The new fundamentals of brand strategy for modern social media

The Latest

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  7 tips for marketing on YouTube

  The Google-owned video platform is one of the most influential online channels as influencers and short-form content continue to dominate screens.

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  Kia takes a Reddit staple for a spin during WNBA All-Star Weekend

  The brand’s AMA featured a claw machine of preselected questions answered live on video and generated 61,000 views in 72 hours.

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  6 ways to build a brand on Pinterest

  The visual search app has become a key product discovery channel and can help connect promotional efforts to more than 630 million shopping-focused active users.

  Pinterest

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  How to maximize Instagram marketing in 2026

  Brands that want to establish or expand their presence on the app should consider enlisting the help of Meta AI, working with influencers and leaning into short-form content.

  Instagram

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  Meta still has widest social media reach

  Instagram, Facebook and WhatsApp each have more than 3 billion users, giving the platforms’ owner a clear lead in the digital community landscape.

  Facebook

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  5 tips for building an effective brand presence on Threads

  The app has become a key engagement platform that offers new opportunities for marketers.

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  Gap Inc. opens creator program to employees

  Corporate, distribution and store staff can now apply to be influencers for the retailer’s brand portfolio, almost a year after the program’s launch.

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  5 tips for building an effective brand presence on LinkedIn

  A look at some of the best ways for marketers to maximize their presence on the professional social network, which has had a resurgence of late.

  LinkedIn

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  Will Meta’s massive AI bet pay off?

  The company has invested hundreds of billions of dollars into developing artificial intelligence models, but the market’s response hasn't matched owner Mark Zuckerberg’s enthusiasm for the tech.

  Facebook

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  Google’s ads biz gets boost from World Cup hype, Gemini improvements

  Search and other revenues were up 17% in Q2, but investor skepticism over soaring AI costs cast a shadow over the earnings.

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  5 tips for building an effective brand presence on TikTok

  A look at some of the best ways for marketers to engage with trends and influencers on the short-video platform.

  TikTok

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  Social media is becoming less social

  A new report suggests that people are feeling pressured to post online and have reduced their app activity as a result.

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  From Yamal to the mall: How American Eagle is going back to school

  CMO Craig Brommers details the retailer’s extensive marketing for the crucial season, which includes an effort around social media trend #RushTok.

  TikTok

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  How to build a brand presence on Reddit in 2026

  Looking to build an organic brand presence on Reddit? Follow these key steps.

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  Social insights fail to reach decision-makers: Here’s what the numbers say

  Just 14% of social media professionals feel their organization is able to use social data properly.

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  Negative sentiment threatens AI glasses push

  Meta and Snapchat are both betting big on artificial intelligence-powered glasses, but consumer backlash could derail their strategies.

  Snapchat

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  Pinterest advises brands to update their catalogs

  In a tip sheet of best practices for brands looking to connect with shoppers in the app, the company said accurate pricing, complete descriptions and better titles help with discovery.

  Pinterest

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  Meta’s AI-based layoffs allegedly targeted workers who had taken protected leave

  The company used “a constellation of internal artificial-intelligence systems” to determine who would be included in its 10% reduction in force, per a lawsuit.

  Facebook

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  Can social media platforms survive the flood of AI content?

  A recent report from Pangram estimated that 41% of posts on LinkedIn show signs of AI generation, highlighting a growing problem across all apps.

  Facebook

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  Reddit says brands need to connect with communities

  Laura Nestler, Reddit’s executive vice president of community, told brands at the recent Cannes Lions ad festival to “act like a citizen, not like a billboard.”

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  TikTok report explores creative AI optimization for brands

  Relevance is more important than how much output a company creates, according to a recent study done in partnership with WARC.

  TikTok

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  Social platforms draw consumers in, but conversions falter

  Social media has become the No. 1 channel for consumers globally to find new products, ESW found. But trust in those checkout experiences remain elusive, creating a fragmented customer journey.

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  YouTube offers tips on working with Shorts videos

  The platform’s Culture and Entertainment Editor Julia Lee Harter outlines best practices for using interactive features and building community engagement.

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  Q&A

  How TikTok Shop is changing innovation for food and beverage brands

  Big companies, including PepsiCo, are using the app’s e-commerce feature to drive sales and inform new products, according to the platform’s head of food.

  TikTok

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  Instagram will charge for AI access

  In a weekly Q&A, Chief Adam Mosseri said artificial intelligence models “are very expensive to run,” forcing the company to “either throttle people or ask them to pay.”

  Instagram

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