#Marketing

🔻 Ever heard of the Influencer Management funnel? ➡ Only about 60% of the influencers you reach out to will respond to your outreach. ➡ Of those, only 42% will be interested. ➡ Of the ones that are, only 63% will be affordable or available. ➡ And ultimately, only 63% of those will go live. This means that only about 10% of all the influencers you initially consider will end up going live. This is usually how the influencer booking process goes. And it's one of the main reasons why I’m always advocating for teams to put aside their preferences and just trust the data. You cannot afford to be picky right from the outset. Availability, affordability, responsiveness - these factors will whittle down your options well before subjective preferences need to come into play.So just ensure the data aligns […]

'Go big or go home' is the WORST advice... At least when it comes to influencer marketing 😉You DO NOT have to work with big influencers to see impact. You don’t need someone ‘famous’ for your campaigns to be profitable. It’s true: mega-influencers can be very effective for amplifying reach.But when it comes to driving performance impact, you often need additional tactics like custom assets to see positive ROI.And they’re expensive- we're talking six or seven-figure budgets.The reality is that mega-influencer collaborations are often driven by brand-awareness goals and evaluated based on posterity and vanity outcomes rather than ROI. When you have tighter budgets and performance targets, micro-influencers are your best bet, particularly when you start. They provide quality outcomes for smaller investments. Micro-influencers may not carry as much clout as mega-influencers, but in no way does that diminish their […]

🚨Be careful when you upload one unique size in Meta! I am seeing some accounts (not all the ones I have access to so I guess they're rolling this out gradually as well) where they enable flexible media by default on the second step after uploading one video.Besides that, they've also put a new option to disable it in case you want.My take on this is pretty clear: Another step towards fully automated campaigns where we just lose the control over everything😅😅

Most brands guess their influencer marketing budget. And that’s why they either overspend or don’t spend enough. 🤷‍♀️ If you want to set a budget that actually drives results, you need to start with the right data:- Your game/app’s daily organic installs- Your daily install goals- Your chosen platform (YouTube, TikTok, Instagram, etc.)- Your target audience- Your target geos- Your audience’s profile (interests, habits, lifestyle)If you’re working with an agency or consultant, they’ll help you define:- The best content verticals to reach your audience- Typical conversion rates (CVR) based on platform and demographicsWith all these data points, you can calculate:- How many installs you need to drive an organic uplift- How many views you need to reach those install goals- And ultimately, how much budget you need to generate those views

Things move fast! Here's more on the iOS 14 updates. With iOS 18.4, the App Store announced some big changes, from app tags & natural language search to review summaries.But something else is changing on Apple Search Ads.Until now, optimising Search Tab was limited to bids and audience refinements. That’s changing.📢 Custom Product Pages are now available for Search Tab ads!We'll be able to direct users to custom landing pages instead of the default ad.Great use case: re-engaging past users with tailored messaging, highlighting latest in-app events, features, offers & updates.The goals?- Higher Conversion Rate- Lower CPIs- Improved overall performance for this placementThe App Store is evolving, and this could reshape how we approach iOS growth strategies.

💅Four signs that the new ad network might not be that into you…💅 Why are the two strongest mobile networks not taking on new publisher partners? Two of the strongest new mobile networks are Amazon Publisher Services and Moloco. So why are neither of these two networks accepting new publisher partners🤔? Much of my last year was spent praising Moloco and APS and their quick rise on the mobile ad monetization scene. APS is now a larger Banner partner for publishers in the EU and USA than Google. I also saw countless times how Moloco’s foray into SDK direct traffic pushed up AdARPDAUs by more than 10% on video inventory for publishers. But for the last 6-12 months, I haven’t been able to onboard a new publisher for either of these two networks. Why is that? If you’re monetizing with […]