The Bolt: Digital Tools for Concrete Results
Inside this issue:
Hey ????
Welcome back to the Bolt!
This week we’re talking ad copy, hashtags (or rather the disappearance of them) and AI, as usual.
Let’s get to it....
?? Top Rated vs Best Seller - which one converts best?
How many times have you seen an ad on Facebook, Instagram etc. from a brand that you’ve never heard of before, where the product they’re advertising is a “best seller”?
A lot?
And then how many times have you just scrolled past (whilst likely thinking ‘b***ocks)?
A lot too, we bet.
Well, it turns out you’re not alone.?
According to these findings by Thomas McKinlay , consumers are more likely to engage with ads (and also spend up to 28% more with your brand) that tune into social behaviour and social proof, vs ads that generically tell you that the product being advertised is a “best seller”. ??
This is especially the case in cultures that are inherently interdependent (i.e. where people view themselves as inherently connected with others, and seek to adjust and fit in with the collective).
Here’s the findings:
In 5 experiments that analysed over 1,800 products and 8,769 brands, researchers found that in interdependent cultures (like Asia, South America, Middle East), labels like “Top Rated” were more persuasive and sold better than labels like “Best Seller”. In independent cultures (North America, Europe), both are as effective as one another, but when it comes to promoting your product / service to new audiences within these regions who are perhaps unfamiliar with your brand, it’s recommended that you test each label to see which converts best.
Detailed findings:
The reason these findings came to fruition is because the behaviour of interdependent cultures (and people) is largely shaped by beliefs (what is right, what is wrong, and what is socially acceptable) and conformity with others (i.e. they tend to do something because others did it too).
So, what does this mean for you?
If you sell to countries and cultures that are largely interdependent, it’s imperative that you test labels that tap into how much people like your product.?
If you sell to countries that are largely independent, it’s still worth testing as there’ll always be a subset of consumers that are interdependent; and these social labels may also convert better when advertising to audiences that are unfamiliar with your brand.
Here’s some tactics you can test:?
Good luck, and remember to roll out these tests slowly whilst A-B testing so you can monitor results with each change over time.
???? Wave goodbye to unlimited Instagram hashtags
The winds of change are blowing through Instagram's garden, and this time, they're rustling through the hashtags.?
Reports are swirling around that Instagram is putting a cap on the hashtag frenzy, restricting users to a mere five hashtags per post.
It's a move that echoes the strategy over at Threads, Instagram's sibling under the Meta umbrella, where the mantra seems to be less is more, especially when it comes to hashtags.
Why the Change?
The rationale is pretty easy to understand.
By putting a leash on the number of tags, Instagram aims to trim the sails of spammers who've long ridden the waves of trending topics by stuffing their posts with every conceivable hashtag they can find.
But here's the kicker – creative minds have already been planting hashtags in the first comment of their posts, a loophole that not only bypasses tag limits but sometimes even boosts reach.?
So, one might wonder, will this new cap truly curb the spam, or is it just another hurdle for genuine creators?
The Hashtag Strategy #??
Various studies suggest that the sweet spot for hashtags on Instagram is between 5 to 11, with the aim to balance visibility with relevance.?
Overloading posts with hashtags can often dilute their impact, making your content look more like a desperate shout into the void than a strategic move to engage a specific audience.
Instagram's potential move to a five-tag limit could be a nudge for brands and creators to sharpen their hashtag game. It's about quality, not quantity.?
The goal?
To find those niche tags that resonate deeply with your audience, rather than casting a wide net in the hopes of a catch.
The Future of Hashtags #??
This shift also hints at a broader trend. As social media platforms evolve, so too does their ability to categorise and serve content. The reliance on manual tagging could be waning as algorithms become savvier, understanding content through machine learning and context, not just hashtags.
In essence, this move by Instagram, if widely implemented, could signal a return to the art of content creation where the focus is on quality, relevance, and engagement, rather than a scramble for the most tags.?
For businesses and creators, this means adapting strategies to focus on more targeted, meaningful hashtags that speak directly to their core audience.
And while we wait for Instagram to lift the veil on whether this hashtag limit is set in stone or just a glitch in the matrix, it's an opportune moment to revisit your hashtag strategy.?
After all, in the ever-changing landscape of social media, those who adapt, thrive!
