Mohtab Arabiat

Holo's Ad Doesn't Feel Like an Ad. That's the Point.

Tue, 11 Nov 2025 00:00:00 GMT

It's not a commercial. It's entertainment disguised as chaos.

That's the kind of thinking audiences reward today: not polished, not perfect, but human. The kind of content that makes you stop scrolling because it feels alive.

That's what Holo did.

Attention → Emotion → Brand → Offer

Most brands still don't understand this formula. Holo did.

Attention (Through Entertainment)

UseHolo is a fintech startup entering real estate financing. Banks. Regulations. Predictability. Every bank out there looks and sounds the same.

So they went social first. Fast. Funny. Chaotic.

Their ad opens like a behind-the-scenes story: handheld shots, messy energy, a giveaway spiraling out of control. It doesn't look like an ad. It looks like content people actually watch.

You can't demand attention on social. You earn it by entertaining.

Emotion (Through Story)

A CFO storms in to stop a half-million-dirham giveaway. You're hooked, not because you care about the product yet, but because you want to see what happens next.

The humor lands. The chaos feels real. You're feeling something. Story creates emotion. Copy doesn't.

Brand (Through Contrast)

Watch the ad again. Notice what they're actually saying without saying it.

We're not the banks. We're fast, bold, unafraid.

The chaos is strategy. An untraditional startup refusing to play by traditional rules.

Your brand isn't what you say. It's every choice you make: pacing, tone, the refusal to sound corporate.

Offer (Once People Already Care)

By the end, you know what Holo does. You know there's a giveaway. You might even click.

But you watched because you wanted to, not because you were interrupted.

The offer lands because you already gave them 30 seconds. That's all they needed.

People don't hate ads. They hate being interrupted.

This is how marketing works now, not for billboards but for feeds.

When you're untraditional entering traditional territory, you can't play the old game. No legacy. No deep pockets. No decades of trust.

But you have freedom. To surprise. To risk. To sound human.

Holo didn't just run a giveaway. They made people talk about an ad. Check out the comments section for proof.

The brands that win next won't shout loudest. They'll make people feel something.

Attention. Emotion. Brand. Offer.

Holo proved it works.

Beyond Brick and Mortar: Developers Are Building Tech

Sun, 14 Sep 2025 00:00:00 GMT

Dubai’s developers have long been celebrated for reshaping the city’s skyline. Towers, villas, and master communities defined their success. But today, the role of the developer is evolving. No longer content with handing over the keys, they are building platforms that extend their influence into resale, investment, and long-term trust. Just as Bayut became the go-to for property search and Property Finder shaped how homes are bought and sold, developers are now moving to own that digital layer themselves, rewriting what it means to buy, sell, and invest in real estate.

VYOM is EMAAR’s entry into the secondary market. Until now, resale in Dubai has been messy. Property Finder and Dubizzle dominate the space, but the experience is often plagued with duplicate listings, speculative pricing, and brokers who prioritize commissions over transparency. For buyers, it creates confusion. For developers, it undermines brand value. EMAAR’s answer is VYOM, a curated marketplace where only EMAAR properties are listed, verified and backed by the developer itself.

The timing is not accidental. The secondary market in Dubai has been growing fast, driven by investors who flip off-plan purchases and end-users who want ready properties without waiting for construction. In many months, secondary sales now account for more than half of all transactions. By stepping in, EMAAR is not just protecting a revenue stream but also safeguarding its reputation. Controlling the resale experience ensures that property values are maintained across the full lifecycle, from off-plan buyers to secondary buyers years later. If resale values collapse or feel unreliable, confidence in new launches weakens too. VYOM is less about competing with Property Finder and more about reinforcing the message that EMAAR properties hold their value long after handover.

If VYOM is about protecting value, PRYPCO is about creating liquidity. Founded by Amira Sajwani of the DAMAC family, PRYPCO introduces fractional ownership to Dubai, allowing investors to buy into properties from as little as AED 2,000. Instead of waiting years to save for a full down payment, younger investors can enter the market immediately and receive monthly rental income proportional to their share.

This is not just about affordability. It is about meeting a generation where they already are. Younger investors have grown up with Robinhood, Binance, and Coinbase. They are comfortable buying fractions of assets, whether that is crypto, stocks, or NFTs. PRYPCO fits into this mindset perfectly, positioning real estate as another liquid asset class that can be accessed with the swipe of a phone. The credibility of being backed by a Sajwani matters, but the bigger play is cultural: making Dubai’s property market relevant to a new, global audience that expects real estate to be as accessible as digital tokens.

Amira herself symbolizes this generational shift. While her father, Hussain Sajwani, built DAMAC into one of Dubai’s most recognized developers through bold launches and physical projects, Amira is pushing the brand into the digital age. Her approach is more global, more tech-driven, and more focused on financial inclusivity. PRYPCO is not just a new business; it is a signal that Dubai real estate is evolving under leaders who think like fintech founders as much as developers.

What It Means for the Market

VYOM and PRYPCO represent two sides of the same shift. EMAAR is protecting the long-term value of its developments by pulling the secondary market into its own ecosystem, making sure brand equity and pricing strength are preserved from off-plan launches to resale years later. DAMAC, through PRYPCO, is expanding the market by giving younger and global investors a way in, many of whom would otherwise turn to crypto or equities. Together they show how developers are no longer content with building projects. They are actively shaping the full lifecycle of property ownership.

The implications are global. Buyers may start to trust developer-backed platforms more than brokers or third-party portals. Younger investors, already comfortable with fractional ownership in stocks and crypto, may see property shares as a natural extension of their portfolios. For developers, the opportunity is to shift from one-off sales to long-term value creation, earning across the entire lifecycle of their projects. The winners in real estate will not only be those who deliver iconic buildings but those who build the strongest digital ecosystems around them. Some markets are already showing the way forward, and the question now is how quickly developers worldwide will embrace this model.

Smothered Mate

Wed, 06 Aug 2025 00:00:00 GMT

In chess, there is a checkmate so elegant and cruel that it feels like a magic trick. The king is trapped by its own pieces, surrounded by friends who leave no room to move, and one quiet enemy piece delivers the final blow. No struggle. No escape. Game over.

Life works the same way more often than we’d like to admit. And today, with AI watching the board alongside us, the patterns form faster than ever. AI can already detect relationships and trends that we would miss, but that only matters if we understand what those patterns mean and know how to respond.

Think about the corporate world. You are in a room full of supportive colleagues, and everyone nods along to the same plan. The culture is friendly, the meetings are polite, but there is no space to challenge the idea. Even if you see a problem or want to take a different path, the pressure to conform locks you in. Surrounded by friendly pieces, you are mated into agreement.

Garry Kasparov writes in How Life Imitates Chess that it does not matter how far ahead you can see if you do not understand what you are looking at. Recognizing a smothered mate is not about predicting the future, it is about knowing when the trap has already formed around you.

AI can map behaviors, flag blind spots, and reveal the subtle moves that lead to checkmate. But it cannot choose your response. The advantage only comes to those who can see the meaning behind the pattern, step back, and make a move before the last square disappears.

Because in life, as in chess, it is rarely the enemy that traps you. It is the comfort of your own pieces.

Ideas Are Cheap, Execution Changes the World

Wed, 09 Apr 2025 00:00:00 GMT

Back in 2020, I had an idea: a personal assistant service, online, built to help people achieve their goals with the help of a pool of specialized human assistants. The vision was focused, humble, and deeply rooted in a real need I felt, especially for entrepreneurs like myself, juggling too much, too often. I called it Ettikal, the Arabic word for “dependable.” Because that’s what I wanted it to be. A dependable support system.

Fast forward a few years, and Sam Altman and his team at OpenAI have built something not just similar in spirit, but vastly more ambitious in scale. What they’ve created has, quite literally, changed the course of human civilization. That’s not an exaggeration.

Looking back at Ettikal, and now witnessing what OpenAI has done with ChatGPT and beyond, I can’t help but reflect on the difference in scale. But more importantly, the difference in thinking. That difference was everything.

Here are a few lessons I’ve internalized and hope to carry with me into every future endeavor.

1. Software Eats the World and Then Some

I spent months trying to find, vet, train, and retain the right talent. It was an uphill battle of human complexity. Even at my most optimistic projections, scaling would have meant scaling people, which involves more management, increased costs, different time zones, and a higher chance of errors.

OpenAI, on the other hand, leaned into software. Their "assistant" wasn’t a human team. It was a language model. Software doesn’t need to sleep. It doesn’t get sick. It learns, scales, and replicates with precision. This isn’t just about replacing people. It’s about completely breaking past human limitations.

What I was trying to do with ten humans, OpenAI did with ten lines of code and a thousand GPUs.

2. Software Doesn’t Just Scale, It Creates New Worlds

One of the most underrated strengths of software is that it doesn’t merely automate. It creates. Because of how software operates—modular, interoperable, and scalable—it enables synergies that no human workflow ever could.

With people, connecting capabilities requires communication, alignment, meetings, empathy, follow-ups, and delegation. With software, it’s as simple as APIs, integrations, and well-written instructions.

Ettikal would have required dozens of team leads to build cross-functional services for productivity, marketing, research, and more. OpenAI just trained the model better and unlocked it all through a single interface.

3. Scale Is Not Just a Metric, It’s a Catalyst

I used to think scale was something that came after product-market fit. Something you earned once you nailed the basics.

Watching OpenAI taught me that scale can be part of the strategy from day one. The ability to rally massive resources—talent, compute power, capital—early and effectively is more than impressive. It’s transformative.

At scale, your product doesn’t just serve users. It shifts paradigms. That’s what OpenAI did. It built quickly, launched widely, and established a new standard for human-computer interaction.

If Ettikal had somehow secured the capital to scale, would it have succeeded? Maybe. But more importantly, I didn’t even think in those terms. That mindset made all the difference.

4. Vision Shapes Everything

Ettikal was a good idea. But it was local, tactical, and supportive. OpenAI, by contrast, started with a vision of ensuring artificial general intelligence would benefit all of humanity. Their mission was global. It was existential. It was bold.

That level of ambition shapes every decision—from who you hire, to how you fundraise, to what level of risk you’re willing to take.

I used to think staying practical was the smart move. Now I see that vision isn’t about being unrealistic. It’s about picking the right direction. OpenAI aimed for something much bigger, and they ended up in the history books.

5. People Still Matter, Just in a Different Role

This doesn’t mean human teams are obsolete. Far from it. But the role of people has changed. Instead of doing the work, we’re now designing the systems that do the work. Instead of operating the engine, we build it.

Ettikal was based on the idea of people helping people. OpenAI is about people building tools that help everyone.

That small difference changes everything about how I want to build going forward.

6. Ideas Are Everywhere, Execution Is Rare

Here’s the most humbling realization of all: maybe my idea wasn’t even that different. A digital assistant that helps users achieve goals? That sounds a lot like what ChatGPT became.

But OpenAI didn’t just have the idea. They executed it. They built it. They delivered it to the world. They reached millions.

While I was focused on the idea, they were focused on bringing it to life—fast, at scale, and with clarity.

My note to my future self is simple: focus less on the idea and more on the operations. Build systems. Ship early. Deliver value. Because the best idea in the world means nothing if it doesn’t leave your head.

Final Thoughts

I’m not writing this out of regret. I still believe Ettikal was a beautiful idea. In another universe, it might have succeeded.

But I’m writing this to remember. To remind myself that next time I have an idea, I need to ask:

Is this built on software?
Is it designed to scale?
Is the vision big enough to matter?
Do I have the systems to deliver?

Execution isn’t the last step. It’s the only one that counts.

Great Work Is Worthless If It’s Late

Tue, 25 Feb 2025 00:00:00 GMT

Some of the best content I’ve ever seen never made it to a brand’s social media page. Not because it wasn’t good, but because it wasn’t ready when it mattered most.

Social media runs on moments. Trends come and go in hours, and campaigns have strict deadlines. It doesn’t matter how brilliant a piece of content is, if it’s late, it’s useless.

Take Twitter, for example: the average lifespan of a tweet is about 18 minutes. That’s it. Miss that window, and your brilliant post might as well be shouting into the void.

In the early days of social media marketing, brands moved fast. There wasn’t much time to overthink. If something was trending, we’d jump on it. If we had an idea, we’d execute it within the same day. Perfection was a luxury; relevance was everything.

That hasn’t changed. Today, brands have access to more tools, more data, and bigger teams, but speed is still the deciding factor.

A viral moment doesn’t wait for approval loops, and engagement opportunities vanish if a brand hesitates.

The Joy of New Platforms and an Ode to Those We've Lost

Tue, 14 Jan 2025 00:00:00 GMT

With the looming deadline for the TikTok ban, many active users have been promoting and encouraging others to join another Chinese social media platform, Red Book. While the reasons driving this migration are worth analyzing, I find myself more drawn to the emotions behind the movement.

The #TikTokRefugees, as they call themselves, have been sharing videos that are nothing short of heartwarming. One common thread runs through them all, people being welcomed into a new community. Users of Red Book are posting welcoming comments, extending invitations for friendship, and embracing new members with open arms. They are even sharing videos teaching new users Mandarin to help them navigate the app.

The keyword here is community. It’s not just about a platform, technology, or an app. It’s about people coming together and how they engage with each other. That’s the magic of social media, the thing that so many platforms have lost or struggle to maintain.

Looking back, every social media platform, even those that no longer exist, had its own sense of community, however small.

MySpace: The OG of social media. I met some fascinating people there, bonding over an obscure Icelandic band that I couldn’t find fans for anywhere else.
Google+: It was a haven for tech geeks, where news and discussions about the latest gadgets and innovations thrived.
Path: A beautifully designed platform with the promise of creating and maintaining close connections with a small group of friends.
Vine: A creative playground where many creators launched their careers through collaboration and a shared love of content creation.
Yahoo Answers: Yes, I’m counting it as a social platform. While trolling was abundant, it also delivered real value when you needed an answer fast.

TikTok, however, won’t be gone anytime soon. Outside the U.S., it remains a major player, and time will tell if it can reenter the U.S. market and reconnect with its passionate users. But the emotional heart of this story isn’t just about TikTok. It’s about belonging.

At the end of the day, what everyone is chasing is the sense of belonging. A tribe to call their own. Social media, at its best, has always been about that. It’s not the algorithms, the features, or even the content, it’s the people. Platforms come and go, but the desire to belong never changes.

Emotional Content Always Wins

Thu, 09 Jan 2025 00:00:00 GMT

In 2011, I wrote my first social media caption for a brand. Well, it was more than just a caption, it was the entire post. Back then, photos or videos in posts weren’t common. In fact, brands barely had a presence on social media, and we were all just trying to figure things out.

What we did know was that conversations were happening, and marketers wanted their brands to be part of them.

We didn’t know much about how to market on social media, but we did understand two key things:

We had to be present consistently. Content would disappear from users’ timelines within 24 hours, so we needed to post daily. That’s how social media calendars became a thing.
We had to capture attention without being overly commercial. A balance was crucial to avoid pushing people away with hard-sell content.

Most brands adopted an 80/20 approach: 80% fun, entertaining, or engaging content to connect with the audience, and 20% promotional or commercial posts to push products.

This split gave us the opportunity to have fun with the brands we managed. For 80% of the time, our job was to create entertaining content, how exciting is that? The key was to ensure that this content evoked emotion, and on social media, the most common emotion was humor.

Luckily, the brands I managed back then made humor part of their DNA. For example, Cadbury Dairy Milk was all about Moments of Joy. What better way to spread joy than through funny or witty content? This was around the time Cadbury released its iconic Gorilla ad, yes, the one with the drumming gorilla to Phil Collins’ In the Air Tonight. If you haven’t seen it, or even if you have, it’s worth a watch (or rewatch). Watch it here.

