TLDR MarketingFebruary 14, 2025

TLDR MARKETING 2025-02-14

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01NEWS & TRENDS

4 GIPHY SEARCH TRENDS TO PAY ATTENTION TO THIS VALENTINE'S DAY

GIPHY search data reveals modern Valentine's Day trends: Cuffing season actually peaks between August and October, with searches for the term spiking 101% in August and peaking in October. February sees loneliness surge, with searches for “single” rising 12% and “forever alone” up 35% compared to January. Meanwhile, “situationship” searches increase 43%, and “sneaky link” jumps 132%, showing February's focus on non-traditional relationships.

medium.com4 min read

BRANDS ARE CONFIDENTLY DISGUISING THEIR LOGOS IN OUTDOOR ADS BUT IS IT EFFECTIVE?

More brands are removing or disguising their logos in outdoor ads, relying on iconic visuals and slogans to maintain recognition. Heinz, Kellogg's, and Tesco have embraced this minimalist approach, with Heinz omitting its logo entirely and Kellogg's focusing on its rooster mascot. Experts argue this strategy works best for well-established brands but risks becoming formulaic. While stripped-back messaging can capture attention in a cluttered media landscape, some believe the trend needs fresh innovation to remain effective rather than blending into the background.

thedrum.com8 min read

02STRATEGIES & TACTICS

SWITCHING SALES: HOW TO GET PROSPECTS TO SWITCH TO YOUR PRODUCT OR SERVICE

Switching sales involves helping customers move from their current solution to yours, which often triggers fears of downtime and regret. To win these sales, position your product as a complement to existing solutions, like KISSmetrics did with Google Analytics, easing the pressure of abandonment. Offer a gradual, low-risk transition through steps like free trials, parallel use, or phased rollouts to reduce resistance. Provide full migration support, either in-house or through partners, to remove logistical barriers. These strategies build trust and make the switch feel safer and easier for prospects.

conversion-rate-experts.com3 min read

HOW SHOPIFY ORGANIZES ITS GROWTH TEAM

Shopify powers approximately 10% of US e-commerce and organizes its 600-person Growth Team into Growth R&D and Growth Marketing. Growth R&D includes teams for landing page optimization, internal tooling for experimentation, and customer support focused on merchant success. Growth Marketing covers paid ads, SEO, email, and affiliate marketing, each with LTV/CAC goals. Their approach prioritizes long-term metrics like total cohort value over conversion rates and uses 6 to 12 month holdout experiments to measure lasting impact.

linkedin.com2 min read

7-STEP MARKETING PLAYBOOK

This marketing system identifies a precise target audience, maps effective channels, and prioritizes efforts through data. It starts by defining a "market of one," selecting channels, and working backward from revenue goals. Owners manage channels, track performance, and adjust quarterly. The process repeats to focus resources on what drives growth. A screenshot of a marketing tactic tracker is included in the post.

linkedin.com1 min read

03RESOURCES & TOOLS

FIBBLER

Fibbler helps brands connect LinkedIn Ads data with their CRM to track how ad impressions influence pipeline and revenue. Users can see which companies interact with their ads, export data, view engagement timelines, and sync insights with HubSpot, Salesforce, or Copper. The platform also allows campaign scheduling to optimize ad spend and supports webhooks for sending data to outbound tools.

fibbler.coTool

YOUTUBE INCORPORATES GOOGLE VEO AI VIDEO GENERATION TOOLS INTO SHORTS

YouTube creators can now use Veo 2 to generate high-definition (up to 4K) AI video backgrounds and entirely new AI-originated short clips with text prompts. This upgrade enhances storytelling possibilities but also raises concerns about AI-generated junk content and deepfakes. YouTube will label AI-created clips using SynthID watermarks.

socialmediatoday.com3 min read

04MISCELLANEOUS

'BRANDING MOMENTS': THE SECRET SCIENCE OF MEMORABLE CONTENT

Cadbury's 2007 "Gorilla" ad, initially rejected by leadership, increased sales by 10% and became the UK's favorite ad of the past 60 years. Neuro-Insight, a neuromarketing company, found that it ranked in the top 1% for long-term memory encoding due to its compelling storytelling and timing of the branding moment. A “branding moment” occurs when the audience's brain deciphers the story and the brand logo is shown, enhancing memory retention. Effective ads prioritize story over overt selling and use emotional narratives to engage the viewer. This principle applies to B2C, B2B, creators, and potentially written and audio content.

storytellingedge.substack.com4 min read

DEEP DIVE: TABS CHOCOLATE

Tabs Chocolate is a Gen Z-focused brand known for its viral "Sex Chocolates," which are marketed to enhance intimacy. It has grown primarily through TikTok, leveraging user-generated content and bold marketing. Tabs uses cross-sell strategies like urgency timers and discounts to boost sales post-checkout. Future marketing ideas include sex-positive podcasts, educational YouTube videos, and anonymous “Dear Abby”-style blogs.

marketergems.com2 min read

VIRAL SHORT-FORM VIDEO FORMATS FOR 2025

Storytelling is the key driver for viral short-form video success. A proven content model focuses on repeatable structures such as “Two Characters, One Light Bulb,” where creators play both expert and novice to explain complex topics, and “Challenge” videos, where creators take on difficult tasks with dramatic payoffs. The recommended approach to these videos involves studying performance patterns through Gold-Silver-Bronze analysis, tracking key engagement drivers like pacing and reaction shots, and testing formats with single videos before scaling content production.

socialmediaexaminer.com8 min read