What's New in Marketing This Week - December 31st
This post contains all the source links and expanded details from Edition #30 of our weekly Marketing Roundup newsletter.
We keep external links out of the emails to ensure it lands in your inbox (not spam). Here’s where you can dig deeper into each story.
This week we talked about:
- Funnel Strategies: Social platforms are search engines — discovery happens on TikTok and YouTube before Google.
- Advertising Updates: Google drops audience size requirement to 100 users, opening opportunities to smaller businesses.
- Email Marketing Evolution: Kit adds Apple Pay, Google Pay, Link, and Amazon Pay for a smoother checkout experience.
- SEO News: Google’s December core update is complete.
Note: This is just the news and links.
For our full analysis, strategic insights, and implementation tips for each update, subscribe to the Marketing Roundup and get the complete newsletter delivered to your inbox every week.
Social Platforms Are Search Engines
Social Platforms Are
Search Engines
Neil Patel’s team published research on the future of social media. People now use TikTok, YouTube, Reddit, and Instagram the same way they used to use Google – to search, research, and compare options before buying. So, social search is overtaking traditional search for early-stage research. Although this shift isn’t new, it will continue to accelerate in 2026.
Google Drops Audience Size Requirement
Google Drops Audience
Size Requirement
Google reduced the minimum audience size requirement from 1,000 to just 100 active users across Search, Display, and YouTube. This applies to remarketing lists, customer lists, and Audience Insights.
Kit Adds New Payment Methods
Kit Adds New
Payment Methods
Kit (formerly ConvertKit) now supports Apple Pay, Google Pay, Link, and Amazon Pay for digital product checkouts. These one-tap payment options are automatically enabled and display dynamically based on what’s most relevant to each customer.
Google December Core Update Wraps After 18 Days
Google December Core
Update Wraps After 18 Days
Google’s December 2025 core update finished rolling out after 18 days, marking the third major algorithm change this year. The update started December 11th and completed December 29th.
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