That 78% CTR drop when you're not cited in AIOs is absolutly brutal. The point about last click attribution overvaluing search while discovery platforms like TikTok do the heavy lifting really resonates with what I'm seeing. I think the bigger shift here is that we're moving from a trackable, measurable ecosytem to one where brand trust and creator partnerships matter more than precise attribution. How do you think smaller brands with limited budgets should prioritze between building owned media vs investing in creator partnerships?
I think you just need to figure out what channels are important to you and have focus. SEO is usually not very valuable for startups and you can't nail every channel.
If I was running things at a smaller brand I would be leveraging influence from creators highly relevant to my audience first, testing ads to establish which channels are effective and invest in building something people care about in the right places
That 78% CTR drop when you're not cited in AIOs is absolutly brutal. The point about last click attribution overvaluing search while discovery platforms like TikTok do the heavy lifting really resonates with what I'm seeing. I think the bigger shift here is that we're moving from a trackable, measurable ecosytem to one where brand trust and creator partnerships matter more than precise attribution. How do you think smaller brands with limited budgets should prioritze between building owned media vs investing in creator partnerships?
Agreed, which maybe isn't a bad thing.
I think you just need to figure out what channels are important to you and have focus. SEO is usually not very valuable for startups and you can't nail every channel.
If I was running things at a smaller brand I would be leveraging influence from creators highly relevant to my audience first, testing ads to establish which channels are effective and invest in building something people care about in the right places