📰 Growth Daily - Monday, Jan 23

Today's news, tips, & tools you need to know

1 - "What Ad Slow Down?" Says Tik Tok

📰 TL;DR - Our friends over at DIGIDAY interviewed a handful of ad agencies to see if their ad budgets are slowing down so far this year. The Chief Growth Officer at Power Digital (who works with mega-brands like Casper, Uniqlo, & P&G) said: 

“Advertisers that have tested TikTok generally see success in driving incremental revenue, and are continuing to double down on the platform,” said RobJewell. 

The Head of Media Operations at VaynerMedia said “It’s still early this year to say for sure, but anecdotally we see this trend (a 20% increase in Tik Tok ad spend) continue to increase with quarterly comps expected to grow at least for the duration of this year."

💡 Insight - We have no doubt there is tons of attention being spent on Tik Tok these days and the ad dollars are naturally following close behind. But when there is a large influx of ad dollars, that typically means the cost to advertise is going to start going up significantly. So get in on that "underpriced attention" while you can!

*2 - Hire Amazing Marketers At Half Cost

📰 TL;DR - We all know that finding good marketing talent is hard these days. What’s worse than the struggle of finding good marketing talent after a long and painful process? Finding out they want way more than you can comfortably afford to pay them! Luckily for you, our friends over at CXL Talent have a bulletproof process for you to find truly vetted & trained remote marketing talent happy to work for you at a fraction of the cost of US marketing talent…

💡 Insight - You see, CXL is one of the leading marketing training companies in the world, and CXL Talent is their matching service! Every candidate they introduce to you:

✅ Is fully proficient in English✅ Has at least 2-5 years of relevant marketing experience✅ Goes through a 12-week Long CXL certification program at no cost to you

It’s a win-win!

3 - You Can Now Buy Ads In WeWork Locations

📰 TL;DR - WeWork has been "tapping into new revenue" by partnering with Recess to sell "out of home" style ads in various locations. You can target various placements by location, age, or interest.

💡 Insight - I'm surprised to say that 40+ brands have signed up for this so far including PepsiCo, Sierra Nevada, MilkBar, and more... We have a hard time believing that interest targeting is all that accurate but the idea of getting in front of tons of professionals still going into the office seems like an interesting opportunity! Especially if the cost is right. 

4 - YouTube Shorts Rips Of Instagram

📰 TL;DR - YouTube is testing a new location tag for YouTube shorts that lets brands & creators mark where their YouTube Shorts is taken from or shot at. Instagram has had this for years, before they even let you upload videos! They have noted that they hope to use this data to improve their YouTube Shorts algorithm. Example: If you tend to watch videos mostly tagged all over France but you live in the states, they will show you more videos that are tagged in France. 

💡 Insight - Start posting YouTube shorts with either really generic tags like "Texas" or "France" to see if you can get some extra virality from those big ones or super specific locations so you can dominate a particular niche. 

5 - Nike Taps Into UGC Gold

📰 TL;DR - Entrepreneur Magazine published a list of 3 predictions for the Creator economy and while 2 were rather expected, there was one that's worth mentioning. The shift from regular User Generated Content to UGC that covers experiences provided by the brand itself. 

They gave the example of Nike, not just sending free merch to their Influencers & Content Creators, but actually flying several top influencers to its various facilities. They asked them to create content that is still genuine to them and their audience but just from (and of) the Nike facilities rather than the comfort of their own home.

💡 Insight - What experience can you provide for your top Influencers or Creators? Perhaps you are a yoga mat brand, can you invite a bunch of Influencers in your city to a VIP yoga class on the beach? Or if you are a CRM platform, perhaps you can invite some business Influencers, like Marketing Max ;), to a special zoom interview with a big speaker? Brands that create experiences for their Content Creators are gonna beat brands that post simple UGC. The possibilities are endless!

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