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It’s National Eat Dessert First Month, Reader! Doooooo it.

In today’s edition:

• 💰 Today's Tip of the Day is for marketing strategy

• 🎯 Facebook ads for YOUR customer

• Meta rolls out cross-posting to Threads globally

• Instagram tests new digital creator profile cards

• YouTube adds new tool for hacked accounts

• 🗞️ Additional industry news from Instagram, Meta, and X

Are you marketing in a crowded industry? Wondering where to focus your efforts? When deciding which customers to target, you don't have to stick to just one group forever. 

By understanding your strengths and competitors' positions, you can plan which segments to target now and which ones to expand into later.

Implement Migration Targeting

Learn where to begin by examining your company's competencies—what you excel at providing. Then, look at your competition and where they're focused. 

Focus on promoting your strongest services first. Then, as your company develops the skills and abilities to compete with other businesses, you can gradually target additional consumer segments with those services and products. 

Eventually, you'll be able to target and convert both groups effectively.  

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

Were You One of the Lucky Ones, Reader? 

Earlier this year, thousands of smart marketers descended on San Diego with one purpose: to give their marketing a special boost that you can't find anywhere else.

"This was my first time at Social Media Marketing World, and it exceeded every expectation I had. The value of the sessions and networking experiences cannot be overstated," said Maddie Young.

"OMG, what a conference that was! This was beyond anything I was expecting. I'm already having Social Media Marketing World withdrawals 😂," said Rehema A.

Whether you are trying to figure out how to get more reach, exposure, and sales—or you're trying to understand how AI tools can help you become a better marketer—this is the place you want to be. 

Don't be left behind. Transformation happens when you attend Social Media Marketing World.

I’m ready for something more.

How to Build Facebook Ads Around Emotions

Are your Facebook ads not performing as well as you'd like?

Many advertisers focus solely on ad account structure and targeting, neglecting the most crucial element: the creative, which creates emotion.

Customers don't care about your product; they care about the emotional state they want to be in when they use it. Whether it's feeling more loved, achieving financial freedom, or solving a problem faster, your ads should focus on the transformation your product offers.

For example, imagine you are selling a shirt. Instead of just showing the shirt on a white background, consider what type of person would wear the shirt. Where would they wear it? What emotional feeling do they want when wearing it?

By answering these questions, you can create an ad that shows the shirt in context, such as a person confidently walking into a business meeting or enjoying a relaxing day on a yacht.

How to Research Your Audience's Emotions

Before creating emotionally-driven ads, you need to understand what your audience truly wants. Here are three effective research methods:

Analyze competitor ads:

• Look at your competitors' Facebook Ad Library

• Identify ads that have been running the longest (6–12 months)

• Study the desired state they're focusing on

• Note the visuals they use (e.g., gym settings, home environments)

• Examine their hooks and opening lines

Study your own assets:

• Review comments on your existing ads

• Look for insights about what customers want

Examine competitor reviews:

• Focus on 2–3 star reviews on Amazon and competitor websites

• Understand common dissatisfactions with competitor products

• Use these insights to highlight how your product addresses these issues

Structuring an Emotional Ad

Once you've gathered insights, it's time to create your ad in three main parts.

The Hook

Start with a statement or questions that captures your audience's desired emotional state. Make it specific to your target audience. For example: "Hey girls, do you want to have a fun night for girls' night?"

The Story

Here, share how your product helps achieve that desired state using a first-person perspective to make it more relatable. "I recently did this on my last girls' night, and it was such a hit!"

For visuals, start by creating a script with short paragraphs (5–6 words each) and then ask yourself, "How can I visually articulate this text?" for each line of your script. Be sure to show the desired emotional state in the first 3–10 seconds, then introduce the product.

The Call to Action

Tie your CTA back to the emotional hook in your ad and clearly state how to purchase the product. "Here's where you can get this product for more fun with your girls."

How to Position Your Ads for a Competitive Market

These three strategies will help you stand out in a crowded market:

Introduce a New Mechanism

Create a unique way to achieve results with your product or service, such as using a broad targeting strategy for Facebook ads.

Do an Existing Strategy Better

This is taking a common approach and improving upon it, such as being the best at executing a known strategy. If others promise a 2X ROAS (Return on Ad Spend), aim for 4X ROAS.

Use Identity Marketing

To differentiate yourself, target a specific niche within your market. For example, if you provide Facebook ad services, focus on Shopify store owners earning at least $10K monthly.

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

Can’t Travel to Social Media Marketing World? 

Attending Social Media Marketing World in person is the best option. But if travel just isn’t an option, the conference can come to you. 

With a Virtual ticket, you can stream all of the conference keynotes and sessions live. Plus, you’ll get access to the recordings of every keynote, session, and workshop.  

Isn’t it time you experienced the career-changing content from Social Media Marketing World? Your future self will thank you.   

I’m ready to find out more!

Instagram Adds Profile Song Feature: Instagram has launched a new feature allowing users to add a song to their profile, similar to Myspace. Users can select a 30-second clip from Instagram's music library to display in their bio, which viewers can play or pause. Source: The Verge

Instagram Adds New ‘Tag Channel’ Option: Instagram has added a new "Tag Channel" option when uploading posts, allowing users to share content in Channel streams directly. This feature simplifies the process for Channel owners to distribute updates to their followers, eliminating the need to repost links manually. Source: Social Media Today

Instagram Tests New Digital Creator Profile Cards: Instagram is testing new digital profile cards for creators. The cards feature a QR code for quick connections on one side and a profile overview on the other. The user's image, bio, category, and business links are included. The feature is currently in limited testing, with existing QR codes still accessible via the "Share profile" option. Source: Goldie Chan via Threads 

Meta Simplifies Data Access Renewal for Developers: Meta is introducing a simplified "data access renewal" process for its developer platform starting in October 2024. This new system consolidates multiple assessments into a single annual review, aiming to streamline compliance and save developers time and resources. Meta plans to roll out the new process gradually and will continue refining it based on user input. Source: Meta

Meta Rolls Out Cross-Posting to Threads Globally: Meta has launched a global feature allowing users to cross-post from Instagram and Facebook to Threads. On Instagram, users can share image posts with captions to Threads, while Facebook users can cross-post text and link posts. Source: Tech Crunch

X’s Advanced Dashboard for Verified Organizations: X is developing an advanced dashboard for Verified Organizations, offering integrated management of ads, job listings, affiliates, and analytics. The tool includes custom search capabilities and is expected to be available to subscribers paying at least $200–$1K monthly. Source: Social Media Today

YouTube’s New Tool for Hacked Accounts: YouTube has introduced a new troubleshooting tool to assist creators whose accounts have been hacked. Eligible creators can access this tool through the YouTube Help Center, where they will be prompted to answer a series of questions about themselves and their channel. Currently, the tool is only available in English, and some features are limited to certain creators. For creators who cannot use this tool, support is still available through X by contacting @TeamYouTube. Source: YouTube Help

Did You Know?

A lightning bolt can reach 54K degrees Fahrenheit, burning about 5X hotter than the surface of our sun.