Short reads for short attention spans

Reddit launches new interactive ad format

Reddit has introduced an interactive ad format that lets brands build custom, participatory experiences within subreddits, enabling actions like tapping, expanding, voting or revealing additional content. The launch follows Reddit’s wider push to position itself as a richer, more engaging alternative to standard social feed advertising.

Why it matters:

• Opens new creative routes for brands seeking more engagement.
• Positions Reddit as a more serious upper-funnel media owner, not just a niche community platform.
• Useful for brands targeting passionate, interest-based audiences and ideal for testing brand storytelling in high-intent spaces.

Further reading at Adweek:

Reddit Debuts New Interactive Ad Format

Amazon’s 14,000 job cuts highlight AI’s impact on marketing roles

Marketing Week reports that Amazon’s latest wave of 14,000 layoffs is being driven partly by AI restructuring, especially across SEO, ad production and operational marketing functions. Rather than simple cost-cutting, the changes reflect a broader shift toward automation and machine-driven optimisation across Amazon’s global marketing stack.

Why it matters:

• Signifies the roles most at risk as automation reshapes marketing teams: executional tasks are being replaced, while strategic and creative skills increase in value.
• Agencies and in-house teams must upskill in AI-supported workflows to stay competitive.
• Reinforces the growing divide between high-value strategic marketers and those reliant on legacy executional skills.

Further reading at Marketing Week:

Amazon job cuts show AI reshaping marketing roles

TikTok rolls out “Search Ads Boost” for keyword amplification

TikTok has begun rolling out a new paid feature called Search Ads Boost in the UK, allowing advertisers to promote specific keywords so their ads appear more prominently within TikTok’s native search results. Unlike Google Search, the targeting blends user intent with TikTok’s behavioural signals such as watch history and engagement patterns.

Why it matters:

• TikTok is edging further into “intent-based advertising”, giving brands a new performance lever beyond the For You feed.
• Opens up search-like demand capture on a platform historically focused on discovery and entertainment.
• Marketers may soon need dedicated TikTok search budgets, creatives optimised for search context and keyword strategies similar to paid search campaigns.

Further reading at BIMA:

TikTok Search Ads Have Landed in the UK