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How many times has an agency come to you and said 'We're seeing this work really well with another brand, and we'd love to test it with you!' Probably once? Maybe never? The argument that the agency sees multiple businesses and can apply shared learnings is usually false, too. If you're digital-only, you'll need 2 media buyers (social + search), a strategist/director, and a coordinator. I remember approving agency invoices for $100k while spending $1M in media and thinking, 'What are we doing paying $1.2M a year when we can build our own team in-house for half the cost?' After a certain point, it makes a lot more fiscal sense to bring these needs in-house. I'm always fighting for founders with this email, so as much as my agency friends will hate this, it's true. The problem with this setup, especially in lower-funnel media, is that you need someone who's refreshing the ad account and testing new things on a constant basis. If you work with an agency where they don't cap the number of clients they bring on, then you're essentially one of many to-dos's on their plate.

No one is FULLY dedicated to your account. Here is why I think paid media should be brought in-house: There's no doubt that working with an agency will help build your brand, but for most people who are within the range of $10M to $500M in annual revenue, you should aspire to be in-house for your always-on marketing channels. A part of that off-boarding process, many times, includes helping recruit new talent to be in-house. At Sharma Brands, we tell clients that we like to work with them for 6-8 months and then graduate them. I want to preface this by saying that agencies are 100% worth using at the right time and place. On this episode, I offer up a little perspective on Nik Sharma's newsletter from May 15th, 5 reasons to hire internally vs use an agency'

TikTok Launches New Interactive Market Insights Tool to Better Inform Strategic Planning If you have a client or boss, who is unsure why they should be on the platform or is asking if their target audience is on the platform, you will now be able to include up to date statistics for them.ДЇor example, if you filtered by: United States, CPG, and Gen X+ it would generate a report and these statistics would be perfect for clients who donвЂ™t believe their вЂњolderвЂќ demo is on the platform. You could utilize this platform when creating strategy decks for your clients or team. Right now it does not go too deep, so many of the same data points show up in several categories which means they may not be as specific as you would like.

The info could help guide your strategic approach. Similar to FacebookвЂ™s interactive insights tool it gives you a more customized perspective on key data points. Range of data filtering tools to choose from including location, demographics, industry vertical, date, etc. On this episode, I talk about how TikTok Launches New Interactive Market Insights Tool to Better Inform Strategic PlanningДЄ new interactive insights platform enables you to use a range of filters to discover key data points on your target market(s).

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