📰 Growth Daily - Friday, Jan 13

1 - Report: Time Spent On Social Rose Greatly in 2022

📰 TL;DR - Major mobile app analytics company data.ai (formerly App Annie) has published its annual overview of app performance trends most interestingly for us marketers:

1. Total time spent on social apps rose a whopping 17% year-over-year

2. The US has now surpassed Japan & China to become the top market for in-app purchases through social apps

3. Tik Tok dominated the in-app purchase market in the US in 2022 with their Coins, followed by Facebook, then Snapchat (the Snapchat+ subscription), Instagram (mostly IG's livestream badges), and finally Twitter (Twitter Blue).

💡 Insight - Seeing a 17% increase in time spent on social in 1 year is wild considering the people were basically 100% back to work and students were all but 100% back to a full schedule after a few years in the pandemic.

What does this mean for us marketers? Creating quality content that stands out on social is more important than ever as even more attention shifts from TV / streaming to social.

You can read the article here...

2 - Tik Tok Introduces A New "Talent Manager"

📰 TL;DR - It's pretty clear that Tik Tok believes its best chance of keeping big creators on the platform is by helping them secure brand deals. While Instagram and YouTube keep increasing their creator funds to attract bigger content creators with their own funds, Tik Tok wants to help creators on their platform make more not from their own pocket but rather their new "Talent Manager" inside their Creator Marketplace where marketing agencies and talent agents will be able to oversee brand deals across multiple creators for multiple clients.

💡 Insight - The contrast between Tik Tok's strategy of keeping big creators and Instagram/YouTube's strategy is pretty stark! Regardless for us marketers, it's never been easier to find content creators for any platform who can help our brand connect better with its target audience, and for that, we are grateful. ​​Click here to try Peggy for free here!

*3 - Hiring The World's Best Ad Copywriter For $9/mo?

📰 TL;DR - Meet Peggy, an AI who crafts high-converting ad copy, quickly and easily for hundreds of companies. She has been trained to write copy based on thousands of the most high-converting Facebook & Google ad copy so her stuff is GOOD!

For just $9/mo Growth Daily subscribers get unlimited ad copy credits. But, you can put her to the test for free right now - just describe your product or service in at least 50 characters here:​​Click here to try Peggy for free here!

4 - Will Facebook Pages Become The New Tik Tok?

📰 TL;DR - Social Media Examiner just dropped a very detailed and useful guide titled "How To Use Facebook To Build A Comunity In 2023" and it's MEATY! But one thing really stood out to us. The article explains that:

The Facebook news feed has historically been 99% content from friends and pages you follow and 1% recommended content. Today that number is closer to 15% and Lord Zuckerberg has said they plan to double that number by the end of 2023.

💡 Insight - Ok so Facebook Pages are certainly not going to ever give you the exposure to new users that the Tik Tok "For You" Page can give you but if the number of recommended posts from accounts I am not friends with or am not following is going to double, you better bet that's some underpriced attention! And you know what Gary V says, the brands who jump on underpriced attention early win the most :)

Read the whole how-to guide here...

5 - How Savvy DTC Brands Are Diversifying Their Marketing Spend & Playbooks In 2023

📰 TL;DR - It's not surprising a recent ADWEEK study found that some DTC brands are reducing their spend on Meta ads (aka Facebook & Instagram ads) by upwards of 30% or more this year. So where are they shifting budget? ADWEEK's reporting found that a good handful of DTC brands who are lowering their spending on Meta are shifting their budget to Performance Max ad campaigns on Google, direct mail, and podcasts among a few other smaller opportunities they want to test.

💡 Insight - We are SUPER bullish on Direct Mail for DTC brands but... This is the first time we have seen DTC brands mention Google ads' Performance Max campaigns as a serious contender for the ad budget they are taking away from investing in Meta. It might be something worth testing if you haven't already given the sheer amount of good things from DTC brands using Google ads' news Performance Max campaigns.

You can read the article here...

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