BOO! 👻

HAPPY HALLOWEEN 🎃💀

little known secret - this is Rob and I’s favorite holiday

it’s just a banger bro

theme parks, costume parties, horror movies, and of course… the anticipation of the biggest 1/6th of the year!

right after Halloween is when that Christmas-trigger-happy-purchase-bug starts hitting consumers, and after Thanksgiving it’s a time for any ecom brand to make the big numbers

without further ado… let’s get into all the business news and then break down some viral content! 💯

MACRO
Boeing’s Big Layoffs

Boeing again? Yes, Boeing again. I met a new friend at a halloween party this weekend that handles government contracts, and Boeing was the topic for most of our conversation. You see, Boeing’s financial situation is… experiencing turbulence. In light of a large-scale labor strike, the company has announced plans to lay off about 10% of its global workforce (around 17,000 people). Here’s what’s happening:

• Layoffs Announced: Boeing’s CEO Kelly Ortberg shared that these layoffs will impact workers in its main U.S. manufacturing plants in Washington and South Carolina, and that Boeing needs these cuts to recover from mounting financial losses.

• The Strike’s Impact: Around 33,000 union machinists have been on strike since mid-September over demands for a significant pay raise and better benefits. This walkout has paralyzed Boeing’s production of top-selling jets like the 737 Max and 767s.

• More Challenges: Boeing also recently reported quarterly losses and delays to their 777X model, now pushed to 2026. These cutbacks are expected to affect production schedules further, creating ripple effects in the aviation industry.

Boeing’s financial updates later this week could reveal even more about the company's strategy moving forward and potential production delays.

POLITICS
To Shutdown or Not To Shutdown

A critical fiscal battle is brewing in Washington as lawmakers negotiate to avoid a potential government shutdown:

• Budget Negotiations: Congress faces a looming deadline to agree on budget appropriations and avoid a partial shutdown, which would impact government contractors and federal operations.

• Debt Woes and Spending: Some policymakers want to cut federal spending to address the national debt, while others argue that essential programs, like social services, need more funding.

• Implications for Businesses: If the government shuts down, delays in federal contracts and agency services could affect everything from small businesses to large-scale defense contractors.

Democrat Perspective on a Government Shutdown:

• Many Democrats argue that a government shutdown could harm essential social services and programs that benefit vulnerable populations, like healthcare, education, and food assistance. They often advocate for a balanced budget approach, but prioritize securing funding for public services.

• Democrats typically view shutdowns as disruptive to the economy, affecting federal workers, contractors, and the broader economy, which could slow economic growth and delay government-supported projects and services.

Republican Perspective on a Government Shutdown:

• Many Republicans see the shutdown as leverage to demand reduced government spending and promote fiscal responsibility. They often argue that cutting down on non-essential programs could help tackle the national debt and reduce government overreach.

• Republicans generally support a more limited government role, focusing on defense and security rather than social programs. A shutdown, to them, may underscore the need to reconsider what the government should fund, and align it with conservative values of spending restraint.

A government shutdown has direct effects on the economy, so keep an eye on how this plays out in the next few weeks.

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TECH
Apple Intelligence Is Finally (Almost) Here

Apple's new “Apple Intelligence” feature suite is making waves as it hits iPhone 16 and compatible devices with iOS 18.1, bringing advanced AI functionality. But what exactly does this mean for AI in Apple’s ecosystem, and how much of this "intelligence" is actually on the device? Here’s a breakdown:

What’s Apple Intelligence Doing?

