The Week of February 10, 2023 Marketing and Business News: Tiktok is crushing YouTube in Annual Study of Kids’ and Teens’ App Usage

 You're listening to the ride cast a top 25 worldwide business podcast if it's radical
 we cover it. Here's your host Ryan Alford. Hey guys, what's up? Welcome to the latest
 edition of the rad cast. It's Friday, February 10th, one day after my sister's
 birthday. Happy birthday, Ryan's sister Stephanie. Yes. Good for her. Did you
 celebrate? Did you have cake? Oh, we had lots of cake. And we ate it too. Hmm. There
 you go. Yes. That's way to have it. Yes. In my opinion, she's 50. You can't tell us
 that. Five zeroes. Ridiculous. Take it out. Five zero. Good for it. Is this the one
 I met? Yes. I would only have one million years. I thought that. Yeah. In a million
 years. Good, good offer jeans. Yeah. Those genetics. Hopefully they stick around. You
 are truly, you're doing okay. Yes. Well, we'll see. It's been a good week. What's
 happening? Lots of, you know, pop culture to the season, sport, award season, sports,
 ball season, breaking record. So many fronts. March madness starts in a couple weeks. I
 don't know. It's like all around us. Right. The big super, the big game. Like you say
 that way. If we were promoting it, like literally the Super Bowl, like when you see, you'll
 watch a TV commercial. Here's a little insights group for the ad business. The way you promote
 and get the shared interest for the Super Bowl without saying, because you can't say
 the Super Bowl. That's it's trademarked. Like we can say on this show because we're news
 and talk show. We're not marketing or we're not like trying to get like, but like if
 you'll see like a local, a local store that obviously has, it doesn't have a budget.
 Like do a TV commercial. Like if they're selling electronics for the big game or something.
 Yes. Gets or you need, you need a new TV for the big game. That's the way I'm saying
 the Super Bowl. That's so interesting without saying it. They won't say the Super Bowl
 in the commercial, because they can get sued. Right. So good stuff. Yeah. There you have
 it. So be careful if you put Super Bowl in your head to get sued and not be in business
 anymore. Per bowl. I'll stop. Super Bowl. Yeah. Records. Yeah. Failed is what I did there.
 That's what I did there. But it's fine. Speaking of the big game, dear LeBron James broke the
 NBA scoring record. What last night? Two days ago? Yes. Two days ago. Her beat cream
 now builds a bars record. Now the most points ever scored. I mean, the longevity that he's
 had, like I remember when he came out, like he was one of the first, like, out of high schools.
 Like Kevin Garnett was like one of the original. And I played with Kevin actually from South
 Carolina, played at Maldon High School. We kicked some ass on an A U team that never lost.
 But LeBron, I feel like it was a while ago. Yeah. I was like right out of school. Right.
 He is just the amount of hours. I mean, like the longevity he's had to like get this record.
 He's still one of the best players in the game. So unbelievable. And you know, he's like the
 Tom Brady of basketball. I feel bad too, because I don't want a team that I don't think has a
 chance to win it this year. And it's like a shame because like he's still so great. Yeah. Yeah,
 I hear that. But I mean, it's the NBA score here. Probably it might get beat, but I don't know.
 I don't know. Not anytime soon. I don't think like maybe Luca is young enough for one of these
 younger guys that because he looks like 23 scores of 10 points. I don't know. He's not going
 to stay healthy. Like LeBron's just longevity is like the right. The unbelievable like he's six,
 eight, my size to 16. Yeah, like they'd have never been repeated. Yeah. Yeah. So we'll see
 congrats to LeBron speaking of records. Yeah. Beyonce, huh? Congrats to Beyoncé for breaking
 the record for the most Grammys one. She has one 32 Grammys in her lifetime.
 You know, I'm very happy, Mary, but she is one of the most beautiful people on the planet.
 Oh, yeah, I agree. I think she's stunning. No, I think she's enough support to such a talent.
 Yeah. I mean, only 32. I just just get old now. Like put her over there with the others.
 Well, it's interesting, though, because she's never won album of the year. And so there was kind
 of an upset this year when Harry Styles won because she's been nominated so many times and has won
 so many times, but has never taken that award home. The total package. Right.
 Amazing. Her Jay Z seemed to still be kicking it. All the babies says a lot through
 awards. What celebrity couples go through. Truly. That they've kind of battled through.
 Not that I've even been aware that they've had troubles. But like, and that's the key.
 Right. I think he's so private. Yeah. That's what I've gleaned from celebrity relationships.
 Smart people doing smart things and super freaking talented. Must suck to be them.
