Jonathan Becker: prediction

Transcript context

…You mentioned Google and Facebook. What is your take on TikTok and YouTube and maybe Snap? Do you recommend people go there and there's a big opportunity? Do you think it's overblown? Do you think people should just take Google and Facebook basically at this point? What's your general advice? So when I say Google and I say Facebook, I'm talking about the Google ecosystem of channels inclusive of YouTube. And when I talk about Facebook, I'm talking about Facebook, Instagram, and probably eventually WhatsApp, which I think will probably launch ads later this year. With all that said, some interesting opportunities these days really exist on channels like Amazon and TikTok as well as a number of other challenger channels I think. Snap I'll talk a little bit less about because I think really there's just fewer and fewer people potentially using Snap. There's no knock on Snap. I use Snap, I like it a lot, but at the same time, most individuals or organizations tend to want to place ads where there's a lot of views and engagement and the king of this right now is definitely TikTok. And so TikTok faces its own set of challenges and arguably there is as much an opportunity there as a barrier at the moment. I love TikTok. I'm a consumer of content on TikTok, not a producer of content on TikTok. Their ads platform kind of reminds me of where Facebook ads was like six, seven years ago. It's not super sophisticated and attribution is not great yet, but you can get cheap CPCs because there's just fewer organizations advertising there. Fewer companies have figured out how to make that work. And same thing with Amazon. Amazon is a bit of a bespoke channel. It doesn't work for a B2B SaaS company. It's more specific to D2C I would say. But essentially those channels are wonderful. They're not at the point yet where they're kind of ubiquitous. Every single advertiser that has ever worked with us I think in the last 10 years is for sure on Google. Everybody does that. And then the question is, what else can I invest money in with the expectation of profitability? And so TikTok and Amazon, and even if I want to break out YouTube, they tend to be a little bit more specific and they definitely work, but not for everybody yet. And so the question becomes, will TikTok become as prominent as a social ads platform like Meta Ads? And we just don't know yet. What we see working very nicely on TikTok, by the way, are these founder led brands where the founder is the ambassador and they're doing those handheld videos with their iPhone. They're talking about the merits of the products that they make. They're talking about the problems that they solve. They are great at cultivating a following. Their content is highly engaging. Those types of organizations crush it. Also, companies that got really good at partnering with influencers. So we haven't talked about partner marketing that much, but affiliate marketing companies got into this early, and then influencer marketing networks are all over this. But essentially having these third parties be an ambassador for your brand in an authentic way, partnering with them, having them generate the content. And that's the nature of the partnership. Stuff like that seems... ... And that's the nature of the partnership. your brand in an authentic way, partnering with them, having them generate the content. And that's the nature of the partnership. Stuff like that seems... ... And that's the nature of the partnership. Stuff like that seems to work quite well.…

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