Thursday, December 04, 2025

Scary Chart of the Day: Over $3 Trillion in SOFR VOLUME

By: D. Heath, Editor, Chief Meme Investigator

 

 

 

Every day meme economists manage to unveil a new scary chart. I don't how they continue to find them. There must be a scary chart search engine out there. Scary chart you ask? You exactly know what I'm talking about! The beginning years of the chart are flat and uneventful, and then further along the chart a mysterious later date marks the initiation of hyperbolic growth or decline. Suddenly the values have exploded upward or downward, and meme economists tell you that this intense movement means something, something BIG. Today, there are viral images of SOFR Volume or Secured Overnight Financing Rate Volume spreading across social media. It works because few people outside of economics or finance have exposure to this financial indicator. So when viral images are being spread across social media of this supposed SOFR Volume it is easy to be menaced. The unfamiliarity of the subject, coupled with the drama of the chart adds to the fear. The meme economists never unveil and explain boring charts, just the charts with extreme ratios. Let's dive into whether the SOFR Volume is showing that you should dive out the economy.

What is the SOFR Volume?
SOFR and SOFR volume are the heartbeats of the overnight lending market. SOFR tells you the interest rate for borrowing overnight using Treasury securities as collateral. SOFR volume tells you how active the market is by revealing the total amount of borrowing activity or transactions that happens using SOFR-based loans or instruments, typically in the overnight lending market.

To damper the hysteria, I'm would like to offer a short yet non-dramatic story to explain SOFR Volume.

A Day in the Life of an Overnight Trader


It’s just past 7 p.m. and I’m sitting at my desk in the trading floor of a large investment bank, a place where the lights are always on and the buzz never really stops. I’m an overnight trader, which means I handle the part of the market where institutions borrow and lend money overnight. My job revolves around SOFR—Secured Overnight Financing Rate—and its volume.

I take a deep breath. Another busy night ahead. The U.S. Treasury market is still buzzing after hours. My job? To keep an eye on the overnight repo market, where SOFR is determined, and make sure our bank can get the liquidity it needs while paying the right rate.

The Opening Move


I open my screens to see the latest data. I’m scanning multiple charts, but one stands out: SOFR volume.

SOFR, remember, is the interest rate that banks use to borrow cash overnight with Treasury securities as collateral. But what I’m really focused on is SOFR volume, the total amount of borrowing happening in the market. This tells me how active the market is.

Tonight, the volume is pretty strong—about $800 billion. That’s good news for me. High volume means the market is deep with liquidity. Lots of lending and borrowing are happening, and the rate should remain stable. The more transactions, the less risk of any single institution moving the rate dramatically.

But I’ve seen nights where that volume drops down to $200 billion. Those are the nights I don’t sleep well. If the volume’s low, it means there’s less borrowing going on, and that makes liquidity tighter. In other words, it becomes harder to get loans at the usual rate. And if I can’t get a loan at a reasonable rate, it could cost my bank a lot more money.

The Borrowing Game


I take a call from my counterpart at another bank. It’s 7:30 p.m. now. He’s asking if I need to borrow overnight, and I tell him I’ll need a couple hundred million. The rate I’ll pay is tied to SOFR, and we both know the current SOFR rate will reflect the volume of transactions in the market. If the volume stays high, I’m looking at a relatively low rate. If it drops, I might have to pay a little more.

"How’s the volume looking tonight?" I ask him casually.

“Solid," he replies. "Looks like we’re hitting around $800 billion. Shouldn’t be any issues.”

That’s a relief. At least for tonight, we’re in a good position. I’m in the clear for now.

Watching the Clock


It’s now 10 p.m. and I’m tracking every movement in the overnight market. The minute-to-minute fluctuations in SOFR volume are key. I’m watching the market like a hawk, making sure the rate is staying in line with expectations. If the volume drops suddenly—say, under $500 billion—I know I’ll have to adjust quickly.

At 11:30 p.m., something catches my eye. SOFR volume just dropped by about $50 billion in the last 30 minutes. It’s a slight dip, but it’s enough to signal a tightening of liquidity. I make a mental note to adjust our borrowing strategy just in case we need to pay a bit more to lock in funds for the night.

