TLDR Marketing 2025-12-03

Conquer the Q4 campaign chaos with Asana (Sponsor)

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News & Trends

The Drop: Social Trends Report (10 minute read)

This report highlights 4 shifts shaping social performance. Saves signal real value and help boost reach. Platforms reward watch time over simple views, while feeds work best when content is tailored separately to new audiences and loyal fans. Thoughtful format choices outperform frequent posting. Together, these trends show that depth and relevance now drive stronger results than volume.

How America's Biggest Retailers Are Rethinking Their Businesses And Their Stores (4 minute read)

Target, Walmart, and Best Buy are redesigning store operations to align more closely with ecommerce and retail media. Target is adjusting store layouts to separate fulfillment and in-person shopping. Best Buy's marketplace now offers 11 times more SKUs than physical locations and supports in-store media placements from partners like Meta and ESPN. Retail media is becoming central to these companies' strategies, not only generating ad revenue but also influencing traffic, inventory movement, and partner collaboration.

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Strategies & Tactics

Make small discounts a gamble (3 minute read)

People are far more likely to choose an uncertain discount when the guaranteed option is small. Research found a 92.6% lift in choice for a 10% chance at a free stay, over a 1% guaranteed discount. The effect also appeared in other tests, including a 12.3% increase in choice for an uncertain gym offer over a guaranteed 10% discount. The impact grew when the guaranteed discount was tiny or framed as a percentage, such as a 27.3% lift when the certain option was shown as 10% off instead of a fixed amount. Small guaranteed discounts often feel trivial, so people shift toward the larger but uncertain reward.

Deconstructing the Power of Reels (3 minute read)

Success on Reels comes from using native creative cues and clear storytelling. Early brand and message placement, repeated branding, paired speech and music, and combined audio and visual cues increase brand interest and purchase intent. For direct response, show the product often, add simple brand cues, highlight features, use a clear CTA, and try native elements like emojis. A strong hook helps both brand and DR ads. The most effective approach is to test and refine based on your goals and audience.

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Resources & Tools

Webinars don't have to be corporate snoozefests: lessons from a public speaking expert (Sponsor)

When everyone's competing for your audience's attention, another slides-and-demo webinar isn't going to stand out. Wistia has joined forces with public speaking pro Jay Acunzo to help you step up your webinar game. Get Jay's tried-and-true methods for keeping viewers tuned in and driving real results. Level up your webinar skills in 4 free sessions

Full Circle 2025 (Event)

Full Circle is a free virtual conference for small B2B marketing teams on December 9 and 10 at 9:30 am ET. It focuses on building human brands in a crowded AI-driven landscape. Speakers cover how to reach hard-to-access buyers, scale a founder's voice, and turn influencers into a reliable distribution channel. The program provides systems and frameworks to help small teams cut through the noise.

The Next Era: AI Campaign Creation (Webinar)

This webinar, today at 1 pm ET, explores how Knak and OpenAI are transforming campaign creation with new AI capabilities. Knak leaders will walk through upcoming features, show how AI accelerates campaign production, and reveal the latest GenAI updates. The session will focus on expanding creative possibilities and streamlining workflows.

Google pushes deeper into lifecycle targeting with new GA audience templates (1 minute read)

Google has introduced new customer lifecycle features in Analytics that automate audience creation and dynamic remarketing. High-value and lapsed customer segments are now available as templates and integrate with Google Ads goals. Dynamic remarketing through Analytics enables personalized product ads without separate setup.

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Miscellaneous

Help us improve our ads and get $20 (TLDR Survey)

The first 100 readers to complete our quick 2-minute survey about TLDR Marketing ads will receive a $20 Amazon gift card!

Private label's allure transcends income levels (3 minute read)

Affluent consumers are driving growth in private label grocery sales, with over 82% of households earning more than $100,000 reporting increased purchases of store-brand items. This shift reflects a broader trend where brand perception is being reshaped by price sensitivity and product quality. A majority of shoppers now view private labels as equal to or better than national brands. This changing sentiment is making store-owned brands a competitive tool not only for value shoppers but also for affluent buyers, redefining how brand equity is built across income segments.

AI, networks, and Mechanical Turks (3 minute read)

LLMs create a major shift in how search and recommendation systems work because they can understand both what content is and why it matters, rather than relying only on correlation from large user bases. This reduces the cold start problem because a company can use an external model with broad general knowledge instead of building its own Mechanical Turk from scratch. LLMs can surface deeper inferences, such as linking a purchase of packing tape and bubble wrap to life events like moving, and then suggesting home insurance or broadband. This also reshapes how companies learn about users because LLM assistants gain their own partial view of user behavior, adding a new type of filter in a world with infinite products and media.

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