Even years after its release, reposting that video would still generate incredible engagement. At the time, it was a 4-year-old ad, yet it resonated because it brought pure joy.

It became clear people engage with content that makes them feel something. The best performing posts weren’t overly polished, they were simple, emotional, and relatable. Whether it was a silly joke, a witty one-liner, or even a fun fact, the common denominator was emotion.

Those were simpler times, but what worked then still works today. Post something that evokes emotion, and you’ll always strike a chord with your audience.

Outcome vs Output

Wed, 08 Jan 2025 00:00:00 GMT

A colleague of mine recently climbed all the way up Mount Kilimanjaro. I’m super proud of her for setting that goal and actually achieving it.

The outcome of all her planning, effort, and hard work is that she can now proudly say she reached the summit of Mount Kilimanjaro.

She didn’t celebrate the output. She didn’t dwell on the 6 days she spent hiking to the top or the estimated 70,000 steps she took along the way. The outcome was clear, standing at the peak of Kilimanjaro.

We often find ourselves focusing on the wrong things. It doesn’t matter if you send out 100 emails a day if none of them get a click. It doesn’t matter if you publish 100 social media posts if none of them convert a customer.

Measure the outcome, not the output.

Why Is It So Hard to Hire a Social Media Manager?

Mon, 06 Jan 2025 00:00:00 GMT

Anyone running an agency or hiring for a social media manager knows how challenging it can be to find the right fit. The perfect candidate is often expected to be a master-of-all-trades, mastering everything from strategy and creativity to analytics and community engagement.

Before diving into the key traits I look for in a social media manager, it’s important to acknowledge one thing, it’s nearly impossible to find all these qualities in one person. That’s why you should consider the strengths of your existing team when hiring. For example, if you already have someone who excels at analytics and project management, you might focus on hiring a creative thinker or skilled copywriter to complement them.

Here are the key areas I evaluate when hiring a social media manager:

1. Hungry and Curious

While many skills can be trained, curiosity and hunger to learn are non-negotiable for this role. Social media is an ever-changing landscape, with new trends, strategies, and platforms emerging almost daily. A world-class social media manager must have the drive to stay up-to-date and continuously improve their craft. They should be actively seeking out the latest news, trends, and strategies to keep their approach fresh and relevant.

2. Creative

Creativity is essential in navigating platform algorithms and making content stand out. This involves more than just making things visually appealing—it’s about solving problems in innovative ways and leveraging the latest trends and creative formats to capture attention.

3. Storyteller

Storytelling is a separate skill from creativity. It’s about weaving purposeful narratives that hook audiences and create a meaningful connection between the content and the brand. Social media managers need to balance this with the understanding that they’re not creating art—they’re crafting content that must resonate with an audience and serve a brand’s objectives.

4. Analytical

On the flip side, data-driven decision-making is just as important. A great social media manager should be able to turn raw data into actionable insights. These insights not only inform better storytelling but also enhance the overall marketing strategy. Analytics provide the foundation for iterative improvement and help track the effectiveness of campaigns.

5. Social

This might seem obvious, but it’s often overlooked, being genuinely social matters. A candidate’s ability to connect with people in real life often translates to how well they build connections online. If they lack passion for engaging with others, chances are their interactions with an online community will feel robotic. You can always tell the difference between authentic, meaningful engagement and canned, rephrased responses.

Process Over Tools

Sun, 05 Jan 2025 00:00:00 GMT

Before jumping to buy the next fancy tool, take a moment to understand what you need it for and how it will help. If you lack a clear process or method, a tool will likely just accelerate the chaos rather than fix it.

Ask yourself: what exactly do you need this tool to manage? How will it support your workflow without trying to do the work for you? Many companies end up paying for over-engineered, bloated tools when simpler and cheaper alternatives could have done the job just as well.

For instance, do you really need a $1,000-a-month dashboard if an Excel sheet can get the job done? If you don’t know which metrics or numbers you need to track, no amount of fancy dashboards or features will make your work easier.

It might be worth taking a step back and looking at all the tools you have. Do they genuinely add value, or are they masking gaps where a better process or method is needed? Sometimes, the best tool is the one you don’t need at all.

How to Grow on Social

Fri, 03 Jan 2025 00:00:00 GMT

Focus on Your Audience

Speak directly to the people who need your message. Don’t write for everyone, write for the ones with specific challenges you can solve.

Focus on Their Problems

Understand your audience’s struggles and offer solutions. They’re here for answers, not fluff. Make your content practical and helpful.

Focus on Better Ideas

Platforms change, tactics expire, but valuable ideas endure. Share insights that empower your audience to think differently and solve problems for the long term. Be impactful, not trendy.

You Can’t Win a War with One Bullet

Thu, 02 Jan 2025 00:00:00 GMT

You can’t win a war with one bullet, or fall in love at first sight, unless you are a hopeless romantic. It takes time, effort, and a lot of resources to succeed in war, love, or marketing.

The same goes for social media. Too often, everything gets crammed into a single post. Check most brand posts and you can clearly see this. Sure, it’s tempting to include opening hours, location, terms and conditions, and 20 other "important" messages in one post. But let's be honest, expecting your audience to read, let alone engage with all that, is wishful thinking.

Instead, simplify. Break down your messages into smaller, focused pieces. Build a narrative around them, allowing each one to stand out and connect meaningfully with your audience.

Writers Write

Wed, 01 Jan 2025 00:00:00 GMT

In 2025, I’m challenging myself to write and publish a blog post every single day. It might sound crazy and blogs feel so 1999 and definitely aren’t trendy right now. But this isn’t about reach, likes, shares, or any platform metric. It’s about showing up, refining my ideas, and building a writing habit.

I owe this idea to the man who inspired me to get into marketing in the first place, Seth Godin. He’s been running his daily blog since 2002, and showing up every day.

Also inspired by Seth Godin, I’ve set some rules for myself. These are the guidelines I’ll follow throughout this challenge.

1 - Show up every day and write. This challenge is about building a daily habit, so no batch writing or scheduling posts in advance. Each article will be fresh, written, and published on the same day. The posts won’t be perfect, and that’s okay.

2 - Be real. And no, I don’t mean the social media app that had its moment. I mean authentic and genuine. Every blog will be rooted in personal experiences, real stories, real lessons, and real reflections.

3 - Keep it Simple. To remove any unnecessary barriers I will keep the format simple. Every post will have a simple format, a title and a body.

The posts don’t have to be as long as this one; they just need to communicate an idea clearly each day.

4 - Ignore the urge to promote and distribute. No social media posts or cringy LinkedIn posts promoting my blog. This challenge is personal. If you, the reader, want to follow along, you’re welcome to visit the website. I may add a subscription option later, but for now, my focus is entirely on the writing.

5 - No metrics, no monetization. I won’t even have Google Analytics installed, feel free to check for yourself. This challenge isn’t about reach, subscribers, or making money. I won’t track how many people read these posts. They’re free and available to anyone, but the focus is solely on the act of writing.

6 - Authenticity before trends. Avoiding metrics will help me stay focused on writing what matters to me, not chasing topics just because they might get more clicks or attention.

7 - Full transparency. Life happens. On the days when I’m unwell, traveling, or facing personal challenges, I will probably have pre-written articles to go out but they will be labeled as such.

8 - No ChatGPT. Sure, it’s tempting to write a prompt and have 20 articles churned out by everyone’s favorite LLM, but that would completely defeat the purpose of this challenge. I’ll only use it for proofreading and grammar improvements.

9 - Full commitment. I will not go to sleep without publishing a post. This single rule will drive push out a blog every day, no matter what.

The Silence of Social Media: Meta Censorship of Palestine

Sun, 15 Oct 2023 00:00:00 GMT

Social media platforms have long been hailed as spaces for connection, entertainment, and sharing joy. They serve as windows into the lives of others, allowing us to peer into the world and, at times, marvel at the experiences they offer. However, over the past few days, this narrative has taken a sad turn, as a wave of distressing news continues to flood in from Palestine.

In the digital age, social media plays a pivotal role in disseminating information. Meta, who knows this all too well, seems to be limiting any mentions of Palestine on its platforms. As a significant global event unfolds before our eyes, content creators and social media users have awakened to a disheartening reality—severe reductions in the reach of their content. What's more troubling is the scarcity of attention this issue has received, with major tech news outlets remaining conspicuously silent on the shadowban affecting Palestine-related content.

This shadowban, which has gone largely unnoticed, involves Meta labeling content related to Palestine as "sensitive." This tagging severely limits the number of people who can access and view such content. The labeling process is driven by picking up on keywords within the content and an analysis of the images accompanying the posts or Stories..

Overcoming the Shadowban:

In response to this situation, users have been experimenting with various methods to bypass the shadowban. Here are some strategies that have proven effective for those affected:

Adjust Sensitive Content Settings: Users can modify their account settings to allow sensitive content. By going to Settings > Suggested Content > Sensitive Content, you can change it to "More," enabling you to view Palestine-related content.
Diversify Your Content: To break the cycle of censorship, it is advisable not to solely post about Palestine. Intermingle your posts with unrelated content to regain visibility in the Stories feed.
Create Original Content: Instead of merely sharing content from others, try to recreate and remix it to make it appear fresh. Original content is less likely to be flagged as sensitive.
Explore Alternative Platforms: Instead of relying solely on Meta-owned platforms like Instagram and Facebook, consider using platforms like X (Twitter) and Telegram, which have not imposed similar restrictions. These platforms are used by journalists for a reason.
Engage Actively: Engaging with other content within the same topic can elevate your content's visibility within the algorithm. Think of it as a way to "force" it to reach a broader audience.
Direct Sharing: Don't limit yourself to Meta-owned channels or mainstream social media. Share your story through various networks and channels to ensure it's heard widely.

Remember Your Humanity:

What is currently transpiring in Gaza is an affront to humanity. In times like these, it is imperative that we remember our shared humanity. Human lives are at stake, and as the world watches in pain, censorship is inexcusable. We must not allow the silencing of this critical issue.

The apparent shadowban on Palestine-related content on social media platforms raises significant concerns about censorship on a global scale. As users strive to overcome these limitations, the world must pay heed to the broader implications of such actions and champion the values of free expression and empathy in our interconnected digital age.

How Can You Help?

How can you make a difference? There are several humanitarian organizations that you can lend your support to.

UNRWA - https://donate.unrwa.org/gaza/~my-donation
PCRF - https://www.pcrf.net/
Emirates Red Crescent - https://www.emiratesrc.ae/donations/29
UNICEF - https://www.unicef.org/emergencies/children-gaza-desperate-need-lifesaving-support

Updates

Google:

Google Ads Data Manager is initially launching in Google Ads to make it easier to use enhanced conversions and customer match - Search Engine Land - Google Blog
Preparing for the end of third-party cookies - Chrome for Developers

LinkedIn:

Message Ads are back after advertisers asked for the feature to return to Linkedin - LinkedIn Business
LinkedIn introduces genAI campaign creation tool to boost B2B digital advertising growth - Insider Intelligence

Meta:

Meta unveils brand suitability controls for Reels - Marketing Brew
- Inventory Filter: Advertisers gain control over the type of content adjacent to their ads, aligning with the GARM Brand Suitability Framework.
- Third-Party Brand Suitability Verification: Partnering with Meta Business Partner Zefr, this solution offers independent measurement, transparency, and reporting on content adjacent to ads.
Meta Is Paying Creators Millions for AI Chatbots - The Information
Meta Plans to Charge $14 a Month for Ad-Free Instagram or Facebook - WSJ

Instagram:

Instagram head says Threads is ‘not going to amplify news on the platform’ - TechCrunch
Reels Ads updates: new performance features, automated creative and suitability solutions - Meta for Business
- Collection Ads: Collection ads are introduced on Instagram and are under testing on Facebook. These ads feature a large video or image alongside smaller accompanying images, making it easier for users to explore products of interest.
- Multi-Destination Reels Carousel Ads: Businesses can now direct users to multiple product pages, enhancing the shopping experience and potentially increasing sales. This feature is available on Facebook and Instagram Reels across iOS and Android.
- Swipe Left Functionality: The "Swipe left" feature on Facebook and Instagram Reels ads facilitates quick and easy access to product information, promoting active engagement.
- Advantage+ Creative: Reels ads optimized for creative elements show better campaign performance. Features within Advantage+ creative include automatic template conversions, 3D motion, aspect ratio adjustments, and image/video enhancements, all aimed at improving ad effectiveness.
- Music Optimization: Advertisers on Facebook and Instagram can now add music to their single image Reels ads during the campaign creation process, making ads more engaging and entertaining.
Threads is getting an edit button — and you don’t have to pay for it - The Verge
Instagram Announces New Interactive Features at ‘Instagram University’ Event - Social Media Today
- Birthday Celebrations: Instagram is focusing on enhancing birthday celebrations, offering users birthday profile effects and the ability to control who is notified about their birthdays.
- Notes Inbox Group Chat: Instagram is adding more tools to its Notes feature, including audio clips and selfie videos, to boost engagement.
- Close-Friend Groups: The platform is introducing close-friend groups for more private Stories sharing, allowing users to share with specific groups rather than publicly.
- Music Features: While specifics weren't provided, Instagram is working on music features to enhance creative expression within the app.
- Crews and Trivia: The platform is testing features like 'Crews' for private Story sharing and a trivia game within IG live-streams.

TikTok:

Effortlessly share to TikTok with Direct Post: Seamless integrations with Adobe and a range of partners - TikTok Newsroom
TikTok now supports direct posting from AI-powered Adobe apps, CapCut, Twitch and more - TechCrunch

X (Twitter):

X (Twitter) partners with Google Ad Manager - Search Engine Land
X (Twitter) Launches Expanded Profile Bios for Web Users - Social Media Today
X (Twitter) Experiments With New Game Streaming Process To Expand Its Content Options - Social Media Today
X (Twitter) signs live shopping deal with Paris Hilton in bid to revive its fortunes - Financial Times
X (Twitter) Looks To Add ‘Verified Only’ Reply Option on Posts To Push Paid Subscriptions - Social Media Today

Celebrity AI Avatars: Snoop Dogg, Mr. Beast, Paris Hilton, and Beyond!

Mon, 02 Oct 2023 00:00:00 GMT

Every week, I provide a summary of the latest digital marketing news, saving you the time and effort of going through it all yourself.

If you've been enjoying the newsletter thus far, it would mean a lot to us if you could take a moment this week to share it with someone you believe would also benefit from it.

Meta
Meta Unveils AI Avatars: Snoop Dogg, Mr. Beast, Paris Hilton, and More!

During the recent Connect event, Meta introduced a range of exciting AI experiences that are set to transform the way we engage with technology. Here's what's happening:

Get Ready to Meet 28 Unique AIs: Meta is taking AI interactions to the next level by introducing 28 AIs, each with its own distinct interests and personalities. These AIs are designed to deepen your engagement with your favorite topics and activities.

Direct Interaction via Messaging Platforms: One of the most exciting developments is the ability to interact directly with these AIs through messaging platforms. For those of you who are part of the beta product rollout in the U.S., you'll soon be able to send them messages on Instagram or Messenger.

Social Profiles for AIs: But that's not all! Meta is also rolling out social profiles for these AIs on Facebook and Instagram. Now, you can follow these AI personalities and get to know them better. You'll find that some of these profile pictures might seem familiar, as Meta has partnered with well-known public figures to represent these AI characters. It's important to note that these familiar faces are embodying the characters, not themselves. Check them out here.

Creating Visual Content with AI: When Meta generates images for social posts using AI, you'll spot #ImaginedWithAI in the post along with a watermark on the lower left-hand corner of the image. This is a testament to the power of AI-driven visual content creation.

AI-Generated Responses: The responses you receive from these AIs via direct messages are generated using Meta's cutting-edge AI technology. This means you can look forward to engaging and personalized interactions with these AI personalities.

