Social media never sleeps. The changes just keep coming. Today’s preferred channels are subject to evolving features, statistics, designs, algorithms, and advertising on a near-constant basis. Even the largest brands and organizations can find it challenging to stay on top of updates capable of business impact. We want you to know about the most significant channel-specific changes that can keep you ahead of the curve as a digital marketer.
Download our Social Synopsis for January 2020.
With over 500 million daily users, Instagram Stories are a great way to reach potential new customers—and build a stronger connection with your existing ones. Authenticity within social has risen to the top of the content ladder. Consumers are expecting more from brands that they follow, making way for in-the-moment, limited-time stories that deliver a “behind the scenes” look, as well as a low overhead production cost. As Instagram Stories have evolved over the past few years, they have found features help boost engagement, start conversations, humanize brands, and get real-time feedback straight from fans.
Most recently, Instagram Stories has a new tool in "Create" mode, enabling users to view, stylize, and quickly feature @mentions from other accounts. The tool shows the total number of mentions, making it especially useful for brands managing a high volume of UGC. Now, social managers can easily sort through all their account’s mentions to more efficiently determine which content to post. From fan shout-outs, to testimonials, to amplifying influencer content, the new tool will be an asset in generating enough content for brands to stay relevant and keep it fresh on the channel.
Last fall, Panera Bread dropped a staple item, French Onion Soup, from its menu to make way for more seasonal items. But fans got upset and took to Twitter to express their disappointment. Rather than simply responding to fans’ comments on social media (it did that as well), they found the opportunity to create a humorous marketing campaign to let fans know they heard them. The restaurant released an online video showing the actress who played Phyllis on The Office as the new Social Media Coordinator, reading the mean tweets from a desk at Panera’s headquarters (the concept is a riff on a similar recurring skit from The Tonight Show with Jimmy Fallon). The chain took a social media listening exercise and popular show bit and turned it into a successful marketing effort that garnered higher reach and fan loyalty.
Finally, there are several channel updates to put on your radar.
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