Today in Digital Marketing - The Sweater That Creates Its Own Facebook Ads

Starting point is 00:00:00 Today, Y1 Brand is helping its customers resell its product. TikTok's new ad placement puts your brand beside its top-performing content. You might need to start resizing your brand's Instagram posts. Twitter is offering your brand tweet exclusivity and acknowledges advertising on its platform may be doomed. It's Wednesday, May 4th. I'm Todd Mathen. Here's what you missed today in digital marketing. Well, here's a precocious marketing strategy to get customers to buy your

Starting point is 00:00:31 product, make it easier for them to resell it. In an effort to reduce waste and extend clothing's lifespan, Samso Samso, a Scandinavian fashion brand, has developed a solution that simplifies the process of reselling clothes and encourages consumers to do so with items from its collection. How? The brand has built a QR code resell tag into its clothing. When the tag is scanned by a smartphone, it activates a series of digital actions designed to make selling clothing easier. What's even more clever is that the tag is also connected to Meta's marketplace on Facebook and Instagram, where it automatically creates an ad based on data points from the garment, like style, size, color, and age.

Starting point is 00:01:16 It also automatically creates images and copy for the listing, so that the only thing the user needs to do is preview the ad and set their price. TikTok has unveiled a new ad product that allows advertisers to place their brand alongside the top content in the For You feed. It's called TikTok Pulse. It is a contextual ad placement, guaranteeing that your ad will be among the top 4% of all videos on the platform in terms of engagement, quoting the company. Our proprietary inventory filter ensures that TikTok pulse ads are running adjacent to verified content with our highest level of brand suitability applied on the platform. Additional post-campaign measurement tools, such as third-party brand suitability and viewability verification, cooking, fashion, and gaming categories.

Starting point is 00:02:19 TikTok Pulse will also offer its first ad revenue-sharing program with creators, publishers, and public figures. Eligibility for the program requires at least 100,000 followers during its initial phase. While TikTok rolls out prime ad placement, Instagram continues to desperately claw as many features from TikTok over into its own feed, now experimenting with a very TikTok-esque looking UI. The head of Instagram today announced the platform is testing a full screen home feed, which he says aims to bring video more front and center. With the test, taller photos and videos will now begin appearing in some feeds. This is especially pertinent to social media managers as content for that space now requires an aspect ratio of 9 by 16. As for what the test looks like, an image shared by the

Starting point is 00:03:11 platform shows a full-screen post takes up most of the home feed, with comments, captions, likes, and other features placed on top of the post instead of below it. A Meta spokesperson says that stories will be accessible at the top of a screen once the user starts scrolling. Search, Reels, and Shopping will still be accessible through buttons at the bottom of the screen, while Notifications, Messages, and New Post features will remain at the top. Instagram says it will be testing out the feature over the next few weeks, but as Instagram's push to be more like TikTok continues, I anticipate the full screen feed is here to stay. A couple of Twitter updates to report that don't involve Elon Musk.

Starting point is 00:03:55 First, the company is experimenting with the option of sharing your brand's tweets only with select people, it's announced it's testing what they are so far calling Twitter Circle, which allows you to pick up to 150 people to join your circle, including followers and non-followers. This concept is similar to Instagram's close friends feature. Circles could be an interesting and free marketing opportunity for your brand. You could create a VIP club, share discount codes with exclusive members, or get customers to participate in a contest to gain access. Finally, the company also announced a new ad placement for mobile advertisers called Tweet Replies. These ads will appear after the first reply under tweets

Starting point is 00:04:36 on Android and iOS devices and offer a way for your brand to, quote, reach people engaged in conversation. And now for an update that does involve Elon Musk. Twitter acknowledged in a recent SEC filing that its core ad business could now be at risk as a result of Elon Musk's takeover. According to the company, the new risks related to the transactional nature of the Musk deal include its, quote, business relationships, financial condition, operating results, cash flows, and business, which includes whether advertisers continue spending on our platform, unquote. Furthermore, the filing notes that despite its ongoing risk factors, it still generates

Starting point is 00:05:19 the majority of its revenue from advertising and that its loss could harm the company. It also warns that it may become less competitive if its reputation among advertisers declines. According to the company, we believe that our ability to compete effectively for advertiser spends depends on many factors, including our reputation and the strength of our brand relative to our competitors, including advertisers' perception of the health and safety of our platform. 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.

