TLDR MARKETING 2025-02-21

NO CONSENSUS ON WHO COMES TO MIND WHEN AMERICANS ARE ASKED TO NAME A NEWS INFLUENCER

21% of US adults regularly get news from social media influencers. However, 42% of them couldn't name a specific one when asked. Among those who did respond, 7% named a media outlet. Individuals like Philip DeFranco, Tucker Carlson, and Ben Shapiro were the most frequently mentioned. 72% of those who named a person follow or subscribe to a news influencer, compared to 45% of those who didn't respond. 39% of respondents who identified an influencer reported feeling a personal connection to them.

DUPES DEMOCRATIZE BEAUTY

MCoBeauty, an Australian brand led by CMO Meridith Rojas, is democratizing beauty by offering luxury dupes that make high-end products accessible to all. Rojas highlights the cultural shift where consumers no longer want to spend excessively to stay on-trend. She also sees accessibility as a key form of innovation. The brand blends dupes with homegrown innovation, which has fueled the brand's rapid growth in the US.

HOW ANTHROPIC DRIVES 60K+ IN ORGANIC TRAFFIC WITH ONE SIMPLE STRATEGY

Instead of relying on long-form technical content, Anthropic attracts enterprise buyers with short, high-impact customer success stories. These 650 to 1,050-word case studies rank for industry-relevant keywords, leverage real customer quotes, and highlight measurable business benefits like cost savings and conversion growth. The approach boosts search visibility while positioning Claude as a trusted, easy-to-integrate AI solution.

HOW I GOT OUR FIRST 100 CUSTOMERS

The co-founder of Recall.ai secured their first 100 customers by sending 2,000 cold emails. They focused on people already in motion - such as those hiring for a relevant problem, companies with recent funding, or individuals who had publicly expressed frustration. The key was narrowing the list to those likely to respond. They avoided large enterprises, low-budget companies, and high-level executives. While the email sequence wasn't perfect, it resonated with the right audience, driving replies and conversions. A screenshot of the email sequence used is shared in the post.

LIFTOFF: MOBILE APP MARKETERS SURVEY - 2024 RESULTS & 2025 FORECAST

The mobile app market grew in 2024, with non-gaming apps driving a 12% increase in downloads and accounting for most of the 4.2 trillion hours spent in apps. About 80% of marketers felt market conditions were stable or improved, and nearly half saw budget growth, especially those managing over $1 million monthly. AI was used by 34% for creative production and 20% for optimization, while only 31% ran iOS re-engagement campaigns. For 2025, 88% plan to maintain or increase spending, with 41% prioritizing advertising networks and 62% focusing on organic/viral traffic growth.

100+ SIGNALS FOR PIPELINE GENERATION (GOOGLE SHEET)

A collection of 100+ GTM plays from Common Room, featuring key signals, their significance, funnel stages, and supporting playbooks.

CODE IS NOW CONTENT: HOW WE BUILT OUR SEO CALCULATOR WITH AI

AI tools like Claude and Cursor are enabling marketers to build functional apps without extensive coding knowledge, reshaping content creation. By leveraging AI for "vibe coding," an SEO forecasting tool evolved from a simple spreadsheet into a polished app, but fine-tuning the algorithm required iterative debugging across multiple AI models. This shift from static content to interactive tools highlights a new era where AI-powered software can become a core part of marketing strategies.

HOW CONSUMER PSYCHOLOGY INFORMS AI PRODUCT DESIGN

AI products largely fail at giving people comfort and peace of mind, packaging powerful new capabilities in an approachable package. These products should prioritize user-friendly interfaces by minimizing unnecessary choices and providing clear, simple options. The IKEA Effect and Endowment Effect highlight how customization and personalization could increase user attachment to AI tools. The Paradox of Choice warns against overwhelming users with options though, as fewer choices reduce anxiety and improve satisfaction. The Bandwagon Effect underscores the importance of social proof and collaboration features in AI adoption. The Foot-in-the-Door Technique suggests that starting with small, simple tasks can encourage users to adopt more complex behaviors over time.

USING NEURO-LINGUISTIC PROGRAMMING FOR MORE INFLUENCE AND SALES

People are motivated by moving toward goals or avoiding problems, and effective marketing should balance both approaches. Neuro-linguistic programming (NLP) can help marketers craft messages that align with audience decision-making patterns, improving influence and connection to increase conversion rates. Using strategic language shifts, such as replacing "if" with "when" can remove hesitation and create a stronger call to action.

INSTAGRAM'S NEW AD FORMAT LETS CREATORS GET PAID FOR TESTIMONIALS IN COMMENTS

Brands can pin these paid comments to the top of posts and Reels, making them more visible while allowing creators to track and remove their endorsements if needed.

HOW TO COVER A SINGLE TOPIC ACROSS CHANNELS

An example of how HubSpot Media approaches content planning across different channels.

AUTOMATING OUTREACH WITH LINKEDIN ADS ENGAGEMENT