How to Make B2B Ads Not be Boring with Christina Gasper

[00:00:00] Improving LinkedIn Advertising with Christina Mowry

[00:00:00] Jess Bahr: Being more real and raw and authentic, I think feels like someone you want to buy from more than when you see something polished.

[00:00:07] Jess Bahr: Like, yeah, you're trying to trick me into thinking you're great with your verbiage, but I know that really like you're vaporware.

[00:00:17] Jess Bahr: Welcome to Marketers Talking Marketing, the podcast where marketers get together to talk marketing.

[00:00:24] Jess Bahr: Today we are talking link in advertising.

[00:00:26] Jess Bahr: What makes it boring, how to make it better than boring.

[00:00:29] Jess Bahr: We're joined with Christina Maori.

[00:00:31] Jess Bahr: I'm going to throw it over to you and I just had your name wrong.

[00:00:34] Christina Mowry: That's okay.

[00:00:37] Jess Bahr: Beside, why don't you tell the listeners at home a little bit about yourself.

[00:00:43] Christina Mowry: Well, thanks for having me on, Christina.

[00:00:47] Christina Mowry: I've been in marketing for just over eight years.

[00:00:50] Christina Mowry: I started out my career agency side and I've been in house at Bdb tech companies ever since.

[00:00:55] Christina Mowry: Most recently I was at Alice's Growth marketing manager, where LinkedIn was a big part of every day.

[00:01:01] Jess Bahr: I think I got targeted with a lot of ads for Alice actually good, I think.

[00:01:06] Jess Bahr: Yeah.

[00:01:06] Jess Bahr: So the other day on LinkedIn, you actually shared a post with examples of good ads.

[00:01:10] Jess Bahr: Loved it.

[00:01:11] Jess Bahr: Everyone go check out Christina's LinkedIn.

[00:01:13] Jess Bahr: We'll link it in the show notes below.

[00:01:16] Creating Ads That Stand Out: A Discussion with Christina Mowry

[00:01:16] Jess Bahr: What makes an ad good?

[00:01:17] Jess Bahr: What makes an ad boring and bad?

[00:01:20] Christina Mowry: I would say that I actually had someone comment on that post the other day asking about, okay, well, these ads look great, but what's the results behind them?

[00:01:29] Christina Mowry: And my point of view is almost there's going to be no results if they just blend in and don't stand out because it's just going to fit in with everybody else's ads on the feed.

[00:01:41] Christina Mowry: And so I think a lot of times marketers, I know I've fallen in the path of just getting used to what we've always done.

[00:01:49] Christina Mowry: I think the ads that stand out are the ones that either make you think, make you feel something, make you laugh, even.

[00:01:56] Christina Mowry: Nowadays, a lot of companies are doing really great like meme ads.

[00:01:59] Christina Mowry: So I think there's a few ways to really make them stand out and just not overthink it.

[00:02:04] Jess Bahr: There's so many memes.

[00:02:07] Jess Bahr: Sylvia Perez was on quite a few episodes ago.

[00:02:09] Jess Bahr: In the first episode, then he talked about using meme ads and he tests those quite a bit for his newsletter.

[00:02:14] Jess Bahr: And it was crazy the engagement he got with them.

[00:02:17] Christina Mowry: I love seeing them.

[00:02:18] Christina Mowry: I think it's just so creative and a lot of them are just so relatable that they really do like you share them with your friends if they're relatable.

[00:02:26] Christina Mowry: Scratchpad has some really good ones, too.

[00:02:28] Jess Bahr: Yeah.

[00:02:29] Jess Bahr: I'm glad that brands on LinkedIn now are less afraid to be human.

[00:02:33] Jess Bahr: I think that the B to C brands really let it where Duolingo is like super aggressive bird on TikTok and having a fun human side to it.

[00:02:42] Jess Bahr: The first time that I saw Metadata's advertising, which is a lot of memes and really relatable was like, oh my God, it's a B.

[00:02:49] Jess Bahr: Two B brand that's fun and human and not staunchy and super corporate.

[00:02:54] Jess Bahr: And it was really refreshing.

[00:02:57] Jess Bahr: And I think there's still a ton of room for brands to move that direction without seeming like they're just mimicking or mocking another brand stuff.

