Speaker 1: 0:00

Meta has just been the worst.

Speaker 2: 0:02

It's still the best platform to grow.

Speaker 1: 0:06

In terms of trajectory, it's been just awful. Just don't ever trust any of the things Meta tells you to do. Kind of that simple yeah.

Speaker 2: 0:14

The new programs. They have the reps that call you to tell you to do X, y, z.

Speaker 1: 0:19

We just A-B tested their new incrementality setting and it was just awful. I mean, it literally tanked an account for five days, cut the conversion rate in half, and that just happens every time they roll out something new. Just be careful with it. Like I kind of was hoping this time it would be different, but it wasn't.

Speaker 2: 0:38

Yo, what's going on everybody? Welcome to the Unstoppable Marketer Podcast. With me, as always, is Mark goldhart. Mark goldhart, how are you today?

Speaker 1: 0:48

I'm uh well good spring is here spring is here.

Speaker 2: 0:52

We always talk about the weather.

Speaker 1: 0:54

It's just oh, it's so nice, though so sick of the weather, so sick of winter.

Speaker 2: 0:59

Yeah, I feel like we're getting like way spoiled. I feel like things are blossoming. We went to the Tulip Festival yesterday.

Speaker 1: 1:07

Yeah, I mean we'll have like one more snowstorm that just sneaks in and kicks everyone in the nuts.

Speaker 2: 1:12

It's supposed to rain tomorrow and potentially get cooler, so I'm wondering if maybe tomorrow could be it.

Speaker 1: 1:20

It's cranking down a little. It usually happens like right when May starts.

Speaker 2: 1:23

Yeah.

Speaker 1: 1:24

But anyways, uh, I had to go camping. Use your Haven tent. Um, well, I do have the trailer, but we'll bust it out. Bust it out, see what happens For a little naps, little nap ski in the, in the shade. We're going to go visit some, uh, hot springs. Nice, detox the skin apparently.

Speaker 2: 1:48

Very nice.

Speaker 1: 1:50

Apparently, they're very good for you.

Speaker 2: 1:51

Down in Farmington.

Speaker 1: 1:54

These ones are out in. These ones are out in the open, out in Delta Nice. You can get there before you can get to some of the higher ones, oh really, but I think I'll take a day go do an offsite there yeah, you've been wanting to take us all out to Delta and do that you keep talking about it be fun, man we'll do it one day.

Speaker 2: 2:21

I know we'll do it one day. What are we talking about today, man? Listen, we're feeling a little grumpy is not the right word. A lot going on with our businesses yeah, there's a lot we want to be here, but we wish that well.

Speaker 1: 2:42

Sometimes it feels more feels like we are repetitive yeah.

Speaker 2: 2:47

Which.

Speaker 1: 2:47

I get. That's just a true story. Is that everyone is repetitive? Yeah, I had this coach who was in the Hall of Fame and stuff and whatever Great guy. But my second year on the team I realized that he repeated like all the same things I was like wait a second, you're really inspirational.

Speaker 2: 3:13

My sophomore year.

Speaker 1: 3:15

It was still inspirational, but I just realized that, yeah, you got to repeat yourself and as a brand, you got to repeat yourself a lot. Yeah, no-transcript.

Speaker 2: 3:25

And we're just like we're just being open. The reason why we're feeling a little grumpy, and you know, it's just because sometimes we feel like we're just saying the same thing over and over again. You know which we are, which is important, which is hard for me, and here's the thing it Like most of the time. Like, let's be honest, we listen to podcast episodes, we read books, we feel inspired and excited, but how often are we taking action?

Speaker 2: 3:50

So yeah, it's good to hear those things but sometimes we feel like, oh man, we just talked about this, should we talk about it again? So it would be also very nice to get a little feedback from you guys to be like, yes, continue on, but we have some other things up our sleeves. But today we're going to try not to do that. We're going to kind of just give like we thought it might be a good idea to give a little state of the union on where we are at with different marketing channels channels, how are different?

Speaker 2: 4:20

marketing channels impacting businesses from an effectiveness. Yeah, yeah, yeah, I would like you to start with your story about Gary Vaynerchuk, what you had said and like how this conversation oh yeah, yeah, gary V, gary V, gary Vaynerchuk, who's used to be everything and now is he even.

