Sticking to AccessibilityThe importance of accessibility in the social space isn’t new, but most platforms lack even the most basic tools to allow everyone to participate and engage with content. Right on the heels of TikTok’s new auto-caption feature, Instagram is finally stepping up its own accessibility game with Stories and Reels sticker updates.
The new Captions sticker allows marketers to automatically convert speech to text. You can also edit captions, tweaking everything from the positioning on the video to the font and color to better match your branding.
Instagram previously launched a captions functionality for Threads and IGTV, but not much was available for Reels and Stories. Considering Instagram Stories alone has over 500 million daily users, the opportunity to connect with as many of those folks as possible is important for brands. The new sticker not only allows those who are hard of hearing or deaf to engage with video content, but also offers a way for users to watch videos when they’re unable to use sound. The ability to edit captions to match ~aesthetic~ is an added bonus for brands eager to get onboard the accessibility train. For marketers, this is an easy add to make your social media more inclusive — but remember to always keep your eyes out for further advancements in accessibility.
TL;DR: Instagram is making Stories and Reels more accessible with the launch of a new Captions sticker that allows users to watch without sound.
Get Your TicketsThe 600 club is poppin’ … and no, we’re not talking about Tesla’s mileage range. Twitter announced this week that the Spaces “hosting” feature is now available to all users with 600 or more followers. The social platform best known for its real-time updates on what’s happening in the world is hoping those fast and furious conversations can now take place Space to Space. And if you recall the last update we had re: Spaces where Jack Dorsey + team laid out plans to expand to Android users, well, those plans also came to fruition this week.
This expanded roll out opens up the opportunity for many to test the waters with their loyal Twitter audiences. Brands and thought leaders can deepen connections with followers, expand their networks, create buzz, and build their advocate base. And what’s next for Spaces? Ticketed events. Dorsey et al. will select a group of hosts to test the ability to sell and reserve tickets for a seat in the room. Twitter’s move to monetize its creator community via Spaces comes at a time when social platforms are seeking out ways to incentivize their most popular users to stay active. Marketers shouldn’t be afraid to try out these options as they become available to expand their presence in this quickly growing space. With ticketed events and monetization on the horizon, Spaces is beginning to look a bit more like Clubhouse.
TL;DR: Twitter’s expanding Spaces’ hosting capabilities to all users with 600 or more followers and testing a method of monetization.
Meet Us In the Comment SectionIt’s time to wine and dine audiences via comment section. YouTube is in the beta testing phase of timed comments displayed at specific points within video playback. Users can add a timestamp to their comment to clearly show what part of a video they are referencing. Additionally, they can contextualize what is happening at a certain time and/or build suspense to a moment. The feature is similar to how comments on live videos display a timestamp, but they stick around after the first date… er ... in the comment section.
This is a prime opportunity for brands to understand what’s important to their audience and gather feedback in real time. Better yet, timed comments can increase engagement (no, not the diamond ring) by starting a two-way conversation between a brand and its audience. Say you slipped an easter egg (a-la-Taylor Swift) about an upcoming product or asked your audience for feedback about a recent webinar at minute 1:33 in your video. Drop a timed comment there so viewers pay attention at that time and possibly respond to your comment. Instead of posting a video at face value, brands can guide the conversation they want to spark around it.
TL;DR: YouTube is testing comments timed to exact moments within videos.
What Lit Us Up
Sip and SupportTaco Tuesday turned into Taco Wednesday this week as Cinco de Mayo celebrations took place across the country. And this year, you don’t have to feel guilty about that extra margarita you maybe didn’t need after dinner. Because while campaigns from tequila brands Don Julio and Jose Cuervo can’t help with your headache, they are turning your Cinco celebrations into acts of giving back.
As part of its mission to support the struggling restaurant industry, Don Julio is giving away $125,000 worth of “Don Julio Cincos,” or $5 vouchers users can unlock via an Instagram sweepstakes to spend at local bars and eateries. All you have to do is visit the brand’s IG page and swipe up on stories to win the cash — sent straight to your Venmo. Similarly, Jose Cuervo is supporting the takeout side of the industry by encouraging customers to tip delivery drivers 20%. How? Users that tweet a pic of their receipt — complete with a 20% or higher tip — with #TipsyForCinco will be eligible to have the brand reimburse their entire meal through Venmo.
For Don Julio and Jose Cuervo, the success or the restaurant industry is critical to their own — making these campaigns a natural fit, especially this time of year. By taking to social media and offering simple incentives to get consumers back to bars and restaurants, the brands are able to support the restaurant workers who’ve struggled over the past few months in a way that anyone can get excited about. Now, no more spicy margs … until next Taco Tuesday.
TL;DR: Tequila brands support the restaurant industry through social media giveaways incentivizing Cinco de Mayo celebrations.
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