Networking In Advertising

Navigating Social Media Algorithms Introduction & Overview Social media algorithms act as content gatekeepers, showing posts based on relevance and engagement. For brands, simply posting isn’t enough—organic reach has declined as algorithms prioritize quality and engagement. Understanding these algorithms helps businesses craft targeted content, boosting reach and achieving social media goals. Key Concepts -Engagement: Posts with high likes, comments, and shares are prioritized. -Recency: Newer, timely posts rank higher. User Preferences: Feeds are personalized -based on user interactions. -Content Type: Certain formats, like videos, are often favored. Challenges -Declining Organic Reach: Brands need to adapt to reduced visibility. -Algorithm Changes: Unpredictable updates can disrupt strategies. -Increased Competition: Standing out in a crowded space is challenging. -Constant Content Creation: The demand for frequent high-quality content strains resources. 5 Key Social Media Algorithms Explained Social media algorithms vary across platforms: Facebook prioritizes meaningful interactions and fresh content; Instagram values engagement, relevance, and visual quality; Twitter focuses on recency and tweets with high engagement; LinkedIn emphasizes professional relevance and industry engagement; and TikTok promotes high-performing videos based on user interactions. Strategies for Maximizing Organic Reach To maximize organic reach on social media, focus on posting high-quality, engaging content and utilize video to enhance interaction. Optimize your posting times to coincide with when your audience is most active, and encourage engagement through polls and questions. Collaborate with influencers to expand your reach, use targeted hashtags for discoverability, and share user-generated content to build credibility and foster community. Benefits of Algorithm-Friendly Content Optimizing content for social media algorithms enhances organic reach and engagement rates, as algorithm-friendly posts are shown to more users. This consistency builds brand credibility and trust while providing better insights into audience preferences. Ultimately, it leads to increased ROI by boosting visibility and engagement without relying heavily on paid ads. Conclusion To succeed on social media, understand that algorithms prioritize valuable, engaging content aligned with user interests. Focus on consistency, quality, and audience engagement while staying updated on platform changes to enhance your reach and foster meaningful connections. Next Steps Monitor platform algorithm updates, analyze content performance, and test new formats like live videos and Stories. Use analytics tools to track engagement and optimize future content. Additionally, develop a content calendar to stay organized. #SocialMediaAlgorithms #AlgorithmInsights #DigitalMarketingTips #EngagementStrategies #ContentOptimization #AudienceTargeting #DataAnalytics #BoostingVisibility

the biggest mistake B2B companies make with influencer marketing is not approaching how they work with a creator based on what type of content that person makes and what type of insights their audience follows them for instead, they treat the term "influencer" as a catch-all word where everyone gets the same brief and creative ask, regardless of what content they enjoy making, the nature of content their followers expect from them, and what the type of people that make up their audience here's how i approach influencer marketing instead: i break our influencers down into three categories based on the nature of content they create - industry leaders - subject matter experts - content creators this isn't about the creator, it's about the type of content they create think of it this way: - if you're considering working with an influencer, if what they usually share is unique POVs, intriguing stuff that makes you think, I'd put them in the industry leader category and have them create thought leadership content for us around our narrative - if they usually share more tactical content, breakdowns, teach you how to do things through actionable steps, etc., I'd put them in the SME category and have them create technical content for us - if what they usually share is entertaining video content, I'd put them in the content creator category and have them create memorable content around our brand, narrative, and/or product understanding which category the person you're working with on your campaign falls under helps you determine: - which segment of your TAM they can speak to - the messaging they can help you communicate - whether you need them to create content on the bigger picture (narrative), provide a tactical breakdown (product), or build mental associations through conceptual content (brand) so, for example, let's say you're launching a new feature: - an industry leader could talk about the overall process or scenario the feature is impacting or optimizing - an SME could break down how the feature works (functionality) and how they used that feature to accomplish something (capabilities) - a content creator could create a video skit poking fun at the pain points the feature is addressing having a balance of all 3 categories of creators simultaneously push out this variety of content is better than having a ton of people post a variation of the same thing, IMO i appreciate Typeform letting me share my unfiltered thoughts on influencer marketing as a part of their #GetReal survey I go into more detail on this topic in the video below, and you can use the following link to take the survey yourself: https://lnkd.in/gHQ-d2hf #sponsored #TypeformPartner #influencermarketing

