Episode 498 100 Live Stream and Digital Media Predictions 2025 With Ross Brand

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Show Summary

This podcast episode features Rob Cairns interviewing Ross Brand about his “100 Live Stream and Digital Media Predictions” book. They discuss the evolving digital media landscape, highlighting the significant impact of AI and the shift towards short-form video content on platforms like TikTok and Instagram. The conversation also touches upon the changing dynamics of social media marketing, the increasing importance of community building, and the enduring relevance of email marketing. Brand emphasizes the need for creators to adapt to evolving algorithms and consider diversifying their content distribution and monetization strategies. Finally, they promote the latest edition of the predictions book, available for purchase.

This podcast is dedicated to Tiz Marrone.

Show Transcript

Hey everybody, Rob Cairns here and today I’ve got a dear friend with me and colleague Mr. Ross Brand. How are you Ross?

I’m doing okay. Uh getting excited. Uh book book is launching today and um I appreciate you having me on and also being a big part of this now. It’s your second year uh contributing to the book. I know you’ve uh you’ve brought it to some talks that you’ve done and and so I I I’m excited to be on with you as we celebrate the launch today.

Yeah, we need we need to celebrate because this is authors are a labor of love in this space and most people get that. It’s a lot of work. I mean, I think you came out, was it in August or September where your dates were September where you asked for stuff and I made no I made no bones. Uh we both went through some trials in our lives. I won’t get into them, but uh you know, I I put out a tweet out there the other day that I have to thank Tiz Marrone, my other half, for the support and getting I worked on not just on the book but in everything else I do. She kind of inspires me every day and I was pretty vocal about that. I did a show earlier this week, a solo show because I’m coming on episode 500 too by the way.

Yeah. All in the same two weeks.

Wasn’t it just 400? Didn’t we just celebrate 400 like a couple days ago?

No la last February. And we’ll be celebrating 500 very soon. So

you’re you’re moving fast. You’re moving fast.

So let’s book uh Okay,

got a hundred new predictions thereabouts. Uh just saying I’m honored to be in those 100 predictions again. Whether I had anything intelligent to say or not this year, who knows,

right? You know, um what is telling with these types of predictions? You’ve done this for many years now.

Yeah. So, this is the 10th year of the predictions and the fifth year that we’ve done it in in book form. And I think if you look at this year, last year, and the year before, This is the era of AI. It’s called like live streaming and digital media predictions, but it could just as easily be called AI and digital media predictions because I’d say a couple years ago it was a fascination and early adopters were kind of, you know, happy to throw around the word AI and and and some people saw where it was going a little bit, but it was it was the early stages. Last year, it seemed like everybody had an opinion on AI. Everybody had a thought on maybe how we could use it or what we could use. And now this year, I think you start to get to some scenarios. And I I don’t have any that like right off the top of my head that I’m going to give you, but people are getting creative and they’re also uh some of the people are really ahead of the curve and they’re already doing it. But now it’s it’s gone beyond just like, oh, I can ask chat to a question or you know I can get my transcript and some show notes for my podcast. It’s like okay this is a major asset in my workflow and also this could be a major problem for me my industry my business. So um I I think you know as as this thing becomes now a bigger part of all of our lives and an inescapable thing I I think having people who are on the forefront of it, giving their breakdown of what they see coming, how they’ve already integrated into their strategies, um, is all valuable. Uh, but I don’t want to give give the impression that this is an AI book because AI is one of many tools in the digital media space that we use either to create content or to advance our our our business objectives. And and so there’s a lot of other subjects that are covered in the book. as well.

Now, I agree with you about AI. AI is interesting because I know in my business I’m all in with Gemini, which is a Google product for those who don’t know,

right?

