Turn Leads into Customers

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🎬 Unleash Your Creativity on TikTok
_{Insights from directtoconsumers.co}

Meta rolled out a new feature in their Advantage+ Shopping Campaigns. Advertisers can now define their engaged customers using Engaged Audiences. Meta describes this group as "people who are aware of your business or have interacted with your business but have not made a purchase."

This is a golden opportunity for brands to target cold leads and convert them into first-time customers. 

🧠 Leveraging Meta’s Advantage+ Shopping Campaigns

First, let's understand how brands can capitalize on this update.

Two key aspects of targeting engaged audiences:

#1: Identifying Engaged Audiences

Imagine you’ve built a decent following on social media, but they haven’t made a purchase yet. These are your engaged audiences. They know about your brand and might have interacted with your posts, but they haven't bought anything.

With Meta’s new feature, you can now target these specific users more effectively.

#2: Turning Cold Leads into Customers

Let’s say you launch a campaign aimed at these engaged audiences. By focusing on their interests and previous interactions, you can create personalized ads that appeal directly to them, increasing the likelihood of converting them into paying customers.

🧐 Understanding the Benefits

This feature is a game-changer for advertisers looking to maximize their reach and conversion rates. By honing in on engaged audiences, you can craft more targeted campaigns that resonate with potential customers who are already familiar with your brand.

Consider the example of an email mishap turned into a customer acquisition win:

🎽 How a Costly Mistake Became a Golden Opportunity

Ever sent an email to your entire customer database by mistake? 😬

An oral care brand recently faced this dilemma when they accidentally sent a $25 birthday voucher to their entire 82K subscriber list. Instead of panicking, they saw it as an opportunity.

By documenting the mistake on TikTok, the video went viral, amassing over a million views in just a few days.

Here’s why this type of content excels on TikTok:

-Irresistible Hook: The video starts with the admission of a major email blunder, captivating viewers who want to see how the situation resolves.

- Authenticity: By using screenshots of text messages and behind-the-scenes conversations, the content feels genuine, making the story more believable and engaging.

- FOMO (Fear of Missing Out): The video mentions that customers are already using the vouchers, sparking curiosity and prompting viewers to act quickly to take advantage of the deal. A follow-up video extended the offer to the TikTok community, capturing new customers at a low cost.

The takeaway?

'Shock and tell' content is an effective way to boost engagement on TikTok and drive sales. However, use this tactic sparingly to avoid eroding customer trust over time.

💥 The bottom line

Meta’s new feature in Advantage+ Shopping Campaigns provides a powerful tool for targeting engaged audiences. By leveraging this update, you can turn cold leads into first-time customers and boost your overall marketing effectiveness.

AI vs. Social Media: Trust Battle
_{Insights from Axios}

In a recent Axios-Harris poll, Nvidia topped the list of 100 major companies for best reputation, with OpenAI, Microsoft, and Alphabet also earning high trust ratings. Despite integrating AI, major social media platforms like Meta, ByteDance, and X are struggling with credibility, landing in the "very poor" category. 

X, in particular, ranked second-to-last, just above the Trump Organization. Interestingly, companies like Spirit Airlines and Fox News fared better. The study revealed that less than a third of Americans are more inclined to buy a product just because it uses AI, indicating that trust goes beyond tech adoption.

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That’s all for today! While we curate another Growth edition for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