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Tips on improving your FB targeting and how to get started with Instagram influencers. Amazon shows some big numbers for 2017. We found a cool tool for remote teams and we talk about what we're reading when we're not writing.

Flexing Your Targeting Muscles

When it comes to FB audiences "bigger is better" is clearly not true. The last thing you want to do is put your ads in front of a lot of people who don’t care.

Better targeting is the topic of Charles Ngo’s latest blog post, namely flex targeting.

What exactly is flex targeting? It’s a way to better define your audience by adding more layers of targeting, including or excluding more interests and behaviors.

Say you have a good audience of pet lovers. And then you have products for dog owners and cat owners.

The initial audience is great for pet lovers in general. You might be able to sell funny clothing to them, phone cases, and so on.

But if you want to sell a dog toy, you are probably best off targeting pet lovers
who also own dogs. You want to exclude everything else.

There are just 2 basic steps to it. You first define your initial audience in the Audience Insights tools, and then you exclude or include more behaviours, interests or audiences when creating your campaign

Give the whole article a read for step by step instructions, with screenshots.

Don’t Neglect Influencer Marketing

Only 22% of businesses that run ads on Instagram currently partner with Instagram influencers.

The not-so-new-anymore Instagram algorithm makes it harder to reach users organically.

That’s where influencers come into play - they make a living by nurturing very engaged audiences and having a big reach.

Especially if you do e-commerce, it’s worth testing some influencer marketing. These are some things you should check before you go ahead with it.

  • Is their audience similar to your ideal customer?
  • Do they have an authentic following? You should look for engagement rates of 2 to 3 percent. Watch out for comment bots!
  • How did their sponsored posts in the past look and how did they perform?

There’s also a FB group by Tim Burd dedicated to this.

Amazon Is Taking Over The Internet.

Jeff Bezos published his 2017 letter to Amazon shareholders.

Major milestones from Amazon:

  1. 100 million paid Prime members. That’s insane!
  2. Amazon Web Services - $20 bil revenue. AWS is the backbone of a ton of services these days. It’s almost the backbone of the known Internet.
  3. Over 50% of units sold on Amazon’s marketplace are from third party sellers. FBA shipped billions of items worldwide. The FBA model is probably not dead.

There's much more in the full letter - company culture, goals, milestones of other services and plans ahead. The picture below says everything!

How you can explain small tasks easily to your employees

Or how to show your parents what to do when "the internet is broken".

Loom is a super handy tool to record videos of yourself and/or your screen without needing to download any software.

There are no long rendering times and your videos get uploaded automatically within seconds. All you need to do is to copy and paste the provided link and send it to whoever you want to share the video with.

It’s basically LightShot for videos.

Everything… Well, At Least Something You Know About Ads Is Wrong!

Research from ad tech company Sovrn suggests that below the fold ads (not captured in the first screen on a website, you need to scroll to get there) are more effective than above the fold ads.

This comes from 3 billion engagements across 130 million views on 400 websites.

Why exactly that’s the case is hard to say. Reasons might be that people are more focused on actual content when opening a new website and ignore ads they see.

It could also be that below the fold ads are only seen when the content is much more engaging, and it deactivates user's "natural ad blocker". We can only speculate...

In the end it’s more important to know that people are more likely to engage with below the fold ads than with above the fold ads than why they do that.

Especially since above the fold ads are up to five times more expensive than below the fold ads.

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
RedTube Wants To Join You In The Shower
If you manage to cut your shower time, and are ok with RedTube’s app listeneng to you, you can get a week of RedTube Premium for free.

We’re not sure if the main purpose of this is to save water or to get the campaign viral. Gotta say, it’s another great marketing move from an adult website.

What The Aff... is reading

Here at What The Aff... we enjoy reading books on business, economics, psychology, marketing and the likes.

We basically always have one book we are reading and very little off time. The ones we find very good, we’ll share with you.

Thomas is reading Factfulness by Hans Rosling:

"Factfulness gives real, data-based information about how the world really is. It's an eye-opening book in many ways and we are sure everyone will learn a thing or two - it might even make you rethink some of your world views! As well as being an incredibly intelligent man Hans was a great storyteller and this shines through the pages."

Manu is reading Capitalism & Freedom by Milton Friedman:

"Friedman is a classic, there’s no doubt about it. In this book he provides a very balanced outlook on the topic of capitalism vs socialism, Small Government vs Big Government. The fact that the book was written in the 1960s makes for a great experiment - you can now compare his thoughts to the present situation. His chapter on the control of money almost advocates for Bitcoin even though it didn’t exist back then."

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