TLDR MARKETING 2026-01-19

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THREADS EDGES OUT X IN DAILY MOBILE USERS

Meta's Threads now has more daily mobile users than X. Growth is steady and not linked to recent X controversies. Threads benefits from cross-promotion in Meta apps, a focus on creators, and new features like communities, disappearing posts, and games. X still leads on the web and in the US, but Threads is building a regular mobile audience.

GOAT'S 2026 PREDICTIONS FOR ONLINE CULTURE, CONTENT, AND CREATORS

Creator marketing is now mainstream media. Attention is harder to win as feeds become endless video streams and audiences fragment. Creator revenue is expected to grow 20% and reach $376B globally by 2030. 2026 will see more intentional consumption and a split between AI-safe and AI-friendly spaces. Demand will increase for credible creators, episodic storytelling, and community-led strategies that connect online culture with real-world experiences.

DIARY OF A BRAND: GENTLE MONSTER

Gentle Monster shows that strong brand memory can drive growth without heavy ad spend. Last year, it grew 30% and nearly doubled Luxottica's operating margin using a high-margin direct-to-consumer model focused on memorable experiences. Oversized products, museum-like stores, and unexpected collaborations keep it top of mind. Owned factories and long-term leadership enable $200-$400 price points and expansion into new categories.

GROWTH OVER GOING VIRAL

BÉIS focuses on growth over chasing virality. Partnerships and collaborations with Gap, Chipotle, and Rare Beauty drive engagement, while behind-the-scenes content, especially shot organically, often outperforms polished final posts. Short-form videos can reach millions, but long-form, informative content builds deeper engagement and conversion. The team experiments constantly and often shares stories of the people behind the brand.

AEO FOR CMOS: WHERE SEARCH MIGHT BE GOING IN 2026 (WEBINAR)

Learn how AEO is changing brand discovery. This webinar covers where traditional SEO works, where it falls short, and how CMOs can guide teams without chasing hype. Learn how to prioritize AEO over the next 90 days and understand the risks of ignoring AI-driven discovery. The free event will take place on January 21 at 10 AM PT.

SPEEDY RECRUITING FOR CUSTOMER RESEARCH (WEBINAR)

In this webinar, Elizabeth Creighton, founder of Brazen UX, will discuss ways to find your ideal research participants. She'll also cover the best ways to get participants to commit and show up, as well as simple steps to create an automated participant workflow. The free event will take place on January 22 at 9:30 AM PT.

OPENAI: OUR APPROACH TO ADVERTISING AND EXPANDING ACCESS TO CHATGPT

ChatGPT is expanding access with low-cost subscriptions and limited ads while keeping answers independent and user data private. ChatGPT Go launched in 171 countries and will cost $8/month in the US, offering higher limits, image creation, and memory. Ads will appear for logged-in adults on free and Go tiers. Pro, Business, and Enterprise plans remain ad-free.

GROWTH IS NOW A TRUST PROBLEM

Growth today depends on credibility and customer confidence. Traditional marketing channels are failing as paid search costs rise and AI intercepts organic traffic. Efficiency-based value props are easily outpaced by $20/month AI tools. Employee-led sharing, influencer partnerships, and community-driven growth drive word-of-mouth, which can boost referral revenue.

A NEW STUDY RAISES RISKS OF USING AGREEABLE CHATBOTS

Agreeable chatbots can reinforce beliefs and increase polarization. A study of over 3,000 US participants across four political topics found sycophantic AI heightened extremity and overconfidence compared to neutral or disagreeable AI. Participants saw agreeable chatbots as warmer, more competent, and often unbiased, even when they were not. The research warns that commercial incentives could push AI toward agreeableness, limiting exposure to opposing views as these tools become more common.

YOUTUBE RELAXES MONETIZATION POLICY ON VIDEOS WITH CONTROVERSIAL CONTENT

YouTube will now let more creators earn full ad revenue on videos that discuss sensitive topics as long as the content stays nongraphic.

DO YOU REALLY NEED ALL THAT DATA?

A new Kellogg-MIT algorithm shows that decisions often need only the most relevant data, not more.

2026 LINKEDIN OUTREACH HOLY GRAIL

The founder of Valley breaks down what works and what doesn't for LinkedIn outreach.