[00:03:05] Christina Mowry: Absolutely.

[00:03:06] Christina Mowry: When I first got into marketing, I remember it was all about what are our competitors doing?

[00:03:11] Christina Mowry: Let's try to emulate what they're doing because that is the barometer for success and that really can be distracting.

[00:03:19] Christina Mowry: And also when I joined in the marketing industry, it was all about speak the language of your customers, but not at a level that's a normal conversation with another human.

[00:03:31] Christina Mowry: You have to use the biggest words and show that you really understand their industry.

[00:03:34] Christina Mowry: And I think a lot of times nowadays the ad sets stand up are the ones that, like you said, are human or sounds like human.

[00:03:41] Jess Bahr: Yeah.

[00:03:42] Jess Bahr: I've seen so many content briefs where they want to be inspirational and aspirational just be their friend.

[00:03:50] Christina Mowry: Just talk normal.

[00:03:52] Jess Bahr: Yeah.

[00:03:52] Christina Mowry: Be human.

[00:03:54] Jess Bahr: Yeah.

[00:03:55] Jess Bahr: Oh my God, I have flashbacks to being asked to being some executive sending a ping over slack of I saw so and so competitors doing this, we should do that.

[00:04:07] Jess Bahr: It's like cool, but that's ugly something.

[00:04:12] Jess Bahr: Or I've seen a lot of companies where they get into that what's easy to produce rut of.

[00:04:18] Jess Bahr: We don't have video resources and so we need to just make static creatives all the time.

[00:04:23] Jess Bahr: When I think the bar to production is a lot lower with firms.

[00:04:29] Jess Bahr: There's so many companies out there and tech tools that will let you do automated stuff.

[00:04:34] Jess Bahr: Banner Snack I think was early into the game they got bought by someone, but Banner Snack used to make it super easy to do like animated text over ads.

[00:04:43] Jess Bahr: There's so many tools.

[00:04:45] Tips for Creating Engaging Ads for Boring Industries

[00:04:45] Jess Bahr: Do you have any tips for marketers who might be listening to this going, oh my God, they're talking about me, I'm boring.

[00:04:52] Christina Mowry: No, I have absolutely been there.

[00:04:55] Christina Mowry: If I looked back at some of the ads that I thought were really great and unique, now I'd be like, oh, I need that, that stinks.

[00:05:03] Christina Mowry: So I think there's a few different tips.

[00:05:07] Christina Mowry: I would say, like you said with video, you really can just use a loom video, use a vidyard, just create something quickly.

[00:05:14] Christina Mowry: I've seen a few people really stand out with them.

[00:05:18] Christina Mowry: I think there's this brand or this agency called Primer.

[00:05:20] Christina Mowry: I've seen them pop up.

[00:05:23] Jess Bahr: They're really good on accident because I was looking for say, Primer.com, which is one of my favorite tools right now and has the hardest to find possible website and end up on Git Primer.

[00:05:35] Jess Bahr: And now I'm in their Retargeting loop and I don't need their ads for anything, but I want to use the tool because it looks so easy.

[00:05:44] Christina Mowry: I love it.

[00:05:45] Christina Mowry: See, that's like the best case scenario for them.

[00:05:48] Jess Bahr: We'll send this to them.

[00:05:49] Jess Bahr: Use this in an ad.

[00:05:50] Jess Bahr: Yeah.

[00:05:51] Christina Mowry: Yes.

[00:05:52] Christina Mowry: I think there's such a place for that high quality video production.

[00:05:57] Christina Mowry: And don't let it stop you from even doing video, though, that you have to do this drawn out, like, fully animated thing storyboard.

[00:06:07] Christina Mowry: Right.

[00:06:07] Christina Mowry: When I was at Alice, Nick Bennett was on my team, and I know he's one on the marketing space, so I asked him just to record a zoom video of breaking down how field marketers and event marketers can use gifting.

[00:06:20] Christina Mowry: And I launched that.

[00:06:21] Christina Mowry: It was very, very like it was just not the most time intensive thing, but it was something that speaks directly to our audience and from our internal subject matter experts.

[00:06:32] Christina Mowry: So hopefully it resonated.

