Your Weekly Social Download ??

What's New This Week?

Move over Snap Map, Instagram is working on a new “Friend Map” display in the app which will let your friends see where you are and where you’ve been.?

LinkedIn has launched a new campaign to promote its Premium subscription offering which will run across TV, paid social, paid digital, online video and creators.?

TikTok has started to remove more music from its platform as part of continuing issues over royalties with Universal Music Group.

LinkedIn is developing a new way for posts to show up in your feed, through ‘suggested posts’.?

Meta plans to showcase its Next-Gen AR glasses later this year at the company’s Connect conference.

Threads is contemplating auto-archiving user posts after 30 days – who’s on board with this?

What's Creating Impact In The Feed?

No, I don't want no scrub (jokes, everyone wants this scrub)

Picture this: It’s a peaceful Sunday morning for the team at tbh Skincare. They’re enjoying a leisurely scroll of TikTok until…oh, what’s that they see? Their unreleased product being nonchalantly used by influencer, Indy Clinton, five days before its official launch.?

Rather than frantically trying to get the post removed, tbh Skincare recognised the opportunity that had been given to them and moved quickly to bring forward to product launch in order to meet consumer demand.?

Shifting their approach, and likely forgoing most of their pre-planned content, tbh Skincare created 13 TikTok videos related to Indy Clinton’s surprise launch, owning the hashtag #indyclintontbh to drive additional reach as people on the platform became aware of the story. They also created Instagram specific content to generate further awareness.

In just 48 hours, tbh Skincare got 4.8m views on their own TikTok content, 206K profile views, 216K likes and 6,500+ new TikTok followers. Further to this, more than one jelly cleanser sold every minute on Monday night, with the CMO confirming that the brand witnessed the most traffic it has ever had to the site for a launch.

What can we learn from this?

This is the perfect example of the power of organic influencer endorsement.?

The post was in no way a planned ‘ad’ – Indy was clearly not following a brief or script and she was not trying to hit key messages about the product’s USPs or to drive sales. In fact, if she had told the brand that her concept for the content was ‘washing off her makeup the morning after the Taylor Swift content while she was hungover’, they probably wouldn’t have approved it. Yet, it was the perfect way to show the product in use, in a completely authentic way.

It also shows the importance of being agile and flexible when it comes to social media. There is no way that tbh Skincare could have anticipated the virality of this content, however, through embracing the chaos and developing a quick lo-fi content strategy, they were able to have an even bigger and more impactful launch than they’d planned.

How To Turn It Up!

Rival IQ has released its 2024 Social Media Industry Benchmark Report, which can be downloaded here.

Key takeouts from the report include:

?? TikTok is still topping the charts with a median engagement rate of 2.63%

#?? Almost every industry earned top engagement rates from holiday-hashtagged posts

??Posting frequency increased on Instagram and TikTok, while decreasing on Facebook and Twitter