Let's Talk About "Quiet Quitting"
Whether you're a business leader navigating the ever-changing professional space or a Gen Z employee just starting their career, "Quiet Quitting" has been everywhere. What began as a trend on TikTok made its way to Twitter, YouTube, the web, TV, Print, and of course, your favorite newsletters (I see you, Morning Brew!)
During my commute this morning, I read an article on Business Insider about quiet quitting, and what started as a simple tweet, turned into a Twitter Thread. And that Twitter thread has now turned into a LinkedIn article.
I love this professional and cultural trend because it means something different to each individual and generation. Ask a Gen Z professional, and they say quiet quitting is a form of self-care that helps them prevent burnout, as it's been nearly 3 years since the ways of working were forever changed with the start of a global pandemic.
Ask a millennial, and many like me say that's it all about work-life balance. In that, we recognize that the positive benefit on my career by working 5+ extra hours a week is much smaller than the negative impact on my personal life and mental and physical health in doing so.
Talk to an older Gen X or Baby Boomer, and they'll say that quiet quitters are clueless, lazy, and won't succeed in high-performing companies. Just ask entrepreneur and TV personality Kevin O'Leary for his thoughts on quiet quitting.
While I recommend reading the Business Insider article in-depth, I wanted to share two meaningful quotes and my thoughts on the topic. Both are from Dr. Liz Gross, founder, and CEO of Campus Sonar, a higher education consultancy.
"I don't think quiet quitting would be a phrase or something that we're talking about if we didn't have a widespread problem with corporate cultures of overwork, underappreciation." - Dr. Gross
This, to me, is the most significant point around Quiet Quitting. Employees wouldn't look to reclaim their time if they didn't feel they needed to in the first place. You don't have to look for long on LinkedIn before you see a post about someone with either a negative or toxic work-life balance, regardless of industry or size. But will business leaders dig deeper into why #QuietQuitting is everywhere they look?
And another insight from this "outsider" perspective:
"There is a large portion of the workforce that went above and beyond, over the course of time, but particularly during the pandemic, and received absolutely no reward for that — and maybe actually lost something in the process," Gross said. "So if there is no incentive to exceed expectations, you should never expect people to go above and beyond."
Between the #GreatResignation and Quiet Quitting, I've personally seen organizations spend at least 2-3x in costs replacing employees instead of compensating them adequately. The emotional impact of a team member leaving and the impact of those who pick up the slack is hard to quantify.
Now Let Me Apply A Personal Lens To Quiet Quitting
Thinking about my personal experiences, I'll never forget the day I had 11 meetings scheduled while working as a middle manager at an advertising agency. I already knew it was a lot, but it was reaffirmed shortly after. My Dad, a senior HR executive for one of the largest companies at the time, had reached out as he always does and mentioned he only had two meetings.
I'm happy my Dad has a better work-life balance as a senior leader; he's earned it. But this anecdotal evidence from my personal life ties directly back to what Dr. Liz Gross said, entire industries and organizations have a culture of overwork.
I believe in putting in the work, learning skills, and building the mental fortitude for when the going gets tough. But the employer and employee relationship is a two-way street, and the organizations that recognize and lean into that fact retain the best employees and spend less time and money on rehiring and training.
And as leaders, we owe our teams at the very least, setting realistic expectations and communicating those clearly. It's then up to us as employees to decide if that's a good fit for us as professionals. I once worked on a nightlife brand, and due to a new project we sold in, would require someone from our social media team to be online late-night Thursday, Friday, and Saturday, engaging with our target audience.
That responsibility landed on my plate, and I directly asked my manager at the time, "Is the expectation for me to work a full day Thursday, and then either stay awake until the early morning or nap for two hours. And then do the same thing over again on Friday?" The response, as you can imagine was not straightforward and neither of us are there to this day.
How have your colleagues, your teams, and leaders responded to the trend of Quiet Quitting? Do you see similar things to what I mentioned above? Am I completely off?
Let me know!
Social Media News You Can Use
Let’s get right into the social media and influencer news you can use to start your week. We’re covering the latest social media platform, Instagram once again leaning into another popular social media platform, potential security issues involving Twitter, and the latest data that highlights the effectiveness of Reels.
