Author Archive for PCvG7TOtDYt5MrTyFkR

How should D2C marketers choose between Facbook and Instagram?

How should D2C marketers choose between Facebook and Instagram?

Conversion rates are one of the most critical KPIs that direct to consumer marketers monitor on Facebook and Instagram. A conversion is typically defined as the point at which a user transitions from being a browser to a buyer. Conversions are a primary objective for D2Cmarketers. A high conversion rate is one of the best indicators of success and is critical to generating a positive ROI on spend. Another KPI for service companies is to generate leads for adding to databases or to book follow up appointments. Form fills are dynamic and underutilized on both platforms.

Because Facebook is the most popular social media platform for driving conversions and leads, creating effective Facebook advertisements is critical. Social media marketing is an area in which brands are investing heavily these days, owing to its ability to quickly and effectively connect them to their target customers.

Given that it is one of the largest social media platforms today, it is not surprising that Facebook is the platform in which businesses invest the most money. Facebook has almost two billion users, while Instagram has over 800 million. Facebook’s demographics cover the most people of any social media network. When it comes to large groups of individuals in general, Facebook clearly has the upper hand. If you need to reach more of a mass market, especially in higher age groups, Facebook will be the clear victor.

In terms of everyday usage, Facebook, has 54%, followed by Instagram (46%). Even when it comes to weekly usage, Facebook comes out on top (62%). Facebook has significantly higher activity from older generations than Instagram. People in their forties, fifties, and sixties are significantly more likely to use Facebook. Instagram, on the other hand, is popular among the younger generation. In recent years, digital marketers have underlined the importance of reaching out to the younger generation to start creating brand loyalty for the next several decades..

Acceptable conversion rates are generally between 2 and 5 percent. Conversion rate for Facebook is between 9 and 10% and Instagram 1.08% on average.  While costs per clicks have gone up since the IOS changes, Facebook consistently delivers less cost per click on average than Instagram as well

It is clear that both Facebook and Instagram are great platforms for ad conversions and lead generation, depending on the target audience you want to reach. Instagram is a winner for the younger generation which is also harder to reach through traditional DRTV channels ,  but if you want to reach a higher number of people all at once, not depending on the age or preferences then Facebook is the best alternative.  

With that said, since Facebook and Instagram are both owned by Meta, you can do tests and allocate percentages of the budget to each platform or allow Meta to use their own algorithms to do so, bearing in mind closely monitoring the KPIs and adjusting as needed.

Many DRTV and infomercial marketers were late to the game on social media advertising, but are catching up now and finding fertile ground on Facebook and Instagram for purchasing their products and services.

Do brand logos influence purchasing?

Do brand logos influence purchasing?

Brand logos possess the power to influence consumers and drive brand recognition. Logos are the direct representation of a brand, and its power lies in its recognition and credibility. The more well-known they are, the more influence they have on people’s behaviors relative to purchasing. fact, research from Zippia states that, “73% of consumers are more likely to trust and buy from a brand that they know” and logos are a driving factor for this. 
Logos are created with several components including design, colors, and symbolism all working together to create a unique image that helps consumers instantly recognize and associate with a particular brand. An example of this would be the McDonald’s “M” logo, with its bright yellow and red colors etched vividly into the minds of millions of people worldwide. In  a survey by Sponsorship Research International of 7000 people across 6 different countries, it found that more people recognized the golden arches symbol (88%) than the Christian cross (54%).  
The main purpose of a brand logo is to create a positive association to its brand with the consumer which sticks in the consumer’s mind. In digital marketing and digital advertising, logos represent their brand to uniquely stand out from other brands and make their image known and recognized through that logo, and the same can be said with all other forms of advertising. TV advertising, such as direct response TV (DRTV), CTV, and infomercials, all generally advertise brands with logos, and the more these advertisements are seen, the more people are able to effectively make that association with the brand. 
The logo of a brand is a big symbol in social media marketing, as brands doing TikTok advertising, Facebook advertising, Instagram advertising, and so on, can incorporate logos into ads, with video advertising being the most effective. 
The importance of the logo and a negative impact of such is the social media platform Twitter rebranding its logo. Instead of the iconic blue and white bird that the world is used to, it is now a black and white X. Daily Dot states, “From a branding perspective, it’s a bizarre and self-sabotaging move. Twitter is an established, internationally recognizable name. It’s cited in untold numbers of books, broadcasts, TV shows and news articles. Every internet-literate person knows what a tweet is.” This logo has change left users mystified and unhappy and has caused an exodus of users
Smaller companies and startups can create unique and memorable logos and due to the digital marketing landscape can have more of an edge than having to compete for big budget PR and TV dollars.  A smart, savvy design with meaning can go a long way to engendering trust with consumers and thus purchase intent. 

