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It’s Share a 😁 Smile Day, Reader! Say cheese.

In today’s edition:

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

• ✒️ Writing and 🎤 scripting persuasive copy

• TikTok live tests 🕵️ product identification feature

• 📣 Additional industry news from X/Twitter and YouTube

Are you responsible for allocating Facebook ad spend? Wondering when to assess campaign performance so you know which campaigns to scale and which to turn off? 

The 1-3-7 Facebook Ads Performance Analysis Model

On Day 1, check stats about clicks and click-through rates. If they're much higher or lower than expected, consider tweaks.

On Day 3, switch off any campaign that isn't visibly successful. You can let campaigns that aren’t leaning one way or the other ride for another 4 days.

By Day 7, your ad campaigns are either getting great results or not. Let successful campaigns continue to run and check in on them again every 1, 3, and 7 days. 

Review the week’s failed campaigns and use what you learn to inform future campaign decisions.

Today's tip is inspired by Nick Shackelford.

Just Hours Left: Social Media Marketing World Recordings...

One last reminder…

You only have a few hours to secure your On-Demand ticket for Social Media Marketing World.

After tonight it will be gone forever.  

With your On-Demand ticket, you’ll be able to watch every keynote, session, and workshop from the conference for a fraction of what people paid to attend in person. 

"They provide you with all of the sessions, so for the coming year I'll have resources on a lot of different topics as they come up with our clients," said Cliff Winkler.

I want the recordings before they’re gone forever!

How to Use Agency and Identity to Write and Script Persuasive Marketing Content

Subtle changes of just a few letters can transform the effect our words have. The right language can influence other people, get their attention, make meaningful connections, and persuade them toward a desired action.

The tips in this article are based on research that used machine learning and natural language processing. By analyzing millions of pieces of content—such as customer service calls, slide decks, and blog posts—linguists have started to identify the word hacks that convince, connect, and persuade consumers. 

What are agency and identity?

Agency refers to one's capacity to make choices and take responsibility for those choices. When we have agency, we feel empowered and in control over a situation rather than passive or helpless. Those with a strong sense of agency take pride in their actions and accomplishments.  

Identity encompasses our self-perceptions and how we define ourselves. Our internalized sense of identity shapes our behavior, relationships, and decision-making. A secure identity provides a steady inner compass for navigating life's complexities.

Language that speaks to our agency and identity can make us feel more, or less, in control. It can help us identify as the right or wrong fit for a product. We can even change others’ behavior by linking certain actions, values, or products to more or less desirable identities.

Using Action Versus Identity 

According to conventional wisdom, marketing content should contain lots of action verbs. Buy! Try! Discover! Join! Experience!

But the science says something different.

A study from Stanford University found that you could activate up to a third more people by asking them “to be a helper,” instead of just asking people “to help.” A similar study found that voter turnout grew by 15% when people were encouraged “to be a voter” instead of just “to vote.”

In other words, when you speak to people’s identities instead of their actions, you get a more active response. You can use this insight in several different ways:

• Motivate your audience by offering them an identity instead of suggesting an action. Think of the success YouTube has had by framing people who post content on the platform as “creators.”

• Represent your business or personal brand as an identity. Don’t say, “I coach entrepreneurs.” Instead, say, “I am a coach!”

• Downgrade undesirable actions by associating them with unpopular identities. Nobody wants to be a cheater, a loser, or someone who misses out.

Second and Third Person

You can persuade and dissuade people and empower and disempower them based on your language.

Sometimes, it’s as basic as which point of view you use: first (“I”), second (“you”), or third (he, she, or they).

On social media, the second person (you) is most effective. It grabs people’s attention by putting them in the spotlight. They feel that they have all of the agency. They feel that their identity is recognized.

In customer service, the third person (he/she/they) or passive voice is more effective. That’s because when someone has a problem with your product, they don’t want to feel like it’s their fault. They don’t want that agency or identity! Try flipping the script by talking about the product or using passive voice. For example, instead of saying, “Have you tried turning it off and on again?” try, “Has the device been restarted?”

You’d be amazed how much difference these changes can make.

On social media, your audience will feel empowered and recognized. In customer service situations, they’ll feel supported and understood, not blamed or condescended to.

Today's advice is provided with insights from Jonah Berger.

Oops… You Missed It, Reader!

That’s what you’ll see if you wait until tomorrow to grab your On-Demand ticket to Social Media Marketing World 2024.

Why?

Because the doors close tonight at 11:59 PM Pacific. 

After that, the only way to get marketing training like this is to wait until March 30, 2025, for next year’s Social Media Marketing World

Do you really want to wait 394 days to improve your marketing?

Imagine being equipped with the newest marketing strategies so you can embrace AI and the latest social platform changes TODAY.

YES! I want the recordings before they are gone.

🗞 TikTok Shopping Feature Test: The platform has launched a live test of its "Identify Similar Objects" feature. When activated, TikTok’s object identification AI will identify objects in your videos and highlight potential product matches viewers can purchase in the Shop tab. Source: Social Media Today

🗞 Monetization on X/Twitter: The platform has added a new "Monetization" feature in the app to provide Premium members with an overview of the various revenue-making options available. By accessing the Monetization page, Premium users can now also view estimates of their total earnings from these features for the current payout period. Source: XNewsDaily via X/Twitter

🗞 X/Twitter Video Spaces: Spaces hosts on iOS can now turn on their video during live audio chat sessions. The new feature gives hosts the option to share video from their front or back phone camera in either landscape or portrait mode. Host video takes prominence in the interface, surrounded by icons of other co-hosts, speakers, and listeners. Source: The Verge

🗞 YouTube Create Expansion: YouTube Create beta is expanding to Argentina, Australia, Brazil, Canada, Finland, Hong Kong, Ireland, Netherlands, New Zealand, Spain, Taiwan, Thailand, and Turkey. Users in these countries can now download YouTube Create from the Google Play Store to test it out. Source: YouTube

Did You Know?

In 14th century France, farmers were taxed 2 pounds of beeswax each year.