📦 - Not Your Mom’s Facebook

DTC 576 - Meta Attracts Gen Z, Klaviyo Audiences, and Email Flows Monday, June 10, 2024 Good morning, IKEA is now getting into gaming. Fans of the Swedish brand can explore a virtual store called ‘The Co-Worker Game’ on Roblox starting on June 24th. As a fun way to build buzz, IKEA is currently accepting job applications for those who want to work in the online furniture shop. There are ten paid positions up for grabs. Some job application questions include: how do you feel about being turned into pixels? And what would you do if we ran out of pixelated hotdogs in our bistro? 😂 Here’s what you’ll find in today’s DTC: 😎 Meta is making these changes to Facebook to attract younger users. ⚡ Learn how to integrate Klaviyo with Meta and seamlessly create lookalike audiences for your next ad campaign. 👀 How brands are boosting their margins with effective inventory management. ❌ And…don’t make this common mistake when running email marketing flows. You’re reading this newsletter along with new subscribers from: Little Flour Baked Goods, VB Cosmetics, and Eargasm. 👋 PLATFORM UPDATE 🤔 Can Meta Lure Gen Z Back To Facebook? Meta recently posted [a Future of Facebook post]( outlining its vision for the company’s future. Its main mission? To bring younger users back together using AI so they can compete with popular apps like TikTok. The platform has been aging throughout the years and is now best known as a popular social media site for Millennials and Boomers, but Facebook emphasizes that features like Marketplace, Reels, and Groups are beginning to attract younger people. Here are the surprising stats: - Over 40 million young adult users (age 18 to 29) in the U.S. and Canada log onto Meta daily, a record high in three years. - Facebook dating continues to see daily active user growth of 20% YoY among young adults in Canada and the U.S. - 1 in 4 young adults in the U.S. and Canada are daily active users on Marketplace. - Facebook has grown to 3.07 billion monthly active users by the end of 2023, a 3% year-over-year increase. Of those, [up to 40%, or 1.2 billion, are active users shopping on Marketplace](. (Source: Capital One Shopping Report) Here are the changes Facebook is making to attract younger users: - Making improvements to video like Reels and Live content - Tools for aspiring creators to showcase talents and monetize Why brands should take note: Meta’s push to attract a Gen Z audience onto their platform means advertising opportunities for brands selling to a younger demographic. Brands also have several different touchpoints to connect with customers. They can tap into Facebook Groups or use Marketplace to promote products and position them as necessary for important life transitions like moving away to college or decorating an apartment. It’ll also be easier for brands to connect with influencers on Meta since the platform will incentivize them to create. Meta’s improved video capabilities will make creating organic content or ads that capture the user’s attention and increase engagement easier. ❓ Can Facebook win back younger users? - [No, it’s for Boomers]( - [Maybe, with Marketplace]( - [Yes, Facebook will be cool again]( INFLUENCER MARKETING 🙃 Are You Tired of Paying for Influencer Platforms Just To End Up Doing Everything Yourself? You’re busy. Your time is valuable. You need a platform that cuts out the unnecessary busy work. Native, immi, and 1,000+ DTC brands trust [minisocial]( to book AND manage their influencer marketing projects from start to finish. minisocial's expert team hand-selects creators for your brand (no random AI matching) who can execute [high-quality micro-influencer, UGC campaigns flawlessly](. The only lift from your end is: - Submitting a brief - Approving your creators - Downloading your new, fully-licensed content and watch as 100's of new micro influencers share about your brand on socials. 🛑 Stop paying for platforms that add more work on your plate. [Join minisocial]( and get 15% off when you mention DTC. [Claim Your 15% Off]( *Sponsored META ADS 🔧 Integrating Klaviyo Audiences with Meta If you're using the email marketing software Klaviyo and running Meta Ad campaigns, you'll want to read this. There's a seamless integration between Klaviyo and Meta that allows you to easily share lists and segments from Klaviyo that can be used for targeting and creating lookalikes on Meta. Here's how to set up the integration in six easy steps: 1️⃣ Log into Klaviyo and navigate to the menu at the bottom left of the screen, then click on "Integrations" 2️⃣ From here, click "Add integration" at the top right of the screen. 