🗞️ Digital Marketing Must-Knows

💨 Your weekly super-skimmable digital marketing newsletter

📰 Round up

1. Instagram is testing brand new ad placements to offset Meta's revenue decline. Expect to see ad load noticeably increase on IG with the latest announcements. (Instagram ↗️)

• Multi-advertiser ads - After a user engages with an ad, Instagram will show further ads from similar advertisers in a swipeable carousel.

• Explore tab ads - Ads are also now shown in the Explore tab.

• Profile feed ads - Instagram is globally testing ads in the 'profile feed'. This is the feed when a user visits another person’s profile on the app and then taps on one of their feed posts. For businesses, this could provide contextual advertising opportunities. Instead of user targeting brands can show ads based on a creator's profile. Meta said it will experiment with sharing revenue with eligible creators for ads served in their profile feed.

• Post loops ads - Over on Facebook, when a Reel would normally play on a loop, Facebook is testing skippable ads before the loop resumes. These "post loop ads" are 4 to 10-seconds. Although this experience could be frustrating for users.

2. Meta also announced an AI-led alternative to lookalike targeting. Meta's lookalike targeting finds the 1% / 5% / 10% of users most similar to the members of a custom audience. The new "Advantage custom audience" also uses a custom audience as a seed but the similarity is less important. The AI can go beyond the lookalike percentage restrictions and focus on anyone likely to be interested. Advantage custom audiences also prioritize delivery to the members of the custom audience. (Meta ↗️)

3. Reddit makes 1,000+ new communities available for targeting as part of several new updates. As well as adding new community niches to target, Reddit has made a bunch of campaign setup improvements. And is offering ad credits to new advertisers. (Search Engine Land ↗️)

4. Twitter has rolled out mixed media tweets. Users can include a photo, GIF, and video(s) within a single tweet. (The Verge ↗️)

5. TikTok steps up Instagram rivalry with 'Photo Mode'. Photo Mode allows users to share a carousel of still images that automatically rotate one after another. Users can also add music to soundtrack the images. Brands could make use of this by sponsoring photo posts from creators. (Social Media Today ↗️)

Plus

• Canva has an AI text to image app generator built by Stable Diffusion in beta

• Instagram is testing multiple links in profiles

• Macy's launched a third-party marketplace

Miss last week's round-up? Read last week's edition here. 

🆕 Who's hiring? 

Find this week's remote Digital Marketing roles from consumer brands. View all

✂️ TL;DR

What's next for Liquid Death?

In an industry where the quality of the product is pretty much the same ("water") you only have to worry about one variable: BRAND. Liquid Death is a three-year-old start-up now worth $700 million. 

• Here's the deal: Liquid Death is water in a can that looks like an IPA or an energy drink. The can style is simply more fun than drinking out of a regular water bottle. That has been a big selling point for people not drinking alcohol on events or nights out. Plus aluminum cans are also "infinitely recyclable" whereas plastic bottles are not.

• Liquid Death launched the brand with this video before they even had a product.

• They wanted to bring the coolest, funniest, most irreverent marketing that soda, candy, and fast-food companies used... to something healthy. And it's working.

• Their website and social media pages used are mostly user-generated content (a testament to how much their brand resonates with their customers). That was until their latest hand-severing 🔪 collaboration with Martha Stewart 

• According to Inc, Liquid Death is the fastest-growing non-alcoholic beverage in history. New product lines are coming after a fresh injection of cash.

🏁 The shortlist

1. Access my swipe file of digital marketing tools and ideas

2. Find the latest remote digital marketing jobs & side hustles (or post a role)

3. DGM Playbook (launching 2023). I'm creating a live, interactive course over 6 weeks, covering the fundamentals of Digital marketing, and running real ads.

🏁🏁

✍🏽 written by kole ogundipe