertical content (2:3 ratio) performs significantly better than horizontal images on mobile (Hootsuite, 2018).

How we can apply it:

  • Use high-quality, branded vertical images with keyword-rich descriptions.
  • Create boards by theme or customer journey — not just product category.
  • Optimize Pins for SEO by including clear titles and calls to action.
  • Track engagement using Pinterest Analytics to refine what content performs.
  • For B2B, visualize reports, guides, or FAQs and link back to your funnel content.
  • Repurpose webinar slides, blog visuals, or customer case studies as Pins.
  • Combine Pinterest with Google Trends to identify visual search behavior around events, seasons, or product launches.

Applied Example
Nina runs content for a boutique travel agency. Rather than relying solely on Instagram, she builds Pinterest boards for each destination — featuring itineraries, packing lists, and visual guides. Her content ranks in Google Image search and generates recurring traffic. Using Pinterest Analytics, she sees spikes in saves and clicks on Tuesday afternoons, which she uses to schedule new Pins. After six months, Pinterest becomes her second-highest referral source behind organic search.

References

  1. Pinterest Newsroom. (2019). Pinterest files for IPO. https://newsroom.pinterest.com/en/post/pinterest-files-for-ipo
  2. Millward Brown. (2018). Pinterest Path to Purchase Study. https://business.pinterest.com/en/blog/path-to-purchase/
  3. eMarketer. (2018). Visual search gains traction. https://www.emarketer.com/content/visual-search-2018
  4. Statista. (2019). Pinterest user growth worldwide. https://www.statista.com/statistics/463353/pinterest-global-mau/
  5. Wired. (2019). Pinterest’s IPO bet: vision over conversation. https://www.wired.com/story/pinterest-ipo-vision-over-conversation/
  6. TechCrunch. (2019). Pinterest reveals monetization plans in IPO filing. https://techcrunch.com/2019/03/22/pinterest-ipo/
  7. Hootsuite. (2018). Pinterest marketing trends. https://blog.hootsuite.com/pinterest-marketing/
  8. Search Engine Watch. (2018). Pinterest SEO tips for visual marketers. https://www.searchenginewatch.com/2018/10/12/pinterest-seo-tips/

Voice Search Optimization: How Conversational SEO is Reshaping Digital Strategy

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Voice search is no longer a prediction—it’s a reality shaping how users interact with digital platforms. This year, voice-enabled assistants like Alexa, Google Assistant, and Siri are driving a significant shift in SEO practices. This new landscape demands a move from keyword-heavy content to natural, conversational phrasing that mirrors how people speak. The rise of voice search changes how content is discovered, how questions are answered, and how trust is earned online.

For professionals and businesses, this isn’t just about convenience—it’s about competition. In B2C marketing, voice queries tend to be short, action-based, and transactional: “Where’s the closest pizza place?” For B2B, queries are longer, research-based, and intent-driven: “What’s the best CRM for enterprise healthcare?” The difference matters. Optimizing for voice requires understanding how your audience asks, not just what they ask.

Factics

What the data says:
According to Think with Google (2018), 27% of the global online population is using voice search on mobile. Backlinko’s 2018 study found that voice search results are 1.7x more likely to come from featured snippets and load 52% faster than average web pages. Moz and HubSpot both reported that content structured with natural language questions and concise answers increases visibility in voice results. These results suggest that structured data, quick loading speeds, and conversational phrasing are critical to capturing voice traffic.

How we can apply it:
Digital marketers should adapt their strategy by reshaping content for voice-first interaction. This means:

  • Rewriting blog titles and subheads as natural questions (e.g., “How do I lower my shipping costs?”)
  • Using schema markup to help assistants understand page structure
  • Optimizing for featured snippets with bulleted lists and short paragraph answers
  • Focusing on local SEO for B2C and intent-driven long-tail queries for B2B
  • Ensuring mobile load speeds meet or exceed Core Web Vitals benchmarks

Applied Example:
Marina runs content strategy for a B2B SaaS startup targeting logistics companies. She notices that many of her target clients are now searching questions like “best transportation route software” via voice while commuting. She restructures her FAQ and blog content to mirror these natural language questions. Her top-performing blog post becomes “What’s the best way to reduce fleet costs?”—optimized with schema markup and concise bullet-point answers. Within weeks, her site earns a featured snippet and is cited by industry blogs. Marina turns a trend into targeted growth.

