Long time no see! It’s Kylie, your go-to Content Manager at Adspace. After a brief hiatus, I’m back to help to rescue you from the dull depths of marketing updates. I just KNOW you missed yet another email in your inbox. But I promise you, Ascend is worth the scroll. We’re diving into holiday trends, LinkedIn’s new lead generation feature, and the intriguing science behind YouTube thumbnails. 📸

In today’s email: 

1. 🍲 The Secret Sauce: 5 Ways to Turn Holiday Chaos into Cash

2. 📈 Platform Benchmarks: What’s going on with Google, Meta, and TikTok?

3. 🧑‍🎨 Creative Insights: YouTube’s Thumbnail Trend Report

4. 📰 Industry News: LinkedIn’s New Boost Feature for Lead Gen

5. 🚗 Brand Highlights: Charting Celsius’s Rise to Dominance

6. 🤖 Tech Talk: Decoding Consumer Behavior This Holiday Season

THE SECRET SAUCE 🍲

5 Ways to Turn Holiday Chaos into Cash 💰

Alright, let’s talk about cracking the Q4 code for conversions. The holiday rush is here, and if you’re ready to leave mediocre results in the dust, we’re diving straight into the strategies that actually work. No vague “just increase your budget” tips, I want to provide real moves to get those clicks translating into sales. These five tactics will take your Q4 ads from “meh” to magic. 

1. Micro-Segment Like a Pro 🎯

No more broad targeting. You need to go deep in Q4. We’re talking micro-segments like “last-minute shoppers,” “eco-conscious gifters,” or even “discount die-hards.” By tweaking images, headlines, and offers, you’re creating a personalized experience that turns interest into intent.

2. Off-Peak Ads 🕒

While every brand out there is competing for eyeballs, why not hit off-hours? Testing non-traditional slots (late-night, early-morning) can actually cut your CPMs and get your ads in front of high-intent shoppers without the crowd.

3. Make Data Do the Heavy Lifting 📊

If you’re not using predictive analytics, you’re missing a major opportunity to maximize your budget. Instead of waiting to see what works, let your data guide you. Start by defining key metrics like ROAS or CTR to guide your focus, then leverage tools like Google Analytics to identify past trends. Run A/B tests on high-potential creatives based on these insights, and use real-time data to funnel your budget into the top performers.

4. Turn Up the Authenticity with Quick UGC 🎥

Polished ads are great, but people want authenticity. Using user-generated content (UGC) feels real and engaging and works very well on social media. Partner up with creators for Instagram Stories, TikTok vids, or LinkedIn posts that resonate with each platform’s vibe. The result? Content that doesn’t feel like an ad but performs like one.

5. Create Content for Each Platform 🖼️

A TikTok video on LinkedIn? Hard pass. Each platform has its own unique culture, so make sure your ads reflect that. Utilize festive UGC for Instagram, playful videos for TikTok, and professional imagery for LinkedIn. The right fit makes all the difference, especially when every platform is buzzing.

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

Meta: A Promising Shift

This week’s edition delves into the latest industry data from October 28th to November 4th compared to the previous week. At Meta, CPA is down by 3.03%. While CPM is up by 3.28%, CPC has dipped slightly by 0.14%. Good news: ROAS is up 4.65%, which means your returns are looking better. It seems like you’re still snagging clicks without breaking the bank, so keep riding this wave.

Google: Watch Out for Rising Costs

Over at Google, it’s a bit of a mixed bag. CPA has jumped 10.69%, making conversions more expensive. Although CPC is down 1.41%, it doesn’t really offset the CPA increase. Plus, ROAS has dropped by 2.64%, meaning your ad spend isn't pulling its weight as much. With a slight uptick in CPM at 1.95%, it might be time to tweak your Google strategies to get better results.

TikTok: The Bright Spot

Finally, let’s check out TikTok. Here, CPA has dropped a fantastic 10.50%, and CPC is down by 5.20%. That’s a win! Plus, ROAS is up 3.74%, indicating that your campaigns are performing well. Even better, CPM has decreased by 3.35%, which suggests there are some great ad placements to explore.

While Meta and TikTok are providing some encouraging data with reduced CPAs and improved ROAS, Google’s rising CPA and declining ROAS signal a need for careful strategy adjustments.

