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Category: Repurposing and Uniqueness

  • YouTube: How to Trick the Algorithm and Get 100 Unique Views

    YouTube: How to Trick the Algorithm and Get 100 Unique Views

    In the ever-evolving landscape of digital marketing, understanding how YouTube: how to trick the algorithm and get 100 unique views, becomes critically important for marketers. Are you wondering why YouTube views have skyrocketed, but leads and sales have remained flat? Do you want to know which YouTube metrics truly matter now and how to make your videos discoverable in Ask YouTube, ChatGPT, and other AI search tools? In this article, you will learn how new YouTube view metrics work, which analytics to track instead of the old ones, and how to optimize videos, chapters, and Shorts for AI search and discovery.

    Now, the YouTube view metric is closer to an impression. If someone scrolls through a long video, and it automatically plays for a fraction of a second, YouTube counts it as a view. What YouTube previously called a view is now called an engaged view, meaning the person showed some interest in the video, rather than just scrolling past it.

    YouTube Changes the Game: What Marketers Need to Know

    Evolution of Metrics: YouTube Catches Up with Competitors

    According to Justin Brown, this change is YouTube’s attempt to catch up with other platforms. For a long time, creators who published the same video on multiple platforms noticed that YouTube reported fewer views than TikTok or Facebook, because platforms count views differently. On some platforms, scrolling past a video has been counted as a view for many years.

    In the old system, YouTube never published a precise definition of a view. Rumors attributed a 30-second threshold, but Justin argues that this was never a good metric because it didn’t work for short videos. A view was simply someone who watched enough of a video for it to be considered meaningful, which could mean a few seconds on one video and most of another.

    YouTube also hasn’t explained what an engaged view is, and Justin suspects the platform intentionally left the definition vague. Google owns the web browser, operating systems, Chromebooks, and Android phones, so it can use signals like whether a browser tab is open or whether a person watched a previous video and is more likely to watch the next one when it plays automatically.

    Justin believes these behavioral signals now carry more weight than the percentage of video watched. His best guess is that engaged viewing depends on the video’s duration and starts with a couple of seconds—enough time for a person to decide if the video is right for them. From there, the score should depend on what happens next: a viewer who leaves immediately probably shouldn’t be counted, while one who stays should.

    Autoplay and its Impact on Engagement

    Autoplay also changes how people watch videos. Videos that previously didn’t autoplay now do so on TVs, mobile devices, and computers. Justin has caught himself watching videos in the mobile app that he never clicked on, because they started playing as he scrolled through the feed.

    YouTube now plays these previews from the beginning of the video, and if he scrolls through the feed and returns, playback resumes from where he left off. Since the YouTube algorithm understands viewer behavior and preferences, Justin sees that this autoplay experience leads to more engaged views, not just views.

    On the Primal Video channel, the number of views noticeably jumped on the day the changes took effect, and the baseline is now higher. A search-oriented video without a clickbait title used to get a few thousand views in the first 24 hours. Now that number is closer to 5,000-7,000 views. Engaged views, in contrast, are at roughly the same level or slightly higher.

    Justin views the higher view counts as a new baseline rather than a performance gain, because the internal tracking his business relies on has barely changed. The rollout also appears uneven. Justin sees different view metrics on desktop than in the mobile app, especially for live streams, which he says is typical of how YouTube implements changes.

    Key Metrics for Business: Not Just Views

    For a business, the most important YouTube metric is the one tied to the video’s goal. Justin says that views are only a small part. Before evaluating a video, he recommends deciding whether its task is audience building, growing an email list, or driving sales. For companies building a brand, the goal is to generate leads, sales, and customers, and Justin works backward from that.

    Views are nice, but by themselves, they say little about business results. Among the available YouTube analytics, engaged views (the equivalent of the old view count), watch time, and click-through rate provide a clearer picture of whether the right people are clicking and watching.

    Justin believes every metric is worth looking at, but says each needs to be considered on a case-by-case basis. Comparing average view duration works when videos are similar, such as a recurring series. On a channel like Primal Video, where one week’s video is about editing software and the next is about shooting on an iPhone, a longer watch time on one video doesn’t mean viewers got more value from it. A viewer who watched a video for less time might have gotten exactly what they needed, solved their problem, and become a loyal, returning viewer.

    Performance Analysis: Focus on Anomalies

    Instead of spending hours in YouTube Analytics, Justin recommends doing future-focused analysis based on anomalies. He identifies the best- and worst-performing videos over a period, whether by engaged views, views, or watch time, and then compares their retention graphs to find where people are dropping off.

    A video that performed poorly might have lost most of its audience early on, while the people who stayed watched the rest. This pattern indicates one of two problems: a weak hook or YouTube showing the video to the wrong audience, who clicked on it and immediately left. No single metric explains performance in isolation, so Justin looks at average view duration, watch time, and retention together to understand what’s happening with people who watch beyond the first 30 seconds.

    How a video performs initially doesn’t reflect how it might perform over time, especially for YouTube search-focused channels. Primal Video doesn’t get big numbers on day one or week one, even with its channel size. Over time, videos get picked up by YouTube search and, increasingly, AI-driven traffic, and then they start to “snowball.” Some of the channel’s biggest videos flopped at launch.

    Because of this, Justin usually leaves a poorly performing video alone and moves on to the next one. Re-editing has also become riskier. The Primal Video team used to shoot multiple “hooks,” publish the video, and use the YouTube editor to cut out the versions that weren’t working, with the option to restore them later. Now, edits to a published video can only remove footage. Nothing can be added back, and once an edit is saved, it can’t be undone.

    YouTube: how to trick the algorithm and get 100 unique views — illustration 2
    • Pro Tip: The YouTube editor can still be used to test a longer intro. Justin’s approach is to publish a video with an extended section and, if it doesn’t work, trim it with a clean cut. Justin says viewers watching free content rarely notice a jump cut or a skip in the music.

Co-Viewing: A New Metric or Just an Estimate?

YouTube also added a metric called “views (co-viewed)” which estimates when more than one person is watching a video together, such as a family watching on a living room TV. YouTube bases the estimate on factors like demographics, video genre, and time of day.

Justin doesn’t recommend changing content to encourage group viewing, such as asking viewers to invite a friend or spouse. From everything he’s seen, the metric is still an estimate on YouTube’s part, and shared family accounts on TVs are already skewing the data. Until YouTube finds a more robust way to track co-viewing, he doesn’t see it as a meaningful lever for content strategy.

The value of co-viewing data is in brand deals and sponsorships because it can show that a creator’s reach is larger than just the view count suggests, especially for family-friendly content. Justin expects the ratio of views to engaged views to become a metric creators compare, replacing the traditional comparison of impressions to click-through rate. Because the co-viewing metric is so new, it’s too early to establish benchmarks.

Content Uniqueness: Packaging Is Everything

But turning a view into an engaged view still comes down to packaging: the title, thumbnail, and especially the beginning of the video. When a video auto-plays, the thumbnail matters less because the viewer may never see it. What happens in the first few seconds matters more. This isn’t entirely new.

