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- Friday, May 16
I asked ChatGPT to give me an inspirational yet not corny message to help me start off this Friday, and here’s what it gave me:
“You don’t need to do everything today. Just the right things. One solid step forward is still momentum.”
🌟 Today’s Highlights:
YouTube’s new “Peak Points” ads use AI to interrupt the best part of a video
Google added device targeting to Performance Max
The secret to getting in the world’s largest publications without upfront fees
📊 Stat of the Day: Google search impressions are up 49% year-over-year, but click-through rates are down 30%. (Source: BrightEdge)
💡 Today’s Insight: Everything you need to know about IG’s new Unlockable Reels
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💡 Today’s Insight 💡
🗞 TL;DR - Instagram is quietly testing a new feature that could offer major benefits to brands building communities. Unlockable Reels, also being called “locked” or “secret code” reels, are designed to encourage a new “IYKYK” way of engaging with your community. Get to know this new content opportunity before it launches so you can jump into it fully ready.
💡 Insight - First, what are unlockable Reels? They’re Reels videos that are hidden behind a code. Instead of tapping play, users are prompted to “enter secret code” before they can view the content.
Creators may opt to offer a clue instead of just giving the code outright. Once users crack the code, the Reel plays normally. Before entering the code, the thumbnail appears blurred out in the feed and when you tap on it.
So, why is it useful? Well, it’s a great way to build and foster community. Password-protected Reels offer a way for brands to offer something special to superfans and help connect people in a fun, intimate way.
Here’s how brands might use Unlockable Reels:
Exclusive drops for your mailing list. Share a secret code with newsletter subscribers to unlock exclusive content.
Early access content for loyal fans. Let superfans or private community members get first dibs on a new product or announcement.
Promo codes for repeat customers. Share limited-time offers that only your existing customers can access by emailing them the code.
Launch hints or teaser trailers for product reveals. Build anticipation by hiding teaser content behind a code by gamifying a product drop.
Regional content for specific markets. Share updates or offers to a local audience by sending codes through mailing lists or in-store signage.
Still TBD on when Unlockable Reels will launch, but keep your eyes peeled!
⚡️ Today’s Headlines ⚡️
🔗 You can now add up to five links to your Threads bio. In addition to the maximized links, Threads is also providing more insights on how links perform and enhanced insights on your Threads posts overall.
🏆 Want my 9-figure Facebook ads playbook? I break down exactly how I’m finding success on Facebook ads this month, on Spotify, Apple, or YouTube →
🎥 YouTube’s new ads ruin the best part of a video on purpose. The new “Peak Points” ad format uses AI to identify the “peak” moments in a video and place ads right during that most exciting moment.
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📱 Google Ads rolled out device targeting options for PMax. The new targeting option will let advertisers optimize spend across computers, phones, tablets, and TVs – a level of granular control that was previously unavailable at the campaign level.
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