Listen 👂 on LinkedIn

Raise your hand if you’ve attended a virtual event this year. (*Teacher voice* I should see everyone’s hands up!) Livestreams are somewhat of a new norm — and LinkedIn has the numbers to prove it (with a 150% year-over-year increase in the platform’s Live Events). To build upon its growing, real-time space, LinkedIn recently launched its test of an audio events platform, similar to Clubhouse and Twitter Spaces.

LinkedIn will also recommend relevant audio sessions to users based on their profile and professional context. (So we’ll see — or hear — you in the digital content room.) Whether it be your personal professional goals, or an overarching objective for your business, LinkedIn wants to highlight the sessions that will help further your success. The audio update sets the stage for LinkedIn’s video events platform, which will launch in the spring. (We’re really getting the hang of this remote work thing.)

As a business-minded platform, LinkedIn’s audio spaces will allow brands to share thought leadership and expertise with other industry professionals in a forum that promotes conversation and building connections. Brand marketers can also use LinkedIn’s audio rooms to access target audiences based on their session topic. The best way to get to know your audience is to meet them — and LinkedIn’s test feature will (audibly) let you, in real time. 

TL;DR: LinkedIn is testing a Clubhouse-like audio platform, presenting an opportunity for businesses to remotely share thought leadership and build professional knowledge.

Rack Up (Video) Replies

This week in “what else are apps doing to adopt short video,” Twitter is in the spotlight. The social media platform is testing video replies, allowing users to quote Tweets with a short video reaction (up to 140 seconds).

If you’re thinking this sounds a lot like TikTok and Reels replies … you’re right. The trend of video replies is picking up steam, meaning your social presence is no longer limited to your profile posts. Comments and replies are now just as important as curated feed posts for driving engagement and building brand identity. Consider ways you can leverage the replies section, especially now that apps are embracing the comments as a new channel for video content.

TL;DR: Twitter is testing video replies, following in TikTok and Instagram’s footsteps. As platforms embrace video content in the comments section, think about how your business can utilize replies in your social strategy.

What To Do If You’re #Cancelled

Spiders. The dark. Being cancelled. The things we’re always a little scared of no matter what. A recent Forrester study reveals the real impact of cancel culture on brands and how you can keep your business in good graces with the public via social media and content. 

Buckle up for a cancel culture crash course:

• There are two main reasons people boycott a brand: unethical business practices and employee mistreatment. Stay transparent with your audience, both internally and publicly. Don’t be afraid to use social media to embrace company culture and show appreciation for employees (but always be authentic).
• The quickest way to be un-cancelled is to apologize. HBO Max’s public apology following an accidental email made our list of 2021’s best marketing moves — so a quick and sincere “sorry” can go a long way (and even become an opportunity to show your brand values).  Forrester found that 41% of respondents would remain loyal to a brand that apologizes and concedes it was wrong following a mistake or crisis. 
• People stay loyal to a business that upholds its mission and demonstrates its values. Follow through on what your brand stands for. Building a value-based identity and communicating it via earned and owned media will increase public trust in your brand.

TL;DR: Forrester’s recent survey shows the effects of cancel culture on brands and how to bounce back from (and prevent) public negativity.

ICYMI