SUM NEWS: TikTok Turmoil 🌪️ Flexing Freelance 📈 + Tea Times ☕

January 22, 2025

In partnership with

This week, we’re highlighting the latest marketing trends, including TikTok’s rocky road, the rise of freelancers, and the advertising landscape for 2025. Plus, don’t miss our exclusive SUM community events on Thursdays—your weekly 💪 power hour 💪 for growth, insights, and community!

IN THIS ISSUE

  • 🌟 Marketer Spotlight

  • 🎯 Metrics That Matter

  • 🌐 Around the Web: Freelance, TikTok, Meta, and more

  • 📣 SUM Stuff

  • 😂 In the Meme Time

Marketer Spotlight

In this series, we’re sharing quick insights from top marketing leaders in the SUM community. We sat recently sat down with Barbara Pamplin, a seasoned marketing leader with 25 years of experience, to explore why vulnerability is a key marketing tool, what fuels her leadership, and why community matters so much. Meet Barbara.

Marketing Metrics that Matter for Startups

As marketers, we’re surrounded by endless streams of data, but not all metrics were created equal! To succeed, you’ve got to focus on the metrics that truly move the needle. Our latest article breaks down the key metrics every startup should prioritize.

For deeper insights, SUM members can watch the recording of our Expert Session with Alex Stonehouse in the StartUp Marketer community. Learn how to apply these metrics in the real world.

Enter the OSSUM Awards

You’ve stretched every dollar, worn every hat, and delivered results on a shoestring budget. It’s time for startup marketers like you to take a bow. Enter the OSSUM Awards and get the recognition you deserve!

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AROUND THE WEB

  • Nearly 50% of full-time workers now rely on freelancers for key skills like web design, generative AI, and product management (Upwork). 

  • Confused by the TikTok turbulence? Marketing Dive has a complete timeline of the saga and next steps, including details of Trump’s  executive order holding off enforcement of a sell-off bill for 75 days.

  • Meanwhile, Bluesky and X both rolled out new vertical video feeds in apparent attempts to capitalize on the TikTok kerfuffle (Life Hacker).

  • … and Meta is trying to lure TikTok creators over to Instagram and Facebook with a new bonus program, offering up to $5K for creators who share at least 20 reels on Facebook and 10 reels on Instagram within a 30-day period (The Wrap).

  • Social Media (68%), Digital Display/Video (67%), and CTV (55%) are the fastest-growing channels for marketers in 2025, according to Mediaocean’s 2025 H1 Advertising Outlook Report (Martech Edge).

SUM POLL

With the TikTok ban delayed, how are you approaching your TikTok marketing strategy in 2025?

Login or Subscribe to participate in polls.

SUM COMMUNITY EVENTS

Tea Time with Maya Kosoff

📌 Thursday, 1/23

⏰ 3 pm ET

Join us for a chat with content strategist and reporter Maya Kosoff. You’ll learn the key to crafting standout pitches, how to build meaningful media relationships, and the red flag buzzwords you should avoid.

Tea Time with Steve Issac

📌 Thursday, 1/30

⏰ 3 pm ET

Join us for a chat with Steve Isaac, a seasoned marketing executive who specializes in building data-driven growth strategies for tech companies. You’ll learn the ins and outs of a successful product launch, the difference between category creation and position, and how to thrive in a small team.

Tea Time with Matt + Chris Vanderlinden

📌 Thursday, 2/6

⏰ 3 pm ET

Join us for a chat with Matt Vanderlinden and Chris Vanderlinden, video marketing and visual brand storytelling experts who co-founded Detonator. In this session, you’ll learn how to turn your brand strategy into compelling videos, explore creative use cases for video marketing, and discover storytelling tips toboost loyalty and drive growth.

Note: These events are exclusively available to The StartUp Marketer members. Not a member? Join now 👉 https://community.thestartupmarketer.com/

IN THE MEME TIME

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