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Delve ran 4 ads across 2 TLDR newsletters and brought in 66 leads, with a meaningful chunk from enterprise. The result: $1M in attributed pipeline and a 52x ROI.
62% of consumers say they would trust brands more if those brands were transparent about their use of AI. As generative tools become central to the creative process, the meaning of authenticity is shifting from an emphasis on human authorship to the quality and emotional impact of the final output. Designers are adjusting by using AI as a collaborative tool and focusing on crafting work that aligns with brand values and audience expectations.
Aprilynne Alter's approach to creating YouTube intros focuses on meeting audience expectations within the first 30 seconds by delivering both the “plot promise” (what the video is about) and the “format promise” (the video type). She recommends establishing a clear Unique Service Proposition early, such as showcasing expertise or proof of effort, to set the video apart. Intros should be concise, no longer than 40 seconds, and provide just enough context to engage viewers.
To grow a newsletter with Meta ads on just $20 per day, start by creating a website lead campaign to control the signup experience and improve engagement. Set up one campaign with two ad sets using broad targeting, splitting your budget evenly. Use 3 images and 3 videos across both ad sets, then let them run for 5-7 days. Keep the best-performing creatives in the main ad set and test 3–6 new ones weekly in the second. Monetize by using paid recommendations like Beehiiv Boosts or SparkLoop Upscribe to earn about $0.50 per subscriber and offset ad spend.
Google-driven traffic is declining. AI engines like ChatGPT, Perplexity, and Claude are emerging as new discovery layers. AI share buttons on websites can help users interact with content through LLMs, which can lead to citations, increased brand memory, and passive traffic growth. These buttons pass specific prompts and URLs directly to AI platforms, making it easier for content to be summarized, remembered, and referenced. The method, called CiteMET (Cited, Memorable, Effective, and Trackable), is part of a broader strategy to future-proof visibility by influencing how AI engines process and cite content. While technical SEO is still essential, this approach builds a new form of audience engagement through AI prompt interaction.
Millennials are reemerging in cultural relevance and remain a dominant force on social media, with 31% planning to increase usage in 2025. They value emotional connection, authenticity, and originality, using platforms like Facebook, Instagram, and TikTok for entertainment, shopping, and staying connected. Over half make impulse purchases monthly from social media, and 35% are more likely to buy products discovered there during economic uncertainty. They favor brand content that feels personal and avoid anything that sounds overly polished or sales-focused. To win them over, brands should prioritize storytelling, community engagement, and a consistent, relatable voice.
Marketing teams lose 7.5 hours each week to performative tasks and another 4.6 hours to poor communication. Over 55% say constant notifications disrupt their focus. To reclaim time, block at least 2 hours per day for deep work and replace status meetings with async updates. Although 86% use AI tools, only 5% feel fluent, missing a major opportunity. Use AI to handle briefs, meeting summaries, and internal updates. Create templates for repeatable tasks and shift focus to execution that is high-impact.
Brands from luxury fashion to banks are opening coffee shops to expand their reach beyond traditional buyers. These cafés create “third places” where people can spend time, increasing dwell time and chances of purchases. Coffee shops like Uniqlo's Fifth Avenue location and Dior's Blue Box Café generate social media buzz through Instagrammable spaces and UGC. While costly and requiring quality service, partnering with established coffee roasters can reduce risks.
Product development has become faster and more accessible with AI, but that shift increases the pressure on teams to get positioning, messaging, and distribution right. A modern product team needs three core roles working in sync with the Product Manager defining and building the product, the Product Marketing Manager connecting it to market needs, and the Growth Owner optimizing reach and impact. This trio expands the influence of product beyond technical teams and ensures that customer insights and business goals stay connected throughout the entire product lifecycle.
New research finds that music can drive tangible business impact for ads, but is rarely given the level of consideration afforded to other components of the creative process.
A quadrant mapping how fast brands move and what informs their content decisions.
An interview with Duolingo's international marketing director about mascot fatigue, their North-Star metrics, and experimenting with “less unhinged” content.