Monday, May 4

🧠 Search shifts are changing SaaS growth

High-intent buyers now find vendors through rankings and AI-generated answers.

Authority no longer lives on your site alone. It’s built across the web.

B2B SaaS teams investing in off-page authority are seeing:

• More visibility in AI search

• More qualified pipeline from organic

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⚡️ Today’s Headlines ⚡️

✏️ Instagram is testing out an option to swap the text out in someone else’s Reel. The new feature called “Swap,” was initially teased on IG's Help Center listings, but has since disappeared, suggesting it’s still a work in progress.

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🌟 Instagram’s getting a major algorithm update to prioritize original content. Starting this week, IG is implementing a new system that will no longer recommend photos and carousel posts from aggregator accounts within Explore and other surfaces.

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🦾 Meta’s launching AI ad connectors that work with outside chatbots. The new tool will enable external providers to plug Meta ads data into another AI system, in order to help drive improved campaign performance.

💡 Today’s Insight 💡

What the data tells us about ChatGPT ads

🗞 TL;DR - ChatGPT ads are already scaling quickly, and they behave very differently from traditional search or social ads. Adthena tracked and analyzed 50,000 daily ChatGPT ad placements across 600+ advertisers to help you understand what a full rollout would mean for your campaigns.

💡 Insight - The biggest shift: ads live inside conversations, not alongside them. Users arrive with high intent (researching, comparing, deciding), so ads act less like interruptions and more like extensions of the answer.

The format is minimal: headline + short copy + link, with no extensions, meaning performance depends heavily on message clarity and relevance.

Early data shows consistent winning patterns:

• “Brand: Benefit” headlines dominate (e.g., brand name + clear value prop)

• Ads align tightly with specific query intent, not broad targeting

• Some brands appear multiple times in a single response (“double parked”), signaling a potential share-of-voice land grab

The opportunity: this is still an early, under-competitive channel with massive upside as ChatGPT’s ~800M weekly users scale globally.

Looking ahead, expect:

• Global rollout + more advertisers

• More sophisticated targeting and reporting tools

• Increasing competition for limited conversational real estate

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