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As Instagram evolves, its influence on search and discovery is expanding. In 2025, the platform is no longer just a place to post photos and Reels — public posts from professional accounts can now appear in Google search results. At Kobe, we see this shift as a pivotal moment: Instagram has become part of the search engine ecosystem. Content must be planned and measured with search in mind, and a solid understanding of how Instagram’s recommendation systems work is essential. For example, Instagram currently prioritises three core engagement signals — average watch time, like rate and send rate — when…

Does your content embody Google’s E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) helpful content system? If so, you’re likely in a position to get cited by LLM-powered tools like ChatGPT and Perplexity.  Why is that? It’s because Google’s helpful content system and LLM (large language model) preferences share a lot in common.  Granted, LLMs and search algorithms operate in different ways, but they value a lot of the same signals.  In 2022, Google released its Helpful Content Update along with a revised version of its classic E-A-T (experience, authoritativeness, and trustworthiness) quality rater system.  Thanks to the update, the acronym gained…

By Sean Tinney September 19, 2025 Your small business is bleeding potential revenue. Every day you delay implementing professional email marketing, competitors are capturing customers who should be yours. While you’re still researching, they’re already nurturing leads, recovering abandoned sales, and turning one-time buyers into repeat customers. Which email marketing platform works best for your business? With dozens of options promising to transform your marketing results, the choice feels overwhelming. Each platform has its strengths and weaknesses. Some excel at automation, others on design. We’ve analyzed what small businesses actually need from their email marketing platforms. This guide reveals 10…

These days, marketing is more complex than ever. Gone are the days when publishing an ad in the newspaper or other periodical, then getting a billboard, would be enough. Now, you need more elaborate advertising in addition to shorter pieces. This truth has a long history: just think about the infomercials that have been a fixture of late-night TV for decades, and the sponsored articles in periodicals. However, nowadays there are many types of content marketing for you to consider. The Importance of Content Marketing Today Not only has the variety of content marketing improved, such as through podcasts or…

Millions of people still turn to Google for answers. But there’s also a growing number of people who are turning to AI assistants like ChatGPT, Claude, and Perplexity directly for answers and getting their tasks done.If your brand isn’t appearing in these AI responses, you’re becoming invisible to an increasingly important segment of your audience.What is LLM visibility and why should you care about it?LLM visibility is about making sure you’re mentioned and cited in large language models (LLMs) like ChatGPT, Claude, Perplexity, and Google’s AI Overviews and AI Mode.Tracking LLM visibility is important because more and more people are using LLMs…

When AI “hallucinates,” it’s more than just a glitch — it’s a collapse of trust. As generative AI becomes part of more digital products, trust has become the invisible user interface. But trust isn’t mystical. It can be understood, measured, and designed for. Here is a practical guide for designing more trustworthy and ethical AI systems.Misuse and misplaced trust of AI is becoming an unfortunate common event. For example, lawyers trying to leverage the power of generative AI for research submit court filings citing multiple compelling legal precedents. The problem? The AI had confidently, eloquently, and completely fabricated the cases…

In an age where every tweet, post, comment, and photo contributes to your digital identity, your personal online reputation is being shaped—whether you’re aware of it or not. For Millennials and Gen Z, the digital-native generations, this reality hits even harder. You grew up online, and your digital footprint likely began forming in your teens—or earlier. But here’s the truth: your online presence matters long before you’re applying for that dream job, launching a startup, or becoming a thought leader. It’s not just about damage control anymore; it’s about intentional reputation building. And that’s exactly where Dignified Online, a…

A strong ecommerce site loads fast, works smoothly, and turns visitors into buyers. An audit helps you uncover the issues holding back your store and provides a clear plan to fix them. We’ll show you how to perform your own ecommerce website audit in seven steps, including which tools to use. We’ll also share a case study where a simple audit increased conversions by 14%.What Is an Ecommerce Website Audit?An ecommerce website audit is a review of your site’s performance, design, functionality, and content to uncover issues that negatively impact user experience and conversions.An audit typically checks: Page load speed Organic rankings …

Stagwell has been having a tough start to September, as its controversial business working with Israel’s foreign ministry made waves both within the holding company and across the marketing industry.Stagwell declined ADWEEK’s request for comment.Here’s what has happened so far:Sept. 5 — Investigative outlet Drop Site published a leaked deck showing that Stagwell had been hired by Israel’s foreign ministry to test propaganda-style messaging in the U.S. and Europe. The research included surveys of more than 13,000 people across 13 countries and sample videos aimed at shaping public opinion.Sept. 12 — Stagwell executives told ADWEEK that the project for Israel’s…

According to a recent YouTube report, 65% of Gen Z considered themselves content creators. However, this surge of interest has made it even more difficult to become a successful content creator. Nowadays, content creators (and content creator hopefuls) have to be quite creative and strategic in order to stand out and secure brand deals. We sat down with celebrity nail artist and content creator, Betina Goldstein, and Kate Spade’s Director of Influencer Marketing, Iris Coker, to get some tips on becoming a successful content creator (by way of brand deals).Listen to Iris and Betina’s full podcast episode here.4 Tips on Becoming…