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New Campaign Utilizes Twitter’s Hidden Replies Feature to Underline Messaging



Every time a new feature is launched on a social platform, it’s interesting to note the various ways that it’s used, and in particular, to note creative uses of such tools, which could help to prompt your thinking around your own campaigns and strategies.

This week, women’s aid group Solace has launched a new Twitter campaign which uses the platform’s recently launched hidden replies option to underline a key message around domestic violence.

The first tweet in Solace’s campaign includes an image of a regular looking couple.

As you can see, below the image there’s the new ‘Tap to view hidden replies’ prompt’, which the next tweet in the thread prompts users to do.

When tapped, another tweet is revealed, with a video that adds context to the story.

The process underlines the campaign’s key message that it’s not always easy to spot domestic abuse. The next tweet then provides a collection of assistance numbers and resources for people in need.

As noted, it’s an interesting use of the new option, and it highlights how each new feature can, potentially, be used in creative, engaging ways to enhance your messaging. It takes some thought, but there may be ways in which you can use additional updates and platform tools to help boost your central idea, reinforcing such through more interactive, interesting means.

Either way, it’s worth a thought – next time you see a new platform feature announced, it may be worth considering how it could potentially be used in alignment with your strategy.

Follow Andrew Hutchinson on Twitter

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TikTok Announces Updated CAP University Marketing Education Course



TikTok Announces Updated CAP University Marketing Education Course

Looking to gear up your TikTok marketing game as we head into the new year?

This could help – this week, TikTok has announced the Fall Semester curriculum of its Creative Agency Partnerships (CAP) University program, which aims to ‘teach agency creatives how to show up on the platform’.

As outlined in the video clip, CAP University aims to provide in-depth training and insight for marketing and ad partners, to help them maximize their use of the platform for their clients’ promotions.

The initiative was first launched back in April, with an initial course run, but now, TikTok has updated its lesson plan for the next phase.

The most significant new addition is ‘Content to Cart’, which explores the potential of eCommerce in the app, via its evolving set of product and shopping showcase tools.

That’s a key focus for TikTok, which has already seen big success with in-stream shopping elements in the Chinese version of the app. TikTok’s hoping to further integrate the same over the next year, as part of a bigger push to expand user behaviors, and maximize revenue and creator monetization opportunities.

As such, it could be a valuable addition to the CAP University curriculum, both for TikTok and participants. If TikTok can get more brands considering their commerce opportunities, that could help to guide more action and interest, which may be another lever to drive shopping interest.

It’s not open to everyone, but for agency personnel looking to up their TikTok knowledge, it could be a worthy consideration.

You can learn more about CAP University’s Fall Semester curriculum here.

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