Just DM Me: How Instagram Wants to Be Your Hub for Communication

If you’re old enough to remember what life was like before everybody you knew could get a hold of you 18 different ways, then you’re probably feeling a bit overwhelmed with all of the communication options available in our social media apps these days. 

But if you’re the type of user who likes to consolidate their communication to a single app, your friends at Instagram are doing their best to be a one-stop-shop for private interactions with your friends and followers. 

If all the recent updates have got you stressing about keeping up, well, don’t. Instead, read on for our breakdown of these new features, and if they will (or won’t) be a game changer for users and brands alike.

Check Your DMs

Remember when Instagram was an app where you’d post a picture of your bottomless mimosa brunch, slap the Sierra filter on it, and then just get on with your day? Those times are long gone, grandpa. 

Indeed, there’s been a seismic shift in social media to provide platform users with options to not only share publicly, but privately as well. With the launch of Snapchat in 2011, the idea that you could share something online that disappeared after 24 hours was a breakthrough, and only just the beginning. 

So what’s behind the shift towards messaging at Instagram? Back in 2022, Instagram chief Adam Mosseri tweeted that, “Friends post a lot more to stories and send a lot more DMs than they post to Feed.” 

Ok. That seems to check out, but…anything else, Adam?

Earlier this year, Mosseri said, “When you think of instagram, you probably think of a feed of square photos. But how Instagram works has changed a lot over the years, and if you look at what people share, and how people express their creativity, the primary way they do so is actually DMs on Instagram. More photos and videos are shared in DMs than are to Stories or feed on any given day.” 

Given what we know about the new features (which we’ll get to in a minute), it seems like Mosseri and his team of brains at Instagram are just responding to user behavior, rather than attempting to change it (sort of…more on that below). 

In other words, keep DM’ing those “delulu” memes to your friends while Instagram rolls about a bunch of features to make it more convenient, private, and dare we say…fun?

Can You Recap The Changes For Me? 

Well of course we can. Some of the recent (and not so recent) changes that are specifically messaging/private sharing related are:

Screenshot showing the notes bubbles on the DMs page of the Instagram mobile app
Four frames showing different background themes of Instagram DM chats
Two frames of phones showing close friends livestreams

Impact on Users

With all of these new features, there’s no doubt that they will have at least some impact on even the most basic user of the Instagram platform. For power users, it could mean a complete overhaul in how they interact with their friends and followers. 

Breaking it down, the options seem to revolve around 3 concepts: 1) Privacy 2) Organization and 3) Fun. 

Indeed, Instagram chat isn’t your daddy’s inbox, with a strong focus on keeping your messages contained to the people you want to see them and organized in the way you want them to be – all with an added dash of silliness and fun that keeps users coming back for more. 

For instance, want to make sure your messages disappear (you creep)? Go to your inbox and swipe up to turn on vanish mode. 

Want to ensure that you don’t miss some important conversations happening in your inbox? Well, pin those chats to the top of your inbox (nerd). 

Want to stream some exclusive content that only your tightest homies can see? Turn on a Close Friends livestream.

Love Olivia Rodrigo and want to add some Guts themed wallpaper to your DMs? Well, you can do that too. 

Oh, and if all that wasn’t enough, Instagram is testing an update to the main UI, where the creation button has been moved to the top right and the messaging “paper plane” icon is now sitting front and center in the lower function panel. 

Apparently Instagram is trying to change your behavior. What’s next…you’re going to tell us you can make a phone or video call from Instagram’s inbox? Oh wait, you’ve been able to do that since 2018. 

Impact on Brands

While many of the messaging and private sharing updates tend to focus on regular, everyday users of the platform, these same regular everyday users are also consumers. So it’s not surprising that the folks that are attempting some digital rizzing in their Instagram inboxes are also quite comfy with shooting a brand a direct message when they have a question (or a gripe). 

Below are just a handful of ways we think brands (including corporate, small business, and even influencers) can capitalize on some of the new features, and create a more authentic environment to connect.