References

  1. Think with Google. (2018). Why voice is the future of search
  2. Search Engine Journal. (2018). How voice search is changing SEO
  3. Moz. (2018). Voice search ranking factors study
  4. Backlinko. (2018). Voice search SEO: 2018 data study
  5. HubSpot. (2018). The rise of voice search and what it means for marketers

Hashtag Strategy Across Platforms: From Discovery to Dominance

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Hashtags are no longer just tools for categorization — they’re core elements of digital strategy. Whether launching a global brand campaign or engaging niche communities, the right hashtag can shape conversations, build reach, and amplify content across platforms. But not all hashtags are created equal. What works on Instagram may flop on Twitter. Facebook hashtags often underperform, while LinkedIn is only beginning to embrace them. To succeed, marketers must match their hashtag strategy to the platform, the audience, and the content format. By late 2018, some of the most successful brand campaigns are those that go beyond virality and tap into purpose-driven, community-led, or story-rich messaging.

Strategic Insight

What’s your story? You’re trying to be more than visible — you want to be memorable. Hashtags give your story a handle. They let audiences find you, join your movement, and amplify your voice.
What do you solve? You solve the noise problem. In crowded feeds, hashtags segment the chaos. They align your brand with a message or a mission. A well-placed hashtag invites discovery, fuels participation, and extends the life of your content.
How do you do it?

  • Use branded hashtags to anchor campaigns (e.g., #ShareACoke)
  • Join trending hashtags selectively to show relevance (e.g., #MondayMotivation)
  • Create community hashtags to engage user-generated content (e.g., #MyCalvins)
  • Research cross-platform behavior: Hashtag use is different on Twitter, Instagram, LinkedIn, and YouTube
  • Avoid overstuffing — Instagram’s 9–11 hashtag sweet spot isn’t the same as Twitter’s 1–2 optimal tag model
  • Monitor performance with tools like RiteTag, Keyhole, and Sprout Social
    Why do they care? Because hashtags are bridges. They help audiences connect with ideas, communities, and brands that reflect their identity. The right hashtag strategy turns passive viewers into active participants.

Cross-Platform Campaign Highlights

1. Coca-Cola – #ShareACoke
Coca-Cola’s legendary personalized bottle campaign used #ShareACoke to drive social participation across Instagram, Twitter, and Facebook. Users shared photos of bottles with friends’ names, tagged the hashtag, and spread the brand’s personalized message. The hashtag became a hub of user-generated content and emotional storytelling. Coca-Cola tracked success by engagement volume and brand mentions across platforms (Coca-Cola Company, 2018).

2. Calvin Klein – #MyCalvins
Calvin Klein’s campaign encouraged everyday users and celebrities to post photos in CK apparel with #MyCalvins. It thrived on Instagram where visuals and community identity drove momentum. By blending influencer content with customer posts, the brand created a high-trust loop of visual validation (Calvin Klein, 2018).

3. Always – #LikeAGirl
This campaign challenged stereotypes and turned a phrase used negatively into a message of empowerment. The hashtag first launched with a YouTube ad but gained traction across Twitter and Instagram as users shared stories, images, and commentary. It’s a prime example of a purpose-driven hashtag that crosses platforms with consistent tone (P&G, 2018).

4. Apple – #ShotOniPhone
Apple leveraged a simple concept: encourage iPhone users to post their best photos using #ShotOniPhone. The best were featured in global ads and billboards. This long-running campaign worked particularly well on Instagram, where stunning photography and simple tagging made users feel part of something bigger (Apple, 2018).

5. Nike – #JustDoIt30
To mark the 30th anniversary of “Just Do It,” Nike launched #JustDoIt30 with Colin Kaepernick’s ad as the centerpiece. Controversial yet powerful, it drove huge engagement on Twitter and Instagram, spurring both support and debate. Nike owned the conversation with strong messaging and follow-up content tailored to each platform (Nike News, 2018).

