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It’s International Sweater Vestival Day, Reader! We did not know this was a Thing.

In today’s edition:

• Today's 👉 Tip of the Day is for content curation

• A proven Facebook ads 🌱🌳 scaling strategy

• LinkedIn ad 🎯 targeting and 📐 measurement updates

• 🧵 Threads expanding to 🌐 Europe

• 🔎 Search opens up on Threads

• TikTok Artist accounts for 🎤🎸 musicians

• Options for 🖱 media embeds from X

• New YouTube 📉 analytics and 🛒 eCommerce enhancements

Need a way to stay on top of industry news to share with your audience?

Combine AI with RSS

Feedly has an AI assistant named Leo you can set up to constantly scan news sources and content related to your topics of interest across the web.

As you use Feedly, you can give feedback to Leo on the articles and sources you like/dislike. Leo then learns to refine and filter the content it shows you so you see only the most relevant items.

Today's tip is inspired by Matt Wolfe, a featured speaker at Social Media Marketing World.

Despite economic turbulence, savvy advertisers still harness Facebook Ads’ immense reach. However, complicated account structures inhibit performance. Enter Charley Tichenor’s streamlined “One Campaign” methodology—the secret of his clients’ explosive revenue gains.

Why Facebook Ads Remain The Ultimate Force Multiplier   

Many write off paid social currently. Charley strongly disagrees. Of all the options, only Facebook rivals television’s targeting scale combined with direct response metrics. No other platform beats Meta's audience size and behavioral data depth.

Astute managers recognize Facebook’s vast options. With intent creation powered by robust analysis and machine learning, outcomes depend purely on the quality of your business model.

This meritocracy rewards great partnerships through lower ad costs and heightened visibility.

Those complaining need more perspective. Significant and lasting gains await those who view Facebook objectively and embrace its framework.

Scaling Facebook Ads for Massive Growth: One Campaign Strategy

The “One Campaign” structure underlying Charley's success consolidates all efforts into a single Ad Account containing one Campaign with multiple Ad Sets for specific objectives.

This streamlined architecture simplifies management while benefiting the algorithm. The more focused the data, the better Facebook’s delivery and optimization performs.

Performance correlates strongly with simplicity at massive spend levels. Rather than outsmarting the machine, avoid introducing friction through micro-management. Instead, supply the ingredients for the platform's algorithm to function freely, and the results may shock you.

Step 1: Embrace The Power Of Broad Targeting

The first mistake most marketers make is overcomplicating their targeting parameters. Broad targeting trumps narrow options.

Despite common perception, broad targeting simply targets by gender, location, and age rather than by stacking an expansive list of interests atop one another. The latter introduces premature bias by restricting reach despite higher costs.

Each ad dynamically finds appropriate audiences through performance. Let the algorithm test different segments’ responses at mass to identify the most relevant groups based on conversion actions. Avoid manually inhibiting this marketplace exchange through assumptions. 

Step 2: Dial In Dynamic Creative With ‘Three Two Two’ Testing

With targeting set, focus efforts on creative testing to ensure message relevancy. Charley prescribes using solely 'Three Two Two' Dynamic Creative for ongoing optimization:

• 3 Creatives (Images/Video)

• 2 Primary Ad Text Variations 

• 2 Headline Variations

Combined, these individual parts will assemble 12 responsive component permutations finding the highest performing creative for your goals. Optimize for engagement, click-through rate, or conversions by adding the post IDs of winners into new Ad Sets for further enhancement.

Video and images both prove successful—consistency matters most. Maintain visual styles matching existing aesthetics that viewers recognize and expect. Rely on historic high-performing content as a source of inspiration to increase odds of success quickly.

Step 3: Cement Gains Through Scientific Advertising Principles  

The final phase entrenches measurable gains through a scientific advertising approach analyzing creative performance and audience targeting in a continuous improvement loop.

Ad Sets contain the current best performers as “control” while new creatives undergo challenges in separate Ad Sets simultaneously. Facebook’s optimization determines optimal asset allocation based on results. If new entries surpass existing benchmarks by the chosen metric, they shift into control rotation for the next round of testing.

This process systemizes promotion through accountability metrics tied directly to overarching business objectives beyond typical vanity social metrics. Maximizing profitability or volume requires distinct strategies—both remain possible through thoughtful and neutral process execution.

Many marketers underestimate Facebook Ads management complexity. Truly mastering their nuances demands both scientific and creative aptitudes. Luckily, every marketer possesses strengths suiting different roles across testing cycles. Could your greatest breakthrough emerge from properly channeled collaboration? The future remains unwritten—seize the moment and define your destiny!

Today's advice is provided with insights from Charley Tichenor, a featured speaker at Social Media Marketing World.

What are You Waiting for, Reader?

Just a quick reminder! Today is the last day to save $600 on your On-Demand ticket to Social Media Marketing World.

With your On-Demand ticket, you'll get access to every keynote, every session, and all the workshops, for a fraction of the price of attending live.

Imagine the convenience of experiencing this event from your home or office. Save time, save money, and discover the newest marketing strategies that work!

“Social Media Marketing World is the best thing that I’ve ever done professionally,” said Scott Duehlmeier.

YES! I want to save $600.

🗞 New LinkedIn Ads Features: LinkedIn is launching several updates to boost precision in advertising including a new Conversions API (CAPI) to track both online and offline actions while maintaining data privacy; Website Actions to automatically capture button clicks, page visits, and data without complex event tracking required; and three enhancements for Document Ads such as retargeting, website conversion objectives, and increased distribution for higher delivery. Source: LinkedIn

🗞 Meta to Launch Threads in Europe: Meta plans to expand its Twitter-like microblogging service Threads to Europe in December, according to sources familiar with the matter. This will be Threads' largest market expansion since its initial launch in July. Source: Wall Street Journal

🗞 Threads Search Feature: Instagram's Adam Mosseri announced Threads is "expanding keyword search everywhere Threads is available. This feature is supported in all languages.' Source: Adam Mosseri via Threads

🗞TikTok Introduces Artist Account for Musicians: The platform has introduced a new Artist Account specifically for musicians and artists, providing them promotional tools to better connect with fans on the platform. The Artist Account offers features like the Artist Tag to identify official artist accounts, the New Release tool to highlight the latest music releases, the Music Tab to curate an artist's song catalog, the By Artist feature to pin preferred TikTok videos, and Behind the Song for artists to share inspirations behind their music. Source: TikTok

🗞 X/Twitter Media Embeds: The platform now allows you to "embed videos & broadcasts from X as a standalone" or as part of a tweet embed. Source: Twitter

🗞 YouTube Announces New Features for Live Shopping, Community Posts, and Memberships: YouTube is introducing several updates including enhanced product drops to allow more creators to generate excitement by announcing new products during live shopping streams, with increased flexibility to drop products spur of the moment; a refreshed simplified post creation flow for Community posts to more easily share quick updates and engage fans; and new analytics providing total members count and details on recurring memberships, where members joined from, and reasons for membership cancellations. Source: YouTube

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Did You Know?

The Canary Islands aren’t named for birds. They’re named after dogs; Island of the Dogs.