TikTok’s biggest spenders in Germany are grown-ups, and checkout is getting easier

TikTok Shop Germany is blowing out its first candle.

And it’s Gen X buying the cake: According to NielsenIQ data from TikTok Shop Germany’s first anniversary, Gen X, not Gen Z, holds the largest spending share on the platform at 37%.

In other words, a demographic with the most disposable income is dominating a platform several media buyers have written off as a teenager’s playground. You shouldn’t do that.

What to do: Don’t assume oldies aren’t hanging out on TikTok, for starters.

Turns out a Shop wasn’t ambitious enough: TikTok is pushing deeper into the purchase journey in Brazil, applying for lending and payments licences in a market with over 90M users.

If approved, TikTok could offer in-app payments, credit, and banking-like services, making it harder for shoppers to leave mid-browse.

• Payments licence: hold balances, receive and send funds in-app
• Credit licence: lend capital or connect borrowers with lenders

If TikTok cracks in-app finance, the purchase journey gets shorter.

That means no redirects or abandoned carts, just users who browse, tap, and buy. For performance marketers, that’s fewer steps between intent and purchase.

Documents see rewards, not video

LinkedIn doesn’t exactly have the reputation of being the life of the party among platforms.

That reputation is earned: A study of 1.3M posts found PDF carousels outperformed every other format for engagement on LinkedIn.

That means uploading a document could beat your best video.

But there’s a caveat: Document posts are less common in the dataset, which could inflate their numbers. Still, the signal is strong enough to act on.

A couple more things worth knowing:

• Multi-image posts drive the most likes, but likes aren’t the same as meaningful engagement, so don’t optimise purely for those
• Video benchmarks and audience growth averages are also included in the report, specifically, average likes per post, video view rates, and audience growth percentages.

Got a PDF or original research? This is the data that justifies posting it.

Five retention tips that may have gone over your head

Getting attention is the easy part. Holding it is like trying to hold sand: the harder you grip, the faster it slips.

Lovable’s Elena Verna wrote down her top tips on how she does it. Here’s what stood out.

1) Adding a ‘lite’ plan to the cancellation flow: When users try to cancel, the first question you should always ask is why?

“Too expensive” and “don’t need it anymore” dominate churn reasons.

At Lovable, instead of forcing a binary choice between full price and nothing, they introduced a $5/month Lite Plan inside the downgrade flow. The take rate landed around 10%.

A soft switch beats a hard goodbye.

2) In-app prompts for involuntary churn, such as payment issues: Email retry sequences alone aren’t enough.

Lovable added in-product payment failure alerts and saw recovery rates jump 50% relatively.

Payment failure rates went from around 20% recovery to over 30% just by telling people inside the product. People who want to stay simply don’t always see the email.

3) Free daily credits for everyone: Even paid users who burn through their credits still get 5 free daily credits. It’s a retention hook, but you disguise it as generosity.

The psychology is simple. Their credits refilling tomorrow becomes a reason to return. And often, impatience kicks in, and they just buy more.

4) User-friendly policy for credit rollovers: Most platforms expire unused credits. Lovable lets them roll over as long as the user stays on a paid plan.

Counterintuitively, this also reduces churn. Accumulated credits give users a natural reason to come back before canceling.

5) Top-ups: Adding ad hoc payment options improved overall retention by 7% across a base of one million paid users.

The lesson isn’t just to do top-ups, it’s to remove the friction that keeps frustrating your users.

Why most B2B content dies in the wild?

Most B2B content has a quiet, unremarkable death.

It gets published, gets a handful of views, and disappears into the archive without ever prompting a single meaningful action.

Here’s where the cracks are forming:

The biggest hurdle for 40% of B2B marketers is creating content that actually prompts a desired action. It’s one thing to get a click; it’s another to get a conversion.

Resource constraints (39%) and measuring effectiveness (33%) follow closely behind as major pain points.

Differentiating content from competitors remains a struggle for 24% of respondents, while 23% find it difficult to align content with the increasingly complex buyer’s journey.

We see here a growing need for more strategic, data-driven planning rather than just high-volume production.

Our opinion: Most content is “noise” that fails to drive action. This friction often stems from a lack of clear CTAs or content that doesn’t map to a specific stage of the funnel.

Actionable tip: Every piece of content should have a “Next Step.” Don’t leave your reader hanging; guide them to a related case study, a webinar, or a product demo immediately.

40% of B2B marketers can’t get their content to convert, and most don’t know why.

Pro members get diagnostic frameworks, conversion strategies, and funnel-stage playbooks that turn readers into leads. $349/year covers your whole team (up to 10 people).