The New Era of Digital Marketing Has Just Begun

Sabri Suby shares seven new digital marketing rules for the AI era, covering Meta's rise, Andromeda targeting, feed-based discovery, and AI-resistant organic content.

Key Takeaways

Ad copy now functions as the primary targeting mechanism on Meta due to AI-driven delivery.
Discovery has shifted from search to algorithmic feeds, so marketers must understand the interest graphs of their target audience.
AI assistants reduce the value of generic tutorial content; differentiated expertise and third-party credibility matter more.
Owning a single niche before expanding is presented as the most effective scaling strategy.

What the video covers

Sabri Suby claims to have generated over $10.2 billion in sales for clients across 1,184 niches and presents seven new rules for digital marketing.
Rule 1: Copy is the targeting. CPMs and CPCs are at record highs, and Meta is projected to match Google's ad spend, driven by the Andromeda algorithm shift.
Customizing two or three words in a winning ad with Claude can target different demographic segments while Meta's AI finds relevant buyers.
Rule 2: Be in the feed, not in the search bar. Recommendation algorithms like TikTok's, copied by Instagram and YouTube, now surface niche content based on user activity.
Marketers should study suggested videos and interest pools in their niche to understand where dream clients spend attention.
Rule 3: Post what AI can't answer. Generic how-to content is being replaced by LLMs, so creators should share deep, experience-based perspectives.
Rule 4 (agentic search): LLMs increasingly recommend businesses, so brand visibility depends on third-party mentions, reviews, and digital PR.
Rule 5: Own one niche before you scale. Narrow positioning outperforms broad targeting in today's ad environment.
The presentation includes a practical workflow using AI tools to analyze top ads and landing pages and generate multiple funnels in a single day.
Suby uses screen demonstrations of Instagram's interest controls and ad manager to illustrate how algorithmic targeting works.

Chapters

What is the main argument of rule one?

Ad copy now drives targeting on Meta. Because the Andromeda algorithm finds buyers based on the words in an ad, changing just a few words can reach different market segments without rewriting the whole ad.

Why does Suby say people should be in the feed rather than the search bar?

Recommendation algorithms on platforms like TikTok, Instagram, and YouTube now serve niche content based on user activity, so reaching buyers means appearing in their algorithmic feeds rather than waiting for them to search.

How does Suby suggest content should change because of AI?

He argues that generic how-to content is easily replaced by LLMs, so creators should focus on deep, credible perspectives and firsthand expertise that AI tools cannot easily reproduce.

Full Transcript — Download SRT & Markdown

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I've generated my clients over $10.2 billion in sales in over 1,184 niches. And the rules to getting customers have completely changed. And these are the seven new rules of mastering digital marketing in this new era. Starting with rule number one. CPMs

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are at an all-time high. The cost per clicks are also at an all-time high. And the reason for that is the game has completely changed. Up until right now, Google was always the platform that was pulling in the most amount of ad spend.

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But everything is becoming hyperfragmented. You've got aentic SEO coming out with all these LLMs. Google search is getting disrupted. And all of this perfect storm has caused Meta to rise. And the forecast show that this year will be the first year ever that

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Meta gets the same amount of ad spend from businesses as Google. Well, it was all from one algorithm shift called Andromeda. Yes, the cost per click is higher than it's ever been. However, so is the CTR on ads, but the real power in

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it is leveraging Meta's AI to basically target individual groups of buyers based on specific words that you're putting in your copy. Take these winning broad ads that you've got and you customize just a few words in that copy to target a

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different segment of the market. It might be based on age, it might be based on a niche. And all you do is customize two or three words in that. And because of Andromeda, it will go out and it will

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find you the buyers that that is relevant for. So here's how to apply this right now in your business. [music] Fire up your ads manager and find your winning ad. Copy and paste that ad. Then put it into your claude. And then you

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tell it you are a worldclass leading direct response copywriter. I want you to read this [music] ad. This ad is targeted at this niche. Now what I want you to do is I want you to target this segment of the market. And I just want

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you to change two or three words [music] in the ad. Do not change absolutely anything else. If you show this ad to a 100 people, not one in a 100red should be able to tell that it [music] was

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written by a different copywriter. Just to signal in it exactly who it is that you're targeting. And then you simply launch that ad with the new headline and the new body copy. And yes, you can even change up the creative a little bit and

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put that demographic or the kind of niche that you're trying to target in [music] the creative itself. This is going to go and unlock a whole different group of buyers that your generic ad never can. And that is rule number one.

