Writer

With over 19 years of experience as a Freelance Writer and Researcher, I specialize in creating content that informs, inspires, and engages. My work reflects a strong foundation in storytelling, and cultural research, underpinned by a Master's in Philosophy.  

Currently serving as a Researcher, I focus on exploring and weaving deeper cultural and human narratives. My commitment lies in collaborating on projects that merge research and storytelling to elevate collective understanding and showcase the richness of the human experience.

Samita Chatterjee

International Expansion at Disney+Hotstar | Digital Strategy & Consulting

I’ve spent the better part of the last 2 decades taking an unusual but rewarding path - one that’s taught me how to adapt, build, and keep moving forward. Looking back, the pattern is clear - I’m a builder. I thrive on curiosity, push boundaries through experimentation, and choose impact over convention every time.

From Idea to Flipkart to moving cities, my early career was full of transitions. Somewhere between the moves and milestones, I discovered my love for marketing. What started as side gigs soon evolved into running my own agency, and that’s when the bigger picture began to take shape.

I later returned to corporate, working with TVF, MX Player, and Disney+ Hotstar. Each role sharpened my skills and gave me incredible mentors. Today, I’m tight-knit into B2B SaaS, where I get to combine everything I’ve learned into something that truly excites me.

Outside of work, I love teaching. I’ve delivered lectures at MDI, IIMs, and other management colleges - sharing what I’ve learned and, in return, learning even more from bright young minds.

Swati Paliwal

Google Search Console is telling you the truth.

Just not the whole truth.

Most marketers think they’re looking at complete search data. They’re not. According to recent analysis, up to 75% of impressions are filtered out in query-level reporting due to privacy thresholds. In some cases, 38% of clicks never get reported.

Which means you could be optimizing based on 25% of the story.

I noticed these few patterns:
→ Three out of four impressions may be hidden in query-level reports
→ Bot impressions are rising (some sites seeing 4–6% vs a typical 1–3% SaaS baseline)
→ Since March 2025, clicks dropped over 50% while impressions stayed relatively stable
→ AI Overviews (AIOs) correlate with declining click-through rates
→ Google’s removal of the “num=100” parameter further shifted visibility dynamics

This isn’t just a reporting quirk. It changes how you interpret performance.
If impressions are “down,” are they actually down?

Or are they just filtered differently?

If clicks are declining, is it demand or AI answers absorbing intent before users ever reach you?

There’s also a practical takeaway most teams miss:
GSC has two API endpoints.
→ Aggregate data (no dimensions) = includes filtered data
→ Query-level data (with “query” dimension) = only what meets privacy thresholds

Divide visible query impressions by total aggregate impressions. That ratio is your real filter rate.

For many sites, it’s 70–80%.

Before you rewrite your SEO strategy, fire your agency, or assume demand collapsed, measure the gap. Because in 2026, search visibility isn’t just about rankings.

It’s about understanding what you’re not being shown.

Founder - ReSO | Ex Disney+ | AI-powered GTM & revenue growth | GEO (Generative engine optimisation)

Google Search Console Impression Gap: 75% is Incomplete

Most brands still treat Reddit like just another distribution channel.

It’s not.

Reddit in 2026 is shaping culture differently. And the brands winning there understand that subtle creative shifts matter more than big-budget noise.

I've noticed a few trends that are taking over & crucial this year:
↳ Nostalgia-driven storytelling.
↳ UGC as real social proof.
↳ Niche-inspired campaigns.
↳ Campaigns that unfold like stories.

On Reddit, brands trigger conversations. Jokes evolve. Screenshots travel. Threads resurface months later. If your brand becomes a “character,” the community keeps the narrative alive.

This isn’t gaming the algorithm. Rather, understanding culture mechanics.

Reddit rewards brands that:
 ↳ Respect context
 ↳ Embrace transparency
 ↳ Think long-term narrative, not one-off impressions

Is your Reddit strategy aligned with how the platform actually works in 2026?

Or are you still repurposing LinkedIn posts and calling it community marketing?

Reddit Trends for 2026

Did you ever wonder why some YouTube videos explode while others disappear in the feed?

An analysis of 323,000+ outlier videos across 50,000 channels (62.6B views) reveals a few patterns behind what actually drives performance.

First, emotion beats information. Top triggers in high-performing videos:
↳ Humor
↳ Anger
↳ Controversy

Titles with negative sentiment generated ~20% higher median views. “Why this fails” often outperforms “How this works.” Second, numbers don’t always help. About 35% of videos used numbers in titles, yet they received 11% fewer views on average. Structure doesn’t drive clicks. Emotion does.

Third, shorter titles win. Titles around 30 characters delivered ~60% more median views than those above 70 characters.

Packaging matters too:
↳ Text-heavy thumbnails saw 19% fewer views
↳ Bright colors stand out in YouTube’s neutral UI
↳ In business/finance content, faces increased performance by 36%

And interestingly, longer videos often perform better. The 15–25 minute range tends to trigger stronger recommendations.

The pattern is simple:
↳ Emotion drives clicks
↳ Clarity drives packaging
↳ Watch time drives recommendations

Most performance differences come from packaging, not production.

Are you doing anything differently in how you package your YouTube content?