[00:06:35] Jess Bahr: I think when selling into marketers, too, it's a bit of a different world than selling into developers or just people who aren't involved in how the sausage is made, where we know, like, an overly produced, perfect ad when we see one.

[00:06:49] Jess Bahr: And so being more real and raw and authentic, I think feels like someone you want to buy from more than when you see something polished.

[00:06:57] Jess Bahr: Like, yeah, you're trying to trick me into thinking you're great with your verbiage, but I know that really, like, you're vaporware and you're just saying that.

[00:07:04] Jess Bahr: And I think we're a little more skeptical of ads.

[00:07:08] Jess Bahr: Maybe that's also why memes and things and people actually talking in videos resonates better with marketers too.

[00:07:15] Christina Mowry: Yeah, I completely agree.

[00:07:16] Christina Mowry: I think the other industries, I almost feel like at least the ones that I've been in, you almost have a lower barrier to entry, to be creative, because a lot of it is just like stock photos or especially if you have really strict brand guidelines.

[00:07:32] Christina Mowry: You can only use these two colors, and you can only use this element in the ad.

[00:07:37] Christina Mowry: I worked at a company where we had a partner like that, and we were trying to do some co marketing and everything was like, no, can't do that, can't do that, because they're just a little bit more strict than what an ad would ideally have.

[00:07:51] Christina Mowry: Yeah.

[00:07:51] Jess Bahr: Especially if legal is heavily involved.

[00:07:55] Jess Bahr: We can't say we're better than competitors because we don't have defendable proof that someone has declared us better.

[00:08:05] Jess Bahr: Let's just say we're faster.

[00:08:07] Jess Bahr: Well, are we faster in every situation?

[00:08:08] Jess Bahr: Are you considering, like, international?

[00:08:10] Jess Bahr: I'll run the Adjust in Alabama.

[00:08:12] Jess Bahr: Like, let us do this.

[00:08:18] Jess Bahr: Whenever I see companies using competitor logos in their advertisements, I just get so jealous because there's so many campaigns I wanted to run that got destroyed by legal.

[00:08:27] Jess Bahr: And they're like, you can't use their trademark.

[00:08:29] Jess Bahr: When I see these other guys did legal not tell you you can't use their trademark?

[00:08:34] Jess Bahr: It's like, oh, well, you're a startup and don't have in house counsel.

[00:08:38] Christina Mowry: Right?

[00:08:39] Christina Mowry: And sometimes people won't get caught either.

[00:08:43] Christina Mowry: So it's like, they can just use ads, fly under the radar.

[00:08:46] Jess Bahr: Yeah.

[00:08:48] Jess Bahr: Do you have an ad that's like the best ad you've seen recently?

[00:08:52] Christina Mowry: I would say I try to think of not only marketing companies, because I get targeted by so many marketing companies.

[00:09:00] Christina Mowry: So I would say I really like what Observe AI has been doing.

[00:09:07] Christina Mowry: Yeah, they're one.

[00:09:08] Christina Mowry: And then Nectar, I feel like their ads are really great.

[00:09:14] Jess Bahr: Their ads before booming.

[00:09:19] Christina Mowry: Yes, they really are.

[00:09:21] Christina Mowry: And I worked at a company that was in HR Tech, and so I've seen so many ads are just stock photos or and you start recognizing the same stock person in multiple brands photos too.

[00:09:34] Christina Mowry: It's like, oh, there's that person again with the headset.

[00:09:37] Christina Mowry: And so Nectar does these hand drawn or looks hand drawn, like illustrations that are very simple and not cramming too much text in them.

[00:09:47] Christina Mowry: So you actually get the point of the ad.

[00:09:50] Christina Mowry: So they're a really good example that I've seen lately.

[00:09:53] Christina Mowry: Nice.

[00:09:54] The Power of Static Images and Short Videos in LinkedIn Advertising

[00:09:54] Jess Bahr: Do you have formats?

[00:09:55] Jess Bahr: We talked a little about video.

[00:09:56] Jess Bahr: Do you have formats for ads that you think are really doing well and people should spend more and more energy producing?

[00:10:03] Christina Mowry: I tested so many different types of formats in all of my previous roles, and somehow single image ads on LinkedIn always end up performing the best.

