Raffi's Round Up - w/c 17th March 2024
The five best Marketing-related nuggets across my desk this week
Welcome to the latest edition of my weekly Round Up!
Greetings from a balmy day in London! Here are the five best Marketing-related nuggets that came across my desk this week:
ONE (if you want to see the unstoppable (?) rise of TikTok, read this one)
WARC’s latest report makes for fascinating reading… Of course this progress is all contingent on the ban (or lack of one) that is fast approaching in the USA.
It’s not a little bit more used than Meta’s Instagram, it’s 2x more used:
“Data reported in the latest Platform Insights report shows that hashtag #TikTok receives the highest monthly usage of all social platforms.
It cruises past rivals, with more than double the average usage by Instagram users.
If TikTok avoids a ban in the US, global advertising spend on the platform should reach $32 billion, a 24.5% year-on-year increase.
With a faster growth rate than Facebook (9.3%) or Instagram (19.0%), this growth would see it take 11% share of total social spend worldwide.”
TWO (if you want the inside scoop of MrBeast’s business, read this one)
The Verge shared a pitch deck which shows that Feastables, the confectionary brand MrBeast launched in 2022, is now out-earning his YouTube channel.
This is the playbook for the 21st century creator: build an audience which is effectively rented from a platform, then convert into higher margin, proprietary relationship via your own commercial avenus.
Few will do it as well as Jimmy Donaldson, many will try!
THREE (if you want to see a clear-cut example of network effects, read this one)
French start-up founder Victorien Tixier shared a blow by blow account of how his business worked his way from partnering with one Ligue 1 side to the entire roster of teams and then the league itself.
It’s a masterclass in network-effect driven go-to-market which could/should be studied by any early stage commercial leader
FOUR (if you want a state of the marketing x sales x AI world, watch this one)
Jason Lemkin and Sam Blond. One hour on the future of Sales in the age of AI, with a bit of Marketing in there. Unmissable viewing!
FIVE (if you want an example of how not to do OOH, look at this one)
Rule number one of Marketing should really be: don’t run an ad (outdoor or otherwise) in which your competitor’s name is bigger on the page/screen/installation than yours!
Big own goal from VRBO…
