September 7, 2023

Thread-y or Not, Here New Updates Come

Despite a few reports of Threads’ imminent demise, the Twitter challenger is hanging in there. To keep you in the loop we’ve stitched together the app’s alterations since its meteoric launch: 

A desktop version: As one of the most requested features (and greatest gifts to social media managers), the web app allows users to publish posts, view their feeds, and interact with posts. Meta says the update is still being fine-tuned so it can be on par with the mobile app experience. 

Instagram options: A couple of new features are making for a more seamless experience between Threads and IG. Users will now see recommended Threads carousels on IG and can DM posts from Threads to IG.

Reposts in the Following feed: Users can now see reposts in the Following feed — a step up from only being able to view it in the algorithmic For You feed. 

Mentions: Threaders can tag other accounts in posts and replies. 

Keyword search: The feature is still in testing, but soon Threaders will be able to search based on keywords (the app previously only supported search for other usernames). 

TL;DR: Threads expands its capabilities with a desktop app, the option to send posts to Instagram DMs, mentions, and more.

Cloudy With a Chance of AI

With a handful of big brands using Google Cloud’s AI solutions to streamline tasks and forecast customer behavior, Alphabet’s AI offerings could provide a slew of opportunities on the horizon for businesses. 

Google Cloud’s suite of AI tools delivers capabilities that range from virtual assistance to tracking objects in videos, and top brands are partnering with Google to put them to work. FOX Sports is using Google’s generative AI tool Vertex AI Vision to more efficiently look for footage in over a million videos and create marketing assets and content for social media. And Estée Lauder is using Google’s large language model PaLM 2 to examine customer sentiment across social media channels. 

The different ways brands can utilize AI to streamline tasks and retrieve in-depth insights about audiences are expanding rapidly. And while a Google partnership might not be in the cards for your brand, you can access many of their AI tools, some for free.

TL;DR: Big brands are partnering with Google Cloud to implement AI solutions to streamline tasks, retrieve customer insights, and more.

75%

of marketers plan to increase their holiday marketing budgets. 

Even if you’re not decking the halls, you can put a bow on 2023 by getting ahead on end-of-year content and 2024 planning to stay top of mind for your audience in the new year.  

Source: Collective Voice

WHAT LIT US UP

To Eternity, and Beyond! 

The ‘90s may have come and gone, but one signature, revitalizing beauty brand has returned for an encore — but not how you might think.

“Death Becomes Her,” a 1992 cult classic film will soon be born again as a musical. To announce its pre-Broadway run in Chicago, the show tapped into its cosmetic plot roots,  launching a faux brand account for VIVA anti-aging serum on Instagram (which has since transformed into the show’s name). 

This quirky and creative approach made it nearly impossible to miss for those in the theatrical know. The innovative use of classic marketing materials — video ads, testimonials, and fabricated media spots from real news outlets like Goop and Cosmo — brilliantly built the suspense leading to the ultimate reveal. The campaign also featured a waitlist landing page for the fictional product to collect valuable first-party data and keep their fans in the loop. 

Those familiar with the film and VIVA were immediately hooked while musical fans were pulled in by shares from cast members and other theater influencers. Both audiences further boosted the conversation with encouragement from the VIVA brand, which reposted shares and engaged in the comments.

The influencer-driven, multi-audience strategy proved the value of knowing who you’re trying to reach and showed that timeless source content never goes out of style. By capitalizing on your audience intersections, you can keep current customers engaged with fresh content while also appealing to new ones. 

TL;DR: “Death Becomes Her” launches an impressive teaser campaign for the ultimate brand revival strategy in preparation for its 2024 musical debut in Chicago.

ICYMI

Instagram Working on 10 Min Reels To Compete With TikTok

via The Verge

X Tests New Option That Would Enable Creators To Gather Email Contacts From Subscribers

via Social Media Today

Instagram’s Latest Test Lets Creators Highlight Comments in Their Stories

via TechCrunch

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