TLDR MARKETING 2025-05-23

YOUTUBE VS TIKTOK, WE ANALYZED 3.5 MILLION VIDEOS

HURRY UP AND WAIT: TOP MARKETING TAKEAWAYS FROM NETLINE'S 2025 B2B CONSUMPTION REPORT

Content demand hit a record 7.9 million registrations in 2024, but the average time to open content stretched to nearly 39 hours, a 23% increase year over year. Playbooks showed strong buying intent, being 115% more likely to lead to a purchase within 12 months, while eBooks were less predictive of near-term decisions. Short-term purchase intent dropped 12%, while mid-term intent rose 15%, emphasizing the need for well-timed follow-ups over immediate responses. C-suite engagement rose 27%, but marketers must respect varied buyer timelines, focusing on presence, relevance, and patience.

HOMEPAGE TRAFFIC IS UP 10.7% FROM AI OVERVIEWS AND LLMS

A study of 50 websites by Siege Media found that AI Overviews and LLMs lower overall site traffic but increase homepage visits by 10.7% on average. Some saw nearly 30% more clicks. This rise comes from stronger brand visibility in bottom-funnel AI search results that boost branded searches even without direct links. Established brands benefit most, while others struggle. Siege recommends optimizing homepages, enhancing retargeting strategies, investing in brand building, and focusing on brand awareness to leverage this shift effectively.

CREATING SHARE-WORTHY INSTAGRAM CONTENT THAT OUTPERFORMS

One Instagram share can lead to anywhere from 150 to 400 additional views, significantly outperforming likes, comments, and saves. This makes share-worthy content the most effective way to reach new audiences and drive organic growth. Marketers should focus on formats like motivational stories, highly specific relatable posts, timely cultural tie-ins, and opinion-driven takes that promote conversation and sharing.

PEEC

Peec is an AI search analytics tool that helps brands monitor and optimize their visibility across AI-driven search platforms. Teams can track brand mentions, analyze performance trends, benchmark against competitors, and identify the sources AI models rely on when generating responses.

INTRODUCING CLAUDE 4

Anthropic launched Claude Opus 4 and Claude Sonnet 4. Opus 4 leads in long-running coding tasks and agent workflows, while Sonnet 4 offers improved performance and instruction-following for everyday use. Both models now support extended thinking, memory from local files, and tool use in parallel.

$1M MRR. 600K DOWNLOADS. THIS APP IS MAKING A HUGE SPLASH

Splashin turned the classic high school game "Senior Assassin" into a viral hit by making video proof of eliminations a required part of gameplay. It turned every moment into shareable content. Since launching in July 2023, the app has hit $1M MRR, 600K downloads, and over 2B views across TikTok, YouTube Shorts, and Instagram Reels. Splashin's growth tactics include embedding viral content into the product itself, posting consistently through @splashin.app starting in April 2024, repurposing the same videos across multiple platforms, and focusing on “unexpected” eliminations to drive engagement. This user-driven content loop powers a content machine that removes the need for a traditional posting strategy.

SMBS RELY HEAVILY ON SOCIAL MEDIA FOR MARKETING AND GROWTH

More than three-quarters of small and midsize businesses report that social media improves their business performance. However, 54% struggle to keep content fresh and aligned with current trends while also running the business. Facebook leads as the most used platform, with 82% of businesses leveraging it to promote products and engage with customers, followed by Instagram, YouTube, and TikTok.

ADVERTISING HAS AN AGE PROBLEM THAT NEEDS SOLUTIONS, SAYS IPA

Only 8% of people working in UK advertising agencies are over 51, yet 33% of the overall working population is over 50.

POSITIONING VS. MESSAGING VS. COPY

Understand the differences between positioning, messaging, and copy.

CONNECTED TV IS TRANSFORMING ADVERTISING

Streaming now accounts for 44% of total TV time in the US, with the majority of that viewing supported by ads.