No Twitter? No ProblemAs the Twitter exodus wears on, news outlets are getting creative with fresh strategies to reach their target audience. First, a wave of Twitter competitors like Mastodon, Post, and Spill entered the fray.
Now, the media is experimenting with delivering breaking news and updates directly to users in the form of push alerts, text messages, and features on their sites that mimic social media. The Verge’s redesigned homepage features Storystream, a Twitter-like feed. Punchbowl, a U.S. Congress-focused media startup, is launching its own text-based breaking news service this month, which will provide real-time alerts to paid subscribers.
While attempts to reach audiences without the use of third-party apps are nothing new, the unpredictable situation at Twitter has accelerated the media’s determination to find ways to communicate with audiences without an intermediary. (And there’s an opportunity for brands to explore these more direct communications methods as well.)
As the future of Twitter (and social media as a whole) continues to evolve, keep an eye out for novel opportunities to keep in touch with your target audience. What goes around comes around, so don’t be surprised if older methods show up in an updated form, or if a completely original delivery system emerges.
TL;DR: Amid Twitter’s uncertain future, news outlets are forging new paths to reach audiences. Remain agile and ready to pivot your strategy as the shift continues.
Dark ShadowsDo you ever feel like your social posts are hiding in the shadows? If you’ve noticed your content isn’t getting as much engagement as it used to, you may be seeing the effects of shadowbanning.
The term refers to when content has been subtly moderated by a social media platform, causing it to show up less in users’ feeds even if you’re actively posting. Not an outright ban or removal of a post as in the case of content that violates a platform's guidelines, this more nebulous tactic is aptly likened to turning down the volume on a megaphone. TikTok users first began buzzing about shadowbanning, and eventually, concerns over the phenomenon spread to Twitter and Instagram too.
The worst part? None of the platforms let you know the algorithm is preventing your content from showing up in users’ feeds. But now, Instagram has introduced a new feature to shed some light on the issue. On the Active Status page in settings for professional accounts, users can see if their account is considered recommendable, meaning Instagram is not limiting who can see your posts. Some reasons an account may be flagged include posting clickbait or offensive content. If you find that your account is not recommendable and you disagree, you can file a formal appeal.
This new tool could provide more insight on how to improve your content on Instagram to ensure it’s seen by as broad an audience as possible. And hopefully, it inspires other platforms to step out of the shadows and let users know more about why their content’s reach has decreased.
TL;DR: A new tool on Instagram increases app transparency regarding shadowbanning (a form of content moderation on social platforms).
What Lit Us Up
Happy (Belated) LogiDaysThe holiday season may have come to a close, but we’re still thinking about one merry and bright marketing campaign. In December, Logitech took social media by storm with its 12 Days of Deals #HappyLogiDays holiday campaign on BeReal.
Since paid content or ads aren’t an option on Gen Z’s favorite authentic social platform, Logitech took a creative, organic approach. For 12 days in December, the tech company posted surprise deals and exclusive offers on all of its products in a gift guide-like fashion on BeReal. The campaign featured fun and festive tie-ins like a visit or two from the Elf on the Shelf.
More brands are cropping up on BeReal, (we’re looking at you, Chipotle, American Eagle, and E.l.f.), demonstrating marketers’ efforts to meet this younger demographic where they are. To really make an impact, brands also need to update old classics with a modern twist. With this innovative campaign, Logitech showed that an old-school gift guide won’t cut it anymore, but a modern approach can grab your audience’s attention.
As more and more Gen Zers enter the workplace and have more decision-making power, B2B brands should remain open to exploring opportunities to build a presence on the social media apps favored by this demographic. And don’t forget to consider the values that resonate with them, like authenticity and commitment to a cause backed by action.
TL;DR: Logitech’s #HappyLogiDays organic holiday campaign on BeReal made a bold bid to capture Gen Z’s elusive attention.
|
-1.png?upscale=true&width=346&upscale=true&name=Tier%20One%20logo_color%20(1)-1.png)
