Duolingo avoids a one-size-fits-all video strategy. They use TikTok for capitalizing on trends due to its virality mechanics. YouTube Shorts, which favors original content, is used for building out the mascot's lore. Instagram serves as an informational hub and a home for 'millennial-core' content.

To remain sustainable, the local media outlet combines direct ad sales, branded content, merchandise (coupon passports), and a Patreon membership. This multi-pronged approach provides stability and avoids over-reliance on a single, often volatile, revenue stream like programmatic advertising.

As AI-driven search provides answers directly, traditional website traffic is declining for many. However, YouTube usage is increasing. A robust video strategy on YouTube is no longer optional, as it is becoming the primary platform for discovery and trust-building in the AI era.

Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.

Marketers chasing trends on 'cool' platforms like TikTok create an imbalance where massive, older platforms have huge audiences consuming features like Facebook Reels but few creators serving them. This supply/demand gap for attention creates a significant, underpriced marketing opportunity.

Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.

In an AI-driven world, optimizing for website traffic is a losing game. A better long-term strategy is to create high-value content (podcasts, videos, newsletters) across various platforms. This approach helps people directly and simultaneously feeds the large language models that are increasingly becoming information gatekeepers.

The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.

Standard top-of-funnel campaigns like "video views" often target low-quality audiences that Facebook's algorithm has already identified as non-buyers. True top-of-funnel marketing requires a unique method for capturing attention, like viral TikTok content or major creator partnerships.