Funnel Vision Issue #015

Welcome back to the latest issue of Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.

The conversation around a potential TikTok ban in the US has reignited in the past few weeks. While TikTok is more of a “nice to have” for many social media advertisers—as Meta and Google tend to hoover up the lion’s share of spend—it’s still an important topic for performance marketers to stay up on.

For this week’s issue, we’ve refreshed a previous article to include the latest developments on the proposed ban, and what you should do to prepare.

Let’s get the vision.

Reading time: 5 minutes

PERFORMANCE MARKETING STRATEGY

What the proposed TikTok ban means for advertisers

For folks in the United States, life after TikTok could begin as soon as January 19, 2025.

We say could because the outcome of the proposed ban is still very much up in the air. This issue has been in the news cycle for a while now. The renewed attention is due to arguments finally starting in federal court last month.

What’s the latest on the TikTok ban?

Here’s a speed run of the latest developments to bring you up to date:

• April 2024: US Congress passes a law requiring TikTok to divest (sell) or face a U.S. ban.

• September 2024: Attorneys for ByteDance (TikTok’s parent company) appealed the law, arguing the ban violates first amendment rights.

• December 2024: Court decision expected, with potential appeal pushing the case to the Supreme Court.

• January 2025: Deadline for TikTok to divest or be banned in the US.

The ban isn’t the only legal headache for TikTok. More than a dozen US states, including California and New York, have sued the platform for allegedly misleading the public about the safety of the app, especially as it relates to children, and claiming it was deliberatively designed to be addictive.

Will TikTok actually be banned?

No one knows for sure.

With uncertainty being the flavor of the minute, brands advertising on TikTok need to be ready to move quick. Here are a few essentials for your end-of-the-TikTok-era bug out bag.

3 steps to take now

📈 Evaluate your current campaigns: Assess performance of active campaigns & identify high-performing assets that can be repurposed for other short-form video channels.

🔒 Back it up: If TikTok goes away there’s a chance your content and data could vanish with it. Ensuring assets are backed up externally will protect your data and help streamline migration.

💰 Use it or lose it: Create a plan to reallocate budget to other channels. Equally important: understand how your revenue will be impacted should TikTok become unavailable.

Even though TikTok’s future hangs in the balance, short-form video is here to stay, especially with Gen Z and Millennial audiences. In a TikTok-less world, other platforms will be scrambling to scoop up those eyeballs—meaning you can skate to where the puck is going.

• Instagram Reels: We’re comparing apples to oranges, but Reels may be the orangest apple in the bowl. Meta’s massive user base plus the similar video format makes Reels a logical alternative.
  

• YouTube Shorts: Viewers of Shorts may not be engaged as other platforms, but playing here can tap into both the baked-in discovery and Google’s powerful ad tools.
  

• Snapchat Spotlight: Spotlight is Snapchat’s answer to TikTok, a native short-form video feed which younger audiences flock to.

What’s next?

No one knows for sure what will happen with the proposed ban. With the January 2025 deadline looming closer, brands running TikTok ads need to stay on top of developments and plan for the possibility it may not be around next year.

Questions about what this means for you? Send us a note! Get in touch and we'll connect you with a strategist who can walk you through how to prepare.

CLICKABLE LINKS 👆️ 

❌ The FTC has introduced a new “click to cancel” rule. It aims to force companies to make cancelling a subscription service as straightforward as signing up.

🤖 Adobe unveils Firefly Video Model, it’s text- and image-to-video AI tool with a focus on generating “commercially safe” content for performance marketing campaigns.

👻 Google’s Frightgeist shows the top-trending Halloween costumes based on Google Trends data. Deadpool, Raygun, and Beetlejuice topping the charts.

💸 Here’s how to win Q5

Next week’s Screenshare Session is lining up to be an absolute banger.

And this is your last chance to grab a spot.

Don’t miss the opportunity to learn practical tactics to dominating the “hidden quarter” from a powerhouse panel of ecom experts.

You’ll learn:

• How to ideate & produce Q5 creative that performs

• Data-driven best practices to build landing pages that convert

• Tips to make your email list your most reliable source of revenue

It’s happening Monday, October 21, 12PM CST. This is a capped event, and there are only a few spaces left!

AD OF THE WEEK ✨

In this section, we analyze high-performing ads and extract actionable insights you can use to power your creative.

This is an ad from DoorDash, aimed at recruiting new Dashers for their food delivery service.

⏱️ Length: 17 seconds
📺 Platform: Meta
👍️ Thumbstop: 21.80%

This is a pretty straightforward ad. But manages to capture & retain attention and drive action by the clever use of video game-style animation and adherence to performance marketing fundamentals.

Winning elements: Why this ad works

🎮 Gamification creates engagement. The ad transforms the decision to become a Dasher into a game-like experience, with the protagonist making choices that lead to "winning". This approach makes the ad more interactive and memorable, encouraging viewers to pay attention to the entire 17-second runtime.

💰 Clear focus on financial benefits. By emphasizing "Earn REAL money" and "Get paid the same day", the ad directly addresses a primary motivation for potential Dashers: quick and substantial earnings. When combined with the game-like format, these messages don’t feel forced or contrived.

🏁 Visual progression to success. The ad uses a familiar video game-like interface as a vehicle to tell a story of progression and success. Crossing the finish line in celebration ends the ad on a high note and encourages action.

What can we learn from this ad?

Test and iterate on messaging focus. This ad outperformed a similar version that emphasized flexibility over financial advantages, showing the importance of testing different value propositions. Always be willing to challenge assumptions about what your audience values most.

Use visual metaphors to simplify complex ideas. The game-like interface simplifies the decision-making process of becoming a Dasher, making it appear straightforward and achievable. Consider how you can use visual storytelling to make your product or service more approachable.

Maintain a consistent, compelling question. The ad keeps "Looking for a side hustle that helps you make money fast?" at the top throughout, serving as a constant reminder of the viewer's potential need. This technique helps maintain focus and relevance throughout the ad's duration.

Till next time, stay classy!

As always, thanks for reading Funnel Vision! What topics would you like to see us cover? The team is only a click away, just hit reply if you want to drop some suggestions.

Psst... wanna earn $1k?

Know someone looking for efficiency, flexibility, and scale with performance creative and media buying? Refer brands in your network and earn $1,000.

Check out the Ready Set referral program here.