2021: Week 05 | Twitter Whips Out Its Wallet... Again

2021: Week 05 | Twitter Whips Out Its Wallet... Again cover image
On today’s show, Mark and Gisela explore how Vimeo’s lead gen improved without selling out, how Instagram has given us a new dashboard to ignore, and Twitter gets out its wallet one more time.

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Transcript

Mark Dolynskyj
Mark Dolynskyj

Welcome to Clickbait & Switch, a marketing podcast that tries to cut through the bullshit and hook you up with what you need to know, what you don't and what stories should be getting more love than they're getting. I'm Mark Dolynskyj, on the other mic Gisela Sleizer. 

On today's episode, Vimeo is improving its integration chops without selling out. Instagram is giving you a new dashboard that you can completely ignore. And Twitter bought another company. 

But first, biggest story going obviously is the Reddit saga with GameStop and Robin Hood. The power of Reddit's mobilized people onto Robin hood, the trading platform in such a way that it has completely disrupted the American financial sector. It is a fascinating story and it's one that deserves more justice than we can give it at the moment. Plus, we still see that there are lots of things still playing themselves out, and we're going to let this story simmer a little bit. We'll do it in greater detail at a later time, but there are some takeaways that we have at the moment Gisela, do you want to rip out some of these takeaways? 

Gisela Sleizer
Gisela Sleizer

Sure. Like you said, Mark, this is like a crazy story that we're trying to unpack. I've been watching videos and reading stuff all weekend, trying to understand how the stock market works and why this happened. But I think so far, what we're seeing that are important things to keep in mind is that first of all, the guy who started this whole thing on Reddit has been at this for a while and he has tons of stock market knowledge from his previous life working in such field. 



Another thing to keep in mind is: hey brands be very thoughtful of what trends you jump on before you jump in on the bandwagon. We haven't really seen a brand jump on this one. Well, we've seen brands jump on others before, and this is just another example of how important it is to put a deeper long-term thought process into things before jumping on, or making comments about it and joining the conversation.



And of course, another warning for brands and platforms in general, always expect the public to surprise you, especially if you're working within communities of people.

Mark Dolynskyj
Mark Dolynskyj

Yeah and if you want more, more info on this, Kara Swisher's podcast Sway has a great conversation with Reddit CEO about all this and as well, the New York times has plenty of good coverage. So, check that out. If you're staying up to date and we'll try and recap some of that in a slightly different way and give her a take on it a little bit later, but first we're going to jump into Vimeo. Something that we should all be talking about, right Gisela? That's Vimeo, wants to help users improve their lead generation strategies by including forms into these videos that you can offer.



So it's an offer that's now integrating with HubSpot, MailChimp, Constant Contact and more, and for those of you who need a little bit of a refresher into Vimeo, and it's kind of reason to be. Vimeo is, and this is a quote from Anjali Sud, the CEO of Vimeo, Vimeo is the world's largest professional video platform and community. We are not a competitor of YouTube. We are not a viewing destination. We are a platform that helps anyone create and distribute video anywhere on the internet. We think of ourselves as the mission control, powering every professional team in the world that wants to communicate using video. So Vimeo is completely different from YouTube, right Gisela?

Gisela Sleizer
Gisela Sleizer

Correct, although it is hard to be confused as a user who may not be so involved in the inner workings of marketing and content and how that works, because you may see them both as video platforms, but yes, they're fundamentally different. So, Vimeo could never do what YouTube is doing in terms of running ads all over the place.



It's not within their mission and vision and the way of working. I remember in my days of working, creating websites, designing to embed, for example, Vimeo over YouTube, because Vimeo doesn't have ads at the end of the video like YouTube has. However, Vimeo's also not as searchable as YouTube. So strategic thinking to be put behind your decision of where to post your content.



But traditionally Vimeo is known as more of, kind of like an artsy, let's say type of platform. So it's interesting to see them jump into the monetization wagon and try to bring that over to  their users. I guess they recognize the importance for users to start to try and make money off their videos goes without  saying. So, what you can expect right now is the ability, like you said Mark, before to include lead generation forms within your videos, as well as a fun ability to make a GIF out of any video in your account from Vimeo and then easily include it with email campaigns. Super cool, and more inbound way of making money. We'll see where that goes. 

Mark Dolynskyj
Mark Dolynskyj

Yeah. It's super interesting on Vimeo, it's starting to expand its offer to make it a bit more useful to lead generation.

Whereas for us, you know, in sort of the creative side, it was always fun to just like poke around there and see what people have been creating. And the types of videos people are making and showing off. But if you can use it as a tool as well, that's fantastic. Moving into the Bait, Instagram as a new dashboard for professional accounts, this is kind of something you can ignore.

