META, SNAPCHAT, AND TIKTOK TEAM UP TO ADDRESS SELF-HARM RELATED CONTENT
Meta, Snapchat, and TikTok are teaming up to help detect and remove suicide and self-harm-related content in order to reduce exposure among at-risk users.
2024.09.16
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10,749 matchesUNDERSTANDING BRAND BEYOND VISUALS (52 MINUTE PODCAST)
Branding experts discuss the multifaceted nature of brand measurement, risks associated with brand decisions, and the challenges faced by founder-led brands in maintaining their identity.
2024.09.16
leahtharin.comTLDR Marketing
GOOGLE DISCOVER PANEL (EVENT)
WTF is SEO? and Marfeel are hosting a panel on September 25th focused on how to best monitor and excel on Google Discover.
2024.09.16
seoforjournalism.comTLDR Marketing
META SCRAPED ALL PUBLIC FACEBOOK AND INSTAGRAM POSTS SINCE 2007 FOR AI TRAINING
An Australian investigation into Meta's privacy practices has resulted in the company's admission that it has been scraping public posts, photos, and comments from both Facebook and Instagram for the past 17 years. This data was used to train its generative AI model.
2024.09.13
CONSUMERS FEEL INCREASINGLY IGNORED BY ADVERTISERS
44% of Americans feel ignored by advertisers, with 72% unwilling to buy from brands that neglect them. 75% would even be willing to pay a little more to support a brand that shares their values. While marketers prioritize personalization, 67% of consumers are uncomfortable with hyper-targeted ads, often finding them irrelevant. Many consumers feel that marketers misunderstand their daily realities, such as purchasing habits and luxury preferences.
2024.09.13
READ ALL ABOUT IT! SEVEN TIMELESS PERSUASION ELEMENTS YOU CAN USE TODAY
This article dissects a powerful newspaper ad for the American Advisors Group (AAG) and extracts seven useful concepts to use in your copy. The ad's headline uses curiosity and grabs attention while still being believable. It is followed by a subheadline that specifically calls out its target audience. The ad is designed for both quick scanning and in-depth reading. It tactfully addresses potential objections throughout the copy.
2024.09.13
MARKETING TEARDOWN: OATLY
Oatly was founded in the 90s, but over the last 10 years, it has carved out a sizable niche within a saturated alt-milk market. The company uses its branding to stand out, using “weird” but authentic messaging that makes it feel fresh in an old industry. It leverages baristas as the ultimate influencer, tailoring its messaging to speak to them. Oatly's ad strategy focuses on starting a conversation rather than making an immediate conversion. Its holistic marketing strategy has allowed the brand to become the face of a category it created.
2024.09.13
8 PAYWALL TESTS
This post shares 8 strategies to experiment with to optimize paywall conversion. These include adding a Free vs. Premium comparison chart, sharing stats on premium user success rates, offering discounts for annual subscriptions over monthly ones, and incorporating dynamic images and copy that match with what users tapped to reach the paywall.
2024.09.13
QWOTED: FIND DIGITAL PR OPPORTUNITIES
Qwoted is a network that connects media with brands, experts, and small businesses. Brands can add experts to their global database to generate inbound media interest, drive visibility, and save time pitching opportunities. Qwoted sends tailored press opportunities to your inbox. It offers free and paid plans.
2024.09.13
HUMANZ BRINGS ITS INFLUENCER MARKETING PLATFORM TO THE US
The influencer industry is currently valued at $250 billion. Humanz, a platform for connecting brands with content creators, has expanded to the US, offering tools like campaign builders, ROI tracking, and AI-based influencer performance predictions. The platform currently supports 3,000 US-based influencers and 20 major brands, including Google and P&G.
