Monday Memo | 11.24.25

Written By Isabella Jennings

Your weekly “here’s what actually happened” in marketing.

If you missed what went down this week in the marketing world, here’s your TLDR; expanded, contextual, and actually useful.

1. TikTok is quietly shifting its algorithm (again)

Engagement is no longer the golden ticket; retention is. Creators have been reporting massive differences in reach depending on:

  • watch time

  • completion rate

  • replays

  • saves (heavy weighting)

Short-term implication: Expect niche, slower, narrative-driven videos to outperform flashy trends.

Long-term implication: Brands need to rethink short-form as storytelling, not stunts.

2. Google Ads announced major updates to attribution models.

Last-click continues to disappear from relevance as Google pushes models that emphasize:

  • blended influence

  • multi-touch paths

  • early-stage discovery signals

Important note: More brands are seeing rising CPAs, not because campaigns are performing worse, but because attribution is finally counting the things marketers knew mattered all along.

If you’re reporting this week, adjust your story accordingly.

3. Instagram is favoring saves + shares more aggressively.

Reach has been dipping for many accounts, but the real shift is in what’s being rewarded:

  • educational content

  • aesthetic, shareable graphics

  • carousel storytelling

  • “save for later” guides

Takeaway: It’s not about posting more. It’s about posting content people treat like resources, not entertainment.

4. LinkedIn is turning into a full-blown content platform.

This week saw record activity across professional creators, including:

  • long-form posts outperforming short posts

  • thought leadership > promotional posts

  • massive boosts for personal POVs vs brand accounts

If you're building a voice on LinkedIn, this is your moment. The platform is rewarding expertise + personality harder than ever.

5. “One-person marketing departments” is officially a trend topic.

Across LinkedIn and Twitter/X, conversations exploded around:

  • unrealistic role expectations

  • the “full-stack marketer” myth

  • invisible labor

  • brand teams stretched to capacity

  • leadership underestimating scope

This isn’t going away; it’s becoming a real industry conversation. Keep your voice in it.

6. AI tools are rolling out updates at a dizzying speed.

Notable shifts this week:

  • new models trained for brand-safe copy

  • automated asset resizing becoming more accurate

  • image generation for ads getting more consistent

  • better campaign prediction tools

  • more “assistants” replacing what used to be full features

Here’s the truth:
You don’t need to learn every new tool.
You do need a short list of the ones that actually integrate into marketing workflows.
Pick smart, ignore the noise.

7. Content velocity is rising, but consumer patience isn’t.

Across platforms, the average user session is shorter. Total impressions are higher. Engagement is flat.

Translation: We’ve officially entered the “quality or nothing” era.

Brands chasing volume will lose. Brands chasing clarity will win.

TLDR (the long version):

  • The platforms updated (again.)

  • The algorithms shifted (again.)

  • The expectations rose (again.)

  • The industry is finally talking about workload realism (finally.)

  • AI keeps sprinting, and marketers keep filtering what’s actually useful.

  • Creativity and POV are outperforming volume and trends.

And the memo you take into your week:

Consistency + clarity beat noise every single time.
You don’t need to know everything.
You just need to know what matters and why.

See you next Monday

-TMI

Isabella Jennings
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