Platform-Specific Strategy Tips

  • Instagram: Best for visual campaigns, lifestyle branding, and UGC. Use a mix of branded, industry, and community tags. Place hashtags in the first comment for a cleaner look.
  • Twitter: Ideal for real-time trends and fast news. One or two hashtags per tweet are optimal. Join trending tags for visibility, but stay brand-aligned.
  • LinkedIn: Still growing in hashtag use. Use professional and topic-based hashtags (#MarketingStrategy, #LeadershipTips). Avoid humor or pop culture unless relevant.
  • Facebook: Minimal hashtag usage. Best to use only branded campaign tags or none at all.
  • YouTube: Hashtags in titles and descriptions are clickable. Use sparingly and avoid over-tagging to prevent penalties.

Fictional Ideas

Jasmine is a marketing manager for a small travel agency launching eco-tourism packages. Instead of broad tags like #travel or #vacation, she creates #EcoEscape and encourages customers to share their trips. She features posts on Instagram Stories and compiles highlights monthly. On LinkedIn, she shifts to #SustainableTourism to target B2B travel partners. On Twitter, she jumps into World Tourism Day using #Tourism4SDGs. The campaign gains modest traction, but her email open rate increases after running a giveaway tied to the hashtag use — turning visibility into leads.

References

  1. Coca-Cola Company. (2018). Share a Coke campaign. https://www.coca-colacompany.com/news/share-a-coke-history
  2. Calvin Klein. (2018). MyCalvins campaign highlights. https://www.calvinklein.us/en/mycalvins
  3. P&G. (2018). Always #LikeAGirl case study. https://us.pg.com/blogs/always-likeagirl/
  4. Apple. (2018). Shot on iPhone campaign. https://www.apple.com/newsroom/2018/06/shot-on-iphone/
  5. Nike News. (2018). Nike celebrates Just Do It. https://news.nike.com/news/nike-30-years-just-do-it
  6. Sprout Social. (2018). How to use hashtags by platform. https://sproutsocial.com/insights/hashtag-strategy/
  7. Later. (2018). Best hashtag practices for Instagram. https://later.com/blog/instagram-hashtags/
  8. Hootsuite. (2018). Hashtag marketing guide. https://blog.hootsuite.com/how-to-use-hashtags/
  9. Social Media Examiner. (2018). Hashtag research tools. https://www.socialmediaexaminer.com/hashtag-research-tools/
  10. HubSpot. (2018). How to create a branded hashtag. https://blog.hubspot.com/marketing/branded-hashtag

Social Platforms Clean House: The Crackdown on Fake Accounts and Admins Gains Momentum

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YouTube recently began purging fake engagement — including likes, comments, and subscribers — to clean up the platform and rebuild trust. Shortly after, both Twitter and Facebook followed suit with sweeping actions of their own.

  • Twitter deleted millions of suspicious and locked accounts to reduce follower fraud and spam (Twitter Blog, 2018).
  • Facebook accelerated enforcement on fake Page administrators and began requiring verification for Pages with large U.S. audiences (Facebook Newsroom, 2018).

This isn’t a coincidence — it’s a coordinated shift across the social landscape: authenticity is no longer optional. For digital marketers, the era of “growth at any cost” is giving way to accountability, transparency, and earned influence.

Strategic Insight

What’s your story?
You’re building a digital presence that reflects real people, real ideas, and real trust. But inflated numbers and anonymous Pages are liabilities. Your story must evolve from follower counts and content volume to credibility and connection.

What do you solve?
You solve platform fatigue. Audiences are overwhelmed by inauthentic voices. Algorithms are trying to protect them. Marketers can solve this by building real, engaged followings, vetting collaborators, and following platform identity standards.

How do you do it?

  • Audit your presence: Use tools like Twitter Audit, CrowdTangle, and Facebook Page Transparency to review follower quality and admin authenticity.
  • Prioritize identity: Facebook now requires Page admins for large U.S. audiences to complete a two-factor authentication and location check. Complete this process early to avoid disruptions (Facebook Newsroom, 2018).
  • Engage over inflate: Ask questions, respond to comments, and create content that sparks dialogue. The more real your engagement, the less dependent you are on superficial growth hacks.
  • Be cautious with influencer marketing: Twitter purges revealed that some influencers had bought fake followers for years. Work only with verified creators who maintain high engagement-to-follower ratios (Socialbakers, 2018).

Why do they care?
Because trust drives results. Brands and platforms alike are being held accountable for what appears on their feeds. Fake engagement isn’t just a bad look — it’s a measurable risk. Playing fair now builds the credibility and continuity that unstable accounts can’t fake.

