Posting Gets Reel EasyIf you’ve ever wished you could publish all of your social media content across platforms with the click of a single button, then the future might be closer than you think thanks to Meta's release of Reels API for external use. Soon, third-party social media management tools like Hootsuite and Sprout Social will be able to offer Reels publishing, metrics analysis, and hashtag search.
With all your publishing in one place, this release makes it easier to incorporate more short-form videos into your content mix. So, instead of spending forever posting natively, you can focus that energy on making your Reels content as strong as possible. With Reels activity making up more than 20% of time spent on Instagram, there's no better time to capitalize on this update.
TL;DR: Third-party social media management tools will soon offer publishing, metrics, and hashtag search for Instagram Reels. Leverage this update to include more short-form video in your content mix, accelerating your growth on the platform.
Twitter Goes LongFirst, we got an upgrade from 140 to 280 characters. Now Twitter’s next new feature will give users even more space to get creative with the ability to directly publish long-form content on the platform. Twitter Notes will enable users to create articles of up to 2,500 words, which can then be tweeted out.
Twitter Notes offers a host of new possibilities for long-form content. (Say goodbye to public apologies by way of Notes app screenshot). For marketers, the new feature will allow you to use Twitter more like a blogging platform. Twitter might become the new spot to publish a weekly newsletter or share a thought leadership article.
If your brand already has a strong and engaged Twitter following, Notes will provide another different and more in-depth avenue to communicate with them, as well as an opportunity to reach new followers, too. A small group of writers are currently testing Notes. You can follow along to see how they’re using it.
TL;DR: Twitter is testing Notes, a long-form content feature. Check out how the initial test creators are using it and begin brainstorming about long-form content possibilities on the platform.
Stay in the Know With Social AudioIf you’ve been listening closely, you know that social audio is continuing to make an uproar. Keeping up with the latest in the trend can be overwhelming. To help you keep track of it all, we created a cheat sheet of all the social platforms with an audio option (as well as links to more information on recent updates to some of the apps):
TL;DR: The social audio trend shows no signs of stopping, so check in to determine how you can utilize it in your marketing efforts.
What Lit Us Up
Freezer BurnedNo one likes to throw away food, but we're all guilty of letting something go squishy in the back of the fridge. In fact, Americans throw out the equivalent of $165 billion of good food each year.
Hellmann's (yes, the mayo!) has been tackling the issue since 2020 when they began Hellmann's Food Relief Fund, a program to spread awareness about food waste and provide practical solutions to reduce the amount that is thrown away. In its latest iteration of the Make Taste, Not Waste campaign, Hellmann's took to the streets of NYC with signage in high-traffic areas, like Times Square and bus stops, showing images of fridges stocked with commonly wasted groceries. Hidden behind some veggies, a note can be spotted reading, "Congrats for seeing more in the fridge. DM ‘Seeing more' to @hellmannsmayonnaise on Instagram for a chance to win $1,600."
So can you guess how many busy New Yorkers noticed the food waste? Precisely zero. According to the Hellmann's, no one DM'd them to claim the prize. And that was the whole point. Food waste is largely an invisible problem, and the mayo brand’s campaign brilliantly illuminated that point.
Did Hellmann's sell any extra mayonnaise because of this campaign? Maybe not. But it brought awareness to an issue the company passionately supports and reminded its social followers that we’re all losing out on money by not taking a closer look at the fridge. With authenticity becoming more of a driving factor for consumers, brands that support a cause can find clever and surprising ways to connect with audiences on a real level.
TL;DR: Hellmann’s is bringing awareness to the country's food waste issue in its latest campaign. Choosing a worthy cause that aligns with your brand and finding interesting ways to bring it to life can help forge an authentic connection with your audience.
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