Marketing Trends Now by Katie Brinkley

If you’ve been following AI video this past year, there’s a good chance you heard “Sora” and thought, this changes everything. And honestly, it did. But now OpenAI is reportedly moving away from Sora as a standalone app — and that matters for business owners more than most people realize.Because this isn’t really about one app going away. It’s about what AI companies are prioritizing now, what tools are actually worth your time, and how to stop chasing shiny objects in your marketing.In this episode of Marketing Trends Now, Katie Brinkley breaks down what Sora’s shift really means, why AI video is moving from flashy to functional, and how entrepreneurs can use AI in a way that actually supports leads, sales, and consistency.In this episode, Katie covers:Why OpenAI shifting Sora into ChatGPT and other products is a signal, not a setbackWhat this says about the future of AI ecosystems vs. standalone toolsWhy most business owners never consistently used AI video tools in the first placeThe difference between what AI can do and what is actually useful in your marketingWhy AI video is becoming more about enhancement than creation-from-scratchReal-world examples of AI-assisted content: clipping podcasts, adding captions, cleaning audio, and repurposingThe biggest mistake entrepreneurs make with AI toolsWhy strategy matters more than softwareHow the “awareness to action” framework keeps your content focused when the tools keep changingTimestamps[00:00:00] – Is AI Video Changing Marketing Forever? [00:00:35] – What Happened to Sora (And Why It Matters) [00:01:00] – The Real Problem With AI Tools Right Now [00:01:40] – Why AI Is Moving Into One Ecosystem [00:02:15] – Stop Chasing Tools—Start Building Workflows [00:02:50] – The Shift From Flashy AI to Functional AI [00:03:30] – Why Most Businesses Don’t Use AI Video [00:04:00] – Practical Ways to Use AI Video Today [00:04:45] – How to Turn One Video Into Multiple Assets [00:05:15] – The Biggest Mistake Entrepreneurs Make With AI [00:05:45] – Why Strategy Matters More Than Tools [00:06:10] – The 4-Post Content Strategy Explained [00:06:40] – Build a Content System That Actually Converts [00:07:10] – The Simple AI Repurposing Strategy to Start Now [00:07:40] – Final Takeaway: Strategy Beats Tools Every TimeThe future of marketing is not more tools. It is better systems. The businesses that win will not be the ones testing every shiny new AI product. They will be the ones using AI inside a clear, repeatable content strategy.This week, instead of creating something new from scratch, pick one strong piece of content you already have and turn it into three more pieces. That is where AI becomes useful. And if you want help building a content system that actually drives leads and sales, that’s exactly what we do at Next Step Social.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/@MarketingTrendsNowInstagram: https://www.instagram.com/iamkatiebrinkley/