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Your copy is the targeting. Okay, so that's how you use Andromeda to find the buyers. Now, let me show you where they are, which brings us to rule number two.

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So, up until now, when people think about getting customers, the first place that they usually think is like, hey, I want to be in front of the people that are actively looking for solutions to their problem. And that has pretty much

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been the line share of those people going to Google, Google PPC, Google organic listings and that has been the game. And then came along Open AI and Claude and all these LLMs and that has fragmented that market out now where

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people are using voice. They're going to LLM and it's becoming a little bit more noisy. And the thing that really disrupted this was Tik Tok. Tik Tok came out with literally the best suggestion algorithm that exists. And then all

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these platforms like Instagram and YouTube, they all rushed. They got their teams in a room and they basically said, "Figure out how this algorithm works and then copy it." And that's exactly what they all did. And so then we moved from

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a place where we were actually going out there and looking for solutions to the problem. And we were searching for things on YouTube and entertainment and all that kind of stuff. And then we moved to a place where we had these

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algorithms being the most advanced recommendation engines than we've ever seen before. And this is exactly why Meta's share of ad dollars has completely exploded. Yes, they got hit with the whole iOS 14 kind of privacy stuff and that was kind of a bit of a

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speed bump in the road. That forced them to come up with a better model and that's exactly what they did. So now we're in a day and age where literally the algorithm is so refined that it doesn't matter what it is that you're

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selling. You could be selling a course on how to train your guinea pig and this algorithm will go out and find those people and it will find them purely based on their activity [music] online.

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But instead of just telling you this is the case, I want to show you how it actually works. So whip out your phone right now and then simply go to Instagram and then what I want you to do

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is click on reels. Then once you click on reels, there's a thing on the top right hand side that says like it's a little bar. You click on that and it's your algorithm and it will literally show you based on what you've been

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clicking on what pools of interest that you sit on and it's very enlightening and you can add things on here as well and then the algorithm will start to basically serve you up that content.

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Think about how advanced that is. It's not like oh what do we think that this person wants? It's like no it's like this is literally based on all their activity what we know that it is that you're interested in. and you can find

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yourself down all types of rabbit holes [music] on the internet and then you're going to start to get served up very very niche content. And this is incredibly important when it comes to finding your dream clients. So what I

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want you to do is I want you to sit down and find out intimately what those boxes that your dream client could be sitting in. And you only find this out by literally going and looking at the most

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popular YouTube videos in your niche. Look at the suggested videos that pop up once you click on what you think those major videos are in your niche. Do it for Instagram. Do it for Reddit. Look at books. This will start to basically put

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you in the mindset of what type of content and what interest pools that your dream client is sitting on, which is going to be incredibly important for this next step. And that is rule number two. Be in the feed, not in the search

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bar. So that's how to get yourself in the mindset of how to target your buyers. But what happens if they're looking for you on chat GBT or in Claud?

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Well, that's exactly what brings us to rule number three. So, one of the things that's all the rave right now to actually get clients is organic, putting out organic content. And most people that produce content, they think like

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the howto content is the type of content that's going to attract their dream [music] customer. But the type of content that people go to YouTube and social in order to consume now has completely changed. So, it used to be

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like if you wanted to know how to set up like a Facebook ad pixel, you would literally go and watch some dude on some YouTube tutorial walk you through how to do that. But now you can just go to

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Claude and simply ask it and it will give you like a step-by-step tutorial on exactly how to do that. So, instead you need to think about, well, where is it shifting? And I can tell you, speaking from experience, the shift is really in

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what we call the deep source. Why should people listen to you? like what is the unique perspective or vantage point that you can give people based on your credibility. And what we've found is even if you look at the content on this

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channel, it's when you go super deep on things that people didn't even know that they were looking the answers to these questions. And it allows you as a tactician to go super super deep into how to apply these things in multiple

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different use cases. That is a context that is very difficult to get from LLMs.

