Watch n’ Shop

Remember when YouTube was just for watching hilarious and adorable cat videos? Wow, we miss 2008. The platform is now following its parent Google’s footsteps in becoming a full on shopping destination by working with creators to add product tags to videos. By connecting with Google’s shopping and analytics capabilities, the goal is users will eventually be able to shop the products they see in videos directly.

As e-commerce and social media become increasingly intertwined, it’s almost surprising that YouTube hasn’t moved toward shoppable videos sooner. But as TikTok and Instagram Reels also explore product links within videos, it’s clear this is a trend we’ll soon see across the social media board. 

For brands, this further highlights the importance of working with video on social — because YouTube videos are no longer just a form of mild entertainment. They’re an essential tool for  digital brands. 

TL;DR: YouTube is testing product tags within videos to allow users to shop directly from videos themselves.

Time To Get Personal

As a marketer, the buzzword “personalization” may ring a few bells. From personalization tags in emails to those hyper-targeted ads (yes, the creepy ones), there are a ton of ways to incorporate a personalized touch into your messaging strategy. But for those touches to stick with your audience (without being … uh … scary), you’ll need to get in tune with some emotions — we’re talking some major life event feels.

Targeting users by their significant life experiences takes personalization to a deeper level. Life events offer up some sweet real estate for personalization — emotions are running high, and decision juices are flowing — so tap into that sweet spot and align your brand’s targeting strategy with more intimate messaging. Striking that emotional chord with your audience differentiates your message from the clutter of content we see every day. Tactful use of this personalization strategy can help forge stronger connections between your brand and your targeted audience, leaving your customers wanting to see more from your brand (16% more likely, to be exact).

Emotional connections to brands, like people, stick around longer than a first impression or a shallow interaction. Don’t be afraid to get personal with it. 

TL;DR: Major life events (and the emotions that come with) offer significant targeting opportunities for ad personalization and brand connections.

And I Quote ...

The world of viral internet stardom is always shifting, and these days Twitter is making it more difficult than ever for tweets to get their 15 minutes of fame. As the U.S. presidential election fast approaches, the platform is implementing several measures to slow the spread of misinformation, including making “quote tweets” the default option when users seek to retweet.

While regular retweets are still an option, Twitter hopes that by adding a bit of friction to the process, users will be more thoughtful about what they share and add their thoughts before blindly amplifying others.'

The change will roll out to all users on Oct. 20 and last through at least the end of election week. Because of it, marketers shouldn’t be alarmed to see a shift in Twitter metrics for a few weeks — as reach will likely take a dip, but the potential increase in quote tweets could mean higher quality audience engagement. End quote. 

TL;DR: Twitter makes it more difficult for users to retweet by encouraging quote tweets in the weeks leading up to the election.

ICYMI