A social media policy is a document written by your organization to provide guidance to employees about their actions and behaviors online. Such a policy can help you avoid potential PR crises or information leaks, create brand advocates, and facilitate brand cohesion. It should include expectations based on relevant factors such as an employee's role, the social platform, and the type of post. This article includes examples of social media policies from Mass General Hospital, The New York Times, and more.
Whether you're a product marketer, devrel pro or developer advocate, it's time to rally around your common goal: Successfully reaching and engaging your developer audience.
Netflix's video game strategy is expanding, especially for games tied to its reality TV shows. Third-party data indicates success, with popular mobile games achieving 68 million downloads, boosted by the Grand Theft Auto franchise. Netflix focuses on tie-in games to engage superfans between show seasons, showing the potential of cross-platform marketing. The company is testing cloud gaming, allowing more complex games on smart TVs, and integrating marketing for mobile games into its TV app.
87% of consumers expect influencers to advocate for social issues. However, only 25% said the most memorable brands speak about causes and news that align with their values. 42% of consumers will unfollow brands that partner with influencers who don't share their values, impacting revenue as 68% follow brands for product updates. This shift shows the expectation for influencers to lead social media activism, especially as brands face backlash for perceived performative activism.
A site's internal linking structure significantly impacts its SEO performance. These links inform search engines about your website's structure, distribute link equity, improve the user experience, and help target specific keywords. Using both contextual and navigational links makes your website informative and optimized for search engines. To build your internal linking strategy, perform a site audit, identify your best-performing pages, find related content, and link the related content to the best-performing pages.
Point One Navigation faced challenges with a limited online presence and high customer acquisition costs. The brand employed an SEO and paid media strategy to increase reach and marketing spend ROI. Its SEO efforts included programmatic state-specific content, guest posting on industry-relevant websites, and new blog content. In Google Ads, the company made its ad copy more relevant, updated conversion tracking, expanded the keyword list, and A/B tested different landing page designs. This resulted in a 672% increase in organic traffic, a 44% reduction in CPA, and a 2X increase in lead volume.
Use concrete language for memorable phrases and anchor claims with relatable examples to enhance value. Highlight the effort in content creation to boost perceived worth and use specific numbers for credibility. Write in the present tense to engage readers, and employ alliteration for better memorability. Incorporate negations to grab attention, and use second-person pronouns for relatability.
Meta has removed detailed targeting exclusions from ad campaigns, which previously allowed advertisers to prevent their ads from being shown to specific audiences based on demographics, interests, and behaviors. This change aims to simplify the advertising process and ensure that ads reach broader, more relevant audiences. The move follows criticism that detailed targeting exclusions could contribute to discriminatory practices in advertising.
Walmart Realm is an immersive shopping experience designed for college students. A new section called "Your Dorm Your Way" allows users to explore 5 curated virtual dorm rooms, each inspired by social trends and integrated with mini games, social content, and surprises. The initiative aims to engage younger consumers during the back-to-school shopping season by utilizing metaverse technologies. Walmart partnered with Emperia, a virtual reality tech developer, to enhance the shopping experience through gamification elements.
Audiences today favor distinct, unfiltered content. Younger demographics seek brands that reflect a more relatable, impulsive persona rather than polished images. Brands like Ryanair and RSPB exemplify this trend by adopting bold, humorous personas that resonate with Gen Z and Gen Alpha. These consumers often prioritize the community and cultural relevance of brands over traditional product attributes, leading to phenomena like the popularity of Stanley Cups and skincare products among younger audiences.
This article discusses the Google antitrust trial, emphasizing its potential to reshape digital marketing by addressing allegations of Google's monopolistic behavior in search and advertising. The trial's outcome could necessitate changes in how marketers optimize for search engines and run ad campaigns. To navigate these changes, marketers should diversify their strategies, prioritize high-quality user experiences, and stay updated on the trial's progress.
A federal judge ruled that Google violated US antitrust law by maintaining a monopoly in the search and advertising markets. It's not yet clear what this ruling will mean for the future of Google's business, as this initial finding is only about the company's liability, not about remedies. Google's fate will be determined in the next phase of proceedings, which could result in anything from a mandate to stop certain business practices to a breakup of Google's search business.
