LLM traffic is shrinking (3 minute read)
LLM referral traffic is falling after months of growth. ChatGPT's new router shows fewer citations, cutting outbound traffic even as usage rises. Clicks are nearly gone, making referral traffic unreliable. Brands should focus on visibility, not clicks. Mentions and citations matter more than visits. AI Overviews and zero-click behavior limit referrals, so it's important to invest in visibility across Reddit, YouTube, and other forums where LLMs pull data. |
Why do we love cringe? (3 minute read)
Cringe thrives on social awkwardness and failed self-presentation. It exposes the tension between how people want to appear and who they really are. It satisfies audiences' fascination with vulnerability and authenticity, letting them feel both empathy and relief. For creators and brands, cringe works best when it's intentional and self-aware, balancing discomfort with insight. The key is to evoke recognition without crossing into secondhand embarrassment. |
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19M Views in 48H (1 minute read)
Creator "fav_girls02" reached 19M views in 48 hours with a "back to school glow up" series that used a consistent hook and cover image across all posts. Each slideshow focused on a different topic, like hair, skincare, or outfits, while following a simple checklist format. The approach made it easy to replicate, feature other creators, and include subtle product mentions. The key was posting several parts quickly to keep momentum. The format works well for niches such as self-improvement, beauty, and productivity. |
Don't over-restrict limited-time offers (4 minute read)
Overly restrictive limited-time offers can reduce sales by up to 68% compared to no offer at all. Research found that 1-day promotions with normal return policies and flexible navigation lead to higher satisfaction and spending. People spent 56.6% more in a 1-day charity sale but 68.3% less when the offer lasted only 1 hour. Limited-time offers work best when they feel urgent but fair, highlight potential regret, and avoid unnecessary restrictions that trigger psychological resistance. |
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Quick tip for Free/Plus/Pro ChatGPT users (1 minute read)
Free, Plus, and Pro ChatGPT accounts have a default setting that allows OpenAI to use chats and connected data to train its models. This can be turned off in Settings > Data Controls by disabling "Improve the model for everyone". The setting is important when using connectors that access external tools or data. Business, Teams, and Enterprise accounts have this data sharing turned off by default, making them safer for work. Companies should avoid using personal ChatGPT accounts for business to protect data and privacy. |
Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (65 minute podcast)
This podcast explores how brands can adapt to AI-driven search with Noah Greenberg, CEO of Stacker. It covers the shift from SEO to GEO, where earned media, brand mentions, and broad content distribution drive AI citations. PR, content, and SEO are converging, press releases are regaining relevance, and visibility grows through wide syndication. Measurement is moving from traffic and backlinks to trust, mentions, and influence. |
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5 Ways B2B Buyer Behavior Has Changed (5 minute read)
B2B buyers now control most of the buying process, completing about 83% of their decisions before speaking with vendors and consuming an average of 11 pieces of content first. They value originality and expertise, with 73% trusting thought leadership content over promotional materials and 86% seeking ideas that challenge their assumptions. Buyers increasingly prefer specialized firms that deeply understand their industry, ranking subject-matter expertise as the top selection factor. Referrals still matter, but buyers now validate them through a firm's online content, making consistent, expert-driven marketing essential for closing deals. |
Brand… a Product job now? (3 minute read)
Brand has become a product responsibility rather than just a marketing function. Users now form emotional attachments through product experience, not marketing claims, which makes how a product feels more important than its features or efficiency. AI search models are beginning to rank brands based on user sentiment and reviews, and Semrush predicts AI search traffic will surpass traditional search by 2028. To stay competitive, product teams must design for emotion, create memorable moments, and focus on delight, because utility drives usage while emotion drives loyalty. |
The Heritage Discount: The Story Behind the Price (7 minute read)
The heritage discount describes a consistent pattern where sellers reduce prices for buyers who demonstrate respect for an item's history. Unlike the typical behavior seen in the endowment effect, this pricing shift reflects a desire to see value passed on rather than maximized. To leverage the effect, brands have begun building digital tools and curated experiences that help consumers preserve or rediscover their roots. This trend is also evident in national park campaigns, regional storytelling, and product design linked to nostalgia. |
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