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.