[00:10:14] Jess Bahr: Right?

[00:10:16] Jess Bahr: I ranted on this the other day, the podcast with Kevin Barry, who's also pro static images on LinkedIn.

[00:10:23] Jess Bahr: But I remember back in early mid 2010s, when video was big on a lot of platforms, and everyone's saying video, and we're talking video too in this, but everyone's talking about video.

[00:10:34] Jess Bahr: And we would run these campaigns that I used to spend like 40 million a year on Facebook, and we would see that static images, especially on Instagram, perform the best.

[00:10:43] Jess Bahr: And it was like, man, all the platforms like, our partner reps at Instagram are telling us video performs best, push video, and giving us all these stats on video, why you should get your clients all use video.

[00:10:56] Jess Bahr: And then the static image that they can easily share is what is actually performing best on everything.

[00:11:03] Jess Bahr: Don't sleep.

[00:11:03] Jess Bahr: The lesson of the episode is don't sleep on static images for also being great assets, especially the six to 916, the tall ones, those are booming.

[00:11:15] Jess Bahr: Booming right now.

[00:11:17] Christina Mowry: I think that carousels are interesting to tell, like a story.

[00:11:22] Christina Mowry: I've seen a few companies that have done a really good job with if they have a new piece of research or something, using a carousel to give people value in feed so they don't have to click in to at least get something from it.

[00:11:35] Christina Mowry: That's a big thing that I'm trying to focus on in all of my advertising as well.

[00:11:39] Jess Bahr: I know this episode is about LinkedIn specifically.

[00:11:42] Jess Bahr: Carousels are crushing it.

[00:11:43] Jess Bahr: On TikTok I've started, they recently introduced the carousel format.

[00:11:48] Jess Bahr: It always confuses me whenever I see it because it has video to it.

[00:11:53] Jess Bahr: So I'm like waiting for someone to move.

[00:11:54] Jess Bahr: And I almost always think that it didn't fully load.

[00:11:59] Jess Bahr: And so I'll scroll to the last video and then go back to and then I'll see the little dots that it's a carousel.

[00:12:03] Jess Bahr: But I think anything that takes people through like a little journey, we talked about interrupting their day and so catching them with either a different format or color images, whatever it is, but also as they go through that carousel, it's an experience and a journey they're going through that may tug on their heartstrings a little more.

[00:12:21] Jess Bahr: What's the data going to show is it good or bad?

[00:12:24] Jess Bahr: Will lead them to thinking it's bad and then surprise ending it's good.

[00:12:29] Jess Bahr: Plot twist card call to action.

[00:12:32] Christina Mowry: I love that.

[00:12:33] Christina Mowry: I think actually TikTok style videos, like those short snippets with the text overlay, I think I'm trying to start running ads like that on LinkedIn because I think that is like the perfect digestible format.

[00:12:49] Christina Mowry: And a lot of us are now used to looking at those quick videos, whether they're Instagram Reels or TikTok or even something scrolling through LinkedIn.

[00:12:57] Christina Mowry: And so that might just be enough of a pattern disruptor in a short, engaging format to actually get someone's attention.

[00:13:06] Jess Bahr: I think those type of videos and there's a good chance that you're consuming this podcast, watching that type of video on a platform, and we're going to clip this.

[00:13:16] Jess Bahr: I think those type of videos do a really good job of setting expectation because for a long time, TikTok limited it.

[00:13:23] Jess Bahr: You couldn't do three minute videos.

[00:13:24] Jess Bahr: It was 30 seconds or 15 seconds.

[00:13:27] Jess Bahr: And so, you know, when you see that format of video, you know it's going to be short.

[00:13:33] Jess Bahr: No one is manually adding captions on top of a video for ten minutes.

[00:13:38] Jess Bahr: Like, no one's doing it.

[00:13:40] Jess Bahr: You know it's going to be short.

[00:13:41] Jess Bahr: I also like when they do that style video and they'll have like a little progress bar so you can see how far it is.

[00:13:46] Jess Bahr: Because I think we as users on the platform do not want to spend ten minutes watching a video.

[00:13:53] Jess Bahr: We'll watch ten minutes worth of short clips, but we don't want to sit down and watch one solid ten minute video.

