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<div style="display: none; max-height: 0px; overflow: hidden;">Duolingo’s new advertising product allows brands to run mobile-optimized ads featuring its well-known cast of characters </div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsproutsocial.com%2Finsights%2Fdata%2Fcontent-benchmarks%2F%3Futm_source=tldr%26utm_medium=cpc%26utm_campaign=tldr_i_us_2025-consideration_nl__2025_campaign%26utm_content=tldr_i_us_2025-consideration_nl_oct8_content-benchmarks%26utm_term=headline/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/39zkNmf3t83suSawTqV0vjN63XNCXbKsD31rR2pT-fs=426"><img src="https://images.tldr.tech/sproutsocial.png" valign="middle" style="vertical-align: middle !important; height: 100%;" alt="Sprout Social"></a></td></tr></tbody></table>
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<h1><strong>TLDR Marketing <span id="date">2025-10-08</span></strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsproutsocial.com%2Finsights%2Fdata%2Fcontent-benchmarks%2F%3Futm_source=tldr%26utm_medium=cpc%26utm_campaign=tldr_i_us_2025-consideration_nl__2025_campaign%26utm_content=tldr_i_us_2025-consideration_nl_oct8_content-benchmarks%26utm_term=headline/2/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/sjDwicfSiptU1ZRHOYT2GiHIjJBeKwyLuwHZjjYaJWU=426">
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<strong>Your social media resolution for 2026: post less, engage more (Sponsor)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
The data is in: you don't need to be posting 10x on every channel.<p></p><p>Sprout Social analyzed <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsproutsocial.com%2Finsights%2Fdata%2Fcontent-benchmarks%2F%3Futm_source=tldr%26utm_medium=cpc%26utm_campaign=tldr_i_us_2025-consideration_nl__2025_campaign%26utm_content=tldr_i_us_2025-consideration_nl_oct8_content-benchmarks%26utm_term=body/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/rygKmwr5mJySih2o97RjTGrJOlGpLTB8p0mKF9JW-UY=426" rel="noopener noreferrer nofollow" target="_blank"><span>3 billion messages</span></a> across Facebook, Instagram, LinkedIn, Pinterest, TikTok, and X…</p>
<p>Turns out, posting less <em>drives better results</em> - including up to 20% (!) higher engagement.</p>
<p>The <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsproutsocial.com%2Finsights%2Fdata%2Fcontent-benchmarks%2F%3Futm_source=tldr%26utm_medium=cpc%26utm_campaign=tldr_i_us_2025-consideration_nl__2025_campaign%26utm_content=tldr_i_us_2025-consideration_nl_oct8_content-benchmarks%26utm_term=body/2/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/OhZsqCE_wKaUrMKddF0xFdua1AxIEvcw3_6Pp3xaGCI=426" rel="noopener noreferrer nofollow" target="_blank"><span>2025 Content Benchmarks Report</span></a> reveals what actually works, including:</p>
<ul>
<li>Facebook, Instagram, TikTok and X breakdowns</li>
<li>A deeper look at video's rising dominance</li>
<li>The quality-over-quantity benefit analysis</li>
<li>Real-world brand spotlights </li>
</ul>
<p>See the full data + industry benchmarks to inform your planning - and to get off that content hamster wheel in 2026...</p>
<p><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsproutsocial.com%2Finsights%2Fdata%2Fcontent-benchmarks%2F%3Futm_source=tldr%26utm_medium=cpc%26utm_campaign=tldr_i_us_2025-consideration_nl__2025_campaign%26utm_content=tldr_i_us_2025-consideration_nl_oct8_content-benchmarks%26utm_term=cta/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/cYVT9vIw7_cs1RPmHE36clL-Vot3_bsolpY_8QyK9H0=426" rel="noopener noreferrer nofollow" target="_blank"><span><strong>Get the report →</strong></span></a>
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<div style="text-align: center;"><span style="font-size: 36px;">📱</span></div></div>
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<h1><strong>News & Trends</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.marketing-interactive.com%2Fduolingo-rolls-out-character-led-ads-to-charm-gen-z%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/YKbr5QmxsGrknH08s8VCdn1JZhOKh5tupz18d4HHPT4=426">
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<strong>Duolingo rolls out character-led ads platform to charm Gen Z (2 minute read)</strong>
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Duolingo's new advertising product allows brands to run mobile-optimized ads featuring its well-known cast of characters. The company reports that the ads are structured to align with the app's tone and user behavior. The initiative aims to engage and monetize its Gen Z audiences while maintaining user retention and supporting the platform's free education model.