73% of Gen Z consumers purchase based on creator recommendations, significantly higher than other demographics. LTK shoppers demonstrate a 38% net positive increase in buying power for the holiday season. Their top priorities are availability, brand, and quality, unlike the general population which focuses on price. Instagram, Facebook, and YouTube are the main platforms influencing these shoppers. Early holiday shopping is growing, with 70% starting by September. Brands should implement an "always-on" strategy. Key gifting categories for Gen Z include beauty, entertainment, and fashion.
Website copy comes in two types: brand storytelling and conversion copywriting. Brand storytelling focuses on emotional appeal, defining who the brand is for. Conversion copywriting is straightforward and action-driven. This article provides examples from companies like Loom and Coda.
This article provides 10 advanced Google Ads strategies, such as separating broad match keywords from phrases and exact match for different bidding strategies. It explains how to use custom segments to target competitor audiences and how to leverage Microsoft Advertising search term reports for keyword optimization. Other tactics include investing in video assets for Performance Max campaigns, using aggressive bidding strategies to speed up the learning phase, and employing flexible budgeting to adapt to market demand.
Google has announced Search Console recommendations, a new feature that highlights optimization opportunities and suggests actions website owners can take to improve their presence on Google Search. Recommendations are based on a variety of Google Search systems data, like indexing, crawling, and serving. Not all sites will have access to the feature at this moment, but it will be fully rolled out over the coming months.
Audience Segments provide a solution to the challenge of unclear ad targeting due to audience expansion and algorithmic changes. By defining Engaged Audiences, such as those who interact with your business without purchasing, and Existing Customers, marketers can monitor budget allocation and performance for each group. For example, using Audience Segments in Advantage+ Shopping Campaigns allows for the setting of budget caps specifically for existing customers, offering clear insights into ad spend efficiency and effectiveness.
The success of South Korean brands lies in their ability to create immersive experiences that engage consumers on multiple sensory levels. Brands such as Gentle Monster and popular K-pop acts use innovative retail concepts, compelling visual design, and cultural storytelling to deepen customer engagement. This focus on sensory immersion not only drives brand loyalty but also cements their influence on the global stage.
Google Chrome is set to enforce Manifest V3, requiring all extensions, including ad blockers like uBlock Origin, to update to the new platform. Users are now seeing alerts to update or replace unsupported extensions, as Chrome aims to enhance extension security and performance. Despite Google's assurances, there is concern that these changes may limit the effectiveness of ad blockers due to new restrictions on updating filtering lists.
3 audiobooks that provide insights on focusing on category creation, genuine value over self-promotion, and innovative strategies beyond simple comparison.
Almost 85% of ecommerce site visitors remain unidentified, which hinders retailers' ability to engage them effectively. Identifying visitors is key, as businesses with the highest identification rates experience 53% higher repeat purchases. The lack of information prevents retailers from personalizing their communication and retargeting customers which is critical to compete with discount marketplaces like Amazon.
Brands with higher creator retention rates, where at least 25% of creators post about the brand in consecutive 12-month periods, perform better. User engagement on TikTok is high, with users 1.2X more likely to watch brand content and message brands compared to other platforms. Authenticity is crucial - 41% of users find creator content authentic and 55% trust brands more when endorsed by creators. Ads featuring creators related to a brand's vertical are 1.5X more effective.
Amazon advertising services grew 20% YoY in Q2 to $12.77 billion, a deceleration from prior quarters. Most ad revenue still comes from sponsored product formats, but the retail media category has become more competitive and mature. Forecasts suggest retail media's growth rate could slow next year as budgets are exhausted. Amazon introduced commercials to Prime Video and in May hosted its first upfront event pitching for larger TV ad budgets, though these deals can take time to materialize.
Take a break when stuck to allow for incubation — our brain's ability to subconsciously process information and make connections. Use contrast and opposing elements in your copy to create intrigue and make your writing more engaging and memorable. If your copy feels generic and flat, use the “So what?” exercise until you arrive at what the prospect truly desires, consciously or otherwise.
Decision paralysis leads to inaction or significant delays in making a choice. It often happens when there are too many choices available. Instead, provide front end offers — they're easy to understand, low-priced, and deliver quick results. After the initial sale is made, upsell customers to higher-tier products. This approach focuses on lifetime customer value, makes the first sale easier, and builds trust gradually.
