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From performance marketing to social marketplace: a structural shift.
Over the past four days, the marketing and martech sector has experienced an acceleration in the convergence between social commerce , artificial intelligence , and short-video strategies. This isn't just about the lead-up to Black Friday – the very architecture of the platforms is evolving. Instagram, TikTok, and Facebook are expanding native shopping features, making the user journey 100% transactional within the networks, including live sales and products tagged in organic content [ref2][ref3]. At the same time, social commerce and social selling have become pillars of growth, challenging old funnel models and boosting brands that create engaged communities, especially in closed groups and emerging apps [ref2][ref3][ref6].
AI at the core: personalization, automation, and first-party data.
Artificial intelligence is taking center stage in strategies: predictive segmentation, campaign automation, and real-time creation are already standard for competitive brands [ref2][ref3][ref7]. First-party data is gaining prominence, with growth teams prioritizing database unification, email and messaging automation, and a focus on privacy, avoiding dependence on third-party cookies [ref2][ref7]. Recent case studies show brands creating aggressive multi-channel nurturing and remarketing series, with AI optimizing layouts, recommendations, and advertising timing [ref1][ref2].
Short, vertical video: new narratives of influence, virality, and sales.
Short vertical videos are becoming the dominant format for viral marketing and influence [ref2][ref3]. Every relevant growth strategy now relies on mobile-first engagement, fast-paced narratives, and creative content tested in real time for different segments. The most viral events and campaigns in recent days have relied on challenges, behind-the-scenes teasers, and interactive content to anticipate Black Friday, generating VIP lists and mass lead generation [ref1]. Brands that authentically explore the format can break through the noise of the feed and scale conversion, especially by combining AI to test messages and creatives at high speed.
Why this matters: disruptions in the customer journey and new KPIs
The tipping point lies in the disruption of the traditional journey: consumers now expect to resolve everything within the social app, demand personalized experiences, and value communities more than classic loyalty programs [ref2][ref3][ref6]. With the promotional dates in November, marketing teams are intensifying the use of early landing pages, abandonment automation, and brand value positioning, going beyond discounts – focusing on purpose and post-sales [ref1]. The new KPI is the time between discovery and purchase , which has dropped drastically, requiring tactical excellence in multichannel strategies and real-time measurement.
References
- [ref1] amper.ag: Marketing Calendar and Strategic Actions for November 2025
- [ref2] landingi.com: 25 Essential Digital Marketing Trends for 2025
- [ref3] mustedu.com: 12 main trends in Digital Marketing
- [ref6] digitalnatives.pt: Digital Marketing Trends for 2025
- [ref7] eco.sapo.pt: Five tips for digital marketing in 2025, according to Incubeta