Speaker 1: 4:45

He still is obviously. Well, yeah, still is obviously. Yeah, he is. No, he's not like the, uh, he's not really the flag bearer of like entrepreneurship and business. I think it's more of that, like Alex Hermosi you think he is I.

Speaker 2: 5:00

I'm so out of touch with books. I think that's who people.

Speaker 1: 5:03

Yeah, I think that's kind of the guy that people look to now Okay, Um, yeah, Gary V. Okay, this is. Let me preface this with. Saying this is not to say that Gary V is totally wrong in the medium to longterm.

Speaker 2: 5:22

Yeah, cause he's a smart guy, he's, we're not saying he's.

Speaker 1: 5:25

But I noticed something when he was speaking to an audience and I thought eh kind of true, kind of not, but anyways, it's about Google. So his comment was about how, I think, he asks everyone like, raise your hand if you go to Google or if you go to chat GPT first. And most people went to chat GPTpt and he kind of just was explaining how search is dead. Yeah, and and I could be look at the clip in this, yeah, I could be twisting the words a little bit.

Speaker 2: 5:56

This is just memory. Sorry, you probably didn't watch the whole thing, you just watched this. I've watched this clip.

Speaker 1: 6:01

Yeah, I didn't watch like the whole speech bin. And again, I think Gary Vee has been right about a lot of things and so I'm not saying he's wrong. He was really right about.

Speaker 2: 6:09

NFTs yeah.

Speaker 1: 6:12

That's a joke yeah. That was a big joke, but he's gotten some of the trends right. He obviously has gotten some trends right and he's smart and he's in it of the trends right. You know, like he obviously has gotten some trends right and he's smart and he's Like in it and A smart guy. But Everyone raised his hand. He's like see, search is like dead.

Speaker 2: 6:33

And after the comments I was thinking Because the reason why he said that is because most People raise their hands and like Chat. Gpt for questions but.

Speaker 1: 6:45

The reality is he's talking to a bunch of marketers, and so I think some people are taking that message whether that was his intended message or not and thinking, oh, I Google and search, well, it doesn't matter anymore, like you have to go all in on social, which is probably true in the long run. However, you know you have to account for the fact that people have a 20 year built in habit of going to Google first. Yeah, okay, so he's talking to a room of people that paid to see him. So they're they're probably more willing to try new things, right, they're probably first adopters with certain technologies and marketing.

Speaker 2: 7:20

People who've been listening to him for a while.

Speaker 1: 7:21

Yeah, and so, yeah, they're all in chat Mentality anyways. Yeah, who've been listening to him for a while?

Speaker 2: 7:24

yeah and so, yeah, they're all in chat. Gpt mentality anyways, yeah, and that's great.

Speaker 1: 7:27

But um, most like my wife.

Speaker 2: 7:32

There's tons of people that are going to google first for products, like they're not going to chat gpt and asking me as somebody who uses chat gpt or sorry, I use chat gpt daily, several times a day, yeah, or some sort of form of ai, whether that's gemini, chat, gpt, grok, whatever but if you're searching for a product, but I never use chat gpt for product searches unless I'm now wanting to evaluate them, so, like what I'll do? Like I'm huge into tennis and so I'm constantly, like, very interested in shoes and rackets. I'm super, super interested in shoes and rackets because those two things are the things that help me perform the most that I can feel, and so I will do my research on Google on shoes and then I will plug all that information over into ChatGPT. A lot to say, hey, can you give me a breakdown here? These are the four things I'm looking for. Based off of these five shoes, which one would you recommend?

Speaker 2: 8:29

yes but you're not. But I'm never starting at chat gpt because that I mean chat.

Speaker 1: 8:34

Gpt isn't even built for that. Maybe in the future it might be, but people are still going to google and so we see a lot of negativity around google oftentimes. I mean and we're not these big time Google ads advocates necessarily either, because we think it's very contextual, depending on your business and what you're in but over the last six months, the only ad platform that I think has actually made any improvements is Google.

Speaker 2: 9:07

Yeah.

Speaker 1: 9:10

So that's my hot take. I think Google has been great, like we've been running a lot of Google campaigns. Yeah, a lot of video stuff, google. Youtube as well as well, in that umbrella, yep and YouTube is always going to have just the worst in-platform attribution you can imagine, right and again, this depends on your brand too.

