TikTok
95.8%
Organic For You page discovery
Almost every view comes from the algorithm pushing the video to a non-follower — the audience is being built fresh on each post, not recycled from existing fans.
Brand Partnerships
38M+ corporate professionals.
One channel they actually watch.
That Data Guy™ is a satirical look at corporate reality — the dashboards, the meetings, the systems, the decisions. The audience is the people inside those systems: data, ops, engineering, IT, PMO. Decision-makers and practitioners in mid-to-large organisations, sharing the work with the rest of their team.
Reach
Where the audience shows up.
TikTok
@_thatdataguy
Short-form satire
19.4M
Views
@_thatdataguy
Reels & screenshots
19.3M
Views
YouTube
@that_data_guy
Deep dives & build guides
Long-form
Format
38M+ total views across TikTok and Instagram. Audience weighted toward UK, US and EU corporate roles.
690K
Likes
TikTok
57K
Shares
TikTok
725.6K
Interactions
5M
Reach
93%
Views from non-followers
17.9M of 19.3M views came from people who don't follow the account. Reels reaching outside the existing audience, not preaching to the choir.
Audience
Who’s watching.
Not a creator-economy audience and not a consumer audience. The channel speaks directly to corporate professionals — the people who own the tools, the data, and the processes inside mid-to-large organisations.
They’re both the decision-maker and the practitioner. They’re also the person who shares the video in a team channel at 4:47pm on a Thursday.
- Data & analytics teams
- Operations & PMO
- IT & enterprise systems
- Software & platform engineering
- Heads of function & department leads
- Transformation & change
What brands get
A partnership, not a placement.
Every brand partnership runs the same way — a sponsored video built into the format the audience already watches, plus a real read on how it landed.
Sponsored video
Integrated into the Dev vs Management format
Your product appears in the format the audience already shows up for — not bolted on as an ad break. Written, performed, and edited end-to-end, with full creative review before publish.
Feedback analysis
What the audience actually said
A structured read of comments, replies and DMs across platforms. The objections, the confusion, the language they used to describe your product. The kind of raw voice-of-customer that doesn't survive a survey.
Performance report
Numbers that actually map to your funnel
Views, completion, saves, shares, click-through, plus a written read-out tying the metrics to the audience response. Not a screenshot of the analytics tab — a brief you could put in front of a CMO.
Case studies
Brands that have done this.
Three teams who’ve sponsored work on the channel. Each received a sponsored video, a feedback analysis, and a performance report — the full partnership.
Softr
No-code internal appsBuilt around the reality of teams who need an internal tool yesterday and can't wait six weeks for a sprint slot. Featured across client portals, ops dashboards, and the mid-corporate workflow apps the audience builds every week.
Sponsored videoFeedback analysisPerformance report
Visit SoftrProcess documentation
The capture tool behind the free Microsoft 365 build guides published on the channel — already part of the workflow, so the integration sat naturally inside a real piece of work the audience could actually use.
Sponsored videoFeedback analysisPerformance report
Visit ScribeAI app building
AI app-building platform that turns plain English into a deployed product. Positioned against the corporate AI pitch deck and shown as working software, not slides — exactly the angle the audience came for.
Sponsored videoFeedback analysisPerformance report
Visit EmergentWork With Me
Got a product the audience would actually use?
I’m selective. Partnerships work when the product genuinely helps the people I make content for. Tell me what you’re building and what you’d want this to look like — I’ll come back with a proposal, dates, and rate card.