Iterative creative testing — Joe Yakuel // WITHIN

Quotes

• "Brands don't invest enough in creative, given how big of a lever it is in the media platforms. Specifically talking about Facebook, Instagram, Snapchat, TikTok, Pinterest." -Joe Yakuel, WITHIN, Founder & CEO

• "Brands are leaving a lot of money on the table. Even if they didn't spend more overall, but just allocated more of their media into content, they would actually get a better return holistically." -Joe Yakuel, WITHIN, Founder & CEO

• "If you look at the state of the union in paid social media right now, video is king." -Joe Yakuel, WITHIN, Founder & CEO

• "For brands to be successful through content and iterative testing in paid social, you need a lot of volume, variety, authenticity, and a really good hook in the first second that gets people to care." -Joe Yakuel, WITHIN, Founder & CEO

• "Platforms feed off content that is engaging. But there's many different types of audiences that will engage with different types of content, which goes back to why you need so much volume and variety." -Joe Yakuel, WITHIN, Founder & CEO

• "What works for Ben might be very different than what works for Joe. If you only have that one piece, you'll be able to engage Ben, but you won't engage Joe." -Joe Yakuel, WITHIN, Founder & CEO

• "I'd like to see larger brands producing 300-500 videos a month. That kind of scale and variety is hard to accomplish. Brands doing it best are using a combination of methods." -Joe Yakuel, WITHIN, Founder & CEO

• "Brands are using internal resources, creative agency resources, forms of UGC, influencer content, customer content and others." -Joe Yakuel, WITHIN, Founder & CEO

• "You have to be really creative about how you go about sourcing volume and variety if you want to do it in a way that's cost effective and that's really what's necessary to be successful." -Joe Yakuel, WITHIN, Founder & CEO

• "In terms of video costs, Fiverr is $100 to $250 a video. For in-house teams and creative agencies, the cost of production is going to be a couple thousand bucks in video." -Joe Yakuel, WITHIN, Founder & CEO

• "We had a client last month that ended up with 380 videos. Doing it through Breakfast, it ended up being $20 a video." -Joe Yakuel, WITHIN, Founder & CEO

• "Breakfast connects brands to content creators. Variety is built in because of variety in creators and you get lots of volume. It's cost effective because it doesnt involve an in-house team or an agency." -Joe Yakuel, WITHIN, Founder & CEO

• "If you could spend 10K a month in one place, but you could spend 50K a month in the other and get the same ROI, that's 60K of working media and content cost to get the same ROI holistically." -Joe Yakuel, WITHIN, Founder & CEO

• "I like to just hold ROI flat, inclusive of creative cost and let the volume go up and down based on which one I can get the most scale at the same ROI for." -Joe Yakuel, WITHIN, Founder & CEO

• "By trying to make everything look on-brand, you are literally limiting the variety for yourself. You're only going to resonate with the people who resonate with that particular way." -Joe Yakuel, WITHIN, Founder & CEO

• "One of the things that we encourage brands to look at is the way that their brand already appears on the platform organically." -Joe Yakuel, WITHIN, Founder & CEO

• "Brands are often surprised by what they think their brand looks like versus what the brand actually looks like in the wild when you take their own content out of the equation." -Joe Yakuel, WITHIN, Founder & CEO

• "If you look up the hashtag that consumers are using for your brand instead of just looking at your own feed, that's the real life experience that people have about your brand." -Joe Yakuel, WITHIN, Founder & CEO