If your Instagram comments have slowed down, your LinkedIn posts feel quieter, or Threads suddenly seems a lot less lively, you’re not imagining it. Engagement is shifting across platforms — but the real story is bigger than “the algorithm hates me.”In this episode, Katie Brinkley breaks down the recent engagement trends across major platforms and explains what’s actually happening behind the scenes. Because while engagement is down on some of the biggest platforms, that doesn’t mean your content is broken. It means the environment has changed.Katie walks through why social media feels more crowded, more competitive, and more algorithm-driven than ever before — and what entrepreneurs and business owners should do differently if they want their content to keep working.In this episode, Katie covers:Why engagement is declining on Instagram, LinkedIn, and ThreadsWhy engagement is ticking up on platforms like TikTok, Pinterest, Facebook, and XHow social media became far more competitive than it was even a few years agoWhy recommendation algorithms changed the rules of the gameWhy LinkedIn can still be powerful even when engagement rates dipWhat Threads’ cooling engagement really tells us about platform maturityThe difference between vanity metrics and real marketing resultsWhy posting more is not the answer if your strategy is weakHow the Awareness to Action strategy helps create purpose-driven contentTimestamps[00:00:00] – Why Your Engagement Is Dropping [00:00:45] – The Data: What’s Actually Changing in 2025 [00:01:20] – Engagement Isn’t Dead (Here’s the Truth) [00:01:50] – Social Media Is More Competitive Than Ever [00:02:30] – Why Your Content Isn’t Getting Seen [00:03:10] – Algorithm Shift: You’re Competing With Everyone [00:04:00] – LinkedIn Engagement: What Really Matters Now [00:05:00] – Threads & Platform Hype Cycles Explained [00:05:50] – Why Engagement Metrics Can Be Misleading [00:06:40] – Vanity Metrics vs Real Business Results [00:07:05] – The Biggest Mistake Businesses Make [00:07:30] – What Actually Drives Engagement Today [00:08:00] – The 4 Post Strategy (Awareness → Action) [00:08:40] – Why Connection Beats Likes Every Time [00:09:10] – What to Do When Engagement Drops [00:09:40] – The One Question That Changes EverythingEngagement is not the goal. Trust, connection, and business outcomes are the goal. The businesses that succeed are not the ones chasing every algorithm shift. They are the ones building content systems that still create leads and opportunities, even when engagement fluctuates.If your engagement dropped tomorrow, would your content strategy still bring in leads? That’s the question that matters. And if you want help building a content strategy that creates visibility, trust, and business growth no matter what the algorithm does, that’s exactly what we do at Next Step Social.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/@MarketingTrendsNowInstagram: https://www.instagram.com/iamkatiebrinkley/

AI promised to save us time. Faster captions. Faster blogs. Faster videos. Faster everything. But if you’ve actually tried using AI in your business, you already know the truth: it doesn’t always feel faster.In this episode of Marketing Trends Now, Katie Brinkley breaks down the gap between the promise of AI and the reality many business owners are experiencing. Because while AI adoption is exploding, meaningful productivity gains are lagging behind. And the reason is simple: AI is not a strategy. It’s a tool.Katie unpacks where AI is actually useful, why so many entrepreneurs feel like it’s creating more work instead of less, and how to use it in a way that truly supports your marketing instead of cluttering it.In this episode, Katie covers:Why AI feels more complicated than promised for many business ownersThe difference between using AI as a shortcut vs. using it strategicallyWhere AI works well: research, brainstorming, and content repurposingWhy AI struggles with voice, nuance, and relationship-buildingThe real reason so many AI-generated captions still need heavy editingWhy strategy must come before any toolHow to use AI as a multiplier, not a replacementTimestamp:[00:00:00] – Is AI Actually Saving You Time?[00:00:45] – The Gap Between AI Hype vs Reality[00:01:30] – Why AI Without Strategy Creates More Work[00:02:10] – The Hidden Problem With AI Tools Today[00:03:00] – Why AI Content Still Needs Heavy Editing[00:03:40] – What AI Is Actually Good At (Use This Instead)[00:04:20] – Best Use Cases: Research & Content Repurposing[00:05:00] – The Biggest Mistake: Using AI Without a Plan[00:05:50] – Strategy First: Why Experts Win With AI[00:06:30] – AI as a Multiplier (Not a Replacement)[00:07:10] – The Real Goal: Better Strategy, Not More ContentThe businesses getting the most value from AI are not the ones using it to replace their thinking. They are the ones using it to speed up execution after they already know where they’re going.If you’ve been experimenting with AI but still feel like your content is taking too long — or sounding too generic — it may not be a tool problem. It may be a strategy problem. And that’s exactly what we help with at Next Step Social. From social media strategy to podcast production to full marketing intensives, we help you build the roadmap first so tools like AI can actually make your life easier.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/@MarketingTrendsNowInstagram: https://www.instagram.com/iamkatiebrinkley/