Even more exciting, this opportunity will soon be available to all. For brands, having Meta manage an AI character on their behalf could bring significant benefits, revolutionizing audience engagement. Social media moderators get ready for some change.

You can now interact with these 28 characters here

SOCIAL NETWORK OF THE WEEK
Artifact - from the founders of Instagram

From the creators of one of our favorite social media channels comes a new platform for us to watch out for. Kevin Systrom and Mike Krieger teamed up once again and have launched Artifact. A news aggregator that just now introduced social discussions feature making it a social media platform. Artifact aims to use AI to learn your interests and keep you up-to-date with the information and inspiration that matters most to you.

Check it out here

Updates

Meta / Facebook / Instagram:

Instagram Gifts are now accessible in more countries around the world, making it easier for creators to receive support from fans who love their content. Instagram
Another attempt to get us to livestream our life. Meta announces an improved Ray-Ban Meta Smart Glasses. The Verge
Breaking the uncanny valley. Mark Zuckerberg and Lex FriedmanInterview in the Metaverse. Worth watching. YouTube
Meta Connect 2023: Everything you need to know about Quest 3 VR, Ray-Ban smart glasses and Meta AI - TechCrunch
Meta is trying out a “Boost” button for stories shared via Instagram. Twitter

TikTok:

TikTok Launches ‘Creative Assistant’ To Help Guide Ad Creation Process - Social Media Today
In major blow to TikTok, Indonesia bans e-commerce transactions on social media - Reuters

WhatsApp:

WhatsApp is introducing Flows for a richer in-app shopping experience TechCrunch
WhatsApp Channels will be available globally soon Twitter

Reddit:

Reddit Publishes New Guide to Key Ads Best Practices - Social Media Today
You can now make a living from Reddit? Reddit will start paying you real money for good posts - TechCrunch

Google:

Google launched AI-powered tools to power up your Search Ads - Google Ads Help
YouTube rolls out video view campaigns globally. According to Google VVCs help advertisers achieve 40% more views on average than in-stream skippable CPV campaigns - Google Ads Help
Links are not a top 3 Google Search ranking factor, says an analyst on the Google Search team - Search Engine Land
Another one joins the Google Cemetery. Google Optimize sunsets this weekend - Search Engine Land

Snapchat:

Snap partners with Microsoft Advertising to power Sponsored Links within My AI - MSPoweruser
Shopify Audiences supercharges customer acquisition with new Snap, Criteo, and TikTok integrations - Shopify News

LinkedIn:

LinkedIn introduces the Revenue Attribution Report. A new report that measures the influence your LinkedIn marketing has on revenue - LinkedIn

Other Updates:

Artifact is becoming Twitter, too, thanks to new posts feature - The Verge
Telegram starts to look like a super app, echoing WeChat - TechCrunch
Louis Vuitton lands on Discord - Vogue Business
You can now create AI generated videos on Canva - Canva

Brand Watch

Polestar Crafts the Perfect TikTok

In a time when unhinged content prevails on social channels created solely for the purpose of gaining attention and being shocking, Polestar stands out as a breath of fresh air with its purposeful and impeccably executed content. In their latest TikTok video, they successfully combine elegance with internet culture and inject humor without compromising their brand.

So What?

What made this work is how they found a key product feature to use as an anchor for the joke that involves dodging online comments. The community manager or creative team deserves recognition for truly understanding the product and brand, as well as grasping online humor and effectively combining the two. I suggest trying this approach for your product. Focus on a key feature and relate it to a human or common situation that your audience can relate to. You will earn bonus points if you can make it humorous.

Watch it here

Newsletter to Consider

If you're not familiar with Jason Cohen, I suggest starting with this video. He consistently shares valuable information through his free newsletter, which is quite impressive considering his successful track record with two unicorn exits.

I strongly recommend subscribing to his newsletter Smart Bear by clicking here.

Get ready for AI-generated shorts on YouTube

Mon, 25 Sep 2023 00:00:00 GMT

Every week, I provide a summary of the latest digital marketing news, saving you the time and effort of going through it all yourself.

If you've been enjoying the newsletter thus far, it would mean a lot to us if you could take a moment this week to share it with someone you believe would also benefit from it.

Youtube
Introducing YouTube Create and Dream Screen: Enhancing the Editing Experience for Content Creators

YouTube has recently introduced two exciting updates for content creators. The first one is YouTube Create, a cutting-edge video editing app that aims to enhance the editing experience for users. This app will provide creators with powerful tools and features to edit their videos seamlessly.

YouTube Create includes a range of editing options, including:

Audio clean-up – Remove background noises
Auto captions – Available in English, Hindi, and Spanish
Filters, effects and transitions – Simplified video editing tools, all presented on a single screen
Access to royalty free songs and sound effects
Direct publishing to YouTube – Including both Shorts and long form content

Additionally, YouTube has unveiled Dream Screen, an innovative feature that allows users to generate AI-generated video or image backgrounds effortlessly. All users need to do is simply type in what they want to see, and Dream Screen will generate a visually stunning background accordingly.

Watch the Intro Video

Facebook
Facebook Unveils Updated Design

Time to change all the Facebook assets again. Dust off those Facebook icons on your website and good luck if you have them printed on your product packaging or brochures. Facebook has an updated design that is not too different from its previous design.

SOCIAL NETWORK OF THE WEEK
The Easiest way to get all your guests on the same page

Not all social media channels are for scale and reaching new people. Some are for a closer group and serve a purpose. Partiful streamlines the process of planning and communicating with guests. It’s great for when you don’t have everyone’s phone numbers or socials, like when you’re inviting friends-of-friends. You get a single link to share on any platform.

Partiful is also great for:

Listed events (where you want to approve each guest)
Parties when you need to ask questions of guests (e.g. dietary restrictions)
When you need to collect money via Venmo, CashApp, or PayPal

Check out Partiful

Updates

Facebook / Instagram:

You Can Now Have Multiple Personal Profiles on Facebook [Facebook]
Instagram Tests Out Location Tags in Notes [SOCIAL MEDIA TODAY]
Expanding Meta Verified to Businesses. This will include business authentication with a verified badge, impersonation protection, access to account support, and features to help your business stand out. [Facebook]

Whatsapp:

WhatsApp has recently introduced animated avatars, a feature that was already available on Telegram. Not to be cynical, but it seems that we can now anticipate WhatsApp's product roadmap by observing the features that Telegram has already released. [Xeet / Tweet]
Whatsapp Channels are going global. Expect it to hit your market soon. [Whatsapp]

Google:

Google has made it clear that it expects advertisers to include their logo and brand name on the landing pages of their ads, effective from September 25, 2023. Yes this will affect your Adrank. [Google]

YouTube:

Which Mr Beast thumbnail works best: mouth open or closed? With the new YouTube tool, you won't need third-party tools to A/B test your YouTube thumbnails. [Xeet / Tweet]

LinkedIn:

LinkedIn Adds A Brand Partnership Search to Discover Posts Created by Creators on Behalf of Brands [Lindsey Gamble]

TikTok:

Don’t drop SEO from your marketing strategy just yet. TikTok is testing Google results in its search pages [The Verge]
New labels for disclosing AI-generated content [TikTok]
TikTok introduces Attribution Analytics: TikTok's first-party measurement solution that enables web advertisers to go beyond the last-click model and truly understand the customer journey on TikTok. [TikTok]
These are the products you are not allowed to sell through TikTok Shop [TikTok]
TikTok Shop launches in US [Marketing Dive]

Snap:

Snap has partnered with Microsoft Advertising to power Sponsored Links within My AI [Snap]
Maybe don’t dismiss Snap just yet. Snapchat now has over 5M paying users for Snapchat+ [Techcrunch]
How to become a verified Snap Star? Simple fill up the form and cross your fingers. [Snap Support]

Amazon:

Amazon's Prime Video to include ads from 2024 unless you pay more [SkyNews]

Newsletter to Consider

I strongly recommend subscribing to his newsletter Smart Bear by clicking here.

Liquid Death and the Power of Shockvertising

Mon, 11 Sep 2023 00:00:00 GMT

Every week, I provide a summary of the latest digital marketing news, saving you the time and effort of going through it all yourself.

If you've been enjoying the newsletter thus far, it would mean a lot to us if you could take a moment this week to share it with someone you believe would also benefit from it.

Clubhouse
Clubhouse Gets A Fresh Start with Voice Chats

Clubhouse, the platform we've known for its social audio rooms, is undergoing quite the makeover. They're rebranding themselves as more of a messaging app.

They've introduced something called "chats." Picture it like those group Instagram stories, but with a twist – it's all about voice! You start a chat by recording a voice message, and your friends can hop in, adding their own voice notes. It's like creating a lively voice collage or having a fun conversation.

So What?

The social media landscape is always evolving. Clubhouse's focus on personal, voice-based interactions is a signal that user engagement and tailored content are becoming more important than ever. While they'll still support live audio rooms, the heart of Clubhouse seems to be leaning towards cozy chats over big broadcasts.

Read about the new changes here

Analytics
iPhone Users Spend Seven Times More on Apps Than Android Users

Did you know that iPhone users tend to spend seven times more on apps compared to Android users? This is a fascinating statistic that highlights the strong engagement and enthusiasm of iPhone users when it comes to exploring and purchasing apps. This should not be a surprise to anyone that has been keeping a close eye on their website and user analytics. This just reinforces what we know as iPhone users continue to be the big spenders online.

So what?

If the value of an iPhone customer is 7.4 times higher for developers compared to an Android customer, it makes sense to prioritize reaching out to them. Apple recognizes this and has implemented privacy policies that make it challenging for advertisers to target this valuable audience effectively.

SOCIAL NETWORK OF THE WEEK
A Safe Space for Women to Meet and Find Support

Here is a social channel that you might have overlooked. Peanut is a social media channel that aims to connect mothers at various stages. Peanut marks itself as a “Safe space for women to meet and find support” Peanut allows mothers to create profiles, connect with other moms in their area, and join group chats based on shared interests or experiences. The platform also provides a forum for discussions on topics such as pregnancy, parenting, and mental health. With features like a swipe-based interface and personalized matching, Peanut offers a convenient and inclusive space for mothers to connect, share advice, and find support in their motherhood journey.

Check out Peanut here

Updates

Instagram Updates:

Instagram’s latest test let's creators highlight comments in their stories [TECHCRUNCH]
Instagram testing a Close Friends Feed experience [TWITTER]

Threads:

Threads search is finally here but only available in select countries [MASHABLE]

Snapchat:

Snapchat to dethrone TikTok to become fastest-growing social media platform in 2023 [MARKETING TECH NEWS]

X / Twitter Updates:

Twitter tests new option that would allow creators to gather email contacts from subscribers [SOCIAL MEDIA TODAY]
X Makes it easier to discover Video Live-Streams [TWEET]
Twitter provides a glimpse of what browsing live videos could look like [TWEET]
Only verified users will be able to participate in polls on Twitter [INDIA TODAY]

Google Updates:

New updates and experiments from Google
- Wider search bar on Google.com
- Related products in search within YouTube video snippets
- Google Explore user interface test
- Google 3D/AR search result tests
- Popular products and deals carousel
- Google Translate in Search overlay

[SEO ROUND TABLE]

Google PageSpeed Insights is updated with new features from Lighthouse 11 [SEARCH ENGINE JOURNAL]
Google Site names now work for all languages. So if your site is not in English, check how your Site name appears in Google Search. [SEARCH ENGINE LAND]
A Comedy of Errors - Search Console Errors as explained by Google [GOOGLE]

YouTube:

Here are some of the highlights of the latest YouTube Creator update. You can watch the whole thing here.
New Analytics Button Tab introduced.
New level of YouTube Partner Program (YPP) to launch in 33 more countries soon.

LinkedIn:

LinkedIn page admins should expect a drop in the number of Page Followers. [TWEET]

TikTok:

Similar to YouTube, TikTok now allows users to hum to search for a song. [TWEET]

AI Marketing:

eBay rolls out a tool that generates product listings from photos [TECHCRUNCH]

Newsletter to Consider

Brand Watch

🔮 Liquid Death and the Power of Shockvertising

Marketing in today's landscape often calls for unconventional strategies, and Liquid Death, the canned water brand, is no stranger to pushing boundaries. In a recent campaign, the brand took an edgy turn by inserting strands of Steve-O's hair into 300 voodoo dolls, with the belief that this would make him experience every pin prick, punch, and burn inflicted on these figures. While this move might sound bizarre, it aligns with Liquid Death's commitment to stand out in a crowded market. The brand's willingness to embrace the unconventional and occasionally flirt with the supernatural or dark themes underscores its focus on entertainment over traditional marketing.

So What?

As marketing managers, there are valuable lessons to be learned here. Liquid Death's approach reminds us of the importance of daring to be different. While not every strategy needs to involve voodoo dolls, it's essential to think outside the box to capture attention and generate buzz.

In an age where consumers are bombarded with marketing messages, embracing a playful and edgy approach can help your brand break through the noise. Liquid Death's unique campaigns serve as a reminder that, sometimes, a touch of the unexpected can be a powerful tool in your marketing arsenal.

Watch the video here

Not Perfcet

Mon, 04 Sep 2023 00:00:00 GMT

Every week, I provide a summary of the latest digital marketing news, saving you the time and effort of going through it all yourself.

If you've been enjoying the newsletter thus far, it would mean a lot to us if you could take a moment this week to share it with someone you believe would also benefit from it.

Infleucner Marketing

Perfectly Imperfect Or Just A Bad Take? We can spend all day picking apart a perfect video to make it better, or just wing it and go with the first take. Which do you think will get more engagement?

In a recent video partnership, Gwyneth Paltrow seems to be just winging it. Low-angled camera, a bad mic, and someone steaming milk in the background—perfect conditions for a brand partnership video.

While the ad may have appeared like a disaster, it actually contains a core ingredient that got people talking about it and sharing it, authenticity. Most people skip ads because they feel like ads. In this video, we have Gwyneth talking to us from her kitchen. What could be more natural than that?

Watch the ad here

So What?
Stop trying to be perfect. The occasional mistake in your work makes you seem more human, more relatable. This has been a tried-and-true formula for a while and is the reason UGC ads are on the rise with brands.

P.S. All typos in this article have been intentional unless stated otherwise.

SOCIAL NETWORK OF THE WEEK
WeAre8 will pay you to watch ads in the name of saving the planet According to its founder, WeAre8 is described as "a fusion of Instagram and TikTok, blended with the essence of Change.org and GoFundMe."

WeAre8 is not just your typical social media platform; it's designed to be sustainable in multiple dimensions. This app is dedicated to empowering creators who are committed to making the world a better place by promoting feel-good content. What sets it apart is its innovative business model: WeAre8 compensates users for watching ads, contributes to charitable causes, and consistently invests in climate solutions every month.

