TLDR MARKETING 2025-06-03

Read the Delve case study.

META AIMS TO FULLY AUTOMATE ADVERTISING WITH AI BY 2026

Meta plans to automate ad creation and targeting with AI by the end of 2026. Brands will only need to provide a product image and budget, and Meta's AI will generate the ad content, suggest spend, and determine targeting across Facebook and Instagram. The platform will also offer real-time ad personalization based on factors like location.

BLUESKY HAS CAUGHT ON WITH MANY NEWS INFLUENCERS, BUT X REMAINS POPULAR

Bluesky saw a sharp rise in adoption by news influencers after the 2024 election. The platform's growth is driven largely by left-leaning influencers, 69% of whom now have a Bluesky account, compared to just 15% of right-leaning ones. Despite Bluesky's rise, X remains dominant, with 82% of the influencers still using it and 83% of those posting there 4 or more days a week. In contrast, only 31% of Bluesky users posted that often in early 2025, and 48% posted irregularly or not at all. Most influencers on Bluesky also maintain an X account and few have left X entirely.

COPYWRITING: WORKING HARD VS. HARDLY WORKING

Lead generation should prioritize quality over quantity. For broad appeal, attract a wide group through multiple channels and incentives, such as charity runs that engage hundreds of millions of runners worldwide. For niche segments, use insider language to build a strong connection with a specific group, like campaigns aimed at dedicated running enthusiasts. For the most exclusive approach, avoid promotion altogether to create intrigue and status.

CROSS-SELL TACTICS OF TOP DTC BRANDS

Product bundling groups related items at a discount to encourage larger purchases and reduce decision fatigue. Shopping cart and checkout suggestions surface add-ons when shoppers are already in buying mode. Threshold-based incentives, such as free gifts or shipping when spending reaches a certain amount, drive higher-value orders.

INSTAGRAM CREATORS WITH OVER 100K FOLLOWERS WILL GET ACCESS TO ADDITIONAL COMMENT FILTERS

Instagram is expanding its comment filtering tools to creators with over 100K followers. These tools let users sort comments by top engagement, newest first, or commenter follower count. Creators can also filter to show comments only from people they follow, verified users, or subscribers. These features help large creators focus on key interactions and boost engagement.

THE RISE OF B2B INFLUENCE: HOW CREATORS ARE INFLUENCING BUYERS

B2B buyers purposefully integrate influencer content into every major step of the purchasing journey. LinkedIn's recent guide outlines that credibility and subject-matter expertise are more effective in converting leads than broad appeal in B2B creator partnerships. It also highlights that video leads all other formats in engagement and performance.

ORGANIC POSTS AND BRAND-VOICE TESTS: HOW ADVERTISERS ARE APPROACHING THREADS

Threads now has over 350M monthly active users and is available to all advertisers, but most brands remain in early testing phases. Media buyers see it less as a place to drive conversions and more as a platform to explore brand voice and tone through organic posts. Limited standalone ad options and uncertainty around platform strategy are keeping investment conservative for now.

LEAH'S LEADERSHIP GUIDE - PART 5: EXPERIMENTATION CULTURE

Strong leadership requires fostering a culture where failure is embraced as a path to learning, not just tolerated. Over 60% of experiments in a typical B2B SaaS setting fail, so leaders must set clear, early expectations that define success by learning, not just positive outcomes. To keep morale high, leaders should balance big, risky goals with achievable wins using a 70-20-10 mix of safe bets, incremental gains, and moonshots. Risk conversations must be ongoing, and leaders need to model vulnerability and failure openly to earn trust. Organizing learnings in accessible, well-maintained repositories ensures insights from failures are retained and used.

PAIN IS THE PITCH

Try stating the problem as a question in your next sales page headline.

THE RECENT HISTORY OF AI IN 32 OTTERS

AI-generated media will soon be indistinguishable from reality, widely accessible, and difficult to regulate.

YOU NEED MINDSHARE. NOT INTENT. WHY?

Building brand and mindshare builds trust and makes buyers more likely to choose you when the time comes.