When YouTube first introduced auto-play in the feed, the Primal Video team noticed people were watching without sound, without clicking on the video — a behavior Justin calls “toilet TV.” Justin’s answer was to put text on the screen at the beginning of each video explaining what the video is about. This isn’t closed captions that viewers can turn on or off. This is a title embedded in the video, such as “Best Mac Editing Software 2026,” so anyone seeing the video auto-play knows exactly what it’s about, even if they never saw the thumbnail or title.

The text appears in about the first 3 seconds, as the action starts on the screen, stating the video’s promise: the result or transformation the viewer will experience. Justin says this made a significant impact for Primal Video when auto-play launched because it moved viewers into an engaged state. A talking head with no on-screen text makes it difficult for a silent viewer to understand what the video is about.

  • Pro Tip: The on-screen title text doesn’t require a specialized video editor. Justin describes it as simple on-screen text stating the video’s promise that any editor can add.

Ask YouTube and AI Search: A New Era of Content Discovery

YouTube is rolling out a feature called Ask YouTube, starting on TV and expanding to mobile and desktop. It allows users to have a conversation with YouTube to explore complex topics beyond traditional keyword search, and answers can include text as well as relevant videos, Shorts, and video clips. YouTube states that creators can improve their chances of appearing in Ask YouTube results by continuing to create unique, high-quality content and adding clear video chapters and descriptive titles.

Justin sees Ask YouTube as part of a broader shift. People expect to get to the outcome faster, whether they want to learn something or be entertained, and AI tools have raised those expectations. He anticipates that viewers will increasingly jump to specific sections of videos rather than watching the entire thing. The hope is that a short clip or summary will entice viewers to watch the full video, much as Google search snippets help some searchers on the spot while still driving traffic to videos.

AI search is already a significant traffic driver for Primal Video. The number one traffic source for the channel is YouTube search, and the second is Google search, from people who never started on YouTube. The third, and fastest-growing, is AI tools. ChatGPT and Claude are sending viewers to Primal Video’s YouTube videos, and the channel regularly gets comments from people saying ChatGPT sent them there.

SEO for AI: What’s Working Now

Keyword research isn’t gone. Primal Video still looks at search volume to gauge demand before creating a video, rather than publishing and hoping. But keyword order matters less than it used to. YouTube has long transcribed what’s said in videos, and now AI allows it to understand what’s actually happening in a video. The longer a video is live, the more YouTube learns from watch time which parts viewers find compelling, and Justin expects YouTube to direct viewers to those sections.

This means YouTube optimization now comes down to viewer experience. Justin focuses on what viewers want, what they would type into Google or YouTube to find a video, and what would grab their attention even if they weren’t looking for it.

As quick answers increasingly come from AI, Justin believes the part of video that AI can’t replace is the human part. A viewer can get a banner size or a setting from AI, but they want to hear how a specific person would approach it, what choices that person would make, and why. By sharing opinions, experiences, beliefs, and frameworks, you give viewers something no one else can offer. Justin says people are already “burning out” on AI content and that he leaves as soon as he hears an AI voice, so he expects human-created content to become more valuable, not less.

Optimizing Chapters: New “Fishing Lines” for Search

Primal Video treats chapters the way it used to treat titles. For each chapter, the team asks what someone would type in to find that section if it were a standalone video, researches keywords and search volume, and titles the chapter accordingly. Timestamps and chapter markers in the video description remain a place for optimization for both YouTube search and Google, and each is a direct link to that moment in the video.

Instead of writing chapter titles as “hooks” that tease what’s coming next, Justin recommends titles that communicate what each section actually covers. For a video about five things AI edits well, each chapter would name a specific thing. Revealing the answer in the timestamps helps YouTube surface that section, gives AI tools like ChatGPT a direct path to the answer, and prevents it from being hidden in a cryptic title that viewers may or may not click.

Justin views search-optimized chapters as additional “fishing lines” that help viewers find content. This approach works for channels built for search. Primal Video educates rather than entertains, so instead of competing with entertainment creators like MrBeast for a spot on the homepage, it aims to appear at the top when someone has a specific problem. He sees the same opportunity for most business owners, who can share their insights and talk about their products without competing for entertainment views.

AI tools make optimizing chapters much faster than doing it manually. Justin points to vidIQ, whose AI tools generate titles and chapter markers based on search volume. The Primal Video team connected vidIQ to their AI assistant via an MCP connection. After a video is complete, the team uploads a VTT or SRT subtitle file, which includes timings for everything said, and asks the AI to generate chapters based on key phrases around each section, while keeping the titles readable

  • Extreme Reach: How to Automate Influencer Payments and Simplify Logistics in the Creator Economy

    Extreme Reach: How to Automate Influencer Payments and Simplify Logistics in the Creator Economy

    In the rapidly evolving Creator Economy, where brands and influencers are constantly seeking new ways to engage, payment logistics often become a stumbling block. Extreme Reach (XR), a recognized leader in advertising industry talent payments, introduces an innovative solution: XR Pay for Creators. This new platform aims to centralize and significantly simplify the entire interaction process between brands, agencies, and content creators, setting a new standard for the industry.

    Extreme Reach: The New Standard for Payments in the Creator Economy

    Extreme Reach (XR), a giant in advertising industry talent payments, is launching a new platform, XR Pay for Creators. This system is designed to centralize and simplify the entire interaction process between brands, agencies, and content creators. If you’ve ever seen a major celebrity in an advertisement, there’s a high probability that their fee was processed by XR. Now, the company is extending its digital doors to the booming creator economy.

    The Wild West of Payments: Why XR Pay is a System Hack

    As Graham McKenna, XR’s Chief Marketing Officer, notes, most existing influencer platforms focus on talent discovery, not financial logistics. “They help brands and agencies find creators, but they are not set up to handle payments,” McKenna explains.

    This results in crucial deal details, such as contract specifications, content requirements, and tax documentation, being scattered across numerous emails and direct messages. This fragmentation creates significant difficulties for all parties involved.

    “The common theme is that it’s the Wild West in terms of how people get paid,” comments Frank DeVito, President and COO of XR Pay. “With this volume of transactions, you need a point where it’s better organized, where there are accounts payable, campaign verification, and creators filling out tax information correctly to avoid problems.”

    XR’s Solution: A Unified Matrix for All Participants

    XR Pay for Creators offers comprehensive organizational tools for all parties: brands, agencies, and creators themselves. The platform brings them together with functionality that allows contracts to be signed and necessary documentation to be completed in one place. This ensures transparency and traceability at every stage of the transaction.

    • For Brands and Agencies: The platform provides real-time updates on the status of deliverables from creators, allowing for effective campaign management.
    • For Creators: Up-to-date information on incoming payments and a convenient dashboard with data on total earnings are available, simplifying financial planning.
    • Single Point of Entry: All necessary actions, from signing contracts to filling out tax forms, are performed within one centralized interface.

    Scaling Payments: From Posts to Multi-Million Dollar Guarantees

    XR Pay is not limited to small payments. The system can handle any amount: from a few hundred dollars for “basic social media posts” to “multi-million dollar union guarantees typical of A-list talent.” This flexibility is critical for scaling content repurposing and multiplication, as well as for companies working with diverse creatives.

    Union Footprint: Industry Standardization

    Founded in 2008, Extreme Reach has worked with entertainment industry unions like SAG-AFTRA for almost two decades. While there isn’t a large-scale union in the Creator Economy yet, XR Pay for Creators could be a catalyst for implementing standardized practices, protection, and payment for all market participants.

