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Video is Everthing

OCTOBER 22, 2025

According to new Kantar research, 69% of U.S. viewers prefer to watch a video over reading or listening when learning something new.

And that preference now extends far beyond “how-to” content. Video has become how people shop, search, and connect.

Among all platforms, YouTube stands out as the one destination serving every stage of this experience. Viewers say it offers the best shopping-related content (91% agree), from instructional videos to product reviews and unboxings.

83% of Gen Z say they’d rather watch their favorite creators than studio-produced content, and 82% of U.S. viewers agree that YouTube has the most trusted creators. Research shows YouTube shortens the average video shopper’s journey by six days.

So, what does this mean for marketers?

Reconsider video’s role beyond reach and awareness.
Build creator partnerships rooted in authenticity and expertise.
Align investments with the nonlinear, video-first journey.
Think of YouTube as a full-funnel platform, not just a channel.
Experiment with emerging formats, from Shorts to podcasts.

YouTube’s 2025 Culture & Trends Report

OCTOBER 21, 2025

YouTube’s 2025 “Culture & Trends” report analyzed the top 5,000 most-purchased products from the first half of 2025 and the top 1,000 videos by transaction on tagged products over a 60-day period. It also surveyed thousands of online users aged 14–49 to understand their attitudes towards internet shopping.

Notably, 61% of 14- to 24-year-olds agree that YouTube has helped them discover brands/products they didn’t know about.

Some key findings…

Creators: Influencers leverage their expertise to become trusted sources who offer solutions to address their viewers’ needs.
Communities: Groups of channels with shared interests create collective content that significantly influences purchasing decisions.
Content: Innovative formats help shoppers search for, learn about, and ultimately buy products.
Product trends: Real-world trending products have the potential to transform into even more popular online phenomena.

How Often Should You Post on TikTok?

OCTOBER 19, 2025

A new Buffer study analyzed 11.4 million TikTok posts across 150,000+ accounts to approximate an answer to the existential question: How often should we be posting?

Well, the short answer is about 2 to 5 times per week. That’s where creators see the biggest lift in average views per post (up to 17% more views compared to posting just once a week). Beyond that, the gains taper off, though they don’t disappear.

Here’s the average view lift by posting frequency:

2–5 posts per week → +17% views
6–10 posts per week → +29% views
11+ posts per week → +34% views

So yes, as we suspected, posting more does help, but not necessarily because each video performs better. It’s because more posts mean more shots at virality. The median TikTok still gets about the same number of views, but the top 10% of posts (the ones that break out) perform exponentially better the more you post.

The good news is that you don’t have to burn out chasing daily uploads. Going from 1 post a week to 2–5 is your sweet spot.

What is Reverse Imposter Syndrome?

OCTOBER 16, 2025

Reverse imposter syndrome flips the classic notion of imposter syndrome.

Instead of doubting your abilities internally, you’re confident in your skills, but external observers don’t fully recognize them. Wes Kao describes it as a perception problem: your work is excellent, but visibility and signals are limited, leaving others unaware of your contributions.

This tends to affect high-performing folks who are hardworking, results-driven, and quiet about their achievements (the GOAT co-workers).

Their work may be behind the scenes or highly technical, and while they deliver impactful outcomes, colleagues, managers, and stakeholders may not perceive the full extent of their expertise.

If that sounds like you, here’s how to reverse… reverse imposter syndrome:

Speak up! Share learnings, strategies, and results with broader teams.
Frame your contributions strategically. Connect your outputs to business outcomes and decision-making.
Be visible to the right people. Ensure key stakeholders see your high-impact work.
Develop consistent messaging. Practice clear, authentic ways to communicate accomplishments.
Position yourself as a partner, not just a doer. Demonstrate strategic insight alongside execution.

Make Better BOFU Content

OCTOBER 15, 2025

Bottom-of-funnel (BOFU) content is designed for readers who are ready to make a purchase decision.

