Rob Mayhew on the untapped creator opportunity in B2B, London vs New York and using social media as a brand

Rob Mayhew joins Jon for bonus episode, talking about his big move to New York City, becoming a full-time content creator and how brands can work with creators like him effectively.

Timestamps

00:00 - Intro
01:39 - Why Rob moved to NYC
04:20 - Rob’s new YouTube show
05:47 - London vs New York for marketers
08:00 - Rob’s approach to content in 2025
11:00 - Rob’s view on the future of the social platforms
14:17 - How System1’s ad testing works
17:27 - Rob’s funniest posts on LinkedIn
18:46 - Rob’s process for making content
20:16 - Any trends that are different in the US than UK
21:43 - Thoughts on the creator economy
23:09 - The Poppi vending machine backlash
24:22 - How does Rob plan his content?
25:18 - Different audiences for TikTok and LinkedIn
25:38 - Rory Sutherland’s TikTok
26:48 - Power of B2B content creation