FaceTokIt’s finally happening. The influence of TikTok has long been felt across all other social platforms and now Facebook has officially succumbed to peer pressure with the introduction of a new TikTok-like algorithm update. The main difference in this refresh will be seen in two forms:
What could be the most exciting change for brands is the new Discoverability Engine, which powers the new Home Tab. This could give your content a better chance of being found by a new audience. The home page will offer up content from creators and brands that you don’t follow, much like the TikTok For You Page. While this change may upset your outspoken uncle who doesn’t fully understand social media, it could be good for brand discoverability. As more data is shared around this Facebook update, consider how you can update your evergreen content to fit the new landscape.
TL;DR: TikTok’s presence can be felt across the internet, and Facebook is the latest to be influenced. The new home page may upset some Facebook users, but brands can capitalize on the opportunity to expand their reach.
Round and Round We GoAfter a long ride, LinkedIn has finally announced the official launch of carousel posts on its platform.
For those unfamiliar with the format (already widely used on Instagram and other social platforms), carousels are the ability to publish up to 10 photos and videos in a single post. With its ability to turn regular static posts into a more detailed and alluring picture of what a company has to offer, carousels can help your brand leave a lasting impression by breaking up the monotony of a user’s feed.
In the past, LinkedIn users have found a way to create their own version of a carousel by uploading PDFs, which would appear in a multi-frame preview. Just last month, a study showed native documents — as in posts consisting of PDFs uploaded directly on LinkedIn — generate three times more clicks than any other type of content. So, it’s clear the carousel feature is a much-welcomed update. Here’s what to consider as it rolls out:
TL;DR: The carousel-style social post is popular on many platforms, and LinkedIn is finally catching on! Prepare your content calendars — this feature will become available to all users this fall.
What Lit Us Up
Lean InBefore it was known as the everything store, Amazon was simply an online bookseller. In a clever new campaign for its books division, the ecommerce giant is reminding everyone of its roots. At a time when more and more of our free time is spent scrolling, steaming, or otherwise interacting with a screen, “That Reading Feeling Awaits” urges people to rekindle their love affair with a simpler pastime.
One of the campaign ads features a series of vignettes showing people reading books in normal everyday places while the imaginary worlds portrayed in their reading material spring to life around them. Complementing the ad strategy is creative content. A new line of bespoke stickers and emojis from Amazon Books will help bookworms share their literary passion on social media, especially BookTok — the wildly popular TikTok community especially for voracious readers.
But wait a minute — isn’t the whole message of the campaign to get away from our screens and get our noses back in books? Sort of. Amazon is a digital business, so it wouldn’t make sense to totally dismiss online life. Instead, the tech company is leaning into social media to celebrate the original reason it exists today — books.
The campaign is a great reminder that two seemingly incompatible concepts (the joy of reading and our hyperconnected world) don’t have to be at odds. In fact, it demonstrates ways in which book lovers can enhance their reading experience by sharing their favorite hobby on social media. In your marketing efforts, don’t be afraid to consider innovative approaches that blend the past and present — or any other apparently opposite ideas.
TL;DR: Amazon is celebrating its origins with a campaign dedicated to the love of reading. Social media is a key element, proving that sometimes the old and new can go perfectly hand in hand.
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