Some relatively new considerations for your IG strategy.
* This article was originally published here
Friday, July 18, 2025
Instagram Promotes DM Translation and Scheduling Features for Business Users
* This article was originally published here
Thursday, July 17, 2025
X Looks To Add Branding Markers to Screenshots of Posts
This could be an important branding opportunity for the app.
* This article was originally published here
Wednesday, July 16, 2025
X Shares Key Data on Holiday Season Planning [Infographic]
Some key notes to keep in mind for H2 planning.
* This article was originally published here
Tuesday, July 15, 2025
TikTok Adds Scheduling Options in Post Composer
Another option to manage your TikTok updates.
* This article was originally published here
Monday, July 14, 2025
5 YouTube Video Types That Build Trust and Drive Sales
Picture this: It’s 10 p.m., you’re researching a complex purchase, and you stumble on a three‑minute video that finally explains — in plain English — what drives the price up or down. Instantly, you feel lighter. You’ve found a brand that gets you.
That moment of relief is exactly what your buyers crave.
If you’ve embraced The Big 5™ in written form, you already know that answering the hard questions is the fastest way to build trust online. But buyers don’t live on blog posts alone.
They stream. They binge. They forward links to teammates. And more often than not, they do it on YouTube, the world’s second‑largest search engine.
At IMPACT, we’ve helped hundreds of mid‑market companies turn YouTube into a sales accelerator. The playbook is surprisingly simple: translate each Big 5 topic into a distinct video style. Nail these five formats and you’ll meet buyers where they’re most comfortable — face to face, before you ever hop on a call.
Ready? Let’s roll the camera.
The Big 5, Now in Living Color
Editor’s note: The Big 5™ (Cost & Price, Problems, Versus & Comparisons, Reviews, Best‑in‑Class) sit inside the “Talk” pillar of the Endless Customers System. Bringing them to video lets you Show as well as Talk, doubling the trust impact.
Below you’ll find the five YouTube video types that map directly to The Big 5. For each, we‘ll cover why it works, how to produce it, and a real‑world example from an IMPACT client or community member.
1. Cost & Price Videos: "Let's Talk Numbers"
Why they work
Money questions keep buyers up at night. A clear, honest cost video turns anxiety into appreciation and positions your brand as the straight‑shooter in your space.
What to film
- What drives costs in an industry up?
- What drives costs in an industry down?
- What makes some companies so expensive?
- What makes some companies so cheap?
- Where YOUR prices fall (range)
Production tips
- Use on‑screen graphics to visualize ranges.
- Keep it under five minutes; buyers want clarity, not a lecture.
- Pair with a downloadable checklist in the description.
Example in action
2. Problems Videos: "The Bad, the Worse, and the Fix"
Why they work
Addressing drawbacks shows buyers you value truth over spin. Problems videos weed out poor‑fit leads and attract serious prospects who respect candor.
What to film
- Name the top problems with your product, service, or method.
- Explain why each occurs.
- Offer realistic solutions or alternatives (even if it means recommending a competitor).
- End with who should and shouldn’t consider you.
Production tips
- Film in a Q&A style with a subject‑matter expert and host.
- Show real‑life footage or photos of each issue.
- Time‑stamp each problem in the video chapters for easy navigation.
Example in action
3. Versus & Comparisons Videos: "This vs. That"
Why they work
Buyers inevitably stack options side by side. Do it for them and you own the narrative.
What to film
- Start with the big questions:
- Your Product vs. Another Product
- Option vs. Option
- Accessory vs. Accessory
- Company vs. Company
- Methodology vs. Methodology
- Lay out criteria (price, performance, maintenance).
- Use a split‑screen graphic or whiteboard to score each category.
- Share who wins in specific scenarios.
Production tips
- Embrace your bias: disclose if you sell one option.
- Include third‑party data (test results, reviews).
- Invite a customer guest star who has tried both.
4. Review Videos: "The Good, the Bad, the Honest"
Why they work
Social proof on steroids. A balanced review signals maturity and positions your team as sherpas, not shills.
What to film
- Introduce the product/service and who it’s for.