    This is especially relevant for bypassing bans in advertising systems, where transparency and legality of processes play a key role. The implementation of such standards will help create a more stable and predictable environment for everyone.

    Extreme Reach: how to automate influencer payments and simplify logistics in the Creator Economy — illustration 2

    Conclusion: The Future of Content Logistics

    XR Pay for Creators is not just a payment system, but an infrastructural solution that aims to transform the “Wild West” of the Creator Economy into an orderly and efficient ecosystem. Automated payments, centralized documentation, and transparent processes make this platform a powerful tool for brands, agencies, and creators looking to scale their operations and avoid administrative pitfalls.

    We invite you to explore the capabilities of XR Pay for Creators to repackage your processes and achieve a new level of efficiency. Learn how this platform can simplify your work and ensure seamless interaction in the world of content creation.

    Frequently Asked Questions

    What is XR Pay for Creators?

    XR Pay for Creators is a new platform from Extreme Reach designed to centralize and simplify payment processes, contract agreements, and documentation management between brands, agencies, and content creators within the Creator Economy.

    What problems does XR Pay for Creators solve?

    The platform solves problems related to fragmented information (contracts, tax documents, task completion status), the complexity of payment processing, and the lack of a unified standard for interaction in the rapidly growing content creator industry.

    Can XR Pay handle large payments?

    Yes, XR Pay is capable of processing payments of any size — from small amounts for basic social media posts to multi-million dollar union guarantees for well-known talents.

    How does XR Pay for Creators help standardize the industry?

    Thanks to years of experience working with unions, XR Pay implements standardized practices and transparent processes, which helps to increase protection and fair payment for all participants in the Creator Economy.

    Where can I find more information about XR Pay for Creators?

    Information about XR Pay for Creators can be found on the official Extreme Reach website, which is a partner of Tubefilter.

  • Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    The moment has finally arrived when the creator economy has received official recognition. On October 15, the U.S. Small Business Administration (SBA) issued a directive that classifies qualified content creators under the same industry code as motion picture and video production studios. This is a historic step, confirming what marketers have long observed: content creators are full-fledged media businesses. Ahead of budget formulation for 2027, internal categorization of creator partnerships will determine the amount of allocated funds, as well as methods for measuring effectiveness and contract terms, especially in the context of content repurposing.

    New SBA Classification: What Does It Mean?

    The SBA has assigned qualified content creators NAICS industry code 5121, pertaining to “Motion Picture and Video Industries,” which grants them access to SBA loans and contracts. The scale of the change is immense: the SBA counts 27 million businesses led by content creators in the U.S. alone. This is not just a formality; previously, creators had to choose unsuitable categories to obtain funding.

    “Previously, a creator who shoots, edits, distributes content, and sells merchandise had to choose from industry categories that did not describe their work. Now there is a clear category for them to select on their application.”

    This recognition places creators on par with major film studios and streaming services, which is an accurate reflection of their activities. Large creators operate as full-fledged production companies with staff, sets, and regular shows. Smaller creators are often “one-person bands,” performing all roles, from scriptwriting and filming to editing and distribution.

    Why Is This Important for Brands and Marketers?

    For a long time, brands viewed partnerships with creators as experiments or a tool to increase awareness, funding them on an ad-hoc basis. Now that content creators are recognized as media businesses, the same standards should apply to them as to other media partners: sales, contribution to the sales funnel, and incremental growth.

    Budgets

    • Budgets for creators should be planned on par with budgets for paid advertising. According to the IAB, spending on advertising with creators reached $37 billion in 2025 and is growing four times faster than overall media spending.

    • Partnership Terms

    Contracts

    How to Adapt Your Strategy for 2027: Checklist

    Before finalizing your plans for 2027, three key checks need to be performed:

    1. Budget: Plan creator expenses alongside paid advertising expenses. Evaluate them using the same sales and funnel metrics.
    2. Partners: Identify key creators for long-term collaboration and offer them multi-quarter terms before their rates increase.
    3. Contracts: Update contracts to include clear payment terms, scope of work, usage rights, and “whitelisting.” Ensure everything complies with the requirements of the legal department, as the status of creators as taxpayers or employees does not change.

    Content creators have long functioned as media businesses, and now this is officially enshrined. Brands that adapt their plans accordingly will be better prepared for negotiations in 2027.

    Репурпозинг контента: Как признание SBA изменит бюджеты на инфлюенсеров к 2027 году — illustration 2

    Frequently Asked Questions

    What is content repurposing in simple terms?

    Content repurposing is the process of transforming existing content into new formats or for new platforms. For example, turning a long webinar video into a series of short clips for TikTok, Reels, or YouTube Shorts. This allows you to scale content, reach new audiences, and extend its lifecycle without creating new material from scratch.

    How does SBA recognition affect bypassing ad bans?

    SBA recognition does not directly affect bypassing ad bans. However, when creators are perceived as full-fledged media businesses, it enhances their professionalism and work standards. This can indirectly contribute to the creation of higher-quality content that complies with advertising rules, which, in turn, reduces the likelihood of blocks. For video uniqueness and bypassing anti-plagiarism in advertising campaigns, technical solutions are still required, such as changing the video DNA, background, or voice timbre, to repackage creatives and create 100 unique ones from one.

    Should you order a new video or unique an old one?

    The choice between creating a new video and uniquing an old one depends on budget, goals, and resources. Ordering a new video from scratch can be costly and time-consuming. Repurposing and uniquing allow for significant savings by using existing material. For example, one webinar can be turned into 50 clips, adapted for different platforms and target audiences. This is an effective way to generate variations for A/B tests and scale content with minimal costs, especially when it comes to a uniquing package for mass launch of advertising campaigns.

    What is “video DNA” and how to change it for uniquing?

    “Video DNA” is a metaphorical term for the unique characteristics of a video file that can be used by algorithms to identify it. This includes metadata, visual and audio patterns, time codes, and other parameters. To change video DNA for uniquing and bypassing anti-plagiarism, various methods are used: re-encoding, changing resolution, adding or removing frames, changing playback speed, overlaying effects, changing the audio track, voice timbre, or background music. The goal is to deceive algorithms by creating a “clone” that will be perceived as new and unique content.

  • Content Creators Receive Official SBA Classification: Access to Loans and Grants

    Content Creators Receive Official SBA Classification: Access to Loans and Grants

    For the first time, the U.S. Small Business Administration (SBA) has assigned an official classification to content creators, marking a true breakthrough for the entire creative industry. This decision significantly simplifies access to loans, grants, and other forms of support provided by the SBA, opening new horizons for business development in the field of digital content.

    The Creator’s Guild of America (CGA), which actively collaborated with the SBA to achieve this goal, emphasizes that content creators have long met the association’s criteria. However, they lacked “clear guidance on the NAICS code that best reflected their integrated business models.”

    Why is this important for content creators?

    Modern content creators often perform multiple functions: production, editing, distribution, marketing, and monetization of original audiovisual content across various platforms and through multiple revenue streams. Due to this multifaceted nature, many faced significant difficulties in completing paperwork and navigating approval processes to obtain the loans and grants necessary for their business growth.

