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Welcome back to Limited Supply, the podcast where we get deep into the tactical and strategic side of e commerce, digital marketing and building consumer brands. I'm your host Nick Sharma. I've spent the last nine years building, scaling and investing in brands and through this show and my weekly newsletter at Nick Co Email, I'm here to share everything I've learned. The wins, the losses, the experiments, the tactics and the insights. All so you can unlock your next hundred thousand dollars in revenue. Today's episode is a good one, but before we dive in, let me tell you about our chosen sponsor for this week's episode. Big Screen Ads without Big Screen Headaches Roku Ads Manager is a self service CTV platform that helps advertisers drive outcomes across the funnel. Start today@advertising.roku.com Limited supply without further ado let's get into today's episode. So I wanna focus on basically a handful of things that Everybody's talking about. Q1 is typically that time where you're not running heavy promos. Unless you're a health and wellness or a fitness brand, maybe food and Bev. You're taking advantage of this new year, new you mindset, right? Everybody's in the mindset to lose weight, sleep better, run faster, lift heavier. And so you may be taking advantage of that and running some sort of a promo there. This is typically the Black Friday equivalent for vitamin supplement brands. However, this is also the time where for most cases CPMs are down on ad platforms. There's just less congestion in the highways of bidding and auctions for these ads to be shown on specific people's screens. And so it's generally a good time to test things out. Everything is generally a little bit cheaper, it's a little bit slower. So it really gives you time to properly test and flush things out. I don't know if we're gonna get into the actual how to do the testing part for today. I'll talk about it a little bit per channel, but specifically when I think about the how I'm talking about how do you approach creative how do you approach finding the right whether it's creator, collaborator, the right audience, building an offer that fits the channel and the channel experience that somebody is having before they get to your website or to a shopping experience to buy your product. But anyways, let's get into it. So the first one is actually, and I put this up at the top is internal creators. Now internal creators. You remember I had Hudson on the podcast, an interview we did with Hudson at Ecom Founders probably a couple months ago. And Hudson is the, I think now it's just called the Hudson Method or the Hudson Way or the Hudson strategy is what I'm hearing. But Hudson is basically decided that, you know, he's not going to go out and hire a bunch of random creators. Instead, what he's going to do is build his own network of internal, what he calls internal creators. These are essentially contractors and freelance creators who exclusively create for comfort, which is his, his apparel brand. So why do I think internal creators is a channel that's worth testing? Well, first of all, it's not a channel. It's more of a content assembly line that makes every other channel cheaper and faster. For some brands who I know leverage this role well, they may also have this role kind of named like internal creative strategist. Now, the difference would be that the internal creator is actually making the content themselves, whereas the creat strategist is probably just coming up with ideas that then get tested across a network of creators or agencies or freelancers or whoever it is in your kind of like content assembly line that you've got going on. But with an internal creator, you get a ton of advantages in my opinion. One is just speed, right? If you have an idea and you have an internal creator the same within the same hour or two hours, you can have that concept done. An internal creator does not require an editing team. They go in and use their thumbs to edit the video themselves. They know exactly what is primary footage, what is B roll, what is behind the scenes, what angles to incorporate, all of that kind of stuff. They also tend to know they just have a better pulse on what kind of hooks are working, what is trending in the platforms, whether it's TikTok or Reels or shorts, right? Like, what is it that's actually driving engagement and usage on these platforms? And then how do you then apply that to the brand that you're working at? A lot of people tend to fall short here because they feel like this one, they feel like this role is too expensive, which to me is crazy, because if you're spending, you know, 200, 300, half a million a month on Facebook ads, and you're telling me you can't afford, you know, 5 to 6k on the low end, maybe 10 to 12, 13k on the highest end, you can't afford that. But you're spending 3, 4, 500k a month in media on these ad platforms. This, this 6 to 12k internal creator would get you so much more efficiency out of that media spend. And we know