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{"title":"Advice"}],"content":[{"_key":"061d229d10c2","_type":"block","children":[{"_key":"e6c4019dec4e","_type":"span","marks":[],"text":"If 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Whether it's baby boomers or gen Z you are looking for, they're congregating on social media so don't miss out on opportunities to build relationships with key players.\n\nTake a look at how we utilised social media marketing for Alpha Crew in this "},{"_key":"606b615c7548","_type":"span","marks":["480a55db3a23"],"text":"client case study"},{"_key":"b2384ad1f0fc","_type":"span","marks":[],"text":".\n\nIf you work in B2B and would like some advice with your marketing strategy, you can sign up for a FREE social media workshop with our team. 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Some actions which have been effected include: donations, lead generation, or purchases. A lot of charities fall under the “health and wellness” category, so they’ve been hit hard by this change."}],"markDefs":[],"style":"normal"},{"_key":"4545cf43937c","_type":"block","children":[{"_key":"8f808f7b46070","_type":"span","marks":[],"text":"Meta says it’s all about protecting user privacy but the lack of transparency around how sites are classified makes this extra tricky."}],"markDefs":[],"style":"normal"},{"_key":"1a9e9e1b463e","_type":"block","children":[{"_key":"dca27faaf6dc0","_type":"span","marks":["strong"],"text":"How this affects charities"}],"markDefs":[],"style":"h3"},{"_key":"d2ecfb18ef71","_type":"block","children":[{"_key":"ae37352d23000","_type":"span","marks":["strong"],"text":"Harder to find the right donors"},{"_key":"ae37352d23001","_type":"span","marks":[],"text":": Without conversion tracking, Meta’s algorithms can’t target your ideal supporters as accurately."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"42dd66f391d9","_type":"block","children":[{"_key":"9dddc03f9d790","_type":"span","marks":["strong"],"text":"Retargeting? Nope."},{"_key":"9dddc03f9d791","_type":"span","marks":[],"text":" Say goodbye to custom audiences based on website actions."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"15639f82749a","_type":"block","children":[{"_key":"4ba8e86c07670","_type":"span","marks":["strong"],"text":"Upper-funnel ads still work"},{"_key":"4ba8e86c07671","_type":"span","marks":[],"text":": Awareness campaigns are still fair game, as are any campaigns with conversion goals which take place on Metabut direct-response fundraising is taking the biggest hit."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"db4c9ca8ca4b","_type":"block","children":[{"_key":"2725d2558e3a0","_type":"span","marks":[],"text":"There are a few things you can try to overcome these changes…"}],"markDefs":[],"style":"normal"},{"_key":"348677520d80","_type":"block","children":[{"_key":"87e733d32dc20","_type":"span","marks":["strong"],"text":"Your game plan: How to stay ahead"}],"markDefs":[],"style":"h3"},{"_key":"2f163cb70df9","_type":"block","children":[{"_key":"5bfe2473487c0","_type":"span","marks":["strong"],"text":"1. Appeal your website’s category"}],"markDefs":[],"style":"h4"},{"_key":"5f2fddcb8cb1","_type":"block","children":[{"_key":"28f25b1250680","_type":"span","marks":[],"text":"Think Meta made a mistake? Hit that appeal button and see if you can get your website reclassified. This does mean going around the houses with Meta Support, which we wouldn’t wish on our worst enemy but you might get somewhere!"}],"markDefs":[],"style":"normal"},{"_key":"8bdb51769082","_type":"block","children":[{"_key":"1bb2e0ca063e0","_type":"span","marks":["strong"],"text":"2. Get creative with Meta ads"}],"markDefs":[],"style":"h4"},{"_key":"f7477336b40f","_type":"block","children":[{"_key":"a3d46ec476ed0","_type":"span","marks":["strong"],"text":"Go big on brand awareness"},{"_key":"a3d46ec476ed1","_type":"span","marks":[],"text":": Focus on campaigns that don’t rely on website conversions. Utilise Meta for prospecting and awareness and convert that interest elsewhere."