Tom Sweeney

This week's content nuggets... Fresh drop of the finest content bits that may be useful to you and your business. Particular highlight this week is the Zelensky doc on BBC, exceptional leadership on display. Podcast: The TikTok Shop Show Seeing pods now pop up that focus solely on growing your business on TikTok Shop, one of the largest, if not the largest of, opportunities for any ecommerce business this decade. Solid insights and learnings are surfacing for you to get on. Check here: https://lnkd.in/e8uPx9kV Book: Winners - And How They Succeed Cracking read from Alastair Campbell The lessons and insights into how everyone from Anna Wintour to Mercedes F1 to Nelson Mandela on how to succeed and thrive in any space. Also Campbell starts with his “OST” strategic framework which is a cracker. Check here: https://lnkd.in/eAXAHV9j Documentary: The Zelensky Story Not only a compelling origins story, this doc also highlights Zelensky’s masterclass in leadership in the face of incredible adversity. The optimism and drive he possesses is something else. A truly human first leader. Check here: https://lnkd.in/eAE9spwr Music: BBC6 Music I ask Alexa one thing and one thing only every day “play BBC6 Music”. I utterly adore this station. The depth and range of selections from the likes of Mary Anne Hobbs (my favourite), Iggy Pop, Giles Peterson etc. is exceptional. I must Shazam 20+ tracks a day from it all.. Check here: https://lnkd.in/eNND_F2Z TikTok: How Represent Scaled TikTok by 277% and Drove Long-Lasting Revenue & ROAS Growth Looking to crack peak in 2024. Check out how Represent smashing peak in 2023 with thanks to Fospha’s direction to scale profitability, ensuring both clicks and crucially (with a capital c) views were measured as accurately as possible. Check here: https://lnkd.in/evcD3sbs #ecommerce #book #leadership #tiktokmarketing

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It feels like so much of the narrative around media at the moment is, you pay for what you don’t get. You pay full price for TV ads… but don’t get the viewership you’re promised. Instead you’re stuck with underdelivery credits, and the people that did watch were 65+. You pay for targeted streaming ads… but they either cost too much to be effective, the frequency is too high, or the inventory too poor. So instead of reaching the younger viewers you miss from TV, you piss them off instead, or worse, are invisible. You pay for cheap banner ads… but the cost is even further diluted by a non transparent programmatic chain, or a lack of attention paid to these ads in the first place. You pay for social ads in high time spent places… but the views you’re buying are 1-2 seconds long, and the buying system a black box to extract real insights from. You pay for premium podcasts… but the ad loads are overstuffed, the host reads no longer authentic. You pay for influencers… but they don’t have influence, so you have to pay more for paid promotion behind these “influential” posts to actually realize the influence. At the end of the day this is not complicated. Media is actually very much, you pay for what you get. You pay for TV ads? You get unpredictable viewership and old demographics. You pay for streaming? You get overpriced attention and high frequency. You pay cheap banners? You get cheap results. You pay for high time spent social? You get an audience that wants their feed more than your ads. You pay for premium podcasts? You get an audience that wants their hosts more than your ads. You pay for influencers? You don’t even get an audience. The only way to win in media planning and buying is being brutally honest about what your $1 gets you in each channel. Once you start with that foundational baseline, only then can you start to try and hack the pieces to your will and get the impact you’re looking for.

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TikTok and AXS Announce Global Ticketing Partnership It wasn't going to be long before digital products were made available on TikTok Shop... now this isn't necessarily TikTok Shop but it's a move in the right direction. With this new partnership you can purchase tickets to music shows from TikTok videos with the link taking you to the AXS website to complete the transaction. I can't imagine it'll be long before you can buy tickets to events / digital products without leaving the TikTok app! #tiktok #tiktokmarketing #tiktokstrategy

