A few weeks ago I had the opportunity to attend the Tony Robbins Unleash the Power Within (UPW) Summit. To be honest, I wasn’t sure what I would gain from it.

On February 1, 2024, Universal Music Group (UMG) and TikTok failed to reach an agreement to renew their music licensing. This means that the company that owns almost every major label took all of their songs off of TikTok. This also means that creators who were using trending audio in the background of their videos are now left with silent content.

But Why Should You Care?

Well because, we don't own these platforms or what they do with the content we create for them and if you rely solely on them to reach your audience, you may end up being disappointed.

While demographics provide a surface-level understanding, it goes beyond age, gender and location. You need a detailed comprehension of your audience's characteristics, preferences, and behaviours. Businesses need to move beyond generalized assumptions and customize their strategies to resonate with the individuals they wish to engage.

Technological advancements and shifting consumer behaviors have always influenced the marketing strategies businesses need to set and it will be no different as we move into the coming year.

Hello there!

I thought I’d take a moment to introduce the person behind the words.