New ?? 5 Marketing Insights - #87

Not everything is as predictable as it seems… TikTok is proving ROI insights for advertisers, Dove is stepping away from its signature emotional campaigns, and AI might not be as reliable as we think.

1. TikTok shares insights into the ROI of ad campaigns

More brands are being told to get on TikTok, but how effective is it for advertising? A new study by Dentsu, commissioned by TikTok, analysed the ROI of 15 brands advertising on the app, measuring both short-term and long-term sales impact. Here are the key findings:

???Short-Term Sales Impact: TikTok generated an average short-term ROI of 11.8, ranking among the most effective media channels for revenue generation. 75% of advertisers saw higher ROI on TikTok compared to other platforms.

??Long-Term Effects: While 7 out of the 15 brands studied saw significant long-term ROI, the research suggests that many brands are underinvesting in long-term TikTok ad strategies.

??Consistency: Brands that engaged with their audience consistently (rather than running sporadic campaigns) experienced sustained sales growth. A steady presence increased brand familiarity and recall, keeping brands top of mind when consumers were ready to purchase.

What does this mean for marketers? If you're looking for immediate results, TikTok delivers.

Read Social Media Today to learn more.

2. Is AI playing Chinese whispers?

A study by the BBC found that when asked about current affairs more than 50% of the AI-generated answers on chatbots had “significant issues”, including numbers, dates, and statements. BBC’s chief executive for news, Deborah Turness, warned that AI-generated misinformation could erode public trust in factual reporting. She called for AI companies to collaborate with publishers to ensure accuracy, rather than spread confusion.

While AI is great for simple tasks like recipe ideas, does this prove that AI can’t be fully trusted for serious topics? Is it a reminder that sometimes, it's best to go straight to the original source?

3. Dove just tapped into humour marketing

If I told you Dove just released a new advert, I bet you think it’s another female empowerment, storytelling, tear-jerking campaign, right? Well, actually, no. Dove’s adverts got a bit too predictable, and so for the first time ever they tapped into humour marketing. I think they could’ve done it better… But that’s beside the point. They know that humour marketing is resonating with audiences right now and are pushing the “moist” humour on socials. But is there space for it in the beauty industry?

Read Marketing Dive for more.

4. This copywriting hack is simple, but genius!

The best copy doesn’t shout at a crowd, it speaks to one person. Bob Levenson, one of the greatest copywriters ever, used to start his writing for ads with “Dear Charlie” to make sure his writing felt like a conversation.

The takeaway? If your copy doesn’t read like something you’d actually say in a one-on-one conversation with your ideal client, it’s probably too formal, too vague, or just not interesting enough.

5. Turn your emails from spammy to strategic

Re-engagement emails asking “Do you still want to hear from us?” are lazy, and they most likely don’t want to. If you’re relying on open rates to gauge interest, you’re doing it wrong. Real engagement comes from clicks, site visits, and purchase behaviour—not whether someone happened to open an email. Instead of cluttering inboxes with pointless opt-in prompts, refine your segmentation, track meaningful intent signals, and update your automation to stay relevant. Read Martech’s article to learn more.

Small Business shout-out

You’ve heard of “Is it food or is it cake?”—but what about “Is it dessert or is it a candle?”. Slice of Candle is a US small business specialising in hyper-realistic dessert candles. Their innovative creations stand out in the saturated candle market, earning them an impressive social media following. It’s a great idea, but I’d never want to light them!

We’re passionate about helping small businesses grow, so each week shout-out a nominated small.

Thanks for tuning in this week! We also send Five Insites by email if you’d prefer to receive it that way.

If you have any feedback or want to suggest a small business for a shoutout, feel free to reach out to me on LinkedIn—I’d love to chat!

Thanks,

Izzy Marketing Assistant at Insites