2024.09.13
ACCESS ARCHIVED WEBPAGES DIRECTLY THROUGH GOOGLE SEARCH
Google has partnered with The Internet Archive's Wayback Machine to make it easier to view archived versions of websites directly through search results. Users can access Wayback Machine links to see older versions of webpages by clicking on the “About this Result” panel in Google Search and selecting “More About This Page”. The feature addresses a demand for viewing previous site versions, especially after Google removed cache links earlier this year.
2024.09.13
THE EGG THEORY, APPLIED
The Egg Theory explains why cake mixes sold more once they started requiring an egg – it made people feel like they were contributing, so it was no longer "too easy." Studies have found that people are willing to pay more for furniture they assemble themselves (“the IKEA effect”). The Egg Theory and the IKEA effect can teach us a lot about which AI products will prevail – these applications shouldn't completely remove the human from the process, as humans like to feel a level of control. For example, the “Smart Reply” feature included in Apple Intelligence requires the user to answer several prompts, which strikes an appropriate balance between convenience and effort.
2024.09.13
THERE'S A REASON CHILI'S IS ALL OVER YOUR FYP
Viral TikTok content, like the Triple Dipper videos, drove 40% of Chili's growth last quarter. The brand's social media team capitalized on this by quickly jumping on trending moments and creating relatable content that resonates with the public, enhancing brand visibility and engagement across digital platforms. They have ensured Chili's stays top of mind for both existing and potential customers by maintaining a consistent, witty presence in community engagement.
2024.09.13
HOW TO IMPROVE RETENTION
This in-depth guide on retention covers how to measure it correctly and includes several case studies and an encyclopedia of tactics.
2024.09.13
LESSONS FROM TOMS BUY-ONE-GIVE-ONE STRATEGY
After donating over 95 million shoes, TOMS transitioned to a new giving model, redirecting 1/3 of its profits to grassroots organizations.
2024.09.13
MOTION: CREATIVE STRATEGY SUMMIT (EVENT)
A summit taking place virtually on September 19-20, covering tactics and future trends in DTC advertising.
2024.09.13
motionapp.comTLDR Marketing
AD STRENGTH & CREATIVE STUDY: DATA & LEARNINGS FROM 1M+ ADS
This study of over 1 million Google Ads looks at the correlation between Ad Strength and performance, the impact of pinning, and the importance of text formatting. Ads tend to perform best with ‘average' Ad Strength, suggesting it's not something worth optimizing for. Responsive Search Ads and Demand Gen ads both have 40%+ better ROAS when using sentence case text instead of title case. Pinning assets has a negligible impact, while maxing out ad copy character counts tends to hurt performance.
2024.09.12
TIKTOK TRENDING: UNPACKING THIS AUTUMN'S BIGGEST TRENDS
The #PNW aesthetic, inspired by the Pacific Northwest's foggy landscapes, is making waves. #BritishCore celebrates British pop culture and sports. Food trends like #FilipinoFood and #snackbox ASMR are gaining popularity, with creators sharing recipes and food-prepping tips. Romance novels dominate on #BookTok, with sub-genres like #billionaireromance and #hockeyromance gaining traction.
2024.09.12
UNLINKED MENTIONS: HOW TO CONVERT BRAND MENTIONS INTO BACKLINKS
Unlinked mentions are the low-hanging fruit of SEO — often overlooked but highly valuable. To find unlinked mentions, use tools like Google Alerts of Mention, employ newsjacking to create new mentions, and use reverse image search to identify unlinked image mentions. Conduct personalized outreach to each of the sites, prioritizing high DR websites that are relevant to your brand's niche.
2024.09.12
WHY I LOVED MAEBE'S SOCIAL LAUNCH
Molly-Mae Hague, British influencer, unveiled her new womenswear brand Maebe this week. Rumors about the brand spread on TikTok before the official announcement. Instead of ignoring them, Molly-Mae and her team engaged with the speculation, fueling curiosity. They tailored content for specific platforms, creating a BTS video for Instagram and a more casual, shorter version for TikTok. In their TikTok announcement, they played into an inside joke with fans who had been investigating the brand online. They kept their initial announcement simple, letting fan discussions and anticipation build organically.
