In the Pit with Cody Schneider | Marketing | Growth | Startups

using organic shorts to get $1 CPM on tiktok and IG reels

Feb 24, 2025

In this conversation, Alex Heiden, co-founder of Get Payd and a savvy marketing arbitrage expert, shares insights on effectively using short-form content to reduce marketing costs. He highlights the benefits of platforms like TikTok for brand visibility and building top-of-funnel awareness. Alex reveals strategies for impactful creator campaigns, emphasizing performance and collaboration with high-performing creators. He also discusses how to generate viral content that encourages organic replication, transforming traditional marketing into dynamic, cost-effective campaigns.

45:08

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Episode guests

Alex Heiden

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Companies can drastically cut marketing costs by utilizing short-form content with CPMs as low as $1 compared to traditional methods.

Incentivizing content creators through contests fosters creativity and engagement, leading to viral campaigns that expand brand visibility organically.

Integrating short-form content strategies into a broader marketing mix enhances overall campaign effectiveness and builds a sustainable audience over time.

Deep dives

Exploiting Marketing Arbitrage

The key to rapidly scaling products lies in identifying and exploiting current marketing arbitrage opportunities. Companies can achieve significant cost savings by focusing on short-form content, which offers a much cheaper cost per thousand impressions (CPM) compared to traditional advertising methods. For example, while standard CPM on Facebook or TikTok ads can be around $9, leveraging campaigns that pay creators as little as $1 per thousand views can yield millions of impressions for a fraction of the cost. This shift in strategy highlights the importance of adapting to new platforms, as the 'TikTokification' of content presents a unique opportunity for both B2C and B2B applications to boost brand awareness efficiently.

Intro

3min

Innovative Creator Marketing on TikTok

19min

Redefining Marketing in the Digital Age

6min

The Power of Focused Messaging in Marketing

2min

Leveraging Short-Form Content in Marketing

9min

Empowering Creators Through Innovative Commission Structures

3min

Strategies for Building a Content Creator Community

3min

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:

Instagram: @nocode.alex
Twitter/X: https://x.com/alexh459
Platform: https://www.getpaydapp.com/

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

LandingCat: SEO for ecommerce - https://www.landingcat.com/

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In the Pit with Cody Schneider | Marketing | Growth | Startups

using organic shorts to get $1 CPM on tiktok and IG reels

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Exploiting Marketing Arbitrage

Structuring Competitive Campaigns

Viral Potential and Knock-On Effects

Content Formats and Success Strategies

A Holistic Approach to Marketing

Remember Everything You Learn from Podcasts