GEN C: The New Rules of Brand Building with Nick Tran

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CoinDesk

Business News, News, Daily News, Tech News

4.7 • 698 Ratings

🗓️ 14 January 2025

⏱️ 47 minutes

🔗️ Recording | iTunes | RSS

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Summary

Former TikTok Head of Marketing Nick Tran shares how the traditional marketing playbook is evolving and why brands need to rethink their approach to connecting with modern consumers. Nick Tran is a marketing innovator whose career spans leadership roles at Samsung, Hulu and most notably as Head of Marketing at TikTok during its explosive growth phase. In this episode, he discusses how TikTok revolutionized content consumption, why traditional brand marketing needs to evolve, and his perspectives on AI, organic social media and the future of marketing in 2025. Nick also shares anecdotes on how he became a Co-Executive Producer on Kanye West’s documentary Jeen-yuhs: A Kanye Trilogy. Links mentioned from the podcast: Meta’s fact-checking changes are just what Trump’s FCC head asked for Vayner Media x Ipsos Report Nick’s Twitter Nick’s LinkedIn Watch this episode on video: YouTube CoinDesk Follow us on Twitter: Sam Ewen, Avery Akkineni, CoinDesk, Vayner3 From our sponsor: In Chinese, belief means trust. For 10 years, Consensus has united those who believe in building a new internet where everyone has value. Join us at Consensus Hong Kong February 18 - 20, 2025 where belief becomes real. Connect with global leaders, innovators, and investors shaping the future of Web3, and experience the power of collaboration at the industry's most influential event. Register now: https://go.coindesk.com/3BeigBq - "Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by by Uyen Truong. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Transcript

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0:00.0	Because the other crazy insight that we found is that people tend to only have on average
0:04.9	in the U.S. three social media apps on their phone because they feel an obligation to contribute
0:10.5	to the social media, quote, unquote, community, whether it's like posts or whether it's adding
0:14.6	pictures or whether it's like, you know, dropping, dropping tweets or whatever it might be.
0:18.7	But when it came to entertainment apps, as long as people were feeling entertained,
0:22.7	they were happy to download more apps.
0:24.3	So it also created this opportunity for us to compete in a place
0:26.8	that had more white space
0:28.1	and also had higher engagement times
0:29.9	because people will spend upwards of three to four hours a day
0:32.9	on entertainment,
0:33.9	but only like 30 to 60 minutes on social media.
0:42.7	I'm going to... on entertainment, but only like 30 to 60 minutes on social media. Sam, so nice to see you.
0:44.2	How's it going?
0:45.1	It's going great, Avery.
0:46.1	We have a big pack show today.
0:47.9	I want to get right into it.
0:49.6	So first off, give us two minutes on CES.
0:52.4	What was it like?
0:53.5	For one, it was an amazing week at CES. I was only there for 36 hours, but it was super action-packed. I had Gary for a day. And the brief was, let's have the most productive 12 hours possible. So we did that. That was actually on Tuesday. And then Wednesday, we did a really cool, you know, event with our friends at Ipsos, did some cool research. There were a lot of of brands at c yes there was a lot of interesting tech as well got to walk the floor you know there's the usual
1:15.2	AI conversation the usual stuff on hardware nothing that totally blew my mind it feel like felt
1:20.1	like some like repackaged stuff we've seen before but it felt like a lot of media people were
	...

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