Watch What They Do, Not What They Say: Yasmin Rubayo on Real Engagement

Yasmin Rubayo on why your audience says one thing and does another, what a like actually tells you, and why bought followers quietly wreck your reach.

This is The Clarity Code, Ep. 11 presented by Commotion Engine

Show Notes (for Spotify/Apple Podcasts):

Welcome to The Clarity Code, the podcast for B2B and SaaS marketers crushing it with authentic branding and video! In Episode 11, host Brandon D. Marx chats with Yasmin Rubayo, Principal of Marketing Strategy at Rubayo Consulting, who has run social for national consumer brands, local businesses, and nearly everything in between. Yasmin gets into why focus groups lie, what a like tells you compared to ten seconds of watch time, why negative comments are worth more than praise, and what inflated follower counts actually cost a business. Learn how to run a three month audit on your own content, how to use Reddit as a truth layer, and why the post that flopped may have had nothing to do with the post. Perfect for marketers staring at good numbers that aren't turning into anything.

What You'll Learn:

+Why what your audience says they want is not what they engage with.

+What a like, a comment, and ten seconds of watch time each actually tell you.

+How to run a three month audit on your own content and read the signal.

+Why bought or inactive followers hurt reach instead of helping it.

+How to use Reddit to find what people really think before you build content around it.

Timestamps:

00:00 - Cold Open: Doing Everything Right and Still Getting Nothing

00:53 - Meet Yasmin Rubayo

01:58 - Do People Engage With What They Say They Care About?

02:22 - What Focus Groups Get Wrong About Social

03:20 - The Death Star Cheese Balls That Flopped

04:31 - How Do You Find Out What Your Audience Actually Wants?

05:37 - Cookie Cutter Content Makes You a Face in the Crowd

06:06 - Super Bowl Ads Don't Convert, They Remind

07:14 - Are Marketers Building Strategy on the Wrong Data?

08:00 - Do As I Say, Not As I Do: The Candy Crush Problem

08:51 - The Three Month Audit

09:45 - What a Like Tells You vs. 10 Seconds of Watch Time

10:47 - What Makes Someone Stop Scrolling

11:10 - The Creator Who Trained His Audience, Then Broke the Pattern

12:29 - Why Negative Comments Are Worth More Than Praise

14:14 - Why Reddit Is Worth Commenting On

15:55 - A Dental Practice Selling in the Wrong Place

18:05 - Reddit Feeds AI: What That Means for Visibility

19:19 - Dead Internet Theory and the Bot Problem

21:50 - What Bought Followers Actually Cost a Business

25:36 - 100 Real Followers Beat 25,000 Quiet Ones

26:58 - Why Did This Post Flop? A Rover Landed on Mars

30:43 - Which Metrics Should You Actually Watch?

31:20 - Leading With Emotion and Answering "Why Us"

33:20 - How to Find What Resonates: Add Value First

35:07 - End Every Post With a Question

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