Good morning,
In a shocking turn of events, users learn that Meta isn’t stealing all of their data for AI… yet. 🤣
Starting June 26th, Meta will be using public Instagram images and captions to train their AI. Chief Product Officer Chris Cox claimed that this will be an unlock to amazing quality images. Let’s hope these learnings carry over to Meta’s AI ad creation tools. 👀
Here’s what you’ll find in today’s DTC:
🔧 Is your Meta Pixel firing correctly? Here’s how to check in just four easy steps.
💅 How Pink Friday’s website design and layout appeals to Gen Z users who love scrolling on social media.
💡 And a great way to build a strong community of loyal customers.
You’re reading this newsletter along with new subscribers from: Smart Skn, PRETTYBIRD, and Monsta Kicks & Co. 👋
🤖 What Could Having A Custom GPT Mean For Your Brand? Let’s Find Out…
We’ve told you about a lot of cool webinars, but now it’s our turn. 😈
Join DTC x Pilothouse on June 25th at 1pm ET as we uncover how you can optimize creativity with AI. Specifically, how custom GPTs boost productivity and profit.
Give us an hour, and we’ll give you everything you need to know about the benefits and how-to of building a custom GPT for your brand. 🧠
Topics include:
🚨 Spots are limited, register now to secure your seat.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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🔧 Check and Test Your Meta Pixel
Making sure your Meta Pixel is firing and tracking accurately is critical for scaling in the DTC space.
The Pilothouse Meta team regularly tests and checks accuracy of Meta Pixels for the brands the team works with.
Wondering if your Pixel is tracking correctly?
Here’s how to check in just four easy steps:
1️⃣ Go into Events Manager, and on the left, choose the Pixel you’re looking to test. Navigate to the “Test events” tab located along the top menu. Then, enter your site’s URL near the bottom of the page and click “Open website.”
2️⃣ A new tab will open so you can actively send events from your site to the events manager.
From here, the Pilothouse Meta team recommends clicking around to different pages on your site, adding products to the cart and putting through a test purchase.
3️⃣ As you navigate through different pages on the site, the events manager will populate all of the events that are actively being tracked, similar to the screenshot below.
4️⃣ Once you have events showing, the Pilothouse Meta team recommends clicking into a couple of them to ensure event parameters are passing through correctly, similar to the screenshot below. Event parameters are essential for accurately tying performance to campaigns and help with retargeting when using catalog ads.
💡 Pro tip: You can also add the Meta Pixel Helper Chrome extension to Chrome to easily view events being tracked on site without going into events manager. The Pilothouse team recommends using both and testing events regularly to ensure proper tracking and attribution.
Once you confirm events are tracking, it’s also a good idea to check accuracy between events being tracked in Events Manager and Shopify.
And there you have it! Making sure your Meta Pixel is firing correctly is key to scaling so don’t forget to do this regular maintenance check.
💗 How Pink Friday’s Site Caters to Gen Z Users
If your website has good SEO, your homepage might be one of your first customer touchpoints, but more and more customers, especially Gen Z, are discovering new brands from social media.
Here are the stats:
Younger customers tend to visit websites after they’ve had a peek at your socials.
Since social media has become such an important customer touchpoint, we see brands integrate more social elements into their website design.
Almost every ecommerce website incorporated an Instagram grid feed on their homepage a few years ago.
Now we’re seeing the TikTok vertical video influence.
Nicki Minaj’s brand Pink Friday Nails is a great example of this design trend.
Their homepage has a section on their Shopify site called Pink Friday Nails In The Wild, which has a series of high-resolution videos users can scroll through.
This panel showcases different nail styles and designs and mimics the look and feel of scrolling through TikTok or Instagram reels.
Customers interested in a video can click on it and land on that specific PDP.
Our thoughts?
This is a great way to make the transition from social to website feel seamless for customers.
It’s also a fun way to see nail art in action and raise those conversion rates.
What do you think of this social media-inspired layout?
🌐 IN THE SOCIAL SPHERE
Creating a private channel for followers is a great way to build community.
Not only will this make them feel like VIPs, but it will also make them more loyal to your brand!
⚡ QUICK HITS
📬 Direct mail is back and better than ever. Poplar drives growth throughout your funnel by combining digital marketing with direct mail. It’s fast, low cost, and dynamic. Try Poplar here. *
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