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Which of these statements about TV is true? 1. The amount of TV we are watching has declined over the years 2. TV is the highest attention advertising channel 3. We watch about 4-5 hours of TV per day on average in the UK 4. TV advertising is the most effective channel for driving emotion The answer is ALL of these are true. Whilst we are watching slightly less TV than in the past, we still spend significantly more time watching it than any other channel. Sure, how and where we are watching it has changed, but the fact is that TV is still the best way to reach a broad audience, has the highest attention and the most trusted channel out there. As Thinkbox mention in its Profit Ability 2 report: "When sustained effects are accounted for, average profit ROI increases to £4.11. In particular, TV (Linear and BVOD) has a very strong sustained effect, responsible for 54.7% of the full advertising-generated profit, with an average full profit ROI of £5.61 for every pound spent. Linear TV alone accounts for 46.6% of full advertising-generated profit, and an average full profit ROI of £5.94. So whilst we are often told "TV is dead", that is simply false. It is still the best way to grow your brand, in my opinion. But don't just listen to me, brands like Amazon and Google are spending more on TV advertising than ever before and the trend looks likely to continue. Why would online brands be using TV advertising - and spending MILLIONS on it - if it didn't work? TV is dead? Long live TV! Andrew Tindall Jon Evans George Webster Vanessa Chin Jess M. Genevieve Norris Marcos Malagris James Gregory Harriet Riddick Sources: 'Break Through' (https://lnkd.in/e_B4vG9y) by Thinkbox, System1 and ITV (2024)

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12 new statistics about UK influencer marketing and audience engagement in 2024 Brands should prioritise working with influencers that have audiences of 100K to 500K, according to CORQ’s widescale data review of influencer content in Q1 2024. Analysing adverts and organic content across lifestyle categories, our journalists found this segment was prolific in delivering high engagement. However, there are standout talents with smaller followings on Instagram who are creating content which has repeated significant reach beyond their direct audiences. These include Lexie Harris, Moses Duckrell, Abbey Sadleir and Elise Morgan. Here’s a quick rundown of findings across the lifestyle category. To access CORQ’s big data analysis – which pinpoints audience engagement trends with influencer content and details strategic advice based on evidence – start your free trial here. Makeup Gen Z creators produced 72% of Q1’s most engaging makeup adverts and 76% of the most engaging organic makeup content. Brands should jump on eye makeup with blue tones for Q2 – 36% of the most engaging creator makeup posts in Q1 2024 featured statement blue eye looks as part of a wider trend for bright eyeshadow. Skincare Content about cleansing regimes and education would be a canny investment for brands; 28% of top organic skincare posts were in the “get unready with me” format. Authoritative millennials sharing knowledge and experience dominated top content in Q1; 16% of the most engaging skincare adverts were by doctors. Fashion 44% of the top influencer fashion adverts were by trend-driven fast fashion brands, with Fashion Nova and ASOS driving most audience engagement. 60% of the top organic posts about fashion were by influencers with less than 100K followers who combined streetwear, sport brands and luxury labels to create smart casual looks. Food Food and beverage brands are currently working most with creators who have audiences of less than 100K, but those with followings of between 100k and 500K are driving most audience engagement. Supermarkets produced more of the top ads that any other sector of the food and beverage industry, with Lidl’s influencer partnerships performing particularly well. Interiors and home Content positioned as renovation rather than interiors drove more audience engagement on average (12.7% vs 8.7%). Interiors was the only vertical of Q1 where the majority of top ads and organic content was produced outside of London by creator who are aged 35+. Travel 28% of the top travel adverts promoted specific experiences created by travel brands, taking their followers along to a unique event or day out through video content. The UK was the most covered destination in organic creator travel content followed by mainland Europe.

