The Scoop: 3.22.22
Spring is in the air and we’re here for it. 🌺 What we aren’t here for is BA.2. 😔 But we’re going to lean on the spirit of the Saint Peter’s Peacocks 🏀 🤯and keep pushing through 2022 because this year’s digital world continues to blow our minds. Books are cool again, Spotify needs experts for Web3, NFTs are coming to Insta and of course shout out to LinkedIn for keeping it real.
Podcasts and Platforms, Oh My!
Too much of a good thing is… a great thing?! At least that’s what we’re telling ourselves as Twitter and LinkedIn announce their plans for podcast integration. It’s no secret that podcast usage soared throughout the pandemic, but it’s somewhat shocking that it took Twitter and LinkedIn this long to find ways to hitch their stars to that wagon (obviously Facebook already offers the functionality to integrate podcasts into their creator pages). ✨ Twitter announced it will be developing a feature to bolster podcast discovery and engagement on its platform after acquiring the podcast discovery app Breaker. The platform suggests it will likely mirror the way it has enabled creators to create direct links to their newsletters, but this time with podcasts. Twitter’s focus on podcasts looks similar to that of LinkedIn, which is currently expanding into the pre-recorded audio game with its “podcast network,” offering curated conversations on careers and business – basically the information you would look for on the platform already via articles and newsletters but instead via spoken word. With more audio and podcast solutions on highly trafficked social platforms, there is a growing opportunity to expand upon the wildly popular audiogram format to share brand messages across digital channels.
Sources: Social Media Today, Facebook, LinkedIn
“Alexa, I Want to Talk to a Doctor”
We know Amazon has been moving into the health care space for a while, and even during the pandemic it partnered with IQVIA for clinical trial recruitment and had dabbled in DTC with Bayer Consumer Health. But its new partnership with Teladoc is one that piqued our interest – especially if Amazon continues to be able to manage sensitive data. However, critics remain skeptical about the partnership, which allows users to call doctors directly from their Alexa device, because it doesn’t address the social and economic barriers that underserved populations face. The “skill” is positioned to serve people with minor illnesses, such as the common cold, or facilitate information for those with mobility or accessibility challenges. Based on this partnership and Amazon’s past growth, it is safe to say that voice assistants will evolve and is part of the future of care – even more so that Meta has entered the race. But it will take an effort from the entire health care ecosystem, including brands, startups, universities, pharmaceutical companies and practitioners, to build and support the future of care.
The Battle for Video Views Is On
If 2022 has already taught us anything about social, it’s to not get too comfortable. YouTube has seemingly had no competition for years, but a recent report uncovered that user attention on the platform is starting to become divided, as are the creator videos, and YouTube is fighting to keep creators from going elsewhere. 🆘 The most obvious competitor is TikTok, which may have been the push for YouTube to launch its short-form videos, “Shorts.” So naturally, TikTok is fighting back with a maximum video length of 10 minutes. ❗ Even Facebook, with declining user numbers for the first time, is hoping its short video feature, “Reels,” could be a solution. While the competition is heating up, YouTube is still far ahead in penetration for millennials, Gen Xers and baby boomers. The bottom line? There's no shortage of options for sharing video content to reach and engage your audiences. You just need to make sure your content is available on the right platform, at the right time, to make an impact as platforms continue to prioritize video.
Sources: eMarketer, Make Use Of, Music Business Worldwide
Meta Continues to Be Meta Baffling with New Most Viewed Content Report
In a bid to be more transparent, Meta has released its second annual “Widely Viewed Content” report, which documents content that is most viewed by its users. At first glance, the report appears to be a simple analysis of data in response to this Twitter account created by New York Times journalist Kevin Roose. However, the report found the top 10 content on Facebook tends to be cooking recipes or lifestyle type content. One notable exception this year – the top content consumed was from a page that has since been banned from Facebook for not meeting community standards. Oops! 😮 What does this mean for health care marketers? In a platform that is rife with content that could be considered spam, it’s important to keep pushing both paid and organic content that is factual, easy to understand and even easier to share.
Sources: Social Media Today, Twitter, Meta
And In Other News…
Facebook planted the idea of the metaverse, but Apple can actually populate it.
TikTok is expanding the pilot of its Stories feature. Who’s the copycat now?!
Contributing Writers and Editors: Nick Cardillo, Carissa Dagleish, Ricki Kahn, Lauren
Fernández Meihls, Jennie Szink and Bre Thomlison
Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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