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It’s International Coworking Day, Reader! Shout out to all of you who have a commute longer than 27 steps.

In today’s edition:

• 👣 Today's Tip of the Day is for data tracking

• 🎯 A new way to run LinkedIn ads

• LinkedIn launches sponsored newsletters

• Instagram expands Carousel post feature

• X removes ads for Premium+ subscribers

• 🗞️ Additional industry news from Instagram,YouTube, and more

Wish you could know for certain what prospects ask about most often? Wondering if the resources and assets your provide are leading to conversions? 

Using social listening tools to search for discussions about your industry on platforms like Twitter or LinkedIn is only half of the equation. If you’re not using trackable links, you’re leaving valuable data on the table.

Tracking Social Media Comment Conversions

You know it’s important for your social team to join in relevant conversations and offer helpful information. 

When they share resources from your website, make sure to use UTM parameters for platforms, profiles, and specific posts to track which conversations lead to website visits or conversions.

Today's tip was inspired by Emeric Ernoult.

AI Training at Social Media Marketing World?

Great news! Social Media Marketing World will feature our largest-ever lineup of AI speakers. 

You'll discover innovative ways to leverage AI for a true competitive advantage.

Key highlights include:

• Cutting-edge AI strategies for marketers

• Expert-led sessions on Instagram, LinkedIn, TikTok, YouTube, and Facebook

• Networking with fellow marketers navigating this transformative time

"The conference far exceeded my expectations and gave me a real understanding of AI and how to apply it right now," said Raymond Pohlmeyer.

We've also got a big sale going on this week. 

I’m ready to prepare for the future of marketing.

How to Run LinkedIn Ads for Personal Profiles

Are you looking to expand your reach on LinkedIn? 

Using ads to amplify your personal profile posts can help you gain more visibility.

Create Effective Thought Leader Ads for LinkedIn Profile Posts

Thought Leader Ads are boosted posts from your personal profile. You can boost single image posts, video posts, text-only posts, and link posts. Notably, you can't currently boost document posts such as PDF carousels or event posts.

To run them, review your existing content and look for posts that have performed well organically. Choose content that fits into one of these categories:

• Story and journey posts that hare your experience and how you got to where you are now.

• Thought leadership posts that discuss your area of expertise or niche.

• Social proof posts that highlight awards, testimonials, or case studies.

• Calls-to-action (CTAs) or offers that promote your newsletter, website, or specific offers.

Next, set up your targeting. Depending on the post, you can choose to target new, cold audiences or retarget those who have engaged with your content before.

Finally, boost your post. That’s it!

Use Sponsored Messaging Ads

Sponsored Messaging Ads appear as messages in users' LinkedIn inboxes, allowing you to send personalized messages. They look similar to regular LinkedIn messages but are marked as "Sponsored" and include a call-to-action button.

To run them, write your message as if you're sending a personal note. For example: "Hey, I noticed you were reading my content and wanted to reach out..."

Use dynamic variables like first name, job title, or company name to personalize the message, and iInclude a clear call-to-action or offer, such as a no-cost consultation, assessment, trial, or demo. Be sure to attach a LinkedIn lead form to capture user information directly within the platform.

Pro Tip: When setting up your targeting, aim for users who have already engaged with your thought leader ads for better results.

Building a Personal Profile Ad Funnel on LinkedIn

Start with serving thought leadership content to cold audiences.

Then, set up retargeting audiences based on engagement. for users who engaged within the last 30, 60, 90, and 180 days. Serve these users more thought leadership content ads, including social proof and offers. Video posts can be particularly engaging and count views as engagements for retargeting purposes.

Finally, use sponsored messaging ads as the final step to connect with users who have engaged multiple times with your content. This is where you can present your specific offer or call-to-action.

Pro Tip: Be mindful of frequency. While LinkedIn doesn't have strict rules about how often a user sees your ad, try to provide variety in your content to avoid ad fatigue.

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

Did You Get Your Ticket, Reader? 