A Platform-Wide Trend

Major platforms are stepping up enforcement. Here’s how each one is cracking down — and what it means for marketers:

YouTube

  • Focus of Enforcement: Fake likes, comments, subscribers
  • Marketer Impact: Risk of demonetization and algorithmic suppression

Twitter

  • Focus of Enforcement: Locked and bot accounts purged
  • Marketer Impact: Sudden drop in follower counts; increase in transparency

Facebook

  • Focus of Enforcement: Page admin identity checks; fake admins removed
  • Marketer Impact: Verified admins now required for major Pages; greater scrutiny of political or issue-based content

What started as a response to brand safety is now evolving into a full-blown social sanitization strategy — and marketers must adapt or risk losing reach, access, or legitimacy.

Fictional Ideas

Jordan runs digital strategy for a non-profit focused on urban education. Their Facebook Page has grown quickly — but the team used freelance help and wasn’t monitoring who had admin access.

Eventually, Facebook flags their Page for incomplete admin verification. The Page becomes temporarily unpublished. Jordan scrambles to verify all U.S. admins, remove inactive users, and complete Facebook’s new two-step process. Meanwhile, their Twitter account drops 6% in followers — many of them inactive or spam accounts.

Jordan learns the hard way: numbers aren’t everything. They rebuild their Page structure, create a transparency policy for their social team, and focus future campaigns on comments, not just reach. Over time, they regain visibility — this time, built on verified credibility.

References

  1. Twitter Blog. (2018). Confidence in follower counts.
    https://blog.twitter.com/official/en_us/topics/company/2018/Confidence-in-Follower-Counts.html
  2. Facebook Newsroom. (2018). Increasing transparency for Pages.
    https://about.fb.com/news/2018/07/increased-authenticity-for-pages/
  3. YouTube Creator Blog. (2018). Maintaining trust and preventing abuse on YouTube.
    https://youtube-creators.googleblog.com/2018/01/2018-priorities.html
  4. Google AI Blog. (2018). Machine learning moderation for fake engagement.
    https://ai.googleblog.com/2018/06/machine-learning-and-moderation.html
  5. Socialbakers. (2018). The truth about influencer marketing and fake followers.
    https://www.socialbakers.com/blog/influencer-marketing-and-fake-followers
  6. TechCrunch. (2018). Twitter follower counts drop as part of crackdown on fake accounts.
    https://techcrunch.com/2018/07/12/twitter-cracks-down-on-fake-accounts/
  7. The Verge. (2018). Facebook now requires Page admins to prove their identity.
    https://www.theverge.com/2018/7/10/17555250/facebook-page-admin-authenticity-verification
  8. eMarketer. (2018). Social platforms boost transparency to restore trust.
    https://www.emarketer.com/content/social-media-platforms-boost-transparency

YouTube Cleans House: Why Fake Engagement Dies and Real Strategy Wins

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YouTube begins rolling out a new machine learning system designed to detect and remove fake engagement — including fraudulent likes, comments, and subscriber counts. This follows months of advertiser pressure and public scrutiny about brand safety, authenticity, and the manipulation of platform metrics (YouTube Creator Blog, 2018).

But this isn’t just a creator crackdown. It’s part of a larger pivot by YouTube: tightening eligibility for monetization, restoring advertiser trust, and ensuring real influence isn’t drowned out by bots and engagement pods.

For digital marketers, this changes the rules of video marketing — again. Strategy must now be built for authenticity, not algorithm gaming.

Strategic Insight

What’s your story?
You’re using video to educate, sell, or inspire. Whether you’re running a brand channel or partnering with influencers, your story has to be real. YouTube is cutting through the noise — and punishing manipulation. Your strategy must be built on trust, not tricks.

What do you solve?
You solve the credibility gap. Brands and consumers don’t just want video views — they want signals of real reach and relevance. By avoiding fake engagement tactics and following clear platform guidelines, you preserve access to monetization, visibility, and long-term brand equity.

How do you do it?

  • Avoid artificial tactics: Don’t buy subs, participate in engagement groups, or use comment bots. YouTube’s AI is trained to detect patterns across accounts and devices (Google, 2018).
  • Create legitimate viewer value: Tutorials, case studies, behind-the-scenes content, and Q&A sessions build true watch time and retention — two of the strongest ranking signals (Backlinko, 2018).
  • Leverage metadata and consistency: Titles, descriptions, tags, and playlists matter. So does upload frequency. YouTube rewards structure over stunts.
  • Understand monetization rules: As of early 2018, your channel must have 1,000 subscribers and 4,000 hours of watch time in the past 12 months to join the YouTube Partner Program (YouTube Help, 2018). Use this threshold as a quality signal — not just a barrier.