- Walk through features, pros, and cons on camera.
- Share real customer feedback (screenshots, clips).
- Conclude with fit/not‑fit guidance and next steps.
Production tips
- Use b‑roll of the product in real use.
- Add chapter markers like “Unboxing,” “Pros & Cons,” “Should You Buy?”
- Keep tone conversational; pretend you’re advising a close friend.
Example in action
5. Best in Class Videos: "The Top 5 You Should Know"
Why they work
Buyers start with “best” searches to map the landscape. By curating the field, you become the default guide.
Here are some common phrases customers search for when looking for the “best”
|
|
What to film
- Set criteria for “best” (customer service, warranty, innovation).
- Rank 5–7 options objectively.
- Clearly state whether you’re on the list and why.
Production tips
- Resist the urge to make it a sales pitch.
- Credit your sources (industry reports, awards).
- Update annually and link old versions for transparency.
Example in action
Bringing it All Together
Creating these five video types will not break the bank, but they will break the ice with skeptical buyers.
Start with Cost & Price (it’s the fastest trust win), then aim to publish two new Big 5 videos per week. Within just a few months, you’ll own more of the buying conversation than competitors who spend twice your ad budget.
Your buyers are already on YouTube. Start filming The Big 5 today and turn silent browsers into educated, confident prospects who want to talk to your sales team.
At IMPACT, we coach businesses just like yours in the Endless Customers System™–a proven approach that puts video at the heart of your sales and marketing. We’ll help you build a YouTube presence that educates buyers, builds trust, and drives real revenue.
If you're ready to stop guessing and start growing with YouTube, let’s talk.
* This article was originally published here
Sunday, July 13, 2025
TikTok Launched Its Own Font To Expand Its Familiar Style
A new option to extend the look and feel of TikTok beyond the app.
* This article was originally published here
Saturday, July 12, 2025
Meta Shares Updated Reels Ads Guide, Including Creative Tips
Some pointers for your Facebook and IG Reels approach.
* This article was originally published here
Friday, July 11, 2025
YouTube Shorts vs. Long-Form: How to Balance Both for Maximum ROI
You already know YouTube is a great platform for reaching buyers. Lately, though, every conversation seems to circle back to YouTube Shorts.
Colleagues keep saying their feeds are packed with these bite‑sized vertical clips, and audiences can’t get enough of them. So, which format should your team lean into?Shorts and long‑form each do a different job, and your greatest ROI comes when they work together.
In this article, we’ll break down exactly how to make that happen, step by step.
Why YouTube Shorts deserve a permanent spot in your marketing strategy
Think of Shorts as your brand’s introduction. Make them quick, friendly, and impossible to ignore. They’re a low‑commitment invite that stops the scroll and lets viewers sample your expertise in under a minute.
Use them to surface a pain point, offer a glimpse of the fix, and leave people hungry for the deep dive.
Here is why Shorts deserve a permanent spot in your mix:
- Massive discovery engine. Shorts live in a separate vertical feed and get algorithmic preference. They get exponential eyeballs at minimal cost.
- Frictionless creation. A phone, a hook, and sixty seconds. That’s it. Ideal for rapid testing of angles, offers, and personality.
- Mobile‑first attention. Your buyers are scrolling between meetings. Meet them there.
Four reasons long-form video still wins the sale
Shorts spark curiosity, but curiosity alone rarely signs a purchase order. When prospects are weighing real dollars (or their reputation), they look for deeper proof.
Long-form videos give you the runway to teach, demonstrate, and answer every silent objection, so viewers finish feeling confident and ready to act.
Here are four reasons to focus on long-form video on YouTube:
- Depth builds trust. Ten‑minute demos, case studies, or videos that explain cost in your industry let viewers see the full picture and your expertise.
- SEO staying power. Long videos can rank for years, gathering compound traffic from search and suggested videos.
- Higher monetization ceiling. Multiple ad breaks, merch call‑outs, and detailed CTAs increase lifetime value.
- Community magnet. Subscribers stick around when they feel informed, not teased.