Is the Barbie movie an infomercial or entertainment?

Is the Barbie movie an infomercial or entertainment?

The lines can blur between advertising and entertainment and none more visible than the recent
blockbuster Barbie movie, based on the popular Barbie franchise. The Barbie movie attracted
much attention and hype worldwide, with Instagram advertising, Tiktok advertising, Facebook
advertising, and other forms of advertising on social media. Because of the widespread
popularity of the movie, Mattel is also working with other companies in collaboration, such as
Burger King’s Barbie meal, Crocs’s Barbie products, Gap’s Barbie wardrobe, and other widely
known corporations in cooperation with the launch of the movie. In addition to selling dolls,
there is additional merchandise with the Barbie brand that can be sold thus extending the brand
beyond just movie tickets and into retail and online sales.

As a matter of fact, an article on The 1014 states, “The marketing efforts have been estimated to
cost $150 million, surpassing the film’s production budget.” From a marketing perspective, this
would definitely make the Barbie movie seem like a huge infomercial and a gateway to other
Mattel products. This move did in fact turn out well, as Mattel’s stock prices are “seeing a 20
percent increase.”

Product placement in films and TV has been prevalent for decades. This is where companies pay
producers to hold that particular can of soda in a scene or use that particular luggage or beauty
product, but Barbie has taken this way beyond product placement and into a whole new echelon
of infomercial entertainment or infotainment.

Recent TV shows such as Ted Lasso and Yellowstone have manufactured merchandise to be sold
with the show themes. In fact in the Yellowstone series, actors from the series appeared in
commercials on set and in character pitching brands that align with the demographic of the
audience. Is Yellowstone then a giant infomercial as well?

Is this the beginning of a greater trend toward blending marketing and entertainment? The public
has embraced the movie with over 1 billion in box office sales, so that would indicate yes. So
now it is up to all of us in marketing and advertising to find new ways to blend advertising and

Is less more in video advertising?

Is less more in video advertising?

Video advertising is one of the most effective forms of digital advertising, and has been an
increasingly larger portion of digital advertising. And lately the trend has been to shorter

Previously, digital video advertisements were generally 30 seconds to a minute long. There are
longer advertisements too, such as direct response tv (DRTV) and infomercials, which can last
two minutes up to 28:30 minutes. But with the recent trends, ads are getting shorter, and can
perform even better than longer video ads. According to Mountain Research, “Six-second ads
delivered 60% of the impact of a traditional 30-second ad” and “15-second ad spots yielded 80%
of the effectiveness of a 30-second ad.”

TV advertising is able to reach a wide demographic of audiences, and performs well in bringing
attention to the brand. Research shows that 15 second ads are about 75% as effective as 30
second ads. In addition, an article from Lever states, “A study from 2020 shows that interactive
CTV ads help marketers achieve a 237% jump in time spent with viewers for 30-second ads.
Moreover, for a 15-second ad, you get a 447% increase in total time with a viewer.” While the
cost for CTV has not yet stabilized and the ROI is not there yet for most DRTV advertisers, the
bridge is being built and early adopters are using this format to communicate messaging and

TikTok, Facebook and Instagram all cater to specific audiences of certain niches and are used
widely by both small and large direct to consumer marketers leading users to their websites to
purchase products or services directly from them. They take advantage of their social media
algorithms by keeping the users hooked on their video ads in multiple ways. For example, one
way may be to start off with a hook to grab the viewer’s attention, then putting a splash of
condensed information in a short time frame so the viewer has to keep watching the video over
and over again, thus feeding the algorithm and sending more users of that certain audience to be
engaged in the same way and the cycle continues (this is one of the most popular methods of
advertising done through Tiktok). Other forms of social media ads can cater to their audience in
a more formal way, giving a small amount of helpful information about a certain service,
product, or topic to hook the viewer, then dropping the advertisement at the end to follow up
with to buy the product or service.

