Ryan Scott

Insane. Let’s talk about Rhode ❤️. I've never seen growth like this at this scale. ❤️ July, Rhode was #1 in skincare at $42M in US EMV. Rhode almost TRIPLED the second best brand. #2 brand = $17M EMV. ❤️ 2024, Rhode was #1 in GLOBAL skincare up 435% YoY (❗). $260M in total EMV. It is nuts 🥜. ---- Take a look at these numbers (2024 global): 📈 15.5k Creators, +188% YoY 📈 67.4k Posts, +262% 📈 176M Engagements, +462% 📈 2.8 BILLION Impressions, +356% HIGHLIGHTS ✅ FANTASTIC retention: 172% annualized retention. The same group of Influencers that talked about them last year, ~tripled their contribution this year from $67M->$181M in EMV. 35 of Rhode’s top 50 EMV-driving creators posted about the brand during the prior 12 months ✅ Rhode’s EMV breakdown during this time is evenly distributed across follower tiers: 31% by Micro, 22% Midtier, 25% Established, 22% Powerhouse **We love to see this! Brands with top-heavy EMV breakdowns don’t typically see sustained growth. ✅ ORGANIC love: Notably, only 1% of Rhode’s EMV total during this time was sponsored. It’s clear that people genuinely love this brand’s products—and love to organically post about them. --- 🔢 Top 3 Creators 2024 1️⃣ Mary Chau: $3M EMV, +59%, 123 posts 2️⃣ Caroline Granger: $1.9M EMV, +1.2k%, 148 posts 3️⃣ Matilda Djerf: $1.8M EMV, +9%, 33 posts 📸 Top Channels: 📸 Instagram: $167.6M EMV, +352% YoY 📸 TikTok: $86.4M EMV, +815%❗❗❗ 📸 YouTube: $5.1M EMV, +255% Those Tiktok numbers are insane. Both the growth and volume. --- 🏆 Notable Activation: While the brand’s Peptide Lip Treatment is a fan favorite, Rhode launched its Pocket Blush line in June, which quickly caused a frenzy online, and in the streets of NYC—where the brand hosted a “pocket-sized pop-up.” Creators and consumers rushed to get their hands on these mini blushes to do color swatches, first impressions, and wear tests. #RhodeBlush ranked among the brand’s top 10 hashtags in both June and July, driving a total $8.4M EMV across 1.7k posts from 872 creators. ---- The LA-based skincare brand founded by Hailey Bieber in 2022 is certainly on the Rhode* to world domination 😉. Nice work to everyone involved!!

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Great chatting with Siddhartha Ahluwalia and Neon team on navigating your career in tech among other things. (Since you are here, if you want to work with me, check out https://lnkd.in/edib9qQW)

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"If the biggest ads company in the world, Google, is building more affiliate commerce enablement tools, I think they think it’s because the internet is heading that way..." The future of advertising will be fueled by commerce - and there is no faster way to bring forward that future than by adapting on top of the current "commerce fueled models" in affiliate. This trend is just beginning...and more exciting developments will follow (I promise). Check out the well researched piece below by Melissa Daniels from Modern Retail. https://lnkd.in/eFms5AdH #commerceisthefuture

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We just supported our 4th Sprouts Innovation Set. Here’s what we’ve learned so far: You can definitely game the game here. Retail media is a great way to earn a permanent spot on the Sprouts shelf. There are a couple of options that work nicely. (Both are through Instacart.) Here are the most important tips: 1. Don’t wait to see how it goes, go HAM from day 1. -> Some of the smaller stores will pull you after only 3 weeks. -> The clock is ticking faster than you think. 2. Set up products on IX-One ASAP. -> You won’t show up on Instacart or Sprouts.com without them. -> Whether using retail media or not, you will need these channels. 3. Press hard on competitor search terms. -> If you’re in the innovation set, you’re probably already outside of the box. -> Target brands with similar customer demographics. 4. Leverage electronic coupons and BOGO’s. -> Figure out how many units you need to drive first. -> Leverage coupons and BOGO’s if you need to hit your goals. 5. Make sure you ask Instacart for free spend early. -> You need all the extra horsepower you can muster. -> $300 is a gimme. Do t leave it in the table. Sprouts is a powerful channel. This system works to keep it. Just don’t half-step it. ——— 🔹 We increase velocity in Whole Foods, Walmart, Target, Walgreens, CVS, Kroger, Sam's, COSTCO, and lots of other cool retailers. 🔹 We grow brands on Amazon. #cpg #cpggrowth #retailgrowth #retailvelocity #omnichannel #retail #amazonagency #retailmedia #shoppermarketing #instacart

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One of the side benefits of running an agency is how you get glimpses 'behind the scenes' of so many different businesses. For example, the way our retailer clients negotiate with other vendors (squeezing every last penny) is truly a masterclass in efficiency and maintaining margin.

