Catch the Subscribe VibeAfter the launch of Super Follows, it was only a matter of time before the rest of social media followed suit with subscription services. The latest contender? None other than Instagram.
In a recent announcement from the Instagram Business Team, the Meta-owned platform introduced Instagram Subscriptions, which is being tested initially by a handful of users in the U.S. With the new feature, creators are able to set their own monthly subscription fee, and their paid subscribers have access to exclusive content via IG Stories and Lives. Subscribers will also have badges next to their comments and messages so creators can easily identify them.
It’s no secret that IG influencers benefit from this update. But subscriptions could positively influence your brand’s social media marketing strategy as well through partnerships with relevant creators. When Instagram expands the feature (potentially over the next few months) strategic collaborations could allow brands to form more personal connections and reserve special creative content for them. Picture this: exclusive IG Live broadcasts to provide early access to new content, presented by an industry influencer.
While brands wait their turn for access, marketers should seek partnership opportunities with creators and keep an eye out for how influencers find subscription success (and take digital notes).
TL;DR: Instagram is testing subscription services to help creators monetize content, with plans to expand the feature across the platform. Consider how your brand could leverage these features through strategic partnerships.
Spill the (NF)TRemember when none of us knew what an NFT was? Simpler times.
Now, social media is finding ways to integrate NFTs (non-fungible tokens) into their user profiles. In just the last week, Twitter, Reddit, and YouTube announced (or launched) plans to bring NFTs to their platforms. Here’s our recap:
As unique digital assets like NFTs continue to spark public interest, consider where your audience stands. Tech-minded brands might engage with their audiences by bringing NFTs into their content strategy — but that doesn’t mean it’s for everyone. Utilize the technology if it resonates with your audience and business values (but don’t empty your crypto wallet trying to make it work).
TL;DR: Social media platforms have begun integrating NFTs into user profiles. As the cryptocurrency and NFT space grows, consider their relevance to your audience.
What Lit Us Up
M&M’s Marketing MakeoverThe green M&M changed out of her go-go boots and nearly broke the internet.
As part of its global commitment to creating a more inclusive society and a world where everyone feels they belong, the Mars Wrigley confection updated its branding.
Now, the characters come in all different shapes and sizes, with more nuanced personalities to better reflect the diversity in today’s society. Each animated M&M (no longer gendered) embodies a strong emotion — like Orange, who represents the collective anxiety of Gen Z. (How comforting.) Additional emphasis will also be placed on the logo’s ampersand (that’s & for all of the non-punctuation nerds out there), pushing the brand’s message of unity. And while M&M will tone down the (sometimes raunchy) humor we’re used to seeing in its marketing, the brand says its signature wit will live on.
To promote this transformation, the M&M’s website and social media now features content re-introducing each chocolatey character in a slew of colorful videos, Q&As, and more as part of its inclusivity effort, #ForAllFunkind.
The new look of the iconic candy’s marketing is just one aspect of the company’s efforts to reach its goal of increasing a sense of belonging for 10 million people worldwide by 2025. M&M is practicing what it preaches, with a commitment to gender balanced leadership teams, an independent annual diversity audit of its advertising (run by the Geena Davis Institute on Gender in the Media), and serving as Vice Chair of the Unstereotype Alliance (part of UN Women).
As for the refreshed branding, the marketing move demonstrated that M&M is in touch with its audiences and their changing perspectives. Not everyone is on board with the update, though, and the bold change has received plenty of backlash. Whether you find the new colorful characters sexy or not, the internet is buzzing over M&M’s tasty transformation.
Consumers are increasingly concerned about brands’ social stances and awareness than ever before. This timely campaign is an example of a brand keeping its finger on the pulse of changing cultural conversations and thinking proactively about how to be a part of the narrative.
TL;DR: M&M rebranded its iconic characters to emphasize inclusivity. Marketers should consider audience values, like diversity and belonging, when making branding decisions. Authenticity is key — initiatives need to go beyond marketing.
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