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It’s Fight Procrastination Day, Reader! Let’s begin next week…

In today’s edition:

• 📝 Today's Tip of the Day is for copywriting

• 🧑‍🍳 4-3-2 content mix for Instagram Reels

• Snapchat introduces Sponsored Ads messages

• YouTube announces new AI tools

• Meta releases Reels Performance Playbook

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

Does your AI-generated content seem canned? Looking for a way to shorten the time you spend refining that content?

Tell AI What Not to Do

As you converse with your AI, be specific about what you want.

If you need someone to challenge you about your answers to FAQs, program your GPTs to be opinionated and take the opposite side of your arguments. 

If you want the tone to sound more human and less robotic or jargon-like, instruct it to avoid overused phrases like "let's dive in" and 'in this day and age" that often appear in AI-generated content.

Today's advice is provided with insights from Russ Somers, a featured guest on the AI Explored podcast.

Were You There, Reader? 

Earlier this year, thousands of smart marketers descended on San Diego with one purpose—to give their marketing a powerful boost that cannot be found anywhere else.

"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.

"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.

If you're trying to figure out how to get more reach and sales—and you want to discover how AI can help you become a better marketer—this is the place you want to be. 

Don't be left behind. Lock in your ticket today for Social Media Marketing World.

I’m ready for something better.

How to Create an Effective Instagram Reels Strategy for 2024

Wondering why short-form video content is crucial for businesses in 2024? 

The main reason is consumption rates. Instagram's algorithm pays close attention to how much of your video people watch and whether they watch it multiple times. 

So, if you aren't already using Reels or if you need to update your approach, now is the time.

This framework builds on three types of content shots to create a balanced content strategy:

Sell Shots

These are designed to promote your product or service directly. While you should have a clear call to action, strive to make the CTA less obvious by incorporating multiple "trigger points" that appeal to different customer segments. 

For example, instead of just showing a product in a studio setting, consider featuring it in an attractive outdoor location, using a model that represents your target audience—including on-brand clothing or accessories—or showcasing the product in use.

This approach gives viewers multiple reasons to stop scrolling and engage with your content. For example, if you are marketing a coffee mug brand, instead of just showing the mug, you might show it being used by a model at a picturesque beach, wearing stylish clothes.

Engagement Shots

Engagement shots aim to generate likes, comments, shares, and saves. These posts should educate or entertain your audience without directly selling. 

Think of tutorials, behind-the-scenes content, participating in trending challenges relevant to your brand, and sharing tips and tricks related to your industry. For example, a fitness creator might share a video on proper form for lunges or post-workout stretches. 

This type of content is likely to be saved or shared, improving engagement with your account.

Culture Shots

Culture shots help you connect with your audience on a deeper level. These posts might tell your brand's story, showcase your company culture, highlight your values, or share personal stories from founders or team members.

The aim is to build a relationship with your audience so they're more receptive when you do present a sell shot. For example, a coffee mug brand could share the story of how the founder's grandfather brought coffee mugs to Canada from Europe, creating an emotional connection with the audience.

The 4-3-2 Rule for Content Mix

When planning your content, map out the following ratio for each day of filming:

• 4 Engagement Shots

• 3 Culture Shots

• 2 Sell Shots

This ratio helps maintain a balanced relationship with your audience but can be adjusted based on your current goals or seasonal needs. For example, during holiday seasons, you might up the number of sell shots to capitalize on increased buying intent.

Plan your content 2–3 weeks in advance, and if you are a new brand or are struggling to find traction, aim to release 4–6 posts per week.

Finally, you'll need to strategically time the publication of your Reels.

Mondays and Tuesdays are good for culture shots as people may be looking for a distraction from work.

Wednesdays and Thursdays are potentially better for sell shots as people might be more receptive mid-week.

Weekends are good for engagement shots as people are often out and about, making them more likely to share fun or interesting content.

As you release your Reels, remember to pay attention to current events, weather, and other external factors that might affect your audience's receptiveness to different types of content.

