4,000 Is the New 280For better or worse, it seems like every day we have a new Twitter update to discuss. Lucky for you, we’re here to help separate the noise from the news for marketers, and one recent change has caught our eye in a big way — the introduction of long-form tweets. Or perhaps we should say longer-form tweets? Back in 2017 BE (before Elon), Twitter expanded its character count from the original 140 characters to 280. Today, tweeters are preparing for a world with 4,000-character tweets.
From the get-go, Twitter’s appeal was its brevity, which has allowed brands like Netflix and Chipotle to shine. So we can’t help but wonder how brands who have excelled in the short game will embrace this newfound freedom.
Our advice? Lean in to the features of Twitter that distinguish it from other platforms where long-form content is the norm (think LinkedIn and company blogs). Embrace its more casual and playful tone and use of visuals and humor. And be creative with your options. For instance, instead of just sharing a link to your thought leadership article, try tweeting the post in full. Follow it up with a thread of the individual main points to keep followers engaged. Experiment with your strategy to find the mix of tweet lengths that works best.
TL;DR: Twitter is planning to expand its character count from 280 to 4,000 next month. Time to start thinking about how you can fit (much) longer tweets into your thought leadership strategy while remaining true to your audience. MetaversatilityHow far away is the metaverse? If you ask CES attendees, it's closer than you think! While many still see it as an abstract concept, showcases at the world's largest tech event demonstrated how the virtual world is moving from the ideation phase to execution. Check out three CES examples suggesting the metaverse will someday have real-world business applications for us all:
For now, many big brands are still focused on flashy experiences — like concerts and NFT fashion shows — but activations like the NXT space show more potential business uses of the universe. You probably won't have your 2024 planning meeting in a metaverse board room, but we won't rule it out in the decades to come. TL;DR: CES showcased the potential business application of the metaverse. Take note and begin exploring how the metaverse can benefit your brand. What Lit Us Up![]() The New Super Bowl ShuffleThe only thing more exciting than football on Super Bowl Sunday is the commercials. For the past decade, Doritos has invited fans to film their own ads. With the rise of TikTok, this fun promotion is even easier and has the potential for greater reach. This year, the snack favorite is asking fans to share their best triangle-inspired dance (in honor of the chip’s signature shape) on TikTok between now and January 13 using the hashtags #DoritosTriangleTryout along with #entry. The winner will have the opportunity to make a game-specific video that will air during the Doritos Super Bowl Commercial and receive a cash prize. A decade ago, Doritos moved “Crash the Super Bowl” from a microsite to Facebook, which increased its views dramatically. Now, the brand is once again evolving for the times by capitalizing on TikTok’s massive popularity. The campaign is also an excellent example of a cultivation of user-generated content. At a time when marketers are forced to adjust to the loss of third-party data (adieu, cookies), Doritos’ campaign is a great way to get valuable consumer data directly from the source. Think about innovative ways to engage your audience and gain useful insights. (It’s a win-win.) And don’t forget to adapt for the current moment. With some simple tweaks, you can give a longstanding campaign new life. TL;DR: Doritos is updating its annual Super Bowl campaign for the TikTok and cookie-less age. Continue innovating and consider the power of user-generated content. (Was this email forwarded to you? Sign up here.)
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