Speaker 2: 9:30

Worse than.

Speaker 1: 9:30

Pinterest In-house attribution. Yeah yeah, youtube has the worst.

Speaker 2: 9:38

Okay.

Speaker 1: 9:39

Like in-platform attribution it's going to under-re? Yeah, just by 95, probably. It's. Yeah, it's a horrible. So it looks bad, but, like, you'll see everything else rise with it if you're doing it the right way. So, and p max has gotten better. So p max campaigns have gotten better. Shopping campaigns we're having success with, like, we're having success in a lot of google stuff.

Speaker 1: 10:02

That's not only doing what it used to do, but also getting better from an incrementality standpoint yeah, for sure um, so we, we are I don't want to say bullish, because there's just only so much in google, especially on the search and shopping side, there's only so much to capture because you have to depend on people searching for what it is um you still have to be manufacturing demand in order for that to work.

Speaker 1: 10:25

Yes and right, but that's where demand gen has been a pleasant surprise, so we're gonna have more to report on that. But the new demand gen campaigns, which used to be the, the video campaigns like uh, are doing wonderful. Yeah, it also allows you to designate like shorts versus just youtube videos, so you can kind of go into YouTube shorts and YouTube videos once again in platform tracking is terrible for, yeah, you got it.

Speaker 1: 10:53

You got to be using post-purchase surveys and either, if you need to get really technical, depending on your consideration cycle. There's North beam yeah, um, triple wells out there, but, but honestly it, yeah, we've been really pleased with google. Um, google and youtube yeah, the the few people that we've used it with, I mean it is it is making a huge dent in their bottom line. Like we've put 30 percent of budget into a youtube campaign or a demand gen campaign. Um, you know, we have our strategies there and even though the demand gen campaign says it gets a point, the ROAS on it is 0.13 or something like that. Right, that's what it's reporting, right, but it is causing a 50 60 lift in new customer sales and in conversions in pmax and conversions in pmax.

Speaker 2: 11:58

So yeah, pmax budget doesn't go up, that goes up. Conversions go up everywhere indirect channel.

Speaker 1: 12:03

So, like it's, it's getting new people, it's getting eyeballs right, getting really good interactions. Like we're, we're super happy with those results and anyways, yeah, so good job, google. Like you're the only one who isn't screwing it totally up right now yeah although three years ago you kind of did. But we forgive you, Meta.

Speaker 2: 12:27

Meta.

Speaker 1: 12:28

Has just been the worst.

Speaker 2: 12:33

It's still the best platform to grow.

Speaker 1: 12:36

In terms of trajectory, it's been just awful.

Speaker 2: 12:40

Yeah seems, buggy seems.

Speaker 1: 12:43

And it's usually awful, and I I'm gonna say this out loud I try not to be too big of a negative nancy when it comes to meta, but just don't ever trust any of the things meta tells you to do. It's kind of that simple, yeah the new programs. They have the, so we yeah we just ab tested their new incrementality setting and it was just awful. I mean it literally tanked an account for five days.

Speaker 2: 13:16

Cut the conversion rate in half.

Speaker 1: 13:18

Yes, so like the AB test, like the side of the incrementality was it wrecked conversion rates, it was not driving like and this is, this is a brand that doesn't have a big consideration cycle, so like you can just see it like one day after another yeah, the reason why he brings that up consideration cycle is because sometimes like you might need to give it longer oh yeah, you got to give it 30 days, but this is a product whose AOV is under $50, $60, right, mm-hmm?

Speaker 2: 13:48

You know, like consideration window is it's a very problem solution type product, so it's not like you buy, you don't know what it is.

Speaker 1: 13:57

Yeah, exactly so we, and that just happens Every time they roll out something new. Just be careful with it. Yeah, Like I kind of was hoping this time it would be different, but it wasn't.

Speaker 2: 14:10

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Speaker 1: 15:08

Meta is still the best platform right now, we believe, for some, for growth, for business for brands, for most brands, yeah, for most sure, for most brands, although we have a few where Google is the best channel.

Speaker 2: 15:18

So yeah, and there's a few where TikTok is too right. So, but so everything I'm saying is I understand that we still believe Matt is a great channel. It just seems like over the last six to 12 months it's just been inconsistent. Things you thought would work, things that were once working, no longer are.

