The BEST Social Media to Market On Right Now (It's Not Even Close)

In a landscape rapidly reshaped by AI and shifting platform dynamics, this conversation with Eric Siu and Neil Patel from Marketing School reveals a crucial truth: the most potent growth opportunities lie not in crowded, obvious channels, but in the underpriced, overlooked corners of the digital world. The hidden consequence of clinging to familiar platforms like Meta and Google is missed potential and diminished ROI. This analysis is essential for marketers and business leaders who want to gain a significant competitive edge by understanding how to leverage emerging channels, harness AI's true power beyond mere execution speed, and cultivate the adaptive mindset required to thrive in the next era of digital marketing. Those who grasp these non-obvious implications will find themselves strategically positioned for outsized returns.

The Unseen Currents: Where Growth Hides in Plain Sight

The prevailing wisdom in marketing often leads teams to the same well-trodden paths: Meta and Google. It’s comfortable, familiar, and seemingly safe. But as Eric Siu and Neil Patel illuminate in this discussion, this very comfort breeds a dangerous complacency. The real opportunity, the kind that builds lasting advantage, exists where others aren't looking, driven by shifts in platform utility and the pervasive influence of AI. This isn't about abandoning established channels entirely, but about recognizing where the marginal return is diminishing and where new, potent avenues are emerging, often with significantly lower costs and higher conversion rates.

The Quiet Rise of Underpriced Platforms

While Meta and Google dominate ad spend, smaller social networks like Snap, Pinterest, and X are quietly offering massive ROI. The transcript points out that companies often neglect these platforms, which translates to lower advertising costs and a more profitable spend for those willing to experiment. This isn't just about saving money; it's about capitalizing on a less saturated market where attention is more readily captured. The immediate benefit is clear: cheaper customer acquisition. But the downstream effect is a stronger profit margin, allowing for reinvestment in further growth or a more resilient business model. Conventional wisdom, which defaults to the largest platforms, fails here by overlooking the fundamental economic principle of supply and demand -- where demand for ad space is lower, prices fall, and value increases for the advertiser.

"We're seeing social networks that no one likes talking about, like Snap, Pinterest, and X. From a marketing standpoint, these channels are performing well, and the ROI is still massive. For some reason, companies don't try to run on them."

This reluctance to explore is precisely where the competitive advantage lies. Waiting for these platforms to become saturated means the cost of entry will rise, and the unique opportunity will vanish. The insight here is that execution speed on these less obvious channels can create a moat. While others are still debating the merits of Meta’s latest algorithm change, a nimble marketer can already be acquiring customers profitably on X, building a data set and a customer base that competitors will struggle to replicate later.

GitHub: From Code Repository to Customer Nexus

Perhaps one of the most surprising insights is the emergence of GitHub as a marketing channel. Neil Patel describes his experience open-sourcing AI skills, quickly garnering hundreds of stars. This isn't just about developer engagement; it's about building a direct line to a highly engaged, technically savvy audience. The system being built here is one where value (open-source code) is exchanged for attention and potential future engagement (usage data, email capture).

The implication is profound: platforms once considered purely functional can evolve into powerful conduits for customer acquisition and insight. By offering tangible value, marketers can tap into communities that are otherwise difficult to reach. The system adapts: as more "agents" (users) engage with the open-source code, the creator gains visibility into their needs and usage patterns. This data can then inform future product development or marketing efforts. The delayed payoff here is the creation of a highly qualified lead pool and a deep understanding of user needs, which can inform product-market fit for future offerings.

"I can see their usage, what they're using, what they want more of, and so on. In the future, I can see marketers adding things like, 'Oh, by the way, what's your email on there too?' I'm sure we can ask all those questions, but I think GitHub is going to become more and more of a marketing channel because agents are using it more and more."

This strategy requires patience and a willingness to provide genuine value upfront, a stark contrast to the immediate gratification sought by many paid advertising campaigns. The conventional approach would be to simply run ads targeting developers. The systems-thinking approach, as demonstrated here, is to embed value within their existing workflows and communities, creating a more organic and sustainable acquisition funnel.

