While some tried-and-true marketing strategies—like billboard advertising—can be applied to podcasts, it can be challenging to promote audio content on platforms that rely on visuals to drive audience engagement.

Following in the footsteps of other publishers, some podcast networks have reportedly turned to more opaque ways of boosting their numbers, like buying downloads via mobile-game ads. Some hire marketers to get the job done for them.

Rarely does a marketer do it for free. Lauren Passell, founder of podcast growth company Tink Media, tried several strategies for Lizzy Cooperman’s In Your Hands, a podcast produced by Starburns Audio, the comedy podcast network created by Rick and Morty production studio Starburns Industries. After a month, listenership grew by 155%, Passell told Marketing Brew. And all of her work was for free.

Keep reading here, free of charge.—AM

Recently, an employee at influencer marketing agency Sway Group reached out to a creator about striking up a brand partnership. According to the TikTok Creator Marketplace (TTCM), which Sway Group uses to contact influencers, the creator’s starting rate was listed as a modest $250.

• Created in late 2019, the TTCM was established as a way to theoretically make it easier for brands to connect with creators. To join the TTCM, creators must have 100k+ followers and fill out an application.

As it turned out, the creator’s price point wasn’t anywhere near $250, Tiffany Romero, Sway Group’s president of influencer management, told Marketing Brew. After Sway Group got in touch, the creator said her range was between $15,000 and $25,000—at least 60x the rate listed on the TTCM.

Apparently, it’s a common issue—marketers working on the agency side representing brands, like Romero, as well as influencer talent managers, told Marketing Brew that the TTCM has developed somewhat of a reputation for listing creators’ rates as lower than they actually are.

Keep reading here.—PB

Brand voice is beginning to feel like a lost art. Wendy’s kicked down the door years ago with their Twitter roasting and it’s never been the same. You’ve got WingStop tweeting f***, McDonald’s calling their fans besties, and RadioShack saying…well, click this link at your own risk.

Not every brand should use Gen Z internet speak—lowercase, no punctuation, abbreviation, cheugy, etc. Just like there are so many different types of companies—think: B2C versus B2B—there are also many different voices brands can take on.

Here are two different ways to define “brand voice.”—JA

There are a lot of bad marketing tips out there. These aren’t those.

Class in session: TikTok has a new education platform for marketers called “TikTok Academy.”

Look inward: LinkedIn announced updates to tools that are intended to help companies recruit and promote from within.

Bumper cars: How to use Google’s bumper ad tool to bring longer videos down to six seconds.

Behind the mic: What’s the current state of diversity in podcasting? Get the scoop on the representation convos happening at Advertising Week—and how brand safety comes into play—in our latest article, sponsored by MNTN.*

^{*This is sponsored advertising content.}

Did you hear? We are fast approaching the biggest Marketing Brew event yet: The Brief on Nov. 15. This jam-packed day of panels, presentations, and networking will give you strategies to implement immediately, plus the chance to interact personally with some of the best in the industry (not to mention your fellow marketing rock stars).

Quick: We have special pricing for only a limited time, so grab your ticket here before the cost goes up!

Which headlines are real marketing news, and which one is fake?

1. Oscar Mayer gives away a lifetime supply of bacon for World Vegan Day
2. Dave’s Hot Chicken wants you to try it before you die in first TV ads
3. McDonald’s double dips on nostalgia with ‘Farewell Tour’ for McRib
4. Burger King announces ‘Meatless Mondays’ as part of sustainability push

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• A conversation with Soyoung Kang, the CMO of eos
• Why the benefits of samples could outweigh the costs for DTCs
• Google and Meta cracked down on political advertising. Where did that money go?