Presented by

Tomorrow is 🔑 World Password Day, Reader... It's time to 🔒 update and strengthen yours!

In today’s edition:

• Today's 👉 Tip of the Day is for Instagram

• 🤑 TikTok ad formulas you can use today

• OpenAI releases new 🧠 ‘Memory’ feature for ChatGPT

• Instagram further 💯 rewards original content

• Meta offers 💲 creator-bonus to improve Threads engagement

• 📣 Additional industry news from Reddit, TikTok, and more

Ever had an Instagram post perform well? Looking for a way to capitalize on that success without turning that post into an ad?

How to Recycle High-Performing Content

When a piece of content performs well, many of your followers may not have seen it the first time. Depending on how often you post, you can repeat that high-performing content every 2–3 months. The more content you create, the sooner you can recycle older posts without them feeling repetitive to your audience.

The key is to create more of that type of content in the interim. Why? People who discover your account through the recycled post will be looking for more content like it, so having related posts in your feed can help convert them into followers.

Today's tip is inspired by Michelle Gifford, a featured presenter in the Social Media Marketing Society.

Ready to Discover Proven Marketing Strategies?

If you want to go deeper with your marketing, check out the Social Media Marketing Podcast.

Publishing weekly since 2012, the Social Media Marketing Podcast has been helping marketers navigate the constantly changing marketing jungle with expert interviews from marketing pros. 

But don’t let the name fool you. This show is about a lot more than just social media marketing. With over 600 episodes and millions of downloads each year, this show is a trusted source for all types of marketers. 

Check out the Social Media Marketing Podcast now.

How to Create TikTok Ads That Work

Are you struggling to create effective TikTok ads for your business? Looking for proven formulas to model repeatedly? The following ads will help you generate more leads and sales from TikTok.

3 TikTok Ad Blueprints to Copy

Product Comparison Ads: Comparing your product head-to-head with a leading competitor is a highly effective ad format. Even if your product is more expensive than the competition, clearly highlighting why it's superior—better ingredients, lasts longer, more sustainable—can win over customers.

You want to show both products simultaneously, in a split screen or side-by-side format, and toggle back and forth, highlighting the key differences.

You should choose a well-known competitor so you can "borrow" some of their brand equity, but avoid calling out your competitor by name in the voiceover or captions—instead, say something like "compare it to the leading brand." This practice will help you avoid trademark issues while getting your point across.

These videos typically work best in the 30–60-second range.

Interview-Style Ads: Creating an interview-style ad in which you splice together clips of someone asking a common question about your product or service and you providing the answer works well for apps, software, and information products. In addition to explaining your product or service, you can use this style of video ad to share a quick tip or tutorial, highlight a case study, or even do a little myth-busting.

Your video should be fast-paced and employ a quick back-and-forth exchange of questions and answers. You might have the interviewer ask, "What does your app do?" and then cut to you saying, "It allows you to X, Y, Z." The interviewer could follow up with, "How would someone use it?" so you can give a quick use case example.

What's great about this format is that you can often repurpose clips from any existing video content, like webinars, Facebook Lives, and even podcast interviews. Just take the best clips and splice them together with captions, and you have an interview-style TikTok ad ready to go. These ads work best in the 20–60-second range.

Reaction Video Ads: Reaction videos build social proof, create an emotional connection, and tap into people's natural curiosity, so it's no surprise they lend themselves to a powerful TikTok ad format.

The key to reaction videos is to keep them authentic and not overly staged or produced. Try filming with your phone (rather than a fancy camera) and stitching the clips together using simple jump-cut editing.

You can create videos that capture people's reactions to trying your product for the first time. If you have a food or beverage company, seeing the expression on someone's face when they taste something delicious, extremely spicy, or unexpectedly sour is deeply compelling.

You could also film reactions to surprising facts or statistics about your industry or people's responses to thought-provoking questions related to your niche. For example, a financial advisor could ask random strangers how much money they think they need to retire comfortably and film their reactions when the accurate number is revealed.

Today's advice is provided with insights from Chase Chappell, a featured guest on the Social Media Marketing Podcast.

🗞 OpenAI’s New ChatGPT ‘Memory’ Feature: OpenAI has introduced a new "Memory" feature for ChatGPT Plus users, allowing the AI model to remember and retrieve information from previous conversations across different chats. Users can control ChatGPT's memory by instructing it to remember or forget specific details, either directly in the chat or through the settings. Source: The Decoder

🗞 Instagram’s Changes to Original Content: Instagram has announced two changes aimed at promoting original content on the platform. Firstly, when reposted content is identified in recommendations, it will be replaced with the original post. Additionally, a label will be added to the repost, linking back to the original content, which will remain visible to the reposter's followers. Secondly, the platform will remove aggregator accounts from recommendations if they consistently share unoriginal content without enhancing it. Instagram encourages aggregator accounts to find ways to make the content their own to continue being recommended to users who do not follow them. Instagram will implement these changes gradually over the coming months. Source: @mosseri via Instagram

🗞 Reddit’s New ‘Shopping Guide’ Template: Reddit has launched a new "Shopping Guide" template for their free-form ads. The Shopping Guide template is designed to help retailers reach users during peak shopping moments, such as Back to School and the holiday season when Redditors are actively seeking recommendations and information to guide their purchase decisions. Source: Reddit for Business

🗞 Meta’s Bonus to Improve Threads Engagement: Meta is offering financial incentives to high-profile creators to improve engagement on its Threads app, as usage numbers in the United States show an upward trend. The company is providing selected prominent creators from its other apps with the chance to earn up to $5K for posting on Threads. To be eligible for the payout, creators must generate over 10K views on a single post within the app. However, the Threads bonus is an invite-only program, and creators will receive a pop-up notification and an invite through their Professional Dashboard on the Instagram app if they are selected to participate. Source: Social Media Today

🗞 TikTok Partners With CTS EVENTIM: TikTok and CTS EVENTIM have announced a global partnership that will enable artists to promote live events and sell tickets directly through the TikTok platform. The new feature lets fans discover tour dates and purchase tickets from CTS EVENTIM within the artist's TikTok videos. The partnership is currently being launched in Germany, with plans to expand to other markets soon. Source: TikTok

🗞 X Hides Action Buttons: X has announced that all interaction counts for posts on the main timeline will be removed. Users will see only their view count on their main timeline. To access the interaction counts, users must click on the individual post. The upper right corner of each post will now feature just the time and view count, with no information displayed at the bottom. Users can also reply to a post by swiping right and favorite a post by swiping left. For all other actions, users can tap and hold on the post. Source: @AdrianDittmann via X

Did You Know?

On this day in 1840, the first official adhesive postage stamp, the Penny Black, was issued in the United Kingdom.