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And so that's the type of content if you're trying to put out content right now and you're trying to get customers organically that we have personally seen that is doing the best. And so some of the themes that you see it's like

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content that is more tactical or it makes much more sense for you to do like a visual walk through and teach somebody this that is difficult to get when you're basically conversing back and forth with AI. So here's how to think

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about this right now in your own business. Go back to the three to four pieces of content that you've recently put out. I don't care what platforms they're on. And ask yourself very honestly, could I get this information

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from chat GPT or Claude and would it be more succinct and be more useful to the person? If so, then you're making the wrong type of content. [music] And instead, what I would urge you to do is think about what unique vantage point or

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credibility do I have that I could talk about something that is very very deep and in the weeds and I can visually showcase it to my audience to give them a lot of value per second that would be

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far more difficult for them to get and extract and mine out of these AI in a short period of time. And if you put out your next piece of content around that and you follow those steps, I think

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you'll be pleasantly surprised that it will do [music] a lot better. And that is rule number three. Post what AI can't answer. Okay, so that is your organic content sorted. But these LLMs, they're not just answering questions. They're

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actually recommending businesses in their platforms. Which brings us to rule number four. Most people, if they've got their head screwed on, right? They're going to basically be doing a combination of demand capture. So, they're going to be on Google and

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they're going to be doing demand generation. They're going to be on platforms like Meta, Instagram, and YouTube and all that kind of good stuff.

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[music] And when they're thinking about their demand capture, pretty much this is the way that they think about it. We need to run a little bit of Google ads.

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Then we basically need to rank organically. And we need to get a bunch of content that is rich in answering all the questions that the algorithms like, that the search engine bots like. And then we're going to get a bunch of

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crappy back links and point it. And then we kind of got the SEO sorted. And then we can spend a very small amount of money on that just to basically say that we've checked that box. And then we're

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going to pour the bulk of our budget into pay-per-click advertising like Google Ads and Meta Ads. But if you are just doing that, you are missing out on what could be the greatest opportunity that we've seen over the last couple of

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decades. And that is that there is this new platform emerging which is agentic search. People asking questions on whatever the LLM is that you happen to use and it is starting to recommend businesses. So you can't ignore this

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anymore. And so when you think about okay well how do I actually rank on these platforms? Well yes you need to have all of like the hygiene standards of SEO in place. need to have content that is rich on your site and you need

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to make sure that you've got the technical schema on your site so that these LLMs do recommend you. But that's just kind of like 101. The other things that these platforms are looking for is press in thirdparty reviews in

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journalists talking about you in reviews on your business or on your products that exist on Google My Business or on Trustpilot or on any of these other platforms. It's not just looking at your site and seeing how rich it is in

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content. Like take for instance my own business. If you Google me, if you Google my business, you'll see there's this whole bunch of press articles that come up. And also, if I search for like what are the best digital marketing

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agencies in my country or in the locations that I service, I'm typically going to be getting recommended in those top five businesses. And that isn't just by chance. It's like you need to actually build a brand now because these

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platforms, they're not just going to rely on the content that's on your website or how good you say that you are. It's going to be taking a whole bunch of these different data touch points to assess your brand. And your

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brand is largely about what other people say about you, not just what you say about yourself. And so, if you're not investing in like digital PR right now, if you're not trying to garner reviews on all these other review sites, you're

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simply going to miss this wave. So, this is what I want you to do right now. fire up chat GPT or Claude and ask it who is the best in my location for this product or service and see who it recommends. If

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your business is not showing up, this is what I want you to do. Heck, this is what I want you to do regardless is take 10% of what you're spending on ads and go and hire yourself a PR agency. Pay

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somebody to start implementing a review program in your business where you incentivize people to give you reviews.

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Make sure that those reviews are getting posted on all the different review platforms that are out there. You need to start investing in your digital footprint so that you start to get recommended on all these engines and it's not just backlinks and it's not

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just content. That is a big part of it. But it's PR, it's reviews, it's you putting out organic content. This is just 10% of your budget that may not give you an immediate return, but the day that you plant the seed is not the

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day that you eat the fruit. So what you're doing right now is you are laying a foundation and you're making an investment in this taking a huge share of the overall searches in the years to come. And that is rule number four, the

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third party rule. So that's how people actually find you. Now let me show you how to take those people and turn them into customers at scale. And that brings us to rule number five. So most people when they think about scaling their

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business, they think, okay, I need to go broad. I need to speak to absolutely everybody to get as many customers coming into my business as possible. And [music] look, that used to be the game.