I’ve been playing around with notebook LMN very much so. Um, which is Google’s uh note-taking package. It does some really cool stuff. I’ve even used AI. Interestingly enough, you talk about AI. I’ve sold customers email sequences where AI has written like 80% of the work and at social for me it’s a big part of my workflow and I agree but there’s other stuff going on I mean you can go to social media and look at regulation and deregulation we all know the issues with Tik Tok and they’re still kicking around to this day I

um that one’s never going to go away I don’t know if you know the latest one with Tik Tok uh the Canadian government forced them to close their Canadian office uh couple months ago so They are they still operate in Canada but they don’t have an office here because of government. Um we’ve got uh that changing we’ve got demographics changing on social media depending on what demographic where you go right in the digital space like the old adage everybody f**** to Facebook. I think that’s pretty well gone now. You say Russ

I I would say Facebook is the parents and grandparents. Tik Tok used to be the kids but now Tickstrock has become fairly mainstream. Although there are certainly plenty of people in business and in content creation who have done very well for themselves without ever, you know, stepping foot into the the Tik Tok environment, but it’s certainly a major factor. And I’ I’d say more than anything, it’s an influence on the other platforms because of the way Tik Tok works. Even if you never use Tik Tok, It’s going to change the way you strategize how you create content because it’s made everything about that individual piece of content the potential for verality even if you don’t have a big audience. So it it’s been kind of a playing field leveler in that it used to be a big part of how you succeeded is you built an audience and then you’re they’re going to consume your content or they’re going to see your content. or their your your content’s going to be pushed to them by the platform. Now, the platform is is sort of working more like YouTube works in that it’s like, let’s see if we can find an audience that’s interested in this content and let’s evaluate it quickly and determine if it has any legs or not. And and so YouTube has been affected by Tik Tok, but all the other platforms are becoming more like YouTube and Tik talk in that you know your next piece of content success isn’t dependent on your last piece of content or your audience and that’s all based on the way Tik Tok has revolutionized things.

Yeah, I would agree with you and I would agree. The other one that’s revolutionized things is Instagram to some degree. Um I find that I spend more time on Instagram now than I did a year ago. Uh one of the reasons I do is I follow a lot of self-help stuff with content producers on Instagram. So, and Instagram reels are kind of where it’s at for me. So, you know, they they’re kind of invaluable. And and those short forms of content, frankly, the average person doesn’t have time to sit down and watch a 90minute video. They’re watching shorts. Let’s let’s be frank, right?

Well, on Instagram, they are. On Tik Tok, they are.

And increasingly in parts of the YouTube audience, people are. And you You can thank those changes in Instagram as well to Tik Tok. And again, I’m not saying this as somebody who’s a who’s particularly active on Tik Tok or who’s even completely comfortable with Tik Tok, but the reality is it’s been a gamecher and Instagram went from nice photos and some nice square video clips from your show to being a Tik Tok like platform. Perhaps uh some of the extreme dreams that you see on Tik Tok, some of the political pontificating and things like that aren’t as deeply embedded in the culture of of Instagram as they are in Tik Tok. But clearly the fact that Reels is like everything now on on on Instagram and that’s you know how the platform has gone because they really struggled with what to do with video until they went to this very short form and I think think you’re right. Short form for so many people now across all platforms is the the content they consume where where it’s like, you know, playing a slot machine. You pull down, you let go, you swipe, and hey, I got another one. This could be the funny one I’m looking for. This could be and and it’s, you know, 30 seconds and onto another one. 5 seconds and onto another one. I think the platforms, well, particularly Instagram, uh, is trying to get people to do a little bit more longer form rather than, you know, a two second where they get a,000 views just based on people didn’t get to click to the next thing yet or whatever.

But but I I I do think that uh long form in in particular video podcasting also is having a major impact on the culture, on politics, on uh how people consume content because while The shorts and the reals and the Tik Toks are all about your mobile experience. More people are also watching YouTube and other platforms on TV. And when they watch TV, they don’t necessarily want to keep scrolling. They don’t necessarily want to watch either a how-to video or, you know, a five minute how-to or whatever. They want to sit there and get engrossed in a conversation and uh feel like they’re hanging out with people. And and that’s where video podcasting comes in. So that’s the other side of the coin and video podcasts can go half an hour, 45 minutes up to two, three hours in some cases

and you know it’s something I believe strongly in that there’s opportunity. Um and it’s a it’s a great way to you know get people to yeah it’s so cliche but the no- like and trust factor if you’re in business and if you’re you’re entertaining people it’s a chance for your your your personality to shine front and center. Oh,

I agree with you. I’ve I’ve took business up directive from doing this show. I’m sure you have over the years on doing your shows. We both have. And I think what makes the digital world interesting and it it’s really funny. I’ve been in digital space since I’ve been 15. One way or the other.

