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.

• Why AI feels more complicated than promised for many business owners
• The difference between using AI as a shortcut vs. using it strategically
• Where AI works well: research, brainstorming, and content repurposing
• Why AI struggles with voice, nuance, and relationship-building
• The real reason so many AI-generated captions still need heavy editing
• Why strategy must come before any tool
• How to use AI as a multiplier, not a replacement

[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 Content

The 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/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

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 measures
• How different platforms (your host, Spotify, Apple Podcasts) each tell you a different part of the story
• Why no single dashboard gives you the full picture of your audience behavior
• The three metrics that matter most for entrepreneurs: Listener retention, Completion rate and Subscriber growth
• Why you don’t need thousands of listeners for your podcast to be successful
• How 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 audience

Timestamp:

00:00 – Why Podcasters Misinterpret Their Analytics

01:05 – What a Podcast Download Actually Means

02:20 – Why Podcast Data Comes From Multiple Platforms

03:20 – The Problem With Relying Only on Downloads

03:55 – The Metrics That Actually Matter

04:05 – Listener Retention Explained

04:25 – Completion Rate and Engagement

04:45 – Why Subscribers Are Powerful Leads

The 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/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

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 mature
• Why a 0.5 percent engagement rate today is not the same as it was three years ago
• Why getting louder is not the same as getting clearer
• Why not all engagement is equal (likes vs saves vs comments vs DMs)
• How algorithms now prioritize watch time, retention, relevance, and repeat interactions
• Three things to track that matter far more than a single engagement number

Timestamps:

00:00 Why Engagement Feels Broken

00:56 Engagement Isn’t Revenue

01:29 Platform Maturity and Rate Drops

02:08 Stop Posting More Start Positioning

03:18 Quality of Engagement Matters

03:54 Algorithm Shift to Repeat Attention

04:31 Reframe and Spot Misalignment

05:15 Three Metrics That Matter

06:00 Weekly Analytics Challenge

06:46 Final Strategy and Sendoff

Go 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/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

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 business
• The hidden problem with chasing “ideal” engagement rates
• How benchmark-chasing leads to more posting, more burnout, and less impact
• What your real goal is (hint: it isn’t 3.7 percent engagement)
• Three things benchmarks actually are: direction, fuel for questions, and a reality check
• A simple framework for using benchmarks alongside your own data and outcomes

Timestamps:

00:00 Introduction to Social Media Benchmarks

00:33 The Misleading Nature of Benchmarks

01:03 Understanding the Context of Benchmarks

02:26 The Real Purpose of Benchmarks

05:23 Strategic Use of Benchmarks

06:36 Conclusion and Final Thoughts

Benchmarks 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/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

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:

1. What to watch for
2. What to test
3. What you can ignore completely

Because the real story isn’t “ChatGPT has ads now.”

The real story is where attention is moving next.

Timestamps:

00:00 Introduction: Ads in ChatGPT

00:58 Initial Reactions and Concerns

01:24 Understanding the Strategy Behind Ads

02:09 Context and Clarity in Ads

02:44 Trust and High-Intent Environments

04:40 Testing and Positioning Your Brand

05:34 Content and Platform Relationships

06:54 What to Ignore and Final Thoughts

08:22 Conclusion and Challenge

Your 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.

Hosted on Acast. See acast.com/privacy for more information.

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:

1. More isn’t better. 87% of marketers want to expand platform presence, but audiences are focused on Facebook, Instagram, and YouTube.
2. Audiences want connection—not more content. Responding to comments and creating original content matters more than trendy posts.
3. AI is misused. Brands are overusing AI for production, while the real power lies in using it for content intelligence and audience insights.
4. Engagement over presence. Being everywhere doesn't work if your audience isn’t there. Focus where your audience actually spends time.
5. 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 Challenges

00:30 Understanding the Social Media Landscape

01:14 Key Findings from the 2026 Social Media Report

02:54 The Importance of Engagement and Connection

03:47 AI in Social Media Marketing

04:37 Next Step Social's VIP Day

05:25 Using AI for Content Intelligence

06:49 Actionable Marketing Strategies for 2026

07:34 Final Thoughts and Recommendations

Tired 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/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

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 discovery
• Why creators are cautious, but not leaving
• What you should do now to stay visible without burning out

Timestamps:

00:00 Introduction to TikTok's Major Update

00:17 New Ownership and Data Oversight

03:13 Impact on TikTok's Algorithm

05:31 Creator Economy's Response

06:18 Strategic Advice for Marketers

07:46 Conclusion and Final Thoughts

If 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/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

Hosted on Acast. See acast.com/privacy for more information.

