Plug's VERY important update 🚨

Hello!

Return of the Chief Plug Officer.

Going to be making a slight change: We’re going to focus on a weekly send for now.

Why?

1. We can deliver more value + more insights — instead of just 3 per day.
   

2. Things are about to get wild! I'll document the marketing insights as they come through - Meta Marketing

Here’s the 0.1% of marketing information this week:

• 🔌 Twitter Is Coming For Podcasts 🐦

• 🔌 Walt Disney Losing His Mind 💡

• 🔌 How Much Is SaaS Spending 💸 

• 🔌 Chat-GPT Unlocked 🤖

• 🔌 Visual Search Is Booming 🔥

• 🔌 2 Meta Ads Insights 🙌

• 🔌 How Much Did This Influencer Campaign Cost?! 🤯

🔌 Twitter Is Coming For Podcasts

Elon just shared this Tweet on Twitter - it was a bit of an AHA moment:

Can Twitter win at podcasts?

Bull case - The audience and creators are already there.

Bear case - Twitter is a short-form platform with short attention spans.

I’m undecided.

Connecting the dots:

1. Elon just announced this publicly - Product managers are about to push this hard.

2. The vision of X - Elon is turning Twitter into X, the super everything app like We Chat in China.

3. Tucker Carlson is now moving his show over to Twitter - You may disagree with his views, but you can’t disagree with his reach.
   
   His recent Twitter podcast just did 60+ million views in 10 hours!

🔌 Walt Disney Losing His Mind

Here’s one of the craziest stories I’ve heard recently:

Walt Disney was a booming success in the animation space.

And people thought he was having a mental breakdown.

He became obsessed with toy trains.

Everyone at Disney Corp was baffled.

He had a million-dollar animation studio to run — and he was canceling meetings to focus on toy trains.

Disney PR team tried to keep this quiet from the outside world.

He moved houses just so he could have a toy train section in his backyard.

Then he started building them at Disney HQ.

After some time tinkering, he came up with the idea of Disney Land.

🔌 Plug Lesson:

Don’t be afraid to follow your weird hobbies in marketing.

You never know where it may end up.

Check out How To Take Over The World: Walt Disney.

🔌 How Much Is SAAS Spending

The Plug sees Monday ads everywhere.

I didn’t realize how much they and Asana are spending on marketing.

According to their S1, here’s how much Monday spent on advertising:

“Advertising costs amounted to $98,423,000 and $129,101,000 in the years ended December 31, 2019 and 2020, respectively.”

Is this unsustainable? Or does the LTV justify it?

Let’s wait and see.

Wild to see Asana and Monday battle it out like that.

“Drake numbers”  😂

🔌 Chat-GPT Unlocked

This is very fun.

WebchatGPT is a Chat-GPT free Chrome extension.

It connects and pulls information from the internet — so you don’t have any “pre-2021” nonsense.

🔌 Another hack I’ve been doing to get better at AI with my marketing work:

New Tab Redirect.

Whenever I open a new tab, it auto-opens GPT-4.

I’m moving most of my searches away from Google — and over to GPT-4.

🔌 Visual Search Is Booming

Visual Search is inevitable.

Plug Rule: Look at what young people are doing — and extrapolate.

Visual search is getting more popular with 16-24-year-olds than any other demographic.

It’s searching using TikTok, Pinterest, or YouTube (Video / Images) rather than Google’s text search.

Most people hate to read. (Sad but true)

And would rather consume it via video.

Certain searches are just 1000x better via visual search.

E.g. Best dinner spots in Rome

If you search this via Google, you get a ton of SEO-optimized boring websites.

If you search this via TikTok, you get stunning user-generated videos — with actual restaurant footage.

Carrie Rose from Rise at Seven showed a fantastic hack to increase your use of visual search:

🔌 Plug Takeaways:

1. Play around with visual search every day - It’s way better for a large % of searches.
   

2. Create content optimized for visual search - Visual SEO is the blue ocean. There are no experts or OGs. It’s just people figuring out live in real-time.

🔌 2 Meta Ads Insights

2 useful things from Savannah Sanchez on Meta Ads:

1. Advantage+ Campaigns - You’ll soon be able to target by age and location. (Currently, you have to go broad)
   

2. Creative is king - 56% of ad auction outcomes are now attributed to the ad creative.
   
   In other words, the biggest factor for Facebook and Instagram ads is the creative.

🔌 How Much Did This Influencer Campaign Cost?!

During the NFT bull market, influencers were getting paid insane fees to promote products.

AI is no different.

What is happening?

WorkNinja - has partnered with David Dobrik and iShowSpeed (AKA Not cheap influencers) to give away 10 teslas.

Some insights from the Twitter comment section (The Fountain of Truth) say Dobrik charges £400K for one feed post.

Plug’s Napkin Maths: I’d guess this campaign cost somewhere between $1m - $3m.

Crazy times.

🔌 Daily Ad Plug

Hut Weber (2008)

If you enjoyed this, forward this email to a friend or click the button below.

George Mack

Chief Plug Officer