Why do they care?
Because advertisers are watching. YouTube faced an exodus of ad dollars in 2017 after being caught placing ads next to extremist content. Restoring trust means guaranteeing advertisers that creators — and marketers — are playing fair. That means you must play fair too. Real engagement earns ad access. Fake engagement earns penalties.

Monetization and the Enforcement Backdrop

YouTube’s enforcement in June 2018 isn’t random — it’s aligned with several key shifts:

  • Adpocalypse fallout (2017–2018): Major brands like AT&T, Verizon, and Pepsi pulled ads after discovering placements next to offensive videos (The Guardian, 2017).
  • Revised YouTube Partner Program: Instituted in January 2018, the program raised the bar for monetization, forcing small and mid-tier creators to prove consistent quality before earning ad revenue (YouTube Help, 2018).
  • Machine learning moderation: YouTube now uses AI to detect spammy comment patterns, view spikes, and metadata manipulation, flagging or demonetizing offenders (Google AI Blog, 2018).

Marketers using the platform — either through their own content or through influencer partnerships — must now audit for compliance. Partnering with shady creators puts your brand at risk. Promoting content that mimics black hat tactics could lead to account warnings or demonetization.

Fictional Ideas

Tanya runs a wellness brand with a fast-growing YouTube channel. She used to rely on small giveaway loops and comment pods to boost early visibility. But in June 2018, she gets hit with a warning — some of her videos are demonetized due to suspicious engagement spikes.

She pivots.

Instead of boosting fake signals, she:

  • Builds a creator collaboration series with 3 other channels in her niche
  • Publishes videos that answer subscriber questions directly
  • Uses her email list to organically drive traffic to new uploads
  • Begins tracking audience retention instead of raw view counts

By the end of the summer, Tanya’s engagement is lower — but real. Her CPM improves, subscriber growth becomes steady, and YouTube restores monetization to all her videos. She doesn’t just adapt — she thrives.

References

  1. YouTube Creator Blog. (2018). Maintaining trust and preventing abuse on YouTube.
    https://youtube-creators.googleblog.com/2018/01/2018-priorities.html
  2. YouTube Help. (2018). Changes to the YouTube Partner Program.
    https://support.google.com/youtube/answer/72851
  3. Google AI Blog. (2018). Using machine learning to improve content moderation.
    https://ai.googleblog.com/2018/06/machine-learning-and-moderation.html
  4. The Guardian. (2017). YouTube advertising boycott over hate speech.
    https://www.theguardian.com/technology/2017/mar/20/advertisers-boycott-google-youtube
  5. Backlinko. (2018). YouTube Ranking Factors: Complete Study.
    https://backlinko.com/youtube-ranking-factors
  6. Marketing Land. (2018). What YouTube’s ad changes mean for marketers.
    https://martech.org/youtubes-new-rules-mean-marketers-must-change-how-they-think-about-ads/
  7. Social Media Examiner. (2018). How to Grow a YouTube Channel Without Breaking the Rules.
    https://www.socialmediaexaminer.com/how-to-grow-youtube-channel/
  8. TubeBuddy Blog. (2018). Avoiding the YouTube Fake Engagement Crackdown.
    https://blog.tubebuddy.com/youtube-crackdown-2018/

LinkedIn Levels Up with Sponsored and Native Video: Authority in Motion

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LinkedIn is expanding its video capabilities, giving brands and professionals innovative tools to drive visibility, engagement, and trust. As of April 2018, both organic and sponsored video content are now widely available across LinkedIn feeds, featuring native playback, detailed performance metrics, and a mobile-first interface (LinkedIn Marketing Solutions, 2018). This development marks a critical shift in how business-oriented content is created and consumed on the platform.

Historically, video has thrived on platforms like Facebook and YouTube, where emotional storytelling and viral trends shape consumption. But LinkedIn is different. Its professional context shifts video from entertainment to expertise. On LinkedIn, video isn’t a distraction — it’s a demonstration. Users come with intent: to learn, to evaluate, and to connect in business-relevant ways (HubSpot, 2018; Aberdeen Group, 2017).

