Platform Generation Evolution

Shaan Puri shares insights about how marketing platforms evolve with generations, using Madison Reed (a hair color company) as a case study. He emphasizes that while platforms change, core marketing principles remain constant.

Key Points:

• Platform Evolution for Brands:

  • TV ads dominated previous generations
  • Madison Reed built success through Facebook ads ($150M revenue)
  • Next generation will be reached through TikTok and Instagram Reels

• Marketing Fundamentals:

  • Core human desires remain constant
  • Visual products work well (especially beauty)
  • Before/after demonstrations are powerful
  • High margins are possible with right execution

• Building Modern Brands:

  • Need to match platform to target audience's media consumption
  • TikTok today is similar to Facebook 2012-2014
  • Creator partnerships build trust and brand recognition
  • Focus on platform-native content strategy

• Timeless Marketing Principles:

  • Old advertising hooks from 1910s still work today
  • Example: Wall Street Journal's "Two Young Men" story ad
  • "Curiosity gap" technique remains effective
  • Human nature and psychological triggers don't change

• Success Formula:

  • Find proven concepts from past
  • Adapt to modern platforms
  • Target new generation where they are
  • Keep core marketing psychology intact

• Current Opportunity:

  • TikTok is currently undervalued for marketing
  • Potential to replicate previous platform successes
  • Need to understand platform-specific content requirements
  • First-mover advantage still exists