This Month: Labour Day Marketing, YouTube Adds Shorts Links and More!

Get ready to fall in love with fall!

This September, we witnessed many exciting events, notably the first official day of fall--and you know what that means. Waking up in the morning to cool and crisp air. Watching the leaves change from lush green to burning red-gold. Indulging in anything pumpkin-spice flavoured. Aside from the change in season, we also kicked back and relaxed during the Labour Day long weekend, saw A-list celebrities arrive at the Toronto International Film Festival, and welcomed the weekend-long art exhibition, Nuit Blanche.   

But where does marketing come in all this? In the same way that fall is known as the season of harvest, the marketing world also brings bounties of valuable insights, trends and updates to reap. This month, we have done you the favour of compiling the most trending topics that can bolster your next marketing campaign. Trust us when we say this is something you don't want to miss! 

Without further ado, we have put together five highlights we think you should know about. From Labour Day marketing ideas to YouTube adding Shorts links, here’s what happened this month in marketing.

17 Best Labor Day Marketing Ideas: Delight, Promote and More

Source: Shutterstock

Labour Day is more than just a great time of year to enjoy the last few weeks of warm, pleasant weather. It’s also the perfect opportunity to get creative with your marketing efforts and promote limited-time offers. After all, everyone loves a great deal!

In their latest blog, Mayple shares some insightful tips you don’t want to miss. They dive into the steps you should include in your campaign to make your brand stand out, attract more new customers and generate sales. These ideas can do wonders with getting your business on people’s radar, whether that be through email marketing or social media posts.

If you’re ready to spring into action, you have come to the right place. Below are some marketing ideas that Mayple recommends considering:

• Labour Day promotions
• Giveaways
• Labour Day-themed contests
• Running a weekend-long sale
• Team up with influencers

To find out how to optimize your next Labour Day campaign, read the blog here.

YouTube Adds Shorts Links, Limits Links Elsewhere

With short-form content on the rise, major platforms have allowed creators to upload videos lasting from a couple of seconds to a few minutes long. The case is no different for one of the biggest platforms to exist–YouTube. Launched in 2020, YouTube Shorts enables users to post short snippets for their audience to consume. 

As of recently, YouTube announced that creators can link their Shorts videos to other videos posted on their channel. In the past, links were added in the Shorts descriptions and comments, but this was removed to avoid spam and scams. This new update will, in turn, drive viewers to long-form content, additional Shorts, livestreams and more. 

In their blog, the Search Engine Journal reveals that creators can add a single “related video” link while editing their Short video. The same link will bring the viewer to any other video on the YouTube channel. It’s also worth noting that YouTube confirmed analytics measuring clicks will be implemented, so that users can track the performance of their links.

For more information on the latest YouTube update, check out the blog here.

Which Types of Content to Lean into Ahead of Google's SGE — and What to Avoid

Without a doubt, AI is changing content marketing as we know it–and this is just the beginning. 

This May, Google announced that it will be improving its search engine with generative AI. You will no longer have to sift through multiple sites to get the answer to your questions, as AI will provide a snapshot summarizing all the key points you need to know. But what does this mean for content?

In their blog, HubSpot mentions the types of content that would normally bring traffic to your site will start to change. Instead of visiting your website, users might find direct answers to their queries through the generative AI snapshot. 

If you’re concerned about Google’s SGE and want to learn how to continue directing traffic to your website, we have your back. Here are some of HubSpot’s suggestions you should consider:

1. Lean into personality-driven, thought-provoking content
2. First-person narratives will become increasingly crucial
3. You’ll need to incorporate E-E-A-T signals into your content

Do you want to enhance your content and increase web traffic in a post-SGE world? Click the link here and read the full blog.

TikTok Shop Launches in US

Over the past few years, TikTok has drastically evolved from being a fun app to record lip-synching videos to a marketing platform that promotes products and services on a global scale. With the recent release of TikTok Shop in the U.S, users can now find and purchase products exclusively shown on the app. 

The Marketing Dive shares that the launch of the new e-commerce element allows 150 million U.S.-based users to conveniently shop online. The number of users alone is surprising as TikTok is banned or restricted in more than half of the U.S.

Furthermore, the blog explains that the initiative also brings shoppable videos and livestreams directly to the users’ feed. The in-shop tool aids businesses in creating and showcasing custom product collections on their profile page, while customers can view product recommendations and manage orders under a single tab.

According to the company, all product listings must adhere to TikTok Shop policies and Community Guidelines. TikTok also introduced the TikTok Shop Seller Centre app to assist businesses with their new in-app feature. It provides tools that help sellers connect with other e-commerce platforms, like Shopify. TikTok has even claimed to offer direct integrations to other platforms.

If you're intrigued to find out more about TikTok's new extension, click the link.

How Chamberlain Coffee aims for broad appeal while catering to Gen Z

If you’re a millennial/GenZ coffee connoisseur, chances are that you've heard about Chamberlain Coffee.

The brand was founded in 2020 by the popular YouTuber, Emma Chamberlain, who has a massive following of 12 million subscribers. Chamberlain Coffee sells whole bean coffee bags, single-serve pouches, Keurig pod coffee, matcha powder, and more recently, Ready to Drink (RTD) lattes. In the past, its product line was exclusively available online. However, the Retail Dive reveals that the company just launched products in more than 375 Target locations across the United States.

But how did this brand amass such huge success among GenZ? What valuable lessons can marketers and business owners take away from it?

Chamberlain Coffee’s chief marketing officer, Liz Ahern, explains that the brand's decision to shift to brick-and-mortar stores helped bring more awareness to its existing customer base. On top of that, the company promotes "better-for-you-attributes", uses bold colours and flavours in its product design, and puts an emphasis on sustainability, catering to GenZ's preferences.

Chamberlain Coffee's values have gone beyond captivating just its GenZ audience as it has garnered the attention of older audiences too. 

To get the rest of the details on how Chamberlain Coffee quickly climbed the ladder to success, read the blog here.

Wrap Up

This blog went over tips for making your next Labour Day campaign a huge hit.

Then we went over YouTube's latest update to Shorts and how creators can now add links to videos.

Next, we learned ways to navigate Google's SGE and bring more eyeballs to your website's content.

After that, we discussed TikTok Shop's release in the U.S and its impact on online consumers and sellers.

Finally, we went over the steps Chamberlain Coffee took to attract a wide consumer base.

Any questions, comments, or concerns? We’d love to hear your feedback! 

We’ll be back next month with five new articles for you. In the meantime, if you’re looking to learn more, please check out our existing blogs that cover various digital marketing topics!