Direct Messages

At this point, brands should be used to receiving DMs from their customers. If you’re a brand using Instagram and aren’t responding to these conversations you’re already messing up. Hire somebody to watch and respond to messages coming to your inbox daily; it’s just as important as calling a customer back (if not more so). 

Group Chats

Group chats are a great way for multiple individuals to have a private conversation using Instagram, and can be used to set up a safe environment to receive customer feedback.

Audio and Video Calls

If you’re helping a customer troubleshoot an issue that contacted you through Instagram’s direct message feature, why make things inconvenient for them by requesting they share their phone number? Instead, ask if they would like to receive an audio or video chat so you can better help assist them in a way that’s comfortable to them.

Automatic Replies

You know how we live in different time zones? Or how some of us can’t take care of a customer service issue until after business hours? Well, now you can set up automatic replies on Instagram messages to be able to assist customers after hours. Set up a FAQ to activate in your chat, or explore some of the other automated features to increase efficiency and not leave your customers waiting impatiently.

Reply to Comments with a DM

Ok, we understand that this might seem weird or intrusive, but trust us, most people will appreciate this! If a customer responds to one of your posts with a grievance or question that requires a customized response, send them a DM instead of posting a public comment (best practice is to respond to their comment and let them know you’ve sent them a DM). That way the customer will feel like you are really paying attention to their concerns, and also help you avoid a potentially disastrous back and forth in front of your audience. 

Unsend Messages

Oops! Respond to the wrong DM? Just unsend it. It’s that easy.

Instagram Notes

In addition to your feed and Stories, Notes is another place to communicate with your customers. Found in the inbox (and recently rolled out as a way to react to a photo or Reel in the feed), Notes can be a great way to offer exclusive deals or other kinds of exclusive messages, open to anybody who wants to find it. Just don’t forget to direct your customers to where they need to go to find it.

Call..er, DM Me, Maybe?

Whether we like it or not, the push for every social media app to be more than just a public sharing service is seemingly well underway. Instagram (by way of Meta) looks like they want to be on the forefront of embracing these updates, perhaps as a way to pull users back into its universe and away from competitors like Snapchat and TikTok. 

Either way, the focus on evolving the way we interact with one another on Instagram (and on social media in general) isn’t going away. How else are you going to serve all of those ads to people if you don’t give them what they want every once in a while? 

Need some help strategizing for how your brand is going to embrace the new private messaging options available on all your favorite social media platforms? Look no further than Random and contact us here…or send us a DM; we promise we’re cool and will respond – unlike those other guys.

5 Email Marketing Pro Tips for Health and Wellness Brands

If you’re a health and wellness professional (or just a personality), email marketing is an effective way to communicate with your audience. It helps you build relationships, drive engagement, and even boost your business. So if you’re looking to go beyond likes, shares, and comments, and get your messages landing in your audience’s inboxes, here are five pro tips to add some more muscle to your marketing.

1. Personalize Your Emails

Why Personalization Matters: Personalized emails go beyond addressing recipients by their first name (which we recommend). They also involve tailoring content based on individual preferences, behaviors, and past interactions. This makes your emails more relevant and engaging. 

Pro Tip: Use data from previous interactions to segment your email list. For example, if a subscriber has shown interest in nutrition tips, send them emails focused on healthy eating recipes and dietary advice. Personalization can also extend to sending birthday wishes or customized health plans based on user interests.

Example: Check out this email from the Nike Training Club, which congratulates the recipient on completing their inaugural plan, and encourages them to explore additional plans from their catalog.

2. Create Value-Driven Content

Why Value-Driven Content Works: Health and wellness consumers are often looking for valuable information that can help them improve their lifestyle. Providing content that offers real value builds trust and positions your brand as an authority in the field.

Pro Tip: Include tips, guides, or exclusive insights in your emails. Share informative articles, how-to videos, and practical advice related to health and wellness. Make sure the content addresses common pain points and provides actionable solutions.

