Today in Digital Marketing - They Grow Up So Fast These Days 👶🏻

Episode Date: May 7, 2021

TikTok wants you to know it's not just for kids now... Twitch's answer to that: "Oh yeah, us too!"... Twitter adds another monetization feature... an outstanding course on Facebook ad optimization is out.... And I knew the day would come at some point — today, a story about Carole Baskin.Andrew Foxwell's course on Facebook ad optimization: https://b.link/facebookcoursesGet the entire show content, with links and images, as a DAILY email newsletter! Subscribe at b.link/pod-newsletterADVERTISING:- Ads: b.link/pod-ads- Classifieds: b.link/pod-classifieds- Brand Takeovers: b.link/pod-takeoverJOIN THE COMMUNITY:- Slack: b.link/pod-slack- Discord: b.link/pod-discord- Podcast Perks: b.link/pod-perksENJOYING THE SHOW?- Rate and review: b.link/pod-rate- Leave a voicemail: b.link/pod-voicemailFOLLOW TOD:- Twitter: b.link/pod-twitter- LinkedIn: b.link/pod-linkedin- TikTok: b.link/pod-tiktokToday in Digital Marketing is hosted by Tod Maffin (b.link/pod-todsite) and produced by engageQ digital (b.link/pod-engageq). Subscribe at https://TodayInDigital.com or wherever you get your podcasts. (Theme music by Mark Blevis. All other music licensed by Source Audio.)Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

Today, TikTok wants you to know that it's not just for kids now. Twitch's answer to that? Oh yeah, us too. Twitter adds another monetization feature. An outstanding course on Facebook ad optimization is out. And I knew the day would come at some point. Today, a story about... Carol Baskin.

It's Friday, May 7th, 2021. Happy Radio Day, Russia. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in digital marketing. There probably aren't many marketing teams left that haven't, at least once, raised the possibility of trying some TikTok out. And I expect most of those suggestions have been met with,

isn't that the lip-sync dance app for teens? Why would we be there? TikTok knows it's perceived as a younger person's platform, but it also knows history is in its favor. People forget, but there was a time when brands wouldn't touch Instagram with a 10-foot pole because, well, isn't that the food-sharing app for teens? Why would we be there? So TikTok is trying its hardest to move into broader demographics.

And while there weren't any big announcements of new ad products or anything at its appearance at the Interactive Advertising Bureau New Front on Thursday, we did get a peek into the heads of its executives as to what they're hoping their future looks like. Quoting their head of global marketing, You can't get to the scale that we've reached without reaching almost everybody and having content for everybody. Brands always talk about trying to reach this younger audience.

Even if you're trying to reach an older audience, they're all on the platform. They're all engaging. We are diligently building the tools in 2021 to further enable and drive community-based commerce, unquote. Indeed, when you watch their presentation, it's clear they think of themselves much less like a Facebook and Instagram and much more like a Netflix. Social networks, they say, are things you check in with.

TikTok? That's something you watch. Anyway, like I say, no specific actual announcements, but definitely a platform we will all need to keep our eyes on in the coming year. Another platform trying to shed its typecast, the live streaming site Twitch, which is almost entirely known for its gaming content, has announced that a cosmetics brand will launch a channel there with a three-hour live stream hosted by a special effects makeup artist. But true to its roots, that artist is also a gamer, and that show's guests will include gamers as well. In fact, this unlikely union of gaming and makeup

actually has a name now in the marketing community, GameUp. And that same cosmetics brand is running a parallel campaign on TikTok, asking people to post videos about how they put on makeup in preparation for live streaming games. There's also a community support pillar that aims to support female gamers. Twitch has more than 140 million monthly active users, and the pandemic lockdowns were partly responsible for a 28% growth in viewership last year. Well, I have just finished Andrew Foxwell's outstanding course called Optimizing and Auditing with Clarity and Confidence. It's a program designed for people who are in Facebook's ads manager, at least daily.

Andrew's always been one of those few people that I trust with this kind of content. He runs campaigns and audits the ad accounts of major brands, and his training programs are much more in-depth than anything else out there. In particular, in this course, he walks through some custom metrics that he and his team have created. My mind was kind of blown. They've created a metric that can determine how thumb-stopping content is, or measure the quality of a link click, or even see how many people tapped the See More link. These are things that Facebook does not offer as a standard metric. He also interviews a bunch of people in the field,

has some really good Excel calculators like a full business ROAS calculator and a delayed attribution worksheet, which is especially helpful these days. This is a course he spent three months on, and it includes quarterly updates as the landscape changes, which of course it always does. You can find his course at b.link slash facebookcourses. That is an affiliate link, but this is a program that I have personally taken and would vote for 100%. That's b.link slash facebookcourses, and there's a link in today's episode notes too. Twitter's race to add more revenue streams continues, today launching a limited rollout of a tip jar. It's a button that's on someone's Twitter profile, and when users click it,

they can donate money via whatever platform that person uses. PayPal, Venmo, Cash App, Bandcamp, Patreon. On Android, tips can also be sent within spaces. Accounts in this first batch include journalists, non-profits, and popular experts and creators. Twitter says for now, it is not taking a cut of those donations. In case you're wondering when this whole crypto thing will jump the shark, I present for your consideration the new cryptocurrency CAT. Yes, like the animal.

Created by Tiger King star and popular meme inspiration Carol Baskin. God love her, she's launched her own cryptocurrency now. I mean, who hasn't really at this point? For those of you playing along at home, we now have CAT, DOGE, the TrueFlip Dolphin coin, Neon coin, which is, you know, NeonCat, obviously, PandaCoin, and NewCoin, which is a squirrel, or a coin backed by a squirrel, or fronted by one, or based on one.

Anyway, Baskin's new cryptocurrency, which, by the way, she, of course, insists that everyone call a cryptocurrency, comes with perks. Buy enough of it, and you'll get VIP tours of her sanctuary and even meet her in person. And I know you're thinking, come on, cryptocurrency is for boomers. What about those sweet, sweet NFTs?

Well, Carol's got you covered there too. Her NFTs launch in about two weeks. Tomorrow's the day subscribers of the premium newsletter will get my interview with that anonymous Facebook ad support rep. You still have time to sign up. The premium newsletter comes out every weekday. It's only five bucks a month. Go to todayindigital.com slash newsletter or tap the link in this episode's notes. And remember, if you are one of those people who asked a question via the form of this person and you are not a subscriber,

just email me from the email address you used to ask your question and I'll make sure you get it at no cost. Okay, look, I have done what I can here. I have used gentle weed pullers. I've used a big root ripper. I have tried to weed eat them. I've tried to reason with them.

I'm done now. I'm done. The dandelions will be gone this weekend. This afternoon, my wife and I are going to the hardware store to sit through the four minutes federally mandated speech about safe pesticide use. And then we're going to come back home and burn them all to the ground.

Look, I've had a bad week, okay? I'm a little, I'm a little, I'm a little uptight. And that is it for the week. Today in Digital Marketing is produced on beautiful Vancouver Island by EngageQ Digital. Production support and fact-checking by Sarah Guild. Our theme is by Mark Blevis. Music licensing by Source Audio. I'm Todd Maffin.

Have a restful weekend, friends, and I will talk to you on Monday. Oh life, I never felt like this Who'd have thought you could leave me speechless Oh no, can I get a witness Gonna shout it from the Golden Gate. No matter what we do, we're better off with you. The way I feel, it must be real.

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