Hot waters.

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BUSINESS

There’s a reunion taking place in Washington

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The host? The House Judiciary Antitrust Subcommittee.

The guests? The CEOs of Apple, Amazon, Facebook and Google.

Tim Cook, Jeff Bezos, Mark Zuckerberg and Sundar Pichai have been called to discuss their market dominance and the adequacy of existing antitrust laws and enforcement..

The hearing is titled “Online Platforms and Market Power, Part 6: Examining the Dominance of Amazon, Facebook, Google and Apple”

This is part of an ongoing antitrust investigation so you shouldn’t expect any massive repercussions in the immediate future. Still, you never know how things might heat up. Popcorn ready!

Speaking of heating up, TikTok is also in hot waters

After the ban in India and the growing tension in Australia, even the United States are getting in on the act and pointing at TikTok’s privacy practices.

The Secretary Of State, Mike Pompeo, said that the USA is looking at banning Chinese social media apps, including TikTok.

What does this mean? Well, it’s hard to say exactly what TikTok’s destiny will be. Looking to the past, we can use the example of Facebook – despite the endless privacy controversies it still only got a slap on the wrist. The big difference is Facebook is a publicly traded US company.


FACEBOOK

The Facebook family has some updates for us

Lately, the blue giant has been on fire when it comes to releasing new features and updates, many of which look extremely interesting for us marketers.

  • Facebook and Instagram messaging are becoming interoperable. The leak originated from Alessandro Paluzzi on Twitter. We don’t know when this new feature will roll out, but what we do know is that this could change the game for marketers. If interoperability becomes a thing, chatbot marketing could be even more valuable than it already is.
  • Global testing of the Shop tab has begun. Instagram Shop is a feature that’s been available for a while now. Design updates are in the works but, for now, Instagram is rolling out a global test by replacing the Activity tab with a new Shop tab.
  • Pin your favorite comments. Comment section deep-dives are a little easier – comments can now be pinned. This will help you feature what you like while minimizing negativity.
  • ABC Lookalike Audiences. Shared by Cory Dobbin on Twitter, they use a campaign or ad set as the seed instead of a conversion event. ABCs also utilize the API to pull signals – which update every few hours – with no overlap with the seed. Cory deep-dives into their performance after $120k spend in the last 30 days.

Phew! That’s a lot to take in, just in the last 24 hours…


SPONSORED BY READY SET

If you ever felt that your campaigns needed better video ads, then try these $354k worth of direct response videos

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Custom-made. Live-action. Social first. Direct response. The best of both branding and performance. That’s what you need, right?

Ready Set creates video ads with real actors and real stages, based on a subscription model. They’ve worked with brands such as DoorDash, Coinbase, Ethos, Lovepop, Coffee Meets Bagel and that list is ever expanding.

Users can smell stock videos from miles away. They can hurt your brand and your conversions. Ready Set gives you access to the same level of video creatives a $1B company has.

Whether you are a private label e-commerce owner, dropshipper, affiliate marketer or even a full-fledged marketing agency, if you’re spending more than $250k/month on paid social you should check out Ready Set:

  • Live-action ads (real actors and real studios) that usually cost up to $350k+ made for just a fraction of the cost.
  • Social first videos, not just a cut-down TV ad whether that is FB, IG, YouTube, Snapchat, LinkedIn and even TikTok. The right creative for the right platform.
  • Coming from Airbnb and Nanigans, they know how to combine brand and growth in every video.
  • A variety of long, short and medium videos with different value propositions to hit your target.

Have a look at these awesome examples.


SEO

How one SEO freelancer drives traffic by getting creative with sitemaps

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If asked to name your favorite parts of SEO, we think it’d be a pretty safe bet to say that XML sitemaps wouldn’t be on your list. That being said, a freelancer named Oliver Mason just dropped some serious sitemap knowledge that everyone – SEO nerd or not – should know about.

It’s been common knowledge since the stone age: keep your sitemaps under 50k URLs and you’ll be fine. After all, that is the official advice from Google.

As it turns out, however, that common advice might be something you don’t want to follow. Why? Oliver lays it all out on the table in a new article, and here are the key points we came away with:

  • Try limiting your sitemaps to 10k urls each. This will mean more sitemaps, but Oliver found that it may actually increase the chances of Google crawling obscure URLs on your site.
  • Create a dynamic sitemap with URLs you want Google to crawl. Once you’ve done so, remove URLs from that sitemap as Google crawls them. Yes, you might want to get a professional developer to do this.

Oliver discovered that this process led to URLs getting indexed quicker and more efficiently, resulting in an organic traffic boost. He’s not the only one to discover this trick, either – Polemic Digital founder Barry Adams also wrote about it in a blog post recently.

Internal linking works, too

If you’re not quite ready to dive into the nitty-gritty (read: thousands of lines of code) of sitemaps, you can try a crafty internal linking trick instead.

To encourage Google to crawl pages in the murky depths of your site, link to them from pages that Google regularly crawls. This forces Googlebot to check out those links.

If you want to give Oliver’s original post some love, you can check it out here.


ROUNDING UP THE STACK

CONTENT MARKETING: What if your website could be automatically personalized for every different visitor? No, it’s not a dream, it’s an AI tool Adobe is testing.

YOUTUBE: Starting from late July, even eight-minute videos will be eligible for mid-roll ads. The previous limit was 10 minutes, meaning more slots for advertisers and more moolah for creators.

PINTEREST: Looking for traffic, leads, and sales? Pinterest is the third most popular social network in the USA. Here, CXL explains how to fit it in your marketing mix.

SEO: Google announced that the Rich Results Test is out of beta and the Structured Data Testing Tool will be deprecated. This is the tool that helps you understand if your pages are eligible for rich results.

MANYCHAT: This post walks you through the latest ManyChat updates that help you recover abandoned carts via SMS and Messenger.


BRAIN TEASER

I wear striped sweaters and have a real green thumb. My favorite things are flowers and the taste of ripe plums. My home is shared with family and we all work together.

We live beneath our queen’s decree, always striving to be better. When I kill myself it hurts you too, and leaves a stinging pain. Everything I say is true: now tell me, what’s my name?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

This company wants to 3D print your steak

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Ever thought “steak is great, but it would be a lot better if it was 3D printed?”.

Yeah, neither have we, but that’s not stopping Barcelona-based company Novameat from trying – and they might not be too far off from making it happen.

According to their CEO, the company plans to prove manufacturing on a larger scale shortly and wants to license their technology for mass production as soon as 2021.

At the very least, “3D printed steaks” definitely caught our attention… yet another example of outside the box marketing!

Question is – Would you try it?

 

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