The Midnight Check-In


It’s now midnight, and the SOFR volume is holding steady at $780 billion. The borrowing rate remains fairly low, and it seems like liquidity is still healthy. It’s been a relatively calm night—nothing too out of the ordinary. But I know this can change quickly. We’re about 7 hours into this 24-hour trading cycle, and there’s always the chance that something unexpected could cause volume to dip.

I log into a meeting with senior traders to discuss our strategy for the next day. There’s chatter about SOFR again. The markets have been a bit unpredictable lately. The volume had been hovering around $600 billion over the past few days, which was lower than usual. That drop in volume could signal more cautious behavior in the financial system, especially if uncertainty creeps in—like a potential rate hike or some market shock. It’s our job to stay ahead of these shifts, and the volume helps us predict what's coming next.

The Endgame


By 3 a.m., the volume seems to have stabilized. It hasn’t dipped below $750 billion, and the SOFR rate remains predictable. At this point, I’m breathing a little easier. I’ve locked in my overnight borrowing at a good rate and even managed to secure some extra liquidity for the day ahead. The market’s calm, the volume is solid, and I can rest easy knowing the system’s in good shape.

But tomorrow, I’ll be back at it, watching the volume closely. Every day brings new dynamics, new risks. The volume of SOFR transactions—whether it’s rising or falling—tells me what’s really going on beneath the surface of the financial markets. It’s my job to read that volume and use it to make smart decisions for my bank.

Reflection


As I finally pack up for the night, I think about the role SOFR volume plays in everything. It’s more than just a number—it’s the lifeblood of overnight lending. It tells me how much trust there is in the system, how easy or hard it will be to get money, and how much risk the market is willing to take on.

In this world, where millions, sometimes billions, are borrowed and lent overnight, SOFR volume is like a pulse. If it’s healthy, everything’s running smoothly. If it drops too low, it’s a signal that something’s off, and we need to react fast.

I close my computer, grab my coat, and head out the door. Tomorrow, I’ll do it all over again. But for tonight, the market’s calm—and I’ve done my part.

Seems like a pretty uneventful day for the overnight day-trader, almost if there is minimal drama associated with the SOFR Volume. But now things are different according to the meme economists, the SOFR Volume was at $3.41 trillion. Maybe there is drama, maybe the overnight trader should alert his team that the economy is destined to melt down tomorrow. 

Let's get back to that trader:


It’s just after lunch, and I’m back at my desk.

The day’s been moving fast—one minute I’m reviewing the latest Treasury auction results, the next, I’m tracking the daily SOFR volume. But today… something’s off.

I see it. $3.41 trillion.

What the hell?

Normally, I’d be seeing numbers in the $1.2 to $1.5 trillion range—anything higher than that feels like a big day, and we start paying closer attention. But this? This is way beyond typical market movement. $3.41 trillion is huge. It’s a surge. Something’s going on.

I check my screen again to make sure I’m reading this correctly, and I get the same number. My heart rate kicks up a notch. I immediately pull up my liquidity charts and check the broader financial news to see if I’ve missed anything major. I don’t want to be caught off guard.

What does this mean for me?

First things first: I’ve got to know why the volume is so high. If this is a policy-driven event, like the Fed stepping in to inject liquidity or something related to a massive Treasury bond auction, it could just be a blip. The market responds to those events. But if this spike is happening without a clear catalyst, I know that something deeper could be brewing.

I glance over at my desk partner. "You seeing this?" I ask him, and point at the number on my screen. He stares at it for a moment, his eyebrows knitting together.

“Yeah, that’s not normal. We should be on high alert.”

I agree and I am. I’m really concerned about liquidity right now.

When you’re looking at SOFR volume, you're really looking at market liquidity. High volume usually means there’s a lot of borrowing and lending at SOFR rates, and things are running pretty smoothly. But today? The volume spike is giving me a gut feeling that things could be tighter than usual.

What I don’t want to see is that, even with all this volume, the SOFR rate starts rising too quickly. If it spikes, it could mean that banks are scrambling for liquidity, and there's not enough to go around. That’s when you get into trouble. It could be a signal that too many institutions will soon by fighting over a limited supply of overnight funds.

Right now, though, the rate is still holding steady. That’s good. But the higher the volume, the more likely the rates could start to move if liquidity thins out too quickly.

