On today’s podcast episode, we discuss how LGBTQ+ streaming platform Revry has been able to gain traction in a crowded, highly competitive streaming TV universe; what advertisers misunderstand about marketing to the queer community; and some examples of when queer representation in media hit the nail on the head—and when it missed the mark. Join Senior Director of Podcasts and host Marcus Johnson, along with analysts Paola Flores-Marquez and Emmy Liederman, and Revry CEO and Co-Founder Damian Pelliccione. Listen everywhere, and watch on YouTube and Spotify.

The digital ad market is shifting fast. In court, Google admitted the “open web is already in rapid decline,” contradicting its public claims, as AI Overviews erode publisher traffic. The Trade Desk’s stock plunged 12% after Netflix’s Amazon DSP deal, with Morgan Stanley citing CTV headwinds and higher fees. Meanwhile, Reddit is positioning itself as a publisher ally, rolling out Reddit Pro to help offset traffic losses from search. Together, these moves underscore a fractured open web ecosystem: Google under pressure, The Trade Desk undercut by Amazon, and Reddit stepping up as publishers seek new discovery sources.

The strategy: We’ve covered how smaller financial institutions (FIs) sometimes lose sight of differentiators in marketing campaigns when they focus on being “just as good” as bigger competitors. And The Financial Brand recently highlighted a similar trend of community banks straying from focusing on their community-centric strengths in marketing campaigns. So, what? It is important for smaller FIs to prioritize and improve their digital experiences. But for the time-being, they likely won’t beat bigger FIs and fintechs at their digital game. Instead, according to The Financial Brand, the true strength of community banking is its people. FIs should involve their staff in the customer journey, prioritizing quick human follow-up on leads over marginally improving online forms. This people-first approach fosters deeper relationships. In practice, it involves building experiences—both digital and in-person—that keep customers connected to team members who know them personally.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.

Community threads—not search bars—are where product discovery now begins, challenging marketers to join the conversation. CVS Media Exchange and Reddit are bridging data and dialogue to turn real-time discussions into measurable sales wins.

True Religion, the 23-year-old urban casual lifestyle apparel brand, has maintained relevance by strategically balancing heritage with innovation and leveraging cultural connections, while expanding to new audiences.

Apple's recent release of an event-planning app exposes an opportunity for brands and marketers to engage with social consumers.

The marketing funnel isn’t dead—it’s evolving. Today’s consumers rely on communities and authentic partnerships to guide decisions. To stay ahead, marketers must rethink measurement and focus on building lasting connections that drive advocacy and loyalty.

"In 2025 we are going to see brands think community-first,” according to Jennifer Quigley-Jones, CEO of Digital Voices. One place they will do this is on Instagram Broadcast Channels, the one-to-many messaging feature that allows users to directly engage with followers. As of last week, subscribers of the exclusive direct messaging (DM) channels can now communicate with the creators and brands they follow, similar to how they might use Discord or Patreon.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

On today's podcast episode, we discuss how organic social is having a resurgence, what brands are building communities around, and how brands are embracing ad-free features like the comments section and direct messaging. "In Other News," we talk why the ad market still feels so bleak and what X can do to turn the ship around. Tune in to the discussion with our director of Briefings Jeremy Goldman.

While making up just 2% of US market share in their categories, the 97 companies on Bain’s Insurgent Brands 2024 list captured nearly 20% of incremental category growth last year, per the firm.

Over half (55%) of adults worldwide say that offering points or reward systems are the top way to keep them coming back, according to a November 2023 survey from Marigold in conjunction with Econsultancy.

As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative.

For luxury brands, tapping into the partnership channel presents a unique opportunity to reach new audiences and maximize brand awareness. The pay-for-performance partnership model mitigates risk by allowing luxury brands to work with partners that can curate rich stories all the way down the purchase funnel for an established community.

Regional banks clamoring for customers and deposits must update their digital marketing strategies.