Content, Briefly Chasing Shiny Objects
Mar 25, 2026
A lively chat about spotting marketing fads versus real opportunities. They dissect Reddit’s sudden drop in AI value and revisit past hype cycles like Clubhouse and Snapchat. Practical tactics for testing trends, managing leadership pressure, and watching competitors are highlighted. The conversation closes on prioritizing owned channels and evergreen content over platform-specific shiny objects.
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Reddit Hype For AEO Collapsed Quickly
- Reddit was hyped as essential for AI search (AEO) until citations in GPT dropped 80% almost overnight.
- Ty Magnin's LinkedIn post triggered a wave of short-lived Reddit strategies and consultancies that rushed in during that period.
A Decade Of Fads From Voice Search To Mastodon
- Eric recalled past marketing fads like voice search, Snapchat, Clubhouse, and Mastodon that fizzled or never fit B2B.
- He used these examples to show how teams repeatedly chase new platforms that often don't become viable channels.
Run Low Risk Experiments Before Big Shifts
- Test new tactics with low-risk experiments like hiring a consultant or running a small trial before shifting your entire strategy.
- Avoid wholesale moves such as stopping core content to chase a single channel like Reddit comments.