COMING AT YOU THE WEEK OF 5.10.22
In my swim across internet content this week, I found these charts depicting a 90-year human life.
It made me feel finite. Even the chart showing the amount of DAYS in a 90-year life made me feel like life is awfully short. I hope you’re prioritizing the important stuff and appreciating the time we have here as best ya can.
This week’s most important Marketing News
GOOGLE’S ELIMINATING IMAGE AND VIDEO SITEMAP EXTENSION TAGS
Extension tags help Google Search collect your site’s data easier and more accurately.
By August, image and video extension tags will stop affecting indexing or search features.
Leaving the tags in place won’t affect anything. But, you can stop adding those tags and eventually remove them. Google hopes these changes will reduce clutter and complexity in sitemaps.
TIKTOK’S NEW PROGRAM LETS BRANDS PLACE ADS NEXT TO TOP PERFORMING CONTENT
This program, TikTok Pulse, gives invited brands the option to place ads next to the top 4% of the app’s content.
For now, brands need an invite to participate. But TikTok plans on extending the program to more advertisers eventually. The creators of that top-performing content are eligible for compensation as well.
LINKEDIN UPDATED ITS ALGORITHM TO SERVE LESS POLLS AND ENGAGEMENT BAIT
Surveys told LinkedIn that people were getting annoyed with all the polls circulating LN. They’re also working to reduce “posts that expressly ask or encourage the community to engage with content via likes or reactions – posted with the exclusive intent of boosting reach on the platform.”
ELON’S TWITTER PLANS WERE LEAKED AND ADVERTISING WOULDN’T LOOK THE SAME
Elon’s been pitching his vision of Twitter to potential co-investors, and The New York Times got his leaked pitch deck. It appears Elon is hoping to build a Twitter that is less reliant on ads, projecting advertising payments to make up 45% of the company’s overall revenue by 2028. In 2020, advertising dollars accounted for 90% of their revenue.
Sorry if that feels like bad news. Remember, that’s just a pitch deck. Reality does not go according to most of our plans.
Also, the deck referenced a new product referred to as X. It’s set to launch next year, and there’s speculation it will be an ad-free Twitter membership.
Looks like this team will work on blockchain software and building services for developers working in Web3.
M O T H E R ‘ S D A Y C A M P A I G N S
Burger King launched “pregnancy whoppers” to celebrate mothers and their cravings.
Ryan Reynolds made Mother’s Ruin Punch with his mom (to promote his Aviation Gin).
IdeaEconomy curates a free, weekly newsletter with a bunch of valuable reads to help creators grow their audience and business. If you’re a creator, you’ll pretty much always appreciate the articles IdeaEconomy sends.
If you hit a wall during a project or conversation, ask yourself this: What would this look like if it were easy? I learned that trick from Tim Ferriss in that 5-minute video.
lESSONS FROM NYSE’S SOCIAL STRATEGY
Matthew Kobach works on creative projects (like using a line of athleisure to promote a finance company). Plus, he’s convinced 134.5k Twitter followers that he’s worth listening to. He shared his experience growing the New York Stock Exchange’s (NYSE’s) social following.
In order to grow the NYSE’s social following with stock enthusiasts, Matt interviewed celebrities who visited the floor of the famous stock exchange. Here are two lessons from Matt’s experience:
Lesson one: convince your superiors your strategy impacts the bottom line
Matt believed the NYSE social accounts would benefit from targeting any stock enthusiast. But that didn’t make sense to a few people at Matt’s company. They wanted their social content to target their potential customers, CEOs.
Matt had to prove his strategy would impact NYSE’s main goal: to convince CEOs to choose their stock exchange. He pointed out that their clients are focused on informing people that their company is going public (so that a lot of people buy shares). So a large social following could be used to announce the IPOs, which would be a value prop when pitching to CEOs.
Once people saw the connection to the business objective, they got all in. Well once Matt had the green light, he had to figure out how to convince these celebrities to actually have an interview with him.
Lesson two: don’t ask for favors, use empathy to find mutually beneficial solutions
Instead of asking people—like Shaq—for a quick favor, Matt thought about what they wanted from their day at the NYSE. He figured that any celebrity visiting was promoting something. So when he approached Shaq’s PR rep, he asked if he had two minutes for an interview and if he had anything he’d like to promote. Sure some people said ‘no,’ but Shaq (and many others) said ‘yes.’
It wasn’t useful to ask the celebrities a favor, but he doesn’t recommend asking customers for favors either.
Give the people what they want, people.
🔑 A passwordless world? That’s what Apple, Google, and Microsoft are campaigning for.
🥤 The story of Coke vs. Pepsi is interesting and insightful for marketers.
⌨️ A copy / paste keyboard now comes with RGB.
🇺🇸 A map of the US but city names are replaced by their most Wikipedia’ed resident
🍟 McDonald’s branded a Malaysian crosswalk to celebrate 40 years serving fries in the country.
LET’S GET VISUAL