Your clients are spending more on paid ads to reach fewer people.
CPMs climb every year.
The budget that bought real reach in 2018 barely moves the needle now.
Wrapped has never run a paid Meta ad in its entire history.
500 million shares.
1 design decision.
Spotify built a system where users do the distribution, and the media budget goes to zero.
In this video I break down how it works: what the Mirror Loop Protocol is, what it looks like in practice, whether your clients can run it, and where this pattern goes in the next 6 to 12 months.
For the complete written breakdown — including why Apple had identical data and got 5% of the results, the four diagnostic questions to run with any client, and the cross-industry proof from Strava, Monzo, and OpenAI — read the full issue here:
— Matt
