Today in Digital Marketing - The Surprising Case for Repurposing TikTok Videos

Episode Date: August 11, 2022

New or repurposed creative? Turns out there is some brand value in re-using assets. Plus: LinkedIn's new "diversity nudges"... The state of the back-to-school economy... Bing Search gets some nice consumer-facing commerce tools... a reporting glitch on Google Search Console... and heads-up: Young people are reading your mission statement!Go Premium! No ads, story links in show notes, deep-dive weekend editions, better quality, live event replays, audio chapters, earlier release time, exclusive marketing discounts, and more! Check out https://todayindigital.com/premiumfeedFor information on advertising, our social media, contact info, and everything else, please go to https://todayindigital.com/shownotes➡ Join our Slack at todayindigital.com/slack_____________Need to Upgrade Your Digital Marketing Skills?*Inside Google Ads with Jyll Saskin GalesFoxwell Founders Slack GroupFoxwell Digital CoursesMarketing Tools We Use and Recommend:*Sprout Social: Full-service social media managementAgorapulse: Full-service social media managementAppsumo: Lifetime deals and discounts on marketing toolsRiverside.FM: Studio-quality podcast interview recordingShor.by: Smart link-in-bio service with full analytics* Some links may provide affiliate revenue to usOur Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

Today, new or repurposed creative? Turns out there is some brand value in reusing assets. Plus, LinkedIn's new diversity nudges, the state of the back-to-school economy, Bing Search gets some nice consumer-facing commerce tools, a nasty reporting glitch on Google Search Console, and heads up, young people are reading your company's mission statement. It's Thursday, August 11th. I'm Todd Maffin. Here's what you missed today in digital marketing.

To repurpose or not to repurpose. A new study released this week looks at which ads are effective on TikTok, native or repurposed. The study, which, by the way, was commissioned by TikTok, found both to be successful at driving positive brand favorability, purchase intent, and search intent. But the report found that consumers perceive these two ad types differently. Native TikTok ads, videos specifically created for the platform that is, increased purchase intent in the beauty vertical and search intent in entertainment. Both sectors also saw an increase in positive brand perceptions like interesting and fun. The study noted that native ads, which mimic TikTok content, proved to be most effective at casting a wide audience net with potential new customers viewing the ads for over 25% longer than average.

As a result, native ads proved to be uniquely effective for new acquisitions, driving intent to search for the brand. On the other hand, KPIs increased as a result of repurposed ads, including memorability, up nearly 40% for repurposed ads, and brand perceptions, with the phrases relevant and creative, were up 25%. The study also included specific guardrails for both ad types on TikTok, such as authenticity being the key for native ads. Inauthentic ads, of course, are less effective in driving purchase intent. Study says it's about a fifth less effective altogether. It's also not necessary to have high production quality for this type of ad. Instead, brands should focus on TikTok effects, transitions, music, TikTok voiceovers, and so on. And of course, whenever possible, repurposed ads need to be converted to vertical format,

even if that means redoing your creative. Reformatting increases purchase intent, as well as brand perceptions. Finally, the highest driver for impact for repurposed ads is creative storytelling. LinkedIn has launched a new feature called Diversity Nudges that alerts recruiters if the percentage of gender representation is unbalanced in their search and offers ways to widen that search. Here's how it works. A notification will appear if the gender representation of a given talent pool is unbalanced. You'll also

receive suggestions for skills, locations, and company filters that you can use in your search to improve that balance. Quoting LinkedIn, for example, if you're hiring for an electrical engineer, diversity nudges might suggest adding skills such as data analysis and analytical skills to increase the number of women electrical engineers in your candidate search, unquote. Brands and businesses can also now add a dedicated section to their company page to highlight their commitments to initiatives in areas like career growth and learning, environmental sustainability, social impact, work-life balance, and DEI, DEI being diversity, equity, and inclusion.

Finally, LinkedIn Learning is offering four DEI related courses for free until September 8th. So a little less than a month now. Those courses are recruiting diverse talent and promoting equitable hiring, managing diverse and inclusive teams, DEI and belonging for all and creating an inclusive work culture. So how are consumers approaching the back-to-school shopping season this year? Despite rising inflation concerns, the U.S. back-to-school market is expected to be up 25% since 2019. But consumers are also reassessing their priorities. According to new numbers by Deloitte, parents are expected to spend on average $660 per child on items this year. That's up 8% from last year and well up from the $20 of Duotangs and loose-leaf paper from when I was a student back in the 1700s.

