Brands Can Test Content With Non-Followers Using Trial Reels

Plus the allure of a brand with no social presence, five post formats to try this week, and more.

Hi! I hope everyone had a great weekend. I went to the amazing Olafur Eliasson installation at the Geffen Contemporary at MOCA. To prep, I watched his Abstract episode on Netflix. Can we bring that show back? It was so good. I also went to Azay for lunch and Fugetsu-Do for dessert. A perfect Saturday itinerary.

Before we dive into today’s newsletter, a few quick notes:

First, Instagram just announced Trial Reels, a new feature that gives your account the option to share a Reel specifically with people who don’t follow you. If you like how the content is performing, you can then share it to your followers or set it up so that it’s shared automatically. I have a few ideas for how brands can use this new feature that I’ll share later on in this newsletter.

As a reminder, I am back as a judge for the Webby Awards and the final entry deadline is Friday, December 20th! Last year I judged over 60 categories within social media and I’m very excited to see this year’s entries. You can submit your work here.

Finally, there are lots of great new job listings from companies like Baggu, Amtrak, AG1, and Summer Fridays on the Link in Bio Job Board.

Here’s what’s in today’s newsletter:

• Five post formats to try this week

• What will happen to TikTok?

• The allure of a brand with no social presence

• Three influencers I want to work with

• How brands are using the new Broadcast Channel features

• A few ideas for how to use Trial Reels

• The best Spotify Wrapped post

• The tool NYT Cooking is using to drive link clicks