Why TikTok Shop isn’t just for cheap stuff anymore, LinkedIn’s algo woes and Omnicom’s big takeover

0:00Jasmine Enberg: Hi, everyone. This is Scalable, a weekly show about the business of the creator economy. I'm Kaya Yurieff. And I'm Jasmine Enberg. Every Thursday, we take you beyond the headlines to tell you what's happening, what it means, and why it matters.

0:15Jasmine Enberg: Your call has been forwarded to an automatic voice message system. A missed call doesn't feel like anything. No red flag, no notifications screaming at you. It just disappears into your call log. And nine times out of ten, that was someone ready to hand you money. That's why today's episode is brought to you by Quo, spelled Q-U-O, the business phone system built so you never miss a call. Here's what I like about it. All your calls, texts, and voicemails live in one place, so anyone on your team can pick up a conversation, see the full history, and respond fast. No more, wait, who talked to this customer last?

0:51Jasmine Enberg: And if you're worried about after-hours leads slipping through, Quo's optional built-in AI agent can answer questions and even book appointments while your team's offline. It's the number one rated business phone system on G2, and over 90 ,000 businesses already trust it to stay reachable. Money is on the line. Always say hello with Quo. Try Quo for free. Plus, get 20 % off your first six months when you go to Quo.com slash tech. That's Q-U-O dot com slash tech. Here are five creator economy headlines to know this week. This holiday season could be a turning point for TikTok shop. Instagram wants employees to do less talking and more doing.

1:31Jasmine Enberg: Panels, the custom wallpaper app founded by top tech YouTuber Marquez Brownlee, is shutting down at the end of the month. Oxford's word of the year this year is actually two words, rage bait. NBC, Universal and YouTube are sending a group of creators and sports personalities to the 2026 Winter Olympics, including Cleo Abram and Kylie Kelsey.

1:56Jasmine Enberg: Hi, Jasmine. Hey, Kaya. Happy Spotify Wrapped Week to all who celebrate. We both had 21 as our average listening age, which is so funny. Although not shocking. Not shocking. A lot of Taylor Swift listening for both of us, although she was not my top artist this year. It was Alex Warren, which if you listened to the podcast earlier episodes, you know my obsession with his music. I think what was also fun. Who was your wait? Who was your who was your top artist? Taylor Swift. She was my top artist. All of my top albums and all of my top songs are Taylor Swift. So you just learned a little bit more about me.

2:34Jasmine Enberg: What was different for us this year is we got to see the Spotify wrapped experience from the creator perspective as creators ourselves for the first time. Obviously, this show is super new. So there was not a ton of data. We're only about a month into the show, but I think what was so exciting is to see that we have listeners from five countries, U.S., U.K., Germany, Slovenia, and Spain, which is exciting. And we were also super excited and kind of shocked to see that we were also among the most shared shows for 2025. So we, according to our Spotify rep, received more shares than 90 % of other shows.

3:06Jasmine Enberg: So thank you to everyone who is listening and sharing on Spotify. But Jasmine, I'm so jealous because you also got to go to Spotify's end of year event, which was a party kind of celebrating the top podcasters, creators and artists, which happened in L.A. Yeah. I mean, I always love Spotify wrapped in this year. It was so much fun to get to celebrate it in person with, you know, podcasters, creators and really just, you know, partying for all of the big themes from from Spotify this year. Zara Larson performed, which was a big highlight for me. I used to listen to her song, Ruin My Life on repeat.

3:39She's also from my part of the world. So it's nice to see, you know, a Nordic artist on stage. The other thing that was really fun to see this year were people's YouTube recaps, which is basically YouTube's version of Spotify Wrapped. They were released just a day before Spotify Wrapped, which I don't think is coincidental, but people really seem to love them. And that's great news because if you remember YouTube Rewind, which was its previous version of YouTube recaps. People really hated those. And actually, the 2018 video is the most disliked video on YouTube of all time. Now, I think a lot of the reason that people complained about them and didn't like them was because they said that it didn't reflect their YouTube viewing experiences.