    “Because today’s creators often produce, edit, distribute, market, and monetize original audiovisual content across multiple platforms and through multiple revenue streams, many creators have struggled to navigate the paperwork and approval processes needed for things like loans and grants that can help grow their businesses.”

    Now, all creator-led businesses are officially classified under NAICS code 5121, known as “Motion Picture and Video Industries.” The CGA states that this classification covers a wide range of professions:

  • Gamers
  • Digital publishers
  • Social media entrepreneurs
  • Creative agencies
  • Other companies that produce and distribute original audiovisual content both online and offline.

    • Expert and Participant Comments

    Kelly Loeffler, SBA Administrator, stated: “American creators are entrepreneurs who build businesses based on original ideas, unique audiences, and content, turning them into thriving small businesses that create jobs. For the first time, the SBA recognizes these enterprising content creators within our small business framework. This historic guidance eliminates outdated classifications and provides qualified creators with greater clarity as they build businesses, create jobs, compete, and build the future.”

    Daniel Abas, founder and president of CGA, noted that “millions of creators will benefit” from this decision. “We look forward to our members fully taking advantage of the access to capital that the SBA guidance provides, and we are proud that the professional infrastructure built by CGA contributed to this outcome,” he added.

    Key Figures in Promoting the Initiative

    Abas also emphasized that creators such as Shira Lazar (founder of Creators 4 Mental Health and CGA advisory board member) and Avi Gandhi (chair of CGA’s government engagement committee) “were instrumental in advancing these efforts.” He called this breakthrough “a testament to their hard work and a significant step forward in CGA’s mission to help creators.”

    TikTok also participated in this process. Nicole Neison, TikTok’s Head of Public Policy, called the SBA decision “historic guidance” that “puts the SBA at the forefront of the creative economy and creates clear pathways for modern entrepreneurs to expand their reach, create jobs, and stimulate local economies.”

    Создатели контента получили официальную классификацию SBA: доступ к кредитам и грантам — illustration 2

    Significance of the SBA Decision for the Creative Economy

    The importance of the SBA’s move for content creators cannot be overstated. We are in a period of an unstable economy and a rapidly evolving industry. Creators, like everyone else, face rising living costs, but are also well-positioned to move forward if they see opportunities.

    These two forces are at odds, and without business-specific loans/grants/etc., pursuing opportunities can be difficult or impossible for cash-strapped creators.

    We have already seen independent companies emerge with the explicit goal of providing creators with liquid cash injections to fund their future projects (often in exchange for back-catalog licensing rights and/or a share of future profits). However, receiving assistance from a long-standing, regulated entity like the SBA can give creators a truly solid foundation to build their content empires – or simply help them reach a level where they can provide a reliable living wage for themselves and their teams.

    Frequently Asked Questions

    What is NAICS Code 5121?

    NAICS Code 5121 refers to the “Motion Picture and Video Industries.” It now includes a wide range of digital content creators, from filmmakers to streamers and podcasters, making it easier for them to access financial support.

    What are the benefits of the new classification?

    The new classification allows content creators to access loans, grants, and other support provided by the SBA. This helps them grow their businesses, create jobs, and compete in the market by ensuring stable funding.

    Who are “content creators” under the new classification?

    Under the new classification, “content creators” include filmmakers, video producers, podcasters, streamers, gamers, digital publishers, social media entrepreneurs, creative agencies, and other companies that produce and distribute original audiovisual content.

    Conclusion

    This historic decision by the SBA is a significant step forward for the entire creative economy. It not only recognizes content creators as full-fledged entrepreneurs but also provides them with the necessary tools for growth and stability. For more information on SBA support programs, visit the official SBA website or the Creators Guild of America resource.

  • Ruggable: How a Strategy Shift to ShopMy Creators Exploded Sales

    Ruggable: How a Strategy Shift to ShopMy Creators Exploded Sales

    The direct-to-consumer (DTC) path has always been built on aggressive spending on Meta, with the expectation of quick conversions. However, as the cost of digital advertising rises and its effectiveness declines, Ruggable, the well-known washable rug brand, is changing the game, demonstrating how a shift in strategy to ShopMy creators has exploded sales.

    Ruggable Reconsiders Ad Budgets: From Meta to Influencers

    “We’ve been focused on changing the strategy for the last 18 months. The classic phrase: what got us here won’t get us there,” said Lauren Sherman-Caud, Ruggable’s Chief Marketing and Creative Officer.

    Since last August, Ruggable has redirected approximately 10% of its total advertising budget from performance marketing channels like Meta to brand channels, including influencers and connected TV. Next year, the brand plans to increase these expenditures by another 15-20%. Sherman-Caud declined to disclose the specific marketing budget amount.

    ShopMy: A New Conversion Engine

    “We no longer need to show up in lower-funnel affiliate networks when ShopMy works so well as a conversion channel for us,” emphasized Sherman-Caud. Previously, influencer marketing was managed by a small team handling direct messages and spreadsheets. Now, only one person handles it, and the freed-up overhead has been reallocated to Ruggable’s marketing mix.

    “Working directly with creators through ShopMy, Ruggable’s media effectiveness surpassed traditional advertising and even TikTok as a conversion channel,” noted Sherman-Caud.

    The brand recorded approximately $3 million in revenue in the first month of its partnership with ShopMy. This figure doubled in the second month and tripled in the third. Influencer marketing efforts began last holiday season. Ruggable took over a million dollars from its performance budget, specifically from Meta, and invested these funds in ShopMy creators.

    Dual Strategy for Working with Creators

    The washable rug brand Ruggable has a two-pronged approach to creator marketing strategy:

    1. Affiliate marketers: for scaling and conversion.
  • Brand Ambassadors: for product collaborations or major activations.

    • Through ShopMy, Ruggable works with hundreds of creators, mostly as affiliates. The brand sets parameters regarding post format, content volume, and the product being promoted. Otherwise, Sherman-Caud says, “we let them do their thing.”

    On the brand ambassador side, creators act as representatives, creating an “aura for the brand.” The DTC company collaborates with notable personalities such as culinary expert Dan Pelosi and media company Spread the Jelly. “It’s kind of a sandwich approach,” Sherman-Caud explains. “We have huge investments [in brand marketing], and then we use ShopMy to replace some of the less effective affiliate channels.”

    The Future of Influencer Marketing and Ruggable’s IPO

    According to Noah Eismann, Global Executive Director of Creators and Influencers at VML, Ruggable may be ahead of its time. However, more brands are starting to view their creator strategies more holistically. “People are just discovering the effectiveness and starting to wake up,” Eismann said.

    Ruggable: how a shift to ShopMy creators exploded sales — illustration 2

    Ruggable plans to go public within the next three years, making brand awareness a critical part of its marketing strategy. Ruggable is in the early stages of developing an internal ambassador program to build long-term relationships with interior designers and other related creators. According to Eismann, it’s a matter of maturity. Initially, influencers were part of a PR strategy. Now, brands combine performance marketing with affiliate creators, increasing brand awareness without sacrificing sales and conversions.

    “It’s not a bifurcated approach,” Eismann believes. “They’re just thinking about their strategy holistically and understanding that there are different levers, tactics, and scales that can be used in accordance with the business goals they set for themselves.”

