Not everything that trends online translates to results, but is it the platform or you? This week, we’re looking at why many in the print industry are losing faith in social media, how AI is quietly transforming marketing behind the scenes, and what the rise of new search tools means for your traffic.

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1. Doubts Grow Around Social Media Marketing

A recent Printweek survey reveals a growing doubt in the print industry about social media’s effectiveness as a marketing tool. The poll shows 63% of respondents think it’s “overrated” (a slight increase from 56% in 2018). Despite the social landscape’s dramatic changes – like TikTok’s rise and Twitter becoming X – Linkedin is still the industry’s preferred online hangout.

However, some argue the problem isn’t the platforms but how they’re being used. Marketing experts suggest many businesses simply aren’t strategically posting on social media, oftentimes focusing on self-promotion alone rather than connecting to the audience.

After all, businesses, according to Deborah Corn, founder of Girls Who Print and Print Media Centr, need to use their social channels to attract, educate, engage, and communicate with their audience.

What this means for you:

The print industry’s scepticism likely roots from lack of results. Instead of taking this news as a reason to ditch social media campaigns altogether, take this as an opportunity to examine your own marketing strategies and how you’re using your platforms.

If your posts aren’t reaching the right people or resulting in conversions, your message probably isn’t resonating with your audience. Instead of just promoting your business, recalibrate your strategy with audience-first messaging that educates and engages potential customers.

2. AI’s Marketing Role Expands Beyond Content Creation

AI may be best known for churning out words and visuals, but its quieter role behind the scenes may prove to be more influential. Beyond content generation, AI plays a big part in controlling your digital visibility through systems like Google Ads and ChatGPT, with algorithms that decide which businesses appear to potential customers.

For now, the best solution seems to be fighting AI with AI. Use the same technology to analyse your ad performance, optimise engagement strategies, or even get advice on how to use other AI tools. The way we see it, understanding AI is no longer just beneficial – it’s a non-negotiable.

What this means for you:

Marketing is no longer just about making yourself known to your target customers; it’s also about pleasing AI-run algorithms. Using AI analysis tools, study the factors that determine your business’s online visibility, understand what works with these systems, and don’t be afraid to ask the machines how to play by their rules.

3. New Search Tools Trigger Major Drop in Web Traffic

Artificial intelligence just might be the culprit behind your dwindling traffic numbers. According to research, around 60% of searches aren’t resulting in click-throughs anymore, as most users are satisfied with AI-generated responses that appear on top of search pages. This is bad news for anyone who depends on traffic from guides, tutorials, or keyword-optimised pages to drive business discovery.

Meanwhile, Google’s AI Overviews has physically displaced traditional links by up to 1,500 pixels – or roughly two full scrolls on desktop and three full scrolls on mobile – which has also resulted in low click-through rates.

That said, the few users who do click on links are far more likely to convert. However, AI has made it a little more difficult to earn said clicks.

What this means for you:

Welcome to a new reality, where you can’t rely on search clicks the way you used to and being seen means being quoted by AI algorithms. Don’t take up a defeatist attitude about this, though. Like what we’ve always said, write for your customers and AI.

Create content that answers real questions clearly and thoroughly – enough that an AI might quote you, not just list you. Forget keyword stuffing; aim for relevance, authority, and clarity. The better your content, the higher your odds of appearing in that coveted AI summary box.

In 2025, success depends on what AI recognises as “the best answer,” and it’s not necessarily the most optimised one.

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