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  • Reach Dethrones Engagement 🚽 Reddit's Ad Business Exploded in Q3 🤯 Netflix's New Moments Feature For Social Engagement 🗣️

Reach Dethrones Engagement 🚽 Reddit's Ad Business Exploded in Q3 🤯 Netflix's New Moments Feature For Social Engagement 🗣️

Also: The New Brand Playbook For AI Imagery

November 01, 2024

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Reach Dethrones Engagement 🚽 Reddit's Ad Business Exploded in Q3 🤯 Netflix's New Moments Feature For Social Engagement 🗣️

Also: The New Brand Playbook For AI Imagery

Happy Friday Marketing Engineers!

If you’re new, welcome aboard 👋. If you're a seasoned Engineer, thanks for sticking around! Coming up today: apple intelligence goes live, developer choice comes to copilot, and 6 outdated AI marketing trends you should retire in 2025.

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🚀 Adam

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🗞 Marketing News

Reach now surpasses engagement rate as the primary success metric among marketers. Also, there has been a significant increase in influencer marketing budgets, as many marketers are allocating larger funds and reallocating budgets from other channels like social media and TV/Radio. Platform preferences have also shifted with Instagram remaining the top choice, while there is accelerated adoption of creator-generated and user-generated content strategies to enhance brand presence across various media. Check out this report! {m}

Total revenue increased by 68% year-over-year and its stock price rose over 20%. The platform also saw robust user and engagement growth, reaching 97.2 million daily unique users and enhancing monetization with a 14% rise in average revenue per user. Also, Reddit advanced its advertising strategies by launching new ad formats, optimizing ad placements through automation, and integrating generative AI to improve ad performance and user engagement.

The feature allows users to save and share their favorite scenes from shows and movies directly on social media without the need for third-party apps or screen recordings. This enhances the user experience by storing clips in the “My Netflix” tab for rewatching and ensures higher quality and safer content sharing compared to traditional methods. Strategically, Netflix aims to boost user engagement and attract new subscribers through viral content, addressing a slight plateau in growth and reinforcing its position in the competitive streaming market.

🤖 AI

Brands must prioritize consumer concerns about authenticity and transparency, as the majority of consumers seek assurance that visual content is genuine. Getty Images promotes responsible integration of AI imagery by using permissioned content, partnering with experts, and providing strategic guidance to help brands maintain trust. Also, brands should adopt best practices such as mastering prompt techniques, leveraging AI’s creative strengths, and ensuring the authenticity of AI-generated visuals through careful tool selection and clear labeling.

The generative AI capabilities are available only on select devices, including newer iPhones, iPads with A17 Pro or M1 chips, and Macs with M1 or later, and require users to opt in through a waitlist to manage backend server demands. Apple distinguishes its AI approach by utilizing small, selective models tailored for specific functions, initially offering integrated writing tools, image cleanup, article summaries, and an enhanced Siri experience, with additional features planned for future updates.

Google is expanding the feature to more than 100 countries, reaching over 1 billion global users each month. They have enhanced language support by making AI Overviews available in languages such as English, Hindi, Indonesian, Japanese, Portuguese, and Spanish, allowing users to search in their preferred language. Also, the integration with web content has been improved through more prominent and in-line links to relevant websites, which increases traffic to supporting sites while maintaining clear distinctions between organic and sponsored results.

GitHub Copilot has expanded its capabilities by integrating Anthropic’s Claude 3.5 Sonnet, Google’s Gemini 1.5 Pro, and OpenAI’s o1-preview and o1-mini, offering developers a wider selection of language models tailored to various coding tasks. Each model brings unique strengths, such as Claude 3.5 Sonnet’s expertise in complex coding, Gemini 1.5 Pro’s multi-modal processing abilities, and OpenAI’s o1-preview and o1-mini’s advanced reasoning for higher quality outputs. Also, GitHub Copilot now provides enhanced control and flexibility, allowing individual developers and organizations to select and manage the models that best suit their specific needs, thereby reinforcing GitHub’s commitment to being an open and versatile developer platform.