CREATIVE INSIGHTS 🧑‍🎨

The Thumbnail Trend Report: It’s All About the Faces, Baby

As a kid growing up on early YouTube, I witnessed the evolution in thumbnail trends over the last 20 years or so (gag 🤮). Those images had a gravitational pull. They promised all the drama, laughs, or shock that I needed to click. Fast-forward to 2024, and those dramatic expressions are as essential as ever. Recently, Kapwing took a deep dive into thumbnail trends, analyzing the faces behind today’s top YouTube creators. They examined thumbnails from some big names like MrBeast, SSSniperWolf, and Mark Rober to uncover exactly which expressions are pulling the most views.

Surprise! Happy Faces Still Win

Turns out, the classic “surprised” and “happy” faces are still the secret sauce. Thumbnails with a surprised face (26.95%) and a happy face (26.65%) consistently rake in the views, while the rarer emotions like disgust or sadness are best saved for very specific niches. Gaming channels like to spice things up with a mix of surprise, calm, and even anger (hello, rage quit clips), which makes sense given the rollercoaster nature of gameplay.

Why You Should Care (Yes, You)

This kind of insight is pure gold for digital marketers. Why? Because YouTube’s visual appeal doesn’t just attract viewers. These thumbnails drive engagement, brand loyalty, and ultimately conversions. Knowing what captures attention (and why) lets us optimize video content and digital campaigns aimed at catching that ever-elusive scroll-stopping moment. Whether you’re running a YouTube channel, planning a social media campaign, or creating ads, understanding what expressions and visuals draw people in can sharpen your entire marketing strategy.

Ditch the Gimmicks, Keep It Real

And let’s be clear: you don’t need to resort to flashy gimmicks to boost engagement. A relatable, straightforward emotion that mirrors your content will do the trick just fine. Take MrBeast, for instance. He discovered that simply closing his mouth in thumbnails boosted his watch time. So, if you’re trying to level up your YouTube game, now’s the perfect time to play around with your own signature thumbnail style. Whether you lean into bold happy faces or embrace a vibe of calm curiosity, a consistent visual approach could be the secret sauce. 

If you want to learn more, visit Eric Lu’s article on Kapwing.

INDUSTRY NEWS 📰

Can LinkedIn Actually Help You Get Leads? Spoiler: Maybe!

In the latest episode of “LinkedIn Tries to be Relevant,” the platform has launched a feature that allows businesses to boost posts specifically for lead generation. This means you can turn your organic content into targeted ads aimed at capturing high-quality leads using LinkedIn’s first-party data. 

So, why should this matter to you? LinkedIn reports over 2 billion member interactions with company Pages each month. That’s a staggering amount of engagement just waiting to be tapped. This new feature allows businesses to leverage those interactions, expanding their reach and targeting potential customers more effectively. If you’re not taking advantage of this, you might as well be handing your leads to your competitors.

How to Make LinkedIn Work for You

Setting up a lead-focused boost is straightforward. First, select the post you want to promote, choose your budget, targeting options, and campaign objectives. Then you can fill out your lead form template to capture information from interested prospects. Finally, launch your campaign and watch the magic happen (or not).

Agencies, B2C Brands, and the FOMO Effect

For agencies and B2C brands, this feature offers an efficient way to increase visibility and engagement with high-value prospects. With traditional lead generation methods becoming less effective, it's crucial to adapt and find new ways to connect with your audience. If you’re looking to stay ahead in the game, this could be the tool you didn’t know you needed.

Check out Search Engine Land’s article for more info.

❌Shameless Plug ❌If you want to increase your network and get more juicy marketing tips, consider giving Adspace’s LinkedIn page a follow. 👀

BRAND HIGHLIGHTS 🚗

From Sweden with Love: The Rapid Ascent of Celsius ⛹️

In this edition of Brand Highlights, we’re looking at the meteoric rise of Celsius. This energy drink has managed to become a gym bag essential and wellness go-to in just a few short years. In a market flooded with sugar bombs and neon branding, Celsius came in with a “healthy energy” angle, aimed at the wellness-obsessed. It’s all about science-backed claims and clean ingredients that supposedly boost your metabolism and help you reach those elusive fitness goals. Basically, it’s the drink you’re supposed to feel good about consuming on your way to leg day.

Celsius’s rise to popularity wasn’t exactly an accident. Founded in 2004 by Steve Haley, the company took a hard left from the typical energy drink playbook. While the competition chased extreme sports sponsorships and maxed-out caffeine, Celsius went straight for the fitness crowd, positioning itself as the “healthy energy” choice. 

