Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
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This week we're breaking down:
The Highlights:
Unpacking Scott Galloway's breakdown of time spent between TikTok & streaming platforms
The Watercooler:
Which marketing tactics should you focus on and why?
#MarketingTwitter:
Diving into three Tweets about Olipop's digital marketing strategy, key takeaways from Geek Out Miami and ten tools for eCommerce growth
TIKTOK... BOOM?
It's no question that TikTok's continual growth has been disrupting more companies than any of us could have predicted.
Scott Galloway has posted a new report sharing the comparisons between the TikTok industry and the film industry. I highly recommend checking outthe full reportbut here are my key takeaways:
TikTok has 1.6 billion monthly active users — more than Twitter, Snapchat, and LinkedIn combined.
Data Collection: On TikTok the average session lasts 11 minutes and the video length is around 25 seconds. That’s 26 “episodes” per session, with each episode generating multiple microsignals: whether you scrolled past a video, paused it, re-watched it, liked it, commented on it, shared it, and followed the creator, plus how long you watched before moving on.
Fifty-five percent of TikTok users create their own videos on the platform. That’s a talent pool the depth of the Mariana Trench: 870 million people, or 1,000 times the number of people employed by the entire film and TV industry.
WHICH MARKETING TACTICS SHOULD YOU BE FOCUSING ON?
When it comes to marketing tactics, which ones should your brand focus on, and more importantly, why? 🤔
I see so many marketers flying blind when it comes to choosing tactics and I can’t help but think about how bad that is for business.
So, why is it so difficult?
🚩 Looking at your own past performance is great for things you've done before, but it won’t show you the right way to execute when you’re marketing on a new platform, trying a new strategy, or messaging to a new audience.
🚩 If you are keeping tabs on competitors and industry leaders, oftentimes it’s hard to isolate which part of their strategy is actually driving the growth they’re seeing.
🚩 Looking outside your own four walls for best-practice examples is a good step, but you need to be able to measure if what they’re doing is actually working for it to be reliable.
That said, there is a way that allows you to:
👍🏼 Keep up with best practices without spending all your time googling, spying on competitors, or hiring another analyst.
👍🏼 Learn a proven process to deconstruct winning digital strategies and isolate true growth drivers.
👍🏼 Learn how to measure if what competitors or inspirational brands are doing is actually working.
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