Good morning! Finally we’re saying so long to November and getting into the holiday mindset ☕
Let’s dive in: 👇
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:
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
‘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:
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? 👀
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.
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:
No more haggling in my DMs, alright? 😜 Time's ticking!
Catch you in class,
Cam
[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.
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
⏰ 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.
Have you heard our latest podcasts?
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.
Please note that items in this newsletter marked with * contain sponsored content.
DTC 2024. All Rights Reserved.
DTC is fueled by Pilothouse company registered in Victoria, BC, Canada.