Now Two Can TweetMarketers know the right partnerships and collaborators can make the difference between a ho-hum campaign and one that truly shines. Social platforms seem to agree. First, Instagram’s Collabs feature made its entrance. Now, Twitter is following suit with co-tweeting (now being tested), which will enable users to invite another account to contribute to a tweet.
Co-tweets appear as posts from both profiles, which gives each user the opportunity to capitalize on each other’s followings, increasing content reach and engagement. The feature could also offer opportunities to collaborate with thought leaders in your industry. (Think co-hosted events, articles, and tweets intended to spark lively discussion and get people talking about your brand). Marketers could also use co-tweeting to announce mergers, joint ventures, or collabs. Trust us — there’s no better way to launch a relationship than going official on social media.
While Twitter is not yet providing much detail on if and when co-tweets will be widely available and who will have access, it has said the test is intended to gain insight into how and why people and brands might use the feature. The platform hopes to learn more about how co-tweeting could help accounts grow and gain new followers. Stay tuned to keep tabs on how your brand may be able to leverage the power of partnership on Twitter in 280 characters or less.
TL;DR: Twitter is testing a co-tweeting feature that will allow users to invite another account to contribute to the same tweet. Keep an eye out as the feature develops, and start thinking about how your brand can collaborate.
Short-form RisingYou already know short and sweet is increasingly the name of the game on Instagram and TikTok. And now new analytics features for YouTube Shorts are here to help you make the most of your short-form content on the pioneer internet video platform.
The Shorts analytics makeover in the main YouTube app gives users more specific insights upfront, providing an at-a-glance impression of how your videos are performing. Strong analytics are the foundation for optimizing your social strategy, so having accurate and up-to-date intel on how your Shorts are received will enable you to more efficiently maximize your bite-sized YouTube videos.
Need proof that short-form content is effective, even on an old-school app like YouTube? Last month, the platform reported more than 1.5 million logged-in users watch Shorts each month, making it the fastest-growing content form on the app. Even better? The highly sought-after Gen Z demo loves Shorts thanks to the creativity and collaboration inspired by the format. So take what you learn from the new and improved analytics and use it to create fun and innovative short-form content that reaches new parts of your target audience.
TL;DR: Short-form video is growing in popularity on YouTube. New analytics features will help you strategically harness its potential.
What Lit Us Up
Coffee With a Side Of HeartAs part of its latest creative campaign, Ready for the Right Now, Starbucks reminds marketers of the power of one of the most tried-and-true, fundamental tools we have at our disposal — emotion. The coffee giant partnered with “Emily In Paris” star Ashley Park to create “The Starbucks Coffee Break-away,” a short film that’s sure to tug on your heart strings.
It follows three unsuspecting people who meet up with a friend or family member for a day at the Museum of Natural History in New York City. Once there, each pair encounters a heart-melting surprise: a museum display of past shared experiences created especially for them by their loved ones.
With the frenetic pace of today’s marketing environment (scroll up to learn more about the impact of short-form video), it can be difficult to remember the small things still matter. Making your audience feel all the feels (the good ones, at least) will never go out of style. By relying on the human element, Starbucks once again positions itself as a brand associated with warm memories, something we all crave and relate to.
When developing content, ask yourself: How will this make my audience feel? Content that conjures the warm and fuzzies can go a long way toward fostering trust, loyalty, and positive sentiment with your target audience.
TL;DR: The Starbucks Coffee Break-away film utilizes human emotion and stories to impact consumer behavior. Make sure the human touch isn’t missing from your brand’s content.
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