that this short form style is the dominant creative format for anything paid or organic, right? So why keep trying to source random agencies and pay them 15k 10k minimums to try to get something to work when you could just go find your own internal creator who's entirely dedicated. The 100% of their share of mind is just dedicated to testing new ideas, new concepts, new angles, new hooks, new storylines, new formats. All, all of this, right? And I, I, I can't even stress it enough, like how straightforward this actually is. The, the output of creative is insanely high. If you're able to understand if this person can come in also and really understand how your organization works, both from a politics standpoint and approval standpoint, but also what is within brand or what is off brand and what's allowed to test and how far can you push those guardrails? Then in a perfect world, this person is not only creating, but then kind of oversees and helps you run all your different external creative partners, whether it's a agency, whether it's other UGC that you source customers, whether it's freelancers and creators that you find on TikTok that you want to bring in. And again, creators from TikTok, they don't necessarily have to be people who are standing in front of the camera and talking, but they can just be people who are really good at motion graphics or people who are really good at building statics, whatever it may be. All that said, hiring an internal creator, it's a force multiplier for your brand. You know, you can basically get, I mean, I know brands that are doing five to 10 short videos a day from an internal creator, with two to three of those going straight into ads. And to be honest, I don't know why more brands aren't doing it. You also get the whitelisting benefit, right? If you whitelist from a creator, your CPC goes down, your CPM goes down, your CTR goes up if you happen to really like when I worked at Hint, this was also, you know, eight years ago now, but I used to go get creators verified on Facebook and Instagram. This was back when you couldn't just pay for it. Now you can pay for it. You can get your internal creator, give them 14.99amonth, let them get verified, run the ad with a verified account. Performance is way better if you're also okay. Now let's say you don't. I'm just going off on a tangent here. Let's say you don't want to spend 6 to 12k a month, right? On a full time internal creator. But you are the founder and you have an Instagram account or you are on, honestly, even if you're on the marketing team. I used to do this and whitelist my own account back in the day. Create an account, whitelist it, verify it, get it going, start filming stuff, put it out, see what happens. The, the time from ideation to the ad is live and now we're seeing in the feedback loop if it's good or not. Can be less than 30 minutes, 30 to 60 minutes on average. It just comes down to how badly do you want to try it out and test it out and put it out and see what happens. Right. You could run the same idea, the same, same process of. All right, we have this angle. Say we're selling a hydration mix. We have this angle for, you know, busy moms who don't do enough to stay hydrated because they're just so busy they're running from one place to another. Right. You could go and brief that with an agency and then they have to go shoot that or somehow, you know, claw together a handful of AI based clips which by the way, have to now be labeled in ads. So I don't know how that's going to play out. I know we're seeing a ton of AI stuff, but I'm curious to see how that plays out in terms of ads. But if you're briefing this with an agency, you're talking two to three week minimum just to get, just to get the first concept out. And in your ad account, if you have an internal creator who understands what the brand likes, what they don't like, what's been tested before, what hooks work, what headlines work, what subject lines work in email. All of that data and information gets centralized in this one person's brain and they can use that to go and produce this one ad for moms within 15 minutes, 30 minutes. So internal creator, I made it number one. Because if you do nothing else, this is the easiest thing to get up and running in terms of budget wise, cost wise, resources wise. Plus, once you have somebody who's good, which it's not that hard to find somebody who's good, think about how many amazing pieces of content you come across, any social network or really anywhere. Creators are everywhere now and they're only going to continue being everywhere. So the more you can adapt to how you can basically lean into that, the easier it's going to be for you to continue staying ahead and keep getting ahead. There's even, I'm sure you've seen on, if you're on Twitter, there's this kid, Josh Suggs. He is, he's known as like the street interview guy. So many brands just hire him to create street interviews. And what is he doing? He's basically assigning a creator to your brand and then testing a bunch of stuff. Street