Check it out here

Updates

Instagram Updates:

Instagram looks like it’s working on a longer version of Instagram Reels, allowing users to record up to 10 minutes of videos. [THE VERGE]
Instagram’s latest test lets creators highlight comments in their stories. [TECHCRUNCH]
Such a Virgo move. Instagram is working on the ability to check astrological compatibility, thanks to the new sticker they're developing. [LEAK]
Meta finally allows you to turn Stories into Ads via Marketing API. [META]

Threads:

Finally! Almost there! Search comes to Threads but has a limited release. [FROM THE CEO]
Threads’ web launch did little to bring in more users, new data suggests. [TECHCRUNCH]
Instagram shows Threads content on the home tab now. [TWEET]

X / Twitter Updates:

X working on branded features that can be sold to advertisers. [TWEET]

YouTube Updates:

Hard to avoid. Smaller skip buttons are coming to YouTube. [THEY LOOK LIKE THIS]
YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content. [SEARCH ENGINE LAND]

Google Updates:

Google Search can now index CSV files. [SEARCH ENGINE LAND]
Google's expandable carousel search snippet feature informs searchers which other webpages mention a website. [SEARCH ENGINE LAND]
- User feedback: Our users are able to provide feedback on every ad they are served on our platform, based on whether they had a positive or negative experience with that ad.
- Advertising history: It’s important that advertisers have a record of adhering to our advertising policies.
- Advertiser Identity Verification: Completing our Advertiser Identity Verification process is an important step in building trust between users and advertisers. [GOOGLE]

Resources:

LinkedIn Future of Work report [HOW WILL AI TAKE OVER]
TikTok 2023 Holiday Guide [GUIDE]

Brand WatchCoke transforms QR codes into art to drive OOH engagement

Coca-Cola's recent campaign for its Coke Studio music platform seeks to enhance out-of-home engagement through aesthetically appealing and interactive QR codes, departing from the traditional black-and-white grids. This innovative approach was inspired by creative technologist and artist Troy Ni, who shared artistic QR codes on Reddit back in June, inspiring other artists and creators to explore unique QR code designs.

Ni harnessed the power of Stable Diffusion and ControlNet technology, which utilizes AI, showcasing another example of how cutting-edge technology is influencing both art and advertising.

For those not familiar with the topic, Coke Studio was initially launched in Pakistan in 2008 before the concept went global.

Check out all 5 QR codes here

TikTok's Search Ads are Here!

Mon, 28 Aug 2023 00:00:00 GMT

While this week is 'Back to School' week, here are the top headlines in the field of digital marketing to help you reclaim some of your time and spend it with your family.

If you find it helpful, be sure to share it with a friend!

Have a scoop that I missed? Drop me a reply or hit me up on Threads or X.

TikTok
TikTok Launches Search Ads Toggle TikTok's latest ad placement feature is not just another addition; it represents a significant milestone for the platform, which has witnessed a substantial surge in usage among its younger audience.

Furthermore, you have the flexibility to switch your Search campaign on or off mid-flight without having to reinitiate the learning phase. And if you prefer not to use this feature altogether, you can easily deactivate it.

So What?
This new option places your product in front of users actively seeking solutions, mirroring the functionality of ads on search engines. This feature holds significant value, particularly with the holiday season just around the corner.

SOCIAL NETWORK OF THE WEEK

BeFake

Every day, it seems like there's a new social media network popping up. Each week, I'll introduce you to one of these newcomers, just for fun. You've probably heard of beReal, but have you ever come across BeFake?

Similar to BeReal, here, you've got a brief window during the day to share your photos. The twist? Your photos get a touch of AI magic.

You can check it out on iOS here or Android here.

Updates

Instagram Updates:

You can search for branded content (any posts with the Paid Partnership label) in Meta's Ad Library now. [BOOKMARK THIS]
Creators can link unto 5 shops in their profiles [TWEET]

Threads:

The web version of Threads is now live after Mark Zuckerberg teased it earlier in the week [BBC]

X / Twitter Updates:

Time to run ads on X / Twitter again. X is giving away $250 USD in ad credit when spending $1,000 USD or more on a new campaign within the next 30 days. [TWEET]
Elon might be removing the Block feature from X / Twitter. This has many up in arms on safety on the platform. [TECHCRUNCH]
Job listings on X are now available for iOS users in the US. [TWEET]

TikTok Updates:

TikTok is serious about its search game. This week they have announced "TikTok Search Ads" a new feature on TikTok Ads Manager that allows brands to serve ads in search results. [TIKTOK]

YouTube Updates:

YouTube's new feature will identify songs just by the sound of your hum [ZDNET]

LinkedIn Updates:

Major updates to how Newsletters work on LinkedIn. [LINKEDIN]
Pages can now host more than one newsletter to focus on different niches
Publisher has a new look and feel for easier editing
Improved discoverability with Autofollow when a user subscribes
LinkedIn rolls out brand partnerships tags [SOCIAL MEDIA TODAY]

Google Updates:

Google released August 2023 broad core update for seach [SEARCH ENGINE LAND]
Google Lets Businesses Add Social Media Links To Profiles [SEARCH ENGINE JOURNAL]

Reddit Updates:

Reddit ads new Interests to Interest targeting [REDDIT]

Marketing AI Updates:

Mondelez and Unilever have started using AI for their ads [THE VERGE]

Resources:

TikTok 2023 Holiday Guide GUIDE
Mailchimp Benchmark Report on Agencies New Business AGENCIES REPORT
Mailchimp Benchmark Report on Freelancers New Business FREELANCERS REPORT
TikTok Travel Marketing Playbook PLAYBOOK
TikTok Creative handbook HANDBOOK
Google's Guide to Writing Responsive Ads PDF

Brand Watch

Aromatic Activism: Smoke-Scented Air Fresheners for Deforestation Awareness

To raise awareness about the critical need to safeguard forests, Greenpeace has introduced a distinctive product known as 'The Scent of Consciousness.' This car air freshener doesn't carry the typical pine scent; instead, it captures the aroma of smoke from the devastating fires that harm our ecosystems.

So What?

Breaking it down, this campaign focuses on gathering votes for a referendum through a straightforward form. What sets it apart is its clever use of compelling storytelling and the introduction of a rather unique real-world product, an air freshener that emits the scent of burnt wood. This approach undeniably grabs attention and effectively translates it into action.

WATCH IT HERE

Snoop Dogg x LinkedIn: A Mic-Dropping Connection!

Mon, 21 Aug 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

LinkedIn
Snoop Dogg x LinkedIn: A Mic-Dropping Connection! So, there's been some buzz on LinkedIn lately. A newbie just shot up to "Top Voice" status in record time, and it's got everyone talking. And guess who joined the LinkedIn party? None other than the legendary Snoop Dogg.

Snoop didn't waste any time making his mark. In his very first post, he dropped some knowledge about the importance of artists, especially rappers, teaming up with advertisers.

Snoop Dogg's LinkedIn debut proves that this platform isn't just for suits and ties. It's a place where all kinds of folks, even rap legends, can share their thoughts and shape conversations.

So What?
Snoop's launch on LinkedIn reminds us that the platform isn't just for business talk. It's a space where different worlds collide, sparking interesting discussions and unexpected connections.

Updates

Instagram Updates:

Instagram is testing new comment metric that will show up on posts [SOCIAL MEDIA TODAY]
Multi-advertiser ads are coming - 4 ads sharing one single screen between Intsagram Reels. Spoler alert, they dont look great. [X]
Instagram CEO Mosseri shares how some creators are using AI to help create content [THREAD]
Instagram also allows you to create a social channel for chatting instead of a broadcast channel where chatting isn't allowed. [X]
Meta Engineers explain how the Explore ranking system works META

Threads:

Zuckerberg teases the release of a Tweetdeck clone THREAD

X / Twitter Updates:

It is official, you need to pay to use Tweetdeck. [WASHINGTON POST]
Say goodbye to Promoted Account Ads on X / Twitter [REUTERS]
X / Twitter appears to be working on an ID verification system [THE VERGE]

TikTok Updates:

TikTok is seemingly making it easier to disclose if your content was generated by AI [THE VERGE]

YouTube Updates:

YouTube getting aggressive with not allowing ad blockers [NEOWIN]
2 billions users are watching YouTube Shorts [TECHCRUNCH]
YouTube enables linking between Shorts and long-form videos [SEARCH ENGINE LAND]

Amazon Updates:

Amazon ads will show on Pinterest, buzzed and more apps [AMAZON]
Influencers upset at Amazon's Absurd Offer to Pay $25 Per Sponsored Video. Influencers typically receive $150+ for promotional videos. [GIZMODO]

LinkedIn Updates:

LinkedIn Adds New AI Discovery Tools to Sales Navigator and Recruiter to Highlight Opportunities [SOCIAL MEDIA TODAY]

WhatsApp Updates:

WhatsApp will let users send ‘HD’ photos [THE VERGE]

Resources:

TikTok Travel Marketing Playbook [PLAYBOOK]
TikTok Creative handbook [HANDBOOK]
Google's Guide to Writing Responsive Ads [PDF]

Brand WatchThe Award-Winning Billboard You Can Swim In

Adidas' Liquid Billboard advertising campaign has secured the prestigious Outdoor Grand Prix at the esteemed Cannes Lions International Festival of Creativity. This campaign showcased Adidas' inclusive swimwear collection, designed to empower women of diverse body types, abilities, and backgrounds. Its core message? Encouraging women to embrace public swimming without any inhibitions.

Notably, this campaign marked a milestone for Adidas, featuring their swimmable billboard. Positioned on a Dubai beach, this innovative installation boasted a transparent side, effectively serving as an interactive, see-through billboard. This unique concept allowed swimmers to enjoy the view beyond the tank, while onlookers could also catch a glimpse of the aquatic action within.

So What?

Moving images are king, both in online and offline formats. If you can transform your ad into a video or ensure it maintains constant motion, you have a better chance of capturing people's attention. This billboard is one of several concepts that successfully achieve this.

[WATCH THE CASE STUDY]

Is TikTok Taking on Amazon?

Mon, 14 Aug 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

TikTok / e-commerce
Logistics Made Easy: "Fullfilled By TikTok" Enhances TikTok Shop for UK Merchants Meet Fullfilled by TikTok (FBT), a new logistics solution in the UK for TikTok Shop. It handles storing, selecting, packing, and shipping products to the TikTok community. No more logistics hassle! FBT offers simplicity, speed, and affordability, freeing you up to focus on marketing, content, and product enhancement.

So What?
For ecommerce business owners, these features collectively streamline their operations, leading to reduced delivery times and potentially higher customer retention rates. With TikTok's logistics solution taking care of the backend processes, business owners can focus more on product innovation, marketing strategies, and overall business growth.

THE SOURCE OF SEO:

Trying to get the site optimally listed on Google or other engines should be the priority exercise at every juncture.

Learn everything you can and stay on top of your site for success. Easy read including the essentials in ten chapters

Who is the author?
Anas Diab is a digital marketing veteran with more than a decade of experience working with top global brands at top media agencies and Ex-Twitter AKA X inc.

Get it now for $1 with the code - MMBYMOHTAB

Updates

Instagram Updates:

Instagram’s new feature protects users from unwanted images and videos in DMs. This is improtant for those using DMs as a sales tool. [TECHCRUNCH]
You can now add music to your carousel posts, and add up to three friends as collaborators TWEET
Group mentions are on the horizon! Soon, you'll have the convenience of grouping multiple accounts under a single handle, simplifying the process of mentioning or tagging them. LINK

Threads:

Threads Has Lost More Than 80% of Its Daily Active Users

Threads has lost more than 80% of its daily active users. Does it really matter since it still gets you higher engagement? Check resources below for the competitive analysis with X on engagement. [GIZMODO]
New feature udpates for Threads as announced by its CEO [THREAD]

Share threads in Instagram DMs
See all the threads you’ve liked
Sort the accounts you follow
Add custom alt-text

X / Twitter Updates:

X to start showing community posts in the For You [TWEET]
Users Can Now Participate in Spaces Streams via Desktop PCs [SOCIAL MEDIA TODAY]
Livestreaming might come back soon. Elon is testing it out with his team and seems to be pushing for his fight with Zuckerberg to be streamed on X. SOCIAL MEDIA TODAY
X Is Adding a New Option to Sort User Posts Based on Engagement TWEET

TikTok Updates:

TikTok Shop launches new logistics offer 'Fulfilled by TikTok' in the UK. This is huge if you are in the ecommerce space TIKTOK
Sharing this again as link was broken last week. TikTok launches Ads Library allowing you tot see what your competitors are advertising on the platform.BOOKMARK THIS
Podcast episodes coming to TikTok BLOG

YouTube Updates:

YouTube unveils 6 new tools for editing Shorts. YOUTUBE BLOG
A "For You" section will be coming soon to YouTube, as announced on its support website. [GOOGLE SUPPORT]
YouTube adds a new report that breaks down channel performance by video format. [YOUTUBE VIDEO]
YouTube’s link-spam problem is serious enough that Shorts is banning links. [THE VERGE]

Resources:

The State of the Creator Economy REPORT
Google's Guide to Writing Responsive Ads PDF
Instagram Organic Content Strategy: What Works in 2023 GUIDE
A Comparative Analysis: Twitter vs. Threads in Terms of Interactions ANALYSIS
Meta’s First Responsible Business Practices Report META
A Social Media Manager’s Guide to ChatGPT (+ 15 Prompts) BOOKMARK THIS

Brand Watch

Empowering Narratives: Apple's "The Greatest" Shines Spotlight on Heroes of Accessibility

In this 2 min short video, Apple adeptly demonstrates more than just the Accessibility features of the iPhone; it skillfully weaves a compelling narrative showcasing the device as a tool for its main heroes.

The ad features an all-disabled cast, authentically portraying their experiences over an ordinary day. Representing disabled individuals, this cast underscores the genuine encounters they face. Apple's impactful two-minute short film, "The Greatest," is a powerful watch that's hard to tear your eyes away from.

Xeet or Tweet?

Sun, 06 Aug 2023 00:00:00 GMT

It has been a while since my last newsletter as I have been moving houses and getting things in order. This makes it a substantial one this week, with lots of great resources I strongly recommend checking out and saving.

Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

Updates

Threads / X
🧵 Unlocking the Power of Community Engagement on Text-Based Channels Yep, Twitter's gone all X on us, and now Tweets are now called Xeets. But this shift isn't just about a fresh label – it's shaking up how brands should connect with their community. Threads have shown to be the ultimate playground for brands to experiment with their brands and go after engagement over chasing big reach numbers.

In the ever-evolving landscape of digital marketing, the question of where to allocate your efforts often arises. The rise of various text-based social channels, such as X/Twitter and threads, has brought a new dimension to the playing field. Amidst these shifts, the prudent course of action is to consider redirecting your focus from content production to community engagement. Let's delve into why this shift is gaining traction and how it can propel your marketing strategy forward.

Why should you Prioritize Community Engagement on Text-Based Channels?

Growth and Evolution: Text-based platforms like X/Twitter and threads are experiencing an evolution. These channels are undergoing transformative changes, paving the way for new possibilities in reaching and engaging with your target audience.

In-Depth Storytelling: Text-based platforms offer a unique opportunity for brands to tell deeper and more engaging stories. Threads, for instance, enable you to craft narratives that unfold progressively, creating a captivating storytelling experience that resonates with your audience.

Personalized Interaction: The focus on text-based engagement allows for more personalized interactions. Responding to comments, messages, and thread discussions in a conversational manner can establish a stronger bond with your community, fostering loyalty and trust.

Community Building: These platforms facilitate the formation of vibrant and interactive communities around your brand. By actively participating in discussions and threads, you can cultivate a sense of belonging and unity among your audience.

Time for a Shift: From Content Production to Community Engagement

In the midst of this digital transformation, a recalibration of marketing priorities is warranted. Instead of solely focusing on churning out content, divert your attention to fostering meaningful interactions and relationships within your community. Here's why this shift is pivotal:

Exposure through Engagement: The heightened engagement that text-based platforms offer can lead to increased visibility. Thoughtful and engaging interactions attract attention, expand your reach, and establish your brand's presence in a cluttered online environment. Both platforms are now prioritizing comments and replies over fresh content will little engagement.

Conversion Catalyst: Community engagement serves as a catalyst for conversions. When your audience feels valued and heard, they are more likely to trust your brand and consider your offerings. This trust can ultimately lead to higher conversion rates.

The current digital landscape calls for a strategic realignment of marketing priorities. Text-based channels offer an avenue for community engagement that goes beyond conventional content production.

With declining numbers on both platforms—Thread and X/Twitter—it's imperative to cultivate stronger connections. Regardless of your business type, a shift towards Human-to-Human (H2H) marketing is essential. Achieving this is well within reach through direct conversations with your audience on text-based social media channels.