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Great comment from Walmart CFO on how they are using AI from a recent earnings call. "It's about 100 times more productive to use Gen AI versus having people work through each product display page, and that's really important in the context of the marketplace" How are they using AI? From the Walmart CEO We've used multiple LLMs to accurately create or improve over 850,000,000 pieces of data in the catalog. Without the use of generative AI, this work would have required nearly 100X the current headcount to complete in the same amount of time. How are you using AI to speed up tasks?

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Have you noticed more public company execs going “direct” with their communications? It’s all about building trust and credibility in formats people actually care about. Shopify's President Harley Finkelstein jumped on Stakeholder Labs’ After Earnings (from Morning Brew ☕️) show to break down the SHOP earnings for investors. Harley’s approach is a great example of how executive communications and branding is evolving. He makes himself accessible through social channels, shows genuine enthusiasm, and brings his passion for Shopify to the forefront. It’s an effective way to build trust for investors and customers alike. All while seeing realtime data on engagement via social channels. Loved this conversation (linked below). If you’re curious about how modern leaders are talking to investors, give it a listen. Full episode: https://776.vc/4dEPyam

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Back in 1997, The New York Times highlighted a “Roundtable in Multimedia” attended by senior media executives. They lamented that apart from a few exceptions like pornography websites and Amazon, no one had cracked the code for a viable 'interactive' media business model. Fast forward to 2024, and Fable has launched Showrunner, a revolutionary platform known as the “Netflix of AI" , which allows users to create their own TV shows with just a few prompts. 📺✨ The way we create and consume content has evolved dramatically. But what does "interactive media" really mean today? We break it down, exploring how it intersects with massive shifts in technology, culture, and new media. And how with a growing "Swipe before Type" generation, there is now an ingrained expectation of interactivity in all digital experiences. We dive into the future of interactive media and gaming and see where we're headed next! Link in comments. #InteractiveMedia #Gaming #AI #TechRevolution #ContentCreation #NewMedia

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Grubhub keeps fighting for its market share - partners with Amazon to tap into the "everything store's" customer base. Amazon Prime members will enjoy all GrubHub+ member privileges (0 delivery fees on eligible orders, lower service fees, and more). According to the Bloomberg Second Measure report from March 2024, GrubHub's market share in the US was 8%, Uber Eats stood at 23% and DoorDash kept the first position with 67% of the market. Interesting to see if the new partnership will change the company's position in the coming months. #fooddelivery #deliveryapps #restaurants

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All the reasons I expect our software category to be worth north of $150B 1. Influencers are the #1 source of discovering new products according to Morning Consult Research Intelligence for Gen Z and Millenials. 2. Global influencer ad spend is up 5X in 6 years to $30B 3. Google searches for “influencer marketing” are up 29X in the last 10 years. 4. Mr. Beast/Feastables 414M followers VS Hershey’s 1M **Feastables is the fastest growing candy brand by market share. 5. Logan Paul/Prime 117M followers VS Rockstar Energy 2M **Prime hit $1.2B in revenue 2 years after launch 6. Kim K/Skims 381M followers VS Spanx 2M **SKIMS is valued at $4B with $750M in revenue (Spanx $430M) 7. Elon/Tesla 213M followers VS Ford 1.4M (Twitter) *Ford spends 26X times more than Tesla on marketing  **Tesla’s Valuation $540 B **Ford’s Valuation $48 B 9. McDonalds+Apple+Nike’s IG accounts will generate 1.7B impressions this year. **Creators on IG will generate 28.8B about them. 17X times more. 10. Creator content on Tiktok ads get 5X the video completion rate and 2X the conversion rates (according to Tiktok) --- Thanks to Chamath for some of the research cited here as well!

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CPG marketers and founders dominate my feed Some post incredible tips and tricks about how to succeed in this space It’s awesome Two things are usually missing in their tips and tricks: -quality -compliance If you want to learn about LTV, CAC, AOV, other fun acronyms, there are plenty of fish in the sea here If you want to learn about what regulations apply to your business, how to stay compliant AND profitable, all while continuously improving your product or service through quality management… ⬆️ Hit that follow button ⬆️ Turn on notifications ⬆️ Join the revolution Qualitas Executive Group #quality #compliance #manufacturing #qualitymanagement #dietarysupplements #cosmetics #beautyindustry #foodandbeverage #consulting

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In this episode, I had the pleasure of chatting with Adam, a seasoned Amazon Vine reviewer. We dived deep into the complexities of Amazon's review system and how brands like yours can truly stand out. Adam shared invaluable insights about maintaining authenticity and ensuring your product visuals truly represent what you sell. Are you doing everything you can to differentiate your brand on Amazon? What results have you seen from focusing on authenticity in your brand's presentation? 🎧📺 Listen or Watch the Full Episode here: https://ecpg.us/3UG2Mgr #CPG, #ecommerce, #amazon, #podcast, #branding, #authenticity, #businessgrowth

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This thread provides hard data on how influencers.. did not influence anything. At least in the hotel industry. I've said before that influencers cannot get people to engage in complex behavior. E.g. booking travel or voting if they weren't already planning on it. I think the current investment in influencers by the DNC is great to drive hype and keep the vibes going (this is important). But it's not going to have a direct impact on turnout, and the ROI is probably not measurable (or its zero, one of the two). https://lnkd.in/gVF9qEzJ

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Want to learn more about the role of the business user in low-code. Watch this fun episode of Low down on Low-code!

