Hello Marketers!! Today we’re diving into how influencer budgets are shifting, the direct-response genius hiding inside Eddie Shleyner’s latest email, and why TikTok’s new creator data will probably reshape your 2026 ad plan. It’s a mix of strategy shifts, performance insights, and a couple of “oh damn” moments you’ll want to steal for your own campaigns. As always, there’s more inside, so let’s jump in….

The data shows creator-led ads massively outperform brand-run ads, driving 70% higher CTR, 159% higher engagement, and stronger watch-through rates across thousands of campaigns. Third-party studies back this up, showing users trust creators more, watch their ads longer, and convert at higher rates, especially when brands use nano and micro creators. Why it matters (POV): Creator ads aren’t a “nice to have”, they’re the performance baseline, and brands that cling to only polished in-house ads are leaving cheap attention and conversions on the table. Plus, less well-known creators are more likely to be preferred in the long run. They’re more affordable and come off more authentic.

The integration lets merchants connect their Snap account, sync their product catalog, and run ads directly inside Wix with a no-code setup. The tool gives brands instant access to Snap’s audience, and it promises improved performance when paired with Snap Pixel + CAPI, which Snap says boosts attributed purchases by 22% and increases purchase value by 25%. Why it matters (POV): This is Snap’s push to win over small businesses, but more importantly, it signals a shift in the SMB ad landscape. Platforms are racing to make cross-channel ads effortless. For us marketers, this reduces activation friction, allowing for faster testing and easier diversification.

SEO is a search equity, the compounding economic value created when a brand maintains qualified visibility across queries, formats, and AI-influenced SERPs. Most brands lose millions not because they stop optimizing but because equity erodes silently through migrations, behavioral shifts (AI overviews, zero-click), and organizational misalignment. The solution is to quantify the Search Equity Gap using before/after actuals, attribute the loss to structural/content/behavioral causes, and tie that loss directly to revenue and paid substitution costs, turning SEO from a cost center into a capital recovery engine. Why it matters (POV):  Treating SEO as infrastructure protects margins, stabilizes demand, and keeps acquisition costs from spiraling as AI reshapes discoverability.

Influencer marketers spent 2025 navigating volatile budgets, TikTok uncertainty, and creator fatigue, resulting in fewer long-term partnerships and a shift toward safer, performance-focused collaborations. Affiliate programs grew as brands sought measurable ROI, but creators pushed back due to income instability, driving marketers toward hybrid models that mix base fees with performance bonuses. The most successful teams paired compensation with creative non-monetary incentives, such as early access, events, PR exposure to close deals, and maintain creator loyalty while still protecting margins. Why it matters (POV): Influencer marketing is moving from “pay for vibes” to “pay for outcomes,” and brands that master hybrid pay + smart incentives will keep creators motivated without burning cash.

AE reversed its sales dip with a modest +1% lift in Q3. Analysts questioned why AE’s growth lags despite expensive, celebrity-heavy campaigns featuring Sydney Sweeney, Travis Kelce, and Martha Stewart. These campaigns generated 44B+ impressions but also caused out-of-stocks and controversy. Execs argue the strategy is working: jeans sold out within days, loyalty members grew by 1M+, and menswear saw momentum. Why it matters (POV): Big awareness plays can move the needle, but halo campaigns only work when product availability and demand planning are locked. AE’s quarter is a reminder that virality without inventory is lost revenue.

Google is testing AI-generated headlines in the Discover feed, and early results are a mess. Shorter but often misleading, sensational, or clickbait versions that distort the originality and erode trust. Publishers worry it’ll hurt traffic, users on X are roasting the nonsense outputs, and critics argue Google is repeating the same AI-quality problems that caused backlash in its AI Overviews rollout. Why it matters (POV): If Google keeps letting AI rewrite news poorly, it could reshape user behaviour, tank publisher CTRs, and push the ecosystem into even more clickbait and that directly affects every brand relying on organic distribution.

Eddie Shleyner sent a Black Friday email that looks like a helpful AI prompt tutorial, but it’s actually a masterclass in using direct-response psychology to sell without sounding salesy. He uses 3 techniques: demonstration as proof (showing his workflow so your guard drops), timely relevance (AI as the hook), and indirect advertorial framing (40 testimonials wrapped inside an educational story). You learn something useful while absorbing compelling social proof without resistance. Why it matters (POV): This is a cool blueprint for holiday selling for the rest of the year 2025, disguise proof as value, wrap promotions in education, and let your content do the selling while you focus on trust.

— Sam C.