Hello,
And welcome to edition 3 of Cultural Content.
Welcome back, in 2️⃣0️⃣2️⃣2️⃣!
This time I’m looking at content that captured the mood of the holiday season
National Theatre: what day is this?
I feel like I had this exact same conversation multiple times over the Christmas holidays. So this Nat Theatre post felt On. Point. They also did a Boxing Day version which went down well with anyone (all 14k (!) likes) who empathised with hungover boxing day.
TL;DR this post was a smart contextual way of making their NT At Home content relevant to a sedentary holiday audience.
English National Opera: Mood of January
ENO has been moving towards a more meme based Instagram throughout 2021 - and it seems to be paying off in their engagement.
This felt like a good bit of content as it:
✅ Made sense of the organisational brand (Mood mediated via Pavarotti)
✅ Understood the platform context in which it operates (Insta meme based content)
✅ Was timely and builds empathy with audience and brand
Memes seem like they shouldn’t work on Instagram – but there are lots of examples of commercial accounts (e.g. Betches, Cosmopolitan) using memes on their Insta feed to generate empathy with their audience about their brand. And it makes sense - memes *are* inherently visual, and Instagram has a wider, faster growing audience than Twitter.
On the subject of Instagram…
Changes coming to Instagram feeds
Here’s a handy update from the head honcho at Instagram (Adam Mosseri) about new updates coming to Instagram, principally the ability to curate your feed in 3 different ways:
Chronologically (like Twitter; you’ll have the option for no algorithmic control)
An updated ‘home’ feed, which will come to have more algorithmically chosen content based on what it thinks you might like and will be less strictly driven by content you’ve chosen to see from accounts you follow (feels familiar? *Cough* TikTok for you page *Cough*)
Favourites - a list of accounts you’ve selected you specifically don’t want to miss content from.
As before, do share with me your thoughts/ suggestions / likes and dislikes: georgina@onefurther.com
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Happy New Year!