2024.09.12
STEADY RIDES, STEADY PROFITS: DETECTING CUSTOMER ROUTINES TO OPTIMIZE CRM STRATEGIES
Routine behavior correlates with an increase in customer value, lower price sensitivity, and greater retention in ridesharing services. A new estimation method based on transactional data allows firms to quantify and segment customers by their routine patterns. The findings of this study highlight the potential of routines as a key factor in CRM strategy and customer segmentation.
2024.09.12
NARO
Naro streamlines the product development process for consumer brands. It helps brands manage their projects from ideation to launch by offering tools for product creation, supplier management, and workflow automation. Naro's AI helps marketers identify trends and content gaps by analyzing sales conversations. It proactively suggests the right content to sellers when they need it.
2024.09.12
BOFU CONTENT RESEARCH TEMPLATE (GOOGLE DOC)
This template is a guide to the research and analysis process for BOFU content. It will help to ensure you consider key information readers care about, identify strengths and weaknesses, and improve comparative analysis of products. You'll gain immediate access to the Google Doc after providing an email on the landing page.
2024.09.12
thefxck.comTLDR Marketing
SCARCITY: THE 3 PILLARS TO USING IT ETHICALLY
People value things more when they're in limited supply – this perception of value drives people to act quickly, usually increasing demand. When scarcity is applied ethically, it leverages psychological triggers that boost engagement without creating a manipulative experience. Always explain to users why the scarcity exists, avoid unnecessary pressure that could tarnish your brand's reputation, and stay truthful to avoid using customers' trust.
2024.09.12
GOOGLE'S AD TECH EMPIRE MAY BE $95B AND “TOO BIG” TO SELL, ANALYSTS WARN DOJ
Google Ad Manager controls 90% of publishers' ad tech tools, according to the DOJ. It is positioned at the center of Google's alleged ad tech monopoly. Analysts estimate Google's ad tech business could be worth up to $95 billion, which would be too large for most potential buyers. The trial aims to determine if Google's ad tech dominance stifles competition and harms publishers. A potential remedy could be forcing a sale of parts of the business.
2024.09.12
WHEN IT COMES TO PODCAST AUDIENCES, QUALITY TRUMPS QUANTITY
Frequent podcast listeners, or superconsumers, are highly valuable due to their spending power and influence. These listeners often have higher incomes and advanced degrees and spend more on experiences, shopping, and services compared to the general population. They are active on social platforms like Reddit, LinkedIn, and Instagram, making them key tastemakers who can spread brand recommendations. As a result, advertisers see high returns on podcast ads, as these listeners not only engage with content but also influence others in their networks.
2024.09.12
RESEARCH SHOWS SNAPCHAT'S POSITIVE IMPACT ON WELL-BEING & FRIENDSHIP CLOSENESS
Using Snapchat to connect with real-life friends is linked to lower symptoms of depression and anxiety.
2024.09.12
PINTEREST PRESENTS 2024 (EVENT)
Pinterest Presents is taking place virtually on October 1 - it will cover the latest innovations in consumer and advertising products.
2024.09.12
links.tldrnewsletter.comTLDR Marketing
CAMPBELL'S TO DROP SOUP FROM COMPANY NAME AFTER 102 YEARS
Campbell Soup Company is rebranding as the Campbell's Company to reflect its expanding focus beyond soup.
2024.09.12
42 STATE AGS ENDORSE FEDERAL PLAN TO ADD WARNING LABELS ON SOCIAL MEDIA
Over 40 state attorneys general urged Congress to place labels on social media platforms warning of their potential risks to children, rallying substantial bipartisan support behind a proposal championed by U.S. Surgeon General Vivek Murthy. In a June op-ed, Murthy called on federal lawmakers to pass legislation authorizing the placement of tobacco-style surgeon general's labels, stating that social media is associated with significant mental health harms for adolescents.
