Thursday, April 9

🌟 Today’s Highlights:

• Google is testing a swipeable location carousel in Search ads

• YouTube is testing 90-second unskippable CTV ads

• If you’re tired of B2B and Lead Gen agencies, try out this solution

• 📊 Stat of the Day: ChatGPT now crawls 3.6x more than Googlebot. (Source: Alli AI)

• 💡 Today’s Insight: Want more social engagement? Reply to comments

⛓️‍💥 Tired of B2B/Lead Gen Agencies?

Most B2B agencies overpromise and underdeliver. They charge a % of ad spend (so they’re incentivized to make you spend more, not make more), lock you into 6–12 month contracts, nickel-and-dime every new ad or campaign, and take a week to respond when you need something.

They also bet everything on one channel 👎 One ad platform. One cold email sequence. One play. In reality, B2B buyers don’t convert from a single touch, you have to stay top of mind across multiple channels to actually get booked and get paid.

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⚡️ Today’s Headlines ⚡️

👉 Google is testing a swipeable location carousel in Search ads. The new format displays multiple business locations in a swipeable carousel within Search ads, allowing users to browse options directly in the ad unit and making them more interactive.

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🖥️ TikTok launched a new integration for Wix users. Users of the website builder platform will now have an easier way to link their website data directly into TikTok’s business platform, helping to streamline content management and linked ad campaigns.

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📺 YouTube is testing 90-second unskippable ads on CTV. While the company’s official overview still lists 60 seconds as the maximum unskippable ad slot, a Reddit user found longer ad blocks showing up, potentially signaling upcoming changes.

💡 Today’s Insight 💡

Want more social engagement? Reply to comments

🗞 TL;DR - Replying to comments is one of the highest-leverage, lowest-effort growth tactics in social media. Buffer’s analysis of nearly 2 million posts across 220K+ accounts found that posts where brands actively respond to comments consistently outperform those that don’t, driving 5% to 42% higher engagement depending on the platform.

💡 Insight - On Facebook specifically, replying to comments leads to about a 9% increase in engagement, which may seem modest but is significant at scale. The reason is behavioral and algorithmic. Replies extend conversations, trigger notifications, and bring users back into the post, increasing total interactions. They also signal to platforms that the content is worth amplifying.

Here’s how you can optimize this behavior for more engagement:

• Treat comments as a growth channel. Don’t “post and ghost.” Engagement continues after publishing, and replies directly impact performance.

• Prioritize speed + consistency. Responding quickly increases the likelihood of back-and-forth conversations, which compounds engagement signals.

• Use replies to extend content life. Every reply can resurface your post in feeds and notifications, effectively increasing distribution without new content.

• Ask follow-up questions. Turn comments into conversations to drive deeper engagement and repeat interactions.

• Allocate time for community management. Engagement is a core part of your distribution strategy, act like it.

• Scale with systems/tools. As volume grows, use dashboards or workflows to ensure comments don’t go unanswered.

• Measure beyond vanity metrics. Track engagement lift on posts with replies vs. without to quantify impact.

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