Hey there!

This is your friendly reminder that millennials aren’t just broke college students anymore.

Some are even wealthy & approaching their 40s. We’re spending our money on our pets and coffee, in case that’s surprising to anyone 😀

Anywho, onto today’s headlines…

⚡️Today’s Headlines⚡️

😮 TikTok’s latest changes for EU users could significantly alter UX

🛍️ Etsy reported an all-time high of active buyers with $629M in revenue

🔎 Musk says semantic AI-driven search will be coming soon to X

📈 Publisher Gannett shows slow quarterly digital revenue increase of 0.8% YoY

🦾 New study shows 4 in 10 marketers expect AI to improve work quality & creativity

🤳 X users can now go live on iOS in their new live video focus

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🛠️ Things Worth Checking Out

🧒 GEN ALPHA - A new study of Gen Alpha consumers shows the generation, expected to reach 2.2 billion by 2024, is opting for adult-focused brands over “kiddie brands.”

🎞️ YOUTUBE - CTRHero, a new AI model generating YouTube Thumbnails using generative AI, says it can create thumbnails within minutes – aiming to replace thumbnail artists.

✏️ GOOGLE ADS - Google Ads released a helpful guide to writing Responsive Search Ads using Google’s AI.

🚀 Today’s Deep Dive 🚀

What we can learn from today’s biggest names in food

📰 TL;DR - Back in the day, if you wanted to learn about food or cooking you probably opened up a cookbook by Julia Child or the Barefoot Contessa or Betty Crocker. Or maybe you turned on Food Network and watched Rachael Ray or Bobby Flay. Today, all you’ve gotta do is open up TikTok.

You’ll see people like you and me preparing dinner over a hot plate in a tiny NYC apartment. You’ll see your favorite Peloton instructor using their favorite Trader Joe’s products to craft the perfect lunch. You’ll find Keith Lee, the ultimate food critic of the moment with 13.5M TikTok followers. These are the pros audiences want to hear from – real people who, despite often having no “professional” training, know what they’re talking about.

💡 Insight - People want to see themselves in the content they consume. That doesn’t mean content shouldn’t be polished or have a certain aesthetic – just check out @justine_snacks who shows off cooking videos alongside calming, relatable voice-overs.

But people want to feel like there’s someone else on the other side of the screen that’s a real person. Your audience wants to know you’re creating content with them and all their multifaceted parts of life in mind.

So, don’t be afraid to show off a little raw side. If you’re an eCommerce brand, let people in on the messy process from concept to the product at their door. If you’re a software brand, show people the complexities in all that code. Show your audience that you’re made up of real people doing real things. It’ll make you more interesting, help garner trust with your audience, and take the pressure off… because being perfect just isn’t realistic.

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