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of transforming existing content into new formats or for other platforms. For example, turning a webinar into 50 short videos for TikTok, Shorts, and Reels. This allows for content scaling, bypassing ad bans by creating unique creative variations, and adapting them for different social networks, which reduces costs compared to creating new content from scratch. Learn more about repurposing.

    How Ruggable Uses ShopMy for Conversion?

    Ruggable uses ShopMy to directly collaborate with hundreds of creators who act as affiliate marketers. This allows the brand to generate significant sales and conversions, utilizing influencers as an effective sales channel that has surpassed even traditional advertising and TikTok.

    Why is Ruggable Ditching Meta for Influencers?

    Ruggable is re-evaluating its strategy due to the rising cost of digital advertising and its declining effectiveness. Influencer marketing through platforms like ShopMy has shown significantly better ROI and has become a more effective conversion channel than traditional performance channels like Meta.

    What is Ruggable’s “Sandwich Approach” to Marketing?

    Ruggable’s “sandwich approach” involves massive investments in brand marketing (e.g., through brand ambassadors and large campaigns) combined with the use of ShopMy to replace less effective affiliate channels. This allows the brand to simultaneously build awareness and generate direct sales.

    What are Ruggable’s Future Plans for Influencer Marketing?

    Ruggable plans to develop an internal brand ambassador program for long-term collaboration with interior designers and other creators. This aims to strengthen community relationships and further increase brand awareness in anticipation of a potential IPO.

    Conclusion

    Ruggable’s experience demonstrates that content repurposing and strategic reallocation of advertising budgets towards influencer marketing can be a powerful growth driver. Abandoning outdated models and focusing on content multiplication through ShopMy creators has allowed the brand not only to significantly increase revenue but also to strengthen its market position. Consider how your brand can outsmart algorithms and repackage its content “matrix” for maximum effectiveness. Contact us to learn how we can help you with content uniqueness!

  • Google is Hiring Engineers to Create AI Content in Discover

    Google is Hiring Engineers to Create AI Content in Discover

    Google is opening new horizons in the world of personalized content by hiring engineers to develop and implement artificial intelligence into its Discover service. This strategic decision aims to create a dynamic, ever-changing stream of information that will meet users’ deepest interests. If you’ve ever wondered how to make 100 unique pieces from one source, Google seems to have found the answer in AI.

    According to job postings, the Discover Feed Recommendation team will “recommend AI-generated content (AIGC) to meet user interests.” This is not just a recommendation, but an entire system capable of circumventing traditional algorithms and offering something completely new, unique to each user.

    How Google Plans to Transform Discover with AI

    Job postings reveal Google’s ambitious plans to transform Discover into a “proactive, hyper-personalized concierge service.” This means that the platform will not just show you content, but also anticipate your needs, offering information that will help you achieve your goals.

    Roles and Responsibilities of New Specialists

    • Staff ML Engineer: This role involves quality control, topic discovery, and content understanding for the Discover team’s AI-generated content. Tasks include building agent flows that generate content for “proactive surfaces” like Discover and Notifications. Special attention is paid to fact-checking, relevance, coherence, and tone, as well as feedback mechanisms for finding and delivering engaging stories worldwide.
    • Senior Staff ML Software Engineer: Similar work, but at a higher level, with an emphasis on the quality of AI-generated content used across all major Google platforms.
    • Principal UX (Director+): This leadership design position aims to transform Discover into a “concierge experience” that helps users progress towards their goals. The salary for this position ranges from $275,000 to $382,000 USD plus bonuses and stock. The specialist will work with YouTube, Shopping, Chrome, and Android teams, scaling AI formats in the feed while keeping the human voice and sources at the forefront.

    “Our goal is to help people dive deeper into their interests and move from inspiration to action,” one job posting states.

    This is not just content repurposing; it’s its complete repackaging and adaptation to individual needs, almost like creating “video DNA” for each user.

    Google is already actively integrating AI into Discover. In October 2023 (presumed typo correction in the original), AI previews for trending topics were launched in the US, South Korea, and India, each linking to content on the internet. This is an excellent example of how video uniqueness and articles can help bypass anti-plagiarism and attract new audiences.

    Features already available or being tested:

    • Discover Customization: Since August, users can customize their feed, indicating what they want to see more or less of.
    • “Dive Deeper” Button: In September, Robbie Stein, VP of Product at Google Search, announced testing a button that opens a brief overview of a topic with links to related stories, starting with videos. This is a kind of “video matryoshka,” where many small pieces of content, adapted for TikTok, Shorts, and Reels, can be obtained from one large piece of content.

    The Discover Experience team, responsible for the user-facing part of the feed, including AI integration, serves over 500 million active users daily, making Discover one of the largest products in the world.

    Google hires engineers to create AI content in Discover — illustration 2

    Search Console Report and Control over AI Content

    Search Console already provides reports on when links to your site appear in Discover’s generative AI features. This allows webmasters to track the effectiveness of their pages in Google’s new recommendation “matrix.”

    • The report shows impressions of links to your site in Discover’s generative AI features, grouped by page, country, and date.
    • The “Pages” view lists the canonical URLs that provided the information shown in these features.

    It’s important to note that the inclusion of your site in Discover’s generative AI features is regulated through Search generative AI control, which also covers AI Overviews and AI Mode. Excluding a site from these features prevents its links and content from appearing in generative AI Search.

    Frequently Asked Questions

    What is content repurposing in simple terms?

    Content repurposing is the process of transforming existing content into new formats or for new audiences. For example, turning a webinar into 50 short clips for social media or adapting an article into an infographic. This allows you to scale content and get more return on invested resources.

    Should I order uniqueness or create new content?

    It depends on your goals and budget. Video uniqueization and other content can be significantly cheaper and faster than creating new content from scratch, especially if you already have high-quality source material. For bypassing ad bans or for generating variations for A/B tests, uniqueization is a powerful tool.

    How does AI help in bypassing anti-plagiarism?

    AI can analyze text or video, identify key elements, and rephrase them, change the structure, background, voice timbre, creating new, unique versions. This allows you to get a uniqueization package that passes originality checks while maintaining the main meaning and message.

    Conclusion

    Google is actively investing in the development of AI-generated content for Discover, striving to create the most personalized and proactive user experience. This opens up new opportunities for content creators in the field of repurposing and uniqueization. Monitor Search Console reports and experiment with adapting your content to make the most of these innovations. Start adapting your content for different social networks today to be at the forefront of this digital transformation!

  • Video Uniqueness: 7 Brand Loyalty Strategies by 2026

    Video Uniqueness: 7 Brand Loyalty Strategies by 2026

    In a world where a cheap alternative is just a click away, brand loyalty becomes fragile. Discover 7 strategies to outsmart algorithms by 2026 and track progress using NPS, CLV, and sentiment analysis. Brand loyalty is the connection that makes a customer choose your product again and again, even if competitors offer a lower price or more convenience. Imagine the queue at the Apple Store for a new iPhone – that’s the video-DNA of loyalty. It’s not just a habit, but a deep emotional connection built on trust, familiarity, and stability.

    It’s important to understand the difference between brand loyalty and customer loyalty. The first is about emotions and identity, where the product becomes part of one’s personality. The second is about benefits: discounts, points, convenience. Both are valuable, but only true brand loyalty withstands the onslaught of competitive offers.

