Tuesday, November 18

🌟 Today’s Highlights:

• X is bringing its ‘Chat’ DMs interface to all users

• YouTube is testing retroactive Demand Gen cost reductions

• Your growth team’s newest advantage is plug-and-play UGC

• 📊 Stat of the Day: Most ChatGPT links get 0% CTR. (Source: OpenAI)

• 💡 Today’s Insight: What creators are seeking in brand deals

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⚡️ Today’s Headlines ⚡️

✉️ X is bringing its ‘Chat’ DM interface to all users. The interface, which has been testing with paying users, will now offer a range of new functionalities including end-to-end encrypted chats and file sharing, the ability to edit, delete or send disappearing DMs, screenshot blocking, and more.

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🎄 TikTok launched a holiday marketing hub. The new hub includes TikTok’s new holiday marketing guide and a range of other guides and links to help learn about TikTok ads and TikTok Shop.

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✂️ YouTube is testing retroactive cost cuts for underperforming Demand Gen campaigns. The new beta feature automatically lowers costs for underperforming Demand Gen Target CPA (tCPA) campaigns to help keep advertisers closer to their desired CPA during the volatile learning phase.

💡 Today’s Insight 💡

What creators are seeking in brand deals

🗞 TL;DR - Snapchat just published new insights into what creators are looking for from brand deals and agreements, as well as their thoughts on each social app they’re creating on. The findings might help you better understand what to include in partnership offers moving forward.

💡 Insight - In terms of content types and strategies, 42% of creators post content tailored specifically to each platform, 49% post consistent content across all platforms, and 9% use a flexible strategy. This is a big change from the traditional style of posting where each platform needed dedicated, customized content due to their unique algorithms and use cases. But now that every platform is basically a copy of the others, creators can get away with repurposing content without impacting performance.

Creators want live-streams, creative tools, and analytics and insights from the social apps they’re on. With streaming being the most desired tool to generate content, brands should be aware of the risks that come with it (anything can happen in the moment) while also allowing creative freedom whenever possible.

In terms of what creators want from brands:

• 45% of creators said they want to partner with a high-quality brand

• 44% said they want a brand that aligns with their personal brand values and identity

• 41% want supportive collaboration and open communication

• 40% want transparency with their audience

• 40% want the ability to trial a product to ensure authenticity

The data also shows that long-term partnerships “that allow for more meaningful connections” are desirable, as they offer more security for creators and could enable a more solid relationship to maximize your brand’s reach.

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