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SPAM HAS ESSENTIALLY MIGRATED FROM EMAIL INTO THE FEED

AI-generated content is flooding social platforms, turning them into the new inbox. They're now overrun with noise and generic output. Brands that succeed won't be the ones pumping out the most content, but those using AI with intention, creativity, and a clear point of view. Speed matters, but so does direction. To stay ahead, brands need flexible systems that blend technology with human insight. Without this, automation will drown out authenticity, and feeds will only get more cluttered.

THE MIDWEST IS THE MOST SOCIALLY INFLUENCED REGION IN AMERICA

Influencer culture is now a national norm. 92% of Americans and 98% of Gen Z follow at least one influencer category. The Midwest stands out as a key driver of this trend, with cities like Des Moines, Detroit, and Chicago showing the highest levels of engagement. Des Moines leads the country in hair and beauty followers at 27%, compared to 16% nationally, and ranks third in health and wellness. These cities are not just adopting trends but shaping them across food, fashion, parenting, and gaming.

BRAND TONALITY: YOU ALREADY HAVE ONE

Every brand already has a tone, whether it was intentionally chosen or not, and it shows up in places like emails, landing pages, and error messages. When tone is inconsistent or unintentional, it creates confusion and weakens trust, making your brand feel generic or unreliable. Auditing recent customer touchpoints helps uncover what your tone is actually communicating before it shapes the wrong impression.

UNGATED LEAD GEN TACTIC FOR LINKEDIN

Create PDF documents that solve painful problems for your audience. Test them organically and promote the best ones using LinkedIn's document ad format with an engagement goal. Give away the full document for free instead of gating it. Add a clear marketing offer at the end.

A COMPLETE JSON PROMPTING GUIDE FOR MARKETERS

JSON prompting gives AI tools clearer instructions by using a structured format with labeled fields and values. This method improves consistency and reduces errors, while also turning repeated tasks like writing ads or captions into reusable templates. It works well for structured content such as newsletters, personas, and batch social media posts. Not all AI tools handle JSON well, but those that do produce more accurate and reliable results when given consistent patterns.

REDDIT SEO GUIDE TO INCREASING BRAND VISIBILITY IN GOOGLE IN 2025

Reddit acts as both a real-time keyword lab and an off-platform SEO driver as users search subreddits for reviews and niche advice. Companies can get more exposure by identifying high-ranking threads, lightly contributing to conversations before launching their own posts using question-based titles and long-tail keywords. A phased approach is recommended since organic participation is essential to building presence in the community and establishing topical authority without coming off as fake engagement.

PERPLEXITY'S MARKETING STRATEGIES

Perplexity is an AI-powered search engine that prioritizes trust by showing sourced answers instead of traditional link lists. It reached a $14 billion valuation and 780 million queries per month by targeting students, professionals, and researchers. Its ad model uses AI-generated sponsored follow-up questions and charges $30 to $60 CPM, but advertising still makes up a small part of its revenue. Perplexity drives growth through influencer campaigns, creative brand moments like its Super Bowl tweet contest, and media partnerships. However, it faces scaling, ROI, and content licensing challenges as it competes with larger platforms.

5 MARKETING BEST PRACTICES I DON'T FOLLOW

Strict consistency in content schedules is overrated because audiences rarely notice timing. Strong, directive CTAs are not always the most effective, as placement often matters more than wording. Rather than only using positive language, brands should use more honest messaging that acknowledges user frustrations. Rigid adherence to meta description limits and KPIs is overrated because well-written titles and intuitive action often matter more than arbitrary metrics or patterns.

“GIRL MATH” ISN'T JUST FOR GIRLS: IT'S A GROWTH STRATEGY IN DISGUISE

Many consumers treat spending as a game they can win by stacking promo codes or reaching free shipping thresholds. The emotional satisfaction of unlocking a deal outweighs the actual discount itself, influencing decisions across age groups and income levels. Klaviyo data confirms that this mindset is strongest among Gen Z at 74% and Millennials at 68%.

NEUTROGENA TAPS INTO ‘STEAMY' #BOOKTOK TREND WITH SULTRY SHORT STORIES

Neutrogena's new campaign for its Vitamin C serum uses sultry short stories written by influencer Serena Kerrigan based on her real-life experiences.

2025'S NEW MARKETING FUNNEL MIX

Shift your content strategy to 20% TOFU, 40% MOFU, and 40% BOFU.

