Backslash Week #35 – News of the Week

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Wir teilen unser Wissen über Online-Marketing, Digitalisierung und Unternehmertum mit Ihnen - lesen Sie über die neuesten Trends der digitalen Welt, Webdesign und SEA-Strategien oder holen Sie sich Tipps und Anregungen für Ihren Social-Media-Auftritt.

Week 35 has ended and a lot of interesting things happened throughout this period. We’ve got some interesting news for you. Facebook launches ‘Creative Guidance Navigator’. We discuss the most important factor in B2B sales, namely motivation. TikTok & Instagram are getting closer to streaming wars. Shopify opens up its checkout system. And lastly, we take a look at how Facebook protects people’s privacy.

Be sure to read on.




Facebook has launched a ‘Creative Guidance Navigator’ site to help you improve your ad strategy. This tool can help you find new ways to improve your online ad campaigns. It’s available to download and use for the next few weeks to test new ad campaigns and find out more useful ways to use the site’s new tools to help your online advertising toolkit.


Facebook ads are a tricky thing to get right, and there are many different things you can do to optimize your campaign. Creative Guidance Navigator, for those who are looking to refine their Facebook ad process and achieve better results, is a helpful guide with plenty of pointers and guidelines that can help you get the most out of your Facebook ads. The Facebook ads tips mini-site is a great resource for those who want to get started with Facebook ads. The main listing displays a range of creative tips, one-by-one, with a ‘Load more’ prompt at the bottom to generate more examples of relevance.


Also, knowing your target market is more important than ever, especially in a day and age when there are so many different types of consumers. Knowing your niche will help you reach out to your specific audience. There’s an option to filter the display based on ad formats, industries, regions, and many more. Thus, filtering can help you find the best ways to advertise your business and connect with your audience.


The way we qualify and measure the quality of a lead or buyer is almost completely rationally driven. We usually track an action or activity without understanding the reason behind it and we have no metrics for tracking the emotional involvement of the buyers involved in the purchase process. In addition, a lot of the metrics that we measure are used in a rearview mirror fashion. It means that they record what happened in the past without any insight into what will happen in the future. AI can’t fill this blank, it only watches the actions that have already happened. Unfortunately, we have no metrics for tracking the emotional involvement of the buyers involved in the purchase decision.


Motivation is the most important factor that influences their decisions, but unfortunately, we don’t have a way of quantifying it. For example, buyers have different motivations. Some are motivated by bringing new ideas into the organization, but will not advance the buying process. Others will champion ideas and drive them forward, but only if it benefits them. Corporate cultures can be tricky to navigate, especially in terms of buyer behavior. These behaviors both ebb and flow within a culture, which is also motivated and driven by its own behaviors, impacting how buyers behave within it.


Also, the risk is involved with selling something to someone. In order to get someone to take a risk, you need to find out what they really want, what they need, and what they need to do to get it. You want to be able to help them with a solution that will make them successful. But the problem is that the mere mention of risk is enough to turn off our rational side and send them into emotional mode. If this is true, then we need to find a way to measure the emotional side of the decision-making process.


For better or worse, buyers are not a role or a title. They’re people. And those people are rational and emotional. That’s why we need to add ‘why’ metrics to the ‘what’ that we currently track.


As TV becomes predominately delivered over the internet, the competitive lines between traditional media companies and online video services are blurring. The differentiation that exists today is bound to dissipate over time as each company tries to dominant consumer attention. Netflix, for example, caught on to this last year when it listed TikTok as a competitor for the first time. Instagram’s move toward showing full-screen videos in user feeds suggests it wants to capture more video advertising dollars while developing more opportunities for its creators and giving users new entertainment options. On the other hand, TikTok has evolved from a user-generated music-dance video service to an entertainment ecosystem that allows creators to earn a living. Their influencers are becoming A-list celebrities for a new generation, and the crossover between TikTok and Netflix is already happening.


Also, Facebook’s Instagram is taking a step into video. This is not the first video endeavor by Facebook’s Instagram, which released IGTV in 2018 and Reels, a short-form video feature that allows Instagram users to create content with overlaid audio and augmented reality effect, in August 2020. Instagram is working hard to make sure its feed has plenty of video content for users. This new update will provide more opportunities for creators and advertisers alike while giving users more entertainment options.


“There’s some really serious competition right now. TikTok is huge, YouTube is even bigger, and there are lots of other upstarts as well. People are looking to Instagram to be entertained. There’s stiff competition, there’s more to do, and we have to embrace that.” – stated Adam Mosseri  – Chief Executive Officer at Instagram

If you’re frustrated, which one is the best for your business, you are not alone. We’ve created some handy guides about TikTok and Instagram to help you decide which of these popular social media platforms are must-haves for you.