领英推荐
? Paid Media Reports: 7 Tips to Track What’s Working
With the impending deprecation of third-party cookies, and Apple / Google's non-stop war on privacy, it's becoming increasingly difficult for marketers / media buyers to correctly attribute paid media spend to performance and revenue; likewise making it hard to work out which campaigns and which platforms are actually driving the most value & ROAS (return on ad spend).
Fortunately, all hope is not lost ????
Tim Jensen over at Search Engine Land has pulled together 7 paid media reporting tips that'll allow anybody to effectively capture actionable insights from your paid media campaigns...
Here's the rundown:
1?? Embrace Comparisons: Context is everything. It's important to paint a clear picture of your current performance by comparing it with previous periods. Whether it's month-over-month or year-over-year comparisons, understanding the trajectory of your campaigns can shed light on growth trends or areas of decline. Keep an eye on how changes in budget or messaging might be influencing these movements.
2?? Look for Long-Term Trends: Avoid getting caught up in the minutiae of short-term data. Extended trends provide a more accurate narrative of your campaign's health, helping you sidestep premature celebrations or unwarranted worries about temporary dips.
3?? Harmonise Your Data Sources: The digital marketing world is rife with data discrepancies across platforms, leading to confusion and mistrust. To cut through the noise, pick a single source of truth, whether it's an analytics platform, CRM, or CDP. This doesn't mean other data points are irrelevant, but rather ensures everyone is singing from the same hymn sheet when evaluating campaign success.
4?? Harness the Power of UTM Parameters: UTMs are your best friend for tracking the origins and effectiveness of your campaigns. Make sure your CRM or lead management system is set up to capture these vital breadcrumbs, giving you a clear trail back to each campaign's impact.
5?? Innovate with Coupon Codes: Coupon codes offer a direct link between specific campaigns and conversions. Whether you're using a universal code for a campaign or dynamically generating individual codes, they can serve as a reliable indicator of your paid media's effectiveness.
6?? Experiment with Incrementality Testing: Incrementality testing is like peeking behind the curtain to see the true magic of your ads. By comparing groups exposed to your ads against those who aren't, you can unveil the genuine lift your campaigns provide.
7?? Prepare for Tracking Hiccups: In the digital realm, tracking isn't foolproof. It's wise to have a backup plan for when data collection hits a snag. Whether it's turning to a secondary data source or annotating periods of disruption, staying agile ensures you can maintain clarity over your campaign's performance.
Attribution in the digital age is far from perfect, but with these seven strategies you should be equipped to navigate the complexities of paid media reporting.?
It's all about staying informed, adaptable, and ready to leverage insights that drive your campaigns forward!
?? 7 Steps To Mastering Your Social Media Management
?? Looking to update your social media marketing strategy?
While social media platforms constantly change and audience behaviours evolve, the fundamentals of social media strategy stay unchanged.?
The best performing brands consistently follow core foundational steps in building a strategy, and to help with this social media adviser Angie Gensler put together an overview of key social strategy tips below:
Use these 7 steps and you’ll become a social media master in no time.
?? Notes on the Development of Meta’s AI-Based Ad Targeting Systems
?? Want a better understanding of Meta’s AI-driven ad tools?
Meta held a roundtable discussion on AI strategy in marketing and where advertisers are focusing their efforts in 2024.
Among the keynotes:
When it comes to trends, Meta also noted that more brands are driving better results by leaning into its AI targeting tools, like Advantage campaigns , and moving away from interest targeting.
Meta says that there is still some hesitancy from brands on this, because it can feel like you’re giving up control by not selecting specific audiences to reach. However, by using Meta’s AI-powered targeting systems, which rely on probabilistic modelling, brands are then able to commit more time to their creative, and in combination, lead to better results overall.
AI has become a key focus for Meta, both internally and externally, as the company works to implement new systems that can help to improve performance and experience.
It could feel risky, but it may be worth experimenting with Meta’s more automated processes in ad creation and delivery.
?? Rounding off The Bolt?
As usual, here’s some stories from marketing from around the world…
???? Catch you next time on 4th March?
Thanks for taking time to read edition #21 of the Bolt!
We’ll be back again on the 4th March for #22.
Hit subscribe and if there’s anybody in your network that you would like to see this, then tag them in the comments or forward it on.
Sara and the team at Expert Trades
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Interesting discussion on the effectiveness of 'Top Rated' vs 'Best Seller'. Fascinating to see how cultural differences come into play in our perception of worth and credibility. Truly, quality and popularity have their unique charms. ??