Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's Learn to Ski and Snowboard Month, Alluser! Pizza, French Fries. Pizza, French Fries. IFYKYK.
In today's edition:
Could you be paying more for LinkedIn ads than you need to? Wondering how the experts approach bidding?
LinkedIn uses a second-price auction system, similar to Google Ads. When an impression becomes available, advertisers compete in a rapid auction. The winning bid depends on two factors: relevancy score (based on ad performance) and bid amount.
The winner pays one cent more than the second-highest bid. With high-performing ads (measured by click-through rate), you can win impressions with lower bids.
3 Advanced Bidding Tips
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Start with lower bids than LinkedIn recommends. While average costs per click in North America range from $8-$14, LinkedIn often suggests much higher bids ($25-$60).
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For manual bidding, set higher daily budgets initially to understand true spending potential at your bid level. After a few days, adjust bids or budgets based on performance.
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When using lifetime budgets, consider combining them with daily budgets to prevent spending the entire campaign budget too quickly.
Today's tip was inspired by AJ Wilcox, a featured speaker at Social Media Marketing World.
Wish You Had a Crystal Ball, Alluser? 🔮
Wouldn't it be great to know exactly what's working now so you could rapidly improve your marketing results?
In just over 60 days, thousands of marketers will arrive in San Diego for Social Media Marketing World 2025. They'll be there to learn the latest marketing strategies and techniques from leading experts. Will you be joining them?
"I learned so much; I was surrounded by experts, not only on stage but sitting next to me in the audience," said Sarah Combs.
Attend and watch what happens to your marketing.
AI Music for Business: How to Get Started
Are you thinking of using AI music in your marketing? Wondering how to create original tracks for your business?
Music and marketing have been intertwined for nearly a century, with the first commercial jingle appearing in a Wheaties radio advertisement in 1926.
AI music opens up numerous possibilities for marketers who previously avoided music due to a lack of expertise or budget constraints.
In this article, you'll discover what you need to create AI-generated music for videos, podcasts, and ad campaigns. Plus, you'll get a behind-the-scenes look at how our Senior AI Marketing Strategist, Dan Sanchez, created a song for a social media post.
Creating AI Music: The Tools
Creating AI music requires two primary tools.
First, you'll need a text generation like ChatGPT to create lyrics. You can also use it to identify and understand music genres you can describe but can't put a name to. This is helpful for non-musicians who need guidance on musical styles and terminology.
Second, you'll need a music generation tool. Dan recommends Suno.ai and Udio.com. While both offer free and paid tiers, Udio provides the added benefit of commercial rights to the music you create.
When you begin creating music, lyric development will take about 15-20 minutes, and music generation will take 1-1.5 hours. The entire process should take approximately 2 hours per song.
BTS: A Social Media Marketer's "12 Days of Christmas"
Sanchez created this holiday post by developing a professional-quality parody of "The 12 Days of Christmas" specifically for social media marketers. Here's how he did it:
Step 1: Lyric Generation with ChatGPT
Sanchez approached ChatGPT with a specific vision: a fun, industry-specific holiday song that would resonate with social media marketers. He worked through several iterations with ChatGPT to craft lyrics that balanced humor with relatable professional challenges.
Genre/Style: Fun and festive parody of "The 12 Days of Christmas" Theme: Celebrating the challenges and wins of social media marketers during the holiday season Tone: Lighthearted, humorous, and relatable Perspective: From the viewpoint of a social media marketer (or team) during the holidays Key Phrases/Imagery: "Engagement soaring through the roof" "Twelve scheduled posts publishing" "A client calling for last-minute changes" "Ad budgets climbing higher and higher" "Trend-chasing on TikTok" Structure: Mirror the structure of "The 12 Days of Christmas" with escalating lines that fit industry-specific struggles and wins Specific Requests: Include humorous but relatable social media terms (e.g., hashtags, algorithms, content calendars) and a mix of chaos and joy marketers experience during the holidays.
