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HOW SWEET LOREN'S TURNED A HUGE SOCIAL MEDIA MISTAKE INTO A VIRAL WIN

Sweet Loren's accidental TikTok rename to “Ryan” was turned into a self-aware mini campaign that went viral.

AI SHOPPING TOOLS THREATEN AFFILIATES

ChatGPT, Gemini, and Google's AI Overviews could disrupt affiliate marketing by giving direct product recommendations that bypass review sites, reducing traffic and altering attribution during the holiday season. This may hurt ecommerce merchants that rely on affiliates for low-cost customer acquisition, as fewer clicks could mean fewer sales. Some AI-driven sales may still come from affiliate-generated content, but without commissions, affiliates may create less content in the future.

AS TARIFFS HIT, BIG COMPANIES DOUBLE DOWN ON MARKETING

Executives at major companies are maintaining or increasing marketing investments despite tariffs, inflation, and weaker job growth. Ralph Lauren raised marketing spending to 7.5% of sales from 6.7% last year, while Church & Dwight and Molson Coors plan to protect spending even at the cost of short-term earnings. Gartner data shows that over two-thirds of US consumers are adjusting their spending due to economic pressures. Yet companies like Kenvue and McDonald's remain focused on brand visibility, product innovation, and value, believing this will strengthen their position when conditions improve.

WHAT WORKS NOW IN GOOGLE ADS: 11 HIGH-IMPACT TIPS FROM TOP PPC EXPERTS

11 experts share strategies that delivered strong Google Ads results in the past 6 months. Their approaches included segmentation and consolidation to boost ROAS, focusing on unit economics for clearer strategies, and returning to basic marketing principles that lifted CTR by up to 67%. Other tactics involved using feeder strategies to cut CPA by 60%, enriching conversion tracking with server-side tagging and customer data, and building optimized landing pages to drive higher-quality leads. Experts also stressed the value of continuous self-development, blocking time for experimentation, mastering fundamentals before automating, and leveraging AI with the Google Ads API to build custom tools.

THESE KINDS OF SOCIAL MEDIA VIDEOS ARE MOST LIKELY TO CONVERT SHOPPERS

Informal, first-person TikTok videos lasting 10-15 seconds consistently drive the most product sales. Over half of social media users say content on platforms like TikTok and Instagram directly influences their purchases, and 45% are more likely to buy trending products. Around 70% use social media to decide if an item is worth buying, with verified reviews as the most trusted source. Everyday users are trusted for recommendations by 66% of people, compared to 49% for influencers and 38% for celebrities.

CREATOR EARNINGS REPORT 2025

The creator economy has grown 19% since 2024 to $250B. Yet over 57% of full-time creators earn below the US living wage of $44K, and more than half make under $15K annually. NeoReach identifies a $15K “monetization barrier,” where income growth accelerates once surpassed, but most remain below it due to limited monetization options, content constraints, and weak revenue strategies. Brand deals, the top revenue source for 49% of creators, are down 10% from last year as more shift to ad revenue and self-owned brands. Creators who prioritize monetization earn over twice as much as others, averaging $132K.

HOW CHATBASE USES 20+ AI AGENTS

At Chatbase, a 15-person team leverages over 20 AI agents powered by tools like Lovable, Make, and Supabase to enhance marketing, content, support, and sales efforts. Marketing agents analyze social media trends and competitor ads to shape campaigns, while content agents track customer questions to produce articles, newsletters, and help docs. Support agents handle conversations, convert FAQs into documentation, and identify high-intent leads. Sales agents qualify prospects, schedule calls, and record feature mentions to improve product and messaging. The post includes a video that illustrates how all these tools work together seamlessly.

YOUR BRAND CAN STAND FOR TWO THINGS AT ONCE

Challenger brands can compete with category leaders by using a multi-message positioning that pairs two distinct associations instead of focusing on one. New Balance combines sports and culture through celebrity campaigns, fashion collaborations, and products that blend performance with style. Joe and the Juice pairs health with a rockstar vibe, creating a lively and distinctive brand experience that stands out from typical wellness-focused juice bars. Multi-message strategies offer differentiation, depth, and defensibility, but they also require strong guidelines and consistent execution across all touchpoints.

