The digital landscape is shifting—fast. Artificial intelligence (AI) is changing how consumers find and interact with brands, and the strategies that once worked for search and social media are rapidly becoming obsolete.

For CMOs, this presents both a challenge and an opportunity. Will you proactively adapt to AI-driven discoverability, or will you wait until your competitors define the playing field?

In a recent episode of Tunheim’s Being Understood Podcast, David Erickson, Senior Director of AI & Emerging Technology, shared how AI is transforming digital discoverability—and what brands need to do to stay ahead. This blog breaks down key insights from the episode and outlines how CMOs can take control of their brand’s future before AI leaves them behind.

The AI Disruption in Search and Social

Traditional SEO and Social Strategies Are Losing Ground

For years, brands have relied on search engine optimization (SEO) and social media marketing to drive discoverability. But as David Erickson points out, AI-driven changes are making these strategies less effective. 

• Zero-Click Search: “Google has, over time, created Instant Answers… so there’s no need to click,” Erickson explains. Search engines are now serving up direct answers, reducing the number of people clicking through to brand websites. 
• Social Media’s “Link Penalty”: Platforms like Facebook prioritize native content (videos, images) over links. “Facebook… all the other social channels, really, are doing the same thing… they’re trying to keep you on their platform.” 

This means that simply ranking high in Google search or posting links on social media is no longer enough. Brands must rethink how they appear across these digital ecosystems. 

AI-Powered Search Assistants Are Changing Discoverability

Beyond traditional search, AI-powered assistants like ChatGPT, Google Gemini, and Microsoft Copilot are becoming key sources of consumer information. “OpenAI… released what’s called a multi-modal model, where you can talk to it and it’ll talk back naturally,” Erickson explains. 

This shift means that AI isn’t just indexing content—it’s actively choosing what information to surface. Brands that fail to align their content with AI’s needs risk being left out of these new discovery channels entirely. 

How CMOs Can Take Back Control

1. Position Your Brand as an AI-Ready Authority

AI models prioritize reliable, high-quality sources of information. Erickson highlights Google’s E.E.A.T. framework—Expertise, Experience, Authoritativeness, and Trustworthiness—as key to AI-driven search. 

“Google has an acronym… for good content… Expertise, Experience, Authoritativeness, and Trustworthiness,” Erickson explains. Brands need to demonstrate credibility through well-structured, fact-based content if they want to be surfaced by AI-driven platforms. 

2. Shift Your Content Strategy from Clicks to Engagement 

Since search and social platforms now discourage external links, brands must focus on engagement-first content that thrives within each ecosystem.

• Use native content—videos, carousels, and interactive posts—to boost organic reach.
• Build thought leadership through long-form articles, reports, and podcasts that establish your brand as a trusted industry resource.
• Leverage conversational AI strategies to ensure your brand’s voice is represented in AI-driven search results. 

3. Conduct an AI Brand Audit

One of the most actionable steps CMOs can take today is an AI brand audit—a systematic review of how AI perceives and presents their brand across search, social, and conversational platforms. 

Key questions to consider: 

• How does AI summarize your brand? 
• What sources is AI pulling information from? 
• Are your competitors better positioned in AI-driven search results? 

Understanding these insights allows CMOs to proactively shape their brand’s AI presence rather than leaving it up to chance. 

4. Adapt SEO for AI Discoverability

Traditional SEO must evolve. Instead of focusing purely on keywords and backlinks, brands should:

• Structure content for AI-friendly indexing (clear headings, concise summaries, authoritative citations). 
• Use structured data markup to help AI interpret and prioritize content. 
• Ensure factual accuracy—AI models prioritize well-sourced, verifiable information. 

Act Now—Before Your Brand Gets Left Behind

AI is already changing how consumers find and interact with brands. Don’t let yours get left behind.

As Erickson warns, “The challenge of discoverability is not going away. It’s only going to get tougher… the best way to build a true competitive edge is to really jump on this now.”

AI is reshaping discoverability. Will you lead or follow?

Take Action Today

Schedule a call with Tunheim’s AI and digital strategy experts to assess your brand’s AI discoverability and ensure you remain a top source for both search engines and AI-driven platforms.

Don’t wait—position your brand for the AI-driven future now.

