A Social Media Manager's Guide to Strategy Shifting

Hi there, 

Welcome to October... and a completely new quarter! 🙌 This week's been a busy one for me, as I imagine it has been for a lot of you who have been working on setting goals for Q4. Here at Buffer, we use the objectives and key results (OKRs) goal-setting framework to define and track our marketing objectives. Do you use a goal-setting framework? Feel free to reply to this email, I'd love to learn more about the way you set objectives! 😃 

My week's also been a bit busier than usual because I published the second episode of our Buffer Brand Spotlight series. In this episode, I interviewed Tinah Ogalo, Social Media Coordinator at HIKI, a newly launched genderless full body sweat brand, on how their team shifted their social media marketing strategy during COVID-19 and how they leaned on their community to co-create their products. If you're interested in learning more, you can head to our Instagram stories highlights (it's the first small bubble below our profile photo) to watch the entire interview, or you can head to our blog to read through the interview. I hope this series helps you get started with or double down on your social media efforts!

In today’s newsletter:

• Facebook introduces new messaging features for Instagram
• How HIKI shifted their social media marketing launch strategy for a COVID-19 era
• And much more!

Let’s get started! 👇

• Facebook's removing its 28-day attribution model for conversions from ads
• Google launches a hub of holiday marketing resources to help marketers reach customers across Search, Shopping, and Maps
• Twitter’s voice tweets are rolling out to more iOS users, and transcriptions are on the way
• TikTok adds more duet formats to facilitate new collaboration opportunities
• Court allows TikTok to remain available for download in the US, despite White House Executive Order
• Biden team encourages early voting with new USPS Snapchat campaign
• Pinterest announced the launch of ads alongside visual search results, as well as more places to shop across the site
• Emojis in email subject lines: do they affect open rates?
• Matt Navarra asks: What’s the one thing you wish Twitter would fix or a feature it should add?

Earlier this week, Facebook announced an update to Instagram DMs by introducing a new Messenger experience on the app.

Facebook has decided to connect the Messenger and Instagram experience to bring some of the best Messenger features to Instagram. Here are some of my new favorite Instagram DM features:

• Chat Colors: Personalize your chats with fun color gradients.
• Forwarding: Easily share great content with up to five friends or groups.
• Communicate Across Apps: Seamlessly connect with friends and family across Instagram and Messenger by using either app to send messages and join video calls.

They've added a total of 10 new features. You can head here to see all of them!

In this post, we give you a behind-the-scenes look at how HIKI, a newly launched DTC genderless full body sweat brand, shifted their social media marketing strategy for a COVID-19 era and how they leaned on their community to co-create their products.

Woohoo, you made it to the end! 

Thanks for reading this far. If you ever come across a neat article or a cool trend, I'd love to hear about it. Feel free to reply to this email directly to get in touch or DM me on Twitter.

Stay safe!

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