Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's National Tongue Twister Day, Alluser! What exactly is a peck of peppers?
In today's edition:
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🎞️ Today's Tip of the Day is for Meta ads campaigns
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✴️ Marketing messages for innovative products
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🎨 Using AI tools in your creative process
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🚀 The untapped power of Reddit
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Instagram updates DM inbox
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Experimental YouTube creator tools
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Instagram overtakes Facebook
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🗞️ Additional industry news from LinkedIn, ChatGP, TikTok, and more
Do you need to improve engagement and performance for your ads on Facebook and Instagram?
Look for the New Flexible Media Feature
Here's how it works:
Upload any combination of up to 10 images, carousels, and videos within a single ad campaign.
Then, instead of choosing a specific format for each ad, Meta's system automatically selects the best format for each user and placement based on predicted engagement and performance, reducing the need for manual testing and optimization.
The feature also appears to adjust the imagery and media used across different ad placements (e.g., Facebook Feed, Instagram Stories, etc.) to refine content presentation further and align with user preferences in each placement.
As of November 2024, Flexible Media is gradually rolling out. If you have access, you'll see it as an option when creating manual Sales campaigns using Sales and App Promotion objectives in your Meta Ads Manager.
Today's tip was inspired by Social Media Examiner's Editorial team.
The Solution to Your Marketing Woes, Alluser
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Get your ticket today to get the best pricing. Right now we're having a big sale. You can save $800 on your All-Access ticket. But only if you get your ticket by midnight tonight.
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How to Build Messages That Build Buy-In: Part 2
Are you tasked with marketing an innovative product? Wondering how to get consumers on board?
In this follow-up to last Friday's newsletter, messaging expert Tamsen Webster shares her process for persuading others to move forward with you.
Identify Existing Beliefs That Support the Change Your Product Brings
Your message must be grounded in beliefs and principles that your audience already holds. This approach reduces resistance by building on familiar foundations rather than challenging core assumptions.
These beliefs often take one of two forms. The first is definitions or clear statements that define key concepts (e.g., Accountability is the ownership of outcomes.) The second is cause-and-effect relationships: Principles that explain how things work (e.g., Success requires execution at scale.)
To uncover the existing beliefs your target audience holds:
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Identify Universal Truths: Look for principles that hold true across various contexts, not just within your specific industry or situation.
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Consider Your Audience's Worldview: What fundamental assumptions does your target audience make about how things work?
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Examine Your Positioning: What core beliefs drive your product or service design? How do these align with your audience's values?
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Use Customer Testimonials: Analyze the language and focus of customer feedback to uncover underlying beliefs and priorities.
Now, you can frame the need for change in terms of these existing beliefs, anchor it to something people already want, and argue for it based on things they already agree with. Your audience will see the change your product makes possible as a natural extension of their current worldview rather than a disruptive force.
Remember when Apple launched the iPod? The messaging didn't focus solely on technical specs. Instead, it tapped into existing consumer frustrations with music portability and variety. Its tagline, "1,000 songs in your pocket," resonated because it addressed consumers' beliefs about the value of music, choice, and convenience.
Craft a Compact, Principle-Based Message for Your Product
To maximize the impact of your change message, you need to create a concise, compelling case that combines the key question you've identified with your audience's core beliefs.
The goal is to create a clear message that's easy for others to understand, remember, and share.
In a crowded marketplace, differentiation based solely on product features is increasingly difficult. It's more effective to focus on articulating the core beliefs and principles that drive the change your product incites, using these to create a unique position in the market.
Ask yourself: "What fundamental beliefs about our industry or customers' needs drove us to create our offering this way?" Keep drilling down until you reach the core belief.
For example, a social media management platform differentiated itself by emphasizing core beliefs about the importance of visibility and comprehensive data integration. Rather than just listing features, they focused on why these elements were crucial for effective social media management, creating a more compelling and distinct market position.
To develop your compact, principle-based message:
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Identify Your Fundamental Principles: What core beliefs drive your product or service design?
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Articulate Your "Why": Clearly explain why you've built your offering the way you have, based on these core beliefs.
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Connect Features to Beliefs: Show how specific features or aspects of your offering directly result from your core principles.
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Use Customer Language: Analyze testimonials and feedback to understand how customers articulate the value you provide.
Now, you can distribute your messaging and advocates can help "sell" the change for you.
Today's advice is provided with insights from Tamsen Webster, a featured guest on the Social Media Marketing Podcast.
Using AI to Expand Your Ideas and Creativity
Want to enhance your creative abilities with AI? Looking for practical techniques for embracing AI throughout the creative journey, from initial concept to final product.
In this article, you'll discover how to use AI to expand your creativity.
Whether you're just starting your AI journey or are an early adopter, the first thing to reckon with is that everyone is learning. Everyone. You'll need to spend time in hands-on experimentation to understand which AI tools to use—and how to use them effectively.
Social Media agency owner and AI advocate Helen Todd gave us her thoughts on using the following 10 AI tools.
