Monday, September 29

🌟 Today’s Highlights:

• Meta is rolling out an AI-generated video feed, for some reason

• YouTube is adding a “Hide” button for end-screen pop-ups

• Is your website top of its class, or the class clown?

• 📊 Stat of the Day: 32.9% of internet users aged 16+ discover new brands, products, and services via search engines. (Source: HubSpot)

• 💡 Today’s Insight: Here’s why you still need to build buyer personas

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⚡️ Today’s Headlines ⚡️

🥴 Meta launched its latest AI project. It’s a custom feed of AI-generated video clips, which the platform is calling “Vibes.”

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🎧 YouTube Music released a new AI hub. The experimental hub, called “YouTube Labs,” shares trivia and commentary relative to the music that users enjoy, and is meant to act as a personalized AI radio DJ.

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🫣 In other YouTube news: the platform is adding a “Hide” button for end-screen pop-ups after finding it caused less than a 1.5% drop in clicks during testing.

💡 Today’s Insight 💡

Here’s why you still need to build buyer personas

🗞 TL;DR - In the AI-search era, personas aren’t optional. The identities, constraints, and trust signals baked into queries matter as much as intent. Pages that don’t reflect who is asking (and why) will lose visibility, even if they match keywords.

💡 Insight - Here are the core shifts about building buyer personas that Search Engine Journal laid out, and how you should use it to your advantage:

1. From intent → identity + context. AI prompts often include role, constraints, budget, risk tolerance, etc. They reveal who is asking, not just what they want. Build personas that capture jobs-to-be-done, decision drivers, constraints, trust anchors, and content/format preferences.

2. Traditional personas aren’t sufficient. Decks built on demographics often lack actionable detail for content briefs, prompting, or SEO. Don’t stop at “age, title, demographic,” etc. Tie the persona to queries, hesitation triggers, proof needs, and content forms.

3. Prompts must reflect persona context. If your content doesn’t account for what the user expects (trust elements, depth, format, citations), AI systems won’t surface it. Use persona prompt cards (one-pagers) that you prepend to LLM prompts or content briefs.

4. Persona must inform real validation & iteration. You’ll need to validate persona-driven content by measuring real-world signals; don’t craft them in isolation. Track topic-level lift, scroll/conversion behavior, and authority click outs, and re-optimize personas every 60–90 days.

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