Stay in the Groups LoopIf you were worried the corporate rebrand would Facebook down, don’t worry, the platform is already testing a slew of updates for Groups. The upgrades emphasize communication and community-building to create more meaningful connections among group members. Group admins can now:
And just for fun, FB is even trying out community awards allowing admins to celebrate members’ valuable contributions. (Groups Grammys, anyone?) And while most of us will have to wait until the trial run is over, marketers should prepare to make the most of these updates.The more intimate settings of Groups can help you humanize messaging and build stronger relationships with audiences while also gaining pitch-perfect visual identity and instant brand recognition on the platform.
TL;DR: Facebook is testing updates for Groups to help you build stronger connections and create a more streamlined brand presence — a potential boost for engagement opportunities.
Twitter Spaces 🤝 The NBAThe NBA shoots … and scores! ... a buzzer-beating content deal with Twitter. Coming up on its landmark 75th Anniversary Season, the NBA decided to recognize its Twitter community of 380 million users by partnering with the platform to deliver premium game-time content, including on Spaces (Twitter’s Clubhouse copycat). Planned audio content includes 40 scheduled events featuring legendary players, game highlights, and sponsorships.
The deal should perk up any marketer looking for new content avenues or exploring social audio content. Even if you haven’t incorporated Twitter Spaces into your social strategy, it may be a great way to experiment with the format. The partnership with NBA could allow Spaces to emerge as a more prominent channel for sharing content, mainly since there’s little competition on the Spaces court just yet. And that’s great news for B2B communications, where Spaces can provide a place for hosting panels or sharing thought leadership because of its multi-speaker design. TL;DR: The NBA has signed a multi-year contract with Twitter that features 40 Spaces events. Stay tuned on how they use audio content on Spaces — it could be a robust, non-competitive option for your brand.
What Lit Us Up
Content That Moved MountainsThe global climate change summit COP26 is in full force — and so are the effects of global warming. The opening ceremony kicked off with a stunning video featuring clips of nature’s disasters and delights. All video footage was shot on mobile phones, capturing real-time, eyewitness views of climate devastation followed by contrasting footage of Earth’s beautiful sceneries. When we talk about compelling video content, COP26’s “Action This Day” film made some major waves.
The goal of any climate activist is to help people recognize the effects of global warming, but the difficulty lies in leaving a lasting impression. The short film leaves a mark for multiple reasons.
The film will also be shared across social media, with sponsorships from the World Wildlife Fund, Bloomberg, and, of course, TikTok. It is part of a more extensive digital campaign, Earth to COP, which has its own immersive website experience. COP26 amplifies this content by airing it on multiple channels and creating an experience that will impact viewers beyond the four minutes of video. Not all marketing will be for issues as pressing as this one, but the climate mindset isn’t a bad one to have (for both your business and your future).
TL;DR: The COP26 climate summit featured a short film, a strong example of powerful video content strategy shaped by the audience and enhanced by intelligent content, placement, and partnerships.
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