TikTokers can now hold Q&As


TikTok just made it easier for creators to interact with their audience.

A new Q&A feature released yesterday, will let viewers designate their comments as Q&A questions. This will work for live videos too.

Creators can quickly identify these comments designed as questions, and respond with comment responses or video replies.

Why this matters: The ability to address questions can help if your customers are on the fence.


Does ‘link in bio’ do anything?

If you spend much time hanging out with social media managers, one of the first things you’ll learn is that theories always abound about Instagram punishing (or rewarding) certain types of posts.

One of the most popular conspiracies lately has been that posts with ‘link in bio’ in the caption will receive lower performance.

It sort of makes sense, right? Instagram wants people to stay on the app, so they want to disincentivize people going to other sites. Turns out, the truth is less conspiratorial.

Stacey McLachlan at Hootsuite just did a small experiment to test this out. Here’s what she found:

  • Putting ‘link in bio’ in your captions won’t hurt your performance. Stacey posted 3 different posts, twice each – one iteration with ‘link in bio’ in the caption, and one without. She found that the ‘link in bio’ posts actually performed better than the posts without that phrase.
  • It probably doesn’t matter whether or not you send people to your bio link. In Stacey’s experiment (which was very small-scale), while the ‘link in bio’ posts got more engagement, it wasn’t by a drastic amount. So it’s probably safe to say that, statistically, there isn’t a significant difference.


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We surface the most effective marketing strategies, outstanding creativity, the most powerful dark patterns, shocking screw ups, and more.

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Which companies do best with content?


You’re probably thinking about blog posts and YouTube videos, but there’s a bigger picture. Lenny Rachitsky mapped out five different areas in this landscape.

These areas are created by mixing two variables:

  • What you’re optimizing for: SEO vs. virality.
  • Who creates the content: Users vs the business itself.

If you mix these two variables, you get five areas:

  1. User-generated SEO-optimized content: Quora and Reddit.
  2. Editorial-generated SEO-optimized content: Ahrefs or HubSpot.
  3. Data-generated SEO-optimized content: This stands between the first two. Think about Tripadvisor.
  4. User-generated virality-optimized content: TikTok.
  5. Editorial-generated virality-optimized content: MrBeast, for example.

After creating these categories, Lenny Rachitsky turned to Twitter to ask what are the best companies that used editorial-generated SEO-optimized content to grow.

The most quoted have been Slidebean, Ahrefs, Intercom, and HubSpot. So he reached out to the content heads of these companies and asked them the following questions:

  • What convinced them to put resources behind creating content?
  • What kind of resources did they put into content initially?
  • What do the content team and resources look like now?
  • How do they operationalize the content creation?
  • What advice would they give companies pursuing content-driven growth now?

The answers made for a huge post. And if you’re trying to grow your business with content, you can check out everything here. But these are the main takeaways:

  • Start small and play around with platforms, topics and styles until you find something that works.
  • Define a clear goal, be it traffic, build your brand, or driving sales.
  • Hunt for opportunity: research topics where users are under-served. Create content that delivers differentiated value.
  • The best content will be produced by people who truly care about the business or product. Usually the founder or passionate employees.
  • Think long-term: make sure there’s a clear path to grab the fruits of this investment in the future.
  • Be patient, because even the companies listed above took years before seeing the payoff of their content production efforts.


GOOGLE: More metrics on Google Ads are now available in the mobile app. You can also now set up custom notifications in real-time.

MICROSOFT: Bing just got a couple of UI updates, and this article from Search Engine Land breaks it all down.

GOOGLE: This new piece from Digiday provides some more context on how tech providers are making sense of Google’s privacy update from earlier this week.

LINKEDIN: The platform will stop using IDFA tracking data, in preparation for Apple’s iOS 14 update.


I can cry but I have no eyes. I can fly but I have no wings. Wherever I go, darkness follows me. What am I?

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.

Sea shanties find their way to Fortnite


Fortnite has remained (at least somewhat) relevant for longer than most games like it. Part of the reason is that Epic Games does a good job keeping the game relevant.

And so, in typical Fortnite fashion, there’s now a sea shanty emote.

If you’re out of the loop: Sea shanties have gone viral over the past month or so, and this is Fortnite trying to capitalize.

You can check out a trail for the emote here.

And, of course, the sea shanty craze started on TikTok.

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