If I had to run a B2B influencer program from scratch, here’s how I’d approach it... 1. Start with “why” I’m a firm believer that every campaign needs to ladder up to your team and org OKRs. And no, “our competitors are doing it” isn’t a good enough reason. Think about: → Are you trying to drive pipeline, awareness, or retention? → Who are you targeting and which B2B creators already hold influence in that space? → How will you measure success in a way that actually matters? 2. Build your influencer ecosystem I’ve always said and I’ll say it again, especially for enterprise organizations, pairing an external influencer program with employee advocacy is the best approach. Work with external creators to drive awareness and reach while empowering your internal brand ambassadors to build credibility and trust from within. The best programs do both. 3. Co-create, don’t just sponsor The strongest partnerships are built on collaboration, not transactions. When developing briefs, either co-create with select creators or give them room to put their own spin on the story. You’ll get more authentic, engaging content and a partner who’s genuinely invested in the outcome. 4. Launch a pilot campaign Start small and experiment. Our first campaign was just that, a test. With a modest budget, we wanted to validate if partnering with creators could actually move the needle on performance (spoiler: it did). 5. Measure relationships, not just reach Don’t just stop at conversions. Instead, look at: → Earned mentions: How many people are organically talking about your campaign? → Sentiment lift: Are brand perceptions shifting in your favor? → Engagement: who’s in your comment section? → Search visibility: are you ranking better for relevant topics or LLMs? Building a B2B influencer program isn’t about borrowing someone else’s audience, it’s about building a trusted network around your brand. Start small, learn fast, and focus on relationships that compound over time.

I usually get 3 to 4 inbound messages every week for open roles, collaborations, consulting, speaking, and advisory. [refer the screenshots below] Not once. Not randomly. But consistently. Month after month. Here’s the exact strategy behind it: --------------- 1: Your Profile Is Not a Resume. It’s a Landing Page. You need to optimise this at every stage of the funnel. Here is what mine in a typical week looks like: ~200k Post impressions [top of the funnel] ~12–13K organic profile views [Middle of the funnel] ~4-5 inbound enquiries [Bottom of the funnel] [Refer the screenshots] Here’s what you need to to fix: A. Headline (Most Underrated Asset) Don’t write: “Product Manager at XYZ” Write: “Role at ABC Co | Keyword 1, 2, 3 | <Your exact USP>” Your headline must have the exact keywords signal positioning, and show outcomes. B. About Section (Make It Skimmable) Structure it like this: > Who you are (1–2 lines) > What problems you solve > Proof (numbers, scale, impact) > Social proof (brands, platforms, community size) > CTA (DM/email me for…) Finally, leave 1 or 2 line spacing after 2-3 line para to make it readable. C. Featured Section: Add: > Your best posts > Case studies > Interviews / talks > Portfolio links Make it easy for people to VALIDATE your work. --------------- 2: Write Content That Builds Positioning (Not Motivation): Visibility creates surface area for opportunity. The bigger surface area, math says probability increases. But here’s the nuance: Don’t post “5 tips to crack interviews.” Post: > Specific breakdowns of real scenarios > Mistakes / Lessons > Frameworks you personally use > Contrarian takes backed with reasoning To signal expertise, show thinking depth, and attract the right audience. When recruiters see repeated depth, they assume authority. And authority leads to inbound opportunities. --------------- 3: Optimize for Search (This Is Tactical): You appear in searches when: > Your keywords match recruiter queries > You engage in your niche > You publish consistently Exact action steps: > Put primary role keywords in headline + about + experience > Write experience bullets in keyword-rich format > Add skills that appear repeatedly in JDs > Comment meaningfully on posts in your domain LinkedIn rewards topical consistency. --------------- 4: Build Proof Publicly: Inbound doesn’t come from saying you’re good. It comes from showing you’re good. Share case studies, metrics, breakdowns of your work, before/after transformations, lessons from real execution. People now a days hire demonstrated capability, not claims. --------------- 5: Consistency > Virality: I don’t rely on 1 viral post. Everything I get is an out come of weekly consistency, visibility and a strong positioning. Inbound is a lagging indicator of long-term clarity. If you want opportunities to chase you, start optimizing for discoverability. That's what LinkedIn rewards. #careergrowth #LinkedIn

Here's the number one way to guarantee social media success in 2024 and beyond. I've worked with global brands, household names, non-profits, charities, individuals, and small businesses on their content strategies. Throughout years of observation I can safely say this is what sets a successful social media presence apart from an average one: Being ✨known✨ for something. If you’re a food and drink brand just posting about your products, you’ll get lost in the noise. Nobody cares about National Bagel Day. Brands like Surreal are every marketer’s case study because they have a personality. ✨ They write from the employees' perspective in the first person. ✨ They’re funny, witty, and endearingly self-deprecating. ✨ Their content pokes fun at their attempts to impress their employer with big, culturally relevant, funny, low-budget marketing campaigns (and failing) while taking their community on a journey. Equally - successful creators have a staple series, style, or storytelling method. Personality reigns supreme. Get clear on what you’re known for before you start creating.

