Thursday, October 19, 2023
In this newsletter, you’ll find:
Let’s dive in: 👇
Patagonia, Pangaia, Pact…what do these brands all have in common other than the first letter of their names?
They’re sustainability-first! 🌲
As Gen Z grows into the largest cohort of shoppers, sustainability will continually grow as a key differentiator between industry leaders and their competitors. This guide shows that Gen Z shoppers most align their purchasing behaviors around:
With EcoCart, you can surface the ecological footprint of your products and educate and engage shoppers with your sustainability initiatives to distinguish yourself from the noise while actively fighting climate change.
Check out EcoCarts guide The Influence Of Gen Z: How Brands Can Adapt To The First Digital Native Generation to unlock more insights about this generation of shoppers. Then, chat with EcoCart to see how they can help you capture their attention!
When was the last time you checked on your Meta Pixel to see that your conversion reporting is accurate? 👀
First, what is the Meta Pixel? If you’re not familiar, click here to read up.
Accurately setting up your pixel is key to successfully testing and scaling ads across Meta’s suite of platforms. So making sure your pixel receives accurate data is critical to the success of your campaigns.
Luckily, there’s an easy way to confirm it’s working correctly. Here’s how:
1️⃣ Go into events manager and click on the purchase event.
2️⃣ Go to Shopify or your ecommerce platform and open a sales report to view the number of orders. If you’re using additional sales channels on Shopify, make sure to filter to online store.
👉 Important: have the date range set the same in events manager and Shopify
3️⃣ Compare purchase events fired in Meta with orders placed in Shopify.
The Pilothouse team recommends doing this for multiple date ranges — The last 7, 14, and 28 days. Here’s an example of the pixel accuracy for one brand the team works with:
Ideally, you’re looking for the pixel to be 90%+ accurate, and it’s best to check this fairly regularly to ensure the pixel captures data properly.
We used the purchase event for this example, but it’s important to check that all events are firing accurately to maximize success. 🔥
Tracking, testing, and scaling can seem a little daunting sometimes, but it doesn’t have to be. Tap this link to connect with the Pilothouse Meta team and make your data work smarter, not harder.
If you’re in the world of marketing and social media, you’ve probably seen Meta’s new Characters/Familiar Faces update. Characters allows users to chat with some of their favorite celebrities and influencers through a look alike AI. 🤖
But, the AI advancements are not stopping there — Chatbots are incoming. Meta Platforms Inc.'s Chief Product Officer, Chris Cox, highlighted that AI chatbots are not just tools to attract users, but will be pivotal for advertisers, indicating a shift in focus towards business customers. Additionally, he emphasized the enormous demand businesses have for improved tools, with AI aiding businesses in being more effective.
Recently, Meta released several free AI chatbots for Instagram and WhatsApp users. Previously, Meta has launched features then monetized it through advertisers — Think short-form videos and Stories on Instagram.
Meta’s shift into AI presents a new frontier for advertisers. Just imagine the data, monetization opportunities, and a new medium to meet potential customers where they are. 💭
Would you consider running ads in Meta’s new chatbots if they become available? Respond to this email and let us know!
X is trying out a $1 yearly fee for new users in New Zealand and the Philippines to tackle bots and spammers. The "Not a Bot" program could make it harder for them to wreak havoc in your replies but at what cost?
Paying users will be permitted to engage with the platform as you would expect through likes, replies, and posts. Users who don’t pay will be limited to a view-only experience.
Many users have expressed confusion or outright negativity surrounding the proposed changes but the results have yet to be seen. Be sure to stay in the loop for the outcome as a small annual fee for the standard X experience could be coming your way.
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
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🤖 Amazon’s inventory management system is promising to speed up fulfillment timelines by 25%. Amazon’s robots are designed to reach inaccessible items or move heavy loads to assist human workers.
☀️ Walmart released its set of guidelines for responsible AI practices. Pillars of the guidelines include transparency, security, privacy, fairness, accountability, and customer-centricity.
♾️ Meta has updated the Account Center with new and improved tools to manage your data across Meta platforms. Off-Meta technologies have also expanded to include Instagram and Facebook.
🎵 TikTok introduces Out of Phone, a new way for creators and businesses to use TikTok content on other mediums like billboards and kiosks.
Those teens sure know their memes 😂
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.
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