The news: Direct messages (DMs) are becoming a key channel to reach consumers as follower growth, once the gold standard for social media success, declines. The average number of shares for brands on TikTok increased 60% quarter over quarter in Q1, per Dash Social’s 2025 Social Media Trends report, showing a pivot toward private content distribution. At the same time, average monthly follower growth for brands on TikTok dropped 27% YoY. Our take: The rise of DMs as a preferred engagement channel signals a deeper shift in social media strategy—from public broadcasting to private conversation—that requires brands to prioritize intimacy to maintain trust and drive meaningful outcomes.
Kroger has consolidated its retail media, consumer insights, and loyalty marketing capabilities under the Kroger Precision Marketing (KPM) brand.
The news: According to a recent survey by money management and safety app Greenlight, financial literacy is a top concern among US families. While this type of education is in high demand, 47% of financial institutions (FIs) don’t offer it at all, per the Federal Deposit Insurance Corporation. Our take: Offering solutions that help young families can help build stronger relationships with parents and their kids (who are likely to bank where their parents do). While it’s difficult to quantify the ROI of offering these solutions, the benefits of improved customer loyalty and young customer acquisition can help set up an FI for long-term success.
The news: Instagram added new limitations to its livestream feature, now requiring creators to have a public account with over 1,000 followers to go live, per TechCrunch. Our take: While it could benefit Meta’s competitive position in the livestream space, Instagram’s latest restrictions will harm creators looking to break into the influencer space—necessitating rapid adaptation. Smaller creators could shift attention to other platforms with less restrictive livestream requirements—think YouTube, which only requires 50 subscribers to go live, and Twitch, which has no livestream minimum.
The results: In a home furnishings market that Wayfair CEO Niraj Shah describes as “flat to down low-single digits” and “bumping along the bottom,” Wayfair stood out. Excluding its exit from the German market, the company posted its strongest growth since 2021 and returned to profitability. Our take: While many home-related retailers are stuck in neutral amid a sluggish housing market, Wayfair is gaining traction. Its success shows that a willingness to test, learn, and iterate can help retailers stand out in an otherwise stagnant category.
The gap between retail’s most and least digitized categories will grow even wider.
Ulta Beauty is tapping into trends like Korean beauty and wellness to stay relevant with younger consumers while Pop Mart has created viral excitement around its collectibles through smart digital marketing and gamification. In addition, Urban Outfitters has launched a back-to-school dorm makeover contest and Away Luggage is enhancing the travel experience with a giveaway. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.
9 in 10 Americans (93%) plan to cook at home as much or more in the next 12 months compared with the previous year, according to HelloFresh’s State of Home Cooking report. That shift is as much due to financial considerations as it is to a general desire among consumers to eat healthier. The shift to eating at home creates a prime opportunity for meal kit providers like Hello Fresh, provided they can make the case to consumers that their menus offer value for money—while also satisfying their seemingly-unquenchable desire for protein.To that end, these companies could highlight their budget-friendly options, as well as put the nutritional value of their meals front-and-center, while emphasizing the convenience that such kits provide.
The playbook: Amid mounting pressure across the grocery sector, Publix and Sprouts Farmers Market are gaining ground by leaning on four core pillars—each executed with their own twist: A sharp focus on value Convenient, high-quality prepared food options Loyalty programs that drive repeat visits Disciplined, strategic expansion The formula is working: In the most recent quarter, Publix’s revenues grew 7.0% YoY and its same-store sales rose 6.0%. Sprouts delivered even stronger results, with revenues up 17.2% and same-store sales jumping 10.2%. Our take: Publix and Sprouts show that even in a tough retail climate, disciplined execution on fundamentals still pays off. By doubling down on value, convenience, loyalty, and strategic expansion, both are positioning themselves for durable growth in a category where shopping habits tend to stick. Their clear, consistent playbook is helping them gain ground while many competitors stand still.
Xbox hits 500M MAUs and $5 billion Game Pass run rate: Franchise power and console loyalty fuel Microsoft’s gaming momentum.
