Friday, October 10

🌟 Today’s Highlights:

• TikTok rolled out new measurement tools for conversions

• PayPal has a new tool for small businesses

• Now you can get leads & followers on LinkedIn without spending a dime on ads

• 📊 Stat of the Day: Facebook now shows 50% more same-day Reels and is driving over 20% growth in video watch time year-over-year (YoY) in the US. (Source: Stacked Marketer)

• 💡 Today’s Insight: Fostering inclusivity is your best growth lever & not in the way you think

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⚡️ Today’s Headlines ⚡️

✨ Starting November 6, Google is replacing its “Ad networks” controls with an “Authorized Buyers” system. It could provide better visibility into buyer relationships and blocking options, but be aware: it could also impact reach, competition, and pricing.

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💸 PayPal launched a new tool for small businesses. Called “Ads Manager,” smaller businesses can now run ads on their own e-commerce sites and manage campaigns across their properties.

🎟️ The best Ecommerce marketers are dropping their exact playbooks at CreativeCon 2025. It’s free, live, and built for founders and marketers who want growth that lasts 👉🏼 Reserve your spot today.

🧪 TikTok rolled out “Attribution Portfolio,” a suite of measurement tools that provide more clarity on conversions. It includes analytics like Performance Comparison, Time to Conversion, Touchpoints to Conversion, and Assisted Conversion.

💡 Today’s Insight 💡

Inclusivity is your best growth lever

🗞 TL;DR - Beauty brands E.l.f. and MAC argue inclusivity isn’t optional; it’s a revenue driver. In a recent panel discussion during Advertising Week, executives from these giant beauty brands explained how they’ve built inclusive strategies and the impact these initiatives have on the bottom line.

💡 Insight - Here are the key takeaways and strategies that top beauty brands E.L.F. and MAC laid out during Advertising Week:

• Diversity drives value. Brands that are marked “Certified Inclusive” by SeeMe Index grow 2.7 times more on average than their less inclusive competitors. Frame inclusivity not just as a mission or PR, but as a business lever. Measure growth, retention, and market expansion tied to inclusivity. 
  

• Figure out who your core audience is, rather than focusing on everyone. Trying to be everything to everyone often comes off as hollow. Instead, define who you serve, and start building deep connections there. Map your primary audience segments (by identity, behavior, and needs), then tailor messaging, creative, and product decisions to them first.
  

• Embed inclusivity across the whole organization. E.l.f. doesn’t have a DEI department; the responsibility lies with every team. Don’t silo diversity work. Ensure that marketing briefs, product R&D, creative, legal, etc., all factor in inclusivity.
  

• Be consistent across geographies (but be locally sensitive). Your brand’s values should stay consistent, but language and messaging should adapt to market nuances like culture or politics. Develop a “values compass” that all markets must align with, then allow adaptation at regional levels.
  

• Use feedback and missings as signals, not failures. When brands misstep, community feedback gives them a chance to build a “circle of trust.” Don’t erase mistakes. Monitor sentiment, host feedback loops, respond transparently, and iterate.

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