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What Your Copy 'Should' Be Doing
Research shows gap-focused words like "should" boost engagement by up to 20%.
by Tod Maffin and Steph Gunn
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Why "Should" Drives Engagement
Your ad copy might be lacking words that could change everything.
Research shows that using words that highlight gaps between the current state and an ideal one, such as should, could, and lacking, can boost engagement by up to 20%.
The power of a simple change
Imagine launching a service with a unique flat fee structure, unlike your competitors’ pay-per-use models. When crafting your tagline, a subtle change can make all the difference:
ACME Solutions - No need to worry about how much you use
ACME Solutions - You shouldn’t have to worry about how much you use
Research suggests that the second option is likely the most effective at grabbing attention and driving engagement.
Why it works
According to the study, when people encounter words like should, want, wish, or desire, it highlights the gap between the way things currently are and the way they'd like them to be.
These words trigger psychological reactions that drive actions, like engaging with an ad or social media post.
However, how much someone engages depends on how personally meaningful the message feels. For instance, when people feel a lack of control, they focus more on themselves and pay more attention to relatable content.
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Canada Orders TikTok to Cease Operations
Canada has officially banned TikTok's business operations.
Yesterday, the Canadian government ordered that the Chinese-owned company “wind up” its business in the country due to national security concerns.
National security scrutiny
This decision follows a multi-step national security review process, which revealed potential risks tied to TikTok’s planned expansion in Canada. Based on these findings, the government advised blocking the company’s operations.
No full ban… yet
Unlike the U.S., which is pushing for a nationwide TikTok ban, Canada’s move stops the platform’s expansion but lets users continue using the app.
TikTok, however, is not backing down and said it will challenge the order in court.
What Reddit's Growth Means for Ads
Reddit’s recent spike in traffic is hard to ignore.
As we reported last week, the platform has seen a 45% increase in daily active users, from 66 million to 97 million over the past year, outpacing every other social app’s growth.
But does that make it a better platform for advertising?
The Google effect
Social Media Today reports that Reddit's deal with Google has boosted its visibility, with its content now showing up 4x more in search results. This partnership has helped Reddit grow to 365 million Weekly Active Users, a more than 50% increase from last year.
Unlike most social apps, Reddit’s daily-to-weekly usage is much higher, suggesting that people use the app less consistently.
...While Reddit is getting a lot more people to the app, most of them are likely coming across from a Google Search, checking the response to their query, then moving on from the app.
Over time, Reddit is seemingly converting more of these visitors into active users... But right now, Reddit’s 97 million daily actives is significantly lower than the other major social apps.
As such, that could mean that Reddit provides less opportunity for ad exposure, and thus, a more confined pathway to audience reach.
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