Stop Ignoring Yelp! It’s Costing You Leads + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our June 25, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
Let’s be honest — when was the last time Yelp was part of your media plan?
For many marketers, it’s an afterthought. But here’s the thing: Yelp drives high-intent traffic, especially for service-based and local businesses. If your clients rely on local discovery or foot traffic, this platform might be your untapped growth channel.
Here’s why Yelp ads deserve a second look:
- Qualified Traffic: 82% of Yelp users make a purchase from a business they found on Yelp within a week.
- Local Targeting: 52% of people who search for a business on Yelp contact that business within a day, while 35% of users visit that business within 24 hours.
- Category Control: Promote your listing only to the people who matter most.
If you’re looking to boost visibility in a crowded market, Yelp can help cut through the noise.
Curious if it’s the right fit? Reach out and let’s talk strategy.
Source: Yelp for Business, Study Shows High-Intent Consumers Are Contacting Businesses Quickly on Yelp
Meta Indicates Preference for Link-in-Comments
WHAT’S HAPPENING. While Meta hasn’t officially confirmed it, advice now showing up in Facebook’s Professional Dashboard suggests putting links in the comments, not the caption. This lines up with Meta’s long-running habit of downranking content that sends people off the platform. According to Meta’s own Widely Viewed Content Report, a whopping 97.3% of U.S. post views go to updates that don’t include an outside link.
WHY IT MATTERS. For marketers, this is a bit of a trade-off. Putting links in the comments isn’t great user experience — it’s clunky and easy to miss. But if it helps your post actually show up in feeds, it might be worth it. Some reach is better than none, especially when the algorithm clearly favors link-free content.
YouTube’s AI Ad Problem Is Already Here
WHAT’S HAPPENING. AI-generated video ads using fake people and deepfakes are already running on YouTube — no warning label required. Some even feature fake versions of real celebrities like Hoda Kotb, pushing scammy weight loss products. These videos often pull audio and visuals from real clips, then use AI tools to change the script and the speaker. YouTube says it has policies against deceptive ads, but loopholes (and sheer volume) let many of these slip through.
WHY IT MATTERS. Marketers now have to compete with ultra-cheap, ultra-believable AI ads that can cross ethical and legal lines without getting flagged. While these tools can be used creatively and responsibly, bad actors are eroding trust in video ads fast. “AI actors” might save money, but if viewers stop believing what they see, everyone loses. Until rules catch up, the smart move is transparency—because sketchy AI ads may get clicks, but they kill long-term brand trust.
Gen Z and Millennials Crave Digital Downtime
WHAT’S HAPPENING. A recent survey by The Harris Poll found that 81% of Gen Z adults and 78% of millennials often wish they could disconnect from digital devices more easily. This growing digital fatigue is prompting younger generations to seek more meaningful, offline experiences. For instance, searches for “digital detox ideas” and “digital detox vision boards” have surged by 72% and 273%, respectively, according to Pinterest’s 2025 Summer Trend Report. Additionally, nearly half of Gen Zers worldwide are actively limiting their screen time, with 17% doing so most days.
WHY IT MATTERS. This shift signals a need to balance digital engagement with opportunities for real-world connection. Rethinking “always-on” strategies and incorporating tactile or offline components into campaigns can help brands resonate with digitally fatigued audiences. Prioritizing quality over quantity in digital interactions and offering options for consumers to engage on their own terms may enhance brand loyalty and reduce burnout.
More To Explore
Yet Another Study Finds That AI Is Making Us Dumb
A new MIT study shows that relying too much on AI for writing can weaken brain activity and memory, meaning your brain works harder (and better) when you’re doing the thinking yourself. Get the full breakdown on Tech.co.
FTC Will Approve Ad Merger — With a Notable Gift to X
The FTC just greenlit Omnicom’s $13.5B merger with IPG—but with a fun lil’ twist: The combined ad giant can’t steer ad dollars away from media outlets based on political views unless clients ask for it. This unusual condition could benefit platforms like X, which faced advertiser boycotts over controversial content. Get the full story on The Verge.
President Delays US TikTok Ban for Another 90 Days
A third delay on TikTok’s U.S. sell-off means marketers are still flying blind, piecing together strategy quarter by quarter. Catch the full update – or lack thereof – on Social Media Today.
19 Low-Investment Marketing Tactics That Really Deliver
Need to do more with less? Check out these smart, low-cost marketing tactics – from repurposing what you’ve got to tapping into niche communities – that are perfect for DIY-minded teams. Explore the full list on Content Marketing Institute.
Responsory Becomes a Yelp Advertising Partner
More leads. Smarter local targeting. Better ROI. With our new Yelp Partner status, Responsory can help your business unlock local growth. Discover how we’re leveling up our local marketing services on Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
