🤯 ​​20% lower CPMs?!

Estimated read time: 3 min, 09 sec

In this week’s letter 📨:

• 😱 YOY marketing channel trends you almost won’t believe

• ⚡ The best DTC 2022 roundup you’ll read

• 🪝 3 creative hooks that are working in 2023

• ​​​​​​👠 #FeaturedAd - Beginning Boutique

• 🤼 #BrandedCatalog Spotlight - Exoticathletica

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20% lower CPMs on Meta? No, We’re Not Making This Up!

Yes, you read that right!

And no, we couldn’t believe it either.

Northbeam just released an early year-on-year trends summary comparing Jan 22 with Jan 23 numbers.

And guess what?

While ad spending increased on Google (leading to higher ad costs), those who continued to advertise on Meta paid almost 20% less for impressions.

Take a look for yourself:

Turns out, investing in digital can be profitable — even during a downturn.

Who’d have thought, eh? 😉

2022’s Biggest Takeaways For DTC Brands — And The Work Ahead

We’ve read a lot of hot takes and roundups on the biggest news in eCommerce in 2022.

But none had us nodding along quite like @SeanEcom.

(And no, he’s not paying us to say this.)

His no-nonsense, practical approach offers a chance to step back and hit reset. Here's a sample:

• Should you be paying for attribution? No — or not until you’re spending 1m a month or running ads on more than 2 channels

• Should you be selling on Amazon? Yes, it’s not 2020 anymore!

If you haven’t yet, check out his newsletter here.

Planning UGC Content? Here Are 3 Hooks To Test This Month.

Yes, we’ve said it a few times now.

Creative testing is important — perhaps even the most important thing you can do to improve your ads’ performance post-iOS14.

So if you’re looking for some great ideas for your UGC content, here are 3 creative hooks that are working in 2023:

(Thank you @DenneyDara!)

P.S. Not doing video just yet? Use these hooks to create carousel or single-image ads.

#FeaturedAd - Beginning Boutique

Brand: Beginning BoutiqueCategory: ApparelFormat: Video (Story)

WHY IT WORKS:

There’s no way to miss the message with this ad. Or the targeting.

The unusual choice of words to promote their sale — “Nothing over $40” — and the bold, retro font splashed across the video clearly position the ad for their target audience. The simple prompts to action and the choice of music add to the vibe of the ad, and the product showcase sets the expectation as to what kinds of outfits you can expect to shop.

Let’s face it, if we were in our 20s and in-market for a fun night out, we’d definitely click on this ad.

Want more ideas? See this ad and 1000s of others in Socioh’s ads library.

#BrandedCatalog Spotlight - Exoticathletica 

Brand: ExoticathleticaCategory: ActivewearTemplate type: Bestseller with background and stickers

WHY IT WORKS:

• A super cute, graffiti-inspired template that showcases the brand’s bestsellers.

• The red hearts are themed perfectly for Valentine’s Day, while the bold text makes the template stand out.

• Background image and logo add depth to the design and help improve brand recall.

Create your own or use hundreds of ready-to-use catalog designs on Socioh. Learn more about our Branded Catalogs here.

#ICYMI: Haven’t set up your Valentine’s Day ads yet? Here’s your complete Valentine’s Day campaign strategy for Meta.

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