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Heck, even that's how I got started. And that's predominantly cuz I like to play life on hard mode. But if I was starting over again, I wouldn't go down that path. Instead, I would be playing by these new rules to scale even faster

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than I did when I just got started. [music] And the reason for that is the broader that you go as a business, the greater your skill must be. Because when you go from serving just [music] one avatar, solving one problem, you figure

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out how to solve it for that avatar. And then it's kind of like rinse and repeat.

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But the broader that you go, you need to have a deepest skill base that you can take anybody experiencing any of those problems and you can solve it for multiple different types of avatars, which becomes incredibly difficult to

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do. And frankly, it just takes [music] mastery, which most people don't get. And if you're waiting to only achieve mastery before you can scale, that's when things take a long time. And right now you can target people way tighter

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than you could 5 [music] years ago. If you've been running meta ads for any length of time when they used to be called Facebook ads and you used to go into the ads manager and used to basically do interest targeting stacking

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[music] where you'd basically pick all these little micro pockets of interest. Guess where Meta got that data from? It bought it from other organizations. So it's not super timely. But now with the way that the algorithm works, you're

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able to go way more niche, way tighter, and reach a very specific person. But you might be thinking, "Okay, Sabri, well, I want to go broad. I want to scale." Well, I'm going to show you exactly how you can use this

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microargeting to scale to levels that you thought weren't possible. So, this is what it looks like. If you are sub $3 million per year, you should be targeting one niche with one funnel solving one problem. And then basically

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what you want to do is you want to go out there and you want to get some runs on the board. You want to get some clients in, [music] solve their problems, really start to intimately understand the customer better than any

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of your competitors in the space and have the best solution to solve that one specific problem for them. Because if you're speaking to a specific avatar about a specific problem that they've got, the click-through rates on your ads

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are going to be higher. The conversion rates are going to be higher in your funnel, and the close rates are also going to be higher because those people are going to feel like that your solution is completely customized for

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their business and their niche. And that is rule number five. Own one niche before you scale. All righty. So, that's what the game looks like when you're playing on beginner mode. Now, let's talk about what you do when you go niche

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and you go very narrow and then you hit a wall because you basically fatigue all the people in those audience and your cost per lead skyrocket. [music] How do you actually scale beyond this and get to eight figures? This brings us to rule

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number six. So, most people start by going super narrow cuz everyone's heard it, the riches are in the niches. So what basically everyone does is they go after a very specific niche of people, then they run ads, they get some revenue

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coming in the door pretty pretty quickly, and then they believe that they've capped out [music] their audience. And it's not that they've capped out their audience, so to speak.

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But the people that are easy enough to reach on Meta, you reach them, and then as you go out to colder audiences, they're less willing to buy right now, your CPLs blow out, your customer acquisition cost blows out, and then you

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scale back down on your ad spend, and you stay here on this plateau. I'm going to show you what to do when that happens. Basically, what you need to do is simply can and clone that funnel. You need to duplicate out that funnel that

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was targeting, say, just for instance, vets, helping them with their meta ads or their Google ads or their SEO, for instance. The same thing can be done in a fitness niche. You might be having a niche that you're specifically targeting

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45year-old corporate males and you're completely disregarding women. Typically, it's going to be the same kind of stuff that's going to help men and women get in shape. It's eating at a calorie deficit. It's doing resistance training. It's the same stuff just

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packaged in a different [music] way. And then basically what you want to do is simply duplicate out that funnel to then target this new niche of people. It's something that I do in my own funnel. In my VSSLs, I'm going to be targeting

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dentists, property developers, and specific niches based that I specifically want to target. It's the same VSSL. It's the same offer, but you customize the rapper. And when you do that, Meta goes out and finds you those people. And then when they come through

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to your funnels and your landing pages, everything is customized specifically for those people. And you've got companies like IM8 that are doing this that are scaling out all of these different pages. And there are endless people that [music] are deploying this

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strategy that are really scaling to crazy numbers is you pick a niche, you go super narrow, and then you think about all the pain points and [music] all the different avatars in your market and you build out a separate funnel for

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these. But this is nothing new. Like the guys in direct response have been doing this rinse and repeat for every year.