interviews is one that massively hits right now. If you had an internal creator, could you go do that? Hell yeah, you could, but you don't. So you end up hiring Josh and he does a very good job, to be honest. All right, Next one is YouTube stuff. So I have YouTube stuff and TikTok stuff as two different ones. But you know, YouTube stuff comes to mind because most brands are heavily reliant on two channels. That's usually meta and Google. Right? It's a tailed as old as time. Typically two brands are able to get on those two channels, ride their waves up to, or ride their revenue to like 10 to 20 million and then maybe even 30, 40. But after that they try to figure out, okay, how do we lean into more top of funnel, more middle of funnel, how do we get more brand out there, how do we do more storytelling? And granted there are some brands that don't really have to diversify. You know, I don't think those are good brands to necessarily look at and say, oh wow, if these guys got to a hundred million on two channels, then I, I should be able to do the same. That's not necessarily the case. They also have, you know, potentially a great product channel fit, right? They might have a great product audience channel fit. They might have a product that is basically riding the trend of whatever it may be, whether you're in lockdown in Covid and they did really well that way, or you know, there's a big movement for X and their product clearly, you know, sits right in the middle of that movement, whatever it may be. But I put YouTube stuff here because YouTube is actually a phenomenal channel to drive more awareness. So anytime I've done a holdout test on YouTube, specifically focused on ad reads, pre rolls, mid rolls, it always works. But when it's coupled with another performance channel behind it, that's also working hard. So for example, YouTube alone, looking at the results, you might see some uptick in that 8 to 12 week period. But YouTube plus, Google plus meta working together. But YouTube is sort of like sprinkling out the dust in the new audience, typically works really well in that six to ten week window. And you can see actual results. It, it's, it's enough to go ahead and say, yeah, we should go ahead and invest much more in YouTube. Now the other ways to play with YouTube, which I'm a huge fan of, one is sponsorships. So think sponsorships, partnerships with creators. So these are in the actual videos themselves. These are creators or YouTubers reading the ad from start to finish. A lot of times you might see, in fact, actually, you know, who does this best, obviously is Mr. Beast. Because most, most brands, or sorry, most creators, what they'll do is they will start your ad read and basically start to finish, it's just the ad read. What Mr. Beast does really well, and now a lot of, a lot of other YouTubers adopted this as well, is like you kind of get the ad read going, but you still have clips of your main video in between. What that does, it keeps people engaged, it doesn't let you skip because you're there for the content, right? But you need to get read the ad. That's one, that's how Mr. Beast makes money. But two, that's what the brand's goal is to try to get in front of more people. So the reason I like these kind of sponsorships and partnerships is one, if you can get, if you can get in with a really good team that understands how to approach these creators and, and YouTubers and how to go to them with the right script and who to go to and what to pay them and what kind of model and what kind of offer you, and you can track all of this, which is easily trackable. You can easily start to understand, okay, which creators actually work best for you. And then which ones do you go heavy on? And you know, Maybe you find five or six out of the 20 that you tested that are really, really good. You'll also the one of the best benefits is these ads. When you run an ad on YouTube, it's programmatic, meaning it's served to that person and that's it, right? It's served to that one person who's watching at that time that. But with YouTube creator stuff like what we're talking about now, if somebody reads a pre roll ad at the beginning, that pre roll ad is staying there forever. So, you know, Graham Stephan's a great example of this. He does, he used to do these Morning Brew ad reads all the time. And Morning Brew to this day, because his videos are evergreen, right? They're all about personal finance and how to save money. And whatever it may be, they still get views till this day. And as a result, Morning Brew still gets new email subscribers. And from that Link in description. So you can't discount just the sponsorship partnership stuff based on 14 days worth of sales. Although that is probably the best way to understand which of those creators you should continue doubling down on or tripling down on and continuing to create with. But you also benefit from this kind of ongoing brand awareness that you get from it as well. Now the other, the other way to look at YouTube is more on the affiliate side