2 Lessons in Bold Content – and 1 in Following the Leaders

An ex-print publication is brought back to life as an online community. Instagram decides to zig when everyone else is … already zigging. A dating app is a hit back to the past in service of hot vax summer.

Kraft Heinz offers support for creators

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

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

Creators who submit and are accepted to the community have the option to create their own sites to post their recipes and videos. Edward Lee, a Top Chef alum, has signed up to help the creators and shares his content on the site and on its associated TikTok or Instagram accounts.

WHY IT MATTERS:Kraft Heinz chose to change from a branded print publication into a non-branded digital community platform. It’s not even a disguised attempt at product promotion – many of the recipes available now exist without naming any ingredients by brand name. This shift shows the mega-brand recognizes the power of building an audience of chefs, home cooks (and eaters) – and may find it more important to its business than pushing its brand name and products.

[email protected] boldly chooses audience building over product promotion on its new What’s Cooking digital platform. Read about this and other #ContentMarketing examples via @CMIContent. #WeeklyWrap Click To Tweet

HANDPICKED CONTENT RELATED: Actor brings community model to content creation

Instagram makes a confusing announcement

Adam Mosseri, the head of Instagram, took to Twitter proclaim that InstagramThis is no longer an app for sharing photos. In the video, he explains how Instagram is No. He explains that the number one reason people use Instagram to entertain themselves is TikTok and YouTube. He then mentions four areas of potential change for the Facebook-owned platform: creators (video, shopping and messaging).

This tweet had 1.6 million views. There were 8,300 quote tweets (excluding subtweets), which were mostly critical of the changes or current customer services problems. That’s 0.5% of total viewership.

Here’s how professional photographer Mike Olbinski responded: “I watch basketball for entertainment but that doesn’t mean I hope they change it to baseball or show me video clips during games or suggest other sports. Such weird logic.”

WHY IT MATTERS:As a brand content manager, you might be excited to see the Instagram changes. They offer more options, including yet another platform for your videos. Though, if you liked the photo focus, you probably aren’t. What does your audience think about the photo focus? You can monitor your Instagram analytics to see how your audience reacts to your content and how they interact with the app. Are they equally as interested in images? Did they respond to a video? Adjust accordingly.

Instagram would have benefitted by analyzing Adam’s script more closely. It does not necessarily mean that people no longer want to use Instagram to entertain them. If Instagram’s analytics say that, why wasn’t that detail shared in the announcement? Adam claims that Instagram is just following TikTok’s lead and YouTube.

[email protected] announced it will bravely … follow in the video footsteps of @TikTok_US and @YouTube. #Content creators and users are scratching their heads via @CMIContent. #WeeklyWrap Click To Tweet

HANDPICKED RELATED CONTENT : How to Drive Organic Leads and Clicks from Your Instagram Channel

BLK supports the COVID-19 vaccines promotion

Juvenile remixed a well-known song to reach a new audience and send a message to its potential customers.

BLK, an app for Black singles that allows them to find love, asked Juvenile transform his 1999 hit Back That Thang Up for new audiences. Rolling Stone reports that the new track, Vax That Things Up, encourages people who aren’t COVID-19-infected to get vaccinated.

Juvenile teamed up with Cash Money’s Mannie Fresh who appeared in the original song. No Limit’s Mia X joined the new venture too:

WHY IT MATTERS:Nostalgia works. The song is over 20-years-old, but the new version has a contemporary feel and a fresh twist. That’s a great way to appeal to an audience of younger and older fans. The topic isn’t just a do-good message from the brand. It’s relevant to their target audience – vaccination is likely a critical issue for most people using a dating app.

[email protected] and @JuvieTheGreat tap a 90s hit to remind people to #VaxThatThangUp. @CMIContent says it’s a great example of choosing a cause that matches your mission. #WeeklyWrap Click To Tweet

HANDPICKED RELATED CONTENT – 3 Brands Increase the Volume [Content Marketing Examples]
Are you intrigued, confused, or surprised by a news example or another content marketing topic? Please complete this form to share it with us Formula. Your submission could appear in the Weekly Wrap.

 Cover image by Joseph Kalinowski/Content Marketing Institute