The Visible Momentum System
👨💻 Why showing progress beats offering rewards, TikTok adds control without slowing you down, and more!
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In this newsletter, you’ll find:
📽️ The Visible Momentum System
🛍️ TikTok Adds Control Without Slowing You Down
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The Visible Momentum System
Retention usually gets framed as an incentive problem.
Not enough points. Not enough discounts.
That diagnosis is convenient. It’s also wrong.
Most churn doesn’t happen because customers are unhappy. It happens because nothing feels unfinished.
In physical retail, this is obvious. A stamp card on a counter works not because the free coffee is valuable, but because the empty circles create tension. Each visit resolves one gap and highlights the remaining ones. Progress is visible, personal, and incomplete.
Digital brands rarely replicate that feeling.
Instead, they hide progress behind dashboards, points balances, or generic loyalty emails that require effort to interpret. The customer never feels closer to anything. So stopping is frictionless.
Visible momentum fixes that.
The mechanism is simple. Humans accelerate behavior when progress is concrete and observable. When progress is abstract, motivation decays. That’s why a customer who has “3 of 5 steps completed” behaves differently from one who has “300 points.”
You can see this play out post-purchase.
A brand that treats the first order as an endpoint sends a receipt, maybe a review request, and then goes quiet. A brand that treats it as step one shows what’s next. Not with urgency. With framing.
“You’ve started the routine.”
“You’ve unlocked the first phase.”
“You’re one step into something.”
The cost of not doing this shows up quietly. Repeat rates flatten. Second purchases take longer. Offers need to get louder to move the same cohort. Nothing breaks overnight, but the system slowly loses momentum.
The fix isn’t a loyalty program. It’s a progress system.
That means defining a journey where customers can see where they are, what they’ve completed, and what’s coming next. It could be usage milestones, replenishment cycles, content unlocks, or status tiers. The specific structure matters less than the visibility.
One constraint to respect. This only works if progress maps to real value. Fake milestones feel manipulative fast. Customers will ignore them the same way they ignore points balances they don’t understand.
When done right, the payoff compounds.
Repeat purchases feel like continuation, not decisions. Incentives become accelerators, not crutches. Retention shifts from persuasion to momentum management.
The brands that win here don’t ask how to reward customers more.
They design systems where stopping feels unfinished.
That’s the quiet advantage most dashboards will never show, but the P&L always reflects.
🛍️ TikTok Adds Control Without Slowing You Down
TikTok is making its automation stack feel more usable for advertisers, with smarter creative selection, cleaner previews, and better proof of what actually converts.
The Breakdown:
1) Smart+ Auto-select picks your best creatives - Smart+ now includes Auto-select, which scans your existing ads plus eligible TikTok One creator content, then recommends the strongest creatives based on your campaign goal.
2) Preview every Smart+ creative combo before launch - TikTok now lets you preview every possible Smart+ creative combination inside Ads Manager, helping you catch messy pairings early, speed up approvals, and iterate faster without surprises.
3) Off-site tracking is finally getting real - TikTok’s Off-site Performance Analysis tool rolled out Dec. 24, using a pixel to connect TikTok engagement to purchases on your website, including signals from organic posts, Live, TikTok Shop, and paid ads.
TikTok Shop is also adding AI tools like Fashion Video Maker, AI dubbing, and List with AI, plus CRM upgrades, Judge.me reviews, and GMV Max campaigns. Net effect, faster creative output, cleaner measurement, and more control for brands trying to scale.
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