Notes from the work · Tag
Google Ads is a different animal going into 2026. The trend has been clear: more automation, more AI decision-making, fewer levers for marketers—and if you’re still running Google like it’s 2019, your campaigns will struggle.
Imagine you’ve been training for a marathon your whole life. You know the course; you’ve paced your stride and nailed hydration. Then, the morning of the race, the organizers quietly swap the marathon for a triathlon. That’s what’s happening in social media right now.
Nike spends more on a single campaign than most businesses generate in revenue for an entire year. If you try to play their game dollar-for-dollar, you’ll get crushed. But here’s the brutal truth: money isn’t Nike’s real advantage. Discipline is.And that’s something you can steal—today.
Picture this: you’re at a career fair. Tables lined with companies, students nervously handing over résumés, recruiters politely nodding while tossing half of them into the “maybe later” pile. That model has been broken for years—and Instagram just hammered another nail into its coffin.
If you’ve ever searched “how do I get more followers on Instagram,” you’ve seen the same recycled tips: post more, make Reels, engage in the comments. This week, Instagram decided to take on the role of teacher and publish its own “FAQ” on follower growth.
Every week, there’s a new “state of social media” article telling you what’s changing. More short-form video. More creator collabs. More AI-driven targeting. And every week, brands eat it up—adjusting campaigns, hiring “content strategists,” chasing whatever the platforms want them to chase.
Yes, you need to optimize your Instagram posts to appear in Google Search. But you also need to ask a better question: How does this Instagram post serve my entire digital funnel? Here is how real marketers will use this change. 1.
Social media marketing is evolving faster than ever, and 2025 is shaping up to be a year of big shifts. Brands that stay ahead of these changes will have a significant competitive edge, while those that lag behind risk losing engagement and visibility. Among the biggest updates this year?
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