2024.09.11
APPLE AND GOOGLE MUST PAY MULTIBILLION-DOLLAR FINES AFTER LOSING EU APPEALS
Europe's top court ruled that Apple must pay 13 billion euros and Google 2.4 billion euros in fines, marking the end of long-standing battles with the EU. Apple's case, related to tax advantages in Ireland, comes just after its iPhone 16 launch. Google faced antitrust fines over its shopping comparison tool, which the EU found stifled competition from smaller rivals.
2024.09.11
9 TACTICS TO IMPROVE YOUR WEBSITE'S DWELL TIME
A longer dwell time can lead to better SEO rankings, more conversions, and stronger audience trust. A good dwell time is between 2-4 minutes. Tactics to increase dwell time include improving page load speed, using engaging visuals, adding internal links, and Improving readability.
2024.09.11
18 HUMOR MECHANISMS FOR FUNNY ADS
When writing “funny” ads, pick one humor mechanism and build a story around it. Common mechanisms include highlighting the humor in everyday situations, twisting a famous work of art to highlight your product's benefit, and creating a situation where only the character doesn't understand what's happening.
2024.09.11
Sponsored
IS AI GOING TO STEAL YOUR JOB?
For dev marketers, probably not. This LinkedIn post by TLDR's founder explains how AI is great for automating the tedious tasks, but it will never replace the human touch needed to build trust with the developer audience. Follow Dan on LinkedIn [9] if you're interested in how TLDR grew to 5M+ subscribers and other marketing tips.
2024.09.11
LEVERAGE BOTH A STATIC IMAGE AND VIDEO IN ONE META AD
Meta's ad algorithm tends to favor static ads. To combine both static images and videos in one Meta ad, start by using an image as your primary format. Customize video-first placements, such as Reels and Stories, by replacing the creative with a 9x16 video. This ensures that static ads will appear in most placements, while video versions will be shown where viewers expect videos. This setup allows you to optimize for both formats without creating multiple ads.
2024.09.11
HOLIDAY PROMOTIONS IN GOOGLE TEXT ADS
A little-known feature in Google Ads text versions can highlight promotions, helping advertisers showcase deals this holiday season. Add a Headline or Description at the account- or campaign-level, then pin them to show only in positions one, two, or three. You can also set promotion assets (formerly “promotion extensions”) at the account-, campaign-, or ad group-level, which allow an extra line of text for a monetary or percentage discount.
2024.09.11
GOOGLE AI OVERVIEW STUDY: LINK SELECTION BASED ON RELATED QUERIES
Almost 46% of the links displayed in the AI Overviews (AIO) overlap with the links shown in the traditional Google Search results. A link in the first position has a 53% chance of appearing in an AIO. Results from “People also search for” and reformulated queries are also commonly found in a direct match AIO. YouTube.com is the most common domain for URLs that appear in an AIO, but not in the organic search results below it.
2024.09.11
THREE REVOLUTIONS ARE CONVERGING BUT ONLY GOOD MARKETERS WILL BENEFIT
3 converging revolutions — B2B marketing, the Ehrenberg-Bass (EBI) approach, and AI — will shape the future of marketing. B2B is now recognized as a major economic force, with faster growth than traditional B2C. The EBI revolution emphasizes mental market share over short-term metrics like CTRs, driving long-term brand growth. AI is making marketing tasks faster and more affordable. Those who leverage AI alongside the EBI framework will lead the way in the future of marketing.
2024.09.11
FIND YOUR POSITION-MARKET FIT: THE ROLE OF BRAND AND MEMORABLE EXPERIENCES (1 HOUR PODCAST)
Enzo Avigo, CEO of June.so, discusses how to align brand, marketing, and product into what he calls "Position-Market Fit."
