David Azar, Founder and CEO, Outsmart Labs (Miami, FL)
David Azar is Founder and CEO of Outsmart Labs, a digital marketing agency focused on riding new trends and platforms to drive more traffic, more visibility, and more online conversions. His agency works with clients to build a 360 strategy to drive those conversions in sales, traffic, and newsletter signups. David says, “Digital marketing changes so fast that it’s about whoever adapts faster and whoever finds the opportunities in the market.”
The agency provides traditional digital marketing services — Google strategies, Facebook, traditional social media strategies – but likes the advantage of being an “early adopter” of the newest trends.
Where to be now, according to David? TikTok – the place where kids dance. Or not.
In this interview, David describes the phenomenal growth of TikTok. The number of U.S. users grew from 27 million in July 2019 to 40 million in January 2020, and then to 65 million at the beginning of April, with 85 million users by mid-June. About 1 in 4 people in this country use TikTok, many of whom are “very involved,” to wit, 34% of TikTok users actively produce content.
David explains that TikTok’s paid ads platform can cost over $50,000 a month. On the self-serve side, the budget can start as low as $1. TikTok has specific rules about content, posting, and addressing the audience, along with a powerful editing app. Videos created for Instagram won’t work on TikTok.
David says now is the time for smaller brands to gain TikTok followers and community. The cost on TikTok is one-tenth that of Instagram. Big brand demand for influencers is low, so the spend on these initiators will produce a better ROI than an equivalent spend on TikTok ads. This cost is only going to go up, David warns. Today’s users will only pay a fraction of what they will have to pay in a year to “get the same audience and the same followers.” The current TikTok algorithm promotes good content and makes it extremely easy to go viral. That, David says, will probably change.
TikTok usually starts with a challenge. Someone responds to that challenge. The greater the number of people who respond, the better the chance that challenge will reach the “For You page “where everyone’s going to see it and participate in that challenge.” Outsmart Labs partners with initiators who have up to a million followers to create concepts for its client brands. It then develops a first activation, one that will attract a lot of followers and eventually take the brand to the For You Page and “very large exposure.” Outsmart Lab clients have seen great ROIs on TikTok activation campaigns over the past year.
Other areas of opportunity David discusses in this interview are local SEO and programmatic advertising. In regards to local SEO, David has found that close to 96% of retail establishments don’t do anything to develop local SEO. Yet, many customers will look for a company offering a specific product or service in their community. Unfortunately, Covid-19 has impacted this “local market opportunity” for many businesses. But the situation also presents an opportunity for companies to rethink their websites and their business models. Programmatic advertising tracks customers from their cell phone locations and pushes strategic advertisements to these phones based on their location. Covid-19 presents an opportunity for companies to rethink their websites and their business models.
David can be reached at his company’s website at https://outsmartlabs.com/.