Raisin Bread by MarketerHire - IG is down, but TikTok isn't 😎
Hi Raisin Bread snackers! Question for you: Do promoted tweets work? More on promoted tweets coming soon! In this issue…
EXPERT Q&A The new paid social playbook It’s crazy, but iOS 14.5 rolled out on April 26 — nearly six months ago. Time hasn’t made it much easier to handle. In a recent survey, marketers named the privacy-first web a bigger marketing challenge than the pandemic. We have good news, though: a new paid social playbook is emerging. What does it look like? We asked...
TRY: Measuring paid social performance yourselfINSTEAD OF: Using the Facebook Ads dashboard Due to iOS 14.5, Facebook has lost a lot of visibility into which ads convert, and Facebook Ads’ conversion data is currently off by an average of 15% — by Facebook’s own estimate. Thankfully, there are two ways to assess paid social performance in-house, Christensen said. Media mix modeling (MMM)This means building a regression model to predict sales, and it’s something Facebook does for its own products. “Anything that you think could drive the business, you feed into this model,” Christensen said — including ad spend by channel. If the model finds a correlation between your Facebook spend and higher sales, that means Facebook ads are working. Probably. Field-level experimentationThis means tweaking regional ad spend on a paid social channel — so maybe spending more in the South, less on the West Coast. If this impacts where customers place orders from, it means the paid social channel is having an effect. TRY: Varying ad creativeINSTEAD OF: Personalized creative In the post-iOS 14.5 world (we’re at iOS 15 now!), it’s “more difficult to match the right creative with the right person,” Christensen said. That means successful paid social campaigns will, according to Barraza…
That might mean a campaign consists of 3-6 complementary messages — maybe one influencer testimonial, one unboxing video and one brand story post — geared towards buyers’ consideration phase. TRY: Optimizing the post-click experienceINSTEAD OF: Optimizing Facebook campaigns Once a user clicks through to your landing page, website or app, you can collect first-party data. That’s where you can still use the optimization and segmentation moves that used to work on Facebook, Barraza noted. That might mean…
Our takeaway?It’s still near-impossible to optimize individual paid social campaigns, or trust Facebook Ads’ attribution data — but paid social buyers aren’t flying totally blind. TWEET TREAT We. Demand. Y2K-era ads!!! Streaming services: Start running Turbie Twist infomercials and Muzzy ads during 90’s shows, and we’ll never look at our phones during commercials again. Just kidding! Unless…? SMALL BITES Sold-out skeletons, sneaky stats, and supply chain stumbles Fake audience stats can cost you your business. Home Depot sent one email and sold out of its 12-foot skeleton — back in July. Pringles’ mascot, Julius Pringles, got a redesign. Did he lose a unibrow in the process? We ran a survey about that. Meet this holiday season’s buyer personas: Discount Dani and Hybrid Hopper. Lexus is using TikTok to reach younger drivers. Prices tell a story, and $1 tells a dying one. 66% of American shoppers worry supply chain issues will never end. 😳 Time to draw up an “eternal” AI influencer contract. Bots never die! Low Twitter engagement? Kanye West suggests moving to Discord. SPONSORED Hire marketers just like, Quip, Outer, and Hello Fresh You — yes, you — can hire marketing talent the same way those brands do. How? Through MarketerHire. Wait, what’s MarketerHire?Well, it’s Raisin Bread’s parent company. Hi dad! But MarketerHire is mainly a marketing marketplace. So it’s a network of vetted marketing professionals from badass brands, and the MH team matches those marketers with orgs that need them. Fast. The best part? It actually works. Even Jason Calacanis called us a, “Brillant f***ng idea.” His language, this ours. Want to give it a try? Raisin Bread readers get $500 off their first MarketerHire hire. FROM OUR BLOG How to invest in the *other* stock market Hint: You can’t do it without SEO tools. But let’s back up for a second. We all know there’s a stock market — but there’s also a word market. Every piece of SEO content is an investment in (at least!) one keyword. If a low-volume keyword sees a sudden surge of searches, that’s a word heating up. Like GameStop stock. So how do you make smart word market investments, and grow your organic search traffic — maybe even 100X it? Step 1: Figure out what words people useYou want to speak your customers’ language — so look at the terms they’re Googling, using on subreddits and posting on social. Keyword research tools that can help:
Step 2: Make your word market investment.Or in normal language: publish content that targets your strategic keywords. This takes more keyword research tools and content optimization tools. Learn those, and six more types of SEO tools — including 22 free ones! — over on our blog. DATA SNACK Who’s winning the attention wars: TikTok or Insta?TikTok reached 3B downloads in July, and you can see exactly how it got there above. (Notice the spikes in the first quarters of quarantine!) Then last week, TikTok hit 1B monthly active users (MAU). That put it in an elite club with the app it’s most often compared to: Instagram. But are the two apps really capturing the same level of attention? We dug into the data — and our analysis took us pretty far from this graphic. 😬 Which one hit 1B MAU faster?
Caveat: As noted by Social Media Today, mobile connectivity and usage are higher now — which gives TikTok a potentially unfair edge. Which one converts downloads to MAUs better?
Which one do MAUs in the U.S. spend more time on?
Overall winner: TikTokInstagram has slightly better user retention, but Tiktok is growing faster, and its MAUs spend nearly 3X as much time on it. Feels like time to test organic or paid TikTok! SHARE YOUR BREAD Share Raisin Bread, win free stuffGot a friend who'd enjoy Raisin Bread? If you share your referral link with 'em, you earn tasty treats like these: Or copy-and-paste your unique referral link to a friend: https://sparklp.co/cda917ef |
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