Come On, Twitter, Light My FireFeel like links get lost on Twitter? This week the platform launched a new Link Spotlight feature for professional accounts based in the United States.
While you’ve always been able to include a link in your profile, your followers might not be willing to blindly click. With the addition of the new call-to-action prompts to your highlighted link, you can provide some much-needed context on what exactly you’re recommending to your audience. You can choose from the following options:
As of now, you can only link out to 34 approved domains such as Substack, Spotify, YouTube, Amazon, and Calendly. Twitter says it may expand to more CTA and domain options based on user feedback during the testing phase.
This new tool can boost your referral traffic and get your content out in front of new eyes (or ears). Use it to drive your audience to your brand’s podcast or webinar or to set up a sales appointment.
TL;DR: Twitter’s new Link Spotlight feature can help brands drive clicks and boost engagement on shared content, from podcasts to menus.
Reel-y Get Into Branded ContentNew Branded Content Tags have content creators Reel-ing from the influx of partnership and monetization opportunities on Facebook. The feature allows you to convert a sponsored video with a content creator into your own Branded Content Ad with the literal click of a button. While it’s not an entirely new concept (Meta enabled Branded Content Tags for Instagram Reels back in 2020), it is a door-opening moment for brands whose audience is primarily on Facebook.
With videos making up 50% of the time users spend on the platform, taking advantage of the short-form video craze is no longer optional. If that’s not convincing enough, 74% use Facebook for professional purposes.
This latest ad feature from Meta allows you to extend the visibility of your paid partnerships. From webinar guests to industry-specific influencers, the tag feature may help you reach new audiences.
Platforms with short-form videos are scrambling to keep up with TikTok and its successful revenue-sharing model, and this latest addition from TikTok gives brands a lot of potential for increased engagement.
TL;DR: Facebook is launching Branded Content Tags for Reels, opening up new partnership and revenue creation possibilities for brands.
What Lit Us Up
If Raccoons Can Recycle, Why Can't You?Wish you could outsource recycling? No problem! The Racoon Recycling Force (RRF) can do it for you (as long as they don’t need opposable thumbs).
After learning that only 32% of Americans recycle, Mentos decided to take matters into its own hands (or in this case, paws) and train some critters to dig through trash cans to find the brand’s paperboard gum bottles and recycle them. The brand launched recyclable packaging this past February and has been committed to reducing plastics, recycling, and reusing since.
When you think of trash, it’s only natural to think of trash pandas, making raccoons the perfect animal for the job. First, Mentos enlisted a top animal trainer to spend more than 40 hours teaching the raccoons to find and recycle the bottles. They found the nocturnal creatures can recycle 75% of the time, blowing us humans out of the water.
Want the task force to clean up in your city? Mentos encourages customers to text RACCOONS to a hotline number by November 26 for a chance to bring the industrious mammals to their town. The creative, multi-faceted campaign features some seriously adorable videos of the training process on the brand’s Instagram and TikTok pages. Fans who comment their pledge to properly recycle their Mentos gum bottles on Instagram will be entered for a chance to win cute RRF merch, including hats, t-shirts, and pins.
We’ve seen other brands commit to a cause in a meaningful way, but Mentos scores points for its innovation, humor, and completely unexpected partnership with the surprisingly trainable animals. The gum brand also managed to ground the funny in socially conscious messaging, making for a delightful and winning combination.
While B2B brands may not require a gaze (an adorable term for a group of raccoons) to captivate attention, don’t be afraid to really commit to an outlandish and clever idea to prove your point and connect with your audience.
TL;DR: Mentos enlisted raccoons to promote its recyclable packaging. The funny campaign was a master class in the clever use of humor and an attention-grabbing stunt.
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