Is it just me, or is this volume a red flag?

I think back to a few years ago when we saw big spikes like this during the market upheavals. If this volume is truly out of the ordinary, it could indicate a liquidity squeeze coming down the road. A lot of borrowing means a lot of financial institutions are on edge, and that’s not something to take lightly.

I’m running through different scenarios in my head. Could this be related to a massive surge in collateral being used in repos? If so, then the system’s using up a lot of the safe collateral—like U.S. Treasury securities—and it might not be as easy to borrow at these rates tomorrow.

I make a quick decision to pull in some extra liquidity just in case. I don't want to wait for the market to show signs of strain before I act.

But should I panic?

Look, $3.41 trillion is certainly an outlier. But volume alone doesn’t tell the whole story. If rates stay stable, this could just be a one-off event where the market is, for whatever reason, a bit more active than usual.

However, if this volume is driven by uncertainty or a policy move—and it comes with rising SOFR rates—that’s when I’ll really start to worry. If liquidity starts tightening, I need to be prepared to get into the market early to lock in some funding, or the borrowing costs might jump.

So, for now, I stay vigilant.

I keep watching the volume and the rate. If the volume keeps rising or if the rate starts creeping up faster than expected, I’ll know it’s time to reassess. This spike is unusual, but I’ve seen things like this before. The key is to keep your head cool, understand the context, and stay ahead of the market.

For now, I’ll stay glued to my screens. At the end of the day, the market will show its hand, but I need to be ready. One thing's for sure—there's something bigger going on beneath the surface.

 

Nice to see that our overnight trader is not in panic mode, but is on alert. The trader's alertness will help this trader gather and process important data, without being menaced and panicked into regrettable financial decisions.

Want to see the drama for yourself? Check it out here: https://fred.stlouisfed.org/series/SOFRVOL#
 

Wednesday, December 03, 2025

Is silver's 90 percent surge a sign of systematic risk worse than 1929!?!

By: D. Heath, Editor, Chief Meme Investigator


Image by Kevin Schneider from Pixabay

Prices are surging, AI stocks are surging, and now apparently even silver is surging. With all these economic indicators surging, there is little reason to be surprised once investors' blood pressures and the amount of time Americans spend worrying about household finances follow the surge trend. This is definitely not the type of synergy that beckons optimism for the economy! Need your blood pressure to surge a bit more? According to various meme economists, the fact that silver has surged nearly 90 percent in 2025 and is in the midst of experiencing its best year since 1980 is not simply a sign that all pockets of the U.S. economy are overheated but resounding evidence that economic doom is slated to besiege America's humble wallets. Meme economists are warning that it will not just be regular doom, but dystopia doom that transcends 1929's Great Depression. 


Has the blood pressure rocketed off the charts? Feeling faint? Well, don't bring out the smelling salts just yet, because the price movements of silver are simply too ambiguous to declare an earth-shattering Great Depression. There are many factors that affect silver's price, including domestic and global economic conditions, investor sentiment, inflation expectations, and please don't forget the market speculation being propelled by tons of AI videos that endlessly pump out ill-advised financial advice like a derelict slot machine.


1. Silver as a Safe-Haven Asset


Like gold, silver is often regarded as a safe-haven asset, meaning that during periods of economic uncertainty or financial stress, investors may flock to it to protect wealth. So, a surge in silver prices can be an indication that investors are worried about something, whether it be inflation, financial market volatility, geopolitical tensions, fears of inflation, or the broader economy. This is a keyword to not ignore: worry. So much of economics is irrational, driven by emotion as opposed to rationality. As worry surges, emotions will begin increasingly to take over decision making, and these emotions and resentments will maneuver people away from traditional assets and into nontraditional assets.  Never forget that the .com crash stoked the Beanie Babies mania, when cute and cuddly bean bags were perceived as more trustworthy assets then stocks. 


So when all the worried investors buy into silver and gold in times of crisis or uncertainty all at the same time, it becomes a sort of confirmation bias. Now that these worried individuals all bought in at the same time, these commodities will perform well as people seek out tangible and nontraditional assets to hedge against currency risk or financial instability. This high performance only confirms to them that the economic is indeed distressed, not that there is simply a growth in distressed investors. 


