Wednesday, July 16

🌟 Today’s Highlights:

• Facebook is restricting unoriginal content in the algorithm

• YouTube is adding Video Title Testing in Studio

• You shouldn’t be doing all your own busywork, do this instead

• 📊 Stat of the Day: Google Shopping ad clicks surged 18% in Q2. (Source: Tinuiti)

• 💡 Today’s Insight: LinkedIn’s newest report on the value of thought leadership content

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⚡️ Today’s Headlines ⚡️

🛑 Facebook is restricting the reach of unoriginal content. The new algorithm update will focus on demoting “unoriginal” content in order to boost material from original creators to give creators more incentive to keep posting.

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✏️ YouTube is adding Video Title Testing in Studio. The move is the next stage of YouTube’s thumbnail testing rollout, with more users now able to access the feature within the “Test and Compare” element in YouTube Studio.

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⏰ TikTok added scheduling options in Post Composer. Creators can now select a date and time to post within the post composer window in the app, making it easier to reach audiences at optimal times.

💡 Today’s Insight 💡

LinkedIn’s newest report on the value of thought leadership content

🗞 TL;DR - LinkedIn just published a new report in partnership with Edelman that looks at the value of thought leadership content in encouraging buyer decisions. Spoiler: these “hidden buyers,” or people who play a role in purchase decisions but aren’t the primary experts in that area, do have an impact on all decision-makers.

💡 Insight - Here are the key takeaways from the study:

• 56% of target decision makers use thought leadership as part of their vetting process while 55% of hidden decision-makers do the same. Which means you need to reach all decision makers, even those who aren’t knowledgeable in your field.

• Thought leadership is more effective at influencing hidden buyers than traditional marketing materials – at least according to 71% of hidden decision makers. Plus, 61% of hidden decision makers trust thought leadership content more than marketing materials when accessing capabilities and competencies.

• 73% of hidden decision makers say that an organization’s thought leadership is one of the best ways to get a sense of the type and caliber of thinking the company is likely to deliver to clients.

• 57% of hidden decision makers favor quick takeaways over deep, academic-style content.

Want to learn how to win over hidden buyers through thought leadership? Check out LinkedIn’s tips in the full report here.

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