Prime Day: The new holiday hustle for DTC brands

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The Wall Street Journal's claim that Google could hold less than 50% of the search advertising market by 2025 highlights a growing trend where competition is coming not just from platforms like TikTok and AI-driven search tools, but also from e-commerce giants like

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Updates ☕️

👻 Snapchat is testing Sponsored Snaps in user inboxes and Promoted Places on Snap Map, aiming to boost ad reach while risking user backlash over privacy concerns.

🧴 Sydney Sweeney stars as a playful "Body Wash Genie" in Dr. Squatch's new ad campaign, promoting its natural body wash line.

🤳 Meta is testing improved Instagram-to-Threads crossposting, allowing users to easily share IG posts or Reels directly to Threads through a new streamlined integration.

👀 X has replaced ad revenue sharing with payouts based on Premium user engagement in its creator program.

🇧🇷 X is back in Brazil after agreeing to remove certain accounts, following government orders.

🚫 More than a dozen U.S. states have launched lawsuits against TikTok, accusing it of harming teens' mental health through addictive algorithmic practices.

Startups are using Prime Day to kickstart holiday sales

With the holiday season creeping up earlier every year, DTC startups are leveraging Amazon’s fall Prime Day—Prime Deal Days—to kick off their Q4 promotions.

Why they’re in: Brands like Evolvetogether and FullWell are using the event to attract early shoppers. Evolvetogether saw 30% of new customers during July’s Prime Day come from Amazon and is offering 20% off select products this week. Founder Cynthia Sakai sees it as a way to reward Amazon shoppers without undercutting their DTC site. Meanwhile, FullWell is using Prime Day to stay competitive in the crowded prenatal wellness market ahead of their busy Q1.

The long game: Prime Day isn’t just about quick sales. For brands like Hilma, the event boosts visibility, helping products hit top rankings and driving future ad momentum. Evolvetogether is also focusing on using Prime Day traffic to highlight new product drops and set up for a strong holiday season.

For these startups, Prime Day has become a key strategy for building buzz and driving holiday success.

Why YouTube should be your 2025 influencer play

YouTube isn’t just a video platform anymore—it’s becoming the new TV. As it overtakes Netflix in watch time and revamps its app to make creators the stars of their own “shows,” YouTube is setting the stage for influencer marketing in 2025.

Creators are now the showrunners, building real, TV-like relationships with their followers. This gives brands a golden opportunity to partner with influencers who can deliver deep, ongoing engagement. And with Google tagging creators as trusted sources in search results, YouTube influencers aren’t just reaching people—they’re earning their trust.

For 2025, the playbook is clear: Form long-term partnerships with YouTube creators, use both long-form and short-form content to hit different audience segments, and treat influencers like mini-media brands.

If you want to stay ahead in influencer marketing, YouTube needs to be at the center of your strategy.

Stanley’s next move: Evolving beyond TikTok fame

Stanley blew up on TikTok with its Quencher tumbler, but now the brand’s playing a longer game. Under new Chief Brand Officer Graham Nearn, Stanley’s evolving from viral moments to a strategy that’s all about staying power—think product innovation and smart collaborations designed to keep the brand relevant long after the social media buzz fades.

New gear, new audience: Stanley’s latest move? Designing products for specific lifestyles. The Cross Bottle is perfect for city dwellers who need a hands-free option, while the Ice Flow 2.0 is geared toward gym-goers. Nearn says it’s not just about pulling in new customers—current fans also want something fresh that solves their everyday problems.

Partnering with pop culture: Stanley isn’t just a water bottle brand anymore—it’s getting cozy with pop culture. Recent collabs include Olivia Rodrigo, who helped design a special tumbler, and a LoveShackFancy partnership that brought the brand into Vogue. These collaborations let Stanley tap into new audiences while staying culturally relevant.

Beyond the 'gram: Though TikTok was crucial to Stanley’s rise, they’re now going beyond social. The brand’s pushing into experiential marketing and outdoor campaigns. Take their Barbie collab, where they hosted events in major cities, turning their nostalgia-fueled marketing into a full-on experience that brought people face-to-face with the brand.

Influencers still matter: Stanley’s not giving up on influencers, though. They’re still a key part of the brand’s strategy, especially when it comes to showing off product features and tapping into trends. But it’s not about just anyone—they’re partnering with influencers who actually use and love Stanley products, keeping the vibe authentic.

Keeping ahead of the competition: With brands like Owala competing for Gen Z’s attention, Stanley is doubling down on what they do best: innovative, sustainable design. The goal? To make Stanley more than a trendy water bottle—something that’s as essential as your favorite sneakers or go-to jacket.