The Weekly Sharpener #107

👋 Hey fam!

I'm really excited to share this 👊 Monday roundup with you!

We're back with another episode of the Master Mind 🧠 this week Deb Mukherjee (Marketing Lead @ StayTuned) and he breaks down how DTC brands can leverage SEO to grow their business and how to get started quickly!

Next, we dig into the download trends over the last year with TikTok, what it means for your business, and the ads you are planning to run in 2023.

We also have a little word-of-mouth breakdown and why it's so important for your business.

Thanks for spending a few minutes with us today, we hope you find this valuable!

Cheers,

Chase

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Content That Matters 🐐

Why it matters: I'll leave the TikTok getting banned discussion for another time, let's just look at trends that signal to our future and aren't predicated on the government.

Here are the install numbers YoY 👇

Meaning US downloads have declined 33% YoY. That's massive. The slowing is interesting considering that Meta apps (IG/FB/WhatsApp) continue to increase slowly, never having massive drops.

Why it's most interesting for you, the advertiser is Meta has made massive changes over the last six months to how they serve ads and the impact is starting to be seen.

TikTok is a viable channel but looking at it as an unstoppable growth engine that many industry insiders were touting just months ago was complete hyperbole.

Like all platforms before it, the saturation has reached a point where internal product innovation + brand marketing is what will fuel growth, not simply word of mouth.

This innovation curve shows that the innovators + early adopters who won because of massive CPM discounts + algorithm-fueled advantages have been made moot by saturation.

Now, just like on IG and others it's about making exceptional content that keeps users engaged on TikTok + them getting their shopping experience more dialed in to drive paid marketing impact.

Have you planned how you will be distributing paid media in 2023?

Because the landscape is shifting - Facebook looks like it's making a comeback and TikTok needs to innovate to keep up.

Thread of the week 🤌

Why it matters: This is a very quick breakdown on why word of mouth delivers value to your customers to drive word of mouth and drive down CAC.

Here is the most important part to remember:

Providing *unexpected* value is the key to delighting buyers

Expert Strategy + Learnings

Some amazing learnings from thought leaders in DTC.

Carl's CRO Tips 🙌

Product Page changes: > Added an image list to increase the usability of the image carousel > Restructured information to allow CTA to surface above the fold

For more 🔥 follow Carl Weische from Accelerated.

Rahul's Paid Media Learnings 🤘

Video Memes - are a top performing creative.

Why it works:

Relatable memes featuring your sale ✅

Easy to mass produce across different memes and texts at scale ✅

Follow Rahul from Reach Digital for more 🧠

Creative Cuts ⚔️ - ICYMI

Want to learn about WHY the creative you love works and how you can leverage it 👇

Worth Your Time 💡

No explanation, just amazing content.

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Fav Newsie's

• Nice Ads 

• Your Content Should Sell

• Eli's Newsletter: CX & Retention Learnings

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