📰 Growth Daily - Thursday, Jan 12

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

1 - RIP Instagram Influencers?

📰 TL;DR - Two SUPER interesting stats in the same study are leading us to question if Instagram influencers are all but a thing of the past. Higher Visibility has analyzed the biggest creators across all major platforms and found that:

  1. Organic reach for brands on TikTok is 118% compared to just 13.51% on Instagram

  2. A whopping 65% of the world’s biggest online creators use TikTok as their main platform

💡 Insight - Brands chase Influencers who can get their product in front of as many eyeballs as possible for as little money as possible. So it's no wonder that 65% of the world's biggest online creators use Tik Tok as their main platform since organic reach is nearly 10X higher on Tik Tok versus Instagram.

So are Instagram Influencers dead? No! But there is no doubt significantly more money chasing Tik Tok influencers than Instagram Influencers because that's where the most affordable organic reach is coming from these days!

2 - Report: Content Marketing Salaries

📰 TL;DR - Superpath just updated their annual "Content Marketing Salary Report" and the insights are really interesting! A few of our favorites:

  1. The average content marketer earns $95,379 a year, up 1.77% over last year while the median annual income is $88,256, a 5.38% increase from last year.

  2. The average is up about 20% from just 3 years ago, that's a lot!

  3. Full-time content marketers make an average of $95,958 a year while Freelance content marketers average $90,691 a year, making us ask the question is having a boss really worth an extra $5k a year?

  4. B2B content marketers make an average of $10k more a year than their B2C/DTC counterparts

💡 Insight - We'll keep this insight short. As Facebook ads become less of a reliable customer acquisition channel, these salaries are only going to go up and up and up!

3 - New YouTube Analytics Layout & Insights

📰 TL;DR - With the world's second-largest search engine doubling down its fight against Tik Tok & Instagram for short content supremacy, they are updating their "Studio" analytics with a lot of little updates. YouTube Studio is where accounts go to post and analyze videos. Basically, if you are a YouTuber, it's where you live and most of the updates are designed to highlight the impact Shorts is having on your growth.

💡 Insight - Why is YouTube trying to highlight the impact Shorts is having on your account's growth? Because they want you to create more Shorts! If anyone thinks YouTube is just going to lay down & let Tik Tok take their lunch, boy are you wrong. Their new Shorts Fund launches Feb 1st and now this? We are bullish on YouTube shorts.

4 - The US Army's Secret Recruiting Weapon

📰 TL;DR - Last year, The US Army came up 15,000 short of their goal of recruiting 60,000 new active-duty recruits. Despite only hitting 75% of their goal they are increasing their goal this year to 65,000 active-duty recruits.

How are they planning to hit their goal this year despite not coming close last year? Referral marketing! They are putting the finishing touches on a ribbon that will be awarded to soldiers who help convince someone to join the service.

💡 Insight - Are you wondering why your referral marketing campaign isn't working? It's because you aren't giving a big enough incentive to your existing customers, to help you recruit more new customers!

What The Army is doing is so brilliant. If you are an active-duty soldier, you clearly believe in the mission enough to put your life on the line so wouldn't you want to help convince other people to join the mission as well? Now of course, your referral campaign won't tap into that level of evangelism, but use this as an opportunity to revisit your referral marketing campaign and see how you can make it juicy.

5 - Twitter Considers Selling Freed-Up Usernames

📰 TL;DR - According to the New York Times, Twitter is considering auctioning unused or freed-up usernames as a new revenue stream for the financially struggling social platform. According to sources, Twitter thinks this would ensure as fair of a redistribution process as possible.

💡 Insight - If you sold sleep masks, how much would you pay to have @sleepmasks? Or if you sold CRM software, how much would you pay for @crm as a handle? If this news consideration became a reality, you better bet we will be bidding on something @growth or @marketing related! Regardless, this could be a huge opportunity for all businesses to recapitalize on some twitter attention.

And if you are looking for a fun side hustle? Perhaps finding the handles that don't sell for much on the auction could be a good thing to flip to brands who have no idea the action is happening! Just an idea. Who doesn't love a good arbitrage play?

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