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Good morning,
Here’s what you’ll find in today’s DTC:
🦺 TikTok Gives Advertisers More Control
ICYMI, two important updates for brands.
🧠 Building Scalable Marketing Systems
Navigating tariffs, AI, and the new rules of DTC marketing.
📉 Dealing With Under-Performing Ads?
DTC Index shares why Meta ads are losing steam.
📦 Daily Tariff Update
The latest breaking news and the impact on Prime Day.
💡 Capture More Emails
How this simple tweak at checkout can help.
You’re reading this newsletter along with new subscribers from: Top Choices, SnapLux Towel, and Nudge. 👋
🌟 Want Content That Drives Engagement, Boosts Conversions, and Goes Viral? Here’s How To Do It
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💡 New Ad Placement Features For Brand Safety
TikTok has added more controls for brands and advertisers.
Last year, the platform rolled out Category Exclusions so advertisers could prevent ads from appearing against categories like Violent Video Games and Gambling & Lotteries.
But now, it’s getting even more granular about controls.
Here are two new features TikTok has added:
1️⃣ TikTok Video Exclusion List: Advertisers can now exclude specific video IDs from appearing next to their ads. This feature also includes post-campaign third-party reporting for added transparency.
Advertisers can generate this exclusion list through TikTok’s self-service option within TikTok Ads Manager or through a third-party brand safety partner.
2️⃣ TikTok Profile Feed Exclusion: Advertisers can exclude specific profile pages (going by username) from serving adjacent to their Profile Feed ads to help maintain brand suitability across placements.
For example, a family-oriented brand may want to exclude creator profiles that post more mature or edgy content that doesn’t align with your brand values or vibe.
Both features are available in the Brand Safety Hub section of TikTok Ads Manager.
The takeaway?
Advertisers with more control over ad placements can ensure paid campaigns align with brand values and image.
Enhanced controls let advertisers adjust ad placements with more precision than ever before.
😮 20,000 New Brands Just Got Indexed In This Must-Have Tool—Here’s Why That Matters
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Just fast answers to questions like:
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📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
April 28, 2025 update:
🎧 How Four Sigmatic is Navigating Tariffs Without Losing Customers
Today on the DTC Podcast, Rick Cadotte of Four Sigmatic joins us for a rapid-fire, tactical discussion about how smart DTC operators should respond to tariff changes, commodity volatility, and geopolitical instability.
Learn how Four Sigmatic is keeping prices stable despite rising costs and why AI, new legislation, or "macro theory" shouldn't distract your team.
In this podcast, we cover:
Rick breaks down his practical framework for decision-making in times of uncertainty and offers a real-world example of cost strategy without consumer disruption.
👉 You can listen to the full episode with Rick here.
🤔 Something at Meta Has Changed, But For The Better?
This portion of DTC Newsletter is brought to you by DTC Index, your go-to source for performance and consumer behavior insights. Twice per month, we’ll share key takeaways from our latest report.
DTC Newsletter subscribers get $50 off their first report—use code DTCNEWS at checkout.
If you're an ecommerce brand, chances are you're using Meta to run ads—or have at some point. Lately, performance has been shaky.
👉 Conversion rates dropped by 18%
👉 But CPMs? Are up +28.28%
👉 CPC? Down -10.35%
So what’s going on?
According to the latest DTC Index Report, Meta ad performance hit some bumps in recent months.
Long story short:
More people are clicking, and you're paying less per click—but they’re not converting once they land. So if you're seeing high clicks but fewer conversions, you're not alone. Brands across the board are feeling this shift.
That’s where the DTC Index comes in. Build smarter strategies based on what’s going on within the industry.
Want more? The next DTC Newsletter dives into these trends more. Subscribers get $50 off their first report—use code DTCNEWS at checkout.
🎧 Increasing Your Marketing Efficiency with Pilothouse CEO Dave Steele
In this episode of the DTC Podcast, we are joined by Dave Steele, CEO and Co-founder of Pilothouse.
From 17 to over 175 team members, Dave has scaled one of the most influential growth agencies in the DTC space.
In this dynamic fireside chat, Dave shares a powerful framework for navigating today’s turbulent marketing landscape.
From Trump’s tariffs and AI disruptions to the future of creative direction, this episode is a tactical masterclass in building scalable marketing systems even during unprecedented times.
Dave explains: “Even if tariffs return to previous levels, once you’ve seen a vision, a path, a version of your company that can operate with 10%, 15%, or more additional margin—there’s no going back.”
What you'll learn in this episode:
👉 Listen to the full episode with Dave here.
🌐 IN THE SOCIAL SPHERE
Build up your list before we head into Q3.
Julian Samarjiev shares how this A/B test at checkout resulted in more captured emails. Test it out!
⚡ QUICK HITS
👀 Want to win free shelf space in New York City? Settle and Pop Up Grocer are giving one food and beverage brand three free months of shelf space in the West Village. Learn more or apply here.
🤔 Think winning on Meta feels harder lately? It’s not just you. Get the data (and $50 off) with DTC Index—use code DTCNEWS at checkout.*
📅 EVENTS
Data Innovation Summit - The two-day hybrid event (in-person and online) brings together innovative minds from across the Nordics and beyond, including enterprise practitioners, technology providers, and academics. DIS is designed to address the various aspects of data-driven and AI-ready businesses, connecting people, processes, and technology.
📅 May 7-8, 📍 Kista, Sweden 💰 €249 - €499
World Retail Congress - The Congress offers a unique opportunity to network with peers from leading retail brands and to hear from renowned speakers and industry experts who share insights and best practices.
📅 May 12-14, 📍 London, UK 💰 Register To Attend
📰 NEWS
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