Meanwhile, a third of consumers reported that their household incomes had worsened since last year. As a result of this economic uncertainty, consumers have adopted for a more-for-less attitude. Three out of four said they will switch brands if prices are too high or if an item is out of stock. So where are consumers spending? Retail spend is anticipated to reflect kids' needs for more practical items. K-12 parents are expected to spend more money on clothing and accessories this year. That's up a fifth from last year. School supplies up nearly 10%. Tech spending, though, will take a 10% hit, with four out of five parents saying the school will meet those needs. The survey suggests it may be necessary to focus on niche categories for your brand in order to provide value to consumers.

Parents concerned with their child's mental health are expected to spend 10% more than average this season, while parents concerned about sustainability are expected to spend 20% more. And finally, as in-person shopping comes back to normal, online spend is expected to decrease for the first time in five years, amounting to 35% of spending this year, down from 40% last year.

That said, two out of five shoppers plan on using emerging technologies to do their shopping, the most common use cases being from digital wallets, shoppable content on social, and cashierless stores. Some bad news for Zuckerberg, augmented and virtual reality were least common, indicating that perhaps the metaverse is not the best solution for back-to-school campaigns. The data comes from Deloitte's 2022 Back-to-School Survey. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free.

Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. Microsoft Bing announced yesterday that it has added three new shopping annotations to its search results. Be protected. Be Zen. When coupons are available for a website, consumers are shown directly in the search results without having to install a plugin or extension. Coupons will be automatically copied and applied to the purchase without shoppers having to search for them separately. And last, the ethical choice annotation. This identifies whether a brand sells eco-friendly, upcycled, or fair trade fashion.

Bing recently expanded its ethical shopping hub that rates a brand's impact based on people, planet, and animals. Heads up users of Google's Search Console, the company recently confirming a data logging error that has affected that Search Console's Discover report. The glitch occurred on July 26th and may result in a drop in clicks and impressions around that date. Quoting Google, There doesn't seem to be a fix in the works to replace that data. However, Google has added an annotation to the Search Console Performance Report for Discover. Are you trying to reach Gen Z?

That's Gen Z, you American people. New data from Snapchat has found that half of all Snapchatters agree that brands should reflect representation and inclusion. The study also found that two-thirds of Snapchatters globally said they're interested in supporting brands that celebrate inclusion and diversity, while over a third said they are more likely to buy products and services from brands they consider inclusive. However, they are quick to sniff out inauthenticity. More than half of Snapchatters research brands to see if they care about inclusion. A third of respondents said they will read a brand's mission statement and values. Snapchatters also said they will look at a brand's leadership to make sure its values are represented at the organizational level. So how can brands authentically gain the trust

of Snapchatters, which I think it's fair to say are predominantly young people? According to the company, donate to, partner with organizations, promote inclusion on a regular basis, and make sure you're using inclusive language and photographs. According to Snapchatters, brands play a major role in influencing change. If prompted by a brand, more than a quarter of respondents said they would take action on a social issue, including doing more research, making a donation or participating in an event. The data was provided by Snapchat survey of more than 5000 users worldwide. I got to give a shout out to Andrew Foxwell's Slack group. If you do any large media buying on meta, especially so large scale, there is no better Slack group or community even on Facebook itself that I'm aware of. I've been in his Slack community

for more than a year now. It's called the founders group, Foxwell founders. Honestly, it's full of the top tier people, the top, I don't know, a couple hundred or so media buyers at large agencies, large brands, all the way down to small folks, not with a huge budget. But if you're struggling and you're looking to find out, you know, sort of the nitty gritty of why a tiny little action on the meta platform has changed your campaign or you're wrestling with attribution data, it's that level of detail, right? It's pixel level.

I just never been able to find that level of detail before. So anyway, if you're checking it out, the address is b.link slash founders. That is an affiliate link, but we have been in it with our own money from the start, really. So b.link slash founders for Andrew Foxwell's amazing Slack community. All right. Talk to you tomorrow. Ain't nobody ever moved me like that. Ain't nobody like you. Ain't nobody ever moved me like that.