THE GREAT DIVERSIFICATION: HOW 8 COMPANIES ARE EVOLVING THEIR SEO STRATEGIES

AI-driven search changes are forcing brands to diversify beyond traditional SEO, with strategies spanning social-led thought leadership, selective content gating, aggressive programmatic publishing, and more. Companies like Seer Interactive, HubSpot, Customers.ai, Nerdwallet, and Tally are blending owned media growth with multi-channel discoverability. The common thread is building resilience by owning audiences and reducing vulnerability to algorithm shifts.

5 MARKETING TRENDS I CAN'T STOP THINKING ABOUT

Creative constraints, shock value, and authentic human tone are proving more effective than hype-driven AI launches or big ad spends.

PEPSI LAUNCHES LANDMARK CAMPAIGN: IS THIS THE FUTURE OF ADVERTISING?

Pepsi's new campaign partners deeply with creators, signaling a shift toward co-created advertising.

DEI PUSHBACK AFFECTS LGBTQ+ MARKETING: HERE'S WHAT THE NUMBERS SAY

62% of consumers support brands speaking on social issues, yet only 46% can define DEI, and 18% think it pushes an agenda. LGBTQ+ consumers, with $3.9 trillion in global buying power, have higher expectations, with 61% wanting brands to share commitments compared to 35% of the general population. Perceived LGBTQ+ representation in ads has fallen from 73% in 2023 to 65% in 2025. Scaling back DEI reduces trust for 41% of consumers and impacts purchasing for 39%, especially among younger and LGBTQ+ audiences.

RESTAURANTS SEEK TO CASH IN ON CONSUMERS' PROTEIN FRENZY

The protein trend is changing US restaurant menus. Currently, 28.4% of menus highlight protein, up from 5.9% a decade ago, and this could exceed 40% by 2029. Driven by health-conscious consumers, including younger generations and those using weight-loss drugs like GLP-1, restaurants like Starbucks, Smoothie King, and Panda Express are adding or promoting protein-rich options to boost sales.

TRUSTWORTHY SMILES

Using a genuine smile in a profile picture can increase approachability and reduce perceived risk, leading to more sales. Consistently using the same photo across platforms leverages Familiarity Bias, making people more likely to trust and choose you. Research shows people make judgments about trust in milliseconds based on facial cues like an upturned mouth and slightly raised eyebrows. One study found people invested up to 42% more in strangers with trustworthy features.

FIRST YOU NEED AN SEO STRATEGY, NOT A GEO TOOL

AI will not kill SEO, but it will force it to evolve. Many marketers are wrongly chasing AI visibility tools instead of building strategies around user intent. SEO's purpose is to help people find answers, products, and services across any platform, whether it is a search engine or an AI agent. Ranking in AI responses is brand marketing and not a substitute for technical SEO and content that drives customers. The mentality needs to shift from gaming algorithms to optimizing for user needs and structured content that works across AI-driven search environments.

ZERO-PARTY DATA IN ACTION: HOW TOP BRANDS TURN PRODUCT DISCOVERY INTO CONVERSIONS (WEBINAR)

This webinar will explore how brands like Free People, Centrum, and RMS Beauty are using zero-party data to drive higher AOV, more conversions, and retention. It will discuss the tactics used, including interactive quizzes, guided experiences, and personalized journeys. The webinar takes place on August 12 at 10 AM PT.

STEAL THESE PROMPTS: 4 AI WORKFLOWS TO HELP YOU SHIP BETTER PRODUCTS

These 4 AI prompts break complex tasks into focused steps. They automate building feature taxonomies from a user perspective, turn product strategies into persuasive narratives, and frame initiatives within the overall strategy to connect work to business goals. They also offer critical evaluation from a leadership view to identify risks and alignment issues. While product-focused, these prompts are useful for marketers involved in messaging and strategy, helping clarify features and craft compelling stories.

