🤳 Clickable Reels.

Meta, Google, and Microsoft roll out big ads updates, marketers are trying to figure out how to pay influencers, and more. March 30, 2023 [Read in browser]( [logo] [sponsor]( Good morning. We’d like to give a grateful shoutout to the third and final reader who submitted a Brain Teaser. Thanks a million, Mark Thornton. He’s a Bookshop Partnership Manager at Bookshop.org, so show him some love. And see if you can guess his riddle! ADVERTISING Reels ads get a boost, Google just made your ads public, and Bing chat gets ads, too [article-image] We know you ate breakfast already, but do you have room for one more bite? Because this one’s a big one… Three major tech players shared ad updates, and if we could label them, the tag would say “super important.” Google just made ad spying possible: Yep, literally. The company launched a new [Ad Transparency Center](, a “searchable hub of all ads served by verified advertisers.” You can now search for a brand and see everything from what ads the brand is running to which ads are served in which locations, as well as individual ad formats. Meta is polishing Reels: Meanwhile, Meta [has announced Click-to-Messenger Ads](, adding a button so your audience can contact you directly via Reels videos. That’s not all. Meta also has two more Reels updates: - You can now add a call-to-action (CTA) to organic images and videos in Reels ads with a few simple clicks in Ads Manager. - Your audience will have the option to start a conversation in WhatsApp directly from a Reels ad with a “Send message button,” too. Nice. Bing can sell: It was only a matter of time. We just got a sneak peak of [what advertisements will look like in Bing chat responses](. … And it looks like there’s going to be an “ad” label in front of the citation mark, letting you know when a source in question is sponsored. Interesting. Why we care: Google Transparency is kind of like Facebook’s ad library, which means you’ll be able to scout your competition and maybe get those creative juices flowing. Of course, it also means customers can find out why you’re targeting them, so be good out there. Meta’s Reels update will let you and customers initiate direct conversation, so make sure you’ve got those chatbots and support agents well prepared and responsive. And as for those Bing ads… well, it will be interesting to see how they perform, and how they affect search advertising in general. Pass the popcorn, please… INFLUENCER MARKETING Budgets for influencers are increasing Surprise surprise… shoppers buy from people they trust. Like influencers, for example. Which is probably why so [many advertisers plan to increase their influencer marketing budgets]( this year. The question is – by how much? Can’t tell what’s fair: Metrics tend to be vague and performance unpredictable, so marketers are struggling to nail down influencer pricing models. Sound familiar? According to a recent Capterra survey, only half of marketers feel confident when pricing influencers. And 41% believe they’re overpaying. Changing the terms: Right now, pay per campaign is the most common payment method—about 64% of marketers use it. But that might be changing. about 56% of marketers are turning to pay-per-performance, since it’s more predictable than campaigns and easier to measure. Short videos, long term: It’s also becoming more and more popular to seal long deals between marketers and influencers. For example… - 54% are paying retainers or have a deal on a continual basis. - 48% have established recurring payments. - 61% are working with influencer agencies to streamline working relationships. Good signs. Why we care: If you run influencer campaigns, and you’re wondering how to pay them, the best bet is to go by performance – or hire an agency or a specialist to settle that for you. It might save you a lot of brain power… and maybe your hair, too. SPONSORED BY WISTIA Turn your brand’s videos into lead generators, boost video engagement with personalization, and more with Wistia [article-image]( A marketer's typical video marketing workflow looks like this: - You create and edit the video in [a platform](. - You then host it on [a platform](. - You publish it to several sites from [a platform](. - And then you analyze how that video performs on [a platform](. Sounds tedious and confusing but it doesn’t have to be. Those four points mentioning “a platform”? There’s only one platform you need: [Wistia](. Wistia is the only video marketing platform made for marketers, by marketers, and it does so much [more than just host your videos](. You can generate leads from your videos by adding CTAs, annotation links, or email collection forms right on the video. You can dive into your video analytics like play rate, percentage viewed, CTAs clicked, and heatmaps. You can integrate Wistia with your current tech stack. And so much more… But enough talk! [Give Wistia a try.]( CONTENT MARKETING How to use ChatGPT to 10x your podcast content [article-image] Your podcast is a goldmine of valuable content that you can repurpose on your social channels. But if you’re just too swamped to dig out those nuggets yourself, well, ChatGPT may be just the mining tech you need. Ben Goodey posted [a framework for repurposing podcasts]( into Shorts, Tweets, blogs, and LinkedIn posts using ChatGPT. And it’s amazing. So throw away that pickaxe, it’s time to turn on the drill… First, find a free transcript tool to get the raw content and clean it. The original transcript will look awkward with all the “umms,” inaudible tones, mumbling, etc. Next, feed the transcript into ChatGPT and use the following prompt: “Here’s a podcast transcript: [“insert”]. Please go through the text and fix: - Where the person was misunderstood. - Remove filler words “um, uh, eh, oh, and ah” when