Scale & Strategy
This is Scale & Strategy, the PB&J of newsletters – we mix crypto news and laughs to make a tasty, snackable read.
(No crusts).
Here’s what we got for you today:
- The 6 Types of Evidence That Build Trust—and Drive Sales
- A New App Climbs the Charts, and TikTok’s Upgraded Video Editor
- Chatbots are driving major traffic—and there’s a handy new ChatGPT tool.
- Google Loses Search Market Share as Video Content Takes Over
The 6 Types of Evidence That Build Trust—and Drive Sales
When visitors arrive on your website, it’s tempting to shout from the rooftops about how amazing your brand is.
But here’s the thing: no one believes you if you’re the one saying it. After all, anyone can make a claim—proving it is what counts.
That’s why leveraging credible, external sources to build trust is essential.
1) Case Studies and Success Stories
Stories sell, and case studies work like magic for both B2C and B2B audiences.
Showcase how you’ve solved real problems. Link case studies to relevant pages on your site and frame them around the impact you delivered—not just the client’s name.
2) Third-Party Reviews
Nothing says “trust us” like glowing reviews from others.
Use badges or widgets from reputable review sites to highlight your star ratings. Place these prominently on high-traffic pages, ideally above the fold, to grab attention instantly.
3) Impact Metrics and Data
Numbers don’t lie.
Share measurable outcomes, like average project results or customer success rates. Create visual graphics to highlight key data points that align with your content.
Avoid vague claims—specific, tangible results always win.
4) Your Experience and Reach
Your track record speaks volumes.
If your brand has been around for years or has a wide-reaching presence, showcase it. A simple map showing your locations or stats about how many clients you’ve helped can make a big impact.
5) Customer Volume and Satisfaction
People trust proof in numbers.
Highlight how many satisfied customers you’ve served or projects you’ve completed. Pair stats with stories to bring the numbers to life—stories are far more persuasive than raw data alone.
6) Team Credentials
Your team is your backbone, so show them off.
Share credentials like years of experience or industry expertise. For example, the average tenure of your employees can signal stability and trustworthiness—because great people stick around at great companies.
Pro tip: Trust isn’t built by telling people you’re great. It’s built by showing them through credible evidence. Incorporate these elements strategically to convert visitors into loyal customers.
A New App Climbs the Charts, and TikTok’s Upgraded Video Editor
Is this a case of unintended consequences at play?
It seems so: A surprising new app is making waves at the top of the App Store.
Meet RedNote. With around 300M monthly users, this app is emerging as an alternative to TikTok.
While it’s primarily popular among Mandarin speakers, one American creator gained over 6,000 followers in just 24 hours and plans to keep using the platform—even if TikTok sticks around.
Could RedNote be the next must-have in your media mix? Only time will tell.
Still loyal to TikTok? You’re in luck: TikTok just rolled out updates to its Video Editor, offering advanced and beginner-friendly editing tools with a sleeker, more intuitive interface.
The editor now uses AI to suggest trending formats and templates, keeping your content fresh and relevant.
Use it while you can…
Chatbots are driving major traffic—and there’s a handy new ChatGPT tool.
AI isn’t just skimming for keywords anymore—it’s diving deep into context and storytelling.
And it’s paying off: Some brands are seeing huge traffic spikes from AI tools like ChatGPT and Gemini… but only if their content follows the AI playbook.
Take Viv, for example. When users began searching for safer tampon options, Viv published a blog post addressing the concern.
The result? A 400% traffic spike and a 436% sales boost—all from one well-timed post.
Why it worked: The content tackled a trending problem, provided a thoughtful solution, and subtly recommended their product. AI tools recognized its value and boosted it.
Could your brand replicate this success?
Speaking of ChatGPT, there’s a new feature you might want to check out: Tasks.
If you’re a Pro, Team, or Plus subscriber, Tasks lets you schedule reminders and future actions directly in your chat thread.
Whether you need a nudge to renew your car insurance or recurring reminders for daily tasks, this feature can handle it.
ChatGPT is evolving into a full-fledged personal assistant—for those willing to pay.
Useful if you rely heavily on AI but struggle to stay on top of your to-do list.
A Billion-Dollar Lawsuit… and Are Users Jumping Ship?
2014 wasn’t just the year Kim married Kanye—it also marked the beginning of a massive Meta controversy.
Here’s the scoop: Advertisers have accused Meta of inflating “potential reach” metrics by up to 400%. And this week, the US Supreme Court declined to hear Meta’s appeal, meaning the company could be on the hook for billions in compensation.
If you’ve advertised on Meta, you might want to keep an eye on this lawsuit—you could be part of the payout.
Meanwhile, Meta is facing another challenge: growing user dissatisfaction. Google Trends data shows the search query “How to permanently delete Facebook” recently hit its peak score of 100.
Why the exodus? Meta’s decision to replace third-party fact-checkers with Community Notes has sparked unease among users, prompting some to consider alternatives.
Though the backlash has cooled for now, it’s worth monitoring whether your audience follows through on their threats to leave.
Meta isn’t the only platform feeling the heat...
Google Loses Search Market Share as Video Content Takes Over
The search landscape is undergoing a seismic shift, and here are two trends you need to know:
Trend #1: Google’s dominance is fading.
For the first time in nearly a decade, Google’s search market share dipped below 90%—and it’s stayed there for the last three months of 2024.
Asia saw the sharpest declines, but even in the US, Google’s share dropped to just over 87% in December.
So who’s gaining ground? Bing, Yandex, and Yahoo have each chipped away at Google’s lead. Surprisingly, AI-powered search engines have yet to make a significant impact, according to Statcounter.
Trend #2: Video is replacing traditional search.
Publishers are pivoting hard to video platforms like YouTube and TikTok to engage audiences, especially amid concerns that AI-driven search could reduce web traffic.
Brands targeting younger demographics are leading this video-first revolution.
Still, as referral traffic from Facebook and X continues to decline, Google Discover is quietly emerging as a powerful referral source.
Is Google Search losing its crown for good? Only time will tell…
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