Friday, June 16

👚 Google adds AI try-on tool

📰 TL;DR - Google has introduced a generative AI tool that lets people try apparel on virtual models with different body shapes. The feature is only available for women’s tops right now, but Google says it plans to expand. The models range from XXS to 4XL and currently works with products from H&M, Loft, Everlane, and Anthropologie.

💡 Insight - As a shopper, I really love when clothing brands let me see clothing on a model that’s actually my size. Some brands do this by photographing clothes on different models, but that obviously requires a lot of time and money. Here we see AI can make this process easier. I’m hoping to see an affordable application that rolls this out to retailers to use on their own sites.

➡️ You can read the article here...

📉 How to achieve 50% reduction in cost per asset

📰 TL;DR - Superside's Creative-as-a-Service subscription model can help marketing and creative teams get high-quality ad creative, brand design, and video output with a dedicated team of creatives. Their top 1% creative talent, transparent pricing, and frictionless platform have resulted in a 20x faster turnaround time and 50% reduction in average cost per asset.

💡 Insight - As an extension of your team, Superside offers a unique subscription model that provides high-quality creative solutions to grow your business more efficiently. Don't compromise on quality or break the bank.

➡️ Try Superside's Creative-as-a-Service today and see the difference for yourself! Sign up now for a free VIP demo.

🚫 3 TikTok ad mistakes you’re making

📰 TL;DR - We’ve got another Twitter thread from Social Savannah, this time about mistakes brands tend to make with their TikTok ads. Those include not using native transitions, creating ads longer than 30 seconds, and not including a CTA. Rookie mistakes to be sure! And of course she includes examples of how to do it right.

💡 Insight - The first two points really come down to this: authenticity. The ads that succeed on TikTok are ones that look like they were made by a genuine TikTok creator in the app — even if they weren’t. Gen Z especially can sniff out an ad made by someone who doesn’t understand TikTok from a mile away. Authentic TikToks are short, snappy, and entertaining. Don’t bother trying to make ads on the platform until you truly understand its culture. Or, you know, outsource to someone who does.

➡️ You can read the tweets here...

🤝 Build customer relationships that last

📰 TL;DR - This piece has some great tips for building long-lasting relationships with your customers as an e-commerce brand. Like, for example, don’t make it hard to log in when checking out. Or, understand that customers come with anxiety, especially when buying something they can’t touch and feel. Like the above Google tool, virtual try-ons are great reassurance. As is anything else you can do to personalize an experience.

💡 Insight - The first tip about logins and passwords is a good one. I’m usually hesitant to sign up for e-comm sites because I don’t want to have yet another account on my hands. I’ve also abandoned carts when I couldn’t remember a password. Having a guest checkout is a good idea, as is having a strong incentive to actually create an account in the first place.

➡️ You can read the article here...

🛠️ Things worth checking out

💌 EMAIL - Maximize your email sales with list growth strategies, persuasive copy, brand differentiation, and revenue campaigns! Get a FREE copy of 'Make It Rain' here.

📈 DATA - I've used Databox since 2018 to consolidate all of my marketing metrics into one easy-to-read dashboard & morning email. Get your free VIP set-up call here :)

🤖 AMAZON - AI can do many things, including improving Amazon listings. Read more here.

✍🏼 BRAND STORY - Your brand doesn’t just need good products, it needs a story. Learn how to create one here.

🍜 MOMOFUKU - Here’s a great Q&A with Marguerite Zabar Mariscal, CEO of Momofuku, including DTC operation Momofuku Goods.

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