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META

Here is Facebook’s most popular content for the fourth quarter of 2021

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Facebook has just published their “Widely Viewed Content Report” for Q4 2021. There, they list the most popular domains, links, pages and posts on the platform.

What the most popular posts have in common: After looking at the top 20 most viewed Facebook posts, we noticed something interesting: most of them were telling a story.

For example, one post was about a whale swimming under a paddle boarder. Another was about a female referee who stood up to a soccer player.

There were also a lot of intriguing questions among the top posts. Most of the questions were trying to trigger an emotion like asking people to name a pet who’s no longer with them.

Why we care: If you’re stuck for ad or content ideas for your product, reports like Facebook’s Widely Viewed Content Report can help.


MICROSOFT

Microsoft makes ad products more widely available

Microsoft has published a blog post announcing a few changes to the availability of their ad products:

  • Shopping campaigns will roll out in several new countries: Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela.
  • Microsoft’s Marketing With Purpose business attributes are now available to everyone. With these attributes, you can emphasize in your ad that your company is “carbon-neutral” or “family-friendly”. See all attributes here.
  • Microsoft is testing multi-asset audience ads. You can use this feature to add up to 16 images, 15 short headlines, 5 long headlines, and up to 5 descriptions. Microsoft will then find the best-performing combination for you. You need to get in touch with your Microsoft sales rep to get access to this.

Does this help? Microsoft is still a sizeable player, especially in some countries so more features to help performance are always good.


SPONSORED BY DASH.

Cut out the convoluted points and get the best direct cashback for advertisers

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American Express and Chase Ink Business Preferred have been charging you annual fees in exchange for difficult to use points, inconvenient spending limits and payment terms, and a bunch of “irregular activities” exactly when you need to scale.

Call it flexing, but dash.fi thinks they can do better.

  • No annual fee. You save $295 vs an AMEX Gold and $95 vs Chase Ink Business Preferred.
  • 3% cashback bonus on online advertising. Yes. Cash. Back. Not just bonus points that are hard to spend efficiently.
  • No limit for the cashback rewards. So your reward isn’t significantly cut after $150k yearly ad spend like AMEX and Chase.

And that’s just the tip of the iceberg. dash.fi is a product optimized for digital advertising because it was built by digital advertisers.

They understand seasonality and increased spend in Q4 (that’s not irregular activity), they understand the need for virtual cards, and they understand credit limits and payment terms that are critical for digital advertisers.

GeekOut, Vitality Wellness, The Ridge and hundreds of other companies already use dash.fi.

Try dash.fi too and see if it’s the best card for advertisers.


MARKETING

The compound effect of A/B testing

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The Ariyh newsletter dug into the analysis of 35,262 startups, and here’s what they found out: Consistently A/B testing new ideas increases page visits of online startups by around 10% in the first few months.

10% is good, but not great. It gets better though…

The effect compounds over time. After one year, the improved performance adds up to between 30% and 100% higher total page visits.

It’s not only because the small improvement adds up.

According to the study, creating a culture of continuous A/B testing comes with other benefits.

Companies move away from a mentality of maintaining what it’s already working, to one where they constantly try new things, and try to improve.

This creates continuous learning and adaptation. And this means that:

  • They’re able to identify more promising ideas.
  • They recognize negative signals faster.
  • They can introduce new products at a 9%–18% faster rate.

What’s the lesson for you?

  • Running occasional A/B tests is not enough. You must create a company culture of experimentation, from top to bottom.
  • Try big experimentation first, (completely different website design, product), and small changes after (CTA color, testimonials, etc). Otherwise, you’ll be stuck in a suboptimal version.
  • Avoid testing only limited ‘gut feeling’ ideas and making decisions based on what feels right. Let data do the talking.

SPONSORED BY OUTBRAIN

This free online event will reveal new profitable solutions for your digital ads

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Discover some of 2022’s biggest opportunities for native advertising in just 40 minutes. All you have to do is attend Unveil 2022 by Outbrain.

Outbrain serves 344 billion recommendations every month. They know what drives the best results and they are sharing the details with you with talks on creativity, cookieless optimisation technology, and performance.

You can choose from 3 convenient times whether you live in the Americas, EMEA or APAC regions. And you will get the recording if you can’t make it!

Save your spot for free!


THE CREW’S INSIGHTS

Three landing page copywriting tips for e-commerce

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In our deep dive for March for our Insights membership (get your first month 50% off with code 1YEAR) we looked through over 3,000 landing pages to try and answer the question “What do high-converting pages have in common?”

Well, here are three tips specifically for e-commerce pages out there.

1. Provide clarity. A user usually has three questions when they reach your page: “where am I?”, “what can I do here?”, and “why should I do it?”.

Take the example of Huron promoting a deodorant. A very vague landing page was later transformed into a clear page that answers those three questions.

2. Create headlines that describe your product, not your category. This one is easier to show than explain. This used to be the headline from Retainer Club. Sure, retainers can be messy… So we get retainers from Retainer Club. Big whoop…

Compare it to their recent headline here. It tells us everything we need to know. Convenience just for us, and for a clear price.

3. Make fun of the competition. OK, this example doesn’t come from a landing page but you gotta admit it’s good. Volvo was bold but wanted to make sure they stand out in their whole category, and this copy is one way to do it.

All these three tips could be used for other categories too, of course. If you’re not already a member of Insights, have a look at the free preview of this deep dive with more copywriting tips right here.

If you want to read the full deep dive with 31 copywriting principles and 150 examples, plus get access to 12 other deep dives, sign up to Insights.

March 2022 marks the one year anniversary of Insights so the first 12 people to use code 1YEAR get their first month 50% off. There are only 8 codes left!


ROUNDING UP THE STACK

BUSINESS: If Mark Zuckerberg and Tim Cook agreed on something, it would be this business newsletter. The Daily Upside, written by a former investment banker, is a quality newsletter that delivers insights to make you smarter every day. Sign up for free today.*

INSTAGRAM: All videos on Instagram are now getting auto-generated captions. You do have the option to turn them off or on as you wish.

MARKETING: How is the marketing industry responding to the Ukraine crisis? Ad Age put together a report that looks at how different corporations are reacting. It’s going to be updated regularly so it might be a good one to bookmark.

BUSINESS: How were local businesses impacted by the pandemic overall? After two years of the pandemic, Yelp published a report about the impact of it on local economies.

TIKTOK: Want to reach people during a major sporting event like the Super Bowl? Then TikTok is saying they’re the one for you with this infographic.

*This is a sponsored post.


BRAIN TEASER

A time when they are green, a time when they’re brown, but both of these times cause us to frown. But just in between, for a very short while, they’re perfect and yellow and cause us to smile!

What are we talking about here?

You can find the answer here.


POOLSIDE CHAT

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

After tracking Elon Musk’s movements, this teen is now switching to influential Russian billionaires

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Several weeks ago, one student named Jack Sweeny made headlines with his Twitter account which tracked Elon Musk’s private jet.

Jack now has another target: influential Russian billionaires. Currently, 39 planes owned by 19 different people are being tracked by the Twitter account.

Jack is definitely showing us the power of social media and publicly available data.

And if you were wondering: Yes, it’s all automated, Jack doesn’t manually check this every second.

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