What happened in marketing: TikTok is still breathing, Instagram's weird redesign and next social media app
This Week: US vs TikTok, Google faces new issues in EU, Pinterest Predicts and US Supreme court against Meta. 🐝
RIP TikTok. Or not?
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Top 6 Updates of the Week
TikTok goes dark in the US ahead of the ban. (AR)
Update: TikTok is coming back online in the US.
Instagram will show your friends what Reels you’ve liked. (CT)
Pinterest shares 2025 Palette report highlighting this year’s trending colours. (read)
Instagram’s feed and bio redesign is awful and everyone is complaining.
Google faces first major probe under UK’s tough new antitrust rules. (CB)
US Supreme Court rebuffs Meta’s bid to avoid advertisers’ inflated ad reach lawsuit.
Trending 🗞️
Charlwin Mao, the RedNote founder welcoming ‘TikTok refugees’.
Mark Zuckerberg grovels for dissing Sheryl Sandberg to Trump.
Google’s AI IPSOS study shares interesting stats on AI adoption rates.
Adoption lags at 29% in developed nations like the U.S. and Canada, meaning that 71% of people in these regions haven’t knowingly engaged with generative AI tools.
Walmart went from the ‘Wirkin’ to the Birkin in new deal with ReBag. (read)
Bluesky shares 2024 Moderation report. In 2024, users submitted 6.48M reports to Bluesky’s moderation service. That’s a 17x increase from the previous year — in 2023, users submitted 358K reports total. (read)
U.S. digital advertising will see a 7.3% increase over last year’s spend, according to the latest IAB forecast. This growth is notably lower than the 11.8% 2024 projection. (AK)
Google won’t add fact checks despite new EU law. (read)
OpenAI has created an AI model for longevity science. (read)
Remembering the late David Lynch: An extensive guide to the Surreal commercials of David Lynch. (watch)
Video Essay: Lynch really was one of the greats.
Bluesky is getting its own photo-sharing app, Flashes. (SP)
100s of Washington Post staffers send letter to Jeff Bezos sounding alarm over paper’s direction. (CN)
OpenAI to fund four new Axios Local newsrooms. (NB)
Sephora launches Hulu series featuring Chappell Roan, Victoria Monét and Becky G. (BG)
Snapchat launches creator campaign to lure TikTok creators. (TR)
State Farm cancels Super Bowl ad campaign as LA wildfires continue. (CL)
US senators question big tech, including Apple, on the reason behind inauguration donations. (AK)
I went to the 'Severance' pop-up in Grand Central. It was wild. (AX)
Trade Desk buys ad data firm Sincera as brands seek objective insights. (TG)
eBay enters into agreement to acquire Caramel providing a simplified, Safe Online Vehicle Transaction Experience. (NS)
Petition against WPP's return-to-office mandate approaches 10,000 signatures. (DK)
Pepsico completes acquisition of Siete Foods. (WS)
Young people are hanging out less — it may be harming their mental health.
Dortios teases square chips. (FC)
Pizza Hut teams with Eli Manning, Hidden Valley Ranch on signature pizza.
Reddit’s AI-generated Answers feature is now in early access. (view)
Also, Trending 🐤
Coors Light had a case of the Mondays and changed their name to Monday Lights for Super Bowl. (TR)
Bankrupted by the haul: What happens when our ‘little treats’ become something much bigger and harder to control?
Outgoing FCC chair rejects high-profile TV petitions as attempt to ‘weaponize’ government. (RT)
FTC finalised Children’s Privacy Rule minimising data collection.
Duolingo shares climb 7% as users swarm to app to learn Mandarin. (TF)
Kantar Media is being sold to H.I.G. Capital for about $1 Billion. (BF)
The Sports News story you clicked on could be AI slop. (WD)
Blackstone reportedly exploring potential for $3bn Sesac sale. (read)
Mastodon announces transition to nonprofit structure. (WT)
Google is making AI in Gmail and Docs free — but raising the price of Workspace. (GV)
Carlsberg completes GBP3.3 billion takeover of Britvic. (AP)
FTC takes action against GoDaddy for alleged Lax Data Security for its website hosting services. (AR)
A casino is getting into the ad-network business as 'commerce media' continues to surge. (BN)
Google has partnered with The Associated Press to provide fresh results in Gemini App. (BG)
Alex Cooper’s The Unwell Network acquires Podcasts ‘Going West,’ ‘Cheers'.
