In the Pit with Cody Schneider | Marketing | Growth | Startups

In this episode, Alex Heiden, co-founder of Get Payd, dives deep into the powerful world of marketing arbitrage and how brands can leverage short-form content to generate millions of views at a fraction of traditional advertising costs. With the rise of platforms like TikTok and Instagram Reels, Alex explains how brands can exploit the current "TikTokification" of content to build top-of-funnel awareness for B2B, prosumer, and consumer products alike.

He shares detailed strategies on running performance-based creator campaigns, optimizing CPMs (as low as $1 vs. $9 on traditional platforms), and structuring competitions that incentivize high-performing content creators. Plus, Alex breaks down how brands can identify top creators for long-term partnerships and generate viral content that attracts organic replication from other creators.

Timestamps:

• 00:00 - Introduction to marketing arbitrage & today's topic
• 03:42 - What is Get Paid? Bringing TikTok Shop strategies to digital businesses
• 05:19 - How TikTok's creator commission model works
• 06:12 - Two campaign models: CPM deals vs. competitions
• 10:44 - Results: Cost-effective campaigns with $1–$3 CPM
• 14:14 - Case studies: Viral success with day-in-the-life content
• 17:00 - The shift from outbound to inbound marketing
• 22:54 - Why the "For You" page changes everything for discovery
• 28:08 - Scaling: From $5K test budgets to $50K monthly spends
• 35:22 - The ripple effect of viral content and organic replication
• 42:25 - How Get Paid incentivizes creators and brands alike

Key Points:

• Marketing Arbitrage Explained: How to get $1 CPMs vs. $9 on traditional ad platforms
• Short-Form Content Strategy: Run competitions and pay-per-view campaigns to maximize exposure
• Creator Incentives: Structuring payouts for maximum engagement and competitive motivation
• Organic Growth Tactics: How viral videos lead to a snowball effect with unpaid content replication
• B2B & B2C Impact: Why short-form content isn’t just for consumer brands

Notable Quotes:

• "The only way to grow products quickly is by finding and exploiting marketing arbitrage." – Alex
• "Discovery isn’t about followers anymore—it’s about creating good content that the algorithm wants to show." – Host

Key Takeaways for Founders:

1. Shift ad budgets from traditional channels to short-form creator campaigns for massive reach at lower costs.
2. Run competitive campaigns to organically motivate creators to produce viral content.
3. Focus on specific features or outcomes in your short-form content for maximum clarity and effectiveness.

Sponsors:

• TalentFiber.com – Hire the best offshore marketing talent.

Connect with Alex:

• Instagram: @nocode.alex
• Twitter/X: https://x.com/alexh459
• Platform: https://www.getpaydapp.com/

Ready to scale your marketing with short-form content? This episode is a masterclass in how to do it right.