How to use Shorts and Long-Form together on YouTube
When you treat Shorts and long‑form as teammates, you meet buyers at every point in their journey. Here’s a simple playbook you can follow without adding extra hours to your workflow:
- Start with long‑form. Record a 5‑ to 10‑minute video that teaches, demonstrates, and answers every silent objection. Be radically transparent. Cover pricing, drawbacks, and real‑world results that most competitors avoid.
- Spin off Shorts from the same topic. Clip key moments (or shoot fresh vertical takes) that spotlight a single pain point or intriguing question. End each Short with a direct link or CTA to watch the full video.
- Cross‑pollinate nonstop. Use end screens, pinned comments, and playlists to bounce viewers back and forth. The goal is a friction‑free loop that keeps them learning (and converting).
Follow this cadence and you’ll create quick wins that spark curiosity and deeper assets that seal the deal.
Repurposing workflow for zero burnout and maximum output
Small marketing teams don’t have time to reinvent the wheel for every platform. Repurposing lets you squeeze more value from each long‑form video, multiplying your output without multiplying your workload.
- Start with the long script. Highlight every “aha” moment.
- Clip 3–5 vertical snippets at 15–60 seconds each.
- Hook hard. Open each Short with motion, a bold claim, or a face.
- Cross‑link. Pin a comment in the Short driving to the long video; add an end screen in the long video that points to your hottest Short.
- Batch & schedule. Record on Tuesday, edit Wednesday, schedule a month’s content before Friday.
YouTube metrics that move the needle
How do you know if your strategy is working? Track these metrics, then double down on what moves viewers closer to a purchase:
- Shorts: 2‑second retention, likes per 1,000 views, click‑through to channel.
- Long‑form: average percentage viewed, subscriber growth, and assisted revenue.
- Hybrid health: the number of viewers who land on a long video after watching one of your Shorts—the clearest signal your funnel is working.
Common pitfalls (and how to dodge them)
- Vanity‑view delusion. High Short views with zero downstream traffic? Your hook entertains but doesn’t match buyer pain.
- One‑and‑done uploads. Shorts decay fast; post at least three per week.
- Not optimizing the edit. Vertical clips need custom subtitles and punchier pacing. Don’t just slice your widescreen edit.
Ready to launch your hybrid video engine?
By executing the perfect blend of Shorts and long-form video on YouTube, your video strategy will be headed for greatness.
Still feel like you need some help with this?
That’s where we come in. At IMPACT, we coach businesses just like yours in the Endless Customers System™–a proven approach that puts video at the heart of your sales and marketing. We’ll help you build a YouTube presence that educates buyers, builds trust, and drives real revenue.
If you're ready to stop guessing and start growing with YouTube, let’s talk.
* This article was originally published here
Thursday, July 10, 2025
YouTube Lets Channels Share More Performance Data With Brands
YouTube is looking to help channels secure brand partnership deals.
* This article was originally published here
Wednesday, July 9, 2025
Unilever Debuts AI-Driven Design Unit To Wean Brands off TV-First Model
Sketch Pro aims to deliver social-first content three times faster with help from AI tools like Google’s Veo 3.
* This article was originally published here
Tuesday, July 8, 2025
Bluesky Gives Users More Control Over Notifications
More ways to customize your Bluesky experience.
* This article was originally published here
Monday, July 7, 2025
The Most Commonly Used Passwords [Infographic]
When was the last time that you updated your passwords?
* This article was originally published here
Sunday, July 6, 2025
TikTok Cuts Staff as Its Shopping Push Fails To Reach Targets
TikTok continues to push hard to get more people to buy things in-stream.
* This article was originally published here
Saturday, July 5, 2025
Meta Adds Copyright Check Into the Reels Composer on Facebook
A simpler way to check for potential copyright violations before publishing.
* This article was originally published here
Friday, July 4, 2025
TikTok Announces Partnership With Tomorrowland Music Festival
TikTok will host a range of exclusive content and activations.
* This article was originally published here
Thursday, July 3, 2025
X Wins Free Speech Case in Australia
The case relates to criticism of a transgender person in the app.