YouTube Virality Decoded With Analysis Of 62.2 Bn Views

AI-native startups are launching faster than ever. 

Initial usage often comes from curiosity and experimentation. The real challenge is designing a product experience that consistently drives value, retention, and expansion, especially when usage patterns, cost, and performance are tightly linked.

I’m excited to host Madhup Mishra, SVP of Product Marketing at SmartBear, for a conversation on what scalable product-led growth really looks like for AI-native startups.

In this 30-minute session, we’ll talk about:
🔹 Why traditional PLG playbooks break in AI environments
🔹 How to design onboarding around real user value
🔹 What actually drives retention and expansion in AI products
🔹 How to balance growth with cost, performance, and usage efficiency
🔹 What a scalable PLG model looks like for AI startups in 2026

This session is designed for founders, product leaders, and growth teams building AI-native products and looking to turn early adoption into sustainable, predictable growth.

Save your spot, bring your product and growth questions, and leave with a clearer view of how to build a PLG engine that scales.

Scalable Product-Led Growth for AI-Native Startups

Cloudflare just made a structural change for AI agents:

When an agent requests a page with the Accept: text/markdown header, Cloudflare can now convert the HTML to Markdown at the edge and serve that instead.

This drastically reduces the token weight on the AI agents.

A simple Markdown heading like: "## About Us" may use ~3 tokens.

The HTML equivalent with classes, IDs, and surrounding layout markup can consume 12–15 tokens before content even begins. On a full page, the gap compounds. ~16,000 tokens in HTML can be reduced to ~3,000 in Markdown (roughly an 80% reduction).

Most AI systems already convert HTML to Markdown internally to strip layout and isolate structure. Doing this at the network layer removes an extra processing step and reduces ambiguity about what the core content is.

Cloudflare also returns metadata like estimated Markdown token count and content usage signals in headers. That allows agents to manage context windows and understand permitted use without additional parsing.

To enable Markdown for Agents for your zone, log into the Cloudflare dashboard, select your account, select the zone, look for Quick Actions and toggle the Markdown for Agents button to enable. 

This feature is available today in Beta at no cost for Pro, Business and Enterprise plans, as well as SSL for SaaS customers.

Have you tried it? Share your experience with me below.

Most founders think sales problems are hiring problems.

They’re usually not. If you want structure, focus on three things:

1. Data: 
↳ Know your numbers; where do deals stall? What actually converts? If you can’t measure it, you can’t scale it.

2. Buyer journey:
↳ Your sales process has to match how your buyer makes decisions. Not how you wish they did.

3. Systems over hero reps:
↳ Many founders think they need a superstar AE or VP of Sales.
But if revenue dips the moment that person leaves, you don’t have a system. You have a dependency.

A strong system lets average reps perform well. It protects revenue. It compounds over time.

Superstars can accelerate growth. Systems sustain it. Build accordingly.

I had an amazing conversation with Monika Owczarek on this and much more on our live session a few weeks ago. If you want to learn about unlocking 10X revenue in 2026 and Fractional VP secrets to scale tech startups find the entire episode link below.

Did you ever put an exclamation point in your email, then delete it then put it back again?

Here's some data driven insights into the use of the energetic exclamation mark:

In professional emails, an exclamation mark often softens tone. “Thanks!” feels warmer than “Thanks.” It reduces the risk of sounding abrupt, especially in short replies. That matters in fast-moving work where most messages are five lines or less.

Many people use exclamation marks to simulate assertiveness. Don't do that. “Please review this by EOD!” “We need this live today!” The punctuation adds volume, not clarity. It can read less like leadership and more like urgency without authority.

There’s also a gender dynamic. Many women use more exclamation marks to avoid being perceived as blunt. That tells you something about how tone gets judged in professional settings.

So use your exclamation points judiciously!

Brands saw up to 19% worse perception scores when their ads ran next to content people found objectionable. 

Not because the brand did anything wrong. Just proximity.

Brands like Jaguar and Sandals have pulled their entire digital spend in the past, after finding their ads sitting next to negative societal elements. The ads got there through programmatic buying, which optimizes for reach and cost, not context. When two things appear together, people start associating them. The environment moves fast but the association still forms, even briefly. 

And the effect travels. People who only heard about a placement, without actually seeing it, still rated the affected brand 17.7% worse. 

Secondhand exposure carries almost the same weight as direct.

Response timing also matters more than most brands account for. An immediate public response recovered around 18% of lost trust. Waiting a week brought that number down to 7%.

One thing that stood out for me was that the effect largely disappears when the content fits the brand's established tone. An edgy brand appearing next to edgy content doesn't trigger the same reaction. 

The gap between what a brand projects and what surrounds its ad seems to be what drives the damage.

For anyone running programmatic at scale, whitelisting approved channels and targeting by content keyword rather than audience alone aren't particularly conservative choices. 

They're just how you account for context in a system that doesn't do it automatically.

What do you think about this? Have you experienced anything similar? Would love to know it below.

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Samita Chatterjee

Swati Paliwal

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taplio

The Battle

Samita Chatterjee

Swati Paliwal

Followers

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Swati Paliwal's LinkedIn Performance

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