Turn Reel comments into emails

Howdy readers 🥰

In this newsletter, you’ll find:

📲 A six-step plan to turn Instagram comments into a black friday email list

📊 Google search ranking data faces new issues as PageSpeed Insights gets updated

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Together with AirOps

How Much Exposure Is Your AI Budget Buying? 

Getting more AI search budget is tough when you can’t show how much exposure the last round bought.

On November 20 at 2 PM ET, join AirOps and the creator of Google Meridian to explore how AI search measurement could give you stronger evidence for your next budget request.

Here’s what you’ll be able to take back:

• Give leadership a clearer picture of brand exposure with a proposed standard measurement metric.
• Assess the value of AI recommendations instead of treating every brand mention equally.
• Bring AI search exposure into marketing mix models to inform where your next dollar goes.

Hear from AirOps’ Matt Hammel, Paramark’s CEO Pranav Piyush, and Google Meridian creator Hitesh Wadhwani.

You’ll leave knowing which exposure data to ask your team for before your next AI search budget review.

Can't attend the session live? Register anyway, and you’ll get the recordings in 24 hours.

📲 A six-step plan to turn Instagram comments into a black friday email list

Lebesgue's analysis of $22.6 million in 2025 Meta spend shows the median CPM held within 7% of September until early November. Then it rose 13% by November 10, 27% by November 20, and 84% on Black Friday. Anyone you move from your comments to your email list before the 20th is someone you won't pay peak prices to reach. Here's the build.

Step 1: Pick a keyword nobody types by accident

Keyword replies usually match inside longer messages, so SALE fires on "is this on sale?" Search your last 200 comments for your word. Any hit means pick another. EARLYBF works. So does one typo of it.

Step 2: Ask for a DM, accept comments

Under Meta's rules, a brand gets one private reply to a comment, sent within seven days, and nothing more unless the person answers. A DM opens a 24-hour window, so a reminder can follow. Caption line one: "DM EARLYBF for Black Friday prices first."

Step 3: Paste this DM

First message: "You're in 👀 Reply with your email, and we'll send 15% off before prices go live on the 27th."

If the reply isn't an email: "That one didn't come through as an email. Try again and your code lands in a minute."

Reminder, 20 hours later: "Still want early access? Your code expires when the sale opens."

Step 4: Front-load the calendar

• Keyword Reels on November 10, 12, 14, 17 and 19, finishing before CPMs climb further.
• Email one: instantly, with the code.
• Email two: November 24, early access opens.
• Email three: November 27, 7 a.m.

Step 5: Size the prize, then set a kill line

Illustrative: three Reels reach 60,000 people, 1.5% send the keyword, and half give an email. That's 450 subscribers. At 8% buying over Black Friday with a $70 average order, that's $2,520 in sales you didn't buy at +84% CPMs. My judgment on the kill line: if under 30%, give an email after Reel one, rewrite the offer before Reel two.

Step 6: Automate the replies

Copying addresses by hand breaks the first time a Reel takes off. Omnisend's Instagram integration handles it. Social Capture automatically DMs anyone who comments or messages your keyword and asks for their email. Offer a discount to give them a reason to subscribe. 

Their email goes straight into your Omnisend list, ready for a welcome series. It's on all paid plans. You can turn your followers into subscribers here.

This week

Run the 200-comment check tonight. Reel one goes out tomorrow.

📊 Google search ranking data faces new issues as PageSpeed Insights gets updated

Google's search results and PageSpeed Insights are undergoing changes that could affect how SEO professionals track rankings and measure website performance, even when their actual search visibility or website content hasn't changed.

The Breakdown:

• Google rank trackers are picking up unrelated search results that match just one word of a query, potentially pushing relevant pages lower in ranking reports without reflecting an actual ranking drop.
• Google is limiting how frequently tracking tools can resolve certain search result redirects, making it harder to identify which URLs appeared in search results and potentially affecting ranking accuracy.
• PageSpeed Insights now uses Lighthouse 13.6.0, which changes how loading performance is calculated, meaning website scores may increase or decrease even without any changes to the page.
• The Lighthouse update improves how First Contentful Paint and Largest Contentful Paint are estimated, with JavaScript-heavy websites more likely to see changes in their reported scores.

SEO teams may notice changes in rankings or PageSpeed scores that don't necessarily reflect changes to their websites. Unrelated search listings and redirect restrictions can affect ranking reports, while Lighthouse's updated calculations can shift performance scores.

🎥 Ad of the Day

What Works:

Flavor World Feels - The tiramisu dessert, coffee, and warm brown palette make the fragrance concept instantly sensorial, helping shoppers imagine the scent before processing any detailed product copy.

Product Owns Center - The bottle sits at the visual midpoint with strong contrast against the table setting, creating clean hierarchy while keeping branding recall high despite the lifestyle props.

Occasion Builds Mood - “Sunday Tiramisu” gives the fragrance a specific emotional setting, slow, indulgent, cozy, making the product feel like a mood and ritual rather than just another perfume.

For fragrance, build the creative around the exact food, place, or feeling the scent evokes. That makes an invisible product benefit far easier to understand.

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