The uncertainty surrounding TikTok is starting to benefit Snapchat
TikTok-related drama has been the story of the summer (well, at least the second half of it) and we’ve enjoyed watching this real-world soap opera as much as anybody else.
But, it seems that the questions about TikTok’s future might be starting to translate into legitimate growth for other brands – first and foremost, Snapchat. The news about Snapchat is just a portion of the TikTok updates that came out yesterday, and here’s your overview of it all:
- According to preliminary estimates from intelligence firm Sensor Tower, Snapchat had close to 30M installs in August. This would be the highest number the app has seen since May 2019, which itself was also an outlier month. Year-over-year, new installs in August were up 29% – and in July, they were only up 9%.
- China’s new legislation is the reason we still haven’t heard a TikTok sale announcement. Due to restrictive rules put in place by the Chinese government, TikTok is still figuring out how it’ll be able to sell to a U.S. company. Reportedly, one of the options is selling the app without the algorithm… which could be tricky.
- Americans think Google would be the best buyer. Even though Google’s CEO has already ruled out the possibility, a new survey claims that 29% of Americans think Google would be the best new owner for TikTok, followed by Microsoft, Snapchat, and Apple.
The Crew’s take: There’s a lot to dive into when it comes to the future of TikTok, and nobody can definitively say that TikTok’s uncertainty is the reason Snapchat saw massive growth last month – but it’s a very likely cause.
If this type of uncertainty continues, we could see more marketing opportunities for larger audiences on platforms like Snapchat, as well as TikTok’s competitors!
Can you guess why these ads got rejected?
Got a guess as to why some of our very own Stacked Marketer ads got rejected yesterday? If you’re currently running ads on Facebook (or you checked Twitter at all yesterday), you’ll probably know why – Facebook rejected an alarming number of ad campaigns all across the board for being political.
Among the list of ridiculous ‘political’ labels were: women’s pants, biodegradable phone cases, bamboo straws, men’s t-shirts, and, of course, Stacked Marketer ads.
As the adpocalypse was happening, though, Facebook’s Rob Leathern acknowledged that the platform was having issues, but that the bug had been fixed. So, if you had this problem yesterday, you’re probably a lot more relaxed by now.
What does this mean? For now, we’ll just consider ourselves lucky that the issue has been fixed – Facebook doesn’t normally take too long to fix these kinds of bugs. However, it’s still a friendly reminder not to put all your eggs in one basket, particularly when it comes to advertising.
13M people working at companies like Twitter, Instagram and Uber choose this cloud storage – on EU or US servers!
pCloud is a cloud storage service based in Switzerland – keep this in mind because we’ll tell you the advantage of storing your data in that country…
They have been named the “Best cloud storage of 2020” by TechRadar and they are chosen by people in big companies like Coca Cola, Nike, Snapchat, Instagram, Uber and LinkedIn.
There must be some reasons for this success, right?
Well, these are a bunch of them:
- Flexibility to choose where to store your data: Whether you want your data to be stored in Europe or in the USA, you decide.
- Whether you collaborate with pCloud users or not, you can share with anyone you like.
- File versioning: pCloud stores versions of your files. Thus, if you need to find a previous version of your work, it is all available. Dig into the actions you have performed and easily keep track of all your activities.
- Data security is a top priority for pCloud: your files are stored on at least three server locations in a highly secure data storage area. If this doesn’t satisfy you, you can even protect your most important files with encryption and passwords.
- Swiss data protection: pCloud follows Swiss laws which are strictest when it comes to personal data.
It still doesn’t explain all the success? Well, pCloud currently comes with a free 10GB plan.
Let’s make a trade
We’ve got a trade to propose: you give us three minutes of your time, and we’ll use your input – along with the input of 16k other marketers reading this – to create a report with some awesome insights about advertising in Q4.
It’s no secret that the holiday season is a busy one for marketers. If you’re looking to take a sneak peek into what other marketers are planning for advertising this year, go ahead and give us 3 minutes of your time in our anonymous survey.
We’ve put together some simple questions about what you’re planning for the upcoming quarter, and we can’t wait to see what you share.
At the end of September, we’ll analyze the data and share all the insights in this newsletter, for free! There won’t be any forms or paywalls to access the report – we’ll be sharing it with everyone.
If you’re currently living the agency life (whether you work at one or run one, it’s cool either way), feel free to fill it in with stats from each of your relevant clients.
And share this with your marketer friends – they don’t have to subscribe to fill in the survey or read the report. It’ll be free for everyone on our website!
This might change the way you think about LTV
One of the most discussed metrics in the e-commerce industry is the “customer lifetime value”.
Upsells, comeback email campaigns, Facebook retargeting. It’s all about getting those customers back and eventually, producing a bigger LTV.
However, we found this piece from Kohlman Verheyen that goes against the tide:
“The LTV can be a deadly metric for your e-commerce.”
No, the correct question here is “Why?”. And while we don’t think you should ditch the LTV, Kohlman’s idea does have some merit.
The LTV tells you that people are coming back, but it doesn’t help you figure out the average time between purchases, or which products are attracting the highest value shoppers.
For LTV to be actionable, you need to know how quickly you can obtain that value.
What’s the solution?
The cash multiplier.
Your LTV could be $100 – but how long will it take to get there? 10 days or 10 years?
The cash multiplier (CM from now on) addresses this question. There’s nothing to be scared about, though – the cash multiplier is nothing other than your LTV for a specific customer segment (or product) and calculated over a defined period of time. This video is very explanatory if it’s not clear yet.
How do you calculate the CM? First, define the time period. If we say 60 days, the equation will be:
CM = Total revenue in 60 days divided by the number of new customers in the same period.
When should the period begin? You get to decide. You can pick the starting of a campaign, of a promotion, or the starting of the quarter.
How can the CM be useful?
Once you know the average CM (or 60 days LTV), you can make better decisions about your products and advertising.
If you know that a new customer will bring in $100 in 60 days, you can compare it to your CAC (Customer Acquisition Cost). Therefore you can understand if, in the defined window of time, your business is able to recover the acquisition costs, plus add a positive margin.
In addition, there are more ways to apply it to marketing strategies and Kohlman Verheyen reported an example for an email campaign.
FACEBOOK: A ‘Topics You Follow’ feature may soon be coming to Facebook, as per Matt Navarra on Twitter. This could integrate with both Facebook Watch and hashtags.
TWITTER: A new study from Twitter makes it easier to figure out what type of video ad formats will work best for your campaigns – and how to structure them in an effective way.
LINKEDIN: Want to know what kinds of courses people are looking for? LinkedIn just released their top 20 most popular LinkedIn Learning courses of the year.
SEO: If you’re looking to kickstart your SEO efforts on Shopify, this recently published guide is a great place to start.
MICROSOFT: An updated version of Microsoft’s ad interfacing is rolling out, and it aims to make navigation and management easier for advertisers.
SEO: Search Engine Journal just broke down a few John Mueller tweets about why word count is not a ranking factor – if you’ve got stubborn clients, this is a great resource to show them!
Why did the moon skip dinner?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Things are getting very competitive at Amazon in Chicago
Amazon delivery drivers have started putting phones in trees near delivery stations, and it’s probably one of the most creative ways to get more work we’ve seen this year.
Why put phones in trees? It sounds strange, but devices that are closest to delivery stations where orders originate get notifications slightly quicker than others.
So, delivery drivers have been syncing their phones (that are in the trees) with their phones that are in their hands, allowing them to accept delivery routes before other drivers.
It’s a telltale sign of a struggling economy and lack of work, but the drivers with phones in trees at least get some points for creativity! Not many points for a fair competition….