Can I Trust Your Content?

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• Former US President Donald Trump interrupted his campaign trail on Friday to appear on The Joe Rogan Experience in Austin, Texas, months before the 2024 election. More than 350,000 people watched the episode on YouTube within the first 30 minutes of its publication.

• Meta suspended accounts tracking the private jets of Mark Zuckerberg, Taylor Swift, Elon Musk, and other celebrities, arguing that it violates privacy policy and is a “risk to physical harm.”

• ByteDance fired an intern for allegedly interfering with an AI project, saying the impact was minor and didn’t affect their main products, as the company faces increased scrutiny over TikTok and national security concerns in the U.S.

• LinkedIn users saw sudden drops in their follower counts this week, sparking speculation about a possible fake account purge, but LinkedIn later confirmed it had resolved the issue without explaining.

• Instagram has announced its ‘Creators Of Tomorrow’ for 2024. This program annually celebrates emerging talents, inspiring a new movement of digital content and bringing people together.

• Germany’s tourism board launched "Emma," an AI travel influencer, to showcase top destinations. This launched backlash from real travel creators who felt she undermined their work and sponsorships. The board, however, claimed Emma was meant to complement, not replace, human influencers.

What role does strategy play in the ever-changing social media landscape?

We live in a fast-paced digital landscape, and we know this, which makes it challenging to create content that stands out while remaining authentic and engaging.

So here is a list that provides insights into effective content creation and brand building. By understanding these concepts, creators can better navigate their paths and build lasting relationships with their audiences.

1. Distinguish Strategy from Tactics: Create a clear, long-term strategy that connects with your audience’s needs and inspires loyalty, rather than just focusing on attention-grabbing tactics.

2. Build Trust, Not Just Attention: Aim to earn trust, permission, and loyalty from your audience; social media stunts may amuse but often lack lasting value.

3. Experiment Within Strategy: Embrace flexibility by experimenting in ways that align with your strategy—small-scale tests can be done quickly without major risks.

4. Challenge Comfort Zones: Avoid “low-hanging fruit.” True impact often comes from creative approaches beyond the obvious or already popular ideas.

5. Understand Platform-Specific Value: Ensure your strategy suits each platform’s culture and user behaviour—one-size doesn’t fit all, especially with changing platform dynamics.

6. Communicate Brand Emotionally: Remember, what sells is often the emotional story behind a product; consumers seek experiences, not just functions.

7. Maintain Realistic Metrics: Recognise that vanity metrics (likes, follows) don’t reflect true engagement or value for building long-term brand trust.

8. Stay Adaptable for Long-Term Success: Even with a strategy, digital spaces change fast; adaptability helps your content stay relevant and connected with shifting audience expectations.

Resource: Seth Godin is promoting his latest book, This Is Strategy, which inspired this list.

Instagram

• is now displaying on-screen tips for Reels, explaining why a specific Reel performed so well.

• Adam Mosseri confirms that including your own logo on a Reel will NOT impact reach.

Threads 

• has rolled out account analytics on mobile.

YouTube

• has added poll stickers for Shorts.

• Shorts are now featured in the main YouTube Trending charts.

• YT Studio app now lets you showcase content highlights and a product shop on your channel homepage.

• YT analytics added real-time format filtering and it now separates real-time views by Longform, Shorts, and Live content.

TikTok

• now lets you mention people in Stories.

• launched a dedicated STEM (science, tech, engineering, and math) feed on its “For You” page, creating a new space alongside Explore, Shop, and Following.

• has added a Live event countdown sticker for Stories and videos.

X

• has expanded access to its powerful ‘Radar’ keyword analytics option.

• has added a new ‘Live’ button for starting a Space or live stream.

READ: Want to truly understand how the TIkTok algorithm works? This insightful visual graphic explains

LISTEN: Finding the right name for your business, product, or idea can make or break things. But how do you come up with the right name for you? How do you know whether it has legs? Alexandra Watkins runs a 20+ year old company called Eat My Words and comes up with names on the regular. Listen to Creator Science host Jay Clouse about creating the perfect name.

WATCH: Sabrina Carpenter’s fame has exploded to superstardom this year, and it has been 10 years in the making. Marketing creator Zoe Unlimited unpacks how Carpenter’s success is largely due to brand packaging genius and how you can implement this in your own life.

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