Today's Guide to the Marketing Jungle from Social Media Examiner...
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Here’s a recap of the most important insights, trends, and updates you need to know about today, Pz! Catch up in minutes and go into the rest of the week prepared.
A quick note from Mike: This is the last week to get General Access to Social Media Marketing World for $797, more than half off. The sale ends Friday at 11:59 PM Pacific. See what’s included.
In today’s edition:
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Instagram content strategy
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Marketing that builds a fandom
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This week, on The Road to 3K
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🗞️ Industry news from Instagram, LinkedIn, Meta's Muse, and more
Upcycle Your Instagram Posts Every 90 Days
Struggling to come up with enough new ideas to post consistently on Instagram? This upcycling workflow will help:
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Save every post before you publish it (video, slides, and caption). Catalog them in whatever tool you prefer so you can find and reuse them later.
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Right after a post goes live, use a scheduling tool such as Metricool to schedule the exact same post to publish again 90 days later. Then schedule it once more for 90 days after that. Treat 90 days as a guideline; anywhere from 60 to 90 days works.
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Give every post at least three chances before you decide it's a dud. A post that flops the first and second time can still take off on the third.
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Recreate posts in addition to re-uploading them. Re-film the same script in a new location, turn a reel script into carousel slides, or use a long reel caption as the voiceover for a new reel. Brock Johnson confirmed with Adam Mosseri, Instagram's head, that you can reupload your own posts whenever you want. Most of your audience never saw the original, and anyone who remembers it liked it enough to watch it again.
Brock's team tested this approach across eight accounts in industries ranging from merch and physical products to fitness coaching. For one week, each account posted only upcycled content: no new posts and no trending audio. That week delivered 178% more engagement, 189% more views, and 244% more followers, with zero time spent creating new content. Brock runs his own feed the same way. Most of what he publishes is re-uploaded or recreated from earlier posts, which is how he has posted two reels a day for more than 1,800 days.
This tip was shared by Brock Johnson at Social Media Marketing World. Get your ticket to join us in Anaheim this April.
General Access Is $797 This Week
One ticket gets you every keynote and session at Social Media Marketing World, across the Social Marketing, Creator, and AI tracks, plus two full days of AI Business World.
It’s $797, more than half off, through Friday at 11:59 PM Pacific.
Then the price goes up.
Get my tickets for $797.
How to Create Passionate Fans for Your Business
Fans are the most valuable people your business can have. They stick with you when a cheaper competitor comes along, forgive your missteps, and tell their friends, family, and followers about you. David Meerman Scott, bestselling author of The New Rules of Marketing and PR and The Fandom Playbook, says any business can build fans, even one selling a product everyone hates. And it starts with something hardwired into the human brain.
Why Bringing People Together Builds Loyalty
Discover the neuroscience behind why we crave being part of a tribe and how a classic car insurance company turned that insight into a massive, loyal following in an industry nobody loves.
Let People Behind the Curtain
Find out why sharing the secrets most companies guard so carefully can turn passive customers into fans, and how to take people behind the scenes online even if your business has no physical location.
Turn Your Business Into a Game
Learn how one dive resort solved its biggest problem, guests who loved their stay but never came back, with a simple challenge that taps into what David calls the "collector gene." Plus, get ideas for adding a game element to a business of any size.
The Wall You Need to Tear Down
David's favorite play involves something most professionals avoid on social media. Discover how one dentist used it to stand out from every other dentist in his region and dramatically grow his practice.
Want to Learn More?
Posting Reels but Not Getting Followers?
Views come in. Followers don't. The gap usually isn't effort. It's what happens in the first few seconds.
Shannon McKinstrie films most of her Reels at her computer and has grown to nearly 400,000 followers. This free interactive field guide breaks down what she does in those first few seconds.
Get my free field guide.
Here’s What You Missed From Our Short-Form Docuseries
Mike and the team test ideas submitted by fans to get 3,000 people to Social Media Marketing World 2027. Here are four lessons from the past week:
1. Ranking #1 doesn’t mean people are finding you. Mike gave AI access to his search and site traffic data. The event still ranks first for its name, but search impressions are down 43% from last year, and a summer of bot traffic had hidden what real visitors were doing. Now the team knows exactly what the problem is.
2. Borrow trust from other people’s audiences. Last year, the team invited AI podcasters to the conference and asked each one to run a contest on their show, with the winner getting a free AI Business World ticket. As his team put it, it’s exposure from someone those listeners already trust.
3. An idea that was too early may be right on time now. A creator told Mike a new generation wants to learn how to do business as creators. His event director reminded him they’d tried a creator track years ago, before the market was ready. Now Social Media Marketing World is adding an official creator track.
4. Small changes create big ripples. The new track meant the “Marketer” ticket no longer fit, so it was renamed “General Access.” That one rename touched many locations on the website and took hours to update.
Watch the series and share your idea on YouTube.