Starting point is 00:06:01 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. If your brand is struggling with how to manage the right marketing technology for your business, here might be why. There are nearly 10,000 marketing technology solutions to choose from now. This data according to the Martech 2022 report. The report estimates that the industry has grown by over 6,500% since 2011, almost a quarter since 2020. The largest increases in growth were in content and experience, commerce and sales, and management

Starting point is 00:06:44 tools. The study also shows that there has been a consolidation in the space, with almost a thousand companies having exited in the last two years through acquisitions, mergers, failures, or other business transformations. As part of its efforts to improve diversity and inclusion across brand activity, the Incorporated Society of British Advertisers has launched its second version of its Influencer Marketing Code of Conduct. The code offers a guide to help brands, agencies, and talent deliver transparency and authenticity across influencer marketing collaborations. Many brands backing the code include L'Oreal, PepsiCo, Heineken, and Coca-Cola. As a result of input from agencies and influencers, the new commitments by signatory brands include becoming allies and addressing the pay gap in influencer marketing,

Starting point is 00:07:36 such as those based on race and gender, auditing the pool of talent with which they work on a regular basis, and focusing on diversity within their own marketing teams to promote truly inclusive campaigns. Proof that the vertical video format is not going anywhere, the Xbox's mobile app is getting a Snapchat-style makeover with the new Stories feature. Microsoft today announced it is updating its gaming mobile app on iOS and Android

Starting point is 00:08:05 to let users create, share, and view activity feed content in Stories form. Gameplay clips, screenshots, and achievements are all compatible with the new sharing format. If you too are a gamer, you can find this under the plus button next to your gamer tag on the home screen of the Xbox app. The content will then be visible on your profile for 72 hours. And if you are a gamer, and you are an Xbox gamer, and you are an Overwatch Xbox gamer, add me. I'm a mid-gold level Mercy Mane.

Starting point is 00:08:38 I'm not very good. Anyway, Gamertag is Radio 9573. So how creepy is this? Motherboard reporting this afternoon that there's a data broker selling location data of people who visit abortion clinics in the U.S. Information provides where visitors came from, how long they stayed there, and where they went afterwards.

Starting point is 00:09:01 The company selling the data is called SafeGraph, ironically, and it classifies Planned Parenthood as a brand that can be tracked. The motherboard website checked it out, cost them 160 bucks for the data. So my thanks to those of you who came out to our happy hour, our newly reinstated weekly listener Zoom session. It's not really Zoom, it's Google Meet, but you know what I mean. Anyway, put in your calendar if you want to join. Just hang out with me, sometimes Steph, a whole bunch of other listeners.

Starting point is 00:09:32 We chat about marketing things. We share tips, tools, suggestions, all sorts of stuff. So every Wednesday at 1 o'clock Pacific time, that's 4 o'clock Eastern. I think that's 9 o'clock London time every Wednesday. Put it in your calendar with this URL today in digital dot com slash happy hour. That takes you right to the Google Meet URL every Wednesday, one o'clock Pacific today in digital dot com slash happy hour. There's also a link in the show notes. Oh, and since a lot of you actually really like the old Twitter news story that we ran yesterday, so I thought we would do something similar.

Starting point is 00:10:06 Enjoy. Talk to you tomorrow. What a difference. Blockbuster Video. I've never seen 10,000 tapes in one store. There's so much kid stuff. And I can keep them for three evenings. Now this is a video store.

Starting point is 00:10:24 Ordinary video stores don't even come close to blockbuster video you've just got to see it to know what we mean wow wow wow what a difference come discover the blockbuster difference

Today in Digital Marketing - The Sweater That Creates Its Own Facebook Ads

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