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IN COMMON WITH: LIGHT ON/OFF TOGGLE

A neat design feature on In Common With's PLP lets you see how each lamp looks when turned on and off.

AMAZON'S BFCM DEALS START EARLY

This year's Amazon deals run from November 20 to December 1.

HDFO FRAMEWORK

Good competitor content is Helpful, Deep, Fair, and Opinionated.

for the next generation of social

META IS EARNING A FORTUNE ON A DELUGE OF FRAUDULENT ADS, DOCUMENTS SHOW

Meta earns billions from scam ads. 10% of its 2024 revenue (about $16 billion) was tied to fraudulent or banned ads. Users see 15B high-risk scam ads daily, and many suspicious advertisers remain active unless fraud is nearly certain, sometimes paying higher rates instead of being banned. Lenient policies, algorithmic amplification, and high-value accounts worsen the problem. Meta plans to gradually reduce this through measures like penalty bids.

‘A SAFE BET': BRANDS ARE DIGGING INTO THEIR AD ARCHIVES FOR CREATIVE INSPIRATION

Brands are revisiting their archives to recreate past campaigns for today's audiences. They're leaning on nostalgia and existing fandoms to reconnect with consumers. Gushers turned its '90s “Fruitheads” ad into a short horror film, Pringles updated its “Once You Pop” tagline, Columbia Sportswear drew on early extreme-product-testing spots, and Acuvue partnered with a creator to revive a mid-2000s campaign. The key is modernizing the work so it feels relevant rather than dated.

HOW TO ANSWER 3 BIG, SCARY ANNUAL PLANNING QUESTIONS (IN DAYS, NOT MONTHS)

Draft an annual marketing plan by addressing 3 core questions about growth strategy, budget, and revenue targets. Choose 3-5 strategic “big bets” and document each with a GACCS Brief for clarity. Estimate a budget range using GTM efficiency metrics such as CAC ratio, payback period, or LTV to CAC. Validate revenue targets with a bottom-up forecast using realistic conversion rates and lead or account data to ensure top-down goals are achievable.

HOW TO BUILD AND RUN A BILLBOARD CAMPAIGN

For a strong OOH campaign, target locations where your customers live, work, and commute. Use multiple formats like billboards, panels, transit ads, street furniture, and digital boards. Plan 3-6 months ahead and align stakeholders. Keep the messaging simple and easy to read. Focus on peak engagement periods and map audience hotspots. Repeat consistent messaging across all placements to create a memorable brand presence.

HOW TO RUN VISUAL QUERY FAN-OUT ANALYSIS IN SCREAMING FROG USING OPENAI

Google's new “visual search fan-out” uses AI to analyze image details and generate related search queries, expanding SEO beyond keywords. A custom Screaming Frog tool powered by OpenAI's Vision API mimics this process, revealing missed optimization opportunities by detecting overlooked objects, styles, and attributes. Tests show many e-commerce images lack context for visual elements like color, material, or use case, limiting visibility. Adding these insights to alt text, descriptions, and on-page content can boost search reach.

GOOGLE'S BIGGEST PERFORMANCE MAX UPDATE YET

Google's PMax update introduces asset-level reporting, providing visibility into which headlines, images, and videos drive clicks and conversions. Advertisers can now identify top performers and replace underperforming creatives without resetting campaign learning. Alongside this update, built-in AI video tools allow teams to auto-generate short-form videos from existing brand assets. This allows broader reach across placements like YouTube and Display without requiring in-house production.

EVERGREEN VS. LAUNCH MARKETING

Evergreen marketing provides steady revenue and long-term growth, while launches generate quick cash and market momentum. Evergreen works best for consistent offers like SaaS, retainers, or memberships. Launches suit timed products such as bootcamps, cohorts, or drops, offering fast visibility but higher risk. Combining both by running evergreen systems for predictable revenue and adding 3-4 launches per year creates urgency and drives new demand.

A MORE ACCURATE WAY TO MEASURE CONSUMER ENGAGEMENT

The “attention equation” shows that monetization depends more on focus quality than time spent. Mobile games and premium video drive strong engagement but are underused due to weak ad formats. Social video on TikTok and YouTube delivers high satisfaction even when watched alone. Matching content to user intent and channel behavior leads to better results than prioritizing screen time.

U.S. INFLATION BY CATEGORY IN 2025

A visual showing price rises in food, education, and transport from September 2024 to September 2025.

MARKETING MISTAKES MADE BY YAHOO!

