Neal Schaffer

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Neal Schaffer

https://nealschaffer.com Neal Schaffer is a leading social media author, speaker, consultant, educator, influencer, and innovator.

I help businesses through their digital transformation of sales and marketing through consulting, training, and helping enterprises large and small develop and execute on social media marketing strategy, influencer marketing & social selling initiatives.

28/10/2026

Heading to Delaware! Tomorrow (Thursday, Oct. 29) I'm leading "Claude in Practice," a hands-on AI workshop at the Delaware Technical Community College Social Media Conference on the Owens Campus in Georgetown.

If you work in social media and keep wondering how AI fits into your actual day, this one's for you. Bring your questions.

Local? Registration is still open. Link in the first comment.

26/10/2026

I hid a batch of underperforming pages from Google, and they kept earning Bing impressions anyway.

Here’s what I did. Instead of applying a noindex tag site-wide, I scoped it to Googlebot only. The pages left Google but kept picking up Bing impressions and referrals from AI assistants.

That surprised me, and it’s why I’d check which crawler you’re actually talking to before you take a page off the board everywhere.

It’s one of the lessons from rebuilding my own site against what Google now says about AEO and GEO.

If you’ve pruned old posts, did you noindex them site-wide or for one crawler?

https://nealschaffer.com/answer-engine-optimization/

21/10/2026

Eight of the 15 YouTube tools in my new guide are free or built in.

Every video goes through six jobs (planning, recording, editing, packaging, publishing and repurposing), and I’ve found you only need one tool for each.

Start with the free option and pay only when a job outgrows it.

Which of the six eats most of your time?

Tell me in the comments, then read the full breakdown here: https://nealschaffer.com/youtube-tools/

19/10/2026

If you have budget for Facebook, I’d put it into Facebook Ads before I’d put more hours into organic posting.

Facebook has become pay to play. I’d argue the dollars do more for you than hours spent producing organic content and trying to outguess the algorithm.

But plenty of you will post organically anyway, because the budget isn’t there yet or the Page still has to look alive. If that’s you, spend the time on posts that work.

My filter is simple: would you send this post to someone you actually know? If not, rewrite it. Then aim for about three posts a week and reply to everyone who shows up.

If you’re posting organically right now, how many times a week are you publishing?

https://nealschaffer.com/facebook-engagement-posts/

14/10/2026

Pages under 1,000 followers see a median reach of just 21 people per post. That is from Buffer’s analysis of 52 million posts.

If you have been posting into silence, that is the reason. At that size the algorithm is not going to introduce you to anyone, so you have to do the introducing.

I run my own Page as a test bed, and the advice I keep coming back to for this stage is simple. Finish the Page, invite your friends once from the three-dot menu, and add the Page URL to your email signature and newsletter footer. Those people already know you, so they are your first 100 followers.

How many followers does your Page have right now, and where did your first 100 come from?

https://nealschaffer.com/how-to-get-more-likes-on-facebook-business-page/

12/10/2026

In November 2021, Facebook invited me into a paid Reels program, and I turned it down.

I took it seriously. I went far enough to see what it would require: a set number of Reels, on a set schedule, for a set window, in exchange for guaranteed pay. The specific terms stay confidential.

Here's the honest part. I said no over a product judgment about thin editing tools and viewing behavior that hadn't caught up to the format. I did not see Meta shutting its programs down. I got lucky on timing, not smart.

What struck me is that Creator Fast Track in 2026 has almost exactly the same shape: guaranteed money, a fixed number of reels, a fixed window. After five years of program churn, Meta is back at the same instrument.

I'd say yes today under three conditions. The reels are repurposed from work I'm already producing. The program allows a link or an offer in the content. And the pay clears what those same hours produce elsewhere in my business.

Have you ever turned down (or taken) a platform's paid offer? What tipped the decision?

https://nealschaffer.com/facebook-content-monetization/

07/10/2026

I ran my 2020 book giveaway with eighteen ways to enter, and part of it would break Meta's rules today.

I built it in Gleam with bonus entries for following me across platforms. Entrants averaged four to five actions each, which turned into roughly eleven entries per person. That multiplier is why stacked entry was so tempting.

The share and tag portion is plainly out under Meta's current wording. One decision I'd still defend: confirming an entry was worth one point, and signing up for my newsletter was worth four. The email address was what I actually wanted, so I priced it that way.

If you ran a contest today, what's the one entry action you would ask for?

https://nealschaffer.com/social-media-contests/

05/10/2026

Cheap impressions are not cheap customers, and Gupta Media's data proves it.

Their 2025 cross-platform tracker put Meta at an $8.19 CPM, the highest of the group, against YouTube at $4.99, TikTok at $4.82, and Pinterest at $4.67. On paper, Meta looks like the expensive choice.

But the platform with the lowest CPM in your account is frequently not the platform with the lowest cost per sale, which is the only number that actually pays your salary. TikTok's cheaper impressions come with hard minimums too, its own documentation sets floors of $50 per campaign and $20 per ad group, and those are floors for delivery, not floors for learning.

YouTube's cost-per-view model charges differently again: you only pay when someone actually watches. Pinterest reaches people who are planning a purchase weeks out, not buying today.

Cheapest CPM makes for a nice report. It doesn't automatically make for a better channel.

Which platform's CPM has been catching your eye lately, and have you checked its cost per acquisition to match?

https://nealschaffer.com/cost-for-instagram-ads/

30/09/2026

A Facebook Group of 200 people who buy beats one of 1,700 who stay quiet.

I can say that with some authority, because my own group is the 1,700 quiet ones.

Member count feels like progress. On its own, it produces nothing. What actually pays off is a group with a job: somewhere for a member to go next, and a way to reach them when Facebook changes the rules on you.

Mine had no job for its first two years. Once it got one, in a single post, I could only use that moment once. There was no way to reach those 1,700 people again after that day.

This week's post is the rebuild: the settings, the questions, the cover image, all pointed at giving a group a job before you ever worry about its size.

If your Group disappeared tomorrow, how many of its members could you still reach?

https://nealschaffer.com/facebook-groups-for-business/

28/09/2026

Stories carried 43% of all Instagram ad impressions in Q4 2025, ahead of Reels at 29% and Feed at 27%.

That's from Tinuiti's benchmark analysis. Yet on a Saturday night in July, I tapped through dozens of Stories before I hit a single ad.

Both can be true, because ad load in Stories is personal. It depends on how many accounts you follow, how many of them posted today, how long each Story block runs, and what the auction looks like for you.

What's scarce is competition for the same second. In the feed, your ad shares the screen with the next post and the comment thread. In Stories, for those few seconds, nothing else is on screen. Almost nobody designs like that's true.

I cover how to design for that, plus a real T-Mobile Fiber ad I broke down, in the full post.

How many Stories do you usually tap through before an ad shows up for you?

https://nealschaffer.com/instagram-stories-ad-examples/

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