You’ve been lied to. The true profitability metric isn’t ROAS or LTV…

Or gross profit margin…

It’s contribution margin, and if you want to be really accurate, first-order contribution margin.

Below, I break down:

→ The contribution margin formula
→ The importance of first-order contribution margin
→ Why it matters when you’re looking at your ad account A lot of people look at revenue or gross profit margin as markers of profitability.

These are important metrics, but they’re not the North Star.

Media buyers… let’s play a game:

Which of these 3 creatives do you think performed the best in our client’s ad account? CREATIVE 1

I’ll admit it. I was wrong.

ChatGPT is NOT overrated. It will supercharge your influencer marketing.

Here are TWO ways that save you time & money 🧵(prompts included + a strategy to copy). AI is not gonna be replacing you any time soon. That said, people who are utilizing it will replace ones who aren’t.

Before you keep reading, RT the first tweet and spread the word.

Let’s get into what ChatGPT’s capable of:

In 2015, being ahead of the game in Facebook ads, you made millions.

Fast forward to 2023, there is a gold rush happening in influencer marketing.

Here’s how you can take advantage of it and get the same result 👇 We’ve been in this industry for nearly a decade and generated multi 8-figures for our clients.

There are 3 things that I believe will be a winning influencer marketing formula next year (if you’re quick).

Brand + Influencer partnerships = a black market, full of exploitation on both sides.

Here's a better way.

If you’re a brand, you absolutely need to know about this👇 This TikTok continues a trend that we’ve been seeing as brands continue to incorrectly use Influencer Marketing.

Incredibly hiked up prices per post.

No matter what the deliverables are, very few creators are worth $20k for a post.

loom.com/share/54187086…

The movie “Smile” was an absolute masterclass in marketing.

On a $17M budget, they brought in $140M in a little over two weeks.

Here are 3 things that their marketing team nailed to make this one of the most talked-about movies of the year: Outside of Marvel movies, the average person doesn’t know what’s in theatres. Most movies flop because of this.

The team behind “Smile” executed 3 things perfectly, and it made them one of the most successful campaigns of the year.

The easiest way to lose millions as a marketer?

Using strategies for the wrong revenue tier.

From <1M to 20M+, here are the exact things you need to focus on: Even though influencer marketing is a huge revenue driver for most DTC brands in 2022, doing the wrong strategy can be drastic for your bottom line.

We organized the structure you need to follow as a pyramid:

Altoids has been selling $100M in mints every year since 2015.

They’re also investing exactly $0 into Facebook/TikTok ads, revealing a massive opportunity to completely take over the mint market.

If I were them, this is how I’d do it: For the longest time, Altoids and Tic Tac were neck and neck.

Holding a near-identical market share.

However, since 2020, Tic Tac has really upped its game – increasing its social media presence and pushing their mints with fresh, albeit cringe FB ads.

If I were in charge of influencer marketing at @eightsleep, this is exactly what I’d do.

A completely custom strategy that I’m revealing to the public.

Click this tweet and learn: For background, @a_zatarain and @m_franceschetti have done an incredible job building this $500M behemoth.

Eight Sleep already invests some of their budget into influencer marketing.

With 5 years in the game, I see opportunities to improve and add millions in revenue.

In 2022, you need more than a great product.

You need a great unboxing experience.

Here’s exactly how we do it for influencers: Improving your unboxing experience is super easy and has a huge ROI.

In some cases, we’ve seen as much as a 30% increase in FREE organic posts simply by implementing the formula I’m about to share.

But first, WHY?

Here’s another case of a billion-dollar company doing sub-par marketing.

Instacart X Lizzo

Here’s what went wrong: When big companies have a big hammer (a marketing budget worth 9 figures per year), everything looks like a nail.

This means that very little thought is put into their campaigns. This is a perfect example.

Your A to Z influencer marketing formula.

This is a free mini-course on your timeline.

Take 4 minutes to read this so you can follow step-by-step: Too many smaller, bootstrapped brands take cues from unprofitable, VC-backed brands on how to do their marketing.

This thread is all about ROI. No vanity metrics.

Follow this step-by-step for both short and long-term success.

Kim Kardashian + Beyond Meat

Billion-dollar influencer + billion-dollar brand

And they still created the worst influencer marketing campaign of all time: When you buy a product, you buy it because you believe it may provide some sort of value to you.

You look for positive reviews, or you hear positive word of mouth from people you know.

Brands have mistaken this to mean that they should make ads like this:

There’s a business that makes over $700M per year selling class rings to high school graduates.

It’s one of those niche businesses that silently prints cash, but they’re leaving $20M+ on the table every year.

Here’s why: Influencer marketing is unbelievably effective with younger audiences and @Jostens is doing none of it.

What follows is a step-by-step process of how I would make Jostens an extra $20M per year…

As advertising costs, shipping costs, and labor costs go up…

This is the main way that we’re able to scale DTC brands for pennies on the dollar.

Here are 3 tips for cutting costs for your brand in this recession: You know this.

The glory days of 10X ROAS and high-cashflow DTC brands are long gone.

It’s time to batten down the hatches.

These 3 tips will save your business.

If my agency was in charge of Influencer Marketing for @BOMBAS - this is exactly what we’d do.

Steal these principles for your brand today: A brand like Bombas is sitting on a goldmine in terms of content and paid media strategy that hasn’t been executed on.

Based on what I’ve seen in their ad library, Bombas has a massive opportunity to reduce CPA, increase ROAS, and spend more efficiently.

loom.com/share/da4556a0…

If you want to build a unique and profitable brand, don’t ignore these 6 mental models.

Thought-provoking ideas from the book Alchemy 1. The opposite of a good idea can be another good idea:

10 years ago a pizza delivery boy never thought he would build a $1,500,000,000 business.

From dead broke and working in his friend’s mom’s garage, he built the international fitness brand Gymshark.

Here’s the story: Ben Francis was working 10-12 hours a day delivering pizzas and attending school when he started building businesses.

Like most entrepreneurs, he failed early and often, here’s a few ventures that never quite worked out…

Do you want to have more control over your advertising costs?

Of course, you do. We’re entering into a recession.

Use this strategy to avoid losing money for your brand right now: There are very few scenarios in which you do NOT want to control costs with paid social.

If you’re spending $1M a month at a 5X ROAS, this thread is not for you.

But if you’re every other DTC brand trying to compete in a rough market, read this.

Old influencer marketing: paying for posts in 1:1 transactions.

New influencer marketing: hiring them on your marketing team

Here are the brands doing it and the steps to follow: Kendall Jenner & FWRD

Dakota Johnson & Maude

Molly-Mae Hague & Pretty Little Thing

Cara Delevigne became creative director AND co-owner of Lora DiCarlo.

Why are influencers the right choice for a “corporate” role?

Kynship has generated almost $100M for our clients using simple videos from regular people.

Here are 4 unique ways to use a DTC brand’s most potent tool, IGC: Influencer Generated Content is photos or videos about your product submitted by someone with an audience between 5K to 150K.

It’s one step above UGC, which is the second-best thing for your brand.