News and Insights
No…This – August 2025
August 21, 2025
Welcome to the latest edition of No…This, our news digest unpacking the latest shifts in communications and marketing.
In this issue, we spotlight how AI is transforming PR, making earned media the key to authority in today’s search landscape. We explore the rise of authentic, human-centered content in B2B marketing and share actionable tips to win with video on LinkedIn.
We round things out with how Meta’s AI-powered Reels feed is driving massive video engagement, and dive into Gen Z’s growing desire for meaningful offline experiences—and why blending digital with analog is essential for brands to truly connect.
Ready to dive in?
AI Search Is Here—PR Now Drives 90% of Authority
What’s New
AI is rapidly reshaping search, and earned media is having a moment—89% of AI-cited links now come from trusted editorial coverage, while paid ads fall behind. As more large language models draw on news and thought leadership, marketers must recalibrate, not retreat, investing in strategic PR to secure their voice in tomorrow’s AI-powered search landscape.
In The News
- AdAge, AI search is upending the PR industry—how brands and agencies need to adapt
- PR Daily, How PR is quietly powering the future of generative search
- Search Engine Land, Why PR is becoming more essential for AI search visibility
Want to Win on LinkedIn? Make More Video – Here’s Exactly What the Algorithm Wants.
What’s New
LinkedIn video is booming, with views up 36% and video creation growing twice as fast as other post types. LinkedIn’s Editor in Chief, Tequia Burt, shares 13 essential tips that reveal exactly what the platform’s algorithm rewards—making this a must-read for B2B marketers looking to boost engagement.
In The News
- Search Engine Land, LinkedIn study reveals how B2B video ads can gain +129% engagement lift
- PPC Land, LinkedIn Creative Labs reveals what makes B2B video content successful
B2B Goes Human (Finally): Time to Reach Real People with Authentic Media
What’s New
B2B marketing is finally waking up: business buyers aren’t just job titles—they’re real people binge-watching Netflix, scrolling TikTok, and tuning into podcasts. The smartest brands are meeting them where they actually live, using CTV, social, and authentic storytelling to drive engagement and growth that feels genuinely human.
In The News
- AdWeek, Why Brands Like State Farm and Argos Are Going All-In on Social-First Episodic Videos
- DigiDay, The case for connecting the dots in CTV advertising
- The Current, Digital creators are growing beyond social. What does it mean for CTV and audio?
AI Powers Meta’s Reels Feed: What You Need to Know to Maximize Video Views
What’s New
Meta’s AI-powered recommendations are skyrocketing video watch time—up over 20% on Instagram and Facebook—with Reels now owning half of all Instagram views. This surge in original, captivating content is fueling platform growth and sending a clear signal: authentic Reels aren’t optional—they’re the must-have weapon for brands hungry to grab attention.
In The News
Social Media Today, Meta Provides Tips on How To Optimize Ads With Its AI Systems
Gen Z Craves Real-World Moments: Why Brands Must Blend Offline with Digital
What’s New
Gen Z is pushing back against digital overload by craving offline moments—think vinyl records, pop-up shops, and print—that double as powerful social currency. They’re not ditching tech; they’re craving real, meaningful connections, sending a clear message: brands that blend digital with analog will win their hearts and attention.
In The News
- Quad, 81% of Gen Z report wishing it was easier to disconnect from digital devices
- Customer Service Managers, Return of Touch (RoT) Highlights Growing Demand for Real-Life Experiences
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