Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
Tomorrow is National Shortbread Day, Alluser! Mmmmm, so much 🧈 buttery goodness to sample!
In today's edition:
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Today's 👉 Tip of the Day is for website conversions
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Easy 🤳 TikTok marketing integration
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😵 Useful tips to help your team deal with overwhelm
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Facebook and Instagram 🗯️ ad strategy
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Implementing 🦘 agile marketing strategies
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📣 Industry news from Facebook, Instagram, LinkedIn, YouTube, and more…
Savvy marketers know that continually optimizing and redistributing evergreen assets alongside new content reduces overhead while still serving audiences.
Rather than always creating something new, go back through your old reports, images, videos, podcast episodes, etc., and find relevant evergreen pieces or seasonal content that could be refreshed.
Map Evergreen Content to Audience Segments
To maximize the impact of content you reuse, map your evergreen content to your core content pillars and target audiences. Then, see which assets might work for multiple pillars and groups of customers and which assets will appeal to distinct audiences.
Repurposing content by audience and customer journey stages multiplies the possibilities.
Today's tip is inspired by Lauren Teague.
Want to Make 2024 Your Best Year Yet?
Thank goodness it's a new year! If you're like most marketers, last year was very challenging.
But this year doesn't have to be that way.
Imagine yourself at the end of the year, smiling like the folks above.
Why?
Because your plans worked and everyone is giving you high fives for exceeding your goals.
How can you ensure you end this year with smiles?
Your solution: a ticket to Social Media Marketing World 2024—taking place February 18–20.
I'm ready to accomplish my 2024 goals.
How to Make Successful Marketing Content for TikTok
Are you struggling to create TikTok content for your brand?
We've got a plan that works!
Avoid the For You Feed
When first joining TikTok, many marketers spend too much time scrolling the For You feed for inspiration. But staring at others' successful content can make you feel like you need to emulate them. This causes you to lose your unique voice.
Instead, avoid the For You feed altogether in favor of daily journaling about what interests you most about your products. Use these entries as fuel to create videos.
Start Small
Don't worry about posting daily videos right away. First focus on getting reps in—practice talking confidently on camera without an audience. Set a goal like recording five test videos per day without posting them. Experiment with locations, camera angles, walking and talking, etc. Doing this builds skills so your content appears more natural by the time you do share publicly.
Humanize Your Approach
Real conversations with friends aren't perfectly smooth or scripted. TikTok marketing thrives on that same type of authenticity; it favors a relaxed, humanized style over polish so you need to allow yourself to make minor mistakes without reshooting your videos.
Remember to use natural gestures and phrases that are unique to you. This familiarity makes you more approachable.
Give it Time
Commit to a 30-day "test and trial period" to refine your TikTok marketing. During this time, deliberately post wide-ranging content without worrying about views or virality.
After recording each video, think about how you felt—did you enjoy the format?
Don't get too hung up on tracking your engagement daily. After 30 days, note what formats you loved making and what received the best response. Then, narrow down a consistent style focused on your 3–4 best video types and topics to repeat for the next month. This clarity helps you cement an authentic presence.
By taking the pressure off early TikTok success, you give yourself space to uncover your true social media voice. These tactics help creators gain confidence on camera and connect with audiences looking for someone real.
Today's advice is provided with insights from Tyla Brimblecombe.
Getting Ready for Changes in Meta Ads
Several major changes have impacted ad management and targeting on Meta platforms over the past few years:
First, iOS 14 update in 2021 limited advertisers' ability to track conversions and analyze performance. Meta also removed some interest-targeting options.
Next, Meta expanded their algorithm's use of machine learning and artificial intelligence to optimize ads but provided advertisers with less transparency and control in the process.
Finally, new campaign types like Advantage Plus Shopping gave advertisers almost no targeting control and relied entirely on Meta's AI to find audiences likely to convert.
These changes signal a trend toward Meta's systems fully managing audience targeting with limited advertiser inputs. Advertisers have to learn to trust the algorithm more to determine what works.
How to Adapt Your Marketing to Align With Meta's Changes
Advertisers must embrace these changes rather than fight them. Continuing to resist them will only hurt campaign performance once Meta forces you to use the new systems. Here are three ways to begin working with the system so you can stay ahead of the competition:
Experiment extensively with expanded, broad, and Advantage Plus audience targeting so you can find ways to make them work for you.
Use "Advantage Plus Creative" ad enhancements judiciously. Review each one and disable any instances that may damage your brand consistency.
Focus more on solid copywriting and creative that truly engages your target audience. Interest targeting matters far less now.
Focus on Attribution
Accurately tracking conversions and sales from your ads is becoming more vital for optimization, so it's essential to use Meta's Conversions API to pass first-party data safely via direct integrations with any third-party platforms and tools you use in your marketing and sales.
The advertisers who adapt to ongoing Meta ads changes rather than avoiding them will stand out going forward.
Today's advice is provided with insights from Jon Loomer, a featured speaker at Social Media Marketing World.
It'll Be Here Before You Know It!
Just a quick reminder... Social Media Marketing World is just around the corner, Alluser. It takes place February 18–20 in Sunny San Diego.
Attending live is the best way to experience the conference. But if you can't get there in person this year, an On-Demand ticket is the next best option.
With an On-Demand ticket, you get access to ALL of the content from the conference including the sessions, keynotes, AND the extra day of workshops—all from the comfort of your home or office!
Yes, I want ALL the great content!
How to Implement Agile Marketing Strategies
An agile marketing strategy takes time to perfect but can create massive gains in terms of efficiency and campaign performance.
What is Agile Marketing?
