Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's National Sickie Day in the UK, Alluser! Turns out, this is the day the most staff call out from work.
In today's edition:
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🧲 Today's Tip of the Day is for YouTube visibility
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⚙️ Faster, more accurate analysis
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OpenAI deep research
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YouTube ads review
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🗞️ Additional industry news from Meta, Snapchat, and more
Are you using social media to drive traffic to your YouTube videos? Are you wondering which platforms and audiences are worth sharing and which you can set aside for now?
Check Your Traffic Sources
Open your YouTube Analytics and find the video you shared. Next, click on Advanced Mode, then Traffic Sources. Scroll through the results to find External and click.
You'll see precisely how many views came from each social media platform AND the average view duration from each platform.
If the traffic you're driving from a platform doesn't have a healthy view duration, it's likely not an effective place to share YouTube videos.
Today's tip was inspired by Nick Nimmin, a featured speaker at Social Media Marketing World.
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How to Optimize the Customer Journey With Microsoft Clarity's AI-Assisted Analysis
To get the most value from Microsoft Clarity, begin by using the built-in features and pre-defined segments. Get comfortable with the interface before creating the custom segments and advanced analyses described below.
Then, you can start using screen recordings to understand complete user journeys rather than isolated page views. This helps you identify patterns in how users navigate through your site.
Pro Tip: While Clarity provides valuable insights, it works best as part of a comprehensive analytics strategy. Consider using it alongside tools like Google Analytics 4 for a complete picture of your site's performance. GA4's attribution modeling and advanced marketing metrics complement Clarity's behavior-focused insights.
Prepping for Landing Page Analysis
First, clearly outline what you expect from each page on your website. For example, with a sales page, you might expect users to behave in the following ways:
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Spend at least 10 seconds on the page
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Scroll halfway down within 45 seconds
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Engage with pricing information
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Progress to the cart page
Next, you'll need to save the custom audiences that will give you the most actionable insights. Clarity allows you to save custom segments based on specific criteria, including:
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Traffic source (e.g., email, social media)
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Device type (mobile, desktop, tablet)
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User behavior (high intent, serious readers)
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Time periods
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Page paths
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Funnel stages
These segments help you focus on the user groups and behaviors most valuable to you, making your analysis more actionable. You can even exclude segments, such as filtering out existing members who use your login button, to focus on new visitor behavior.
Now, you can review the insights for each of your landing pages. Here's a sample of what Clarity can tell you…
3 Advanced AI-Powered Analysis Features
Microsoft Clarity's integration of artificial intelligence, powered by its partnership with ChatGPT, brings marketers three powerful and time-saving analytical capabilities.
First is automated analysis. Instead of watching countless hours of screen recordings or heat maps to identify trends, you can use Clarity's AI to quickly analyze and summarize the user behavior exhibited by actual website visitors. You'll get up-to-date insights about common patterns and potential issues that negatively impact your landing page performance.
This brings us to behavioral interpretation analysis. The platform will automatically identify specific user behaviors that indicate problem areas, such as:
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Rage Clicks: When users repeatedly click on elements that aren't responding
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Dead Clicks: Clicks on non-functional elements
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Excessive Scrolling: Users searching for content
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Quick Backs: When users quickly return to previous pages
Finally, unlike Google Analytics, which typically has a 24-hour delay, Microsoft Clarity provides real-time insights. This immediate feedback is particularly valuable during launches or email campaigns when you need to monitor user behavior as it happens.
We use this feature effectively for split testing. For example, when testing different variations of our conference speaker page, we can analyze traffic patterns immediately after sending promotional emails.
We've set specific time ranges (down to the second) to compare user behavior between variations, looking at metrics like user intent levels and scroll depth. This real-time analysis helps us identify which version performs better based on actual user behavior rather than just conversion rates.
Bonus Analysis: Clarity also allows you to create and analyze specific user journeys through your site. You can track how users move through multiple pages or steps, identifying where they drop off or encounter difficulties. This is particularly valuable for analyzing sales funnels or content engagement paths.
Today's advice is provided with insights from Chris Mercer, a featured guest on the Social Media Marketing Podcast and speaker at Social Media Marketing World.
Best Investment You Can Make for Your Marketing!
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ChatGPT Deep Research: The new feature conducts comprehensive internet research and analysis, completing hours of research in minutes. Powered by a version of OpenAI's upcoming o3 model, deep research analyzes hundreds of online sources, including text, images, and PDFs, to create detailed reports with full citations. The feature is designed for professionals in finance, science, policy, and engineering, as well as consumers seeking detailed product research. It's currently available to Pro users, with Plus and Team access coming soon. Users can initiate research by selecting 'deep research' in ChatGPT's message composer and providing their query with the option to attach contextual files. Research takes 5-30 minutes, with progress visible in a sidebar. The feature will soon include embedded images and data visualizations in reports. Source: OpenAI
Meta's 4th Quarter and Full-Year 2024 Financial Report: The company saw a significant increase in revenue, rising 21% year-over-year in the fourth quarter and 22% for the entire year, reaching $164.5 billion. Ad impressions increased by 6% in the fourth quarter and 11% over the year, while the average price per ad rose by 14% in the fourth quarter and 10% over the entire year. The company's Family of Apps, including Facebook, Instagram, Messenger, and WhatsApp, remains central to its business model, with 3.35 billion daily active people using these platforms. Looking ahead to 2025, Meta projects revenue growth of 8-15% in the first quarter, with expenses expected to rise due to investments in AI, infrastructure, and regulatory compliance. Source: Meta
Pinterest 2025 Marketing Guide: The document outlines specific marketing opportunities by month and theme. Brands can use the guide to develop strategies aligned with their products and values, such as car brands promoting drive-in movie nights or beauty brands aligning with New Year's resolutions. Source: Pinterest
Snapchat+ Platinum: The new subscription tier allows users to opt out of most advertising within the app. The primary benefit of the Platinum tier is the removal of Sponsored Snaps, Story ads, and Lens advertisements from the user experience. Some advertising will remain visible to Platinum subscribers, specifically in sponsored places and My AI responses. Source: Snapchat
YouTube's AdBlitz: The program has launched for the 2025 Super Bowl, marking its 19th year as a centralized platform for Super Bowl advertisements. It organizes ads by genre, including full commercials and upcoming campaign teasers. Digital viewership significantly outperformed traditional TV for Super Bowl ads in 2023, with 88% of adults aged 18-49 watching ads on YouTube compared to 68% on linear television. AdBlitz serves as a resource for marketers studying creative approaches and trending advertising styles from top brands and agencies. Source: Social Media Today
YouTube Communities Expansion: Communities is a mobile-only feature that enables two-way conversations where both channel owners and viewers can create and share posts, with creators having moderation controls over who can post. The existing Community tab is being renamed to "Posts" but will retain all current functionality, allowing creators to share updates and viewers to engage through comments. Creators will receive email notifications and mobile channel page banners when invited to enable Communities, with the option to activate or disable the feature through their channel settings. Source: YouTube
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