Just over here doomscrolling
Just Another Day in Social Media. 😉
I know that sometimes I love to hate social media, but the truth is that it can be an essential lifeline and source of important information in a crisis. So reports that access to Twitter and Facebook is being restricted in Russia is pretty scary. These actions, say Russia, are in response to social media platforms restricting access to Russian ads and state-run media. Expect this tit-for-tat social media war to continue...
Here are today's top stories:
What the Ukraine crisis means for brands on social media
Facebook Reels goes global
TikTok offers a look ahead for 2022
And ask yourself these three questions before jumping on your phone
Read on ⬇️
A New Reality
Like many of you, I've been following the events in Ukraine on various platforms. Watching this crisis unfold in real time across social media marks a change in how war is now seen. We no longer have to wait for coverage — it comes to us. But brand accounts will also need to be aware of what they do during this time. In this week's newsletter, I'm going to share my thoughts on what I'm seeing, and what I think this conflict means for brand accounts.
Read the Room/Platform
On Sunday as I was scrolling through Twitter, I came across a post from a well-known digital marketer. It was a picture of her and her husband in the kitchen, and the post was essentially wishing everyone a happy Sunday, and asking what people were looking forward to this week. A few people replied that they were hoping for peace in Ukraine. While she wasn't crucified on this tweet, it did appear to me to be a bit tone deaf. I don't think brand accounts have to stop posting, but it definitely helps to read the room and maybe not talk about what an amazing Sunday you're having amidst this conflict — especially on Twitter, which tends to be more informational. This type of post is a better fit for a platform like Instagram, where the audience isn't looking for up-to-the-minute news and updates. BTW: She also posted it to her Instagram, and no one mentioned Ukraine in the replies.
Decide How to React
Brands are expected to stand up for what they believe in. And there are a number of ways to do that. Some brands are posting statements of support for Ukraine, others are adding the Ukrainian flag to their Twitter handles, and then there are others — like Chapman's Ice Cream — which is posting about how it plans to #StandWithUkraine. Whatever you choose to do, make sure it is genuine, because people can tell when you're just going through the motions. You can also share information regarding how to contribute to resources for Ukraine. There is also nothing wrong taking a break from posting about your own brand — especially on Twitter, where the flow of crucial information is essential.
Protect Your Accounts
As soldiers and civilians battle in the streets of Ukraine, you can also expect an increasing number of cyberattacks. Hackers took down the Kremlin website over the weekend, and you can bet your bottom dollar that Russian hackers will respond (the majority of revenue from ransomware attacks go to Russian-linked hackers, according to a recent report). Now, there is a high likelihood that your accounts will be safe, but if you manage any verified accounts, they are always at greater risk of attack. At a minimum, implement multi-factor authentication and use a strong password (or change it if you haven't done that in the last 12 months). Here are some tips from the @TwitterSupport account that may be of use.
Quick Tips
Check your scheduled organic posts and ads and stay up to date on what's happening in Ukraine so that your posts hit the right tone
Choose your platform carefully; what works on Instagram may not hit the same on Twitter
Decide how your brand will react to the crisis, and be authentic in whatever you choose to do
Provide helpful information whenever possible
Protect your brand accounts from hackers by using MFA and strong passwords (& updated any older passwords)
SOCIAL SNACKS
Facebook Reels Goes Global
Facebook is expanding the launch of video feature Reels to iOS and Android users in 150 countries. Originally, it had only been available to Facebook users in the U.S. The Meta-owned platform says that global creators will have access to a number of features, including Remix and 60-second Reels. And soon, creators will have the ability to "save to drafts" and utilize video clipping tools. Also, watch for updates that will make it easier to watch Reels on Facebook, including a new Reels tab at the top of the Feed. Facebook is also "expanding tests of Facebook Reels Overlay Ads to all creators in the U.S., Canada and Mexico, and to more countries in the coming weeks." Reels, which was originally launched on Instagram in August 2020, struggled to take off. It was expanded to Facebook users in the U.S. in September 2021.
TikTok Looks Ahead
TikTok released its What's Next Report 2022, and there are lots of trends to take note of. Here are a few:
Shopping: 73% of people feel a deeper connection to brands they interact with on TikTok compared to other
Sound: 88% of people on TikTok reporting that the sound on the platform is central to the overall app experience
Creators: Partnering with creators on TikTok boosts view-through rates for TikTok specific ads by 193%, and branded content coming from creator collabs shows a 27% higher Ad Recall
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ICYMI
🔴 Twitter launches the option to add sensitive content warnings to photos and videos [@TwitterSupport]
🔴 Instagram Stories are getting likes so you can share respond without a DM [The Verge]
🔴 LinkedIn launches a podcast network [LinkedIn Blog]
🔴 Meta announces plan to build an AI-powered 'universal speech translator' [The Verge]
🔴 Snapchat launches real-time location sharing feature [CNN]
APP-LIKE
Subscribe Me
We've all been spending more time on our phones, apparently, because revenue for the top 100 non-game subscription based apps grew 41 per cent year over year, according to mobile app analytics firm Sensor Tower. Subscription revenue in 2021 was $18.3 billion globally (up from $13 billion in 2020). Among the top non-gaming apps were YouTube and Google One (cloud storage).
HAPPY-LIKE
Wait, what?
Yale cognitive scientist Laurie Santos, who teaches a class called Psychology and the Good Life, recently spoke with the New York Times about why her students are so anxious. One of the things she talked about was the impact of social media. Santos tells her students to delete all the apps (which they usually groan about), and reminds her students that these platforms are just tools that could be used in positive or negative ways. She also advocates using a strategy made popular by Catherine Price, the author of "How to Break up With Your Phone: The 30-Day Plan to Take Back Your Life."
W.W.W. = What for, why now and what else. Ask these questions whenever you pick up your phone. (The 'what else' refers to what else you could be doing 🤷♀️).
Source: New York Times: Laurie Santos on Why Her Yale Students Have So Much Anxiety
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