4:27Some people even allege that that might have been intentional. I don't know whether that's true. I I mean, our experiences on YouTube are so different. YouTube is so many different things to so many different people. So it makes sense that people would have different types of viewing experiences. And of course, this year, YouTube recaps are personalized. So hopefully that mitigates some of the potential backlash.

4:49Jasmine Enberg: Yeah, I think it's all about timing and execution with these things. I mean, that was so long ago when they made that attempt. And I think Spotify Wrapped has become so popular that everyone does a recap. So I think it makes sense for YouTube to kind of try it again. I mean, I just got a recap from Duolingo, okay? Like, I was like, wait, literally every episode. What did they put in the recap? Well, it told me that I spent more than 2 ,000 minutes learning Spanish this year. But I still have, no, but I still have elementary proficiency. So obviously, I have more work to do in 2026 on that. So now we all know Kaya's New Year's resolution for 2026.

5:28But today, we're going to talk a little bit more about the big headlines. starting with the Black Friday frenzy on TikTok Shop. Black Friday and Cyber Monday have, of course, always been a really big part of TikTok Shop's growth story. If you remember, it launched in September 2023, just before the holiday shopping period. It also had a ton of discounts and incentives and deals to get brands and shoppers on board. This year, TikTok says that TikTok Shop pulled in over$500 million in sales in the U.S. over the four-day shopping period between Black Friday and Cyber Monday. Last year, it generated about$100 million in the U.S.

6:08on Black Friday alone. Now, the growth aside, I think what really stood out to me this year were the number of big name brands that have leaned into TikTok Shop. That includes household names like Disney and Gap and Ralph Lauren, which if you listened to last week's episode, you know I am obsessed with. on TikTok. I think for a long time, TikTok really struggled to get blue chip advertisers and big name brands on board with TikTok Shop for a lot of reasons. But it feels like the narrative around TikTok Shop is starting to change.

6:41Jasmine Enberg: Yeah, I mean, this to me feels like a major turning point for TikTok Shop. I think for so long, people have thought of it as a place for kind of discounted junky goods. And look, there's still plenty of that. But I think similarly to how Instagram Reels was thought of as kind of a low quality ripoff of TikTok. A few years later, it's gotten so much better and so good. And Instagram kept plugging away at it. Creators are growing, they're posting native content, and the product is good. So it feels like that's kind of the moment TikTok Shop is in now. The data is obviously showing that with the sales data, but also it's anecdotal sentiment.

7:14Jasmine Enberg: This morning, I was watching Alex Cooper's story, and she posted about a dog bed that she bought on TikTok Shop and said it was like her best purchase on TikTok shop and quote said, so turns out it's not all scary over there. And then also clarified that it was not an ad. So, you know, clearly people are finding good products, even though there, you know, might be low cost. And then on the other side of the spectrum, you have this Bloomberg report about luxury items being sold on TikTok shop. So everything from secondhand Rolexes to Hermes handbags are selling for thousands of dollars. The sentiment is shifting online.

7:47Jasmine Enberg: But the fact that people are buying luxury items at that high of a price point, I think really speaks to the trust that TikTok shop has built. So this could really be the moment where TikTok shop starts to kind of shed its reputation as being kind of sketchy. I, for one, am using a$5 light that I bought on TikTok, which honestly is better than more expensive options that I've used. Yeah, I mean, I think it takes time to build something right. But I still don't think that I would buy an Hermes handbag on TikTok shop. No, I don't have that level of trust. But the fact that people do is crazy. The flip side of all of this, though, is that with more brands on TikTok shop, there's obviously going to be a ton more shopping content.

8:27TikTok also said that creator affiliates posted about 10 million shoppable videos over Black Friday weekend. That is huge. But like we talked about last week, that also means that for brands and creators, it's a lot harder to break through. They're also obviously competing with all of the regular content and AI-generated content that is flooding our feeds on TikTok and, of course, elsewhere. We also saw some evidence that people are kind of getting desensitized to shopping content. There were several videos that I saw over the weekend about how people just couldn't shop anymore because all the haul videos look the same and it's all just stuff.

