COMING AT YOU THE WEEK OF 5.31.22
What’s kickin my mail pals?
Today, I have crafted you a visual story of my weekend. Please enjoy.
The highlight: new 🏠
The challenge: 📦 📦 📦
The expected obstacle (and best part of my existence): 👶
The unexpected obstacle : 🤒 🤧
The breaking point: 🐁 🐁 in 📦 📦
The cherry on top: 💥
I sincerely hope your weekend was not as eventful as mine. But life seems to be inevitably eventful. So what I really hope is that you have—or find—wonderful people who will wash your mice-poop infested belongings over and over again. Or help you, one way or another, during those inevitable and eventful times.
This week’s most important Marketing News
This conference is like Google I/O, where new features, products, and changes are announced. But this conference is focused on Google marketing and advertising products. So yeah, it’s a big deal for us.
A new ad format is coming to the Shopping feed on Search. Right now, most (maybe all?) ads on the Shopping tab appear at the top. But this new format will place the ads within the feed. The ads will be swipeable, so you can upload multiple product images and the ad will be bigger than most of the other organic results.
Youtube Shorts ads are rolling out. For now, Google is automatically scaling Video Action and App campaign ads for Shorts and serving them.
Performance Max campaigns are getting new features, like A/B testing tools and the option to set in-store goals (e.g., in-store sales, store visits).
3D, AR product models will be available on Search. Google hasn’t told us how or when this will really happen, but it will let 3D models appear directly within search results.
Ok that wraps up the Marketing Live updates. On to the rest of this week’s news 👇
On May 25 Google announced that they were releasing a core update and that it would take 1-2 weeks to roll out. These updates alter the algorithm that ranks search results. This is the first core update in 2022, and we had three of these last year (for a frequency reference). So make sure you’re tracking how your site has been affected.
Some people put a lot of energy into how sites in their industry are generally affected and stuff like that, but I think it’s most effective to just figure out the patterns you see in your own site’s ranking changes.
I’ll let this image show you what I mean.
If you create YouTube content and use different formats (i.e. shorts, livestream, typical video), you can now filter and compare your data according to those formats. Sweet.
Fathom helps you find podcasts you’ll like AND it helps you find (enables you to search for) content within a podcast. We’re talking about being able to search for something and hear the answer (from podcast content). It’s a bit like Google and…Hinge(?) for podcasts.
Snipd is solving another need we’ve all felt when doing podcast learning. It lets you take notes and “highlight” content. It’ll also recommend podcasts based on your interests.
Multiple text selection is now a thing in Google docs!
This Search Engine Land article has a ton of useful, foundational knowledge about search engines and how they interact with the internet. It’s a bit of a history lesson, but it’s not boring if you care about SEO. It is a bit long, but it even has something to offer the reader who only has time for a half-hearted skim.
2 LESSONS FOR CREATING MORE PERSUASIVE AND ENTERTAINING VIDEOS
Nicole Wawro is the co-founder of Fluence, an organization that’s all about taking on controversial issues that affect women. Over the last two years, they’ve gained 415.5k followers on TikTok. Here are our favorite lessons Nicole shared.
Are your videos showing or telling?
We hear that it’s best to show, not tell. You might think that just by making a video you’re automatically showing, but 😅 think again.
Nicole told us about a new video series they’re launching about the waves of feminism. She pointed out that she could make a video of her simply talking, explaining what the waves of feminism are and defining their differences. But instead, they’re filming a series that personifies 🙎♀️ the different waves of feminism and portrays interactions between them that highlights their variations.
See how much more engaging that approach is? See how it really shows instead of tells?
Humor opens the door to persuasion
Humor’s role in teaching and persuading an audience has become apparent to Nicole. To her, the purpose of Fluence is “to change women’s and men’s minds on controversial issues about women, so that they have the best possible long-term outcomes.”
Changing minds is at the heart of it all for them (same for us marketers, you know). And changing minds, or persuading people, isn’t easy. There’s always some amount of tension when you consider an opinion or solution that differs from your current one. Nicole noted, “If we have something funny to say, it goes better. It diffuses the tension.”
Humor isn’t necessarily enough to do the actual persuading, to really do the mind-changing. BUT, it gets people to spend longer on their content and gives them the opportunity to explain their ideas more.
LET’S GET VISUAL