👀 Why brands like Thrive Market and Bobbie are betting big on podcasts

It’s Friday!

🔎 New findings: Despite big investments in AI, consumers are skeptical, with 52% more concerned than excited. Overhyping AI can hurt sales. Successful ads show AI as a helpful tool, not the main attraction. The key? Position AI as the sidekick that enhances human creativity, not as the star.

TL;DR:

• Thrive Market and Bobbie: Both brands are using podcasts to deepen customer connections—Thrive Market focuses on sustainability, and Bobbie on parenting, enhancing brand loyalty.

• FTC crackdown: The FTC is targeting influencers and brands using fake followers to boost social media influence, warning that deceptive practices could result in penalties.

• BelliWelli and Olipop: These brands excel with clear messaging and smart marketing—BelliWelli saw a 890% sales boost, and Olipop reached $500 million, proving that precise strategies win in crowded markets.

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How BelliWelli and Olipop stand out in the gut health boom

BelliWelli and Olipop are rising stars in the crowded gut health market by zeroing in on specific consumer needs and clever marketing.

BelliWelli’s success: BelliWelli’s Daily Fiber and Probiotics Powder sold out within two weeks at Walmart, fueling an 890% sales spike. CEO Katie Wilson emphasizes "fiber" in the brand's messaging, a term that resonates with health-conscious shoppers. Viral TikTok campaigns have also played a key role in driving awareness.

Olipop’s approach: Olipop focuses on delivering health benefits without requiring behavior changes. Their sodas, which support digestive health, appeal to those who want a guilt-free treat. This strategy has helped Olipop reach $500 million in sales this year.

Key takeaway: Both brands succeed by offering targeted health benefits, using clear messaging, and engaging consumers where they shop and scroll. In a crowded market, specific and relatable marketing is key.

The FTC is cracking down on fake followers—here’s what you need to know

Buying fake followers is about to get a lot riskier. The FTC has just finalized a new rule that targets creators and businesses using fake followers, likes, and views to inflate their social media clout. This move is aimed at protecting consumers from deceptive practices and ensuring that what you see online is actually what you get.

What’s the big deal?

It’s always been a bad look to buy fake followers—marketers see through it, and your audience questions your authenticity. But now, the stakes are higher. The FTC’s new rule gives the agency more power to crack down on anyone misrepresenting their influence for commercial gain. In other words, if you’re buying followers to boost your engagement stats, you could be in for a legal headache.

Who’s at risk?

• Influencers: If you’re making money from your social media accounts, buying fake followers or views can put you in the FTC’s crosshairs. This includes using bots, hijacked accounts, or fake profiles to inflate your metrics.

• Brands: Don’t think you’re off the hook. Brands that purchase fake engagement to make their business look more popular could also face penalties, even if there’s no direct ad spend involved.

The bottom line: The FTC isn’t playing around. While the rule doesn’t introduce anything new, it strengthens the agency’s ability to enforce penalties and seek monetary relief. If you’re an influencer or brand using social media to make money, steer clear of fake followers—it’s not worth the risk. However, if you’re just a regular user looking for some online clout, the FTC isn’t likely to come after you.

Why brands like Thrive Market and Bobbie are betting big on podcasts

Brands like Thrive Market and Bobbie are turning to podcasts as a powerful tool to build deeper connections with their audiences. Thrive Market’s "But Are You Thriving?" podcast, hosted by the company’s co-founders, dives into topics like nutrition and sustainability. It’s more than just content—it’s a way to humanize the brand and share its mission in a format that fosters trust and loyalty.

Bobbie, the DTC infant formula brand, has launched "Milk Drunk," a podcast that explores the raw realities of modern parenting. Featuring guests like Tan France and Ashley Graham, Bobbie isn’t just pushing products; they’re creating a community around shared experiences and real conversations. This podcast is part of Bobbie’s broader strategy to engage parents on a deeper level and expand their brand into a lifestyle space.

Why this matters: The move to podcasts highlights a shift toward storytelling and authenticity. Podcasts allow brands to control their narrative and connect with audiences in a more personal, meaningful way. Unlike quick social media campaigns, podcasts offer long-form content that can build a loyal, engaged community over time.

The strategic play: While launching a podcast requires significant investment and effort, it’s proving to be a valuable tool for brands looking to differentiate themselves. Thrive Market and Bobbie demonstrate that with the right approach, podcasts can become a cornerstone of a brand’s content strategy, offering a unique platform to engage customers and strengthen brand loyalty.

Extra updates…

• LTK launched a shoppable video feature to compete with TikTok and Instagram, letting users shop directly from creators' videos.

• Starbucks' boba-inspired drinks are selling so fast that they had to reduce marketing due to supply shortages. The high demand has driven record sales for their Refreshers lineup.

• Meta has launched analytics, post drafts, and scheduling for Threads, enhancing the app's user experience as it continues to grow in popularity.

• YouTube is extending longer ad breaks on Connected TV to enhance uninterrupted viewing and cater to viewer preferences for grouped ads.

• Allbirds is revitalizing its brand with the "Allbirds by Nature" campaign, focusing on awareness and sustainability through the launch of the Tree Glider shoe and strategic influencer partnerships.

• Liquid I.V. has launched the "Indulge in Hydration" campaign to promote new summer flavors and boost brand awareness through video spots, augmented reality activations, and partnerships with platforms like Netflix, Spotify, and Hulu.