A 19-year-old figured out YouTube better than 99% of marketers.
A 19-year-old cracked YouTube. AI is rewriting search. And marketers are learning to do it all.
How Jenny Hoyos Makes Things Go Viral on YouTube Shorts
She’s 19. She’s on fire. And she’s cracked the code to virality on YouTube Shorts.
Jenny Hoyos is an entrepreneur, content creator, influencer and also a data-obsessed storyteller. Her approach is rooted in psychology, structure, and ruthless editing.
Here’s what marketers can steal from her playbook:
Retention-first scripting: She writes backwards, like starting from what will keep people watching, not just what will get clicks.
Micro-hooking: Within the first 0.2 seconds, there’s motion, intrigue, and a promise. “Wait until you see what happens…” isn't accidental → it’s engineered.
Jump cuts & A/B testing: She’ll test 10 intros and 3 versions of the same story to see which one sticks.
Jenny’s mantra? “Every second must earn the next.”
Marketers: think of your own content the same way. Scrolls and swipes aren’t won by headlines alone anymore.
AI Overviews are SEO’s New Frontier
If you're optimizing content for Google Search, AI Overviews are the latest algorithmic curveball to understand and possibly benefit from.
Rolled out in May 2024 under the Search Generative Experience (SGE), AI Overviews are AI-generated summaries shown directly in the search results. They appear above organic listings and sometimes even before ads. Think of them as dynamic mini-articles, comparison tables, interactive plans, or shopping guides, all powered by Google’s Gemini model.
What’s the impact? You guessed it: zero-click searches are rising. Users now get structured, comprehensive answers without leaving Google. That means fewer organic clicks for many sites. But here’s the twist: Google claims these overviews are actually sending more clicks to included sources than regular listings. The caveat? You have to be included.
So how do you show up in an AI Overview?
Optimize for AI Overviews by:
Answering complex questions clearly and concisely (especially multi-faceted queries).
Using structured content like lists, steps, or tables are formats favored by AI Overviews.
Following Google’s Search Essentials which is the baseline for being considered.
Publishing deeply informative, expert-backed content in YMYL (Your Money, Your Life) spaces like health or finance.
Tracking performance using tools like Semrush, which now offers AI Overview visibility metrics.
Why it matters now
Only 1.28% of U.S. queries currently display AI Overviews (source: Semrush, Apr 2025), but Google plans to reach over 1 billion users globally. This includes users in the UK, India, Japan, Brazil, Mexico, and Indonesia. The rollout is growing, and your strategy should grow with it.
“AI in search is an inevitable change. Things will only get exponentially better and more useful as testing continues.”
—Jim Yu, BrightEdge
The TL;DR? AI Overviews aren’t a fad. They’re the next phase of search. While many sites might lose traffic, those who adapt early could see high-intent visitors and better-qualified leads.
The smarter play isn't to panic. It’s to optimize for the black box.
Full-Stack Marketers Are on the Rise And in Demand
Marketing is no longer siloed. In 2025, the Full-Stack Marketer (FSM) is emerging as a key player reshaping how businesses approach growth.
As a full-stack marketer myself (going on three years now), I loved reading this report. It honestly felt like someone had put my daily reality into data. It’s always fun and super helpful to zoom out, spot the trends, and see where things are headed. Definitely one of those “oh, it’s not just me!” moments.
I've summarized the most important points that Semrush uncovered in its latest industry study.
→ Who Are Full-Stack Marketers?
Multi-Talented Marketers: FSMs are skilled across SEO, paid media, content, social, and analytics especially valuable in lean teams or agencies.
Depth & Integration: They’re not just generalists; they unify marketing functions and bring depth to each discipline.
Seasoned but Emerging: 86% have 5+ years of experience, yet 60% have only worked under the “full-stack” title for under three years, signaling a fast-evolving role.
→ What Drives Them?
Team-Oriented Thinkers: Most are motivated by collective success (32%), personal mastery (28%), and continuous growth (27%).
Learning Never Stops: They stay sharp via newsletters, LinkedIn posts, peer groups, podcasts, and hands-on testing.
→ How They Work
Software-Driven, Not Always Streamlined: While 97% rely on tools to manage tasks, only 29% use structured project management systems and just 9% use AI assistants revealing a gap between tech use and tech optimization.
Orchestrators, Not Just Operators: FSMs are increasingly expected to run the full stack—not just use tools, but connect them.
→ What Holds Them Back?
Strategic Barriers: The biggest challenges include lack of clear leadership direction, constant context switching, and absence of long-term focus.
Skills Still in Progress: Key gaps exist in paid ads (28%), SEO (26%), and content marketing (19%) despite being core FSM tasks.
Honestly, I don’t think full-stack marketers are just a passing trend. The best ones are curious, versatile, and think strategically, which makes them incredibly valuable in today’s messy, fast-moving marketing world. If companies want to stay ahead, they need to invest in these folks and make sure their roles are clearly defined.
Want to dig deeper? Read the full report from Semrush here.
TL;DR:
YouTube Shorts Masterclass: 19-year-old Jenny Hoyos reverse-engineers virality with retention-first scripting, ultra-short hooks, and A/B-tested edits. Her motto? Every second must earn the next.
AI Overviews = SEO Disruption: Google’s AI-powered summaries are now stealing the spotlight (and clicks). Learn how to get featured and optimize your content for this rising “zero-click” format.
Full-Stack Marketers Are Booming: Semrush’s 2025 study shows FSMs are versatile, experienced, and in high demand. Especially in lean teams. But they need better tools, clear direction, and upskilling to thrive.
See you next week,
Oumaima