Friday, September 19

🌟 Today’s Highlights:

• Threads is opening up its DMs to everyone

• LinkedIn added the option to add your Duolingo score to your profile

• You can’t afford to have ads that don’t work

• 📊 Stat of the Day: 90% of Millennials feel comfortable using generative AI at work (Source: Stacked Marketer)

• 💡 Today’s Insight: Aldi took a risk and it paid off big time

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⚡️ Today’s Headlines ⚡️

🧵 Threads is now allowing DM requests from any user. It’s quite a jump from the launch of Threads DMs back in July, when the team noted that they’d only be allowing messages to be sent between users that follow each other.

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👓 Meta showcased its new AI glasses models at its two-day Meta Connect conference this week. The upgraded, Ray-Ban-branded glasses include a heads-up display element that overlays info on the wearer’s view.

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🦉LinkedIn is making it tougher to exaggerate your resume. The networking app just added the option to add your Duolingo scores to your profile to show off your multilingual skills.

💡 Today’s Insight 💡

How Aldi broke through the noise by taking a risk

🗞 TL;DR - Aldi, a popular grocery store known for its amazingly low prices, recently made a calculated shift in their social media strategy. Not unlike other other industries, most major grocers that have a social presence use their platforms to highlight their products, deals, or discounts.

💡 Insight - Because of the change, in Q1 alone, the grocer saw a 117% increase in reach on Instagram, a 334% increase in impressions on Facebook, and a 40% increase in reach on TikTok. Here’s how you can use this case study to increase your own reach:

1. Keep your content culturally relevant. 
   Aldi realized that most people scroll through their socials for entertainment. So instead of showcasing its deals week after week, the team took a customer-centric approach that focuses less on the brand itself and more on creating fun and light-hearted posts to boost engagement. Many of their posts now riff off of current social media trends and memes. 

2. Hop on a trend if it feels authentic to your brand.
   Brands are all about riding the wave of whatever’s trending on social media these days, but too many of them are overdoing it. By only jumping on the trends that align with its brand, Aldi is strategically breaking through the noise without creating customer fatigue.

3. Take risks if you’re in a saturated industry.
   Aldi knew they needed to shake things up if they wanted to compete with other large brands like Whole Foods, Kroger, and Albertsons. Rather than copying their competitors’ most engaged posts, they experimented with a completely new and original format. This led to double-digit growth in engagement on Instagram and TikTok.

4. Stay consistent aand plan ahead.
   An online identity shift is most effective when well-executed across all platforms. Aldi has a presence on X, Facebook, Instagram, TikTok, and LinkedIn, and the social team ensures their voice is consistent throughout. They also plan content weeks in advance while leaving room to jump on trends as they happen.

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