Yahoo!'s decline came from failing to adapt to shifting user behavior.

HOW I'M OPTIMIZING AEO WITH REDDIT

Spend 15 mins/week on Reddit naturally mentioning your brand and leveraging tools like Amplitude, OGTool, and SEMrush.

👉 Try the AI CMO for free →

WHEN ALGORITHMS CURATE CULTURE, WHAT DO WE LOSE?

As AI curates what we watch, listen to, and read, pop culture will become predictable. Algorithms favor familiarity, ignoring the context and creative accidents that drive breakthroughs. Iconic moments in music, film, and fashion come from risk and experimentation, which AI cannot replicate. Human curation preserves history, connecting art and innovation across generations. AI cannot replace the insight and storytelling that keep culture rich and transformative.

HOW BRANDS CAN BE OLD AND NEW SIMULTANEOUSLY

KFC successfully uses The Colonel to connect traditional values with modern relevance, while Cracker Barrel misstepped by removing its Old Timer mascot. Research from KFC revealed that customers viewed its longevity and consistency as proof of credibility and quality. The Colonel's image communicates brand identity instantly, similar to symbols like the Nike Swoosh or Golden Arches. Brands do not need to abandon history to stay current, they need to show how established values fit into today's lifestyles.

THE SURVEY EMAIL PLAYBOOK: HOW TO ACTUALLY GET PEOPLE TO TELL YOU WHAT THEY THINK

Survey emails are powerful for understanding customers, but they must be simple and valuable to get responses. Effective tactics include stating how long the survey takes, explaining why feedback matters, embedding questions in the email, and offering small incentives. Personalization, such as using a real sender or asking targeted questions in welcome and post-purchase emails, increases completion. Interactive formats like ratings or checkboxes reduce friction. Collected data should feed directly into audience segmentation and automation to tailor future messaging.

MAKE YOUR BRAND FAMOUS

To build brand recognition, appear where the target audience already spends time and use existing platforms instead of focusing only on owned channels. Survey trends, popular content, and creators to find culturally relevant ideas. Create content that entertains or educates rather than feeling like a sales pitch. Schedule time to explore magazines and social feeds for inspiration and adapt insights to the brand story. Invest in collaborations, podcasts, or co-branded content to reach audiences where they already pay attention.

HOW OWNER.COM 42.2X'D AUDIENCE YOY WITH A 3-WORD STRATEGY

Owner.com, a platform helping restaurant owners grow, increased its audience by focusing on world-class content. The team selects ideas relevant to busy restaurant owners, executes them with high production quality, and scales through a system with specialized roles in scriptwriting, filming, and editing. Every piece is evaluated for usefulness and engagement, with underperforming content canceled after production.

HOW TO MAKE LINKEDIN CAROUSELS USING CLAUDE'S SKILLS FEATURE

Start by selecting a carousel that perfectly reflects your branding and tone. Then have Claude analyze it and generate a SKILL.md file that captures structure, style, and content framework. Upload the skill to Claude, and it can produce slide-by-slide briefs and full carousels on any topic, maintaining the original visual identity and layout. After minor tweaks in Canva, the process delivers on-brand carousels in about 15 minutes, combining automation with authentic design.

GOOGLE ANALYTICS REPORTING PLAYBOOK

Google has published a comprehensive overview of all reporting surfaces in Google Analytics 4, which differ from previous versions of Google Analytics. The playbook includes detailed sections on Reports, Explore, Advertising, Data API, and BigQuery export, as well as dedicated information on Audiences, Case Studies, Common Questions, and Reporting Gotchas.

INSIDE THE CLEVER MARKETING OVERHAUL THAT TURNED THE US ARMY INTO A RECRUITMENT POWERHOUSE

The US Army's 2024 recruitment success was driven by a corporate-style overhaul of its marketing infrastructure, hiring ex-industry leaders from companies like Johnson&Johnson, and creating 50 new internal roles in fields like behavioral economics. Based in Chicago, the Army's agency AEMO and its creative partner DDB Chicago collaborate to produce emotionally grounded campaigns such as “Own the Night” and “Generation” that speak to different political climates. Campaigns reflect both lived soldier experiences and strategic brand positioning, with AEMO using exclusive access to internal data to guide message targeting and tone.