Advertising products or brands online using short video can be more efficient and reliable to
attract audiences and engagements from them, greatly boosting performance marketing. So
whether it is on TV or in digital, remember when it comes to video, less can be more.

How might the SAG-AFTRA Actors Strike affect advertising?

How might the SAG-AFTRA Actors Strike affect advertising?

The SAG-AFTRA Actors Strike began on July 14, 2023. They joined the WGA writers, who
went on strike on May 2, 2023. Both guilds are striking against the Alliance of Motion Picture
and Television Producers (AMPTP), which cover film and TV, including streaming.

Central to the SAG-AFTRA, 160,000 members are demanding increases in pay, revising compensation for
residuals primarily on streaming, as well as the major concern of AI replacing their jobs and

Ron Currie, a striking screenwriter, sums up the mood felt by all with his statement, “I don’t
need a cut of Netflix executives’ stock compensation. What I need — what I demand — is that
they treat me and the people I love as though our lives and labor are every bit as significant as
theirs.” The strike has effectively shut down Hollywood productions as well as theatrical and TV
production in other cities.

While the contracts do not affect advertising, there could potentially potentially be a positive
impact on advertising on both TV and digital advertising in which actors would participate.
To start, more actors would be available for ads as they are not tied up on movies or TV, and
they might be able to work at more competitive rates. Smaller marketers, DRTV marketers and
others that perhaps could not afford celebrity or high priced talent could find those doors opened.
The availability of top crew is also a bonus for smaller projects.

DRTV, CTV, infomercials, direct response TV, etc. could have more ease in negotiating with
these actors. It’s could be a win-win for both the advertising/digital industries and the actors on
strike, as well as the crews and other vendors who normally service the TV and Film industry.

It also may create a more favorable climate for TV rates as many brand marketers may not want
to pay top dollar to run ads on re-runs and reality TV shows only. Thus, the lower rates could
also help performance marketers and DRTV products to achieve better ROI on TV buys.

With the thorny issues of AI and streaming royalties being complex hurdles to overcome, the
predictions are for a long strike and thus time for DRTV and other direct to consumer marketers
to take advantage when they can of wider pool or actors, more depth to crews and potentially
lower media rates. Turning lemons into lemonade is something all can get behind.

Threads vs Twitter

Threads vs Twitter

Everybody knows the social media platforms Instagram and Twitter. For most people, everybody
that knows these apps also know their owners Mark Zuckerberg (Instagram) and Elon Musk
(Twitter). Recently, a new app developed by the Instagram team has been brought to light, called
Threads, which functions exactly like Twitter, but obviously with its own differences to avoid
copyright. The reason for its creation is due to the “fall of Twitter”, as Elon Musk has made
many huge changes to Twitter since he purchased it including restrictions on certain things (e.g
the Tweet View Limit) and additions of widely unwanted or controversial features such as the
ability to purchase verification marks. From the purchase of Twitter until now, Twitter has lost
66% of its value, meaning Twitter has gone from being worth $44 billion to $15 billion. Many
people say that Twitter was “ruined” because of Elon, causing hate and controversy surrounding
him. This negative change in Twitter heavily impacted its users, especially the users that use
Twitter for business or growth. With the decline of active users on Twitter, digital advertising,
digital marketing, and even things like TikTok advertising and Facebook advertising on the
Twitter platform is much more challenging. Users required an alternative for this dwindling app,
and that’s where Threads comes in.

