Hello Marketers!! This Monday, we’re diving into the PPC playbook, reshaping ecommerce, the holiday fulfillment war, and a speed-driven strategy that shows why it still works when you execute it right. Plus, YouTube Shorts is supposedly rewriting its algorithm, and Skims just turned TikTok into a full-blown holiday shopping stage.

Let’s dive in to catch up and uncover a few more stories waiting below…

Creators are reporting a steep drop in views for Shorts older than 30 days, hinting that YouTube quietly updated its algorithm to prioritize new uploads heavily. Evergreens are tanking, newer videos stay untouched, and many creators see this as a push to publish faster to keep up with TikTok-style velocity. Why it matters (POV): If true, this means favoring quantity over quality. Brands relying on evergreen Shorts for steady reach may need to rethink output cadence and creative ops.

Meta is launching a centralized support hub for FB and IG that uses AI to surface account issues, guide recovery steps, answer common questions, and show a clearer history of reports. You still won’t get a human on the line, but you will get faster diagnostics, better alerts, and more structured recovery flows. Why it matters (POV): This won’t magically fix Meta’s reputation for terrible support, but it does move account troubleshooting from “impossible” to “slightly sane.” 

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Ecommerce PPC behaves differently, and four fundamentals separate brands that scale from those that stall: (1) PMAX only performs when feeds, segmentation, and revenue tracking are dialed in; (2) Amazon remains the strongest lower-funnel engine thanks to unmatched transparency and conversion rates; (3) social isn't built for direct sales but excels at list building, awareness, and remarketing; and (4) dashboards are essential for SKU-level profitability and smarter allocation. Why it matters (POV): These 4 principles show where each platform actually drives value, helping marketers stop over-relying on social for conversions, stop guessing attribution, and start scaling with cleaner data and clearer decisions.

Google results now mix YouTube, Reddit, Yelp, Instagram, and AI Overviews, while generative engines like ChatGPT and Perplexity bypass Google entirely. SMBs are feeling the shift: social media has overtaken SEO as a top traffic source, 40% report losing traffic to AI and algorithm updates, and half are now monitoring AI mentions as GEO becomes a real channel. Despite this fragmentation, websites remain essential for leads, sales, and AI citations, and social + GEO are becoming critical complements to traditional SEO. Why it matters (POV): Traffic is no longer won through one channel; it’s earned across ecosystems. SMBs that adapt by treating SEO, social, and GEO as a unified discovery strategy will grow; those who bet on Google alone may decline.

Amazon is tagging items with “Arrives before Christmas” starting Dec 9 and offering pickup/delivery through Christmas Eve. Target is extending store hours with 2-hour pickup and same-day delivery. And Walmart is leaning on record-fast fulfillment to capture procrastinating shoppers.  Why it matters (POV): “Fast shipping” is no longer a perk. Brands that win the holiday season now win on fulfillment, not only ads. Rising consumer expectations mean brands of all sizes must rethink logistics, speed, and convenience.

Skims hosted its first-ever live entertainment event, “Kimsmas Live!,” a 45-minute, fully shoppable holiday variety show streamed exclusively on TikTok and fronted by Kim Kardashian. The brand blended celebrity-driven pop culture, live entertainment, exclusive bundles, and TikTok Shop’s real-time purchase features to target Gen Z, who overwhelmingly use TikTok for holiday inspiration (90%) and increasingly buy gifts directly from the app. Why it matters (POV): Social commerce is becoming entertainment, and entertainment is becoming a storefront. Skims is redefining the funnel by collapsing awareness, engagement, and conversion into one live moment. 

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TLDR: Speed beats perfection. Brands that win are the ones that test more ideas, ship faster, and treat mistakes as data, not disasters.

Meta's original philosophy can be applied directly to B2C businesses: velocity compounds. The more product pages, offers, creatives, hooks, and angles you test, the faster you find what converts. The key is lowering the cost of failure, small budgets, rapid testing cycles, and instant fixes. Therefore, speed becomes safe.

How to implement: Ship new creatives weekly with diverse concepts, run micro-budget tests, iterate landing pages often, kill losers quickly, scale winners immediately.

Pros/cons: Faster insights and more breakthroughs, but it only works if your team accepts imperfection as part of the process.

Treat TikTok Shop like an entertainment engine, not just a pure storefront. Your product must stop the scroll before it can sell. Test many creators, boost the content that pops, and refine your offer regularly to validate what works, so you can build compounding momentum across all channels.

— Sam C.