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  • Is your CEO posting on LinkedIn? | The ClickZ Digest

Is your CEO posting on LinkedIn? | The ClickZ Digest

PLUS: Why employees now outrank brands on social

Author

Zihan Lyu
April 05, 2025 • Estimated Reading Time: 7 minutes

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Hi there!

Highlights from today's newsletter:
🛍️ Ulta’s growth playbook from Shoptalk 2025
🤖 4 ways media and entertainment companies are using Gemini
😮 GPT-4o just replaced your creative team

EDITOR’S PICK

#EGC

Brand pages are losing traction, and B2B marketers are starting to notice. On LinkedIn and TikTok, it’s employees—not companies—driving reach, credibility, and pipeline.

This piece breaks down why ClickUp’s chaotic team skits, Omnisend’s individual reflections, and CBIZ’s revenue-driven advocacy are outperforming polished brand posts. As one stat puts it: employee-shared content drives 8x more engagement than anything from corporate pages.

If your brand voice is flatlining, it might be time to hand the mic to the people behind it.

#EVENT INSIGHTS

Shoptalk 2025 may be over—but we’re not done yet.

Our coverage continues with fresh, behind-the-scenes insights you won’t find on the main stage. 👇

What’s Holding Back Commerce Media?

At Shoptalk 2025, Yahoo DSP’s Beth Nussbaum Gross called out the core issue: 20 retail media networks, 20 teams, same recycled creative.

Yahoo’s fix?
✅ One identity-led path across retailers like Home Depot and Costco
✅ Real-time POS data with In-Flight Sales Analysis
✅ One message, no team duplication

Commerce media doesn’t need more spend—it needs smarter scale.

Ulta’s Growth Playbook

At Shoptalk 2025, Ulta Beauty’s Josh Friedman showed what disciplined digital scaling really looks like:

🛍️ A new Mirakl-powered marketplace for underrepresented brands
🎯 Personalization driven by 44M+ loyalty members and Adobe
🧠 Agentic AI to free up creative time
📊 Attribution models that match actual goals—not vanity metrics

WHAT WE ARE READING

The 2025 APR Trend Report reveals key shifts in marketing production, including AI advancements, influencer content prominence, and advertising consolidation, urging brands to adapt for efficiency and competitive advantage.

With budgets spread across diverse channels, AI offers optimization opportunities, emphasizing its integration to enhance content and engagement. Agencies must evolve, adopting modular services and fostering collaboration to meet growing client demands.

Advertisers like Coca-Cola and Comcast have raised their TikTok expenditures despite the app's uncertain future in the U.S. Market analysis indicates that this strategy reduces competition and ad costs.

As regulatory discussions progress, confidence in TikTok's U.S. operations grows, but recent leadership turnovers in its ads team pose challenges.

Gemini's AI capabilities on Google Cloud are transforming the media and entertainment industry by enhancing content adaptation, simplifying workflows, and personalizing customer experiences.

Companies benefit from automated translation, improved content searchability, and real-time audience insights, all enabling better engagement and market reach. WPP and FOX Sports utilize Gemini for targeted marketing and efficient content management, exemplifying its broad applicability and effectiveness.

TOP VOICE

💭INSIGHTS FROM PERFORMANCE MARKETING WORLD

Top 5 adtech and martech tools this week

Fospha leads this week’s top adtech and martech picks with Halo—a new tool helping brands measure true cross-channel impact on DTC Amazon sales, not just last-clicks.

Also in the mix: smarter retail media paths, improved programmatic quality, competitive content intel, and ROI tracking for in-game ads.

💭INSIGHTS FROM ERIC STARK

Brands are taking back creative control on social media.

The TikTok-native, lo-fi look had its moment—but now, brands are raising the bar.

Authenticity isn’t tied to low production. It’s about showing up with clarity. Whether it’s sleek, scrappy, or somewhere in between, the best content today reflects a strong brand identity.

💭INSIGHTS FROM JODY LEON

Is your CEO posting on LinkedIn 🤔

If not, here are 3 reasons they should be:
🔸 It sets an example for employees, encouraging them to get involved.
🔸 A CEO can generate 98% more engagement than company page posts (source: DSMN8 data).
🔸82% of consumers are more likely to trust a company whose CEO and leadership team engage on social media (source: LinkedIn).

WHAT WE ARE LISTENING TO

🎙 MARKETING AGAINST THE GRAIN

ChatGPT's new image generation feature promises to reshape marketing by enabling endless variations of content creation and optimization. Its implications for marketing teams are profound, potentially decreasing reliance on traditional creative roles and requiring adaptation to AI-driven processes.

Businesses should prepare for compliance challenges and industry adjustments as these tools gain prominence.

Editorial

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