Core Language Models and Chatbots
ChatGPT: "It tends to be maybe a little bit more creative," Todd explains. She particularly values its voice feature for mobile interactions: "I can have voice conversations with the AI, which is particularly useful when I'm on the go or unable to type."
Claude: Known for precision and the ability to handle larger files, Claude excels at analyzing comprehensive documents. "You can upload the largest file size in Claude," Todd notes, making it valuable for processing extensive content.
Perplexity AI: This platform stands out for fact-checking and truthfulness.
Meta AI and Google's Gemini: These platforms round out Todd's core toolkit, offering additional perspectives and capabilities.
Presentation and Content Tools
Beautiful.ai and Gamma.app: These tools revolutionize presentation creation. "You can take previous presentations to train it for the style," Todd explains. "You can upload an article and turn it into a presentation... in minutes."
OpusClip: This tool specializes in repurposing long-form video content. "OpusClip assigns both a 'viral score' and a 'hook score' to different parts of your video, helping you identify the segments most likely to capture audience attention," Todd describes.
Castmagic: Particularly useful for audio content repurposing, Castmagic helps transform spoken content into various formats. "The tool transcribes the audio immediately and then automatically creates content for various platforms, including tweets, LinkedIn posts, and Instagram captions," Todd explains.
Notion AI: Todd describes Notion as her "second brain," using it to store and organize all the content she creates with other AI tools. "One key way I use Notion AI is to expand content. For example, you can highlight text in your notes and ask the AI to develop it into different formats, such as newsletters or listicles."
4 Ways to Enhance the Creative Process With AI
The impact of AI tools on the creative process goes far beyond simple automation; they can significantly enhance creativity.
However, human involvement in the creative process remains crucial despite AI's capabilities. Rather than relying on AI to deliver content, use it as a critical partner, asking questions like:
Adopting this approach will let you use multiple AI platforms for everything from titles to descriptions and content repurposing.
Content Title and Email Subject Line Development
To develop titles, paste all potential titles or subject lines into multiple AI models and ask each one to determine which will perform best. Then, compare the results to find the most highly rated version across all the AI models.
Please review these titles and tell me which will perform the best. Include the pros and cons of each title in your critique.
Podcast Description Composition
You can also use AI to speed up and optimize the creation of episode descriptions.
Please review this transcript and write a search-optimized podcast description modeled from these examples of previously written descriptions. [examples]
Content Repurposing
To leverage AI for strategic content repurposing, prompt your AI to analyze high-performing content from one social platform to understand what resonates with your audience before asking it to create variations from new content for that platform.
I have given you 12 examples of Instagram posts. The first six performed well, and the second six did not. Please analyze these posts to determine what resonates best with my audience and why. You will use this analysis to help me repurpose other content for Instagram.
Visual Content Development
Use AI to create rough concepts for visual elements that you or others on your team can use to produce a final design.
Today's advice provided with insights from Helen Todd, a featured guest on the AI Explored podcast.
Getting Started With Reddit: The Future of Online Conversations: Part 1
Are you overlooking Reddit? Wondering how to get started—from identifying the right subreddits to engagement tactics?
In this article, we'll explore what you need to know before you begin marketing on Reddit.
Why Reddit Matters for Marketers in 2024
Reddit has become an essential platform for marketers, with approximately half of all North Americans using it. It's highly engaged and well-educated audience, growing influence on digital conversations, and visibility in search results make it particularly valuable.
"The opportunity...is the ability for you to literally get in front of your target audience like no other place," explains Brent Csutoras, CEO of OGs Media and Reddit marketing strategist.
When asked how Redditors feel about marketers, Brent says, "...they don't want to be blindly marketed to. They don't want you to be there to sell them something. However, Reddit is like people—nobody wants to be marketed to until they know you. Once they know you, then you can sell your product all day long."
Successful marketing on the platform comes from building relationships first rather than rushing into promotion. Consider the story of a family-owned beef jerky company.
When someone in a subreddit asked why beef jerky was so expensive; a family member explained how each piece of jerky is basically a whole steak that gets dehydrated and how when you buy a bag of jerky, you buy a bag of steaks.
This single authentic interaction led to users requesting a discount code, culminating in $36,000 in weekend sales for this small business.
Before You Get Started with Marketing on Reddit
Before diving into marketing strategies, it's crucial to understand how the platform works at a technical level.
Several subreddits exist specifically to help new users:
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r/NewToReddit for asking basic questions about using Reddit
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r/LearnToReddit for practicing posts and experimenting with features
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r/Help for general assistance
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r/Karma for understanding Reddit's point system
If you're new to Reddit, Csutoras recommends starting with a personal profile and engaging around personal interests rather than jumping straight into marketing. Are you into growing peppers? Are you a crafter or a painter? Do you have a favorite TV show?
Follow and subscribe to subreddits on those topics so you can learn the platform's unique culture, features, and terminology. For example, TLDR (too long, didn't read), OP (original poster), and how Karma works.
