#RealTalk: Is Your Brand That Funny on Twitter?

Brand tweets have gotten a lot of buzz lately (especially from us at The Spark). To spotlight these strategies, Twitter published its #RealTalk Report on the state of brand behavior on its platform and what’s coming next. Though all 50 pages taught us something new about brand Twitter, we’ll save you the reading — these are the points we’re keeping top of mind in 2022:

• Tone: Everyone knows when your brand stretches the truth or is not acting like itself. Not only do people pick up on authenticity, they speak up when it’s lacking. Don’t risk being disingenuous — only engage in conversation that is meaningful to your brand. How your brand interacts with trends matters, too. #RealTalk revealed that more than half of users believe brands that rely too much on humor come off as outdated. So don’t force that joke — stick to authenticity. 
  
  
• Community: Twitter is home to many distinct communities that recognize the diversity (or lack thereof) in your brand. Users agree that a brand’s voice on Twitter should reflect the full diversity of the company and its audience.  Additionally, social media communities are on the rise as people explore the opportunities of a hybrid world. So if you address a community on Twitter, be informed and respectful. (Performative allyship is not a great look.)

• Topics: This is it. Our favorite sentence in the entire report: “The question today isn’t IF your brand should be connecting with culturally relevant topics in unique ways — but WHEN, WHY, and HOW.” More than 60% of people surveyed said that brands should acknowledge moments of crisis as they’re occurring. When issues arise, people are listening for brand responses — and they notice when you remain silent.  That doesn’t mean brands should be posting just to post, but cultural awareness is essential. Keeping your ears and eyes open and understanding your audience will be critical in determining when to add your brand’s voice to the mix. 

TL;DR: Twitter published its #RealTalk Report on the state of brand behavior on the platform. An authentic tone, respect for diverse communities, and willingness to engage in culturally relevant discussions are all ingredients of an effective brand strategy on Twitter.

Cloudy With a Chance of Creativity

Adobe can’t predict the weather — but it can forecast the future of design. The 2022 Creative Trends from Adobe Stock reveals what aspects of design engage people the most. Brace yourself for another bulleted list, because we’re bringing these creative trends to our digital marketing this year:

• Groove: Visuals are all about movement — even completely still images. The onset of the metaverse has set graphic design in motion. Digital design is becoming more immersive, mimicking virtual worlds and realities. In a remote world, dynamic movement in your visual content allows your audience, as Adobe puts it, “to experience physicality without needing to touch.”

• Powerfully Playful: Graphic design is in the glass-half-full mindset. Optimism and playfulness are key themes in the design forecast. Trends like Soft Pop, which utilizes elements like 3D cartoons, squishy appearances, soft shapes, and bubble typeface, also evoke a sense of nostalgia, while still showing its bright and bold side.

• Copy + Caption: Text elements are a must for social content in 2022. With the rise of short video, adding text overlays has become an essential part of creating successful social video campaigns. More people are consuming their content with the sound off, and digital accessibility has become more of a priority as brands strive to create inclusive content. Your text should be functional, clear, and immediate. 

TL;DR: Adobe’s Creative Trends Forecast for 2022 reveals the indispensable design elements to bring into the new year. 

ICYMI