LinkedIn SEO is alive and well. Are you optimising your profile and content to be found by the right people? Stop thinking of LinkedIn as a social network and start treating it like a search engine. Prospects aren’t just scrolling anymore. They’re actively hunting for expertise and solutions right on LinkedIn. That single shift changes everything about how your presence should work. Your headline needs to speak to real problems, not just your job title. Every piece of content should answer the questions your ideal clients are typing into the search bar. Profiles rich with keywords that match expertise to pain points get discovered. The companies winning here know that optimising for discovery captures qualified, ready-to-convert leads. If you want customers, not followers, you need to optimise every part of your profile and content to be found by people searching for exactly what you offer. How are you optimising your LinkedIn presence to be found by prospects?

How Can You Leverage Micro-Influencers for Authentic Marketing?   Forget Bollywood celebrities.   The real marketing magic in India is happening with micro-influencers.   𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐲 𝐭𝐡𝐞𝐲'𝐫𝐞 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐚 𝐭𝐫𝐞𝐧𝐝, 𝐛𝐮𝐭 𝐚 𝐟𝐮𝐧𝐝𝐚𝐦𝐞𝐧𝐭𝐚𝐥 𝐬𝐡𝐢𝐟𝐭 𝐢𝐧 𝐚𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠:   1. 𝐓𝐡𝐞 𝐓𝐫𝐮𝐬𝐭 𝐏𝐚𝐫𝐚𝐝𝐨𝐱: ➡ Smaller followings often mean bigger trust. ➡ A recent study showed that 92% of Indian consumers trust micro-influencer recommendations, compared to just 78% for celebrity endorsements.   2. 𝐓𝐡𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐄𝐜𝐨𝐧𝐨𝐦𝐲: ➡ It's not just about reach. ➡ Indian micro-influencers are seeing engagement rates up to 5.7% on Instagram, compared to 1.9% for macro-influencers. ➡ They're relatable, approachable, and feel like friends.   3. 𝐓𝐡𝐞 𝐍𝐢𝐜𝐡𝐞 𝐀𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞: ➡ In India's diverse market, micro-influencers help brands connect with specific communities. ➡ From regional language content to hyper-local trends, they're the key to cultural relevance.   4. 𝐓𝐡𝐞 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲 𝐀𝐦𝐩𝐥𝐢𝐟𝐢𝐞𝐫: ➡ User-generated content (UGC) from micro-influencers feels genuine because it is. ➡ Brands like Nykaa have built empires on this principle, turning beauty enthusiasts into powerful micro-influencers.   5. 𝐓𝐡𝐞 𝐂𝐨𝐬𝐭-𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞𝐧𝐞𝐬𝐬 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞: ➡ Working with multiple micro-influencers can yield better ROI than a single celebrity post. ➡ One campaign for an Indian D2C brand saw a 250% higher conversion rate using regional micro-influencers compared to a national celebrity partnership. 6. 𝐋𝐞𝐬𝐬𝐞𝐫 𝐞𝐧𝐝𝐨𝐫𝐬𝐞𝐦𝐞𝐧𝐭𝐬 𝐟𝐞𝐞𝐥 𝐦𝐨𝐫𝐞 𝐠𝐞𝐧𝐮𝐢𝐧𝐞: ➡ Macro influencers often endorse multiple brands in a month, which can make their recommendations seem less genuine. ➡ For example, a beauty influencer might promote three different shampoo brands, which can be confusing to followers. In contrast, micro influencers usually focus on one brand, offering more personal and authentic content. ➡ While macro influencers may share scripted content, micro influencers create genuine posts, making their endorsements more trustworthy.   In India's vibrant and diverse market, micro-influencers aren't just an option – they're becoming a necessity for brands that want to connect genuinely.   What's your take on micro influencer marketing??   #MicroInfluencerMarketing #IndianBrands #DigitalMarketing #AuthenticBranding