With legacy media companies becoming closer competitors to social media outlets such as TikTok, Instagram, and YouTube, it becomes easier for smaller companies such as ViacomCBS, NBCUniversal, or even the combined Warner Bros-Discovery to claim that they should be allowed to merge with each other.


Shopify has announced that it will be opening up its e-commerce checkout system to all retailers selling through Google and Facebook. This means that Shopify will now offer a product to merchants who don’t use their platform. Starting in July, retailers will be able to offer their shoppers the chance to pay for their purchases using Shop Pay. This will work on Facebook and later on, on Google properties such as Instagram and YouTube. Shop Pay is a cutting-edge checkout product that stores your information, making your online transactions much more efficient. Right now, retailers have access to it through those social media platforms, but they must be Shopify merchants to use it.


“Our hope is that this momentum moment for Shop Pay is a step forward to becoming the internet’s preferred checkout, full stop,” – said Harley Finkelstein – President of Shopify


Shopify, a leading e-commerce business, believes that many merchants will opt to sell their products across multiple platforms. As the complexity of these merchants’ businesses increases, Shopify is convinced that its system will be even more valuable to them. As paying for products online has never been easier, and it’s environmentally friendly too! Shop Pay offers the fastest checkout process in the world with the highest conversion rate. And, with tracking packages, you can make sure your delivery goes smoothly. Shopify’s shareholders are happy with the company’s commitment to focus on building a 100-year company that makes commerce better for everyone. They have no immediate plans to expand into other product lines, but it may happen in the future.


Facebook says personalized advertising has leveled the playing field for businesses and charities. The social networking giant says it’s not about the status quo, but how it is collected and used will change. Facebook says new privacy protections and technologies can be introduced in a way that continues to support the free and open internet. Facebook is building privacy-enhancing technologies (PET) – allowing us to provide personalized ads while processing less personal data. The company says it wants transparency and choice over how its data is used. They are exploring new ways to measure ad effectiveness without having to access personally identifiable purchase data from the advertiser. This includes Secure Multi-Party Computation (MPC), a unique approach that is designed to keep personal data localized on a person’s device.


The internet has become more personalized, so ads are able to meet the needs of each user. This contributes to digital inclusion by making the internet accessible for everyone. In fact, a recent study found that 75% of Europeans would choose the experience of the internet today over one without targeted ads. Advertising is what helps keep digital platforms like Facebook and Google free. Without advertising, we wouldn’t be able to afford to offer these platforms at no cost. Advertising is a democratic force: without it, we would have to charge a fee in order for using them.


However, it’s also important for people to have transparency and choice over their data. That’s why we’ve always had tools, such as “Why Am I Seeing This Ad?” and “Your Ad Preferences.” Now, with the advancement of technology, personalization has become more efficient. One of the best examples of this is Netflix’s recommendation system. Some might say that personalization is a way for companies to make a profit. Others might say that it is a way for companies to provide a service that is tailored to your needs – but either way, it’s here to stay. Personalization of digital services is a fast-growing trend, and for good reason. It increases consumer satisfaction and provides a more unique experience.

Final words

We truly hope you’ve learned something new today and become more familiar with Facebook’s ‘Creative Guidance Navigator’ & “motivation” as an important decision maker factor. Furthermore, we shed light into TikTok & Instagram’s streaming war, Shopify’s new checkout option, and privacy concerns with Facebook.


Would you like to know more? We are always here to help you out! Feel free to contact us any time! Stay tuned, archetype!


Hutchinson, A. (2021, July 8). Facebook Launches New ‘Creative Guidance Navigator’ To Provide Marketing Stats and Tips. Social Media Today. 

Gillum, S. (2021, July 7). The most important driver in B2B sales and no one is measuring it. The Drum. 

sherman4949. (2021, July 5). TikTok and Instagram inch closer to the streaming wars as competitive barriers blur. CNBC. 

Bloomberg. (n.d.). 

Ramez Shehadi, S. to G. N. (2021, July 12). Privacy matters, but so does targetted advertising’s possibilities: Facebook. Analysis – Gulf News. 

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Backslash Week #35 – News of the Week

Wir teilen unser Wissen über Online-Marketing, Digitalisierung und Unternehmertum mit Ihnen - lesen Sie über die neuesten Trends der digitalen Welt, Webdesign und SEA-Strategien oder holen Sie sich Tipps und Anregungen für Ihren Social-Media-Auftritt.

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Christoph Vetchy, BSc. M.A.

Head of Social Media