In this episode, Alex Heiden, co-founder of Get Payd, dives deep into the powerful world of marketing arbitrage and how brands can leverage short-form content to generate millions of views at a fraction of traditional advertising costs. With the rise of platforms like TikTok and Instagram Reels, Alex explains how brands can exploit the current "TikTokification" of content to build top-of-funnel awareness for B2B, prosumer, and consumer products alike.

He shares detailed strategies on running performance-based creator campaigns, optimizing CPMs (as low as $1 vs. $9 on traditional platforms), and structuring competitions that incentivize high-performing content creators. Plus, Alex breaks down how brands can identify top creators for long-term partnerships and generate viral content that attracts organic replication from other creators.

Timestamps:

00:00 - Introduction to marketing arbitrage & today's topic
03:42 - What is Get Paid? Bringing TikTok Shop strategies to digital businesses
05:19 - How TikTok's creator commission model works
06:12 - Two campaign models: CPM deals vs. competitions
10:44 - Results: Cost-effective campaigns with $1–$3 CPM
14:14 - Case studies: Viral success with day-in-the-life content
17:00 - The shift from outbound to inbound marketing
22:54 - Why the "For You" page changes everything for discovery
28:08 - Scaling: From $5K test budgets to $50K monthly spends
35:22 - The ripple effect of viral content and organic replication
42:25 - How Get Paid incentivizes creators and brands alike

Key Points:

Marketing Arbitrage Explained: How to get $1 CPMs vs. $9 on traditional ad platforms
Short-Form Content Strategy: Run competitions and pay-per-view campaigns to maximize exposure
Creator Incentives: Structuring payouts for maximum engagement and competitive motivation
Organic Growth Tactics: How viral videos lead to a snowball effect with unpaid content replication
B2B & B2C Impact: Why short-form content isn’t just for consumer brands

Notable Quotes:

"The only way to grow products quickly is by finding and exploiting marketing arbitrage." – Alex
"Discovery isn’t about followers anymore—it’s about creating good content that the algorithm wants to show." – Host

Key Takeaways for Founders:

Shift ad budgets from traditional channels to short-form creator campaigns for massive reach at lower costs.
Run competitive campaigns to organically motivate creators to produce viral content.
Focus on specific features or outcomes in your short-form content for maximum clarity and effectiveness.

Sponsors:

TalentFiber.com – Hire the best offshore marketing talent.

Connect with Alex:

Ready to scale your marketing with short-form content? This episode is a masterclass in how to do it right.

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