Stories by Sophie Maerowitz

What content is TikTok’s burgeoning young audience most interested in? In a word: fun. Hashtag challenges and lip synch contests have become the platform’s vernacular. The app has placed a heavy focus on artificial intelligence, meaning the algorithm learns quickly and is custom-tailored to each user’s tastes. There also isn’t much pressure for users to build a large following—at least not in the same way that Facebook, Instagram and Twitter have quantified influence.

Facebook made headlines this week with two major announcements: First, the tech giant is pursuing legal action against companies that sell fake followers and likes; secondly, it plans to blur the lines between WhatsApp, Messenger and Instagram in order to allay privacy and usability concerns. It was also recently revealed that Facebook is entering the cryptocurrency game. So, how will these changes impact professional communicators?

This week, Facebook announced the launch of its “Showcase” feature, a program that allows brands to advertise on popular Facebook Watch videos. While the feature is referred to as a “premium video ad program” (read: big-ticket item), it’s important for brands of all sizes to note the direction in which Facebook’s advertising business is headed. Here are some takeaways from the feature announcement for brand communicators to be aware of.

Over the last week, two Twitter features have come to light that could change communicators’ approach to the platform. One, an instant camera similar to offerings from Snapchat and Instagram Stories, was buried in Twitter’s code as a “News Camera.” It is yet to be released, and still ‘in mid-development,’ according to a Twitter spokesperson. The second feature being tested is a new way to display conversations. It aims to reduce confusion in reading Twitter threads and conversations. Here’s how the new features will likely affect brands using the platform.

It may be a little late to the live video party, but LinkedIn finally has unrolled LinkedIn Live, which allows users to broadcast of-the-moment footage. Unfortunately for communicators eager to start testing it, LinkedIn Live is invite-only now. But the lull between beta and full rollout is a perfect opportunity for communicators to start brainstorming ways to use the feature.

Brands must devote some of their business to the common good in an era when a majority of consumers demand ethical practices and value-based company missions. It’s in a communicator’s best interest to promote and champion the causes their company is a part of, building loyalty with audiences and improving trust among consumers. Here are four ways to build a successful social good program at your organization.

Knowing how other brands approach the social media management role can be helpful in deciding what should or should not be part of your social media manager’s responsibilities, whether you’re hiring for a new social guru or evolving the role as it currently exists in your company. PR News checked in with three social media leaders at three very different organizations about their daily goals, tasks and schedule.

Starting on Jan. 18, YouTuber Harry Brewis, known as Hbomberguy to his fans, streamed a Twitch marathon while he played Nintendo 64’s Donkey Kong. The live gaming event raised $340,000 for a nonprofit. Here are three elements that contributed to its success—and that communicators can consider leveraging, should they choose to experiment with Twitch to reach a young audience.

Each year, PR News celebrates its list of Top Women in PR, an elite group of communications professionals who have spearheaded highly successful campaigns in recent months. They’ve also mentored colleagues and ideated some of the most creative PR plans in the business. So, what does it take to be a Top Woman in PR? We sat down with 2019 Top Woman honoree Adriana Arvizo, external communications manager at Comcast, to find out.

Apple has built its reputation for preserving users’ privacy is by putting CEO Tim Cook at the forefront. Cook’s thought leadership has been apparent in myriad op eds and interviews, having recently penned an article for TIME on how users can act to take their privacy back from bad actors. There’s no question a well-written missive from the C-Suite can make or break company reputation and goodwill with stakeholders. Here are three ways to get it right.