9:05And I think, again, this speaks to this trend against overconsumption that we've been hearing and talking about, especially now when the economy is so uncertain and people's budgets are tight. That said, some brands did really have a banner weekend on TikTok and our friends at Dash Social actually shared some data on a couple of them. So Steve Madden was one that went all in on creators for Black Friday. They relied entirely on creator content on TikTok and found that their Shop With Me creator videos on the platform drove 103 times higher views than the average for its own content. Abercrombie was another one.

9:44It used stackable creator codes, which means creator-specific discount codes that are then combined with another offer to drive a 511 % growth in engagement across its Black Friday content. The one big question that I still have from all of this is how much did this increased awareness and increased engagement actually translate to sales, that is harder to track. But we did talk to Micmac, which analyzes data across 2 ,500 brands. And it showed that meta ads were actually a little bit more effective at driving conversions than TikTok ads were, even though there was a lot more ad traffic coming from TikTok.

10:27So take that for what you will.

10:29Jasmine Enberg: Yeah. And the downsides, as you alluded to, is that people have been complaining since TikTok Shop launched about this flood of shopping videos on TikTok that's kind of taking away from kind of the magic of the algorithm and the entertaining videos. I mean, look, TikTok is not going to back away from this. ByteDance, its Chinese parent company, has seen such huge success with shopping content and live stream commerce that it's going to try to make it as big of a success as it can in the U.S. So they're not going to back away from it, but it certainly, you know, has turned some users off from the platform.

11:00No, they're certainly not going to back away from it. And I remember it was actually right after one of your conferences, Kaya, when you were at the information, it must have been 2024, right after TikTok Shop launched. And we had run a survey at a marketer about TikTok usage, really asking people how their usage had changed after the launch of TikTok Shop. And most people who were on TikTok actually said that they had increased their use. And so I think what that says is, you know, there's always this disconnect between what people say and how they behave on social media. Yeah, nobody wants an ad.

11:34People may be desensitized to shopping videos, but that doesn't mean they're not using the app because there's so many other reasons to go on TikTok as well. Yeah.

11:43Jasmine Enberg: And I think, of course, all of this Black Friday success for TikTok is coming ahead of the thousandth punted deadline for TikTok to find a buyer or face a ban in the U.S. that deadline is December 16th. I think at this point, a lot of people are so desensitized to that and don't really feel like it's a legitimate threat anymore. It does not come up very often in my conversations with creators, certainly. This is a story that I have followed for literal years dating back to 2020 when I was at CNN and Trump first moved to ban TikTok. So there have been a lot of false starts. So I understand why people are desensitized.

12:17Jasmine Enberg: And I think most are not taking it as a serious threat anymore. I mean, look, the law is in effect. It's just not being followed. Um, and yeah, so I think that's almost like a non-factor here. Plus the holiday shopping season comes before the deadline anyway. So might as well get those sales in while you can. Yeah, I mean, I think you're right that for consumers and creators, it does feel kind of like a non-threat. They also feel like they've been gaslit so many times over the past year or so that nobody believes that it's actually going to happen. I don't, I wouldn't go as so far as to say that it's a non-threat for brands, but the threat level definitely has changed.

12:52It's less about whether or not TikTok will disappear from the U.S. entirely and more about how a potential deal could disrupt TikTok's operations and then the businesses of the platform or the brands that rely on the platform. I think what's happening right now is that the short term goal of generating holiday sales is trumping the longer term threat of potential business disruption, right? So a lot of brands just aren't willing to miss out on the biggest sales opportunity of the year. And as you mentioned, sentiment towards TikTok shop is changing. So it feels like a good moment for them to lean in despite all of the uncertainty.

