📰 PRASÓWKA #24

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W dzisiejszej prasówce znajdziesz:

📈 Trendy: Decline in College & Return to Trade Professions & Vanity Continues in Full Force

🧠 Rozróżnienie między trialem, freemium a reverse trialem.

💡 The climate conversation has entered a new era od Billa Gates’a.

💡 Rozwój e-commerce: Temu i Shein są najszybciej rozwijającymi się platformami e-commerce w USA, ale praktycznie nie mają amerykańskich sprzedawców. 

💥 Najlepsze spoty reklamowe 2023 od YouTube.

📈 Pojawiła się druga część trendów od Rex Woodbury, którą także polecam przeczytać w całości 😀 Wybrałam dwie kluczowe kwestie i dodatkowe dane, które obrazują zachodzące zmiany.

Decline in College & Return to Trade Professions

From fall 2019 to fall 2021, undergrad programs saw a 6.6% decline in total enrollment. This decline is sharper because of COVID, sure, but it also continues a long-term trend: college enrollment has declined for 11 years straight.

The cost of education is growing 8x faster than real wages. In the 1950s, 30% of household income was enough to pay for college. Today, people need to shell out 80% of their household income. Tuition costs have swelled +1,184% since 1980.

And college is less accessible to the less privileged: children born in the bottom income quartile in the US have just a 9% chance of achieving a college degree by age 25. College is becoming untenable. And younger people are waking up to that fact. As a result, 2024 will see a continued decline in college enrollment and an uptick in skill-based education—including training for skilled trades.

Vanity Continues in Full Force

Medspas provide nonsurgical aesthetic treatments—think Botox, microdermabrasion, or laser hair removal. And they’re growing fast.

The U.S. Bureau of Labor Statistics predicts that employment of estheticians is going to grow 29% in the next decade. (…) There’s also no reason that men need to be flying to Turkey to get hair transplants. I expect companies to pop up to make such treatments more cost effective in the U.S. Any cosmetic treatment will become more accessible, more affordable, and—crucially—more acceptable. Stigmas toward plastic surgery and other aesthetic procedures are fading—fast.

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🧠 Poniżej dodaję fragment dobrego materiału od Eleny Verny, w którym znajdziesz rozróżnienie między trialem, freemium a reverse trialem:

There's always this debate about whether to go with a Trial model or a Freemium model. Well, I'm throwing a curveball here: why not mix it up with a Reverse Trial!

First, let’s cover what each of these means: Trial vs. Freemium vs. Reverse Trial.

1. With the usual Trial approach, you start with a trial, but when it ends, you either pay up or you're out. It's great for pushing people to become paying customers (kind of a 'do or die' vibe), but nailing the exact duration for the trial is tricky and if the handoff is managed poorly, you’re creating forced churn, where valuable potential customers are forced out of the nest before they’re ready to fly.

2. Then there's Freemium. Start for free, pay if you want more. It's awesome because it makes it super easy for people to get on board (who doesn't like free stuff?), and it really takes advantage of your web traffic. But the tricky part? Getting those free users to even notice (let alone pay for) the extra features.

3. Enter the Reverse Trial. It's like flipping the script. You start customers off with a trial that gives them all the goodies of a paid version right when they sign up. But here's the kicker: after the trial, they can keep using your product for free, just with fewer features. It's a win-win: they get hooked on the cool paid features, boosting your conversion rates. And even if they don't go for the paid version, they stick around as free users. Plus, you can always offer them another trial later to nudge them towards upgrading.

A quick heads-up, though: The Reverse Trial isn't a one-size-fits-all solution. If your product costs a lot to offer as a trial or isn't used that often (like low monthly active users), then this might not be the best route for you.

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💡 W podsumowaniu 2023 od Billa Gates’a pojawiło się kilka interesujących rzeczy np. jak AI można wykorzystać w obszarze medycyny, czy edukacji. Moją uwagę zwrócił jednak temat zmian klimatycznych i fragment o nich zamieszczam poniżej:

The climate conversation has entered a new era.

I was also struck by how sophisticated and nuanced the conversation around climate has become. The biggest change I saw in Dubai was how broad the discussion is about mitigation—and especially clean energy.

At previous COPs, a lot of the focus was on scaling up wind and solar. At this COP, there was a lot more discussion about other sectors that contribute significant emissions, like agriculture and manufacturing. (I’ve written before about what I’m doing to reduce and offset my own emissions.) It’s also clear that leaders are thinking seriously about how countries can build a green energy future that pulls from many different sources. Wind and solar remain a key part of that future, but leaders now recognize that you need to supplement them with something more reliable when the sun isn’t shining or the wind isn’t blowing.

That something increasingly includes nuclear energy. (…) Nuclear is the only carbon-free energy source that can reliably deliver power day and night, through every season, almost anywhere on earth, that has been proven to work on a large scale. As countries make progress on their climate plans, more people are realizing that we will likely need nuclear power to meet the world’s growing need for energy while eliminating carbon emissions.

Więcej o The road ahead reaches a turning point in 2024 »

💡 Dodaję bardzo interesujące informacje nt. rozwoju e-commerce - głównie w USA. Temu i Shein są najszybciej rozwijającymi się platformami e-commerce w USA, ale praktycznie nie mają amerykańskich sprzedawców. Ponad połowa sprzedawców Amazon ma siedzibę w Chinach, a dwa najnowsze rynki są przeznaczone wyłącznie dla chińskich sprzedawców.

Temu planned to add U.S. sellers, but “Temu is not sure whether there are enough local sellers in the United States that meet their requirements to provide the cost-effective goods needed by the platform at this stage,” reported LatePost in China in July. Another reason is that Temu’s marketplace uses the consignment model, where sellers ship items in bulk to Temu’s warehouses in China and agree on prices. Temu handles listing, marketing, fulfillment, customer service, and the rest. Thus, everything on Temu ships from Temu.

Various estimates put Temu’s GMV at $15 billion in 2023, its first full year of operation. No other marketplace or retailer has ever grown this fast. Although, of course, no other retailer had a pool of money to spend on marketing as big as PDD was willing to provide. It could become the fastest to crash to zero, too. The more than a billion dollars it has spent on marketing so far, and thus its massive operating unprofitability, might spell the end if shoppers don’t return organically.

Estimates put Shein’s GMV at $40 billion in 2023. For Shein and Temu, roughly half of their business is in the U.S., the rest in the dozens of other countries they operate in.

Shein and Temu are unlike anything U.S. commerce had seen before, the third iteration of Chinese commerce. They are retailers from China that only sell outside of China, operate at a scale of tens of billions of dollars, spend so much on marketing to be noticed by other retailers and ad networks like Facebook, and run marketplaces with no U.S. sellers or brands.

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💥 Najlepsze spoty reklamowe 2023 od YouTube.

In 2023, brands came to life in more stories across more formats and screens than ever before, showing that storytelling has no limits on YouTube. For instance:

Apple got millions of views for a 90-minute “Study with Me” video, for a casual short featuring the internet’s favorite grandma and an 18-minute high-polish breakdown of the innovations in the new Mac.

Louis Vuitton put up an entire 20-minute show and a six-second slay from Zendaya, each driving millions of views.

Pepsi was extremely prolific in their use of formats, lengths, and style. From one of the most watched ads of the year with 250M views for their exuberant musical anthem in India; to a multi-market activation of “No Lay’s, No Game” featuring global sports stars from Europe, Africa and Asia; to their superior executions in six seconds for PopCorners and Pepsi Canada.

Szczegóły w materiale A year on YouTube: Takeaways from great ads of 2023 »