How do you pick the right influencer to represent and promote your company or brand? There are so many different kinds of influencers: Food influencers, B2B influencers, and even granfluencers. You may be thinking: surely there is one out there that is right for me.

It’s clear that influencers are not one-size fits all. One might be interested in your brand but has the wrong audience. Another might have the right audience but isn’t prominent or active on your ideal platform. So, what’s the secret?

While the process for finding the right influencer can be VERY time consuming, seeking support from an experienced agency like Tunheim can lift that burden. We have the keys to finding the perfect influencer, why you should invest in them, and our process overview.

Why Invest in Influencers?

Influencers aren’t just advertisers of your product or service. They serve as knowledge bases in particular niche categories, which can help your company achieve greater authority, credibility, and authenticity.

According to Pew Research, 30% of U.S. adults say that influencers have informed their buying decisions, and that number increases to 53% when only looking at users who follow the influencers’ accounts. Half of the women that were surveyed reported that they bought a product promoted by an influencer.

The reason is obvious: most people are more likely to make a purchase if it is promoted by a person they know and trust or someone who appears to be just like them. Influencers can humanize your brand and demonstrate that a real person enjoys your product or service.

Plus, being a social media manager (SSM) is hard. Creating TikToks and Instagram Reels can take hours, and the average SSM can churn out one or two in a workday. Delegating creative to a professional will save you time and resources. Not to mention, influencers can help you reach a wider range of untapped audiences through their built-in fanbase.

All of this culminates in 11x the ROI compared traditional media. The benefits are clear, but you still have to identify the right influencer for your business.

Niche and Reach: Unlocking Influencer Marketing Secrets

Say it with me: niche and reach. These are the two fundamental rules to consider in your influencer search. Niche considers the subject-matter the influencer tends to focus on, while reach measures the number of followers they have as well as the level of engagement they earn. Identifying your niche and a fitting reach is the first step toward building your influencer strategy.

How will you measure the success of your campaign? Are you looking to get your message in front of as many people as possible? Find an influencer with a high follower count. Looking to create as many conversions as possible? Check out small influencers.

As it turns out, micro- and nano-influencers typically create more conversions. Their lower follower counts means they can invest in creating a tighter knit community, resulting in up to 60% more engagement which correlates to producing more conversions. And they likely won’t come with the steep fees of hiring a mega-influencer.  However, they may be much more niche.

Narrowing down your niche and reach will help you decide who to target. Here are some tips for narrowing your parameters:

1. Determine your goals – What do you want to accomplish, and how could an influencer help you achieve your goals? Don’t go in blind. Everything is better with a plan.
2. Define your audience – Who needs to hear your message? Your key audience will determine where you will go in search of influencers.
3. Choose your platform – Are you looking to target women? 60% of Instagram users are women. Looking to target a more mature demographic like Gen Xers? Try Facebook. Demographics vary greatly by platform.
4. Start your search – One of the easiest ways to find influencers is by using hashtags. Search for a hashtag that is related to your industry on your desired platform. You might also search for trending content or analyze your competitors’
5. Determine influencer relevancy – Are you relevant to the influencer’s audience? And conversely, is the influencer relevant to your audience? The influencer should align with your goals and values. At the same time, your product and message should resonate with their audience.
6. Examine for harmful content to your brand – Do you want to remain politically neutral? Examine the influencer’s account for any political posts, or any other content that goes against your brand’s values before you decide to partner with them.
7. Confirm legitimacy – Some accounts are fake. Make sure the influencer has plenty of posts and authentic content. If the account has significantly fewer followers than accounts it is following, this is a red flag.

Our best piece of advice when finding the right influencer to work with is to work with someone who is responsive, follows your contract and has the right voice to match your brand personality.

Providing Your Pitch

Once you have found a few potential candidates, reach out and provide your pitch. Tunheim has a particular process that we follow with our clients when pitching influencers.

Most often, Tunheim uses a digital tool with a database of influencers and the means to reach out to them. We search the database, pick out several influencers that align with the client’s goals and values, and present them to the client.

Next, we work together to whittle down the list. Once the desired influencer(s) are determined, Tunheim will draft a pitch that shares the campaign overview, timeline, and requests such as number/cadence of posts.