You’ve read this far and still haven’t got your ticket to Social Media Marketing World! What are you waiting for? The conference is the best way to learn the latest strategies, overcome your biggest struggles, and make new lifelong friends. Plus, you can lock in your marketing strategy for 2025 and beyond. 

With an All-Access ticket, you may just meet your next business partner, employee, or new marketing friends.

And if you grab your ticket today, you’ll save 50%.   

I’m ready to get my ticket.

WordPress Gets New AI-Writing Tool: Automattic, the company behind WordPress, has introduced a new AI writing tool called "Write Brief with AI" for WordPress blogs. This tool is designed to help bloggers improve the clarity and conciseness of their writing. It is currently available in beta as part of the Jetpack suite for WordPress sites. The tool analyzes text for wordiness, confidence in language, and complexity, providing suggestions for improvement and a readability score based on three metrics. It can also help users construct content using prompts and adjust the tone of their posts. Source: Tech Crunch

Facebook’s New System for Community Standards Violations: Facebook is launching a new system for handling Community Standards violations, starting with Professional Mode users. First-time offenders will receive in-app training instead of immediate penalties. Completing this training removes the warning from their record. A second violation within a year results in a non-removable warning, with potential consequences for reach and monetization. Facebook plans to expand this feature to more users in the coming months. Source: Facebook

Instagram Expands Carousel Post Feature: Instagram has updated its carousel post feature, doubling the maximum number of photos and videos users can include in a single post from 10 to 20. This expansion begins rolling out globally today. Source: The Verge

Instagram to Block Screenshots of DMs: Instagram is developing a feature to block screenshots of temporary direct messages, including those sent in "Vanish Mode" or with "View Once" enabled. Source: Alessandro Paluzzi via X

Instagram Makes Views Primary Metric: Instagram is making "views" the primary metric across all content formats, including Reels, Stories, and photos. This update is set to roll out in the coming weeks. The platform's chief, Adam Mosseri, explained that a view differs from reach as it accounts for multiple views by the same user. While views will become the primary metric, he also emphasized the importance of monitoring "sends per reach" for a comprehensive understanding of content performance. Source: @mosseri via Instagram

LinkedIn Launches Sponsored Newsletters: LinkedIn has launched sponsored newsletters, allowing marketers to amplify long-form content as single image ads through Campaign Manager. Users can sponsor their own or approved members' newsletter content. Sponsored newsletters are now available globally. Source: LinkedIn

Reddit to Test AI-Generated Search Summaries: Reddit plans to test AI-generated summaries for search results later this year. This follows Reddit's partnerships with OpenAI and Google for AI features. Source: Tech Crunch

TikTok Launches Spotlight: TikTok has launched Spotlight, a new promotional tool for entertainment marketers. It identifies relevant TikToks, creates dedicated landing pages for titles, and helps studios collaborate with creators. Spotlight also provides analytics on fandom engagement and content performance. Source: TikTok

TikTok’s 2024 Shopping Trend Report: TikTok's "What's Next 2024 Shopping Trend Report" outlines how consumers are reshaping their shopping habits amid economic uncertainty. The report identifies three key trend categories for marketers: Bending Emotions (seeking joy and control), Bending Communities (forming supportive groups), and Bending Relationships (evolving brand-consumer dynamics). Trends include "Brandship," "Buy it for Life," and AI integration in shopping. Source: TikTok

X Removes Ads for Premium+ Subscribers: X is removing ads across the platform for Premium+ subscribers. Previously, the highest-tier subscription only removed ads from certain areas of the platform. Now, Premium+ users will see virtually no ads across most areas of X, including timelines, post replies, and profiles. The platform is making this shift amid declining ad revenue and ongoing tensions with advertisers over content moderation policies. Source: Social Media Today

YouTube Pilots New Notes Feature: YouTube is launching a pilot program for its new community notes feature. This feature allows users to provide additional context or correct inaccurate information on video content. The platform is inviting a select group of users to test this feature. Currently, the pilot is only available in English for mobile devices in the United States. Source: Engadget

Did You Know?

There are three times more male ginger kitty cats than females because the ginger gene is found on the X chromosome. Female cats would require two copies of the gene to become ginger, while males only need one.