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🗞️ Digital Marketing Must-Knows
Your weekly 60 second round-up
Kole Ogundipe
September 12, 2022
💨 Your super-skimmable digital marketing newsletter
📰 News
1. Instagram is preparing to test a version of its app that reduces its focus on shopping. The Information reported that Instagram will shift their focus away from e-commerce functionality. With their goals instead shifting back to advertising revenue. (Reuters ↗️)
Instagram will remove the Instagram Shopping page as part of the initial test.
The replacement version, called Tab Lite, will be "simpler and less personalized".
Attempts to marry social media and ecommerce has been a major trend in 2022 but so far there's been no real success.
More recently social media apps have begun taking paid subscription features more seriously as a way to diversify advertising revenue.
2. Instagram confirms it will introduce a Repost option. Users will be able to share someone else's posts to their feeds. One goal for the feature is to make it easier for the original creators to get reach and credit for their content. (Tech Crunch ↗️)
3. Roblox is rolling out dynamic digital billboards within its metaverse and games. The billboard-style ad is one of the new ad units but they are planning more "3D immersive ad experiences" for brands. Roblox is launching its self-serve ad platform next year. (Ad Week ↗️)
4. Microsoft has created a new platform to consolidate ad buying for SMBs. Advertisers can create 'Smart Campaigns' and run the ads on Microsoft. The reach of the ads can be extended to run across Google, Facebook, and Instagram. Microsoft says its AI will automatically allocate budget to maximize performance. Microsoft has opened up a waitlist after the official announcement. (Search Engine Land ↗️)
5. Whatsapp facilitates grocery shopping in India. The JioMart catalog of grocery products is integrated into Whatsapp. Shoppers can browse, add-to-cart and purchase products all from within Whatsapp. (Meta ↗️)
Plus
🆕 Who's hiring?
Remote digital marketing roles from companies including 🏖️ AirBnB, 🕹️ Twitch & 🏀 The Athletic. View all
✂️ TL;DR
How today’s biggest consumer products got their first 1,000 users
Lenny is a former PM at AirBnB. He analyzed the early growth strategies of 100+ mass-market consumer companies. From Robinhood to Morning Brew to Etsy. He found the are 7 tactics that companies mostly used to find their 'early adopters'.
Reach out to colleagues and friends: Email, post on social media, or call close connections to try the product.
Reach out to targeted strangers: If the business is a two-sided marketplace, focus on registering people who provide the 'supply'. For example, Etsy would target the sellers (supply) first, not the buyers (demand). AirBnB would target hosts. Drivers for Uber and so on.
Go to where the target audience hangs out: This can be online or offline. It could mean launching on Product Hunt, engaging in Reddit conversations or going to college campuses and giving freebies.
Work with influencers: Consider which influencers the target customers would be persuaded by and which influencers would be excited about the product.
Physical placements: This strategy is used more for localized services like food delivery or dating apps. And includes flyers, giving out promo codes and in-person giveaways.
Get press: Traditional PR is still used effectively by brands to tell an interesting story about the company or founder.
Create viral content: While viral content is like trying to catch lighting in a bottle it can work for founders with a large existing audience.
🧰 Tools
Eavesdrop finds relevant tweets based on your keywords. So brands can engage in public conversations related to their product or service. Eavesdrop notifies brands with slack notifications. Pricing is currently $29 per month.
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