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It’s Microwave Oven Day, Reader! Microwaves are great for many things. 🍿 Popcorn? Sure. Cooking a 🦃 turkey. No. This has been your PSA for the day. You’re welcome.

In today’s edition:

• Today's 👉 Tip of the Day is for Facebook engagement

• An ad strategy that 📈 upsells for you

• Instagram’s latest 📊 trends report

• Messenger to ditch 🔁 cross-platform conversations

• New Reddit ads 🎠 🛍️

• Moserri clarifies plans for search on 🧵 Threads

• 🎟️ Ticket sales for events on TikTok

Want to develop a loyal and engaged following with a Facebook Group? Today, it all comes down to relevance and response.

First, you need to become your target audience’s most trusted, go-to, always-reliable source of expertise in your niche. The content you put out is important but it’s not the whole story. Reach and views matter less than they used to, so you need to focus on engagement.

Tips to Build a Positive Feedback Loop of Engagement

If your engagement rate has dropped, slow down your post frequency. Focus on valuable content and responding to user replies. 

Use first names when you reply to a comment. Call the user by name and sign the comment with your own name, too. 

Make sure that every comment or post in your Facebook groups gets a reaction within a certain period of time.

Keep a list of “top contributors.” Facebook gives this flair to group members who post and comment often. Every few months, share a post to praise and thank your most active members.

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

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Looking for a new way to sell high-ticket products? This strategy can help.

Use Low-Ticket Tripwires to Generate Leads and Sales

A tripwire is a small, low-cost product (usually under $100) used to introduce new customers to your business and qualify them for future purchases. It acts like a "tripwire" they trigger before making larger purchases. This guide explains what tripwires are, when they work well, and how to set up an effective tripwire campaign.

Tripwires are great for businesses with high-ticket items over $1,000. The tripwire qualifies customers willing to spend money. They also work well for companies with tiered pricing models. Use the tripwire to upsell customers to higher tiers over time.

How to Set Up a Tripwire Campaign

First, choose a high-ticket product to upsell, such as a $1,000 course. 

Then, choose a low-cost tripwire offer under $100 like a template, ebook, or webinar. This is your "tripwire" offer.

The key is to make sure the upsell item and the tripwire offer complement each other. For example, you could aim to sell a masterclass for $50, with a goal of upselling a $1,000 course.

Next, create ads to drive direct sales for the low-cost tripwire item. You can accept lower conversion rates for these ads because you’re not really trying to sell the tripwire product; you’re trying to qualify leads. And you’re not interested in leads who aren’t prepared to spend some money.

Once customers purchase the tripwire, present them with an offer for your high-ticket item. You can increase revenue even further with offers like advanced classes, customization options, or order bumps during checkout.

So Why Isn’t Everyone Doing It?

The tripwire strategy feels unfamiliar to a lot of lead generation specialists. However, the benefits are worth getting out of your comfort zone. 

While unorthodox, this kind of lead generation brings in revenue right from the start and can lead to great results.

Plus, a tripwire strategy can pretty much run itself. Once you’ve tested different ads and found the right combinations of tripwire and upsell products, you can leave the campaign to run automatically.

Today's advice is provided with insights from Allie Bloyd.

Are You Making Your Development a Priority?

“Tell me and I forget, teach me and I may remember, involve me and I learn,” said Benjamin Franklin. How long has it been since you invested in YOUR professional development?

Imagine experiencing three days immersed in marketing training, with people just like you. That's what you'll find at Social Media Marketing World—advanced training you'll never forget!

Attendee Stacey Axler said, "Best sessions I've ever attended in my entire life. It gave me so many ideas for my company."

I am ready for new ideas!

🗞 2024 Instagram Trend Talk Predicts Gen Z Influences: Instagram has released its 2024 Trend Talk, forecasting what trends will be driven by Gen Z on the platform and in culture next year. The report surveyed Gen Z social media users across 5 countries about topics important to them. In partnership with WGSN, Instagram aims to highlight viral 2023 moments, like Barbie-core fashion and "girl dinner" meetups, that shaped global youth culture this year. The 2024 Trend Talk predicts Gen Z will continue influencing fashion, beauty, dating, friendships, and beyond on a global scale. The survey results offer a glimpse into Gen Z's interests and what to expect more of in 2024 based on this influential demographic. Instagram plans to leverage these insights to understand its young users. Source: Instagram

🗞End of Cross-App Chats Between Instagram and Facebook: Starting in mid-December 2023, Instagram users will no longer be able to chat or communicate directly with Facebook accounts within the Instagram app. Any existing conversations between Instagram and Facebook accounts will become read-only, meaning Instagram users cannot send new messages to Facebook accounts they had previously chatted with. Instagram users also won't be able to make voice or video calls with Facebook accounts anymore. Furthermore, Facebook accounts will not be able to view Instagram users' activity status or see if messages have been read. To continue conversations with Facebook accounts after mid-December, Instagram users will need to start new chats from their Facebook account using Facebook Messenger or Facebook itself. The change ends the integration that previously allowed seamless communication between the Facebook-owned apps. Source: Instagram

🗞 New Ad Options in Reddit Conversations: Reddit has introduced new advertising options to target users when they are actively discussing relevant topics. Reddit's Conversation Placement, which shows ads within discussion threads, now supports Product Ads and enhanced Carousel Ads. Product Ads enable brands to promote goods and services to Reddit's distinct untapped audiences already searching for related information organically. Carousel Ads let advertisers showcase up to six images or GIFs, each linking to a different landing page. Source: Reddit

🗞 No Plans for Chronological Search Order on Threads: Threads has no plans to allow users to view search results in a strictly chronological order, showing the most recent posts first. Doing so would open up a "safety loophole" that spammers and bad actors could exploit by flooding search results with unwanted content. While Threads aims not to remove content that doesn't clearly violate policies, a chronological search order would overwhelm users with content they don't want to see. Therefore, search results need some kind of ranking system rather than strict chronology. Threads acknowledges its search function needs improvement, especially for breaking news events unfolding in real time. However, the best way to address this without enabling abuse is still unclear. Threads will continue experimenting with search iterations based on how people use the feature. Source: Adam Mosseri via Threads

🗞 In-App Event and Ticket Sales on TikTok: TikTok has partnered with Ticketmaster to allow artists to promote events and sell tickets directly within the TikTok app. Over 75,000 artists across more than 20 countries—including the US, UK, Europe, and Australia—can now embed ticket links in their TikTok videos to upcoming shows and concerts. Fans watching these videos can then easily purchase tickets for these events through Ticketmaster without leaving TikTok. Early adopters like Niall Horan, The Kooks, Burna Boy, and DJ Snake have already used the new in-app ticketing. This new feature allows both artists and fans to more seamlessly connect on TikTok and gives artists a powerful promotional channel and direct sales tool for their tours and events. Source: TikTok

Did You Know?

After Percy Spencer noticed that a candy bar in his pocket melted while he was standing in front of an active radar set working on magnetrons, he was inspired to invent the microwave.