Karma is particularly important because:
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Subreddits can set minimum Karma requirements for posting
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Higher Karma builds credibility within communities
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Some features are only available to users with sufficient Karma
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Moderators often check Karma scores when evaluating user trustworthiness before granting them access to a community
What Subreddit Moderation Means for Brands
The moderation system is unique and powerful because moderators have significant control over their communities based on the rules they compose.
For example, if a moderator doesn't want your website mention in their community for no other reason than they don't like your website, that's just how it is.
However, abiding by a subreddit's rules and forging effective relationships with moderators can work in your favor as a marketer.
When the Purple mattress company joined the r/Mattress subreddit, the community rules prohibited brand participation, so the brand's involvement was limited to answering questions.
As time went on, the members began asking for specific things Purple couldn't give them without violating the rules.
Eventually, someone from the brand's team approached the moderators about more direct involvement, leading to a change in community rules that allowed overt brand participation.
That's it for part 1. On Monday, we'll explore how to find the best subreddits for your brand and best practices for marketing on the platform.
Today's advice is provided with insights from Brent Csutoras, a featured guest on the Social Media Marketing Podcast.
ChatGPT Web Search: ChatGPT is launching an enhanced web search capability that integrates directly into its chat interface. This new feature allows users to get current information about sports scores, news, stock prices, weather, and more without using a separate search engine. The system can automatically decide when to search the web based on user queries, or users can manually trigger a web search using a dedicated icon. Each chat response now includes source links to news articles and blog posts, which users can access through a Sources button that opens a sidebar with references. The feature is immediately available on chatgpt.com and through desktop and mobile apps for ChatGPT Plus, Team users, and SearchGPT waitlist members. Enterprise and Education users will receive access in the coming weeks, while Free users will gain access over the next several months. Source: OpenAI
Instagram DMs: The platform is enhancing the "Message Requests" folder by adding new sorting and filtering capabilities. Users can filter their message requests based on several criteria, including follower count, verification status, brand accounts, and creator accounts. A new dedicated "story replies" folder is being added to help users access and manage responses to their stories. Source: Instagram
LinkedIn Post Templates: Several less frequently used "celebrate an occasion" templates are being discontinued, including Appreciation, Welcome, and Skill Assessment Badge templates. The platform will continue to provide commonly used templates, including New Position, Work Anniversary, and Project Launch options. Previously created posts using the discontinued templates will be removed from LinkedIn within 30 days. Users wishing to preserve their posts using these discontinued templates can download them within the next month by following instructions in LinkedIn's Help Center. Source: @theahmedghanem via Threads
WhatsApp Lists: Lists allow users to create custom categories to filter and organize their chat conversations according to their preferences, such as family, work, or neighborhood groups. Users can create and modify lists by tapping the plus icon in the filter bar at the top of the Chats tab or edit existing lists through a long-press action. The Lists feature supports group chats and individual conversations, similar to the existing favorites function, and all created lists will be displayed in the filter bar. The rollout of Lists began last week and will gradually become available to all WhatsApp users. Source: WhatsApp
YouTube Creator Experiments: YouTube is testing a new data story feature to help creators better understand their video performance within 24 hours after publishing. The experimental data story feature will be available in YouTube Studio's mobile app, presenting key channel and video performance insights in a visual, step-by-step format. YouTube is also experimenting with a "Most Relevant" comment filter in the newly renamed Community tab, which helps creators find important comments across their channel, such as viewer questions. This test is available to a select group of creators on both mobile and desktop versions of YouTube Studio. YouTube has launched a new video linking feature for YouTube Partner Program creators with over 4,000 subscribers, allowing them to initiate requests to link their Shorts content with advertisers through YouTube Studio. When creators use this new linking feature, YouTube will recommend their tagged content to brands interested in running ads. These creator-initiated links function similarly to advertiser-initiated links, confirming usage rights and allowing advertisers to view organic video performance data in Google Ads. Previously, only advertisers could send video linking requests to creators who featured their brands, with creators having the option to accept or decline these requests through email and platform notifications. Source: YouTube
X Block Feature Roll Out: Under the new system, users who have been blocked by an account will still be able to see public posts from that account. However, blocked accounts will be prevented from interacting with these posts in any way, including liking, replying, or reposting the content. Source: @XEng via X
YouTube UK Creator Survey: The platform is asking creators in the UK to complete a survey to learn how best to help them overcome common frustrations and barriers. Source: YouTube
Sharing Podcasts to TikTok: New integrations allow users to share their favorite podcasts, audiobooks, and music directly from Spotify or Apple Music to TikTok DMs via TikTok Messages, to the FYP, and Stories. Source: TikTok
Instagram Users vs. Facebook Users in the EU: Meta's latest user numbers reveal that Instagram has surpassed Facebook in monthly active users in the region, with 269.1 million users compared to Facebook's 260.6 million. Source: Meta
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