It feels like any new tool, you know, it's trying to give you these insights, but it's just another way to show you different pieces of data. So you can use it at your own risk. It's supposed to allow you to discover insights and trends based on your account performance. You can grow your business by accessing tools, yada yada yada, you can stand formed by a curated educational resource, including tips, but it's just a reorganization of info.

Doesn't really come, you know, with any added value. And it's just another one of these tools that they're throwing at you in a very cluttered experience that it already is, but kudos. Thank you Instagram. Thank you very much for that new dashboard. 

Gisela Sleizer
Gisela Sleizer

At least they're trying. Maybe it's a useful tool for like super powerful users of Instagram that are on the platform all the time.

Mark Dolynskyj
Mark Dolynskyj

Yeah. It might be useful for small businesses who've switched to the professional tool. They could maybe get a couple more insights than they were getting before, but in the end, like everything is going to be how you use it. But the tool in and of itself, isn't going to open your mind up to these incredible possibilities, but we're not gonna spend too much time on that because Twitter is spending money like it's going out of style #bitcoin. This is fantastic. Twitter bought another company called Review. It's a newsletter service. And Jon Stewart's back on the platform. It was a big week for Twitter!

Gisela Sleizer
Gisela Sleizer

That's right! They've been buying things left and right. Like they bought the agency Ueno recently, the podcasting platform called Baker, Breaker, something like that.

I don't think they actually bought John Stewart, but we might find out differently in the next few months, we'll see. They did buy officially this platform called Review, which makes it easier for writers and publishers to send sort of editorial newsletters. So we're seeing a lot of Legion newsletter type thing theme going on this week, why did Twitter want to buy this?

Well, they say that they remain on a quest to help people stay informed about their interests, and they now also want to give writers away to monetize their audience. A lot of support for artists going on, that's great to see, finally! So, how it's going to work, technically it seems it's gonna seamlessly integrate.

So it's going to allow people to sign up for newsletters from their favorite follows on Twitter. It's going to include new settings for writers to host conversations with their subscribers, to their account, or email or both. And for those looking to generate revenue, they're trying to create a durable kind of incentive model through a paid newsletter system.

Essentially Twitter is saying that we can all expect this audience-based monetization to be an area that they're going to continue to explore and develop and support alongside a desire to have a space for more long form content, whether that's audio, written, video remains to be seen. 

Mark Dolynskyj
Mark Dolynskyj

But the most important thing is that Jon Stewart is back on the platform, right?

Gisela Sleizer
Gisela Sleizer

Yes. I have my suspicions that this has a purpose. I don't think it's a coincidence, but maybe I'm crazy. 

Mark Dolynskyj
Mark Dolynskyj

Now that Donald Trump's out of the way we needed somebody else who can amass many retweets and become a polemicist.

Gisela Sleizer
Gisela Sleizer

I don't know, he's a known journalist. I know he's not the only one there, but it's just interesting.

Mark Dolynskyj
Mark Dolynskyj

It's an interesting time for Twitter in general, they're doing a lot of things that are really fascinating, the way they're trying to grow and expand their offering to attract and retain different sections of the market in terms of the social media space. It's been a long held bastion of writers and journalists and all that sort of stuff, promoting their work and each other's work and jumping on the latest stories and staying as current as possible.

But if you're going to get into the world of sound and audio, you know, maybe they're trying to chip away at the podcast or just jump on the trend of people, having more recorded snippets of conversation. We see Clubhouse becoming quite popular as well. So it's a fascinating time for Twitter and I'm looking forward to it.

I've, I've gotten back on the platform after two years away and I find it fascinating. 

Gisela Sleizer
Gisela Sleizer

Yeah. It's a very smart move to offer users and brands, an opportunity to monetize outside of the advertising platforms, especially with Cookies. Yes, I'm going to mention cookies again because third party cookies are disappearing.

You know, Facebook is really struggling to deal with this. And the way for example, Apple is handling it, obliging them to give users the opportunity to opt out of being followed, therefore generating cookies. Well, today is finding a way around by offering this newsletter subscription, perhaps. So, very interesting. Definitely. They're sort of building some kind of multifunctional empire, I suppose, to buy enough competitors or buy enough things that's going to feed their business offer. So, yeah. Exciting new era for Twitter. 

Mark Dolynskyj
Mark Dolynskyj

And that's it for this week, thanks to CloudRaker for providing  support for our podcast, but we should state, obviously these are our opinions and all the nonsense that we spout is gear and hours for this and every episode that we record. Any last words Gisela? 

Gisela Sleizer
Gisela Sleizer

We should say, we haven't said this in a while, that we do have a newsletter companion to this wonderful podcast. So if you are more of a reader or you want some links to stuff that we mentioned, and some additional links, you can subscribe in the showdowns.

And give us some ratings. Subscribe. Thanks. See you next week. 

Mark Dolynskyj
Mark Dolynskyj

Bye.

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