October 12, 2023

Off With Their Head(line)s

As traffic to news sites from X and Facebook declines, the app formerly known as Twitter is leaning into the drop and finding ways to keep users on the social site longer. Its latest move cut headlines from link previews, leaving behind only the hero image and source tag in the bottom corner.

The redesign left brands that use the social media platform to drive traffic searching for ways to adapt and avoid a drop in engagement. Some users are getting around the new format by adding headline copy to hero images. And clear calls to action can also help you clarify when (and where) followers should click. Or if you’re ready to move on from Twitter, remember headlines are still visible on competitor sites like Threads. The fastest-growing app of all time is adding new features (that might look familiar) like trending topics, polls, voice posts, and GIFs. So don’t mourn too hard, marketers. You have options.  

TL;DR: X cuts headlines from link previews as social traffic to news sites drops. Brands have different options to navigate this new display format.

41%

of Americans think brands should take a stance on current events — down from 48% in 2022. 

We’ve seen this shift in sentiment lead to some brands backing away from environmental pledges (learn more in our trendspotting newsletter, What’s Next, Now) and other hot-button topics. But while some sociopolitical topics are out of bounds for many, more than half of respondents were comfortable with companies weighing in on issues like climate change and mental health. For brands wondering when they should add their voice, authenticity will always be key. If it doesn’t feel like the right fit, it might not be time to chime in. 

Source: Gallup

WHAT LIT US UP

Something Old, Something New

How do you snap a haunted house back to life? Use AR filters and a spooky web series. 

The Phantom House is a weekly interactive video series where popular Snapchat creators Tony Talks, Sofi Dosi, and Ezee work to escape this mysterious manor. Users can interact with this adventure using the Spotlight, Stories, and Chat features — solving puzzles and finding clues to help the creators find their way out. They can even share their experiences with others using Phantom House-inspired AR lenses and AI-generated selfies. 

Snapchat brought the Phantom House to life at Advertising Week New York, where attendees could step into the home and feel the frights for themselves. At this in-person event, the Phantom House featured brand partnerships with Disney+ and Maybelline. And digitally, brands can interact with Phantom House viewers through AI-generated content and commercials. 

Snapchat is taking a classic strategy (serial content) and elevating it with fresh elements (AI features). By mixing and matching tried-and-true concepts with new tools, marketers can keep their audience more engaged and diversify their content. Whether you’re using new formats like video for your blog series or using AI to visualize data for your next case study, a little innovation can scare up new creative content for your brand. 

TL;DR: Snapchat‘s Phantom House series uses a strategy that combines classic content tactics with fresh, new elements to create a more engaging campaign.

ICYMI

X Considers Removing All Engagement Counts and Buttons on Posts

via Social Media Today

Many Marketers Find AI Helpful Even Though Concerns Persist: Survey
via Marketing Brew

Now X Posts Can Lock Replies To Only Allow Comment From Verified Accounts

via The Verge

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