TikTok 🎶
TikTok confirms that it will shut down in the US by January 19 if ban is upheld.
Trump says he will likely grant TikTok a 90-day reprieve from US ban when he takes office.
TikTok changed the design of trending search bottom bar. (AR)
TikTok shouts out Trump as app goes dark for millions of users across US. (read)
TikTok owner ByteDance powered an e-reader’s unhinged AI assistant. (DW)
Ahead of looming ban, TikTok creators ask fans to find them on Instagram or YouTube. (read)
Publishers are migrating TikTok audiences to other platforms ahead of a potential ban. (AK)
TikTok launches updated video editor app. (AX)
TikTok rolls out messaging ads in APAC.
TikTok will pause ads on Jan. 19, but data will remain accessible.
Apple’s emergency update blocks TikTok beta downloads.
Instagram & Threads 🗂️
Instagram will now push 3-minute reels to non-followers and give users ability to post 3 minute long clips in reels.
Instagram Ads send this nudify site 90% of its traffic. (MR)
Community Notes on Threads App. (Test)
Adam Mosseri highlights Instagram’s 2025 priorities. (IG)
Instagram Threads won’t share a timeline for account portability. (AT)
IG surveys users on paying for engagement. (ST)
Decentralized Instagram alternative Pixelfed launches mobile apps.
Threads might let you add music to your posts in the future. (Confirmed)
Meta 😅
As we predicted, Meta’s community notes won’t apply to paid ads. But marketers still have questions. (FB)
WhatsApp launches new features and design improvements: Camera effects, Selfie stickers and quicker reactions.
Meta announces 5% cuts in preparation for ‘intense year’ — read the internal memo.
Meta moderators were already in Texas before Zuck announced move, say ex-workers. (read)
Meta and Google stand to win ad share from TikTok ban.
Meta takes us a step closer to Star Trek’s universal translator.
Meta execs obsessed over beating OpenAI’s GPT-4 internally, court filings reveal. (TC)
WhatsApp testing Meta AI widget.
Messenger now allows you to add lyrics to music notes.
Meta might roll back some WhatsApp features in India after antitrust data sharing ban. (AB)
X (Twitter)
EU Commission addresses additional investigatory measures to X in the ongoing proceedings under the Digital Services Act. (DS)
Elon wants to bring back Vine. (ST)
SEC sues Elon Musk for failure to disclose growing Twitter stake on time. (TC)
X’s new AI software driving online racist abuse, experts warn. (TG)
X launches video analytics.
X is offering an annual 30% discount on Verified Organizations. (LC)
X launches developer platform docs.
Youtube & Snapchat 🕹️
YouTube announces $15 million donation to Los Angeles wildfire relief efforts. (FT)
Snapchat is also donating $5 million in immediate aid.
US FTC refers complaint about Snapchat use of AI chatbot to Justice Department. (OT)
Google
Confirmed: Google is requiring JavaScript to block SEO tools. (SJ)
Google Ads phishing scams target ad buyers.
Google retires Web Vitals Extension, moves everything to DevTools. (ST)
Google Ads launches new promo code formats for Promotional Assets. (SL)
Google Hotel policies updated on availability and rates.
ChatGPT’s head of product Nick Turley to testify against Google in US antitrust case.
Google pushes for ratings with Comments in review snippets.
Google’s search market share drops below 90% for first time since 2015. (SL)
Chrome will be worth up to $20 billion if Judge orders sale.
Google quietly updated the News and Discover manual action policies. (SL)
Google adds Data Collection Period to PageSpeed Insights. (SJ)
Russian court fines Google $78 million for ignoring previous penalties.
Google caused Global SEO tool outages this week. (ST)
Google Workspace Support: Unclear if opting out AI features avoids price hike. (CB)
The Agency and Brand news segment will be shared on Tuesday with further commentary on TikTok and Uber’s latest ad campaigns, etc.
