
Welcome to the first newsletter of the year! I’m John Cobb , CEO and co-founder of VuePlanner , and we’re kicking things off with a bang. This week, we’ll dive into Google’s wildfire donations, the potential TikTok ban, and YouTube trend reports, plus a closer look at Athletic Brewing’s marketing strategy. I’ll also share some must-listen podcasts to keep you up to date. Let’s jump in!
Google and YouTubehave donated $15 million to Los Angeles-area relief organizations to support recovery from the recent wildfires. This contribution is part of a broader effort by major companies, including Disney, Amazon, and Netflix, to aid in relief efforts. Additionally, YouTube plans to offer its production facilities to creators and artists affected by the fires once it’s safe to reopen their Los Angeles offices. Learn more.
Google, YouTube Donate $15M To Los Angeles Wildfire Fund
YouTube Shorts has become a critical tool for marketers to connect with audiences, leveraging its massive reach of over 70 billion daily views. It appeals to both Gen Z and broader demographics by combining short-form and long-form video engagement. The article emphasizes the importance of strategic planning for Shorts, including understanding target audiences, producing dynamic content, and optimizing posting frequency to maximize impact. Learn more.
Why YouTube is part of a winning social strategy
TikTokis preparing to shut down access for U.S. users as early as next week if a sell-off bill requiring ByteDance to divest its U.S. operations is enacted. Users attempting to access the app would see a message directing them to information about the ban, with the option to download their data, while the app would eventually become nonfunctional. Despite this, TikTok’s parent company and the Chinese government are exploring options, including potential negotiations or a favorable business partnership, though time is running out and the shutdown appears imminent unless legal or political interventions occur. Learn more.
TikTok Plans to Cut Off US Users Entirely if Sell-off Bill Is Enacted
In 2024, YouTube published two Culture and Trends reports highlighting a shift in content creation, with fans actively participating and franchises increasingly emerging from online and digital spaces. These reports emphasize the growing importance of creator-driven models like B2C2C and B2C2B in reshaping digital marketing strategies, as creators build businesses, foster global communities, and influence pop culture trends. Key examples include the dominance of YouTube as a platform, the rise of indie animators and viral games, and the global reach of legacy and creator-driven franchises, underscoring the platform’s transformative role in the digital marketing landscape. Learn more.
YouTube trends report reveals 7 significant shifts
At the start of January, Athletic Brewing Co. launched its “Athletic January” campaign, reframing the Dry January trend to emphasize fun and accessibility, supported by research showing growing interest in moderating alcohol consumption. The campaign includes TV ads, digital media, influencer partnerships, and extensive sampling efforts to normalize nonalcoholic beer, positioning Athletic as a leading option in the category. Building on its rapid growth and partnerships, including collaborations with Netflix and influencers, Athletic aims to expand its audience beyond wellness enthusiasts while embracing competition as validation of the category’s mainstream appeal. Learn more.
Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer
This week’s Post of the Week spotlight has got to go to The Female Quotient and their recent post featuring the Unlocking the Opportunity with Women in Sports and Media panel that was hosted during #CES2025. The panel was sponsored by VuePlanner and moderated by our very own Amy Golden. Other speakers include Jared Kildare , SVP, Brand Development, Publicis Groupe, Nikki Fargas , President, Las Vegas Aces, Julie Haddon , Chief Marketing & Commercial Officer, National Women’s Soccer League (NWSL), Quinnie Jenkins , Director, Sponsorships, Delta Air Lines, Derek Scobie , Global Director, Content Solutions, YouTube.It is an incredibly timely conversation that I encourage you to check out.
Female Quotient CES panel on Women in Sports presented by VuePlanner
The second Post of the Week spotlight goes to YouTube Advertisers . In their recent post, they celebrate that Ann Bee announced that YouTube is the #1 in CTV household reach both overall and for Gen Z. Check out the full post here.
This week, I have 2 podcasts I would like to share with you. The first one is a recent episode of Next in Creator Media featuring Reza Izad , co-founder and partner, Underscore Talent Management . They discuss whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025. Check out the full episode here.
Why Some Brands Are Still Way Behind on Creators
The second podcast I want to share is a recent episode of the All-In Podcast featuring Gavin Baker , CIO & Managing Partner at Atreides Management, LP . The hosts and guest take turns making predictions for the new year in categories such as tech, media, politics and business. Check out all of their predictions here.