Today's Guide to the Marketing Jungle from Social Media Examiner...
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Question of the Day: Does your brand use X for marketing? YES or NO?
In today’s edition:
Creative content tactics
The Triple S LinkedIn post framework
🗞️ Industry news from Google, YouTube, and more
2 Creative Ways to Repurpose Your Content
AI has made content creation faster, cheaper, and easier than ever. But Melanie Deziel argues that what the world doesn't need is more cheap content. The idea shouldn't be producing more; it should be doing more with what already exists.
When marketers repurpose strategically, they can maintain quality, serve their audience better, and align content with business goals, all without defaulting to AI-generated filler. The problem is that only 29% of marketers who reuse their content do it systematically. The rest make it up every time, which limits their ability to scale.
Melanie has a six-part system for repurposing content that extends reach, saves time, and reduces dependence on creating from scratch.
For example, multiplying is the most strategic form of repurposing. It means taking a piece of content that has proven performance and creating adapted versions for different audience segments. The structure and concept remain the same; the specifics change to fit a new context.
Multiply by Time: A piece of content tied to a particular time frame can be adapted for different periods. A content creator who produced a post about summer porch pot gardening could adapt it for fall, winter (indoor versions), and different growing seasons. A two-hour fitness challenge can become a one-day or seven-day version. A university's "best classes" article from the spring catalog can be repeated for summer, winter intercession, and each academic year.
How to Multiply by Location: Content with a geographic element can be adapted across regions. A "best law schools" list can move from state to region to national. A chiropractic practice created a popular post about neck and shoulder stretches people could do in a chair. The team then multiplied that content for different body parts: knees, waist, hands, and wrists. The location on the body became the variable.
This tip was shared by Melanie Deziel at Social Media Marketing World. Get access to the full presentation now, with a post-conference Virtual Ticket.
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Writing Winning LinkedIn Content, Without AI
Did you know that only 1% of LinkedIn's users create content? That supply-and-demand gap means the platform rewards those who show up with something worth reading.
Kasey Brown's Triple S Framework helps you publish posts that target three dimensions of LinkedIn user engagement: stop, stay, and share.
When you've managed to stop someone with a post, the next job is getting them to stay. Kasey frames this as earning the right to keep someone's attention. The stay is harder to achieve than the stop, but it determines how much of the post actually gets consumed.
How to Re-Hook Readers After the Click
When someone clicks "see more," the third line of the post should confirm that the click was worth it. This is the re-hook, and its job is to build more tension, not resolve it.
The wrong approach delivers the payoff the moment the reader clicks "see more." "I'm here in Bali with the family. I took five weeks off from my business, and it's thriving without me." That resolves the story before the reader is invested.
The right approach keeps building. Returning to the Bali example: "It was a wild dream I had last February. I never thought I could actually leave my business and spend this kind of money to come here, especially with so many fires going on in the business and everything feeling like it was about to fall apart. But somehow I made it." That's three more lines of tension. The resolution still hasn't arrived, and the reader stays because they want it.
Kasey compares this to the first 60 seconds of a YouTube video. The thumbnail and title get the click, but those opening seconds determine whether someone watches to the end. The re-hook line does the same work.
How to Structure Posts for Maximum Readability
Beyond the re-hook, structure determines whether someone reads all the way through. Kasey alternates between three or four short, one-sentence lines and blocks of two to three sentences. The short sentences land key points; the blocks develop ideas.
Reading level matters too. Posts that consistently score a nine or ten out of ten on what Kasey calls the "stay" metric are written at a fourth- to seventh-grade reading level. She uses the Hemingway Editor to check her reading level before posting.
Because 70% of LinkedIn users scroll on mobile, Kasey's final step before posting is to open the draft in LinkedIn's mobile app and read it from her phone. Sentences that look fine on desktop often collapse into dense paragraphs on a small screen. She also uses a tool called Authored Up, which previews how a post will render on mobile before it goes live.