AI 🤨
Microsoft-OpenAI partnership raises antitrust concerns, FTC says. (PT)
Perplexity has acquired Read.cv, social media app built for professionals. (MG)
OpenAI launches Scheduled tasks in ChatGPT for Plus, Pro and Team plans. (read)
Introducing North: A secure AI workspace to get more done. (XD)
Apollo launches new Win Deals AI solution for sales teams. (TC)
OpenAI, The New York Times debate copyright infringement of AI tech companies in trial arguments. (MH)
Apple pauses AI notification summaries that spread fake news. (TV)
OpenAI’s Economic Blueprint. (NT)
Mistral AI sets code generation benchmark with Codestral 25.01.
OpenAI’s AI reasoning model ‘thinks’ in Chinese sometimes and no one really knows why.
Perplexity AI submits bid to merge with TikTok. (TC)
Wayfair and Google announce expanded partnership to transform online retail with Gemini. (VB)
Character.AI adds Snap vet David Brinker to broker media partnerships. (BW)
OpenAI tests phone number-only ChatGPT signups. (BG)
Vectra AI launches global scholarship in AI & Cyber. (TC)
simpli.fi launches next-gen AI-powered ad solutions to streamline and improve marketing.
Google’s AI tools power Omoda’s online personal stylist platform.
Microsoft & LinkedIn
Microsoft Clarity launches Google Ads integration. (SL)
Bing testing bold sponsored labels. (read)
LinkedIn adds free AI tools for job hunters and recruiters.
Pearson and Microsoft announce multiyear partnership to transform the future of learning and work with AI.
Microsoft plans to invest $3B in AI and cloud in India. (BA)
LinkedIn launches new B2B Ad campaign focused on wasted marketing spend.
Microsoft relaunches Copilot for business with free AI chat and pay-as-you-go agents
LinkedIn shares Jobs on the Rise 2025 report.
Microsoft opens testing for Windows AI search
Marketing &….
Substack is now letting all publishers broadcast live video.
Nintendo officially announces launch of Switch 2. (EB)
Amazon’s 2025 title policy update: Key changes and implementation guide. (SJ)
The Washington Post’s new mission: Reach ‘All of America'. (BN)
Creator of Gas and tbh makes an app for disappearing photos via iMessage.
Mullenweg says Lawsuits could end WordPress. (MB)
UK government invests £60 million to drive creative industries. (MH)
Capital One is facing a major service outage, leaving many customers without access to their paychecks.
Demandbase expands Integration with Gong to streamline sales and marketing workflows.
Uber Advertising expands to Manchester. (NR)
Vimeo wins latest round of long-running music copyright case.
Lidl ditching packaging that appeals to kids from sugary sweets and snacks. (NG)
CDP consolidation continues, as Rokt scoops up mParticle.
The Perfume Shop launches personalised ads. (PR)
Free Our Feeds wants to build a social media ecosystem ‘resistant to billionaire influence’.
Manchester City Women announces global partnership with Revolut. (MP)
Walgreens CEO says stopping shoplifting is like a 'hand-to-hand combat battle'. (KD)
The Pulped; Market Data & Studies of the week
Reuters study shares 74% of publishers are concerned about losing traffic, prompting many to seek new strategies.
Just four in ten (41%) of our sample of editors, CEOs, and digital executives say they are confident about the prospects for journalism in the year ahead, with one in six (17%) expressing low confidence.
Americans are fine with corporate DEI. (read)
Borrowers who took out at least one BNPL loan per month carry a balance of $453 more in personal loans and $871 more in credit card loans, among other debts, than consumers of the same age and similar credit scores who don’t use buy now, pay later, the report said..
3 out of 4 PR pros now use AI.That’s nearly three times more than in 2023. They now use it for five tasks on average, up from three last year.
But 55% of PR pros lack AI usage guidelines from their companies. (read)
U.S. retail sales increased by 0.4% in December, slowing from the 0.8% jump in November. (read)
WEF’s Future of Jobs Report finds that, on average, workers can expect 39% of their core skills to become outdated over the next five years. (read)
A 45.5% surge in global CMO appointments was observed in 2024, with 310 hires compared to 213 in 2023. Diversity among newly appointed CMOs saw a dramatic drop, from 21.6% in 2023 to 13.9% in 2024.
