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Scale & Strategy

This is Scale & Strategy, the newsletter that has your back in the fist fight that is Running a business.

Here’s what we got for you today:

• Foxconn to Deploy Humanoid Robots for iPhone Production
• OpenAI Launches “The Stargate Project” with $500B AI Investment
• Meta Updates: Cross-Posting, API Changes, and Targeting Adjustments
• A Stable Marketing Strategy for Unstable Times

Foxconn to Deploy Humanoid Robots for iPhone Production

Foxconn, Apple’s key manufacturing partner in China, has partnered with UBTech to integrate humanoid robots into iPhone production. The rollout will begin with the Walker S1, a robot designed for complex assembly tasks.

The details:

• The Walker S1 is 5’6” tall, weighs 167.6 pounds, and is engineered for tasks like quality inspection and component assembly.
• The robots have undergone months of training at Foxconn’s Shenzhen facilities.
• Initial deployment will focus on tasks that pose health risks to workers, such as heavy lifting and repetitive motions.
• Through this partnership, UBTech aims to become the first company to achieve commercial mass production of humanoid robots.

Why it matters:​
Humanoid robots are no longer just tech demos—they’re becoming a reality on production floors. With Figure robots in BMW factories, Apptronik’s in Mercedes facilities, and now UBTech at Foxconn, the manufacturing industry is undergoing a seismic shift. The age of humanoid robot-powered factories may arrive faster than most expect.

OpenAI Launches “The Stargate Project” with $500B AI Investment

OpenAI, alongside SoftBank, Oracle, and other tech leaders, has announced The Stargate Project—a $500 billion initiative to bolster U.S. AI infrastructure. The announcement coincided with President Trump’s repeal of a Biden-era executive order on AI safety during his first days back in office.

Key details:

• An initial $100B will fund massive data centers in Texas, with plans to scale nationwide.
• The project aims to create “hundreds of thousands” of jobs while strengthening U.S. dominance in advanced AI development.
• Tech partners include Nvidia, Microsoft, and Arm, building on collaborations in AI chip development and cloud infrastructure.
• The initiative follows the repeal of the Biden-era AI executive order, which required safety testing disclosures and established the AI Safety Institute.

Why it matters:​
This $500B venture, coupled with unprecedented collaboration among tech giants, could redefine the global AI and AGI landscape. It also underscores a shift toward prioritizing rapid development over regulatory caution—a bold, controversial move with far-reaching implications.

Meta Updates: Cross-Posting, API Changes, and Targeting Adjustments

Big changes are rolling out for WhatsApp, Instagram, and Facebook:

• Cross-posting made simple: You can now link WhatsApp with Meta’s Account Center to share your WhatsApp Status updates directly to Instagram Stories and Facebook Stories. This streamlines messaging and boosts integration between platforms.
• API updates for developers: Instagram Graph API and Marketing API are getting enhancements, along with endpoint deprecations and key field changes. Developers, stay tuned—these updates could make integrations smoother.
• Targeting exclusions removed: Meta is phasing out detailed targeting exclusions, except for employer exclusions at the account level. Meta claims this could reduce your cost per conversion by 22%. Time will tell, but it might be worth optimizing your campaigns accordingly.

Check your dashboards—the updates started rolling out yesterday.

Video Platforms: TikTok and YouTube Reign Supreme

New data from Omdia confirms TikTok and YouTube dominate video consumption for US users aged 18–35.

Key insights:

• 92% of TikTok users visit YouTube monthly, with 61% engaging daily.
• YouTube sees 52% of its views on TV screens in the US.
• TikTok adoption is growing among older demographics, with 17% of US users aged 55–64 now on the platform.
• Netflix is gaining traction in Latin America, focusing on Spanish-speaking content.

If your audience is under 35, TikTok and YouTube should be your go-to platforms. And if you’re targeting Spanish-speaking users, Netflix’s growing footprint in Latin America is worth exploring.

For video content, focus on where your audience already is—and keep an eye on platform trends to stay ahead!

A Stable Marketing Strategy for Unstable Times

Running an online business in 2025 can feel like trying to build on shifting sand. The challenges are real:

• Platform instability: X, Threads, TikTok… users are platform-hopping, searching for stability.
• Distribution instability: Tried-and-true channels are no longer predictable.
• AI-related instability: Humans are now competing with AI-generated content, AI-powered search engines, and even AI-built websites.

So, how do you survive—and thrive? Marketing expert Jon Loomer has a blueprint:

1️⃣ Diversify your platforms:​
Don’t put all your eggs in one basket. Post short-form videos across major platforms and repurpose content to maximize your efforts.

2️⃣ Diversify your content formats:​
Blogs, podcasts, videos—different people prefer different mediums. Embrace variety to connect with a broader audience.

3️⃣ Focus on owned assets:​
Your email list is gold. Use it to engage, cross-promote, and drive traffic. Bonus: Let subscribers choose email frequency to reduce spam complaints.

4️⃣ Stay AI-savvy:​
Leverage AI tools for brainstorming, editing, and repurposing. But remember—AI is a tool, not a substitute for human creativity.

5️⃣ Invest in paid strategies:​
Organic reach alone won’t cut it. Experiment with paid ads (Meta, Google, podcasts) to reach new audiences and scale your business.

These simple but effective principles can help you build a stable foundation for your marketing efforts, even in turbulent times. The key? Start laying those bricks today.

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