The cheapest clicks right now

Hello Readers 🥰

Welcome to today's edition, bringing the latest growth stories fresh to your inbox.

If your pal sent this to you, then subscribe to be the savviest marketer in the room😉

In Partnership with Modash

Influencer Risk Is Changing Faster Than Budgets

Spending money is part of marketing. But when it comes to influencers, it often means betting on variables you can’t fully control: will the algorithm push the content? Will the audience engage? And more importantly, will they buy?

Modash’s latest influencer marketing study, marketers need a 30% budget increase to feel safe experimenting, but only a 24% cut to shut risk-taking down entirely.

Influencer risk isn’t about confidence. It’s about how fragile experimentation becomes under pressure.

Inside the report, Modash breaks down the decisions marketers are struggling with right now:

• What actually happens to experimentation when KPIs rise faster than budgets?
• At what point does a “smart test” quietly turn into a reputational risk?
• How are top teams protecting upside when one bad collab can kill future spend?

Access the full report for free here (non-gated).

📝 Scale Profitably With CGC Statics

Short-form CGC video is everywhere right now. It dominates feeds, racks up engagement, and gets praised as the “future” of creative. But inside most ad accounts, a quieter truth keeps showing up:

Static CGC is still doing serious work, especially when efficiency matters.

Video absolutely has a role in modern performance marketing. But if your goal is lowering CPMs, stabilizing CPAs, and scaling profitably, static ads deserve a bigger share of the budget than most teams give them.

Why do they still win?

Because they match how people actually consume ads.

Steps to Scale With CGC Statics
1️⃣ Communicate Value Instantly
People scroll fast and often watch with sound off. A strong static can show the product, benefit, and offer in one glance.

2️⃣ Use Statics to Lower CPMs
Static ads often cost less to serve and can unlock placements where video cannot run. That usually leads to cheaper CPMs and more stable delivery.

3️⃣ Increase Testing Velocity
Statics let you test more hooks, angles, and creators without waiting for filming, editing, and revisions. More creative volume means faster learning.

4️⃣ Keep It Raw and Human
A selfie-style image or unpolished product photo can feel more authentic than a “perfect” video. In trust-heavy categories, this can outperform.

5️⃣ Test Video and Statics Side-by-Side
Many brands find statics quietly beat video on efficiency. In one test, statics delivered a meaningfully lower CPA even with higher spend.

The Takeaway
CGC video might get the attention, but CGC statics often drive the profit. If you are not running static CGC in your account right now, you are likely leaving efficiency on the table.

📝 Learn Any Subject With NotebookLM Podcasts

Most people don’t have a learning problem. They have an attention problem. The internet is overflowing with PDFs, YouTube explainers, newsletters, and long articles, but almost none of it fits into a normal day. Reading takes focus. Watching takes time. And saving links usually means forgetting them forever.

NotebookLM offers a smarter alternative: turn any topic into a personalized podcast you can listen to while walking, commuting, or doing chores.

Instead of fighting the information firehose, you convert it into audio that feels like a clean, structured recap. The best part is you control what sources go into the AI’s brain, so the podcast stays grounded in the exact materials you care about.

Steps to Generate a Podcast Using NotebookLM

1️⃣ Create a New Notebook
Go to NotebookLM and start a new notebook. This becomes your workspace for one topic, like marketing, investing, or a specific course.

2️⃣ Add Your Sources
Upload PDFs, paste website links, or drop in YouTube videos. NotebookLM will use these as the “knowledge base” for the podcast.

3️⃣ Control What the AI Uses
In the left sidebar, you can check or uncheck sources anytime. This lets you shape the podcast by including only the most relevant materials.

4️⃣ Generate an Audio Overview
On the right side, open Studio and click Audio Overview. NotebookLM will generate a podcast-style audio summary in about 5 to 10 minutes.

5️⃣ Download or Listen Anywhere
Once it’s ready, click the three dots to download the MP3. You can also listen directly in your browser or through the NotebookLM mobile app.

6️⃣ Call In With Questions
Want deeper clarity? Use the Interactive option to ask questions mid-podcast and get answers from the AI hosts.

The Takeaway
NotebookLM turns learning into something you can do passively, consistently, and at scale. Instead of saving content you never revisit, you convert it into a podcast you’ll actually finish.

We'd love to hear your feedback on today's issue! Simply reply to this email and share your thoughts on how we can improve our content and format.

Have a great day, and we'll be back again with more such content 😍