Speaker 1: 15:43

Yeah, yeah.

Speaker 2: 15:44

And then things that weren't working now start to work.

Speaker 1: 15:45

It just seems way more finicky in the past and, and, uh, our tried and true methods are the ones that are still working the best. Yeah, but every time we try something that they claim works better, you know, whatever, it just never does. And the best example I can come up with is if you use ChatGPT, you'll notice that it kind of latches on to certain things in your conversation too much and it starts bleeding it all together and starts giving you some discombobulated responses. Sure, I'm just wondering if something like that's happening within the AI algorithms of meta. Yeah, where it's just latching onto stuff. It's just having a harder time reaching new people with, with, uh, with certain optimization settings, and so you're getting stuck with just like higher frequencies and, if you don't catch it, or, uh you know, just like worse and worse conversion rates too, coming from meta. Now there's macro stuff happening. We like to be open about the possibility of macro effects.

Speaker 2: 16:58

Yeah.

Speaker 1: 16:59

I know some people on Twitter say that's a big red flag if an agency mentions macro economy factors. But it's a big red flag if you're not trying to do anything about it.

Speaker 2: 17:10

That's their excuse for everything.

Speaker 1: 17:11

Yes, but like to not acknowledge that you have to just acknowledge, like the way the wind is blowing that's so stupid.

Speaker 2: 17:20

Who said that so?

Speaker 1: 17:23

well, I'm sure I'm just reading. You know it's just Twitter, so they're. They're probably meaning it in the same way you're saying it. That's my assumption. Yeah, but, but to me, a golf caddy has to acknowledge the way the wind is blowing, right, yeah, like you're not just like it doesn't matter, just hit it straight at the hole. Like I'm just going straight at the hole every time. Right, like you have to acknowledge environmental factors.

Speaker 2: 17:55

It's a good metaphor. That's a really good metaphor Because you can play golf on the coast. That has I remember. I remember my first time ever playing golf yeah, and I had a not ever to play at a uh, when I had a caddy. And I remember a very specific moment where I was hitting a ball into the coast, like the hole was literally right on the coast. You know, I could throw the golf ball from the green in the water if I wanted to and he said the wind blows so heavily in from the from the ocean to the coast that I remember I was like 130 yards out, which would be a pitching wedge for me, and he's like hit an eight iron an eight iron and I'm like that's crazy man.

Speaker 1: 18:40

Not even a, not even a hit an eight iron.

Speaker 2: 18:43

And sure enough I hit an eight iron and I was like front short of the green, you know wow. So I hit it 30 yards less than I normally would hit an eight iron because the wind was blowing because the wind was blowing so hard. So yeah, you have to. You can't just say hit it straight out. You can't just say hit it straight at it. You can't just say hit it right. You know like.

Speaker 1: 19:01

Like don't do anything?

Speaker 2: 19:02

Yeah, so you have to acknowledge macro stuff.

Speaker 1: 19:05

So what I'm saying is you have to acknowledge that there's macro things happening. What you can't do is just be like, well, we're just not going to make any adjustments, based off of the fact that this is only macro stuff, there's nothing we can do. Yeah, yeah, yeah, like you still have to be trying to do things better. Yeah, you have to fight through it, yeah, but yeah, the meta stuff is frustrating because they just it just seems like they're trying to fix something that was working great.

Speaker 2: 19:32

Or trying to make something better that they broke. Yeah, like just the old uh idiom don't don't fix what's not broke. Did you see that clip from uh zuckerberg talking about how little time he spends in the ad platform? I know, yeah, what a doofus, you have to play that clip he misspeak.

Speaker 2: 19:54

He had to have, I don't know I don't know I'm trying to look it up right now but he essentially says, like somebody asks him, like you know what he's working on with the ad platform and he said that's probably the thing I spend the most like least amount of time yeah, no kidding what because it sucks like that was just like the biggest worst every year to every advertiser on your platform. But it's not just a gut punch to advertisers.

Speaker 1: 20:16

It's a huge self-own about like where your focus is, like I get he's more future vision oriented as a CEO, which is good for him, but your entire revenue stream is your advertising platform and it's not like you're not making money with an open source AI model.

Speaker 2: 20:41

Yeah, what about Quest platform?

