Play That BackThe social media world has spoken loud and clear: Live audio is the “thing” right now. But what happens when the recording ends? How can the value created in a 30-minute audio session claim a longer shelf life? Twitter’s been working on an answer, and it’s finally ready to share.
Spaces hosts now have the option to download an audio file of past live sessions. The platform will store your file for 30 days and you can access the recording by downloading your archived data in the Settings and Privacy tab. This can take up to 24 hours, so don’t expect an immediate turnaround. Spotify Greenroom unveiled a similar feature during its launch last week, which left some wondering, “Is this a classic case of platform copycat?” Not likely — Twitter has been looking to incorporate downloading capabilities since March.
Recordings of Spaces sessions give brands a significant boost in their ability to repurpose live recorded content. Audio can add more value when repackaged in different forms, which is why we might see recordings being transferred into written blogs, YouTube videos, or podcasts. If you listen closely, you can hear the cheers of marketers everywhere, rejoicing over endless content opportunities.
TL;DR: Twitter Spaces hosts can download audio files of past live sessions.
Thanks, GoogleAccurately gauging content performance is the holy grail of marketing. When done right, you can tell what content is working to further your brand and what’s falling flat with your audience. Google just made the job easier by handing marketers the numbers they need on a silver platter.
Search Console Insights, a new tab in Google Search Console, reports data that reflects the success of online content and visitor activity trends. It answers the most common questions you might have when it comes to digital content performance, including:
While Google provides you with the data, it’s up to you to leverage it for your success. You may discover a high-performing post and turn it into a paid campaign. Or base the topic of your next blog series on key search words. These quick insights could have a large impact on your strategy, so if you’re looking for metrics, Google’s got your back.
TL;DR: Google’s new Search Console Insights provide data on visitor trends and the success of online content.
Clubs & CollectiblesInstagram has been workin’ hard to boost interaction and appeal to content creators. Its latest updates (which are still in testing mode) aim to both increase engagement opportunities and tap into a certain three-letter trend.
First up, a new Stories option called Fan Club would enable creators to post exclusive content that’s only viewable to members of an approved group (à la Twitter’s new “Super Follow” feature). Another update takes inspo from the world of crypto and NFTs. Collectibles would allow Instagram users to bid on digital items in the app by using a special tag in Stories. This new tool provides brands new, innovative opportunities to encourage digital purchases and audience interaction.
While both updates could help boost engagement and purchase behaviors in the app, they also provide brands the opportunity to build relationships with audiences through exclusive high-end content and unique digital experiences. Similar to Twitter’s newly announced Superfollow feature, an Instagram subscription service would let brands connect with their most enthusiastic followers. And for those marketers who heard the word “crypto” and thought “???,” Collectibles will give brands the chance to dip their toes into a version of the NFT world. Time to join some clubs and cache some collectibles.
TL;DR: Instagram looks to increase interaction and appeal to content creators with a new subscription service model and NFT-esque option.
What Lit Us Up
An Honest MistakeWhoopsies! Your brand just had an email marketing incident. You know you have to own up to it, but how? Do you embrace a “blame it on the intern” mentality or accept responsibility for what happened? HBO Max found itself in this situation last week after mistakenly sending a test email to part of its mailing list. (And this time, it actually was the intern.) HBO Max turned a cringe-worthy misstep into a beautiful unifying moment (yes, those happen on Twitter) by quickly crafting a lighthearted and supportive tweet:
“We mistakenly sent out an empty test email to a portion of our HBO Max mailing list this evening. We apologize for the inconvenience, and as the jokes pile in, yes, it was the intern. No, really. And we’re helping them through it. ❤️ ”
The company could have easily ghosted confused customers or sent an apology email. Instead, HBO Max presented a human side of its brand by strategically acknowledging the mistake on social media. The tweet earned hundreds of comments from empathetic professionals who shared similar embarrassing work mistakes. And while this approach won’t work for every crisis, it shows that brands can bounce back from mistakes in creative and personable ways. Whether you misspell someone’s name in an email or send a blank message to thousands of people, accidents happen. But if you respond in an authentic manner, you might actually score points with your current customers — and gain some new ones too.
TL;DR: HBO Max shows how public mistakes can be responded to in relatable and creative ways.
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