Good morning,
YouTube will launch its new AI feature, ‘Jump Ahead,’ for all Premium users on June 1st.
The tool will allow users to skip to more exciting parts of the video based on a user’s previous watch activity and AI predictions.
For brands, a strong hook at the beginning of a video is no longer enough; they must also create an engaging script that captures a viewer’s attention.
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Crouch End Calligraphy, Salesforce, and Happenstance Whiskey. 👋
Your brand is like a house. Without a strong foundation, over time you see cracks. Things sink. You pour money into fixing things that shouldn’t need to be fixed. ❌
If your goal is efficient growth, a strong foundation isn’t optional. That’s why Lambwolf, a pet accessories brand, joined Pilothouse’s Meta and Google Launchpad teams — To build a strong, scalable foundation that could grow with the brand.
The Launchpad teams create repeatable systems to test and optimize brand strategies, ensuring growth is data-driven and audience-aligned.
Five months after joining, Lambwolf saw: 👇
If you think Launchpad could be a good fit for your brand, book a call with the partnerships team today — no obligations.
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Do you understand your customer's search behavior? 🤔
Gaining insights into how your customers like to search and what drives them to click can greatly improve your Amazon performance.
A tool you can take advantage of is Amazon's Search Query Performance Dashboard. This can help you understand product performance on specific search queries and what terms are driving conversions.
Here's how to access it:
In your account, navigate to the tab labeled Brands. From here, click on Brand Analytics to access Search Analytics before arriving at Search Query Performance.
Once here, you can view Weekly, Monthly, or Quarterly performance reports. The report shows important metrics like the brand share of Impressions, Clicks, Add to Carts, and Purchases.
Use this report to spot opportunities for additional investment and performance drop-offs by narrowing it down to specific terms.
Here's how you can analyze the report:
For example, if there is a 50% Brand Share of Clicks but only a 25% Brand Share of Purchases, then you have a lower-than-average CVR than the other search results for the term.
What this means: The listing is intriguing enough to get the click, but not the purchase. Traffic may bounce back to search results or competitors advertising on the listing.
On the contrary, you may see a 25% Share of Clicks but a 50% Share of Purchases.
In this instance, invest further in that term to increase share of clicks and total purchases. 💰
If there is a low brand share of impressions on one of your top terms, it’s time to review your current SEO and ad strategy to ensure they are both dialed in.
The takeaway?
By referencing Brand Share of Impressions over time, you can track progress and be confident that your efforts deliver results. This can help justify additional spending on ranking keywords as the brand share increases over time.
Additionally, this report shows if you’re losing market share so you can rectify the cause. This is done by establishing a baseline percentage of purchases when you’re at a stable rank for your top keywords. Then, you can flag whenever there's a drop below the baseline.
Once a drop is identified, you can look for ways to reverse it.
Recently, for a Pilothouse Amazon client, the team did a competitor comparison and determined that a specific part of their product offering was likely helping them take the share we once owned. This led the team to change the product and offer something more aligned with buyer purchase intent.
Overall, the Search Query Performance dashboard gives significant data that can provide evidence of successful work or a starting point for further research and strategic moves to improve performance.
🚨 If you’re moving too slow, you’re losing revenue. Rappi, a food delivery app, knew they needed great product photos to get customers to convert, but their manual editing process was time-consuming. That’s why they turned to Claid.ai.
Claid.ai helps you create pro-grade product photos quickly and easily. Rappi saw massive results:
Claid is trusted by 10,000+ brands to generate and enhance photos, adapt them for ecommerce and social platforms, and make products look irresistible.
Don’t waste another penny or minute on product shoots that don’t move the needle. For a limited time, get started with Claid.ai and save 20% with the code DTC20.
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Are you looking for a creative way to show off your deep color assortment on social media?
We’ve spotted many ecommerce brands using this clever tactic and getting great results.
💡 Connecting different colors of their product with tracks from a popular album.
For example, Stanley used this Taylor Swift audio recently, and their The Tortured Poets Department song-inspired video garnered 1.8 million views in just three days (which is way above their average video reach!) 🚀
The video matches a Stanley water bottle with each album track, and the overlay text clearly identifies the exact cup color so interested viewers can easily find it on Stanley’s website.
Why this tactic works so well:
A fun way to raise awareness about your color variations: If your target audience isn’t aware of your deep color assortment or you want to generate more awareness about your latest color drops, this is a great way to do it in a fun and satisfying way!
Helps with your video watch time: Viewers will be curious about which product matches their favorite song on the album and feel compelled to watch until the end. 👀
The takeaway?
Take advantage of this social trend and show off your color assortment! This is a great way to reach more people and generate more engagement.
Were you fooled? Earlier this week, the internet was hard at work dissecting all the Met Gala looks, including… one that didn’t exist.
This photo of Katy Perry wearing a stunning floral gown quickly circulated on social media and even tricked the singer’s mother into thinking she was at the event.
It's impressive but also a bit frightening how realistic AI-generated images have gotten!
💸 Repeat customers spend 3x more than first-time customers. Make sure your customers keep coming back to your store with Black Crow AI. Book a demo call and get a $100 Amazon gift card if your brand qualifies. *
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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Please note that items in this newsletter marked with * contain sponsored content.
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