ICYMI: Reviews of the New TikTok Notes app
🪩 🤠 Big tech takes over Coachella
Welcome! I’m playing with today’s format slightly since Instagram used Coachella to debut a new Story sticker so I included that in a special update outside the regular Roadmap section.
And scroll down for a section devoted to the US election and political influencers. The topic is going to be unavoidable this year and the more you can prep as a brand or creator, the better equipped you’ll be to navigate the landscape in November.
⏰ 1-SECOND SUMMARY
Instagram’s new shake-it-like-a-Polaroid “Frames” sticker debuted at Coachella — plus all the other tech companies hitting the desert
Australian and Canada got access to the new TikTok Notes app this week — two reviews from those regions
LinkedIn shared a new guide to vertical video on its platform
Twitter may resurrect its Vine video app
Airchat is a new social audio app that has Silicon Valley buzzing
See how TikTok, Instagram and Snapchat rank in Piper Sandler’s Taking Stock With Teens® Survey
John Deere is searching for a ‘chief tractor officer’ to launch their TikTok account
See what brands can do to prep for misinformation / disinformation around the upcoming election
What it’s like being a diplomacy influencer in D.C. and how to avoid getting suppressed by the algorithm
You’re invited: ICYMI’s database of upcoming social and influencer marketing events you don't want to miss
🤠🪩 NEWS FROM COACHELLA
Instagram launched “Frames,” a new Story sticker, with the help of K-Pop band LE SSERAFIM at Coachella. Your friends and followers actually have to shake their phones like a Polaroid picture to see the image develop.
YouTube hosted an onsite lounge and was the official streaming partner of the Coachella Valley Music and Arts Festival, allowing people at home to watch the festival live for free as well as watch on-demand videos of performances.
Google used the festival to market the Pixel 8 phone and it’s AI-powered “Magic Editor” features.
Pinterest hosted its first Coachella activation: the immersive Pinterest Manifest Station where FOPs (Friends of Pinterest) got to pick out accessories and get hair and makeup touchups. Pinterest predicted style trends based on Gen Z searches before the Indio music festival and then reported on the trends from the festival with Styled By Jules.
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Poppi went all in on just one influencer for their Coachella presence. But it wasn’t just anybody. They flew in one of Gen Z’s favorites: Alix Earle, plus her sister Ashtin, makeup artist Patrick Ta and friends, on a private jet to Casa Poppi. Thanks to the increased visibility through Earle, the brand reported a 200% spike in sales during the #Coachearlea weekend.
There will be plenty of think pieces stemming from this about the power of using one influencer for maximum impact versus a group effect. But there are only a handful of people that can drive results like Earle can — she is retail fairy dust. This is not a one-size-fits-all influencer marketing play!
Revolve scaled way back for this year’s music festival, cutting down its Revolve Festival to one day from two and trimming the guest list from 5,000 to 1,200. This seemed to reflect some fatigue for the festival (ticket sales were down) and influencers on the ground.
Related: This Year's Coolest Parties and Brand Activations
💻 ROADMAP
📲 TikTok Updates
TikTok Notes, the new photo-sharing app from TikTok, debuted in the App Store and Google Play Store in Canada and Australia this week. Each post can reportedly accommodate up to 34 images and 4,000 character caption.
“We’re in the early stages of experimenting with a dedicated space for photo and text content,” tweeted the ByteDance company.
Here’s some feedback from people in those regions: It “feels more like TikTok’s Threads than their IG,” Matthew Stasoff tweeted. And the “best description is that it feels like I’m scrolling the results of a Google image search and I’m trying to puzzle out what the search was,” wrote Kevin Parry on Threads.
📲 Meta Updates
Meta AI is now part of the search experience on Instagram providing real-time web results so you never have to leave the app. They’ve also launched a new meta.ai site where you can access the chatbot and use its generative image tool.
Meta is quietly developing an AI tool, Creator AI, that would allow influencers to clone themselves to have DM conversations with followers.
Threads is expected to incorporate ads in the second half of this year.
📲 LinkedIn Updates
LinkedIn released a one pager with best practices for posting engaging video content on the platform — especially in light of their new vertical video feed. Get the one pager here.
