ClickZ Meta Insider Newsletter | 🕵️‍♀️ Instagram Teases Mystery Feature

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

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 🎥

SOCIAL MEDIA INNOVATION

Instagram Teases Mysterious Feature Sparking Buzz Among Social Media Users

Instagram's recent cryptic post introduces an enigmatic feature, sparking widespread interest among marketers for its potential to influence user engagement and platform dynamics. Industry professionals will find the development noteworthy, as it exemplifies the ongoing trend of blending creativity with technology to foster user interaction and insights. The platform's evolving landscape offers strategic opportunities for marketers to enhance engagement through innovative content strategies.

ADVERTISING INTEGRATION

WhatsApp's New Advertising Feature Avoids Ads in Your Conversations

Meta's introduction of advertisements in WhatsApp, announced on June 16, lets businesses leverage targeted marketing by utilizing user data without intruding on private conversations. Ads, appearing in the News tab as sponsored channels and interstitials, offer marketers strategic engagement opportunities while maintaining user habits intact. As this feature rolls out globally, marketers gain new avenues for audience interaction within their instant messaging strategies.

AI TRAINING RULING

Meta Permitted to Use Platform Data for AI Training After German Ruling

Meta's legal victory in Cologne permits AI training using platform data without breaching DMA restrictions, emphasizing data de-identification and processing. This decision offers marketing professionals new opportunities for AI development while adhering to European competition laws, setting a key precedent for the integration of AI in digital marketing strategies.

MARKETING INTEGRATION

Meta GA4 Integration Simplifies Marketers' Journey for Better Platform Synergy

The integration of Meta and Google Analytics 4 (GA4) aims to enhance signal quality for marketers, crucial for resolving attribution challenges and optimizing campaigns across fragmented platforms. This connection allows direct event flow, facilitating more precise measurement and feedback loops. However, practitioners should prepare for a detailed setup and occasional issues, while also considering the integration's current limitations on transparency.

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.