I was I was an early online adopter. I mean, I’ve done everything from the old computer to Phonet in the BBS world to you name it, I’ve done it. And one of the things I see is cost and uh is cost has come down. So, you know, we’re all buying laptops for under two grand now, most of us. If you’re in the Windows world, you get a good Windows laptop for about a thousand bucks Canadian now. Um that’s changing a little bit because AI is forcing us to put more memory in those laptops. I hate to say it. There we go.

Right.

But, uh you know, you can get Mac minis, even Mac Studio for under 2,000, which will will do pretty much anything you need in in in the creator kind of world for the most part.

And we’re all and we’re all getting big hard drives now and we’re all getting, you know, uh good mic that we’re not spending a lot. We’re basically putting studios in our houses for pennies on the dollar. Right.

Right. Right. I I I mean, I remember when you had to pay a fortune for like a 250 megabyte uh you know, s mini SD card to put in your camera or whatever just so you could get enough photos uh before the end of the football game or whatever. And now, you know, you can buy uh you know, 20 gig whatever for for $75 or something. I mean, it’s just ridiculous how inexpensive it’s gotten.

When I started at uh my first year in healthcare, which would have been 25 years ago, we were buying 540 megabyte hard drives. So, we’re not even talking a gigabyte hard drive, and we were paying 600 bucks Canadian for them. So, there you go. That that gives you an idea, right? And it’s just storage is like king and it has to be because we’re all doing video now and video takes up space, right? I mean,

right. Right.

So, it’s really interesting watching the evolution. And you know what really hasn’t changed in the digital evolution? Email.

Email is still based on the old standards and people still try and send videos by email, which is the worst thing you can do. Put it somewhere, right? But, uh,

embed embed an image, you know, a a thumbnail or whatever and let people click on through to the to the video. Um, but I I think you’re you’re absolutely right. In fact, uh, the more things change, the more they stay the same. And a lot of the people having the most success from a business standpoint, have stuck to the fundamentals of email or they’ve reinvigorated their approach to email, which means, you know, it’s it’s not your your your grandfather’s newsletter. We call it a newsletter, but it’s it’s a it’s a totally different form of communication. It’s not like, “Hey, buy this from me, buy this from me, buy this from me, and this is on sale. Buy it from me.” It’s it’s storytelling. It’s engagement. It’s teasing what’s to come. It’s clips from what’s happened. Um, it it may be uh basically like a a newspaper column in in in and and then hooking it up with plat forms like um Substack and and other community platforms.

And that’s the other side of email, whether you’re using something like Substack or you’re using um I don’t know a Mighty Networks or a Locals or something like that to build a community, you’re going around the social media algorithms because when you put something out there, it’s going to be delivered to everybody. And the ease of use of these platforms has gotten to the point where you really don’t need a lot of technical knowledge in order to, you know, get you get your work out there, get your ideas out there, connect with people, build community. Uh audio and video tools are often built in and easy to use. Um so I think there’s that side. It’s like there’s also a life outside of social media and that life outside of social media may be where business is really happening. Uh un Unless you’re running ads, uh, which seems to be the best way for a lot of people. I I’m not, you know, I don’t do a lot with ads on on social. I don’t do a lot with I don’t do anything with ads on Amazon, which is probably a mistake when I’m I’m trying to sell books. And that’s, you know, maybe I should be doing YouTube, too. These are areas I’ve got to look into where, you know, I’ve just always kind of been like, hey, I’m all organic. I’m all organic. That’s me. You know, if it doesn’t work organic. Well, then you know, I mean, I boosted a Facebook post here and there when that really didn’t mean all that much, right? Like, you know, you could get a whole bunch of views overnight from a foreign country or whatever on your video. And I’m like, okay, that’s that’s not worth anything. Um, but I I do think I do think these are pay-to-play platforms, mostly your social networks right now, and depending on where the the cost and benefit is, Um, I wouldn’t say that it’s a bad idea to consider that if you’re trying to get traction because that’s that’s how the game’s being played right now. And and if you want to win, you’ve got to look into things that work. Um, but that’s that’s another area. I I know I’m going on a little long on this, but Amanda Robinson wrote a chapter about how the way we do targeting is going to change because you’re not going to have access to that type of demographic information about your audience anymore. And so if you become an expert in targeting, really drilling down to find that to get your content in front of people who fit the avatar of your business. That isn’t going to be the way. It’s going to be a wider net that you’re going to have to cast probably going going forward. So what that’s going to do to advertising, there’s just so much going on. It’s it like I say in the the first line of the uh introduction I say something like it all seems so quaint in going into 2016 when we first did this and you know Facebook Live hadn’t even launched yet and