🧠 Hacks & Tactics

To stay competitive, Marketing Engineers must adopt more sophisticated, personalized approaches, using advanced AI assistants, nuanced sentiment analysis, and integrated predictive and real-time analytics. Embracing hyper-personalization and comprehensive AI solutions, such as dynamic product recommendations, interactive voice commerce, and AI-driven micro-segmentation, is essential for delivering tailored and engaging customer experiences.

Weekdays between 9 a.m. and 5 p.m., with peak times varying by day, such as 4 p.m. on Monday and Tuesday and 1 p.m. on Friday. Friday is the optimal day for engagement, followed by Thursday and Wednesday, while Saturday experiences the least activity. Also, video content achieves the highest engagement rates, closely followed by photos and document carousels, emphasizing the importance of content format.

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⚙️ Machine Shop

Four common bad habits of homepage creators, such as speaking to multiple audiences at once and using vision-messaging lead to unclear homepages. A structured approach to writing, including steps like choosing the target audience, positioning the product, and uncovering key value propositions are important foundational elements to create a clear and compelling message. Drive customers to take action!

SERP analysis involves examining the top Google search results for a specific query to understand what it takes to rank, focusing on aligning content with the intent behind the search. The process is divided into two stages: keyword research to determine if a keyword is worth targeting, and content creation to define the specific content needed to rank. The analysis includes reading top result titles, reviewing content details, assessing additional SERP features, noting the types of media present, and evaluating the backlink profiles and domain ratings of top-ranking sites.

Growth Flywheels [8 min read]

Growth flywheels are a powerful strategy for achieving sustainable business growth by building momentum over time, allowing businesses to work smarter, not harder. Successful examples, such as those by Sahil Bloom, Jay Clouse, and companies like Amazon and TOMS, illustrate how content creation, audience engagement, and identity signaling enhance the effectiveness of these flywheels. By applying flywheels, businesses can increase efficiency, drive sales, and ultimately reduce the amount of work required to sustain growth.

🔮 The Future

Hummingbirds has successfully raised $5.4 million in a seed round, bringing its total funding to $10 million to support expansion into 20 additional cities by 2025. The startup uniquely connects hyperlocal content creators with brands, specifically targeting Middle America to enhance localized and word-of-mouth marketing efforts. Also, Hummingbirds has achieved high engagement rates by leveraging "nano creators" and has rapidly grown its community to 11,000 creators and over 300 brand partners.

This expansion responds to criticism about the platform's impact on teens and its addictive design, positioning TikTok as a space for learning, co-learning, and enrichment instead of just promoting endless scrolling. Since the STEM feed launch, TikTok has seen an 18% increase in STEM-related content with 200 million views on these videos and plans to further enhance the feed by adding support for more local languages in the future.

Several major companies, including Bodi, Rodan + Fields, and Seint, are moving away from traditional multilevel marketing (MLM) models in response to regulatory pressures and shifting consumer preferences. This shift is largely due to increased scrutiny and negative perceptions surrounding MLM strategies, highlighted by regulatory actions from the Federal Trade Commission and critical media coverage. As these companies transition to alternative business models, they face new operational challenges such as restructuring sales channels and reducing workforces, aiming to establish more sustainable and transparent sales practices.

Start-up brands are embracing "chaos packaging," an innovative strategy that uses unconventional and unexpected packaging designs to stand out in crowded markets and generate social media buzz. Examples include tampons in ice cream tubs, electrolyte concentrates in soap dispenser bottles, and gravy in beer-style cans, which help products capture consumer attention and differentiate from competitors. While chaos packaging can enhance brand visibility and provide cost-effective marketing, it also carries the risk of confusing consumers and potentially harming the brand if the product does not meet the expectations set by its unique packaging.

📓 Learn More

From initial awareness to post-purchase it is important for enhancing experiences, targeting marketing, and driving business success. The Customer Journey has become more cyclical and influenced by digital channels, social media, and the demand for personalized interactions. By mapping and leveraging these insights, businesses can tailor their strategies, improve offerings, and build long-term customer loyalty. {m}

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