📲 Airchat Updates
A new-ish app dominated headlines this week. Airchat is a social audio app that “has Silicon Valley and creators buzzing.” It uses AI to transcribe voice notes to produce a Twitter-like feed coupled with audio.
Do you need an Airchat strategy yet? No. But you should probably check it out while there’s relatively little pressure and a lot of experimentation happening.
*I have some invites I can give away. Reply to this email. First come, first served.
📲 Twitter Updates
Elon Musk is considering bringing back the short form video app Vine.
📲 Twitch Updates
Twitch’s new TikTok-style discovery feed is rolling out to all users later this month.
📲 Snapchat Updates
Snapchat AI watermarks will be automatically generated when people use Snap’s generative AI features like Dream and AI Snaps.
🔈 QUOTE OF THE WEEK
Omnichannel Is The New Normal
“Brands have recognized that creators can do more than post sponsored content on social media… Creators are now developing content for brands across streaming and linear TV, as well as social. Brands are also tapping creators for experiential marketing, including in-store appearances and digital out-of-home (DOOH).”
-Emarketer’s The State of Influencer-Brand Deals 2024 report
👀 IN CASE YOU MISSED IT
TikTok creators open letter to President Biden protesting the potential ban -President Biden Letter
Ad transparency tools “are plagued by missing data, bugs, shoddy features, and unacceptable shortfalls” -Mozilla
Marques Brownlee’s honest review has the tech world in an uproar -MKBHD YouTube
But don’t blame Brownlee, he’s doing exactly what he’s supposed to do -TechCrunch
Cannes announced its new “Lions Creators” program, an influencer marketing track at the annual ad festival -AdAge
YouTubers are launching FAST channels on internet services like Pluto TV, Tubi and The Roku Channel -The Information
Fan girls run the economy — always and forever -Bustle
The comments sections offers brands another way to participate in internet trends -AdAge
John Deere announced its search for a ‘chief tractor officer’ to launch its TikTok channel and help reintroduce the brand to Gen Z and young millennials -AdAge
See where Gen Z spends their time and money in the 47th Semi-Annual Taking Stock With Teens® Survey, Spring 2024 -Piper Sandler
🦅🇺🇸 ELECTION 2024
There were at least two key takeaways that resonated from the Social Media Week panel: Gen Z and Navigating the Digital Divide in the 2024 Election — along with suggestions of what brands could do to prepare.
Social media, especially TikTok, is becoming Gen Z's go-to source for news
Politics are going to be unavoidable for brands and creators this year
In an effort to combat misinformation and disinformation in the political process, brands can and should partner with informed creators to develop content that spreads responsible messaging and fact-based information.
Content creators are going to become a huge part of the narrative of political organizing online.
Gen Z is three times more likely to get their news on social media than broadcast media — in particular TikTok — said Gen Z historian and creator Kahlil Greene. That’s not necessarily cause for concern, except brands “aren't investing in educational creators who are doing the work, who are doing research, who are citing their sources.” Brands are sponsoring “creators who can drive a monster truck off a mountain or do a bunch of backflips in a row.”
This is an opportunity for brands to partner with educational creators who produce fact-based content. These creators are able to communicate information in a way that speaks to Gen Z and helps combat conspiracies and misinformation on social media.
Brands and creators are going to get pulled into politics this year, whether they want to or not
“Even if you are not necessarily a partisan or political organization, if you message on issues like climate change, by certain factions, you are going to be seen as political,” said Megan Malloy, creative director at Blue State agency.
“There's going to be a lot of misinformation flooding the zone on social media,” said Malloy. “If there's anything that brands and organizations can do to combat that, it's really to spread factual nonpartisan information about how the democratic process works, and keep people calm.”
Brands, and even creators, should consider:
Talking about causes they care about as opposed to partisan politics
Scenario-planning their messaging in the face uncertain election results in November
Investing in trusted creators who produce fact-based content
🌎 DIPLOMACY INFLUENCER IN D.C.
The creator scene is alive and well in Washington, D.C., as evidenced by Andreas Sandre, digital diplomacy author, scholar, and creator, and Press and Public Affairs Officer at the Italian Embassy. He’s built up an audience of almost 150K followers across TikTok, Instagram, YouTube and Twitter. He shared what it’s like being an influencer in D.C., the best (and unexpected) platform for #DigitalDiplomacy, and why conversation, not content, is king.
