SXSW 2025 is here, and Unofficially SXSW is your go-to source for real-time updates, expert insights, and must-attend sessions. Whether you're in Austin or following remotely, we’ll bring you the biggest trends, exclusive interviews, and daily highlights straight from the event. Stay connected for live coverage—follow us on Instagram and TikTok.
The first day of SXSW 2025 was packed with groundbreaking insights, cutting-edge discussions, and some of the most forward-thinking strategies shaping marketing and tech.
Here’s what you missed—and what’s coming up next.
Key Takeaways from Day 1
📌 Biggest Trend of the Day – Authenticity and storytelling took center stage, with brands and creators emphasizing genuine connections over technological spectacle. Marketing experts noted a shift away from "purpose fatigue," highlighting the importance of meaningful engagements.
📌 NYX 'Glue' Campaign Activation – NYX Cosmetics’ Glue Stick campaign was a global activation that creatively linked the idea of school glue with makeup's staying power. Stunts included models "stuck" to billboards in London, and similar activations were adapted to cultural contexts in France, Germany, Tokyo, Saudi Arabia, and Dubai — reinforcing the universal message that NYX makeup holds like glue.
📌 She Media Co-Lab – The ClickZ team joined the She Media Co-Lab, a standout activation ahead of International Women's Day on Day 2. Alongside powerful conversations on women leaders in the rare disease community, She Media made a bold statement by giving out free vibrators—a clever and empowering initiative that sparked lively discussion on women's health and sexual wellness. Tanya Simoncelli from the Chan Zuckerberg Initiative highlighted the critical role of patient-led rare disease research, reinforcing the power of advocacy and community in driving medical breakthroughs.

Day 1 Fospha Masterclass Highlights

The "Ride the Viral Wave" masterclass, hosted by Fospha and TikTok, provided a deep dive into the strategies that drive success on TikTok, with a particular focus on full-funnel measurement and the growing importance of TikTok in the eCommerce and performance marketing landscape. The session was packed with insights from Fospha’s leadership team, including Sam Carter (CEO) and Jamie Bolton (VP of Growth), as well as Matthew Barbarasch from TikTok's Global SMB Marketing Science team.
🚀 1. Full-Funnel Strategies Drive Better Performance
Top-performing brands on TikTok allocate over 20% of their budget to awareness and consideration — not just direct response.
“90% of DTC advertisers focus only on the lower funnel — but the 10% investing in mid and upper funnel objectives are growing the fastest.”
Brands that go beyond direct conversions reach new audiences and scale more efficiently.
🌊 2. TikTok Excels at New Customer Acquisition
Fospha’s data shows that 70% of purchases driven by TikTok are from new customers — much higher than Meta (~55%).
Start with broad targeting and let TikTok’s algorithm refine the audience over time.
“Trust the algorithm — broad targeting lets TikTok optimize faster and more effectively.”
🎯 3. Creative Matters — Keep It Native
Successful TikTok ads feel native to the platform.
Don’t repurpose Instagram ads — lean into TikTok’s trends and organic content style.
“Make it fun and authentic — TikTok users are receptive, but they know when something feels off.”
Best practice: Run 5 creatives per ad group and refresh frequently using TikTok’s new TikTok One creative suite.
🛒 4. TikTok Drives Off-Platform Sales — Especially Amazon
Fospha’s modeling shows that TikTok boosts Amazon sales more than any other platform.
Including Amazon sales in ROAS calculations increased TikTok’s value by up to 80%.
“Brands are underestimating TikTok’s true value because they aren't capturing off-platform sales.”
🏆 5. Case Studies
✅ Andy Swim – Scaled TikTok spend by 80% after Fospha’s data revealed TikTok’s true value was 10x higher than they thought — resulting in a 5x increase in revenue.
✅ Thunder Outfit – Increased TikTok budget from <1% to 10% of spend after switching from Triple Whale to Fospha, leading to lower customer acquisition costs and higher ROAS.
📈 6. TikTok Shop – A Growth Lever
TikTok Shop is driving incremental growth for brands, especially when combined with direct website sales.
“TikTok Shop lets you reach a whole new audience — it’s a key driver of future growth.”
🎤 Final Thought
TikTok is no longer just a brand awareness platform — it’s a full-funnel growth engine.
“If you want to grow, stop thinking of TikTok as just a buzz channel — start using it to drive sales.”
@clickz_official Catching up with Alicia Priester, Brand Lead @ @Amazon at the Fospha x @TikTok masterclass at @SXSW 📈🚀🤩 #sxsw #sxsw2025 #attributionmarket... See more
📈 The Secrets of Scaling on Snap: Data-Driven Strategies for Full-Funnel Growth