[00:13:59] Jess Bahr: And so they let you know what you're getting into ahead of time.

[00:14:03] Jess Bahr: So when you start looking, you know you're going to get something valuable or a laugh.

[00:14:06] Jess Bahr: You're going to get something out of it.

[00:14:09] Jess Bahr: And I think they're much more willing to watch it through.

[00:14:11] Jess Bahr: The completion rates on those must be, I think, are probably pretty high compared to a video clip where it might just feel like a little cut out section and you don't know how long it's going to be.

[00:14:21] Christina Mowry: I completely agree.

[00:14:22] Christina Mowry: I think it also says a lot about the trust of a company or an individual when you're willing to watch that longer video, because you know that what they've put out in the past has been valuable, entertaining or educational.

[00:14:35] Christina Mowry: And so I think that I'm interested in seeing how people use either influencers and b to b or creators in their ads to grab that attention and keep someone engaged because they know that they trust this person.

[00:14:50] The Value of Learning Marketing Tactics from Communities

[00:14:50] Jess Bahr: Have you ever accidentally watched a long ass ad that you thought was a video that wasn't an ad?

[00:14:58] Christina Mowry: Yes, I have.

[00:14:59] Christina Mowry: And every time after I'm like, oh my gosh, that was an ad I'm marked there.

[00:15:04] Christina Mowry: I'm not supposed to get sucked into this, but I did.

[00:15:06] Jess Bahr: Yeah, I watched like a 20 minutes long Land Rover ad once, and I was so mad when I realized that it was an ad.

[00:15:17] Jess Bahr: I thought it was like a doc, I think, if I recall correctly, because I can't even recall the context of it, but I remember the moment I realized it was an ad, I thought it was like a profile on a person.

[00:15:30] Jess Bahr: They're talking about a person and their story and the whole shit was made up.

[00:15:35] Jess Bahr: The whole thing is made up.

[00:15:36] Jess Bahr: Wasn't a real person at all.

[00:15:38] Jess Bahr: Wasn't a real story, just an ad for Land Rover.

[00:15:41] Jess Bahr: And I got to the end and I was so mad.

[00:15:43] Jess Bahr: I was so mad about it.

[00:15:45] Christina Mowry: That's so funny.

[00:15:46] Christina Mowry: So did you buy a Land Rover yet?

[00:15:48] Jess Bahr: No.

[00:15:48] Jess Bahr: Well, I looked at them.

[00:15:50] Jess Bahr: I know the brand now.

[00:15:52] Jess Bahr: I know the brand.

[00:15:54] Jess Bahr: I drive electric.

[00:15:57] Jess Bahr: I have a custom plate.

[00:15:59] Jess Bahr: I'm like, that far into the electric driving world.

[00:16:02] Jess Bahr: I don't have a Tesla, though.

[00:16:03] Jess Bahr: I have an Audi Etron, highly recommend, love it.

[00:16:06] Jess Bahr: But when I was looking for like two cars ago, I did consider Land Rover.

[00:16:11] Jess Bahr: It just seems, in my opinion, like a little overpriced for what you get.

[00:16:17] Jess Bahr: But I'm now considering a Rivian S One, which is their SUV, partially because it does look like the older Land Rover Range Rovers, where it's that boxy design and it's a similar color palette, so it's essentially an electric version.

[00:16:35] Jess Bahr: It reminds me, though, a lot of what North Face did with Wikipedia, where they went through and they edited Wikipedia entries to include images that happen to have North Face in it.

[00:16:46] Jess Bahr: So you're looking at Mount Raniere and you go to the Wikipedia page and it has an image of the mountain, and there's just a person sitting there with a backpack on that's got North Face on it, and they did it at scale.

[00:16:56] Jess Bahr: And so you don't realize that you're being advertised to and there's no disclaimer with it.

[00:17:01] Jess Bahr: I think the marketer talked about it publicly once, and then Wikipedia locked everything down and hates marketers now because of it.

[00:17:11] Christina Mowry: That's genius.

[00:17:12] Christina Mowry: I love that.