Example: This email from Dr. William Li, a world-renowned physician, scientist, speaker, and author, best known for leading the Angiogenesis Foundation, sends a health recipe to subscribers every week. Not only are the recipes easy to make, but they all come packed with healthy benefits.

3. Incorporate Strong Visuals

Why Visuals Are Key: Visuals capture attention and can make your emails more engaging. In health and wellness marketing, visuals can include product images, infographics, and motivational quotes.

Pro Tip: Use high-quality images and visually appealing designs to showcase your products, highlight success stories, or present wellness tips. Infographics that illustrate health benefits or workout routines can also be effective in conveying complex information quickly.

Example: This email from Smile Direct Club does a great job of using attention-grabbing imagery. Combining a smiling face and clever product placement with bold colors and textured background almost makes recipients forget about having to wear a clear aligner. 

4. Optimize for Mobile Devices

Why Mobile Optimization Is Essential: With many people checking emails on their phones, ensuring your emails look great on mobile devices is crucial. Mobile-optimized emails lead to better engagement and fewer missed opportunities.

Pro Tip: Use responsive design to ensure your emails display correctly on all screen sizes. Keep your content concise, with a clear call-to-action (CTA) that is easy to click on mobile devices. Test your emails on different devices before sending.

Example: This email from at-home healthcare provider everlywell does a great job of creating a streamlined email that is easy to read on a mobile device, including clear CTAs to shop now and join, a clearly placed promo code, and clever use of images and text that are easy to read on a mobile device but also attention grabbing.

5. Leverage Automation for Timely Campaigns

Why Automation Boosts Efficiency: Automation allows you to send timely, relevant emails based on user actions or predefined schedules. It can save you time and ensure that your subscribers receive the right message at the right time.

Pro Tip: Set up automated workflows for welcome series, cart abandonment reminders, and re-engagement campaigns. For example, send a welcome email sequence to new subscribers that includes a series of educational emails about your brand’s offerings.

Example: Let’s say you’re a health and wellness coach and want to build up your email list. A great way to get started is by offering a free ebook in exchange for a user’s email address. Below is a great example from Automizy.com that details what a typical welcome journey could look like after the user submits their email address.

Conclusion

Effective email marketing can significantly enhance the success of health and wellness brands by personalizing content, providing value, using strong visuals, optimizing for mobile, and leveraging automation. By implementing these pro tips, you can create compelling email campaigns that resonate with your audience, foster loyalty, and drive meaningful engagement. Start integrating these strategies today to see how email marketing can transform your health and wellness brand.


Need help getting your email campaigns off the ground? Reach out to us today!

How Platforms Are Changing Their Link Posts and What It Means for Brands

Wouldn’t you know it, but the social apps we’ve grown to love continue to make changes that have an impact on marketers and brands across the globe. This time developers at LinkedIn — the normally polite and non-controversial business networking app — and X (we’re all familiar with the controversies) — are up to something.

So, what aspect of these apps are in the crosshairs now? Would you believe it’s…the appearance of linked posts? While it may seem like a strange thing for both platforms to mess with, let’s dive into the details of the updates to both platforms and the effect it will have on brands.

Sherly Crow once sang, “A change would do you good.” But when it comes to social platforms like LinkedIn and X, where users have gotten used to the way linked posts have displayed for quite awhile, is that necessarily true? Before we decide, let’s dig into the changes themselves.

For LinkedIn, the changes are quite simple: all organic posts will get smaller link preview images. Sponsored posts, on the other hand, will still feature those big, beautiful images we are all accustomed to (minimum of 360 x 640 pixels; maximum 2430 x 4320 pixels, just sayin’…). If a link is posted organically, and then later sponsored, the small image will automatically convert to a larger one.

Two screenshots comparing the new, smaller link post and the sponsored link post on LinkedIn

On X, the changes to link posts were first talked about last summer, and became commonplace on the platform in the fall of 2023. For those of you who may have missed it, the big brains at X decided to remove the headlines and text that used to be displayed alongside linked posts, making for a slightly cleaner presentation. You can see the difference between the newer link display (on the left) and the older link display (on the right).

