Facebook Vs Europe 🇪🇺

Building the everything app, plus news from Meta, Google And LinkedIn

Author

Lurn Daily
November 04, 2023

The European Union and Meta have been in a MAJOR dispute about Facebook ads.

The fight has recently come to a head as the European Union has BANNED Meta from running ads in over 30 European countries based on users’ personal data.

In addition, they fined Meta €1.2 billion because they were accused of violating data privacy laws in the European Union.

Meta is figuring out how to respond. Losing these ads hurts the bottom line, so they’re considering offering ad-free subscriptions that might cost €10-€13 every month.

If they’re able to sell subscriptions in Europe, they might decide to offer them in The United States as well.

Here’s the rundown for today…

Lurn Bytes: Your Daily News Download

Meta Adds New Tools for Reels Creators - These tools are designed to help creators test and improve their Reels, including A/B testing for captions and making Reels from old videos. They also created a new dashboard where creators can manage their content and see how it's doing, which can help them get more people to see their work…

Google Is Changing How It Pays Publishers Through AdSense - Payments will now be based on impressions rather than a flat fee, among other updates. These updates are meant to make payments more consistent across Google's products...

New LinkedIn AI Tool - LinkedIn released a new AI tool that helps users improve their profiles. It’s currently only available for Premium users, but it can help both potential employees and contractors trying to get more clients…

The Best Screen Capture Software In 2023

Screen capture videos are used all the time by marketers. It’s great to use with everything from delivering content to marketing videos to communicating with the team.

This article breaks down 5 screen capture software options that you can use in your business.

Here are the 5 software options it discusses…

Loom is a simple tool for recording and sharing videos. You can record just your screen, your screen, and yourself, or just yourself.

Loom isn't perfect, especially on mobile devices, but it's still easy for most people to use.

It's free for a little bit of use, but if you want to make lots of videos, it costs money each month.

Camtasia makes recording your screen and webcam easy, with a simple interface to start recording.

It has a powerful video editor with lots of features that are still user-friendly.

If you just want to record your screen without fancy editing, there's a free version called Capture from the same company. Camtasia itself costs hundreds of dollars for a lifetime business license.

OBS is a free screen recording app that's great for live streaming, like what people use on Twitch. It's also a strong alternative to paid apps for just recording videos.

OBS lets you add multiple cameras and displays, and you can switch between different video and audio setups easily.

The drawback is that it’s not friendly for beginners.

Movavi Screen Recorder is a good choice for recording screens on a PC and includes a built-in editor.

A standout feature is the ability to schedule recordings, which is perfect for capturing webinars or live streams when you're not around. You can set it to start and stop at specific times and even to turn off your computer when it's done.

Movavi costs $57.95 for a full version, while the free version marks your videos with a big watermark.

Zappy is a fast and simple app for making screen recordings without needing to edit or adjust many settings.

You can quickly start recording part of your screen with a keyboard shortcut, add a voiceover, and even capture video from your webcam.

Zappy doesn't have many settings or editing tools, but you can add text, arrows, and other basic marks to your recordings. It's free for basic use, with more features available for Zapier's paying customers.

Marketing Stat Of The Day

70%

Percent of marketers actively investing in content marketing, according to Hubspot.

Daily Hack - Evergreen Vs Live Webinars

We love webinars. It’s no mystery why. NOTHING has helped us scale over the past 8+ years like webinars.

Among marketers, there’s always a lot of discussion about whether you should run LIVE or EVERGREEN webinars. Some swear by live. Others only do evergreen.

We do BOTH.

But they have to be done very differently. Depending on your audience and your offer, one may end up being better for YOU.

We’ve found that it comes down to traffic…

Cold Traffic: Evergreen wins, especially when we’re running paid ads.

Email List: Live always wins here.

Let’s break down 3 key distinctions between evergreen and live webinars, and why they’re best for different types of traffic.

Distinction #1 - Show Rates

Evergreen show rates are always going to be HIGHER than your live show rate.

Why? Because they're getting an option to watch the webinar right away or within the next 24 hours.

We all know one thing, right? Attention dissipates over time. People’s attention spans are lower than ever these days. If someone registers for a live webinar that's four or five days out, a lot of people are not going to end up making it. They’ll forget, or get distracted, or just lose interest.

If they sign up for one that starts in 3 hours (like with an evergreen) they’re obviously more likely to join.

This difference in show rates is a big reason why we go evergreen with cold traffic.

But here’s the most interesting part. A higher show rate DOES NOT necessarily mean higher profit.

Distinction #2 - Commitment

Not all attendees are equal.

There is definitely a higher value to an attendee who thought about you and waited to see your webinar for 3 or 4 days. They're…

- Way more excited…

- More committed to showing up…

- And they’re more likely to buy…

For Evergreen, people sign up within a day. Plus, they’re typically a COLDER lead. So the same level of commitment just isn’t there.

That leads to a much higher BOUNCE RATE. For our webinars, the percentage of people who see our cart page is way lower on Evergreen.

Again, someone who thought about your webinar for 3 or 4 days, put it on their calendar, and went out of their way to log in, is going to be much more serious. So that’s a big reason why we don’t just default to doing evergreens.

Distinction #3 - Conversion Rates

Here’s an almost indisputable fact for us. Conversion rates are higher on LIVE webinars. A big part of that is that we’re going to warm vs. cold audiences, but that’s not the only reason.

With a live webinar…

  • You’re addressing people by name…

  • You’re answering questions live…

  • The audience KNOWS you’re there live…

Psychologically, those all make a huge difference. There’s a better connection to the audience.

Evergreens are running 24 hours a day. And they have a ridiculously higher show rate. So collectively for cold audiences and paid ads, it'll always win.

Distinction #4 - International Growth

One of the biggest reasons we love Evergreen to paid ads is because we’re hyper-focused on expanding internationally.

We’re running ads in…

  • Australia

  • Philippines

  • India

  • UAE

  • All over Europe

  • Throughout the Americas

We’re doing ads in every time zone imaginable. It’s impossible to pick a LIVE time that’s convenient for everybody.

With Evergreen, they can sign up for a webinar at their local time. You can offer multiple options to make it convenient for them, and you don't have to be there…

Distinction #5 - Automation, Segmentation & Scalability

Evergreen webinars are just way more SCALABLE. You set the evergreen up once and you can almost forget it.

Once a person signs up, they will instantly start being segmented

They’ll get different emails whether they showed up or didn’t

  • They get encores

  • They get replays

  • They get your funnel extension

  • And on and on…

When you run a live webinar, that all needs to be done manually. You have to be really involved every step of the way. It’s just not as scalable as Evergreen.

But with all the automation, you can REALLY scale an Evergreen webinar.

ICYMI - The Biggest Stories You May Have Missed

YouTube Steps Up Fight Against Ad Blockers - YouTube is stopping people from watching videos if they use ad-blocking tools. They're doing this to generate more revenue from ads, but some users are upset because they use ad blockers to protect their privacy…

Google Launches New Way To Create Unique URLs - Google introduced a new domain extension, ".ing", which allows for creative wordplay in URLs. It could be a simple but effective way to make URLs more memorable…

TikTok Releases Holiday Ad Playbook - TikTok has released a new marketing guide focusing on "Q5", the time between Christmas and halfway through January. This period often sees higher user engagement, offering businesses a chance to boost their post-Christmas promotions. With examples and creative ideas, this guide can help marketers get the most from their holiday campaigns…

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