3️⃣ Then search Facebook and select the Facebook Advertising integration. 4️⃣ You'll be prompted to connect your ad account and page. Follow the prompts on the screen to connect your account. 5️⃣ From here, you'll see a screen similar to the one below. The left column allows you to choose a segment from Klaviyo and on the right, you can select an audience to sync the lists to or create a new audience in Meta. ⚡ 6️⃣ Click "Update settings" on the bottom right of the screen to finish syncing the audiences, and you're all set! To check that the audiences synced correctly, head into the audiences tab in Meta and look for the audience names. Under the audience name, they should have "Synced from Klaviyo's Facebook Advertising integration," similar to the screenshot below. ✅ The [Pilothouse Meta team]( recommends syncing these core audiences for the following use cases: There's also the option to add Klaviyo users who have been active on-site, added to the cart and initiated checkout to add these into exclusions for prospecting or retargeting these audiences. Give this a try in your account to find more qualified customers and leverage your owned audiences. DTC PODCAST 😎 Boost Your Margins with Effective Inventory Management This week on the DTC Podcast, we’re diving into a topic that's critical for every ecommerce brand: inventory management. We chatted with Pauline Shiu from Finale Inventory about [why businesses need effective and streamlined inventory management]( in order to thrive, not just survive. This pod is a treasure trove of insights for any brand looking to optimize their inventory processes and improve their bottom line. We chat through: 👇 - How a brand grew from $650k to $65M in annual revenue after implementing Finale Inventory’s solutions. - How to factor in crucial KPIs to make informed replenishment decisions. - Why real-time inventory data and workflows are essential to keeping up with rapid changes in consumer demand. - How Finale Inventory helps teams operate profitably and avoid common inventory management pitfalls like ordering the wrong items, overselling, and warehouse inefficiencies. As you prepare for the upcoming Q4 rush, having a robust inventory management system in place is crucial. If you want to know how to stay ahead of the inventory management curve to set yourself up for busy-season success… [Continue reading here](. 📖 OR [Listen to the full episode here](. 🎧 P.S. Listen to the end for an exclusive DTC listener promo code. 👀 💸 MERGERS & ACQUISITIONS - PostPilot [lands strategic investment from Summit Partners and Klaviyo founders](.* - Shopify [acquires Checkout Blocks to help Shopify Plus Merchants customize the checkout experience](. - X [secures $6 billion in funding for Grok AI chatbot and other AI projects](. - GrubMarket [acquires Butter for an undisclosed price for its AI capabilities](. - Perplexity is in talks [to raise $250 million with a valuation of $3 billion](. 🌐 IN THE SOCIAL SPHERE Don’t set and forget your email flows! A common mistake brands make is not A/B testing their automated flows. Tweak your copy, design elements, and CTAs to increase your leads and conversions. Can't view the image? [Click here]( ⚡ QUICK HITS 🛒 Your ecommerce needs, all in one place! [Hook Logistics]( does your sourcing and fulfillment while their sister company [Diamond Hook]( provides web, brand, and growth services. Book a call with [HL]( or [DH]( here. * 📰 NEWS - Google Ads [launches Brand Recommendations, an AI tool to help advertisers improve their campaign performance](. - Innovative Swiss shoe brand On Running [scores Challengers star Zendaya as brand ambassador in a multi-year deal](. - J. Crew [teams up with USA Swimming for a limited edition 90s-inspired collection ahead of the Olympics](. - Humane [warns AI Pin users to stop using its charging case as they pose a fire safety risk](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🍳 Cam Bush on [Hexclad’s Omnichannel Strategy For 9 Figure Scale]( - 🛒 [AKNF 409:]( Master Pre-Purchase Upsells with Aves - 🏆 Van Oakes on [How To Boost Your Sales with Strategic Giveaways]( - 📺 [AKNF 407:]( YouTube Full Funnel Breakdown with Kari - 💎 How Anna Harman [Grew Studs To An 8 Figure Brand]( - 💣 [AKNF 405:]( Navigating Email Landmines + Bot Click Clarification - 📈 The Marketing Millennials on [Cracking the DTC Success Formula]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](