Out of Scope Issue 88: Giving You Pumpkin to Talk About
Plus: Meta's woeful week and Twitter’s new “Chief Twit”
This week, Hirsch Leatherwood explored the recent ups and downs of social media platforms (and their users). We also highlighted a few promising branding trends, as well as the Spirit Halloween meme.
💡ON OUR MINDS: Social Media. It’s BeenReal.
It’s been a rough week for a handful of social media platforms. For those who missed it, the day of reckoning has arrived – Elon Musk has finally closed his deal to purchase Twitter. His first few hours at the helm have prompted Twitter’s CEO and CFO to abandon ship, causing simultaneous panic and delight in various corners of the Internet. See below for his official outlook on the situation:
In other news, Meta is struggling of late. The punching bag of the social media news landscape has announced a Q3 revenue decline amidst news of some campaign finance fines and promises of losing even more as it builds out its struggling Metaverse next year.
News outlets insist a new social media app has replaced TikTok and BeReal among Gen Z. The news had even Gen Zers from Team HL Googling “new app teens are using?” to find out more about the platform.
These stories come at a timely moment – it’s the annual Media Literacy Week, and many are noticing trends of declining media literacy on social media platforms like TikTok.
This week’s social media struggles are a vital reminder that owned content isn’t entirely owned when published through a third-party site. We should always aim to meet our audience where they are, but that strategy should include multiple channels and touchpoints.
📡 ON OUR RADAR
This week, a micro-controversy erupted in Washington following a bungled letter to the Biden administration drafted by progressive Representatives on the war in Ukraine. The details of the letter are not worth mentioning (poorly timed, partially revised, and fairly benign), but the panic surrounding it is notable. The conversation about the war in Ukraine is divisive, so much so that a relatively routine political gesture has become a “public embarrassment for progressives.”
On the surface, the Instagram account DeuxMoi appears to be a page full of celebrity gossip, but hidden behind all the likes and comments is a lesson in building a community on social media. One key takeaway: develop, use, and own a unique brand voice. Lean into who your brand is, and shed the fear that it might not appease everyone.
The downfall of Ye (formerly known as Kanye West) continues, most recently with Adidas cutting ties amidst pressure from its employees and the public to take a stand against Ye's antisemitic remarks. Unapologetic, Ye took to Instagram yesterday, declaring he "lost 2 billion dollars in one day" and that "this is love speech." Words matter. Use them carefully.
Most global brands and companies commit to DEI but severely lag for consumers with learning disabilities like dyslexia and ADHD. 98% of the world's top one million websites don't have a fully accessible experience. Employees, profit margins, and society benefit when brands align their commitment to diversity with action.
What does it look like when brands respond and adapt to consumer preferences? For Whole Foods, it's an even deeper dive into conscientious consumerism. Sustainability and eco-friendliness are the new standards - and food is no exception. The Amazon-owned supermarket chain is committed to partnering with animal-friendly suppliers that utilize innovative and functional regional ingredients.
🥊QUICK HITS:
In case you missed these stories this week.
Spirit Halloween is officially spooked that some may be taking the internet's current favorite meme too seriously.
Those of us working in communications know the written word is far from dead, but the popularity of college English programs looks to be in poor health.
American Airlines is ditching first-class for ‘Flagship Suite’ business class on long-haul flights.
We’ll see you here next week! 👋
HL
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This week’s newsletter is brought to you in loving memory of Leslie Jordan, the pandemic’s Internet darling.