Two screenshots comparing the new X link post and the old X link post

You’re probably asking yourself, “Ok, I get that there are changes…but why?” And even though a wise marketing campaign once posited: “Why ask why?”, we’re just too curious not to delve into the reason behind these changes. So let’s investigate.

What it really boils down to for both platforms is this: both Microsoft – who owns LinkedIn – and Elon Musk – the presumed cyborg who owns X – want you to spend as much time on the platform as possible. 

It might be stating the obvious, but when you click on a link shared on literally ANY social media platform – including LinkedIn and X – you have escaped the environment, perhaps never to come back again (obviously that’s not true, because you’re addicted to social media, remember?). 

Why is “time on platform” such a high priority? 

Well, the longer you’re using the platform, the better chance advertisers have to catch your eye. As soon as you leave, it’s like turning off the TV before the commercials. 

In both cases, advertisers shed a little tear, almost as tiny as the organic link post images currently being served on LinkedIn.

How Does The Change Impact Brands and Marketers?

Any time a social media app changes its functionality, brands and marketers need to anticipate adjustments, no matter how big or small. In the case of the appearance of link posts, both LinkedIn and X have stated a desire to have more long form content featured in-app.

In the case of LinkedIn, they are pushing users to publish their own articles right on the platform vs. linking out to another source (like a company blog or industry news article). Diminishing the size of the organic link post images is one way to get users to participate in that feature, especially if they don’t want to pay to sponsor a linked post just to have a larger preview image. 

In other words, brands and thought leaders need to reimagine how they’re sharing third party articles, or pony up some cold hard cash to grab user’s attention.

For X, brands using preview cards will want to pay attention to how the changes will affect the design. Additionally, older posts have been reverted to a single image, creating a situation where old tweets may not make much sense. 

That said, Elon and his developers seem very keen on keeping people on the platform at any cost, rolling out features like X Notes, intended to encourage more original, long-form content to be posted on the site. Time will tell if this is just the beginning of more changes designed to keep you locked in the X-iverse for eternity.

Conclusion

So, are these changes to link post appearance earth shattering? Are they going to drive users, brands, and marketers away from these platforms? Perhaps yes, perhaps no. 

Either way, one thing is for certain: app developers are always going to try their best to keep you in their stratosphere, as nobody is safe from the almighty social advertiser. The only choice now is do you play ball or pick up your bat and glove and go home?

Are you looking to connect with a social media agency that can help you make sense of all these platform changes coming your way? Reach out to us today to get started.

The Good, The Bad, and the Artificial: Our Take On Meta AI

It’s April 23rd, 2024. You wake up, drag yourself out of bed, pour yourself a cup of coffee, and open up the Facebook app on your phone to see what you missed while you were sleeping. You hit the search button to look something up and there it is: “Ask Meta AI anything”. You’re stunned, still a bit groggy from the night before, and think maybe you’re hallucinating. You ask yourself, “Was this…always here?” Obviously the answer is “No”, but still, you think Facebook is playing a trick on you. 

You jump over to Instagram, and – OMG – there it is again. Instagram all of a sudden wants you to ask it anything, when all you wanted to do was go to the ESPN account and catch some highlights from last night’s game. In a single morning, your experience with your favorite Meta apps got a little more…artificially intelligent. And guess what? You can’t turn it off.

Unless you’ve been living in an underground bunker, hoarding canned food and cut off from the rest of the world (which actually sounds kind of awesome), you’re probably quite aware that AI is everywhere. OpenAI’s ChatGPT has the same brand recognition as Coke and McDonald’s, countless think pieces have been published raving about its endless possibilities, and now it lives rent free, front and center, in Meta’s user interface (as well as behind the scenes). So is Meta’s choice to integrate AI into its platform in a very up front way a good thing or a bad thing? Can it be both? Let’s discuss…

What the Heck is a Llama 3?

First, we need to break down how Meta AI works. The tech giant has invested heavily in its open-sourced AI tool called Llama 3, and claims that it rivals the ChatGPTs and Geminis of the world. Now that they’ve literally put it in the hands of everybody with a Facebook account, its functionality will surely get put to the test. 

