Friday, November 8

🌟 Today’s Highlights:

• Australia banned those under 16 from social media access

• Canada ordered a shutdown of TikTok’s operations in the country

• If you’re hiring talent, consider getting unlimited overseas hires

• 📊 Stat of the Day: Of the 84 million total hours watched on streaming platforms of this year’s US election, 80.6% of it was on YouTube. (Source: Stream Charts)

• 💡 Today’s Insight: Why some brands are turning off TikTok Smart+ ads

😮‍💨 Avoid Hiring Headaches & Get Unlimited Overseas Placements

Hiring more than 2 people in the next 365 days? If so, you don’t want to:

👎🏻 Spend 4+ hours a week sorting resumes

👎🏻 Spend 10+ hours a week on pre-screening calls

👎🏻 Spend $5k+ per hire to traditional recruiters with outdated practices

Instead, let GoCarpathian handle it with unlimited overseas placements for a fraction of the cost. They'll source A+ talent for roles in marketing, dev, operations, and more—all with a perfect-fit guarantee.

👉🏼 Start Saving on Hiring Times & Costs Here →

💡 Today’s Insight 💡

Why some brands are turning off TikTok Smart+ ads

🗞 TL;DR - TikTok launched its Smart+ automated ad buying process in October, and already many advertisers are turning off the feature due to inconsistent performance and a lack of clear revenue data beyond the basic campaign metrics. Adweek dove in deeper on what’s causing advertisers to pull the plug.

💡 Insight - One of the major critiques of the tool is that brands saw a major improvement – some between 20-25% improvement in ROAS – at first, but then it tapered off after the first few weeks and resulted in generally poor performance.

Another is that those who have tried Smart+ for web campaigns – ads that aim to drive traffic to a website – have seen limited success in cost efficiency. One ad buyer found “the cost of reaching 1,000 people is higher using Smart+ than with traditional audience segmentation.” Yes, this could mean that the Smart+ audience is higher quality, but the platform lacks the revenue data to determine it accurately.

Lastly, advertisers can’t set separate budgets for new and existing customers using Smart+ ads. As a result, Smart+ ads often target people who have previously engaged with an ad, visited the website, or made a purchase. So, you could be taking a shot in the dark with these.

⚡️ Today’s Headlines ⚡️

🇦🇺 Australia has pledged to ban those under 16 years old from social media access. The age limit would include penalties for online platforms that don’t comply. But, the government still hasn’t decided how it expects platforms to enforce it.

💸 How To Boost Rankings Without Over Spending: ranked! They deliver blog content & backlinks that lead to measurable results, with affordable, fully white-hat managed SEO subscriptions. Learn more & start your free trial here.

😬 Threads’ ‘For You’ page fell flat for users on US election night. The app was showing outdated posts, angering users and leading to a negative experience, which lessens the network’s ability to be an X alternative.

📚 Fact: You'll learn more about marketing for $9/mo than with a $200,000 marketing degree. Easily search & filter my 100+ Growth Marketing Hacks, get access to a 6-hour crash course on Growth Marketing & more with a 5-Day Free Trial of Growth Hacks University here.

🇨🇦 Canada ordered a shutdown of TikTok’s operations in the country. But that only really means closure of its offices. Consumers can still download, use, and create content for the app, and businesses can still advertise on it.

Want more from me?

🙏🏼 Save big with exclusive discounts on my favorite marketing tools & services here 

🎙 Hear me interview marketing experts on Spotify, Youtube, or Apple Podcasts

📣 Partner with me to get your product/service in front of my audience here

🤝 Hire me to audit your marketing strategy or as a fractional CMO here