VUORI'S MARKETING STRATEGY: FINDING LULULEMON'S GAP

Vuori grew from a garage startup to a $5.5B brand in under 10 years by focusing on the overlooked men's premium activewear market. Rather than highlighting technical specs, it prioritized comfort and versatility, with fabrics like DreamKnit and BlissBlend driving word-of-mouth. A hybrid distribution model with partners like REI, Nordstrom, and Equinox built credibility and expanded reach while maintaining a premium image. Its success stems from redefining the category through cultural relevance, product innovation, and insight into how people want to live.

ASSESSING BRANDING STRENGTH: COMPARING MARKETER JUDGEMENT AND CONSUMER DATA FOR BRAND IDENTITY ELEMENTS

Relying on intuition over consumer data can harm branding, as seen when Tropicana's packaging change caused a 20% sales drop. A study of 405 brand elements from 50 brands found marketers often overestimate brand fame and underestimate uniqueness compared to consumer views. Research showed marketers were only slightly better at judging logos and were more accurate in groups than alone.

RANKED: THE COUNTRIES THAT SHOP ONLINE THE MOST

A ranking of the top 25 countries for online shopping, led by the US, China, and the UK.

HOW TO SPEED UP CONTENT WITH AI

This 6-step AI-assisted framework combines in-depth research, voice transcription, and iterative AI editing to create polished content.

PINTEREST REACHES 578 MILLION USERS, IMPROVES REVENUE INTAKE IN Q2

Pinterest grew to 578 million monthly users in Q2, gaining 8 million, all from outside the US and Europe. While user decline in Europe and stagnation in the U.S. raises concerns, Pinterest still posted $998 million in revenue, up 17% year-over-year, helped by Gen Z engagement and improved shopping tools.

GOOGLE SEARCH BOSS SAYS AI ISN'T KILLING SEARCH CLICKS

In response to growing concern over AI-driven SEO disruption, Google claims search clicks haven't declined and users are getting better results. The conclusion is that AI is not really shrinking traffic, but concentrating it in a few domains. One example of a winner in this scenario is Reddit, which is seeing a 21% DAU growth after its partnership with Google.

WIN REPORT: WHY ADDING ONE BUTTON INCREASED SALES BY 30%

Adding a sticky footer button that returned users to the top of the page led to a 30% increase in sales and revenue per visitor for a pet insurance comparison site. Both tested button versions outperformed the original page, but "Back Up To Plans" was the most effective despite receiving less than half the clicks of "View Plans". The test showed that mobile users face more cognitive load when scrolling, which can hurt conversions. The button gave users a simple way to navigate back, reducing friction and increasing the likelihood of purchase.

HOW TO 2X YOUR EMAIL OPEN RATE AND CTR

Start with a “base sending segment” (BSS) of highly engaged subscribers, defined as those who signed up in the last 10 days, opened an email in the past 30 days, or clicked in the past 60 days. Email only this group in week one, then expand the criteria each week for 4 weeks to gradually include less-recently engaged subscribers. This phased approach strengthens engagement, inbox placement, and sender reputation so more messages land in primary folders instead of promotions, with results often showing a 20-30% lift in opens and clicks. Avoid blasting your full list during this period to maintain deliverability.

PLAYING DEFENSE: HOW AND WHEN BIG BRANDS RESPOND TO NEGATIVITY ON REDDIT

Reddit has become a critical channel for shaping brand perception as user posts on product flaws, billing issues, and company policy can quickly influence public sentiment. Brands such as Tailscale, Cloudflare, and Mint Mobile are examples of companies that set the tone by responding promptly and directly, particularly during security or enterprise-level incidents. Response strategies now follow a clear hierarchy, where executive involvement is expected in high-stakes threads while pricing or product feedback requires brief acknowledgment without overpromising.

