The Andrew Faris Podcast Connor MacDonald's Channel Diversification Framework For Scaling Past $100M
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Feb 20, 2026 Connor MacDonald, CMO at Ridge and marketing podcaster, shares a practical channel diversification framework. He breaks down budget mixes, barriers to activating new channels, and repurposing short-form creative across platforms. Conversation covers YouTube creative and measurement, when to shift spend off Meta, and prioritizing channels given limited team capacity.
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Short-Form Video Lowers Entry Costs
- Short-form vertical video lowers production barriers across many platforms.
- Winning short-form creative can be reused on TikTok, Reels, Snap, Shorts, and AppLovin.
Ridge's Early Wide Experimentation
- Ridge expanded widely early, buying any media placement it could find.
- That early breadth exposed them to many channels that later faded in efficiency.
Order Economics Unlock Spend
- Improving order-level economics (AOV, pricing, LTV) effectively increases how much you can spend profitably.
- Unit economics of the order matter more than single-product cost.