The Digiday Podcast: Episode Summary Release Date: April 15, 2025

Introduction In this episode of The Digiday Podcast, hosts Kamika McCoy and Tim Peterson delve into pressing issues affecting the media and marketing landscape. They explore the ongoing fluctuations in tariffs, the rapid expansion and subsequent challenges within retail media, the high-stakes antitrust trial between Meta and the FTC, and the latest developments surrounding the potential TikTok ban. The episode features insights from Alyssa McKay, a prominent TikTok creator, who provides a nuanced perspective on navigating these turbulent times.

1. Navigating Economic Uncertainty: Tariffs and Their Impact The conversation begins with a discussion on the unpredictable nature of tariffs and their widespread implications across various sectors.

• Kamika McCoy (00:26): Highlights the chaos reporters face amid the volatile economic climate.

• Alyssa McKay (03:29): Explains the current state of tariffs, noting a "90 day pause" with a persistent 10% tax on imports from multiple countries. She elaborates on recent developments, such as the temporary exemption for smartphones and computers, which sparked a tech stock rally. However, President Trump’s reversal of this decision added to the uncertainty.

  "There are still tariffs in place. They're just not as dramatic as the Liberation Day tariffs." (03:16)

• The uncertainty surrounding tariffs is causing ripple effects, especially in the advertising market. With auto tariffs still active, industries reliant on consumer spending, like advertising, are experiencing significant strain.

2. The Boom and Challenges of Retail Media Retail media is experiencing unprecedented growth, but this expansion brings its own set of challenges.

• Alyssa McKay (06:18): Discusses the surge in retail media, particularly how retailers like Walmart are capitalizing on first-party data to enhance their advertising offerings. However, she points out the increasing demands from retailers for higher annual ad spends—up to a 25% increase, as reported by Adweek.

  "If Walmart had asked you to spend $10 million last year, this year they're for your GPP, they're coming back this year with, like, $14 million." (08:13)

• Kamika McCoy (09:31): Emphasizes concerns among media buyers regarding the lack of standardized measurement in retail media, making it difficult to justify increased ad spends amidst economic uncertainty.

• The conversation highlights Walmart's aggressive push for higher ad commitments, placing brands in a precarious position where they must balance increased investment with uncertain returns.

3. Meta vs. FTC: The Antitrust Battle The episode shifts focus to the Federal Trade Commission's antitrust trial against Meta, accusing the company of monopolistic practices through the acquisitions of WhatsApp and Instagram.

• Alyssa McKay (11:10): Provides an overview of the trial, arguing that Meta's strategy of acquiring rising platforms effectively eliminates competition.

  "Meta bought Instagram in 2012 for a billion, and they bought WhatsApp in 2014 for 19 billion." (12:20)

• Kamika McCoy (13:00): Notes that if Meta is forced to divest its acquisitions, it could significantly disrupt the advertising ecosystem, particularly affecting smaller businesses reliant on Meta's integrated ad platforms.

• The hosts speculate on the potential outcomes of the trial and its broader implications for the digital advertising landscape, drawing parallels with Google's antitrust issues.

4. TikTok Ban Delay: Implications for Creators and Brands With TikTok facing another potential ban, Alyssa McKay shares her experiences and strategies to mitigate the platform's instability.

• Alyssa McKay (16:20): Discusses her proactive approach to diversification, maintaining a presence across multiple platforms like Snapchat and Instagram to safeguard her career against TikTok’s uncertainty.

  "The best time to start was 10 years ago. The second best time is now." (02:39)

• Eliza (guest, 17:11): Reflects on the 75-day extension of TikTok's ban and her relatively calm reaction, emphasizing that her diversified presence ensures she remains unaffected if TikTok were to disappear.

  "I really don't know what would happen if that [TikTok] were to go away. Eventually, I think that we would all gravitate towards a platform." (19:14)

• The discussion covers how dominance in TikTok’s algorithm has made it a critical testing ground for content, and how creators like Eliza are leveraging features like Instagram Reels and Snapchat Spotlights as alternatives.

5. Diversification Strategies: Building Resilient Brands A significant portion of the episode underscores the importance of diversification for creators and brands in an unpredictable digital landscape.

• Eliza (28:55): Explains her preference for Snapchat over TikTok for brand deals, citing higher engagement rates despite a smaller follower base.

  "Smaller platforms like Snapchat provide more natural integration into creators' stories, making them more effective for brand promotions." (32:23)

• Kamika McCoy (34:37): Inquires about content ownership and audience management amidst platform instability.

• Eliza (34:44): Shares her experiences with account bans and the importance of cultivating independent audiences beyond any single platform to ensure content ownership and audience retention.

  "Your social media is like your resume." (48:22)

• The hosts and guests discuss the operational challenges of managing multiple platforms, the varying engagement metrics, and the necessity of maintaining authentic connections with audiences across different media.

6. Future Projections and Creator Advice Looking ahead, the podcast explores potential shifts in the social media landscape and offers advice for creators navigating these changes.

• Eliza (40:00): Emphasizes the need for continuous content testing and adaptation, particularly focusing on Instagram’s trial reels as a viable alternative to TikTok’s algorithm.

• Alyssa McKay (47:18): Advises creators to diversify their presence to mitigate risks associated with platform bans, reinforcing that reliance on a single platform can jeopardize their careers.

  "Diversify. Post everywhere even if it flops. Your social media is like your resume." (48:22)

• The episode concludes with reflections on how creators can build resilient brands by leveraging multiple platforms, maintaining direct audience connections, and staying adaptable amidst regulatory and economic uncertainties.

Notable Quotes

• Kamika McCoy (00:26): "It's rough as it has been to be a reporter trying to navigate everything that's happening right now."

• Alyssa McKay (02:43): "The best time to start was 10 years ago. The second best time is now."

• Eliza (19:14): "If TikTok were to go away, that kind of is where we derive a lot of the content that we do see elsewhere."

• Eliza (34:44): "Your social media is like your resume."

• Alyssa McKay (48:22): "Diversify. Post everywhere even if it flops."

Conclusion This episode of The Digiday Podcast offers a comprehensive exploration of current challenges and strategic responses within the digital media and marketing spheres. From the volatility of international tariffs to the high-stakes antitrust battles and the ever-present uncertainty surrounding TikTok, the hosts and guest Alyssa McKay provide valuable insights into building resilient, adaptable brands. Their emphasis on diversification, authentic audience engagement, and strategic content distribution serves as a guiding framework for creators and marketers navigating an increasingly complex digital landscape.