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BUILD AUTHORITY THROUGH LINKEDIN CONTENT & EDIT SMART WITH AI (WEBINAR)

This webinar with Molly Godfrey on August 12 will cover how to establish expertise, communicate clearly, and write LinkedIn posts that convert. It will focus on overcoming common writing blind spots to build trust and grow your business.

STAGE ENGAGING EVENTS THAT DRIVE PIPELINE WITH GIFTING & SWAG

Gifting boosts event results by engaging attendees at every stage. Sending personalized pre-event bundles like coffee kits or Uber Eats eGifts can increase webinar attendance by up to 76%. During events, interactive swag and prize draws, such as branded QR-code games or tech gadgets, keep participation high. Post-event, sending thoughtful gifts like industry books or edible thank-you cards helps maintain connections.

OPENAI LAUNCHES GPT-5 FREE TO ALL CHATGPT USERS

OpenAI launched GPT-5 and 3 variants (Pro, mini, and nano), improving accuracy, coding, and safe responses across all ChatGPT tiers, including free users. The update introduces simulated reasoning for complex tasks and a system that selects the best model based on need. The rollout began August 7 for all users. Enterprise and education access will follow next week.

‘OWN IT': HENKEL'S NIKKI VADERA ON WHY WORKING MUMS ARE A ‘COMPETITIVE ADVANTAGE'

Henkel's consumer brands marketing director, Nikki Vadera, believes that working mothers have valuable skills like multitasking and efficiency. She advocates for flexible work to prevent burnout and challenges the belief that long hours equal success. Vadera points out that a new generation demands different work terms, urging businesses to stop framing flexibility and career progression as motherhood issues. She calls for the removal of stigma around working parents and encourages owning one's identity as a parent, showing that balancing family and career is a competitive advantage.

INSIDE BILT'S POPULAR "ROOMIES" SERIES

Bilt's original series Roomies has attracted over eight million views and more than 100k followers across TikTok and Instagram. By launching the mockumentary through a separate account, Bilt prioritized storytelling and immersion over branding. The show follows young adults navigating life in New York, reflecting the everyday experiences of Bilt's core demographic. Produced entirely in-house, the project focuses on high production quality, character-driven narratives, and long-term engagement. The branding is subtle, with no direct promotion within episodes, allowing viewers to discover the brand organically.

HOW YUM BRANDS PREDICTS THE ‘IT' BEVERAGE OF THE FUTURE

Yum Brands is transforming beverage strategy by combining cultural analysis with predictive consumer modeling. Its Collider Labs team tracks flavor trends globally and tests new drink concepts using betting-style prediction markets. This process helps identify which beverage innovations have mass appeal before investing in full rollouts. KFC is currently applying these insights through its new Kwench concept in international markets, featuring lemonades, milkshakes, and iced coffees tailored to changing consumer expectations.

PRELIMINARY DATA ON IG'S NEW “REPOST” FEATURE

Reposts on Instagram took one video from 12K to 50K views in 30 minutes, showing how reposts now flood non-follower feeds.

LEARNINGS FROM 1 MONTH OF POSTING ON TIKTOK

17 TikTok posts brought 6.5K followers and 684K views in one month, but growth was unpredictable and creatively exhausting.

CREATOR ECONOMY TO HIT $480B: SOARING INFLUENCER FEES DEMAND STANDARDIZATION

Influencer fees are becoming unpredictable, as quotes for similar work can vary by up to 50%. Top influencers can charge $100,000 per post while mid-tier creators are doubling their rates, which is driven by rising demand and payment processor fee hikes. Brands are committing millions annually to creator agencies and consequently face increasing pressure to justify the costs amid tightening budgets. In response, marketers are adopting AI tools and pushing for industry-wide standards to bring transparency and stability to pricing.

STUDY FINDS ADVERTISING DRIVES 20% OF US ECONOMY

Advertising made up 21.9% of total US economic output last year, generating $10.4T in sales. It supported 29M of the country's 158.1M jobs, or 18.3% of the workforce. Job shares ranged from 14.1% to 19.7% across all 50 states. Every $1M in ad spend supported 59 jobs, with an average salary of over $93K, which is 26% higher than the national average.