Agile marketing applies the concept of agile software development to marketing. It focuses on releasing small pieces of content quickly, getting feedback, and improving based on that feedback. The goal is to respond faster to trends instead of spending months developing one big campaign that may not meet customer needs.
There are four key components of an agile marketing strategy:
Backlog: A list of all tasks and content ideas that need to be done. You pull from this backlog to prioritize what to work on each day or week.
Sprints: A set period, usually 1–2 weeks, focused on a specific goal or project. Having clear start and end times keeps things moving.
Daily Standups: Short, daily team meetings where everyone shares what they did yesterday, what they will do today, and any obstacles. This removes bottlenecks.
Retrospectives: After finishing a sprint, examine what worked and didn't, and decide how to improve processes for next time.
Helping Your Marketing Team Embrace Agile Marketing
An agile mindset that encourages trying new things, failing fast, gathering feedback, and working collaboratively is as important as using specific tools or tactics.
Because your team is moving quickly and adjusting campaigns rapidly, it's important to foster a culture where team members feel comfortable suggesting better ways to do things. Praise new ideas even if they don't work.
You'll also need to meet regularly with other stakeholders in the business to understand their evolving needs so you can support their initiatives properly.
How to Measure the Success of Your Agile Marketing Strategy
Key metrics to watch might include:
- Speed of content output
- Backlog task completion rate
- Traffic and engagement numbers on recent content
- Client satisfaction scores
- Employee satisfaction or project enjoyment
Focus on small wins and continuous improvement rather than big overnight success.
After each sprint, review your processes and refine them as needed.
Today's advice is provided with insights from Dorien Morin-van Dam.
🗞 ICYMI, Facebook Insights Deprecation: Facebook is deprecating 89 Page Insights metrics on March 14, 2024, due to the full deprecation of the classic Pages experience and Page Insights tab as of November 1, 2023; developers were given 90 days' notice to make any necessary changes in preparation, after which calling the deprecated metrics via API will return an invalid metric error. Source: Meta
🗞 LinkedIn Happiness Framework: LinkedIn has open-sourced its Developer Productivity and Happiness Framework to help with productivity and happiness resolutions; the framework consists of documents describing LinkedIn's systems, processes, metrics, and feedback for understanding and meeting developer needs. Over four years, LinkedIn created guidelines for designing such a framework, starting from the high-level philosophy of Goals, Signals, and Metrics down to best practices for data pipeline implementation; it also includes the concepts of Developer Personas to categorize developers by workflow and Persona Champions to provide insights on persona needs and pain points. The framework covers important principles like avoiding rework and determining useful data to collect to answer the central question of how to make developers happy and productive. Source: I Programmer
🗞 Consumer Trends Report: Pinterest has released its 2023 annual trend report, Pinterest Predicts, which draws on data from over 480 million monthly Pinterest users to predict the top trends for 2024 across categories like fashion, beauty, home decor, entertainment, and more. With a proven 80% accuracy rate over the past four years, the report aims to give consumers and advertisers an early look at 2024's next big trends. Source: Pinterest
🗞 Facebook Link History: Facebook has introduced a new setting called "Link History" that tracks all the links a user clicks on within the Facebook mobile app. This feature is turned on by default for users. Facebook states Link History allows users to have their browsing history saved in one place so they never lose a link. However, the article notes that Facebook also says it may use the data collected to improve targeted ads, revealing this as another way for Facebook to gather data on user behavior for advertising purposes. While Facebook claims Link History is useful for users, the article argues it essentially serves as another tracking tool that users did not previously have visibility or control over. Users can opt out of Link History, and Facebook claims it will delete any collected data within 90 days if disabled. But questions remain about the transparency around this new setting and how exactly the data could be used for ad targeting given Facebook's past data collection practices. Source: Gizmodo
🗞 Link Previews on X/Twitter: The social media platform X, formerly known as Twitter, recently removed headlines from URL cards that link to external websites. However, X is now adding back these headlines to make it clearer what link a user is clicking on. Some users are noticing that headlines and title pages from websites are now appearing over the images that act as links to those external pages. This makes it easier to discern where a link goes before clicking. While the return of headlines is seen as an improvement in link clarity, there are still some issues. For example, overly long headlines get cut off with an ellipsis. Additionally, the headline text appears quite small. Still, having the headlines, even with these drawbacks, is better than the previous format which only showed the domain of the linked website. So while not perfect, the reintroduction of headlines provides more context for links and is a step toward better link transparency on the platform. Source: The Verge
🗞 TikTok Shop Growth: TikTok is aiming to grow its TikTok Shop business in the United States tenfold this year to up to $17.5 billion in merchandise volume, according to a recent internal discussion reported by Bloomberg. This goal, which could change throughout 2024, would expand TikTok's eCommerce presence to rival Amazon and other Chinese companies gaining traction in the US, like Temu and Shein. After seeing over $20 billion in global gross merchandise value last year, mostly in Southeast Asia, TikTok now wants to replicate that success in the US and plans to launch TikTok Shop in Latin America soon. During this past holiday season, over 5 million new US TikTok users made a purchase through TikTok Shop. As TikTok Shop expands, the company will begin raising seller commissions from 2% up to 8% per transaction, which is still below Amazon's 15% fees. Source: TechCrunch
🗞 Instagram Collections: Instagram is looking to expand its Collections feature by enabling users to share Collections of posts on their profile, which any visitor to the profile would then be able to view within the app. Source: Alessandro Paluzzi via Social Media Today
Did You Know?
If you have butter, flour, and sugar, you can make shortbread!
Michael Stelzner, Founder and CEO
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