Reading the room
Looking for a new place to listen to (or post) your pods? Facebook will launch its podcast product on June 22, according to a report in The Verge. They will appear in a "podcast" tab (that isn't yet live). And just a heads up: podcasters who post here will be subject to Facebook's Podcast Terms of Service.
In today's news:
Carefully consider your Canada Day posts
Instagram is reeling in advertisers
Spotify joins the social media arena
And a Canadian takes over TikTok
Read on ⬇️
#CancelCanadaDay
Social media managers often look to their content calendars to plan and schedule posts for the upcoming weeks and months ahead. But what happens when a big holiday intersects with an even bigger, more important issue? This is the case with Canada Day. Here's what you need to know (before you post).
The Background
Traditionally, Canada Day been a controversial holiday for many brands. To suggest that Canada is only 154 years old essentially erases the fact that Indigenous peoples were here thousands of years before that. This year, the discovery of a mass grave of 215 children at a former residential school in B.C. (sadly, likely one of many) only makes Canada Day celebrations seem that much more insensitive. And many Canadian cities — such as those in northern Saskatchewan, Victoria, B.C., and in my hometown of the City of Waterloo — have already announced they aren't going to recognize Canada Day in the traditional way. Instead, celebrations are being replaced with art installations or the sharing of Indigenous stories. Others will cancel any-city run events altogether.
So what does this mean for you, as a social media manager, or as someone who is active on social media?
Your options
Staying the course: If you plan to go ahead with a regular "Happy Canada Day" post, I'll be honest — it will likely only come off as insensitive and tone deaf. This will hurt your brand, and you'll likely spend the day (or the rest of July) trying to respond to feedback and comments about why you're such an a*shole. This is NOT a recommended strategy.
Playing it safe: If you plan to just ignore the day altogether and just post your office closure information, you won't have to deal with the backlash. But you could still do damage to your brand. That's because this is an opportunity for your organization to share its values and show some support for Indigenous Peoples.
Showing your support: I was recently talking to a social media manager at a Canadian university, who said they are planning to recognize the day, but also recognize the fact that Canada is not "glorious and free" for all. And until systemic racism and discrimination — and the truth about Canada's legacy — are recognized, the country begins to heal, we cannot be whole. "Any time we don't acknowledge Canada's history or we stay silent, that takes us further from the truth. And the truth is a significant part of reconciliation." I couldn't agree more.
Why you should pick Option 3
If this issue is authentic and genuine to your brand, I recommend that you take some time to craft a post that reflects the true sentiment of the day, and your stand on this issue. (Tip: Make sure to get the wording approved by your manager, and to consult any other individuals or teams that you feel could add value to the perspective).
It won't be easy, and you will likely still face backlash on social media. But it's not only the right thing to do for society, it's the right thing to do for your brand. Your followers/clients expect you to live your values (70% of consumers want brands to take a stand on social and political issues, according to a recent Sprout Social survey).
And so do your staff. They want to believe they are part of an organization that genuinely cares, which is something I've personally seen expressed in meetings with clients. So it's up to you: will you stay the course, play it safe, or show your support?
Managing social media is hard enough — staying up-to-date shouldn't be. Level up your social media knowledge in minutes a week. Sign up for our newsletter today!
SOCIAL SNACKS
Reeling in advertisers
Instagram recently announced the global launch of ads in Reels. The ads can be up to 30 seconds in length, and will pop up in between organic Reels content. Users will be able to like, share, comment and save Reels ads. They'll also be able to skip it, hide it or report it. Want to start creating a Reels ad? Sign into Ads Manager and follow these instructions.
Is VR the future?
Speaking of ads, Facebook is testing in-Headset VR ads. (I actually tried out the Oculus headset at my mom's this weekend, and I have to say that it was pretty fun to travel to Italy, New York, and Africa in just a matter of minutes). And getting more people to use VR is the goal, according to Facebook. "Our primary focus at Facebook Reality Labs (FRL) is to bring more people into VR, advance the consumer experience, and make progress on our longer-term augmented reality initiatives." According to a report in The Verge, Facebook has made a number of recent acquisitions that feel like it's trying to corner the VR market. So expect to hear more about this in future.
ICYMI
🔴 Instagram users can now host group fundraisers [Engadget]
🔴 Facebook adds new admin tools for Groups [Facebook]
🔴 LinkedIn provides content tips for brands [LinkedIn Blog]
🔴 YouTube adds new Shorts remix controls as it launches in new regions [Social Media Today]
🔴 TikTok says it had 1.9 billion monthly active users as of the end of 2020 [CNBC]
We are mostly looking for notoriety.
Instagram CEO Adam Mosseri, speaking about who gets verified on the Gram. "To try and evaluate in a more objective way, we try to look for essentially media about you. So has the press written about you in your country."
APP-LIKE
Spotting a social media trend
The digital music and content streaming service, Spotify, has officially entered the social media arena with the launch of its new live interactive audio app. "Spotify Greenroom." The competitor to the audio-only app Clubhouse, Greenroom allows you to search, join or create a "room." It also allows you to join groups. The stand-alone app is available on Android and iOS in 135 countries.
If you download the app, here's what you can expect:
It will ask to connect to your Spotify account, and to create a Greenroom account
A profile picture is required
It will also ask you to use your real name
And then it will suggest groups/individuals you may want to follow (I had a bunch of sports-related groups and people).
And then a warning about what is and is NOT allowed on the app (aka, hate content, glorifying violence, etc.) that you have to agree to
After that, the experience is pretty much like using Clubhouse.
CREATOR-LIKE
Canadian model blows up on TikTok
If you've logged into TikTok recently, you may have seen (or been bombarded with) videos of whiteyy18, aka William White of Niagara Falls. The 21-year-old decided to start posting to the app when he saw others doing it and thought it might help his dream of acting and modelling. But his videos didn't really start to blow up until he started lip-syncing to old-school classics like "Don't Stop Believing" by Journey and "Mandy" by Barry Manilow. In an interview with CTV, White also said that he was at a modelling shoot in Calgary and they cut his hair in a retro style, which fit perfectly with the music.
The videos have earned White 1.5 million followers in a matter of weeks. Now, marketers are trying to dissect his success, like therealstacihall, who says: (1) He knows his audience, who are craving nostalgia, and (2) he's providing joyful and fun content. (Honestly, the best content is watching Duets of women and men reacting to his videos. Enjoy falling into that content hole).
Hey, congrats — you made it to the bottom of the e-newsletter!
If you really liked it, why not forward it to a friend. 💌