Speaker 1: 20:41

and it's not like you're not making money with an open source ai model. Yeah, what about quest? I think that stuff does okay, but you're I mean maybe five, ten percent of their revenue. I don't know, it's got to be 95 percent. Uh, I would guess 85 to 95 percent of their revenue is advertising yeah so it just seems crazy that that's not your number one priority.

Speaker 1: 20:57

To make that the best advertising situation for advertisers not just for you? Yeah, because in the short run you might be able to squeeze people for some money, but in the long run it opens you up to really lose your place amongst advertisers. As the best place to advertise yeah for sure, especially for small and medium sized businesses.

Speaker 2: 21:17

So what's working? So yeah, meta is still working, but what are the tried and true things in meta that still work?

Speaker 1: 21:24

um, like, I have one that we talk about all the time yeah, the tried and true stuff of meta that's still working is creating good content. Yeah, I mean, obviously good ads are going to be the number one. Yeah, but paying attention to your reach and understanding, like, hey, are you, are your ads driving the right kind of reach and engagement? Yeah, just like boost social proof on ads and stuff that we've been doing for a while and kind of have come back to it. That's seeming pretty promising too. But, yeah, good content number one. Number two is effective messaging for different stages of the funnel.

Speaker 2: 22:13

And for the audience the right audience.

Speaker 1: 22:16

So effective messaging for people who might know who you are or don't know. Yeah right, so think about where your customer is and then just maybe test yeah multivariate tests like test messaging, test value props figure out like what the biggest emotional hook is test new hooks yeah for your customers.

Speaker 1: 22:37

Like it's not the savings like I know everyone's going to be jumping to savings, messaging with the economy it's not. Like it's not going to be the number one mover for you might get some returners back and a few new people, but like you got to focus on what makes your best customers you're the best customers and and really try to get more of them also, once again, this is us.

Speaker 2: 23:00

I started the podcast off with this, like we just beat a dead wait. Beating a dead horse. Yep, what's the one with the drum? It's like beating a drum To the yeah, I don't know, being a dead horse, march, yeah, I'm thinking being a dead horse. March, that, yeah, I'm thinking beating a dead horse, okay, is like find other ways to get that reach up as well, which generally is through good organic content as as well.

Speaker 2: 23:29

like that's, that is going to be your organic but it's going to be your insurance policy through all what we've seen with people who don't have that it's.

Speaker 1: 23:38

You got to figure something out in meta to get that reach in your ads or you've got to look at other platforms like pinterest or youtube. Yeah, yeah, to get your reach up, because most people are seeing just a dramatic decrease in reach and that's fine, like I mean, there's a lot of people that say it doesn't matter. It doesn't matter what your CPMs are, your cost per reaches or any of that, but it does matter when you're not reaching as many people and conversion rate is going down.

Speaker 2: 24:07

It matters significantly when $1,000 used to get you 1,000 people versus now 500 people. Yes, that matters big time.

Speaker 1: 24:19

It matters big time it matters big time and I think reach is a big, is a big big deal, especially when you're talking about, you're trying to touch some, you're trying to create as many touch points in a certain amount of time to influence somebody, and great content does that. But also repetition does that, like we talked about how we get sick of saying the same thing over and again. But repetition is a powerful tool. If you are familiar with sales psychology, you will know that the human mind associates things that are repeated over time with truth, which is a kind of a culty thing to say.

Speaker 1: 24:59

I guess, yeah, but it's true. So for sure Sales, the business has known this for a long time. Like that's why Coca-Cola is willing to pay for advertising just to be seen everywhere.

Speaker 2: 25:09

Yeah. They are the best yeah.

Speaker 1: 25:13

That's all they care about, because if you see it all the time, then there's something to them. Yeah, so you as a business have to think about how to create as many good touch points as possible within a consideration time.

Speaker 2: 25:25

Yeah, yeah, for sure and reach is gonna.

Speaker 1: 25:28

That obviously is a big part of that. Like you're not gonna just convert someone because they saw your ad once. Yeah, you will convert some people, but there's a huge other bucket of people that aren't going to be converted. So how do you reach new people? How do you reach the same people? How do you just reach people at an effective cost, with all of the, obviously with the end goal of being sales, not just for getting a cheaper cost per reach? Yeah, if you can't do it in meta, start testing other platforms like pinterest, especially for, uh, certain kinds of women's brands, and then, yeah, tiktok, uh, youtube also, for youtube's gonna veer more towards you know, men, there's a lot of women on youtube too, but it's just different.