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

Meta to Discontinue Instagram's Basic Display API: Meta is discontinuing the Instagram Basic Display API on December 4th, 2024. Developers have a 90-day transition period to adjust. After this date, no Instagram APIs will be available for consumer apps. Business users are encouraged to migrate to Instagram API with Facebook Login or the new Instagram API with Instagram Login. The latter allows professional accounts to onboard without a Facebook page. Those with advanced access will retain it until the deadline, subject to standard re-review processes. Source: Meta

Meta's 'Reels Performance Playbook': Meta has released a new "Reels Performance Playbook" to help marketers optimize their use of Reels for holiday campaigns. The playbook provides insights on creating effective Reels, leveraging trends, storytelling techniques, and performance statistics. It outlines "the language of Reels" and explains why the format is so engaging for users. The guide also details various creative options available to marketers and recommends specific Reels formats for brands. Source: Meta

Reddit’s Ad Platforms Updates: Reddit has unveiled updates to its advertising platform to enhance lower funnel performance. Key improvements include better signal implementation, expanded targeting options, and new ad formats like Lead Generation and Dynamic Product Ads. The platform has also upgraded its optimization and bidding models and partnered with DoubleVerify and IAS for ad safety. Source: Reddit

New 'Sponsored Snaps' Ads: Snapchat has announced plans to introduce "Sponsored Snaps" advertisements in its main Chat tab, placing ads alongside messages from users' friends for the first time. CEO Evan Spiegel revealed this new advertising format in an employee memo, stating that these sponsored messages will appear as unread messages in the Chat tab. The ads will not trigger push notifications, and users will have the option to open them. Conversations between friends will remain private and not be used for advertising. The company also plans to allow advertisers to promote locations in the Map tab. Additionally, Snapchat will continue investing in machine learning to improve ad performance and personalization. Source: Snapchat

TikTok Shop Guide for Business Growth: TikTok has introduced a guide for businesses to maximize their success on TikTok Shop. The platform emphasizes the importance of Gross Merchandise Value (GMV) as a key metric for shop performance. TikTok offers three main tips to drive GMV growth organically: maximizing product catalogs with good assortment, creating engaging content through short videos and live streams, and leveraging content creators as affiliates. The guide recommends uploading all available products, optimizing product listings, and creating 4–30 shoppable videos while running live streams 3–4 times a week. Source: TikTok for Business

TikTok’s New Performance Fundamentals for Ads: TikTok has introduced Performance Fundamentals, a four-pillar framework to help advertisers optimize their campaigns. The pillars include optimizing data connections through TikTok Pixel and Events API and effective campaign management with broad audience targeting and regular new ad group creation. The framework also comprises elevating creative content using various tools, embracing lo-fi production quality, and continuous testing and measurement using split tests, Attribution Analytics, and post-purchase surveys. Source: TikTok for Business

YouTube’s New AI Tools: YouTube has announced new tools and initiatives to protect creators and artists in the era of AI. The company is developing likeness management technology to help creators control how their faces and voices are represented in AI-generated content on the platform. This includes synthetic-singing identification technology within Content ID, set to be piloted in early 2025, which will allow partners to detect and manage AI-generated content that simulates their singing voices. YouTube is also working on technology to detect and manage AI-generated content showing people's faces across various industries. The platform is also developing ways for creators to have more control over how third parties might use their content for AI development. Additionally, YouTube is implementing safeguards in its own AI tools, such as Dream Screen for Shorts, to prevent misuse and ensure compliance with Community Guidelines. Source: YouTube

Google Ads Updates for YouTube Campaigns and Promotions: Google Ads has introduced two significant updates to its platform. First, they've launched an advanced "Performance Planner" for YouTube campaigns, offering tailored strategies for both Action and Awareness goals. This new feature provides customizable options for budget, ad format, buying method, and campaign goals. The planner includes Action Plans for prioritizing conversions and Awareness Plans for focusing on brand visibility. Secondly, Google is testing a new "Promotions" feature within App Campaigns. Currently in beta and available to a limited number of ad accounts, this tool enables advertisers to create event-driven promotions specifically for mobile users. The feature includes fields for occasion selection, promotion type, item name, URL, and advanced tracking and scheduling options. Source: Martech

YouTube Updates Shorts Thumbnails: YouTube has announced two new features related to Shorts thumbnails. First, creators can now add text, emojis, and filters to their Shorts thumbnails on iOS and Android devices. The second feature allows creators to choose and edit Shorts thumbnail frames after uploading on iOS and Android. Currently, Shorts thumbnails are only visible on search, hashtag, and audio pivot pages, as well as on the creator's channel. Source: YouTube

Did You Know?

If you pop Glass Gem Corn, the kernels come out white with specks of the shell's color.