    “Loyalty is not one big gesture. It’s an accumulation of small, repeated signals that a brand is reliable and worthy of attention” — Latif et al.

    Why Brand Loyalty is Your Main Trump Card

    Loyalty reduces acquisition costs and increases the value of each customer. It’s obvious: you want people to choose you again and again. But there are other hidden bonuses:

    • Savings on acquisition: Attracting a new customer is harder and more expensive than selling to an existing one. Loyal customers are free traffic.
    • Stability in a crisis: In difficult times, consumers trust proven brands. Loyalty makes revenue predictable.
    • Increased CLV: Customer Lifetime Value grows, allowing for more investment in marketing.
    • Word-of-mouth: Loyal customers become your advocates, spreading information about you. This is the most powerful growth channel.

    Studies show that word-of-mouth is the most common source of information about brands in the US. And sharing content on social media is the best way to turn awareness into interest.

    7 Key Drivers of Brand Loyalty

    Building loyalty begins with a deep understanding of the customer and consistent treatment of them. As shown in David Aaker’s loyalty pyramid, customers become true fans when they feel a connection to the brand. Here are 7 strategies to help you repackage your marketing strategy:

    1. Know your audience better than they know themselves

      Use analytics tools like Hootsuite Analytics to go beyond demographics. Understand how your audience interacts with your content, and create more of what builds loyalty. Lumen (an app in Hootsuite Social OS) helps track what customers are saying about you when you don’t ask them to. These unofficial conversations often reveal preferences and pain points that dry statistics won’t show.

    2. Use user-generated content (UGC)

      Research shows that UGC is a significant factor influencing loyalty. When you share fan-created content, you strengthen their emotional connection with the brand. It also shows brand values through a more personal lens. AI-powered tools can help create many versions of posts for different audiences, but don’t forget the human touch – the matrix must be alive.

    3. Reward loyalty

      Marketing for loyal customers should shift from sales to relationships. Develop loyalty programs that recognize their dedication. These can be simple programs, like Starbucks Stars, or personalized offers. Use Lumen to find your ambassadors and offer them partnership or affiliate programs.

    4. Strengthen your social media team

      Most critical moments for loyalty happen in direct messages or comments. Your social media team are the guardians of these relationships. Empower them to actively engage with followers by providing clear guidelines and communication style. 53% of people consider timely answers to questions one of the most attractive aspects of a brand’s social media presence. Nest in Hootsuite Social OS gathers all messages in one place so no one feels ignored.

    5. Put the audience first

      Don’t overload content with promotional messages. This is off-putting. The main thing is authenticity. Digital audiences seek a personal connection with a brand. Inconsistent values, failure to observe data privacy – all this quickly destroys trust and loyalty.

    6. Use AI to predict and prevent problems

      By 2026, the loyalty advantage will belong to teams that can trick anti-plagiarism software and notice changes before they turn into complaints. Lumen tracks sentiment changes and new topics around the brand, allowing for proactive responses. Wisdom turns these signals into context for your team, ensuring consistent and timely responses. But remember: AI is good at finding signals, and your team makes the response personal.

  • Avoid Brand “Sins”

    Loyalty erodes quietly, through small failures, not through one big blunder. The most common culprits:

    Уникализация видео: 7 стратегий лояльности к бренду к 2026 году — illustration 2

    All of this makes the brand less predictable. Loyal customers stay with those they can rely on.

    • Measuring Loyalty: Metrics for the Hacker

    There is no single metric for loyalty, but a combination of several indicators will give you a clear idea of how well you have managed to glue your audience together:

    Real-Life Examples: How It Works

    1. Warby Parker: Unexpected Service

      A customer received exceptional service in a difficult situation and shared it on X. Key takeaway: exceed expectations, and customers will become your promoters. This is an example of how one instance can split negative perception and create a strong emotional connection.

    2. Starbucks: Listening to Fans

      When a seasonal baked apple croissant became a hit, customers flooded Starbucks with requests to make it permanent. Starbucks listened. The announcement garnered 25,000 likes in two days. Key takeaway: listen to your audience, respond to their requests, and they will reward you with loyalty and repeat purchases. It’s like a clone of a product that becomes even more popular.

  • GoPro: User-Generated Content as a Reward

    GoPro offers contests where customers can upload photos and videos taken with a GoPro for a chance to be featured on social media or win prizes. A beautiful UGC image garnered 15,000 likes. Key takeaway: engage your audience in content creation, and you’ll get not only unique content but also an army of loyal fans. This is a video matryoshka doll, where each layer adds value.

    • Frequently Asked Questions

    What are content repurposing and content uniqueness?

    Content repurposing is the process of transforming existing content into new formats or for new audiences (e.g., turning a webinar into 50 short clips). Uniqueness is the process of modifying content (especially video or text) to bypass anti-plagiarism or duplicate detection algorithms so that it is perceived as new and original. This can involve changing the background, voice timbre, editing, or restructuring.

    How to make 100 unique videos from one?

    To create many unique videos from a single source, various methods can be used: repackaging for different platforms (TikTok, Shorts, Reels), changing framing, adding new elements (text, graphics, music), altering playback speed, applying filters, and using AI to generate different script or voiceover versions. This allows for the creation of a uniqueness package for A/B tests and content scaling.

    Should I order a new video or make an existing one unique?

    It depends on your goals and budget. Creating a new video from scratch is usually more expensive but gives full control over the content. Making existing content unique is a more economical and faster way to get many variations for bypassing ad bans, testing hypotheses, or adapting for different audiences. Often, the optimal solution is a combination of these approaches, where the main content is created from scratch, and then multiplied and made unique.

    Conclusion

    In a world where competition for user attention is intensifying, bypassing anti-plagiarism and a deep understanding of loyalty mechanics become critically important. Invest in understanding your audience, actively interact with them, and use modern tools for generating variations and analysis. Only then can you build strong, long-term relationships with customers and ensure stable growth for your brand. Start applying these strategies today to repurpose videos for advertising and adapt them for TikTok, Shorts, Reels, and your brand will thrive by 2026.

    Manage your social media strategy effectively with Hootsuite. Publish, plan, find relevant conversations, measure results, and more—all from one dashboard. Try it free today! Learn more about Hootsuite.

  • Video Uniqueness: How to Breathe New Life into the Open Web?

    Video Uniqueness: How to Breathe New Life into the Open Web?

    For a long time, it was believed that the open web was in a dying state. Banner blindness is ubiquitous, search engine traffic has dried up, and publishers are suffocating without oxygen. This consensus was so ingrained that even during the antitrust trial against Google, lawyers and the judge doubted the viability of display advertising on the open web in a few years. But is this really the case? In this article, we will explore how video uniqueness can breathe new life into the open web.

    The Open Web: Dying or Reborn?

    Eric Tilbury, VP of Programmatic Operations and Engineering Solutions at Inuvo, is confident: “Give me a sword, and I will be a champion of the open web.” He sees enormous potential in it, especially in terms of cost.

    “Display advertising is like a cheat code,” says Tilbury, “because it’s so much cheaper than all other channels.”

    And it seems that even seasoned ad buyers in “walled gardens” are beginning to reconsider their views.

    Why are “walled gardens” losing their appeal?