2024.09.11
katesyuma.substack.comTLDR Marketing
KYLIE COSMETICS EMAIL TEARDOWN
A breakdown of a recent Kylie Cosmetics' product launch email.
2024.09.11
DELIVERED CONFERENCE (EVENT)
A free virtual conference taking place on September 12-13 covering best practices, strategies, and emerging tools for direct mail.
2024.09.11
deliveredconference.comTLDR Marketing
33% OF HOLIDAY SHOPPERS PLAN TO SPEND LESS THIS YEAR
33% of holiday shoppers plan to spend less this year due to high interest rates. Older generations, particularly Gen X, are more stressed about holiday budgets compared to younger groups. Nearly half of shoppers intend to start their holiday shopping by Halloween, with e-commerce expected to be a major channel. 42% plan to shop online and a significant portion of Gen Z shoppers will use social media platforms for their purchases.
2024.09.10
REDDIT PUBLISHES 2025 MARKETING PLANNING GUIDE
Reddit has published its “2025 Annual Moments Planning Guide,” which outlines important dates and events for the coming year.
2024.09.10
HOW TO FIND WHERE YOUR AUDIENCE HANGS OUT
The best places to run marketing campaigns are where your target audience hangs out. Tactics to identify these places include qualitative customer interviews, seeing where your competitors are most active, market research reports, and your own experimentation. This article includes sample questions to use for customer interviews.
2024.09.10
CONTENT LOCALIZATION TIPS FROM THE EXPERTS
Content localization is often overlooked. It involves adapting content beyond translation, considering factors like spelling, measurements, idioms, images, and keywords to resonate with local audiences. Key practices include early research, creating regional style guides, treating all regions as important, and optimizing based on performance data. Measuring the success of localization efforts refines strategies, while local expert input ensures authenticity.
2024.09.10
Sponsored
PARAGON UNCOVERS NEW TOP PERFORMING CHANNEL TO REACH ENGINEERING AND PRODUCT PROFESSIONALS
This case study covers how Paragon reaches their target audience of developers, product managers, and startup founders. While Paragon also runs ads on LinkedIn, advertising in TLDR gives them the huge opportunity to connect with their audience—particularly those not active on social media.
2024.09.10
UNDERUSED SEO REPORTS IN SEARCH CONSOLE
GSC's lesser-used reports, such as "Visitors' Devices," help optimize for mobile or desktop users based on traffic data. The "Traffic from Images" report identifies which images generate the most clicks and can refine image optimization strategies. The "Visitors' Countries" report, including translated search results, reveals untapped international markets that could benefit from localized content strategies.
2024.09.10
HOW TO FIND LONG-TAIL KEYWORDS
A long-tail keyword has low-to-medium search volume, high buyer intent, and more characters than regular keywords. To find these, start with 5-10 seed keywords and use tools like Semrush's Keyword Magic Tool with filters like phrase match and low difficulty. Optionally, set a minimum cost per click for conversion-focused keywords. After collecting relevant keywords, input them into tools like ChatGPT for additional suggestions, refining your list to improve SEO.
2024.09.10
FOUR QUESTIONS YOU MUST ANSWER TO BUILD YOUR POSITIONING STRATEGY
The crowded nature of the SaaS market means features alone will not give a product a sustainable competitive edge. To build an effective positioning strategy, companies need to address 4 crucial questions: what the product is, who it's meant for, what it replaces, and why it's a better option than the competition. Answering these questions provides the foundation for a clear and impactful message that differentiates the product, helping it stand out and reach the right audience.
2024.09.10
IT'S TIME FOR A CHIEF GO-TO-MARKET OFFICER
Data shows that collaboration between GTM teams remains a top challenge for many organizations. In that context, a Chief Go-To-Market Officer (CGTMO) can work as a dedicated role to unify marketing, sales, product, and customer success under one strategy. This approach streamlines cross-functional efforts, reduces inefficiencies, and improves long-term organizational success in Go-To-Market initiatives.
2024.09.10