Eric Siu's team relied on a fake text-message ad on Facebook and Instagram that worked until competitors copied it and ad costs rose. They pivoted to YouTube, TikTok influencers, and email newsletter placements instead. Growth marketing requires constant testing and channel diversity.
Like in the early days, we were spending a lot on Facebook and a lot on Instagram. We had one ad creative that absolutely crushed it. It was basically a fake text message conversation between friends about Morning Brew and how one of the friends found out about some big story because of it. And that absolutely crushed it. And then what happened was people saw that this creative, they thought really clever. So then there was a lot of copycats of this creative. All of a sudden it wasn't standing out as much. So we had to create new creative. Then prices on Facebook and Instagram got super expensive. The quality of the subscriber we were getting from those platforms wasn't good. And so we shifted more to things like YouTube influencers, TikTok influencers, buying ads in other email newsletters. So it was just a very nimble job of growth marketing our way to, to scaling for the growth.
