Vol 5: Core Web Vitals & The Death of Creativity

Welcome to the 5th edition of The Hype! This week, we’re diving into some hot topics in digital marketing and getting real about what’s driving (or stalling) impact in the industry.

First up, Google’s own John Mueller sheds light on Core Web Vitals and whether they really influence rankings as much as we think.

Then, we’re breaking down the magic of social proof—how user-generated content, reviews, and ratings can make or break a customer journey.

And finally, we tackle a big question:

Are major brands squeezing the life out of creativity in marketing?

Tune in to know what's The Hype this week!

1) Google’s Mueller Dismisses Core Web Vitals Impact On Rankings

In a recent LinkedIn discussion, Google Search Advocate John Mueller offered a fresh perspective on Core Web Vitals, downplaying their influence on search rankings.

His comments come amid ongoing debates within the SEO community about the role of site performance in search visibility.

Addressing new data suggesting Core Web Vitals could significantly impact rankings, Mueller clarified, “We’ve been pretty clear that Core Web Vitals are not giant factors in ranking, and I doubt you’d see a big drop just because of that.”

Read the whole piece here

2) Social Proof Unveiled: How UGC, Reviews, and Ratings Shape the Customer Journey

In an era where trust and authenticity are king, social proof—whether it’s UGC, reviews, or ratings—has taken on a life of its own, becoming a must-have in the customer journey.

It’s more than just a nice-to-have; it’s the difference between a brand that feels relatable and one that falls flat. By letting real customer voices shape your brand, you build credibility, increase engagement, and drive loyalty in a way that traditional advertising just can’t touch.

Big thanks to Heba AlNabulsi ?? , Account Technology Strategist at Emplifi and founder of LetsTalkSocialWithHebz, for sharing her insights!

Read her insights

3) How Big Brands Are Killing Creativity in Marketing

The biggest brands wield enormous power. They have vast budgets, sophisticated data, and global reach—all of which should theoretically position them as pioneers in creative, groundbreaking campaigns.

Yet, what do we actually see? The same old templates. The same safe, risk-averse marketing formulas. The result? A stale industry where innovation is smothered, and creativity is strangled. Let’s be honest: big brands are stifling creativity in marketing, and it’s creating a culture of monotony that’s killing what marketing was meant to be—a platform for bold, disruptive ideas.

The Curse of Playing It Safe

Why do big brands opt for the “tried and tested” over the groundbreaking? For one, there’s a deeply ingrained fear of rocking the boat. When a brand reaches a certain size, its priorities shift from growing market share to preserving it. Risk, in their eyes, equates to potential revenue loss. It’s easier to roll out another mild, inoffensive campaign than to risk controversy, criticism, or, heaven forbid, the wrath of social media.

Take McDonald’s or Coca-Cola, for example. Both are omnipresent globally and have incredible influence, yet the bulk of their campaigns are recycled, predictable, and, quite frankly, dull. They spend billions of dollars reminding you they exist but rarely aim to surprise or challenge you. These campaigns may keep existing customers from defecting, but they’re hardly breaking any new ground.

And the worst part? Smaller brands and startups often look to these behemoths as a guide, thinking, “If it’s good enough for them, it’s good enough for us.” This mimicry reinforces the status quo and creates a marketing echo chamber that stifles any real innovation.

Bureaucracy: Creativity’s Biggest Enemy

The internal structure of large brands is often a labyrinthine web of bureaucracy. Before any marketing idea sees the light of day, it has to pass through layers upon layers of review and approval. Legal, compliance, finance, upper management—all these departments need to weigh in, dilute, and sanitize the creative. What begins as an exciting concept eventually emerges as a safe, sterile shadow of its former self.

The recent campaigns by big tech companies like Apple and Google illustrate this problem well. Yes, they’re polished and beautifully produced, but they’re also formulaic and predictable. Original ideas die on the vine because of endless approvals and the need to cater to every stakeholder. For these brands, it's not about taking risks to stand out; it's about reducing risk to maintain market stability.