and we'll go into TikTok shortly. But YouTube is trying to compete heavily with TikTok in terms of getting more eyeballs. They're trying to steal time away from TikTok. So right now they're making a heavy push into creator commerce, which I'll be honest, I haven't played around with a ton. But my approach to this would basically be very kind of similar to TikTok is finding a group of creators, trying to figure out how you can integrate with them and rolling it out that way. And the reason I'm pausing is because I'm thinking I use a Ridge Wallet. I got a Ridge phone case here on my desk. And Ridge actually does a really good job with this with mkbhd. Marques Brownlee, he's got a, he's obviously one of the, I think he is the biggest Tech Review Tech YouTube channel, one of the biggest YouTubers in general. And many of his YouTube videos, at least from what I remember, have Ridge products linked below them. He created a custom design Ridge wallet. You know, he reviews iPhones, so it makes total sense for him to have the iPhone cases linked there. He also did a video reviewing the Tesla cybertruck where he fit two suitcases, Ridge suitcases in the back. Those were linked below and he's making an affiliate cut on all of those. Now I'm not exactly 100% sure how that affiliate commission works, but you know, for example, with Amazon, if somebody clicks the affiliate link, that creator now gets, you know, call it 3 to 9% of that entire cart, not just the one product that was ordered. So all that said, YouTube is another one that very easy to track in the sense that if you're running the sponsored stuff, the programmatic stuff, the ads right through the Google Ads platform, run an incrementality test. Easy way to understand if you're running YouTube creators, you know, sponsorships, partnerships, mentions, pre rolls, mid rolls, host read yada yada yada, use custom URLs. So maybe it's, you know, goodanya.com mkbhd and, and that, that is then, you know, then that redirects to, you know, drinkgoodanya.com you know, partner/mkbhd dedicated YouTube page with all the UTM codes. But you just make it easy on the front end because, you know, if you know me, I love my vanity URLs. Let me put you onto something if TV is felt too hard. Roku Ads Manager is a self service connected TV platform. You can build campaigns within minutes, optimize them inside the platform and keep billing simple. It's built for growth and DTC advertisers who want a low barrier to entry and no big commitments. If you want to get on the big screen without old school processes, go to advertising.roku.com LimitedSupply. The last thing I'll say on YouTube is, and this goes, I would say pretty in general with creators is don't give them a script to read. Before I did, before I even worked at hint I worked, I kind of, I was just basically trying to hustle. And one of the things I was doing when hustling was I was finding these deals where I could find like at the time it was mobile games that had, you know, 90 to 100 million monthly users or players and they wanted to integrate with YouTubers here in the states. And so I used to help them kind of marry those two opportunities together, basically, you know, help one another. And then I would take a check out of that, like a small percentage out of that. And the biggest thing I learned was that you cannot tell YouTubers what to say. You can give them guardrails, you can give them a couple of bullet points, you can tell them, hey, you know, basically stay within these parameters but do not give them the verbatim, you know, word for word or phrase for phrase type of a script. It sounds insanely inauthentic. You have to remember you're not advertising to who you think your audience is. You are stepping into somebody else's world and then they are going to speak about it. So they have to speak natively to their own channel. And when you go ahead and don't allow that by giving them a script to read, the downside is these people immediately know it's an ad. But not only is an ad, it's just a terrible ad. So with any creators, I would say, you know, focus on that. I'm going to skip around and jump actually into TikTok just running off of YouTube now. TikTok, I put into one, one line here but you know, TikTok Live, TikTok Shop, TikTok affiliates. It's been a couple Years now. This is roaring. TikTok Live, I know for a fact, has calmed down. You know, brands that were making 60 to 100k per live are now making, you know, a fifth of that now on the same kind of live streams. But it's not dead. It's still there. And there's still the arbitrage. The arbitrage is still there. It's just smaller, but it is still there. TikTok shop and TikTok affiliates is still ripping. And TikTok is. They're smart, right? They got everybody in on their super low fee. I think now the fee might be up to 10% and going up again soon, but they're making a ton of money and it's working. And whether you're a supplement, I mean, supplement brands are absolutely destroying it on TikTok. But whether you're a supplement brand, you're an