Dear Distinguished Subscribers,

Welcome to the 20th edition of Stuffed. Let’s be honest anything beginning with 20 hasn’t bode too well for us recently, 2020, 2021… but we can assure you our 20th edition has no surprises, just simple, straightforward stuff!

In this week’s Stuffed, we look at the world’s most popular messaging app losing ground against more privacy-centric competitors, we see a delivery brand bringing art to fast foodies, and finally how 2021 may be the year that TikTok joins the elite. If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


Our noisy neighbours across the pond have been causing quite the ruckus recently, culminating in the ban of Donald J Trump from multiple platforms last week. Facebook, Twitter, Instagram, YouTube and even TikTok have now blocked the 45th president of the United States from using their platforms. With a historic second impeachment now on his CV, the Drum asked its readers what further measures these media giants should implement to avoid a similar situation reoccurring. It looks like time is finally up for Donald, as well as any chance of his own personalised TikTok dance, how sad…

Instant messaging service WhatsApp also caught heat last week as they made their users aware of new data-sharing practices between themselves and parent company Facebook. Now the world’s most popular messaging app, they issued a notification that asked its users to accept its new terms to continue using the app past 8th February. This, of course, sent Twitter into a state of uproar with many notable accounts deeming it wrong. Elon Musk simply tweeted ‘Use Signal’ – a more privacy-centric instant messaging alternative. It’s already dethroned WhatsApp as the top free App in Germany, France and India. Maybe we’re next?

Speaking of our French compatriots, it looks like an in-person Cannes Lions Festival has received the nod to go ahead later this year. The sunny beaches of the Cote d’Azur might feel like a million miles away right now, but advertisers are being encouraged to submit their entries which will then be judged and presented in person during the third week of June. No doubt the judging process will be an absolutely mammoth task with the range of creativity that’s been shown in a tough year, so Cannes, if you do need a hand that week give us a ring, we think we can free up our diaries.


Art for Fast Foodies

Art Miami usually brings crowds to the city’s many galleries and restaurants. In response to the cancelled event, delivery brand DoorDash stepped up. Every order made would be a proxy auction on a piece of art. The more you ordered the higher your chance of winning.

The Isolated Cinema

Sweden’s Goteborg Film Festival is obviously fully virtual this year. However, given the solace and escapism film has provided during lockdown, a few lucky applicants can watch all 60 premieres in decidedly isolated, live-in cinemas – including one in a lighthouse.

Budweiser’s Beers for Tears

To celebrate footballing maestro Lionel Messi reaching his world record 644th career goal for a single club, Budweiser made 644 commemorative bottles. The twist was sending them to the 160 goalkeepers he scored against. Some, clearly, got more of this bittersweet gift than others.

And finally… some good news

To demonstrate the capabilities and happy, optimistic characteristics of Puerto Rico’s Down Syndrome children, Sajo McCann enlisted them to produce and star in good-news-only bulletins. Spirits and perceptions were lifted by births, marriages and pet news breaking across TV, social, OOH and print.


2021 – The Year TikTok Joins the Elite?
Last year saw massive growth for TikTok, ending the year as the 2nd most downloaded app in the UK, behind Zoom and ahead of the NHS Covid Tracking App (make of that as you will). A new report from App Annie (State of Mobile 2021) strongly suggests that TikTok will consolidate their growth last year and become an elite social media player in 2021. Time spent on TikTok rocketed from 10.8 hours on average per month in 2019 to 19.6 hours in 2020, overtaking Facebook in the process (16.6 hours per month in 2020).

TikTok is also well ahead of Instagram, WhatsApp, and Facebook Messenger in engagement. This trend was also seen elsewhere, with hours spent on the app roughly doubling in the US, France, and Germany. Furthermore, TikTok is forecasted to gain 1.2 billion monthly active users in 2021, joining Facebook, Facebook Messenger, Instagram, Whatsapp, YouTube and WeChat in the billion MAU club. With the pandemic accelerating mobile behavioural trends by three years (App Annie), it’s no surprise to see advertiser spends shift towards social too. According to data from WARC, social saw a 9% increase in spends in 2020, forecasted to increase a further 12% in 2021.

Here at Goodstuff, we’ve already seen fantastic results for advertisers on TikTok, as they continue to develop their advertising offering at pace. Increased growth combined with the significant rise in user engagement places TikTok in a fantastic position to capitalise on the large shift in advertiser focus to social.


Thanks for tuning in to the first Issue of 2021, we’ll see you next week.