TikTok continues to dominate in the app stores


TikTok keeps breaking records.

SensorTower released their July monthly statistics for the most downloaded non-gaming apps, and TikTok came in first place. Shocked? Don’t be. This has been the case since February, making TikTok the most downloaded app in the world for the sixth month in a row.

Making it into the top 5: According to this updated Wikipedia article, TikTok is currently ranked seventh among all social media apps for popularity, with 732 million monthly active users (trailing behind Instagram and WeChat).

With the way things are going, we wouldn’t be surprised if the app is in the top 5 by this time next year.


Apple’s ATT is causing this company’s stock to plummet

Uh-oh. Zynga’s stock plummeted on Friday due to “slowing growth.”

Eric Seufert, a mobile advertising analyst, dug deeper and discovered the exact cause of Zynga’s decline: higher customer acquisition costs as a result of Apple’s ATT change.

What went wrong: The acquisition of relevant users on Facebook and Instagram on iOS has increased as CPMs have decreased.

How so? Thanks to Apple’s ATT change, ads are now being seen by more people who are not potential buyers, leading to lower conversion rates.

How Zynga plans to address this: By allocating more funds to Android. However, according to Seufert, this is not feasible for large advertisers like Zynga.

Here’s the reason:

If you’re a smaller advertiser who hasn’t yet explored Android, allocating more funds may make sense.

But if you’re Zynga, you’re probably already spending enough on Android to know your ROAS and payback period. So as your budget grows, you must make two compromises.

The compromises: Accepting lower ROAS or increasing your payback period. You’ll have to accept one or both of these as you increase your budget on a platform where you already invest heavily.

The Crew’s Take: There are no magic pills. But knowing where you stand is still better than hoping for an easy way out.


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Wise’s wise SEO strategy


If you play soccer, you look up to Ronaldo and Messi.

If you do e-commerce, Mr. Bezos is the man.

If you do SEO?

We suggest looking to Wise (formerly known as TransferWise), the fintech company offering multi-currency accounts.

They get an estimated 6.4 million organic visits per month (despite recently migrating to a new domain).

According to Michal Pecánek from Ahrefs, “few mainstream brands are as fascinating SEO-wise as Wise.”

Luckily for us, he explored the reasons why their strategies work so well.

1) Landing page templates that can be scaled up: Wise tries to be present for the searcher throughout the entire customer journey, especially at the top of the funnel. For them, this necessitates creating tens of thousands of landing pages.

For instance, they have nearly 12,000 landing pages about swift code combinations targeting US visitors.

How do they produce so much content? They use templates. Wise realized that people searching for specific SWIFT/BIC codes wanted very similar information.

The only variable was the code itself. So, what they did was create one stellar landing page. From there they simply replicated that page for all the different content searches.

2) Custom CMS built around their needs: Wise built their custom CMS to scale up their SEO activities. In a presentation, the head of Wise organic growth shared its crucial features.

3) Content optimized for Featured Snippets: They own the most featured snippets in their niche. And it’s not because of luck.

4) Multiple ways of attracting and acquiring links: Link building is the part of SEO you can control. Wise employed multiple approaches to link building. Here are some of them:

  • A solid brand and satisfied customers. This is arguably the best strategy to naturally build backlinks without outreach.
  • Creative PR campaigns.
  • Referrals and affiliate programs links. These can be questionable at best, but with 9,000 backlinks Wise must be doing something right. The larger point here? By having people share affiliate and referral links, they are able to generate more standard links and coverage.

If you are a wise SEO expert, you’ll want to know more about Wise’s strategy.

And that is the last time we play with Wise’s name.


TWITTER: We don’t hear much about “best practices” for Twitter ads. This is a welcome change, coming directly from Twitter and their updated Agency playbook.

SEO: Want to check your Google crawling skills? You now have an exam directly from Google themselves.

INSTAGRAM: Adapt or die. Instagram is definitely moving from photos to videos. Here’s who’s suffering as a result, and what they’re doing to adapt.

COPYWRITING: Is it worth using AI to write your copy? Several advertising professionals weigh in.

AFFILIATE MARKETING: Google is OK with a lot of affiliate links as long as your content is OK as well.

AMAZON: The Amazon seller market is becoming more consolidated. Here’s who’s leading the pack.


Brothers and sisters, I have none. But this man’s father is my father’s son. Who is the man?

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.

Buying billboard ads in space is no longer science fiction


Thanks to SpaceX and a Canadian tech startup.

Samuel Reid, CEO of Geometric Energy Corporation (GEC), a Canadian startup, announced a collaboration with SpaceX to launch an advertising satellite called CubeSat. CubeSat will have a massive screen on which businesses can display their ads.

Samuel wants advertising space, unlike space travel, to be democratized. They will be selecting the ad space winners using a crypto-based bidding system.

“Hopefully, people don’t waste money on something inappropriate, insulting, or offensive,” Raid says.

We wouldn’t hold our breath for that.

Oh, and you’ll be able to bid on the ads with dogecoin.

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