Stripes Agency 02/26/2021

The War Is Over

While some platforms roll out new features to new markets, others reinstate old features to markets who maybe should have never lost them in the first place. Find out about new releases from YouTube and Firefox—and how Australia finally got Facebook to give them back their news-sharing privileges.

Facebook vs. Australia
Facebook’s hardball tactics convinced the Australian parliament to make amendments to its proposed law—one requiring internet platforms to strike revenue-sharing agreements with news publishers. The Aussie government’s concession is a two-month mediation period for Facebook and publishers to “agree on deals before they are forced to enter into arbitration.” We’ll see how it shapes up, but in the meantime Facebook is satisfied and working to return full service to Australia in the coming days. Read more.

New Parental Controls for Teens on YouTube
Parents now have more options for protecting their kids on YouTube. The platform has announced the introduction of a new experience designed for teens and tweens who’ve outgrown YouTube Kids, but may not be ready for access to all of YouTube’s content.  Read more. 

Firefox Pushes for Greater User-data Protection
In the ongoing fight to protect user data, Mozilla has announced even stricter policies for blocking cookies. Ranking number three, with a 3.65% browser market share compared to Safari’s 19.37% and Chrome’s 63.63%, will Firefox’s latest cookie blocker entice more users to its service? Read more. 

💡 Media Insight

Facebook Subscription Ads: Which CTA Button Should You Choose?

You may recall that Facebook allows a limited selection of CTA buttons based on your campaign objective. So how do you decide which ones to use? It all comes down to the nature of each campaign strategy. 

Let’s take a closer look at Subscription Ads. 

Stripes runs quite a few subscription programs for our clients, but our subscription ads don’t all use the same call-to-action button. For some we use “Learn More” and others we use “Subscribe.” What’s all that about? 

While you might think that the Subscribe CTA is the way to go (you’re pushing subscriptions, after all!), it’s actually a bit of a numbers game. Here’s how we think about it: 

Use the ‘Learn More’ CTA when…

The strategy is aimed at driving a high quantity of traffic that self-qualifies for the subscription. 

For instance, a link to an article that’s behind a paywall or a cut-down video clip of premium content merits a ‘Learn More’ CTA, even if ultimately the user will land on a subscribe page. The immediate intention of the ads is to drive interest in subscription content, but the full outline of benefits and why you should buy occurs on the landing page. 

In this instance, look to your click-through rate—rather than your conversion rate—to predict the number of subscriptions driven.

Use the ‘Subscribe’ CTA when… 

The strategy is aimed at driving highly qualified traffic directly to a subscription landing page. 

When an ad leads with a “why to subscribe” message, use a ‘Subscribe’ CTA. In this instance, a lower click-through rate is acceptable because we want to qualify any traffic to know what they’re getting on social. In this case, the click-through rate is lower on social, but the conversation rate on the subscription page will be more profitable. 

You should test for both and see what works for your product and audience. Let us know how it goes! We’re always eager to learn.

Do you have any media questions we can answer? We’d love to hear from you! Just reply to this email and we’ll address your question in a future feature. Stay tuned! 

🎨 Creative Insight

So, what’s the key to leading a strong creative team? Our CD speaks to that this week, in his piece:

The Secret to Herding Cats Tigers

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