- Growth Daily
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- Tuesday, April 1
Reminder: it’s April Fools Day, so stay skeptical out there. And if your brand is doing a themed campaign, make sure you don’t go too far and risk getting cancelled.
🌟 Today’s Highlights:
Did YouTube glitch or get a new experimental feature?
Substack is copying TikTok’s scrollable video feed
Here’s how Coca-Cola is beating competitors
📊 Stat of the Day: X now has over 30M Gen Z users on the platform across Europe – a 37% increase since 2022. (Source: X)
💡 Today’s Insight: Consumer gifting might be the new influencer marketing
🏆 The Best Way To Beat Your Competitors
Standing in the grocery aisle, you have a choice: Coca-Cola or RC Cola. Naturally, you reach for Coke. Why? Because the most top of mind, wins.
Coke is more trusted and feels more familiar. This isn’t just about soda. It’s about car insurance (Geico is more top of mind than Erie Pennsylvania Car Insurance Company), sneakers (Nike is more top of mind than On Running), and even CRMs (Hubspot is more top of mind than Ontraport).
We choose what we recognize. So, how do you become the brand that's most top of mind and trusted? Through my '1 Simple Weekly Newsletter' strategy. Learn how to establish trust and stay top of mind, step by step, entirely on your own.
💡 Today’s Insight 💡
🗞 TL;DR - Influencer marketing, when done right, can be an incredibly powerful marketing lever. But too often these days, many brands are catching the heat for gifting influencers extravagant trips and items that seem a bit out of touch. Instead, many brands are now prioritizing customers with community-oriented giveaways and getaways.
💡 Insight - Last year, hydration drink brand Waterboy, makeup brand Refy, and skincare brand Cocokind took customers on trips to Mexico, Spain, and Napa Valley. According to Cocokind’s CMO, the uproar in influencer costs and expenses led them to redirect their budget to create unforgettable experiences for people who have “supported us the most over the years.”
While Cocokind did use social media to promote the trip, they did it to make “everyone who wasn’t on the trip still feel like they could appreciate those who truly deserved to win and got that opportunity.” They also kept it real by making a point to distance themselves from the flashier marketing tactics that got other brands in trouble – aka no yachts, caviar, or private jets were involved.
And customer gifting doesn’t have to be on a major scale like a brand trip. Many other brands have been adding customers to their PR mailer lists or giving out brand new products at in-person activations. While influencers can still provide major impact for a brand, adding consumers into the conversation can help audiences feel seen and appreciated – and these everyday consumers may even show more appreciation and promotion than influencers who experience these gifts every day.
⚡️ Today’s Headlines ⚡️
▶️ YouTube might have an autoplay glitch? Yesterday, users reported videos started automatically playing as soon as they opened the YouTube app, even if autoplay was disabled in settings, but YouTube says this is an experimental feature.
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💫 Reddit Ads rolled out new SMB tools. The new suite of tools include campaign imports from Meta, a simplified campaign QA page, a one-click GTM integration for Reddit Pixel, and enhancements to the event manager QA process.
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🎥 Substack is rolling out a TikTok-like video feed. The new scrollable video feed will only be available in Substack’s app and is likely the company’s attempt to capitalize on the potential void left by TikTok if it gets banned in the U.S.
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