Today's Guide to the Marketing Jungle from Social Media Examiner...
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The weekend is almost here, Alluser! Before you unplug, here's one last round of insights and updates. Whether you read them now or save them for later, you won't want to miss these.

In today's edition:

An easy ad scaling solution
The 4-minute fix for LinkedIn conversion tracking
Stop "Liking" comments: The social care framework that converts
Use cases for Open AI's Deep Research
🗞️ Industry news from Instagram, Snapchat, YouTube, and more

Grid Power: Ad Scaling Simplified

Molly Pittman recently shared a neat system that helps you crank out multiple ad ideas when you're stuck.

It works in two steps. First, you make a grid with different copy styles and hooks, picking a handful of combos that fit your product. Then, you pair each of those with various creative formats (videos, images) to generate up to 18 different ad concepts.

The cool thing about this tool is how practical it is - when you find ads that work, you can easily create more variations of winners or switch things up when people get tired of seeing the same ads.

It's basically a no-nonsense way to multiply your ad ideas without the usual headaches that come with campaign planning. Read more here.

Stop Losing LinkedIn Conversions

Attention LinkedIn advertisers: Your conversion tracking is becoming less reliable as browser cookies become obsolete. It's a bummer.

But AJ Wilcox found an excellent solution: He set up Zapier's no-cost conversion integration with LinkedIn Ads and immediately began capturing conversions that would have otherwise gone untracked.

No coding required!

He's challenging everyone to beat him 4-minute setup time. Read more here.

30 Days And Counting, Alluser

On March 30th, marketers from around the world will come together for the 12th annual Social Media Marketing World.

Will you be joining them?

"I came away incredibly empowered and reinvigorated for my work! At the time, I was fighting imposter syndrome. I came away with a million ideas and new/creative ways to approach my work. My business has since doubled in size (revenue), and I'm a much more confident entrepreneur and storyteller," said Emily Rae Schutte.

Today is the last day to save $500 on your All-Access Ticket!

Yes, I want to learn… and save!

Social Care: The Path to Happier Customers and More Sales

Are you struggling to see real results from your social media marketing efforts? Wondering how to turn social platforms into reliable revenue channels?

Your customers are researching, reviewing, and shopping from brands on social media. They're also using social media as a support channel. They want fast, human, helpful information when they need it—regardless of which platform they're using.

Pushing sales-focused content through social media isn't meeting that need. You need a different approach that delivers tangible results.

How Does Social Care Work?

Social care is often confused with social media moderation, but they're fundamentally different approaches.

Social media moderation is primarily about managing content—filtering comments, removing spam, and enforcing community guidelines. It's reactive and protects the brand.

Social care, by contrast, grows the brand by proactively finding and responding to customer questions, solving problems, and creating meaningful conversations with potential and existing customers. Instead of waiting for people to reach out, social care uses social listening to proactively find and join relevant conversations, taking the burden away from your customer one click at a time.

Brooke Sellas has developed a 4-part flywheel approach to implementing effective social care:

Conversation
Acquisition
Retain
Engage

The first step is to implement proper social listening.

Traditional social engagement only captures people who directly tag or mention your brand. Social listening, however, allows you to find "dark mentions"—conversations where people discuss your brand, products, industry, or competitors without tagging you.

Tools like Sprout Social, Sprinklr, Amplify, and Agorapulse can help you monitor these conversations at scale. While these tools can't access private messages or groups, they provide valuable insights into public discussions about your brand ecosystem.

The BIC Method for Social Listening

Brand: Monitor your brand name, stakeholders, product names, etc.
Industry: Track industry terms and search phrases your potential customers might use when they're looking to buy from someone like you or your brand. This would include "running shoes" or "best running shoes" for a company like Nike.
Competitors: Listen for conversations about competitive products and services, which can reveal opportunities for differentiation. Sellas explains how this can lead to strategic marketing advantages: "If Nike is using keyword listeners for a competitor's shoe that compares to Nike's Air Jordan, and they see the majority of the conversation around that competitor shoe is negative because the laces break after three runs, Nike can create a differentiated campaign by demonstrating their laces last longer than their competitor's."

Now, you can begin to implement social care.

Conversation

Instead of treating social media as a megaphone for broadcasting content, approach it as a telephone for two-way communication. Create conversational content to talk with your audience rather than at them, and you'll transform passive followers into active fans.

Run polls that are adjacent to your brand.
Share opinions and ask for audience feedback
Start discussions with thought-provoking questions
Create "unpopular opinion" posts to stimulate debate

While these might begin as fun, general-interest questions, they can evolve into valuable market research. "You're not just asking to ask," Sellas explains. You're not just asking for the engagement bait. You're asking because you want to do something with it."

LinkedIn demonstrates this approach by publishing posts like "We've reduced the budget. Name another marketing horror story in four words or less." They then analyze the responses to understand customer pain points and create content specifically addressing the most commonly mentioned challenges.

Acquisition

The second part of the CARE method relies on social listening. Once you've identified relevant conversations, the next step is to join in. Answer product questions, offer solutions, or send links to a how-to video.

At a certain point, these conversations can also lead to sales. Whether to continue those sales conversations publicly or move to direct messages depends on the context and product.

Retention

Retention in social care happens in the replies—too many brands simply "like" comments instead of continuing the conversation. Sellas finds this approach lacking. If a person took the time to comment to you, a brand, don't simply like the comment. Keep the conversation going. 'Hey, thanks, Brooke. Which was your favorite part?"