apparel brand, you know, you sell a little tchotchke, you're selling a watch, like, and by watch, I mean, like, you know, lower price. Not talking about a $10,000 watch here. But whatever it is, TikTok shop is ripping. And it just comes down to understanding, if you understand how to work with creators and how to put out content that feels relevant, engaging, interesting, exciting, and basically, you know, allows somebody to get sucked in with their eyes. And I'm giggling because me personally, I've been trying to work on not getting sucked into the short form. I've tried to almost eliminate short form from my PM hours of the day because I realized my sleep is actually horrible when I get. When I watch short form content before sleep. That said, does not mean you can't still take advantage of the arbitrage that TikTok has created. You got to make sure that you've got product that's going out and being seeded, which I'll talk about in a second, because product seeding, I think, is universal, not just to TikTok, but you want to have product seating, you want to have somewhat of a brief or kind of an outline, and then you really want to let. The beauty of TikTok is letting 47 different creators share 47 different POVs as to why they use that product. So if it's a hydration product, you want 47 different POVs, you want the mom talking about it, you want an athlete talking about it. You want somebody who's weightlifting talking about it. You want somebody who, who's just trying to, you know, go about their day and be more hydrated talking about it. You want somebody who's trying to get better sleep, to talk about it. The beauty of TikTok is you get all of this content, all these different angles and then whatever does well and by well I mean, you know, it does over the baseline of your normal creator sent or creator seated videos. You light those up with ads, give them a percentage of the upside, right? Give them a percent of spend, light it up with ads. They're going to be your best ads. There's no need to go and create a bunch of net new stuff when you can get all these creators to do it. Plus they directly benefit your TikTok shop. You know, there's so many benefits to this TikTok ecosystem. It blows my mind that more brands are not like, I just don't understand how they're not all over it. If you don't have somebody here who can be all over it and really like go deep on it, then you should hire somebody overseas whose entire job is to just run and manage TikTok shop. Okay? There are people who live in Argentina, in Brazil, in Sri Lanka, in India, in Ukraine, in all over the world and they run, they run channels like TikTok Shop and TikTok affiliates for brands here. These people exist, they know how to do it. So if you don't have somebody doing that now, find somebody overseas if it's a cost issue and make it happen. Like blows my mind. There's so many benefits to this, right? You, the biggest benefit that nobody talks about is the middle of funnel. And what do I mean by this? The top of funnel and the low bottom of the funnel, those are generally the easier parts to the brand, right? The bottom of funnel is probably, well, for people like me it feels the easiest, right? Because it's just okay, you build a phenomenally converting website, you have a great offer, good content, good storytelling, you know, good ads, et cetera, et cetera. For me, that stuff is easy. The slightly harder piece is probably top of funnel, right? How do you get your name out there in a way that's not cringy, corny? How do you build, how do you do top of funnel without just spending paid dollars behind channels that claim to be top of funnel, right? And then the, the hardest one for everybody. And this is where most brands fail. A lot of venture brack, a lot of venture backed brands also fail. Right here is the middle of funnels. The middle of funnel is the. Okay, why should I trust this brand? Let me go search it on Google or TikTok or ChatGPT or whatever and see what comes up. That is where most brands fail. And if you have a ton of content that, because you've seeded out product in the right way, whether it's on YouTube, whether it's on TikTok, which by the way, are two of the, you know, the most visited places for this middle of funnel check. Call it the middle of funnel vibe check. Right. Is this brand legit? Are they going to steal my credit card? Does the product actually deliver on what it says? Obviously the brand is going to say, yes, we deliver. You know, we're not going to steal your credit card. Everything is secure. Our customer reviews are amazing, yada yada yada. But is that actually true? That's where people go to TikTok and Reddit or YouTube and you cannot make that stuff up. That's where, that's why seating and playing in TikTok shop, playing in this YouTube world is the best way to go. A great. Two great brands that come to mind that executed this with perfection. One is Kadence Capsules. If you've seen those beautiful travel capsules, their website is keepyourcadence.com okay, feel free to go to the