GEO Traffic: The Unsung Hero of Conversion

The discussion around GEO traffic highlights a critical misunderstanding of conversion metrics. While email and SMS are often lauded, GEO traffic is converting significantly better--two and a half times better than email and SMS, and three times better than many paid ad channels. This is a powerful example of how immediate, visible metrics can obscure deeper, more impactful realities.

The reason GEO traffic converts so well, as explained, is tied to the recency and relevance of content. Search engines, particularly with AI’s influence, are prioritizing up-to-date information and recent brand mentions. This means that efforts in SEO and public relations that focus on current relevance will yield faster, more potent results than older, established channels. The delayed payoff of consistently updating content and managing brand mentions is a higher conversion rate from a channel that many overlook.

The system here is one where search algorithms (increasingly AI-driven) act as a filter. By optimizing for recency and relevance, marketers can ensure their brand is surfaced when potential customers are actively seeking solutions. This creates a powerful feedback loop: more recent, relevant content leads to better search rankings, which leads to more qualified traffic, which leads to higher conversion rates. Conventional wisdom might focus on building domain authority over years; this insight suggests a more dynamic approach, prioritizing current relevance for immediate conversion gains.

AI's True Impact: Execution Speed and Shifting Standards

The conversation around AI is often dominated by the idea that it will magically transform average performers into geniuses. However, Siu and Patel offer a more nuanced and grounded perspective: AI is primarily a multiplier of execution speed, and it’s raising the bar for what constitutes an "A player."

The initial thought might be that AI empowers B-players by giving them more tools. While true to an extent, the deeper consequence is that A-players, already adept at execution, become exponentially more effective. They are not just doing more; they are doing more strategically. This shifts the definition of what it means to be an A-player. It’s no longer just about autonomy; it’s about leveraging advanced tools to operate at a level previously unattainable.

"The biggest multiplier effect is when you're able to talk to it and run multiple things in parallel, with multiple tabs doing different things. One tab can be doing conversion rate optimization for you, another tab can be doing SEO for you, and another tab can be helping with design work."

This is where the competitive advantage is forged. Teams that can quickly integrate AI into their workflows, running multiple agents and directing them like a product manager directs engineers, will outpace those who are still learning the basics. The transcript highlights that while AI can help B-players execute more, it often amplifies the existing gap between A and B players. The standard for "A player" performance is effectively being redefined by the capabilities unlocked through AI. This requires a proactive approach to learning and experimentation; waiting to be trained on new AI tools means falling behind. The discomfort of constant learning and adaptation now is the price of future relevance.

The insight about AI creating "transformative" individuals (less than 10% of companies) versus merely "capable" or "adaptive" ones is crucial. The true edge comes from those who can build end-to-end workflows and fundamentally reinvent how work is done. This requires not just using AI, but understanding its potential to reshape processes entirely. The delayed payoff for organizations that foster this transformative mindset is a significant, sustainable competitive advantage that is incredibly difficult for others to replicate.

Actionable Takeaways for the Modern Marketer

• Explore Underpriced Platforms: Dedicate a portion of your Q2 2026 paid media budget to platforms like Snap, Pinterest, and X. Aim for a 10-15% allocation. This immediate action can yield higher ROI and valuable learning.
• Experiment with GitHub: For technically inclined products or services, explore open-sourcing relevant tools or libraries on GitHub. This is a longer-term play, paying off in 6-12 months with community engagement and lead generation.
• Prioritize GEO & Recency: Implement a strategy to consistently update website content and actively manage brand mentions to capitalize on GEO traffic. This should be an ongoing effort, with visible benefits within 3-6 months.
• Foster AI-Driven Execution Speed: Train your teams not just on using AI, but on directing AI agents to run parallel workflows. This requires immediate investment in training and experimentation.
• Redefine "A Player" Standards: Recognize that AI is raising the performance bar. Focus on developing adaptive and transformative skills within your team, understanding that "capable" today is "unacceptable" tomorrow. This is a continuous investment.
• Embrace Data Analysis: Even with AI summarizing data, marketers must retain strong analytical skills to validate AI outputs and identify strategic opportunities. Invest in data literacy training for your team over the next quarter.
• Cultivate Adaptability: Make adaptability a core value. Encourage continuous learning and experimentation, understanding that change is the only constant. This is an ongoing cultural investment with perpetual returns.