Netflix
Netflix's Potential Plan for Mini TV Show-Format Targeted Advertising Netflix aims to enhance ad effectiveness by implementing tighter targeting and introducing episodic advertisements. This strategic move seeks to captivate audiences with engaging content, potentially transforming ads into captivating mini-series. By tailoring ads to individual preferences and exploring episodic formats, Netflix strives to create a more interesting and immersive ad experience for viewers.

So What?

This is not the first time we've witnessed this. Both Facebook and YouTube have introduced similar ad formats in the past. Facebook refers to these as Sequential Ads. This advancement enables brands to delve deeper into compelling storytelling to captivate user attention. On a platform like Netflix, these ads would seamlessly integrate, evolving into genuinely engaging content.

Instagram Updates:

Meta will be launching an AI bot to talk to users just like Snap. [LINK]
Instagram updates Reel tempaltes to make it easier for brands to create more engaging content [LINK]

Threads:

Fake followers already being sold on Threads for $100 for 2500 followers LINK
Straight from Mosseri, Threads will have limits to limit spam [THREAD]

TikTok Updates:

TikTok launches Ads Library allowing you tot see what your competitors are advertising on the platform. This is the most important link this week. [BOOKMARK THIS]
TikTok joins the game of text based social media platforms. Time to start posting those Xeets/Threads on TikTok as well [LINK]

YouTube Updates:

YouTube Music podcasts support starts rolling out internationally [LINK]
YouTube is testing AI-generated video summaries that appear on search and watch pages. The text is meant to provide a "quick overview" of a clip to help you decide if it's worth watching. [LINK]

LinkedIn:

LinkedIn Reports 'Record Engagement' with a 25% increase in public conversations in the app year on year. If you havent been focusing on LinkedIn now is the right time to do so. LINK

Strange But True:

In a peculiar turn of events, the poster child of remote work, Zoom, is now requesting their employees to return to the office. LINK

Resources:

Instagram Organic Content Strategy: What Works in 2023 Guide
Meta's First Responsible Business Practices Report Link
Magna Global research on effect of repeat ads Download
Accenture report on how to to thrive in a cookieless world Read here
Ultimate guide for Meta Ads Targeting by Jon Loomer Save this
A Social Media Manager's Guide to ChatGPT (+ 15 Prompts) Bookmark this

Brand Watch

Mad About the Twitter Rebrand? WWF Makes a Smart Statement

WWF shared a graphic on Twitter depicting the transformation of the Twitter logo from 2006 to 2023. The graphic contrasts the different bird symbols evolving into an X, symbolizing the decline in global biodiversity.

Accompanying the graphic is a German caption that emphasizes, "Safeguard our animal species before it becomes irreversible! Approximately 1 million genuine animal species face the risk of extinction."

So What?

The timeless strategy of trend-jacking continues to hold its significance in the ever-evolving landscape of marketing and communication. In a world where trends are constantly emerging and evolving, the art of trend-jacking offers a dynamic and effective way to capture attention, engage audiences, and align your brand or message with what's currently capturing the collective interest.

Fun Corner:

Not sure how to pronounce X or Xeet? This creator has a fun twist that we might have missed TikTok Video

What You Need To Know About Threads

Mon, 10 Jul 2023 00:00:00 GMT

Most of the noise this week came from Threads, but there are still a few other updates worth keeping an eye on. If you've set up your account, drop me a hello on Threads.

Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

Updates

Threads
🧵 What You Need To Know About Threads? While it launched just a few days ago, Threads, an Instagram app, has already has 97 million users and is expected to cross the 100 million mark by the time you read this. Even the founders couldn't have anticipated such astounding success.

There is a lot to wrap our heads around when getting started, but Threads is not too far off from Twitter. So, your basic content strategy on Twitter should apply here as well. If you've been neglecting Twitter lately and need to catch up, here are a few things to keep in mind.

Posts? Threads?

Forget about the vocabulary we'll use for a moment. Your thread/post has a 500-character limit. Currently, hashtags are not supported, so please avoid using them in your content. It remains uncertain whether hashtags will be introduced in the future.

Should I be on Threads already?

Yes, leverage the first-mover advantage. Currently, Instagram/Meta/Threads aims to provide users with a remarkable experience, including the dopamine rush from notifications and engagement.

As a result, content on the platform will naturally receive a boost. Seize this opportunity to expand your presence and align it with your Instagram strategy.

What should I post?

Aim for conversational content that sparks discussions and gets people talking. Your goal is to engage with the audience and encourage them to interact with you or talk about you. Don't hesitate to utilize old-school tactics like giveaways, as seen in Mr. Beast's successful campaign that nearly broke Threads. However, ensure the entry requirements are easy, promoting greater participation.

Publish - Stay active by posting at least 2-3 times per day on the platform.

Engage - Take the time to engage with people by responding to comments, both on your own posts and on their content. This is an excellent opportunity to start building relationships with your audience.

How can I grow on Threads?

Your discoverability on Threads relies on several factors:

Migrating your Instagram followers. This is done automatically once you login with your Instagram account and allow the feature.
Active participation in conversations on Threads. That means you show up to new people if someone they know interacted with your posts.

Currently, there is no search functionality for topics or keywords. Therefore, your content's visibility primarily depends on engagement from your network, which can help it appear and potentially receive a boost on the timeline.

Advertising:

While it is still too early to discuss advertising on the platform, some creators have already been seen mentioning their sponsors on there.

Politics and brand safety:

Adam Mosseri made it very clear that Threads is not going to be a politically charged place like Twitter. They aim to keep things light and fun, considering that political discussions on Twitter have driven away advertisers in recent years.

Spam is being efficiently handled on Threads so far, thanks to the same backend that exists on Instagram and moderates comments there, which is presumably used here as well. Spam comments are automatically hidden, and page admins have the option to delete or make them public.

Take this an an opportunity to experiment and have fun. Do not over think it and focus on having engaging conversations with your audience.

Twitter
Twitter's Quest to Become X - The Everything App Twitter is inching closer to becoming an all-in-one app, expanding beyond its role as a social media platform and evolving into a utility app that integrates into users' daily lives. This week, the platform unveiled two significant updates. The first is the introduction of video and voice chat in direct messages (DMs), a feature that was teased by one of their designers on Twitter and is expected to arrive soon.

The second update is that Twitter has obtained licenses to receive and transfer funds in Michigan, Missouri, and New Hampshire. These licenses bring them one step closer to becoming a nationwide payment processor, requiring a license in each state.

Instagram Updates:

Instagram now allows you to add up to three collaborators on your posts [LINK]

Twitter Updates:

Voice and video calls are coming soon to Twitter. A step closer to being the everything app. [LINK]
Take a look inside Twitter’s recruitment portal. Plus Twitter claims more than 500 million users. [TWEET]
Twitter now has Picture in Picture mode for iOS devices. [TWEET]
Remember TweetDeck? Twitter launched an updated version that will only be available to paying Twitter users [LINK]

TikTok Updates:

Keep working on your website SEO with Google. TikTok search might not be the Google killer after all as search volumes drop [LINK]

YouTube Updates:

Creator posts are coming to tablets
New metreics will allow brands and creators to see "how many set up reminders?"
Hyperlinking in the YouTube comments section is being tested to enable marketers and creators to connect with viewers while causing minimal disruption

Watch the full video udpate from YouTube channel here [VIDEO]

Google Updates:

Google Ads Editor version 2.4 is out with 8 new features [LINK]

Resources:

YouTube Culture and Trends Report 2023 [PDF] Download here
The Sustainable Fashion Communication Playbook from the UN [102 page PDF] Download here

Brand Watch

Heinz Transforms Social Media Comments into a Captivating Ad

Taking social media listening to the next level, Heinz hits the mark by turning user comments about its ketchup into an ad. Inspired by real social media comments, the ad captures comical yet relatable moments when people express their genuine love for Heinz ketchup.

So What?

Discovering your best campaign may be as simple as listening to what your true fans are already talking about. The real insights often lie in the simplest observations. Take a moment to delve into product or business reviews and gain a genuine understanding of why people love your brand. Who knows what comment might carry the secret to your future success.

WATCH THE VIDEO HERE

Is TikTok Ready to Challenge Amazon?

Tue, 04 Jul 2023 00:00:00 GMT

Lots to talk about this week. Twitter seems to be the heaviest with new features and drama as usual. If this is your first issue, please reply to this email with your thoughts.

Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

Updates

LinkedIn
Elevate Your LinkedIn Posts With the Power of AI
LinkedIn is currently testing out a cool new feature that lets you tap into the power of generative AI right within the share box. Here's the deal: you start by sharing your own thoughts and perspectives in about 30 words or more. Then, with the help of AI, you can create a first draft of your post. It's all about making your life easier when it comes to turning your brilliant ideas into awesome posts. You'll have a solid foundation to review, edit, and customize before hitting that publish button.

Fingers crossed the content is way better than that parody Viral Post Generator! Try it out for a good laugh

So What?

As the digital landscape evolves, an increasing number of platforms are embracing generative AI as a valuable tool for content creation. Brands should also consider incorporating generative AI into their strategy to scale content while maintaining quality and efficiency.

TikTok
From Social Media to Shopping: TikTok's E-Commerce Ambitions Face off Against Amazon and Shein TikTok might be getting into the online retail game in the U.S.! Rumour has it that they're planning to launch their very own in-app store as early as next month. They'll be selling their own line of products, sourced from manufacturers in China, giving them a direct shot at competing with the likes of Amazon, Shein, and Temu.

Word on the street is that they want to skyrocket their global merchandise sales to a whopping $20 billion this year. They're betting on some serious growth in Southeast Asia to make it happen, along with a new expansion into the US market.

Facebook / Instagram Updates:

We will all be Verified soon. Meta verified rolling out to the rest of the world in the next month or two. [LINK]
You will soon be able to use organic videos directly as ad creatives (via Marketing API). What does it mean? You won't have to upload the video again to the Facebook library. [LINK]

Twitter Updates:

Elon wants to put a limit on your scrolling. As a paying customer, you'll only be able to see 10,000 tweets per day, while free users will be limited to 1,000. [TWEET]
Twitter is closing up. Moving forward, you'll only be able to view tweets and profiles if you are logged in. (Elon says this is a temporary measure) [LINK]
You will soon be able to "Download Video" on Twitter for later offline viewing. [TWEET]

LinkedIn Updates:

Expect a change in your reach as the LinkedIn algorithm now prioritizes posts from friends and those that offer "knowledge and advice. [LINK]

TikTok Updates:

TikTok Creative Challenge enables creators to submit video ads to brand challenges and receive rewards based on their video's performance. [LINK]
BeReal clone from TikTok gets axed [LINK]

YouTube Updates:

A great tool for creators and brands alike, Test and Compare enables thumbnail A/B testing on YouTube without the need for third-party apps. [VIDEO]
YouTube Revolutionizes Video Dubbing Artificial Intelligence Powered Tool [LINK]

Snapchat Updates:

More than 4 million users are paying to use Snap+ [LINK]

WhatsApp Updates:

Expect to include WhatsApp in your media plan, as the platform will soon allow businesses to send you personalized messages. [ARTICLE]
A new feature might be coming to the app, allowing you to pin messages for up to 30 days. [LINK]

Google Updates:

Google Ads receives a design uplift. Head over to check it out and get acquainted with the fresh new look. [LINK]

Resources:

YouTube Culture and Trends Report 2023 [PDF] Download here
The Sustainable Fashion Communication Playbook from the UN [102 page PDF] Download here

Brand Watch

Dove Empowers the Community to Say No to TikTok's Bold Glamour Filter with #TurnYourBack

For years now, Dove has been championing natural beauty in their campaigns. So, it's no surprise that they were concerned when an AI beauty filter called Bold Glamour took the world by storm on TikTok. This filter has become one of the most popular ones on the platform, transforming people into an unrealistically beautiful version of themselves. In response, Dove took it upon themselves to launch a campaign urging people to #TurnYourBack on Bold Glamour and refrain from using the filter.

So What?

Such a powerful campaign could only be the result of strong convictions. Dove's move is more than just a marketing play; it aims to shift cultural behavior. Brands should evaluate their own convictions and identify strong positions they are willing to take. Numerous studies have shown that users tend to align with brands that stand up for something.

Here is the Dove case study that helped them win at Cannes Lions 2023 [CASE STUDY VIDEO]

From Tweets to the Ring: Will Elon Musk and Mark Zuckerberg Fight

Mon, 26 Jun 2023 00:00:00 GMT

This week is packed with updates, so I thought of trying out a fresh format for our newsletter. As always, feel free to reply to this email with your thoughts.

Make sure to pass along this email to anyone you think would benefit from it. Sharing is caring, after all!

Updates

Instagram
Instagram Ads on Reels Expand to Reach More Marketers
Meta is broadening its Ads on Reels program, extending from Facebook to a wider range of advertisers on Instagram while still in beta testing. This move allows image ads to seamlessly blend with Reel content, ensuring a smooth user experience without interruptions. With this expansion, marketers have the opportunity to tap into Instagram's massive user base of 2 billion active users.

So What?

Time to explore new creative for this fresh format. While you can repurpose your Story Ads, I highly recommend taking a look at successful ads on TikTok for inspiration. Thankfully, you can conveniently browse TikTok ads by category. If you haven't bookmarked it yet, here's the link to the TikTok Creative Center.

TikTok
TikTok goes interactive! Boost ad engagement with new add-ons. TikTok rolls out interactive add-ons globally for in-feed ads, empowering brands to create captivating content. These add-ons, from popups to stickers and more, bring users into the experience. Choose between standard add-ons for driving clicks and conversations, or premium add-ons for elevating brand awareness and fostering community.

For instance, try the voting sticker to encourage audience participation or the pop-out showcase to spotlight products. Level up your TikTok ads with these interactive features and watch your engagement soar.

Google Unveils Innovative Virtual Try-On Tool for Clothing

Tue, 20 Jun 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

🚫 Lights Out: Massive Reddit Communities Stage Blackout in Solidarity for Third-Party Apps
🔍 Leaked Details of WhatsApp Business App's Latest Feature for Expanding Reach on Facebook and Instagram
👗 Google Unveils Innovative Virtual Try-On Tool for Clothing
🎥 YouTube Lowers Barrier for Monetization Program Eligibility
💰 Twitter Rewards Verified Creators with $5 Million to Boost Platform Presence
🥊 Subway Enters the Ring with McDonald's and Burger King in the ChatGPT Showdown

Updates

Reddit
Lights Out: Massive Reddit Communities Stage Blackout in Solidarity for Third-Party Apps
Thousands of Reddit communities have joined a blackout in protest against API changes. More than 80% of the leading subreddits are currently affected, with users unable to access them. The protest aims to challenge the company's decision to charge high fees for API access, causing many developers to shut down their apps. Despite Reddit's attempts to address the concerns, the blackout continues, and the fate of the affected communities remains uncertain.

The Reddit Blackout, which was initiated as a protest against the company's controversial API changes, is ongoing, surpassing its expected 48-hour duration. Contrary to public statements from Reddit, recent messages sent by the company to moderators indicate a growing impatience with the protests. The messages have urged moderators to reopen their subreddits or face potential removal from their positions.

The protest, which initially involved around 3,000 subreddits, has since grown to over 8,000 subreddits. As of writing this newsletter, more than 4,000 subreddits are still actively participating in the blackout.

WhatsApp
Leaked Details of WhatsApp Business App's Latest Feature for Expanding Reach on Facebook and Instagram WhatsApp Business app has a new leaked feature called "Boost Status Shortcut" that allows businesses to quickly share their status updates on Facebook and Instagram. This leak promises to enhance reach and attract new customers by leveraging the power of these social media platforms. Keep an eye for the official release.

So What?