[00:17:15] Jess Bahr: I was so impressed, yet so angry because that's what a common tactic that I was doing at the time was I would go in and I would edit Wikipedia pages and add backlinks into our site for relevant things.

[00:17:28] Jess Bahr: So it was an infrastructure company and if there was any topic related to it that we had a Help Center article on, I would link it.

[00:17:34] Jess Bahr: And after that information came out a couple of months later, they started really cracking down on being able to edit stuff.

[00:17:42] Christina Mowry: I love that.

[00:17:43] Christina Mowry: That's like scrappy, scrappy marketing techniques that aren't just the ones that people talk about LinkedIn and have these thought, whole thought pieces on.

[00:17:55] Jess Bahr: I think oftentimes when people start talking publicly about tactics, it's ones that they've heard other people talk about and so they're kind of like grabbing onto the bandwagon with it and they don't like for you to get.

[00:18:10] Jess Bahr: If you're a new marketer in the world, baby Marketer, I should make that a podcast, actually.

[00:18:15] Jess Bahr: Baby marketer.

[00:18:17] Jess Bahr: You're a new marketer in the world and you want to hear what people are actually doing to drive results.

[00:18:22] Jess Bahr: You don't go to some of the more common people you see talking in the industry.

[00:18:28] Jess Bahr: You go to slack groups, right?

[00:18:31] Jess Bahr: You go to where people are actually talking about it behind closed doors.

[00:18:35] Jess Bahr: Because a lot of this stuff too, I think people, they don't want to see how the sausage is made.

[00:18:40] Jess Bahr: And oftentimes if they know that it's like magic, if they know marketers are doing that intentionally, they're going to rebel a little bit.

[00:18:48] Jess Bahr: They're not going to like it.

[00:18:49] Jess Bahr: They're not going to respond to it.

[00:18:50] Jess Bahr: Like when Ryan Holiday started out doing his marketing for American Eagle.

[00:18:57] Jess Bahr: It's not American Eagle, American Apparel, he would often spread negative information about them just to get press.

[00:19:04] Jess Bahr: And when people started realizing it was intentional, it changes the reaction with it.

[00:19:09] Christina Mowry: That's true.

[00:19:10] Christina Mowry: I also think what you just said too about people, if you're looking for what really works, someone actually asked me in an interview recently which marketers I follow for this.

[00:19:21] Christina Mowry: And I said I do follow a few marketers, but actually I'm in the communities too where I actually learn more because I'm talking to people who are actually running these types of ads nowadays and are currently experimenting.

[00:19:34] Christina Mowry: Like when document ads came out and there was a lot of discussion in Metadata's demand community about, has anyone tested this, what have you found?

[00:19:44] Christina Mowry: And that, I feel like, is the best way to learn what others are doing and learn from what their experience, what's worked, what hasn't worked.

[00:19:54] Jess Bahr: I think a lot of the big names in marketing, I would say are removed from the day to day quite a bit.

[00:20:00] Jess Bahr: And so there's a bit of a delay for stuff to trickle up and they're just also not always going to get exposure to some of the really small intricacies that other people might with it.

[00:20:11] Jess Bahr: It's always interesting.

[00:20:13] Jess Bahr: They serve a purpose, right?

[00:20:14] Jess Bahr: There's value in that still.

[00:20:16] Jess Bahr: There's definitely still value.

[00:20:18] Jess Bahr: But MQLS aren't dead.

[00:20:23] The Importance of Community in Learning Advertising

[00:20:23] Jess Bahr: Let's talk about that.

[00:20:25] Jess Bahr: There's ways to use it.

[00:20:26] Jess Bahr: And I think sometimes you'll make very broad, sweeping statements that when you get into the actual weeds of it, it's not always the best tactic to follow.

[00:20:36] Jess Bahr: And just because someone says that it worked for them, there's a lot of companies that will tell you that they grew their company with a certain tool set or they'll attribute it to very specific things when really it's different.

[00:20:52] Jess Bahr: You get six minute ABS.

[00:20:55] Jess Bahr: It's like the six minute AB commercial.

[00:20:57] Jess Bahr: Yeah, they did crunches for six minutes a day and they ate at a calorie deficit for five years.

[00:21:05] Jess Bahr: There's other things that go into it.