After we send the pitch, Tunheim will request an influencer’s media kit with more information on their audience and a quote for pricing. If the client and influencer agree on terms, they will sign a contract.

If you sign a contract, make sure to manage your relationship with every influencer you work with and check in regularly, as this can ensure you keep the collaboration going.

As part of the contract, if the client is selling a product, they will send the influencer the product in order to post about it as part of the contract as we have done with the Salted Nut Roll, for example.

If the client is selling a service or spreading a message, they will pay the influencer to talk about it rather than send a product, which we continue to do with Accra Homecare.

Another option is to skip the pitching process and send a gift with products to influencers with the expectation that they will post about it, which Tunheim has done with Mott50 swimsuits.

And finally, don’t forget to have them disclose any sponsored material!

Tunheim has partnered several clients with influencers to enhance their brand personality and help our clients be better understood by their key audiences. Reach out today to learn more about our influencer marketing expertise.

Here’s a trend you may have never heard of: Granfluencers.

Personally, I think it makes more sense to call them grandfluencers, but I digress. You may have deduced from the name that these are elderly influencers. Before you make any judgement calls, you should hear where this is going.

There are granfluencers with millions, that’s right, millions of followers on social media. Marketers can take advantage of this trend and partner with a granfluencer that may help them reach a broader age demographic.

While those aged 18 to 24 make up 42% of TikTok’s age demographic, we’d be remiss to acknowledge the growing mature presence on social platforms.

Move over Gen Z, because Baby Boomers are stealing the show.

Why You Should be Investing in Granfluencers

Imagine it is 2070. Gen Z is in their mid-late 60s. Now consider this: is Gen Z still going to be watching the latest and greatest influencers of the youth generation, or are they going to be following people they either grew up watching or are around their age? For most, it won’t be the former.

95% of U.S. adults aged 18-49 owned a smartphone in 2021, while only 61% of those aged 65 and older do. This is a large discrepancy that will decrease over time especially as Gen X reaches retirement age (83% aged 50-64 said they owned a smartphone). The same will be true for social media.

As generations that are more adept with technology age into seniority, there will be a much larger digital market for older generations. Granfluencers will therefore be in higher demand as time goes on.

Most Boomers are not watching Granny Jo (that’s a name I made up) on TikTok; they’re still watching Wheel of Fortune at 5pm (not a dig on Wheel of Fortune). But you can guarantee that Gen Alpha will still be following Mr. Beast (who is real) wherever he is in 50 years.

There is also significant untapped potential in the market for older generations. Boomers control about 53% of our nation’s wealth and 70% of its disposable income. Yet this huge group is often overlooked.

Why? Marketers want to attract what’s cool and modern; the people who are driving the trends. Millennials held that spot for a while, but now the torch is being passed to Gen Z. Meanwhile, Boomers feel nobody is speaking to them, even though they are sitting on money.

Younger generations may be sharing things online, but Boomers are the ones who are buying those things. Not only can granfluencers be used to reach those older markets, they also have wider age appeal.

Trending Granfluencers

There’s no need to wait for the current youth to get old and gray though, there are plenty of granfluencers to get in touch with right now. Here are some we think you should check out.

1. Iris Apfel – A 101-year-old businesswoman turned fashion model at the age of 96 who originally got her start as an interior designer. Refusing to retire, her Instagram account is now where she shows off her style to almost 3 million followers.
2. The Old Gays – This is a group of four hilarious retired men in California. With a whopping 11 million followers on TikTok, The Old Gays have massive appeal and comedic value among the LGBTQ community.
3. Barbara “Babs” Costello – Trying to cure her boredom during the pandemic, Babs was encouraged by her daughter to post a cooking video. She now has about 3 million followers on both TikTok and Instagram and even earned a spot on Good Morning America thanks to her viral recipes.
4. Lillian Droniak – Whether you are looking for some dating advice from a woman of experience or just looking for a laugh, 93-year-old Grandma Droniak often jokes about the follies of getting older to her 10.3 million followers on TikTok.
5. Charlotte Simpson – Also known as The Traveling Black Widow, Charlotte is a micro granfluencer who began travelling and sharing her experiences on Instagram after the passing of her husband.

