📦 - Why ‘Low Effort High Impact Content’ Works So Well

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‍Monday, December 18, 2023

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Good morning. Brrr-ing on the spiked eggnog and last minute orders as we near the end of the holiday rush.

P.S. After reading, respond to today’s email with your best last-minute holiday gift ideas. We’ll share some of our favorites to help out those crunchtime shoppers. 🎁

What you’ll find in today’s DTC:

• Here are ways you can add ‘low effort high impact’ video content into your Q1 planning (TikTok examples below)
• WarpDrive’s Director of Product Brett Turner shares why you should take a look at your site on mobile right now (more below).
• And…if you don’t have this feature, you aren’t taking full advantage of curious potential buyers landing on your homepage.

You’re reading this newsletter along with new subscribers from: Gaut Bookkeeping, Rubber Duckers, and Watson Farms 👋

This newsletter is brought to you…

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📰 NEWS

• Conversion rates for 100+ top U.S. ecommerce stores is 8.16%, up from last year’s 8.11%.
• Chrome tests Tracking Protection, a new feature that limits cross-site tracking as it moves to phase out third-party-cookies in 2024.
• Google Ads will move towards real-time bidding auctions for apps.
• Etsy lays off 11% of their staff before the holidays.

‍Q1 CONTENT PLANNING

⭐ Using low effort high impact content

As you start looking ahead to Q1 content planning, consider adding some ‘low effort high impact’ content into the mix.

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What is ‘low effort high impact content’?

This trend is all about creating content that resonates with your audience even when you don’t have the time, budget, or resources.

Luckily these days you don’t need a huge production team to make a splash on social media as we move from curated feeds to more unfiltered content.

Here are 3 TikTok creators who do an outstanding job of creating impactful content with minimal effort.

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Keith Lee - 15.4M followers

One of the most loved food reviewers on the platform is Keith Lee and his deadpanned reviews of local restaurants. You may have seen his viral video on Frankenson’s Pizzeria. After his glowing review, the local business amassed a huge following.

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Why this low effort high impact content works:

• It feels authentic. Even when content is sponsored, his reviews are genuine and the simple backdrop makes it feel like you are hearing from a laid-back friend rather than a celebrity endorsement.
• Community-driven mission. Followers are supportive of him spotlighting small businesses that are struggling and come out in droves after he makes a recommendation.

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Sabrina Bahsoon (aka Tube Girl) - 800K followers

Sabrina’s simple videos of her confidently dancing in the subway impressed users and brands who took note of her fast-paced camera work. She quickly became the social media poster girl for self-confidence.

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Why this low effort high impact content works:

• Provides a dose of serotonin.  Followers are happy to see more videos of her as it takes something monotonous (a morning commute) and makes it fun and engaging.
• It's aspirational but also attainable. The Tube Girl trend took over this year as users all over the world tried to replicate Sabrina’s moves in a crowded subway.

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Bo Ake Adamsson - 984K followers

The 82-year-old Swedish artist frequently shares his work with his followers using a very simple but effective content format. He uses the popular hashtag #artreveal to show his art everyday.

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Why this low effort high impact content works:

• It surprises and delights. Bo doesn’t reveal his work until the very end of the video which builds anticipation and helps increase his watch time.
• There’s consistency. His daily uploads let his audience know there will be more content to consume the next day and make him a reliable creator.

As we wrap up the year, start thinking about how you can incorporate ‘low effort high impact’ content into your marketing plans.

‍IN PARTNERSHIP WITH TAPCART

📱Your Customers Expect a Mobile Shopping Experience That's Elevated and Convenient… This Is How To Give It To Them

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$5.3 billion of this year's online BFCM sales came from mobile devices. Tapcart apps alone saw a 55% increase in sales from 2022.

The takeaway? Your customers are on mobile and expect an elevated and convenient shopping experience. ⭐

If you’re thinking, “okay, but mobile apps are hard to build and BFCM is already over,” then be like Volcom, easily create an app with Tapcart, and follow Tapcart’s mobile app best marketing practices.

Not only did Volcom’s app pop off over BFCM, they’re still feeling the oh so good afterglow today.

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👀 In the last 30 days, they’ve seen:

• A 1,209% increase in in-app sales
• 18% of total sales come through their app
• How their app fits into their broader omnichannel marketing strategy
• The benefit of Tapcart’s push notification engine
• A steady app traffic increase post-BFCM

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Ready to harness what worked for top Shopify brands so you can make the most out of 2024?

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‍MOBILE VIEW

📥 CRO tips every marketer should know

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‍Advice from the WarpDrive x Pilothouse Director of Product, Brett Turner:

Tighten up your nav menus on mobile: To make your website more functional and less overwhelming, streamline your menus as every pixel counts on a smaller screen.

Over the past two weeks, we’ve dripped 11 CRO tips to help you optimize your pages.

If you:

• Missed a few
• Want to see them all together
• Want a full list to guide your site optimization efforts

You’re in luck! We’ve put together all 11 tips (and some examples) in one easy to read list. Click here to view.

Happy optimizing! �

‍🌐 IN THE SOCIAL SPHERE

Give your potential customers multiple ways of viewing your products on the website.

While some visitors love browsing through a best-seller page, you don’t want to miss out on highlighting your vast product assortment with a shop-all page.

Make your products easy to find and get that conversion rate up!

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🧰 THE TOOLKIT

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‍Have you heard our latest podcasts?

• 🤯 Shocking the Gatekeepers – Auto Aftermarket Goes DTC with Sean Reyes from Shock Surplus.
• 🤫 AKNF 360: The Power of the Double Tap + The Secret Tool For Instant Email Scale (And How to Use it Safely)
• 👏 Breaking Barriers in Menstrual Health with Nadia Ladak CEO of Marlow
• 💰 AKNF 358: BFCM Results Breakdown with Pilothouse
• 🌊 Santevia Revolutionizes Water and Conquers Amazon with Matthew Gohl

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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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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Please note that items in this newsletter marked with * contain sponsored content.