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<strong>How social media gives TV a second life (3 minute read)</strong>
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Social media has turned TV shows into cultural ecosystems that live beyond the screen. Gen Z and Millennials now experience TV through TikToks, memes, and online commentary rather than full episodes, making conversation the real content. For broadcasters and brands, this means treating social as a core storytelling format and creating social-first, community-driven narratives that extend a show's impact.
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<h1><strong>Strategies & Tactics</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsparktoro.com%2Fblog%2Fcontent-as-a-service-caas-the-framework-that-aligns-marketing-with-the-business%2F%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/xUAayTHsSajccOvLeFPEJW5fjn1LIGomNiVvoNLytbY=426">
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<strong>Content as a Service (CaaS): The Framework that Aligns Marketing with the Business (6 minute read)</strong>
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The “CaaS” framework treats content as a business function rather than a production line. Each asset serves an internal client, such as Sales or Customer Success, with clear goals and metrics tied to business outcomes. Teams prioritize by impact, use intake briefs for alignment, and measure results through data and qualitative proof. The approach replaces busywork with strategy, making content teams accountable for growth instead of output.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.storyarb.com%2Fblog%2Femployee-advocacy-faq%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/pKIvLaylhe9bhZhTdhvR8A1gEd1x9NiSnQVSGvZEcWM=426">
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<strong>The $5,000 LinkedIn competition that turned our team into brand ambassadors (6 minute read)</strong>
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Storyarb ran a 10-week LinkedIn competition for employees. 14 participants generated over 7M impressions, boosted website traffic by 55%, grew LinkedIn followers by 54%, and influenced sales conversations. The program succeeded by combining financial incentives, gamification, and training on posting skills, hooks, and content strategy. Employees shared posts about topics they were passionate about and turned advocacy into a marketing and recruitment tool.
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<div style="text-align: center;"><span style="font-size: 36px;">🧑💻</span></div>
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<h1><strong>Resources & Tools</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fadvertise.tldr.tech%2Fcase-studies%2Fplaid-adds-382k-in-pipeline-with-tldr-campaign-their-best-direct-buy-yet%2F%2F%3Futm_source=tldrmarketing%26utm_medium=newsletter%26utm_campaign=secondary10082025/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/TrGqlzOQX7GCJzL5DWKt5XxGx1skDo0h58pbDnG6jCQ=426">
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<strong>Plaid adds $382k in pipeline with TLDR campaign (Sponsor)</strong>
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Plaid achieved their best-performing direct buy to date, adding $382k in pipeline, earning 70 leads, and achieving 20.1x ROI. This case study breaks down their strategy, results, and example ads.. <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fadvertise.tldr.tech%2Fcase-studies%2Fplaid-adds-382k-in-pipeline-with-tldr-campaign-their-best-direct-buy-yet%2F%2F%3Futm_source=tldrmarketing%26utm_medium=newsletter%26utm_campaign=secondary10082025/2/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/1h86P0-2O5ks5hLxREmCBliAvsqe0OtnWtYQE1fLj6A=426" rel="noopener noreferrer nofollow" target="_blank"><span>Read the Plaid case study.</span></a>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fchris-long-marketing_ecommerce-seo-the-agentic-commerce-protocol-activity-7381300651802251264-a5Xe%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/erb8DS7ivDqZzpkF4JlCM0KTCVokQxGfYYbMp6FU_EQ=426">
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<strong>Rundown of the "Agentic Commerce Protocol" for ChatGPT's Instant Checkout (2 minute read)</strong>
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The "Agentic Commerce Protocol" enables product eligibility for ChatGPT's Instant Checkout. Similar to Google's product feeds, the protocol allows merchants to provide structured feeds to OpenAI to give more data about their products. There are 9 fields that e-commerce merchants should input and optimize, including title, product_category, popularity_score, and return_rate.