ICYMI: Tell me about @WeAreDigitalDiplomacy.
Andreas Sandre: The channel was born during the pandemic following a major trend of international organizations, global non profits, and political leaders joining TikTok to reach out to younger audiences, and to counter disinformation and misinformation. It has grown quite rapidly to over 100k followers and 5 million likes. Hashtag #digitaldiplomacy itself counts more than 10 million views on TikTok.
ICYMI: Gen Z historian Kahlil Greene suggested that traditional outlets are failing to connect with Gen Z over politics because their content is boring. What’s your tip for making political content compelling?
AS: Some traditional outlets have changed that. For example, the Washington Post, where Dave Jorgenson and Carmella Boykin have revolutionized news content on TikTok. But, I agree, the traditional media is struggling with younger generations. The Reuters Institute's Digital News Reports shows the number of Gen Z-ers very interested in the news is continuing to fall. The news being boring and not being translated well to fit social media platforms are certainly two of the reason.
I believe conversation is the new king of digital content. So, the goal is not making political content compelling but rather creating conversations around political topics. And this is why creators and influencers are better suited at news and political content today than traditional media outlets.
ICYMI: You cross post most of your videos to Instagram. Which platform is performing best for you right now?
AS: Actually, Instagram has become the platform of choice. Most of my content is there, and some of it gets cross posted to TikTok and YouTube Shorts, sometimes on Threads. On Instagram, @WeAreDigitalDiplomacy counts less than 40k followers but has grown to a very dynamic channel with a monthly reach of 2 to 3 million and key influencers and creators, including in the political and diplomatic spaces, continuously sharing our content.
I'm still struggling with Shorts and Threads. The Washington Post's TikTok team suggested to repost TikTok content on Shorts. That was quite an eye opening experience as content moves quickly on YouTube and we do get high engagement there. As for Threads, I have no idea what to do yet :) Suggestions anybody?
ICYMI: Instagram is supposed to be limiting political content so how do you think people are discovering you?
AS: First, political content in today's world means so many different things. Is it political speech and elections? What about diplomacy, is that political content? Yes, Instagram has decided not to "proactively recommend political content." However, @WeAreDigitalDiplomacy is not about politics, it's about creating conversations about issues people care about.
ICYMI: Are you at all concerned about the potential TikTok ban?
AS: Who isn't. TikTok has become an important tool in how we communicate and consume the news. More importantly, it is where millions of people converse about the news and current affairs, whether it's the latest trend in tech, the war in Ukraine and the humanitarian situation in Gaza, or elections.
Here in the US it seems to be a political issue. But I'm European, and I do think the conversation around TikTok has grown more elevated in Europe — less superficial if you will. It's about how content moves online, how regulations affect rights and liberties, how our data and privacy are protected, and making Big Tech accountable.
European Commissioner Margrethe Vestager said it best about TikTok's use of data and the US approach: "As long as the same kind of data is for sale and China can buy it anywhere anyway, we still have work to do."
ICYMI: You've become an influencer in the diplomacy space, what sort of perks does a diplomacy influencer get?
AS: LOL I don't consider myself as an influencer. But working in the digital diplomacy and tech space has indeed put me in touch with this new world of creators and influencers.
It has also given me access to people and experts in government and in the technology industry, from being invited to the White House, Washington DC parties and events, like the White House Correspondents Dinner... but also being able to interact with tech founders and CEOs across the country.
This is how, for example, I met with you years ago, while I was researching TikTok and interviewing social media managers and experts — research that was included in a 2024 book I contributed to, "The Oxford Handbook of Digital Diplomacy" by Oxford University Press.
Personally and professionally, the access I gained through these years has proven to be very useful as I'm currently writing a book on tech and power... Stay tuned.
👋🏼 MARK YOUR CALENDAR
I created a database of upcoming social and influencer marketing events you don't want to miss. From online webinars to IRL conferences and summits, there’s a range of free to paid events to help you stay ahead of the latest trends and technologies.
If you have an event to add, please let me know. If you want to vouch for an event (it can’t be your own), please let me know.
The Art of Sway podcast season is extended — join me and Danielle Wiley as we break down the weekly social trends and platform updates every Monday. Everywhere you listen to podcasts.