TIP ON ASKING FOR CONTENT FEEDBACK

Ask stakeholders to “fact-check for accuracy” to prevent unnecessary rewrites.

Read the Delve case study.

LABUBUS, GEN Z, AND THE COLLECTION OBSESSION

The Labubu craze shows Gen Z's fixation on collectible trinkets as symbols of identity, nostalgia, and affordable luxury. Rather than toys for play, Labubus are customized, displayed, and shared online. They're now social and aesthetic statements. Limited editions, influencer endorsements, and platform-driven hype fuel demand and overconsumption. Like Beanie Babies or Tamagotchis, they tap into emotional buying habits, but today's trends move faster due to digital culture. Collectibles now function more as lifestyle markers than playthings.

MORE ADVERTISEMENTS ARE COMING TO GOOGLE AI MODE

Google is encouraging advertisers to buy ads in its AI Mode, which integrates sponsored text and shopping ads into AI-powered search results. These ads appear in banners under AI responses and are currently labeled as an experiment. Google has already begun rolling out these ads and claims to have seen strong performance.

B2B LEAD GENERATION SEO: HOW TO GET 20X THE CONVERSION RATE

B2B SEO works best when targeting high-intent keywords rather than top-of-funnel traffic. These keywords can convert up to 20X better, with category terms converting at 3.2%, comparison keywords at 8.4%, and jobs-to-be-done terms up to 12.5%. SEO should be measured by leads from content pages, with results typically seen in 3-6 months and accelerated by link building, PPC, and content promotion.

YOU HAVE TOO MANY METRICS

Only track metrics that prompt action when outside expected bounds. Because they are costly to set up and maintain, each must justify its existence. Effective metrics are reviewed regularly, have clear expectations, and trigger responses when they deviate. Without this, metrics become noise or vanity data. A small set of well-maintained, actionable metrics is more valuable than large dashboards of unused numbers.

WE'RE LOOKING FOR A GROWTH MARKETING LEAD TO HELP GROW TLDR! (FULLY REMOTE, $150K-$200K)

TLDR is hiring a Growth Marketing Lead [9] with deep expertise in Meta ads to help us grow our subscriber base. If you're excited to work with the latest AI tools, discover and scale non-obvious growth channels, and work with a fast-paced fully remote team to grow our newsletters beyond 7 million subscribers, please apply here [9]!

30+ AI VISIBILITY TOOLS THAT TRACK YOUR BRAND IN CHATGPT AND LLMS

Traffic from generative AI has grown 165X faster than traditional organic search. The fast growth is driving high demand for AI visibility tools, which track how brands appear in responses from platforms like ChatGPT, AI Overviews, and Perplexity. Companies are adopting both legacy SEO platforms with LLM add-ons and standalone tools (ie. Otterly, RankRaven, and Profound) to measure share of voice, brand mentions, and sentiment across AI-generated content.

GOOGLE ADS ADDS ‘LOCATIONS OF INTEREST' TARGETING TO AI MAX FOR SEARCH

Google Ads introduced “Locations of Interest” for AI Max for Search campaigns. It lets advertisers target users based on the geographic areas they are interested in, not just where they currently are. It is an optional setting at the ad group level and allows multiple locations of interest that can differ from the overall campaign targeting. It also brings advanced location intent targeting, previously available in Display and YouTube campaigns, to Search campaigns.

ELON MUSK SAYS HE'S BRINGING BACK VINE'S ARCHIVE

THE RISE AND FALL OF PRIME - LOGAN PAUL AND KSI'S MARKETING MADNESS

Launched by Logan Paul and KSI in 2022, Prime Hydration became a Gen Alpha status symbol through artificial scarcity, viral stunts, and social media hype. Bottles were resold for hundreds as kids treated launches like exclusive drops. However, once Prime became widely available, its appeal faded and sales dropped sharply. The brand lacked the fundamentals—product quality, loyalty, and consistent demand—that support long-term success. While influencer marketing can drive quick wins, lasting brands require more than visibility and hype.

THEMED LEARNING

Morgan Stanley, Chime, and Quest are using themed learning experiences to improve customer engagement and retention.

BANK “STEALS” FAMOUS LOGOS IN GENIUS AD CAMPAIGN

TD Bank's ‘Own A Piece of It' uses green billboards with cutouts that cleverly frame parts of other iconic brand logos.

ETSY: A CASE OF FEWER BUYERS BUT A BIGGER MARKETING BUDGET

Etsy is investing heavily in Depop ads to establish itself in the secondhand economy.