2. Economic Signals That Could Be Behind the Surge:


Inflation Concerns: If investors expect rising inflation, precious metals like silver often benefit because they retain their value in the face of eroding currency purchasing power.


Market Volatility or Bearish Sentiment: If stock markets are experiencing turbulence or downward pressure, silver could rise as a counterbalance.


Interest Rates: Low or negative real interest rates (adjusted for inflation) make non-yielding assets like silver more attractive compared to cash or bonds.


3. Not Necessarily a Recession Indicator


While silver’s rally might be interpreted as investors preparing for an economic downturn, it’s not a direct or clear indicator of a recession on its own.  Yes, the silver vendors want you to believe that a recession is inevitable, and the solution is more silver. This is not denying or confirming that a recession is nigh, it is about being a savvy investor and understanding how a fearful market can be manipulated by predatory actors. The connection between silver prices and recessions isn’t as direct as some other economic signals, such as yield curve inversions. Silver can rise due to:


Speculative behavior or high demand in certain market conditions.


Supply issues in mining or production.


Industrial demand: Silver also has a significant industrial use in electronics, solar panels, etc., so a demand surge in those sectors could drive prices up as well.


4. Context Matters:


Post-Pandemic Effects: After the COVID-19 pandemic, there was a surge in economic stimulus, monetary easing, and fiscal policies that led to a lot of market uncertainty. Silver could have surged as part of those broader trends.


Global Events: In times of global tension like the Russia-Ukraine war or potential trade conflicts, precious metals often see a rise in value as a hedge against uncertainty.


5. Silver’s Historical Context


1980 Peak: The last time silver saw a similar spike in its price was in 1980, driven by geopolitical issues and economic factors like the oil crises and high inflation. Once again, it would be reckless to deny or confirm whether a recession is on the horizon, but this example provides some proof that silver can surge without a Great Depression being imminent. The fact that silver's best year since then mirrors a similar historical context doesn't mean a recession is inevitable, but it does hint at a period of heightened risk and uncertainty.


1980 vs. Today: In 1980, silver’s spike was partially driven by the Hunt brothers' attempt to corner the silver market, which isn’t quite the case today. This highlights the importance of understanding the specific causes behind silver’s rise today compared to other periods.


6. Recession vs. Market Conditions


A surge in silver could reflect a broader nervousness in the market, but it doesn’t automatically mean we are headed into a recession. For example, it could indicate market volatility, economic imbalances, or inflation concerns, which might lead to an economic slowdown rather than a full-blown recession. Still troubling, but not a reason to line the pockets of those in the silver syndicate who want to profit from your surge in worry and fear.


Verdict: No, silver's 90 percent surge is not a sign of systematic risk worse than 1929. 


While a 90 percent surge in silver is noteworthy, it's not necessarily a direct signal of an impending recession. It could be a sign of market uncertainty, inflation concerns, geopolitical risks, or other factors that can drive precious metals higher. It's essential to look at the broader economic indicators, such as GDP growth, unemployment rates, and other market data so that you can make the most rational choice.


If you're concerned about a possible recession, it might make sense to track other signs, like yield curve inversion, slowing economic growth, or rising unemployment. These indicators would offer a more concrete picture of whether the economy is actually heading into a recession or whether it's just a period of volatility and uncertainty.

Saturday, January 17, 2015

Sorry Teen Brands, You were Overthrown by YouTube


Image via goofing


More than Just Money

     The slow decline of teen brands such as Abercrombie and Fitch, American Eagle, Hollister and Aeropostale deceptively correlates to the Great Recession overstating its economic role in their dwindling market value. This correlation has caused most of the articles I've read about to be overcast with the same stubborn rhetoric of economic struggles being the sole catalyst to this dramatic shift in consumer behavior. These articles repeatedly emphasize the low cost of the ascendant brand, Forever 21 without adding more context. The words cheap and fast fashion have co-opted Forever 21's complex narrative and thus has camouflaged how the interaction between economic events and cultural shifts fueled their growth. 