The final lyrics playfully captured common frustrations:
"For Christmas, my job gave me twelve trending TikToks, eleven comments trolling, ten bots spamming, nine DMs sliding, eight tweets to schedule, seven hashtags trending, six metrics plummeting, five client edits, four last-minute memes, three Canva crashes, two reels reduced, And a boss who wants it to go viral."
Step 2: Music Creation in Suno
With lyrics in hand, Sanchez used Suno to create the musical track. He notes that finding the right version required patience and iteration, but the process was straightforward:
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Created a new project in Suno
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Pasted in the finalized lyrics
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Specified vocal preferences and musical style
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Generated multiple versions until finding the perfect match
Step 3: Video Creation
Finally, he recorded himself reacting to different parts of the song to produce the final video.
5 Ways to Get Started With AI Music in Your Marketing
Begin with Background Tracks: Create simple instrumental tracks for existing content and experiment with different genres for your brand. Then, build a library of custom background music for various content types.
Develop Platform-Specific Content: Create shorter musical pieces for social media and design longer formats for YouTube content. Then, you can adapt that music for podcast intros and ad breaks. You can also generate specific tracks for in-store experiences.
Test Seasonal or Event-Specific Content: Design special occasion jingles, holiday-themed songs or produce timely pieces related to trending topics.
Build Your Audio Brand: Develop consistent background music styles, custom jingles for different product lines, and signature sounds for digital interactions, notifications, and alerts. Consider incorporating music into:
Combine Music with Video: Create lyric videos with moving backgrounds or add music to AI-generated cartoon-style animations.
Today's advice provided with insights from Dan Sanchez, a featured guest on the AI Explored podcast.
An Extra Day of Training for Alluser?
Many attendees tell us the workshops are the most valuable part of Social Media Marketing World.
Here's just some of what's waiting for you with your All-Access ticket:
🔥 Steve Wright: Mastering Mobile Video
🔥 Nancy Harhut: Using Behavioral Science to Improve Your Results
🔥 Rory Vaden: Content Marketing Strategy for Personal Brands
🔥 Tamsen Webster: Fundamentals of Message Design
🔥 Zack Duncan: Google Analytics 4 Simplified
"I enjoyed the workshops the most and felt like I was able to get the most value out of those, with the most actionable insights to bring back," said attendee Madeline Darveau.
Yes. I want the extra training!
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Meta's Detailed Targeting Exclusions: Advertisers will retain the ability to exclude employers through Audience controls at the account level. Custom audiences within the exclusions field will be deprecated, though advertisers can continue using custom audience exclusions by utilizing the excluded_customer_audiences field. The implementation window for developers to make these code changes opens on January 21, 2025, with a completion deadline of April 21, 2025. These changes will be implemented in Version 22 of the platform. Source: Meta
Instagram Profile Changes Announced: The platform shifted to a tall grid format, motivated by the prevalence of vertical photos and videos, which are better displayed in rectangular formats. Acknowledging that this change disrupted users who carefully curated their grids, Instagram will improve thumbnail customization features to help users achieve their desired aesthetic. The platform plans to integrate Highlights into the grid as a separate tab, addressing the current issue where Highlights create visual complexity and push down grid content. To maintain creator control, Instagram is developing a tool that will allow users to reorder their grid according to their preferences. A new feature will enable users to post content directly to their grid, bypassing the main feed entirely. Source: Mosseri via Threads
Instagram Edits App: Edits is a comprehensive creative suite. The app will feature a dedicated inspiration tab and a section for storing early creative ideas. Users can access the same enhanced camera system used to record the announcement video. The app includes standard editing tools and allows creators to share draft versions with friends and fellow content creators. The app will provide detailed analytics about video performance for videos shared on Instagram. The app, rolling out next month, is currently available for pre-order on the iOS App Store, with an Android version in development. Source: Mosseri via Instagram
X Video Tab: The platform announced an immersive video tab, found in the app's bottom bar, is rolling out to users in the United States. Source: X via X
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