HOW I FIXED OUR ANNOYING POP-UP PROBLEM

A basic MailerLite pop-up that annoyed existing subscribers was replaced with Digioh, a more sophisticated tool offering targeting based on UTM parameters, user behavior, and URL rules. Visitors arriving with utm_source=newsletter were excluded from seeing the pop-up, which was redesigned as a multi-step form that first asked for the visitor's role before requesting their email. This made the experience less intrusive and enabled better personalization. Additional settings controlled when and how often the pop-up appeared and excluded specific pages, resulting in fewer complaints, richer data collection, and better-targeted future email campaigns.

WHERE MODELS' EYES SHOULD LOOK IN ADS

Ads are more effective when the model's eye contact matches the product type. For functional or emotionally negative products, having the model look directly at the viewer increases effectiveness, as seen in a 12% boost for a cafe ad and a 40% increase in sign-ups for an anti-smoking ad. For pleasurable products, a model looking away leads to higher engagement, such as a 30% rise in sunhat sales and a 19% improvement in watch ad ratings. Direct gaze builds trust and credibility, while averted gaze helps viewers imagine themselves using the product.

THE COST OF GUEST POSTS BASED ON 26K SITES

Over 85% of guest post sites are low quality, with weak traffic and DR, yet still command high prices. Only 4.6% of sites qualify as high-quality or top-tier, and those links can cost $692 to $957 before vendor markups, which can raise prices to $2,800 or more. Relevance is more important than metrics like DR, but there is no industry standard to measure it. News and media dominate the marketplace with the highest number of quality links, but also the most low-quality ones. Meanwhile, Digital PR provides more credible links, better long-term value, and ultimately higher ROI.

YOUTUBE BRINGS CO-AUTHORING TO CLIPS: HOW COLLABORATIVE TAGS COULD RESHAPE CREATOR REACH

YouTube is testing a co-authoring feature that allows multiple creators to be visibly credited on a single video, similar to Instagram Collabs and TikTok's dual uploads. The feature includes clickable collaborator avatars next to video titles and uses a consent-based invite system to prevent unwanted tagging. This update aims to help smaller creators grow by gaining exposure through partnerships with larger channels, boosting discoverability and algorithmic visibility. YouTube may expand the feature to include shared analytics and revenue insights depending on user feedback.

NEW INSTAGRAM FEATURES TO HELP YOU CONNECT

Instagram's new features enhance connections with friends through reposts, a location-sharing map, and a Friends tab in Reels. Public reels and posts can be reposted, appearing in friends' feeds and on the user's profile. The Instagram map allows location sharing with selected friends and exploration of location-tagged content. The Friends tab displays reels liked, created, or shared by friends, making it easy to see their interests and start conversations.

CHATGPT IS USING GOOGLE SEARCH

A fake SEO term tested across AI tools revealed that ChatGPT Plus and Perplexity rely heavily on Google-indexed pages for generating answers. Marketers should treat Google indexation as a gateway to AI visibility. If content isn't indexed by Google, it likely won't appear in ChatGPT, Perplexity, or Gemini. It is critical to SEO strategy beyond SERPs to account for AI tools that are gaining traction.

THE NEW COOL IS CAFFEINE-FIRST: HOW GEN Z TURNED PODS INTO A VIBE

Gen Z is redefining coffee consumption by transforming single origin pods into curated lifestyle products. Up-and-coming brands like K'WA are applying drop culture tactics to create scarcity, elevate packaging, and integrate multimedia content. For marketers, this signals a shift where ritual, design, and cultural alignment are essential to creating product relevance and buzz. Traditional messaging is losing ground to experience-led branding that enables social sharing and drives virality.

ENGAGING BY SURFACE ON INSTAGRAM

A visual guide to using different Instagram formats to engage your audience.

HOW DO BUSINESSES USE REDDIT

3 ways to use Reddit as a marketer.

ORGANIC, PAID, & INFLUENCER

A graph that maps how to run organic, paid, and influencer content together.