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Download Skiddle's first Ticketing Trend Report of the year for FREE. Our Ticketing Trend Report, delivered at the close of every fiscal quarter, rounds up all the valuable insights we’ve gathered from research on current consumer buying trends, whilst also covering any changes in the realms of Paid Media and SEO, and Skiddle’s performance as a whole. Expect to see analysis and predictions from the experts on our team, helping you to better plan for the months ahead, in addition to a foreword from our Head of Account Management, Jemmy Varley. Head to the comments to download our Q1 Ticketing Trend Report now for FREE - No details required. #Skiddle #MoreThanATicket #eventindustry #ticketing #promoters #eventplanning #eventplanningtips #eventmarketing #tickets #festivals #selltickets #gigs #clubs #comedy #theatre #attractions #eventprofs

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The fastest growing DTC businesses are already getting themselves ready for the busy and fast approaching peak trading season. We're helping a small number of brands make the most of this crucial trading period by answering questions like: - Are you reaching the right people, in the right places at the right time? - Are your ads as effective as possible? - Is your customer journey optimised and as frictionless as possible? - Are you doing all you can to entice existing customers back and keep new ones? Our Peak Readiness Audit covers everything from demand creation right through to purchase and retention. You'll receive an action plan with the steps you can take before peak really kicks in. Helping you make this the best Q4 to date. Follow the link in the original post or drop me a DM to find out more.

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YouGov recently published a report on media consumption habits in the UK, with results broken down by age. The survey’s results revealed Facebook to be the top media choice for those over 25. Compared to 2021 data, the platform that’s gained the most traction across all ages is Youtube. Click through to see preferences specific to each age group. #socialmediahabits #socialmediausage #UKmarketing

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🎥 How to Maximise Creative ROI on TikTok Esteban Ribero, Global Research Leader - Marketing Science at TikTok, shares a powerful insight: TikTok isn’t just a platform—it’s a stage for unmatched attention. When you combine TikTok’s high-quality attention with emotionally engaging and entertaining creative, the results are transformative. Esteban highlights that return on creative (ROC) should be viewed as a strategic investment. Brands that deeply understand how TikTok ads resonate on the platform unlock a unique opportunity to spark emotions and deliver big returns. 💡 Ready to rethink your creative strategy? #MarketingScience #TikTokForBusiness #CreativeROI #DigitalMarketing #BrandStrategy

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Ever thought about levelling up your eCommerce game with custom, on-demand merch? How does this sound? You set up your own branded merch store—easily. Every product you offer reflects YOUR brand. No inventory stress, no risk. Just great products that truly represent your business. And your customers? They get access to unique, high-quality merch that speaks to who you are. 🙌 Why it matters: - Brand Consistency – Your identity, your way. - No Inventory Risk – Produce only what sells. - Scalability – Grow without limits. Running your online store with zero stress sounds great, right? And that’s where MOD INC. comes in. With our white-label, print-on-demand tech, launching a branded store is a breeze. Ready to simplify your merch strategy and grow? Let’s talk! #MODinc #Ecommerce #OnDemandMerch #BusinessGrowth #BrandedMerchandising #Licensing

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💥 Day 2 of Prime Day! 💥 Yesterday was incredibly competitive, with budgets being eaten up, especially in the UK. Today, however, we're seeing a bit of a shift... 🌍 📉 UK performance is showing a much slower start, with CTRs taking a dip compared to Day 1. 📈 But across Europe, things are picking up, with increased engagement and rising CTRs in key markets. What trends are you seeing? Is it the same story in your markets or something completely different? 🤔 #primeday #amazon #amazonagency #amazonppc #amazonads

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This is so interesting (or should I say "Pinteresting?" (source: Matt Navarra via Stacked Marketer) We've been running ads for clients on this platform for 3 years - it's not perfect but does help with brand awareness. We're also about to take our Pinterest Media Buyer Certification at The Social Ads Squad so this news comes at a good time. How have you used Pinterest for your marketing or client's marketing? Has it been effective? Would really love to hear opinions from the marketers out there!

