Sometimes, they take placements away
We can’t even count how many times we brought news about new ad placements and formats opening up. Today is different – we’re talking about Instagram removing an ad placement.
In-stream video ads are going away. With a focus on Reels, Instagram decided to close down its IGTV app, and double down on Reels.
It’s not shocking that the IGTV app is going away, given that Instagram stopped using the branding in October of last year.
What this means for you: Well, one placement is going away. If it was your main performer, that’s not great news. If you haven’t done so already, work with TikTok creators to make videos you can use as ads on Reels. That’s the present and future of Instagram.
Ten minutes is the new limit for TikTok
Yes, the platform known for 15-30s videos of dances now allows videos up to 10 minutes long according to Matt Navarra.
It’s not a surprise, TikTok’s been increasing video lengths slowly but steadily.
Why is TikTok doing this? Most likely, to increase engagement. This also opens up the option for in-stream video ads like YouTube has, and the kind Instagram just removed.
This also means TikTok is moving more and more into YouTube’s territory of longer format videos.
And maybe it will succeed where Quibi failed.
We analyzed over 3,000 landing pages and these are the 31 copywriting principles with 151 examples we found
We have some great news that comes two-fold.
First, our newest deep dive deals with landing page copywriting. 31 copywriting principles explained why and when they work, how to apply them with 151 examples has just been published to Insights.
You can have a look at a completely free preview of this deep dive here.
But there’s more good news. You can get 50% off your first month of Insights using the code 1YEAR.
Yes, Insights turns 1 year old today, and to celebrate, we’re offering the first 12 people who use the code 1YEAR a 50% discount on their first month of Insights.
Starting from your first month, you get access to 13 deep dives (find all free previews here, including brands like Morning Brew, Goli, Athletic Greens, LadyBoss, and more) and hundreds of tips & tricks.
Usually, this subscription is $99/month.
You have a rare opportunity to experience Insights for just $49.50 for your first month. Sign up today using code 1YEAR.
38 lessons you can learn from this 1972 ad
Decades ago, David Ogivly ran an advertisement titled “How to create advertising that sells”.
Not only is the ad a great example of informative promotion, it also contains plenty of valuable tips that are still useful in today’s digital era. The original ad contains 38 lessons, but here are our favorites.
The most important decision: Before creating any ad draft, the first decision you should make is how you position your product as this is way more impactful on sales than how you write the advertising.
Research will help you decide which is the better way to position your product.
The second most important decision: What you promise to the customer. A promise is not a claim or a slogan. It’s the benefit you provide. And it pays to provide a benefit that is unique and competitive.
You need a big idea to jolt consumers out of their indifference.
Nobody wants to be bored into buying: Talk like a human being, charm them, make them hungry. Make them feel involved in the story your ad is telling.
Psychological segmentation: Most brands know how to position their products based on different demographic segments of their target market. But what works even better is positioning your product based on psychological segments.
News always lures in people, so it pays off to launch new products, or promote new features of your product. In today’s age, those limited-time product drops use this technique to their advantage.
Visualize your promise: Use pictures or videos to demonstrate how your product delivers on the promise.
Use captions to sell: On the average, twice as many people read the captions under photographs as read the body copy. This means you should always add captions to pictures in your landing pages.
Photographs which suggest a story perform well, because the reader gets drawn in to discover what the story is about.
Finally, even you have a chance to profit from the short-term rental opportunities usually locked behind closed VC doors
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Short-term rentals have the potential to beat long-term rental property revenue by 70%+ per property.
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B2B copywriting lessons from Affirm
When analyzing Affirm for our recent Insights deep dive, one thing that surprised us is how effectively Affirm is able to communicate to both B2B and B2C audiences.
On the B2B side, their main goal is to convince businesses that they should let customers pay using Affirm.
And they do a damn good job of it, so let’s see how.
The main point is that they tell business owners what they want to hear: Statistics about increased AOV and higher conversion rate.
In B2B, you’re selling to decision-makers on a better version of their business. Affirm shows e-commerce stores how their business will grow after adding Affirm to their stores.
Then on their website they have a “For business” page, that talks specifically to businesses. The main characteristics of the page are:
- Product + result headers: This is a simple copywriting formula. Tell them what the product is and what result they can get. In this case it’s “Flexible payments that help shoppers say yes”
- Shows statistics to back up what Affirm promises.
- Social proof.
- Category-specific solution links, in a carousel.
It’s simple: Make a promise, explain what the product is, and back it up with credibility elements like statistics and testimonials. Then give more information for specific cases.
If you want to find more examples and details, join Insights to read the full deep dive on Affirm.
E-COMMERCE: Here are your plans for March 10th. You will join industry experts like Chase Dimond, Jameela Ghann, and other successful online entrepreneurs sharing their secrets and tactics you can use to grow our e-commerce business. Join the #GrowYourStore Summit, online only. Register your spot for free.*
BUSINESS: More expensive doesn’t necessarily mean less spending. According to this Bloomberg report, consumers keep spending despite rising inflation.
GOOGLE ADS: Although this happened back on 5th January, Google only announced yesterday that they removed all App campaign data in some of their reports.
E-COMMERCE: Walmart is trying to take on Amazon. The company wants to build more fulfillment centers, and even add autonomous trucks. But will this succeed in moving the needle against Amazon’s dominance?
REDDIT: We’ve mentioned them as a good acquisition channel several times. It might not be the most common one but they want to get big in Europe. Here are Reddit’s growth ambitions in the UK.
GOOGLE ADS: In a move similar to Meta, Google is pausing ads from and for Russian Federation state-funded media.
*This is a sponsored post.
What is always on its way but never arrives?
You can find the answer here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Hack the hackers
When hackers steal your data, you usually have 2 options:
Complaint to the authorities.
Take matters into your own hands and hack the hackers back.
Nvidia did the latter, taking matters into their own hands.
After hackers stole over 1 terabytes of proprietary chipmaker data, Nvidia launched a cyberattack back at them. Apparently, this worked and the company got their data back.
Unfortunately, the group of hackers claims it already backed up the data so all the effort from Nvidia might have been in vain.