The Scoop: 12.8.20

We recently learned that according to psychology, making lists makes us happy. We took that advice and made a list of five things that made us happy since the last Scoop [📝❤️]:

  1. Spotify showcases the top podcasts in 2020 for the first time in their Wrapped feature (US & Globally)
  2. TikTok adds an accessibility update to include photo sensitivity warnings
  3. The best Tweet of 2020 (so far) is Guy Fieri raising $21.5M in seven weeks for unemployed restaurant workers
  4. Twitter updates its hateful conduct policy to include abuse and harassment posts based on race, ethnicity and culture
  5. Drone technology is being used to rebuild forests destroyed by devastating fires

The Most Important Healthcare Campaign of the 21st Century?

With the possibility of FDA approval and initial distribution of COVID-19 vaccines mere weeks away, the healthcare industry is gearing up for the communications campaign of the century. Messaging will attempt to educate the public about vaccine science and the approval process – no small feat given society’s growing anti-vaccine sentiment and a recent Gallup poll indicating that only 58% of American adults are willing to take a coronavirus vaccine. Former FDA Associate Commissioner Peter Pitts believes “PSA campaigns really don’t get the job done” and that communications “absolutely should play into the controversy.” Glen Nowak, director of the Center for Health and Risk Communication, acknowledges the campaign needs to be “large and multilayered” given the variety of vaccines, dosing requirements and audiences. It’s a historic moment that will require overcoming seeds of distrust to help push the nation closer to a recovery from the pandemic.

Sources: THE WASHINGTON POST, MM&M, THE NEW YORK TIMES, PR WEEK, CBS NEWS, THE NEW YORK TIMES, THE NEW YORK TIMES

Fighting COVID-19, and Misinformation, is a Team Effort

The influx of promising announcements about COVID-19 vaccines has resulted in increased efforts to preemptively combat misinformation about them by a consortium of social media platforms. Recently, Facebook, Twitter and YouTube announced a joint effort to partner with fact-checkers, researchers and governments to combat misinformation surrounding the vaccines. The group plans to roll out an initial framework for addressing these issues in January, which will include standards for qualifying “misinformation” in these circumstances as well as plans for marking, responding to or removing such content. As much about the vaccines remains unknown, this effort is sure to be useful to all those in the healthcare space seeking to ensure that accurate health information is shared on social media.

Sources: SOCIAL MEDIA TODAY, BBC

The Power of Connection for Mental Health Communication

Given the combination of the holidays, seasonal depression and isolation due to the pandemic, many marketers are paying special attention to the topic of mental health and finding ways to connect with consumers or bring awareness to the topic. Successful campaigns, such as the UK’s CALM ad, Instagram’s #HereForYou campaign, and Sheba’s Healing Powers mini documentaries, all tap into ways to reduce the stigma of mental health and build connections. Given the rising interest in the subject, the Ad Council commissioned a report on loneliness to help readers understand that it’s a syndrome that plagues younger people as much as older adults. The report highlights ways people across the world are coping using a mix of technology (video chats, social media) and social engagement (religious services, time with pets, visiting family) to connect with their community.

Sources: AD WEEK (Sheba); AD WEEK (CALM); AD COUNCIL via AD AGE; GLOBAL WEB INDEX

More Apps in a Snap

A few weeks ago, we featured Snapchat’s expansion of partnerships with apps such as Vivino and Yuka. Snapchat has now announced the rollout of several new options that will allow app developers to continue cross-linking their functions within the app. Additions include Augmented Reality Lenses, app conversions as an ad objective, and a minimum return on spend. With the creative Lenses, app marketers can promote their brand in a way that entices users to then potentially install the app (just ask Yahoo Fantasy Sports). The app conversions ad objective allows marketers to optimize for app installs as well, enabling installation tracking from the Snapchat Lens. These new features will help increase brand awareness and overall engagement. And with Snapchat’s rapid growth this year driven by “older” audiences, it’s never been a better time to reconsider including Snapchat in your marketing plans for the year ahead.

Sources:  SNAPCHAT FOR BUSINESS, SOCIAL MEDIA TODAY, EMARKETER

Instagram Proves that Platforms Must Evolve to Stay Relevant

As social media continues to grow, platforms face the decision to adapt or fade. Instagram is facing this head on, opting to evolve to maintain its steady flow of engaged users. The platform recently announced new branded content opportunities, allowing for greater partnership, monetization and collaboration opportunities for brands and creators, particularly through Reels and Live. This announcement comes at the same time as an additional update that allows users to search by keywords, making content more discoverable. As new platforms make their mark in the social landscape, the more experienced need to remain agile and receptive to new practices. Otherwise, they risk losing the attention of their audience to the shinier new offering. Each platform serves a purpose, but if it can’t identify its role within the media landscape and capitalize on its strongest offerings, as Instagram has done here, it may soon join the likes of MySpace and Vine.

Sources: INSTAGRAM, SOCIAL MEDIA TODAY, THE VERGE, SEARCH ENGINE JOURNAL

…AND IN OTHER NEWS:

Another day, another streaming service: Discovery unveils Discovery+, its DTC streaming service.

Different downtime choices lead to different kinds of relief: How teens use downtime to connect, distract or reflect.

W2O’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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W2O Social Team
W2O Social Team

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