Weekly Marketing Insights and News Digest (15-21 February)

Facebook’s AI-rejected Ads. Shopify in Retail E-commerce Sales. Clubhouse Buzz. Nano Influencers

Is working with nano influencers profitable? Facebook AI for Ad Campaign Selection unsatisfied with a wheelchair, the takeover of retail e-commerce by Shopify, what is Clubhouse and what to expect from it, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.

  • Facebook is stepping on the same rake with the way their AI works in ad selection again. Find out who was cheated this time and for what.
  • Shopify has taken e-commerce to the next level and captured a huge market share. Check out the details of their latest report.
  • Find out what makes the new Clubhouse app so special and what we can expect from it in the future.
  • Take a look at our infographic about nano influencers and how to cooperate with them.

Facebook’s AI-rejected ads make it into The New York Times

Facebook’s AI-rejected ads make it into The New York Times

Facebook, as usual, comes across the same thing, that they just can’t figure out.

Most people know that Facebook’s automated ad approval system is constantly experiencing problems.

So who’s next? This time, it is a company that manufactures equipment for people with disabilities.

The most awkward case could have been from Yarrow, as it all happened with a pair of pants. Just, by comparison, the ad with a man standing was approved without issue. But the ad in the same pants, but with a person in a wheelchair, was rejected.

So what was the real matter? The answer lies in the wheelchair. Because when AI detects it, the platform considers it to be an advertisement for medical devices.

I would like to ask Facebook why their AI is not used to firstly filter ads, and then redirect them for manual review if they were rejected for the same reasons again and again?

This was not the first time, and most likely not the last. It looks like Facebook is more focused on cloning competition than improving on its mistakes.

Shopify has more share of US retail e-commerce sales than Walmart, second only to Amazon

Following Q4 data released, Shopify has an 8.6% share of US retail e-commerce. It is second only to Amazon, which has a 39% stake.

Shopify has more share of US retail e-commerce sales than Walmart, second only to Amazon

Let’s take a look at the platform’s key findings and some other stats Shopify offers.

  • Revenue: $977.7M (up 94% year-on-year)
  • Net income: $123.9M ($0.8M Q4 2019)

These numbers set new records constantly, so e-commerce gains more and more momentum( as well as Shopify).

What else we would like to highlight?

  • Shopify shared a plan for their user acquisition strategy that is worth trying if you’re in the B2B niche. Their report, on pages 6-8, outlines the various goals and approaches that are good to apply.
  • Wholesale and B2B, Shop App, Shopify Balance, and Shopify Fulfillment Network are all long-term oriented platform’s goals.
  • One of Shopify’s main goals is to become a one-of-a-kind integrated back office for trading and to supply businesses with everything needed.

Shopify seems to have pretty high ambitions!

Clubhouse buzz

Clubhouse buzz

It seems that there are no people left who haven’t heard of Clubhouse(especially if you are an Internet user). There has been a lot of buzz around this application lately, mainly thanks to the American entrepreneur and engineer Elon Musk, who interviewed Vlad Tenev from Robinhood.

The Clubhouse is not about visual content, but about voice communication, which is not widely used in other social networks. The app allows you to take part in discussions, listen to others and join different communities.

Getting into the Clubhouse is not so easy, since the first obstacle will be that it is only available on iPhone. Unfortunately, the doors are closed for Android users. The second one is that you can download the application, but you can’t register there without an invitation from other users.

What is the future of the Clubhouse?

Now Clubhouse is only at the stage of promotion, but the creators have big plans for this application. They hope that their major expansion plans will take them to the same level as the TOP social networks.

At the moment, Clubhouse already has moderators, but Paul Davidson argues that moderation should be a priority process for any social network. He wants to position a platform that has free speech, so as the platform grows, it will need more moderators.

The Clubhouse also intends to launch the possibility of monetizing the service so that users can receive profit from the platform and their own income. Currently, they are planning to implement subscriptions, tips, and events with tickets.

Nano influencers: who are they and how to work with them [Infographic]

When a company decides to use an influence marketing strategy to promote a product or service, the most common approach is to use macro-influencers. It’s obvious that they have a huge audience that allows brands to have more reach and a greater level of return, given how much will be spent on this type of advertising. But don’t forget about those with smaller audiences, because their communities are more likely to have a higher level of interest, which will benefit both you and your brand.

These influencers are called “micro” or “nano” and their value can be much higher when it comes to influencer marketing, even though their audience size is not that high. For example, a certain nano-blogger may only have a few thousand subscribers, but if they are all representatives of your target audience, then you can benefit more than from a blogger with a wider audience. (especially if most of their subscribers are bots or uninterested faces). What is more, you will also need to invest more money.

But keep in mind that it all depends on analytics and therefore it is worth paying your attention to the insights of your audience just to make sure that you are taking the right approach to influence marketing as it does not always depend on the audience size.

Take a look at the infographic that our team has prepared for you with more details about nano-influencers and the value they may bring.

Nano influencers: who are they and how to work with them