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.
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volunteer_activism ADVICE
Exploiting Marketing Arbitrage
Exploit existing marketing arbitrage aggressively to grow products quickly.
Focus on short-form content opportunities for B2B, prosumer, and consumer apps.
volunteer_activism ADVICE
TikTok Creator Campaigns
Leverage TikTok's creator commission model for cost-effective marketing.
Consider two campaign models: CPM deals and competitions.
insights INSIGHT
CPM Arbitrage
The average CPM on platforms like TikTok and Facebook is around $9.
Working with creators directly can yield CPMs as low as $1, presenting significant cost savings.
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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.
In the Pit with Cody Schneider | Marketing | Growth | Startups