#42 The Least Boring Weekend Newsletter
Good Morning readers!🌞
Did you know that 90% of the world's data was created in the last two years alone and that this number is predicted to double every two years? CraZy, isn’t it?
D2C x METAVERSE
META ACCEPTS CRYPTO
Meta, formerly Facebook, has decided to accept cryptocurrency advertisements on their ads network. ( Finally?)
As the regulatory framework for cryptocurrencies matures, Meta Platforms Inc., the parent company of Facebook and Instagram👪 , is making it easier for businesses to run adverts promoting cryptocurrency on its social media pages.
Many marketers who wished to promote cryptocurrencies or associated firms formerly had to file an application that included, among other things, any licenses they had earned and if they were traded on a public stock exchange.
Now, the company will accept an ad if the advertiser, such as a cryptocurrency exchange or a crypto wallet, has one of the 27 regulatory license that is qualified. ( huh)
The ad policy adjustment comes as Meta's flagship crypto-related initiative is being scaled back. Meta's position on crypto ads has shifted significantly in recent years, as regulators have provided more clarity and cracked down on unscrupulous actors.
Crypto exchanges and trading platforms, organizations involved in lending and borrowing, crypto wallets, and companies that market mining hardware and software will all require prior written authorization from Meta.
This change will make their policy more egalitarian and transparent, allowing a large number of marketers, particularly small businesses, to utilize their tools and build their companies. Amazing isn't it?
TIK TOK COMING OUR WAY
Isn't it likely that the first thing that comes to mind when you hear TikTok is a popular song or dance?💃
TikTok has unquestionably altered our perceptions of the world. It has also evolved into a platform for sharing entertaining and informative content(all of us love that) that can not only get us addicted to the platform but also drive visitors to your website or brand. We'll start with this. Why should direct-to-consumer brands adopt TikTok, and how are we going to go about it?
How has TikTok changed the D2C marketing game?
👉 TikTok is a broadcasting platform as well as a social media platform. Users spend an average of 14 hours a month scrolling through it ( Pretty sure we’re one of them), and it is used by 23% of all internet users in the United States. Videos receive billions of views each month, allowing marketers to reach a large audience.🤯
👉 TikTok, interestingly, uses subliminal advertising. Videos are usually focused on a product or a user, and they don't appear to be advertisements. Many are genuine and insightful testimonials from actual consumers.
👉 Viral marketing allows businesses to reach hundreds of thousands of people with a single video. ( Duhh) Through its Creator Marketplace, TikTok also aims to connect brands with influencers. Even tiny groups might benefit from this partnership matching.
👉To increase user engagement, brands might establish campaigns and use hashtags and challenges. Those videos are also possibly shared, viewed, and replicated by millions of people.
Here's an example of Almund's team using TikTok to increase their user engagement.
But, how can we make the best use of TikTok?
Here are a few tips to get you started!
👱 Customer feedback
TikTok showing customers attempting and/or rating items appear to be pretty natural on the platform. This is often because the content is organic. When you see a consumer evaluate a product, it makes you want to give it a try, which helps brands establish customer trust.
👩🎤Mega-influencers that promote a product
Mega-influencers frequently generate material in which they mention that they are utilizing a sponsored product but do not try and/or review it. Even though marketers pay mega-influencers for many of these TikToks, the TikToks don't often feel like advertisements.
🎶 Expertise in the area
These brands create their content rather than relying on user-generated material. Because they are beneficial to viewers and entertaining to watch, TikToks receive a lot of attention.
📈 TikTok trend videos are created by affiliates.
Three of the top 50 apparel brands use affiliates to create on-trend TikTok content. Viral tunes like Glam Story, All The Way Up, and Laffy Taffy ( Definitely heard of it right?) are featured in the top-performing TikToks from these brands. This could be a useful content approach for firms in other product categories as well, but it appears to be especially well-suited to clothes.
TikTok is here to stay obviously, but with a lot of competition. It's only fair if we make the best use of TikTok and grow. ☝
WHAT’S COOKING, HUH?
Direct-to-Consumer Brands Become Platforms as They Expand Beyond Core Products
When someone says "Warby Parker," the first thing that comes to mind is probably "glasses." Similarly, the first thing that comes to mind while hearing "Allbirds" or "ThirdLove" is presumably "sneakers" or "bras," respectively.
The single-track word association game may not function as well if these and several other direct-to-consumer (D2C) firms succeed in implementing some of the objectives they've described in recent months.
Many traditional retailers are looking to D2C enterprises for inspiration, and those same retailers are looking at how long-established merchants have grown and flourished by expanding beyond their main business.
Executives at Allbirds stated earlier this week that they hope to create "a global lifestyle brand" centered on sustainability and natural materials.
Last year, the company launched its first venture outside of footwear, a line of apparel that included shorts, shirts, sweaters, and socks.
Apparel currently accounts for slightly less than 10% of Allbirds' revenue, but Tim Brown, co-founder, and CEO claims that the next two to three years will feature "the most exciting product pipeline in the history of the company," including new lifestyle and performance product launches as well as new types of material. (🥳Yayyy)
TOP READS FOR THIS WEEK
💸Butter raises $7M to end ‘accidental’ customer churn due to payment failure
🕸 ZA Group launches new corporate website expands direct to consumer Brands
➿ Allbirds' net loss nearly doubles in Q3
➕ Parade opens first brick-and-mortar store in SoHo
🍜 Nestlé cooks up plans to make eCommerce 25% of sales by 2025
In need of a job? We’ve got plenty awaiting you!
CHOOSE SUCCESS below and have a great week! ‘Get that D2C business runnin’.