site. You'll start to get retargeted with their ads, which, by the way, are beautiful. They're organic, Instagram, beautiful. If you search their product on TikTok, gorgeous. If you look on YouTube, gorgeous. Same thing with Eight Sleep. Eight Sleep is a smart mattress. A few years ago when they realized, I'm talking like six years ago when they realized that people just needed to see the proof is in the pudding and that it does work, they went really, really hard on YouTube. And it, it's like probably, in my opinion, it's probably one of the best investments they made because it pays off every single day. Where no matter now what they run top of Funnel, whether they sponsor an F1 driver, they sponsor a wellness event, they sponsor a podcast, everybody's going to do the same exact thing, which is go and Google it and see what happens. You know, is it real? Does it work? How is it? And their middle of Funnel investment that they made years ago is. It pays off for them every day. Last thing I didn't really touch on too much is Tick tock live here. But to be honest, I would say not play at your own risk, but, you know, make your own investment decisions here because I think there's more juice to be squeezed out of shop and affiliates than there probably is with Live. I think, I think you can do a lot with Live. However, I think that there's also a time and place for it. And you know, it's yeah, you can also live is also one of those things you can test with creators so you don't have to do live directly from you as the brand. You can actually run live from creators themselves. All right, the next one I want to get into is advertorials. So now advertorials is. I heard this term from Jesse Puji who started Ampush. He sold it to Tenuity, another massive agency. But Jesse's a genius and he had this concept called secondary presence. And it is basically first party data insights, content information and third party proof, social proof trust validation. You put it together and that's how you come to this concept of secondary presence. Now there's a couple ways to go about this. First of all, if you don't know what advertorials are, break the word up. Ad editorial, it's an editorial piece of content. So usually long form content distributed within Internet publishers, right? So think refinery29.com, buzzfeed.com now back in again. Back eight years ago when I was approaching all these publishers, the two I just named and many more, they were like, hey, yeah, we can do an article on our site, 50 grand. And I thought, you guys are out of your minds if you think I'm going to pay you 50 grand. I did end up paying 50 to Refinery and 30 to Buzzfeed, another 30 to Complex, I think 12 to Babe.net and you know what I learned is that their logo doesn't mean jack. Like their logo in the top left corner does not bring any credibility, any authority as far as a user is concerned. They're more concerned about a clean reading experience and content that's actually interesting. There's not really a lot of. You don't get any extra firepower from being on one of these fancy websites. So what I ended up doing is at the time I created my own publisher site and I thought, okay, well let me basically make this the best possible reading experience. Easy font, easy to read on a small iPhone. It should load quickly in case the user has, you know, spotty Internet connection or is not on wi fi. There should be no pop ups, no ads, because if you go to any of these other websites, you should try to go to any Forbes article on your phone. It's like 10% of the page is where 10% of your screen is what the article shows through and everything else is ads or pop ups. But all that to say you can go and build your own advertorial website. You can just do these things and you can put your own pixel on and you can put your own stories up. Now granted you don't want to lie, so put real stories. I used to always talk about founder or not founder customer stories. You know, brands always get customers who write in, whether it's on Instagram or they email the founder or you know, you hear about it while you're out at some brand related event and you hear about how you know, a product or a brand has somehow, you know, done something amazing for this person and you want to tell that story and the best way to do it is honestly put it in these long form advertorials. Why? Because people, people love to read stuff. I don't know if you've been keeping up with Twitter specifically in the last like two to three months, but, but the format of content on Twitter has really shifted even with AI slop becoming bigger and you know, et cetera, et cetera, long form content where people are entertained and hooked is where it's at. That is like, that's like the best place to create right now. It's as good as those street interview style videos I would say. And it's very easy to do. You go, you buy a domain, right? Let's say you buy DailyHealth Co, right? Or American America's favorite Doctor.com probably don't buy that one. But you get my point, right? DailyWellness