Your influencer campaign might be performing well, but what if you’re only using 20% of its real potential?   The most expensive mistake in influencer marketing isn’t bad content; it’s good content that brands never use again. Too often, campaigns stop once a creator hits “publish.” Engagement spikes, then fades, and the content never serves the brand again.   Top-performing brands do things differently. Every piece of influencer content can become a long-term growth engine when repurposed strategically across multiple channels, paid ads, email campaigns, landing pages, social shorts, and even retail screens.   As I shared at the Odoo Experience: “Multi-channel is key. Reuse the best influencer content in ads, emails, and across other channels to get even more value out of it.”   Brands that master multichannel amplification see benefits like: ▶️ Extended content lifespan - posts continue to engage long after the initial wave. ▶️ Stronger brand recall - repeated exposure reinforces messaging and identity. ▶️ Higher ROI - paid and owned channels perform better without new content. ▶️ Improved social proof - content strengthens credibility across touchpoints.   At Saulderson Media, we help brands turn influencer content into measurable growth assets. Don’t let your best content go to waste; make it work harder.   Read the full newsletter here ▶️

To win AI search, you must win social. Goodie AI analyzed 6.1M social citations across 10 LLMs from August to December 2025. The findings reshapes how brands should think and optimize for AI visibility. Social citations are accelerating faster than any other source type, 4.1× growth from September to November, compounding 2-3× faster than the overall citation universe. Here's what shifted: - YouTube flipped the stack and is now the number one most cited social domain. It surpassed Reddit as the #1 social source, more than doubling its share from 18.9% to 39.2%. Reddit didn't decline in absolute volume, it got outgrown. - Platform coupling is real. X citations are almost exclusively a Grok behavior (99.7%). Instagram citations are almost entirely an AI Overviews behavior (99%). YouTube citations are 82.5% Google surfaces. Partnerships, content licensing and integrations are shaping what gets retrieved. - Instagram and TikTok are emerging citation sources: Both platforms turned on as citation sources in September and October. Volumes are still modest, but the trajectory matters. AI systems are getting better at citing short-form social content when it's accessible and extractable. - Social now generates 2.31× more citations than owned content. If your AI visibility strategy is "ship or optimize more owned pages," you're optimizing the smallest slice of the pie. Earned sources followed by social shape up your narrative today. The implication isn't to "post more." It's to treat social as retrieval infrastructure. Your YouTube, Reddit, and LinkedIn presence is part of the source graph that determines whether you show up or not. The brands winning AEO in 2026 will run social, SEO, and PR as one system; measured, monitored and iterated together. Full study linked in comments.

Most people optimize their LinkedIn posts for Likes. This is what you should optimize for instead: 𝗟𝗲𝗮𝗱𝘀. Leads could be: → A client in your inbox → A recruiter offering you a new role → You becoming a respected voice in your industry → A conference reaching out to book you as a speaker Leads are opportunities. Opportunities to pursue whats fulfilling to you. The secret isn’t hacks, templates, or going viral. It’s building the boring but powerful assets that make LinkedIn work. Here’s what you really need 👇 𝟭/ 𝗔 𝗽𝗿𝗼𝗳𝗶𝗹𝗲 𝘁𝗵𝗮𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀 🔸 Don't treat your profile like a CV. 🔸 Think of it as your website. ➡️ Clear headline, on-brand banner, professional photo, and an 'About section' that makes people want to know more. 𝟮/ 𝗔 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗿𝗵𝘆𝘁𝗵𝗺 🔸 Random inspiration won’t build a brand. 🔸 You need consistency. ➡️ 2–3 posts per week is enough to stay top of mind, as long as you stick with it. 𝟯/ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝘀𝗼𝘂𝗻𝗱𝘀 𝗹𝗶𝗸𝗲 𝗬𝗢𝗨 🔸 Not AI fluff. 🔸 Not recycled “thought leadership” jargon. ➡️ Your voice, your perspective, your story. People can smell AI content from a mile. 𝟰/ 𝗔𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗵𝗮𝗯𝗶𝘁 🔸 Thoughtful, authentic comments and conversations. 🔸 It's another way for you to share your opinions. ➡️ This is where visibility turns into real relationships. It's a great way to build your network online. These are the assets that matter. Not Likes. Not vanity impressions. 👉 Your social presence should drives real results, however you define 'results' for yourself- clients, jobs, opportunities, authority. This is how you build a LinkedIn brand that actually converts 👉 What are you optimizing for right now- Likes, or Leads? If this gave you clarity, ♻️  Hit 𝗥𝗘𝗣𝗢𝗦𝗧, so more people stop chasing vanity metrics. ➕ Follow Priyamvada S for no-BS LinkedIn strategies. 📌 And if you’re ready to build your LinkedIn brand, book a 1:1 call through my 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗦𝗲𝗰𝘁𝗶𝗼𝗻.