TLDR MarketingJuly 4, 2024

TLDR MARKETING 2024-07-04

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01NEWS & TRENDS

ZERO-CLICK SEARCH STUDY: FOR EVERY 1,000 EU GOOGLE SEARCHES, ONLY 374 CLICKS GO TO THE OPEN WEB. IN THE US, IT'S 360

The dominance of zero-click searches highlights the need for content that provides immediate value without requiring a click. With nearly 60% of searches ending without a click, it's important to optimize for featured snippets, knowledge panels, and other in-SERP content. Almost 30% of all clicks go to Google-owned properties, emphasizing the challenge of competing within Google's ecosystem. Despite this, the EU's Digital Markets Act appears to have had some impact, as clicks to the open web are slightly higher there compared to the US.

sparktoro.com10 min read

AI INFLUENCERS ARE GROWING FAST BUT STILL FAR BEHIND THEIR HUMAN COUNTERPARTS

Human influencers earn an average of $78K+ per post compared to $1.7K for AI influencers - a 46X earnings gap. Human influencers dominate brand partnerships, with 37% generating income this way versus 8% for AI influencers. Engagement metrics also favor human influencers, who receive an average of 414.8K likes per post, 5.8X more than AI influencers. AI influencers are more likely to promote adult content, with 31% involved in such endorsements compared to 15% of human influencers. AI influencers still struggle to replicate the human touch that drives higher engagement and trust.

links.tldrnewsletter.com3 min read

02STRATEGIES & TACTICS

DOVETAIL: 15 IDEAS YOU CAN BORROW FROM THEIR JOURNEY BUILDING THE $1B INSIGHTS HUB

This article highlights Dovetail's journey to becoming a $1B insights hub and shares 15 actionable learnings. The company's mission is to improve product quality through customer research. Its platform consolidates and analyzes feedback, helping companies like Notion reduce workload by 90% and make better decisions. Its strategy includes leveraging user insights to build relevant features and maintaining a rapid cycle of prototyping and assessment to build solutions for key customer pain points. For example, Dovetail developed a transcription feature that clusters themes after hearing about how time-consuming it was, significantly aiding user researchers.

howtheygrow.co24 min read

BREAKDOWN: JUNG+

This post contains a breakdown of why Jung+'s homepage, “build your bundle” offering, content, and checkout process are so effective. The brand's core benefit is to rewrite the rules on aging. It positions its products as an essential tool for anyone serious about achieving longevity goals. It also offers enticing subscription incentives and uses real user testimonials and in-depth information about the science behind each product to enhance credibility.

linkedin.com4 min read

03RESOURCES & TOOLS

NOPLACE, A MASHUP OF TWITTER AND MYSPACE FOR GEN Z, HITS NO. 1 ON THE APP STORE

A new app aimed at Gen Z has surged to the top of the App Store with its customizable, nostalgic social media experience.

techcrunch.com4 min read

ONE YEAR OF THREADS: HOW IS META'S X RIVAL REALLY DOING?

Threads has cultivated positive user communities around interests like literature and sports. The absence of ads has given marketers and brands a window to build organic presence. Meta has been focused on growth over monetization, adding features like an API for automated content publishing and expanding integration with the decentralized fediverse.

links.tldrnewsletter.com6 min read

04MISCELLANEOUS

THE SECRET BEHIND INSANELY MEMORABLE BRANDS

Distinctive and memorable brand assets help a company stand out among an increasingly distracting world. Aim for 4-5 brand assets, which could include a color, shapes, storytelling, characters, taglines, font, or audio. Start by creating 1-2 assets first to build strong anchors before expanding to more. Avoid assets that are already connected to the competition or have strong non-brand meanings such as Coke's green can flop. Low-meaning assets, like Geico's gecko mascot, can be extremely memorable and effective. Anchor distinctive assets with the more memorable brand asset, such as your logo. Fight the urge to change your distinctive assets over time, which can harm your brand recognition as well as your bottom line.

linkedin.com3 min read

THE PSYCHOLOGY OF THE EMPATHY GAP

The Empathy Gap explains why we often underestimate how much a buyer's emotional state can influence their behavior and decisions. People — including your customers — suck at predicting how they'll feel and act in the future. Avoid asking customers to predict what they'll want (or buy) in the future when doing customer research and instead find the answer in their past behavior patterns. Factor in “hot” emotional states, like hunger or frustration, in advertising while also framing your product as the solution. Leverage buyers' rational emotional state to sell subscriptions by framing the purchase as a way to prevent a future “hot” emotional state.

customercamp.co4 min read

FAST FASHION IS ENTERING A NEW ERA

The fashion industry is at a pivotal moment, with luxury brands struggling, e-commerce floundering, and disruptors like Shein rising. Fast fashion's waste problem is being partly addressed by Shein's responsive manufacturing, though concerns remain about its transparency and labor conditions. Key areas to watch include AI integration in fashion, the growth of the Indian market, and the industry's efforts to address the climate crisis through waste reduction.

links.tldrnewsletter.com7 min read