you know

uh stories were told around campfires and

we were and we were all uh broadcasting stuff on Google Hangouts on air back then right

you know

or Blab or Periscope so yeah I mean there’s so many in intricacies. Um and and I think that’s why this book, you know, um even though last year’s book talked a lot about AI, this year we get back to some of these different changes that are coming uh because of the political and social and economic environment that uh creators need to be aware of and anybody in business has to consider because if you keep doing things like the old way um the platforms, their algorithms, their rules and all that have changed. And uh what worked three years ago or even last year may not work now.

Yeah. It’s no longer the old days where you could write a blog post and take that blog post and post it on Facebook and you would get traffic. That worked at one time 18 years ago.

And now, you know, I’ve got I’ve got a client who’s got a e-commerce store and he keeps complaining he’s not getting enough traffic. And I and I keep saying don’t So, when are you investing some money in ads? Well, I don’t want to. I don’t want to be a marketing expert. I said, then you might as well get out of business or pay somebody because it’s hit the point where you need to do some work. And with the algorithms on social, you do got to go to some paid concept. Um, you got to start to look local. So many things have changed and this industry is evolving. And that’s why I like these books. I mean, because you can go back and look back three years and look at what’s changed and then what’s going on. Right? So,

and I and I talk about um one of the things I do, you know, I don’t actually do predictions. I tend to write an intro in which I kind of summarize the trends and where things are going. Um but this year for the the 10th year, I talk about 10 principles that I think,

you know, ground people for for success that I’ve acquired over the 10 years of doing this. And more and more this principle that I think I lead off the list with is build community from day one.

And you know it used to be building community meant posting a lot on social media and people follow you and then you have a community and then you can always consider doing other things. Now you need to move people to places where you actually have access to them. Um and that means your email list that means a substack or a locals or a mighty networks and And I I honestly don’t think even Facebook groups are a great option anymore because they limit within the group. You’ve got to get around the algorithm. And and the way you do that is you cast your net out on social media. But as soon as somebody’s digging what you’re doing, here’s where you can get more of it. Join my Substack. Sign up for my email list. Join my community on locals or mighty networks. I have a mastermind group or I I have a membership you know, for $5.99 you get, you know, 10 videos a month on how to, you know, optimize XYZ or whatever. You have to have something like that because it’s not just about revenue, although these are probably uh really good ways to monetize now, but it’s it’s about setting up a system where you can reach people and the people who are most interested um are are the ones who are going to benefit and and really take that next step. And so monetizing your content, for example, doesn’t necessarily mean 20,000 followers on Twitter. It can mean 50 people who love your stuff and are willing to pay $5, $10, $20, $100 a month, whatever you’re charging, depending on if it’s, you know, a one time a month behind the scenes or it’s a, you know, know 10 course bundle that they get or whatever you’re giving out. But you’ve got to think of what can I do that’s above and beyond for the strongest followers, the strongest members of my community, and how do I offer them a place where they can talk to one another and and they can engage more deeply? Because I’ll tell you, I’d rather go straight into a community. And I’m not talking about Facebook groups, which are not what they were advertised to be five years ago or whatever. I’m talking about one of these communities where I know people are going to be talking about something of interest to me rather than um hope that it comes across my feed on on social media.