This change carries strategic implications for B2B and B2C brands alike, but with nuanced differences. B2C brands may find limited reach in LinkedIn’s tightly focused audience, while B2B brands have a rich opportunity to connect with decision-makers and establish industry credibility. With video now native to the platform, the gap between awareness and trust shortens. It’s not about mass visibility — it’s about meaningful impressions.

Strategic Insight

What’s your story?
You’re a thought leader, brand, or business trying to earn trust — not just attention. LinkedIn now provides the means to show, not just tell. Native video allows you to articulate complex ideas, demonstrate value, and offer perspective, linking your face and voice directly to your expertise.

What do you solve?
Trust deficits. Lack of brand differentiation. Communication bottlenecks. In B2B environments, these are critical barriers. Stakeholders require proof before engagement — and video accelerates trust formation by offering visual and emotional context (Content Marketing Institute, 2018).

How do you do it?
Create short, content-rich videos that demonstrate capability and culture:

  • A project walkthrough showing a successful implementation
  • Brief commentary on a new report or trend in your industry
  • Personal insights on leadership, process, or innovation

Pair these with LinkedIn’s targeting tools: job title, seniority, company size, and industry. This ensures videos reach relevant viewers, turning impressions into influence (LinkedIn Marketing Solutions, 2018; eMarketer, 2017). Sponsored video ads further enable content promotion to highly filtered audience segments, ideal for nurturing B2B pipelines.

Why do they care?
Decision-makers have limited time and a high bar for trust. Native video on LinkedIn addresses both. It enables top-of-funnel education and mid-funnel engagement without leaving the platform. It’s a way to build rapport at scale — all within a business-first environment (Demand Metric, 2016).

B2B vs. B2C: Who Wins with LinkedIn Video?

LinkedIn’s user base skews heavily toward business professionals. According to a 2018 study by Pew Research Center, over 50% of college graduates in the U.S. with incomes over $75,000 use LinkedIn. This makes it ideal for B2B targeting. The platform boasts high engagement from executives, decision-makers, and hiring professionals — the very people driving business investments (Pew Research Center, 2018).

B2B companies benefit most from this ecosystem. Content like explainer videos, thought leadership pieces, and testimonials can influence buying cycles that are longer, more complex, and involve multiple stakeholders (Salesforce, 2018). Unlike B2C where emotion and trendiness drive clicks, B2B relies on credibility, consistency, and clarity — all things video delivers when done right.

That said, B2C isn’t entirely out of place. High-end services (like financial planning or real estate), education providers, and career-related products can still perform well. But mass-market brands may find LinkedIn’s CPC and targeting too narrow for true consumer-scale returns (HubSpot, 2018).

Fictional Ideas

Imagine Mia, a digital marketing strategist based in Chicago. She’s struggled to stand out on LinkedIn with blog links and static posts. Starting in April 2018, she pivots to posting native videos — 45 seconds or less — offering SEO tips and marketing strategy hacks. She uses LinkedIn’s Sponsored Video Ads to reach marketing leads at agencies in the Midwest.

In just a few weeks, Mia starts receiving direct messages from agency owners asking about her consulting services. Her videos build trust faster than articles ever did. She launches a newsletter to capture leads, and over time, builds a loyal base of subscribers and followers. LinkedIn video turns her into a visible, credible authority.

References

  1. LinkedIn Marketing Solutions. (2018, April 17). Introducing video for sponsored content and company pages.
    https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2018/introducing-video-for-sponsored-content-and-company-pages
  2. Content Marketing Institute. (2018). B2B Content Marketing: Benchmarks, Budgets, and Trends—North America.
    https://contentmarketinginstitute.com/wp-content/uploads/2017/10/2018_B2B_Research_FINAL.pdf
  3. Aberdeen Group. (2017). The Impact of Video Marketing on B2B Sales.
    https://www.aberdeen.com/techpro-essentials/the-impact-of-video-marketing-on-b2b-sales/
  4. Demand Metric. (2016). Video Content Marketing Benchmark Report.
    https://www.demandmetric.com/content/video-content-marketing-benchmark-report
  5. HubSpot. (2018). State of Inbound Marketing.
    https://www.hubspot.com/state-of-inbound
  6. eMarketer. (2017). LinkedIn Ad Revenues and Video Engagement Metrics.
    https://www.emarketer.com/Report/LinkedIn-Advertising-Outlook-eMarketer-Forecast-2017/2002131
  7. Pew Research Center. (2018). Social Media Use by Demographic Groups.
    https://www.pewresearch.org/internet/2018/03/01/social-media-use-in-2018/