Instagram just rolled out a small-looking pop-up that signals a much bigger shift: Meta is letting users train the algorithm — and if you run ads, this changes everything.

In this solo episode, I break down what this update means for your targeting, your ad creative, and your conversion rates moving forward.

• What Instagram’s new “interest selection” prompt actually means
• How Meta is combining AI + user signals to replace third-party data
• Why this shift will punish generic ad creative
• What message-market match really looks like in 2026
• How small businesses can win by being specific and strategic

Timestamps:

00:00 Introduction to Personalized Ads

01:17 Instagram's New Pop-Up: A Game Changer

02:10 Meta's Strategic Shift Towards AI

04:20 Implications for Advertisers

06:09 Actionable Steps for Your Ad Strategy

06:53 Conclusion: Embrace the Change

Running ads that aren’t converting like they used to? Don’t panic. Pivot. Let’s talk about how to align your messaging, creative, and audience targeting so Meta works for you — not against you.

Instagram ads 2026, Meta ad targeting, Facebook ad changes, AI-powered ads, user-selected interests, message-market match, paid strategy 2026, Katie Brinkley, Next Step Social, Marketing Trends Now

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://www.nextstepsocial.com/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Facebook: https://www.facebook.com/groups/marketingtrendsnow/

Hosted on Acast. See acast.com/privacy for more information.

Podcasting just entered the Hollywood chat — literally.

In 2026, the Golden Globes awarded “Best Podcast of the Year” for the first time ever. But this moment isn’t just about celebrity winners. It’s about what this means for trust, credibility, and content marketing moving forward.

In this episode, we cover:

• Why this award changes how podcasting is perceived by brands and audiences
• The ripple effect this creates for business owners and thought leaders
• Why podcasting is no longer a “side project” — it’s a legitimate owned media strategy
• How to know if podcasting should be part of your marketing mix in 2026

Timestamps:

00:00 Podcasting Joins Hollywood's Inner Circle

00:29 Why This Matters for Your Business

00:35 Welcome to Marketing Trends

00:57 Golden Globes Recognizes Podcasts

03:33 Impact on Entrepreneurs and Creators

06:39 Strategic Moves for Your Business

08:14 The Power of Podcasting

09:13 Join Our Webinar

09:52 Stay Connected and Subscribe

If this episode sparked something for you, check out our upcoming webinar:

Get Visible, Get Leads, and Grow Your Practice with a Binge-Worthy Podcast System

https://www.nextstepsocial.com/free-training

Or just DM me — I’d love to talk about how podcasting can serve your business this year.

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://www.nextstepsocial.com/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Facebook: https://www.facebook.com/groups/marketingtrendsnow/

Hosted on Acast. See acast.com/privacy for more information.

YouTube is quietly testing something that feels very not YouTube: image carousels inside the Shorts feed. But this isn’t just a feature drop — it’s a signal.

This solo episode breaks down why this small test could reshape how you use YouTube, and how it ties into a bigger trend: every platform becoming… the same.

• YouTube is testing swipeable photo posts (up to 10 images) inside Shorts
• Why this mirrors Instagram carousels and TikTok photo posts
• What makes carousel content effective on other platforms
• The risk of using the same format without adjusting your strategy
• A reminder: strategy always wins over format

Timestamps:

00:00 YouTube's Surprising New Feature

00:32 Introduction to Marketing Trends

00:52 YouTube's Image Carousel Test

01:49 The Bigger Picture: Platform Convergence

04:53 How Carousels Perform on Different Platforms

07:02 Implications for YouTube Creators

08:24 Strategic Takeaways and Conclusion

Not sure how to pivot your content strategy across platforms? That’s exactly what we help with at Next Step Social. Let’s make sure your content converts — wherever it shows up.

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://yournextstep.agency/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/@MarketingTrendsNow

Instagram: https://www.instagram.com/iamkatiebrinkley/

Facebook: https://www.facebook.com/groups/marketingtrendsnow/

Hosted on Acast. See acast.com/privacy for more information.