@neilpatel: People don’t ask their friends what to buy because their friends know more than Google. They ask because choosing feels safer when someone they trust says, “Yeah, get that one.” And social media works a lot like that too. You see a creator talk about something, people in the comments agree, and after a while it stops feeling like an ad. It feels like a recommendation from someone familiar. That’s probably why social media and friends make up more than half of brand discovery in this data. Then people go looking for answers. They Google it. They read reviews. Or now, they ask ChatGPT, “Is this actually right for me?” So if you’re creating content, the real question is: what decisions are people already trying to get help with? That’s where I’d start with AnswerThePublic. It shows you the questions people ask when they’re unsure what to do, what to choose, or what to believe. Then take those questions into AI and go one level deeper. Why is this person asking this? What are they worried about? What do they think they might get wrong? What would help them feel confident enough to choose? ATP finds the question. AI helps you understand the person behind it. And that gives you better content. Content that can get discovered on social, found through search, recommended by AI, and useful enough that someone sends it to a friend. Because people don’t just share information. They share answers that make decisions easier.

Neil Patel

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Wednesday 12 August 2026 18:05:13 GMT