The Daily Carnage

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How IG Changed in 2024

NOVEMBER 17, 2024

Here are four major changes that reshaped Instagram in 2024:

Reach. Reels are still your best bet for reaching non-followers, and this applies particularly to smaller or newer profiles. That said, Instagram is trying to address creators’ concerns by redistributing reach back to other post formats. For that reason, carousels and photos are performing much better recently.
#NoMoreHashtags. Hashtags are a breeding ground for spam, which is why social media platforms hate them. They’re hard to manage. Instead of throwing them at the wall to see what sticks, look to optimize your Instagram SEO in order to rank better.
Links are dead. “Link in bio” and Story links typically don’t perform well—naturally, Instagram would prefer that users stay put. But DM automation has changed the game, connecting leads more directly to your offers.
Collabs are back. Collabs are the best way to gain targeted traffic organically, lifting your average engagement and boosting account growth. When things slow down, set up a collab.

Check out more from Marketing Harry on IG.

2024 Social Media Usage Trends

NOVEMBER 13, 2024

Pew Research surveyed 5,626 U.S. adults between February and June 2024, revealing these key trends in social media engagement:

YouTube remains the most-used platform in the U.S., followed by Facebook and Instagram. Although YouTube’s classification as a “social app” is debated, it leads in reach.
TikTok usage remained stable, while Pinterest, LinkedIn, WhatsApp, and Reddit saw slight growth.
Snapchat usage stayed steady, and “X” (formerly Twitter) experienced a slight decline, defying expectations of a major drop.
Facebook appeals to older users, while TikTok and Snapchat are more popular among younger audiences.
YouTube and TikTok’s focus on video content raises questions about their role as “social” platforms, though they still dominate overall.

Dig into the full report from Pew Research Center.

Small Screens, Big Returns

NOVEMBER 12, 2024

Snapchat, Dentsu, and Kantar’s research on video consumption trends highlights the shifting preferences and implications for brands across screen sizes.

Here’s what they learned:

Small screens reign supreme. 67% of viewers use mobile screens daily versus 50% on big screens.
Mobile is attention-grabbing. Mobile videos capture higher attention; 69% of users report full attention on small screens, compared to 50% on TV.
Social apps lead. 65% of viewers engage with video on social apps daily, especially Gen Z (68%).
Higher arousal on mobile. Small screen ads, even shorter, yield stronger visual fixation and emotional arousal than big screen ads.
Dual-screen impact. Exposure to ads across both screen types boosts brand metrics, especially among Gen Z, increasing brand favorability and purchase intent.

The takeaway? Opt for a multi-platform approach to maximize reach and impact. Mobile screens not only amplify big screen ads but are particularly effective for Gen Z.

Learn more from Snapchat Business.

Key Insights on BFCM Marketing

NOVEMBER 11, 2024

Here’s what consumers want from your Black Friday/Cyber Monday campaigns, according to a survey by Sinch:

Early outreach: Nearly 57% of consumers expect Black Friday communications at least a month before promotions start.
Preferred channels: Over 61% prefer email as the top channel for Cyber Week updates, making it the most popular.
Multi-channel strategy: Brands benefit from using multiple channels to reach consumers effectively:
- 48% go directly to a brand’s website for deals.
- 44% like seeing promotions on social media.
- 45% choose mobile messaging options like SMS, WhatsApp, or Facebook Messenger.
Personalization matters: Close to 80% find personalized recommendations valuable, so brands should offer more than just basic personalization.
Transactional messages: 94% say order confirmations, shipping updates, and delivery notifications are essential during holiday shopping.
Interactive campaigns: Over half of consumers are likely to engage with holiday emails that include interactivity or multimedia elements.

Take a closer look at the data at Email On Acid.

LinkedIn Video Posts Generate 3x More Reach

NOVEMBER 10, 2024

Recent data suggests that video posts on LinkedIn outperform text posts in reach and impressions.

In fact, low-performing videos still garnered nearly three times the impressions of high performing text posts. Are you doing video yet?

According to the research…

Videos under 5 minutes performed best.
Direct-to-camera style was effective.
Posting between 9-11 a.m. EST saw optimal engagement.
Adding personal touches, such as sound effects and captions, increased appeal.

When to use video…

Video is ideal for top-of-funnel awareness; text posts perform better in driving deeper engagement with an established audience.
Text posts receive targeted distribution to connections, while videos can reach beyond your network.

