Welcome to Funnel Vision! 👀

Welcome to the very first issue of Funnel Vision!

This brand new weekly newsletter from the crew at Ready Set puts all things performance creative and growth marketing in focus.

Here’s what you’ll find in this inaugural issue…

• TikTok ban: What life after the FYP means for your brand

• Creative as a growth lever: How to scale production efficiently

• Steal this ad tactic: The clock's ticking on this one

Let’s get the vision.

Reading time: 4 minutes

What the proposed TikTok ban means for your brand

For folks in the United States, life after TikTok could begin as soon as Q1 2025.

We say could because the outcome of the proposed ban is still very much up in the air. Mostly due to several active legal challenges (including one from parent company ByteDance) that could delay or overturn the ruling.

With uncertainty being the flavor of the minute, brands advertising on TikTok need to be ready to move quick.

Here are a few essentials for your end-of-the-TikTok-era bug out bag: 

📈 Evaluate your current campaigns: Assess performance of active campaigns & identify high-performing assets that can be repurposed for other short-form video channels.

🔒 Back it up: If TikTok goes away there’s a chance your content and data could vanish with it. Ensuring assets are backed up externally will protect your data and help streamline migration.

💰 Use it or lose it: Create a plan to reallocate budget to other channels. Equally important: understand how your revenue will be impacted should TikTok become unavailable.

Even though TikTok’s future hangs in the balance, short-form video is here to stay, especially with Gen Z and Millennial audiences. In a TikTok-less world, other platforms will be scrambling to scoop up those eyeballs—meaning you can skate to where the puck is going.

• Instagram Reels: We’re comparing apples to oranges, but Reels may be the orangest apple in the bowl. Meta’s massive user base plus the similar video format makes Reels a logical alternative.

• YouTube Shorts: Viewers of Shorts may not be engaged as other platforms, but playing here can tap into both the baked-in discovery and Google’s powerful ad tools.

• Snapchat Spotlight: Spotlight is Snapchat’s answer to TikTok, a native short-form video feed which younger audiences flock to.

What’s next?

No one knows for sure what will happen with the proposed ban. With the January 2025 deadline looming closer, brands that rely on TikTok ads to generate revenue need to stay on top of developments and plan for the possibility it may not be around next year.

Questions about what this means for you? Send us a note! Fill out this form and we'll connect you with a strategist who can walk you through how to prepare.

STEAL THIS AD TACTIC

Number ticker FTW

Numbers climbing aren't always a good thing coughgas prices*cough*.

But when it comes to cold hard cash in your pocket... yes please! 🤑 

That's the exact sentiment the number ticker concept taps into.

“The climbing numbers on the ticker have a hypnotic effect,” says Jennie Karrer, creative strategist of the superstar team behind this top-performing DoorDash ad. “Our eyes and brains are drawn to watch and wonder, ‘what is going on here?’”

It also subtly drives home the core benefit—make easy money on your own schedule—in an absolutely clear visual. No other messaging is needed.

Takeaway: The money ticker is a prime example of "show, don't tell". If your offer involves numbers going up (or down) this visual is worth testing in your creative.

Till next time

Thanks for reading the very first issue of Funnel Vision!

Our goal is to make this the highest-value newsletter on performance marketing in your inbox, so much so that you look forward to hanging out with us every Friday.

You can reach me, Dan, the editor of this fine new publication, by hitting reply. Let me know the topics you'd love to see covered, what you thought of this issue, or what you're up to this weekend. I read every message!

Psst... wanna earn $1k?

Know someone looking for efficiency, flexibility, and scale with performance creative and media buying? Refer brands in your network and earn $1,000.

Check out the Ready Set referral program here.