Have you ever opened your podcast dashboard, looked at your downloads, and immediately decided whether your show was a success—or a failure? You’re not alone. Most podcasters are judging their show using numbers they don’t actually understand, and it’s quietly wrecking their confidence and their strategy.In this episode, I break down what your podcast stats are really telling you, what they’re not telling you, and how to evaluate whether your show is working as a business asset—not just a piece of content.In this episode, you’ll learn:Why a “download” does not equal a listener—and what it actually measuresHow different platforms (your host, Spotify, Apple Podcasts) each tell you a different part of the storyWhy no single dashboard gives you the full picture of your audience behaviorThe three metrics that matter most for entrepreneurs: Listener retention, Completion rate and Subscriber growthWhy you don’t need thousands of listeners for your podcast to be successfulHow to ask better questions of your analytics: Which episodes spark DMs, shares, or client inquiries?Why a small, aligned audience of ideal clients is more powerful than a big, passive audienceTimestamp:00:00 – Why Podcasters Misinterpret Their Analytics01:05 – What a Podcast Download Actually Means02:20 – Why Podcast Data Comes From Multiple Platforms03:20 – The Problem With Relying Only on Downloads03:55 – The Metrics That Actually Matter04:05 – Listener Retention Explained04:25 – Completion Rate and Engagement04:45 – Why Subscribers Are Powerful LeadsThe next time you log into your stats, I want you to stop asking, “Are these numbers big enough?” and start asking, “Are the right people listening?” If you’re ready to launch or optimize a podcast that actually supports your business, that’s exactly what we do at Next Step Social. You can learn more at NextStepSocial.com.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/@MarketingTrendsNowInstagram: https://www.instagram.com/iamkatiebrinkley/

If you’re staring at your analytics thinking, “Something’s not working,” this episode is for you. Yes, engagement rates are down across all platforms. That’s real. But most entrepreneurs are trying to fix the wrong problem. They’re trying to fix engagement when they should be fixing positioning, audience alignment, and conversion pathways.In this solo episode, I walk you through what engagement benchmarks actually mean in 2026—and how to use that data without letting it derail your entire strategy.You’ll learn:Why engagement rates naturally compress as platforms matureWhy a 0.5 percent engagement rate today is not the same as it was three years agoWhy getting louder is not the same as getting clearerWhy not all engagement is equal (likes vs saves vs comments vs DMs)How algorithms now prioritize watch time, retention, relevance, and repeat interactionsThree things to track that matter far more than a single engagement numberTimestamps:00:00 Why Engagement Feels Broken00:56 Engagement Isn’t Revenue01:29 Platform Maturity and Rate Drops02:08 Stop Posting More Start Positioning03:18 Quality of Engagement Matters03:54 Algorithm Shift to Repeat Attention04:31 Reframe and Spot Misalignment05:15 Three Metrics That Matter06:00 Weekly Analytics Challenge06:46 Final Strategy and SendoffGo into your analytics this week not to panic, but to spot patterns. Which content attracts the right people and leads to real conversations? And if you want a strategy that prioritizes revenue over reactions, visit NextStepSocial.com.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/@MarketingTrendsNowInstagram: https://www.instagram.com/iamkatiebrinkley/

When you hear “industry benchmarks,” it sounds official and scientific—like there’s one magical engagement rate you’re supposed to hit to win. But here’s the truth: if you treat benchmarks like goals, they will quietly wreck your strategy.In this episode, I break down why most people use benchmarks the wrong way, how they turn into vanity metrics, and how to reframe them so they actually help you make smarter decisions in your business.What I cover in this episode:Why platform benchmarks are just averages, not targets for your businessThe hidden problem with chasing “ideal” engagement ratesHow benchmark-chasing leads to more posting, more burnout, and less impactWhat your real goal is (hint: it isn’t 3.7 percent engagement)Three things benchmarks actually are: direction, fuel for questions, and a reality checkA simple framework for using benchmarks alongside your own data and outcomesTimestamps:00:00 Introduction to Social Media Benchmarks00:33 The Misleading Nature of Benchmarks01:03 Understanding the Context of Benchmarks02:26 The Real Purpose of Benchmarks05:23 Strategic Use of Benchmarks06:36 Conclusion and Final ThoughtsBenchmarks are tools, not truth. This week, stop asking “Are we hitting industry averages?” and start asking “Is our content actually moving the needle on revenue?” If you want help turning the numbers into a strategy that works in real life, head to NextStepSocial.com and let’s build a plan around your business, not someone else’s average.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/channel/@rockymountainmarketingInstagram: https://www.instagram.com/iamkatiebrinkley/