BEYOND THE FEED: ADAPTING TO THE MODERN SOCIAL PLAYBOOK

The key success metric has shifted from follower counts to engagement and shareability. High-entertainment posts earn up to 4.5X more reach on TikTok and 13X more on Instagram. While follower growth has slowed, shares have increased by 60% on TikTok and 10% on Instagram Reels. Creators drive 6X higher engagement on Instagram and 3X more video views on TikTok than brands. AI-optimized content boosts engagement rates by 74% and shares by 66%.

A GENERATION IS TURNING TO ‘BUY NOW, PAY LATER' FOR BOTOX AND CONCERT TICKETS

Young Americans are using BNPL loans to finance discretionary expenses like Botox and concert tickets. These loans, with interest rates of up to 36%, are appealing due to easy approval and no immediate credit score impact. Klarna reported a 17% rise in credit losses, and 3% of Gen Z Affirm borrowers are not repaying in full. BNPL can encourage overspending and financial stress among a generation already facing economic pressure.

A TEAM OF BUFFER CREATORS

Buffer is growing a team of internal creators based on the idea that people trust individuals more than companies. By empowering its team to create authentic content, Buffer builds awareness and brand affinity from the inside out. Since launching its Creator Resources HQ, 87% of teammates have contributed over 1.1K posts, generating 411K+ impressions. Buffer also runs workshops to boost creator confidence and use AI to personalize content.

HOW TO BUILD PMM INFLUENCE ACROSS TEAMS (EVEN WHEN YOU ARE NOT IN CHARGE)

PMMs carry big responsibilities but lack formal authority. Build influence by mapping stakeholders by attitude and influence using a matrix that identifies Power Allies, Skeptical Gatekeepers, Advocacy Builders, and Quiet Resisters. Focus on delivering high-impact projects for high-influence stakeholders to build trust. Maintain influence by dedicating at least 30% of time to managing relationships through communication and collaboration.

RECCLOUD AI

RecCloud offers tools like screen recording, speech-to-text, text-to-speech, auto subtitles, translation, and video summarization. Users can store content in the cloud, organize it into playlists, and share via links or embeds.

MICROSOFT ADS ROLLS OUT WEBSITE EXCLUSION TOOLS FOR SEARCH, AUDIENCE ADS

Microsoft Advertising launched new exclusion tools that let advertisers block up to 10K websites per list and manage up to 100 lists per account. These tools allow bulk application of exclusions across multiple campaigns and are available for both Search Ads and Audience Ads. Advertisers can now manage exclusions at the account and campaign levels, streamlining control and improving brand safety. Microsoft is also testing a Targeted Website List feature for more precise ad placements.

I WANT TO ELIMINATE MY OWN JOB

Growth as a field has stagnated. Most professionals are stuck doing repeatable tasks like activation, monetization, and analytics setup. These basics should now be automated through AI-powered tools built directly into products, eliminating the need for growth teams to rebuild the same systems repeatedly. This evolution won't eliminate jobs, but it will phase out roles focused on work that machines can now do better.

WHY GOOD MARKETERS THINK IN PROBABILITIES, NOT CERTAINTIES

Marketing lives in uncertainty because people drive markets. Billions of daily signals from consumers and companies create feedback loops and unknowns. Despite this reality, many still believe that more data or better tools will guarantee results. That belief is flawed. Outcomes in marketing have many causes, most of which are unclear. Marketers should think in probabilities, not certainties. Using diverse data, placing small bets, and accepting ambiguity leads to better decisions.

USE INTENT SIGNALS IN YOUR MARKETING PLAYBOOK

Only about 5% of the market is actively looking to buy, so identifying intent signals is key to focusing outbound efforts on high-potential leads. There are 2 types of intent signals: external signals, such as job changes or funding news, and engaged signals like repeated visits to your pricing page or webinar attendance. Engaged signals are stronger and should be prioritized because they show direct interest. A strong content ecosystem helps create and detect these signals, improving lead quality and closing rates.

YOU CAN NO LONGER GO LIVE ON INSTAGRAM UNLESS YOU HAVE 1,000 FOLLOWERS

Instagram now requires users to have at least 1,000 followers to use its live streaming feature.

THINGS I'D NEVER DO AS AN EMAIL MARKETER

An 18-point cheat sheet of don'ts for email marketers.

