Thursday, September 11

🌟 Today’s Highlights:

• Reddit launched new publisher tracking and sharing tools

• X reveals what dictates a post’s reach

• Making typos? Can’t scale content? You need to call back up

• 📊 Stat of the Day: 93% of business leaders see social media as their primary source of intelligence. (Source: Sprout Social)

• 💡 Today’s Insight: Do you have a social search optimization strategy?

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⚡️ Today’s Headlines ⚡️

▶️ YouTube rolls out multi-language audio to all creators. The dubbing tool that lets videos include multiple audio tracks in different languages is now available platform-wide. The launch makes global reach easier for creators and brands looking to scale audiences across regions.

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🔎 Reddit launches publisher tracking and sharing tools. New analytics features let publishers monitor story performance on Reddit and share content more effectively across communities. The tools strengthen Reddit’s position as both a distribution channel and a source of referral traffic.

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👀 X reveals how its algorithm ranks post. By open-sourcing its ranking signals, X is sharing what drives visibility covering engagement, freshness, and media type. This transparency offers a blueprint to fine-tune posting strategies and maximize reach on the platform.

💡 Today’s Insight 💡

Social media is the new search engine

🗞 TL;DR - Social platforms have becoming the primary channels for discoverability and reviews, therefore serving as search engines in their own right, especially for younger audiences. Gen Z in particular prefers TikTok, Instagram, and YouTube for discovery, recommendations, and answers, bypassing Google for many queries because it is more ‘real’. Think about how we will trust a Reddit thread over WebMD when looking up niche health questions.

💡 Insight - The shift isn’t just generational, it’s behavioral. Users now search in social to see results that feel authentic, visual, and community-driven, rather than text-heavy links or sneaky ads. Sprout’s data shows that 87% of social marketers say social search is important to their strategy, yet many brands still optimize content only for Google.

Treating social as a search engine means adjusting keyword strategies, metadata, and content formatting to surface in-app. Especially since apps like Instagram, Threads, Pinterest are all moving away from hashtags (the OG search tool for social) and instead using text from captions, subtitles, and image graphics to determine where the content fits. You can no longer rely on a hashtag when your users are simply typing a phrase in the search bar. Optimize captions, hashtags, and metadata with intent-based keywords, and create content in native formats that answers questions directly. Even video titles, cover images and subtitles should include the keywords your audience is using.

🔑 Takeaway - Marketers should treat social media apps as secondary search engines. In fact, YouTube is widely considered to be the second largest search engine after Google. Being discoverable in social search will be as critical as SEO for reaching new audiences and driving conversions.

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