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"194850cd94cd","_type":"block","children":[{"_key":"5f6b7cae5b790","_type":"span","marks":["strong"],"text":"Keep all your conversion goals within Meta"},{"_key":"5f6b7cae5b791","_type":"span","marks":[],"text":": Eg. run a Meta Lead Gen form synced to your CRM, rather than directing people to the forms on your website."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"6aae30eec688","_type":"block","children":[{"_key":"24f95b2e3db40","_type":"span","marks":["strong"],"text":"Track clicks through Meta, not conversions"},{"_key":"24f95b2e3db41","_type":"span","marks":[],"text":": Use Google Analytics to measure ad performance."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"084aa9e5b127","_type":"block","children":[{"_key":"e20d2d3349f90","_type":"span","marks":["strong"],"text":"3. Consider alternative domains"}],"markDefs":[],"style":"h4"},{"_key":"644572243474","_type":"block","children":[{"_key":"0fb714106efb0","_type":"span","marks":[],"text":"Some charities are launching separate domains for fundraising campaigns to sidestep restrictions. By directing your ad traffic to a domain which isn’t flagged as “health and wellness” you can sidestep the restrictions."}],"markDefs":[],"style":"normal"},{"_key":"2404094d556c","_type":"block","children":[{"_key":"d758e103c5150","_type":"span","marks":["strong"],"text":"4. Explore other digital channels"}],"markDefs":[],"style":"h4"},{"_key":"3d5672c98bec","_type":"block","children":[{"_key":"ba1d52c4690a0","_type":"span","marks":[],"text":"Meta isn’t the only channel in town! Check out:"}],"markDefs":[],"style":"normal"},{"_key":"03cd67cd43fc","_type":"block","children":[{"_key":"ddd0015da3ee0","_type":"span","marks":["strong"],"text":"YouTube & Performance Max"},{"_key":"ddd0015da3ee1","_type":"span","marks":[],"text":" – Great for awareness and video focused campaigns."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"18623c0707cd","_type":"block","children":[{"_key":"565c86c763b80","_type":"span","marks":["strong"],"text":"TikTok, LinkedIn, Pinterest"},{"_key":"565c86c763b81","_type":"span","marks":[],"text":" – Alternative platforms with unique targeting options."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"a9814a7dd422","_type":"block","children":[{"_key":"375b7bf4afa70","_type":"span","marks":["strong"],"text":"5. Diversify your fundraising approach"}],"markDefs":[],"style":"h4"},{"_key":"6f29012169b3","_type":"block","children":[{"_key":"47127c10dc4a0","_type":"span","marks":["strong"],"text":"TV, direct mail, and print ads"},{"_key":"47127c10dc4a1","_type":"span","marks":[],"text":" still pull in donors."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"e2e2b09d6ab7","_type":"block","children":[{"_key":"c307720bf6c90","_type":"span","marks":["strong"],"text":"Face-to-face fundraising"},{"_key":"c307720bf6c91","_type":"span","marks":[],"text":" + digital follow-ups = a winning combo."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"9fb8c931a6cb","_type":"block","children":[{"_key":"5e1d89725f3b0","_type":"span","marks":["strong"],"text":"Leverage gratitude-driven engagement"},{"_key":"5e1d89725f3b1","_type":"span","marks":[],"text":" (like My Thank You) to turn appreciation into action."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"7e43ce56b867","_type":"block","children":[{"_key":"020680cced120","_type":"span","marks":["strong"],"text":"Final thoughts"}],"markDefs":[],"style":"h3"},{"_key":"3b5fd8a0e9fb","_type":"block","children":[{"_key":"d7309e23134d0","_type":"span","marks":[],"text":"Yes, these changes are a curveball but you’ve got this! Adapt, experiment, and stay ahead of the game. Meta isn’t the only player in town and with the right strategy, your charity can keep making an impact."