In today’s blog, we dive into two fascinating discussions from the Ecom Mafia community: the viral success of a perfume business using YouTube Shorts and Meta's Advantage+ audience recommendations for ad campaigns. These conversations highlight practical strategies and expert tips for content creation and advertising.

The Viral Success of a Perfume Business on YouTube Shorts

Question by Safeer:

"This channel focuses solely on YouTube Shorts and has several videos with over 10 crore (100 million) views. What’s the strategy behind this success?"

Key Insights:

1. No Language Barriers

As Raphael pointed out, the content is universal and doesn’t rely on language. This makes it accessible to a global audience.

2. Relatable Content

According to Akhil Jijo, the videos are shot using a phone instead of professional cameras, which makes them feel authentic and relatable to viewers.

3. Catchy Hooks and Engaging Format

The videos start with hooks that spark curiosity, encouraging viewers to stay until the end. The slow pace and suspenseful structure keep viewers engaged, increasing the watch duration, which in turn helps YouTube recommend the videos more.

4. Easily Understandable Format

Simple, straightforward content appeals to a wide audience, as it’s easy to follow regardless of cultural or linguistic differences.

Takeaway:

For businesses looking to grow through short-form content, focus on:

• Creating universally appealing, relatable content.

• Using tools like a smartphone for authenticity.

• Prioritizing catchy hooks and story-driven narratives to boost watch time.

Meta's Advantage+ Audience: Should You Use It?

Sujin's Query:

"Meta recommends using Advantage+ Audience to improve ad performance. Should this matter?"

Response by Shebin P T:

1. What is Meta Advantage+ Audience?

Meta's Advantage+ Audience expands the targeting beyond the specific interests and demographics you set, aiming to optimize results by reaching broader, potentially untapped audiences.

2. Pros of Using Advantage+ Audience

• Lower Lead Costs: Meta claims it can reduce costs by up to 33%. If your goal is to reduce cost-per-lead, this is worth testing.

• Broad Targeting: It uses Meta's algorithms to reach people who might convert, even if they don’t fall into the initial target audience.

3. Cons to Consider

• Uncertain Lead Quality: While it may lower costs, the quality of leads might not align with your business objectives.

• Lack of Control: You sacrifice some control over targeting, which may or may not align with your brand's niche audience.

4. Recommendation

• A/B Testing: Test Advantage+ Audience against your regular audience targeting. Compare the results in terms of cost, lead quality, and overall performance.

Expert’s Note:

If your focus is purely on cost reduction, Advantage+ can be a great option. However, for businesses prioritizing lead quality or niche targeting, controlled experiments are crucial before fully adopting this feature.

The Ecom Mafia’s Philosophy: Learn and Adapt

Today’s discussions emphasize two core principles:

• Leverage relatable, engaging content to grow your brand organically.

• Test and adapt advertising strategies based on your unique business goals.

These insights demonstrate the collective expertise and collaborative spirit of The Ecom Mafia. Whether you're crafting viral content or running ad campaigns, there’s always something new to learn from the community.

Join The Ecom Mafia

Want to be part of these insightful conversations? Connect with like-minded entrepreneurs and experts to elevate your e-commerce game.

👉 Join The Ecom Mafia Now and gain access to daily tips, strategies, and discussions.