     
    In a Reuters article, Challenger, Gray and Christmas explained that it was lowered teen employment inducing the decline, as if teen employment was an easy fix for these teen brands to secure market share. While Abercrombie and Fitch CEO, Mike Jeffries, in the same article commented that "youth spending has likely diverted to other categories". This implies that other [insert uncool] categories, such as electronics, are holding the hostage the cash for fashion. He then makes the assumption that Abercrombie and Fitch are still the top choice among teens once spending in other [uncool] categories abate. He is obscuring the issue by looking at the fashion industry as an aggregate and avoiding a reflective discussion of market share. In another Reuters article, SunTrust Robinson Humphrey Capital Markets analyst Pamela Quintiano keenly observed that “customers are spending on apparel” very selectively but her focus was still firmly planted on economics, specifically teen employment

     The Great Recession has subtly increased the importance of psychological and esteem effects of fashion thus intensifying the need for the perfect purchase. This psychological pressure has changed shopping behavior. The combination of low cost and fast fashion has made shopping even more gratifying in difficult financial times. Washington Post noted Forever 21's and similar brands' ability to quickly add new styles to stores shelves.   Social media is a tool for aiding teens to meet this demand. Marcie Merriman, a consumer-engagement consultant at Ernst and Young, observed to Washington Post "these young consumers are shopping by seeing what's on Instagram, Facebook, Twitter -they're sharing on a constant basis, it's always around them." Social reviews have become more significant and reviews derived from social media are perceived as being more trustworthy and appealing.
The Haul 

     Enter the perfect antidote to this dilemma ...the shopping haul, brought to you by YouTube, where beauty and fashion gurus offer expert visual reviews and style tips teens can trust. Teens aren't just taking advice for anyone but familiar fashion elites online. The teens can experience the thrill at home and participate in new trends before investing in clothing that could disappoint or waste money. Buyers regret is a thing of the past. 

     When most of articles gawk at Forever 21's mysterious 82 percent rise from 2007-2012 and only see the Great Recession, I think of the explosion of YouTube (founded in 2005) and its accompanying novel phenomenons such as shopping hauls( which began around 2007 according to Wikipedia). YouTube beauty and fashion gurus, such as Michelle Phan and Blair Fowler, accidentally became internet famous. Elle Fowler admitted to ABC News she didn't even expect anyone to see her video (by the way ....ABC featured them at Forever 21).  Teens and young adults were hooked on these YouTube gurus and ready to eat up what was served in a shopping haul. Whatever brands that were lucky to be connected to this organic movement would had exploded with this phenomenon and profited handsomely even if their website temporarily was knocked offline by the stampede. These teens were moving away from a culture of inaccessibility and exclusivity to cheerful and helpful fashion advice from YouTube gurus such as Bethany Mota. When talking about Bethany Mota, Meleina McCann, 15, of Oakland California told Business Insider "she's super sweet and so relatable. Her videos are so personal. It feels like she's speaking to me." Her friend Ella Philips, agreed and added "She's always laughing and smiling."


   Who Are You Attracting to Your Brand?

    Forever 21 unexpectedly benefited from an organic turn of events from ambitious and passionate YouTube fashion and beauty gurus. Forever 21's apparel attracted budding YouTube stars who were fast tracking to the top such as Bethany Mota and Blair Fowler just when the shopping haul faze mushroomed (around 2010 when it came to be a part of online consciousness, as indicated with the parody YouTube account shopping haul which started in 2010. Also, Guru Gossip, a hate site, started in 2010 on its old domain name gurugossip.net. Parody and hate usually means a character or movement has achieved some notoriety).

      Personality tends to direct personal style and cause teens to gravitate to certain trends. Bethany Mota in a haul mentioned when talking about a dress, "that is literally me. It's perfection ...When I saw this I kind of squealed." Bethany Mota, who has an affinity for sunflowers and mac n cheese, describes her personal style as "definitely bohemian, so it has that laid-back kind of free-spirited vibe and it's also girly and very comfortable” and “Once in a while … a little edgy." With more Instagram followers than Vogue, Elle, Marie Claire, Glamour and Cosmopolitan combined, her personality aligns with brands such as Forever 21 (mentioned first), Urban Outfitters, H &M and then Aeropostale.She probably doesn't have much appreciation for the austere preppy look. As a YouTube guru she needs to showcase a brand whose new styles almost sparkle on camera, this is amateur lighting not a fashion shoot! Blair Fowler's energetic personality, southern aura and sophisticated taste lured her to the colorful and lacy Forever 21.