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<strong>iOS 26 Explained: What Apple's New Update Means for Email & SMS Marketers (32 minute video)</strong>
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This podcast explains Apple's iOS 26 update and its impact on email, SMS, and web tracking. Link tracking, device signals, and open rates are now less reliable, and SMS messages may land in “Unknown Senders”. It covers attribution challenges, KPI shifts, and multi-channel strategies, while offering tactical fixes like server-side tracking, two-tap opt-ins, and lifecycle flow adjustments to maintain performance.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div></div>
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fembeddedbrandstrategy.substack.com%2Fp%2Fthe-art-of-destination-making%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/Hja9YTzM4wgKVwcGuF87EgujIiFMbFXdt60QPPMPgow=426">
<span>
<strong>The Art of Destination Making (6 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Branding a place into a global destination requires a clear identity, accessible infrastructure, and consistent buzz. Iceland and Banff succeeded by defining unique icons, improving access, and creating shareable moments that drove global attention. Iceland tripled its annual tourism within a decade after launching its “Inspired by Iceland” campaign and expanding airline stopover programs, while Banff became Canada's most visited national park through strategic marketing and infrastructure investment. Saudi Arabia's $800 billion plan covers buzz and infrastructure but lacks a defining icon or promise, which could limit its ability to stand out among destinations like Dubai and Las Vegas.
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.socialgrowthengineers.com%2Fvent-now-vs-vent-ai-who-wins%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/JCK-l8vn6xsFUquv_Lj2_B9dSOYmWlnHIXuYma6hLKc=426">
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<strong>Vent Now vs Vent AI: Who wins? (4 minute read)</strong>
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This piece compares two AI therapy apps, Vent AI and Vent Now. It shows how Vent Now quickly overtook its rival through aggressive social tactics. While Vent AI relies on paid ambassadors and low-performing videos, Vent Now floods TikTok with thousands of similar slideshow posts using viral hooks about detachment and mental health, likely generated with AI tools. This formulaic, low-cost strategy has driven massive engagement and revenue, proving that efficiency and volume now outperform authenticity in the AI wellness app race.
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Finsight.kellogg.northwestern.edu%2Farticle%2Ffree-or-paid-subscription-for-online-platforms-its-a-dance%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/6w5Ks9Pg9PhdJDeqIHzuCU3-uXKz1cUUgumhsCiJB4E=426">
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<strong>Free or Paid Subscription? For Online Platforms, It's a Dance (5 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Research shows that the choice between free, paid, or hybrid models on digital platforms is less about pricing pressure and more about the strength of network effects and the commercial value of user data captured. When platforms like Meta or Google can collect detailed behavioral data and depend heavily on network-driven features, the free model is the most profitable. Subscription models become more viable when data is less valuable or network effects are weaker, as seen with streaming services like Netflix or Spotify. The study also finds that hybrid models, while seemingly flexible, can intensify competition by placing platforms in direct overlap for all users. This structure can reduce margins and open markets to new entrants.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<h1><strong>Quick Links</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fnewsroom.paypal-corp.com%2F2025-10-07-PayPal-Unleashes-the-Power-of-Retail-Media-for-Small-Businesses,-Enabling-Them-to-Join-Billion-Dollar-Advertising-Boom%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/CUY-hgOdlhGc5S7NxjSF3F-bpNjw3MiJ9VG6yeZLrzU=426">
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<strong>PayPal Unleashes the Power of Retail Media for Small Businesses (3 minute read)</strong>
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PayPal Ads Manager is a self-service ad inventory platform that allows small businesses to publish ads on their properties or launch ad campaigns for their own brands across PayPal properties.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.engadget.com%2Fbig-tech%2Fcalifornia-bans-loud-commercials-on-streaming-platforms-155809660.html%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/5vhPIU9t7HGqc87JVAGDW7bXfTjVQHL5cuAQzFRbe4M=426">
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<strong>California bans loud commercials on streaming platforms (1 minute read)</strong>
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Starting July 1, 2026, streaming services cannot play ads louder than the accompanying video content.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Ftechcrunch.com%2F2025%2F10%2F06%2Finstagram-introduces-new-ring-award-for-top-creators%2F%3Futm_source=tldrmarketing/1/01000199c37e9a0c-6d2a824f-46b4-48c1-871e-3d5d8d6c3328-000000/_5WcPUq-Tg0R6n-RMD_-96EnV-8o9TkgoDqNBs68LRY=426">
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<strong>Instagram introduces new ‘Ring' award for top creators (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
The program trades payouts for prestige, offering symbolic rewards as Meta continues to scale back creator compensation.
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