‘SUPERINTELLIGENCE' WILL CREATE A NEW ERA OF EMPOWERMENT, MARK ZUCKERBERG SAYS

Mark Zuckerberg said Meta is developing superintelligent AI to improve social media feeds, boost creativity, and enable more meaningful user connections. He described superintelligence as a tool more powerful than the human brain that will enhance how people interact, create, and build communities. Users will mainly access it through Meta's smart glasses, which can record and process video. Zuckerberg said the goal is not to replace human work but to empower individuals and businesses through more advanced AI capabilities.

LINKEDIN REPORTS ‘RECORD LEVELS' OF ENGAGEMENT, LOOKS TO ADDRESS ARTIFICIAL INTERACTIONS

LinkedIn reported another quarter of “record engagement” with revenue up 9% and sessions up 7%. Comments rose 30%, and video uploads increased 20%, making video a key focus. The platform now has 1.2B members, though only around 400M are active. Concerns remain about artificial engagement, including pods and automation. LinkedIn says it is working to detect and limit this activity. It's also expanding AI tools across hiring, sales, and content creation.

WIN REPORT: LESS CLUTTER, 17% MORE TRANSACTIONS

A cluttered product page made it hard for users to find the “Order a sample” link, even though most testers said ordering a sample was essential. The redesigned page simplified the layout, removed distractions, and made the sample button more visible. These changes led to a 17% increase in transactions and a 9% boost in revenue per visitor. The gains came largely from increased sample orders, a key step in the client's buying cycle.

HOW TO GET QUOTED IN THE PRESS

As AI tools increasingly cite journalistic sources, getting quoted in the press has become a way to boost visibility and search relevance. You don't need a PR team to do it, just a clear point of view and a smart workflow. Start by identifying the reporters and platforms that influence your audience, then follow and engage with them authentically. Use tools like HARO or Qwoted to find opportunities, and send short, relevant pitches with insightful, jargon-free quotes. Once you're featured, amplify and repurpose the coverage to extend its impact.

HOW DESIGN-DRIVEN BRANDS ARE OUTPERFORMING COMPETITORS (WEBINAR)

This Canva webinar looks at how brands are outperforming competitors by adopting design-led strategies. It will cover why design-led growth is essential, how to streamline content production, and how to empower teams as visual storytellers to increase conversion. Join live on August 7 at 11 AM ET.

TIP: CHATGPT STATS

Many stats provided by AI tools are not real but inferred. Roughly 40-50% are based on patterns from training data rather than verified sources. This can lead to misinformation, especially when AI-generated stats sound credible but lack a source. To avoid this, prompt AI tools to clearly label stats as either “Verified + Sourced” with a link and date or “Inferred” based on training trends. This step can help ensure you're using accurate data and avoid quoting stats that don't actually exist.

VIRALITY PROMPTS

Within 72 hours of publishing a newsletter on SaaS growth tactics, 32 founders shared experiences of failed experiments and missing viral growth loops. This article focuses on virality as a self-sustaining growth driver in 2025, shaped by psychology, networks, and AI. It shares prompts and frameworks for embedding viral loops across AI content tools, gaming platforms, and productivity software.

ON WRITING “HOW TO IMPROVE YOUR CONTENT WRITING” FOR GROW AND CONVERT AND SOLVING AN ANGLING PROBLEM

This article describes how a content piece originally aimed at ranking for “how to become a content writer” failed to match the search intent because it focused more on improving writing than on job-seeking advice. The writer realized the draft reflected their own interests rather than what the intended audience was searching for. Instead of forcing a rewrite to match the original keyword, the editor redirected the article toward new keywords like “content writing tips,” which better aligned with the draft's content. This shift involved restructuring the article around actionable writing advice, especially emphasizing an interview-backed research process. Good content often requires multiple revisions, and keyword targeting should support, not dictate, the real value of a piece.

THE BUSINESS OF BRAND TRIPS

Brand trips can cost between 100k and 700k dollars, with most influencers attending without additional pay, as posting is implicitly expected. Some trips significantly boost sales, such as Hotel Lobby Candle's Montauk event, which drove a 50% overall increase and a 419% surge in themed product sales. Successful trips typically feature carefully selected guests and a strong connection between the experience and the brand's product.

AI QR CODES

A prompt to generate downloadable QR codes from ChatGPT and Copilot.

AI-SHAPED MARKETER > T-SHAPED MARKETER

A breakdown of what the AI-shaped marketer framework now encompasses.

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.