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SCAN 👀 CLUB is back! This drop we’re talking about Alex Cooper, ActivityPub, legalities around emojis and more.
Welcome back, Scanner!
Going a few weeks without a historical moment just isn’t 2023’s vibe. Between aliens being talked about in Congress, Twitter’s major rebrand to X, massive strikes impacting the influencer community and basically everyone breaking up, there’s been a lot going on. How do you dial it in to see what impacts marketers? We’re here to help 🙋.
Here are the top 3 signals our team is talking about. Starting to do some scanning yourself? Drop your signal in the comments 👇.
PS: We got such a great response from this community about our first drop that we’ve decided to share SCAN 👀 CLUB twice a month! Be sure to hit ‘subscribe’ to be notified when new drops are live, and share SCAN 👀 CLUB with your marketing besties.
Let’s go.
🎯 SPECIFIC
ActivityPub is Ready to Save the Internet
What’s changing?
Until now, if you wanted to see content online for a certain topic you’d have to either: follow a lot of accounts that make that type of content on a specific platform, or jump into a forum-based platform like Reddit. Either way, you’re doing a lot of digging. Enter: ActivityPub. A technology that basically pulls social networks into a single, content-sharing system. Think of it like your internet bestie who DMs you all the good stuff.
Why does it matter?
Here’s the thing: ActivityPub isn’t one app. You have to join certain servers to get the content that fits that topic. Confused? That’s okay – like most tech it’s going to become easier to use and understand with time. What we’re wondering is how this could impact the potential to reach a broad audience on a social platform. Do we need to go more niche?
What could happen next?
As things are now, brands can jump into any conversation they want. Sure, algorithms can limit us from being seen, but we can join in. In a world where people are in their own little niches of the internet, how do you get invited in? Do we follow the classic piece of advice and play hard to get? How can we build compelling communities people want to hang out with? Can we build brand loyalty that goes beyond platforms? Ambassadors? Long-term influencer campaigns? It’s on our list to figure out.
Scan-o-meter: 🎯🎯🎯
/ 5
😲 SURPRISING
Canadian Farmer’s Thumbs-Up Emoji Leads to $62,000 Fine
What’s changing?
Remember the last time you dropped a thumbs up emoji on someone’s Slack message? Careful, that could be a legally binding contract according to a new court case out of Saskatchewan, Canada. This one definitely hits on the “surprising” criteria of a signal.
Why does it matter?
Communication is evolving, and when things evolve society loves to make new rules. In this example, a farmer responded to a supplier with a thumbs up emoji and that was taken as a legally binding agreement (!!) to pay the supplier. How often do you send an emoji reaction to someone’s message? Daily? Us too. Apps encourage us to do it, but how could that change if our reactions become something that’s enforced?
What could happen next?
Right now, most of us use emojis without a whole lot of thought. This move is making emojis a lot less playful and a lot more serious. If platforms have to enforce emoji reactions, will they even keep them as an option? Will emoji use go down? Or could emojis be given clearer meaning? Imagine a world where we all have our own emoji signature, it’s not a huge stretch.
Scan-o-meter: 😲😲
/ 5
📅 CURRENT
Alex Cooper Is Starting Her Own Podcast Network Called: The Unwell Network
What’s changing?
Short-form video has been the medium of choice by creators for years now. Things like podcasts, YouTube videos and blogs have simmered in the background as 30-second clips took over the online space. This signal has us on the edge of our seat, anticipating a major change for long form content.
Why does it matter?
Not only is Alex Cooper the host of the second biggest podcast in the U.S., Call Her Daddy, she is bringing together a roster of hosts to double down on the business model. It’s a signal we’re watching in the podcast and content space, but it’s also a huge nod to the power of partnerships. Teaming up with popular creators like Alix Earle and Madeline Argy, it’s giving us major Barbie-partnership-marketing vibes.
What could happen next?
The promotion around the new podcast network is heavily targeted toward Gen Z, with promises that it will transform long form content as we know it. What could that mean? Gen Z’s consumption of podcasts is on the rise, with many considering it less toxic than social media. Surprisingly, 82% of Gen Z listeners report listening to podcasts without doing anything else – it’s a multitask free zone (and a dedicated audience). Is it time to finally start that podcast? Layer up short form content with longer options? Get into podcast advertising? Reimagine your whole content strategy? The world is your oyster.
Scan-o-meter: 📅 📅 📅
/ 5
🌊🎙️ Speaking of podcasts…
Waves Season 6 is streaming now!
A brand new season of Waves is up now! Catch up on episodes about Running An Agency, Creator Educators, Sonic Branding, Brand Deals, YouTube and more.
Listen on Apple Podcasts, Spotify or watch full video episodes on YouTube.
What signals are you watching? Drop them below 👇