TikTok introduces a partner program and adds a new feature


It’s not too often that TikTok-related information headlines this newsletter two days in a row, but the app is back in the spotlight again – and for good reason.

Yesterday, TikTok announced two things: a new partner program designed to help advertisers, and Stitch, a feature that allows creators to use content from other TikTok videos.

Here are the details:

  • TikTok’s new Marketing Partner Program is a partnership with 19 companies in the marketing industry. Most of these companies offer tools and software to help marketers get more insights on their campaigns. TikTok has divided the new partners into four buckets: campaign management, creative development, branded effects, and measurement.
  • The new Stitch tool may be useful for marketers looking to piggyback on viral trends. If creators enable the new setting when they post a video, you’ll be able to clip up to 5 seconds of their TikTok to use on your own – we can see some definite marketing possibilities here!

The Crew’s take: TikTok’s announcements yesterday were music to marketers’ ears. The new marketing partnership could help you run more effective campaigns on the app, and the Stitch feature adds yet another campaign possibility.

Sure, nobody knows the future of the app, but we’re enjoying the current state of affairs while we can!


A simple SEO strategy to rank for more keywords

The best SEO strategies are sometimes the simplest ones. Sometimes they’re not, but complicated SEO techniques aren’t always as fun to read about as simple tricks, right?

If you’re in agreement with that statement, then you’re in luck – this recent post by Steve Toth in the SEO Signals Lab group on Facebook just demonstrated a quick step-by-step method to bringing in more traffic on your pages.

His advice can be done on any type of web page, but it’s particularly useful for blog posts. Let’s dive in:

  • First, select a page or blog post on your website. This method is great for blog posts, because it involves adding content and headers to your page.
  • Sift through Google Search Console to find the keyword with the highest clicks and impressions for that page.
  • Then, search that keyword in Google and open ten tabs with the first page results. If your site is already in the top 10 results, this still works – the goal is to rank for more keywords than you already are.
  • Note the H2 and H3s from all of those 10 pages, and dump them all into a spreadsheet for organization.
  • Compare the headers from those top 10 pages with the headers in your own content. The purpose of this is to identify gaps in your own content.
  • Use those headers to identify topics you haven’t covered, and add 3-5 more headers and sections to your own content. You can stick these new sections wherever it makes sense in your content.

Why is this useful? Analyzing the top-ranking blog posts and incorporating similar topics into your own blog post can help you fill in the gaps and rank for keywords you didn’t previously rank for.

And yes, this is also a great strategy to implement before you even start writing a blog post!


Why you might want to consider buying ads in newsletters


So, someone (in this case, us) told you to buy ads in a newsletter. The natural first question is: why? Let’s dive in.

Buying ads in a newsletter can be great. And, if done well, it can even beat Facebook Ads.

Newsletters certainly don’t have the scale of Facebook or Google, but they offer an engaged and hyper-targeted audience that’s tough to find elsewhere. Less scale overall, but very, very high quality exposure. And, often, lower cost per acquisition.

Our experience comes from both sides of the coin. We sell as well as buy media space on newsletters.

In fact, buying ads on other newsletters has been the main source of leads for the one you’re reading right now. This is particularly true when it comes to quality of leads. Because, as we said, newsletter ads can beat Facebook – but only if done well…

And if you want to learn how to do it right, we just wrote our complete thought process here.


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!


The best way to keep Instagram users engaged

This study from SocialInsider analyzed 22.3M Instagram posts, coming to the conclusion that carousels are the most engaging type of Instagram posts.

There are some interesting stats in the study – and, while they’re about posts, the insights can still apply to ads. After all, the Facebook advertising platform prioritizes ads that keep the user engaged…

Shall we?

The main statistic from the study: Carousel posts get an average engagement rate per post of 1.92%, compared to 1.74% for images and 1.45% for videos.

But the study didn’t stop there: it went deeper to define which type of carousel posts saw the most engagement.

Let’s have a look at the findings:

  • In 2017, 3 to 4% of Instagram content consisted of carousel posts, compared to 19% in July 2020. Carousel posts are definitely getting traction.
  • When using all ten slides available, the engagement rate of the post rises to 2%, compared to an average of 1.92% overall.
  • Only 6% of carousels have 10 slides, whereas 33.10% of them have three slides.

So, point being: Use carousel posts, and take advantage of all the slides available.

But, if you want to make your carousels still more engaging, here are some further data you should consider:

  • Carousel posts that mix images and videos get an engagement rate of 2.33%. But only 7% of carousel posts mix both. Most of the carousel posts analyzed (88.8%) only contain images.
  • Carousel posts that use videos get on average 26.07 comments. Video only posts get on average 11.10 comments.
  • One last trick? Including ‘swipe left’ in the caption brings the average engagement rate from 1.83% to 2%.

This last one might sound obvious, but only 4.9% of carousels contain “swipe left” in the post – don’t make this mistake, as you don’t want your users to miss out on 90% of your ad!

So, the question is, will you run Carousel Ads?


GOOGLE: A new update in Google Ads may have removed visibility of more than 20% of search terms for advertisers. Some marketers have reported this affects more than 50% of their ad spend, which would be catastrophic to campaigns.

ADVERTISING: Taylor Lagace has dropped yet another useful guide for influencer marketing. In this Twitter thread, he compares organic versus sponsored influencer posts.

FACEBOOK: More than 1.25B people are visiting Facebook Watch every month, the company reported yesterday. Further down in the announcement, Facebook mentioned an A/B testing tool that could prove useful for marketers.

INSTAGRAM: Users in India and Germany are seeing a wide rollout of Instagram Reels as a tab at the bottom of the app, replacing the current Explore tab.

FACEBOOK: Wanna make some extra cash? It appears that Facebook is paying people up to $20 a week to deactivate their FB and IG accounts before the election as part of a study. Weird, but interesting.

APPLE: App developers and advertisers have been worried about the tracking privacy features in Apple’s iOS 14 – fortunately for advertisers, Apple has delayed the enforcement of these policies until early next year.


There are 20 people in an empty, square room. Each person has full sight of the entire room and everyone in it without turning their head or body, or moving in any way (other than the eyes). Where can you place an apple so that all but one person can see it?

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.

Is a boneless wing even a wing?


City council meetings are known for being tedious. Questions are aimed at various city departments, applications are discussed, and there’s a reason you don’t usually read about them on the internet.

That changed this week, when a man in Lincoln, Nebraska decided to catapult a city council meeting into national news with one argument: “I propose that we as a city…remove boneless wings from our menus and our hearts.”

Ander went on to explain that boneless wings have nothing to do with actual wings of a chicken, as the meat is typically just chicken breast – as Ander suggests, boneless wings are nothing more than chicken tenders.

Where do you stand on the boneless wings debate? Wings or no?

Boneless or not, wings are delicious – though Ander does bring up some valid points.

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