A Whole New(sletter)WorldThanks to modern technology, anyone can start their own digital newsletter, which makes it hard to sort through the noise and find the right one for you. But have no fear — LinkedIn is here to help. A new update will allow members to view which newsletters another member is subscribed to. While the feature is built for individual users, there are some benefits for brands. By checking out the newsletters your network is reading, you can gain insights on key influencers and discover which newsletters are resonating the most with your brand’s niche.
LinkedIn Newsletters officially launched back in March 2022, and this latest feature may increase engagement as well as make it an ideal time for your company to start its own newsletter on the platform. Both brands and professionals have increasingly utilized the format as a way to boost exposure and build relationships. Since 2021, 81% of B2B marketers say newsletters are their most-used form of content marketing.
If you’ve been on the fence about launching a newsletter, consider taking the leap ahead of the new feature’s debut on February 11.
TL;DR: LinkedIn introduced a new update making it easier to discover new newsletters. Don’t miss this opportunity to read up or start your own.
Live Tweeting Lives OnTwitter may be running on fumes, but media companies aren’t ready to hop off the ride just yet. The platform will play host to a slew of upcoming content sponsorship deals, mainly from news organizations.
Despite attempts to draw away reporters to media-specific Twitter alternatives (like Post), news outlets and media companies seem to be sticking with what they know — and continuing to give Twitter their marketing dollars. While Twitter advertising from other industries dropped between 30%-60% over the last year, media and entertainment investment fell by less than 15%.
The majority of the upcoming campaigns will be centered around major events — think Fox advertising around the Super Bowl and ABC boosting The Bachelor (aka the Super Bowl of reality TV). Live events have long been a driving force behind Twitter’s popularity, as the platform’s quintessential quickfire posting style makes it easy for users to participate in real-time conversations. With the Super Bowl airing in less than three weeks, marketers should keep their eyes on Twitter to see if it can replicate the engagement of years past, or if the Musk-induced chaos will force it onto the sidelines.
TL;DR: News media organizations are still spending money on Twitter to market during live events, including the Super Bowl, which could be a make-or-break moment for the platform.
What Lit Us Up
Avocados From Mexico: the MVP of Super Bowl SnacksMove over, Millennial Pink. The new Pantone color making waves is Avocados From Mexico, a vibrant yellow-green hue that evokes guacamole’s main ingredient. The shade comes courtesy of the company that shares its name — Avocados From Mexico (AFM) — and features heavily in the brand’s Avocado Glow Collection. This collection of home and kitchen items tailored for Super Bowl parties (throw pillow, oven mitts, coasters, and more) was created in partnership with the Pantone Color Institute and will go to five lucky winners.
It’s all part of AFM’s long-standing sponsorship of the Super Bowl. This year marks the eighth time AFM will air a spot during the big game. The company says it's responsible for 95% of avocado sales around Super Bowl weekend, when football fans are making guacamole for watch parties.
The brand is adding another new twist this year: a multisensory marketing campaign. It features Sonic DNA, a unique audio identity that consumers can experience in the brand’s digital Big Game platform, where they can create their own version of the sound. The platform is also hosting a live watch party with recipes and music.
Every brand wants a piece of the marketing action around the Super Bowl, so it can be tough to stand out from the competition. AFM’s multidimensional campaign uses multiple senses and a variety of ways for fans to interact to make its mark. While your brand may not be looking to make a splash at the Super Bowl, you can apply AFM’s creative strategy to campaigns of any size and score your own marketing touchdown. TL;DR: Avocados From Mexico makes its annual Super Bowl sponsorship better than ever with a multidimensional campaign that truly shines.
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