13:32And that's very different from, say, nine months ago when there was a lot of big brands I was talking to like DSW, who were telling me that they were still investing in ads. They were still investing in creator partnerships, but they were pausing more experimental things like TikTok shop. Now, obviously, the threat felt more real back then. It was just after the 14-hour shutdown of TikTok in the U.S., but it also is the slowest shopping period of the year. And I think, you know, looking into 2026, a lot of advertisers are still in wait and see mode. Social ad budgets are incredibly flexible, which means that they don't have to commit in advance like the way you do on TV.

14:10And so should there be disruption, a lot of these brands can easily shift some of their budget over to Meta or to Snapchat or, you know, any other platform that competes with TikTok. The other side of that, though, of course, is they can pretty easily turn those TikTok ads back on when they want to. So, you know, it remains to be seen what happens going forward.

14:32Jasmine Enberg: Okay, moving on to some big M &A news. Omnicom finally finalized its$13.5 billion takeover of IPG. If you don't work in the agency world and you're like, why should I care about this? Why is this deal such a big deal, Jasmine? Well, there's a couple of reasons you should care about this. And the first one is that the ad industry alone employs about 500 ,000 people in the U.S. So it's not a small industry by any means. It's not as big as, say, entertainment. But just for a fun comparison, journalism, for example, employs only about 50 ,000 people. And shrinking. Yes, I know. There's also a report from S &P Global Market Intelligence, which estimated that advertising-related spending supports about a fifth of the workforce in the U.S.

15:20So what all of this says is that what happens in the ad industry can really have a ripple effect across the entire U.S. economy. And right now, the ad industry, especially agencies, are under a ton of pressure. Their business models are under threat from big tech companies like Meta and Google, which control a lot of digital ad spending, as well as the rise of AI, which we all know is making content quicker, easier, and cheaper to create. There is a ton of fear among ad agency executives as well as employees, and a lot of that makes sense given the wave of layoffs that we've seen recently. There's also a ton of consolidation, which we talked about on an earlier episode.

16:04This isn't inherently a bad thing, but it is a troubling sign for independent smaller agencies that are already having a lot of trouble getting clients. Now, the Omnicom IPG merger or acquisition, excuse me, is really a mega deal. It is going to create the largest advertising holding company based on revenue, which then consolidates more power into the hands of fewer companies. And like with most M &A deals, there's also going to be layoffs. Omnicom said that they're laying off about 4 ,000 people and also shuttering some historic advertising and marketing agencies. And that has a real impact on people's livelihoods.

16:47Jasmine Enberg: And this deal also has an impact on influencer marketing, which we went more in depth on in our newsletter. One thing that we didn't hear much about was Creo. Creo is Omnicom's influencer marketing arm. And it didn't come up at all in the Financial Times interview. The CEO and other executives gave an interview to the FT and talked about the layoffs and some of the changes. But Creo was not mentioned at all. Are we thinking that that's a positive sign? I think right now, no news is good news for Creo. Creo as an agency itself has been around since about 2022, I believe. But earlier this year, Omnicom actually consolidated all of its influencer marketing efforts under the Creo brand, basically to centralize its operations and also give all of its clients across the different regions where it works access to those same resources and technologies.

17:37At the time that this happened, this was seen as validation of how important influencer marketing was to Omnicom's business, as well as to the marketing landscape overall. That makes sense, given all of the growing demand for creator partnerships. What I think is really interesting about Creo, though, is that it's a very different approach than we've seen Omnicom's competitors like Publicis and WPP take to bolstering their influencer marketing capabilities. They have been snapping up influencer marketing agencies left and right. Publicis acquired both Influential as well as Captivate, for example, really taking the approach of acquiring companies that have experience in this space instead of building from scratch.

18:20Omnicom through Creo really has been building its capabilities internally. And the last thing we saw was that about a month ago, Creo was actually hiring for 30 new roles. So as of what we know right now, it does point to, you know, more positive news for Creo than for other agencies under the Omnicom brand. So moving on to some media news that Kaya and I have both been secretly obsessed with. It is about Olivia Nuzi and Ryan Lizza. Kaya, what is going on?

