Tuesday, March 25

🌟 Today’s Highlights:

• Google added Search Terms visibility to PMax campaigns

• Meta might start charging for ad-free Facebook & Instagram in the UK

• If you’re not outsourcing sales prep & research to Bounti, you’re wasting time

• 📊 Stat of the Day: More than half of U.S. consumers above the age of 11 have now watched at least one video podcast. (Source: Edison Research)

• 💡 Today’s Insight: Key strategies of the most engaged brands on Instagram

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💡 Today’s Insight 💡

Key strategies of the most engaged brands on Instagram

🗞 TL;DR - While chasing high numbers of followers can be exciting, high engagement is arguably the most important metric on Instagram. Search Engine Journal reviewed the engagement rates for some of the top brands on Instagram to uncover the secret sauce that makes them so… engaging.

💡 Insight - Some brands thrive on storytelling and brand identity. Two of these brands are Nike and McDonald’s, both with high follower counts and solid engagement rates to boot. Nike wins with high-energy visuals that aim to inspire and motivate audiences, while McDonald’s leans into user-centric content like polls, memes, quizzes, and teasers – all great ways to generate more engagement.

Other brands focus on user-generated content (UGC) and community building to boost their engagement. GoPro, Shopify, and Zendesk are three brands doing this solidly, and all with very different business focuses. GoPro has a very consumer-heavy audience, and benefits from the adventurous, fast-paced content its audiences naturally share. Shopify and Zendesk cater to business-centric audiences but do this by highlighting real customers and entrepreneurs, feeding back into the community.

And many brands find engagement in humor and relatable content, like Liquid Death, Ryanair, or the infamous Duolingo. What helps these brands stand apart is their unwavering ability to embrace chaotic, authentic content creation and go where other brands may be too hesitant to go. The payoff certainly seems worthwhile.

⚡️ Today’s Headlines ⚡️

🖌️ X now enables users to edit elements of images with Grok. Users can ask Grok to edit a specific element of an image via basic text and the model will customize just the chosen segment, similar to tools like Dall-E and Midjourney.

✉️ Thinking about building a newsletter but don't have the time to write it? Potions will design and write your newsletter for just $100/mo. Try it free.

👀 Google added Search Terms visibility to Performance Max campaigns. The significant platform update now shows advertisers which search terms are triggering ads and allows negative keywords to be added directly from the Search Terms report.

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💷 Meta is considering charging for ad-free Facebook & Instagram in the UK. Similar to the ad-free subscriptions for Facebook and Instagram users in the EU, the subscription would remove advertisements from its platforms for a monthly fee.

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