This deeper engagement matters not just for the commenter but for everyone watching. "Remember, social media is a spectator sport," Sellas emphasizes.

Engagement

Effective engagement means listening to customer feedback and taking action on it.

Blume's customers repeatedly mentioned loving a particular scent and wanting it as a deodorant. Blume compiled these comments into a carousel post on Instagram, announced they had created the requested product based on customer feedback, and linked to the shop. The result? Sold out in a few weeks.

Today's advice is provided with insights from Brooke Sellas, a featured guest on the Social Media Marketing Podcast and speaker at Social Media Marketing World.

Watch the full interview on YouTube

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 keynotes and sessions from the conference 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? Grab your Virtual Ticket today, you'll save $500. Your future self will thank you.

I'm ready to find out more!

Use Cases for OpenAI's Deep Research, Red Flags, and More

Trust Insights hosted So What? Ask Us Anything About Generative AI, a casual Q&A live stream where they tackled audience questions about generative AI.

They covered some interesting ground, including compelling use cases for OpenAI's Deep Research, spotting red flags when companies talk about their AI use, and whether being polite to AI actually matters.

They also got into which AI tools are worth paying for, how to teach people to question AI's first answers, and more. Watch more here.

Copilot Rolls Out Unlimited access to Voice and Think Deeper: Users previously faced limits when using these features, which this update addresses. Voice can be used for language practice, mock interviews, and hands-free cooking assistance. Think Deeper helps with complex decisions like purchasing electric cars, home renovations, or solving neighborhood problems. The company is working to scale unlimited access to advanced features as quickly as possible. Copilot Pro subscribers will maintain preferred access to the latest models during peak usage times. Source: Microsoft

Copilot Mac App: The tool is now available for download to macOS devices. Source: @MSFTCopilot via X

ElevenLabs ElevenReader App: The AI platform announced authors can now publish AI-generated audiobooks on its Reader app. ElevenLabs raised $180 million last month and has been testing this publishing program before today's full launch. Authors will be paid when users engage with their content, currently around $1.10 when listeners engage for 11 minutes or more. During testing, the average user listening time was 19 minutes per book. Currently, payouts are limited to U.S. authors and English titles but will expand to the 32 languages ElevenLabs supports. The company plans to create a marketplace where authors can sell their content. ElevenLabs offers paid plans ranging from $11 to $330 per month for authors and publishers to generate audiobooks using its AI technology. Source: ElevenLabs, TechCrunch

ElevenLabs Announces Scribe: The platform's first speech-to-text model supports transcription in 99 languages and offers features like word-level timestamps, speaker diarization, and audio-event tagging. The service costs $0.40 per hour of input audio, with a 50% discount available for the next six weeks. Source: ElevenLabs

Instagram Details Reels Ranking System Updates: Several updates, first announced in April 2024, are now fully launched. Instagram uses signals like watch time, retention, shares, likes, and comments to predict which reels users might enjoy. The platform also employs audience-matching techniques by looking at users with similar interests. When posted, reels are shown to followers and a small audience of non-followers who might enjoy them. Well-performing reels are gradually shown to wider audiences, creating a level playing field based on engagement rather than follower count. Creators who regularly publish engaging reels following these Recommendation Guidelines are best positioned to grow: Instagram suggests posting regularly as every reel has the potential to reach new audiences; Content should make sense to new viewers with a compelling hook in the first 3 seconds; Adding audio to reels and posts can help content reach more people; Creators should keep experimenting with different content, as knowledge compounds over time. Global video time on Instagram grew by double-digit percentages year-over-year in Q4 2024. Users reshare reels over 4.5 billion times daily across Instagram and Facebook. Source: Instagram

Reels Standalone App Rumored: Meta is considering spinning off Instagram Reels into a stand-alone app, according to The Information. The report cites an anonymous source who heard Instagram head Adam Mosseri discussing the project with staff. The initiative, reportedly code-named Project Ray, aims to improve video recommendations for new and existing users in the U.S. Project Ray would feature more three-minute videos, according to the source. Meta did not immediately respond to a request for comment. Source: TechCrunch, The Verge

Snapchat Launches New Brand Suitability Suite for Advertisers: The Brand Suitability Suite provides Full, Standard, and Limited tier options with additional placement coverage and third-party Brand Safety Integration for post-campaign reporting with our third-party measurement partners. Advertisers can select their suitability preferences when creating ad sets in Ads Manager, and ad set outcome estimations (e.g., reach, impressions, audience size) will update accordingly. This inventory filter will correspond to all inventory sources under this ad set. Source: Snapchat

TikTok Improves Desktop User Experience: The web app now features a new modular layout and refreshed For You feed. Updates include an Explore tab, immersive full-screen LIVEs, and a web-exclusive Floating Player. The immersive modular design offers an optimized layout with a repositioned navigation bar and reduced distractions. A new Collections Feature helps users organize favorite videos into custom categories. The updated web experience is now available globally to all users. Source: TikTok

YouTube Podcast Milestone: More than 1 billion monthly active viewers watch podcast content on YouTube, and viewers watched over 400 million hours of podcasts monthly on living room devices last year. The platform is now the most frequently used service for listening to podcasts in the U.S. Source: YouTube

What Did You Think of Today's Newsletter?

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Did You Know?

Velvet isn't a specific material but refers to a weaving process and it can be made from silk, cotton, polyester, linen, and synthetic fibers.

Michael Stelzner, Founder and CEO

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We publish updates with links for our new posts and content from partners. Your information: Email: tukangpostoemel@gmail.com Opted in on: 2021-09-06 17:20:47 UTC.