📦 - A Hehe Here and a Haha There

DTC 491 - TikTok Brand Humor, Standardize Attribution in Meta Ads, Discussing Burnout Monday, February 12, 2024 Nom nom nom. 😋 Good morning, Look out, Google. TikTok is coming for the search engine crown. 👑 The social media platform is prompting more users to add the TikTok search page to their mobile home screen and positioning themselves as a powerful discovery tool. Which search engine do you prefer using? Google or TikTok? Here’s what you’ll find in today’s DTC: - Why using brand humor in TikTok videos can help lift conversions - How to standardize attribution in Meta Ads - And… why we shouldn’t glorify burnout You’re reading this newsletter along with new subscribers from: Rube’s Steaks, Bad Denim, and Ironhorse Funding. 👋 IN PARTNERSHIP WITH KEEN 💧 Are You Squeezing Every Last Drop From Your Marketing Spend? Every dollar is precious, especially now when marketers are being asked to do more with less. 💸 If you need to make your marketing spend stretch further without compromising quality or impact, join the upcoming LinkedIn Live on February 13th: ["Getting More Juice: How to Find More Return From The Same Marketing Dollars."]( Get tips and strategies from [Keen’s]( seasoned CRO, Bradley Keefer, as he guides you through future-proofing your marketing plan and adapting to the increasingly competitive landscape. Get the inside scoop on: 1️⃣ Marketing platform alternatives that actually deliver results 2️⃣ How to create a resilient and adaptable marketing plan 3️⃣ Building your foundation to make cost-effective marketing decisions The marketing budget may change, but the expectations don’t. So you better make your ad spend worth the squeeze. [Register for Free Here!]( ❤️ LET US KNOW YOU’RE HERE This is your Monday morning reminder that your email provider may be blocking us from seeing you’re here! 😢 Make sure to click somewhere in this email to prevent you from being marked as unengaged. Not sure where to click? [Try here](. ADD A LIL PERSONALITY 😆 Using Brand Humor in TikTok Videos Turns out getting a laugh from your customers has major benefits. Humor is a great way to bond with your audience but TikTok revealed in their latest report that businesses that use brand humor in their videos also see a lift in their conversions. 📈 TikTok brand humor stats: - 30% of TikTok users said humor in creator content is a top motivation for purchase intent - ‘Funny’ is the top video category viewers want to see from creators - 7 out of 10 viewers say ‘making people laugh’ is one of the most enjoyable aspects of watching TikTok ads. You don’t need to be a seasoned comedian to add some humor to your brand personality. Here are some easy ways to do it while building out your content calendar or coming up with ad ideas. Ways to develop brand humor 1️⃣ Decide on what kind of humor you want to go for (deadpanned, irreverent or offbeat?) 2️⃣ Use the For You page as inspo along with trends and popular memes 3️⃣ Partner with TikTok creators who can deliver your story and punchline 4️⃣ Take advantage of TikTok effects to add some pizazz An example of brand humor Language learning app [Duolingo]( uses a sassy mascot to keep their product top of mind with TikTok users. Their [content is always a little unhinged]( and engages heavily with user comments with the same sassy tone. [Duolingo uses a mascot to convey brand humor] Don’t take things too seriously on TikTok. It’s a platform that prioritizes authenticity and fun brand personalities so test out a few different formats and punchlines to see what your target audience likes! IN PARTNERSHIP WITH PILOTHOUSE 🍄 Four Sigmatic Claims #2 Spot on Amazon's Ground Coffee Best-Seller List We’re confident growth is on your 2024 goals list, but do you actually have a path to get there? To tackle plateaued spend and scale, Four Sigmatic [joined forces with the team that would secure them the #2 spot on Amazon’s ground coffee best-sellers list](. Revamped product photos, descriptions, and A+ content coupled with the implementation of sponsored product ads and product line segmentation produced: - A 115% increase in monthly gross profit 💰 - An 83% increase in monthly shipped revenue (at 7-figure/month levels) 📦 - A 99% increase in YoY active subscribers 📈 Start carving out your 2024 growth path. [Book Your Exploratory Call]( ANALYTICS 🔧 How To Standardize Attribution in Meta Ad Campaigns If you’re running Meta Ads, you’ll want to give this a read. 👀 The [Pilothouse Meta team]( shares that Meta has 4 main attribution settings available. Below are the core attribution settings and there is also the option to add 1 day engaged video view. - 7 day click, 1 day view - 7 day click - 1 day click, 1 day view - 1 day click 7 day click, 1 day view is the default on Meta, but depending on your goals, you may want to use different settings when building campaigns. For example, if you have a sale ending this weekend, you may want to launch a 1 day click campaign with last chance messaging instead. 💡 When you have multiple attribution settings running within an account, or if you want to view performance based on a specific attribution setting, you’ll want to standardize attribution settings in Meta Ads Reporting to better understand performance across campaigns. Here’s how to standardize your attribution settings: 1️⃣ Navigate over to Ads Reporting in your Business Manager account 2️⃣ Select an existing report or create a new report 3️⃣ Click on the settings beside the report name 4️⃣ Toggle on “standardize attribution settings,” then choose which attribution setting you want to look at from the dropdown menu Here’s an example of a report using 2 different standardized attribution settings: 7 day click, 1 day view: 7 day click: In this example, campaigns are getting a significant amount of view attribution, likely from users viewing an ad and converting via search, direct or email. In this case, the [Pilothouse Meta team]( usually looks at 7 day click and 1 day click when making optimization decisions in the ad account to put more focus on the direct impact that Meta has on the ecosystem. Standardizing attribution settings allows the team to separate click and view attribution to optimize more towards click. 💡 Try making optimizations in your Meta Ads account using standardized attribution settings and see how ad performance changes over time! 🧰 THE TOOLKIT 👀 Does your UGC feel authentic? Partnering with the right creators is key. Learn how brands like Glossier, Lululemon, and Sephora are getting social proof in [this 5 step guide](. * 📰 NEWS - Amazon targets last-minute Valentine’s Day shoppers [with a ‘Get It By Tomorrow’ filter.]( - Pinterest announces [ad partnership with Google](. - Google plans to bring [AI tools to YouTube Shopping](. - Pizza Hut hopes to make breakups easier with their [‘Goodbye Pies’ campaign.]( 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](. 🌐 IN THE SOCIAL SPHERE A reminder that you can still be productive at your job while taking care of your health. Don’t burn yourself out too quickly or it’ll be difficult to get your spark back. Can't view the image? [Click here]( 👀 BANTER Have you heard our latest podcasts? - ⭐ Niclas Bornling on [the Art of Brand Storytelling]( - 🚀 [AKNF 375](: ‘The Three W’s’ of Email CTR - 🥟 Eric Ji Sun Wu’s [Entrepreneurial Journey with Sobo Foods]( - 💗 [AKNF 373:]( The Art of Valentine’s Day Advertising - ⭕ The Rumpl and Houdini [Partnership Story of Innovation and Sustainability]( - ❌ [AKNF 371:]( Biggest Amazon Return Mistakes 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](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. 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