Yeah, I I would agree with you. I think I think community is everything and I find that um you know, we talk about Facebook and I find personally I’m I’m pulling back more and more on Facebook. I spend less time there. My family hates me by the way for that. But that’s the point. I I don’t I don’t post pictures there. I don’t post anything there. If anything, I might post the odd picture on Instagram, but I’m really at the point I’m back to where I was 15 years ago where I have a personal website and I I post stuff there and if people want it, find it. They don’t want it, fine. But I I’d rather have control instead of dealing with the algorithm. Right. So that’s

right. So I I mean I’d rather any content that’s substantive that I’m going to do, whether it’s a podcast, if it’s a video, even if the video is housed on on YouTube. Um, it’s an article, a blog post, a newsletter, uh, an email, uh, that’s not just a marketing email, but has, um, you know, some substantive content in that’s all going on my Substack. Like, here’s one place to go and and connect with me and get my content. You’ll never miss it there if you subscribe. Um, right now it’s free to subscribe, but um, for anybody who’s thinking about how they monetize platform like Substack. It’s built right in. You can charge for access to certain pieces of content or provide certain benefits. Um, think Patreon, you know, married with a um I don’t want to say Facebook group, uh, but it it’s it’s a combination of Patreon community and, uh, email. I mean, and it’s it just

it’s a it’s a wonderful place for uh building a community if it’s not going to be the kind of place where you’re um want to have a gatherings, right? I mean, you but you’re going to put content, you know, you want to have uh a place where it’s just all ongoing discussion about you or whatever. Then you look at like a mighty networks or uh or you know, you or your topic or yeah, school or locals or something like that. Um but I I think all these type of platforms that we’re talking about here are going to become much more well known across the the digital space as time goes on. Maybe not these specific ones, but somebody’s going to get all that stuff right. And you know, Substack has some social. It’s got some sort of sort of like ex Twitter feed thing with notes and you can host your podcast there. And so, um, I think somebody’s going to come up with the right mix between between social and access to your audience and monetization and that’s going to be the breakout star of I don’t know 2027 or 2028 or something like that.

I think it I think it’s coming sooner than that. So,

right,

in the interest of time, what I would say is go get the book. Number one, uh I’m going to be selfish because I’m in the book. So, go get it. Go get it now.

You have to get it now.

You have to get it now. What I would suggest is jump on the day one sale because you are selling them for 99 cents.

Yes.

And and I would encourage anybody get the Kindle version, but also go get the paperback. Um I have both and I just find when I’m out and about and I want to reference it, it’s easy because I have the Kindle app on my iPad, but I prefer a regular book in my hand. So there you go. Um book is the paperback is actually $12.99 right now. It’s uh US. It’s typically 19.99. So if you’re thinking you might want the paperback, now is a good time to uh to jump on on that. But of course, uh you know, 99 cents, you can’t beat it. So, today’s a great day to get the uh the Kindle version for sure.

Yeah. And uh and read it. And then what I would say to you is if you haven’t read the previous editions, go get those two because they’re still worth it. And uh and go follow Ross on um

X probably

Substack. Ross

Rossbrand.substack.com.

X is great too at uh Ross Brand on uh on on Twitter

and I would say Ross and I moved to Substack right about the same time as CL actually. So

yeah, my my output is slowed a bit with the with the book launch and uh Podfest coming up in another week. But uh I’m I’m definitely uh committed to Substack as a place for uh 2025.

So am I. And go support Ross. He does some great work. and and he loves to answer a few questions. So,

welcome.

Thanks for having me on, Robert. Thank you for contributing to the book, for promoting the book, and uh just uh being a good friend, and and I always enjoy talking uh anything from the digital world with you. Uh it’s always a lot of fun.

Yeah. Thanks, Ross. You be well and take care of yourself. Talk to you soon.

Thank you. You as well.