TLDR MARKETING 2024-07-31

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REPORT LOOKS AT HOW TOP BRANDS ARE WINNING ON TIKTOK

The top TikTok brands by earned media value are Amazon, NBA, NFL, Sephora, and Fortnite. 55% of TikTok users are more likely to trust brands recommended by creators compared to ads. Consumers are more likely to buy a product when a creator continually shares their experiences with it, highlighting the value for brands to establish long-term agreements with creators.

55% OF GEN Z HAVE MADE AN ONLINE PURCHASE WHILE BROWSING SOCIAL MEDIA

55% of Gen Z shoppers have made online purchases while browsing social media in the past 6 months, compared to 38% of shoppers overall. 44% of Gen Z start their shopping with online searches, while 42% begin in stores, and 40% use mobile apps or websites. About half of the respondents of the survey expressed a willingness to buy more clothes if virtual try-on tools were available.

HOW TO CREATE AN EFFECTIVE PRICING PAGE

An effective pricing page reinforces your positioning, provides clarity about the value of your offering to your audience, makes the sales process easier, and increases overall conversion. The number one failure for pricing pages typically happens before you even make the page: bad planning and pricing strategy. This article provides a checklist for evaluating your page and includes deep-dive reviews of pricing pages from Count, Klaviyo, and Lattice.

INFLUENCER MARKETING FOR EXPENSIVE PRODUCTS: 5 CHALLENGES & HOW TO SOLVE THEM

Providing every influencer with a free high-cost product is impractical. Inviting influencers to events or asking them to return products after use can be effective. Building customer trust requires long-form content and long-term influencer relationships, which takes time. Targeting influencers with followers who can afford the product is important for authenticity. Influencers using competitor products can be addressed by offering trials and ensuring they believe in the product's value. Calculating ROI is harder for expensive products, so focus on goals beyond direct conversions and evaluate success over a longer period.

TALKNOTES

TalkNotes can turn hours of note-taking into minutes. Record a voice note and let the AI transcribe, clean up, and structure it for you. It's also useful for brainstorming, content creation, voice journaling, and interview transcription.

THE SEMIOTICS OF CELEBRITY BRANDING

This 85-slide deck prepared by Cultural Intelligence Studio deconstructs celebrity branding and translates it into cultural narratives and actionable insights. It provides a brief history of celebrity advertising, the evolution of celebrity brands in the last 20 years, today's new generation of celebrity brands, and best practices.

WHY MORE AND MORE COMPANIES ARE KILLING THEIR CLASSICAL HOMEPAGE

We often refer to homepages as business cards, but traditional homepages can be a point of friction. Ungated homepages, like Google.com or Rows.com, put products front and center. They suit companies with a large audience that can derive value independently, business models that don't require monetizing everyone, and products that can be experienced in “single-player mode.”

THE STATE OF SOCIAL CAREERS

An analysis of 50 social media job listings revealed a lack of industry standardization in career levels and compensation. The distinction between strategist and manager roles is often blurred, with wide salary ranges contributing to unclear compensation expectations. Responsibilities now include advanced tasks like social listening, influencer marketing, and paid social. Demand for video content creation skills is high, with roles requiring proficiency in platforms like TikTok and YouTube offering higher salaries.

30 PROMPTS TO TRANSFORM YOUR AI-ASSISTED WRITING FROM BLAND TO BRILLIANT

30 ChatGPT prompts to help you get effective and human-sounding writing.

AN UNEXPECTED SMS TEST RESULT

The results of a text messaging experiment illustrate how different persuasion techniques work in different contexts.

SCAMMERS ARE USING META'S COPYRIGHT TAKEDOWN TOOL AGAINST INFLUENCERS

Meta's copyright management tools are being misused to extort influencers by scammers who demand payments to stop fraudulent takedowns on Facebook and Instagram content.