Raisin Bread by MarketerHire - IG is down, but TikTok isn't 😎

Hi Raisin Bread snackers! Question for you: Do promoted tweets work?

• Yes — they can really get the job done

• No — they wouldn't know a job if they saw one 🤦‍♀️

 More on promoted tweets coming soon!

In this issue…

• New paid social best practices

• One (1) hot tip for streaming services

• Data duel: TikTok vs. Instagram 

EXPERT Q&A

The new paid social playbook

It’s crazy, but iOS 14.5 rolled out on April 26 — nearly six months ago.

Time hasn’t made it much easier to handle. In a recent survey, marketers named the privacy-first web a bigger marketing challenge than the pandemic.

We have good news, though: a new paid social playbook is emerging. What does it look like? We asked...

• Aaron Christensen, MarketerHire’s VP of growth

• Marc Barraza, MarketerHire’s director of paid media

TRY: Measuring paid social performance yourself

INSTEAD OF: Using the Facebook Ads dashboard

Due to iOS 14.5, Facebook has lost a lot of visibility into which ads convert, and Facebook Ads’ conversion data is currently off by an average of 15% — by Facebook’s own estimate.

Thankfully, there are two ways to assess paid social performance in-house, Christensen said. 

Media mix modeling (MMM) 

This means building a regression model to predict sales, and it’s something Facebook does for its own products.

“Anything that you think could drive the business, you feed into this model,” Christensen said — including ad spend by channel. 

If the model finds a correlation between your Facebook spend and higher sales, that means Facebook ads are working. Probably. 

Field-level experimentation

This means tweaking regional ad spend on a paid social channel — so maybe spending more in the South, less on the West Coast. 

If this impacts where customers place orders from, it means the paid social channel is having an effect. 

TRY: Varying ad creative

INSTEAD OF: Personalized creative

In the post-iOS 14.5 world (we’re at iOS 15 now!), it’s “more difficult to match the right creative with the right person,” Christensen said. 

That means successful paid social campaigns will, according to Barraza… 

• Address a big chunk of the funnel

• Embrace diverse messaging

That might mean a campaign consists of 3-6 complementary messages — maybe one influencer testimonial, one unboxing video and one brand story post — geared towards buyers’ consideration phase. 

TRY: Optimizing the post-click experience

INSTEAD OF: Optimizing Facebook campaigns 

Once a user clicks through to your landing page, website or app, you can collect first-party data. 

That’s where you can still use the optimization and segmentation moves that used to work on Facebook, Barraza noted. 

That might mean… 

• Investing in CRO for paid social landing pages

• Setting up behavior-triggered website pop-ups

• Segmenting your email contact list

Our takeaway? 

It’s still near-impossible to optimize individual paid social campaigns, or trust Facebook Ads’ attribution data — but paid social buyers aren’t flying totally blind.

TWEET TREAT

We. Demand. Y2K-era ads!!!

Streaming services: Start running Turbie Twist infomercials and Muzzy ads during 90’s shows, and we’ll never look at our phones during commercials again.

Just kidding! Unless…?

SMALL BITES

Sold-out skeletons, sneaky stats, and supply chain stumbles

Fake audience stats can cost you your business. 

Home Depot sent one email and sold out of its 12-foot skeleton — back in July. 

Pringles’ mascot, Julius Pringles, got a redesign.

Did he lose a unibrow in the process? We ran a survey about that.

Meet this holiday season’s buyer personas: Discount Dani and Hybrid Hopper. 

Lexus is using TikTok to reach younger drivers. 

Prices tell a story, and $1 tells a dying one.

66% of American shoppers worry supply chain issues will never end. 😳

Time to draw up an “eternal” AI influencer contract. Bots never die!

Low Twitter engagement? Kanye West suggests moving to Discord.

SPONSORED

Hire marketers just like, Quip, Outer, and Hello Fresh

You — yes, you — can hire marketing talent the same way those brands do.

How? Through MarketerHire.

Wait, what’s MarketerHire?

Well, it’s Raisin Bread’s parent company. Hi dad!

But MarketerHire is mainly a marketing marketplace. So it’s a network of vetted marketing professionals from badass brands, and the MH team matches those marketers with orgs that need them.

Fast. 

The best part? It actually works. Even Jason Calacanis called us a, “Brillant f***ng idea.” His language, this ours. 

Want to give it a try? Raisin Bread readers get $500 off their first MarketerHire hire.

FROM OUR BLOG

How to invest in the *other* stock market

Hint: You can’t do it without SEO tools. 

But let’s back up for a second. We all know there’s a stock market — but there’s also a word market.

Every piece of SEO content is an investment in (at least!) one keyword.

If a low-volume keyword sees a sudden surge of searches, that’s a word heating up. Like GameStop stock. 

So how do you make smart word market investments, and grow your organic search traffic — maybe even 100X it?

Step 1: Figure out what words people use 

You want to speak your customers’ language — so look at the terms they’re Googling, using on subreddits and posting on social. 

Keyword research tools that can help:

• Google Trends
• SparkToro
• Keyworddit

Step 2: Make your word market investment.

Or in normal language: publish content that targets your strategic keywords.

This takes more keyword research tools and content optimization tools. 

Learn those, and six more types of SEO tools — including 22 free ones! — over on our blog.

DATA SNACK

Who’s winning the attention wars: TikTok or Insta?

TikTok reached 3B downloads in July, and you can see exactly how it got there above. (Notice the spikes in the first quarters of quarantine!)

Then last week, TikTok hit 1B monthly active users (MAU). 

That put it in an elite club with the app it’s most often compared to: Instagram. But are the two apps really capturing the same level of attention? 

We dug into the data — and our analysis took us pretty far from this graphic. 😬

Which one hit 1B MAU faster?

• Tiktok took 5 years. 
• Instagram took 8 years.
• Winner: TikTok

Caveat: As noted by Social Media Today, mobile connectivity and usage are higher now — which gives TikTok a potentially unfair edge.

Which one converts downloads to MAUs better?

• TikTok converts ~33% of downloads to MAUs, per stats above.
• Instagram converts ~36%, according to the Business of Apps. 
• Winner: Instagram

Which one do MAUs in the U.S. spend more time on? 

• TikTok MAUs average 21.5 hours per month on the app, according to App Annie.
• Instagram MAUs average 7.5 hours per month on the app
• Winner: TikTok

Overall winner: TikTok

Instagram has slightly better user retention, but Tiktok is growing faster, and its MAUs spend nearly 3X as much time on it. 

Feels like time to test organic or paid TikTok!

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