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You know that TikTok creator just moved the needle. The Instagram partnership definitely drove sign-ups. But when budget season rolls around, all you have are vanity metrics and a hunch. And that's how great influencer marketing gets killed by bad measurement.
Dirty soda, a mix of soda with cream, syrups, and other flavorings, grew from a Utah-based Swig into a national trend that is revitalizing the sluggish soft drink category. Popularized by TikTok and reality TV, it has spread from soda shops to restaurants, grocery aisles, and fast-food chains like McDonald's and Taco Bell. Beverage giants such as PepsiCo and Keurig Dr Pepper are launching ready-to-drink versions, as they see it as a way to attract younger consumers.
NikeSKIMS merges Nike's performance expertise with SKIMS' knowledge of fit and cultural relevance. It's a new activewear category rather than just a line of leggings and sports bras under a shared logo. Likely structured as a licensing deal, Nike owns all intellectual property, including creative assets, trademarks, and design patents, while any co-branded items would need SKIMS marks removed if the deal ends. The venture leverages Nike's talent, manufacturing, and IP alongside SKIMS' brand equity and retail network.
Using checkmarks or bullets on pricing pages makes features easier to skim, but too many icons can blend together. Dropbox improves readability by combining concise line items with hover boxes that explain vague or technical terms. This helps users quickly understand offerings without getting lost in jargon.
Opal's TikTok account, Olivia Unplugged, scaled to 8M views in 30 days by using a personality-led format and data-informed content themes like sleep and burnout. Its team tested over 40 videos before finding breakout success with a “green whiteboard” storytelling style that made complex topics digestible and repeatable. Scripts were informed by peer-reviewed research and audience pain points. Opal's branding remained very subtle but consistent.
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Pulse is a new feature that proactively delivers personalized daily updates instead of waiting for questions to be asked. Currently in preview for Pro users on mobile, it compiles research each night from chats, feedback, and optional integrations like Gmail and Google Calendar, then presents the results as visual cards that can be scanned or opened for detail. Curation and quick feedback refine what appears, making Pulse more tailored over time.
Meta AI's Vibes is a new feed that lets users create and share short-form AI-generated videos. The feature allows starting from scratch, remixing existing videos with music or style changes, and sharing across Vibes, Instagram, and Facebook. The feed will personalize over time to inspire creativity and experimentation.
Growth work is relentless as targets constantly shift, loops collapse, and organizational silos block progress. Sustainable growth comes from strong products and retention. 80% of value in top companies comes from existing customers, while the median product loses 96% of new users by month 3. Growth teams face high turnover since only 10% of experiments last a year, and attribution data is often misleading because human behavior cannot be reduced to a single metric. At scale, growth becomes more about optimization than invention, while in younger companies, it's more experimental.
Patagonia restructured its $3B company so all profits fund environmental causes. The Patagonia Purpose Trust holds 2% of voting stock to safeguard the mission. The Holdfast Collective owns 98% of non-voting stock and directs about $100 million a year to nature protection. This authenticity made Patagonia America's most reputable company in 2023. It also allows premium pricing, as purchases are directly tied to climate action. Patagonia stands out as the only outdoor brand fully aligned with its mission.
The cohort influences meals (59%), movies (62%), tech purchases (36%), and even cars (11%) in their household.
Women form parasocial relationships with virtual influencers in the same way they do with human creators.
New video ads showing how people use ChatGPT in their daily lives.