The social media game is changing. Forget chasing likes and prioritizing broad reach—success now comes from cultivating communities that truly care. J/PR’s newest report shows how AI and smart social SEO help brands connect with the right people and drive meaningful impact. Check out a few key insights below, then click here to access the full report.

Gen AI: AI for Content Discovery & Organic Engagement

The Next Generation: Gen AI

• 62% of consumers now trust AI to guide their brand decisions, putting it on par with traditional search.
• Over 55% of Gen Z uses generative AI for travel and other decisionmaking.
• Over 60% of searches in the US now end without a click due to AI summaries and overviews.

A New Generation of Social Search

While content remains your best advertisement, its success is now determined by a dual focus: how well it's optimized for AI-driven algorithms and how effectively it connects with the human audience it ultimately reaches. This is vital as social media becomes a primary search engine for discovery.

• 75% of travelers say social influences their destination choice 
• 50% of millennials look to social vs. a search engine to research a hotel or destination

I Got A Text Text-Overlay: A Trend Made for A "Sound-Off, Scroll-First" Audience

The Power of Text

Text overlays on social media posts are highly shareable because they cater to the modern attention spans.

By immediately conveying the core message through text on an image or video, they grab attention and provide instant clarity, preventing a viewer from scrolling past. This makes content more accessible, particularly for those with hearing impairments or for anyone watching in a noisy environment. The benefits extend beyond initial engagement; text overlays can reinforce brand identity through consistent fonts and colors, highlight key takeaways, and incorporate clear calls to action, all of which encourage viewers to save, comment on, and ultimately share the content with their own networks.

The New ROI: Return on Influence - Why Human Ambassadors Are More Important Than Ever

The End of One-offs 

The era of simply offering one-off hosted stays in exchange for content is behind us. Due to the rise of AI summaries and a greater desire to understand the full return on investment, we recognize that our audience is savvier than ever. They want authentic relationships with their favorite creators and are more likely to support partners who provide genuine value, making a simple hosted stay that's "one and done" an outdated transaction. Deliverables should go beyond Instagram and Facebook posts, embracing platforms like TikTok, YouTube, podcasts, and Substack to ensure our message resonates across different mediums and audiences. 

Influencers as Stakeholders 

For this reason, we are strategically aligning with creators as stakeholders. We are increasingly using rate codes, tracking links, and offering shared revenue on bookings generated as a result of their stay. This not only incentivizes creators to post in a way that truly excites their audience but also ensures they are compensated for their time and influence, because as we know, free trips don't pay the bills.

Trends We’re Loving Lately

In Case You Missed it

• TikTok now allows users to book hotels directly in-app, with a new commission program to incentivize creators for bookings.
• Instagram launched a Repost button for public Reels and feed posts, with a new dedicated tab on profiles. This comes as the CEO confirms hashtags no longer guarantee reach as it once did.
• YouTube Shorts has launched new features, including member-only content.

Learn more in the full report here.