🔝 Digital franchises peak while TikTok gets weak
Issue #335
One of the predictions for 2025 in our Hot Tips segment this week is about the importance of community. Community has always been important but maybe in 2025 more creators and brands will realise that growing communities is the essence of fame and fortune. That’s what creators behind some of the successful digital franchises have found, according to YouTube’s latest report on culture and trends. The secret of course is engaging the community. That’s the hard part. And the bit we spend all our time trying to crack. Happy Thursday, Simon.
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The rise of digital franchises
The way we consume entertainment is shifting in ways that might surprise traditional studios. Looking at YouTube's latest Culture and Trends Report, digital franchises like Amazing Digital Circus and Roblox's Dress to Impress are drawing audiences as engaged as those following Deadpool and Wolverine. But what's really interesting isn't just their popularity - it's how these digital phenomena grow. Unlike Hollywood's carefully orchestrated releases, these franchises are flourishing through community engagement, with fans naturally shaping their direction. No fancy marketing campaigns needed - just creators and communities building something together. Traditional studios are probably paying attention, even if they're not quite sure what to make of it yet.
What is the cost of a TikTok ban in the US?
Last week TikTok failed in its appeal against the law forcing it to sell to a non-Chinese company or be banned from the US. The ban deadline is January 19 and there’s probably a lot more legal wrangling to go, but what would be the effect if the ban goes through? According to TikTok, small businesses would lose USD 1 billion a month and the creator economy USD 300 million. TikTok itself would lose 29% of its advertising revenue. TikTok is now seeking a temporary injunction and hoping the Trump administration reverses the ban.
Has news been destroyed by the algorithm?
There was a time on Twitter when the newsfeed was chronologically ordered. Today, all feeds are about the algorithm and news content has suffered as a result. Twitter does Elon Musk’s bidding while Threads (and Meta in general) isn’t really interested in pushing news. So where are users finding news content? It appears, what’s old is new again. Bluesky, which reached 24 million users after the US election, doesn’t rely on an algorithm. It’s gone back to the chronological timeline, meaning news doesn’t disappear based on what an algorithm thinks you want.
Cool Tools
This map-making kit is exactly what kid creators (and their parents) need right now - a clever way to build worlds without touching a screen. It's basically a playground for young storytellers that somehow makes old-school cartography feel fresh again. The video shows why it’s the perfect Christmas gift for a young imaginative creator.
Hot Tips
This TikTok video about agency trends for 2025 is my pick for this week because I agree with every one of them. While they're all solid, the storytelling comeback is a bit of a stretch, it’s been around for a while, lets call it the evergreen trend. The one to watch is that brands are getting their best stories from actual customers - not just marketing teams. It's exciting to see this shift from "we tell you" to "let's create together”. Smart agencies are already gearing up for this shift, and it's about time.
Viral Hits
Coming back to storytelling, the meme muppet of the moment, Pepe the King Prawn, is making waves on TikTok with this clever carousel movement that is all storytelling. His sarcastic expressions perfectly capture those relatable life moments we all go through. Not just relatable it’s also comprehensible.
Stuff from us
From our Dubai team, we just wrapped another project with Visa. This Spotlight Podcast explores payment security and fraud prevention. It's interesting to see how this space has evolved - from simple safeguards to sophisticated systems that protect millions of transactions daily. The podcast breaks down these complex topics in a way that actually makes sense, which is exactly what the industry needs right now.
Happy Thursday
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This week’s newsletter was written by Simon Kearney , Tim Colman and Jeko Iqbal Reza . GIF produced by Ahmad Hafiz .