Basically, unlike entertaining or top-of-funnel content, BOFU writing should remove uncertainty and build confidence.

These are Elliot McGuire’s (Mint Studios) key elements of successful BOFU:

Introduction: Be specific, address the reader’s real problem, and respect their time. Avoid generic statements and product features upfront.
Main body: Build empathy, use real use cases, outline the solution landscape, and signal relevance to the reader’s role and industry.
Product section: Introduce your solution after establishing context. Link features to tangible business outcomes, framing your product as a strategic partner rather than a vendor.
Closing section: Keep it concise, reinforce the article’s value, and include a clear call to action without introducing new concepts.

BOFU content works best when it’s highly targeted, practical, and trust-building.

The Power of Social Proof

OCTOBER 14, 2025

According to Nicolas Cole and Dickie Bush, 93% of people read reviews before buying, and products with as few as five reviews have a 270% higher purchase rate than those without. That’s the power of social proof.

But most brands only use their testimonials for sales pages or launch emails. Here’s how to start using social proof daily:

Reuse your best testimonials. Pull short, powerful quotes from reviews or emails.
Incorporate naturally. Drop them into posts, videos, or threads like mini case studies.
Name your customers. Real names and details make quotes more credible.
Automate the process. Use Josh Spector’s simple AI prompt to blend testimonials seamlessly into any post:
- Input your post and testimonial.
- Ask AI to combine them naturally.
- Choose your favorite version and publish.

A single well-placed quote can do more than a polished sales page.

Blogging in 2025: What’s Working?

OCTOBER 9, 2025

The blogging game has changed recently. IYKYK.

According to Orbit Media’s 12th Annual Blogger Survey, the average post is now 1,333 words—shorter than in previous years—and most creators publish just two to four times per month.

Time per post has also shrunk to about three and a half hours. Nearly all marketers now use AI in some way, though few trust it for full automation.

The best blogs are balancing machine speed with human creativity (not easy). While only 21% of marketers call their blog’s impact “strong,” four habits stand out:

Writing long-form content (2,000+ words)
Using multiple visuals (7+ images, charts, or video)
Partnering with influencers
Tracking performance on every post

Keep Video Ads < 10 Seconds

OCTOBER 8, 2025

Here’s the reco: Shorter video ads. Front-load your creatives with clarity, brand identity, and value in under 10 seconds. The payoff is higher attention, better engagement, and smarter spending.

Research from Indiana University, Texas Christian University, and Sungkyunkwan University found that extremely short ads drive up to 40% more traffic than standard 15–30 second ads, at a significantly lower cost.

On platforms like Facebook and TV, these micro ads generated higher CTR, more engagement, and comparable sales outcomes, despite requiring less airtime and production spend.

Here are the key takeaways:

Stick to ≤10 seconds: Short ads maximize traffic and engagement while lowering costs.
Front-load branding: Ads that identify the brand in the first seconds drive 34% more traffic.
Optimize for platforms: This effect holds across both social and TV placements.
Sales parity: While short ads don’t immediately outperform longer ones on direct sales, the increased traffic can compound into more conversions over time.
Cost savings: On TV, swapping a 15-second ad for a 10-second one could save nearly $285,000 in airtime while generating almost 192,000 extra visits.

Keep Video Ads < 10 Seconds

OCTOBER 7, 2025

On platforms like Facebook and TV, these micro ads generated higher CTR, more engagement, and comparable sales outcomes, despite requiring less airtime and production spend.

Here are the key takeaways:

Stick to ≤10 seconds: Short ads maximize traffic and engagement while lowering costs.
Front-load branding: Ads that identify the brand in the first seconds drive 34% more traffic.
Optimize for platforms: This effect holds across both social and TV placements.
Sales parity: While short ads don’t immediately outperform longer ones on direct sales, the increased traffic can compound into more conversions over time.
Cost savings: On TV, swapping a 15-second ad for a 10-second one could save nearly $285,000 in airtime while generating almost 192,000 extra visits.

Dig into the numbers with Science Says.