FIVE ARTICLES THAT HAVE US BUZZING THIS WEEK Welcome to The Hive’s Friday Five, where we will share up to five articles each week that have Swarmers buzzing, and a few of our thoughts on each of them! Marketing’s Reliance on Bottom-Funnel Metrics Will Likely Grow Amid COVID-19 Concerns With many businesses feeling the pinch, they will increasingly look to prove value at the bottom of the purchase funnel. A similar shift took place during the Great Recession when new ad tech platforms provided front and back-end metrics. Organize and Test Many Creatives in Facebook Ads Manager (Twitter thread) It can be messy to test many new creatives. Here’s an interesting thread about how to test them! Introducing YouTube Brand Connect YouTube is making it even easier to connect with influencers on their platform by expanding their Famebit offering to “Brand Connect.” Google Launches New Features for Local Businesses These features and tools are designed to help get businesses back on their feet after the pandemic. The built-in scheduling tools are particularly interesting. Take Advantage of a Down Economy and Optimize Your Conversion Funnel ICYMI: Swarm published this earlier in the week, and optimizing your conversion funnel seems to be the talk of the digital marketing industry, as the 2021 budgeting season starts to creep in.