TLDR MARKETING 2025-06-04

FTC ISSUES SWEEPING DEMANDS TO MEDIA RATING FIRMS OVER INDUSTRY TIES

The FTC has issued investigative demands to media rating firms like NewsGuard, Ad Fontes Media, and DoubleVerify, requesting operational, financial, and communications data. The inquiry is focused on how these companies evaluate misinformation, hate speech, and deceptive content, and how their methodologies and partnerships may impact the flow of advertising dollars. By demanding detailed records dating back to 2019, the FTC is signaling heightened scrutiny over the role these firms play in shaping media visibility and influencing which outlets brands consider safe for ad placements.

REPORT: TEMU LOSES 58% OF US DAILY USERS DUE TO TARIFFS

Temu lost 58% of its daily U.S. users in May after the U.S. ended the de minimis exemption on Chinese imports. The company responded by overhauling its supply chain, shifting to a model where over one-third of its U.S. sales are now fulfilled from domestic warehouses. It also cut U.S. ad spending, leading to an 80% drop in paid search traffic.

BACK TO SCHOOL K-12 ON REDDIT 2025

85% of parents trust user reviews on Reddit for purchase decisions, and 50% plan to spend $400 or more this year. 75% say brands can have conversations on Reddit they can't have elsewhere. Reddit also ranks as the #1 platform parents use to decide on purchases compared to Instagram, TikTok, and Facebook. This guide offers insights on product research, ad strategies, and creative planning.

HOW TO FIND YOUR BRAND'S NICHE ON SOCIAL MEDIA

93% of consumers say brands should stay informed about online culture, much of which lives in niche communities. Finding the right niche starts with tracking where relevant conversations are happening, such as hashtags, subreddits, or creator networks that align with your audience. Marketers can identify which formats, references, and tones resonate, then engage through creators or content that reflect the community's values. As the brand earns trust, ongoing feedback helps refine the message and stay aligned with the niche as it evolves.

14 AHA MOMENT EXAMPLES FROM STARTUPS TO SPARK YOUR INSPIRATION

The ‘aha' moment is a sudden shift in perception where users understand a product's value without needing further explanation. It typically follows a period of confusion and feels rewarding, which reinforces product use and loyalty. Examples from companies that got it right include when Calendly users realize scheduling can happen without email back-and-forth, when Notion users connect their second note and see how everything links, or when Spotify users discover the Daily Mix and understand its personalized value.

Turn silent website traffic into pipeline - automatically.

WTF IS GTM ENGINEERING?! (WEBINAR)

This webinar, which will be held on June 10th, will explain the often misunderstood role of GTM Engineering. GTM Engineering differs from RevOps and other functions because it focuses on creating frictionless buying experiences and orchestrating tech stacks to drive growth in B2B companies. At the webinar, industry experts will discuss why GTM Engineers are vital in today's AI-driven market, how to build the function effectively, and why it's important for marketing leaders and operators to understand this emerging growth role.

SCALING YOUR EMAIL & SMS TEAM: ROLES, TOOLS, AND WORKFLOWS FOR GROWTH (68 MINUTE VIDEO)

This podcast explains how to build and scale a high-performing email and SMS marketing team, from solo operators to enterprise-level structures. The hosts cover key roles, like strategist, copywriter, analyst, and automation specialist, when to hire them, and how to design workflows for campaigns, flows, and quality assurance. They discuss the tech stack needed for growth, when to keep work in-house or hire agencies, and common pitfalls to avoid.

NEIL VOGEL ON GOOGLE ZERO

Dotdash Meredith CEO Neil Vogel discusses preparing for a future he calls “Google Zero.” The company has reduced its reliance on Google from 60% to a third of its traffic and focuses on building direct audience relationships through newsletters, apps, and loyalty programs. Vogel views AI licensing deals as strategic hedges and is investing in proprietary ad tech to regain control over advertising revenue.

ANTICIPATION INCREASES ACTUAL ENJOYMENT

Building anticipation before a product or service launch significantly increases customer enjoyment and satisfaction. In one study, people who savored an upcoming experience remembered it as 9.6% more enjoyable. Watching related previews made customers enjoy content 8.6% more, and expectation-building increased video game enjoyment likelihood by 21%. The effect is weaker if quality is poor or if delays or unmet expectations create negative feelings.

RXBAR SCRUBS CORPORATE JARGON FROM SOCIAL FEEDS IN BATTLE AGAINST B.S.

RXBar launched a Google Chrome extension that filters out corporate jargon from social media as part of its “Proud Sponsor of No B.S.” campaign. The tool highlights and blocks phrases like “disruptor” and “move the needle,” reinforcing the brand's focus on authenticity. RXBar encourages users to submit more buzzwords to expand the extension's codebase. The effort follows other bold marketing moves, including a B.S. Blocker Truck in New York, as RXBar competes in an increasingly crowded protein snack market.

TIKTOK LAUNCHES ‘TIKTOK FOR ARTISTS,' A NEW MUSIC INSIGHTS PLATFORM

TikTok for Artists provides marketers with a centralized view of music-driven engagement, revealing what songs are gaining traction and who is interacting with them.

HOW STORYLANE IS SPENDING $3M ON MARKETING

The head of marketing at Storylane breaks down their entire $3M marketing budget by channel.

INSTACART EMBRACES '90S NOSTALGIA WITH THROWBACK ADS AND PRICES

Instacart's latest campaign leverages '90s nostalgia and inflation-era pricing to boost summer sales, with ads styled after vintage commercials running across TV and digital platforms.