Twitter Takeover? Check.With the cloud of chaos and uncertainty surrounding Twitter’s change in leadership, we’re all wondering the same thing: what’s going to happen next?
While we can’t predict the future (that’s What’s Next, Now’s job) we can share what we do know. As of when this was written, here’s where we stand: Twitter is planning to charge $8 per month for the new Twitter Blue subscription, which includes verification. Previously, getting your account verified was a matter of meeting the requirements and submitting an application with no associated cost. If you currently have a verified account, you’ll have 90 days to pay to retain your blue checkmark status.
The new pay-to-play verification system is just one of the known changes proposed by Elon Musk, but it’s been enough to cause an uproar. Celebrities like Stephen King have spoken out on the issue and some brands and companies are choosing to leave the platform and pull advertising. If you’re considering your brand’s options, a wait-and-see approach is still a safe bet. Despite this week’s turbulence, Twitter has undeniable SEO value and more than 230 million active users.
Overall, social media is in a state of flux right now. No one knows exactly where things will stand when the dust settles, but we’ll keep a close eye and be ready with tips on if (or when) to pivot your strategy.
TL;DR: The new Twitter verification program is causing a lot of uncertainty for brands, but stay tuned for more updates before abandoning the platform.
Tik 'n' Tok High SchoolPack your bookbag, marketers, it’s time to head back to school with TikTok Academy. The platform’s new education program is designed to help brands maximize the app’s potential. The free video courses feature in-depth research and data to provide marketers with key lessons to help optimize campaigns.
For now, the program is launching with two courses: TikTok 101 and Small Business, which both take between two and four hours to complete. Each video segment is followed by quick questions to test your understanding. You’ll receive badges of honor for each successful course completion that you can display on your website, LinkedIn profile, and TikTok profile.
With this launch, TikTok joins the long tradition of social platforms providing marketers with tools to succeed. (Does Twitter Flight School ring any bells?) And savvy marketers take note: You’re not married to using those skills exclusively on TikTok. Take what you learn and apply it to other platforms too. While Facebook and Instagram are in decline, and Twitter is caught in the Musk drama, TikTok Academy offers a one-stop-shop resource to grow your short-form content skills.
TL;DR: The newly-launched TikTok Academy provides an opportunity to expand and improve your short-form video content skills.
What Lit Us Up
Main Street SuperheroesAre superheroes real? Mastercard thinks so. In collaboration with Marvel Studios’ “Black Panther: Wakanda Forever,” the financial services giant has launched a multichannel campaign celebrating Black women-owned businesses.
The effort is fueled by an inspiring commercial about Egypt Otis, the owner of Comma Bookstore & Social Hub, a shop in Flint, Michigan that specializes in Black and Brown literature, art, and music. She’s also a participant in Mastercard’s Strivers Initiative, which elevates the visibility of Black female business owners overcoming obstacles to maintain and grow their businesses. Just like the superheroes in the movie, Otis serves as a role model, giving a young shopper someone to look up to and emulate.
The multichannel campaign also features relevant content and shopping opportunities across social media. Consumers can shop the Mastercard Small Biz Marketplace on Instagram, filled exclusively with products from Black women-owned small businesses from across the country. The Social Content Community Series features a number of Black female entrepreneurs telling their success stories. Lastly, the Mastercard Small Business Metaverse is an immersive virtual reality experience in Meta Horizon Worlds where users can discover a variety of Black-owned small businesses.
To top it off, select small businesses and youth groups will be treated to exclusive screenings of the new Marvel Studios’ movie in New York City and Atlanta ahead of the official release on November 11. Screenings will include photo opportunities, food and drink, a video installation honoring both attendees and other entrepreneurs, and free swag.
This richly varied campaign demonstrates the power of representation, one of the key messages of “Black Panther: Wakanda Forever.” By showcasing real-life superheroes, Mastercard reinforces the film’s theme while demonstrating its commitment to elevating Black female entrepreneurs.
TL;DR: Mastercard partnered with “Black Panther: Wakanda Forever” to celebrate Black women-owned businesses and drive home the importance of representation.
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