The percentage of remote CMO hires dropped substantially, from 22.5% in 2023 to just 12.9% in 2024. Plus, The majority of CMOs (83.9%) in 2024 were hired externally, with only 16.1% promoted internally. (read)
While 45% of Financial investors in the consumer study selected their advisor through digital marketing, only 29% of firms prioritize digital marketing as a client acquisition strategy. Conversely, 47% of firms rely primarily on referrals, despite only 29% of consumers requiring a referral when hiring an advisor. (read)
Email Marketing: Behavior-based emails work best for the Retail and Ecommerce sector, achieving a staggering 60.7x conversion rate and a 22.6x CTOR—the highest among all industries analyzed. Media and Entertainment boasts the highest email deliverability rating (99.95%) and also the highest unsubscribe rate for broadcast emails (6.35%). (MoEngage)
Talent: 59% of organizations rely on a mixed talent model of in-house teams and outside resources. It now takes a month or more for 39% of companies to hire for an open role.
90% of EV manufacturers and 84% of influencers said optimising battery range and charging speed would significantly enhance EV performance. While 72% of US consumers are likely to consider an EV, only 31% of Japanese consumers expressed similar interest.
Concern of an economic downturn remains high: 46% of CEOs globally identify it as a high-impact issue in 2025—down modestly from 53% in 2024.
Among US CEOs, 71% plan to alter their supply chains over the next 3-5 years—an increase from 54% in the 2024 survey. (read)
The State of Prospecting 2024 report shares 28% of B2B marketers said justifying spend on brand building over sales activation was one of their main challenges this year. Consequently, email-only campaign lead rates have reduced by 29% year-on-year. (TG)
Only a narrow majority of marketers seeing budget increases in Q4 2024 (+1.9% from a flat O in Q3) according to the IPA’s latest Bellwether Survey. (more)
68% of Prosumers believe people today are less trustworthy than a century ago. Prosumers demand science-backed claims and emotional authenticity from brands, with 82% saying they trust brands that demonstrate effectiveness scientifically. (Havas)
Gen-Z is not Ok, MetLife workplace study says. Gen Z employees experienced a 6%-point drop in holistic health in the past year.
Marketers view Organic Social as versatile. 87% of marketers agree Organic Social supports upper-funnel objectives; 84% agree for mid-funnel objectives; and 48% agree for lower-funnel objectives. (Vayner)
A significant 63% of consumers prefer buying on marketplaces over brand-owned websites, underscoring the convenience, variety, and value they find. One in five shoppers browse marketplaces weekly, and 59% of U.S. consumers browse marketplaces purely for entertainment. (read)
Jellycat and Squishmallows purchases by millennials, Gen Z are boosting soft toy market.
While half (50%) of Americans say they feel financial stress, 45% of respondents are certain they could come up with $2,000 if an unexpected need arose within the next month.
Favourite Type of Super Bowl Commercial:
Hilarious. Give me laughs - 71%
Throwback. A blast from the past - 17
Interactive. Give me something to do - 7
Sentimental. Hit me in the feels - 5. (more)
MarTech Releases & Finds
Veed - The best video editing alternative to CapCut for marketers.**
Repurpose - It’s to time repurpose and schedule your TikTok content.
Stepsize AI - A GenAI assistant for product managers and developers.
Awario - The brand monitoring tool for social media marketers.
Blend AI - The AI ad management platform for e-commerce brands.
**sponsored content.
Content Opportunities / Ideas of the week
20 Jan: US Inauguration Day / Blue Monday / Brew Monday / National Cheese Lovers Day / Penguin Awareness Day / Martin Luther King, Jr. Day / International Day of Acceptance / Wellington Anniversary Day / Idaho Human Rights Day.
21 Jan: National Hugging Day / National Granola Day / One-Liners Day / International Playdate Day / International Sweatpants Day / Soup Swap Day / National Squirrel Appreciation Day.
22 Jan: National Hot Sauce Day / National Polka Dot Day / Celebration of Life Day / Weedless Wednesday / Ukraine Unity Day / National Grandpa Day
23 Jan: Sundance Film Festival begins / National Pie Day / Mental Health Awareness Day / Clashing Clothes Day / National Handwriting Day.
24 Jan: Global Belly Laugh Day / National Peanut Butter Day / National Lobster Thermidor Day / International Day of Education / Macintosh Computer Day / Paul Pitcher Day / National Compliment Day.
25 Jan: National Irish Coffee Day / National Opposite Day / National IV Nurse Day / 🏴 Burns Night.
26 Jan: International Day of Clean Energy / World Leprosy Day / National Spouses Day / Dundee Day / Australia Day / International Customs Day / India Republic Day /