The Hypocrisy of “Creative” Awards

Here’s a little secret: many big brands only take creative risks when they want to win awards. Enter the “purpose-driven” campaigns, which conveniently emerge just in time for advertising award season. These campaigns are often bolder, edgier, and, ironically, more creative. They don’t align with the brand’s everyday advertising strategy, nor do they reflect how these brands communicate most of the year.

Consider Pepsi’s ill-fated Kendall Jenner campaign, which tried to tackle social justice but ended up facing widespread backlash. It was a clear attempt to jump on the purpose-driven trend, yet it showed the brand’s lack of understanding and authenticity. The campaign backfired precisely because it was a forced, inauthentic attempt to appear “woke” rather than a genuine creative leap.

In the end, these campaigns are anomalies designed for award circuits, not for consumers. Once award season is over, the same big brands return to their routine playbooks, more concerned with consistency than creativity.

Who’s Really Paying the Price?

So who suffers from this creativity drought? The consumers, certainly. But also the industry as a whole. Up-and-coming talent—bright, ambitious, driven creatives—either leave or lose their spark trying to conform to the machine. They’re forced to work on campaigns where any real originality is edited out to meet brand guidelines and corporate agendas. The result is an entire generation of marketing professionals trained to think within the confines of “what has already worked” rather than daring to explore new ideas.

And ironically, it’s these same big brands that complain about the loss of consumer loyalty and market share erosion. In an age where consumers have a near-infinite range of choices, standing out has never been more crucial. Yet, by playing it safe, big brands become just another background hum in a market craving originality and authenticity.

Where Do We Go from Here?

If big brands want to break free from this creativity chokehold, they need to rethink their priorities. Here are a few changes that could turn the tide:

1. Empower Smaller, Independent Teams: Decentralizing creative decision-making and giving smaller, independent teams the freedom to innovate could breathe fresh air into big brand campaigns. Let these teams take risks without the constant oversight of corporate guardians.
2. Separate Brand-Building and Performance: Yes, metrics matter, but they shouldn’t be the sole driver. Big brands need to create dedicated spaces for brand-building efforts that aren’t shackled by KPIs and short-term data. Not everything worthwhile is immediately measurable.
3. Take Real Risks: Be willing to ruffle some feathers. If every campaign is vetted for absolute safety, you’re missing the point of marketing altogether. A calculated risk can yield tremendous rewards and set a brand apart in a meaningful way.
4. Reframe Creativity as a Competitive Advantage: Big brands have the resources to pioneer, to experiment, to push the boundaries in a way smaller companies can’t afford to. Reframe creativity not as a risk but as a weapon against the rising tide of homogeneous, undifferentiated marketing.

Big brands have the resources, the reach, and the cultural clout to redefine what marketing could be in the 21st century. But until they’re willing to move beyond the restrictive, risk-averse approach they currently embrace, they will continue to kill creativity. The industry needs leaders, not followers; bold ideas, not rehashed formulas.

4) First 90 Days as Head of Marketing

Found a must-watch for all you marketing pros!

This video breaks down the “survival guide” to your first 90 days as Head of Marketing—from not getting lost in endless spreadsheets to actually making a difference (yes, it’s possible).

Packed with real talk, actionable tips, and a dash of humor, this one’s perfect whether you’re stepping into a new role or just want to peek into the wild ride of marketing leadership.

5) Tool of the Week: Manychat

Say hello to your new best friend in customer engagement: ManyChat!

This powerful tool is your go-to for creating chatbots that can handle everything from answering FAQs to nurturing leads, all while providing a personalized experience for your audience.

With its user-friendly interface and seamless integration with platforms like Instagram DMs, Facebook Messenger and WhatsApp, ManyChat makes it a breeze to automate conversations and keep your customers coming back for more.

Thanks for riding the waves of the 5th edition of The Hype with us!

We hope you’ve snagged some valuable insights and are feeling pumped to dive into your marketing adventures.

Have a quirky question, a brilliant idea, or a meme that made you chuckle?

Don’t hold back—reach out to Abdul Aziz Qureshi! We’re all about sharing the good vibes and great ideas.

Until next time, keep your marketing engines revving, embrace the chaos, and we’ll see you in the next edition! ??