If you’re new to my website, you can see more of my latest social media updates and more deep dives on specific topics on my blog,
BeReal Feature Teased on Instagram
We touched on it briefly last week, but I’ve got more updates for you! Instagram has discovered yet another way to mimic its new and rising competitor, BeReal.
To recap, BeReal is a social media platform in which users are prompted to "BeReal" at one random time each day. They then have two minutes to take and post an unfiltered look at their daily activities.
According to screenshots of the new feature shared on social media, Instagram is testing a feature called "IG Candid Challenges," which prompts Instagram users "every day at a different time" to share a photo to their Stories within a two-minute time frame. It also appears to use dual-camera shots — taking a selfie and a rear-camera photo at the same time — which is one of BeReal's key features.
This feature, according to Meta, is an internal prototype that has not been tested with a broader audience. More on Instagram's approach to overtaking BeReal can be found here.
Twitter Security Issues?
More Twitter news! If this shocking whistleblower allegation is accurate, Twitter executives may have misled government officials about serious security flaws in the platform that expose users' private information to risk and may even jeopardize national security.
Peiter "Mudge" Zatko, a former security chief for Twitter, is the whistleblower who made his identity public. Zatko claimed that senior Twitter executives covered significant security problems for over a decade and that various foreign intelligence agencies may have operatives entrenched within the firm. According to a report acquired by the Washington Post and CNN, an 84-page complaint was addressed to Congress last month.
Although there were no provisions for bot numbers in the legally binding contract Musk signed to buy the social media platform, the claim that Twitter deceived regulators and shareholders about the number may support Musk's position. Learn more about these potential security concerns here.
Reels Generating the Highest Reach on Instagram
Meta noticed the trend that video content is becoming more popular thanks to platforms like TikTok and YouTube. And leaned into heavily on Instagram. In early August, the platform announced that all video content under 15 minutes would be shared as a Reel in the future. According to a recent report, Reels have the highest estimated reach on Instagram, despite images and carousels having a higher overall content distribution.
More users engaged with Reels than static images. However, the number of comments on Reels remains low compared to static images. If your brand wants to increase your Instagram engagement, Reels are your best bet. If TikTok has taught us anything, it's that short and engaging videos are becoming increasingly popular. It's also an excellent way to share content with your target audience. Despite the growing interest and trend, Instagram still sees fewer users posting Reels.
That's it for this week's social media news worth knowing! What other marketing or social media tips do you know that would be helpful to other digital marketers? Be sure to visit my blog for more social media-related content.
Social Media & Influencer News You Can Use
Let’s get right into the social media and influencer news you need to start your week. We’re covering the latest social media platform, BeReal, the rise of LinkedIn influencers, and why TikTok content creators are being hired at both brands and agencies. If you’re new to my website, you can see more of my latest social media updates and more deep dives on specific topics on my blog,
Instagram Drawing Inspiration from BeReal
The latest social media platform to gain serious market share, BeReal, which has now surpassed 10 million total downloads, has gained significant traction throughout 2022 and piqued the interest of Meta, which has begun testing features on Instagram that mimic BeReal's format.
BeReal is based on a random prompt sent to all users at a different time each day, asking them to share what they're up to, with a 2-minute time limit to post an update. The app is being marketed as the latest pushback against the highly edited and sculpted social media profiles associated with Instagram and similar platforms. The immediacy of the sharing process removes the ability to edit an image, let alone curate one's feed.
Instagram is testing a new feature that will allow you to add a QR code to your posts, which other users can scan and see where you are at any given time on a live map. BeReal is made possible by Instagram's new dual camera feature.
The Rise of LinkedIn Influencers
Brands continue to find ways to leverage influencers across most social media platforms, and LinkedIn is joining that group. LinkedIn data showcases over 144,000 members with the job title "creator" as of December 2021.
This type of influencer programming is known as Business-to-Business (B2B) influencer marketing, which differs from the influencers you typically see on Instagram or TikTok. We've talked about B2C and B2B marketing in the past. Still, the main differentiator is that B2B influencers' goal isn't necessarily to generate revenue, but to pique the interest of decision-makers who buy products or services.
These decision-makers are much less likely to make impulse purchases than those scrolling through Instagram, B2B influencers can be utilized to highlight topics related to a specific service or business.
