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- #201 HTE - Meta's Reels Get Sizzling Ad Upgrades! 📢
#201 HTE - Meta's Reels Get Sizzling Ad Upgrades! 📢
Hey Readers!
Get ready to be blown away by this fact: The direct-to-consumer (DTC) industry is set to hit a whopping $1.8 trillion by 2025! 🤯
In this edition of HTE’s newsletter, we're peeling back the curtain on DTC's explosive growth and revealing the juicy secrets behind its success. We'll take you on a wild ride through innovative marketing strategies, supercharged supply chains, and the fascinating ways DTC brands are reshaping the business landscape.
Whether you're a DTC powerhouse or a fearless entrepreneur, our insights will keep you one step ahead.
Let's make it a journey of triumph and continued success. Get ready to rock those DTC dreams like a boss! 🚀
This newsletter is going to dive into the following:
🛍 Understanding Gen Z's Shopping Habits: What Marketers Need to Know
📹 Maximizing TikTok Ad Campaigns with Video View Metrics
🥇 Brand Of The Week - Three Thirteen Store
🧳 HTE Job Board
📱Meta Introduces Enhanced Advertising Features to Boost Reels Engagement
🤝 Controversial Aspects of TikTok for Amazon Sellers: What to Consider
📕 Top Reads Of The Week
⚙️ Plenty Of Jobs Await You!
So, scroll down to THE VERY END & read up on what’s yet to come your way!
Understanding Gen Z's Shopping Habits: What Marketers Need to Know
Every marketer is eager to understand the inner workings of Gen Z consumers. What exactly do they care about? How do they approach shopping? What factors influence their purchasing decisions?
To shed light on these questions, let's explore some key insights directly from Gen Z themselves.
Sustainability: A Balancing Act with Budget
Gen Z is widely recognized as one of the most sustainability-minded generations. They genuinely care about the environment and its future. However, being mostly teenagers or young adults, they must also be mindful of their limited budgets. Clay Lute, an assistant merchant at Todd Snyder, shared during a panel at the CommerceNext event in New York City, "We have to care because we're the ones that are going to be here for the next 70 or so years... But when it comes to a budget... we don't have the money that some of the other generations have."
This financial constraint has contributed to the rise of secondhand retail among Gen Z consumers. Buying vintage or pre-owned clothing allows them to align with their sustainability values while also avoiding the high costs associated with new items. Fay Shuai, a student at the University of Pennsylvania, explains the appeal, saying, "It's a fabulous business model because you're making money off of clothing that already exists and you're cycling it through, and each generation that encounters it is going to find some sort of newness in it."
Social Media: Brands as Human Connections
Gone are the days when celebrities and brands were distant and untouchable. Gen Z has witnessed the transformative power of social media, where they can have a glimpse into the lives of their favorite celebrities and brands.
However, there is a delicate balance to maintain. Gen Z appreciates brands' presence on social media as long as it feels genuine and organic. Armaan Ahmed, a recent graduate from New York University, emphasizes the importance of subtle marketing, stating, "When [the marketing is] done in a way that's not so obviously in your face, then it's better. But when it breaks the spell of organic, then it's annoying."
TikTok: Discovering New Products and Trusting Networks
When it comes to discovering new products, Gen Z has found a home on TikTok. Particularly within the beauty category, TikTok has become the platform of choice. Shuai explains, "TikTok, as opposed to platforms like YouTube, will give you more updated, recent content, giving you more exposure to new products that have recently come out or products that have [gone viral]."
However, despite the influence of TikTok, recommendations from friends and family still hold the most sway when it comes to purchasing decisions.
Loyalty: A Shifting Paradigm
Gen Z doesn't adhere to brand loyalty in the same way as previous generations. They place less importance on brand labels and more emphasis on personal style and self-expression.
This shift in loyalty has led Gen Z to value programs that align with their values and offer tangible benefits. Loyalty programs focused on sustainability or financial discounts are more likely to catch their attention.
The Metaverse: Exploring the Digital Frontier
While the metaverse isn't currently a prominent shopping destination for Gen Z, there is a growing curiosity and openness toward its potential. Lute expresses his belief that the metaverse will continue to evolve.
While older generations may remain skeptical, younger members of Gen Z are already embracing virtual realms through gaming and virtual reality experiences. Shuai highlights the diversity within Gen Z, stating, "While there may be a portion of us that don't really interact with the metaverse, there are people out there that do. And that's important to keep in mind when thinking about how to blend together the digital universe with the retail world."