18:51Jasmine Enberg: Okay, well, journalist group chats across the country have been lit up over the scandal. If you have no idea what I'm talking about, The Ringer has written an excellent recap that we will link in the show notes if you want to go deeper because we could spend a long time rehashing the back and forth. But just a quick TLDR. So if you actually have not followed this at all, you have some context about this. So Olivia Nuzzi was a prominent political journalist from a very young age of 24. She had a very, very prolific career as a Washington correspondent. And she was engaged to another prominent political journalist, Ryan Lizza.

19:24Jasmine Enberg: the TLDR is she had an inappropriate relationship with RFK Jr. Yes, that RFK. She's been under the radar for the past year, but now has resurfaced with a new job as an editor at Vanity Fair and a new book coming out this week, which has unleashed a frankly insane news cycle. I pre-ordered it. You did? I did. I had to. I have it on hold on Libby, so who knows? I'm going to get it in 24 weeks, so I might have to borrow your copy. But I think like drama of this aside, like we're not going to spend this time rehashing the back and forth because you can read that elsewhere. But I think what's so interesting about how this story is played out is it actually says a lot about the creator economy and the future of media and the moment that we're in.

20:07Jasmine Enberg: This all started with a very splashy profile of Olivia in the New York Times. There was this photo shoot of black and white. She's in Celine sunglasses, driving in a convertible in L.A. So it started actually with a traditional media piece of just her kind of staging her comeback and promoting her book. And then the rest of it has played out largely in independent media, which is so interesting. So Ryan Lizza, her ex, left his job. He also was caught up in Me Too allegations in the past. So amid all of the scandal a year ago with Olivia, he left his job at Politico and launched a sub stack. So he has been serializing his response to her media comeback on his sub stack.

20:51Jasmine Enberg: The first one was free. And then the subsequent parts are paywalled, which very smart strategy there. And the traffic has been pretty insane, at least what we've seen so far. Semaphore reported that one of I think the first newsletter got more than 700 ,000 views, which is really, really high for a Substack. And I think what's interesting is Olivia was quiet for a while, and then her response has also played out in independent media. So she did a closed Q &A for readers of Feed Me, the popular business newsletter on Substack. And she also broke her silence with a video interview with Tim Miller on Bulwark's podcast, which is an independent media company.

21:31Jasmine Enberg: It's a collective of Substack writers. And she also, interestingly, posted an Instagram carousel with bullet points about her experience of rolling out this book and having, you know, her ex throwing all these allegations, which included Monica Lewinsky checking in on her. So I think all of this to say is that it shows kind of there obviously is a huge role for traditional media to play in general. Like this all started with a very traditional profile in The New York Times. But I think what's interesting is that the rest of this never would have flown in a traditional newsroom. Like Ryan Ryan Liza never would have been able to publish this at Politico or anywhere else.

22:11Jasmine Enberg: First of all, it's super personal, even as an opinion piece. And second of all, you know, I think there's been some skepticism to, like, how does he know this information? And he's picking up on that feedback and now is citing some of, like, where he's getting information from. But we don't really know what's true and what's not, right? Like, but this has captured attention in such a way that, like, with independent media, sometimes you just got to give the people what they want. But regardless of what's true or not, the harm and reputational damage for Nizzi is huge. And obviously, you know, I think what he's alleging and why it's resonating so much, especially among journalists, is it's just huge transgressions of kind of journalism 101 and media ethics.

22:54Jasmine Enberg: But like, what if just play devil's advocate? What if 99 percent isn't true? It almost doesn't matter because people are eating this up and paying for the subsec and reading it. So it doesn't it almost doesn't matter what's true or not, because people are eating this up and the damage to her career, you know, is huge. So anyway, I think this is an interesting moment for the creator economy, actually. And like her choice to go on a podcast versus going back to traditional media or going on CNN to talk about kind of her response is also just really interesting and I think speaks to kind of the moment that we're in.

