Fact-checking communities bounce back on empathy

Ammo Somal

Ammo Somal

Ammo is an engaging writer, researcher, and communicator, with a penchant for humor. Back in the UK, he worked in communications and creative for everything from insurance companies to video game festivals. Ammo’s skills as a content/multimedia coordinator have been honed through creating and managing content and planning multiple editorial ventures.

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Data shows an emPATH to success


To create an empathetic marketing experience, you need customer data. That’s according to a recent ‘State of Marketing’ study by our tower-sponsoring pals at Salesforce, which found that artificial intelligence, in particular, is having an increasingly important role in gleaning customer insights.

According to the study, 84% of the marketers polled are now using AI to glean customer insights, compared with just 29% in 2018. As customers become savvier, marketers are getting smarter. And it’s working: More empathetic marketing is being achieved as a result of greater data and personalization, according to Marketing Tech News.

Naturally, if Salesforce can get their hands on a Bond villain-esque tower, it’s safe to assume that they have the resources to conduct surveys of nearly 7,000 marketing global leaders.

Poor conversions?
(Un) bounce back with this report


Ah, yes. The converted conversion. The end goal of many a marketer. The holy grail of the funnel. I mean, that’s why you do what you do. Butts in seats and all that. Luckily for you, we’ve found the treasure map to get you there! Unbounce has released its Conversion Benchmark Report

The report bestows upon you intelligence insights for 16 major industries, based on machine learning analysis from literally millions of visits, conversions, and landing pages. Here are some of our interesting findings:

  • When writing landing pages for business services, sophisticated copy converts better. However, if you’re a SaaS company, simpler is better.
  • Before stuffing consumers through a signup funnel on your site, try easing them in through a click-through CTA like “Pick a plan and start your trial.” This converts 1.7x higher.
  • Business software pages perform best when there are around 400 words on the page.
  • Pages for the tax and financial services subcategory contain twice as many words associated with sadness 😞 – makes sense to me, to be honest.
  • …but for entertainment and media? Use more joy-related language than the overall industry baseline. These include words like art, cuddle, engaging, and star.

So, be a star, pick a plan, engage with our art, and maybe we’ll cuddle you. If you need me, I’ll be sat here waiting for the big bucks to roll in.

Fact hunt: Twitter edition

Twitter finally decided to add fact-checking information to a certain politician’s tweets. However, with things the way they are, I’m not entirely sure that facts matter anymore.

Still, it helps to imagine these “get the facts” labels as building a little wall around his tweets and relishing in the delicious irony that thought brings. It’s important to note this step comes after Twitter declined to take down some of his recent conspiracy-laden tweets. This may seem like a step in the right direction against online fake news, but it likely won’t matter to his supporters, or to the big man himself, who’ll likely dismiss it as another conspiracy against him. 

Oh, he already has – Well, that’s that one sorted, then. Moving on…

Community (not corporations) will get us through this


While we may be physically distancing in person, we are anything but online. This article shows many great examples of communities coming together recently, whereas some corporations have just fired false-hearted ads and focused on getting more business. You’ll see how communities have really helped each other through recent times, such as:

  • The #ClapBecauseWeCare, #SupportLocal, and social movements
  • Examples from brands such as Chipotle and Toronto Zoo


Here are our Twitter polls for the week. Again, we’ll use these results to spark some discussion points and maybe even ideas for content moving forward. Take part, and stay tuned!

Love our roundups? Hate ’em? Want more content? Sound off in the comments below.

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