Field Tips Turns 50! Here’s What We’ve Learned + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our August 27, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
This is our 50th edition of Field Tips. Two full years. Every other week. Rain or shine (mostly).
When we first launched this newsletter, we had one goal: share smart, actionable marketing ideas without the fluff. But if there’s one thing we’ve learned, it’s that creating content is easy. Committing to it is the real work.
If you’re building your own content strategy, here are a few lessons from the trenches:
- Consistency Beats Perfection: If you wait for the perfect topic, perfect format, or perfect timing, you’ll never hit publish. Showing up every week built trust, rhythm, and momentum—and that mattered more than any fancy header or clever headline.
- Value Wins Every Time: Your audience is busy. Every email should answer a simple question: What’s in it for them? The best-performing editions gave readers something they could apply immediately — no gatekeeping or fluff, just value.
- Feedback Is Fuel: Our most engaging topics came from your replies. Real questions, real challenges, real feedback. If you treat your list like a community instead of a campaign, you’ll never run out of ideas (and your open rates will thank you).
Thinking about starting a newsletter, or leveling up the one you have? I’d love to hear what’s working for you, or what’s in your way. Reach out and let’s talk shop.
Thanks for being part of Field Tips. Here’s to the next 50!
Video Isn’t Just for Awareness Anymore
WHAT’S HAPPENING. New research from Google and Kantar shows that U.S. consumers now prefer video over text or audio for nearly everything—learning, entertainment, shopping, and decision-making. YouTube leads as the go-to platform for Gen Z and adults alike, thanks to its wide range of creator content. Viewers trust creators more than studio-produced content, with 82% saying YouTube has the most trusted voices. This shift is turning video into a central tool throughout the customer journey — not just for awareness, but also for product discovery, education, and purchase decisions.
WHY IT MATTERS. Marketers still treating video as just a top-of-funnel play are missing the mark. The rise of creator-led, searchable, and trusted video content — especially on YouTube — means video now touches every stage of the buying journey. Brands that don’t shift to a video-first strategy risk falling behind. Realigning media buys to prioritize platforms like YouTube, and partnering with trusted creators, gives marketers a powerful edge: faster, more confident consumer decisions and stronger brand relationships.
What Cracker Barrel’s Logo Flop Teaches Us
WHAT’S HAPPENING. Cracker Barrel recently introduced a new logo, aiming to modernize its image by replacing the company’s longtime “Old Timer” design. The move was met with strong backlash, especially from loyal customers and cultural commentators who saw it as a break from the brand’s nostalgic identity. The controversy gained steam online and from political voices, leading to a nearly 15% drop in Cracker Barrel’s stock — about $100 million in lost value. Days later, the company reversed course and reinstated the original logo, prompting a small rebound in stock prices.
WHY IT MATTERS. This shows how powerful brand loyalty and nostalgia can be… and how risky it is to change visual identity without bringing your audience along. For marketers, it’s a reminder that even well-intended rebrands can spark emotional responses if they overlook the deep connections people have with a brand’s history. It’s also a case study in the importance of listening, reacting quickly, and aligning changes with core brand values.
TikTok Ban Deadline Nears as China Refuses Algorithm Sale
WHAT’S HAPPENING. More than 200 days after the U.S. passed a bill requiring TikTok’s U.S. operations to be sold, negotiations remain stalled. The Chinese government has reiterated it will not allow the export of TikTok’s core recommendation algorithm, which it classifies as a restricted technology. Without the algorithm, potential U.S. buyers are hesitant to move forward, since it’s the key driver of TikTok’s engagement and success. With a September 17 deadline looming, the U.S. government has warned it could fully ban the app if no agreement is reached.
WHY IT MATTERS. For marketers, this standoff puts TikTok’s future in the U.S. in serious doubt. If the app is banned, brands that rely heavily on TikTok for reach, engagement, and creator partnerships could face major disruptions. Even if a “U.S.-only” version emerges, its effectiveness without the original algorithm is uncertain. Marketers should be planning contingency strategies now—building presence on Instagram Reels, YouTube Shorts, and other video-first platforms—to avoid being caught off guard if TikTok’s access disappears.
More To Explore
YouTube TV Risks Engagement Dip as Fox Standoff Escalates
YouTube TV could lose major Fox channels like Sports, News, and Business if a new deal isn’t made, and with NFL and college football kicking off, that timing couldn’t be worse as viewers might switch platforms and ad dollars could follow. Catch the full story on eMarketer.
Why Community Is the Antidote to AI Overload in Search Marketing
When AI-generated answers start sounding the same, marketers can cut through the noise by building trust through community-driven content—because real human connections still win. Read the full analysis on Search Engine Land.
Consumer Trust and Perception of AI in Marketing Varies by Culture, Clarity, and Emotional Experience
Today’s consumers navigate a tricky balance—AI-powered personalization drives efficiency and ROI, but trust hinges on transparency, emotional reliability, and regional attitudes about automation. Read the full analysis on Search Engine Journal.
ChatGPT Traffic Referrals Have Plummeted—A 52% Drop in Just One Month
Since July 21, ChatGPT has slashed outbound clicks to branded sites in half, shifting into consolidation mode by favoring answer-first platforms like Reddit, Wikipedia, and TechRadar, leaving marketers to adapt fast. Read the full breakdown on Search Engine Land.
The Art of StorySelling: How to Create Emotional Connections in Pharma
Pharma brands are moving beyond data-heavy messaging to embrace storytelling that builds trust, empathy, and deeper patient connections—helping complex science feel more human. Read the full piece on Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
