@brian_blum
Instagram · Greenscreen Talking Head
@brian_blum Don’t make this mistake Advertising on different platforms doesn’t always lead to new audiences. You need re-duplicated sets to reach new customers... and thats where I love Snapchat. Their ads platform can reach up to 1bn users worldwide And in the US 40% of that demo doesn’t appear on TikTok. Highly recommend checking out if you haven’t already #SnapchatPartner #Ad
Performance
Video #44430 · Greenscreen Talking Head
[01]
The creator explains the common marketing mistake of ignoring audience overlap when advertising across multiple platforms like Meta and TikTok. He uses data visualizations and a case study on Snapchat to demonstrate the importance of finding unduplicated audiences, balances this by acknowledging the role of ad repetition, and concludes with a two-step framework for spending ad dollars more effectively to expand a customer base.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Diversifying across Meta, Google, and TikTok is not always real diversification
Verbal hook · 45%
Advertising on three different platforms does not equal reaching three different audiences.
Visual hook · 10%
The video opens with a rapid cut from the speaker to a dense informational graphic featuring a bar chart and a Venn diagram illustrating audience overlap, immediately signaling a data-driven, educational topic.
[06]
Steal this for your own video
across is not always real
[07]
The promise the opener makes, and how the video pays it back
Hook
A counter-intuitive statement that directly challenges a widely-held belief or practice within a specific niche, creating immediate cognitive dissonance.
Payoff
The Actionable Framework. The entire argument is distilled into a simple, numbered or bulleted list of steps (often labeled 'TLDR'), providing a clear, memorable, and practical takeaway for the viewer.
[08]
The structural pattern this video runs on
Framework
The Contrarian Expert
To deconstruct a common industry assumption, reveal the hidden negative consequence, and provide a data-backed alternative strategy, culminating in a simple, actionable framework.
The Common Mistake & Hidden Problem
Explains the flawed logic behind the common belief and agitates the negative consequences of following it, making the problem feel urgent and costly.
The Solution & Evidentiary Proof
Introduces a specific, often overlooked, solution and validates it with a surprising and memorable data point or piece of evidence that serves as an 'aha' moment.
The Strategic Nuance
Acknowledges the validity of related concepts to build credibility and preempt counter-arguments, before integrating the new solution into a more sophisticated, holistic strategy.
Don’t make this mistake Advertising on different platforms doesn’t always lead to new audiences. You need re-duplicated sets to reach new customers... and thats where I love Snapchat. Their ads platform can reach up to 1bn users worldwide And in the US 40% of that demo doesn’t appear on TikTok. Highly recommend checking out if you haven’t already #SnapchatPartner #Ad
informational · beginning
Diversifying across Meta, Google, and TikTok is not always real diversification
title · throughout
Underpriced Marketing Channels, pt 1:
informational · beginning
SAME CONTENT EVERYWHERE IS NOT OMNICHANNEL, IT'S CHANNEL-BLIND
contextual · middle
Inside Snap's Performance Summit
informational · middle
Around 40% of its US users are not on TikTok on a given day, a third are not on Instagram, and the platform is built outward from private messaging instead of a public feed.
informational · middle
DEMONSTRATION: builds desire
informational · middle
REVIEW: builds trust
informational · middle
handles the OBJECTION
call-to-action · end
CHECK AUDIENCE OVERLAP
call-to-action · end
TEST NEW PROSPECTS
Advertising on three different platforms does not equal reaching three different audiences. And if you ignore that overlap, say goodbye to crucial ad dollars. Here's what I mean. So when brands wanna scale, they typically add another channel. Theoretically, a new platform means reaching new customers, except everyone and their grandma is using the exact same apps. So before you look at the reach of in platform data, ask how much of it is actually new. Snapchat has a pretty wild example. In The US, 40% of its users are unduplicated against TikTok. Now consider that they have over a billion users worldwide. When your audiences are tapped on other channels, it's a great place to unlock new prospects and eyeballs. Don't get me rank. Repetition absolutely has a job. Bad demonstration builds desire, a review builds trust, another video handles the objection. But it's also critical to reach people that you're currently missing. Then hit them with platform native ad creative to drive sales. Tier, before you increase spend, check audience overlap, then test whether those new prospects are becoming buyers. Make the next dollar expand your customer base instead of automatically buying more of the same.