Understanding these shopping habits of Gen Z provides valuable insights for marketers aiming to capture their attention and loyalty. By acknowledging their sustainability concerns, embracing social media as a means of connection, recognizing the influence of TikTok and trusted networks, adapting loyalty programs to align with their values, and keeping an eye on the evolving digital landscape, marketers can successfully engage with this influential generation. It's time to get creative and forge meaningful connections with Gen Z like never before!
Maximizing TikTok Ad Campaigns with Video View Metrics
As consumer behavior has shifted towards increased video consumption and social commerce, TikTok has emerged as a dominant player in the social video platform industry. Contrary to popular belief, TikTok's user engagement extends beyond the younger generation, captivating audiences of all ages and backgrounds. With its viral videos and innovative features, TikTok presents a unique opportunity for brands to boost their presence and capitalize on growing trends. In this article, we will explore the different video view metrics on TikTok ads and how advertisers can leverage them to optimize their campaigns.
The Importance of TikTok Ad View Metrics:
Understanding the metrics behind TikTok ad views is crucial for advertisers to gauge the effectiveness of their campaigns and audience targeting. On TikTok, any video ad playback is counted as a view, even if it's just for a fraction of a second. However, the platform's hyper-swiper user base means that some ads may be quickly skipped over, resulting in an ad impression instead of a view. By analyzing view metrics such as the view rate (VR), advertisers can assess whether viewers are engaging with their ads or skipping them. The view rate is calculated by dividing the total number of video ad views by the total number of ads served.
The Value of 2-Second and 6-Second Views:
In the competitive landscape of social media advertising, capturing viewers' attention is crucial. The 2-second Video View metric on TikTok allows advertisers to determine how many viewers are engaged with their content beyond the initial impression. This metric is especially valuable considering that social media users have an average attention span of just 1.3 seconds for creative advertising opportunities. By optimizing their campaigns based on 2-second video views, advertisers can reach the appropriate audience and drive better results.
TikTok also recognizes the importance of longer engagement periods and offers the 6-second view metric. When viewers watch an ad for six seconds or more, it enhances the ad's memorability and drives top-of-mind brand recall. The 6-second views metric is particularly useful for brand campaigns focused on increasing awareness and recall. Advertisers can complement this metric with average watch time to measure the engagement and determine how invested viewers are in the ad content.
Focused View Objective: Enhancing Engagement and ROI:
TikTok introduced the Focused View objective to improve engagement further and encourage viewers to watch ads for a longer duration. With Focused View, advertisers only pay when a user watches the ad for at least 6 seconds or engages with the advertisement within the first 6 seconds. This shift from Cost per Thousand Views (CPMV) to Cost per 6-Second video view optimizes campaigns and serves ads to users more likely to engage with the content. TikTok's algorithm considers factors such as user behavior, interests, demographics, and visible ad interactions to optimize the campaign and deliver higher engagement rates.
Boosting TikTok Ad Campaigns with Video View Metrics:
TikTok's growing popularity and organic and paid video views present a valuable opportunity for brands and businesses. By effectively understanding and utilizing video view metrics, advertisers can maximize their return on ad spend (ROAS) and capitalize on the platform's potential. Analyzing metrics such as view rate, 2-second views, and 6-second views and leveraging the Focused View objective can help businesses optimize their campaigns for maximum impact and success.
Data and Stats:
According to a recent report from Statista, US adults spend an average of 56 minutes daily on TikTok, just 6 minutes less than on Netflix, showcasing the platform's significant user engagement.
In a campaign example, a TikTok ad achieved a View Rate of 92.24% and a Frequency of 1.29, indicating effective reach and engagement with the target audience.
Social media users have an average attention span of just 1.3 seconds for creative advertising opportunities, emphasizing the importance of capturing attention quickly.
A TikTok advertising partner reported that the 6-second Focused View objective led to an 11% increase in ad recall, an 18% more cost-efficient 2-second CPV, and a 53% higher average watch time per view with a 2.8x higher completion rate.
TikTok's video view metrics provide valuable insights for advertisers looking to optimize their campaigns on the platform. By analyzing view rates, 2-second views, and 6-second views and leveraging the Focused View objective, brands can enhance engagement, increase ad recall, and drive better ROI. With TikTok's continuous rollout of new features and its growing user base, businesses can capitalize on the platform's popularity and improve their return on ad spend. By staying abreast of TikTok's latest video view metrics and trends, advertisers can position themselves for success in this dynamic social video landscape.
Brand Of The Week - Three Thirteen Store
Three Thirteen Store is a unique clothing brand that specializes in custom embroidered garments inspired by music and albums. As the name suggests, the brand draws its motivation from the captivating world of music, resulting in a collection that resonates with music enthusiasts.
