Kindred Studios

Huuuuuge Shopify Audiences update! ⭐️ EXISTING CUSTOMERS Audience ⭐️ This is now THE GOLD STANDARD for your Meta Ads "Existing Customers" segment. Shopify has rich 1st-party data to properly identify even more of your existing customers on Meta, TikTok, Google. Synced this Audience for a brand and saw a 78% lift on existing customers identified in Meta alone when compared to the Klaviyo lifetime purchaser audience. This is huge for 2 reasons: 1. More accurate exclusions on your ASC campaigns means you have more confidence running ASC for new customer acquisition. Previously, you'd cap ASC existing customer budget at 0%, yet somehow you'd find in your 3rd party attribution software that existing customers were still getting targeted. 2. Giving the ad platforms more signal to optimize from. If you're expanding existing customer identification significantly, algos will theoretically get a lift. The audience is dynamic so no need to worry about exporting and re-uploading anything. It syncs weekly. Shopify has begun rolling it out to Plus accounts, check your Audiences app this week!

Tomorrow is the most important Fed meeting in 30 months. 🤘 Fed will pivot monetary policy 🤘 70% chance we see 0.5% cut, 30% chance for a 0.25% cut. Here's how it impacts consumer spending (& your ad performance)👇 Take a look at Slide 1... interest rates are the HIGHEST they've been in 20+ years! Now take a look at Slide 2... consumer sentiment started tanking once the Fed began aggressive interest rate hikes back in March 2022. This caused consumer sentiment to plunge to lowest point EVER in June '22. Good news: with the Fed's anticipated rate cut tomorrow, we expect consumer sentiment to rebound in a big way. Why is this important? Consumer spending is directly tied to consumer strength and sentiment. If consumers aren't confident, they spend less on things, and it directly impacts ad performance as conversion rates drop and sales suffer... Take a look at Slide 3... a snapshot of YoY consumer spend "growth" (or lack thereof). 2024 has been the ultimate flat year, no growth. There was a slight YoY improvement on consumer indexed spend in August (+1.7%) from July (-1.3%)... Now take a look at Slide 4... It's not surprising that Consumer Sentiment showed the same trend... - negative YoY in July - increased in August - September is forecasted to trend up too When consumers are confident, they spend more. Get it yet? BUT- just b/c we're trending higher, it doesn't mean we're in the clear yet. The looming election brings uncertainty. Uncertainty = consumers less confident. This is a headwind for consumer spend in Q4, DTC's Super Bowl. So what are consumers saying? Go to Slide 5... Bankrate recently published a survey of 2.3k adults on holiday szn spend plans. Results are uninspiring: - 43% say they’ll spend the same as '23 - 33% will spend less - only 24% plan to spend more _____________ TLDR: - Fed likely to cut rates by 50bps tomorrow, if not, expect 25bps cut - Consumer sentiment in '24 mostly rising YoY (thanks to rate hike pause) - Expect sentiment to rise further with rate CUTS happening NOW - Major headwind for consumer sentiment is the presidential election - Survey data shows forecasts a meh holiday season, probably similar to 2023.

Interesting trend I discovered today in Avenue Z's book. We all know Meta is pushing Reels HARD. For good reason. Our entire portfolio is trending UP & to the RIGHT: - FB & IG Reels SPEND - FB & IG Reels ROAS If your growth chart doesn't resemble this, you should prioritize Reels content.

Marketing is just a game of psychology. Master these 7 psychological principles & you'll be a top-notch performance marketer.

Who's in NYC this week? Avenue Z is hosting a DTC x TECH event w/ FERMÀT at the Rally Museum. When? Thursday, June 6 @ 7PM ⏳ We're already at 350 RSVPs, space is limited. What to expect: 💥 NFT Collectibles Exhibit w/ NFT Creation Station 💥 Custom Portrait Creation Station 💥 Networking, Drinks, more… Maybeee even a live podcast w/ Rabah Rahil and others, who knows. RSVP HERE: https://lu.ma/nytw-rally

Fired up to announce this 🔥 Been working with SourceMedium for the past year on this launch. DTC data has been awful historically (inaccurate, not flexible, and largely unusable for complex omni-channel brands). It always irked me that anytime someone had a hypothesis or wanted to see certain aggregate data, it would take exports, spreadsheet overlays, and time+energy+frustration to arrive on a simple answer. Ex: LTV and AOV per acquisition channel, LTV per SKU, blended CAC over custom timeframes, contribution margin, the list goes on. Marketers can't show up with sticks to a gunfight anymore. This simply doesn't play. We've officially announced the launch of our Avenue Z Convergence Dashboard, powered by the data infrastructure (extraction & transformation) of SM. Our dashboard is designed to be a one-stop shop for entire DTC teams (paid media, retention, finance, creative, CRO, etc) where each team can see holistic business performance and what each other team is up to. This fosters cohesion and breaks down barriers that often exist between diff teams. I've been in DTC marketing for 10+ years and built out visualization modules in this dashboard that I always wish existed. Out of the box, ready to use data is a marketer's biggest weapon... one that is now available to all.

🚨 BIG UPDATE: Shopify <> YouTube Shopping YouTube Shopping is going ALL IN on social commerce. In perhaps Shopify's biggest integration since TikTok Shop, it will now enable YouTube users to checkout directly in YouTube from brand and influencer videos. 👇 Here's what we know so far: - Eligibility: Brands on Advanced and Plus plans - Native checkout within YouTube w/ Shop Pay - YouTube Affiliate Marketplace 💰 - YouTube Affiliates can push products in their vids - Shopify will still process the transaction (WIN) - Brands own the customer (unlike Amazon and TTS) Implications: - In 2023, consumers watched over 30B hrs of shopping content on YT. This is huge and will only increase with this new "Shop & Watch" function. - Brings direct response to YT, something it has sorely lacked to date. Click attribution will drastically increase. - Attribution: more decisive now. Impression and conversion all happening within the app = closed loop. 🌊 The social commerce wave has reached Tsunami levels. Now we have TikTok Shop & YouTube Shopping both with a major focus on affiliate influencers. ⏳ Meta Shop’s focus on affiliate influencers is the final shoe to drop... The writing is on the wall: affiliate influencer is your newest top of funnel acquisition channel to master. Better figure it out now. The paint hasn’t even dried from this announcement yet. I'll be digging deeply into this. 💥 Need help with your social commerce strategy or execution? Get in touch with us here: https://lnkd.in/eREMBvHt