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Lock Stock turned to Drum Digital to lead the MailPlus brand into a highly successful paid social advertising campaign that delivered above and beyond. By using targeted social ads, a bespoke lead funnel and continual optimisation, here are the results our team delivered: ➡️ Reached 145,000 people on Meta within five weeks. ➡️ Delivered 732 high quality leads at $6.79 per lead. Click here to read the full case study: https://heyor.ca/gr2Lxf #DrumDigital #PaidSocialAdvertising #DigitalMarketing #TargetedAds #LeadGeneration

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Did you know that almost half of TikTok users who bought a cinema ticket did so within a day of seeing a film advert on TikTok? That's right! A whopping 49% of users made their purchase within 24 hours of seeing an ad on the platform. What's the key to successful film campaigns on TikTok? It's all about creating content that's native to the platform. Studios engage with the community and fans by letting them stitch and duet film clips, using creators to drive relevancy and endorsement, and highlighting the theatrical scale of each title through live moments with their stars on the red carpet. TikTok is truly a unique space where entertainment advertisers can connect with their audiences and drive action. As the film industry continues to evolve, it has so much to gain by leveraging TikTok's unique co-creating fan community when it comes to promoting films. If you're interested in learning more, check out this unique research piece based on 12 theatrical campaigns in the EU conducted by Liveramp together with TikTok: https://lnkd.in/dipnjyZf or read Vievo Media's research on how participation from fans drove the box-office success for Dune: Part 2 as reported in Variety VIP+ here: https://lnkd.in/d3xWmjN3

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Advertisers have the responsibility to fight stereotypes in their messaging & ensure representation. When people see themselves represented, they feel heard, seen & valued, leading to stronger connections with brands, as they feel part of the narrative. ❓ Looking for the key to making your audience feel identified with your ads? 💡 Our top tip: Harness tools that uncover their interests & backgrounds, shaping messages that resonate with their unique experiences. #HappyPride #AdsBeyondLabels

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Join us for an exclusive webinar on Monday, 23rd September, where we’ll cover everything you need for a successful quarter—from Google Ads and Meta strategies to Email Marketing and Creative Best Practices. Plus, by attending, you’ll receive our full Q4 playbook, packed with actionable insights to level up your game 💥 Comment 'Q4' below, and I will send you the sign-up link!

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If you missed the memo that Black Friday planning should kick off in July, check out my tips for getting your PPC strategy ready for one of the biggest days of the year. Only 7 days to go but there's still time to get your Google and Bing accounts in the best possible position😊 Circus PPC Agency's Black Friday Blueprint can also be downloaded here: https://lnkd.in/dPpdh_nZ #BlackFriday #PPC

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𝗦𝗽𝗮𝗶𝗻𝗳𝘂𝗹 /speɪnf(ʊ)l/ 𝑎𝑑𝑗𝑒𝑐𝑡𝑖𝑣𝑒 𝖯𝖺𝗂𝗇 𝗂𝗇𝖿𝗅𝗂𝖼𝗍𝖾𝖽 𝖻𝗒 𝖲𝗉𝖺𝗇𝗂𝗌𝗁 𝗌𝗉𝗈𝗋𝗍𝗂𝗇𝗀 𝗉𝗋𝗈𝗐𝖾𝗌𝗌. 🦁 It wasn’t to be for England. 💳 However, we’ve seen some fantastic Out of Home campaigns across the Euros, from brands reactively looking to align with the team’s success to official partners such as Chase delivering bold brand messaging across Clear Channel UK’s Storm inventory. 🎽 The Summer of Sport continues, with the 2024 Summer Olympics starting on 26th July, and from our Question of Sport research we know that consumers will associate brands that align with Paris 2024 with Excellence, Respect, Tradition, Discipline and Focus (Clear Channel Sports Tracker Survey Jan 2024). 💡 These are all appealing brand associations, particularly for Finance advertisers, but consumers can only make these associations if they’re aware of your brand’s link to the sporting event – whether it’s an official one or not! 🥇 As the medium delivering the highest daily reach (95% according to Touchpoints 2023), now’s a great time to ensure you’ll be sprinting ahead of the competition by building brand associations through OOH. 👏 Great work EssenceMediacom UK #Euro2024 #England #Spainful #OOH #DOOH #PlatformForBrands

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