Hello Marketers!! Today, we’ll look into what actually earns attention and converts right now: why thumbnails matter more than ideas on YouTube, how TikTok Shop is scaling faster than expected, and what email marketing will really look like in 2026. We’ve also packed in a few smart reads on AI commerce, agency value, trust-driven conversion, and more below…

(1) Treat thumbnails as a gatekeeper: if the thumbnail isn’t scroll-stopping, don’t publish the video. (2) Use custom thumbnails every time. YouTube data shows 90% of performing videos use them instead of auto-generated ones. (3) Design for contrast and emotion: bold colors and expressive faces consistently outperform neutral visuals. (4) Add short, punchy text (ideally ≤6 words) that creates curiosity and complements the title, not repeats it. (5) Build a repeatable thumbnail system with templates, fonts, and colors so viewers recognize your content instantly while still allowing variation. Why it matters (POV): On YouTube, discovery is visual first and content second. Thumbnails function like paid ad creatives, and creators who systemize and test them get more attention.

Threads is expanding its Communities feature from 100 to 200+ topics, adding hyper-specific spaces like team-based NBA communities, plus Reddit-style flairs and a new “Champion” badge to reward highly engaged members, as it pushes deeper into interest-based conversations while crossing 400M users and 150M daily actives. Why it matters (POV): it’s sort of copying Reddit’s community mechanics to anchor conversations, reward participation, and keep users inside structured interest hubs instead of losing them to Reddit or Twitter.

TikTok Shop scales fastest when brands stop “testing” and fully commit to volume: mass-seeding products to creators, approving 25–50 affiliates daily, quickly identifying the top 1–5% performers, paying aggressive commissions (around 25%), and then amplifying winning creator content with paid spend across TikTok Shop ads and Meta. Growth is sustained by nonstop live streams, creator contests, and doubling down on proven products instead of chasing new ones, while TikTok’s subsidies dramatically reduce risk and accelerate scale. Why it matters (POV): By flooding the ecosystem with creators, demand is proven in real-time. Brands let creators and the algorithm do the hard work. Brands definitely need to treat TikTok Shop as a growth engine, not a test channel.

As media buying becomes automated, agencies create value in 3 places machines can’t: strong data foundations (clean feeds, Pixel + CAPI), rigorous measurement (value optimization, lift tests, budget reallocation), and creative that actually earns attention. Automation sets the rules, but performance is decided by data quality, experimentation, and creator-led, platform-native content. Why it matters (POV): When everyone uses the same algorithms, advantage comes from inputs and judgment - not buttons. 

Meta CPCs are splitting: retail advertisers are paying nearly 2× more YoY, while ecommerce CPCs are falling thanks to AI-driven optimization and cleaner online conversion signals. Why it matters (POV): Meta’s AI now rewards brands with fast conversion signs. Retail pays more because of mixed online/offline goals.

Google’s AI Mode and AI Overviews often reach the same answers (86% semantic similarity) but use completely different sources (only 13.7% citation overlap), meaning they behave like two separate discovery systems rather than a short vs. long version of the same result. AI Mode answers are 4× longer, cite more sources, and mention far more brands and entities, while AI Overviews lean more on video and community content. Why it matters (POV): Visibility in AI search isn’t transferable. Ranking or being cited in AI Overviews doesn’t guarantee exposure in AI Mode. We need to treat them as two distinct channels.

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Winning brands are combining AI-driven personalization, interactive and gamified email experiences, and community-first storytelling to increase relevance and engagement. Advanced email platforms now act as growth engines, using AI to optimize subject lines, timing, product recommendations, and segmentation at scale. At the same time, ethical positioning, sustainability messaging, and mobile-first design are becoming baseline expectations, not differentiators. Email is evolving into a relationship channel that blends trust and personalization to drive long-term value. Why it matters (POV): Inbox competition is brutal. Brands shouldn’t rely on generic promos anymore. They need to treat email as an interactive relationship channel.

The new AI shopping upgrades move ecommerce discovery from keywords to conversations, with AI Mode and the Gemini app now guiding shoppers using product comparisons and local inventory checks. This raises the bar for e-commerce brands: visibility now depends less on classic SEO or ads and more on how clearly AI systems can understand your products. Brands with clean product feeds, rich metadata, real-time inventory, fast checkouts, and consistent trust signals are far more likely to be surfaced. AI shopping doesn’t reward the “best” product; it rewards the most operationally readable one. Why it matters (POV): If AI can’t confidently resolve your catalog or complete the purchase, you’re invisible, even if demand exists. 

GDPR, the Consumer Rights Directive, and the Omnibus Directive have trained shoppers to look for transparent pricing (VAT included), clear consent controls, easy withdrawals, verified reviews, and full business disclosures before buying, especially from unfamiliar brands. Trust signals like local review platforms (Trustpilot), detailed footer information (legal name, address), fast contact options, and familiar local payment methods (Klarna) are not “nice to have,” they’re a must. Why it matters (POV): In the EU, conversion doesn’t start with marketing; it starts with compliance, clarity, and trust first to avoid any future hassle. 

U.S. holiday spending is holding up far better than expected. Major retailers beat earnings expectations, and both low and high-income consumers continue to spend. The disconnect is clear: shoppers say they feel anxious about inflation, tariffs, and jobs, but act by trading down, hunting discounts, shopping earlier, and reallocating budgets toward emotionally meaningful purchases like gifts and travel.  Why it matters (POV): Weak sentiment can’t always predict weak demand; brands that win are those aligned with value, timing, and emotion, not headlines.

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

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TLDR: Social growth depends on audience intent. Research shows that positive content drives follows when people want entertainment, while balanced content (pros + cons) drives follows when people want information and credibility. The mistake is treating tone as branding instead of strategy.

The study found that when users seek information, accounts with balanced content (not overly positive) gained up to 105% more followers. When users seek entertainment, highly positive content drives up to 116% more followers. However, adding credibility content attracts followers who are more likely to convert.

How to Implement:

Identify why people follow you (fun vs. answers). Use positivity for entertainment-led growth, and balanced takes (including limitations) when credibility matters. Add trust signals when selling.

Here are 2 real-life examples…

Duolingo optimizes for entertainment and likability. WHOOP blends performance data, education, and trade-offs to build credibility.

Turn your highest-engagement comment into a post within 24 hours.

TikTok is restructuring its global e-commerce product and data science teams to centralize AI and measurement, signaling a sharper push toward operational efficiency as TikTok Shop posts $500M+ in US holiday sales and doubles down on AI-led growth.

Snapchat’s 2025 Recap shows Gen Z doubling down on real connection, with voice, group chats, and casual “everyday” Snaps driving deeper friendships as talking time jumped 30% YoY and group messaging hit new highs.

Reddit is seeing a quiet surge among women, who are increasingly turning to its anonymous, community-driven forums for trusted health, finance, and life advice as frustration with algorithm-heavy, ad-saturated platforms like Twitter, TikTok, and Google grows.

South Korea may follow Australia’s lead, as the country’s media watchdog nominee showed support for a potential social media ban for teens, citing youth protection concerns and rising AI-driven cyber risks.

— Sam C.