 Another musician who is no longer with us, RIP, but is in our news. Michael Jackson's estate
 is nearing a music catalog sale worth 800 to 900 million dollars. Yeah.
 You may be wondering, like, is another lesson in like marketing with why these music
 catalogs were so much. So they're drawn a lot of valuation because one people buy these things
 and they have obviously the assets to do it. But then they bring residual money. It's kind of like
 it was stocks that pay dividends every year. But this is like on another level because
 these music catalogs, these songs like Michael has umpteen hits and everything. The commercial
 usage in them, the streaming in them, the copyrights, all the copyright stuff, all that stuff
 just keeps paying and paying over time. Now there's like a musical and a biopic coming out and
 you get all of that. Yeah. And so like one Michael Jackson hit for like a big name commercial,
 like what, it's millions of dollars. So times, however many other times it gets used to commercialize,
 and then it's still getting, you know, tens of millions of dollars in streaming.
 It's like buying this is the right thing almost, you know? Yeah, you buy it and you're getting the,
 but you're still getting to rent it out. Right. You're leasing it. Yeah, you're leasing the
 songs out. That's really, that's a great analogy. That's really kind of how it is. But that's why
 these things are selling for so much. But let's just call it a billion dollars. Well, I don't think
 800, 900 million, right? We just round up. You know, I was. Is this being Paris and the rest of
 the Jackson's or I guess not in bad shape or anything? I think they're doing just fine. I don't
 know how much of that they own, but I'm sure they're doing some piece. They're doing okay. You know,
 maybe just a tenth of it. Yes. So Michael Jackson. What an artist though. I mean, I know the,
 he really encapsulated so many genres of music and so many, like, I don't know,
 saying about everything. Right. And really his evolution from the Jackson five to being,
 like, breaking away and being his own icon. Yeah, just, I mean, I still listen to a lot of his hits
 and like, you throw it on. It's timeless. Throw it over here. Yeah. And like, those
 hop, do you get enough? You couldn't you throw that on at any time. And you're like, there,
 this is a relevant today. Listen, listen. Oh, yeah. It's me and my feelings. Oh, yeah. We'll get
 Nick in your dancing. There you go. Man in the mirror. Got your dancing shoes on Nick. Not
 today. I need to bring them in. We don't know. You supposed to say any shoes dancing shoes for me.
 Dancing shoes in these flops. Flip flop at it. I can check it up in these things now. Oh, yeah.
 Slotters. I hope you guys checked out this past week's episode, part two of Mike Syrock,
 Shirako, great episode, Mike, super cool, really valuable insights on business and mindset,
 great episode. Next week, we've got a really good episode. We've got some of the best of the best
 of our ladies that have come on. They unbelievable entrepreneurs we've had on,
 on the show, all the best women in business. And oh, I'm staring at quite a few.
 I know many of them are on the wall. Yes. Very diverse in their skill sets,
 but all bad asses in their own right. And I'm excited to put that out. Share that. And I think
 you'll be impressed. You'll learn a lot and really great perspective. So look for that next week.
 And get a special surprise coming in a couple of weeks. It's a tick-tock viral hit.
 That's all I'm going to say. Oh, teaser trailer. That'll be coming up. Really special guest.
 The guests of honor for all of our shows lately, though, has been vacant. It truly has been.
 And I've been dabbling even more with their products. And I will say while the
 sleep gummies are great and amazing and absolutely work for me. I've been taking Delta 8 gummies
 at night on the weekends because they like knock me out. And I have some really weird funky dreams.
 But it's like the best night sleep I've ever had in my life. So, hey,
 the best third party lab tested CBD in the country. You can check them out at takeofak.com.
 They've got disposables, Delta 8 gummies, sleep gummies, all kinds of stuff. Different strengths.
 If you're not a wimp like me, you can go up a little bit. Yeah. But if you are a wimp like me,
 it's good stuff. It's not going to mess you up. Yeah, low medium high. I can speak from experience.
 Yes. Yes. Yes. So it's interesting to hear that they all have that sedative effect a little bit.
 That's kind of part of the benefit. But like I said, I took half at work. And I was still like
 able to get my shit done. It was a little bit harder. Yeah. Too much easier to deal with that day.
 I couldn't figure out. Yeah. Yeah. So much more docile. Yes.
 Fight back as much of every day. She was this opinionated. So, um, I guess it worked.
 Yeah, that'd be another selling point. You know, if everyone out there, you know, someone
 who works as a big, strong woman, you can just take a Delta 8. No. Like I said, to that. Yes, I do.