Facebook Expands Creator Assistant With Proactive AI Insights and Content Creation Tools: Facebook has introduced new capabilities to its AI-powered Creator Assistant, transforming it from a reactive analytics tool into a more proactive partner for content creation and audience engagement. The assistant can now identify growth paths, provide feedback on creative drafts, generate production plans, and suggest personalized responses to audience comments. The update also brings Creator Assistant to desktop through Creator Dashboard, allowing creators to manage their workflows across mobile and web. Availability is expanding internationally. Meta
Instagram Launches Edits on Desktop With Advanced Video Editing Tools: Instagram has expanded its Edits video creation app to macOS, introducing a desktop editing experience designed for more sophisticated content production. The new application offers multi-track editing, detailed timeline controls, professional color grading, customizable shortcuts, and enhanced audio tools, alongside access to Instagram's music library and editable captions. Creators can publish directly to Instagram or export watermark-free videos in 4K across multiple aspect ratios, supporting content distribution beyond the platform. The launch gives creators and marketers a more comprehensive editing environment while maintaining integration with Instagram's publishing features. Instagram
LinkedIn Expands Creator Analytics With Unified Dashboard and Deeper Audience Insights: LinkedIn is enhancing its creator analytics experience with a centralized dashboard and new reporting capabilities designed to help users better understand content performance and audience growth. The updates include a consolidated post performance table with exportable data, visibility into followers gained from individual posts, and metrics tracking saves, private shares, and reach beyond existing connections. Additional insights into video engagement, profile visits, and content-driven interactions provide marketers with a more comprehensive view of their organic content effectiveness. LinkedIn is also expanding analytics integrations with third-party management tools, making it easier to evaluate performance and optimize content strategies across platforms. LinkedIn
Meta Introduces Graph API and Marketing API v27.0 With Expanded Ad Automation: Meta has released version 27.0 of its Graph API and Marketing API, bringing additional automation to advertising workflows alongside updates to content management and developer integrations. The release introduces broader mobile device delivery for eligible sales campaigns, automatic product catalog enhancements for qualifying ads, and the ability to modify AI-generated content disclosures on Facebook Page posts. Meta is also retiring several legacy API capabilities and updating requirements for catalog management, audience creation, and performance reporting. Meta
Muse Introduces Custom AI-Powered Spaces for Personalized App Experiences: Muse has launched Spaces, a new feature that allows users to build interactive, personalized tools directly within the app using natural language prompts. Users can create everything from project planners and shopping dashboards to business management hubs and interactive games, then customize their appearance, functionality, and placement within Muse. By connecting external apps, spaces can automatically incorporate updated information and support ongoing task management without repeated requests. Available across supported markets, the feature aims to transform Muse into a more adaptable workspace tailored to individual routines and interests, with collaborative functionality and additional AI improvements planned. Meta
Meta Introduces Real-Time Voice and Expressive Avatars to Muse: Meta is expanding its Muse AI assistant with conversational voice capabilities and animated avatars designed to make interactions more natural and personalized. Users can now speak directly with Muse to brainstorm, plan activities, practice presentations, and complete tasks through fluid, interruptible conversations. The update also introduces responsive avatars that use facial expressions and gestures, alongside hundreds of voice options and flexible display modes. Initially launching in the US across mobile, web, and Mac, the features aim to make Muse a more accessible, hands-free AI companion, with additional support for wearable devices planned. Meta
Reddit Tests Search Ad Placements to Reach High-Intent Audiences: Reddit is beginning to experiment with advertising placements within its search results pages, allowing selected advertisers to reach users as they actively explore topics, products, and recommendations. The placements will use existing targeting capabilities and contextual signals from search queries to surface relevant promotions alongside search results. The initiative aims to create new ways for brands to connect with consumers during moments of discovery and purchase consideration. Reddit is initially limiting the test to eligible advertisers while gathering feedback to improve the experience for users and marketers. Reddit
TikTok Launches Brand Safety Center and Expands Advertiser Protection Tools: TikTok has introduced a centralized Brand Safety Center and new resources to help advertisers manage reputational risks, protect intellectual property, and adopt AI-powered creative tools responsibly. Announced at its APAC Responsible Media Forum in Singapore, the initiative brings together brand suitability controls, sentiment monitoring, counterfeit detection, and transparency measures for sponsored and AI-generated content. TikTok also outlined its automated moderation capabilities and partnerships with independent verification providers, reinforcing its focus on creating a more transparent advertising environment. The updates give marketers additional resources to monitor brand perception, safeguard their assets, and maintain consumer trust. TikTok
X Introduces Lead Gen Ads Globally: X is expanding its advertising capabilities with Lead Gen Ads, a new format designed to help businesses convert real-time audience engagement into qualified leads. The feature supports a range of marketing objectives, from collecting email sign-ups and webinar registrations to generating demo bookings and quote requests. By simplifying the lead capture process within the platform, X aims to reduce conversion friction and help advertisers turn conversations into measurable business outcomes. XBusiness via X
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