    These girls are the type of personalities and demographics that Abercrombie CEO, Mike Jeffries, scorned. YouTube gurus inherently goes against the establishment and standard definitions of coolness. For example, Michelle Phan never hesitates to rehash a victorious story about being rejected to work at a Lancome counter only to be wooed by them a paid endorser. Abercrombie and Fitch unjustly devalued these "uncool" bullied teens without caring about the ridiculous nuances of what can make a perfectly interesting kid be considered "uncool".


     Aeropostale missed the time of YouTube before Vevo. Although promotion through Bethany Mota is high quality (as evidenced by the ton of haul showcasing Bethany Mota's clothing line at Aeropostale), she is being officially sponsored and Aeropastle is likely to be resented by the more mature audiences. Forever 21 was in an ideal position to attract online gurus because both reflected each other's budding stage, while Abercrombie and Fitch gloried into their callous arrogance and smug disdain. Blair Fowler and Bethany Mota decided to use Forever 21 to unveil their fashion sense, just when the height of their fame intersected with the highest possible innocence of the movement. These YouTube gurus preemptively introduced Forever 21 when their audiences weren't necessarily looking for that specific brand or even a shopping haul. They were the perfect channels for distributing new fashion tips. Bethany Mota's and Blair Fowler's first clothing haul exclusively featured Forever 21 adding to the excitement that they are not just doing makeup tutorials but are "hauling" audiences to new beauty adventures. Now that Bethany Mota is more famous, her authenticity and accessibility are slowly wearing off, giving Aeropostale the illusion of capturing the moment.  

Why YouTube is Important 

- Girls who are serious about fashion and beauty latched on to YouTube hoping to soak up unique yet accessible style tips outside their immediate environment/circle. Many trends in fashion magazines are runway ready but not school ground ready. These girls probably have a ton of social influence in their communities, even if notoriety like Blair Fowler and Bethany Mota. YouTube gurus are more accessible than "the stars of street style blogosphere who tend to favor more unique or au courant looks” by profiling national brands. Bethany Mota and other top beauty gurus are cognizant of their broad reach and concentrate their support on national brands than could provide the au courant feeling. 

- YouTube provides authentic promotion and user driven advertising whose millions of views proliferate and penetrates into the deep cleavages of teen fashion world that generic advertisements and promotions from the professionals don't have the resources and insight to reach. This reach then moves offline (to people who don't even know about YouTube gurus) to create infectious trends, made even more contagious by brands, catering to fast fashion such as Forever 21. 

- Girls who are clueless about fashion gladly welcome, any appealing recommendations. If they followed beauty gurus especially in the 2007 through 2010 era, they would have been nurtured into Forever 21 by Bethany Mota and Blair Fowler.

- One YouTube guru can inspire a cascade of videos for a particular brand. Then YouTube influences other social media platforms such as Tumblr and Instagram.

- Reality TV has diminished the value of professional and programmed entertainment where the viewers passively consume a fantasy life. It is the devolution of the expert and/or out of reach and corrupted authority. Reality TV highlights interesting and infamous characters who would have been shrouded in obscurity before the 2000s. Reality TV has legitimized social media and even might have inspired its birth. It is less about talent and about personalities who present an aspirational lifestyle and/or whose life makes a bold statement. The personal nature of haul has a reality quality. Bethany Mota herself is inspired by the trajectory of Lauren Conrad's fashion career who started off as a reality star.

Still Doubting?
(and yes, I do realize I'm making a bold proclamation...)
    The teens brands monopolized coolness with their logos strangling the visibility of other fashion brands. How do people know that it is Forever 21, there must have been some intention causing this explosion because they would not have been able to recognize Forever 21 among other brands.

