2 lessons about bold content

2 lessons about bold content

A former print publication returns to life as a digital community. Instagram decides to zig-zag when everyone else is… running zigging. And a dating app is back in the future to cater to the hot summer.

Kraft Heinz supports creators

Kraft Heinz abandoned his branded What’s Cooking print project a few years ago. Now it launched an innovative digital platform called What’s Cooking .

The website’s homepage says it’s for “home cooks, restaurant lovers, chefs, and everyone in between”. That description sounds a lot like every specialty cooking shop on the internet. But What’s Cooking adds an unexpected ingredient to the recipe website mix – it’s a community for cooking content creators, complete with coaching from a celebrity chef and ongoing support. town.

Registered and community-accepted creators can build their own websites within the platform to post and share their recipes and video content . Former top chef Edward Lee has signed up to help people create and share his own content, which is displayed online on the website. and its link TikTok and Instagram account.

WHY IS THE PROBLEM: Kraft Heinz made an interesting choice to move from a branded print publication to an unbranded digital community platform. It’s not even a disguised attempt to promote the product – many available formulations now exist without naming any ingredients after the brand name. This shift shows that big brands realize the power of building an audience of chefs, home cooks (and foodies) – and could see that being more important to their business. your business rather than promoting your brand and products.

. @KraftHeinzCo boldly chose to build an audience by promoting products on its new What’s Cooking digital platform. Read about this and other #ContentMarketing examples via @CMIContent. #WeeklyWrap Click to Tweet

Instagram turns around with confusing announcement

Adam Mosseri, head of Instagram, took to Twitter to claims that Instagram is no longer a photo sharing app. In the video post, he explains that the #1 reason people use Instagram is for fun and points to the popularity of TikTok and YouTube. He then listed four areas of change for the Facebook-owned platform: creators, video, shopping, and messaging.

That tweet received 1.6 million views with 8,300 citations of tweets (excluding subnets), mostly critical about changes or current customer service issues. That’s 0.5% of total viewership.

This is how professional photographer Mike Olbinski answered : “I watch basketball for fun but that doesn’t mean I expect them to change it to baseball or show me video clips of games or recommend other sports. Such ridiculous logic. ”

WHY IS IT IMPORTANT: As a brand content marketer, you might be excited to see Instagram’s changes as they give you more options, including (but) a different platform for your videos. However, if you like the focus of the image, you probably don’t. More importantly, what does your audience think? Keep a close eye on your Instagram analytics to see how they respond to your content and how they interact on the app. Do they appreciate pictures that much? Do they respond to the video you posted? Adjusted accordingly.

Instagram would benefit from a closer analysis of Adam’s scenario. Just because people want to have fun on Instagram doesn’t mean they don’t want to use the photo-sharing app anymore. If Instagram’s analytics say so, why wasn’t that detail shared in the announcement? On the other hand, like Adam said, it looks like Instagram is simply behind the leaders TikTok and YouTube.

. @Instagram claims to be brave… following in the footsteps of videos by @TikTok_US and @YouTube. #Content creators and users are scratching their heads over @CMIContent. #WeeklyWrap Click to Tweet

BLK supports the upgrade to advertise COVID-19 vaccine

Teen has remade a popular old song to reach a new audience for a brand with a fresh message for potential customers.

BLK , a dating app for Blacks singles, commissioned Juvenile to transform his popularity 1999 song Back That Thang Up for a new audience. The new song, called Vax That Thing Up, encourages people to get vaccinated against COVID-19 like Rolling Stone Report .

Teen features Cash Money’s Mannie Fresh, who appeared on the original song. No Limit’s Mia X also joins the new venture:

WHY IS IT IMPORTANT: Nostalgia works. Although this song is over 20 years old, the new version has a current feel and a new twist. It’s a great way to engage an audience of younger fans and older. The theme is more than just a good message from the brand. It suits their target audience – vaccinations can be a big deal for most dating app users.

. @MeetBLK and @JuvieTheGreat press a 90 is pressed to remind people to #VaxThatThangUp. @CMIContent said it’s a great example of choosing a cause that aligns with your mission. #WeeklyWrap Click to Tweet

Curious, confused, or surprised by an example, news, or something else in content marketing? Share it with us by completing this form . Your submission may be featured in the upcoming Weekly Summary.

Cover photo by Joseph Kalinowski / Content Marketing Institute

By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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