 But not work. Hey, it chilled Ashley out when we had events. This is true. It takes quite a bit.
 Sure. She took a little bit more than she should have. But still recovered. It's still great. It is.
 Take a vacay.com, the official CBD sponsor of the Radcast. Go give them some love. Great products.
 Third party test that is Christina mentioned. And this is the premium stuff, folks. Don't
 have the question what you're getting. Good quality. And another way to relax with natural
 ingredients that will not, uh, surprise you in that way. Yeah. For lack of a more
 truthful way. Yeah. But that's more directed in the reality of it. So give them a shout out.
 Take a vacay.com. Get some social media holidays. Yes. Will you be celebrating National
 Guadarday tomorrow? I would be if I had my guitar here in the room. I have to play it at home.
 I guess there you go. You can post TikTok. There we go. National Card Day crossover.
 Share interest. I do listen. I always feel like that guy that like, you know,
 putting yourself on social media, playing the guitars. Kind of like, I don't know.
 listeners of the Radcast, please, uh, comment on this video and let us know that you want
 Ryan to post a TikTok. Yeah. Play a serenade. You can play some Michael Jackson.
 I can play. Uh, that's a difficult, uh, get like the beat going. Sure. Sure. Sure.
 The National Inventors day. Yeah. It's also Saturday. You could like invent your own guitar.
 Yes. Or invent something else else. You know, what, I mean, it's funny. I think
 of entrepreneurs now, but inventors and entrepreneurs are a little different.
 Yeah. Uh, what's like the next thing that's going to be invented? Like what's going to be
 invented? Like, uh, the metaverse has already been invented. Like how to get out,
 how to get out of the universe? Yeah, I think it'll be something internet. A spaceship that gets you
 to Mars. I mean, it's kind of like, uh, I just settle for jet packs, you know, I'd settle for
 like flying flying cars would be awesome. Yeah. I know they've talked about that. Yeah. That's one
 of those things that I'm like, it's out there. We just can't access it. That's the public.
 Get on it, Elon. Abe Lincoln's birthday. Yes. Which is the same day as the Super Bowl.
 February 12th. Yeah. So everything in moderation, including moderation. That's my favorite quote.
 Supposedly, a tribe to, uh, it let Abe Lincoln. Yes. I've heard some people say that's bullshit,
 but I'm sticking with it. Uh, it's good quote nonetheless. It is. I mean, I'm very moderate on my
 moderation. Um, try to very good, really easy on how many things I'm going to go easy on going
 easy. Exactly. Uh, I'm going to go easy on going easy on Sunday as Super Bowl. So it could be an
 ashville ashville couples trip. Oh, for Valentine's day. Yes. So I'll be getting away. So you'll
 be missing our social house watch party. I will be. I'll be an ashville with with a couples group,
 our supper club. Oh, so yeah. That's a good enough reason. I will say that I get to give a shout out
 to my boy, uh, Jaren Johnson. We were at the the Cadillac three concert last week. Holy.
 Awesome. Amazing concert. One of the best bands in music right now. They put on a show. It's
 the three piece band Cadillac three. Yeah. And it sounded like there was 12 people on stage.
 Lights camera action for a billion people. Yeah. It seems like super cool watching the show. And
 then, you know, we did get on the tour bus after the show. Just dropping that out with Jaren. And
 if you've heard of a thousand horses, Michael Hobbie, if you follow country music, you'd know
 the song, go, go Google smoke and you'll go, I know exactly who that is. Number one hit forever.
 Like a few years ago, got a new album out and Michael Hobbie's coming on the show in two weeks.
 Leads that you're coming into the studio, coming in to the studio for an interview the next few
 weeks, got a new album out. And he's just a cool dude. He's been a lot of time talking on the
 tour bus on Daren's tour bus. Sick. And, and Jaren, we've got my husband up our sleeve for a
 little live rad cast on the road in Nashville more to come on that. Spoilers. Yes.
 It's nice to meet you. So, uh, be able to look out. So I haven't dropped that in there. So,
 but Super Bowl Sunday. Yeah. Coming up this weekend. And Gallantine's day. Gallantine's day.
 The 13th. Yeah. We got a little Gallantine's floral thing. We do. That's tomorrow actually.
 Yeah. Yeah. We get stuff making some flowers. As Miley said, you can buy yourself flowers.
 Yes. World radio day on Monday. Yeah. There you go. It's kind of like this podcast is kind of
 the modern radio. Yes. You know, so we need to celebrate that. I feel like more people listen
 to podcasts than the radio. I certainly do. Yep. And then we have Valentine's Day.
