THE FUNNEL HASN'T COLLAPSED, IT'S COMPRESSED

Summary from the TLDR Marketing newsletter

Social commerce has compressed into a single scroll. Platforms like TikTok and Amazon collapsed discovery, intent, and purchase into one swipe. This isn't the death of the funnel but its evolution, where mental states still matter, only processed faster and often simultaneously. The risk is that brands overinvest in visible conversions while neglecting memory-building, even though long-term growth still depends on penetration and brand availability. The real challenge is balancing speed with stickiness so brands aren't forgotten when discovery and purchase happen in seconds.