}],"markDefs":[],"style":"normal"},{"_key":"6d4c18d5574e","_type":"block","children":[{"_key":"9765977045d30","_type":"span","marks":[],"text":"Need a hand? "},{"_key":"9765977045d31","_type":"span","marks":["strong","39f7831677a6"],"text":"Swwim"},{"_key":"9765977045d32","_type":"span","marks":[],"text":" is here to 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"}],"markDefs":[{"_key":"046fd6c8c2a5","_type":"link","href":"https://www.youtube.com/@Blendtec"},{"_key":"8eacb99cb5f9","_type":"link","href":"https://www.youtube.com/watch?v=qg1ckCkm8YI"},{"_key":"552612d4642d","_type":"link","href":"https://www.youtube.com/watch?v=ifzdez7FRbk"},{"_key":"8864cdcf8cab","_type":"link","href":"https://www.youtube.com/watch?v=hHIqUkogY7g"}],"style":"normal"},{"_key":"ae5a91d969f1","_type":"block","children":[{"_key":"d2c0d70d25f90","_type":"span","marks":[],"text":"What this type of content proves is that "},{"_key":"d2c0d70d25f91","_type":"span","marks":["strong"],"text":"the elements of your business that seem boring to you, could be completely novel to your audience"},{"_key":"d2c0d70d25f92","_type":"span","marks":[],"text":". It’s why there are 21.9M+ views on "},{"_key":"d2c0d70d25f93","_type":"span","marks":["a8c8102b5e9f"],"text":"this 60 second video of a man cleaning a rug"},{"_key":"d2c0d70d25f94","_type":"span","marks":[],"text":". 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They’re like a sensory escape for people, offering some form of relaxation and entertainment."}],"markDefs":[],"style":"normal"},{"_key":"2c9da4ab1902","_type":"block","children":[{"_key":"96fe58f000410","_type":"span","marks":["strong"],"text":"Have you seen an example of a brand using ASMR content really well?"}],"markDefs":[],"style":"normal"},{"_key":"9f9e23398798","_type":"block","children":[{"_key":"710b935ff5eb0","_type":"span","marks":["ddb50e4a0340"],"text":"IKEA's \"Oddly IKEA\" campaign is a great example"},{"_key":"710b935ff5eb1","_type":"span","marks":[],"text":". They combined ASMR with visuals of their products being assembled, creating an experience that was as engaging as brand-centric."}],"markDefs":[{"_key":"ddb50e4a0340","_type":"link","href":"https://www.youtube.com/watch?v=uLFaj3Z_tWw"}],"style":"normal"},{"_key":"e97480c5fd6b","_type":"block","children":[{"_key":"b4f3c85fa00d0","_type":"span","marks":["strong"],"text":"Finally, what advice would you give to brands that are going to start applying this ASMR strategy to their social channels?"}],"markDefs":[],"style":"normal"},{"_key":"af2dd83c3d69","_type":"block","children":[{"_key":"741a7669a2d40","_type":"span","marks":[],"text":"If you’re sourcing ASMR content, don’t overthink it—just go with the trends that are currently hitting the mark."}],"markDefs":[],"style":"normal"},{"_key":"9b6a4321ee7c","_type":"block","children":[{"_key":"33abae0b42f00","_type":"span","marks":[],"text":"If you’re creating ASMR content of your own, think about how you can make it more on-brand. For example: If you sell art suppliers, create an ASMR video with the sound of brushstrokes. Or if you’re a drinks brand, the fizz of a beverage."}],"markDefs":[],"style":"normal"},{"_key":"9f38da847096","_type":"block","children":[{"_key":"63727b1418990","_type":"span","marks":[],"text":"Content idea of the week 💡"}],"markDefs":[],"style":"h2"},{"_key":"68aeba10e475","_type":"block","children":[{"_key":"5161321192c70","_type":"span","marks":[],"text":"Create an oddly satisfying video for your brand or a video that pokes fun at the oddly satisfying trend (like "},{"_key":"5161321192c71","_type":"span","marks":["23f280f5d57d"],"text":"Wightlink Ferry"},{"_key":"5161321192c72","_type":"span","marks":[],"text":")"}],"markDefs":[{"_key":"23f280f5d57d","_type":"link","href":"https://www.tiktok.com/@wightlinkferry/video/7277589955717680416?lang=en"}],"style":"normal"},{"_key":"8939310e905b","_type":"block","children":[{"_key":"e4122b3c88fd","_type":"span","marks":[],"text":"That's our wrap up on the oddly satisfying trend. Now all that's left to do is start experimenting! 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