Essence of Email Weekly - Facebook goes TikTok

Meta launched TikTok clone Reels, short and entertaining videos, on Facebook globally. The feature is now available through the service's iOS and Android apps in more than 150 countries.

The deets: In addition to this, Meta is adding new editing features to Reels and expanding advertising options. Most of these are already available on Facebook Reels in the US and elsewhere and on Instagram Reels in the US and more than 50 countries.

What's that all about: Facebook Reels users will now be able to "remix" other people's videos and upload clips up to 60 seconds in length, just as with Instagram Reels. Additionally, users will also be able to save drafts, and Meta will be adding new video clipping tools "that will make it easier for creators who publish live or long-form, recorded videos to test different formats."

Finally, Meta is adding more monetization to Facebook Reels, which practically means more ads. Two new formats will be added here: banner ads that appear "as a semi-transparent overlay at the bottom of a Facebook Reel" and static sticker ads "that can be placed by a creator anywhere within their reel." The company also says that, in the weeks to come, users will be able to share Reels in more places on Facebook, including Stories and the platform's Watch tab.

However, Meta did not share new statistics regarding the success of its Reels platform. Although it has been very successful in cloning some of its rivals' features (for example, copying Snapchat's Stories function on Instagram), it remains to be seen whether Facebook's short-form video will be able to challenge TikTok.



DIGITAL MARKETING


Microsoft Advertising releases Active Descriptions for Dynamic Search Ads


Source: Giphy
Microsoft Advertising will make dynamic descriptions for Dynamic Search Ads (DSA) the default in April this year. The descriptions will become available in the United States, Canada, the United Kingdom, France, and Germany.

Although the advertisers can opt in to dynamic descriptions beginning today, all existing DSA campaigns will automatically migrate to them in April. From that moment on, all the new DSA campaigns will have dynamic descriptions as the default option.

What does this mean? DSA campaigns will have the ability to dynamically generate both headlines and descriptions. Microsoft said these ads are continually optimized to provide the best messages to consumers. However, this change also means that advertisers will lose control over their DSA descriptions starting in April unless they opt out.

Those who don't want to use the feature will get emails with instructions on how to opt out. Those who want to participate will see a checkbox that says "Enable dynamic search ad text" in the DSA campaign settings. Once enabled, the platform should begin generating dynamic descriptions based on the site content companies have designated. Top-performing dynamic descriptions can be found in the DSA Search Terms report in the new Descriptions column.

How about your brand? Will you be trying this out?



DIGITAL MARKETING


Are you putting your users first?


Source: Giphy
Brands think their customers love them. But is this really the case?

The 2022 CX IQ Index from consumer data platform ActionIQ indicates that there is a big customer experience trust gap between brands and their customers in the US and UK. The survey included 400 consumers and 350 businesses. Here are some key findings:

• 61% of businesses think their customers are very happy with them. But only 23% of customers were satisfied with brand interactions over the past three months.
• 62% of businesses think they are doing well when it comes to respecting consumer privacy. Buuuut, only 45% of consumers agree.
• 54% of brands say they are available when consumers need them. However, 38% of consumers concur.
• 54% of companies think they understand customer needs. But a mere 34% of customers say they are right.
• 51% of brands say they recommend products/services that are relevant to their consumers. But only 29% of consumers go along with that.
• 56% of brands think they are sending personalized communications, 33% of customers give them credit for it.

So what's the truth?

Consumers expect personalization and demand a consistent experience across all interactions (both offline and online). They also want a brand that understands their needs through communication that's personalized to them.

"While surface-level forms of personalization (such as emails using a customer's name or product spotlights based on past purchases) are appealing, consumers don't value businesses knowing who they are as much as having their needs met whenever, wherever and however they interact with a brand," the study notes.

What can brands do to improve and provide personalized experiences? Collect zero and first-party data, create smooth experiences between online and offline channels, implement loyalty programs and treat loyal customers better than potential customers, offer multiple customer service channels, etc.



EMAIL DESIGN INSPO


Neon all the way!


Source: Unlayer
In color psychology, neon colors stand for boldness and excitement. So instead of playing it safe with basic color palettes and muted hues, try neon colors and stand out!

They will make your brand appear fun, youthful, and daring. However, don't go too far and use neon as a background color. Use those colors sparingly, for important elements (bear in mind neon colors stand out more against dark backgrounds). Or, for mega-coolness, add a blinking neon sign to your email!

Take a look at this cool example by Starbucks. That sun shines indeed!