Growth Hack #3 – The Magic Button Color That Yields a 6.19% Higher CTR:
3Q Digital queried their database for ads that contained rectangles that made up less than 33 percent of the canvas (buttons, basically). They ran a query on the typical color of buttons created and posed the question:
“Which button color works best?”
When blue buttons are compared to others, the blue button color yields an average CTR increase of 6.19%. No other color had a common trend of increased CTR.
For example, this includes any ads for products that claim they prevent the virus from spreading.
On Instagram, the company is taking precautions to keep users informed, too.
Using fact-checkers, blocking hashtags that seem to spread misinformation, and showing leading health agencies at the top of coronavirus and related search results are all examples of measures being taken on the app.
It’s goal is to direct users to national health organizations when they search for terms relating to COVID-19.
Across the globe, the platform has partnered with local healthcare agencies.
This ensures the most accurate, localized information appears to users.
Ad Credits and Grants
While Twitter went ahead and banned similarly exploitative ads as Facebook, they also introduced an Ads for Good credit program.
Essentially, the platform is giving nonprofit organizations ad credits so they can build fact-checking campaigns.
This includes partnerships with reputable agencies like the Taiwan Fact Checking Center and International Fact-Checking Network that support organizations which debunk false claims.
In addition, Twitter announced it’s donating $1 million to two separate journalism organizations, the Committee to Protect Journalists and the International Women’s Media Foundation.
In the platform’s recent blog post, Vijaya Gadde describes the reason behind the donations:
“Right now, every journalist is a COVID-19 journalist. From the stories of healthcare workers on the frontlines, to analysis of the real human and economic cost of the pandemic, reporters around the world are still writing, still exposing themselves to harm, still giving us the facts. Journalism is core to our service and we have a deep and enduring responsibility to protect that work. This week we’re contributing to two critical organizations that are working tirelessly to uphold the fundamental values of a free press during this pandemic.”
While not usually making a list of top social media platforms, Reddit earns a spot here because of its coronavirus subreddit.
Well, those officials did an AMA, too, in the form of a Johns Hopkins public health expert and chief medical writer for the Associated Press.
For a social media platform without a newsfeed and that’s heavily visual, Snapchat has actually done quite a lot when it comes to their COVID-19 response.
Their blog post outlines their major efforts, along with some interesting insights into user trends relating to coronavirus on their app.
The closely moderated, closed nature of Snapchat has enabled them to quickly dispel misinformation and ban exploitative advertisements.
Their efforts with official health organizations are outlined as such:
“We’re also working closely with the World Health Organization and US Centers for Disease Control to ensure Snapchatters have all the latest information from the experts themselves. WHO publishes regular updates from their Official Account, and we’ve worked with their team to develop custom content to answer questions from the Snapchat community.“
Leveraging Platform-Specific Features
Snapchat also took advantage of some of its native features to present accurate information in an engaging, user-friendly way.
This included leveraging their AR filter, stickers, and new search tool.
When they partnered with the WHO, the app created an AR filter that highlighted helpful tips and information for users.
With this filter, they also unveiled a series of stickers that promote safe health practices.
Growth Hack #3 – 127% More Clicks By Using Buttons in Emails:
Research shows that most people scan email campaigns rather than reading them word-for-word. So, text links will often go overlooked. Instead, using buttons for your call to action means they will stand out to skimmers.
Campaign Monitor tested this theory, running a campaign where one version had a button to get the click, and another version had text.
127% more clicks from the version using a button CTA!
In general, bullet points are ideal for listing out key features and benefits.
For example, compare the following:
“Bullets make your copy more readable, easier to understand, and more convincing.”
“Bullets make your copy:
easier to understand
Which looks better to you?
During an A/B test by Swedish Company Unionen (pictured above), switching from a wall of text to bullets generated a 5.3% conversion rate. This was a 15.9% improvement over the version without bullets.