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They'll have a seminar that's like how to grow your dental practice, how to grow your law firm, and they basically just take that same information and they used to go on the road and run these seminars. and because they were running

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ads in newspapers to promote them. If you're a lawyer and you're reading a newspaper and it pops up and it's like brand new way to grow your law firm 2 to 3x in the next 12 months at this local

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Chicago seminar, you're going to be like that's exactly for me. Whereas if you went out and you said it's for business owners, it's not going to be as targeting and these guys had it way more rough than we did. We've got algorithms

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at our disposal that are finding these people based on the nichest content that they're already consuming. [music] And it allows us to laser in and target them and keep on adding more of these verticals to keep scaling. But a word of

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warning, do not [music] get distracted with this. If you are sub $3 million, you have not tapped out on your niche. I don't care where it is you operate, who you serve, pretty much you haven't tapped it out. Everyone thinks that they

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have, but they haven't. And so only really exercise this once you get above $3 million. Otherwise, it's just a shiny object. So here's what I want you to do right now. I want you to list out three adjacent niches to the niche that it is

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that you're servicing. Look at the people that have the [music] similar characteristics, i.e. they might sell things at the same price point as you.

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They might even be targeting the same avatar. But basically list them all out and start to kind of short list which of the ones would make the most sense for you to horizontally scale into. And that is rule number six, horizontal scaling.

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So that's what it is that you need to change. But yes, it sounds like a lot of work. Well, let me show you how you can accomplish all of this in one day's work. This brings us to rule number

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seven. Look, most people think because you're duplicating out this funnel that you're going to need a new copywriter for every single funnel that you've got.

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However, thanks to AI, that is no longer the case because basically what we are going to do is we are going to let AI do all of the grunt work for us. And let me run you through exactly how we do that.

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So, it first starts by basically taking your top three landing pages in your funnel or the sequence of pages. Then what I want you to do is I want you to paste those URLs into your Claude and I

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want you to say, "Hey, go and read every single word of these pages." Then I want you to give it the transcript for your VSSLs, any other things that is not easy for them to consume by crawling the

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site. Then you say, "Now I want you just to marinate on this for the next few minutes and wait for my next command." Then you fire up the settings tab in your Claude. You go into connectors.

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Then what I want you to do is use Meta's MCP directly link it to Claude and simply say, "I want you to analyze every single ad in my ad account over the last 12 months and I want you to show me the

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top 20% of ads that got me 80% of the results. [music] It will start to think and it will start to gather all of that intel. Then I want you to take all the HTML of all the landing pages that

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you've got or any Figma files as well. You chuck everything into a GitHub repository and you have it linked to your claude. Now, this is going to take a while for it to [music] cook. Then once it's cooked, then what you want to

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do is you want to give it the three niches that you've selected from the step before this. And you say, I want you to customize every word in the ads.

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I want you to customize the eyebrow copy that sits above my VSSL, the sub headline. I want you to hyper customize all the copy throughout these pages so that it is only written specifically for the niche that I'm trying to target. I

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want you to replace the specific benefits and problems that I spoke about in niche number one. And I want you to customize it for each of the niches. So if someone was to read this, they would have no shadow of a doubt that this page

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was completely written, designed, and targeted towards [music] them. Then what Claude is going to do, it's going to rewrite every page in your funnel. It's going to rewrite all your best ads. Then you can take all of that, you can clone

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out the landing pages, do the [music] same thing for your email flows, MCP into whatever CRM or email provider that you've got, and it will customize all the emails and subject lines for you.

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And then in one day, you literally have three brand new funnels with all of the ads ready to deploy. Now, don't just nod along and say, "This sounds great. I want you to do this this week." And that

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is rule number seven. clone every niche with AI. So look, while everyone gets caught in this frenzy of AI, what you must understand is the fundamentals don't change. Still, the most important thing to this day is audience selection.

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It's just now we're leveraging AI to be able to go super niche and then scale out horizontally to speak to multiple different segments of our market in a hyper personalized way. And look, if you like this video and you want to go

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deeper, I made this video that you'll absolutely love on how to become disgustingly good at digital marketing.

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Like, subscribe, and I'll see you in the next

Topics:digital marketingMeta adsAndromeda algorithmdirect response copywritingagentic searchLLM marketingniche targetingorganic contentSabri SubyAI marketing

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