Being able to model at the age of 100 is astounding, but we’ve underestimated older generations for a long time. Clearly there is a market for content from older generations.

The Real OG Granfluencer

There are so many modern granfluencers that would like to claim that they are the original granfluencer, the first, the OG. These youngins are unaware of the real OG granfluencer: Betty White.

While Betty never had a TikTok account or ever uttered the word “bussin’,” she touched the lives of all age groups. She was a granfluencer before granfluencers were cool.

In September 2011, Betty appeared in a music video for a song called “I’m Still Hot” by Luciana, a British singer. The song was a part of a social media campaign to build awareness about life insurance settlements. It was broadcast on Good Morning America and garnered national media coverage.

It was hilarious, it was unexpected, and it raised money for charity.

The world loved Betty and her sense of humor. When news of her death reached the headlines, everyone felt a little bit of emptiness in their hearts. Her fame even into her old age shined a light on the value of the granfluencer market.

Interested in reaching older audiences for your next campaign? Get in touch with us and we’ll help you find a granfluencer that fits your message.

Optimize Website Loading Speed

A key factor that often determines whether visitors stay on a website or bounce away is its loading speed, especially on mobile devices. David emphasizes the importance of optimizing website performance in terms of speed. Users expect a seamless browsing experience, and a slow-loading website can be a major turn-off. By regularly monitoring and optimizing loading times, businesses can reduce bounce rates and keep visitors engaged.

Format Text for Readability

Another aspect that can hinder content engagement is the presentation of information. When confronted with large blocks of text, users often feel overwhelmed and are less likely to read through the content. To address this, David suggests breaking down text into shorter, more digestible paragraphs. One or two sentences per paragraph can significantly improve readability and encourage users to continue reading.

In today’s competitive online environment, small improvements can make a significant difference in content engagement. Implementing David’s suggestions, such as optimizing loading speed, breaking up text, and prioritizing user experience, creates a more engaging experience. Ultimately, these quick wins contribute to improved content engagement, increased conversions, and the overall success of digital marketing efforts.

If you need assistance in implementing these strategies or require further guidance to enhance your content engagement, our team is here to help. Feel free to contact us for expert support and tailored solutions. Together we can elevate your online presence and drive meaningful results.

Understanding Your Audience

First, the key to any successful social media strategy is understanding your audience. As Maddie wisely stated, it is crucial to ensure that your target audience is on TikTok. Before diving headfirst into the platform, conduct thorough research to determine if your demographic aligns with the TikTok user base. Identify niche communities within TikTok, such as BookTok or SwiftTok, that resonate with your organization’s offerings.

Meeting Your Audience Where They Are

Once you’ve identified your target audience on TikTok, the next step is to meet them where they are. This means immersing yourself in the TikTok algorithm and becoming familiar with the trends, challenges, and content that captivates your audience. Adapt your storytelling techniques, incorporate popular sounds, and leverage visual elements to align your content seamlessly with TikTok’s vibrant ecosystem. By understanding the nuances of the platform, you can create content that seamlessly integrates with the existing TikTok culture.

Making Content Attractive

Finally, to truly harness the power of TikTok, your content must be attractive and engaging. Gone are the days of lengthy videos; on TikTok, brevity is the name of the game. Craft concise, attention-grabbing videos that convey your message effectively. Experiment with storytelling techniques that hook viewers from the start and encourage them to engage with your content. Remember, authenticity and creativity are key. Leverage your organization’s unique voice and showcase what sets you apart from the competition. Spark emotions, educate, entertain, or inspire—whatever aligns best with your brand and resonates with your audience.

To conclude, TikTok offers a unique platform for organizations to connect, entertain, and build lasting relationships with their followers. By following a smart strategy, organizations can unleash the power of TikTok and revolutionize their social media presence.

If you’re ready to elevate your TikTok game and maximize your success, we’re here to support you every step of the way. Get in touch with us today, and let’s explore how we can help your organization thrive in the dynamic realm of TikTok.

In the video, Julie shared her insights on what makes content truly engaging and effective. She explained that content that resonates emotionally with audiences is what sets it apart from content that simply lists out a brand’s attributes or jumps on trends. Emotional resonance allows your audience to connect with your brand on a deeper level, building a sense of loyalty and trust that can lead to long-term success.