    Corey Dobbins, founder and CEO of Otherside, a programmatic e-commerce agency, previously led Shoelace, an agency specializing in paid social media, Shopify, and Amazon advertising. He was not an open web evangelist, even joking that banner CTR was comparable to CTV – that is, almost zero. However, the situation is changing.

    Modern social platforms, by implementing more and more AI automation, are reducing marketers’ room for maneuver. Prices are rising, and the number of control levers is decreasing. Dobbins compares this to the trash compactor from “Star Wars.”

    At the same time, programmatic advertising, despite its reputation, provides buyers with full control: choice of sites, audiences, bids, and all this for a much lower price. That’s why, according to Dobbins, “programmatic advertising is turning from a dirty word into something stylish and sexy.”

    Rethinking the Open Web and its Uniqueness

    The prospects for the open web significantly improve if we redefine its definition. Two years ago, The Trade Desk introduced SP500+ — a list of leading open web publishers. By their definition, “open web” includes any high-quality publisher that allows open programmatic campaigns.

    This list includes giants such as Disney+, Spotify, Samsung TV, LG, Comcast, Hulu. Expanding the definition is bearing fruit: programmatic advertising on the open web looks much more attractive when combined with streaming media.

    Video Matryoshka: From Vertical Videos to CTV

    CTV (Connected TV) is a key part of Otherside’s approach to performance marketing on the open web. Surprisingly, e-commerce marketers can take a few vertical videos from Facebook or Instagram that have performed well in social campaigns and repurpose them for CTV.

    The transition from widescreen TV to vertical video with a blurred edge effect “causes a context switch,” forcing the brain to pay attention to the change. Although people don’t click on TV ads, the impact of such a campaign increases brand awareness, leading to clicks during subsequent retargeting.

    • Adaptation for different social networks: the same creative can be “repackaged” for various formats.
    • Changing background and timbre: algorithms allow creating hundreds of variations from one source.
    • Bypassing ad bans: video uniqueization helps pass moderation.

    These approaches allow creating many unique versions from a single source material, which is critical for A/B testing and content scaling.

    Banner Advertising: Reboot

    Yahoo is also betting on the open web, striking deals with Microsoft and NBC to exclusively resell their display advertising inventory. Large media owners like Microsoft and NBC don’t want to bother with dozens of programmatic providers to monetize banner ads, which are widely believed to be worth almost nothing.

    Уникализация видео: как вдохнуть новую жизнь в открытый веб? — illustration 2

    Selling inventory this way “doesn’t look very good,” says Adam Singolda, CEO of Taboola, which offers a comprehensive solution. Taboola convinces companies to hand over their media inventory to them, promising to take on all the complex work.

    “This gives us an opportunity to make display advertising great again,” Singolda stated.

    However, the old open web with small websites and personal blogs will not return. People who used to create websites to showcase photos or bike blogs are now almost all social creators. They earn from affiliate programs and sponsorships on social platforms. And that, according to Tilbery, is a good thing.

    Honesty and Effectiveness of the Open Web

    At least the numbers of the open web are honest, which cannot be said about “walled gardens” that rate themselves. Marketers know that on “walled garden” platforms, they pay more while getting less in return. On the open web, it’s the opposite.

    When marketers place their ads on good sites with real traffic, they “show a much more powerful ad at a lower price” than they could find inside a “walled garden.”

    Perhaps it’s too early to write off the open web. Long live the open web!

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of reworking existing content into new formats or for new platforms. For example, turning a webinar into 50 short clips for TikTok, Shorts, or Reels.

    How does video uniqueness help bypass ad bans?

    Video uniqueness involves changing its “video DNA” — adding filters, changing speed, cropping, repackaging with different audio tracks or backgrounds. This allows anti-fraud algorithms to perceive each creative as new, reducing the risk of a ban.

    Should I order a new video or unique existing one?

    A price comparison shows that making an existing video unique is often significantly cheaper than creating a new one from scratch. With the right approach, you can get 100 unique variations from one source, which is ideal for A/B tests and scaling.

    What technologies are used for content multiplication?

    Various algorithms and tools are used for content multiplication, allowing the video modification process to be automated. This can include changing the color scheme, adding or removing elements, changing voice timbre, as well as more complex manipulations with the “video matrix” to create “clones” of the original.

    Conclusion

    The open web is not declining but transforming. Content uniqueness and strategic video repurposing open new horizons for marketers. We see how old formats are given new life, and new technologies allow brands to scale their presence without colossal costs. It’s time to look at the open web as a powerful and economical tool. Contact us to find out how we can help you breathe new life into your content and maximize its reach!

  • Content Repurposing: How Kevin Indig Turns One Newsletter Into a Week of Posts

    Content Repurposing: How Kevin Indig Turns One Newsletter Into a Week of Posts

    One piece of content, hundreds of unique variations – this is not fantasy, but content repurposing in action. Kevin Indig, author of the popular Growth Memo newsletter, sent to over 29,000 founders and marketers, demonstrates a masterclass in scaling. He transforms one weekly newsletter into a full week of diverse content, saving up to 3 hours of his time weekly. This allows him to bypass ad bans and constantly generate fresh creatives.

    In today’s world, where audience attention is constantly fragmented, and social media algorithms change at an incredible speed, the ability to effectively use already created content becomes a key skill for any marketer or creator. Kevin Indig, with ten years of experience at Shopify, G2, and Atlassian, and now a consultant for Meta, Airbnb, and Reddit, understands that publishing is only half the battle. The real magic begins with effective distribution. “Publishing is only half the work; you also need a repeatable way to distribute your work. Buffer makes this significantly easier and prevents a good post from disappearing after a day of publishing,” notes Kevin.

    Video Matryoshka: From Idea to Dozens of Variations

    Kevin’s approach is akin to creating a “video matryoshka”: from one large element, he extracts many small, but self-sufficient parts. Instead of viewing each newsletter as a one-off post, he sees it as a source for a whole series of publications. “One newsletter gives us several things to publish. We can pull out a chart, a discovery, or a question worth discussing,” says Indig. This is a perfect example of what repurposing means in simple terms.

    On the Substack Notes platform, Kevin publishes short notes, graphs, videos, and announcements of future newsletters. This allows him not only to maintain a constant presence but also to test topics before dedicating a full article to them. While a full-fledged research takes a week, a note takes only a few minutes. “It’s worth investing in the latter first,” he emphasizes.

    Sources of Ideas and Automation

    Kevin draws content ideas from:

    • his own research;
    • conversations with clients;
    • data analysis.

    The most successful notes on Substack Notes are subsequently turned into full newsletter issues. He and his team prepare posts based on the newsletter, and Buffer handles their scheduling. This is critically important for Kevin, who is constantly on the go. “Buffer ensures that every newsletter is distributed without requiring me to be constantly online. If I had to put a number on it, I’d say Buffer saves me 2-3 hours a week.”

    Integration with AI: Codex and Optimization

    “I love MCP. Being able to connect Codex to Buffer, understand what posts are performing well, and get inspiration for what to publish next is invaluable,” – Kevin Indig on the benefits of AI in his work.