Its just a It's just a matter of time until we see more advertising products on WhatsApp. There is always a first-mover advantage for trying new ad formats with Meta, so budget for this test when it becomes available.

Google

Google Unveils Innovative Virtual Try-On Tool for Clothing Continuing Google's focus on AI generative product updates and features, here comes "Virtual Try-on," a new update poised to revolutionize the fashion industry. Google introduces a virtual try-on tool that utilizes AI technology to exhibit the fit and draping of clothes on diverse real models. Leading fashion brands such as Anthropologie, Everlane, H&M, and LOFT have embraced this innovation, allowing U.S. shoppers to virtually try on women's tops. Step into the future of online shopping and make confident fashion choices with Google's groundbreaking "Virtual Try-on" feature. Read more...

Meta Introduces Exciting Features to Empower Creators
Meta launches a series of tools for creators on Facebook, including simplified editing, wider audience reach, and enhanced monetization options for Reels. Read more

YouTube is lowering the barrier to be eligible for its monetization program

Access to monetization tools under YouTube Partner Program (YPP) becomes easier as YouTube lowers requirements for creators.

500 subscribers
3 public uploads in the last 90 days;
3,000 watch hours in the past year or 3 million Shorts views in the last 90 days

Twitter Takes on LinkedIn with Job Postings
In an attempt to expand its revenue streams, Twitter will soon launch a job posting feature, aiming to compete with LinkedIn and cater to professionals seeking career opportunities on the platform. Read More

Twitter Pays Verified Creators $5 Million to Attract More Talent to the Platform
Twitter is set to pay verified content creators for ads in their replies, unlocking new revenue streams. This move offers increased monetization opportunities for creators on the platform. Read more

Brand Watch

Subway Enters the Ring with McDonald's and Burger King in the ChatGPT Showdown

Brands battling it out on billboards is nothing new, but now they're taking the fight to artificial intelligence. McDonald's and Burger King exchanged blows, while Subway entered the fray to settle the score with ChatGPT. The outcome? Subway's footlong sandwiches claim victory, surpassing the Whopper and Big Mac in size and stature.

It is worth exploring what ChatGPT knows about you and your competitors. As brands engage in AI-driven battles, tapping into the insights provided by ChatGPT can offer valuable perspectives on how your products or services measure up.

Instagram Leak: A Glimpse at the AI Chatbot in the Works!

Mon, 12 Jun 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

Instagram Leak: A Glimpse at the AI Chatbot in the Works!
TikTok Explores AI-Backed Video Script Generator
Only Verified Advertisers Can Advertise on Microsoft Ads Starting August
UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content

Updates

Instagram
Instagram Leak: A Glimpse at the AI Chatbot in the Works! Looks like Instagram might follow in the footsteps of Snap and TikTok by releasing an AI chatbot. Leaked images from app researcher Alessandro Paluzzi suggest that Instagram is potentially developing an AI chatbot. These images provide a sneak peek into ongoing app developments, showcasing AI agents capable of providing answers and advice. Please keep in mind that these developments are subject to change and may not be officially released.

TikTok
Empowering Content Creators: TikTok Explores AI-Backed Video Script Generator ByteDance is experimenting with an AI-powered script generator tool for TikTok. This innovative tool generates video scripts and offers visual suggestions based on user inputs like sector, product name, and description. Users can choose their desired video style and duration. Tech expert Lindsey Gamble reveals that the tool is currently in beta and available to select users on TikTok for Business. Exciting developments to enhance content creation on TikTok!

Google

Universal Analytics is Going Away This Month It's now or never! Google Analytics is making GA4 mandatory, and there's no way around it. Ensure you have it set up before July 1, 2023, as Universal Analytics will sunset, ceasing new data processing forever. Read more...

Google Business Profiles Now Display Long Form Videos Google mobile search now displays longer videos (30+ seconds) in Business Profile listings, expanding video visibility in search results. Read more

Twitter Building Features Exclusively for Paid Users

add people that don’t follow them to a group
create a group with users that don’t follow them
send Direct Message requests to people that don’t follow them

Meta Verified Accounts Now Available in India Meta introduces verified accounts in India, making it easier for people, especially creators, to establish a presence and build communities on Instagram or Facebook. Read More

Only Verified Advertisers Can Advertise on Microsoft Ads Starting August Starting August 1, 2023, all ads will be served by verified advertisers, increasing transparency and visibility. Ad Library allows users to view ads on Bing. Read more

Study
UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content EnTribe's April 2023 online survey reveals shifting consumer attitudes towards influencers and user-generated content (UGC). Trust in influencers is declining, while peer recommendations and brands utilizing content from real consumers are gaining prominence.

So What?

On your next campiagn maybe try working with your customers instead of well known creators with an audience.

Check out the full report here

Brand Watch

Cadbury strikes gold once again with its latest video, staying true to their winning formula of capturing the essence of human relationships, fleeting connections, and acts of kindness. The series masterfully showcases authentic human interactions, with the product seamlessly integrated into these meaningful moments.

Watch it here (60 seconds)

The videos feel genuine, devoid of any staged or salesy vibes. This success is attributed to

Exceptional acting
well-crafted scripts
deep understanding of human behavior

It's not the first time Cadbury hits the mark, as evidenced by their previous heartwarming video featuring a father's visit to his daughter at work, evoking powerful emotions.

Search
Rabea Tea Takes a Jab At the Apple Vision Pro

While everyone was discussing the features and future of augmented reality, a tea brand cleverly seized the opportunity to ride the wave of the trend on social media. The brand's post humorously states, 'You thought of everything but this!' accompanied by an image of steam on the newly announced Apple Vision Pro. It's been a while since a brand successfully hijacked a trend, and Rabea Tea deserves a thumbs up for this effort.

Cracking the Code of the Instagram Algorithm

Mon, 05 Jun 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

🔍 Cracking the Code of the Instagram Algorithm
🔮 Embracing AI for Next-Level Advertising: WPP x NVIDIA's Game-Changer!
🚫⚡️ Beware the AI Hallucinations
🎬 Breaking the Mold and Setting Records: Hilton Hotels' 10-Minute TikTok

Updates

In a highly anticipated release on the official Instagram blog, Instagram CEO Adam Mosseri took the opportunity to address a topic that has been a source of curiosity and speculation among users for quite some time—the ranking system for content on the platform. In a video he shared on his Instagram account, Mosseri comprehensively explained the workings of the algorithms that dictate the order and visibility of posts across various sections of Instagram.

01 - The Feed Algorithm

Instagram's Feed is where you find a mix of content from accounts you follow, recommended content, and ads. It includes videos, photos, and carousels, and operates through a step-by-step ranking algorithm.

User Activity - Your activity helps Instagram understand what you might be interested in when you like, share, save, or comment on posts.

Information about the post - These signals provide information about the popularity of a post, such as the number of likes it has received and the speed at which people like, comment, share, and save it. They also include details about the content itself, such as the posting time and any attached location.

Information about the person who posted - This helps Instagram gauge their level of interest to you. It includes signals like the frequency of interactions people have had with that person in the past few weeks.

Your interaction history - This gives Instagram an indication of your general interest in seeing posts from that particular person. For example, whether or not you comment on each other's posts.

02 - The Stories Algorithm

Stories let you share moments and connect with what you care about. They include posts from accounts you follow and ads.

Viewing history -This looks at how often you view an account’s stories so we can prioritize the stories from accounts we think you don’t want to miss.
Engagement history - This looks at how often you engage with that account’s stories, such as sending a like or a DM.
Closeness - This looks at your relationship with the author overall and how likely you are to be connected as friends or family.

03 - The Explore Algorithm

Explore is your gateway to discovering exciting new things from accounts you haven't discovered yet.

Information about the post - Post popularity is determined by signals like the number of likes, comments, shares, and saves. These indicators are more significant in Explore than in Feed or Stories.

Your activity in Explore - Your Explore activity, such as liking, saving, sharing, or commenting on posts, influences the content shown to you.

Your history of interacting with the person who posted - Your interaction history with the person who posted the content helps Instagram understand your level of interest in their posts, even if you're unfamiliar with them initially.

Information about the person who posted - Instagram considers signals such as the number of interactions people have had with the person who posted in the past few weeks. This helps Instagram find compelling content from a wider group of creators.

04 - The Reels Algorithm

Reels aim to entertain and introduce you to new content, similar to Explore. The majority of the content you see comes from accounts you don't follow.

Your activity. Your activity on Instagram, including liking, saving, resharing, commenting, and engaging with reels.

Your history of interacting with the person who posted. As with Explore, your interaction history with the person who posted the video to determine your level of interest in their content. Even if you are unfamiliar with the creator.

Information about the reel. These are signals about the content within the video such as the audio track or visuals in the video, as well as popularity.

Information about the person who posted. Instagram considers popularity signals such as number of followers or level of engagement to help find compelling content from a wide array of people. In other words, success drives more success.

Remember to consider all these factors when creating your content and devising your social media engagement strategy. Implementing a diverse range of tactics will not only enhance your audience interaction but also significantly boost your chances of appearing organically in their feed."

Instagram Introduces Video Scrubbing on Reels
CEO of Instagram, Adam Mosseri, has confirmed that video scrubbing is now available for all users. This new feature on Reels allows users to rewind or fast-forward videos using a scrubber at the bottom, enhancing the viewing experience by allowing them to catch up on missed moments or fast-forward through content.

Data Confirms: YouTube Takes the Lead as the Most Profitable Channel for Creators.
LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

WhatsApp now rolling out Companion Mode for iPhone users
WhatsApp expands multi-device support with Companion Mode now available for iPhone users, allowing account login across multiple smartphones. Read More

TikTok Tests AI Chatbot 'Tako' for Discovering Content and Short Videos TikTok is testing an AI chatbot called "Tako" in the Philippines, allowing users to converse about videos and discover content. Tako serves as a navigation assistant, providing answers to queries while recommending relevant TikTok videos. Read more

AI
Embracing AI for Next-Level Advertising: WPP x NVIDIA's Game-Changer!
In an intriguing and ambitious collaboration, WPP has partnered with NVIDIA to develop a generative AI-powered content engine to power up digital advertising for their clients.

Using responsibly trained generative AI tools and content from partners like Adobe and Getty Images, WPP's designers can transform text prompts into diverse and high-fidelity images. NVIDIA Picasso, a custom generative AI model, and Adobe Firefly, a family of creative generative AI models, contribute to the creation of captivating visual content.

The new content engine will soon be exclusively available to WPP's clients worldwide, providing them with unparalleled creative possibilities and transformative advertising experiences.

So What?

It's only a matter of time before clients and brands start expecting generative AI to be integrated into their agencies' workflow. The benefits are evident, as it can significantly reduce production times and potentially lower costs. Now is the opportune moment to consider how your company can develop an AI playbook to drive your marketing efforts.

AI
Beware the AI Hallucinations AI hallucinations, a phenomenon in artificial intelligence, occur when models like ChatGPT and Bard fabricate information. They act as if providing factual details, despite being completely false. OpenAI published a research paper outlining preventive measures for these hallucinations.

Recently, a lawyer faced trouble for utilizing ChatGPT in court, as it generated fictitious cases for a federal court filing in New York.

Resources

Brand Watch

Hilton
🎬 Breaking the Mold and Records: Hilton Hotels' 10-Minute TikTok

Hilton Hotels took a bold step by launching a 10-minute long TikTok video, defying the trend of short, bite-sized content. Here's how they turned it into a success:

They employed various techniques to captivate and entertain viewers throughout the entire 10 minutes.
The video cleverly emulated the browsing experience on TikTok, utilizing different cuts and transitions.
The inclusion of celebrities and content creators added an entertaining and relevant touch.
The video showcased popular content trends like stitching, split-screen video reviews, and comedy sketches.
As a clever tactic to keep viewers engaged, there was a surprising loop at the end, a common trick on TikTok to prolong watch time.

Hilton Hotels defied expectations with their 10-minute TikTok video, utilizing engaging strategies, content trends, and surprises to create an entertaining and memorable experience.

Watch the full 10 min here

Google Takes the Lead in Embracing Generative AI

Mon, 29 May 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

💡 Google Takes the Lead in Embracing Generative AI
💥 Adobe Photoshop's Firefly Transforms Image Editing
💬 WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames
📸 Instagram introduces 'Instagram search results' Ads Placements via the Instagram Marketing API
🔒LinkedIn Introduces New Features to Combat Scams and Enhance Verification

Updates

AI
AI Power Play: Google's Disruptive Strategy and Adobe's Firefly Transform the Future of Work

While your job remains secure, it is essential to acknowledge the significant impact AI will have on the future of work. In the past week, there have been numerous updates and announcements that are set to disrupt our work processes.

Notably, Google has taken the lead by incorporating AI into various aspects of their offerings. Their strategy involves leveraging their existing distribution power to gain an edge in the AI race, especially when compared to Microsoft.

During the Google IO conference, the company's top executives emphasized the importance of AI, mentioning it over 150 times. Currently, their primary focus is on generative ads, along with a concerted effort to guide marketers in adopting new approaches to reach users who now incorporate AI search in their customer journey.

Internal documents indicate that Google has approved a range of AI projects aimed at assisting advertisers and YouTube creators. These initiatives aim to harness AI capabilities to improve ad-related processes, targeting, and optimization. Additionally, Google plans to automate customer service for its products using AI models, enhancing support experiences for users. The company is also developing an in-house image creation tool akin to Mid-Journey and Stable Diffusion.

Adobe Photoshop is set to revolutionize image editing with the introduction of Firefly, a powerful AI tool that enables users to effortlessly expand images and manipulate objects through text prompts. This feature, leveraging Adobe's AI image generator, marks a significant breakthrough in the field. Firefly is still in beta, with a full release expected in Photoshop later this year.

Watch this captivating video showcasing the immense power of Firefly in action.

Meta Introduces Powerful Enhancements to Lead Ads Meta introduces innovative Lead ad features: dynamic responses in forms and seamless offer claiming. Users can now click through in-feed ads to instantly apply discounts at purchase. Enhancing user experience and driving conversions. Read more

LinkedIn Introduces New Features to Combat Scams and Enhance Verification
LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

YouTube Pilots RSS Ingestion: Automating Podcast Audio Uploads with Show Art
YouTube pilots "RSS Ingestion" with select partners, allowing automatic uploading of new audio from RSS feeds to YouTube with show art. Read More

WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames.
WhatsApp is planning to introduce on a new update that will allow users to set up a unique WhatsApp username. This will allow users to hide their phone numbers. Read more

Newsletter Recommendation:

This week I wanted to recommend a newsletter that coaught my eye called BeSmart

It's packed with eye-opening content on various topics, one that I enjoyed is about the Dunning-Kruger Effect and how to overcome it. Each day, you'll discover something new and expand your knowledge. Plus, it's a quick read, taking less than 5 minutes of your time.

Check it out!

Search
Is Google's two-decade reign over search under threat?
Is Google's long-standing dominance in search nearing its inevitable decline? Over time, we've observed a succession of bold and strategic maneuvers slowly but surely pressuring Google, potentially reshaping the search landscape.

The latest move comes from Instagram as they introduce 'Instagram search results' Ads Placements via the Instagram Marketing API.

This feature update will enable the following three capabilities / use cases via the Marketing API.

Create ads with the option to include Instagram search results as a placement.
Gain insights into ad performance specifically within Instagram search results.
Preview ads to ensure optimal visual presentation.

On another hand Microsoft's Bing search engine has reached a significant milestone of over 100 million daily active users, following the recent introduction of its AI-powered Bing Chat feature.

This surge in usage suggests that Bing Chat has successfully attracted new users who had previously not engaged with Bing. However, it is important to note that Google still maintains a considerable lead with over 1 billion daily active users, highlighting the competitive challenge Microsoft faces in gaining market share.

So what? How will this impact our work?

