Competition is just around the corner
The last few weeks have been a wild ride for TikTok, and competitors are taking full advantage. Just yesterday, both Snapchat and Facebook continued their march into TikTok’s territory, and a rival app hit record user numbers. Here’s what you need to know:
- Snapchat added new lenses inspired by popular TikTok dance trends. The new AR lenses, which are modeled directly after TikTok dance challenges, encourage TikTok-style content creation on the platform.
- Is Facebook testing a mini version of Reels on their main app? As reported by Matt Navarra on Twitter, Facebook is testing a ‘short videos’ section, which features a TikTok-style navigation swipe. So far, this appears to be separate from Reels.
- One of TikTok’s (many) rivals, Likee, just hit 150M monthly active users worldwide. Though this is nowhere near TikTok’s 200M active daily users, it’s a sign that some people are beginning to turn elsewhere.
There’s now a TikTok tutorial website for marketers
It’s been dominating the news cycle for as long as we can remember, but in the grand scheme of things, TikTok is fairly new. Only in the past couple of years has the app gained serious traction – for marketers, advertising on TikTok is one of the freshest ways to reach customers.
If you’re new to things on TikTok (or haven’t dipped your toes into the water yet), the company just released a great resource, TikTok tutorials. The website is designed for marketers, and it provides some actionable insights into running successful campaigns for clients – check it out!
Not interested? Even if the videos aren’t for you, TikTok’s still promising some free swag if you finish them all.
Google drops some SEO knowledge and makes life easier for local businesses
Google’s SEO Mythbusting series has quickly become one of our favorites this summer, and if you’ve been reading this newsletter, you’ve probably seen us mention it in the past. Yesterday’s episode on canonicalization might have been the best yet – here were the highlights:
- Canonicalization is not a directive for Google, and there’s a decent chance your canonicals could get ignored. The biggest myth out there about canonicals is that they have authority over Google’s algorithms on what ranks. That’s not true – canonicals are simply used as a signal to help Google understand your site.
- Your canonicals will work best if they’re on pages that are almost exact duplicates. If your canonical page has a very limited amount of unique content compared to duplicate pages, Google might accept it. If the canonicalized page is very different, though, it’s pointless.
It was a double-header for YouTube videos from Google yesterday, as we also got a great, simplified explanation on how Google Search improves over time.
What if I don’t care about canonicals?
Fortunately, yesterday’s SEO tutorial videos weren’t the only thing we got from Google. You’re now able to update your Google My Business profile directly from Maps and Search, which is a big time-saver if you make frequent updates.
And if you’re in e-commerce, there’s a new Shopify web vitals app that should turn some heads. Announced by Ilya Grigorik on Twitter, the free Shopify app makes it easy to analyze Core Web Vitals on your site. You can find the app here.
This is where 20% of our new subscribers come from. Can this help you too?
Noticed the little section at the bottom of each newsletter (don’t scroll there now though)? Believe it or not, this is where ~20% of our new subscribers come from.
Over one year ago, we spent many hours researching what is the best referral tool to use for us and we landed at UpViral. Why did we pick it?
- One-click sign-ups so we could use it with our existing readers.
- Social media sharing done easily.
- HTML snippet to integrate on our website.
- Custom domain with SSL.
- Fraud protection.
- You can do one raffle-style giveaway or prizes for each certain threshold (like we do).
- Public smart leaderboards can be shared to make a competition more engaging.
- Retargeting with the FB Pixel is possible.
- You can create custom e-commerce actions such as visiting a certain product page.
Referrals are powerful. UpViral lets you easily create and manage a referral system – whether you are managing a SaaS, an e-commerce store or a newsletter like us.
It starts at only $39/month for unlimited campaigns for up to 10k subscribers, so check it out!
Let’s “bring the heat” to your website
Are the conversion rates on your website high enough?
And if not, why?
That’s a tough question to answer – but it’s easier when you’re using heatmaps. Put simply, heatmaps can help you visualize how people are interacting with your site, and that’s what this thread from Tony Christensen is all about: using heatmaps to make your website better for users.
You may have an idea of how your visitors interact with your website, but without concrete data, you’re just throwing shots in the dark.
Setting up a heatmap can help you solve that problem. Once you gather enough data, answer these three easy questions to understand how to pump your conversion rate up.
+ Where are people clicking the most? If people are clicking near the bottom of your pages, you might want to bring those items higher up on the site. This will help users find what they’re looking for.
+ What people are not clicking on that you thought they would? In this case, the elements may not look clickable. You can decide to cut items or move them where you think they might get more clicks.
Always remember that your focus is serving the user in the best way possible.
+ What things are people clicking on that are unclickable? It’s easy to get caught up in web design without realizing that something on your site might look clickable when it really isn’t. Or, it could just be a case of forgetting to add a link to a button – in any case, make sure that people know what’s clickable and what isn’t.
This all sounds great, but you might be wondering how to actually set up a heatmap. Fortunately, it’s not very complicated – there are plenty of tools online that can help you get started. That’s all, folks. Quick fixes for large results!
May your visitors arrive in hordes and your conversion rate fly high in the clouds!
MARKETING: This thoughtful piece from Sarah Kessler on Medium is a great reminder that the GaryVee brand of ‘hustling’ isn’t for everyone – and in a pandemic, it can be particularly dangerous.
INSTAGRAM: The company could face a $500B fine (yeah, you read that right) for harvesting users’ biometric data, but Facebook called the suit “baseless”.
APPLE: A subscription bundle for all things Apple is reportedly coming up, which could increase popularity and attention towards many of Apple’s subscription services.
TWITTER: This Trello board from Twitter is a great roadmap for navigating the new API. Developers, check this out!
SEO: Jonathan Gorham shared the step-by-step process for how he garnered 33 backlinks in 6 hours, and he provides some great tips for using HARO efficiently.
INSTAGRAM: Instagram Reels hasn’t taken off quite like some had hoped, and this article from Digiday shares a possible reason why – revenue is hard to come by.
A man was on the way to work. On his route, he went through a red light and turned the wrong direction on a one-way street. There was a police officer observing it all, but he didn’t give the man a ticket. Why?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Who’s the villain now?
Epic Games just released a Fortnite-style version of Apple’s iconic 1984 ad, except there’s a twist – Apple’s the evil, overlording villain. It’s both hilarious and shocking at the same time, and we’d definitely recommend checking it out.
Context please? If this all sounds out of the blue, that’s because it is. But, over the past 24 hours, Epic Games has entered themselves into a massive legal fight with Apple and Google.
Here’s what happened: yesterday, Apple banned Fortnite from the App Store, and Google soon followed suit by removing the app from Google Play. All of this happened in the span of less than 12 hours – but what caused the commotion?
The answer is pretty clear-cut: in an attempt to defy commission rules in both the App and Play stores, Epic Games added a direct payment option in the Fortnite app. This, effectively, would kill Apple and Google’s profits from the app.
This is pretty big news for those of you who love to play Fortnite on mobile, but from a marketing perspective, we’re just entertained by Epic Games’ ability to turn Apple’s groundbreaking ad campaign on its head.