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A new study by communications firm Confidant and marketing insights firm Vytal found that younger generations are opting to engage with and buy from brands that feel more niche and authentic. Why It Hits: Culture has fragmented into countless niche communities… meaning most brands should focus on marketing to smaller, passionate fanbases rather than trying to reach […]
Netflix has secured a deal with FIFA to stream the Women’s World Cup in 2027 and 2031. The Big Competition: Netflix has been ramping up its licensing of mostly one-off sports exhibitions that the streamer can turn into bonafide events (celebrity boxing matches, Christmas Day NFL games) while also refining its livestream capabilities all around the world. Between the Titles: Women’s pro […]
Kia is turning to TikTok — and top creators — to give people a novel, interactive way to customize and purchase its new 2025 Kia K4. Why It Hits: Kia is already getting plenty of positive buzz for the marketing campaign. It’s a microcosm of the shift to interactive, gamified marketing across Gen Z’s favorite platforms, including Fortnite and Roblox. Behind […]
Anthropic has hired researcher Kyle Fish to develop the moral and ethical rights that AI should be afforded if it were to become sentient. The Big Picture: AI is developing at breakneck speed as companies race to create systems that replicate human capabilities without all those pesky human needs (money, rest, food, etc.). But as companies develop chatbots […]
The Great Drone Panic of 2024 (which turned out to be a big nothing-burger) will go down as one of the oddest but far-reaching conspiracies of 2024 — a tale of how citizens, government officials, and even the President-Elect got caught up in mass, social-media driven paranoia. Why It Hits: Outcry over the drones is […]
While direct-to-streaming movies dominated the COVID years in a rush to catch up with Netflix’s original library, it turns out that releasing movies in theaters is really the best way to capture the most engagement when it lands on a streamer. The Big Picture: A lot of money was spent to ramp up production during […]
The United Nations is on the brink of passing one of two treaties that could reshape the world’s relationship with plastic, its global production, and, most importantly, the pollution it creates. Why It Hits: It’s no shock at this point how terrible plastic is for our bodies and the environment. Yet, its malleability for use […]
CAA and YouTube announced a joint partnership that will give talent across Hollywood, sports, and the creator economy tools to manage their AI likeness and quickly take down unauthorized deepfakes. The Big Picture: Public figures, celebrities, and creative talent have been playing Whac-A-Mole to remove deepfakes of themselves from social media while also dealing with […]
Snapchat is getting ready for TikTok’s impending exit from the US with a unified creator-monetization program for its Stories and Spotlight features. Why It Hits: TikTok’s ban will leave a hole in the social media and creator economy ecosystem. Prepare for Snapchat, YouTube, and Instagram to wage an all-out war for cultural dominance… and advertiser dollars. Behind the […]
Mark Shuttleworth, the CEO of software company Canonical (the developer of the Ubuntu operating system), is starting his next act as an ecotourism boss by doling out payments to the entire population of the African island nation of São Tomé and Príncipe for keeping it beautiful. The Big Picture: Finding a pristine tropical paradise that’s also accessible to tourists is difficult […]