But how do you create content that resonates emotionally with your audience?  First, take the time to truly understand your audience and what motivates them. What are their pain points? What are their aspirations? By understanding your audience’s emotions and desires, you can create content that speaks directly to them.

Another important factor is to focusing on storytelling in your content. By telling a compelling story that resonates with your audience, you can create an emotional connection that goes beyond just the product or service you’re selling.

Another key consideration is to make sure your content is visually appealing. This means using high-quality images, videos, and other multimedia elements to bring your content to life and make it more engaging for your audience. Be authentic in your content. Don’t be afraid to show your brand’s human side and connect with your audience on a personal level.

Finally, it’s important to track and measure the success of your campaigns. Utilizing analytical tools to monitor and gather data on key metrics such as engagement, clicks, and conversions, will help make informed decisions about future campaigns.

By following these additional tips and taking a strategic approach to your digital and ad campaigns, you can create content that truly resonates with your audience and drives real results for your brand.

At Tunheim, we understand the importance of creating compelling content that engages and inspires. Our team of experts has years of experience developing effective digital and ad campaigns for clients across a wide range of industries. Whether you’re looking to build brand awareness, drive sales, or connect with your audience on a deeper level, we can help. Contact us today to learn more about our services and start building your campaign!

In the digital age, content is king. However, many businesses make the mistake of thinking that creating a few blog posts and videos is all it takes to build a successful content strategy. In reality, a long-term content strategy is critical to success, and one of the primary reasons for this is that it takes time for content to “bear fruit.”

When it comes to content marketing, success is not immediate. It can take months, if not years, to see the full benefits of a content strategy. This is because it takes time for search engines to index your content, for your audience to discover and engage with it, and for your content to start generating leads and conversions.

If you are only creating a couple of blog posts and videos and not following up or optimizing your content, you are not getting a lot of return for your investment. A long-term content strategy allows you to continually create and optimize content that resonates with your audience, provides value, and ultimately drives results.

A long-term content strategy is also essential for building authority and credibility in your industry. By consistently creating high-quality content that speaks to your audience’s needs and interests, you position yourself as an expert in your field. Over time, this can help you build a loyal following of customers and advocates who trust your brand and are more likely to do business with you.

In addition, a long-term content strategy allows you to build a library of content that can be repurposed and reused across multiple channels. By repurposing existing content into different formats, such as turning a blog post into a video or creating an infographic based on research, you can reach new audiences and increase the longevity of your content.

To conclude, a long-term content strategy is critical for success in the digital age. While it may take time for your content to “bear fruit,” the benefits of a consistent, optimized, and high-quality content strategy can be significant. By investing long-term, you can build authority, credibility, and a loyal audience that will help your business thrive for years to come.

If you’re ready to take your content game to the next level, let us know! We’d love to chat with you about how we can help.

Video has become an increasingly popular and important form of content on social media platforms, and Instagram is no exception. Instagram “Reels” allows users to create and share short-form video content. Utilizing video on Instagram can greatly increase engagement and visibility for individuals and businesses alike.

Firstly, video content is more engaging than static images or text posts. Videos have the ability to capture and hold the attention of viewers for longer periods of time, increasing the likelihood that they will engage with your content by liking, commenting, or sharing. Additionally, Instagram’s algorithm favors video content, meaning that posts containing videos are more likely to be shown to a larger audience.

Another benefit of utilizing video on Instagram is the opportunity to showcase your creativity and personality. Through video, you can share behind-the-scenes glimpses of your life or business, provide tutorials or tips, or simply showcase your unique perspective. This can help to build a stronger connection with your followers and establish a more loyal fan base.

In today’s highly competitive social media landscape, having a strong presence on Instagram can be a game-changer for businesses looking to grow and succeed. By utilizing video content to increase engagement and visibility, brands can establish themselves as thought leaders in their industry, build brand loyalty, and ultimately increase their bottom line.

Whether you’re a business looking to promote your products or services, or an individual looking to build a following and establish your personal brand, incorporating video content into your Instagram is essential for anyone looking to increase engagement and gain visibility on the platform.

For more digital and social media tips, be sure to check out our blog!