TLDR Marketing 2024-03-28

The rise of de-influencing marks a shift away from traditional influencer culture. De-influencers encourage people to buy less stuff and instead use what they already have. 75% of people are more likely to change their behavior in a direction that is good for the environment after watching social media content. 83% of people think TikTok and Instagram are good platforms to get advice about how to live sustainably.

According to new data, X's number of daily active mobile app users in the U.S. has fallen by 23 percent since November 2022. In the last 12 months, the user count went down 18 percent. The most abrupt decline in usage seems to have occurred around the time the platform introduced rate limiting and rebranded from “Twitter" to "X."

Boosted posts serve as a convenient entry point into advertising, offering straightforward promotion of organic content with minimal effort. On the other hand, social ads deliver extensive customization features and precise targeting capabilities, allowing marketers to fine-tune their campaigns for maximum impact. This article shares tips on when to use each to maximize marketing effectiveness.

Scarcity tactics work best when they’re genuine and transparent. Use a specific number to prove your claim when promoting a best-seller that’s legitimately low in stock and close to running out. Release a limited-edition product where only a certain number of units are made. Send a back-in-stock email when you replenish the inventory of a best-seller. Phase out seasonal products or collections by sending a last-call email.

The best event marketing opportunities for driving growth are field marketing events, which can be tied to a specific sales metric, such as sales-qualified opportunities (SQOs). Prioritize events that allow you to connect with your ICP and enable direct lead generation via sponsorships. Look for guerrilla marketing opportunities, such as side events or unique handouts beside the conference entrance. Speaking at a conference is usually the most effective way to get your ICP’s attention.

LinkedIn is testing a new short-form video feed. The dedicated feed is designed to boost engagement and discovery on the platform by presenting bite-sized videos that people can quickly scroll through. Its content is focused on careers and professionalism. The feed may be monetized in the future to entice creators to post.

Google is aiming to provide tailored shopping experiences catering to the unique needs and tastes of its users. Personalized shopping tools now include style recommendations, brand preferences, AI image generation, and virtual try-on features. These tools allow individuals to refine their searches based on personal preferences, rate styles, and visual products in real-life scenarios before making a purchase.

Beyond Meat is valued at over $455 million. Its marketing is a lesson in how to effectively position and categorize a product. The brand used the Bandwagon Effect in its advertising by positioning meatless alternatives as a social norm, rather than a niche product. Beyond Meat strategically placed its products in the meat section of the grocery store — not hidden away in the health foods section. The company also tapped into the growing consumer consciousness about the environment by framing its product as a more ethical alternative to regular burgers.

This article describes the results of 6 different SEO experiments. Disavowing all external links to three blog pages showed that links still do matter for Google rankings. Added a related posts section to improve internal linking produced positive results across multiple URLs. Blocking Google from crawling pages using robots.txt results in decreased performance, but it can be recovered.

According to a recent study, 62% of buyers feel like they are getting mixed messages from companies. This leads to a dilution of brands and reduces the effectiveness of marketing campaigns. To prevent this, adopt an integrated marketing strategy where all campaigns across channels have the same tone and the same message. This article shares best practices and examples of successful integrated campaigns from Volkswagen, Waze, Wells Fargo, and more.

Amazon will have to provide information about the ads running on its platform in a publicly accessible online archive following a decision by the European Union this week.

Google Maps is prioritizing curated lists from its community and third-party sources such as The New York Times, OpenTable, and The Infatuation.

People’s well-being improved when social media use was limited to 30 minutes a day.