TLDR MarketingJune 19, 2025

TLDR MARKETING 2025-06-19

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01NEWS & TRENDS

BLUESKY'S DECENTRALIZED DREAM AND HOW IT'S RESHAPING THE SOCIAL MEDIA ECOSYSTEM

Decentralized social media platform Bluesky reached 36 million users in just 16 months. Offering creators true ownership of their content and audience, Bluesky challenges traditional platforms that control algorithms and extract most of the revenue from creators' work. Its customizable “feeds” system allows users to control how content is distributed, driving more traffic to publishers without penalizing outbound links. Safety and community growth are core to its design, with early viral moments and invite-only access helping form strong, diverse user groups. COO Rose Wang envisions Bluesky as the last platform that creators will need.

netinfluencer.com5 min read

A.I. MIGHT TAKE YOUR JOB. HERE ARE 22 NEW ONES IT COULD GIVE YOU

AI is creating new human jobs in the areas of trust, integration, and taste. Roles like AI auditors, ethicists, translators, and escalation officers will ensure systems are accountable and fair. On the technical side, jobs such as AI integrators, assessors, plumbers, and personality directors will help embed AI meaningfully into organizations. Creative and strategic roles like product designers, story designers, and world builders will grow in importance as companies rely on people with strong judgment and vision to guide AI toward outcomes that connect with human preferences.

links.tldrnewsletter.com14 min read

02STRATEGIES & TACTICS

DUAL CTAS

GitHub uses both an embedded email capture form and a secondary call-to-action button on its homepage, a combination not commonly seen together on other brand sites.

linkedin.com1 min read

UPPERCASE FEELS COMPETENT, LOWERCASE FEELS WARM

Uppercase brand names are seen as more competent and distant, while lowercase ones are viewed as warmer and friendlier. In experiments, unfamiliar brands appeared 52% more competent in uppercase and 68.8% warmer in lowercase. Cultural context matters: Americans rated lowercase brands as 16% warmer, while Chinese participants rated uppercase brands as 11.2% more competent. For B2B brands targeting professional, hierarchy-valuing markets, uppercase is more effective. Lowercase suits friendliness-focused strategies in egalitarian cultures.

app.sciencesays.com4 min read

03RESOURCES & TOOLS

GOOGLE AI MODE TRAFFIC DATA COMES TO SEARCH CONSOLE

Google Search Console now includes clicks, impressions, and position data from AI Mode. A click counts when a user clicks an external link. Impressions are counted when your content appears in AI responses. Positions are tracked individually for each element. Follow-up questions in AI Mode are treated as new searches. While this update brings more visibility into AI-powered results, Google still doesn't allow filtering specifically for AI Mode data.

searchengineland.com2 min read

SEO IN AN AI-FIRST WORLD (WEBINAR)

Dave Gerhardt, Founder of Exit Five, will join Andrei Țiț, Head of Product Marketing at Ahrefs, on June 24 to break down the current state of search, what strategies are no longer effective, and how to maintain visibility as earning clicks becomes more challenging.

app.zuddl.com

TIKTOK SHOP DEBUTS LIVE PRICE MATCH AS IT READIES FOR SUMMER DEALS

Livestream purchases now account for the majority of user activity on TikTok Shop, with over 75% of users buying directly during events. The platform's summer campaign includes a price match guarantee and cashback incentives, adding transactional urgency to its entertainment-first model. This approach closes the gap between engagement and purchase, increasing the platform's utility for both brands and consumers.

retaildive.com2 min read

04MISCELLANEOUS

THE DULL MEDIA TARIFF

Poor media formats are causing a decline in campaign ROI because 75% of ad inventory receives no active attention. Ads placed in low-attention environments waste billions of dollars, with brands losing 43 cents for every dollar spent. Strong creative cannot overcome dull media since attention levels set the limit for ad performance. Attention drops sharply in fast-decay formats like mobile and scroll-heavy placements, while slow-decay formats like premium video hold attention longer and perform better. Shifting focus to measuring actual viewer engagement through Attention Volume, which combines attentive reach and active attention time, can improve media planning by prioritizing where attention truly happens.

mediacat.uk2 min read

ESCAPE THE INBOUND VS. OUTBOUND TRAP

Most marketers treat inbound and outbound as separate or even competing strategies, often choosing one over the other based on preference rather than effectiveness. Both approaches should be interdependent components of a unified revenue system. Inbound builds trust and generates engagement, but without structured outbound follow-up, much of that interest goes unconverted. Conversely, outbound efforts that ignore buyer behavior underperform in isolation.

pierreherubel.substack.com5 min read