Good morning. This week Oxford University crowned ‘rizz’ as the word of the year.
Short for charisma, the popular Gen Z slang word spread like wildfire over social media this year as users confessed they had ‘limited rizz’ or ‘ultimate rizz’. Other contenders were “prompt” and “de-influencing”.
Good ads are made of angles and angles have to have a little rizz to be effective.
May all your ads have rizz this holiday season and here’s today’s news:
Let’s dive in: 👇
BÉIS added a mobile app to their omnichannel strategy because they saw an opportunity. An opportunity to diversify, scale, and boost customer loyalty.
Sounds pretty great… So, what’s next? BÉIS got connected with Tapcart! Then, after just a few weeks of development, BÉIS had a fully-optimized and on-brand app that introduced a new way to connect with customers and have two-way conversations.
And connect they did… Since development, BÉIS has seen:
If further engaging with your customers (with a happy little boost to your bottom line metrics) is on your list of 2024 goals, a mobile app may just be your solution. ⭐
“There’s a dupe for that.”
You’ll often see this comment on social media or forums as people solicit advice about potential purchases.
With so many options available online, price-conscious customers are opting for budget-friendly or mid-range alternatives (dupes) rather than premium products if they seem similar enough.
The latest stats:
Because why buy a premium product when you can get it for a fraction of the price?
But did you know positioning your product as a ‘dupe’ can also help with your SEO strategy?
Here’s how you can use this simple keyword to get more traffic and conversions. 👇
Why lesser-known brands should pay attention to ‘dupes’:
For new brands who don’t have a big following yet or face a crowded market, positioning your product as a dupe on social media is a great way to get more visibility online.
👉 Here’s a way to hook in viewers in your short-form videos:
Our product x is a dupe for [insert well known product]
Not only is this a great way to immediately educate your audience on what your product is about (through thoughtful comparison), but viewers will be curious about whether or not your product lives up to the hype.
If it’s a ‘good dupe’ that can lead to some pretty amazing organic UGC content.
📝 SEO Tip: Make sure to include these keywords in your copy, hashtags, and titles for full visibility.
💄 One brand that benefited from the dupe craze…
Beauty brand e.l.f. Cosmetics saw a lift in sales when beauty influencers on social media began comparing their lip oil product (which retails for under $10) to the bestselling Dior Lip Glow Oil.
The buzz paid off and customers quickly tested out the product to see if it was a ‘good dupe’.
Bigger brands can take advantage of this dupe trend too.
Even if there are more cost-effective competitors, highlight how your product is superior and cannot be duped by focusing on your USP’s.
Whether your product has better features, quality materials, or more colorways, this is an opportunity to stand out among the sea of dupes.
Have you bought a good dupe recently? Let us know on Twitter @ DTCNewsletter whether or not it lives up to the hype.
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“I Want Content That Converts”
In this episode of the pod, we sit down with Nadia Ladak, co-founder and CEO of Marlow who is redefining menstrual health with the world’s first lubricated tampon.
Marlow’s innovation is much needed in an industry that has dealt with stagnant product offerings.
Nadia shares how she wanted to disrupt the feminine hygiene market, teach us how to build a community-focused brand that reduces the period stigma, and how to leverage digital platforms like Instagram and TikTok for growth.
The story 👇
💡 Period innovation
Nadia shared that she was inspired to find a product she was passionate about solving from one of her professors. The feminine hygiene industry hasn’t innovated in a long time and most brands are owned by men and don’t offer a female perspective.
It took a while to get the product approved by Health Canada, but once they took the product to market the product resonated with modern-day consumers.
🚀 Positioned themselves as menstrual health experts
With a small marketing budget, Marlow focused on community first. They published over 100 blog posts about menstrual health to build up their organic SEO rankings and also were active on platforms like Instagram and TikTok.
As part of their content strategy, Marlow answered common queries users had about menstruation and reproductive health.
📝 Ladak’s 3 content strategy tips:
Nadia shared that women’s health advocates were also happy to create content since they were passionate about the topics.
How Marlow broke into retail:
Turns out, retail wanted them. Marlow is a perfect fit for retailers since they want more Gen Z-focused brands that can bring in younger consumers.
Having a huge social media presence and developing that brand awareness before customers come in-store is a huge win.
What is the formula for going viral on TikTok?
It’s all about the hook
Having a strong opener helps the video go viral. Grabbing the viewer's attention helps with views. Ladak says, ‘People may not purchase right after viewing the video, but they might subscribe to our newsletter.” So it’s all about nurturing that funnel. Offering a discount helps with conversions as well.
Launching on Amazon
Ladak states: “Shipping costs can sometimes be more than the product itself, so Amazon seemed like a great avenue. It’s also faster to ship from Amazon and a lot of people are now discovering us on Amazon (it’s almost like Google) which is a valuable search engine for products.”
💡 Tip on how entrepreneurs can incorporate wellness into their routine:
“Good habits like journaling, taking a walk, and having a high-protein breakfast can set you up for success.”
👉 Listen to the full episode with Nadia Ladak here.
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
Advice from the WarpDrive x Pilothouse Director of Product, Brett Turner:
Bonus tip: if your CTA is add to cart, you can add SKU/color selection in your sticky footer as well.
A little throwback to how Athletic Greens landing page used to look…
✨ Reveal Target's $560M Strategy! Dive deep with Tandym into the RedCard phenomenon. Elevate your brand with insider insights. Click to see the easy wins! *
🎵 TikTok partners with Ticketmaster and releases a ticket buying feature in 20+ countries, making it easier for music artists to convert fans into concert-goers.
🌐 Unlock the power of real-time, location-based ad targeting. Reach millions of people in rideshare in minutes with On Touch Go’s online self-serve platform. Campaigns starting at just $100. *
😨 Meta faces $60 million dollar lawsuit from Spanish media, citing unfair competition in the advertising market and violating the EU General Data Protection Regulation.
🎁 Want to know what celebs are buying this holiday season? Mark Cuban just released his 2023 holiday gift guide. Check it out here!
Just wait until they figure out that us marketers don’t just make TikToks and cool graphics all day. 🤷
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.
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