Scale & Strategy
This is Scale & Strategy. Our love language is gift-giving (and they come in the form of business insights).
Here’s what we got for you today:
- Anthropic Adds Web Search to Claude, Closing the Gap with Competitors
- Running Meta Video Ads? Here’s When to Ditch “Rewarded Video”
- Social Media Posting & Engagement Tips for 2025
Anthropic Adds Web Search to Claude, Closing the Gap with Competitors
Anthropic just gave Claude a major upgrade—real-time web search. This puts it on par with competitors like ChatGPT and Gemini, which have long offered internet access.
What’s New?
- Integrated Web Search: Claude 3.7 Sonnet now automatically decides when to search the internet for the most current and accurate information.
- Cited Sources: Claude provides direct citations, making it easier to verify sources and fact-check responses.
- Availability: The feature is live for all paid users in the U.S., with plans to expand internationally and to free-tier users soon.
- How to Enable: Users can toggle on ‘Web Search’ in their profile settings to access the feature.
Why It Matters
Claude’s lack of web access was a glaring weakness, especially given that competitors have had it for a while. But now that it’s online, Anthropic’s models—already among the most capable—could pose a serious threat to search-focused AI tools like Perplexity.
Running Meta Video Ads? Here’s When to Ditch “Rewarded Video”
Are your video ad metrics telling the full story?
Top-of-funnel optimization can be misleading if you don’t check your settings—especially when Rewarded Video is enabled.
The Issue: Inflated Metrics
Take Jon Loomer’s experience:
- He ran a video ad campaign and saw 665 ThruPlay views—but only 526 unique people reached.
- At first glance, you might think users watched the video multiple times.
- But 98% of views came from Rewarded Video ads—where users watch ads in exchange for virtual perks.
The problem? These viewers weren’t engaging with the content. They just wanted the reward, making the numbers look good without delivering real value.
What Should You Do?
- If you’re optimizing for ThruPlay views, consider removing Rewarded Video placements in your campaign settings.
- Leaving it on can artificially inflate metrics without contributing to your business goals.
- Meta enables this by default, so double-check your settings before launching a campaign.
If you want real engagement, focus on placements that actually matter.
Social Media Posting & Engagement Tips for 2025
Hootsuite and Buffer recently analyzed the state of social media this year. We pulled out the key takeaways so you don’t have to.
1) X: High Risk, High Reward
- Best time to post: 10 AM–1 PM (Mondays & Tuesdays)
- Engagement is unpredictable—most posts flop, but some go viral.
- Prioritize highly shareable content, especially for real-time events.
2) Instagram: Speed Matters
- Best time to post: 3 PM–7 PM (Mondays, Tuesdays, Thursdays)
- Fast engagement boosts visibility—posts that perform early get favored by the algorithm.
- Brands should post in the morning, while evenings work better for personal accounts.
3) Threads: Community Over Virality
- Best time to post: 8 AM PST (Tuesdays)
- More predictable engagement than X—rewards consistent posting and conversation-driven content.
4) Facebook: Long Sessions, Multiple Visits
- Best time to post: 5 AM (Tuesdays)
- Users check in multiple times a day and stay longer than on other platforms.
- Posting at the right time matters, especially across different time zones.
5) Bluesky: Niche and Community-Driven
- Engagement is low but steady—built for deep discussions, not viral content.
- Growth is slow, so don’t expect rapid scaling.
6) TikTok: Patience Pays Off
- Best time to post: 3 PM (Thursdays)
- The algorithm takes time to understand your content—don’t delete underperforming posts too soon.
7) LinkedIn: Mornings Still Matter—But So Do Afternoons
- Best time to post: 8 AM–9 AM (Tuesdays & Wednesdays)
- People read in the morning but engage with video in the afternoon.
8) Pinterest: SEO-Driven, Not Timing-Dependent
- Best time to post: 12 PM PST (Tuesdays & Fridays)
- Keywords matter more than timing—optimize captions and profiles for search.
These are general guidelines—test and tweak to find what works best for your audience.
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