📦 - Future Pacing: Elevate Holiday Ads for Maximum Conversions

Top Products, Forward Thinking, Future Pacing, Get Educated, TikTok Ad Tips, Spotify Wrapped Math Thursday, November 30, 2023 Good morning! Finally we’re saying so long to November and getting into the holiday mindset ☕ - Which products came out on top on Black Friday? According to Adobe Analytics, some of the most popular products were KidKraft Playsets, TVs, and smartwatches. - We go into the mind boggling math behind Spotify Wrapped. - How using future pacing in your ad copy can help with holiday conversions (more on this below) 📝 - Forbes released their 30 under 30 ecommerce list which includes entrepreneurs who are creating adaptive clothing for people with disabilities and a dog bed for humans. - In this episode of the pod, Eric and Spencer break down how brands can scale and optimize their TikTok ads to maximize conversions. Let’s dive in: 👇 FORWARD THINKING 🧠 Curious About The Future of The Beauty Industry? Wonder No More * What is the future of brand marketing in the beauty industry? Are you and your brand planning and spending wisely? How can you be prepared to best connect with consumers? Join [Skeepers’ exclusive live event on December 12th]( to find out how beauty brands are connecting with modern consumers. 🌐 Join CEO of FEKKAI & Bastide, Tennille Kopiasz, and SVP of North America at Skeepers, Anna Araman, as they discuss: - Inclusivity in your UGC - How your brand ethics impact customer connection - Building a community and advocating for your customers - Trends in tech - How to optimize content creation and amplify it across channels The future of the beauty industry doesn’t have to be a guessing game. Join the conversation to align your strategy and learn how to best connect with your customers. 🤝 [Register Now To Secure Your Seat]( 🌐 SOCIAL SPHERE ‘Tis the season where everyone in your feed is posting on their Instagram story. What season is that you may be wondering?... Spotify Wrapped season! 🎵 Spotify wrapped is so much more than just a cool way to show what you’ve listened to throughout the year – It’s a brilliant way to get people to give free Spotify ads and increase brand awareness. Paul Jey did some quick math, and it’s mind boggling. Here’s what Paul estimated from his own social feed: If: - There are 574M active Spotify users, - 50% of those active users have Instagram - 15-20% of users post Spotify Wrapped screenshots - 100 people view each story Then: Spotify Wrapped generates 4.305 BILLION impressions (with the conservative estimate of 100 views per story) The savings and impressions brands like Spotify, Oura, and Strava who run these engineered social sharing campaigns get is massive. Could something like this be a good fit for your brand? 👀 PODCAST 🎧 TikTok Ad Tips In this episode of the pod, we speak with Spencer from the [Pilothouse TikTok team]( to learn more about how to optimize TikTok ads according to your brand's growth stage and why it's crucial to refresh ads. 👀 Stage 1: Discovery Phase The first month you are testing is the time to experiment and gauge what resonates with your audience. What hooks are working? Do audiences like short-form or longer-form content? Word of the day: ⭐ Golden Triangle: The relationship between the average watch time, click-through rate, and the conversion rate tells us what needs to be tweaked to optimize an ad. These 3 metrics are a great indication of how well you are doing! Metrics will be very low at this phase since you are variety testing and don’t have a lot of data to deal with 📈 Stage 2: Scale and Optimize You can grow rapidly on TikTok through ads. You can see in stage two which creatives are converting well and push that out. It could be one winning creative or many ads that resonate well with your audience. You can take elements from each one like a catchy hook or CTA to test out new iterations. Spencer states “I’ve seen clients in this stage for 6 to 12 months, hitting their goals and still scaling.” 💪 Stage 3: Innovate This last stage can feel a bit slow after stage two, so it’s important to innovate so campaigns don’t feel stale. For clients who feel discouraged, Spencer suggests working with stage three rather than against it. Refreshing ads is important so the audience doesn't get ad fatigue. And finally, test new visuals and new hooks so they don’t swipe away. Want more Thursday TikTok wisdom? [Listen to the full podcast episode here](. DTC EDUCATION ⏰ DTC Cyber Week Sales Final Countdown Is On – 24 Hour Left For Our Biggest Sale Of The Year Cam here from DTC Education! I've been flooded with DMs for discounts on courses, so let's set the record straight: [These prices are as low as we can go!]( Our Cyber Week Sale is ending at the end of the day - and it's a whopper. We're talking over 75%+ off everything: - Digital Ads Launchpad: The A to Z of Facebook, Google, and Amazon Ads. - Scale School Meta Ads: Your ticket to Meta Ads mastery. - Growth Bundle: All our courses, one insane package. No more haggling in my DMs, alright? 😜 [Time's ticking!]( Catch you in class, Cam FINE-TUNING AD CAMPAIGNS 🎄 The power of future pacing when writing ad copy [[We were inspired by this tweet]( to give you the rundown on how to take an ad from ‘meh’ to amazing.] Are you struggling with your ad performance? If your content feels stale or you aren’t getting a lot of engagement from your ad campaigns, here’s why. You aren’t using future pacing. What is future pacing? Future pacing paints a picture in your potential buyer’s mind of what the future will look like after purchasing your product or using your service. And it can be a persuasive marketing tool when used correctly. Here’s how you can start incorporating more future pacing it into your ad copy: Get your customers to visualize what their life would look like using your products or services and focus on their emotional state. 🤔 ⛅ Do they feel more confident? Less worried? Happier? Customers who want to experience these emotions are more likely to convert. 💵 Here’s an example: Instead of talking about your product (and where the materials are sourced and its main feature), position your product in a way that speaks to a customer’s main pain points. The one concern on their mind right now? Not knowing what to get everyone on their holiday list! So offer them the solution. Hook them in with: This is the perfect gift for x which makes them feel relieved and happy about finding a solution to their problem. You only have a few seconds to make your viewer stop scrolling and pay attention. Try this ad copy tip for your next batch of holiday ads to get that conversion rate up. SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. ⚡ QUICK HITS ⏰ Got 10 minutes? Get the 411 on how to turn your holiday shoppers into loyal customers and increase their lifetime value. [Watch the mini-webinar now](. * 🔍Google has now completed their November Core update. If your search rankings have slipped, [here’s what you can do to recover](. ✨ Learn how to personalize more with less. Marketing automations can help your brand understand, target, and maintain relationships with your customers. [Download the guide of must-have marketing automations for ecommerce brands](. * 🪄 TikTok holds a virtual Open House event for users who want to learn more about using their AR creation tools and how to build interactive digital experiences on the app. [Register here](. 🚨 It’s Q4, time is precious… Don’t spend all day flipping between your Shopify apps. Vitals is your all-in-one conversion tool with 40+ apps consolidated into one.[Install now and get a 10% lifetime discount](. * 🥰 Walmart’s “Add to Heart’ episodic commercial campaign takes advantage of holiday romcoms to create shoppable experiences for customers. [Learn how here](. 👀 BANTER Have you heard our latest podcasts? - 3️⃣ [AKNF 356:]( The Three Stages of TikTok Ad Mastery With Spencer from Pilothouse - 📽️ [Short Form Video or Die]( with Colin Landforce. - 💄 [AKNF 354](: EXTREME Email Makeover with Retention Director Jordan Gordon: banger includes, stinker excludes for maximum revenue and deliverability this Q4 - 🤝 [What Leading DTC Subscription Brands All Have in Common]( w/ Anatta + Recharge - 🤑 [CRO to Sell More Stuff](with Nik Sharma and Brett Turner. Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? [Tap the link to toss in your application](. DTC Newsletter is written by [Rebecca Knight](, [Frances Du](, and [Michael Venditti](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 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