Newsletter from the 27 November 2025

  • Global
Your most up-to-date snapshot of social media updates this week – 25/11/2025
Hello social friends and welcome to another week of updates! This week brings some added tools on IG to help make the video creating process more seamless as well as more controls on TikTok to help limit AI-generated content. Let’s dive in and see how these tools can help improve your social game.
PR Daily
  • Global
The AI tools that are transforming market research
This shift will be driven by two AI tools: synthetic personas (composite profiles) and digital twins (models of real individuals). Using public or proprietary data, they can simulate human responses, enabling faster, cheaper research without traditional surveys or interviews.
Harvard Business Review
  • Global
Why Netflix and Amazon’s new audience metrics don’t pass the smell test
Netflix and Amazon’s new audience metrics are facing criticism for greatly inflating reach and ignoring meaningful engagement, writes researcher Ed Cohen. He notes that while radio tightened its rules, Netflix counts just one minute of ad viewing as a full month of engagement — a standard that would make radio’s numbers far larger if applied similarly.
Barrett Media
  • Global
The truth about AI In marketing measurement: What works, what doesn’t and what it costs you
AI is creating hype in marketing measurement, but for complex tools like media mix modeling, many of its promised benefits are overstated — posing big risks for marketers making multimillion-rand decisions.
Ad Exchanger
  • Global
Amazon Prime Video launches AI‑powered video recaps
By identifying key plot points and character arcs, the AI compiles a short video combining narration, dialogue snippets, music, and relevant scenes, offering a concise refresher for busy viewers.
Bizcommunity
  • Global
Video streaming services are reaching the limits of loyalty
UK consumers switching between streaming services has quadrupled in three years, challenging platform loyalty. MTM and ScreenThink found 21% already cycle subscriptions—the highest on record—and 42% are open to it.
Warc
  • Global
How AI answers are disrupting publisher revenue and advertising
A closer look at how traffic losses, revenue shifts, and new models are reshaping publishing and search in an AI-first era. Traditionally, publishers rely on ads and affiliate marketing, and search engines on pay-per-click. But with AI platforms like ChatGPT, Claude, and Perplexity providing answers directly, that model is under threat—why click ads if AI gives you what you need?
Search Engine Land
  • Global
GenAI ads – do they work or not?
Using GenAI in advertising can help with efficiency but what about effectiveness? Early research suggests that may partly depend on whether the AI element is obvious or not.
Warc
  • Global
Havas bets on being ‘deliberately different’ as mega-mergers squeeze the middle
Havas Group ANZ is launching its ‘Deliberately Different’ positioning, yellow branding, and refreshed Village structure as the global holding landscape shifts and independents face a costly AI race. “Our difference isn’t for its own sake,” Wright says. “It’s about strategic intent.”
Marketing Interactive
  • Global
Media agencies use AI search insights to predict what audiences want
Brands and agencies have rushed to use a panoply of software tools and solutions to help them understand their place in a changing search context. Now, they’re using those same tools to direct media planning and buying operations.
Digiday
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