The Top Three

🏆 THE INDUSTRY’S MOST IMPORTANT STORIES TODAY

🥇 SORRY…

A new study has found that when brands apologize, their sales often go up. Researchers showed that sincere, timely apologies can rebuild trust and drive conversions. Customers respond positively to accountability, especially when paired with action or compensation. The findings suggest honesty may boost both image and revenue. more

🥈 VIEWS ARE LIES

TikTok, Instagram, X, and YouTube all show view counts, but what they count as a "view" varies widely. Some count a few seconds of watch time, while others include auto-plays. Experts warn that these numbers mislead audiences and advertisers, making it hard to compare real performance across platforms. The Verge has a great piece about this. more

🥉 AN OMINOUS FUTURE

This isn’t creepy at all… Shopify’s $SHOP ( ▼ 7.41% ) CEO is “requiring teams to prove that work can't be carried out by artificial intelligence tools in order to receive more budget or headcount,” according to The Information. In a company-wide memo (which he also posted publicly on X, oddly), told staff that worker performance will be assessed in part on how well they can use AI tools. more

Today’s Other News

📰 EVERYTHING ELSE THAT MATTERS

Advertising 📣

Meta is testing a new AI tool that suggests positive comment keywords on ads. The feature uses AI to identify favorable phrases and highlight them under posts to boost engagement. Meta says they hope it will help brands draw attention to positive user feedback and improve ad performance with minimal effort. more

Google Ads $GOOG ( ▼ 3.53% ) now offers a YouTube Engagements goal in its Demand Gen campaigns. This update lets advertisers optimize for actions like likes, shares, and comments, not just clicks. Google says the tool improves audience reach and campaign effectiveness by better aligning with how users engage with content on YouTube. more

Social Media 🌍

Instagram is testing “locked posts” that users can hide behind secret codes. The feature lets users share private content with select viewers who know the code. more

Meta $META ( ▼ 6.74% ) has shut down its third-party fact-checking program on Facebook Instagram, and Threads. The company says the decision follows “limited adoption” and internal doubts about its effectiveness, though many people believe it’s more closely related to an attempt to ingratiate itself with the Trump administration. more

• Meta claims it can still fight misinformation and protect brand safety through other tools, like crossing their fingers and hoping real hard. 

LinkedIn is testing a “Video Trends” feature in the U.S. to highlight popular videos across topics. It aims to help users discover relevant content and keep creators informed about what’s resonating. The tool is part of LinkedIn’s broader push to increase video engagement on its platform. more

The Tariff Hellscape 🔥

Some media buyers are adjusting early to potential U.S. tariffs and client budget pressures. They’re front-loading spending, shifting to performance media, and exploring alternatives to Chinese platforms. Buyers say staying nimble is critical as macroeconomic and geopolitical uncertainty affects planning and ROI expectations. more

Fake Spokespeople 🧔🏻

Virtual influencers—AI-created characters with social media followings—are gaining popularity. Studies show people can feel real emotional connections with them, even knowing they’re fake. These influencers cost less, stay on message, and avoid scandals, making them attractive to brands seeking reliable, engaging spokespeople. more

Marketers are bringing mascots back, hoping nostalgia and personality can boost brand recall. Characters like Tony the Tiger and the Kool-Aid Man are making returns as companies seek emotional appeal and easy recognition. Experts say mascots offer timeless familiarity that newer digital tactics often lack. more

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