Let's check out the numbers (as of January 17, 2015):

"forever 21 haul" About 166,000 results without quotes About 584, 000
"h&m haul" About 40,000 results without quotes About 324, 000
"topshop haul" About 19, 200 results without quotes About 254, 000
"urban outfitters haul" About 18,400 results without quotes about 190, 000

VERSUS
"hollister haul" About 12,400 results without quotes About 97, 500
"american eagle haul" About 8,400 results without quotes About 78, 800
"aeropostale haul" About 7, 910 results without quotes About 49, 800
"aero haul" About 1,190 results without quotes About 32, 900
"abercrombie and fitch haul" About 1,530 results without quotes About 18, 800
"abercrombie haul" About 3,830 results without quotes About 60, 500

Top Forever 21 shopping haul/ Forever 21 hauls according to view count: Some are exclusive to Forever 21 ... the main attraction or is given predominance in the headline ( as of January 17, 2015... some YouTube gurus have more static viewership than others)

1. Fall Clothing Haul! Forever 21, H&M, Urban Outfitters & more!
Published on Sep 16, 2013: 2, 266, 518 views
Bethany Mota : 636,420,791 overall channel views

2. Good Morning America Forever 21 Haul Part 1
Uploaded on Mar 18, 2010: 2, 248, 615 views
juicystar 07 (Blair Fowler): 259,053,840 overall channel views

3. 1ST WORLD PROBLEMS AT FOREVER 21
Published on Mar 27, 2012 : 1,901,120 views
grav3yardgirl: 491,137,075 overall channel views

 4. Forever 21 Haul
Uploaded on Dec 15, 2009: 1,758,827 views
juicystar 07 (Blair Fowler): 259,053,840 overall channel views

5. Summer Clothing Haul! ♡ Forever 21, Urban outfitters & Target
Published on Jun 4, 2012: 1, 455, 364 views
Bethany Mota : 636,420,791 overall channel views


VERSUS ...
I choose Hollister as the "teen brand" to compare with because it has the highest amount of haul videos compared to the other teen brands. Many of the Aeropostale haul videos with the most reviews were driven by the mention of Bethany Mota. Many of the Hollister haul videos were clustered with other brands...yes especially Forever 21.

Published on Mar 18, 2012: 532,145 views
krazyrayray: 84,853,665 overall channel views

Uploaded on Jul 22, 2011: 225,317 views
Courtney Lee: 3,916,484 overall channel views

I excluded two that were titled in another language.

3. Big Haul de la Folie - Guess, Hollister, Victoria's Secrets, Steve Madden... CONCOURS FERMÉ
Published on Mar 7, 2014:  183,751 views
Sandrea26France: 53,287,718 overall channel views

4. SALE ! HAUL SALE ! [zara, h&m, b&bw, only, hollister] 
Published on Jul 21, 2014: 159,544
Olciiak: 2,930,877 overall channel views

5. Haul: Forever 21, Hollister, Victoria's Secret + more
Uploaded on Jan 4, 2012: 151,766
cutesygirl09: 15,552,390 overall channel views
Thanks for reading!

Saturday, June 07, 2014

Will New gTLDS be Profitable Investments? Will they Sell and Scale?



 



The introduction of new gtlds is routinely compared to the advent of the dot com and its widespread adoption by the public, even the less tech savvy. However these comparisons are somewhat baseless and deceptive because we can't assume that the new gltds will have the same type of success as dot com or dethrone its significance without considering the differences in conditions and studying the interaction of circumstances that led to the dot com boom. For example, domain and website companies didn't need cumbersome separate advertising expenditures to vouch for the dot com; it was simply how you got online. Companies just needed to advertise the benefits of developing a website, generate excitement to be a part of the internet and it was inferred that a dot com meant a credible web presence. Also, the 90's were a supremely different economically and culturally than now.

To not openly acknowledge this and tout new gltds as a new innovation that is supplying assumed customer demand, which has vastly evolved, is quasi fraudulent. There are several obstacles that need to be confronted before presuming new gtlds will scale and be consistently used by millions and not just thousands of stale investments.


Old model of online ventures is saturated: New gltds are mismatched with their market and doesn't directly cater to the appropriate demographics. In the 90's, the internet was unfettered territory and thus there were high incentives for early adopters to compete. New gltds will have competition with millions of dot com websites. Acquiring a domain name is the least of their problems. Since the old model of online ventures is saturated, the high tech skilled entrepreneurs are moving on to more profitable and less competitive ventures such as apps. For ambitious entrepreneurs that still desire to build a platform online, we can't assume that an appealing domain name is the highest barrier to entry but rather an exciting, innovative idea or concept that attracts investors.

