Tools for Tactical Tweeters

The world of social media marketing moves fast, and Twitter is keeping pace with a slew of updates and tests that could change the way your brand shares content on the platform. Social marketers, follow these three features in-the-making to retain and engage your Twitter audience.

Articles: If a thread and a blog had a digital content baby, it might look like Twitter’s Articles test feature. The platform hasn’t revealed many details, but Articles appears to allow users to create and share microblog-like content on the app. Your Twitter content may not be limited to 280 characters anymore — so keep an eye out for ways to optimize long-form content on the platform.

Toolbox: Twitter Toolbox features third-party apps that brands can use on the platform to streamline their content creation, analytics, and safety measures. Marketers can use the measurement features in the Toolbox hub to drive brand interactions and gain insight on audience behavior through engagement tracking and follower analytics.

Downvotes: Twitter began testing downvotes in July and is now expanding the test across the web. It will follow on iOS and Android soon after. Though downvotes aren’t public, they help to inform Twitter of the content people find most useful by understanding what they don’t find useful. The test allows users to downvote replies so only relevant content can stay at the top of responses. The comments section is becoming a primary channel for brands to use in their social marketing, so consider how purposefully crafted replies could expand your reach as downvotes roll out to more users.

TL;DR: Twitter has announced a handful of tests and updates, including downvotes, Articles, and a new Toolbox feature. Utilize these new features to improve your strategy on the platform by tailoring your content to information users find most useful, trying out blog-like posts and diving deeper into measurement features.

Adobe: It’s the Remix

Did you hear that? It was a collective sigh of relief from graphic designers, video editors, and social media marketers everywhere. Adobe Premiere Pro, an industry leader in video editing programs, has introduced a new AI-powered Remix Tool that can edit, remix, and shorten tracks to perfectly accompany video footage. And if you’ve ever had the pleasure of working with video content, you know how time-consuming it can be to find an audio clip that matches your video length, as well as the tone of its content. Through the magic of AI, the Remix Tool analyzes the audio tracks, then edits and reassembles them to match the video length and ensure seamless audio transitions. While it just launched and is still in the testing phase, this new tool has the potential to be a serious time-saver.

Short-form video continues to be an important component of any strong content marketing strategy, and the ability to easily add perfectly synced audio will make your videos even more attractive and engaging. Music increasingly has a big influence on social media and vice-versa, as evidenced by the overlap of top trending songs on TikTok and Billboard’s Hot 100 in 2021. (Turns out a lot of people are TikTok-ing about Bruno). The platform reports that 68% of users say they remember a brand better when it features a song they like in their videos. A well-placed song or audio clip can provide the emotional hook to make your video content truly memorable and impactful, so tap into its power.

TL;DR: Adobe introduced the Remix Tool for Premiere Pro, which uses AI to edit, remix, and reassemble audio tracks to perfectly match up with your video content. As video content and trending audio continue to play an increasingly prominent role in social marketing, you can use this time-saving tool to more quickly produce quality video content.

What Lit Us Up

Cold, Bold, and Going for Gold 🥇

Has anyone else found themselves holding their breath while watching the Winter Olympics? The slippery slopes, lightning speeds, and icy-sharp turns make it hard to realize every muscle in your body is tense and you haven’t blinked in five minutes. Despite their outward bravery, it turns out the skiers, skaters, and sledders are pretty scared, too. A recent interactive campaign from the New York Times takes a nose dive into the depths of Winter Olympians’ greatest fears — and how they overcome them.

The project’s core content is its immersive website, which uses a combination of video, photo, and written content to tell the turbulent stories of each athlete’s relationship with fear. Olympians from all over the world answer questions about channeling fear into success, and why nothing (not even life-altering injuries and subzero temperatures) can keep them from their sport.

Additional video content on the website features daring tricks in action, athlete spotlights, a Paralympic perspective, and more. The New York Times didn’t simply copy and paste the link to all of its channels to share this campaign — it repurposed parts of the immersive content and shared it across its social media channels, including a Twitter conversation and Instagram carousel post of the projects’ highlights.

We’re no Olympians, but there are a few content tricks that helped this digital experience win the gold in our book:

Quality: Whether drone footage of the snowy slopes or a one-on-one interview with Shaun White, the campaign’s video content is top-quality and completely immersive.

Recycled: NYT was able to optimize its content without changing its form. Snippets of interview footage and athletes in action were taken out of the context of the project and made into their own features that easily stood alone as engaging social posts.

Dynamic: If you’re a loyal Spark subscriber, you’ll know Adobe predicted movement-based content to take over in 2022. These sports speak for themselves, and NYT kept its campaign highly engaging by keeping dynamic video content of the extreme sports at its forefront.

TL;DR: The New York Times published a riveting project about the fear, danger, and passion of the Winter Olympics. With immersive, high-quality content that was strategically repurposed, NYT successfully launched a nail-biter of a creative campaign.

ICYMI

Twitter Adds New Super Follows Notification Options as it Works to Develop its Subscriber Tools

via Social Media Today

Meta Says It May Shut Down Facebook and Instagram in Europe Over Data-Sharing Dispute

via CNBC

Mascots Might Be the Key to a Successful TikTok Strategy for Brands

via Marketing Brew

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