 Yes. There is a stunts of February. Yes. I can say this because Nicole doesn't listen to our show.
 But, um, unless I like make her to. What a friends will tell her, uh, did you hear Ryan say?
 So go listen. Uh, but yeah, already I've. So what are you getting here for Valentine's Day?
 I do my Valentine's shopping on February 1. Okay. I get the 24. I always asked the florist. I was
 like, whatever the largest bouquet that's going to rent middle school that day, make it 10% bigger.
 That's so good. And so she always gets the biggest for her range, but there she doesn't know that.
 That's really, really sweet. So, uh, yeah. So, uh, big. I respect that.
 The, uh, that's on February 1. I said it's a yearly reminder. So done that last couple of years.
 And, uh, so yes, Valentine's Day and Nicole will be getting a big red rose bouquet.
 I love it. Biggest one in the school. Heck yeah. Can't get out there now. You know, right? She earned it.
 Absolutely. Oh, social media news. We got some TikTok is back in the news, feels like they never leave.
 And they are crushing YouTube and annual studies of kids and teens who use the app.
 In June 2020, TikTok overtook YouTube for the first time. And now it's they're up to like
 107 minutes a day, whereas YouTube's up to 67 minutes. Yeah.
 Well, I can tell you this. My kids aren't on TikTok. So, I mean, I don't know it with kids.
 Like, uh, teens, I'm, so I'm going to try to, I'm even like 15 if I can keep mine. Sure.
 You know, you know, they have 13. They do. But so he doesn't, but you don't have a TikTok account.
 They don't have minors, moms or anything like that. And uh, does he want that? Does he like push for it?
 No, because they watch YouTube shorts. Sure. They're kind of the opposite of this study,
 but I know the study's accurate because I see the usage and see that.
 Well, it's like people in, like, and there have been interviews with people who work in
 Silicon Valley and they keep their kids off of all social media. So I feel like since you work
 in this industry, yeah, I know what I think it has a lot of good. And I wouldn't be in the business
 of how that was all bad. Right. But I just know that they don't, I don't want them to experience that.
 Yeah. Yeah. It's necessary. Right. There are things you want to teach them. You don't want
 to want to go on the internet. Yeah. Ideally. You know. So, but at the end, it is fascinating that
 it's past YouTube and YouTube is so much older than TikTok. It's like why I think I'm fascinated by it.
 But all this to say two things we've said it before. If you're not marketing on TikTok,
 you're like to the game need to be marketing there. But just be aware that
 if the US government had their druthers, they'd have a shutdown already. So I wouldn't go all in,
 but I'd at least be there while the kittens good. Right. Because that's what the people are.
 It is. It's not just the kids, but it's a lot. And all this to say YouTube's still a behemoth.
 Yes. Also that. Like if you flip flop this for, you know, 30 to 40 year olds, I think YouTube's
 probably like going up. Yeah. But TikTok's just a beast now. Yeah. I don't know. My brain. It
 kind of makes my brain burn a little like this. But I am on it so much. It's the one app that I'm
 like, this is borderline. I do this too much. Yes. That and Pinterest, which is our next topic.
 I love this because Pinterest is my favorite. They have reached 450 million monthly users. And
 we'll start focusing on making videos more shoppable to attract Gen Z. I mean, there's such a niche
 for them. I mean, that's why there's these these social media. I mean, Pinterest has been around
 for 20 years. Yeah. Not 20 years by 15. Close to it. But and so it's not new, but it's niche and
 it's very niche market. And they're still growing. And they've embraced video the last couple
 years. So now they're making it more shoppable, which makes a lot of sense. And I think you're going
 to see this stuff continue to grow. I think people are getting. There's just enough to go around.
 There's enough attention and time to go around. And I think as people get fatigued on other platforms.
 And they use Pinterest. It's so specific, though, I think for ideas and for exactly what I was
 cooking decorating, clothing, like it's like a different form of consumerism. Whereas I feel
 like everyone, we can say that social media is for entertainment. But at the end of the day,
 you get on social media and you are like a consumer, right? And you get on Pinterest. And that's
 why I think it's interesting that they're adding this sales approach because while it is consumerism,
 it is so much more use what you have. They sure it sure rates. It's not the shopping mall of the
 now. It's not easy, you know, but it's no, but it is. It's a totally different. I don't know.
 The way people digest that content for what purpose is just so unique, I think for I true.
 I think a lot of social media has become entertainment. Pinterest is very functional. I think
 for the reason. Totally. You don't really go into Pinterest entertainment. You're going for
 inspiration. Right. It feels so drama free. It's just like I'm going to find a recipe or
 how to style this garment or whatever. Yes. I love it. But on it for over a decade.
