In this newsletter, you’ll find:
Let’s dive in: 👇
With the increase of DTC marketing comes a major shift in the advertising space…
At one point, polished, highly branded ads communicated trust and that a brand has the funding and capability to produce a great, high-quality product.
However, the trust has been broken by mega brands enough times, and consumers now desire to see a level of authenticity to earn brand trust. 💗
As such, Meta is now suggesting ad content they’re calling ‘Lofi.’
This ‘lower-quality’ more authentic content, a staple at Pilothouse for years, is now being considered a best practice by Meta.
You may have already heard of this concept through various other names — scrappy, humanized, less branded, organic, imperfect, etc.
But, no matter the name, the premise stays relatively the same. 🎯
Don’t get us wrong — branded and polished ad content absolutely has its place in your ad account. However, you need to balance this with your organic, less branded content to access higher performance and effective returns on ad spend scaling.
So you want to Lofi? Here’s how:
Ask these questions when building ads:
1️⃣ Does this have a human element to it?
2️⃣ Does this look like a friend would share with another friend organically?
3️⃣ Does this look like it belongs native to the platform/placement?
Here’s an example of what polished vs. more organic content may look like: 👇
Brands’ top-performing ads differ, but with that being said, Lofi ads are simple to create and iterate on, so what’s stopping you from testing them?
Test out some Lofi scrappier ads, and let us know how it goes! Or, if you’re already using them, let us know where they rank in your ad account. 👀
Did you know a whopping 29% of all greenhouse gas emissions come from the transportation and logistics industry, with the ecommerce sector contributing 17%. 😳
There's a silver lining. Today, 65% of consumers are more mindful of their consumption's environmental impact post-pandemic. This shift in consumer mindset is not just good for the planet; it's an opportunity for profits, too.
Enter EcoCart, your ultimate partner in achieving sustainability. Here's how we can help your brand thrive in this green revolution:
🌳 Sustainability Goals: Identify opportunities to cut your carbon footprint dramatically.
🍃 Carbon Offset Projects: Connect with certified global projects to neutralize emissions and champion a greener tomorrow.
📗 Storytelling Enablement: Craft a compelling sustainability narrative that builds trust and prevents greenwashing.
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The decline of third-party cookies is driven by users demanding more control over their data, rising usage of ad blockers and secure browsers, and new data protection laws in the US. In response, TikTok just announced the launch of their Events API.
The updated API consolidates previous separate endpoints (web, app, and offline data) into one, simplifying the data tracking process for advertisers.
TikTok reported that by combining the TikTok Pixel with the Events API, some advertisers have seen a 19% increase in event capture and a 15% improvement in cost per action.
The new Events API has the potential for advertisers to be able to more holistically look at their platform data. This means enhanced performance data, more chances to capitalize on what's working or what's converting in your account, and easier data maintenance.
Want more info on the new TikTok feature to see if you should be considering it for your account? Click here for the official update from TikTok.
Can’t view the image? Click here.
So we hear you’re looking to increase your TikTok and Reels watch time. But, if you feel like you’ve tried everything, try using transition words. Because attention spans are growing shorter, people need consistent hooks and triggers to stay engaged. Plus, the longer you keep people watching, the more viewers your video will reach!
See what we did there? 👆😉 What do you think, did it work? Did you read the whole section?
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🎁 Google wants to make it super easy for you to shop online. The Holiday 100 list compiles the most searched-for items of the year which makes it easier to find an item your SO actually wants.
🤖 AI just got personal: If you have a ChatGPT Plus subscription you can now create your own personalized AI chatbot.
📈 Searches for ‘anti-detect browsers’ are up. As more customers grow more concerned about online privacy, online businesses may find it more difficult to provide personalized marketing and face declining ad revenue.
Especially in Q4. 😂
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? Tap the link to toss in your application.
DTC Newsletter is written by Rebecca Knight, Frances Du, and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.
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