ICYMI: Instagram’s new fonts + collages messed up my keynote 🙃
ICYMI: Instagram’s new fonts + collages messed up my keynote 🙃Inside Australia’s State of Social conference
I’m Down Under this week and have jet lag-related insomnia to thank for helping me get this week’s newsletter out. Also thanks to all the Aussies who helped push ICYMI over the 25K subscriber mark this week! ⏰ 1-SECOND SUMMARY
💻 ROADMAP📲 TikTok Updates
📲 Meta Updates
📲 LinkedIn Updates
📲 YouTube Updates
📲 Twitter (X) Updates
Inside Australia’s State of Social Conference
I’m just wrapping up an epic trip to Perth, Australia where I attended the seventh annual State of Social conference, a two-day social and digital marketing event. The journey’s about 28 hours door to door — a FULL day without being online. So, there was some intense scrolling when I landed there to make sure my talk track was still on point. You will not be surprised to learn that THREE Meta updates popped up about an hour before I went onstage. While not every update was a game-changer, sometimes little things can lead to big disruptions… which meant making a few last-minute tweaks to my presentation. (I had this GIF in mind while doing it.) 👥 Who was thereI was one of 31 speakers, including The Washington Post’s Dave Jorgenson, Emojipedia’s Jeremy Burge, Ryanair’s former head of social Michael Corcoran, LEGO strategist James Whatley, The Guardian’s Josh Taylor, and so many more. Close to 1,000 people crowded into Optus Stadium on the Swan River for a mix of keynotes, workshops and breakout sessions. The audience included social strategists, community managers, marketers and comms people working in government, the public sector, utilities, non-profit and mining (the cornerstone of Perth's economy). 🇦🇺 Only In Australia
🌏 Familiar concerns were voiced:
✨ Highlights:The presentations that resonated most with the work I do (and my session on embracing a Social-First approach) revolved around social listening, community management, and world building, such as:
Don’t just talk at Gen Z, prioritize listening to the cues they’re sending you on social, said Tappy: “Start with community first. Begin by listening to them, by asking them questions… They will tell you, in one form or another, what they like.” One of the case studies she presented was Sorted Food, a legacy food channel on YouTube. When one of the featured faces left the team, they tested a back-of-house chef that audiences loved and requested to see more of. And so Kush “Kushy Bear” Bhasin got incorporated into the show, “echoing back what the community had asked them,” said Tappy. “Flash forward to today, and Kush is now in every other video.” Jorgenson talked about building out “the Washington Post TikTok cinematic universe,” thinking intentionally about introducing other regulars — like Carmella Boykin and Joseph Ferguson. “If you're watching a TV show and, on the second season, they introduce a new character, then you have to really have to find a reason to start liking that character. Otherwise, the audience turns away. So you have to build this universe, but really gradually and treat it like a community building effort, where you have to start rooting for us and be part of our team.” For the record, he does think the TikTok honeymoon is over as Reels, Shorts and Snapchat have caught up. “Shorts have been really good for us. We really thought our content was just for TikTok but it turns out we had a whole other audience on Shorts that was excited about those videos too.” Finally, don’t confuse “brandom” with fandom. This was one of the most unique and interesting concepts I heard this week. Fandom is organic and active participation in a community. It’s created, organized and led by fans. Brandom comes from the top down — like brand-led fan clubs, merch, giveaways, official WhatsApp channels and Discord servers — and is usually tied to a desire for economic consumption. “You as a brand are never going to own your fandom, and you are never, ever going to create your fandom,” said Dr. Carroll, who consults with brands and sports teams on how best to apply the fundamentals of fan engagement. “You might build a brandom, but the fandom is always going to come from the fans.” A million thank you’s to SOS founder Meg Coffey for inviting me!  👆🏻 CLICK THRUA Take On The Journalists Vs Content Creators Debate The 200 creators invited to the DNC sparked an Internet-wide debate on who gets to report news. Taylor Lorenz unpacked the drama in her latest newsletter, pointing to the barrage of think pieces and social posts that have been demeaning the work creators do. Can a creator be a journalist? Can a journalist be a creator? Who gets to decide these things? “Journalism is not a club with exclusive membership; it’s a practice, a commitment to truth, and a service to the public,” writes Lorenz. “Content creators are fulfilling that role in ways that many in traditional media either can’t or won’t.” 👀 IN CASE YOU MISSED IT
Note: Link In Bio’s Rachel Karten just launched her 2024 Social Media Compensation Survey that aims to create a benchmark of what compensation you can expect for each role in social media. Take the survey! The more responses she gets, the better the data we all get. You're currently a free subscriber to ICYMI by Lia Haberman. For the full experience, upgrade your subscription.
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