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The Scripps National Spelling Bee is this week, Reader! Last year’s winning word was psammophile.

In today’s edition:

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

• Marketing for how people actually behave

• TikTok launches TikTok Studio

• Additional industry news from Instagram and TikTok

Are you struggling to get results from your Facebook ads? Looking for an easy-to-follow testing strategy?

The 3-2-2 Method for Facebook Ads

The first step is to use broad targeting based only on age, gender, and location. This allows Facebook to show your ads to those most likely to engage with them.

The next step is to set up your creative for testing. You’ll use:

• Three different creative (images or videos)

• Two variations of the primary text

• Two headline options

The final step is to analyze the results of your Dynamic Creative tests to identify winning ads. The goal is to find the ad variations that drive the most conversions at the lowest cost.

Today's tip is inspired by Charley Tichenor IV, a featured guest on the Social Media Marketing Podcast.

TOGETHER WITH AGORAPULSE

Looks Like the 'Big Names' Are Slipping…

With reviews like "sexier than Hootsuite" and "possibly the best social media software ever made," over 10K independent G2 reviewers agree that a popular European alternative easily outperforms Hootsuite, Sprout Social, Meltwater, and Brandwatch—by far.

Curious why people are jumping ship from popular tools in favor of this hidden gem?

See the surprising, in-depth comparison here.

How to Use Behavioral Science to Improve Your Marketing

Marketing is about changing people's behavior: getting them to notice your brand, buy your product, or switch from a competitor. But with thousands of marketing messages bombarding consumers every day, cutting through the noise is difficult.

This is where behavioral science becomes invaluable. 

Behavioral science is the study of how people actually behave in the real world, as opposed to how they claim they'll behave in surveys or focus groups. It draws on psychology, economics, and neuroscience findings to paint a more realistic picture of human decision-making. 

It offers a roadmap for crafting messages and designs that align with how consumers naturally think and behave. Even minor tweaks based on behavioral principles can yield outsized improvements in attention, comprehension, trust, and action. 

2 Proven Ways to Build Trust

Trust is the foundation of all effective marketing, but it's harder than ever to earn. In an age of influencer scandals, fake online reviews, and "alternative facts," nearly 7 in 10 consumers say brand trust is more important than ever. Yet only a third of consumers say they trust most of the brands they buy—a record low.  

Marketers need every credibility booster they can get to win scarce consumer trust. Behavioral science offers several powerful but underused techniques for improving credibility. Here are two you can put to work immediately:

Harness Our Deep-Tooted Bias for Precision

Through lifelong experience, we learn to associate exactness with expertise and care, while rounding suggests uncertainty or sloppiness. In a classic study, behavioral scientist Robert Schindler showed people ads for deodorant that claimed either "50%" or "53%" perspiration reduction. The exact number improved perceived claim accuracy by 10%.

In another experiment, Robert tested pricing for a luxury watch. Some participants saw a price of $6K, others $5,925. Contrary to conventional wisdom, the precise price tag actually improved purchase interest. Consumers seemed to reason that a rounded price meant fat margins, while a weird number implied the seller had carefully calculated their costs.

Uber's behavioral science team found a similar effect in testing promotions. Compared to simple discounts like "25% off your next 10 rides," offers with unusual values like "27% off your next 11 rides" performed significantly better. The atypical numbers felt less like marketing gimmicks and more like genuine deals. 

The lesson for marketers is to sprinkle in precision wherever possible. Scan your copy, visuals, and pricing for suspiciously round numbers, then add a dash of exactness. 

For example, 571,857 subscribers is more believable than over 500K.

Similarly, vague references to "studies show..." seem dubious, while "a 2014 Stanford study found..." conveys authority. When FedEx says they've been "the most trusted name in delivery since 1971," that specific year grounds the claim in reality.

Leverage the Pratfall Effect

In 1966, a celebrated study by Harvard psychologist Elliot Aronson discovered people found a quiz show contestant more likable after he spilled coffee on himself.

Subsequent studies have shown that the pratfall effect is a powerful tool for building trust and rapport. We're so used to airbrushed perfection in ads that a brand acknowledging its imperfections stands out as refreshingly honest. A hint of humility makes all its other claims feel more credible.

The key is to cop to a flaw that subtly emphasizes your core strength. 

For example, Buckley's long-running slogan, "It tastes awful. And it works." By admitting their cough syrup tastes bad, Buckley's implies that it must be potent medicine. Knocking themselves makes their efficacy claim unimpeachable.

Similarly, Volkswagen's famous "Think Small" campaign leaned into the Beetle's diminutive size and "ugly" appearance compared to hulking Detroit gas-guzzlers. VW's self-deprecating tone highlighted quality and efficiency instead of superficial status-chasing. Poking fun at your own flaws is disarming.

How can you weave a pratfall into your own messaging? 

If you're more expensive than competitors, consider admitting to it and using that high price to imply superior ingredients or service. 

Lure shoppers in with an imperfect "seconds" sale to highlight your obsessive quality standards. Admitting a blemish can often shine a halo on everything else.

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

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Instagram’s ‘Memes’: Instagram is testing a new editing feature called "Memes" for Instagram Reels. Users can access this feature through a dedicated button in the main menu of Reels and the "Edit" section of individual Reels. Each meme has its own unique sound, and Instagram does not mute the song that was previously added to the Reel using the "Music" button when a meme is applied. Source: Radu Oncescu via Threads

Instagram’s Early Access: Instagram is working to allow users to get early access to features. Source: Alessandro Paluzzi via X

TikTok Studio: TikTok has launched TikTok Studio, a comprehensive platform that provides creators with tools to create, edit, manage, and analyze their content and performance. The platform offers features like auto caption, photo editor, and autocut, as well as reporting and analytics. TikTok Studio also provides access to monetization opportunities and educational resources through the Creator Academy. The TikTok Studio beta app is currently available on the Google Play Store for Android users in select regions, with plans to expand to more users and the Apple App Store in the coming weeks. Source: TikTok

🧰 TikTok Takeoff Summit: Join industry experts, TikTok partners, and fellow SMB marketers on June 11 for a day of online education, inspiration, and networking. Presented by TikTok, you'll get access to exclusive tools and offers. Register now—it's NO-COST! (Sponsored Message)

Did You Know?

Clothing snaps were first patented in Germany in 1885 by Heribert Bauer.