With AI-powered search becoming more prevalent, we need to consider how users will discover information in new and innovative ways. Additionally, the growing popularity of search on platforms like Instagram and TikTok among younger generations highlights the need for marketers to explore and optimize search opportunities beyond traditional search engines.

Resources

Boost Your Instagram Community Engagement with GIFs

Mon, 22 May 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

🌍 Meta's New Twitter Rival Could Be Launching Next Month
💃 Adapting GIFs in Your Community Engagement
🏆 You Can Finally Schedule and Publish Instagram Stories
🍔 McDonald's Qatar Does TikTok Trends Right

Updates

Meta
Get Ready for Meta's New Twitter Rival: Launching Next Month Meet Barcelona. A Potential Twitter Alternative being developed by Meta that is rumored to launch next month.

Reports suggest Meta is developing a separate decentralized social network for text updates, targeting Twitter users seeking an alternative. The prototype, known as 'Instagram for your thoughts,' resembles a text-based feed, capitalizing on the popularity of private messaging.

Similar to Instagram Channels, Barcelona allows users to follow others and stay updated on text posts. The project is slowly taking shape offering a maximum post length of 500 characters.

It will be interesting to observe the contrasting shifts in social media as Meta emphasizes text updates while Twitter moves away from text and focus intead on video. Twitter is expanding its focus beyond text updates by enhancing video features. Recent updates include 2-hour long uploads for paid users and playback speed controls for videos, reflecting Twitter's efforts to diversify its platform.

Prediction:

As Instagram has evolved into a feature-rich app and Meta has a track record of unsuccessful standalone apps, it's likely that the Barcelona experiment will eventually be integrated into Instagram. However, this poses a significant challenge as some users already perceive Instagram as being bloated with features.

Facebook and Instagram paid verification starts in UK
UK users can now get verified on Facebook and Instagram with Meta Verified. For a monthly fee starting at £9.99, subscribers receive a blue tick, protection from impersonation, and access to personalized support. The service requires users to be 18+, submit a government ID, and offers peace of mind through active account monitoring. Read more

TikTok Ban in Montana: A Wake-Up Call to Avoid Reliance on Single Platforms
Montana's governor has signed a TikTok ban into law, set to take effect in January 2024. The ban prohibits TikTok's operation in the state and imposes fines of $10,000 per violation per day on companies enabling app usage. The governor cites concerns about privacy and data harvesting by the Chinese Communist Party as the rationale behind the ban. Read More

You Can Finally Schedule and Publish Instagram Stories via Third-Party Apps
Instagram just upped its game with the addition of Stories to the Graph API. Now, social media managers can empower businesses to share their engaging Stories through third-party platforms. It's a win-win for everyone—more exposure, more interaction, and a vibrant Instagram experience. No extra app review needed, so let the storytelling begin!

TikTok Challenges Google as a Search Engine for Business and Discovery
TikTok aims to rival Google in search. By prompting users to tag locations and share experiences, the app seeks dominance in cafe, hotel, and tourist spot searches. This offers new business opportunities and strengthens TikTok's role as a search engine for the younger generation. Read more

Instagram
From FAQs to GIFs: Adapting to Instagram's Community Engagement Evolution Instagram gets a GIF makeover, bidding farewell to serious analyses and welcoming a world of animated wit. Meta spreads the joy globally, tapping into Giphy's vast library. Let the laughter-filled comments begin with the new GIF button, now available to all users.

So What? How should you prepare for this?

As the community engagement game shifts on the platform, brands and businesses better get their act together. Here's are a few things you need to do to stay ahead of the curve.

1 - Prepare a Frequently Used GIFs list

Curate a Frequently Used GIFs list: Similar to having FAQs for community management, develop a resource containing preapproved GIFs for your community managers to utilize. A good sense of humor and community understanding are now more crucial than ever.

2 - Create your own branded GIFs to use

If you haven't already, consider establishing a brand page on Giphy and crafting custom GIFs that can be used in Instagram comments. Take inspiration from successful examples like McDonald's and Expo 2020 Dubai.

3 - Embrace user-generated GIFs

Encourage your audience to create and share their own GIFs related to your brand. User-generated content adds an authentic touch to community interactions.

4 - Engage with trending GIFs

Stay up-to-date with the latest trends and popular GIFs circulating on the platform. Incorporate them strategically into your conversations to resonate with your audience.

5 - Monitor and respond to GIF usage

Keep an eye on how your audience utilizes GIFs in their comments and responses. Take note of recurring themes or sentiments to inform your brand's messaging and engagement strategy.

6 - Give your community managers room to expirment

You will have to trust your communtiy managers to understand the community they are leading and make their own judgement calls.

Remember, embracing GIFs as a new form of expression opens up exciting opportunities to connect with your audience in a more engaging and playful way.

Resources

Brand Watch

McDonald's Qatar Does The Bumping Into Each Other Marriage Trend

McDonald's Qatar does the "Bumping into Each Other" marriage trend from TikTok and nails it with their own mascot. In a brilliant move to jump on the viral trend, McDonald's Qatar showcased their creativity and brand personality by ingeniously incorporating their iconic mascot into the popular wedding dance challenge.

With a touch of humor and a dash of playful charm, McDonald's Qatar turned an ordinary trend into a captivating and memorable moment. By putting their own spin on the trend, they not only caught the attention of social media users but also effectively strengthened their brand presence.

Do check it out here (TikTok)

Brands Paying for Competitors' Ads: Would You Do It?

Mon, 15 May 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

🌍 TikTok introduces "TikTok World Hub" for sharing marketing insights and guides
👋 LinkedIn's App Leaves China for Good
👩‍💼 Twitter Gets a New CEO and Elon stays as CTO
🤩 Smart campaigns by Oatly and IKEA to watch out for

Updates

TikTok
TikTok introduces "TikTok World Hub" for sharing marketing insights and guides TikTok unveils latest product updates and insights for marketers at TikTok World 2023 event. New 'TikTok World Hub' mini-site launched to centralize all featured elements including video presentations and guides to improve your TikTok marketing approach. Check it out here

The main insight?

Focus on good creative that is TikTok-first.

They shared a number of cool resources at the event to help brands develop better creative for the platform. Here are some of them:

They shared a number of resources and case studies to back this up. Check the Creative Codes PDF here and the Creative is Easy guide here. Both have a alot of great tips and frameworks to uplifting your creative game on the platform.

What Does TikTok First Mean?

Go lo-fi (avoid glossiness)
Go 9:6
Shoot hi-res
Feature people (creators, employees, customers)
Adopt category/vertical norms

LinkedIn
LinkedIn's App Leaves China for Good LinkedIn finally bid China farewell, closing its app as it laid off its remaining sales and product teams in the country. The Microsoft-owned platform cited "fierce competition" from local alternatives as the main reason for its departure. LinkedIn was the last major US social network to exit China, as Twitter, Facebook, Instagram, and WhatsApp were all previously blocked.

So What:

Marketing to the Chinese market on social media is still possible in the absence of American social media channels in China. Brands can leverage popular Chinese social media platforms such as:

WeChat
Weibo
Douyin (or TikTok as we know it outside China)

If you really want to succeed in the Chinese market, what you really need is an agency in Chinas as you will need to understand local cultural nuances and preferences, develop a localized content strategy, and use influencers and KOLs (Key Opinion Leaders) to promote your products or services. Read more here

Instragram Stories Fast Forward Button
Instagram is testing a new feature on Stories that would allow users to fast forward through content. The new "Fast Forward" button would help users skip through stories they are not interested in. This new feature is still in the testing phase. See it in action

WhatsApp Channels Coming Soon
WhatsApp is reportedly working on a new feature that will introduce channels to the app in a future update. This feature will allow users to follow different topics and get updates from their favorite channels. sneak peak here

Changes to Facebook and Instagram Shops
Facebook and Instagram shops will be limited to those with Checkout enabled in the US. Businesses without a shop won't be able to use Shop features including product tagging. Instagram ads with product tags will still be available. read more

Expect a Drop in your LinkedIn Followers
Expect to see a drop in your follower count on LinkedIn soon. LinkedIn has announced that it will start filtering connection and follower counts by removing restricted and hibernated accounts from the total count.Read more

Thanks Naim Younis for the tip

Twitter
Twitter Gets a New CEO and Elon stays as CTO Linda Yaccarino has been appointed by Elon Musk to oversee Twitter's business operations as he focuses on the technology and design as executive chair and CTO. Yaccarino's main challenge will be to spin her knowledge of social media’s weaknesses into an asset and start competing with the traditional media industry.

Who is she and how is this going to affect my marketing?

Linda is coming on board and bringing her expertise in advertising and monetization to the table. We can expect some aggressive moves in this area, including new ad solutions and integration with third parties to optimize ad effectiveness on Twitter.

What's more, Linda's experience as Chair of the Ad Council and her connections with global corporations and the US Government will prove to be valuable assets for Twitter, especially in navigating government regulations and policies. And let's not forget her position with The World Economic Forum, which further showcases her strong international connections.

So what does all of this mean for Twitter users? Get ready to see some exciting policy changes and fresh advertising solutions that will help elevate your experience on the platform.

Resources

Brand Watch

IKEA's Proudly Second Best

IKEA's recent campaign, 'Proudly the Second Best,' is a powerful example of humility in advertising. Rather than boasting about their own strengths, they built an entire campaign around the special bond between parents and their children.

By showcasing the importance of family time and emphasizing the significance of creating comfortable and functional living spaces that promote children's development and creativity, IKEA's campaign resonates deeply with customers.

As marketers, we can draw inspiration from this approach to branding by emphasizing the human aspect of our product and how it positively contributes to the lives of our customers. IKEA's 'Proudly the Second Best' campaign reminds us that humility can be a powerful tool in creating meaningful connections with our target audience.

Watch the video here

Oatly Takes on Big Dairy with Bold Climate Challenge and Free Ad Offer
Oatly challenges 'Big Dairy' to disclose their climate footprint and offers free advertising in return. The ad campaign promotes Oatly's own carbon footprint and its push for transparency. The ads ran in major newspapers and billboards in Times Square.

Oatly's promotion of sustainability while challenging their competitors is both inspiring and a bold move. They are taking a direct approach by promoting their core proposition and even paying for their competition's ad space as part of their campaign. It's a great example of how companies can take a strong stance on important issues and stand out in their industry.

The new social media platform so exclusive, invites are selling for $329

Mon, 08 May 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

TikTok’s new ad product gives publishers 50% stake
Why are ad prices on Facebook dropping?
McDonald's gets burned 🔥 Think Twice Before Joining the Alt Text Meme
🐦 The new social media platform so exclusive, invites are selling for $329
📥 Say hello to your new Linkedin inbox. Linked unlocks private communication for brand pages

TikTok
TikTok’s new ad product gives publishers 50% stake

TikTok has just launched a new product, Pulse Premiere, that allows select publisher accounts to sell advertisements alongside their content. And the best part? These publishers can receive a whopping 50% of the revenue generated by video ads that appear after their TikTok posts. This is a great incentive for publishers to stay on the platform and produce more content for TikTok. Plus, with insights into what content resonates with users, publishers can expand their presence on TikTok and potentially achieve higher engagement rates, increased brand awareness, and better ROI for their advertising efforts.

Meme / Trend
Think Twice Before Joining the Alt Text Meme Before you even consider joining the latest Twitter meme "Alt Text," it's crucial to pause and think about it. The current meme involves an arrow pointing to the ALT image description label, with a joke or punchline behind it. Brands like McDonald's and Red Bull Gaming have already jumped on board. However, it's essential to remember that alt text is used by blind or partially sighted people to navigate social media. So, before you participate, consider the impact it may have on others.

McDonald's has since removed the tweet and apologized.

Facebook
Why Are Ad Prices on Facebook Dropping? How Will This Impact Your Campaigns According to recent data shared by Jon Loomer, Facebook's average ad price has dropped 17% in Q1 earning of this year, while the number of ad impressions has increased by 26%. While this may seem like good news for advertisers, it's important to understand the reason behind this trend.

So What:

It could be a sign of an increasingly saturated audience, which may not be a good thing in the long run.

The drop in average ad price and increase in ad impressions are likely tied to an increase in inventory. More ads are being shown on the platform, either because there are more users or users are spending more time there.

For example, spending 100 minutes on the platform may result in seeing 100 ads, whereas only 5 ads may be seen after spending 5 minutes on the app.

However, it's important to note that increasing ad frequency may eventually make them less effective. Ad frequency is a Facebook metric that measures the average number of times users have seen an ad. When ads are shown too frequently to the same audience, it can lead to ad fatigue and reduced engagement.

Blue verified checkmarks are coming to Gmail Google adds blue checkmarks on Gmail to verify select senders' identity with BIMI adoption. Helps users differentiate legitimate messages

Instagram is Testing a New AI Sticker Creator Hot on the heels of TikTok's AI profile picture generator, their new AI sticker generator is here

Screentime boosts reach on Twitter Elon announced that more screen time on posts leads to more visibility. Native video gets priority on platform

WhatsApp's latest updates include improved polls and forwarding of picture captions Finally, WhatsApp introduces single-vote polls, so you can prevent users from casting multiple votes.

Bluesky
The New Social Media Platform So Exclusive, Invites Are Selling for $329 have you heard about the new cool kid in town? Say hello to Bluesky, the social media platform launched by none other than Jack Dorsey, the founder of Twitter. With all the recent changes happening at Twitter, many users have been flocking to this new platform for a fresh start. However, Bluesky is still in closed beta and only accessible via invitation. That hasn't stopped some people from selling invite codes on eBay for as much as $329, making it more expensive than buying a blue tick on Twitter. Luckily, I managed to snag an invite and will be sharing some codes here once they become available. So stay tuned.

If you are there already then feel free to say hi on there. @mohtab.com

LinkedIn
LinkedIn Unlocks Private Communication for Brand Pages: Say Hello to Your New Inbox You know those times when you're managing a LinkedIn brand page and you just wish you had your own private inbox to connect with your audience? Well, the folks at LinkedIn must have read your mind because they're rolling out brand pages with their very own inboxes! Finally, a dedicated space for you to slide into those DMs and connect with your followers in a more personal way. No more cluttered message requests or awkward exchanges in your personal inbox. With this new feature, you can keep your professional communication separate and organized. It's like a breath of fresh air for your brand's social presence!

Thank you Amel Njeh for the nudge 👍

Job Board

Media Executive - Social [Dubai]
Media Manager/Senior Media Manager - Social [Dubai]

Email Your Resume

Brand Watch

Speaking of jobs. Fiverr's latest recruitment strategy was a smart move that turned a dull job post into a creative ad. By posting 50 seemingly ridiculous job titles on LinkedIn, the company was able to increase career page views by 91% and job applications by 43%. The successful campaign helped Fiverr fill all their job openings.

Source: @jappleby

Here is another example of this being done. A few years back The New York Public Library did a smart move publishing a full book in their Instagram Stories. Think how can you push the boundry this week.

Facebook Ads Gone Wild: Major Overspending Reported

Mon, 01 May 2023 00:00:00 GMT

Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

If you find it helpful, be sure to share it with a friend!

Summary

Facebook ad system errors cause overspending. Advertisers must monitor ad sets, set up alerts, and diversify ad portfolio.
Facebook Location Targeting Update Could Hurt Specific Advertisers: Watch Your Targeting Settings
Elon Musk rakes in $1.2M per year from Twitter Subscriptions
LinkedIn Algorithm Update: Editing Posts No Longer Affects Your Reach

Updates

Facebook
Facebook Ad Accounts Hit by Overspending Glitch Oops, they did it again! 🙄 Facebook ad system errors causing overspending is like a recurring nightmare. To avoid being stuck in this financial limbo, advertisers need to stay vigilant, set up alerts, and monitor their ad sets and budgets like hawks! It's like a game of whack-a-mole - knock down the overspending before it ruins your ad budget.