    Kevin’s favorite Buffer feature is its integration with the Model Context Protocol (MCP), which allows AI tools like OpenAI’s Codex to connect directly to a Buffer account. He uses Codex to analyze his publishing history to understand which posts were most successful and to generate ideas for future content. This is an example of how AI helps in creating creative variations and scaling content.

    Tips for Authors

    Kevin advises aspiring authors:

    Content Repurposing: How Kevin Indig Turns One Newsletter Into a Week of Posts — illustration 2
    1. Start where their audience already is.
    2. Develop a routine that can be maintained.
    3. Analyze what works to replicate success or adjust strategy.

    This approach is relevant for both Substack newcomers and authors with tens of thousands of subscribers. His own system relies on planning and AI assistance, but discipline and routine play a key role. Monthly, over 200,000 content creators, small businesses, and marketers use Buffer to expand their audience.

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of reusing and adapting existing content for various platforms and formats to maximize its reach and value. This allows you to create many unique publications from one piece of material, for example, turning a webinar into 50 clips.

    How does repurposing help bypass ad bans?

    By creating many unique variations of a single creative, you can bypass ad bans, as advertising platforms often ban repetitive or too similar content. The variety of “video DNA” reduces the risk of detection by algorithms.

    Is it worth ordering unique content or shooting new?

    Comparing the cost from scratch and the cost of repurposing often shows that the latter is significantly more economical. Creating new content requires more time and resources, while unique content allows you to effectively use existing materials, adapting them for TikTok, Shorts, Reels.

    What tools help in video unique content?

    For video unique content, you can use programs to change the background, voice timbre, edit, and add new elements. AI-based tools, such as Codex, can also help in generating ideas and optimizing content.

    In conclusion, Kevin Indig’s approach to content repurposing demonstrates how strategic planning and modern tools can significantly increase the reach and effectiveness of your materials, while saving time and resources. Start applying these principles today to make your content work for you as effectively as possible!

  • Repurposing: How to Create 100 Unique AI Creatives from One Photo

    Repurposing: How to Create 100 Unique AI Creatives from One Photo

    In the world of content, where every second counts, repurposing becomes the key to scaling. Imagine: you have only one high-quality product image, but you need a ton of options for advertising, social media, A/B tests. No problem! We’ll show you how to trick algorithms and assemble a whole library of unique AI images from a single source, and also how to make AI recommend your business. This is not magic, but hacking.

    Creating an AI library from a single image: hacking visual content

    Forget expensive photo shoots. If you have one decent photo, it can become the video DNA for an entire collection. The secret is the right approach to AI tools.

    How it works: from one seed – a whole plantation

    When you feed an image into an AI model as a reference, it doesn’t just copy it. It analyzes signatures: lighting, color palette, style, textures. This allows it to generate new variations that are visually related to the original, yet unique.

    • Close-ups: AI can break down an image into details.
    • Alternative angles: The model repackages the scene, changing the perspective.
    • Different settings: AI can clone an object in a new environment.

    The value of “rejected” frames: a goldmine for content

    Usually, drafts are deleted. But in this approach, every generated image, even if it didn’t make it into the final project, is a valuable asset. It maintains a unified style matrix and can be used later.

    “The close-up you missed today might be exactly the B-roll you need for an Instagram story next month.” — AI Content Expert.

    Thus, one photo becomes not a one-time asset, but a constantly growing library that provides value long after the initial project is completed. Want to dive deeper? Our recent webinar “AI Video Workflows: Build Once, Reuse Forever with Jerod Lew” is available in the AI Business Society.

    how to make AI recommend your business: bypassing “invisibility”

    AI is becoming the main advisor before a purchase, and these “conversations” often happen in private. If your business is not displayed in AI recommendations, you risk becoming invisible to a huge audience.

    Your content strategy needs a “second audience”

    Traditionally, content is created for humans who read from top to bottom. But AI consumes information differently. Your content now needs to serve two different audiences simultaneously.

    Content that already exists, but AI craves it

    You might be sitting on a goldmine of material that can boost your AI authority. Learn what content most companies ignore after first use, and how one consulting firm used it to dominate its niche in just a few weeks.

    What makes AI choose you over competitors?

    AI has access to a vast amount of content. Why should it choose yours? Learn what AI values when selecting a source, what quality your content needs to have to stand out, and why simply using AI to generate articles won’t help.

    Technical barriers blocking AI

    Your content might be excellent, but if AI can’t access it, it’s useless. Explore common technical barriers that subtly prevent AI from finding your site, and simple checks you can perform today to fix them. You can learn more about this at AnswerContentEngine.com from AI strategist Liron Segev.

    Repurposing: how to create 100 unique AI creatives from one photo — illustration 2

    Industry News: Gemini, Meta, and OpenAI are on the offensive

    Tech giants are not sleeping, algorithms are improving, and new tools are changing the game.

    Google Gemini: Desktop AI and Live Voice Models

    • Gemini for Windows: A desktop application for Windows 10/11 has been released, providing quick access to the AI assistant via Alt + Space. It supports working with Gmail, Drive, and delegating multi-step projects through Gemini Spark. Built-in Nano Banana and Gemini Omni generate images and videos.
    • Gemini 3.8 Live Models: Gemini 3.8 Live and 3.8 Live Extended Thinking have been introduced, expanding AI voice capabilities. They support multimodal understanding, multilingual conversations, asynchronous tool use, and deep reasoning for complex tasks. The Extended Thinking model can perform multi-step processes while maintaining a voice dialogue.

    Meta Muse: A Personal AI Agent Capable of Action

    Meta introduced Muse — an AI agent that goes beyond answering questions, independently performing tasks and advancing the user’s long-term goals. Muse Spark allows it to browse the web, fill out forms, coordinate plans, make purchases (with approval), and work with connected services, remembering preferences. User privacy and control are central aspects through Muse Secure VM, granular permissions, and audit trails. Muse’s initial launch is in the US on mobile and web, with plans to support AI glasses.

    OpenAI GPT-Live-1: Natural Voice Agents

    OpenAI has released GPT-Live-1 for the API, offering a full-duplex voice model designed to handle interruptions, pauses, background noise, and natural conversational dynamics. It delegates complex reasoning and actions to backend models and tools. Developers can customize agent speech, choose from an expanded range of voices, and deploy the technology in various applications, from customer support to phone reservations. The frontend voice layer costs $0.05 per minute.

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of transforming existing material into new formats or for new platforms. For example, turning a webinar into 50 short clips for TikTok or Reels.

    How to trick anti-plagiarism with AI-uniqueness?

    AI-uniqueness allows you to change content signatures (e.g., visual or textual) so that it is perceived as new but retains the original idea. This helps to bypass ad bans and anti-plagiarism systems.

    Should I order uniqueness or create content from scratch?

    It depends on the task. Content scaling through uniqueness is often significantly cheaper and faster than creating new content from scratch, especially if the source material is high quality. This allows you to generate variants for A/B tests with minimal cost.

    Conclusion: Your Path to Content Scaling

    We’ve explored how to repackage a single image into hundreds of unique AI creatives and how to trick AI into recommending your business. In a world where content is currency, video uniqueness and content multiplication are becoming critically important. Start applying these hacks today to expand your presence and scale content without excessive costs. Take our free quiz to identify your gaps in AI strategy and get a personalized quick-start guide.

    Learn more at AI Video Workflows.