Brand Love Is a KPI Now
đ Why Brand Reputation Isnât PR, Itâs a Performance Metric, YouTube Doubles Down on Ads and Exposure, and more!
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In this newsletter, youâll find:
đ Brand Reputation Isnât PR, Itâs a Performance Metric
đș YouTube Doubles Down on Ads and Exposure
đ Quick Hits
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đ Brand Reputation Isnât PR, Itâs a Performance Metric
Ask most marketers how their brand is performing, and theyâll show you ROAS, CAC, or conversion. Ask what people think about the brand, and youâll get blank stares or vanity slides.
But in 2025, reputation is no longer soft. Itâs measurable, trendable, and financially consequential. The best brands now treat sentiment as a KPI, not a post-launch afterthought.
Why This Matters More Than Ever
Your paid ads may convert, but if your reputation is rotting in comment sections, the cost will show up in returns, churn, and LTV. Modern consumers donât just compare features; they compare how brands make them feel, behave, and belong.
If that emotional equity is slipping, itâs a pipeline risk, not just a PR problem. And with social proof being fragmented across TikTok, Discord, App Store, Reddit, and YouTube, you canât afford to guess.
How High-Functioning Teams Operationalize Reputation
Top-performing brands measure reputation weekly, just like revenue or retention.
Hereâs what they do differently:
CX + Product: Flag repeat complaints, rising frustration phrases, and unexpected friction from sentiment dashboards
Growth: Align creative testing with positive emotion clusters (âcomfort,â âstatus,â âconfidenceâ) pulled from live buyer feedback
Retention: Track NPS scores alongside brand mentions to catch gaps between internal scorecards and external perception
Leadership: Use sentiment trendlines in quarterly reviews to justify positioning shifts or SKU sunset decisions
Itâs not about guessing if people like your brand. Itâs about tracking how that liking evolves over time.
How to Make It Measurable
Assign a weekly brand sentiment score across channels, not just Twitter
Build dashboards that track spikes in emotional keywords (e.g., âoverrated,â âworth it,â âcheap,â âluxury feelâ)
Benchmark reputation against competitors by volume and tone, not just mention count
Treat sudden dips in sentiment like revenue anomalies, diagnose and react fast
đ Tool tip:
Use Brand24 to monitor brand reputation scores and changes over time, across 25M+ sources. It gives you real-time clarity on when, where, and why perception shifts, so youâre not caught off guard. Try Brand24 here for free!
Final Takeaway
If youâre not measuring how people feel about your brand with the same rigor as how they buy⊠Youâre flying half-blind. Reputation drives revenue, and now, you can prove it.
đș YouTube Doubles Down on Ads and Exposure: 30-Second Non-Skippables + Posts in Shorts Feed
YouTube is quietly rolling out two major changes that could reshape both ad strategy and creator visibility: 30-second non-skippable ads are now in testing for standard campaigns, and Posts are appearing directly in the Shorts feed. Both updates suggest YouTube is leaning into full-screen control and cross-format integration to stay competitive.
Whatâs new:
30-Second Non-Skippable Ads (Beta): Previously reserved for premium buys, these full-length, forced-view ads are now testable in regular campaigns. They join 15s non-skippables and 6s bumper ads in auction formats, with keyword and audience targeting included.
Why it matters for advertisers: This gives brands premium-level impact without reservation deals. If the format expands, it may become a powerful new tool for message retention, though users may not love the extra wait.
Posts in Shorts Feed: YouTube now lets Posts (polls, GIFs, text, images) surface mid-scroll in the Shorts feed, vertically formatted and interactive. Users can like or comment without leaving the video stream.
Why it matters for creators: This allows long-form channels to tap into Shorts viewers without making vertical video. Itâs also a no-cost engagement boost; posting a text update might now reach as far as a full Short.
Why it matters: YouTube is merging ad formats and content types to maximize attention and time-on-platform. For advertisers, it means a deeper impact. For creators, it means wider reach. And for everyone, it signals that vertical-first, mixed-media feeds are the future of online video.
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