Insights from recent redesigns at Spotify, Nextdoor, Ring, and AllTrails indicate that boring, functional sign-up screens drive more conversions. Removing distracting visuals and focusing on a streamlined experience can enhance usability and download rates.
GA4 will always experience data loss due to cookies and ad blockers. It's important to look at the data directionally to get actionable insights from it. For example, look at the percentage of sessions and key events per page rather than the raw counts of each metric. Show year-over-year dashboards with rounded totals and the percentage change. These types of visualizations can help others understand that GA4 will never be perfectly accurate but can be useful directionally.
AI now handles 60-70% of marketing workflows, enabling smaller teams to achieve higher productivity. The rise of AI in marketing has also led to faster product launches, reducing time by 50-60%. Key tools include MarketMuse for white papers, Grammarly for content refinement, and Substack and Convertkit for thematic newsletters. Hootsuite, Taplio, and Buffer manage social media engagement, while Knotch or Chartbeat track user interactions and sentiment. Lately and Circleboom facilitate content distribution across platforms and communities.
Your brand's everyday activities can be extraordinary to your audience, much like reality TV shows about niche jobs captivate viewers. By showcasing behind-the-scenes content, such as Getty Museum's earthquake-proofing process or Wild Rivers Waterpark's slide checks, brands can engage their audience with seemingly ordinary moments. This approach makes your audience feel like insiders, fostering a deeper connection and appreciation for your work.
Nike's focus on digital marketing and broad product categories has diminished its cool factor. In this article, former executive Massimo Giunco highlights the company's shift from niche collaborations, like the Flyknit series, to generic offerings, reducing innovation and cultural impact. Despite being a market leader, Nike has seen many new competitors stealing market share and is struggling to maintain its cultural appeal.
Magellan AI's Q2 Benchmark Report highlights a 22% YoY increase in podcast advertising spending, with 1,516 new brands joining the space. This surge is driven by rising podcast popularity, effective ad models, and increased ad loads per episode. Direct response advertising accounts for 44% of spend, while brand awareness campaigns have grown to 54%, with a 15% YoY rise. Top advertisers include BetterHelp, Amazon, and Shopify, with Mint Mobile entering the top ten. The gaming industry, along with jewelry, eyewear, and real estate, saw the highest growth in ad spending.
Snapchat users often start their shopping journey on social channels. 88% of Snapchatters love to shop, 85% discover new products through social ads, and 87% frequently recommend products to friends and family. Snapchatters also significantly influence their networks, with 72% seeking recommendations before purchases. Studies show Snapchatters' purchases are a reflection of their personal style, with 90% agreeing their shopping choices express their identity.
Hype language in B2B tech marketing often aims to convey excitement, innovation, and novelty, using terms like “revolutionize,” “transform,” “supercharge,” and “leverage.” However, when everything's made to sound exciting, nothing stands out. This post shares examples of companies avoiding buzzwords and hype language in positioning statements.
Science has shown that well-told stories are more engaging, memorable, and persuasive than many other kinds of content. Four story types that both engage and sell include impressive-detail stories that set a brand apart, founders' stories about the company inception, “how it works” stories, and values stories.
Leveraging buyer beliefs is crucial for effective marketing. Marketers often assume customers have the same knowledge, which can alienate potential buyers. Use clear language to explain complex concepts, such as the importance of note-taking for productivity. Marketers should map out the customer journey, starting with existing beliefs and guiding them to new, required beliefs. Tactics include storytelling, addressing misconceptions, and providing simple demonstrations to build trust.
Reach your target audience while they are actively engaged and reading content. TLDR offers 10 newsletters and has over 4 million tech professional subscribers including marketers, software developers, product managers, and executives to help you reach your audience effectively. Learn more [9] about running your first campaign with us.
Positional is designed to enhance your content strategy, provide comprehensive analytics, and highlight data-driven optimizations for your channels. It can uncover problematic sections of a page where users are leaving, create user journeys, provide SEO content recommendations, and more. Positional offers personalized demos for those interested in the tool.
Gain clarity with your writing, never stare at a blank page, and use these 6 questions to write every day: What problem are you solving? Whose problem are you solving? What benefits are you unlocking? What promise are you making? What emotion are you generating? What's the next action your reader should take?
This post contains 20 templates to use when writing content on LinkedIn. Frameworks include “Impossible vs. Possible”, “LinkedIn Love Stories”, “The Slipper Slide Effect”, and more.