Cool. So, like, what does it do, exactly? Well, in simple terms, it’s meant to further personalize the experience of Meta’s platforms, including content delivery with more relevant and engaging experiences tailored to user’s interests and preferences. It also helps identify harmful content (like hate speech and fake news), allows advertisers more precise targeting abilities, and improves accessibility features for users with disabilities. Now, that doesn’t sound all bad, does it?

The Artificial Elephant in the Room

Not so fast, Mr. Positive! There’s some obvious concerns with Meta AI (and AI in general), including how it affects user privacy. There’s also some worry around the fact that AI algorithms are prone to bias, which can result in discriminatory outcomes (think disproportionately targeting certain demographic groups with ads or content, which could fuel existing inequalities). Other concerns, like the fact that relying too much on automation can lead to errors, or the underlying concern that, you know, AI is going to take all our jobs one day…and yeah, the future might seem a little more Idiocracy than we’d like.

Get Your AI Outta My Search Bar (Or Maybe Keep It? I’m Not Sure)

But let’s talk about the AI elephant in the room – that dang “Ask Meta AI anything” addition to the search bar, chat, and elsewhere. First, let’s dig into what it does. 

According to Meta, users can interact with the new AI search feature through the platform’s search bar or dedicated search pages. By entering keywords or phrases related to their interests, users can access personalized search results generated by Meta’s AI algorithms. As users engage with search results and recommendations, Meta’s AI continuously learns and adapts to better serve their needs, providing a more intuitive and personalized search experience over time. On vacation and want to know the best restaurant near you? Ask Meta AI. Want to get the latest tour dates for your favorite band? Ask Meta AI. Need some tips on how to take wildlife photos? You get it.

Screenshot of Meta AI search bar on Instagram

Oh, and you can also ask it to imagine a hot dog eating a taco eating a hamburger, if you want (it’s not perfect, by the way).

Screenshot of Meta AI chat. Asked to image a hot dog eating a taco eating a hamburger, replying with a picture of hot dogs and burgers inside taco shells.

So yeah, that all seems cool, right? So why are people – like TikTok user @psithuristicdesire – SO PISSED about it?

@psithuristicdesire

AI HAS BEEN PISSING ME OFF BUT THIS IS TOO MUCH

♬ original sound – Star

Or what about X user @MaKaylaMaShelle?

What’s the Big Deal?

So what’s got these folks so fired up? Is it privacy concerns? Is it content bias? Maybe? But we think it’s something way more simple: Sometimes AI is kind of annoying. 

Look, people hate change. It’s been proven time and time again. But, at the same time, change is inevitable. In the world of social media apps and technology, change is literally happening all the time. There’s not a day that goes by that some social media platform rolls out a change (we see you X), and for better or worse, users have to deal with it or leave the platform. 

The truth is, a lot of these changes are easy to ignore (or in some cases, deactivate). For example, when Instagram launched its Notes feature a few years ago, it only appeared in the messages section of the app. And guess what? It’s still there. It’s out of the way, not invasive, and you can turn a blind eye to it, more or less. But by putting Meta’s AI search functionality in sections of Facebook and Instagram that are engaged with daily by its users, the experience is way more in your face, invasive, and hard to ignore. Sure, you can bypass the AI by just, you know, typing in your search, but the lack of control and even just seeing the words “AI” can send some users into a tailspin.

So, Can You Turn It Off?

Nope. And if you’re Meta, that’s kind of the point. The tech world has essentially turned into an AI arms race, and Meta wants to make sure it’s at the front of the pack. By integrating AI into everything from search to chat, Meta is essentially indoctrinating its users into accepting the technology as part of their everyday lives, likely to the point where they just get used to it and give up complaining. 

