Twitter: Invite Only

With the launch of Communities, Twitter continues to make significant social media moves. The brand-new feature for the social media platform is similar to Facebook groups with a dash of Reddit for good measure. It allows Community members to tweet directly to other users in a specific group rather than to all of their followers.

While the Community pages are publicly available for anyone to see, only Community members can reply. Communities are an effort to give users a space to communicate with others interested in the same topics. Right now, the groups are broad, including things like dogs, weather, and skincare. Check out Twitter’s short video that shows how Communities work, promising “an alternate timeline where everyone just gets you.”

Currently, the platform is limiting who can create a Community, but as the feature rolls out in the coming months, more users will have the ability to create their own Community.

For marketers, Twitter’s new Communities feature allows you to tailor your messaging to specific audiences and communicate with them about the particular topics and interests they care about the most. Think: Nike using Twitter’s new Sole Food Community to connect with sneaker enthusiasts around the globe, for instance. And while it might not mean much for most brands just yet, it’s something to keep an eye out for in the future.

TL;DR: Twitter launched Communities, a brand-new feature for users to discuss specific topics, similar to Facebook groups. Soon, brands will be able to utilize the feature as an opportunity to laser-focus their messaging and connect with their audience in a more selective way.

The Dark Side of LinkedIn

In an email sent to users this week, LinkedIn announced the highly requested dark mode feature. And the LinkedIn-verse rejoiced! The professional platform joins Twitter, Facebook, Instagram, and Google as the next internet giant offering white text on a dark background. Developers typically implement dark mode to cut down on eye strain and help those sensitive to light with contrasting colors and lower overall brightness. LinkedIn attributed this feature to its accessibility and inclusivity efforts. 

Aside from dark mode’s popularity (we assume LinkedIn finally read our DMs asking for it), the feature has implications for marketers because it can affect how ads and logos appear on a user’s screen. Many users will likely shift to dark mode, but brands need to ensure it won’t diminish their UX before they do. So, get ahead by testing your ads and logos with different colors optimized for dark mode. 

PS LinkedIn recommends reviewing all of this before the end of October.

TL;DR: LinkedIn rolled out dark mode. Brands need to be aware of how this feature could change how users view their ads and logos.

Meaningful Marketing

Just when marketers thought they were getting into the swing of things with Gen Z … Generation Alpha swoops in to change the conversation. Born between 2010-2024, Gen Alpha might be young, but they are vocal. And we’re here to give a crash course on what brands should know when it comes to reaching this audience (thanks to AdAge). 

Like Millennials and Gen Z, this fierce group is keen on sustainability, social equity, and mental health issues. But, they are growing up amidst an ongoing pandemic, social unrest, and climate change (to name a few). This Gen has had more exposure to diverse and serious issues at younger ages than their elders. In turn, they’ve embraced activism and expect brands to join them. 

Purposeful and actionable communication makes a brand more human and appealing to Gen Alpha. Athleta supporting Simone Biles’ 2021 Olympic struggles is just one example of the authenticity they want to see. 

Gen Alpha was born into the social media age. Some of them, pandemic babies, have only ever known virtual living. So naturally, they live in the digital sphere –smart brands need to meet them there.  For instance, Disney created “pop-it” keychains with fan-favorite characters that coincide with demonstration videos on TikTok and Pinterest. And since March, “pop-its” consistently reign in the top 10 items searched. It’s proof that through a genuine campaign on the apps, websites, and tools they use every day, brands can begin building relationships with these influencers-in-the-making. 

TL;DR: Generation Alpha is growing its digital influence. Brands should be mindful when creating purposeful campaigns that sell a mission to this group, not just a product.

ICYMI