A Look Behind the Curtain on LinkedInA few weeks ago, we told you about changes to LinkedIn’s algorithm that cut back on engagement-baiting posts, polls, and political content and instead emphasize targeted news and updates. Now, the platform has pulled the curtain back a bit further with a new video series that provides further insight into its algorithm.
A video series called Mythbusting the Feed addresses common member misconceptions and assumptions, providing guidance on the types of content the algorithm favors. The first two videos in the series are now live.
An emerging theme in LinkedIn’s algorithm preferences is something your mom and dad probably told you as a kid — just be yourself. Authenticity is an effective key to success as seen on platforms like Be Real and TikTok. Stay tuned to LinkedIn’s video series to find out what else can help your content perform best on the platform.
TL;DR: LinkedIn is releasing a new video series that provides insight into how its algorithm works. Focus on authenticity on the platform, and keep an eye on the series to glean other tips for how to make your content stand out.
TikTok Gets a Third-partyGet ready to kick off your shoes, let down your hair, and schedule, publish, and measure TikTok videos from the convenience of your preferred social media management tool. The platform will now allow marketers to manage their accounts on third-party platforms, including Hootsuite, Sprout Social, and more.
Not only can you post and monitor your brand's short-form videos, you can also keep an eye on your comments section to ensure a consistent, flowing conversation. Being able to monitor your TikTok accounts in the same place as your Insta, Twitter, and more makes social media management more efficient, allows for seamless campaigns across all platforms, and gives you the opportunity to better optimize the timing of your posts.
TikTok is a platform we can no longer ignore, as it looks to attract more businesses by adding eCommerce tools and compete with Twitch and YouTube by moving into the live streaming space. With updates like this third-party integration making it easier for professionals to manage, we may see more brands jump on the bandwagon and create communities of their own.
TL;DR: TikTok has added integration for several popular social media management tools, allowing marketers to schedule, publish, and monitor videos more efficiently. Take advantage and consider how you can optimize the timing of your posts too.
What Lit Us Up
A Scary Good Marketing CampaignRemember reruns? Once upon a time there were few words scarier for television fans. While today’s TV landscape may be a far cry from the days of appointment television, producers now have to find creative ways to engage a more segmented audience. After all, they may be watching the show on DVR after the episodes air or might even wait until the season ends to binge it in one go.
It’s this scattered schedule that inspired the Summer of Ghosts, a campaign for the CBS sitcom “Ghosts,” which hopes to haunt its fans (both old and new) by keeping audiences engaged during the show’s down time. With a strategic combination of social and digital content, multi-city in-person events, metaverse experiences, and even a live cast musical performance at Carnegie Hall during Paramount’s upfront presentation, the network is ensuring the “Ghosts” audience doesn’t lose interest while it’s on hiatus over the summer.
One brilliant aspect of the campaign is its synergistic strategy. The premiere season of “Ghosts” blew up on social media, gaining popularity with teens on TikTok. With Summer of Ghosts, CBS is leaning into the boost it got from social while also introducing live components when possible. For example, after the live musical performance, the songs were released on more than 150 music streaming services.
Marketers in all industries can learn from CBS’ approach and seek out strategies for connecting with your audience during your slow season and finding new avenues to reach them too. (Think: between product launches.) After all, it’s not just TV audiences that are becoming more fragmented. Utilize a mix of mediums to cover your bases and keep your brand top of mind with your audience.
TL;DR: CBS’ Summer of Ghosts campaign keeps the momentum going for its hit sitcom “Ghosts” between seasons. Look for opportunities to continue to connect with your audience during off-peak times and take a multi-pronged distribution approach with your creative content.
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