Ok, so you can’t turn it off. Perhaps you’re wondering, “Are there some workarounds?” The short answer is yes, but they might not be universally loved. For instance, you can “mute” the AI feature, but once disabled you can no longer use the search bar at all. You can also hop in a time machine and use a basic version of Facebook (intended for users in developing countries with slower Internet connections), but that won’t help you if you’re an Instagram or WhatsApp devotee. In other words, “womp womp”.

What’s Our Take?

You’re probably wondering what a social and tech-forward agency like Random thinks of all this. Well, it depends. We use AI all the time (heck, we even wrote a children’s book using AI technology). As a small team of content creators, it helps us work smarter and quicker than ever before. 

In the case of Meta AI, there’s loads of benefits for content creators and social media managers, like:

All that said, it’s hard to not feel exhausted by AI popping up in every platform under the sun. Kind of like your drunk uncle that keeps interrupting that really important story you’re trying to tell at a family gathering. Sometimes we just want to perform simple tasks without AI trying to help all the damn time. 

What Should You Do?

So whether you love it or hate it, Meta continues to deploy AI-driven solutions. It’s essential to weigh the benefits against the risks and ensure that these technologies are deployed responsibly and ethically. And ask it to make you a picture of a hot dog eating at taco eating a hamburger from time to time.

Want to work with an agency that takes a realistic approach to AI solutions? Contact us today!

Time of The Season: The Importance of Seasonal and Timely Social Media Content

When it comes to social media marketing, creating content that is timely and relevant to your audience has loads of benefits, from increasing engagement and reach to diversifying your content mix. From holiday celebrations to trending topics, embracing the moment can propel your brand’s visibility and engagement to new heights. While this may not be news to you, doing so may be more challenging than you would think. Luckily for you, we’re here to show you how to easily integrate this strategy and make your next content planning brainstorm a breeze.

What Is Seasonal and Timely Content?

First, we need to define what seasonal and timely content is. Seasonal and timely content can come in all shapes and sizes, from a national holiday or a social media-friendly holiday (more on that in a minute) to a viral meme or a breaking news event. These timely moments provide an opportunity for brands to join the conversation and connect with their audience in a meaningful way. 

Examples of seasonal content can be focused around major holidays, like Halloween, Christmas, and Memorial Day. Digging even deeper, unofficial holidays (or social media holidays, as we like to refer to them) like National Pizza Day or International Dog Day can also be great inspiration for content. 

Finally, timely and trending content, such as referencing the release of a new Taylor Swift album, the NCAA’s March Madness basketball tournament, or social trends like the Ice Bucket Challenge, the Harlem Shake, or the Mannequin Challenge, have all been capitalized on by social media managers in hopes of resonating with their audience (or even finding a new one). 

Cosmetics retailer Sephora (amongst many, many other brands) were ready to capitalize on the announcement of Taylor Swift’s new album, The Tortured Poets Department. Inspired by the album’s cover, featuring a black and white image of Swift relaxing in bed, Sephora replaced her with a cat and branded bag, promoting their “Rouge” loyalty program. The post garnered Sephora over 81k likes, almost 250 comments, and over 7k shares on Instagram, much higher metrics than an average post on their feed.

View this post on Instagram

A post shared by Sephora (@sephora)

By aligning your content with these cultural touchpoints, you can increase brand visibility, foster deeper connections with your audience, help increase social metrics and – gasp! – even sales if done right.

Why Does Seasonal and Timely Content Work?

Algorithm Benefits

If you’re looking to add some new flavors to your social content without reinventing the wheel, timely content allows brands to leverage the algorithmic preferences of social media platforms, increasing the likelihood of their content being seen by a wider audience. Platforms like Instagram and X prioritize recent and relevant content, making timely posts more likely to appear on users’ feeds and timelines. By staying attuned to the trends and conversations happening on social media, brands can optimize their content strategy to maximize visibility and reach.

Content Diversity

In addition to the algorithmic benefits, creating seasonal and timely content helps diversify the content on your social media feed. Think of your social media channels as a television station. While you may favor different types of television programs, including sports, comedy, etc., most television stations do not air the same show over and over again. And as much as some of us would love a station that played, say, episodes of Friends on repeat, at some point viewers will become bored.