FIXING THE DISCONNECT BETWEEN MARKETING AND REVENUE

Many companies do plenty of marketing but fail to drive revenue because their efforts aren't tied to real business outcomes. Teams chase vanity metrics like clicks and impressions instead of focusing on pipeline and sales. Misalignment between marketing, sales, and finance creates confusion, while short-term thinking prevents learning. Real progress comes when marketing is accountable for revenue, shares goals with sales, and functions as core business infrastructure that turns activity into measurable growth.

PERPLEXITY TO PAY SNAP $400M TO POWER SEARCH IN SNAPCHAT

Perplexity will embed its AI search engine in Snapchat's My AI chatbot, reaching over 940 million users.

HOW TO ESTABLISH THOUGHT LEADERSHIP ON YOUTUBE

Identify the viewer's problem using their own words, package content with a clear before and after, write a title that makes a promise, and use a thumbnail that introduces the process.

LLM TRAFFIC IS SHRINKING

LLM referral traffic is falling after months of growth. ChatGPT's new router shows fewer citations, cutting outbound traffic even as usage rises. Clicks are nearly gone, making referral traffic unreliable. Brands should focus on visibility, not clicks. Mentions and citations matter more than visits. AI Overviews and zero-click behavior limit referrals, so it's important to invest in visibility across Reddit, YouTube, and other forums where LLMs pull data.

WHY DO WE LOVE CRINGE?

Cringe thrives on social awkwardness and failed self-presentation. It exposes the tension between how people want to appear and who they really are. It satisfies audiences' fascination with vulnerability and authenticity, letting them feel both empathy and relief. For creators and brands, cringe works best when it's intentional and self-aware, balancing discomfort with insight. The key is to evoke recognition without crossing into secondhand embarrassment.

19M VIEWS IN 48H

Creator “fav_girls02” reached 19M views in 48 hours with a “back to school glow up” series that used a consistent hook and cover image across all posts. Each slideshow focused on a different topic, like hair, skincare, or outfits, while following a simple checklist format. The approach made it easy to replicate, feature other creators, and include subtle product mentions. The key was posting several parts quickly to keep momentum. The format works well for niches such as self-improvement, beauty, and productivity.

DON'T OVER-RESTRICT LIMITED-TIME OFFERS

Overly restrictive limited-time offers can reduce sales by up to 68% compared to no offer at all. Research found that 1-day promotions with normal return policies and flexible navigation lead to higher satisfaction and spending. People spent 56.6% more in a 1-day charity sale but 68.3% less when the offer lasted only 1 hour. Limited-time offers work best when they feel urgent but fair, highlight potential regret, and avoid unnecessary restrictions that trigger psychological resistance.

QUICK TIP FOR FREE/PLUS/PRO CHATGPT USERS

Free, Plus, and Pro ChatGPT accounts have a default setting that allows OpenAI to use chats and connected data to train its models. This can be turned off in Settings > Data Controls by disabling “Improve the model for everyone”. The setting is important when using connectors that access external tools or data. Business, Teams, and Enterprise accounts have this data sharing turned off by default, making them safer for work. Companies should avoid using personal ChatGPT accounts for business to protect data and privacy.

EARNED MEDIA, BRAND JOURNALISM, AND AI VISIBILITY WITH NOAH GREENBERG (65 MINUTE PODCAST)

This podcast explores how brands can adapt to AI-driven search with Noah Greenberg, CEO of Stacker. It covers the shift from SEO to GEO, where earned media, brand mentions, and broad content distribution drive AI citations. PR, content, and SEO are converging, press releases are regaining relevance, and visibility grows through wide syndication. Measurement is moving from traffic and backlinks to trust, mentions, and influence.

5 WAYS B2B BUYER BEHAVIOR HAS CHANGED

B2B buyers now control most of the buying process, completing about 83% of their decisions before speaking with vendors and consuming an average of 11 pieces of content first. They value originality and expertise, with 73% trusting thought leadership content over promotional materials and 86% seeking ideas that challenge their assumptions. Buyers increasingly prefer specialized firms that deeply understand their industry, ranking subject-matter expertise as the top selection factor. Referrals still matter, but buyers now validate them through a firm's online content, making consistent, expert-driven marketing essential for closing deals.

BRAND… A PRODUCT JOB NOW?

Brand has become a product responsibility rather than just a marketing function. Users now form emotional attachments through product experience, not marketing claims, which makes how a product feels more important than its features or efficiency. AI search models are beginning to rank brands based on user sentiment and reviews, and Semrush predicts AI search traffic will surpass traditional search by 2028. To stay competitive, product teams must design for emotion, create memorable moments, and focus on delight, because utility drives usage while emotion drives loyalty.

