Barry Hott is a growth marketing expert consultant. He manages over $600 million in social ads, and he's reviewed billions of ads since starting out in 2008. He's a leader in the social ad strategy and execution space. Plus, he's a maker and proponent of ugly ads.
As an expert in your space, can you share one small but actionable tip for brands?
Don't let ego and aesthetics get in the way of testing new ad ideas. Make ads that look like they belong.
Who's your current brand crush, and what do you love about them?
Lume! They're making great "ugly" ads that are shot on a phone in a normal environment. They even use those vertical ads in TV commercials. Most brands and agencies would balk at doing any of this.
How should someone approach you about working together?
Reach out through my website hottgrowth.com. I'm open to larger ongoing consulting projects or one-time calls.
What's your favorite data point to dive into? Why?
Video watch times, hook rates, and hold rates. They're not correlated to performance, but they help you better understand how and why viewers are paying attention.