TikTok is the latest breakout app (and marketers are scrambling to work it out) of 2018 and 2019, you might see their video’s everywhere, web series made about it and a mad dash for uncool people to join. It’s whole ecosystem is based on trends and making the person on the other end of the camera a star for 15 seconds, it’s fascinating and was talk of the town at Vidcon.
Here are some stats to show you their size and why it’s likely important for you:
TikTok spent $1B+ on ads last year.
Paid an influencer $1M for just one 15 second video.
It was the 3rd most-installed app worldwide in Q1 of 2019.
🤩 Must Reads 🤩
👨💻 Stat of the week: “Managers spend 85% of the day in meetings, on the phone or talking to people about work, not doing it. It’s flexible and adaptive, but conflicts with the way that the human brain operates” - Carl Newport
❤️ Marketing / Growth / Advertising Must Reads ❤️
As someone who made the move from Marketing to Growth, Mars new CGO talks about the different between a CGO and CMO and why the shift is going to continue
Wendy’s played Twitch to launch their new 🍔 - Wendy’s I salute you
💵 Business Must Reads 💵
Remember the Google walk out of recent months, unfortunately many of those involved in starting the movement have left. Goes to show, some companies want to change and enable it, others don’t.
Apple are going all in funding original podcasts to keep controlling the podcast market. FWIW exclusive albums and music on platforms really didn’t work and exclusivity on podcast really struggle to match how podcasts is structured and considered. With that said, If anyone can corner the market, it’s likely Apple.
A way to think about podcasts in the audio attention economy:
Music: everyday listening - low cost and easy to consume, most likely multi task to or with
—> Podcasts: mostly free, episodic and long form, easy to consume, can multi task with one on
—> Audiobooks: expensive purchases, dedicated time stretched over a long period of time, need to concentrate
The reason this is so important is audio is being bundled together and looking to unbundle (tackle) radio - why? Radio is listened to by 1 in 3 Brits (& higher stats in US) everyday and has huge advertising budgets. This is why podcasts are so important for affinity and advertising revenues.
🚀 Product Must Reads 🚀
It’s a small world after all - Disneyland Makes Surveillance Palatable & Profitable
JustEat have added food hygiene scores to its app to add a USP and think broader to compete against Deliveroo and Ghost Restaurants (kitchen that cook specifically for deliveries)
Talking of podcasts, here’s another Waze partnership…
🎧 Must Listen Of The Week 🎧
& ❝Quote that resonated with me this week❞
"We weren't trying to re-invent the wheel – we were just trying to reverse it." — Whitney Wolfe Herd, Bumble Founder
🤔Final Thought 🤔
It’s that time of the quarter again where Simon and Data Reported release the previous quarters stats and as ever it’s packed with incredible insights
My top 5 are:
Share of web traffic by device mobile usage has dropped and laptops and computers have increased
Most visited websites (Similarweb data) Google, YouTube, Facebook, Baidu and Wikipedia (and without surprise a lot of social networks & porn sites)
Portugal, Brazil, Columbia, Mexico and Spain are most concerned about misuse of their personal data
Adblockers are particularly popular in Asia (US and UK are actually quite low vs where I thought they would be)
There is now 3.5 billion social media users online - this is insane!
Next week I am going to make the newsletter much shorter with just a handful of must reads picks, let me know what you think of the idea.
Have a great weekend and as always tweet, LinkedIn message or email me.
Thanks - Danny Denhard
(and of course all views are my own)
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