TLDR Marketing 2024-07-11

Despite its decline, the deinfluencing trend still occasionally resurfaces, challenging brands and influencers alike. Brands like Stanley and Skims have shown resilience by leveraging strategic influencer collaborations and timely marketing to bounce back from controversies. The lesson for marketers is clear: authenticity and a solid crisis management strategy can mitigate the temporary disruptions caused by deinfluencing.

Many marketers prefer rebrands over big ad campaigns because rebrands allow them to stay relevant and agile in a rapidly changing market. By investing in brand building, companies like Kraft Heinz and Wayfair can better understand consumer behavior and create a holistic strategy across multiple channels. This approach helps to maintain a strong identity and connect more deeply with their audience, rather than relying solely on short-term performance marketing.

Identifying invisible obstacles in users' lives is essential for reducing friction and improving conversion rates. For example, customers might delay purchasing a new couch because they are unsure how to dispose of their old one. Adding a service to manage old furniture can address this issue. Tools like Hotjar can be used to observe user behavior and identify points of hesitation. Understanding that fear of disrupting existing workflows can also be a barrier. Companies should provide solutions that minimize risk and boost user confidence.

Earlier this year, Canva ran an experiment on its “Teams” plan pricing that evaluated two attributes: price per person and minimum commitment. The brand tested 4 variants, ranging from $60-$159.90 per seat and up to 5 minimum seats. The winning plan was $100 per seat with a 3-seat minimum. The results suggest that showing the cost per seat, rather than a total for all seats, is a better strategy. Additionally, round numbers (e.g. $100) can actually perform better than lesser non-round numbers (e.g. $99.90).

If you're looking to get in front of a highly engaged tech audience, consider advertising in TLDR. We have 10 newsletters to choose from and a subscriber base of 4+ million tech professionals to effectively reach your target audience. Learn more about running your first campaign with us.

Instagram has confirmed it is not prioritizing long-form content. The platform's focus will be on connecting users with friends and helping them explore interests. Short-form video aligns better with these objectives, as long-form content reduces interaction with friends. Instagram will leave long-form video experiments to TikTok. There are no plans to revive IGTV.

LinkedIn is expanding its sponsored articles ad option to include sponsored newsletters, allowing brands to generate leads from their LinkedIn content. With newsletters seeing significant growth, this new feature can help brands reach more people within their sector. Sponsored newsletters function similarly to sponsored articles, allowing companies to boost their content and attract more sign-ups. This extension also includes the potential to sponsor existing newsletters by partnering with popular creators on LinkedIn.

Spotify is allowing listeners to leave comments on episode pages. Creators can like and respond to comments and control which comments appear on their pages. Comments are optional for podcast hosts and will be rolled out this week. This move brings Spotify into closer competition with YouTube and builds on its expansion into video podcasts.

An in-depth analysis of the SEO tactics used by leading digital brands amidst the evolving landscape of AI and algorithm updates. NextDoor's AI-generated content tripled its search traffic. MondayMysteryMovie.com captured a meaningful amount of search traffic and newsletter subscribers while focusing on a niche topic. Chegg used automated AI responses to boost its content volume and search visibility. Marketers can learn from these 45 examples to refine their SEO strategies.

There are three criteria a growth flywheel must meet to be effective: the activities flow smoothly from one point to the next, each rotation is easier than the last rotation, and each rotation produces more than the last rotation. One of Jay Clouse's newsletter flywheels is his automated new subscriber welcome email, which asks users what issues they're facing that they want to see him write about. This makes it easier to generate content ideas while also helping him grow an engaged audience by creating relevant content. Brands can create growth flywheels by focusing on the messenger as much as the product, creating an identity its audience wants to show off, and leveraging happy customers to gain new referrals.

A simple 5-step process to get data on whether Google's switch to pagination has impacted your site's impressions, clicks, or CTR.

An AI-generated fake news story about the Ukrainian president's wife buying a Bugatti with US aid money quickly became a trending topic, amplified by bots and Russian media.

Companies now prefer T-shaped marketers, or specialists in one area, over V-shaped marketers.