October Right Now Report
The Right Now Report gives you the high-level updates you need without the unnecessary clutter. In the October Right Now Report, we’ll cover how social media platforms are making moves to keep users from clicking off their platforms, how Apple’s iOS 18 might affect your email marketing and how you can meet customers where they’re at this holiday season.
Have you noticed there are fewer links in your social media feeds?
Many social media platforms are deprioritizing links in favor of creating a more self-contained ecosystem. Many social media platforms are deprioritizing links in favor of creating a more self-contained ecosystem. On Facebook, the platform continues to prioritize content that generates higher engagement and keeps users on the platform for longer, like videos.
Earlier this year, LinkedIn made changes to how link previews appear in organic posts, displaying smaller images. According to LinkedIn, “When an organic post becomes a Sponsored Content ad, the small thumbnail preview image shown in the organic post is converted to an image with a minimum of 360 x 640 pixels and a maximum of 2430 x 4320 pixels.” This adjustment serves two purposes: it keeps users engaged on the platform and promotes the use of sponsored posts.
Similarly, last year, X (formerly Twitter) made a similar move to automatically update image previews from third-party links to discourage external links.
When planning out your marketing it is essential to think through how you can accomplish your marketing goals without users leaving the platforms. This might involve crafting content that encourages interaction and drives conversations directly within the platform, rather than directing users away.
Ultimately, while algorithms will continue to change, producing engaging content will always be key to staying relevant and connecting with your audience.
How Apple’s iOS 18 might affect your email marketing
iOS 18 is the latest operating system for the iPhone, announced in June and rolled out on September 16, 2024. A key feature of this update is Apple Intelligence, a new AI system that will transform how Apple email users interact with their inboxes. This functionality is similar to Gmail’s tabs but includes additional features.
If you’re already following email best practices, you may not need to make many changes. However, it’s always important to double-check that your emails are optimized for all inboxes and platforms.
As Apple’s AI sorts through emails, identifying and prioritizing messages using machine learning, natural language processing and users’ past behavior, the importance of personalized content becomes even greater.
Here are three ways you can set your emails up for success:
- Personalize your emails when possible: Tailoring your messages to match your subscribers’ interests is key to boosting engagement and making sure your emails don’t get lost in the shuffle.
- Make sure to use alt text: Alt text is a written description of your images or other visual images that make visual content more accessible for users who use a screen reader or for when an image doesn’t load. This not only helps Apple’s AI accurately categorize your messages but also ensures that your content is accessible to all users.
- Avoid all-image emails: This is important because emails without text can be blocked by spam filters, may limit accessibility for screen readers and can cause slow loading times on mobile devices. Now, with iOS 18, prioritizing text in your emails is even more crucial.
If you keep these tips in mind, you’ll be ready to tackle the changes that iOS 18 brings.
Marketing fatigue is expected to impact 67% of customers by November 2024
A recent study from Optimove Insights revealed that 67% of customers expect to feel overwhelmed by the volume or repetition of marketing messages, leading to decreased engagement and negative brand reception.
As holiday marketing ramps up, this sense of overwhelm is only predicted to rise. By December, 81% of customers are expected to be overwhelmed by marketing messages.
However, this doesn’t mean customers want to cut all ties with brands. In fact, 50% of respondents to the survey feel optimistic about the economy, up from 26% in 2023. This optimism is expected to lead to increased holiday spending, with 61% planning to budget more for gifts.
It’s important to deliver messages to customers in the way they prefer. While 23% of customers want fewer messages from brands they subscribe to, 43% want more messages from trusted brands to help them with their holiday shopping.
By focusing on personalized, multi-channel experiences, brands can stay relevant while reducing the risk of marketing fatigue. When you engage customers across a range of channels, such as email and social media, they are more likely to interact in the way they prefer.
Additionally, 95% of customers will return to a brand or retailer if they have a positive experience. This begins long before a purchase is made. Customers value personalized communication, helpful customer service and alignment with their values. For instance, 79% of customers consider a brand’s environmental commitment as important. 76% of customers are willing to pay a premium price for eco-friendly products.
No matter what service or product you offer, there are opportunities for you to maintain the trust of your customers, earn repeat business and stand out in a crowded market.
More News You Should Know About
As of October 15, YouTube allows for three-minute long Shorts, up from one minute. For reference, Instagram and Facebook Reels can be up to 90 seconds and TikToks can be up to 10 minutes. This change on YouTube means that it’ll be even easier to share your short-form vertical videos on multiple platforms.
If you have any questions about these topics or would like support in implementing these trends in your own marketing strategy, we’re here to help. We’re committed to helping you navigate the ever-changing landscape of digital marketing with ease.
We’d love to hear from you! Reach out to us today to explore how working with Right Relations can help you stay ahead of the curve and bring joy back to your marketing efforts.