Shopping habits have changed
That’s the conclusion of Facebook’s latest report on shopping behavior.
Data shared in the survey: Facebook has shared some interesting statistics from 9 different countries. Here are a few of the more interesting ones we found for the US:
- 81 percent of consumers say that they’ve changed at least one shopping habit since the pandemic started. A whopping 92% of them said they plan to continue that behavior in the future.
- 55 percent of online shoppers surveyed said they buy products they come across while browsing.
- 42 percent of shoppers said they get ideas for products to buy from creators and celebrities.
- Shoppers in the US are 2.6x more likely to share their data if the company makes them aware of the personalized benefits they’ll get.
We’ve also noticed some interesting differences between countries. In the United States, for example, 55% of people say their mobile device is quickly becoming their most important shopping tool. In South Korea, that figure rises to 72%.
LinkedIn explains the various targeting options you can use
LinkedIn is a good tool for marketing because it has excellent professional targeting. You can target based on somebody’s job in just a couple of clicks.
But sorting through all of the options on LinkedIn isn’t always straightforward. Fortunately, LinkedIn just published a blog post to clear things up. Here’s a breakdown.
You can show your ad to people based on:
- Job function (eg: doctors, nurses, dentists, etc.)
- Job title (eg: head Surgeon, assistant nurse, etc.)
- Seniority level
- Years of experience (someone who has 5 years within the company would probably act differently than someone who’s been there for 2)
How does this compare to Facebook? There are 2 things to consider here:
- Details. People are not as diligent about entering accurate job information on Facebook. Someone who is a CEO at company X might just write “working at company X” on Facebook and enter their exact role, history and seniority on LinkedIn.
- Level of targeting. You can target people working at a certain company on Facebook. However, you can’t target all senior positions working at company X with over 5 years of experience. LinkedIn is much more powerful for this.
Most people view LinkedIn as a digital resume. People who are in the game are frequently updating their profiles: So with the right targeting options, reaching the perfect people on LinkedIn may be easier than it seems.
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There are plenty of newsletters that regurgitate the headlines – what a waste.
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Why TikTok is on fire but Quibi failed
TikTok didn’t come out of nowhere: The short-form videos trend began in 2012 with Vine.
Vine was shut down in 2016 due to concerns about monetization. It was replaced by Musica.ly in 2018, which we all know today as TikTok.
In that span of time, dozens of companies have tried to enter the short video arena. One of those companies was Quibi.
In the beginning, Quibi seemed like a perfect formula: Hollywood production quality mixed with the exploding trend of quick bites.
Yet the company was shut down 6 months after it went live. And Ravi Mehta from Reforge analyzed the possible causes.
The bottom line? It’s all about entertainment. And the reasons why Quibi failed are the same reasons why TikTok, YouTube, Snapchat, and Instagram Stories thrive.
Quibi has no entertainment value:
Entertainment value = production value + social value
- Social value = The level of personal connection the viewer has with the content. Content created by your friends has high social value.
- Production value = The objective level of quality of the content for a genre. For instance, a Marvel movie has the highest production value for a movie.
Here are some examples:
Snapchat – Low production value, but high social value. The selfie of your friend with a baby face filter won’t win an Emmy. But it’s funny to you.
Instagram – Socially relevant content, with higher production value than the typical Snapchat. Instagram has a consumer first approach. Users tend to only share “Instagram-worthy” content. But we mostly follow our friends and creators relevant to us.
TikTok – High quality and high social value. TikTok’s For You algorithm serves up a stream of content that is relevant and high quality. And the Following feed is driven by the user’s social value. They follow what’s more relevant to them.
What’s the problem with Quibi? It’s not optimized for the entertainment curve. Quibi is a solitary experience. Their shows were designed to be watched by a single person.
They should have tried to make their content more shareable, make the audience part of the creative process, and make the app feel more alive.
In other words, it should have looked more like a social network.
GOOGLE: Did you know that Google TV now has home screen ads? They’re in default auto-play too.
INFLUENCER MARKETING: Put influencers and crypto together and you get some weird outcomes.
EMAIL: If you wanna know what e-commerce brands send in their newsletter, this is a handy tool for that.
FACEBOOK: How will Facebook and Instagram allow you to discover live video and reels? By expanding their story tab.
ADVERTISING: Some advertisers use fake Twitter testimonials on their Facebook Ads. Facebook’s reaction: “We don’t care”.
GOOGLE: If your search results suck, Google will now confirm it. This will be only for topics where the information is changing quickly.
YOUTUBE: The video network released a video on how to grow as a small channel.
I fly with no wings and cry with no eyes. What am I?
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.
Ireland wants to use Assassin’s Creed to attract tourists
Have you ever played a game, saw an interesting location and were like: Woah, I wanna see it in real life?
That’s what Ireland is hoping you’ll do in Wrath of the Druids, a new DLC for Assassin’s Creed Valhalla which features Irish landmarks.
This is a smart move: Assassin’s Creed fans have been known to visit real-life locations from the video games. And while they won’t be seeing magical creatures or long-dead gods in Ireland, the scenery itself is just as beautiful.