 Well, they've got their audience and they're growing. I'm old. Yeah, you're so old.
 Anxious. Yeah. This next article is fascinating. Microsoft Edge Web browser gets the chat GPT
 feature. So how do we fill out this? We talked about chat GPT last week. I don't think this can
 save Microsoft Edge because no one uses it. You know, because let's be honest, I use Google.
 Google's coming out with their own version of this. It's interesting. I don't know if you
 just typed your own papers now right in the edge browser. Maybe get some college kids to go over.
 Can we understand that effect? Yeah. I mean, it's smart for Microsoft who owns and has heavy
 stake in opening eye and chat GPT to make sense. But you know, it's fascinating for me purely for
 a use case for how it gets integrated into search behavior. I'm less fascinated by the fact
 that it would motivate me to use Microsoft Edge. Yeah. I get that. I'm going to go Google
 how not to use it. Google will probably come up with their own. But I saw a video last night
 talking about how it's going to be integrated. And it puts little little blurbs over to the side
 kind of summarizing the information. And it also presents the actual search results right beside
 that. I just saw a video last night on that. So if you just have to be mind-blowingly useful
 right to get me off of like Chrome or you know, the internet is not an explorer. So far, yeah,
 our sport. He wears older version of it. I'm aging myself. I think we have time for one more
 article in the marketing world. Yes. Old Spice has revealed their first brand mascot as a super bowl
 ad. They introduced their first mascot who's two endorse smell of confidence. And his name
 is Swaggy Spice. An anthropomorphized stick of the Procter and Gamble Brands deodorant. And
 he, she, at day, will make its debut during the Super Bowl. You really worked through that term
 very safely. I feel like I've had to say it before on the podcast. I'm glad you had to say it,
 not me. Anthropomorphized. Anthropomorphized. It's I love the words. Swaggy Spice. Anthropomorph
 now I can't say it, but I like smell of confidence. Smell of confidence is so good. It's funny.
 Smell. It's kind of a fun word. And it's a little, yeah, like a smurf, but smell for
 your, yeah, like an elf, a smurfing an elf. Yeah. But yeah. And this is this goes back to my
 musical theater roots. So it's a big musical number with Swaggy Spice. Okay. So check out the
 Super Bowl. What's that? It's fun. It'll be itching, you know, it's kind of the mech of
 advertising and ads is this for both. So yeah, I think next week we'll definitely do our
 it will be a little bit. I know it's my inaugural one. I'm very excited. Yes. We'll do a best of
 the radcast breaks down it. You know, the news cycle will move so fast now or about to be like
 probably bored of it. But I think we'll we'll bring a hot take to have a hot take and award
 best ad of the Super Bowl by the radcast. I think we should need to have like the Ratties or
 something, you know, and have like awards. That's fun. I like that. That's good. And you know,
 who won a Rattie? Yes. Who won the Smelfiest? We could do we could do something with that.
 I could workshop that. Something we can do there. Yeah. But I think we'll have fun with that. We'll
 break down the winners, the losers. And I like we're our reverse engineer like a creative brief
 on maybe like one of the best ones. It's just playing the the strategy, the behind the scenes of
 what happened to make that ad come to life having worked on a few of these myself back in the day
 back in the day back in the day. There we have it. Tie 25 minutes here on our weekly marketing and
 business news edition. Your number 19 podcast in business in the US. So we appreciate everyone
 to hit top 20 this week. We appreciate all the listeners and hey, keep keep coming. Keep bringing
 it. We need top 10. Yeah, breaking barriers. You follow words from the crew. Watch the Super Bowl,
 y'all tune in next week. Super bowl. Who's winning or the big game? Oh, the big game. Oh,
 the big game chiefs or Eagles. Yeah, I think you're right. That's time. Yeah, you cared, Nick. Got a
 pick. Not really. I'm just going to show up to the old social house swatch party and see who wins.
 You have any dog in the fight whatsoever at this time. Yeah. I was happy to ever get in there,
 yeah. He's coming. He's got four years. He's old young. He's only 22 years. Yeah, rookie.
 Yeah, I think the Eagles have got it. I like Jalen Hurt's story too.
 Mm-hmm. Pretty cool. And we'll see what happens. We'll talk about it next week.
 All the ads for Christina Gossi. Nick Weaver. I'm Ryan Allford. We'll see you next time on the
 Radcast. To listen or watch full episodes, visit us on the web at theradcast.com or follow us on
 social media at our Instagram account v.rad.cast or at Ryan Allford. Stay radical.