With a strong focus on the power of music, Three Thirteen Store exudes a sense of motivation and passion. The brand understands that music has the ability to inspire, uplift, and create a connection between individuals. By infusing this inspiration into their products, Three Thirteen Store aims to provide customers with a meaningful and personalized clothing experience.
To effectively showcase their collection and engage with their target audience, Three Thirteen Store utilizes their Instagram page as the primary promotional platform. Through captivating visuals and compelling captions, the brand effectively communicates their brand story and showcases their unique creations. By harnessing the power of social media, Three Thirteen Store connects with music lovers who share a similar passion and appreciation for personalized fashion.
When it comes to navigating the website, Three Thirteen Store ensures a seamless and user-friendly experience. The homepage features well-designed tabs that provide easy access to different sections of the website. This streamlined approach allows visitors to explore the brand's offerings, learn more about their mission, and make informed purchasing decisions. With a clear and concise layout, customers can effortlessly find what they're looking for without any unnecessary distractions.
In summary, Three Thirteen Store stands out as a brand that channels the energy and inspiration of music into custom embroidered clothing. Their focus on music as a driving force behind their designs sets them apart, capturing the attention of music enthusiasts seeking unique and personalized fashion choices. Through their engaging Instagram page and intuitive website, Three Thirteen Store successfully creates a cohesive and inviting brand experience. For those who seek to express their love for music through fashion, Three Thirteen Store offers a compelling and motivational clothing line that speaks directly to their passion.
HTE Job Board
Are you tired of sifting through countless job postings or struggling to find qualified candidates for your openings? Look no further! Introducing the HTE Job Board, your ultimate destination for hassle-free job searches and seamless recruitment.✨
For Job Seekers: Are you seeking new opportunities that align with your skills and aspirations? The HTE Job Board is here to simplify your job search process. With our user-friendly platform and extensive database of job listings, you can explore a wide range of positions across various industries. Whether you're a recent graduate, a seasoned professional, or anywhere in between, we have the right job for you.🔎
What sets us apart: 💼
🎯Extensive Job Listings: Access a comprehensive selection of job postings from top companies, ensuring you have access to a diverse array of opportunities.
📬Advanced Search Filters: Easily narrow down your search based on location, industry, experience level, and more, so you can find the perfect fit.
🖥️ Job Alerts: Stay updated with the latest job opportunities by setting up customized job alerts tailored to your preferences. Never miss out on a potential career-changing opportunity again.
💪 User-Friendly Interface: Our intuitive platform provides a seamless browsing experience, making it quick and convenient for you to navigate through job postings and submit applications.
For Recruiters: Finding the right talent for your organization can be challenging. That's where the HTE Job Board comes in. We provide a streamlined recruitment process that connects you with highly qualified candidates who match your specific requirements.
Why choose us:
📢 Targeted Candidate Pool: Our job board attracts a diverse range of skilled professionals actively seeking new opportunities, ensuring you have access to a talent pool aligned with your industry and needs.
💻 Efficient Job Posting: Easily create and manage job listings on our platform, reaching a wider audience of potential candidates quickly and effectively.
🌟 Applicant Tracking System: Our integrated applicant tracking system allows you to streamline your recruitment workflow, making it easier to review applications, schedule interviews, and manage the hiring process.
🚀 Employer Branding: Showcase your company's unique culture, values, and opportunities to attract top talent. Enhance your employer brand through our platform to stand out from the competition.
Join the HTE Job Board today and experience the difference in your job search or recruitment process. Visit our website and sign up for our newsletters to stay updated with the latest job opportunities and recruitment trends. Don't miss out on your chance to find the perfect match!
Remember, success starts with the right connection. Join the HTE Job Board and let us help you make that connection effortlessly. Visit HTE Job Board now to get started!
Meta Introduces Enhanced Advertising Features to Boost Reels Engagement
Meta made a series of product enhancements at the Cannes Lions International Festival of Creativity, with a strong focus on improving its short-form video platform, Reels.
Expanding Reels Ads to More Instagram Advertisers
Following a successful pilot, Reels ads will now be available to a broader range of Instagram advertisers. These ads have been designed to seamlessly integrate with content, providing viewers with an unobtrusive experience.
Support for App Promotion Ads
Reels now supports app promotion ads (formerly app install ads) on both Facebook and Instagram. This feature enables businesses to expand their reach in the competitive app market and drive more installations.
AI-Powered Single-Image Reels Ads with Free Music Library Access
Meta is testing an AI-based feature for single-image Reels ads, offering advertisers access to a diverse music library at no additional cost. According to company data, ads that include both music and voice-over elicit a 15% higher average positive response compared to ads without sound.