Facebook
Another Advertiser Alert: Facebook Quietly Removes Location Targeting Options As first reported by Jon Loomer, Meta has made an unannounced update to location targeting, removing the previous options and leaving only the "Living in or recently in this location" default option.

So What:

Previously, advertisers could choose from four options, including "People living in this location" and "People traveling in this location." The change may not affect all advertisers, but those who rely on more specific location targeting may find themselves reaching the wrong audience.

This could be problematic for businesses that can only ship to certain locations, offer services only to local residents, or cater specifically to tourists.

There are a few possible reasons for the change, including low usage of the previous options, privacy concerns, or trust in Facebook's algorithm to sort it out. As always, it's hard to say what Facebook's motives are, but one thing's for sure, advertisers need to keep a close eye on their targeting settings to ensure they're reaching the right people.

Google Looker Studio now offers configuration options for Sankey charts Sankey diagrams show how values flow from one category to another, making them a powerful tool for analyzing information over time.

YouTube to Boost Live Shopping via Scheduled Product Drops YouTube to improve live-stream product listings with scheduled product drops. Creators can upload details to appear at set times.

TikTok's AI Avatars: New Feature Lets Users Create Illustrated Profile Pictures from Uploaded Photos TikTok is testing a new tool that lets users generate AI-generated avatars for their profile pictures, based on uploaded photos. The tool will create stylized and illustrated images.

Instagram introduces new feature to view story likes beyond 24 hours Instagram users can now see who has liked their stories after 48 hours. Previously, users could only see the list of people who viewed their stories within 24 hours, and afterward, the list would disappear. The new feature allows users to keep track of who engaged with their content for a longer period.

Amazon Ads
Boosting Ad Revenue: Pinterest and Amazon's Multi-Year Strategic Partnership Pinterest and Amazon have announced a new multi-year strategic ad partnership aimed at bringing more brands and relevant products to the platform. This new partnership is a first for the image sharing and social media site and will be a big boost for Pinterest’s ad revenue. While Pinterest has been struggling with macroeconomic forces impacting its business, this partnership could offer consumers a more seamless buying experience, as users will be taken directly to Amazon to make a purchase.

So What:

This partnership has the potential to offer a seamless buying experience for consumers, which could result in faster checkouts as users are directed straight to Amazon to complete their purchase.

Twitter
Exclusive Content and Extra Cash: Twitter Subscriptions Now Available Globally Want to turn your Twitter fame into fortune? Twitter has introduced a new feature called "Subscriptions" that allows creators to earn a steady stream of income by offering exclusive content to their most devoted followers. Eligible creators from around the world can sign up for this program and start monetizing their Twitter game.

Twitter Subscriptions has introduced a new feature that allows creators to estimate their potential earnings from the Subscriptions program. The calculator takes into account the percentage of followers and the monthly subscription fee to provide an estimated earning figure. This is a clever move from Twitter, providing creators with a visualization of the potential profits that could be made through the Subscriptions program.

Subscriptions is open to all accounts that qualify if they:

Have subscribed to Twitter Blue or are a verified organization (obvious move)
Have at least 500 followers
Have been active in the past 30 days
Are at least 18 years old

Elon Musk seems to be a big fan of Twitter Subscriptions, and who can blame him? By enabling the feature, he's now making an estimated $1.2 million per year just for posting on his own platform - talk about a lucrative side hustle!

LinkedIn
LinkedIn Algorithm Update: Editing Posts No Longer Affects Your Reach LinkedIn has recently made a significant change to its platform, with the news that editing posts will no longer negatively impact the reach of your content. Richard van der Blom, a social media expert, reported that the LinkedIn algorithm will no longer penalize posts for editing, which is great news for brands and content creators who previously had to either live with typos or delete the entire post to avoid hurting their reach.

So What:

This change will make it easier for users to maintain the quality of their content without sacrificing their audience reach, and it is expected to lead to an overall improvement in the quality of content on the platform.

Resources

Did Meta just kill Linktree?

Tue, 25 Apr 2023 00:00:00 GMT

Every week, I’ll bring you a quick and easy summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff. And if you find it helpful, be sure to share it with a friend!

Instagram
Instagram's new feature takes on Linktree and 'link in bio' providers, offering up to 5 links on profiles Instagram launches new feature challenging Linktree and other "link in bio" solutions by allowing users to add up to five links in their profile bios. The feature has been a top request among creators and can direct followers to other content such as online businesses, brands, or causes. Instagram's previous platform limitations have allowed alternative solutions like Linktree to thrive. The move is seen as an effort to adapt to the needs of the creator community.

Linktree, the popular "link in bio" solution provider, wasted no time in taking a jab at Meta when they announced their new feature allowing users to add multiple links to their Instagram profile bios. In a humorous tweet, Linktree pointed out that even Meta themselves are still using Linktree as their main "link in bio" service.

Facebook
Facebook Introduces New Metrics The new metric allows you to track how your content is consumed on your own page as well as other pages where it was crossposted or shared. This helps you get a better understanding of how your content is performing and who is engaging with it, allowing you to make informed decisions about your content strategy.

So What: Tracking the new metric of video views on your page as well as on other pages where your content was crossposted or shared can give you insights on how to improve your content strategy.

Example: Suppose your business page shares a video that gets more views on another page where it was crossposted than on your own page. In that case, you may consider partnering with that page or creating more shareable and engaging content to increase your reach. On the other hand, if your videos are not receiving many views when crossposted to other pages, you may want to revise your crossposting strategy or focus on promoting your videos through other channels. By optimizing your content, you can achieve maximum reach and engagement, leading to increased brand awareness, website traffic, and revenue.

Twitter
Pay Up $1000 per Month or Your Ads Won't Run on Twitter

Starting April 21, Twitter requires all business accounts running ads to have a verified checkmark or subscribe to either Twitter Blue or Verified Organizations. Accounts spending over $1000 per month already have gold checks or will soon, and will not be affected. This change is in line with Twitter's verification strategy to improve content quality and reduce fraudulent accounts.

Brand Watch

Nissan
The Power of Chill: Nissan's Ad Takes a Lofi Approach to Marketing Have you heard of Lofi Girl? This YouTube channel has become incredibly popular with over 12 million subscribers for its animations and instrumental music that are perfect for studying or relaxing. Recently, Nissan used the Lofi Girl aesthetic for an ad for their Ariya electric vehicle. The ad was so well done that many viewers didn't even realize they were watching an advertisement.

So What: Leverage popular cultural trends and aesthetics to reach new audiences and create a more authentic and relatable brand image. By partnering with Lofi Girl, Nissan was able to tap into a community of music and animation lovers, and create a commercial that blended seamlessly with the content they were already consuming.

Businesses can try this out by identifying cultural trends, communities, and subcultures that align with their brand values and target audiences. By partnering with creators or influencers within these communities, businesses can create more authentic and engaging content that resonates with their audiences and helps them stand out in a crowded market.

Resources

(Ebook) 62 Page document on how to Market on TikTok
(Online Resource) Official guide by TikTok on Tactics
(Data) TikTok Users Less Likely To Be Bothered by Ads

Your Business Is More Than Just a Website or App

Thu, 04 Feb 2021 00:00:00 GMT

The reason many new businesses (and even some old ones) fail is that they focus too much time and energy on the wrong things. Sure, having a good website or well-designed app will attract people to your business, but if you neglect the hard work of growing and maintaining your business, you will not succeed. This is because time spent focusing on the wrong things means time taken away from making your product or service the best it can be and is especially true when you are first starting your business. To learn how to focus on the right things and set your business up for success, read on.

Not Sure How to Start? Try Starting Lean

To effectively start and grow your business try starting lean. This means figuring out what product or service you want to provide, making sure it will exceed your customer’s expectation. Take steps to connect with your audience and get what you have to offer into their hands. A common misconception is that you need to build a full app or website to get your business off the ground. The truth is, you just need to develop a product and figure out a way to connect with your customers. Use whatever you have on hand, even just a laptop to check emails or a phone to speak with customers and clients. Many businesses have found success with just Whatsapp and an Instagram account. Of course, you must spend money to make money, but you can help even a lean business get started if you spend strategically from the start. Make sure you check out The Lean Startup by Eric Reis if you havent already.

Don’t Let Fear Hold You Back: Just Go For It

There will always be reasons to delay launching your business. Maybe you feel like your website could be better or that you would be more successful if you had a larger following. If you change your thinking, you can break your business down to its smallest form so you can start connecting with customers and testing your service or product as soon as possible. Many businesses can find success with a simple online listing or a social media project and grow from there. The first step is identifying what your customer wants, followed by finding a way to make that a reality. Once you are more established with a happy customer base, turn your energy and efforts to development projects like building a fancy website or launching an app that optimizes your business. It’s all about the timing, so if you are at the beginning of your business journey, just go for it and remember that you will have many opportunities as time goes on to make additions and changes to your business.

Don’t Forget About Your Customers

A fundamental mistake business owners make is spending too much time focusing on outward-facing things that are less directly related to their success. Businesses fall apart because they forget about their customers. Your customers should love the products and services your business provides, not just how your business appears to the outside world. No matter how lean you start your business, be sure to take note of the things that work and the things that don’t. This feedback will be helpful as you move on to new projects and focus on new business priorities.

What Your Business Should Be

If you remember that your business is a mechanism of access and delivery, you will help your business thrive. Prioritize the things that matter most. The quality of your product and the happiness of your customer. If you can only talk the talk but not walk the walk. None of the work or money you’ve invested into building your website or setting up your app matters.

Build a business not a website.

What we can all learn from the "Hello World" Programming Lesson in Designing Training Programs

Sun, 24 Jan 2021 00:00:00 GMT

When teaching someone a new skill or lesson, a way to quickly alienate and frustrate them is to focus too much on the theoretical and not enough on the practical. Practical lessons keep students motivated to complete the training program and move toward their goals. It is actually much simpler than most people think to design a training program that uses practical approaches. By looking at Hello World, the most fundamental programming lesson people can learn, you, can learn lessons in designing effective training programs for any topic.

What is Hello World?

Hello World is the first lesson anyone learns when trying to learn a programming language. It is one of the most famous programs and is often a new programmer’s introduction to effectively communicating with a computer.

main(){printf("Hello, World!");}

The Hello World program dates back to 1972 when Brian Kernighan included the test phrase in his book, A Tutorial Introduction to the Language B. Decades later, it is fair to assume that essentially every programmer has written a program using Hello World at some point in their training or career.

By Brian Kernighan (1978)

What Does the Hello World Lesson Teach Us?

To understand why Hello World is such a brilliant lesson, you must first understand how the program works. You can run Hello World in virtually any coding language. The idea is to type “Hello World” as a line of code, and if you have done it correctly, your computer program will output “Hello World” back to you, letting you know that you were successful immediately. Hello World is a simple program, and most codes are more complex, but the important thing is that you could run a test by yourself, get feedback in real-time, and find out right away if what you wrote was accurate.

Learning in this way helps students get familiar with a new topic from the inside out and learn how to navigate a new environment by diving right in. This lesson could apply to any subject, such as marketing, programming, engineering, or biology, and the results would still be successful. When you complete Hello World, you have just made your own program, probably for the first time ever, which gives you the satisfaction of building something new, seeing it come to life, and knowing you did a good job. When students learn like this, even if they are brand new to the subject, their confidence in the teacher, the topic, and themselves quickly grows, and they are left hungry to learn more and keep growing.

Best Practices to Follow When Designing a Teaching Program

When building any training program or lesson, think of it this way: Build your own Hello World. Create something that rewards students for trying to learn, no matter how small or short the lesson. If we know anything from looking at Hello World, it is that it works well enough to be the trusted lesson of virtually every new programmer, and this is likely because it helps students gain knowledge and confidence as they practice.

As a teacher, it is easy to get lost in the weeds from time to time, especially if the topic is complex. Remember that too much theory can interfere with how well your students learn. If they are focusing only on the theoretical without practice and without positive reinforcement, results will be slow, leading to frustration, burnout, and getting in the way of success. The amazing thing about Hello World is its simplicity. While users might start small, as they get better, they will be able to create more and more until they are fluent in the programming language and can create whatever they put their minds to. Whether you are a teacher or a student, remember that it’s completely fine if your project or program is not perfect or complex. What matters is that you made it, that it now exists, and that you will improve with time and practice.

Why You Haven't Started Your Project Yet

Wed, 30 Dec 2020 00:00:00 GMT

They say getting started is easy. Not when you have a project that has been growing in your head for too long. The beginning becomes a dreaded thing that you keep pushing off. Always ready with an excuse as to why you will do this one day, but not today. You want to start a new business, YouTube channel, or maybe a newsletter. But not today.

There are many challenges that keep you from getting started with your next great idea. Many of these you can should try to identify early on and get them out of your way.

Not having the right reasons to start

Many projects die young. One of the main reasons for a premature death of a project is that the people give up. They never had the drive to see it through. They forgot what got them excited about the idea in the first place. The purpose escapes them.

Define your purpose before launching any project, business, or idea. Why should you sacrifice your time and energy on this? Write it down and revisit this often. This will help you find the motivation to get started and more importantly help you maintain the discipline to carry one once you do begin your project.

Motivation vs discipline

Projects fail when they depend on the mood of the creator. Motivation is great to get started but you have to walk into a project with the understanding that it will take a lot of discipline to see this through. Intentions will only take you so far. Plan your project in a way that works around your resources. Your resources are your time and energy. When is the best time for you to work on this project? Lock that time in and just commit to the work.

Don't dream it, schedule it

Plans and dreams are amazing. They give us a dopamine rush as we fantasize of what it will be like turning this amazing idea into a real thing. Sadly many ideas stay in this phase.

Schedule the time to turn this into a reality. Want to start a Youtube channel? Allocate an hour a day for creating videos. Want to write a book? Make sure your diary has an hour locked for writing. We somehow always come up with an excuse to push things. Kill your excuses. Life will always get busy. Ask yourself “If not now then when?” If you don’t think you will have the time to start this in the next week then kill the idea. It is obviously not a real priority for you. Your Purpose or motivation to start is not strong enough to prioritize this over other things.

Waiting for Perfection

Don’t spend too much time cooking up the perfect plan or product. Here is the truth. Your product will never be perfect. In the words of Reid Hoffman "If you're not embarrassed by the first version of your product, you've launched too late."

Source: https://www.sony.net/SonyInfo/CorporateInfo/History/SonyHistory/1-01.html

Sony’s first product was a failed rice cooker. It failed at the main purpose it was built for. The rice was overcooked or undercooked most of the time. Yet they kept on going and kept on improving.

Understand that what you put out is not the final chapter in your story. You hold the pen and can keep on writing.

Don’t Build the whole machine at once

Speed is key. You want to learn from your failures early. Don’t build a full machine and spend months or years on it to later learn that your audience has moved on and no longer want your product. Don’t wait till the full machine is ready to go out to the public. Learn from how tech companies go out and launch their products. People start sharing their expectations or feedback on the prototype early on. This helps you build a product that your audience wants.

Your first audience or users are usually early adopters. They are usually more forgiving. Embrace the imperfections and just ship. Improvements and additions can come in later.

Focus, focus, and focus

Great ideas come from creative people. They usually have more ideas that come to them often. Find the right idea and then be ruthless. Kill all others for the benefit of one. Focus on one project at a time. There are many layers and elements that you have not discovered about your project yet. Many challenges will come up. You will need a focused mind to help you overcome these challenges. Think of this as pruning. The branches you cut will help the tree get stronger.

Focus on one idea at a time. Launch it before moving on to other projects.

The longer you wait to get started on your project the less likely it is to see daylight. Get something out there even if it is not perfect. People have higher expectations of themselves than others expect of them.

It is fine if your project is not perfect. At least it exists.