Instagram content becomes searchable on Google | The Paid Social Marketer Newsletter

Plus, Ad Business Growth at X Under Linda Yaccarino's Leadership

Author

Zihan Lyu
July 10, 2025 • Estimated Reading Time: 6 minutes

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Welcome to The Paid Social Marketer, your essential newsletter for social media marketers and eCommerce professionals.

Editor’s Pick 🌟

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

Sector Spotlight 🎥

Linda Yaccarino's brief tenure as CEO at X saw a notable recovery in ad spending, growing by 62% year-over-year in the U.S. by mid-2025, thanks to efforts in brand safety and legal actions. Her departure leaves X in a precarious position, as reliance on advertising remains crucial amidst attempts to diversify revenue streams. Marketers should note the potential volatility in X's strategy, impacting future campaign planning.

SEARCHABLE INSTAGRAM CONTENT

Instagram's new update, effective July 10, 2025, allows public content from professional accounts to appear in Google search results, broadening reach beyond the platform. This change presents marketing professionals with opportunities to enhance content visibility and optimize for search relevance, necessitating advanced analytics tools to track performance across both search and social metrics.

SOCIAL ECOMMERCE

Social eCommerce faces a trust gap, with security and payment concerns hindering consumer adoption despite business enthusiasm. Retailers must prioritize building trust by ensuring clear return policies, responsive engagement, and secure payment methods. Addressing these issues can help capitalize on the trillion-dollar potential forecasted by 2028.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.

ClickZ is a ClickZ Media publication in the DTC eCommerce division