* This article was originally published here
Wednesday, July 2, 2025
What Happens When Sales and Marketing Finally Work Together?
About This Episode
What do you do when your sales team turns over completely, your product is highly technical, and your buying process involves multiple decision-makers across a long sales cycle?
How do you rebuild momentum when marketing and sales feel completely disconnected?
Most companies stall out. Some even freeze entirely.
But not Strouse, a B2B manufacturing company that converts adhesive materials for industries ranging from automotive to electronics.
They didn’t just survive a complete sales team rebuild. They used it as a launchpad to build stronger alignment, shorten their sales cycle, and start winning with content that actually drives revenue. In this episode of Endless Customers, I sat down with Lee House, Content Marketing Manager at Strouse, Zach Tracey, Territory Manager at Strouse, and Lindsey Auten, IMPACT Coach, to unpack how a single bi-weekly meeting changed everything.
We’re talking about revenue team meetings. They sound simple. But for Strouse, they became the cornerstone of a system that aligned sales and marketing, empowered new reps, and produced real pipeline from content.
Too often, these meetings are the missing link. Marketing and sales both do their jobs, but if they’re not talking regularly and strategically, results flat line.
If your sales team feels disconnected from marketing or if turnover has ever thrown your momentum off course, this episode will show you how to rebuild with clarity and confidence.
Let’s get into it.
What are revenue team meetings, and why do they work?
At a glance, revenue team meetings might sound like your typical cross-department sync. But in practice, they go much deeper.
Lee described them as "a weekly or bi-weekly meeting that brings together marketing, sales, and leadership to get aligned on the content we’re producing, the conversations sales is having, and what we need to do next."
Each meeting follows a consistent structure:
- Reviewing content performance
- Discussing the latest sales conversations
- Surfacing common buyer questions
- Planning what needs to happen next
That rhythm creates stability and, over time, trust. Everyone knows what to expect, and more importantly, how to contribute.
For Strouse, it created a shared space where marketing could directly hear what sales needed. Sales could give input on content. And leadership could see progress and identify roadblocks before they became problems.
Zach put it: “It changed how we talk to each other. Before, there was a lot of guesswork. Now we’re on the same page.”
This shift impacts execution. Goals become clearer. Ownership is shared. And collaboration gets easier because everyone understands the role they play in driving revenue.
How Strouse maintained marketing momentum during full sales team turnover
Strouse didn’t just deal with some changes in sales personnel; they experienced a full turnover of their sales team.
Team turnover isn’t unusual, but a complete rebuild of your sales team? That’s the kind of disruption that can completely derail momentum and create major confusion around priorities.
But not at Strouse.
Here’s what made the difference: they weren’t building their process on individual people. They were building it on a system.
Because the revenue team meetings were already in place, the marketing team stayed on track. Content production didn’t pause. Campaigns didn’t get shelved. And when new reps came in, they had a fast track to learn what mattered.
As IMPACT Coach Lindsey Auten said, “You don’t have to start over when someone leaves. The system keeps the machine running.”
And that’s exactly what happened. New reps could step into a structure that helped them understand what content existed, what buyers cared about, and how marketing could support them in conversations.
That meant less time getting up to speed and more time having productive calls.
It also meant that the learning curve didn’t hold back the rest of the team. Marketing wasn’t waiting for direction. They were already aligned and moving forward.
Assignment Selling at Strouse: How reps used content to close faster
Assignment Selling is a simple idea with a big impact. At its core, it’s about sending prospects the right piece of content before a sales conversation, so they show up informed, focused, and more ready to buy.
Zach shared that he uses it before every meeting. “I send content before every call now,” he said. “It sets the tone and gets people thinking more clearly. They come into the meeting already understanding key points.”
That means sales calls skip the surface-level education and get to meaningful next steps. Sales cycles get shorter. And reps spend less time answering the same questions over and over again.
But Assignment Selling only works when the right content exists, and that’s where the meetings come in.
Because sales and marketing were regularly collaborating, the content being created actually matched what buyers were asking. Articles on pricing, comparisons, problems, and processes were not only useful on the website; they became tools for reps in the sales process.