Threads was developed as an alternative for Twitter, gaining immense attention and popularity in
the media, in fact, 100 million Threads users joined the app in less than a week of its release, and
there isn’t even any CTV advertisements or infomercials to advertise this app, the only
advertisements that exists for Threads is by users encouraging other users to join it or from
notifications and features about Threads on the Instagram app. Because of the rising number of
users on this app, there is an extremely large potential for business such as new forms of social
media marketing or video advertising. Since this Twitter-like app was founded by Mark
Zuckerberg, it has brought Elon’s attention, which sparked tension between the two social media
leaders. Elon called out Zuckerberg for his new app and threw shade at him, saying vile things
like “Zuck is a cuck” and even filing a lawsuit against Meta for “poaching ex-Twitter employees
to create the ‘copycat’ app.” Zuckerberg is aware of this as well, and even agreed to participate
in a cage fight proposed by Elon.

The Threads app grows more and more popular by the day, and so does the tension between Elon
and Zuckerberg. The competition between these two big leaders is certainly something the media
is unable to ignore.

Shifting the Direct to Consumer View of Social Media

Shifting the Direct to Consumer View of Social Media

Social media is widely seen as an online platform to communicate with friends and family, along
with taking in news or sharing moments of one’s personal life. Many people around the world
use these social media apps and websites for such personal purposes, but excessive use can lead
to addictions of the media, causing problems such as “Zombie Scrolling Syndrome” (mindless
scrolling on platforms), depression among younger users due to comparing themselves to people
others who they think are “above them”, taking in misinformation, and even leading to physical
problems such as back pains and eye problems. But this can be a tool rather than a burden and
this engaged audience can be open to positive advertising messaging from direct to consumer
marketers who offer products and services which solve problems.

Mindless scrolling and irrelevant information intake are a huge contrast to what can be achieved
when taking advantage of social media and its power. Instead of worrying about Tom Holland’s
thoughts on becoming Spiderman, think about teaching and learning and entertaining by
advertising properly to certain audiences, creating d2c relevant outreach, forming connections
with people of similar interests/passion, and working with positive promotions for people. All of
these things can be done on social media, and the tools and information necessary are there.
Insights, analytics, campaigns, collaboration are incredibly useful tools which are provided by
social media platforms such as Instagram, Facebook, Twitter, TikTok, etc.

Using Social media advertising to enhance people’s lives rather than contributing to the zombie
scrolling can contribute beneficially to the consumer in addition to hopefully turning them on to
products and services which can help make their lives better.
Many direct to consumer marketers realize the value of these tools and concepts, and utilize them
to the fullest extent, while also conducting their own research on things relevant to them (e.g.
hashtags, platform algorithms, etc.). Smaller companies can compete with companies many
times their size in social media by simply keeping consistency with things like posting at the
right time, advertising their products to the right audience, collaborating with other business
owners, etc.

In the end, it is the user who chooses how they use social media, whether it’s to benefit
themselves in a variety of ways, or to be swallowed by the media. The tools to enable good
outcomes for all can benefit both consumers and marketers alike.

Creating Facebook and Instagram ads with ROI

Creating Facebook and Instagram ads with ROI

Most d2c marketers are aware of the necessity of having a presence in social media channels such as Facebook and Instagram which allows a business to reach a wide variety of people and engage with potential customers. However, creating a successful social media advertising campaign that drives results has become a larger challenge.

First and foremost, it is important to clearly define your target audience and set clear objectives. Are you looking to drive sales to a landing page, retarget prospects, acquire leads through form fills? It is essential to understand the demographics, interests, and specific behaviors to be able to create highly targeted ads. This will be beneficial to help shape your ad strategy and measure successfully.

For direct-to-consumer social media, capturing the attention of prospects is critical and thus both ad copy and visuals must be compelling. Video will help lift attention. Videos that are short (usually :15 or less) get the best engagement. Ad copy must be concise and clearly communicate your unique value proposition. It is important to use attention grabbing headlines and include a strong CTA.

One major advantage of Facebook and Instagram is their specific targeting capabilities. Implementing these helps target the correct audience. When your ads reach the right audience, you can ultimately increase your conversion rate.

A crucial component of any successful campaign is A/B split testing and optimizing. Through experimentation with different variations of ad elements, and different audience segments, you are able to identify what is resonating and optimize as you go. To improve campaign performance , it is important to closely monitor key metrics such as click through rates, conversions, engagement rates, and cost per acquisition.

Facebook and Instagram are a great adjunct to DRTV outreach. The retargeting capabilities which allow ads to anyone who has either visited a page, clicked, shared or any other metric, can be a powerful closer to the DRTV viewer.

