🎬 Exposure.

What to know about online advice, “neuro writing” tips for hacking readers’ brains, and more. September 23, 2022 [Read in browser]( [logo] [sponsor]( Happy Friday. Be careful who you listen to out there. Not every marketing guru is actually… well, a guru. Don’t worry, there’s a simple way to sort the OGs from the fakes. Details in today’s The Crew’s Insights section. TIKTOK Head of marketing science reveals inside tips for effective campaigns [article-image] It’s not every day you get tips for using TikTok from an insider. … Which is probably why this [interview with Jorge Ruiz, TikTok’s head of global marketing science](, caught plenty of attention. Here’s the shortlist of his insights: Effective frequency: According to Jorge, “the sweet spot is two to three exposures per week.” Of course, the frequency of your posts should vary depending on your campaign and vertical. And if you’re trying to communicate a message different message than usual to your audience, you might need to overinvest in ad frequency to make it "stick". Creative vs. frequency: In terms of importance, Jorge says there’s no difference between frequency and the effectiveness of the creative. The brands that “build a test and learn discipline” will get the best results. Mix it up: More generally, Jorge believes running longer campaigns and coordinating multiple placements work best. Why we care: While Jorge’s tips aren’t groundbreaking, they are actionable and can give your campaigns the lift you’re looking for. … Especially if you’re in commerce and have brick and mortar locations. TikTok could be a great channel for you. Speaking of commerce… ADVERTISING E-commerce apps ad spending drops Looks like budget cuts have reached the e-commerce SaaS industry… According to a new AppsFlyer report, ad spend for e-commerce apps [went down by more than 50% globally]( compared to last year. Rise and fall: E-commerce app installs dropped 5% on Android and 4% on iOS worldwide. India was the only market that saw a spike in traffic. Meanwhile, the iOS cost-per-install (CPI)—the main metric for app advertising—rose by 60% compared to last year and is now $4.20 on average. Ouch. Android’s CPI fell during the same time by 15%. Holding on: Despite higher CPI, iOS saw just a 5% decline in retention compared to Android’s 13%. Why we care: Advertising e-commerce apps seems expensive these days, especially if you have a smaller budget. Android appears to be cheaper than iOS, but that could indicate advertisers are moving away from Google Play due to less effective results. Either way, now may be a good time to add new promotional channels… or get a bigger wallet. SPONSORED BY UPFLUENCE 1,600 brands slashed their CAC with this hands-off influencers platform [article-image]( This holiday season, two separate forces will clash: - Consumers trying to save money and looking for the best deals. - Brands trying to make sales while keeping their customer acquisition costs (CAC) as low as possible. But between a crowded market and the rising cost of paid ads, keeping your CAC low is getting harder than throwing the One Ring into the fires of Mordor. It helps to have the right allies, namely, creators with proven track records that align with your brand's core values. [Thanks to Upfluence's all-in-one platform](, you can find these creators instantly. … And you only pay for the sales you generate. With Upfluence’s tracking capabilities, running an affiliate partnership with creators is effortless. It’s easy to maximize your budget… [while slashing your CAC](. So ditch those spreadsheets and searches… [Launch creator campaigns effortlessly with Upfluence.]( COPYWRITING How to hack into your prospects’ brains with neuro writing [article-image] If you want to get good at copywriting, learn the art of neuro writing. Neuro writing is the skill of inserting trigger elements, persuasive words, and hooks. And if you want awesome tips for “biohacking” your readers and driving them to action, [Olesia Filipenko has ‘em](. Let’s jump in… Use two numbers in headings. Listicles, stats, discounts… The brain is wired for numbers. Using two numbers in headlines speaks to the brain’s desire for order while also creating a powerful hook. Example: 10 Tricks to Increase Your Average Order Value By 50%. Ask questions. Questions add context, spark curiosity, and trigger the fear of missing out. The most effective ads use questions to introduce a problem. Example: Tired of long, dragged out meetings? [tool] can help you... Turn headlines into quotes. Starting off your piece with a quote can make readers connect your copy with trustworthiness. This tactic works best with blog posts, case studies, and similar formats. Example: “[Tool] helped me grow my business at scale by 10x!” Use power words. You can amplify or play down anything with the right power words. Words like mind-blowing, remarkable, easy, improved, tested, bargain, audit, and researched are all words that make your content more actionable and appealing. Use sensory words. Similar to power words, sensory words “trigger” visuals, smells, sounds, and sensations in a reader’s brain. Example: How to Turn Your Squeaky, Creaky Cabinets Into Smooth Operators. Aaaand that’s it. Who’s ready for some biohacking? SPONSORED BY THE DAILY UPSIDE Here’s why 705,498 people are addicted to this business newsletter [article-image]( [The Daily Upside]( is the premium business newsletter that’s actually worth reading. It’s equal doses of charisma and analysis. And it’s packed with insights: - Want to know why Adobe is acquiring a competitor for $20B? - Or whether BeReal can become the next Instagram? Simply put, The Daily Upside instantly boosts your business IQ and is a must-read for marketers. [Sign up today at no cost.]( THE CREW’S INSIGHTS Are you being bamboozled by online gurus? [article-image] Here’s a question for you: Are people who dish out advice online even good at their craft? And does it even matter? We recently came across a [conversation on Hacker News]( about whether software developers who write blog posts like “How To Be A Great Developer” are really great developers themselves. It’s a good question for marketers: Should you be listening to people giving advice online? And if you do, how should you decide who to listen to? Here’s the deal. The way most people view internet advice, there are two categories: - Unsuccessful “gurus,” or people who give advice but don’t have the credentials to back it up. Anonymous, course-peddling Twitter advice accounts are one example. - Successful “teachers” who give advice and can back it up with past success. Our take? This is an extremely dangerous way to filter advice. Being good at something and being good at teaching something are two separate skills. Somewhere out there, there’s a kids’ tennis coach who probably couldn’t take a point off Novak Djokovic or Rafael Nadal in a real match. But when the goal is to teach tennis to beginners? The kids’ coach is leagues ahead of all the tennis greats. The Crew’s insight: When deciding who to take advice from, don’t focus on credentials. Focus on the quality of the teaching itself. ROUNDING UP THE STACK [GROWTH MARKETING:]( Want to level up your marketing but don't have time for theory? Check out Growth Summit 2022. You'll learn real, gritty growth insights directly from the best marketers in the game. Stacked Marketer readers can [attend for free!](* [META:]( Another day, another ads guide from Meta… only this time, it’s a video series. Every month Meta will share 5–10 minute conversations about the trends shaping the advertising industry. Might be worth a watch? [SEO](: While it would be ideal to link all versions of all pages with hreflang, John Mueller suggests a different approach—identify where you actually see issues and implement hreflang there. It will save you time… and nerves. [PRIVACY:]( You know how Facebook and Instagram open links in their own in-app browsers? Well, there might be a reason for that—tracking data and bypassing Apple regulations. Now its own users are suing Meta for “unauthorized collection of personal data.” Whoa. [SOCIAL MEDIA:]( Breaking… trust? Audiences generally don’t trust social media platforms as credible news sources, especially if they’re older. Keep that in mind if you’re building backlinks and digital PR. *This is a sponsored post BRAIN TEASER A woman was born in 1948 but only celebrated her 16th birthday quite recently. How can this be? You can find the [answer here.]( [poolside-logo] POOLSIDE CHAT Terrible sandwich btw [article-image] The first day of kindergarten is stressful enough. Add a subpar sandwich on top of that and you know what you get? You get the reaction of this [adorable 5-year-old](. Suffice it to say… he didn’t enjoy his first school lunch. We have just one piece of advice for his parents: Don’t give him access to Yelp. He’s gonna be a nightmare for restaurant owners. SHARING IS CARING Know what’s easier than making lunch for picky kiddos? Sharing today’s newsletter with other people. It also makes you look insanely well-informed in front of other marketers... and might even help you build rapport with the right executives. Plus, you earn great rewards. Every time you share your custom link—and your friends and coworkers subscribe—you earn points toward exclusive content, merch, and more. Get started by hitting the link below! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria