TLDR Marketing 2024-06-20

Dr. Vivek Murthy, Surgeon General of the United States, has proposed warning labels for social media due to its supposed impact on teenagers' mental health. However, experts argue that social media should be understood rather than feared. The science on social media's harmful effects is not settled, with critics emphasizing the lack of consistent evidence linking social media to poorer mental health. Murthy cites studies showing adolescents who use social media heavily are more prone to anxiety and depression, but newer research indicates it can also improve mood.

A new study found that viewers' income and likelihood of buying a product were not factors that determined how much it costs to reach them — it's how active they are on the platforms where the ads run. More active audiences command a lower advertising price per impression, while groups that don't tune in as often cost a premium to advertise to. As a result, TV advertisers pay more to reach young men who watch TV infrequently and pay less to reach women and older groups, whereas on platforms such as Instagram and TikTok, older audiences can be more expensive to reach. This scarcity factor explains why broadcast and cable advertising revenue largely held steady from 2014 to 2019, even as more people moved over to streaming services.

A case study on Oatly's effective sales copy. Paint a picture of how the product improves customers' lives, beyond the surface-level benefits. Use the same natural writing voice as you use in a blog post so it doesn't come off as salesy. Address objections directly with facts rather than ignoring them. Use conversational words like “we,” “I”, and “you.” Make readers feel good by inviting them in and creating a subtle sense of belonging.

This method offers a clever tactic for marketers to identify low-competition SEO keywords to try to rank for. Search for a broad keyword topic in Ahrefs or Semrush, then filter by “Lowest DR” to bring up all the keywords where a site with a lower authority than yours ranks in the top 5. Analyze the results to find low-competition keywords that your website could likely overtake.

A disruption story clearly outlines the most fundamental pain points your business was created to solve and how you solve them. Unlike typical top-of-funnel content, a disruption story provides the opportunity to sell your product or service, while also creating internal alignment on the core value props of the business. This article walks through how to create one that includes an overarching narrative, an attention-grabbing title, and a captivating introduction.

GTMetrix provides in-depth page speed insights. AlsoAsked is useful for keyword research and finding long-tail keywords. SEOQuake is an extension that uses Semrush data to provide on-page SEO analysis and findings. Google Keyword Planner within Google Ads offers free keyword research capabilities. Keyworddit extracts keywords from subreddits on Reddit.

Creators can now display key metrics to brand accounts on Instagram, including total follower count, accounts reached, and accounts engaged over the past 30 days. This allows brands to directly message interested creators or explore similar ones based on the insights provided.

Amanda Natividad, VP of Marketing at audience research startup SparkToro, grew her X following to 100K and LinkedIn following to 43K using an 80/20 content strategy focused on marketing and personal interests. She advises to target platforms where your audience is active, use tools like SparkToro for insights, and align content with user intent. Concentrate on one platform until it gains traction, engage with influential accounts in your niche, and ensure your bio clearly communicates your expertise and content focus. Repurpose successful content for other platforms while avoiding burnout.

This article identifies six key areas of friction between Product Managers (PMs) and Product Marketers (PMMs) and offers examples and tactics to address them. Common issues include role ownership, involvement in product strategy, launch date changes, performative jargon from PMMs, ICP misalignment, and GTM disconnects. Solutions to avoid these friction points include demarcating the swimlanes, changing the definition of shipping, and introducing PMMs earlier in the process.

Product and brand positioning are interconnected - brands set expectations and distinctions that help position products in the market.

Spend 80% of your time on fundamental optimizations, ensure you base them on long look-back windows using offline conversion data, and make global account-level changes sparingly.

Images of playful brand activations from Gucci, Bridgerton, and Refy.