Welcome back to another edition of The Marketer’s Playbook! In today’s edition we will take a look at:

• TikTok Fights Another Day

• Your Accounts Can’t Be Banned Any More?

• X’s Massive Data Breach

& More 👇

THE ROUND UP

Rounding up the most important marketing news of the week

TikTok Ain’t Done Yet

TikTok’s fate in the U.S. is back on the table, and it’s got more plot twists than a soap opera. President Trump confirmed a potential deal to spin off TikTok’s U.S. operations remains under discussion, even after previous delays. The plan would create a new American-owned entity, with ByteDance reducing its stake—though any deal hinges on Chinese government approval and ongoing U.S.-China tariff tensions. Trump extended the deadline for divestment to June 19, despite legal challenges from senators who claim he lacks authority. Meanwhile, Congress is wary of any arrangement that might preserve Chinese ties or require legal immunity.

No More Banned Accounts

Looks like Meta just got schooled in platform fairness. A top German appeal court ruled that Meta abused its dominant position by deactivating a business user’s Facebook account without warning, justification, or a chance to respond. The court confirmed there's a unique market for businesses seeking access to Facebook users—one Meta solely controls—so such power demands accountability. Even broad jurisdiction clauses pointing to Ireland can't shield Meta from German competition law. The judgment, now final, underscores that dominant platforms must play fair and transparent, especially when livelihoods are on the line.

Instagram’s New Unlockable Reels

Shh... Instagram's cooking up a secret. The platform is testing a new feature that lets creators lock Reels behind password-style codes, adding a playful twist to content access. Trialed on Instagram’s @design account, the blurred Reels display a hint—like “1st # in the caption”—nudging users to guess the right code to unlock the video. The idea is to help creators share more exclusive, tailored content with engaged followers, using personalized hints such as birthdays or inside jokes. While it’s still in early testing, the feature could open up fresh ways for creators to build community and reward loyal fans.

Performance Max’s New Lifecycle Features

Google Ads is beefing up Performance Max with smarter goals and snazzier image options. Advertisers can now set retention goals to re-engage lapsed customers and track customer acquisition costs via a new reporting column. Image controls get a boost too—ads can auto-source visuals from landing pages and apply enhancements like cropping, with uncropping and animation on the horizon. Plus, the cap on campaign-level negative keywords jumps from 100 to 10,000, giving users far more control over targeting. It’s all aimed at letting advertisers squeeze more value and versatility from their campaigns.

NEWS BITES

Everything else you need to know

• META FIGHTS ASSET BREAKUP: ​Meta is now on trial facing the FTC’s claim that it bought Instagram and WhatsApp to kill competition, risking a forced breakup.

• NETFLIX GETS SMART: Netflix is testing an OpenAI-powered search tool that lets users find content using mood-based or descriptive queries, starting with iOS users in Australia and New Zealand.

• INSTAGRAM STORYLINES: Instagram is testing a feature that lets users share Reels directly to Threads, aiming to boost cross-platform engagement.

• YOUTUBE AI MUSIC: YouTube's new AI tool, Music Assistant, helps creators generate royalty-free instrumental tracks using prompts, now in beta for select users.

• MASSIVE X DATA BREACH: Over 200 million X user records were leaked, exposing emails, names, and other data, raising phishing and security concerns.

• POST-TARIFF SENTIMENT: Trump’s new tariffs have triggered global backlash, with U.S. brands facing consumer boycotts - here’s what their global sentiment looks like currently, in chart form.

CAMPAIGN MONITOR

Review recent and note-worthy marketing campaigns

HEINEKEN FLIP PHONE

Cheeky little commercial showcasing a ‘prototype’ phone case designed to put your phone on Do Not Disturb mode when somebody says cheers. Honestly, I love it and want one.

GREENPEACE’S ACCIDENTAL HYPOCRACY

Greenpeace recently launched a marketing campaign trying to capitalize on the Studio Ghibli AI art to raise awareness of the climate crisis, though some aren’t exactly happy about it given AI’s impact on the planet.

THANK YOU FOR READING

We will see you again next week!