Welcome to the latest edition of The Social Advantage – your monthly lowdown on what’s changing across the social platforms, and how to stay one step ahead.
This time, we’re diving into:
👉 Meta’s leaked data (spoiler: followers aren’t the flex they used to be)
👉 Google’s AI Mode indexing your TikToks, Shorts, and Reddit threads
👉 TikTok’s legal limbo – and who stands to gain
👉 A powerful new LinkedIn insight most people are sleeping on
👉 A retiring LinkedIn feature that could impact profile traffic
👉 And TikTok’s new AI assistant for sellers
There’s a lot shifting under the surface, but don’t worry, we’ve done the digging so you don’t have to.
Let’s get into it.
Google just launched AI Mode, and it’s changing how people discover brands.
Search is no longer about matching keywords. It’s now about mirroring the user: their habits, routines, and moods. Google’s new AI-powered results are built from a hyper-personalised profile, and increasingly, that includes what users are seeing on TikTok, YouTube Shorts, Reddit, Pinterest, and beyond.
Yep, short-form video and shared content are being indexed directly into the AI-generated search results. And in many cases, Reddit threads, YouTube comments and TikTok Reels are the source Google is quoting.
Why it matters: The lines between social and search are officially blurred. Google is pulling semantic and contextual cues from what people say online, not just what brands publish. That means your creator partnerships, social posts, PR mentions, and forum visibility are now search signals.
🧠 Takeaway for B2B Founders & Marketers: You’re not just posting for engagement anymore – you’re training the algorithm. Seeding content on TikTok, Reddit, YouTube Shorts, and Pinterest can now boost your discoverability in Google AI results. Borrow credibility from trusted voices, optimise creator content for real-world questions, and don’t ignore “non-search” platforms. Google isn’t.
Source: Google
LinkedIn has rolled out two small but mighty insights that could shift how we measure content success on the platform:
That second one is a bit of a big deal. Because while likes and comments are nice, profile views often signal genuine interest – the kind that leads to conversations, connections, and new business.
Why it matters: These metrics give you a better look at the quiet impact of your posts, especially the ones that might not “go viral” but still move people to take action behind the scenes. If you’re creating content to build authority, generate leads, or open doors, this is the signal to watch.
🧠 Takeaway for B2B Founders & Marketers: Start tracking profile views alongside engagement metrics. Reframe success around who took a closer look, not just who clicked “like.” And if you’re getting views but no outreach, it might be time to tighten up that headline and profile CTA.
Source: Andy Lambert
Leaked internal documents from Meta have revealed some fascinating shifts in how content is discovered and shared – and it’s not great news if you’re still chasing followers and likes.
Here’s what stood out:
In other words, the classic model of public engagement is being replaced by private sharing. Likes and comments aren’t disappearing, but they’re no longer the most important signals. Instead, success now depends on how shareable, savable, and snackable your content is.
Why it matters: Social media is starting to look more like messaging platforms than public forums. Content that gets passed around privately – in DMs, chat groups, or even saved for later – is what’s driving reach. And that means measuring success is about to get a lot trickier.
🧠 Takeaway for B2B Founders & Marketers: Focus less on follower count, more on creating content that travels. Think value-packed Reels, carousel frameworks, surprising stats, relatable humour, and quotes that demand to be shared. The algorithm is watching what people save and send, not just what they like.
Source: Andy Lambert, Meta Court Filings
Earlier this year, TikTok briefly disappeared from US app stores following the “divest-or-ban” law targeting ByteDance. The platform was taken offline on January 19th, but quickly returned — although it remained missing from the App Store and Google Play for several weeks.
A presidential executive order later paused enforcement for 75 days, and TikTok’s listings were finally restored in mid-February. But here’s the thing: the threat of a full ban hasn’t gone away — and the US government’s deadline is still looming.
During the blackout, Meta platforms saw a spike in content consumption, especially on Reels. If a permanent ban ever lands, it’s clear who’s poised to absorb TikTok’s creators, viewers and ad budgets.
Why it matters: TikTok has become one of the biggest discovery engines on the internet. If it disappears from the US (or other key markets), the social content landscape will shift hard — fast. Brands that rely heavily on TikTok virality or ecommerce will need contingency plans. And the platforms waiting in the wings? Meta, YouTube Shorts, and even Pinterest.
🧠 Takeaway for B2B Founders & Marketers: If TikTok is part of your content or ad strategy, start thinking about platform diversification. Reels, Shorts and Pinterest are well-positioned to catch the spillover. And if a ban never comes? You’ve built resilience. Either way, don’t put all your discovery eggs in one algorithmic basket.
Sources: Andy Lambert, The Verge
TikTok is leaning even harder into e-commerce, with a new AI chatbot baked into its Seller Center platform.
The new Seller Assistant helps creators:
TikTok says it’s “not just a chatbot”…but it definitely is. Still, it could be a game-changer for small brands and creators trying to navigate TikTok Shop with limited time or expertise.
Why it matters: TikTok ecommerce is growing fast. Live-stream sales are booming, and video-to-purchase behaviour is becoming more natural on the platform. A tool like this could remove some of the friction and empower more creators to sell with confidence.
🧠 Takeaway for B2B Founders & Marketers: If your brand (or your clients) are dabbling in TikTok ecommerce, this tool could help streamline content and drive better results, especially for product-led businesses. Even if you’re not selling yet, the trend is worth watching. The line between entertainment and shopping keeps blurring.
Source: Social Media Today
If you’ve added a clickable call-to-action link to your LinkedIn profile using a Premium account, don’t touch it. LinkedIn is retiring the feature.
You’ll no longer be able to:
If you already have one in place, it’ll stay visible – but that’s it. And no explanation has been given, beyond LinkedIn’s usual “we’re always evolving our features” line.
Why it matters: This was one of the few ways creators and freelancers could drive direct traffic from LinkedIn to their external content or offer. Now, it’s another quiet shift towards keeping users on the platform, and likely tightening control on questionable links that could affect SEO or ad trust.
🎯 Takeaway for B2B Founders & Marketers: If you rely on LinkedIn to drive conversions, you’ll need to get creative with your links – especially in comments, featured sections, and document posts. For businesses, Premium Company Pages still get prominent CTA buttons, so company-led traffic-driving isn’t dead. But personal brand CTAs just got harder. | Source: Social Media Today
That’s it for this month’s edition of The Social Advantage.
As you can see, discovery is changing. Whether it’s AI-driven search, private shares, or short-form video turning up in SERPs – the rules are shifting fast. But the brands that adapt early are the ones that’ll win.
Got a question, content dilemma, or something keeping you up at night? Hit reply or drop us a DM – we’re always happy to chat.
See you next month 👋
– Team Social Advantage
