Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger if you need it...no judgement!). To get it direct to your inbox every other Tuesday, subscribe here.
ART
The new category of influencers who don't want your money
Nano, Micro, Mid-Tier, Macro, Mega…surely we've reached peak categorization of influencers? Apparently not. Meet the new guys on the block - ‘Nimcels’ (niche-internet-micro-celebrities). This article explains how for this new category, it's not about size or capital, it’s about ~energy~ and the intention behind their posting. The marketer in me is excited to see brands attempt to interact with this new breed of talent, but the consumer in me is hopeful that we may finally let some creators…just be creators?
New equations for how to launch a brand
I'm sure I'm not alone when I admit that the constant barrage of new celebrity makeup brands or just prettier versions of existing products (seriously, how many sparkling water brands do we need?) has left me feeling a little bored with consumer product land. But it's in times like this where the real innovators shine and new chapters are added to the brand launch playbook. Take Graza, who honed in on reinventing the packaging of olive oil, quietly tapping into our growing interest in the less glamorous side of the restaurant world. But if knuckling down on product development from the get-go isn't your thing, "building a cult" is quickly becoming the new first step in the brand-building playbook (cult + time = brand).
SCIENCE
Know how and where to spend your budget this peak season
As we enter into peak season, it's crucial that you understand the value of your marketing channels beyond last click alone. Although, we get that's easier said than done. So this week we're revisiting a blog post written by our Chief Data Officer, Dan, which provides some golden tips on how to uncover the true ROI of your channels, so that you know where to spend your budget in Q4.
100 growth strategies from indie founders
Whether it's how to use Reddit to boost your mailing list or how to get to #1 on Product Hunt, this airtable is jam-packed with growth strategies to help inspire new thoughts or growth tests. Pass this one on to your whole team, as there's something for every department.
A tool that increases conversion rate with better customer reviews
With $33.5M in total capital raised to date, Okendo is a customer marketing platform to keep on your radar. Here's how it works: it collects content directly from customers, including reviews and UGCs, and then displays it at key points throughout your store. You can also extend the value of the content captured beyond your website and integrate it into your paid marketing channels.
Sasha 👋
Snr. Marketing & Content Manager at Charlie Oscar
"We've seen first-hand the power of UGC as growth ammunition. Using our CO-INSIDE Influencer solution, we've helped Different Dog generate an endless supply of UGC creative, which has helped drop the overall CPA across their FB account by 20%."