THE HERITAGE DISCOUNT: THE STORY BEHIND THE PRICE

The heritage discount describes a consistent pattern where sellers reduce prices for buyers who demonstrate respect for an item's history. Unlike the typical behavior seen in the endowment effect, this pricing shift reflects a desire to see value passed on rather than maximized. To leverage the effect, brands have begun building digital tools and curated experiences that help consumers preserve or rediscover their roots. This trend is also evident in national park campaigns, regional storytelling, and product design linked to nostalgia.

BULLYING IS NOT INNOVATION

A piece by Perplexity on why Amazon's legal threat against Comet blocks user choice and defends the right to AI assistants that serve users, not corporate interests.

PINTEREST REACHES 600M USERS

Pinterest added 22M users and reported 17% revenue growth in Q3, driven by international expansion and continued investment in AI-powered shopping features.

THE COMPOUNDING STARTUP

Only 3.5% of SaaS companies reach $20 million in ARR within ten years, yet those that do are not defined by their early performance.

WHAT MARKETERS ARE MISSING AS LOYALTY DRIVERS EVOLVE

New research from Razorfish and GWI found that brand loyalty is driven more by practical factors like convenience and product performance than by emotional attachment. While 65% of marketers believe brand love motivates repeat purchases, less than 25% of consumers agree, and only 5% cite convenience as a core driver. The report shows consumers value “soft benefits” such as early access and exclusive events, with 30% desiring limited-edition releases and 28% seeking exclusive content. It also highlights mixed reactions to AI in marketing, as 37% of consumers say overtly AI-generated content hurts loyalty while 24% say it improves it.

‘TV' TODAY CAN BE DESCRIBED AS ANYTHING ON A SCREEN THAT FEELS RELEVANT, AUTHENTIC, AND WORTH AN AUDIENCE'S TIME

“TV” now means any video that feels worth watching. This could be on a phone, social feed, or traditional screen. Social video dominates viewing, especially for Gen Z and millennials who prefer creator-led content over high production. Short, serialized micro series built for vertical viewing are growing fast. As viewers accept more ads, streaming and social models are blending. Media companies today have to think beyond broadcast and create content and ads that work across platforms and creators in a world where “TV” lives everywhere.

WHY MIXING ONBOARDING PATTERNS DESTROYS ACTIVATION

Onboarding often fails because too many patterns are used at once. Each pattern works alone but loses effectiveness when combined, as they compete for attention and confuse users. Data from multiple products show that completion rates fall with every added pattern. Overlapping wizards, tours, checklists, and tooltips create contradictions and overwhelm users. The best approach is to use a single, clear onboarding pattern. Simplifying guidance improves clarity, completion, and trust. If a product needs five onboarding systems to make sense, the real problem is the product, not the onboarding.

6 BRANDS THAT BRILLIANTLY DIFFERENTIATED FROM THE COMPETITION

These brands illustrate unique paths to market distinction through product-led innovation, content design, and cultural alignment. Gong uses internal subject matter experts to build community trust through LinkedIn and thought leadership events. Better Trail reimagines review content by layering consumption modes for skimmers, researchers, and power users, bypassing traditional SEO structures. Liquid Death disrupts a commodity category by attaching humor, music, and subculture references to canned water. Each brand demonstrates that differentiation is successful when product, message, and delivery align around a single compelling idea that sets it apart from the rest of the market.

INSTAGRAM ADDS COMPETITIVE INSIGHTS FOR PROFESSIONAL ACCOUNTS

Instagram added a basic benchmarking tool to its Professional Dashboard that compares post volume and follower growth against up to 10 competitor accounts. It's useful for gauging visibility but omits core marketing metrics like engagement rates or conversion signals.

SCREENSAGE

ScreenSage is a macOS screen recording and editing tool that automates zooming, tracking, captions, and keystroke display for demo and tutorial creation. It offers 3D effects, AI background removal, multi-mic recording, privacy masking, and synced Mac-iOS capture.

DOES YOUR WEBSITE NEED AN LLMS.TXT FILE?

LLMs.txt is a proposed new file format designed to guide large language models toward a website's most valuable content, using a structured markdown list placed at the root domain. Unlike robots.txt, which controls crawler access, LLMS.txt serves as a curation tool that highlights top resources like product pages, help docs, and case studies for AI citation and interpretation. Adoption remains low, with no confirmation from major AI platforms that they support it, but early adopters like Hugging Face and Stripe are using it to proactively shape how models interpret their content.