Speaker 2: 26:16

So thoughts on tiktok right now um, I think tiktok has been hot garbage for yeah, your thoughts on tiktok has been very similar when everyone was talking about tiktok shops, I was very listen it works really great for the people who put a lot of time and energy into it, who have it just depends product that people can talk about.

Speaker 1: 26:42

Yeah, it just depends on the product and the virality and the price point, like that's kind of the factors that we have found. If it's a impulse purchase type buy meaning you don't need a ton of touch points like you can show someone the product and they think it's fun or cool or whatever and they're willing to buy right, then tiktok can be great yeah, also that's problem solution, works great we but it's just so.

Speaker 1: 27:09

It's just so hit and miss, it's so unpredictable yeah so meta still where you're gonna have the majority of your ad spend, but but meta keeps making changes to algorithms, right Like there. I think meta is paying too much attention to Tik TOK, honestly. Yeah, I think they're trying to make Instagram and a Tik TOK, and I think that's what's creating the problems with advertising, because people are spending more time in reels than they were in feed, and it's a totally different mindset, I think yeah creates a different kind of user behavior in reels versus feed.

Speaker 1: 27:45

Sure, so that's my, that's my hot take yeah, interesting which means you get, we you got as an advertiser. What does that mean? It means better reels type content to blend in. But also like how do you a reach the people and get them to act?

Speaker 1: 28:04

yeah so meta is, yeah, like everyone's feeling it like meta is not just cranking and doing great for everyone right now. Yeah, um, we have a few clients that it's still doing that, yes, but and all of our clients are still using it and still on it. Yes, and that's. The majority of our spend is in meta. Yeah, still high spenders, but it's, but if you're feeling hurt by meta lately, like everyone is, it's just frustrating.

Speaker 2: 28:30

Yeah, and it could be a mixture of the macro stuff that we've talked about as well. That's hurting. The things that are happening, like people's just buying behavior has become a little bit different. I know we've talked about that over and over and over again.

Speaker 1: 28:41

Also just where they are and spending their time. Yeah, exactly Like the placements. Yeah, I think the placement thing is interesting, right, like, where are the people spending their time? And is it in the same order that it used to be, since TikTok Like TikTok has kind of disrupted it and came onto the scene spending their time, and is it in the same order that it used to be, since tiktok like tiktok has kind of disrupted it and came onto the scene, and so, of course, instagram has to try to copy it. But it's like, is it changing the user behavior in the platform in a way that you have to focus on different kinds of of measurables which, um, we have found the answer is actually yes. Yeah, you do have to change a little bit, and the success we're seeing in meta has to do with the fact that we think that you have to focus on slightly different lead metrics than we were before.

Speaker 2: 29:40

Lead metrics, as in CPMs, click-through rates, that kind of stuff. Not necessarily those ones, but that's what he's meaning by lead metrics. Yep, yep. So that's it, state of the Union. Anything else we just wanted to get on and just be candid about some stuff. No, that's it, maybe. Last thing is like user generated content distribution is working well for people who do it right. It's not quite an ad channel, but it's a spend channel.

Speaker 1: 30:13

For sure. Well, it's like affiliate, yeah, so like affiliate network stuff. But doing it through product seeding Takes time.

Speaker 2: 30:20

People don't like doing it. You know like it's.

Speaker 1: 30:24

We are seeing that UGC material is working less and less as a prospecting. Yes, piece of content, piece of ad material.

Speaker 2: 30:36

And more lower, and more lower In the funnel. Yeah, so all right, that's all we got for you guys today so hope everyone has a happy Easter happy Easter. I don't know if you'll hear this before Easter.

Speaker 1: 30:50

But, yeah, have a happy Easter, or no? Yeah, they will. Hope you had one.

Speaker 2: 30:55

Yeah.

Speaker 1: 30:57

Or whatever you celebrate.

Speaker 2: 30:58

Yeah, I agree. All right, everybody, we'll see you guys next week. Thank you so much for listening to the Unstoppable Marketer podcast. Please go rate and subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the Trevor Crump on both Instagram and TikTok. Thank you, and we will see you next week.