The "Secrets of Scaling on Snap" masterclass explored how brands can unlock growth on Snapchat through full-funnel measurement, creative strategy, and optimized spend. Key speakers included Sam Carter (CEO, Fospha), Jamie Bolton (VP of Growth, Fospha), and Colin Duethorn (Snapchat Expert).
🚀 1. Full-Funnel Measurement Unlocks Growth
Snapchat is massively underrepresented by last-click attribution — 98% of Snap's value is missed when measured this way.
Snap performs well for upper and mid-funnel activity, but last-click models only credit direct conversions.
“Snap’s iOS-heavy audience has more spending power, but signal loss makes last-click attribution unreliable.”
Brands using full-funnel measurement see better ROAS and lower CAC.
🌊 2. Spend Across the Funnel — Not Just Conversion Ads
Brands that invest more than 10% of their Snap budget into awareness and consideration see higher blended revenue and better overall performance.
Direct response ads only reach 5% of your audience — the other 95% are engaged through upper and mid-funnel campaigns.
Fospha’s data shows that Snap spend in upper funnel categories increased 160% YoY — and brands investing here are growing faster.
“Snap’s audience prefers to shop in person — investing in awareness and consideration drives long-term value.”
🎯 3. Find the Right Media Mix
Brands spending 12%–24% of their budget on Snap, TikTok, Pinterest, and YouTube see the highest performance improvements.
Fospha’s analysis showed that increased Snap spend at this level correlates with blended CAC reductions and higher ROAS.
“Snapchat performs best when it’s part of a diversified channel mix.”
🛒 4. Snap Is Underpriced During Peak Seasons
Snapchat had the lowest CPM increase of any platform during Black Friday 2024.
While Meta CPMs spiked, Snap remained cost-effective for raising awareness and driving conversions.
“You’re already cutting into margins during Black Friday — Snap is the cheapest way to spread awareness.”
🏆 5. Creative That Feels Native Performs Best
Snap ads should match the platform’s organic style.
Design for sound on — most Snap ads are viewed with sound.
Rotate creative frequently (every 4–6 weeks) to prevent ad fatigue.
“You’re not just competing with other ads — you’re competing with organic content.”
✅ Case Studies
📈 Cove Smart – Switched from last-click to Fospha’s full-funnel measurement and discovered they were missing 99% of Snap’s value. After relaunching Snap campaigns, Cove saw a 50% increase in blended revenue and had their highest-ever revenue day within weeks.
👗 Oh Polly – Scaled Snap spend by 85% while reducing CAC and improving blended ROAS — proving that increased investment in Snap improves both efficiency and growth.
🎤 Final Thought
Snap isn’t just a discovery platform — it’s a full-funnel growth engine.
“98% of Snap's value is missed under last-click — full-funnel measurement is the unlock.”
If you missed today’s sessions, don’t worry—there’s more to come:
Monday, March 10, 8:30 AM – 10:00 AM
Monday, March 10, 10:30 AM – 12:00 PM
🗓️ Where to Find Us – Unofficially SXSW’s Schedule
Here’s what’s on our agenda—come find us at these key sessions:
March 8:
Panel: "The Last of Us: Behind the Scenes"
Time: 3:00 PM – 4:00 PM CT
Details: Join Pedro Pascal and co-stars for insights into the upcoming season of HBO's "The Last of Us."
Discussion: "Spaceproofing Food: The Future of Astronaut Meals"
Time: 11:00 AM – 12:00 PM CT
Details: Exploring innovations in food sustainability for space travel.
March 9:
Panel: "The Science of Virality: How Analytics Drive Dynamic Content"
Time: 1:00 PM – 2:00 PM CT
Details: Understanding the metrics behind viral content and its impact on media.
Meetup: "Esports Networking Session"
Time: 4:00 PM – 5:00 PM CT
Details: Connect with professionals in the esports industry to discuss trends and opportunities.
March 10:
Workshop: "Embracing Innovation: A Leader's Guide to No/Low Code"
Time: 10:00 AM – 11:00 AM CT
Details: A guide for leaders on integrating no-code and low-code solutions in business.
Networking Event: "IBM AI Sports Club"
Time: 2:00 PM – 3:30 PM CT
Details: Exploring the intersection of artificial intelligence and sports analytics.
🔍 What’s Trending?
From social buzz to emerging themes, here’s what people couldn’t stop talking about today:
🔥 Blake Lively's 'Another Simple Favor' Premiere Amid Legal Drama
Blake Lively attended the SXSW Film & TV Festival premiere of her movie "Another Simple Favor," showing no signs of distress amid her ongoing legal battle with Justin Baldoni. Despite the lawsuit's stress, Lively appeared cheerful and engaged with fans.
🤖 AI Takes Center Stage in Tech Discussions
Artificial Intelligence is a focal point at SXSW 2025, with panels exploring its transformative potential across industries. From ethical considerations to innovative applications, AI's future is a hot topic among attendees.
🍽️ Seth Rogen's Culinary Adventures in Austin
Seth Rogen is attending SXSW to promote his Houseplant line of THC-infused sparkling waters and the world premiere of his Apple TV+ show, "The Studio." During his stay, he's exploring Austin's diverse food scene, including local favorites like Banger's for poutine and Matt's El Rancho for bean and cheese nachos.
Stay tuned—this year’s event is shaping up to be even bigger!
See you tomorrow,
The Unofficially SXSW Team
📢 Unofficially SXSW is an independent publication and is not affiliated with SXSW.
Proudly Sponsored by Fospha: Powering smarter budget decisions with full-funnel marketing measurement and forecasting for the post-iOS 14 era.
[Not affiliated with SXSW Events]

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