The lead generation abilities of Facebook are also excellent in acquiring a database that can be marketed to via phone, email or text. This is a powerful use of Facebook particularly and can beat the cost per lead of other platforms if well targeted.

In conclusion, if you want to create successful Facebook and Instagram campaigns it requires a strategic approach, continuous optimizations, and a deep understanding of your target audience. By following these practices, you can drive performance marketing and achieve your marketing goals. It is key to continually monitor and measure your ad performance regularly to ensure you’re getting the most out of your digital advertising efforts. The world of social media is ever – evolving. By staying up to date with the latest trends and techniques, you will have a leg up on the competition and drive success with your Facebook and Instagram ads.

The Rise of ROI Audio Advertising

The Rise of ROI Audio Advertising

Direct to consumer marketers might be surprised at the great ROI that audio advertising can bring due to the rise of multiple streaming platforms and higher engagement through listening to podcasts and audio streaming channels. Is audio the new infomercial? Not yet, but it is fast becoming a tried-and-true performance marketing channel driving trackable actions and results, such as clicks and sales.

Audio advertising delivers performance marketers with a unique opportunity to engage with their target audience on a more personal level. Through leveraging precise targeting capabilities, advertisers can reach specific demographics and interest groups, ensuring their message resonates with the right audience.

Marketers can gather much insight from data and enhanced targeting capabilities. For DRTV advertisers, finding comparable podcast platforms in genres that have delivered on TV can be a huge advantage.

Podcasts can deliver host reads, where the hosts speak about the product or service from their own personal experience (much like an influencer of sorts) and there is also the opportunity to purchase pre-recorded audio spots in the podcast itself.

Because podcasts live on the respective platforms, there is quite a bit of drag to the orders, oftentimes coming in weeks or even months after the media buy has ended.

Tracking orders or leads through codes helps enable the attribution.

Digital audio streaming ads in local regions which have performed historically well for a marketer can be used in conjunction with national podcasts and can be quite effective.

Since the pandemic, audio listenership has grown and flourished and thus is an undoubtedly more viable channel for d2c marketers to connect with their target audience in a memorable way and enhance the ROI of their multi-channel campaigns.

Why Video Needs to be Part of Your Marketing Mix

Why Video Needs to be Part of Your Marketing Mix

Consumers are watching videos on all platforms more than ever before. According to a recent survey from HubSpot ,the number of digital video viewers worldwide is expected to reach 3.5 billion. Also in 2023 people are watching on average 17 hours of online video per week. And 91% of businesses are using video as a marketing tool.
Consumers depend heavily on this type of content during their research phase when making purchasing decisions. Thus, having a smart video strategy is a vital component to have in your marketing toolbox, especially if you are a d2c marketer.
Video continues to impact performance marketing. Performance marketing, which focuses on driving specific actions such as clicks, leads, or sales, has become increasingly reliant on video. As consumers become more selective with the content they chose to consume, video has proven to be a more engaging outlet for ads rather than static images or text which are much less captivating. In the world of digital advertising, video advertising has become a key component of any successful campaign.
As much as consumers love watching videos, shorter length videos are preferred. We owe a lot of this to TikTok. After the rise of TikTok, a wave of short form content shortly followed suite. Consumers are continually seeking out short snappy videos under 1 minute long
Direct Response TV (DRTV) and infomercials are becoming popular methods again for direct-to-consumer (DTC) brands to promote their products in detail while also displaying a call-to-action, allowing viewers to make a purchase. The DRTV video content blends information, inspiration, and entertainment with a bit more fun than the old DRTV days where the offer was the main ingredient.
There is also more video in advertising on gaming platforms as well, which is a genre that more and more direct to consumer marketing companies are exploring.
Video advertising will continue to grow and evolve with each new platform. This is a positive for d2c marketers, as it provides the opportunity to increase engagement, drive conversions, add to the database and ultimately see a positive overall impact on revenue.

Why Video Needs to be Part of Your Marketing Mix

Why Video Needs to be Part of Your Marketing Mix

Why Video Needs to be Part of Your Marketing Mix