Salesforce. (2018). State of Marketing Report.
https://www.salesforce.com/form/pdf/state-of-marketing-2018/

New Features, New Reach: What Your Brand Can Do Right Now

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Social platforms continue to evolve—and the smartest brands evolve with them. With recent updates from Facebook, LinkedIn, Instagram, and Twitter, now is the time to rethink how you show up in the feed, in Stories, and in your customer’s saved content. These features aren’t just tweaks—they’re signals for how users want to engage.

Facebook Prioritizes Local News in News Feed

Facebook’s latest News Feed change boosts local news, giving preference to content from sources that users geographically identify with (Facebook Newsroom, 2018). For businesses, this means your proximity matters more than ever.

Strategy:

Lean into location. Highlight community ties, use regional keywords, and geo-tag posts. Consider posting about local events, issues, or neighborhood shoutouts to earn algorithmic trust.

How-To:

  • – Post with town or neighborhood mentions in the first sentence.
  • – Create Facebook Events tied to local happenings.
  • – Partner with nearby businesses or nonprofits and tag them.

LinkedIn Adds Native Video for Company Pages

Native video is now available for company pages on LinkedIn, allowing brands to publish directly without relying on YouTube or Vimeo embeds (LinkedIn Marketing Solutions, 2018).

Strategy:

Use video to showcase culture, expertise, or product workflows. Keep it short, high-quality, and value-driven. Unlike personal profiles, company videos here should reflect brand voice and mission.

How-To:

  • – Use square format for mobile-friendliness.
  • – Add subtitles—many watch on mute.
  • – Pin high-performing videos to the top of your feed.

Instagram Expands Shopping to Stories

Instagram has expanded its shopping capabilities, now allowing product tags in Stories. Users can tap and shop without leaving the app (Instagram Business, 2018).

Strategy:

This turns Stories into a powerful e-commerce funnel. Tag products in lifestyle content to reduce friction between inspiration and conversion.

How-To:

  • – Use swipe-up links (if available) in tandem with product tags.
  • – Highlight tagged Stories in a “Shop” highlight.
  • – Monitor insights to identify high-performing product content.

Twitter Rolls Out Bookmark Feature

Twitter has introduced a Bookmark feature, allowing users to privately save tweets for later. This separates private intent from public engagement (Twitter Blog, 2018).

Strategy:

Create content users want to come back to—guides, tips, stats, and threads. If your tweet teaches or inspires, it’s more likely to be bookmarked than scrolled past.

How-To:

  • – Format tips or takeaways into numbered threads.
  • – Use call-to-actions like “Bookmark this for later” or “Save this guide.”
  • – Combine text with visuals to increase engagement and recall.

Strategic Insight

What’s your story? You’re a brand that listens—to your platforms and your people.
What do you solve? You turn feature updates into deeper, more relevant customer touchpoints.
How do you do it? By adapting content formats and strategies to the latest audience behavior trends.
Why do they care? Because it means your content stays helpful, visible, and ahead of the curve.

Fictional Ideas

A regional fitness brand in Atlanta starts using Facebook to post gym updates tagged with nearby neighborhoods. They upload behind-the-scenes team workout videos to their LinkedIn company page. On Instagram, they tag branded gear in Stories with “Shop This Look” swipe-ups. And on Twitter, they share quick nutrition tips in threads with “Bookmark this meal hack” prompts. Each platform plays a role—and together, they drive awareness, sales, and community.

References

Facebook Newsroom. (2018). News Feed FYI: Showing More Local News. https://newsroom.fb.com/news/2018/01/news-feed-fyi-local-news/

Instagram Business. (2018). Shopping on Instagram Stories. https://business.instagram.com/blog/shopping-on-instagram-stories/

LinkedIn Marketing Solutions. (2018). Introducing Native Video for Company Pages. https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2018/introducing-native-video-for-company-pages

Twitter Blog. (2018). An Easier Way to Save Tweets. https://blog.twitter.com/official/en_us/topics/product/2018/an-easier-way-to-save-tweets.html