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“Consolidation doesn't have to be negative!” Listen to Daniel Keiper-Knorr of Speedinvest discussing the current market situation for early-stage startups on the latest episode of the TNW Podcast 👇

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🔍 Compare WIRED's 2004 article about Google to the 2024 coverage of Perplexity. What do you notice? In 2004, legacy media loved internet companies for the traffic they brought. But over time, Google dominated discovery, which commoditized newspapers and magazines. Much of WIRED's ad spend shifted to Google and Facebook. Legacy media will not let generative AI further commoditize them, meaning we will keep seeing critical pieces about leading GenAI companies. Which, interestingly, could help Google maintain their dominance. If new startups like Perplexity can't index the web like Google already has, how can anybody compete against them? #MediaTrends #GenAI #Perplexity

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Advertisers accept ad tech vendors’ use of fingerprinting — and the misguided characterization of it as “probabilistic attribution” — to their peril. These methods are not future-proofed, but more than that, they mask the broader trend of user-level attribution ultimately, eventually being impossible. Advertisers should be adapting to an increasingly restrictive privacy environment with system-level changes. Not only does simply swapping deterministic identifiers with fingerprints introduce measurement imprecision / risk, it delays the inevitable, which is a wholesale transition to econometric ad measurement. Even genuine probabilistic methods shouldn’t be seen to facilitate user-level attribution. That’s a dead end. Advertisers should accept that, absent persistent deterministic identifiers, their measurement infrastructure should seek to answer three questions: 1. What’s the optimal level of ad spend? 2. What’s the optimal distribution of ad spend across historical channels? 3. Does my spend on any given channel deliver incrementally additive revenue? This — and the introduction of new channels — requires moderated, systematic experimentation. There is no “bottoms-up” methodology that can provide guidance. Advertisers should seek to achieve platform-level ad spend efficiency and maximize revenue using first-party data through personalization. It’s not just that fingerprinting isn’t reliable — what fingerprinting attempts to deliver, which is user-level attribution, isn’t possible as privacy interventions reduce the availability of deterministic identity.

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One thing that #tiktok did successfully is merge affiliate / creators and brands and use the power of shorts as ads to create impulse buys. Consumers now prefer video to learn about products and brands. What #tiktok hasn't done well is continue the video product experience all the way to the checkout. #TREND $TRND http://trend.app has created the first ever bridge video system and is about to change #ecommerce and online selling forever. Consumers behavior looks like this now 1.) Consumers buy from people, they like and trust (creators / influencers). 2.) Consumers still need 7 touch points to make a purchase besides impulse purchases. The Bridge Video Selling Platform: The Bridge Video Selling System has 2 entry points. 1.) Video Socials (tiktok,youtube,instagram, trend). Inside of TREND you make a Web Site Visitor campaign. Once created you upload your product and brand story video to introduce yourself. You upload your products and product ads. You then use the video and can also use words. You create shorts on the social platforms and TREND links to go to your Web Site Visitor bridge page. You can then use the TREND platform to as a cart and checkout. On the TREND checkout you can add a product detail video adding another touch point and it brings the video consumer a video all the way to the checkout. So lets look at this path. a.) Create shorts on the video social platforms. b.) Create a brand product story video c.) Create a brand product story word script d.) Create a product detail video e.) Create a product detail script f.) Checkout What this does is create 6 touch points in a format they already and enjoy and can be nudged by creators influencers from the influencers. This ups conversion rate. There are features in there to gether abandon info, profile signals, exit intent features as well to gather consumer info along the way. Heres an example of a Web Site Campaign Bridge Page. https://trnd.is/Ad1 2.) On warm traffic you can use Video Socials (tiktok,youtube,instagram, trend) make shorts and use the product detail checkout bridge page. So lets break down the second path. a.) Create shorts on video social platforms. b.) Create a product detail video. c.) Create a product detail script. d.) Checkout. This is use more for people that you do not need to introduce to your brand. Both path gives consumers video consumption of your product that old static images just aren't able to do. You can see the product detail video bridge page here https://trnd.is/OZM Come run a campaign with #TREND and see your conversion rates http://trend.app

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