The company’s first real test came when it launched its debut energy drink in Sweden, pulling in a modest $5.86 million in revenue. By 2012, Celsius had a market capitalization of around $5 million. That’s a far cry from where it stands now, but enough momentum to get listed on the Nasdaq in 2017. By carving out this niche, Celsius has managed to make itself feel essential to a whole demographic that wants to believe they’re drinking their way to a healthier lifestyle.

By 2015, Celsius started to aim higher, and that momentum turned explosive. Celsius’s influencer game took this brand into the stratosphere. Celsius put its brand in the hands of fitness influencers who seem genuinely sold on the product. You’ve probably seen them all over social media: perfectly toned influencers holding up their ice-cold cans as if the contents alone powered their six-pack.

With these strategies, sales jumped from $300 million in 2021 to $653 million in 2022. By 2023, the brand had crossed into billion-dollar territory with $1.3 billion in revenue. Recognizing the brand's growing influence, PepsiCo backed Celsius with a $550 million investment in 2022, setting the stage for even greater expansion.

This authentic approach has helped Celsius go from “new energy drink” to “cult following” in record time. For digital marketers, Celsius’s trajectory is a blueprint for how a brand can leverage genuine influencer partnerships and scale up quickly in a competitive market.

TECH TALK 🤖

Dashing Through the Digital Aisles 🎁

Ah, the holidays. A time when shoppers abandon all sense of fiscal responsibility and plunge headfirst into a spending frenzy. According to a recent Circana report, 76% of holiday shoppers are swayed by product review videos, while 66% are influenced by traditional product reviews and retailer hype. 

Social media has become the new oracle of consumerism, with YouTube taking the crown as the go-to platform for holiday research. Facebook and Instagram follow closely behind. TikTok is also making gains, which is shocking since it’s mostly known for dance challenges and cursed 5-minute life hacks.

The survey revealed that over a third of shoppers kicked off their holiday shopping in September. While most of us were still recovering from summer BBQs, some overachievers were already eyeing those Christmas gifts. For those waiting until the last minute, it’s worth noting that only 20% plan to start on Black Friday. Apparently, Cyber Monday is now the embarrassing cousin nobody talks about. You can tell because only 3% of respondents intend to make their purchases then.

With retailers like Dollar General promising discounts on 6,000 products and Target slashing prices on over 2,000 items, it seems they’re just as eager to part consumers from their cash. What’s particularly interesting is the generational divide in shopping habits. Younger shoppers are increasingly turning to social media to find holiday gifts, with 57% of Gen Z planning to shop via Instagram and a staggering 54% opting for TikTok Shop. Meanwhile, older generations seem to prefer traditional retail avenues.

As we approach the holiday rush, retailers and brands need to take a cue from this data. If you’re not leveraging social media influence or engaging with potential customers through authentic reviews, you might as well be handing out coal. The pressure is on. Get your digital marketing strategies in order or risk being left behind in the shopping frenzy.

Want to learn more? Visit RetailDive’s article

🌟 Looking for new opportunities to scale your online growth in any of the following areas?

• Paid Social Advertising

• Paid Search Advertising

• Content & Creative

• Email & SMS Marketing

• Influencer Marketing

• Web Design & Development

• Analytics & Reporting

Book a FREE one-on-one consultation with our Head of Growth Strategy! 🌟

Let's explore innovative ways to captivate your customers and drive results together.

“These guys are the real deal. Effective, efficient, and a pleasure to work with. Dan quickly understood and was able to help us better articulate the nuances of our business. Would highly recommend working with them.”

-Jordan Feder, VC at GE Ventures

💵 Your FREE 2024 Ultimate Growth Toolkit 💵

We’re sharing 10 must-dos to propel your brand in 2024. Stay ahead of the game with our crafted strategic insights and download your free guide today!

Some chapters include:

• Programmatic Advertising

• Search Engine Optimization Best Practices

• A Complete Guide to Short-Form Video Content

• The Next Generation of Google Analytics

Hey! Do you enjoy reading Ascend? It’s the best monthly business newsletter out there -- only takes 5 minutes to read and you’ll sound like the smartest person in the room.

Share Ascend with your friends and family, and grab free Adspace merch!

Was this email forwarded to you? Sign up here.