• Private & Personalized AI: Apple Intelligence is designed with privacy at its core, meaning it’s mostly processed on your device rather than in the cloud. This includes features like helping you rewrite text, searching photo memories by simply describing what you’re looking for, and even cleaning up images in your gallery. It’s AI that’s built to be useful but private​

• On-Device Processing: Unlike other AI services that rely on cloud computing, Apple’s system uses the new A18 chip for on-device processing whenever possible. For more complex tasks, it offloads to something called “Private Cloud Compute,” where information is processed securely, supposedly without ever compromising user data​

• Carrier Companies Weigh In Interestingly, some telecom carriers have highlighted that iPhones now come “pre-loaded with Apple Intelligence.” However, there’s been speculation that this is a bit misleading. While certain features do use on-device processing, much of Apple Intelligence’s full capacity requires the updated iOS 18 and the latest hardware to function seamlessly. This means older iPhones might lack access to the entire Apple Intelligence suite, so those claims may be more marketing spin than factual​

What This Means for the Future of AI and Privacy Apple’s approach to AI—tightly bound to privacy and device-based processing—stands in contrast to other tech giants. For users, this could signal a push towards smarter, more private AI tools embedded directly in everyday devices, without always needing to connect to cloud servers. However, it also suggests Apple is aiming to make AI feel secure and private in ways others haven’t yet prioritized.

Apple Intelligence might also shape how future AI products handle privacy, especially as other tech companies look for ways to offer robust AI tools without extensive data collection. And with consumer demand for both AI and privacy on the rise, Apple’s strategy could very well influence broader trends in the industry.

MICRO
Trending Content Breakdown

@mind.update

#whiteteeth #allnatural #ttshop

Notes:

• this is another faceless style that involves a lot of editing - but if you know how to edit and/or are comfortable hiring creators to post for you or edit for you - this is a great style

• typically whenever a brand gets large enough there comes a long a ton of knockoffs or fake sellers trying to scam their way to a big bag - so this angle makes people feel like they’re supporting the real business

• it’s important to have lots of engaging and relevant picture pop-ups on the screen as you talk… and if you listen closely you can hear the sound effects that come along with each one that make it feel more well-produced and fun to watch

• it’s sooooo important when doing this angle to remind the audience why your product is real or better compared to the knock offs. most people that see this video will not have even heard of your brand before - so while they’re sticking around to hear the drama, you need to inform them who you are and what you do like they’re seeing your product for the first time, that’s why i brought up remineralization

• give them a story or reason to support - “the only way to combat this behavior is by purchasing from our real listing” is a CTA that will strongly encourage them to purchase from tiktok shop… and then make them feel like they’re supporting a small business as well as getting something out of it for themselves

@topshelfaura

2024 just got even crazier…🤯😳

Notes:

• for everyone that is new here - we call this style either faceless or laptop style

• obviously taking advantage of a heavily trending topic (Diddy) to capture a broad audience into the video via the hook

• then they use a very relevant clip to the product they’re about to sell, but cut out that part of the clip where they advertise another cologne

• he goes on to give a scientific reason why the cologne works so well due to pheromones (if i were doing this angle i personally would have put up a few studies on the screen to seal in that science education angle)

• he wraps it up with a personal testimonial to seal the deal

• all in all a 6/10 video for me - missing 4 points only because while diddy is trending it makes for a negative brand image around the product and the comments were making fun of the cologne. I bet it converted to some degree, but i wouldn’t have associated it with him… i would’ve just gone straight into the clip

@tinokeepstalking

I can’t believe they said that 😳

Notes:

• another laptop style video example

• using celebrity recognition as a hook is a great way to catch a broad audience - and notice he used a funny looking picture of mark cuban in the middle of sniffing it as a grabbing visual hook

• saying watch carefully cuz this video might get taken down on a conspiracy type angle is a good way to engage viewers and is a very common tactic many creators use

• he constantly shows testimonials of people using it and having a shocked look on their face which is great

• he uses a long testimonial too to make sure he really seals the deal

• lastly - he turns it into a personal testimonial by saying how long he has been using it and the results he has had. by showing the product in the actual video it really helps the endorsement by this faceless narrator feel more authentic

• he gives specific examples of things that boom boom could help with so that it resonates with the intended audience well

• “they’re sold out all the time so get yours nows because they were sold out for 3 months last time” is a great CTA because it drastically increases impulse purchase. CTAs can make or break a videos conversions

TWEET OF THE WEEK
Alex Becker