23:30Jasmine Enberg: I don't know if she was hoping for a more like sympathetic audience. But if you see some of the clips, Tim Miller's face is just like, what? Like just some of her responses. So I don't think I don't know that that interview really did her any help. But I would be curious if she had gone on CNN, if it would have been a different impact for her. I mean, I think that's a really smart take and one that I haven't heard elsewhere. It's, you know, interesting because I read that New York Times article. I have been following some of, you know, what's been going on in independent media, though. I have to say that you are far deeper in this than I am.

24:06Oh, yeah, I'm deep. I'm deep, too. I thought I was bad for ordering the book, but you know everything. I don't know. I'm kind of of two minds of this, right? On the one hand, there are really serious implications, right, for media in terms of journalistic ethics. There's also major political figures involved. And to that end, I think it's important for people to know what is happening. At the same time, it also kind of feels like these two people are just airing out their dirty laundry and we're learning all these behind closed doors secrets. And there's a lot in there that I wish I didn't know and wish could erase from my memory altogether.

24:44Jasmine Enberg: I'm also just curious, like, how much more material does he have? Like, how many more parts is he going to release on the sub stack? And then also, what's he going to write about when this is over on his sub stack? And I think that's a very fair question, right? In a way, this feels like, you know, a viral moment for him, right? Like kind of the way that creators go viral on TikTok. This is, you know, his version of that. And then figuring out how to build that into a sustainable audience. Yes, people are paying because they want to know more about this story. but are they going to want to know what else he has to say once this is over?

25:19Jasmine Enberg: I mean, he is a longtime Washington correspondent. So, you know, we'll see. I'm curious like what his numbers were before he got into all this back and forth. But I do think that there is always a crater economy angle, you know, with all these stories. So I wanted to point that out. Okay. Last big item for today is LinkedIn algorithm issues. Jasmine, take it away. I mean, LinkedIn rarely gets caught up in bad press. We tend to leave that to Meta and TikTok and X as well. But over the past few weeks, it has been facing pretty serious allegations of gender bias that have been popping up all over my feeds on LinkedIn all the way to Instagram.

26:00So basically what happened was a group of women ran sort of a makeshift experiment where they switched to male profiles and also changed the language of their posts so they sounded more like men. And what a lot of them found was that the reach and visibility of their posts on LinkedIn just blew up. And so there was one marketing leader, for example, named Lucy, who changed her name to Luke and said that her impressions rose over 800 % compared to the previous week. So this is pretty damning for LinkedIn. It also became a viral trend. LinkedIn, of course, responded to that. And it said that gender is not an algorithmic signal that it uses, but it also is not exactly a new problem.

26:46I mean, ever since creators started taking to LinkedIn, I have been hearing anecdotes about LinkedIn reportedly rewarding posts that have male coded language. And what I mean by that is clickbaity hooks or business jargon and buzzwords, as well as an assertive tone. I think now that more and more people are using ChatGPT also to write their LinkedIn posts, we're seeing even more of that because ChatGPT, of course, uses a pretty similar style. All of that said, I think the reality of all of this is that LinkedIn's algorithm doesn't actually have to favor or explicitly favor posts from one gender over another to create a bias or at least the perception of a bias, right?

27:29because a lot of times perception is reality on social media. And that's because LinkedIn's user base tends to skew more male. About 57 % of LinkedIn users around the world are men, according to Hootsuite, which means that a lot of the content that people are seeing, as well as the content that the algorithm is learning from, is coming from men. Now, that isn't a huge skew, but it is different from most other social platforms, with the exception of Reddit and X. Instagram, for example, is about 55 % female.

