TLDR Index
TLDR Marketing

TLDR MARKETING 2024-08-21

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01GENERAL

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productmarketingalliance.com

03STRATEGIES & TACTICS

INFLUENCER NICHES AND WHY YOU NEED TO BLUR THEM

A “vertical” in the influencer world refers to a niche or category that a creator specializes in, with brands traditionally sticking to these lanes. To maintain engagement, brands should blur the lines between their products and creators. Understand your audience, including their preferred content, creators, and communities. Take calculated risks by choosing influencers outside your niche, but avoid those who don't align with your brand values or genuinely like your product. Consider adjacent conversations relevant to your audience, even if they don't directly tie to your product, as seen with Fidelity Investments partnering with a cooking creator.

brainlabsdigital.com6 min read

HOW TO USE UNORDINARY OBJECTS TO WIN ON SOCIAL (1 MINUTE VIDEO)

A breakdown of how brands like Jacquemus, Aritzia, and Mush use objects and visuals to break the norms seen on social media. Jacquemus plays around with attention-grabbing images, videos, and lettering in its IG carousels. Aritzia promoted its sale with a video of a girl shopping with a life-size shopping bag as big as her.

threadreaderapp.com

HOW TO CAPTURE FOOTAGE FOR SHORT-FORM VIDEOS

To organize footage for short-form videos, create a dedicated folder on your phone to keep footage organized. Mark potential hook shots for engaging intros and aim to capture a high volume of clips, around 50 per location (if you're visiting multiple places), using a "wide, medium, close" shot format. Focus on quick 1-second clips to maintain viewer interest and avoid excessive cropping. Include a variety of shots, both of the surroundings and yourself, using a Bluetooth tripod or a friend for dynamic footage. Prioritize establishing, normal, and close-up shots to ensure a well-rounded video.

threadreaderapp.com1 min read

04RESOURCES & TOOLS

GENERATE HIGH-QUALITY EMAIL COPY WITH CHATGPT

First, create a custom email GPT for your brand that covers copy length, brand style and voice, and repetitive words to avoid. Next, use modularized prompts that force ChatGPT to return the copy in preset email sections. Reprompt the output to improve the copy quickly by asking the tool to rate the existing copy and rewrite it. This post includes example prompts to use at each step.

linkedin.com3 min read

05MISCELLANEOUS

WHAT IS A SLUG? URL SLUGS AND WHY THEY MATTER FOR SEO

Although Google acknowledges that URL slugs contribute minimally to SEO rankings, they play a crucial role in user experience, which is closely tied to SEO. A clear and concise URL slug, ideally containing the target keyword, helps both users and search engines understand the page content. Best practices suggest keeping slugs short, descriptive, and free of special characters.

semrush.com6 min read

COMPETING IN SEARCH

The recent ruling against Google for abusing its search monopoly shows the complex dynamics of search engine dominance. Google is fueled by a self-reinforcing cycle where its popularity improves results and attracts more users and revenue. This dominance is maintained by high traffic acquisition costs, which solidify Google's lead and create barriers for competitors like Bing. Although the ruling may prompt changes, it remains unclear how effective the remedies will be and how LLMs might reshape the search landscape.

ben-evans.com10 min read