Staying Relevant with Lego, Paul Rudd and YouTube

What do Lego, Paul Rudd and YouTube have in common?

Yes, they’re all great when you’re under the influence.

But they’ve also all managed to stay relevant while the world changes around them. And they’ve hardly changed who they are.

I got a new appreciation for YouTube this week. I was flattened by some god-awful bug, which meant for the first time in years I spent consecutive days on the couch. So I figured if I was going to be out of action, I might as well deep-dive into the YouTube bros talking all things AI. How soothing.

One of the best videos I stumbled across was from Dharmesh Shah, co-founder and CTO of HubSpot. He runs a billion-dollar company but is still scrapping away with AI experiments. The bit that stuck came right at the end. Someone asked how he stays up to date. He didn’t say books. Didn’t say podcasts (wahhh). Didn’t say “I call my billionaire mates for tips.” He said… YouTube. Hours a day. Watching what other people are doing. Turns out, billion-dollar founders are just like us. Sitting in trackies watching tutorials for free. Although he can probably afford Premium. Jealous.

Last week, we shared the State of Retail on YouTube report, showing that YouTube reaches 97% of online Australian adults, with 52% turning to it for product discovery. And the content is nothing new. Unboxings, livestream shopping, influencer reviews, how-to videos, product demos. It’s been basically the same product since 2005. Sure, we’ve now got Shorts, better ads, and a few more tagging options, but mostly it’s just over there doing its thing every day.

The stat that really put a rocket up me? YouTube is now the number one place people listen to podcasts. Gulp. Thirty-nine per cent of the world’s podcasts are consumed there. Spotify was 21% and Apple 8%. When I started podcasting, I went audio-first because, frankly, this face was built for radio. But if that’s where listeners are, that’s where we’re going. So you’ll be seeing more Add To Cart popping up on YouTube soon. Let me know if you’ve got recommendations for teeth whiteners and plastic surgeons.

In a world of AI hype, shifting algorithms, and shiny new platforms, there’s something comforting about a place that hasn’t lost its way. Like Lego and Paul Rudd, YouTube proves you don’t have to reinvent yourself every five minutes to stay relevant. Or… there’s a massive opportunity in signing Paul Rudd to build Lego kits on a branded YouTube channel.

Cheers
Bushy

PS. Don’t forget our Retail Media 101 webinar tomorrow at lunch! Register here.

TOP ECOMMERCE STORIES THIS WEEK

🎪 Amazon Joins the Retail Carny Crew with Hauls
It was only a matter of time before Amazon pitched its tent in retail’s cut-price circus, this week launching Haul in Australia - the ultra-cheap, ultra-disposable, everything-under-$25 bazaar. Think emoji banners, “spend more, save more” deals, and a launch promo of 60% off everything. Designed to take on Temu and Shein. This is the ecom innovation we need… ergh. Speaking of Temu, in more depressing news, they topped Australia’s FY25’s fastest-growing brands with 1.35 million new customers. But in brighter news, Baker’s Delight - yes, that Baker’s Delight - came in at number four with almost a million new customers. Be still, my Vegemite Scroll-loving heart.

🤖 Cuttable’s $10M Bet on AI Ads
Melbourne startup Cuttable has secured another $4.5 million in seed funding, bringing its total raise to $10 million and valuing the business at nearly $45 million. The platform automates Meta performance ads by pulling existing videos and images from your site, creating the creative, and uploading it for you. Launched in July, it’s already being used by brands like Merry People, Frank Body, Bare Leather, and even tested by Kogan. If platforms like this handle ad creative and Meta handles ad placement, what are we going to do with all these performance marketers that keep hanging around?

🔍 The “Google Zero” Countdown
Get ready for another buzzword: Google Zero - predicting the moment Google traffic hits zero for most brands. In a very choose-your-own-adventure week, Google maintains that total organic clicks are “relatively stable” year-on-year, arguing they’re now sending quality traffic. Meanwhile, research shows AI summaries can cause up to 80% fewer clicks. Will Google fight the narrative or change how it feeds websites? Either way, the clock is ticking, and the narrative is splitting.

🛡️ Meta and Google Promise Safer Ads

While we’re on the topic of quality, both Meta and Google dropped updates this week to reassure advertisers they’re doing everything to protect brands. Meta expanded its brand rights protection tool from just IP infringement to taking action on scam ads misusing a brand’s name. Meanwhile, Google says its AI can cut invalid traffic by 40% to preserve ad budgets. Still no word on AI that helps you get a human on the phone when your account gets randomly shut down.

💪 Dove Wants to Sponsor Your Armpits
We’ve all got a body part we think is under-appreciated. For those with beautiful underarms, your moment has finally arrived. Dove is looking for an “official underarm sponsorship influencer” for the U.S. Open. All you need to do is flaunt your pits on Instagram or TikTok for a shot at $10,000 and a trip to New York. It’s your time to shine, let your pits rip.

ADD TO CART IS BROUGHT TO YOU BY

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Retail media is all the buzz, and we’re finally diving in. Join me for a live webinar with Gai Le Roy (CEO of IAB and one of our most popular podcast guests ever) plus Melissa Polgase (David Jones) and Lachlan Brahe (Epsilon) as we unpack the big opportunities in retail media. Register here.

NEW EPISODES

Flat Bottles, Big Business: How memobottle Disrupted Hydration Design

memobottle turned a flat bottle into a global brand loved by MoMA, airports, and ecommerce pros alike. This is how they did it.

Learn from Jono & Jesse how to:
🧭 Use omnichannel strategy as a growth and survival tool
💥 Turn a failed paid ads experiment into a million-dollar Kickstarter comeback
🏪 Create a premium product experience across DTC, retail and Amazon without losing brand control

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CHECKOUT: Abel Butler from HealthPost

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