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AirBnb and Olipop Ditching Paid Ads, Logan Paul's New Influencer Strategy, Parasite SEO, and the Decline of Digital Marketing (Trends Dec 2023 Week 3)
Jan 1, 2024
Airbnb and Ollipop share their success stories on ditching paid ads and embracing creator partnerships and organic content on platforms like TikTok. The declining click-through rates in search results are explored, with the importance of unconventional approaches emphasized. The notion of "parasite SEO" is debunked, and the significance of long-term strategies is stressed. The episode concludes with a discussion about pioneering brand deals, exemplified by Prime's collaboration with Patrick Mahomes.
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Quick takeaways
- Companies like Ollie Pop have achieved significant revenue growth by forgoing paid ads and instead investing in creator partnerships and organic content on TikTok.
- Airbnb has shifted its marketing strategy away from search advertising towards brand marketing, with over 90% of its platform's traffic arising directly without the aid of search advertisements.
Deep dives
Marketing trends: Shifting focus to creator partnerships and organic content on TikTok
Companies like Ollie Pop have achieved significant revenue growth by forgoing paid ads and instead investing in creator partnerships and organic content on TikTok. Ollie Pop's revenue increased from $31 million in 2021 to $200 million in 2023. By leveraging TikTok creators like Sarah Crane with a large following and utilizing the hashtag #OlliePopPartner, Ollie Pop generated 1.6 billion views and significantly increased brand visibility.
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