The end of an era... and the start of another.

October 10, 2025

Welcome to the NEW Vibe Marketing Club

Hey friend, welcome back to the Vibe Marketing Club. I know things look a little different, but after some strategizing and thinking, we decided to pivot and bring you more value and information with this newsletter.

So, welcome to our new format. Here’s what you can expect:

  1. A weekly synapse of important news in AI, Marketing, and Advertising.

  2. What’s new, upcoming, and current with Atria, and how we plan to help you advertise better.

  3. Brand features. From case studies to spotlights, we’ll be sharing what Atria customers are doing with the platform and how they’re achieving success using it so that you can do the same.

While things are new, we think you’ll find some more value and interesting content with the AI, marketing, and ad space!

Now, on to this week’s edition.

AI & Marketing News

@DreamHost on X

GEO Taking Over: Traditional search traffic is falling, and faster than we’d expect. Meanwhile, AI-driven search is rising faster and faster MoM.

Generative Engine Optimization (GEO) is how your brand shows up in ChatGPT answers, not just Google results.

Because of this, content needs to be built not just for SEO, but for AI engines (ChatGPT, Gemini, Perplexity, etc.) that summarize, cite, and deliver direct responses.

Justin Sullivan via Getty Images — Marketing Dive

On Thursday, Oct. 2, Meta unveiled several new GenAI and creator solutions for advertisers, according to a company blog post.

Their Business AI is an agent that helps small and medium-sized businesses use AI more easily to drive conversions and improve their sales processes through ads. They also announced new AI tools for video and static ads.

Via Advertising Week

At Advertising Week 2025, content creators are no longer just participants in advertising (or the conference); they’re now power brokers in the ad industry, hosting brand activations, curating panels, and even paying to lead sessions themselves.

Advertising Week 2025 featured its highest-ever number of creator-led panels and tracks. Meta even sponsored a creator lounge and creator delegates’ passes to make participation more accessible.

Creators are pushing past the “influencer” tag to demand roles at the top of the marketing funnel with co-creating campaigns rather than just being hired to promote them.

Brands and agencies, meanwhile, are adjusting to this culture shift, seeing creators less as shortcuts for sales and more as full collaborators and media platforms in their own right to develop more trust, reach new audiences, and connect better with customers.

There’s also an underlying tension about the rise of AI content generation, but the value in curation, identity, and human judgment will become the differentiator moving forward.

Atria

BIG NEWS: We’re recruiting content creators for our Atria Creator Program.

Do you make short-form videos for TikTok, Reels, or YouTube Shorts, or know someone who does?

We’re partnering with top brands and are looking for talented creators to produce high-performing content (storytelling, educational, ad-style, or testimonial videos) to help our partner brands grow.

Creators who join will get:

  • Consistent paid projects

  • Creative briefs and direction provided

  • Performance-based bonuses for top videos

If you’re interested, please fill out the creator application link here!

Brand Feature

Dr. Squatch

Via Dr. Squatch — Marketing Dive

After being acquired by Unilever, Dr. Squatch is trading Sydney Sweeney for actor Alan Ritchson in its latest ad series for Manlandia, the brand’s fictional island “where men can be dudes and dudes can be men.”

With Alan Ritchson being the new face of the brand for Dr. Squatch, Manlandia began about a year and a half ago and is aimed at addressing masculinity while keeping the brand’s typically over-the-top, viral-friendly tone.

The smart brand play with a new face of the brand and a great ad is what landed them this week’s feature.

“Manliness is not one-size-fits-all, so we didn’t want to show a place that people would be familiar with or show manliness as a rigid stereotype. We thought it would be a lot more inclusive in that sense. However, you want to be a man and show your masculinity is great, and you should just feel confident about being yourself and about exploring that,” said John Ludeke, SVP of Global Marketing.

International spots have also been proposed with similar set-ups starring Paddy “The Baddy” Pimblett and Nick Cummins for the U.K. and Australia.

Onward and Upward

Well, that’s a wrap for this week’s new format of the Vibe Marketing Club. We hope you enjoyed and got some value out of it.

Remember to click here if you’re interested in joining Atria’s new creator program.

Also, if you want to check out new features and ship ads 10x faster, click here for a FREE 7-day trial!