Also ambitious individuals with technical skills have cushy and prestigious career opportunities that sharply diminishes the need to embark on the perilous startup journey. In the 90's, the tech industry was still blossoming but now they are billion dollar industries that are extracting the top tech talent from the job and start-up market, and possible customers for new gtlds. 


Need small and midsize businesses use but these demographics are difficult to reach: Small and midsized businesses can intimately scale new gtlds to individuals by word of mouth and by example. However before this commences there needs to be initiative from renowned companies widely recognized and even celebrated as industry leaders with the disposable revenue and talent to make the risky investment. Once industry leaders take the plunge, admiring and competitive small and midsize businesses will be more eager to follow along to as the community and regional innovator. Industry leaders transfer importance, trust and prestige to new developments while traditional small and midsize businesses don't have the clout, recognition and budgets to buffer the risk and  burden of getting the nation to adopt a new developments. However the outlook for this initiative by industry leaders are dim since they are settled in and invested in dot coms. The future for dot brand, like .google, appears very promising but they eclipse the budget of small and midsize businesses. Since these companies probably won't win privileged and exclusive control of dot generics, like Amazon in the .book debacle, they have hardly any vested interest in guaranteeing its success. The fact that industry leaders are not moving to new gtlds sends an implicit message about their lack of significance. It exposes new gltds as the cheap option compared to dot com or dot brand and to be avoided especially since small and midsize businesses have to work harder to gain status and legitimacy. If industry leaders are not heavily involved then under-resourced and time constrained small and midsize businesses won't have the adequate guidance on how to use new gtlds. 

Claiming new gtlds will have widespread adoption also ignores the predominance of social media site such as Tumblr. Before there were active fan sites for celebrities now it is official Facebook pages and Twitter. Before there were personal bloggers and now there's Instagram where people can showcase their lives like a glossy lifestyle magazine. Social media takes a huge chunk out of key demographics that would build visible and active websites on new gtlds.


Needs widespread authentic use to build prestige, trust and familiarity: The advent of the dot com and even dot edu resulted in naive, non-scripted and experimental success stories of early adopters that convinced others to overcome their hesitation. Many did not know about domain investing and ironically that's precisely why the dot com begin to build in value after several years because value comes from use. Without the eventual and widespread authentic use of dot com, generic domain names such as finance.com would have never been valuable. Visible and admirable success stories centered on new gtlds risk being overwhelmed and crowded out by more established dot com websites that have a 10 year head start. While dot com hit the ground running, new gltds appear stunted in their authentic use since the majority are being held as an investment or to redirect to dot coms.

Some critics of dot com explain that dot com means nothing and generic domain names adds meaning and trust for new visitors. However that is beauty of dot com, it focuses the visitor's attention on the brand and not being defined by a generic word that could already have negative, bland or unsettling associations and connotations. The structure of new gtlds dilutes that possibly of branding. They are too limiting and suffocates the prospect of expanding. Lack of branding also indicates low status and will not be an viable or attractive option for those seriously considering a name space as a platform.

Stability and long term use is also required to add prestige and trust to new gltds. If popular websites simply move on to dot com once they save enough money, like del.icio.us moved on to dot com, that uplifts and reinforces dot com as the pinnacle. This behavior influences other webmasters with new gltds that it isn't ideal for building a permanent platform but new gltds are just a starter platform. If malicious webmasters are disproportionately attracted to the preemptive meaning from new gltds this could compromise the aggregate trust in new gltds. Dot com namespace is able to absorb this predicament due to the trustworthiness of other websites that call dot com home. However new gtlds may not be able to absorb this threat and lose credibility. Just like co.cc was dropped from Google's search due to prevalence spammy sites, new gtlds could drop from user's trust.


Being an expert in new gtlds require a new or modified skill set and perspective than dot com since circumstances are different. Keep this in mind as you invest. Some new gtlds will be more widely used than others due to the industry they appeal to and their unique needs. For example, some industries don't require or need branding, especially the ones that operate behind the scenes. While others just want complementary websites, as lovato.club is for demilovato.com. I doubt new gtlds, with the exception of .brand, will widely sell and scale outside of other domain investors; but culture evolves and the new generation could accommodate the inclusion of new gtlds. New gltds are still somewhat exciting. I have one and plan to register a couple more.