Starbucks will rely on kiosks to shorten wait times at high-traffic locations like airports and hospitals, per a Bloomberg report. For all Starbucks’ talk about building the community coffeehouse, it recognizes that service, speed, and reliability are integral to keeping customers engaged with the brand. While there are other pillars the company needs to execute to complete its turnaround, being able to deliver efficient service when it’s needed most will bolster its reputation for reliability and encourage more frequent visits.
On today’s podcast episode, we discuss why Ms. Yaccarino left X, the expectations for its advertising business in the short and long term, and how realistic its chances are of becoming an “everything app”. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Vice President and Principal Analyst, Jasmine Enberg, and Analyst, Marisa Jones. Listen everywhere you find podcasts and watch on YouTube and Spotify.
The news: Apple CEO Tim Cook confirmed plans to “significantly” increase AI investments, including acquisitions. The iPhone-maker acquired seven firms this year, some focused on AI, and remains open to deals of any size to boost capabilities, per Business Insider. Our take: Apple’s focus on efficiency and partnerships suggests incremental but impactful AI-driven tools will emerge, especially around privacy-first and device-dependent personalization. Prepare for evolving Apple AI features that emphasize user privacy. Balance campaigns between Apple’s controlled environment and more open, AI-reliant ecosystems like Google’s and Meta’s to optimize reach and precision.
The news: YouTube is giving connected TV (CTV) users the ability to skip to the most-viewed part of a video, helping them avoid slow moments or sponsored content. The feature was previously available on mobile and web for Premium subscribers and is now rolling out to Premium users who watch YouTube on its CTV app, per Android Authority. Our take: Influencer sponsored content spots are becoming more invisible and avoidable. Brands should pivot toward native product integrations within core content or have creators place sponsorships in pre- and post-roll messaging, which may be less likely to be bypassed by AI. The era of passive viewing is over. Viewers have more control, and brands need to adapt to stay visible.
The news: Amazon plans to put ads in its AI-powered Alexa+ voice assistant to boost product discovery and profits. Our take: If Amazon rolls out sponsored answers to Alexa+ user queries or in-conversation ads, the voice assistant’s vast trove of personal user data will help marketers target consumers on a micro level. However, if hallucinations arise and lead to irrelevant or inaccurate product recommendations, Amazon risks eroding both user trust and brand confidence.
The news: OpenAI abruptly discontinued a ChatGPT “share” feature after widespread criticism of its opt-in functionality surfaced thousands of unintended private chats in Google Search results. If a user checked a box to “make this chat discoverable” (sometimes accidentally or not fully understanding the warning), Google and other search engines could “see” these chat links and add them to public search results. Our take: The AI industry’s “move fast and break things” ethos is clashing with the non-negotiable demands of data protection. For marketers reliant on AI for strategic planning and analysis, security and data privacy are paramount. Companies demonstrating a strong security focus could stand out from competitors.
On today’s podcast episode, we discuss how YouTube is ahead in the video streaming wars, if Netflix’s next wave of content can keep audiences’ attention, and how much these new Netflix House locations might move the needle. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Analyst, Marisa Jones, and Vice President of Content, Paul Verna. Listen everywhere you find podcasts and watch on YouTube and Spotify.
US nano-influencers, those with fewer than 10,000 followers, boast a 34.1% impression rate—more than double that of any other tier—according to a February survey from Later.
The news: JPMorgan Chase and Coinbase partnered to offer Chase's customers new ways to access crypto. This fall, customers will be able to link Coinbase directly to their bank accounts, buy crypto with Chase credit cards, and convert rewards points to USDC, per a press release. Why this matters: This partnership is a big step toward bridging the gap between traditional finance and crypto. By letting customers use their credit cards to buy crypto or redeem their Chase Ultimate Rewards points for USDC, the companies could accelerate crypto adoption. It’s also another salvo from JPMorgan against data aggregators and open banking firms after the bank announced that it would charge these companies to access customer data—particularly around payments. JPMorgan is integrating directly with Coinbase rather than using APIs from a company like Plaid.