Enhancing Brand Safety and Control
To enhance brand safety, Meta is trialing an Inventory Filter and partnering with Zefr to offer a third-party verification tool for Reels ads. These initiatives aim to provide advertisers with better control over ad placement and ensure a safer advertising environment.
Broader Rollout in the Coming Weeks
Meta plans to expand the availability of these new features and tools in the coming weeks. This will enable a wider range of businesses to leverage the power of AI-driven advertising on Reels.
Why it matters: Reels' Exponential Growth and Increased Engagement
Meta reports that Reels has experienced exponential growth, with daily re-shares surpassing 2 billion—a number that doubled in just six months, according to Q1 earnings call data. The introduction of Reels has led to a significant increase in time spent on Instagram, with a growth rate of over 24%. This growth is attributed to AI-driven content recommendations, similar to TikTok's approach.
Reels Adoption and Engagement
Third-party sources, such as a Morgan Stanley survey, confirm the growing adoption and engagement with Reels among Instagram users. The survey shows that 74% of Instagram users were using Reels as of April 2023, compared to 69% in September 2022 and 62% in March 2022. Reels engagement on the main Facebook app also increased, with 65% of users engaging in September 2022 compared to 54% in September 2022 and 47% six months prior.
Reels' Impact on Revenue and Monetization Challenges
While Reels has significantly increased engagement, it has yet to directly contribute to revenue growth and has somewhat cannibalized revenues from Stories and feed posts. However, the rising time spent on the platform is expected to benefit revenues in the long run. Monetization strategies for Reels are still a challenge due to the unique content structure.
Competition with TikTok and Incremental Ad Spend
As Reels strives to catch up with TikTok, its primary competitor, TikTok continues to innovate by releasing an AI script generator to attract incremental ad spend.
The Big Takeaway: Meta's Innovations in Reels Advertising
Meta aims to lead the way in providing innovative ad solutions through its upgrades to Reels advertising features. While playing catch-up to TikTok in some aspects, Reels has made significant progress over the past year. Meta's focus on engaging viewers and expanding options for advertisers positions Reels as a platform with strong advertising potential.
Controversial Aspects of TikTok for Amazon Sellers: What to Consider
User Preference for Independent Product Searches
While TikTok users may not outright dismiss ads, a significant portion of them prefer to conduct their own searches on Amazon. It is important to acknowledge that some ads may not yield high click-through rates. However, despite limited clicks, sellers often observe an increase in sales. This suggests that users are still engaging with the ads and later pursuing the product through independent searches on Amazon.
TikTok Users Tend to Follow Trends
Contrary to popular belief, a single ad may not suffice to capture the attention of TikTok users. If a user encounters your Amazon product in a video, there is a likelihood that they might forget about it. However, when they come across numerous TikTok profiles featuring your product, they become curious and motivated to find it on Amazon. To facilitate their search, it is crucial that every video explicitly mentions your brand name along with relevant keywords, enabling users to locate your product on Amazon easily. Generating ample content is essential to avoid wasting your advertising budget.
The Importance of Deep Links
Minimizing buyer friction should be your primary objective. Standard Amazon links on TikTok direct users to the Amazon mobile browser. However, it is rare for individuals to be logged into Amazon on their mobile browsers. Considering most users have the Amazon app installed and are automatically logged in, deep links that open the app can significantly reduce buyer friction. By eliminating the need for users to log in, deep links create a smoother and more seamless purchasing experience.
Caution with Amazon Attribution
Overreliance on Amazon Attribution can be a significant mistake in many cases. TikTok has been known to strip tracking details from URLs, which can compromise accurate tracking and reporting. Additionally, there are certain niches where Amazon's data reporting may be unreliable or incomplete. It is prudent to approach Amazon Attribution cautiously and consider alternative tracking and analytics tools to understand your campaign's performance on TikTok comprehensively.
When planning and executing campaigns on TikTok, it is advisable to consider these four steps. By understanding user preferences, harnessing the power of trends, utilizing deep links, and adopting appropriate tracking mechanisms, Amazon sellers can navigate the platform more effectively and maximize their potential for success.
Top Reads Of The Week
IN NEED OF A JOB? WE'VE GOT PLENTY AWAITING YOU!
Management Accountant - Neogen
Ecommerce Manager - Blundstone
Wholesale Channel Lead - Driftaway Coffee
Quantity Surveyor – Glazing
Freight Trade Support - RWE
CHOOSE SUCCESS below and have a great weekend! Get that D2C business runnin’.