Pro Tip: LinkedIn caps posts at roughly 3,000 characters. When Kasey has strong content that hits the limit, she continues it in the first comment—a tactic that also keeps readers engaged longer, which signals value to the algorithm. But length itself isn't the variable to optimize. The right length comes back to the ICP and the transformation, which together determine what format will work.
Other Topics Discussed
Want to Learn More?
Today's advice is provided with insights from Kasey Brown, a featured guest on the Social Media Marketing Podcast.
Google Expands Reach & Frequency Optimization Across YouTube Campaigns: Google has launched global support for reach and frequency optimization within video campaign groups in Google Ads, enabling advertisers to manage multiple YouTube video campaigns under a single reach or frequency objective. The update streamlines campaign management while preserving individual budgets and creative settings, coordinates delivery to improve unique reach and frequency efficiency, and introduces unified reporting across campaign groups. Google also plans to bring the feature to Display & Video 360, helping brands optimize YouTube campaign performance at scale. Google
Instagram Edits Adds Custom Fonts, Lyrics, and Effect Search: Instagram has introduced several new features to its Edits app, giving creators more flexibility when producing videos. Users can now import their own fonts for branded text and captions, automatically generate and customize song lyrics from selected music, and, on iOS, search for video effects using keywords to find the right visual style more quickly. The updates aim to make content creation faster while offering greater creative control. Creators via Threads
Instagram Expands AI Reel Translations to More Languages: Meta has expanded Instagram’s automatic translation capabilities by adding support for Japanese, Korean, French, German, and Italian. Creators can now translate both their spoken narration and on-screen captions together within the same Reel, making multilingual content easier to produce and consume. The company is also broadening translation support on Facebook with additional languages including Bahasa Indonesia, Arabic, French, Vietnamese, and Thai, with more languages planned in future updates. Mosseri via Threads
X Launches Mention Boosts for Premium Business Advertisers: X has rolled out Mention Boosts, a new advertising feature that enables Premium Business subscribers to promote organic posts mentioning their brand as paid campaigns. Advertisers can add custom call-to-action buttons, destination URLs, budgets, and campaign durations, transforming authentic customer endorsements into performance-focused ads without creating additional creative assets. The update is available to Premium Business Subscribers. XBusiness via X
X Prioritizes Mutual Connections in Replies: X is rolling out an algorithm update that gives greater visibility to content from mutual followers, making conversations feel more centered around people users already know. By incorporating mutual relationships into its recommendation system, the platform aims to surface friends’ replies more frequently, reduce the dominance of unfamiliar voices in reply threads, and foster stronger interest-based communities through more relevant social interactions. Nikita Bier via X
X Tests Grok AI Assistant in Ads Manager: X is rolling out a beta version of Grok integration in Ads Manager, giving advertisers access to AI-powered recommendations throughout the campaign creation process. The feature enables marketers to ask Grok for strategic guidance while also providing contextual tooltips and creative suggestions directly within the interface. The update marks another step in X’s broader AI strategy and signals the platform’s continued move toward more intelligent and potentially automated advertising tools. Social Media Today
YouTube Clarifies Monetization Policies for AI and Repetitive Content: YouTube's Vice President of Trust & Safety, Matt Halprin, discussed updates to YouTube Partner Program policies, replacing the broad "inauthentic content" label with more specific guidance covering generic or repetitive content, unsatisfying or off-putting material, and AI personas used in sensitive topics. The discussion also explains how monetization decisions are made, when creators may face demonetization, how appeals are reviewed, how coordinated mass-reporting is handled, and the role AI plays in evaluating content under YouTube's monetization policies. YouTube
YouTube Tests AI-Powered Insights Experience in Studio: YouTube is experimenting with a redesigned desktop Studio experience that shifts the focus from analytics dashboards to actionable insights. The update renames the Analytics tab to Insights, introduces a cleaner interface with streamlined navigation, and adds AI-powered insight cards for eligible creators through Ask Studio. YouTube is also evolving the Trends tab into a new Research hub to support content ideation, while phasing out desktop saved keywords as part of the transition to a more content-focused workflow. Google
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