This alignment made it easy for Assignment Selling to become part of Strouse’s culture. Reps didn’t have to dig through a cluttered blog or guess which article fit. They already knew what to send because it had been discussed and planned as a team.
The results: From team turnover to $200k in revenue from one article
We all love a good success story, but metrics seal the deal.
Lee shared that both traffic and leads were trending upward. In a space as niche and technical as Strouse’s, that’s a big win. But the biggest moment came when one article led directly to $200,000 in revenue.
That’s not a vanity number. That’s an actual client who read a piece of content, reached out, and signed a deal.
How? It was a topic that sales had flagged during one of their meetings. The marketing team turned it into a clear, helpful article that answered key questions and addressed real concerns. Sales used it as part of their outreach and conversations. And it worked.
Lindsey put it perfectly: “When your content is strategic and aligned with what sales needs, results follow. Every time.”
The combination of regular meetings, strategic content planning, and consistent usage in the sales process created a flywheel of growth, a steady, measurable improvement that compounds over time.
What you can learn from Strouse's meeting rhythm
Alignment isn’t something that just happens once during a quarterly planning session. It’s a practice. A weekly habit. And when done well, it builds a culture of clarity and momentum.
Strouse didn’t need more tools or different people. They needed structure. And they built it with one consistent, strategic meeting.
If you’re in a similar spot, struggling with communication between sales and marketing, trying to bounce back from turnover, or just not seeing traction, here’s what we’d recommend:
- Start holding weekly revenue team meetings. Don’t overthink the format, just start.
- Make sure marketing, sales, and leadership are in the room.
- Talk about what buyers are saying, what content is working, and what gaps still exist.
- Share insights, not just updates. Use the meeting to surface friction points.
- Use your content in the sales process. Assignment Selling works when it’s consistent.
- Track progress over time. What gets measured gets better.
These steps won’t just improve communication. They’ll change how your team thinks, plans, and performs.
Strouse’s journey shows that even complex B2B companies with long sales cycles can generate consistent, measurable growth. You just need the right rhythm.
Want to fix sales and marketing misalignment? Start here.
Most companies don’t struggle because their teams aren’t working hard. They struggle because sales and marketing are working in silos, following different plans, chasing different goals.
That’s where Strouse started: scattered efforts, inconsistent results, and no clear system to bring it all together. But once they committed to the Endless Customers System™, aligned their teams through revenue team meetings, and focused on building trust over time, everything began to shift.
If your sales and marketing efforts feel disconnected or even in competition, it’s time for a new approach.
What if your teams planned together, met regularly, and held each other accountable to the same goals?
That one change created momentum for Strouse. And it didn’t require a new budget or a bigger team. Just a commitment to show up, align, and improve together.
They proved it’s possible. And if they can do it, so can you.
Connect with Lee House and Zach Tracey
Check out Strouse
Connect with Lee House on LinkedIn
Connect with Zach Tracey on LinkedIn
Keep Learning
- Watch: Why Winning New Customers Is Harder Than Ever (And How to Fix It)
- Read: How to Create Sales Enablement Content That Drives Revenue
- Free Assessment: How Does Your Sales and Marketing Measure Up?
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Tuesday, July 1, 2025
Meta Announces Updated Requirements for Securities and Investments Ads in India
The change is in line with new regulations in the region.
* This article was originally published here
Monday, June 30, 2025
X Will Soon Charge for Ads Based on the Size of Visuals
Another consideration for your X campaigns.
* This article was originally published here
Sunday, June 29, 2025
Snapchat Shares Insight into How it Influences Consumer Electronics Purchases
The report looks at the value Snap can provide for electronics marketers.
* This article was originally published here
Saturday, June 28, 2025
Trump Backs Meta in Dispute Over Canada’s Digital Services Tax
Meta's support for U.S. President Donald Trump may pay off as its pushes back against regional taxes.
* This article was originally published here
Friday, June 27, 2025
X Announces New Original Program From the NFL To Boost Sports Engagement
X has added its 18th Originals program as it continues its video push.
* This article was originally published here
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