Instagram content becomes searchable on Google | ClickZ Digital Ad Platform Newsletter

Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

Ad Business Growth at X Under Linda Yaccarino's Leadership Amidst Challenges

Linda Yaccarino's brief tenure as CEO at X saw a notable recovery in ad spending, growing by 62% year-over-year in the U.S. by mid-2025, thanks to efforts in brand safety and legal actions. Her departure leaves X in a precarious position, as reliance on advertising remains crucial amidst attempts to diversify revenue streams. Marketers should note the potential volatility in X's strategy, impacting future campaign planning.

SEARCHABLE INSTAGRAM CONTENT

Instagram Content Becomes Searchable on Google for Professional Accounts

Instagram's new update, effective July 10, 2025, allows public content from professional accounts to appear in Google search results, broadening reach beyond the platform. This change presents marketing professionals with opportunities to enhance content visibility and optimize for search relevance, necessitating advanced analytics tools to track performance across both search and social metrics.

ARTIFICIAL INTELLIGENCE MARKETING

What Every Brand Should Ask Its Agency About AI

Brands must evaluate their agencies' AI capabilities, focusing on training, data strategy, creative development, and AI integration into business models. Agencies are advancing in AI-driven marketing functions like campaign measurement and creative strategy, yet only 42% of brands feel well-informed by their agencies. By asking targeted questions, brands can enhance collaboration with agencies to harness AI effectively, ensuring more innovative and customer-centric marketing approaches.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.