Amid high operational costs and restructuring into a for-profit corporation, the company has hired advertising experts from Meta, Google, and other tech giants to evaluate options.
Whether it’s GPT or a different AI agent, it’s likely we’ll see ads in this space soon. Marketers should focus on creating optimized digital assets that AI systems can easily process and recommend. Meanwhile, simplifying messaging ensures clarity for both algorithms and users.
We're curious to see further developments in 2025 👀
111SKIN’s 40% blended revenue boost with TikTok + Fospha 🚀
This luxury skincare brand leveraged Fospha’s full-funnel measurement to realize TikTok’s potential and scale the platform.
Key wins:
Launched mid-2024, TikTok became a top-performing channel with 22% higher ROAS and 73% new customer conversions.
By October, revenue soared 40%, ROAS jumped 33%, and CPA dropped 23%.
Top Tips:
Use data to make confident decisions.
Be patient—results take time.
Start with repurposed content, then go channel-native.
Threads wins most downloaded iOS app in November 📈
Just behind Threads for November downloads were ChatGPT, TikTok and CapCut.
Meta’s Twitter-like app continues gaining momentum, with potential to become a key channel for audience engagement, especially as it positions itself as a real-time content hub.
With Instagram, WhatsApp, and Facebook also dominating the app charts, Threads reinforces Meta’s unparalleled reach. Leveraging Threads can complement broader Meta strategies for integrated campaigns.
Marketers should monitor Threads closely as it evolves (particularly as it competes against X).
➡️ Creative storytelling and influencer-led strategies drive success.
➡️ Well-executed long-form videos can resonate as strongly as Shorts, provided brands nail their creative strategy.
➡️ Brands should aim to capture audience attention and communicate brand values effectively, which can create a long-lasting impact for viewers.
HEADLINES YOU CAN'T MISS 🗞️
🎯3 top YouTube ad formats to engage viewers in 2025
In-feed ads inspire users on mobile and desktop by blending seamlessly into their browsing experience. Shorts ads capture attention quickly, engage viewers, and drive action with vertical creatives that work across platforms. In-stream ads, ideal for TV screens, educate viewers through connected TV’s precise targeting.
🔗 Meta launches updated affiliate link displays in posts and comments
Meta is enhancing affiliate link visibility across Reels, videos, and text posts, introducing auto-detection and simplified workflows, enabling creators to boost monetization and drive sales globally during the holiday period.
🆕 Instagram previews incoming AI video elements
Instagram is integrating Meta’s Movie Gen engine, allowing users to edit videos with AI-generated backgrounds, outfits, and characters. While this enhances creativity, some argue it may detract from genuine social connections and storytelling.
📖 Guide to Pinterest marketing in 2025
Pinterest marketing in 2025 leverages SEO-rich Pins, high-quality visuals, and seasonal content to reach active shoppers. Focus on tutorials, strategic links, and analyzing performance to convert inspiration into measurable traffic and sales.
📈 What separates Black Friday winners from the rest? 🛍️
Every BFCM season, the stakes get higher. Brands plan earlier, strategize harder, and chase bigger wins. So, what sets the top-performing brands apart? At Fospha, we studied the strategies behind the 35% of brands that crushed it this year for YoY revenue and ROAS growth.
Winning results:
Adanola: +102% revenue YoY, -12% CAC, zero discounts.
1️⃣ Invest in the upper funnel: Brands who spent 192% more in Awareness campaigns YoY saw ROAS grow by 45%. Early demand creation is key for lower acquisition costs during peak.
2️⃣ Balance efficiency & scale: They leaned on Meta and PMAX for scale but diversified into channels like Paid Shopping and Snapchat for efficiency.
3️⃣ Turn peak data into future wins: Smart brands analyze BFCM performance to plan for next year. Use tools like Fospha’s Spend Strategist to model budgets and push limits in 2025.
X claims record-high usage in 2024 – is it true? 🔎
While X touts record-high engagement, measured in "active user seconds," third-party data suggests declining usage, with users leaving for platforms like Threads and Bluesky.
X reports 364 billion active seconds daily (equating to 24 minutes per user), which is less than its earlier metrics and historic averages. This suggests usage may have decreased, though X frames it as a record.
But with Trump’s election, X could regain favor among certain audiences. Brands should evaluate if their target demographics align with X's evolving user base.
In 2025 – marketers should stay adaptive, and critically evaluate platform data to navigate ad channel shifts.
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