THE FUTURE OF ADVERTISING😨 #paidmedia #advertising #marketing

23 Jul 2025

Watch on YouTube

A short YouTube discussion about modern advertising where the speakers introduce the "tornado strategy": instead of ads that directly sell products (e.g., "here's my water bottle" claims), brands should create and fund value-added content that attracts attention before any sales messaging. The speakers claim it typically takes 7–12 touch points before purchase, so the tornado strategy creates many pieces of engaging content that reach people prior to direct selling; the aim is to make content people want to watch even if it comes from brands.

Questions this video answers

The tornado strategy

7 to 12 touch points

The future will be held by those who can steal attention. We do something called a tornado strategy. Most brands do an ad that's like, hi, if you're thirsty, you buy water, right? Here's my water bottle. Here's why my water bottle's.
Better than everybody else. That's most ads. The tornado strategy means you don't even talk about your product. You give value instead and you put ad dollar behind your value added content as opposed to just your ad selling your product. Because we know that there's anywhere from a 7 to 12 touch point that has to happen before somebody will buy anything. So a tornado of my content going around to people before I even talk to them once about buying something from me. And I think this is really important because we can actually do this in a way where people want to watch those value added pieces, where they're probably not going to want to watch it from brands.