🧭 What social platform should you focus on?
Issue #358
I’m pretty sure digital advertising has been a scam of some sort or another for many advertisers since the word programmatic was first uttered. To be fair, it will generally only be a scam if your agency is scamming you. So find a trustworthy agency. Meta is now proudly, maybe brazenly, claiming they’ll fully automate advertising on their platforms by the end of the year. Bad for ad makers, good for creators - because they’re still driving the audience. Meta did try automating creators but that failed spectacularly. The moral of the story here is, automation, when you’re trying to find a human connection is not necessarily the best solution. Try working with a human creator. Happy Thursday, Simon.
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According to marketers, what social platform matters?
A new report has asked what social platform really matters to marketers. The answer is pretty definitive too, with a whopping 92% considering Instagram to be the main game in town. Things get weirder when it comes to second place, LinkedIn (52%) just edges out TikTok (50%). Social marketers feel they are yet to “crack” TikTok with content that delivers consistent traction. (As we discussed last week, going viral isn’t really a marketing strategy.) When it comes to content, carousels and short form videos are cited as the most engaging. This probably explains why when asked if they had to focus on one channel 60% chose Instagram because of the different content formats available.
Digital advertising is a scam
The headline, Digital Advertising in 2025 is a Pyramid Scheme certainly grabbed our attention. The big issue is the reliance on pageviews as a metric, from a content perspective this leads to clickbait, endless listicles, and poor user experiences. Put simply content quantity over quality. When it comes to B2B content just over half of IT decision makers will ignore content that’s too promotional or vague. Worryingly, the amount of time spent on a B2B content page is 29 seconds. What can be done from a content perspective? It’s about focussing on what the reader wants, not vanity metrics. Look at dwell time and return visits. When it comes to content, let the different personas help you develop unique content. Also, think about a microcontent ecosystem where unique content is delivered through different platforms. And finally, ditch the banner ad - why are those things still around?
Will AI save digital advertising?
By 2026 (yes next year) Meta claims it will have fully automated advertising with AI. How will it work? A brand can provide an image and budget, then AI takes over. It will generate the ad covering image, text and video and then suggest targeting options across Facebook and Instagram based on the budget provided. Personalisation will also be available so different versions of the same ad appear based on different demographics. Will this improve today’s digital advertising environment? Will the new successful creator be one that knows how to tell AI what to do? I guess we’ll find out next year.
Cool Tools
This 58mm telephoto is a beautiful piece of kit that actually works. The multi-coated glass gives clean 2x magnification without the usual phone lens disappointment. Great for street shots when you can't get closer and surprisingly good at capturing architectural details. Not replacing your proper camera anytime soon, but for a phone attachment? Colour me impressed with what this little lens can do.
Hot Tips
This is officially the longest, most detailed hot tip we've ever shared: someone summarised Mary Meeker's behemoth 340-page 2025 AI Trends report. If you know Meeker's work, you know these reports are basically industry gospel. Instead of clearing your calendar for a week, grab this summary for the key predictions and data points. You're welcome.
Viral Hits
This robbery role-play trend is so telling. People dramatically surrender their entire bag but make a desperate lunge for that one random item, usually something with zero actual value but massive personal importance. Watched one where a guy gave up his laptop but nearly tackled the "robber" for his collection of anime keychains. It's ridiculous but weirdly relatable - we all have that thing that matters for no logical reason.
Stuff from us
Storytelling makes data meaningful. That's what drove our approach to Rex International's 2024 Annual Report video. We highlighted their strategic move into Norwegian and Omani markets alongside their sustainability commitments, creating a concise visual narrative from their year-end achievements. The team provided excellent insights that helped us capture the significance of their year's work in an engaging format that resonates with their stakeholders.
$50 to make me laugh
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