5 Things for October 4: Kleenex's Signs, Twitter's IPO & Fandango's Screams

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If you only read five awe-inspiring, toe-tapping, marker-moving stories this week, make it our weekly list of five things you might have missed!

1.) Sweet Screams: Fandango wants fans to scream their heads off on social media. According to ClickZ, “From October 1 to 18, Scream-Off fans can submit videos of their best ‘blood-curdling, skin-crawling screams’ on Instagram or Twitter, with the hashtag #FandangoScreamContest and @Fandango.” Fandango will pick a Scream of the Day and feature it on the site before moving it to the next round of competition. The best screamer gets a stay at the legendary Stanley Hotel in Estes Park, Colorado, where The Shining was filmed.

2.) IPOh!: Late Thursday afternoon, Twitter filed its paperwork with U.S. securities regulators in hopes of being a social media IPO that really delivers. Twitter is hoping that the ever-exploding mobile market will give it a leg up on Facebook. Social media marketers can expect Twitter’s decision to go public to mean a larger emphasis on advertising and mobile-friendly campaigns. But Twitter (or TWTR, as it will be known on the stock ticker) has a long way to go until it can bring in the ad bucks like Google or Facebook, so it’ll be interesting to see how it all plays out.

3.) Drawn Together: Beer maker Steinlager wants its consumers to “be the artist, not the canvas” in a new spot which shows a mischievous young man who draws on his friends who have had too much to drink. The smart and funny commercial is accompanied by a “be the artist” app which gives users a chance to make and share their own ink masterpieces. 

4.) Adstagram: We knew it would come to this… Instagram announced this week that it would finally start delivering on the promise of introducing advertisements into U.S. feeds. Only a select group of brands that are already Instagram users will get to show ads first. The ads will slowly start appearing over the next few months. In contrast, complaints about the ads have already appeared on pretty much every other social network. 

5.) Bless You: Wrapping up our list is a little slice of online video creation that perfectly mixes “eww” with “aww.” The fine folks at Kleenex remind us not to get caught without a tissue by using people with signs telling their true sneeze confessions. It’s a simple, short and very memorable spot for a brand on the verge of a hipper, lighter digital makeover.

How to Instagram Like the Big Brands

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Social media experts seemed a bit confused by Instagram when it first launched back in 2010. Would people actually care about photo sharing? Moreover, could this kind of platform really be social? And could brands find ways to make Instagram work for them? Three years later, the answer to those questions is a resounding “Yes!” Instagram has fast become the darling of social media marketing, and a new study shows just how Fortune 500 use Instagram. Turns out, the Instagram habits of the big boys are things every company can try.

According to the study conducted by TrackMaven, the best time to post on Instagram is, well, anytime. Marketing types often think social media ends with the workday, but TrackMaven found that user activity stayed virtually the same on Instagram on weekends as it was on the weekdays. As far as filters go, Fortune 500s used #nofilter the most on their Instagram photos, but the “Mayfair” filter performed the best. Also, Fortune 500 companies seem to be loving Instagram’s version of Vine  new video feature. Nike, Starbucks, Foot Locker, Apple and Ralph Lauren are the top five most active Fortune 500 brands on Instagram. Yet it should be noted that while 123 of the Fortune 500 companies have Instagram accounts, only 22 percent have active accounts.

For small businesses who want to get better at Instagram marketing, these are fascinating things to hear and chock full of lessons. For starters, post on Instagram all day, every day. Since photo sharing often happens from events (which happen whenever), normal business hours should be happily ignored. In fact, Instagram photos posted on the weekends have a better chance of getting “likes” with more folks off work and on their phones. Also, go crazy with the hashtags. As Mashable’s Jessica Lee puts it, “It’s often considered a social media faux pas to use more than two hashtags in a tweet; however, on Instagram, that rule can be thrown out the window. The data prove otherwise for bigger brands, showing that four to 11 hashtags can increase up to on average 77 interactions per Instagram post.” Lee also reminds us not to clog the bottom of the post with hashtags; rather, we’d do well to pepper them seamlessly throughout the post instead.

Finally, in order to have big-time rocking Instagram success, you actually have to use the darn thing! Pictures from trade shows, mouth-watering snapshots of the day’s specials and exclusive backstage photos make for great Instagram posts. Remember, the top five only became the top five because they were inspired by Instagram’s endless ways to connect by sharing amazing, funny and interesting original images. 

What the Best Email Newsletters Have in Common

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If a branded email newsletter is a big part of your content marketing strategy, the Awl published a great piece this week you’ll want to check out. “A Guide to Our Golden Age of Internet Newsletters,” written by Aleksander Chan, profiles the best, most entertaining and informative email newsletters.

“The email newsletter is the most special of all emails,” Chan writes. “At their best, they’re a miniature rush: This isn’t something I have to deal with. This is for me — to enjoy, to ignore, to save for later, and then to be completely done with.”

Chan cites Letters of Note, a weekly newsletter filled with vintage letters and postcards, as well as Now I Know, one which features “random knowledge that you didn’t even know you cared about.” Goodreads, McSweeney’s, Muck Rack Daily and Harper’s Weekly Review all made the list. While all of these are terrific reads, they couldn’t be any more different as far as style and actual content goes. Yet each of these noted newsletters contains that magical ingredient which makes for a superb newsletter: diverse content. Successful newsletters, whether they be from Amazon or the local church, need a variety of articles and tidbits to appeal to wider audiences.Don’t like the article about home decor? Here’s one about pet care! Bored with the new location remodel article? Read an interview with a stylist instead! Readers will subscribe if you come up with an assortment of articles they can enjoy and savor — and they’ll dump you as soon as they get newsletters filled with too many sales pushes or repeat articles.

Also, in the smartphone/tablet era, it’s important to keep the articles to a reasonable length. People will read the 3,500 in-depth New Yorker piece from the comfort of their own couch.We noticed each of the newsletters on the Awl’s list are all the delicious bite-size kind of thing you can enjoy anywhere. Email newsletters are ideal for retailers who sell lots of products, non-profits who need to profile their monthly achievements and any company generating a variety of news stories. 

What are some of your favorite email newsletters? Tell us in the comments section below.