used incorrectly. - Remove repeated parts or the parts where the speaker stutters. Then, you can create show notes. Just ask ChatGPT to “create show notes for the podcast episode featured in the transcript which includes episode description and bullet points of the main topic covered.” Now, you can make a blog post. Here’s the prompt: “Please insert headings and subheadings into the provided transcript to create a structured and easy-to-navigate document. Include an introduction to the interview as well.” And voila – you have a perfectly structured, value-packed blog post. What’s next? Whatever you want, really. You can: - Repurpose the transcript to find interesting quotes for short video tidbits. - Pull out expert tips from the transcript for your next few LinkedIn posts. - Create 15-20 tweets that are engaging and target your audience. - Use the transcript to extract expert quotes on a particular topic and feed Google’s E-E-A-T. And that’s just the first dig. Ben’s post has more prompts you can use, so we recommend checking it out. Happy mining – and distributing! SPONSORED BY STACKED MARKETER PRO You asked, “What do high-converting landing pages have in common?” We analyzed 3,000+ pages. Here’s what we found… [article-image]( If you want to consistently write high converting pages with "grab ‘em by the eyeballs" copy… You need to study what works. Luckily for you, we already did. You’ll find our insights in [this deep-dive report](, including how to apply the 31 copywriting principles we found, and 151 examples of great landing page copy. This report, along with more than 20 others, is yours with a Stacked Marketer Pro membership. [Join Stacked Marketer Pro for $7 and start converting like crazy.]( THE CREW’S INSIGHTS Why building your brand’s community matters [article-image] We’ve all heard it before: building a community is an invaluable step in building a brand. “Is it really necessary?” Yes! That is, if you want to foster relationships and retain customers after the transactions. “But it takes so much time!” Well, the investment will feel worth it once you see the direct benefits that community building has for your brand. Here are three ways building a community will boost your brand: - Increases brand loyalty. Nothing screams belonging like a community of like-minded people who feel appreciated. When you nurture this connection, your customers will be more willing to engage with your brand. Hello, retention! - Upsell and cross-sell easily. You’ve already acquired the customer. Now you’re working hard to make them trust you. Establishing this trust and credibility will help you sell more products to the same group. - Quick and easy market research. Struggling between two new flavours? Ask your community. Want to know what eyeshadow shades they’re excited for? Ask your community. What seemed like hours of mindless research has suddenly turned into a Facebook poll. The real kicker? When a customer has an emotional connection with your brand, they’re likely to share it with their friends and family. It’s a win all around! ROUNDING UP THE STACK [E-COMMERCE](: Does today’s retail market feel like a mystery to you? This visual guide uncovers the trends shaping retail and ecommerce, including m-commerce, retail media, TikTok commerce, Shopify, and more. Make your next move with clear and credible insights. [Get Insider Intelligence’s snapshot.](* [TWITTER:]( Wait, who are we talking to? Apparently Twitter has removed the handle in replies and isn’t showing who users are replying to. It now just looks… weird. And confusing. Do you see this too? [SEO:]( Sometimes, less is better. Google decided to show fewer brand names in search results titles. Makes sense because your website name is already displayed above the title. Small, but sensible update. [E-COMMERCE:]( US consumers just aren’t into live shopping. Selling during a live stream may be a $40B business in China, but it’s not working among Americans… for now. Maybe it’s too early to say for sure? [SOCIAL MEDIA:]( Nearly half of users aged 3 to 17 in the UK increased their TikTok and Snapchat usage over the past year. YouTube still remains the most popular among the kiddos, with 88% using it. No surprises there… [TWITTER:]( Big pivot. After saying that only the Tweets of paid subscribers would be displayed in the “For you” suggested feed, Elon Musk now says he simply “forgot to mention” other users. Hmm… time to make up your mind, Elon. *This is a sponsored post BRAIN TEASER I come dressed in a jacket that's bursting with color, But my body inside is much thinner and duller. I'm funny, upsetting, romantic or gory, But I'm always on hand to tell a good story. What am I? You can find [the answer here.]( [poolside-logo] POOLSIDE CHAT This ice cream tastes like salad dressing [article-image] Introducing the latest, newest addition to your “weird-ice-cream-flavors” list… Yep, it tastes like salad dressing. It’s [ranch-flavored ice cream](, and it’s made by Hidden Valley—who else? Hidden Valley promises this ice cream delivers the “savory flavors of ranch” with its: - Buttermilk taste. - Flavorful herbs aroma. - Touch of sweetness. Definitely sounds like an acquired taste. Maybe the kind of taste that a one-summer limited edition won’t be long enough to acquire, in fact… SHARING IS CARING Guess which hoodie we’re wearing. Yep, the Marketer Hoodie. We wear it all the time, and… say, it would look great on you, too! All you have to do is share our newsletter and get 50 other smart people to sign up. You’ll unlock other prizes along the way, too, like: - The Crew’s Top 10 Insights (2 referrals) - The Ultimate Holiday Marketing Deep Dive (4 referrals) Share the referral link below to get started. Zip. Mmm, cozy. [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria