Human-led growth with AI-assisted execution
Joined May 2025
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If your ChatGPT referrals dipped in mid-October, it might not have been demand.
Source tags in ChatGPT answers started vanishing on 8 Oct. In Profound's sample, about 5% of cited answers had one by 14 Oct. Roughly 99% did by 16 Oct.
What else October changed for marketers 🧵
ChatGPT ads: 100,000+ advertisers and 89 countries by 21 October. UK ads have run since a pilot launched in June.
Only eligible Free and Go users see them. Plus, Pro, Business, Enterprise and Education users don't.
Test with a capped budget and a clear reason to stop. /8
When a number moves, find out what moved with it before you call it growth.
The full October review by @AgentNaeem also covers Salesforce and Braze, Apple's Safari blocklist and Meta's paused terms.
Every source linked:
encanta.digital/insights/sig… /end
Encanta Digital retweeted
Fortunately, I am predicting long-form videos will make a big comeback in 2026.
Fast-paced, snack-sized dopamine-driven content will not cut it anymore as users begin to crave more depth, storytelling and authentic substance.
Short-form blew up with TikTok, Shorts and Reels, but there are signs of viewer exhaustion.
For example, YouTube captures a lion's share (~50%) of global social watch time primarily due to long-form content, and TikTok now lets you upload 10-minute videos.
We're also starting to see more podcast episodes exceeding 1 hour in runtime, such as Steven Bartlett's Diary of a CEO (highly recommend!), hitting ~2 hours frequently these days.
Short-form videos, as they are now, should be a means of attention (to get discovered in the first place).
But brands and creators must create narrative-driven, longer-form content series that are relatable and relevant to their target audience.
This is what will keep the audience's attention long after they're done watching the video.
This comes back to shifting the mindset to that of TV networks, where your audience is gagging to return for the next episode. 😂
The most dangerous addiction today isn't a substance.
Research on 100,000 people confirms that heavy short-form video use is just voluntary cognitive decline. We are actively training our brains to fail at hard tasks.
If you can simply sit with a problem for 10 minutes without swiping, you have a massive competitive advantage.
Basically, boredom is the new IQ.
