Winner of the Week:
Do314 + Email Champs!
Seasonal guides, email content hot takes, and a sprinkling of Facebook best practices - this week's got a little something for everyone:
On an unrelated note of audience best practices - you've probably seen that Facebook got rid of the 20% text on share images rule for boosted posts a while ago. That doesn't mean go buck wild on adding text to your share images though. We did some testing for ad images with little to no copy vs ad images with the standard amount of copy for share images. An example would be this creative vs. this creative. The test found that CPMs for ads with less copy are indeed lower. The extent to which they were lower varied from 2% to 30% lower in the test. CPCs were less variable, but were in general lower without the copy.
The takeaway? Use the headline and description text sections of your posts to communicate value, and the share image should augment on that without a ton of copy in it. Of course, you can only do so much with the creative clients give you, but that at least gives you something to shoot for. Need an example? Scroll back to the beginning of this email.
Make your metro great(a) with data...last week's stats updated below:
- Do314: It's May already, which means it's high time to trot out your patios list. Do314 did exactly that on Facebook last week and tallied 1) the post with the highest organic engagement for the year 2) WoW social traffic increase of more than 3X 3) their highest week of traffic of all time. Similar content is blowing up across the network, so do likewise by posting your list to Facebook with a clear headline and concise post description.
- Do206: Upstream Music Fest Announce + Kendrick Win Before You Can Buy = Highest week of traffic in the last 3 months
- Do604: 10 best breweries list = 2nd highest week of traffic in last 9 months
- DoTheBay: Mega Onsale (expertly teased with "Dave Chapelle + John Mayer Surprise Show" subject line) + Kendrick = 49% increase in WoW email traffic and second highest week of traffic in last 9 months. Bottom line - if Kung Fu Kenny ever does a show in your city, lead your email with it.
On an unrelated note of audience best practices - you've probably seen that Facebook got rid of the 20% text on share images rule for boosted posts a while ago. That doesn't mean go buck wild on adding text to your share images though. We did some testing for ad images with little to no copy vs ad images with the standard amount of copy for share images. An example would be this creative vs. this creative. The test found that CPMs for ads with less copy are indeed lower. The extent to which they were lower varied from 2% to 30% lower in the test. CPCs were less variable, but were in general lower without the copy.
The takeaway? Use the headline and description text sections of your posts to communicate value, and the share image should augment on that without a ton of copy in it. Of course, you can only do so much with the creative clients give you, but that at least gives you something to shoot for. Need an example? Scroll back to the beginning of this email.
Make your metro great(a) with data...last week's stats updated below:
No comments:
Post a Comment
Thoughts to share? DO!