Twitter. TikTok. ChatGPT.


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TOGETHER WITH

Morning 👋

Remember those early TikTok dream days when marketers poured millions of dollars into TikTok dance creators? Those days are long gone. TikTok is now more crowded; the algorithm adapted and more content was made on the app, it tailored our “For You” pages to pinpoint the niche interests we want to see and stopped spamming us with dances.

That’s shaken the network of advertisers, music labels and influencers that organized their time and spending power around the video trend. While that’s not necessarily bad for TikTok, it marks a new phase of its commercial life — one that is less reliant on smaller, unknown creators and more on big names and companies with deep pockets.

— Hubert Trinkunas, Rosa Cecilia

In today's email:

Using short form video content to grow in 2023
Why creative agencies should embrace - and not fear - ChatGPT
Why marketers shouldn't sleep on TikTok
Is it worth staying on chaotic Twitter if they're offering free advertisement?
Our fave creative campaigns that are ‘so hot right now’

Why Betches Media’s authentic short form content has been ahead of the curve for some time

Over the past year, agencies have had to learn to prioritise short form content as post pandemic culture has shifted us into that form of consumption. Betches Media, however, has been ahead of this curve, investing in a social-first content strategy since its creation in 2011, according to co-founder and CEO Aleen Dreksler, to continue reaching its audience of primarily millennial and Gen Z women.

As a result, despite how challenging the ad market was for many publishers’ businesses. Betches Media saw a 40% increase in revenue year over year, according to David Spiegel, the recently appointed chief revenue officer who joined the company last July who did not provide specific figures.

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TOGETHER WITH VIMEO

Marketers, here’s an entire year’s worth of content ideas

What could be better than a full year’s worth of content ideas? Peep our sweet calendar.

There are plenty of reasons to make a video for a holiday or special occasion. You might be a busy social media manager in charge of an entire marketing calendar. You might be a business owner juggling their website, keeping up with Instagram, and fulfilling orders. You might be a marketer at a large company with a passion for video.

Either way, what could be better than a full year’s worth of content ideas?

Don’t worry. We’ve got you covered. Explore all ideas here.

Why creative agencies should embrace – and not fear – ChatGPT

I think it is fair to say that 2023 marks the dawn of the artificial intelligence (AI) era for creative agencies. Agencies will all soon be using readily available and easy-to-adopt smart-copy generation tools like Jasper for content creation, hyper-charging SEO results with Surfer and making royalty-free music for campaigns with platforms like Boomy.

Why exactly should creative agencies be embracing AI? Well, AI automates outputs and shrinks hours needed for tedious tasks, deliverables get done faster, more efficiently and costs for agencies and their clients are therefore minimised.

While human editing and oversight for most of these tasks will be required in the near-term, data is the prime currency for these tools and machine learning will rapidly compound results as usage increases and these new tools improve at an incredible pace.

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Why marketers shouldn’t sleep on TikTok

Even as marketers continue to scrape dollars back wherever they can, whether that be from TV or Facebook, they can’t stop pouring money into TikTok. Why, exactly? TikTok continues to dominate people’s attention and that will always be a big draw for advertisers no matter what the economical conditions.

“Between the first three quarters of 2022 and the final one, we saw ad spending on TikTok rise 20%,” said Ben Allison, head of media operations at VaynerMedia. “It’s still early this year to say for sure, but anecdotally we see this trend of investment in TikTok continue to increase with quarterly comps expected to grow at least for the duration of this year.”

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Is it worth staying on chaotic Twitter if they’re offering free advertisement?

A new incentive by Twitter offers to match advertisers’ ad spending up to $250,000, according to emails reviewed by The Wall Street Journal. The full $500,000 in advertising must run by Feb. 28, the emails said. Recently, Twitter offered advertisers $500,000 in free ads as long as they spent at least $500,000.

The offer launched in an attempt to woo brands back to the social-media platform, which has seen its ad business deteriorate following Elon Musk‘s $44 billion takeover...

Following Musk’s chaotic takeover – for context, Musk stated in November that Twitter had suffered “a massive drop in revenue” and was losing $4 million a day – experts have advised brands and marketers to withhold ad spending and just stay engaged on Twitter simply to maintain customer feedback and relations. More than 75 of Twitter’s top 100 ad spenders from before Mr. Musk’s takeover weren’t spending on the platform as of the week ending 8th January, according to an analysis of data from research firm Sensor Tower. Some of these brands include huge names from pharmaceutical company Pfizer Inc to General Motors Co. and Volkswagen AG.

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Our fave creative campaigns that are ‘so hot right now’

We love a creative ad campaign and as we have entered a new year, we thought we’d narrow down our favourites of the moment. Without further ado… Check them out on Wishu