B2B influencer campaigns still make up a small slice of all influencer campaigns, but more and more traditional marketers are looking at this tool for 2023 planning.
Why Brands and Agencies are Hiring TikTok Influencers
We've discussed the shifts that have come with the various platform changes. The need for video content continues to increase, and agencies, brands, and everyone is looking for ways to supplement that need.
Meet the latest TikTok Creators that are working in-house, like Greer Hiltabidle. Hiltabidle joined 360i, and her day-to-day work is 50% filming TikToks and 50% creative ideation and wearing "different hats." In a recent TikTok for Burger King, she played a Leo who orders "attention," "praise," and "compliments" at the drive-thru. In another, she nervously runs through her "drive-thru anxiety script."
This isn't a one-off trend, with more than a dozen brands and agencies attempting to hire TikTok creators on LinkedIn.
Data from a flexible talent marketplace, We Are Rosie, states that a salaried TikTok content creator can make anywhere between $40,000 and $80,000 a year, or $25–$50 an hour if they're freelance.
Until next time! If you’re looking for more social media and influencer news, visit my blog.
The Top Social Media News You Need To Know In August
This week, we'll discuss yet another change to Facebook, social media tips to help jumpstart your brand's content strategy, and it’s already time to start thinking about your content needs for holiday planning.
For more news and trends, be sure to check out my blog. And you can find more of my recent writing here and here.
Facebook Shutting Down Live Shopping Feature
More Facebook changes are on the way. On October 1, Facebook will discontinue its live shopping feature to focus on Reels. Brands will no longer be able to host new or scheduled live shopping events on Facebook, according to the Meta. According to the social media network, brands will still able to use Facebook Live to broadcast live events. However, they will no longer be able to create product playlists or tag products in their Facebook Live videos.
Here’s how Meta views it: "As consumers' viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta's short-form video product..." If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram...If you have a shop with checkout and want to host Live Shopping events on Instagram, you can set up Live Shopping on Instagram."
Find out more about the shutdown from Meta here.
Tips to Create Engaging Social Media Posts
While platform updates seem to happen every other week, social media has a few constants. Especially when it comes to leaning into social media best practices. This Search Engine Journal article offers ten suggestions for creating engaging social media content. Here are some of my favorites:
Maintain Authentic Relationships with Your Fans
Make sure each social post is purposeful and leads your audience on a journey to learn more about a brand or get excited about their products or services.
Make Use of a Strong Call To Action (CTA).
If a consumer is not ready to buy, brands can direct them to a specific blog post about how to use said product or an Instagram Reel featuring an influencer using the product. A compelling Call To Action (CTA) is essential for any content, especially on social media. Because the feed is already cluttered, using strong copywriting to ensure users don't scroll to other posts is critical.
Create Platform-specific Content
Before brands can create authentic and engaging content, they must first understand why consumers are on that platform in the first place. And brands can stand out by capitalizing on unique features as much as possible. Use a variety of hashtags, both broad and specific, on Facebook and Instagram. When it comes to Twitter, use Twitter Threads to tell a story that’s longer than 280 characters.
Twitter Holiday Planning
As the summer days shorten, the holiday season begins. If you’re a marketer, you’re likely already thinking about planning your content around the holidays. And the social media platforms see this as well. According to Twitter research, conversations around holiday shopping begin on social media as early as August. So the sooner brands join the conversation, the better. And Twitter is an important platform for staying active during this time of year.
Because consumers frequently discuss specific brands and products on social media, the more engaged brands can be, the more likely they are to remain top of mind when it comes to holiday shopping. While gift-giving is a popular topic during the holidays, social media conversations can vary, so it's important to stay on top of what your target audience is talking about. Some more highlights from the data:
When it comes to brand-related conversations during the holiday season, topics like entertainment and technology overindex.
If brands want to increase their reach and beat the holiday rush, they should start their holiday conversations as soon as possible.
As always, I appreciate you taking the time to read my latest blog post. And I hope there are some actionable items in here that you and your teams can leverage. For more learnings, be sure to check out the rest of my blog!
The Latest Social Media News In August
This week, we'll discuss TikTok’s appetite for music streaming, the growing trend of direct mail advertising, and debunking more myths around influencer marketing.
