TLDR MarketingJuly 31, 2025

TLDR MARKETING 2025-07-31

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01NEWS & TRENDS

FAVIKON ENGAGEMENT RATE BENCHMARK REPORT 2025

The global influencer marketing industry is expected to reach $32.55 billion in 2025 with a 33.11% growth rate, driven by increased brand budgets and a shift toward smaller creators. Nano influencers outperform larger creators across platforms, achieving top-quartile engagement rates of 3.4%+ on Instagram, 2.4%+ on LinkedIn, and up to 800% spikes on TikTok. In contrast, mega influencers face sharp engagement declines, with rates often below 1.8% across platforms. The rise of AI influencers and synthetic engagement has made traditional metrics unreliable, prompting brands to focus on authenticity and relative benchmarking. Favikon's report, which analyzes over 8.3 million profiles, includes engagement benchmarks to help brands and creators adapt to AI-driven challenges and prioritize quality interactions.

favikon.com5 min read

GENAI APPS DOUBLED THEIR REVENUE, GREW TO 1.7B DOWNLOADS IN FIRST HALF OF 2025

GenAI apps saw major growth this year with 1.7B downloads and $1.87B in revenue. Users spent over 15.6B hours across 426B sessions. Asia led global adoption with 42.6% of downloads and 80% growth, driven by India and Mainland China. ChatGPT remained the top app for in-app revenue and showed strong engagement, with usage levels matching X and Reddit. Only Google ranked higher in average days used per month. ChatGPT's weekend usage also rose, showing it is increasingly used beyond the workplace.

techcrunch.com3 min read

02STRATEGIES & TACTICS

WHAT GTM TEAMS ARE DOING WITH CHATGPT

ChatGPT is now a core tool in the modern GTM stack. In product marketing, it supports persona research, positioning, and messaging analysis. Content teams use it to summarize transcripts, localize assets, and build SEO landing pages. Growth marketers apply it to analyze paid spend, create employee social posts, and prioritize experiments. Sales teams use it to personalize events, prepare for calls, and extract insights from recordings.

growthunhinged.com11 min read

OPERATIONALIZING YOUR TOPIC-FIRST SEO STRATEGY

Shift focus from keywords to core topics tied to your brand's offerings and audience needs. Start by mapping 5-10 parent topics, then expand using personas, audience research, and zero-volume subtopics to build authority. Create content that aligns with real user problems and search intent. Organize internal and external links by topic rather than recency. This deep, persona-driven coverage builds visibility in search and AI-driven platforms, and creates a self-reinforcing flywheel of topical authority.

growth-memo.com9 min read

03RESOURCES & TOOLS

NEW WAYS TO LEARN AND EXPLORE WITH AI MODE IN SEARCH

Google is adding new AI Mode features in Search to support learning and planning. Users can now ask questions about images and PDFs on desktop, with more file types coming soon. The new Canvas tool helps organize study plans or projects in a side panel that updates over time. Search Live enables real-time, video-based help through mobile cameras using Google Lens. In Chrome, users can now click “Ask Google about this page” to get AI insights on screen content.

blog.google4 min read

HUBSPOT LAUNCHES FIRST CRM CONNECTOR FOR ANTHROPIC'S CLAUDE

HubSpot introduced a Claude AI connector that integrates CRM data to provide contextual answers and visualizations for marketing, sales, support, and success teams. The tool enables natural language queries, data-driven recommendations, and action execution without leaving HubSpot. It reflects the company's broader AI push, which includes a recent ChatGPT deep research connector aimed at enhancing decision-making efficiency.

cmswire.com4 min read

04MISCELLANEOUS

THE META REPORT: LESSONS FROM 640 HAUS INCREMENTALITY EXPERIMENTS

An analysis of 640 Meta incrementality tests over the last 18 months, which included head-to-head tests that compared Advantage+ to Manual campaigns, shows that Meta's automation consistently delivers incremental impact. On average, it drove 19% lift to brands' primary KPIs. Advantage+ campaigns identify high-intent users faster than Manual campaigns but show 12% lower DTC iROAS on average due to reduced long-term impact. Despite this, Advantage+ remains valuable for new customer acquisition and short-term promotions, with 42% of brands seeing it outperform Manual campaigns. Mid- and upper-funnel strategies are gaining interest for their stronger omnichannel and funnel-building effects, even though they underperform on DTC ROAS alone. While Incremental Attribution is still in early stages with a 43% success rate, Meta's vast dataset gives it a strong foundation to refine this tool and improve campaign efficiency.

haus.io12 min read

FAKE FACES, REAL DRUGS: AI INFLUENCERS IN PHARMA ADVERTISING

Pharmaceutical companies are increasingly using AI-generated influencers to promote drugs in areas like dermatology and mental health. These are synthetic personalities designed to mimic ideal patients. While these avatars offer cost benefits, they also raise concerns about accountability and gaps in regulation, as FDA oversight of social media remains limited. In response, lawmakers are calling for stricter rules. Experts advise clear disclosure, ethical standards, and collaboration with real patients to keep AI-driven marketing compliant.

netinfluencer.com2 min read