Trying to snap out of it
Raise your hand if you remember which company was the most affected by Apple’s ATT rollout.
If you didn’t raise your hand, we can tell you the company was Snap. They were tied for top spot when it comes to percentage of revenue lost due to ATT, and that revenue was key for Snap actually being a growing company.
What is Snap doing about it? Bringing more features to their ad platform.
- Snap ad-sets can now include multiple ad formats. This update is global and should be rolled out. Check out Ads Manager if you have it already.
- Self-serve augmented reality formats for multi-format delivery. This is planned by the second quarter of 2022.
This all comes as Snap tries to improve their machine learning capabilities to get closer to what Facebook and Google are known to achieve with their ads.
What does this mean for you? Easier to manage campaigns (we hope), because you can add more formats within an ad set (like FB Ads), and, if Snap achieves its goal, better results.
What kind of brands (or people) reach the top of each social media platform?
That’s what Axios looked into. We’ve all seen how all platforms copy features from each other, but that doesn’t actually make them the same.
- TikTok reigns supreme for individual creators. It doesn’t surprise us, we’ve even seen how some of the best brands out there hire a creator to run their TikTok accounts. See SIMULATE and Morning Brew for two examples of brands we analysed for Insights who do this – free previews here.
- YouTube is dominated by music and entertainment. While many of us go there for tutorials, most of the biggest channels are corporations from the music and entertainment industry. But just because YouTube is so big, it doesn’t mean individual creators don’t have a place.
- Facebook is the place where brands get the most likes. This one is strange for us. In all our analysis, most brands have very little organic reach. The fact that brands tend to have a big following makes us think this has to do with Facebook’s age and recommendations. In other words, FB encourages you to like brands to discover your interests.
- Instagram is for celebrities. Or those who want to show a “celebrity lifestyle.”
- Then there’s Twitter where politicians start appearing in the top 50. From our own experience, Twitter feels less defined than the other platforms in that sense. You can do great for B2B sales, you can post memes, or you can be a politician that has good organic reach and a sizable following.
With all that said, what’s your social media platform of choice? Tell us yours and we’ll tell you ours.
Snap your fingers and get new customers with this Shopify app
If advertising prices are driving your customer acquisition costs through the roof, you don’t have many alternatives: content marketing that will pay off in the long term, influencer marketing, or multiplying your existing customers by snapping your fingers.
“Wait… what? Snapping my fingers?”
Oh yes… That’s basically what you can do with Social Snowball. It’s a Shopify App that at this moment, is used by 1000s of e-commerce stores to multiply their existing customers.
Social Snowball may look like just another referral or affiliate marketing app. But it’s not.
Why is this different? Social Snowball is able to convert all of your customers into motivated affiliates. Even non-buyers. On top of that, they make payouts super easy and it only takes a minute to set up.
Some e-commerce owners claimed to start making new sales the same day they started using this Shopify app. Paying absolutely no money for them.
How to make customers feel like you’ve read their mind
Here’s an under-appreciated concept for early-stage startups:
It’s probably the first time we have brought up this concept in the Stacked Marketer newsletter.
Matt Lerner discussed it in this piece. In his experience, when you nail your market-language fit, you can get ten times more conversions.
Especially if you’re a new brand, you won’t gain much attention from your audience. But if you nail the market-language fit and make them feel like you know them, you cut through the noise.
And as a result, get more conversions.
Here’s a four-step process to find your market-language fit:
1) Uncover their goals, struggles, and language.
To do this, Matt suggests going through these steps:
- Find somebody that bought your product or a competitor’s.
- Ask them to walk you through the purchase process from the very beginning.
- Ask them questions to understand what they were struggling to do, where they looked for help, and which alternatives they’ve tried.
2) Draft some headlines. You should have a list of desires and struggles from the previous step.
Pick the ones that you think will resonate the most with your avatar and write them in the form of headlines.
3) Validate comprehension: Get somebody (in your industry or not) on a Zoom call and show them your headlines for 5 seconds. Then, ask them these questions:
- Do you recall what I said?
- What do you think that is?
- Ask them to explain in their own words what they think it means.
Repeat this process four times for each headline. Take the feedback, iterate, and test.
4) Test your headlines in a campaign to get more data. And even if you don’t, the first three steps will still give you more success.
The goal is to find a language that resonates with your audience to get your message through.
One, Two, Three… Hooked!
In this free guide, Motion and Nick Shackelford unpack all you need to know about creating video ads that get your audience hooked in the first 3 seconds.
- How to connect with your audience in 3 seconds
- The 3 key elements of a scrolling-stopping intro
- The KPIs you should care about
List re-engagement and cleanup for Apple Mail
You probably know that starting with iOS 15, Apple introduced a Mail Privacy feature. What happens here is that Apple basically loads all emails on their own servers and, whether you actually open an email in your app, it shows as opened for the sender.
So, clearly, not everyone is actually opening those emails. How do you create a re-engagement segment? Here are the steps we’d recommend:
- Create a segment for people who opened all emails but did not click any in the last 10+ campaigns (adjust this number based on your frequency and average clickthrough rate – we do 30+ newsletters that were opened and not clicked).
- Send an automated email to this segment explaining how the latest Apple Mail update makes you think they aren’t actually opening their emails. Ask for just one click if they truly read your emails.
- If they don’t click, it’s likely they use Apple Mail Privacy and don’t actually open your emails.
- Optional: Make this a multi-email sequence if your sending frequency doesn’t become too high. People might legit miss the one re-engagement email.
This way, you keep a clean and engaged list, even though Apple Mail Privacy inflates your open rate.
TRACKING: Use this to accurately track your visitors and automatically get ROI-boosting suggestions. With one script, Oribi tracks 100% of your website events and interactions, then it tells you the optimization opportunities of your whole marketing stack. Try it for free.*
GOOGLE: There’s a collection of new tools and features from Google that specifically target local businesses. If you own a local business, or you do marketing for one, check out what Google has in store for you.
BUSINESS: You might have noticed that many of your favorite sites were down yesterday. Well, that’s because Google Cloud, AWS, and Cloud Flare all experienced issues.
MICROSOFT: The Audience Network from Microsoft has now opened up to a handful of more countries. Maybe it’s right on time for some last-minute BFCM campaigns.
GOOGLE: Updates are rolling out to PageSpeed Insights, including a more intuitive user interface, a Core Web Vitals assessment result, and better reports. How do you like it?
TWITTER: The social media platform’s new API is official. Version 2.0 of Twitter’s API, along with developer policy changes should allow more freedom for better Twitter apps.
MICROSOFT: This is the official list of BingBot IP Addresses in one JSON file coming directly from Microsoft Bing.
INSTAGRAM: Live stream badges rolling out to all eligible profiles in the US. If you are a creator who often does live streams on the platform, this can be an extra revenue stream for your… uhm, stream.
*This is a sponsored post.
I have no feet, no hands, no wings, but I climb to the sky. 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.
Meta is doing metaverse things, starting with gloves that let you “feel” in virtual reality
Yes, you read that right.
Reality Labs, part of Meta, is working on developing gloves that let users get a sense of touch in virtual reality.
It’s an early project, so don’t expect this to come with your VR headset this Christmas, but we’re impressed by the progress nonetheless.
Maybe we can soon pick up this newsletter in augmented or virtual reality and it feels just like a newspaper.