For more news and trends, be sure to check out my blog. And you can find more of my recent writing here and here.
TikTok Explores Creating Their Own Music Platform
If you're not on TikTok, let me introduce you to new consumer behavior when it comes to music. Since TikTok's meteoric rise as a popular platform, many users have often discovered a song on TikTok and then found it on their favorite streaming service. TikTok is far superior as a discovery platform when it comes to finding the next popular tune: TikTok is the first platform where 63% of users discover new music.
So much so that many believe TikTok is looking at hosting music on its platform. And those people were correct, as TikTok reportedly filed patents for "TikTok Music."
As ByteDance responds to questions about why TikTok user data from the United States is being accessed in China, the company hopes to move forward.
From Inbox to Mailbox
Thought that direct mail advertising was out of date? Think again. Snail mail is coming back; studies show younger demographics prefer it over email advertising. According to a USPS study, "62 percent of millennials read through their advertising mail rather than discarding it without reading." According to the study, millennials believe when brands send physical mail, they are “putting effort into their advertising."
Because of the clutter in online advertising and growing data-privacy concerns, some marketers are returning to traditional marketing materials such as direct mail. Furthermore, brands hope that by sending physical mail to a younger audience, they will be able to stand out in their respective industries.
Diving Deeper Into Influencer Marketing
Many advertising professionals and brand managers have misconceptions about influencer marketing. I've written about four of them in a previous blog post, but I wanted to highlight an article my team shared at our agency.
Influencer marketing isn't just for raising brand awareness; did you know that 80% of consumers have purchased a product after seeing it recommended by an influencer? It's also a more affordable option than many would believe! Micro-influencers are frequently more trusted by their followers and are significantly less expensive than the "Kim Kardashians" of the world.
I hope you found these news articles to be informative and useful. Until next time!
Social Media News To Start Your Week
Let’s get right into the social media news you need to start your week without further ado. We’re covering all things, Meta, this week. If you’re new to my website, you can see more of my latest social media updates and more deep dives on specific topics on my blog,
Instagram Changing Videos On The Platform
Meta followed the PR playbook and announced big Instagram news on a Friday. If you haven't already noticed, Instagram is adjusting its platform to match trends on TikTok and updating the platform so that every video post from now on will be a Reel.
Instagram combines the video and Reels tabs on user profiles into a single tab. Do you like your video content as is? Don't worry; videos posted before this change will still be available.
Whether or not consumers embrace this trend remains to be seen, but brands can expect more Reels content to close out the year. Since the introduction of Reels on Instagram in 2019, the average engagement rate for feed posts (excluding Reels and IGTV) has decreased by 44%, according to Later.
How to Leverage Instagram's Latest “Pin” Feature
Instagram announced its new grid pinning feature in June, similar to the pinning features seen on Facebook and Twitter. You can pin up to three posts to the top of your profile grid using the new feature. After finding the post you want to pin, tap the three dots in the upper right, and click "pin to your profile." And you're finished! To unpin, repeat the process but select "unpin from profile" from the menu.
Choosing which posts to pin for a brand can help their overall marketing efforts. Brands should ensure their pinned content aligns with their marketing strategy and that it is rotated out every couple of weeks to avoid it becoming stale. Using the pinned feature to promote launches and exclusive offers is an excellent way to draw attention to that content on your profile and increase viewership.
Meta Tweaks Facebook to Act More Like TikTok
Meta recently announced that they would be updating Facebook further to imitate TikTok, one of their main competitors. There will now be two feeds available.
"Home" is the new name for the tab that appears when you first launch the app, and it is intended for algorithm-based discovery with Reels, Stories, and other personalized content. Then there's a brand-new "Feeds" tab with recent posts from friends, groups, Facebook Pages, and favorites.
The Feeds tab reverts to Facebook's original social media experience, with your content focused on activity and posts from your friends and groups. On the other hand, the revamped Home feed reflects Meta's continued desire to chase TikTok by separating content from people you don't want to miss and posts the algorithm thinks you'll enjoy.
I hope you found these updates on the latest social media news informative and valuable. Are you looking for more information? Check out my blog, as I’ll provide you with the latest social media news worth knowing.