co. Now you get the domain, you set up a WordPress or a webflow theme, you put up the content, you put a separate Facebook pixel on and you start driving traffic from a whitelisted Instagram and Facebook page. I don't know if you can get those verified right off the bat because they're not human pages. But if you can, all the more power to you. Now once you start driving traffic, anywhere from 5 to 15% of that traffic will end up clicking through to your product page, to your landing page. Ideally you're going to a landing page with an offer that's been tested, right? You want to, in any experiment, you want to minimize how many things are new. So you do that. But then the other, you know, call it 85 to 95% of people who would supposedly just leave or not click through. Previously you couldn't hit those people again because they were on a third party website. Now you can your own separate Facebook pixels on that website. You can retarget them either with ads that come from the whitelisted page, right? Hey partner offer with good on you, blah blah blah, or, or you retarget them with A special offer from the brand page and you know, you give them some specific offer there. That said, advertorials, I cannot believe more brands don't do this. Every brand that I've worked with, whether they're aov, is, you know, granted, I will say that the, the checklist for advertorials, you either have a product that is somewhat hard to explain or require some level of education or learning. Higher AOV and then higher price compared to its category. If you have two of those three or all three, advertorials should work really well. But advertorials are really easy to get set up. You know, within three hours you can have a website set up. Within four hours you can have a website set up with an article live. And within six hours max, you know, assuming it takes you two hours to set up some simple ads, six hours, you can have a fully, fully live advertorial testing it. And the beauty about advertorials is you can get these things live. Just like with an internal creator, you have this person internal. With advertorials, it's just a website. You just got to put a new article up. So at night you can write an article, the next morning you can have it live. Whether it's a listicle, whether it's a, you know, I saw this X all over Instagram so I had to try it. Here's what happened. Whether it's a, you know, good on you versus Liquid iv. Here's who won out. All of those angles work and they're all so easy to copy, paste and try out. And as long as you're not lying, you're actually showing, you know, selling a good product. These will, these will work really well for any of the brands that we got these Facebook quarterly reports back from there they come back from the Disruptors team, which is like a more specialized think like a Seal Team 6. But at Facebook, just for the high growth brands, they all said advertorials doubled in terms of share of media spend. Why? Because they're so easy to put out. They work so well. People want to be entertained, they don't want to click an ad. And this is entertainment. This is just another form of entertainment. So advertorials is one that I think most people need to do. And to be honest, another one that just couples really well with advertorials is just whitelisting in general. So I talked about it a little bit earlier, but if you're not whitelisting, you know, if you're listening to this podcast, running the ads or involved in the ads. And you're not whitelisting. Go and white list your own account. Go whitelist your dog's account. Create create a new page for DIY fitness tutorials or for meal prep content. And go whitelist that account. It's the I'm jumbling my words because some of these things are so dead simple and still people don't do it. But get to the white listing, try the advertorials and you're going to see what happened. Okay, last couple things I'm going to actually save for a different episode and one of them is basically TV and one of them is direct mail and I think there's enough time within both of those to go pretty deep, so I'm going to save those for another episode. But that said, we're back. It's season 15, baby. We're in it. If you got an idea of a good podcast episode or something I can research, dive into or something you want to hear about a new channel? DM me on Twitter @Mr. Sharma. You can also email me nick@nick co. That's Nik I K co. If you want to jump on and share your story. You want to talk about how you scale the brand from X to Y, a new channel you're using, et cetera, et cetera, let me know. Just shoot me an email, shoot me a dm. I'm excited to hear from you. And yeah, I can't wait for what's coming this year. I hope you guys are ready. I'll see you next week. Enjoy the rest of your week and talk to you soon. Thanks for listening. We'll be back next time to cut through the noise on CPG retail and E Commerce. If you enjoyed this episode, why not share it with a friend? And be sure to subscribe wherever you listen so you don't miss the next one. Sa.