The same goes for the content posted to social media platforms. By creating content around real and social-media friendly holidays, or doing your best to jump on a trend, you are instantly adding variety to your content that might be difficult to achieve otherwise. Any content creator will tell you that it can be challenging to find new ways to say the same thing. Adding a seasonal strategy to your content creation approach will likely be the spice that your social content main course is missing.

Brand Personality

Finally, tapping into seasonal trends allows brands to showcase their creativity and personality, demonstrating agility and relevance in a seriously bloated social media environment. From themed campaigns to interactive content, brands can leverage seasonal moments to stand out from the competition and capture the attention of their target audience. Whether it’s creating Halloween-themed posts in October or sharing festive content during the holiday season, embracing seasonal trends enables brands to stay top-of-mind and drive engagement.

Bonus tip: Remember to include relevant hashtags when posting seasonal and timely content. Moreover, some social platforms – like Instagram – prioritize SEO over hashtag usage, so make sure to use your tags sparingly and be extra descriptive in your caption so your posts can reach the right audience.

How To Add Seasonal and Timely Content to Your Social Strategy

Now that we’ve explained what seasonal and timely content is and why you should be using it, it’s time to dig into how to bring this kind of content to life on your social feed.

Research Your Resources

First, it’s important to identify and bookmark some resources that track seasonal events, social holidays, and other relevant timely content. Our favorite resource is Sean’s Cultural Moment Encyclopedia, painstakingly (we assume) put together every year by former Apple “culture coach” Sean Choi. Choi has gone to the trouble of tracking events, holidays, observances, and even famous births and deaths into a spreadsheet that is free for anybody to use. Each category is separated by its own tab in a spreadsheet, with important dates and other information featured within. It’s essentially The Bible of seasonal and timely content, and we don’t know what we would do without it.

Spreadsheet listing federal, cultural, and religious holidays

Choi’s spreadsheet isn’t the only resource out there, however, with resources provided by the likes of Hubspot, Brandwatch, HeyOrca!, and SocialBee all featuring similar information. One thing to note is that we’re all human, so the information supplied by these resources could be incorrect, outdated, or change unexpectedly, so it’s always good to double check your information before posting. Nobody wants to post on National Donut Day when it’s actually National Taco Day. 

You might be thinking to yourself, “These resources are great, but they’re very holiday focused! How do I keep up with trends?” Well, we’re glad you asked. Social platforms like TikTok have their own creative hubs that track trends, inspirational content, and creative tools that will help you stay current with what’s landing on social media.

Screen showing TikTok's Creative Hub, with sections to see ad examples, trends, and creative guidance

Additionally, following trend spotting accounts like @WhatsTrending on Instagram or leveraging search resources like Google Trends can be the key to unlocking trending topics that can inspire some fire social media content for you and/or your brand.

Editorial Calendars and Monthly Briefs

Finally, in order to bring all of this together, we suggest adding two essential process-oriented elements to your strategy: an editorial calendar and a monthly brief. 

Your editorial calendar can be created at the beginning of the year, by quarter, by season…whatever works best for you. What’s important is that you use it to track the cultural moments and holidays that are the most relevant to YOUR BRAND. Certainly not every trending topic and holiday are going to be, so be strategic about what you choose.

Once you have your editorial calendar situated, devote some time to creating a brief every month to do your research and get your thoughts together before you start creating your seasonal and timely content. This is a great way to compile what’s trending before you shift your focus to actually making something. Use the brief as a reference throughout the creative process, and if you have a team of content creators, make sure they have access so your content is consistent throughout the month. 

The Time Has Come

The importance of timely social media content cannot be overstated. By tapping into seasonal moments, cultural trends, and platform-specific preferences, brands can stay relevant, reach wider audiences, and drive engagement. All you have to do is create a process to integrate it in your content creation strategy, and you’ll be part of the conversation in no time. 

Ready to elevate your social media strategy with timely content? Contact us at That Random Agency to learn how we can help your social remain relevant, every time, all of the time.