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Extra Value | The Biggest Shift in Brand Discovery

Extra Value | The Biggest Shift in Brand Discovery

PLUS: Podcasting is on fire this week and digital creator jobs saw 7.5% growth!

Creator X & JT Barnett
May 15, 2025

What’s Hot?

MrBeast gets 2 more seasons on Amazon Prime.

Beast Games gets renewed for two seasons (and rightfully so). This thing pulled in 50M+ viewers in 25 days, and just the whole concept of the show is total chaos yet exciting! Jimmy is showing how YouTube numbers can transfer over to these big platforms too! The traditional media game is shifting, and creators are at the center of it. 🔥

Want to start a business? Start with gig work.

Often an overlooked path for starting a successful business, “gig work” is a good entry way to entrepreneurship! It exposes you to client hunting and providing a service, but still more flexible than full-time work!

How to make your content not feel mass produced.

So many influencers are just copy pasting the same content over and over again, consumers are staring to feel the fatigue 🥱. Julia breaks down how you can reverse engineer your content strategy.

The sponsored apocalypse is here.

A great TikTok by Sam explaining how certain brands are breaking through the noise of sponsored content.

Golden Globes 🤝 Podcasts

The Golden Globes are adding “Beast podcast” category in 2026. How cool it this? 🤩 Traditional media finally recognizing creators as legit forces in storytelling. This is validation that what creators are building, whether it be audio, video or a community, really matters.

Digital creator jobs jumped 7.5% since 2020 .

The number of full-time digital creator jobs in the U.S. skyrocketed from 200,000 in 2020 to 1.5 million in 2024! 🤯

Yahoo’s new partnerships!

Yahoo is tapping into creators and athletes like Nick DiGiovanni and Kevin Durant for their next move.

Podcast industry is 2x bigger than expected!

The global podcast industry generated $7.3 billion in sales last year! This is far more lucrative than what anyone thought it would be. 💸

CEO’s Corner

ChatGPT just added shopping — and this is not just some small feature update… this is a massive shift in how people will buy on the internet. If you’re building a brand, you need to start paying attention to how this works, because it’s not the same old game of SEO and ad spend anymore.

Let’s me help you!👇

🛒 How Shopping Works Right Now

When you go buy something online today — you usually start with a search. Type something into Amazon, Google, wherever... and their algorithm recommends products based on keywords, ads, and maybe some past reviews.

Pretty standard stuff.

But with AI evolving everyday (literally), that experience is getting flipped. Instead of keyword-based results, we’re moving into a world of natural language and context learning. And that changes everything.

🤖 What ChatGPT is Doing Different

This tool isn’t just scanning product listings. It’s reading what people are saying, across:

TikTok comment sections
Reddit threads
Instagram captions
Product reviews
Creator content

And then it pulls that context together to understand how people feel about a brand or product. That’s a BIG shift in how discovery works. 🌎️

If people are saying your product is mid or overpriced or hard to use? That’s what will shape the recommendation. But If people are hyped and sharing good experiences? That’s the edge you’ll have.

💡 What This Means for You as a Brand

I’m not just talking about tweaking your ad strategy — we’re talking about changing how your brand shows up across the entire internet.

ChatGPT isn’t just reading product pages anymore. It’s giving results based on everything I listed above. AI can now recognize tone, credibility, and context. It’s not just what’s being said, it’s how it’s being said and where.⚡️

You as a brand should put your money, energy, time and resources in to figuring out how to get the most amount of people talking about your brand in a ✨positive light✨

It’s not about keywords anymore. It’s about making sure your brand is genuinely present in the platforms people are in and showing up in a way that sparks real conversation + builds community. That’s the new SEO. And the brands that get this early are going to crush. 👊 😎

✅ What I’d Be Doing Right Now

The brands that will win are the ones who create enough genuine noise that these AI tools can’t ignore them. ⭐️

Here’s what I’d focus on:

Get creators and customers talking about you organically
➡️ Not through a script, not through a forced campaign — just give them a reason to want to share.
Don’t just focus on marketing, build a brand people want to talk about
➡️ Your product, packaging and story should spark conversations.
Track what’s being said about you outside your owned channels
➡️ You can’t just look at your own comments. Start tracking Reddit, TikTok replies, IG shares, threads, you need to get the full picture, from different voices.
Think Reddit, TikTok, IG, YouTube, blog comments . All of it counts
➡️ Wherever people can leave opinions, ChatGPT can probably find it. Those opinions are your new SEO.