Thursday, September 18

🌟 Today’s Highlights:

• YouTube dropped multiple new features and updates at MadeOn 2025

• Reddit’s new 6-second video view goal for ads

• What if your next hire was both better and cost half as much?

• 📊 Stat of the Day: 71% of consumers say tailored content is critical, yet only 34% feel brands deliver it. (Source: Search Engine Land)

• 💡 Today’s Insight: How light-buyers are the hidden customers driving real growth

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⚡️ Today’s Headlines ⚡️

🤩 Google Discover update puts creators front and center. The feed will now feature creator content alongside publisher stories, shifting Discover closer to a social-style experience. By surfacing influencer posts in a prime Google property, the update expands organic visibility opportunities.

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▶️ YouTube rolls out Live, Shorts, and AI editing updates. Among the changes are new live-streaming tools, expanded Shorts capabilities, and AI editing built into YouTube Studio. Shopping features tied to the “Made on YouTube” program are also getting a boost. These updates are a push to make YouTube’s a mix of entertainment, creation, and commerce.

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⏱️ Reddit adds 6-second video view goal for ads. Campaign optimization can now target mid-length attention, giving brands an option between impressions and full video completions. The new 6-second goal reflects how users naturally engage with short-form content.

💡 Today’s Insight 💡

Why Light Buyers Hold the Key to Big Wins

🗞 TL;DR - A WARC/Lumency study finds that 63% of online sales come from light buyers, yet most brands still concentrate their targeting on heavy buyers. By ignoring lighter segments, marketers risk stalling growth and overpaying for the same customers.

💡 Insight - Heavy buyers are valuable, but they’re a small fraction of the market and often already loyal. Light and medium buyers make up most of the category and drive incremental growth when reached consistently. Over-targeting heavy buyers risks wasted spend and missed chances to build brand penetration and creates blind spots. Here are some key learnings from the study -

• Light and medium buyers drive the bulk of growth because they make up the largest share of the market.
  

• Over-reliance on loyalty tactics can inflate costs without expanding reach.
  

• Category penetration beats frequency, as adding new or lighter buyers grows revenue faster than chasing the same ones..

🔑 Takeaway: Marketers should balance their media mix by reaching across the full category, not just retargeting their core. Invest in broad awareness campaigns that capture new and lighter buyers, while maintaining retention strategies for loyalists. Growth comes from expanding the customer base, not only squeezing more from the same group.

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