Katie Welch, CMO of Rare Beauty, doesn’t have much free time: She just got back from an international rollout of the brand’s Kind Words lipstick collection, and the brand recently debuted another collection based on founder Selena Gomez’s show, Only Murders in the Building.

But when Welch does have time, she—relatably—spends it on TikTok, where for the last two years she’s shared:

• Her work
• Her boss
• And, most frequently, career advice with young marketers

Topics range from CMO career paths to who to follow on marketing Twitter.

“So many people love beauty and love this industry or want to work in marketing…and it’s daunting. It’s hard to figure out,” she said.

Zoom out: In the last two years, she’s accumulated more than 82,000 TikTok followers, hosted résumé consultations on Zoom, and now runs a community of 400 “career-minded individuals” on Geneva, most of whom came from TikTok.

We discussed what it’s like being an online mentor to so many while also running marketing for a company that brought in more than $60 million in revenue in its first year. Read the full story here.—KH

Did you spend July binge-watching Stranger Things and The Bear? So did everyone else, apparently.

In July, TV watchers in the US spent more time streaming than they did watching cable or watching broadcast TV, according to data from Nielsen. Viewers spent 34.8% of their total TV time streaming, and they streamed an average of 190.9 billion minutes per week, the measurement firm shared.

• It’s the first time that streaming has beat out cable viewing time. Year over year, cable usage fell 8.9% in July, while streaming was up 22.6%.
• 8% of all TV time last month was dedicated to Netflix viewing, with 18 billion minutes spent streaming Stranger Things.
• Viewers spent 3.6% of all TV time on Hulu, spending a combined 3 billion minutes watching The Bear and Only Murders in the Building.

Meanwhile: Consumption of good-old-fashioned linear TV dropped to a yearly low in the second quarter of 2022, according to Samba TV.

• While about half the population in the US—or about 56 million households—watched linear TV daily, “the proportion of viewers who were regularly reached via linear ads shrunk to just 5% in Q2 2022,” Samba found.
• According to the research, “40 out of the 50 most-watched linear TV programs” in the second quarter were sports-related.
• Three-quarters of linear ads among the top TV advertisers (which include the likes of Domino’s, Walmart, and T-Mobile) were served to households over the age of 34, as younger audiences continue to under-index on linear TV.

The new data from Nielsen and Samba TV highlights just how much streaming continues to gain on linear TV platforms, and how fragmented viewership is across streaming. At least sports remains one of the few places where advertisers can find big audiences on traditional TV.—KS

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Patrick Schober is founder and content marketer at Poetica Marketing, a Pittsburgh-based boutique content marketing agency and events company.

How would you describe your job to someone who doesn’t work in marketing? As a content marketer, I help companies improve their online presence. Just like you’d make sure your brick-and-mortar store was clean and attractive, I make sure your web copy and social media content are ready for potential customers (and new fans).

Favorite project you’ve worked on? I’m a bit of a music buff, so I love working with bands, labels, and record stores. One of the stores I worked with recently had an incredibly small budget for marketing, but we managed to beat their one-day sales record by 80% during their anniversary sale.

What’s your favorite ad campaign? It’s silly, but I loved Miller Lite’s ad for last year’s Super Bowl. They called for everyone to type in a ridiculously long URL during the Michelob Ultra TV spot to get free beer. It’s such a far-fetched idea that it becomes super memorable. And for every person who actually did it, Miller Lite effectively stole someone away from Michelob Ultra. In other words: It was way over the top, but I still think about it the same way I think about the “Wazzup?” commercials.

One thing we can’t guess from your LinkedIn profile? I’m a hack guitarist, but I love the guitar. I recently started a 100-day riff challenge to force myself to come up with a new riff every day, and I’m posting every day to Instagram to keep myself honest. I’m still a hack guitarist, but I’m getting better bit by bit.

What’s one marketing-related podcast, social account, or series you’d recommend? I love the TL;DR newsletter. It’s packed with useful updates, and you can read the whole thing in two minutes every day.

There are a lot of bad marketing tips out there. These aren’t those.

Sharing is caring: This guide walks you through exactly how to execute a successful social media takeover.

Instant gratification: TikTok shared some stats about Instant Page, its native landing page for brands advertising on the platform, and best practices for building one.

Clone wars: Brace yourself—Meta is working on a new feature called IG Candid, which sounds exactly like BeReal.

By the numbers: See how your website stacks up in this super-competitive digital landscape with the 2022 Digital Experience Benchmark Report. Over 100 KPIs + expert analysis = get it here.*

^{*This is sponsored advertising content.}

Being a marketing leader involves a shift from setting up campaigns to pitching strategy to your company’s higher-ups. Smooth out your transition into this role with the Brew’s Leadership Accelerator. You’ll not only learn how to formulate strategy, but how to sell it, too.

The next course starts in September—apply today!

Oh, yeah. The Kool-Aid Man first burst onto the scene (and into our hearts) in what year?

1. 1920
2. 1954
3. 1975
4. 1983

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• What happens when high-income households opt out of ads?
• The rise of ‘community’ in marketing
• How HBO threw its marketing might behind ‘House of the Dragon’