• Referral traffic from social media mainstays is way down – could video be the answer?
• Time spent on social media phone apps is up, suggesting in-app marketing strategies.
• Popular digital marketing platform HubSpot traffic collapses after Google changes.
• TikTok social media drama takes another strange turn with search bans and more.
• ChatGPT holds 4.3% of the search market, chipping away at Google’s dominance.

Declining Referral Traffic on Social Platforms Driving More Businesses to Video Content

Recent research shows traffic from Facebook and “X” (formerly Twitter) links has declined sharply over the last two years. Facebook traffic to news and media properties fell just over two-thirds (67%). The same category of traffic on X is down by half.

Although the biggest impact has been on news websites, businesses and e-commerce properties are affected. Business leaders are moving to make up for the continued shortfall in organic reach, using video as a way to drive engagement and get attention to their content.

What does it mean? Large publishers serve as the “canary in the coal mine” for digital marketing trends’ effects on businesses. These platforms are reinvesting their content marketing spend into YouTube, with about 52% of those surveyed planning to boost video marketing. Mid-sized, service-based businesses should follow suit.

Social Media Phone Apps Are Taking Attention Away from Traditional Traffic Sources

Although it isn’t as easy as it used to be to employ social media as part of your marketing strategy, there is one bright spot: more people are spending time on social media phone apps.

A recent report shows in-app purchase revenue up 12% and U.S. user time spent up 17%. Overall, U.S. users surveyed are spending nearly 6% more time on their phones than they did in 2024. Sensor Tower suggests a continued shift to mobile will lead to $233 billion in-app spending by 2026.

What does it mean? As a desktop experience, social media might be underperforming compared to previous years. But if you focus on in-app advertising and mobile-friendly collateral, you create opportunities to capture attention where your customers are. Your digital marketing agency partner can help.

Hubspot Losing Dominant Position in Digital Marketing Search Thanks to Google

Hubspot is a well-known name in the digital marketing world, providing a platform that helps digital marketers at all levels deliver content for their customers. As 2025 rolls on, Hubspot properties saw a marked decline in traffic – from about 13.5 million monthly visits to 8.6 million and below – due to Google’s algorithm changes.

What happened? Most affected by the shift were Hubspot’s articles on search engine optimization and other digital marketing topics. Analyzing the drop, we’ve discovered Google is refining how much search “clout” it lets websites gather when they publish content not related to the core mission of their company.

What does it mean? Hubspot’s fate is an instructive case for service-based businesses. It’s more important than ever to ensure that your marketing strategy is built on a foundation of digital marketing content that expresses your expertise. “Tangential” content is now less likely than ever to get views.

TikTok Uncertainty Reveals Weakness in Platform’s Suitability for Most Businesses

Almost everyone knows that TikTok is clinging to U.S. operations after a stormy few months.

What you might not have noticed is this: following a 5000% uptick in searches for alternative apps, TikTok itself was noted to ban searches for alternative platforms from within the app. That’s right: Users on TikTok couldn’t search for “alternatives to TikTok” from inside TikTok, even as the app’s fate is still in doubt.

What does it mean? The TikTok drama isn’t over yet. It is still illegal for U.S. companies to maintain, distribute, or update TikTok. That remains true even during the 75-day extension on the app’s total ban. If you’re one of the business leaders eyeing short-form video, consult your digital marketing vendor for TikTok alternatives.

Experts Estimate ChatGPT Could Reach Parity with Google’s Share of the Search Market in Four Years

Four years might seem like a long time, but it’s a blink of an eye for Google, which has led the pack in search engine technology since the late 1990s. A recent analysis suggested ChatGPT’s search share is growing about 13% YOY, enabling it to catch up to Google in about four years.

What does it mean? Optimization for AI agent search is becoming crucial to success faster than many digital marketers anticipated. Be sure your digital marketing vendor has a strategy to keep you ahead of the curve as the search landscape changes.

Contact New York Ave today to put the latest trends to work for your business.