Rabbbits Weeekly: More Tweets, Less Twitter
An ode to a copywriting tips Twitter account. Plus, other market happenings and headlines and things about the æconomy, algorithms, ads, audiences, and attack vectors.
Today’s Above the Fold is a shoutout to a Twitter account I like: Just Copywriting Tips. It’s from Harry of Marketing Examples (another resource I like). Useful tips in bite-size packages (something I clearly know nothing about).
You care way more about your features than anyone else does, so don’t make them the core of your marketing messages.
It’s not about the product, it’s about the solution.
I’m just a sucker for metaphor.
And, finally, make your CTAs more fun and informative.
Go forth and write better copy.
Æconomy
As of 2 pm today, The Fed raised interest rates another 75 basis points (that means they added 0.75% to the rate they had at 1:59 pm). This move was telegraphed so there shouldn’t be a lot of reactionary movement in its wake.
There's been plenty of doom and gloom on the economic news front lately, but maybe we can break that trend. Some analysts are predicting we've already seen peak gas prices at the pump. Fingers crossed.
Audiences
Turns out targeting and personalization may not be as smart as many claim.
70% of consumers reported receiving mistargeted information at least once a month
Algorithms
That item in last week's issue about TikTok threatening Google may have been overblown. This is a good Twitter thread breaking down how a quote about Gen Z turning to social platforms to find a lunch spot turned into "Google is doomed". (TikTok is still eating the internet, for the moment, though.)
Speaking of Doom Room™ residents, Instagram's newest knock-off target? Google Maps.
Now you can slide into those DMs to buy stuff on Instagram. Or, as Om Malik said:
Instagram’s transformation into QVC is now complete and absolute.
Facebook is now FaceTok and Friendbook. The news feed has fractured, a sign of the Great (Social) Schism that is underway. The Home feed will be their attempt at a TikTok clone, I mean, discovery engine. The Feed will be back to the future with a reverse chronological feed of your friends and follows. Everything old is new again.
Twitter is testing out a custom curated timeline feature that, if launched for real for real, could be an interesting way of making the platform less of a firehouse and a little more organized. These timelines don't replace the main timeline, but they can be pinned for easy access.
Snapchat is bringing the ghost to desktops. Yes, you read that right. AIM meets Zoom?
YouTube Shopping is now directly integrated into Shopify, a useful feature for any retailers that have video content.
Pinterest is going all in on shopping (no surprise based on the recent CEO hire) but a lot of these "new" features being touted don't feel especially noteworthy. Aside from the API, that could be useful.
Ads
You probably aren't spending enough on your marketing. At least according to Nielsen. They say higher spend should lead to higher ROI, especially by focusing on the top and bottom parts of the funnel. (Shameless plug: we'll help you spend your marketing budget.)
The Performance Maxening is here. You can “upgrade” your Smart Shopping and Local campaigns yourself now or have The Goog “upgrade” them for you sometime between yesterday (conceptually speaking) and September.
If you spend a lot on Google Ads, you may want to check out this post on some competitive metrics buried in the platform's reporting interface.
Reels can now be turned into ads.
Attack Vectors
Sounds like we're one step closer to a ban on targeted digital ads in the US. I get the desire for more privacy, but I'm not sure people are actually going to like a return to digital ads before semi-personalized targeting.
Mozilla stripped out Facebook's URL tracking and now Zuck is putting it back in, via encryption. Basically, they're adding tracking in a way that would break the link if it were removed. Instead of going to a specific post, you would just get the page that posted it.