DM expectations rising

A new survey from Emplifi reveals that 32% of consumers expect a direct message response from brands within one hour—and nearly half will walk away after just two poor experiences. Social media is no longer just a branding tool; it’s a frontline customer service channel. For marketers, that means speed and tone in DMs aren’t nice-to-haves—they’re retention levers.

Gen Z’s Tumblr revival

Gen Z is gravitating toward Tumblr, a platform previously left in the digital dust. While TikTok and Instagram still dominate, Tumblr offers a raw, less-polished space where younger users are building communities. For brands targeting a younger demo, especially in entertainment or lifestyle, it’s worth exploring where conversations are actually happening—even if the platform isn’t currently in your media plan.

Google steps up AI ad targeting

Google just announced new AI-powered features for Performance Max campaigns, promising better audience predictions and creative suggestions. With signal automation getting more refined, marketers will need to think less about micromanaging segments and more about feeding the right data into the machine. Optimizing creative and conversion signals is becoming the smarter play.