28:02Jasmine Enberg: So these gender bias allegations also come amid other algorithmic changes and issues to LinkedIn's algorithm, including LinkedIn serving weeks old posts, which creators have said have led to declines in reach and impressions. I will say that the only time that that was useful for me was when I took a month off and was not checking social media very frequently. Where like when I would go on LinkedIn very periodically, I actually found it really useful to see a post from three weeks ago. But now that I'm back in the game, I'm like, why am I seeing something from a week or two weeks ago? Or I was seeing, I remember around Cannes, I was seeing Cannes posts like a month later.

28:41Jasmine Enberg: And it's like, all right, we've moved past it. So that is certainly something they have to fix. Comments, on the other hand, are up 24 % year over year, according to Microsoft's latest earnings report. So engagement in other capacities is growing on LinkedIn. But yeah, some woes over there with the algo. And I think all of these issues are additive, right? I mean, I'm not certain that this would have made such big news had there not already been existing algorithmic issues with LinkedIn. I mean, I know I've been frustrated when I posted something and people haven't seen it. Or if I log on to LinkedIn in the morning and the first post I see is from three weeks ago.

29:20So LinkedIn has said, of course, that it's, you know, made some of these changes in order to improve the relevancy of the content that we see. But if that means that people are, you know, posting and not having their content viewed, that could then lead to declines in people posting, as could these new gender bias allegations. Right. And that is not good for LinkedIn. it is also not good for creators, founders, entrepreneurs, and even traditional business people that now view LinkedIn as a critical platform for personal brand building, but also for sales.

29:58Jasmine Enberg: And it's also a place that's become a go-to resource for real-time information. Like LinkedIn News is very topical every day. I think for me personally, I started posting more on LinkedIn after Twitter was acquired by Elon Musk because the platform changed so much and it didn't really feel like a home for news and information in the same way that it was. So I think the fact that, you know, of course, there's evergreen content on LinkedIn. But seeing stuff from three weeks ago, it just doesn't, you know, it's not a good look for the platform. And it's not a good user experience. And LinkedIn has been leaning into that timely content, too, right?

30:31I mean, it's been heavily promoting its news feature. And I do also want to say that I still love LinkedIn, it has done so much for me professionally. I mean, I also started posting on LinkedIn after Elon Musk took over Twitter for different reasons. I started posting my video clips on Bloomberg, and that helped me really start to build my own brand, right? And so LinkedIn has been critical for me. But yeah, I mean, I think it's just finding a balance between ensuring that the content is relevant, but also ensuring that it is timely is, you know, something that they still need to work out clearly.

31:05Jasmine Enberg: But that speaks to the stakes, right? Because we really use this heavily as a creator platform for ourselves. And so many other people see it, you know, not just B2B creators, but now increasingly B2C. So these are definitely issues that LinkedIn needs to address. Here is what else is going on in the creator economy this week. Instagram is requiring most of its employees in the US to return to the office five days a week, starting in February. This was first reported by the sources newsletter. In the memo to staff, Instagram's chief, Adam Masseri, also called for fewer meetings and more product prototypes.

31:38To me, that says less talking, more doing.

31:41Jasmine Enberg: Panels, the custom wallpaper app founded by top tech YouTuber Marques Brownlee, is shutting down at the end of the month. In a YouTube video, he said that we knew it was niche, but we made mistakes in making our first app, and we ultimately weren't able to turn it into the vision that I'd had. When panels launched about a year ago last September, it received backlash from users and fans who thought that its$12 per month subscription was too high. So I love Spotify wrapped, but I equally love the word of the year. And this year's word of the year from Oxford is actually two words. It's rage bait.

32:14Oxford explained that this year's news cycle was dominated by social unrest, debates about the regulation of online content and concerns over digital well-being. That's a direct quote. and it also said that the phrase increased threefold in usage over the past 12 months.

32:30Jasmine Enberg: So there you have it. Rage bait is the word of the year. NBCUniversal and YouTube are sending a group of creators and sports personalities to the 2026 Winter Olympics. Those include Cleo Abram, Kylie Kelsey, and Olympians Adam Rippin and Tara Woodall. All right. That's all we have for today. Thank you so much for tuning in, and we will see you back here next Thursday.

32:55you