Take a closer look at the 90-day study at Search Engine Journal.

3 Keys to Viral Content

NOVEMBER 6, 2024

New research from MarTech revealed the 3 prominent levers marketers can adjust to increase their potential for virality:

Emotional intensity. We know that content that sparks strong emotions boosts engagement. Positive emotions like admiration and surprise are effective, but negative emotions paired with surprise (e.g., curiosity or amazement) also perform well. High-arousal emotions increase interactions by up to 24%. Aim to elicit reactions that drive instant sharing, like curiosity or laughter.
Optimal timing. Content posted during evening hours or weekends receives up to 24% more engagement. For example, late-night and weekend posts on Reddit show significantly higher interaction as users unwind and browse. Scheduling content for peak hours can maximize its reach.
Relatable story archetypes. Stories with universal themes, like “Triumph Over Adversity” or “Conflict-Driven Narratives,” resonate deeply and increase engagement by 20-23%. Narratives involving struggle, growth, or redemption encourage empathy, which sparks discussion.

Check out MarTech for a breakdown of the data.

How to Approach TikTok Planning Right Now

NOVEMBER 5, 2024

With a potential TikTok ban in the U.S. looming in early 2025, flexibility is key.

The U.S. government has set January 19, 2025, as the deadline for TikTok to either sell its U.S. assets or shut down domestically.

Here’s how brands can prepare for either scenario:

Embrace TikTok’s influence. The lessons TikTok taught us will still apply. Short-form, lofi content will thrive again on other platforms, so leverage what worked elsewhere.
Consider other platforms. There will be a mass exodus to other platforms, and it’s not yet clear who the winners will be. Be ready to pivot to platforms that align best with your brand’s audience and objectives.
Optimize for social search. Gen Z and Millennials use social media as a search tool, so you want to optimize copy and tags on Instagram, YouTube, and beyond.
Think globally. If TikTok remains viable in international markets, ensure management is set up outside the U.S.
Acknowledge the moment. For brands with engaged TikTok followers, share content that connects to users’ sense of loss, promoting your presence on alternative platforms.

Head to LBBOnline for more.

Navigating the FTC’s “Click-to-Cancel” Rule

NOVEMBER 4, 2024

The FTC is overhauling its “Negative Option Rule” for subscription-based businesses, introducing new requirements like the “click-to-cancel” feature, which could be enforced by March 2025.

These changes aim to make canceling subscriptions as easy as signing up, protecting consumers from unwanted charges on auto-renewals and trial-to-paid subscriptions.

Complying with the FTC’s Click-to-Cancel rule doesn’t mean losing customers. A smooth cancellation process can actually strengthen customer relationships.

Here are some tips:

Ensure your billing and subscription systems are connected, so cancellations are processed immediately, meeting the FTC’s requirements for ease.
Add a one-click cancellation button that’s as easy to use as the sign-up process. This helps maintain a positive customer experience, even when they choose to leave.
Use the cancellation page to gather optional feedback. Asking why customers leave can offer insights for retention strategies.
On the cancellation page, consider offering options like a subscription pause instead of outright cancellation. These choices encourage retention without adding complexity.

Check out Chief Marketer’s guide to learn more.

How to Activate AI in Your Next Campaign

NOVEMBER 3, 2024

With 63% of business leaders planning to implement it by 2026, generative AI is set to drive the next wave of ad campaigns, enhancing creative insights, audience segmentation, and ad-tech optimization.

Here are 10 use cases:

Enhance ad relevance. AI allows contextual ad alignment beyond keywords, using data to target audience preferences more effectively.
Boost time and data efficiency. AI streamlines campaign processes like creative briefs and audience targeting, optimizing campaigns for better outcomes.
Scale creativity. AI enables faster ad creation and seasonal adjustments.
Optimize with data. AI can evaluate campaign performance based on factors like weather or demand shifts.
Target better. AI defines precise audience segments by analyzing behavioral data.
Budget better. AI enables real-time adjustments across multiple channels for better budget allocation.
Get interactive. AI-powered interactive ads (like polls or AR) engage audiences, enhancing ad impact and driving conversions.
Create experiences. AI integrates digital and in-store experiences, offering personalized in-person events and interactive displays.
Measure better. AI-powered reporting tools simplify complex data, so you can measure campaign impact and refine strategies.