Diversify or Stay Stuck

Your weekly dose of growth marketing news & tactics for DTC brands.

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The DTC Insider
November 06, 2024

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Welcome to this issue of The DTC Insider newsletter. 👋 

We strive to deliver the latest growth marketing news and trends in the DTC space straight to your inbox every Wednesday.

Topics we’ll cover today:

💠 New Meta Ads Tool: Smarter Image Variations
💠 Diversify or Stay Stuck
💠 Optimizing Creator Content for TikTok Success

New Meta Ads Tool: Smarter Image Variations

Meta Ads just rolled out an updated interface for image ads.

When you upload a single image, Meta now suggests AI-generated image variations.

Here’s how it works:

🪄 Generation setup: Choose between “Backgrounds only” or “Full images.”

➝ Backgrounds only keeps your main object, placing it in different settings.

➝ Full images creates entirely new variations based on your original creative.

🖼️ Overlays: Let Meta add custom text or a logo. You can add up to two overlay texts.

Once Meta generates the variations, you can review and remove any images you don’t want to use.

And if you’re not into AI images, simply skip this step and continue.

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Diversify or Stay Stuck

Most brands rely too much on Meta. That's no secret.

Sure, Google and maybe TikTok Ads are in the mix — but Meta is still the #1.

Many want to find new revenue streams, but they're stuck.

The main reason?

They keep thinking about the same, traditional, channels. 😕

And here’s the thing: in the last year or so, we’ve seen a shift.

Decentralization is changing the game. A few examples are:

🤖 Some brands found my agency through ChatGPT, instead of Google. Maybe going to a list of links on Google, instead of getting direct answers, already feels odd. And Google knows this, and it's incorporating that same concept in the search results...

🔍 TikTok launched Search Ads to compete with Google…

🛍️ Now there’s TikTok Shop and YouTube Shopping…

📺 Imagine this: soon, consumers might buy products right where they see them — in a Netflix show, in-app, with one click…

All signs are pointing to a new era, and brands need to adapt.

But…what if I told you there’s something else brands could do to acquire new customers besides being active on more ad channels?

Here are a few ideas:

📱 Launch a branded mobile app (many brands have seen a big boost from this already)

🛒 Use targeted ad networks (like Disco, among others) at checkout

🤝 Build long-term relationships with influencers and affiliates

🛍️ Leverage new channels such as TikTok Shop and YouTube Shopping

🔒 Create a community to engage with your audience

📍 Boost offline engagement (ie. pop-up stores, events, and many more in-person actions)

Hopefully, this gives you ideas to improve your strategy in 2025.

If that happens, this post was already worth it.

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If you need a growth marketing partner that helps you plan and implement out-of-the-box strategies to unlock your next stage of growth, let's chat.

Find viral influencers inside your email list

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Optimizing Creator Content for TikTok Success

To grow your TikTok Shop you need creators & affiliates.

But finding & vetting them is no easy task. 😩

Plus, many brands don't know:

👉 How much to pay them
👉 What to expect in return
👉 How to clearly communicate what needs to be created

Among many other stuff.

If this happens to you, then you can't miss this episode of The DTC Insider podcast, in which I discuss this and many more TikTok Shop-related topics with Danil Saliukov, founder of Insense.

We discussed:

👉 Combining Organic and Paid Social for TikTok Success
👉 Selecting the Right Creators for Campaigns
👉 Managing Long-Term Creator Relationships
👉 Working Natively with Creators vs. Using Platforms
👉 Structuring Fair & Motivating Creator Compensation
👉 Balancing Authenticity with Brand Messaging
👉 Recent Trends in TikTok Shop and Creator Adaptation
👉 Setting Realistic Expectations in a Performance-Driven Space
👉 Future Changes in the Creator Economy on TikTok

Tune in:

More episodes our listeners love:

💎 Navigating Growth Beyond Your Niche with Podium Nutrition’s CMO

Also Happening in the DTC space

Want To Unlock The Next Level Of Growth?

After auditing 20 brands recently, we found that many have been stuck in a revenue plateau for 2, even 3 years.

So, the question is: will you stay in the same place for yet another year, or will you draw a line in the sand and start a new chapter for your brand?

At BSR Digital, we have just 2 spots left for brands that want to unlock the next level of growth.

Will one of them be yours?

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