[00:21:08] Jess Bahr: We are both like full disclosure, both in the Demand Community, I think it's how we met.

[00:21:11] Jess Bahr: Do you have other communities that you really like?

[00:21:14] Christina Mowry: So the Demand Community and Mutiny's M two community are the two that I had learned the most about advertising and talked to other marketers about advertising.

[00:21:26] Christina Mowry: The mutiny did roundtables for a while.

[00:21:30] Christina Mowry: In Demand Community has some Roundtables as well, where you hop on a call with other people who are also running ads and just share what's worked for you, whether it's about conversational ads or whether it's specific networks.

[00:21:44] Christina Mowry: And that is just I can sit on one of those and even just listen to others and come away with like five to ten ideas I want to test out, even if it's not something that someone else is running.

[00:21:54] Christina Mowry: It made me think, oh well, what if I applied that for my industry or my company?

[00:21:59] Christina Mowry: And so it's a great source of inspiration and knowledge.

[00:22:02] Jess Bahr: Awesome.

[00:22:02] Jess Bahr: And we'll link those in the show notes below.

[00:22:05] Jess Bahr: I did not know Muni had a community.

[00:22:07] Jess Bahr: I feel like they're coming up everywhere these days in almost all these conversations.

[00:22:12] Jess Bahr: I started my career actually in A B and multivariate testing.

[00:22:15] Jess Bahr: And so I feel like it's a B testing is making a resurgence and it makes me feel real old.

[00:22:25] Christina Mowry: They're back again.

[00:22:26] Christina Mowry: It's almost like a fashion do they?

[00:22:30] Jess Bahr: Back in my day, A B testing was like basic and it's different now because it's a B testing of typically like an AI generated option versus your human generated.

[00:22:42] Jess Bahr: But back in my day it was like, that's not sophisticated, that's not enough, you have to do multivariate.

[00:22:48] Jess Bahr: And now no one does multivariate because it's like overly complex and unnecessary.

[00:22:55] Christina Mowry: I know, it's funny how things change, right?

[00:22:59] Tech Stack Favorites: Using AI to Edit Videos and Fine-Tuning Ad Audiences

[00:22:59] Jess Bahr: Speaking of tech, though, I always love to close episodes with what is your favorite thing in your tech stack right now?

[00:23:06] Christina Mowry: I would say that $0.06 has actually been something that was really powerful for me in my last role, advertising.

[00:23:15] Christina Mowry: Just because understanding that not necessarily everyone is ready to buy right now, it doesn't have to be $0.06.

[00:23:21] Christina Mowry: It could be a similar platform.

[00:23:24] Christina Mowry: But that helped me fine tune our ads and audiences a lot.

[00:23:29] Christina Mowry: So I'm spending more on the audiences that are most important to me.

[00:23:34] Christina Mowry: So I would say that is a big thing.

[00:23:36] Christina Mowry: And also I recently used a script for the first time in the last six months to edit videos, and creating video ads out of that tool has actually been it was very easy.

[00:23:50] Christina Mowry: And it's awesome just to cut up snippets of like a case study or something and put that out in front of your audience.

[00:23:56] Jess Bahr: The script blows my mind.

[00:24:00] Jess Bahr: For those who have not seen it yet, go to their website and watch their little demo video on the homepage.

[00:24:06] Jess Bahr: You can essentially write your script out, record it, and it will automatically remove all your filler words.

[00:24:12] Jess Bahr: And it just sounds good.

[00:24:16] Jess Bahr: It doesn't sound like weird spacing and awkwardly cut together.

[00:24:21] Jess Bahr: My mind was blown when I watched that.

[00:24:23] Christina Mowry: Me too.

[00:24:24] Christina Mowry: I'd been watching other people's podcast clips for so long and I was like, how do they do that?

[00:24:29] Christina Mowry: They must have a full creative team, like on staff at their beck and call.

[00:24:32] Christina Mowry: And then I realized it was a tool.

[00:24:35] Jess Bahr: That is awesome.

[00:24:36] Jess Bahr: I do have a human I was trying to position, because a lot of what they do is AI generating.

[00:24:44] Jess Bahr: They use really cool tools for it.

[00:24:47] Jess Bahr: I use be creative.