The Remedy | March 28th

CM Rx:?More people, especially Gen Z, are using social media to search. TikTok is working hard to increase search capabilities on the platform, so it only makes sense that Instagram, and Meta as a whole, would follow suit.

Instagram hopes this hashtag update will help improve profile discovery, rather than only highlighting content, which is what they've historically had in place. Ideally, it'll help expand user search behavior, by linking them through to different elements such as Accounts, Audio, and Reels. In addition to hashtags, it'll be vital to ensure your target keywords are a part of your bio to help increase discovery in the "Accounts" display.?

I'm sure you're thinking the same as me as this isn't a huge update, but it's absolutely a logical one. As we inch closer to social platforms increasing search capabilities, it'll only be more paramount to incorporate social SEO into your strategies.?

Your Weekly Dosage*

*may contain viral side effects ??

• TikTok adds new influencer audio clips to its Commercial Sounds Library
• LinkedIn’s rolling out company page messaging to all brands
• YouTube tests new audience filters for its video retention stats
• TikTok announces youth council to improve safety measures
• Instagram tests option to comment on specific frames within a carousel update
• Snap launches sponsored AR filters as new ad option
• TikTok publishes guide on lead generation best practices

From my TL to yours ??

• Oscar Mayer said it's glizzy time ??
• From all of us, thank you, Moutain Dew ????
• Sour Patch Kids swoons over Olivia Rodrigo ??
• MoonPie made special Solar Eclipse edition Chocolate Minis ??
• I feel this, KitKat ?????
• Peacock's emoji placement is ????

?? Spotlight ??

There are content ideas even when you're not looking for them.

Last week while scrolling X, I came across this viral post?about an ad?from Patagonia's 1995 Spring catalog. The engagements on the post are not the best, to be honest, a lot of opinions,?but that didn't stop Patagonia from posting the original photo slides from the shoot. In the caption, they?touch?on how the ad (dubbed "The Flying Baby")?has taken on a life of its own and that this isn't the first time it's resurfaced online. In 2019, they were able to track down the flying baby, Jordan Leads, who has proudly taken on the name of That Flying Baby.

This truly speaks to the importance of always having a finger on the pulse of the internet. It also goes to show that sometimes it's okay to capitalize on a moment, even when the engagements aren't exactly the best. I think Patagonia knew their audience would love it and if you look at the comments, you can tell they totally do.

What I love the most about this whole thing is the rawness and originality of it. Something about the slides with the photoshoot label and numbers just makes it so cool. It's giving behind the scenes before we really knew that was a thing.?

The Remedy is crafted and curated by Lafayette American's Senior Social Strategist, Caite Marchione. ????