What happens when the tool you use to think, plan, and create starts showing ads?In this solo episode, I break down OpenAI’s move to test ads inside ChatGPT for free and Go plan users, and what that really means for marketers, creators, and small business owners. This isn’t just another ad unit. This is the start of ads entering a high-intent, conversation-first environment.I’m not here to panic you or hype you up. I’m here to walk you through three things:What to watch forWhat to testWhat you can ignore completelyBecause the real story isn’t “ChatGPT has ads now.”The real story is where attention is moving next.Timestamps:00:00 Introduction: Ads in ChatGPT00:58 Initial Reactions and Concerns01:24 Understanding the Strategy Behind Ads02:09 Context and Clarity in Ads02:44 Trust and High-Intent Environments04:40 Testing and Positioning Your Brand05:34 Content and Platform Relationships06:54 What to Ignore and Final Thoughts08:22 Conclusion and ChallengeYour challenge this week is simple:If your ideal customer explained their problem out loud, would your brand sound like the answer?If not, that’s what you need to fix next. And if you want help tightening that strategy, aligning your content, and building visibility that actually converts, head to NextStepSocial.com.

In this episode of Marketing Trends Now, Katie Brinkley dives into Sprout Social’s 2026 Social Media Content Strategy Report and uncovers why most marketing strategies aren’t working. She breaks down the growing disconnect between what brands post and what audiences actually want, offering data-backed insights on platform selection, AI content use, and engagement practices.Top 5 Takeaways:More isn’t better. 87% of marketers want to expand platform presence, but audiences are focused on Facebook, Instagram, and YouTube.Audiences want connection—not more content. Responding to comments and creating original content matters more than trendy posts.AI is misused. Brands are overusing AI for production, while the real power lies in using it for content intelligence and audience insights.Engagement over presence. Being everywhere doesn't work if your audience isn’t there. Focus where your audience actually spends time.Your strategy should start with listening. Audit your platforms and use AI to uncover what your audience really wants to see from you.Timestamp:00:00 Introduction to Social Media Challenges00:30 Understanding the Social Media Landscape01:14 Key Findings from the 2026 Social Media Report02:54 The Importance of Engagement and Connection03:47 AI in Social Media Marketing04:37 Next Step Social's VIP Day05:25 Using AI for Content Intelligence06:49 Actionable Marketing Strategies for 202607:34 Final Thoughts and RecommendationsTired of posting into the void? Start aligning your content with your audience’s needs. Visit nextstepsocial.com to see how we help brands create content that connects—and converts.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/channel/@rockymountainmarketingInstagram: https://www.instagram.com/iamkatiebrinkley/

TikTok didn’t just roll out a new feature—it became a different company in the U.S.With a new ownership structure, data oversight, and a retrained algorithm, everything from your reach to your results could start shifting.This episode breaks down what’s actually changed, what to expect next, and how smart business owners can adapt their content strategy without spiraling or overcorrecting.What You’ll Learn:What the new TikTok USDS entity is (and who controls your data now)How algorithm retraining affects reach and discoveryWhy creators are cautious, but not leavingWhat you should do now to stay visible without burning outTimestamps:00:00 Introduction to TikTok's Major Update00:17 New Ownership and Data Oversight03:13 Impact on TikTok's Algorithm05:31 Creator Economy's Response06:18 Strategic Advice for Marketers07:46 Conclusion and Final ThoughtsIf your business depends on TikTok visibility, now’s the time to get proactive. Let’s talk about building a multi-platform strategy that keeps you visible—no matter how the algorithm shifts.Learn more about Katie and Next Step Social & Podcasting:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocial.com/Linkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/channel/@rockymountainmarketingInstagram: https://www.instagram.com/iamkatiebrinkley/