TLDR MARKETING 2024-10-10

FOURTEEN AGS SUE TIKTOK, ACCUSING IT OF HARMING CHILDREN'S MENTAL HEALTH

14 attorneys general, led by officials in New York and California, have filed lawsuits against TikTok. They are accusing the platform of affecting the mental health of young users and collecting data from minors without parental consent. The lawsuits contend that TikTok misleads users about its safety, focusing on addictive features such as persistent notifications and autoplay videos, as well as risky challenges. TikTok has denied the claims.

A GOOGLE BREAKUP IS ON THE TABLE, SAY DOJ LAWYERS

WIN REPORT: HOW A SIMPLIFIED SIGN-UP FLOW INCREASED CONVERSIONS BY 12%

Mobbin increased conversions by 12% by consolidating and optimizing its sign-up process. Redirecting users from an initial modal to a dedicated sign-up page, with improved headlines and messaging, simplified the user journey and addressed key objections. Consolidating these two user journeys also made future testing easier by allowing tests to reach statistical significance faster.

HAVE WRITER'S BLOCK? DELETE YOUR DRAFTS

A study of jazz guitarists in 2023 found that better improvisation comes from automatic, unconscious brain processes, not overthinking. This insight supports the idea that deleting drafts can free up creativity, allowing creators to take risks and move beyond perfectionism. Rediscover creative freedom by discarding drafts and letting go of audience expectations.

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FABULATE

Fabulate streamlines content creation and ensures brand safety in influencer collaborations. Its newest product, SparQ, offers video-focused AI capabilities that scan social media content from platforms like TikTok and Instagram, helping brands avoid aligning with creators who produce high-risk or inappropriate content. Features like "Brand Safe" identify potential issues in creator content, while "Audience Overlap" checks follower similarities across creators to optimize unique audience reach. Fabulate aims to simplify the content vetting process for marketers.

4 TOOLS TO FIX EMAIL DELIVERABILITY

Gmass tests if emails go to promotions, updates, or spam in Gmail. Mail-Tester checks if you're being blacklisted or hitting spam. MxToolBox checks your DMARC and SPF for DKIM. GlockApps analyzes email content and sender reputation.

THE EMERGING STARTUP PLAYBOOK

Copy.ai scaled to 10 million users in just four years. Its shift away from the conventional startup playbook prioritized rapid launches and MVPs. Newer startups including Jam and Pinecone focus on releasing polished products and using storytelling to attract audiences. This new approach emphasizes quality, audience engagement, and strategic channel testing over more traditional outbound tactics.

CAN FACEBOOK WIN BACK GEN Z?

Facebook's redesign emphasizes features like Marketplace, Groups, and a TikTok-style "Explore" page to regain Gen Z users. Its outdated reputation and political controversies had driven the demographic away. Gen Z prefers video-centric apps like Instagram, Snapchat, and YouTube over text-heavy platforms like Facebook and X. While Marketplace remains popular, Facebook's core purpose of connecting with friends is less relevant as Gen Z engagement declines.

YOUTUBE SHORTS JUST GOT MUCH EASIER FOR BRANDS

YouTube Shorts' new 3-minute limit allows brands to easily repurpose content from Instagram Reels and TikTok. With all three platforms supporting up to 90-second videos, brands can maximize reach by sharing the same content across them. There is no need for platform-specific content as users behave similarly on each. Treat platforms as distribution channels and post the same videos on all major social networks.

THE U.S. NAVY IS LOOKING FOR SUBMARINE RECRUITS ON REDDIT

The U.S. Navy has launched an interactive recruitment campaign on Reddit called "Sub Reddit Hunt" to attract potential recruits for its submarine crews. The campaign involves users solving puzzles and deciphering clues to find hidden submarines. This approach is part of broader efforts by the Navy to boost recruitment, which has been challenging due to factors like a strong job market and stricter enlistment requirements. The Navy and other military branches have increasingly turned to digital platforms and gaming to engage younger audiences.

MOST WOMEN AROUND THE WORLD ARE AVID SPORTS FANS

THE INFLUENCER + AFFILIATE FORMULA (WEBINAR)

This webinar on October 15 covers how to reap big spikes in reach and conversions from influencer and affiliate partnerships.

X CHANGES CREATOR PAYOUTS TO DEPEND ON ENGAGEMENT, NOT ADS

X now pays creators based on engagement with Premium users instead of ad revenue, a shift that could encourage content designed to generate replies.