It never fails. You create the world’s greatest tweet, but an added link or photo eclipses the allotted 140 characters, and the onerous editing process begins anew. But that’s about to change. Innovations that will have a “significant impact on tweets” are coming to Twitter over the next few months, and one of the most momentous is that links and photos will not longer count against the character limit. Finally, those condensed tweets will get a bit of elbow room.
Online marketers are ready to welcome all that new social media real-estate.
- First and foremost, an image and a link can limit a tweet to just 95 characters, so excluding them from the count provides tweeters with as much as 47% more space to craft a clever, clickable message.
- As tweets come to rely more on visual elements, Twitter users are going to see a lot more images, videos, and live streaming embedded in their feeds.
- This will be especially important during live events, which we all know are the last, lingering opportunity to reach the most eyeballs enjoying a shared experience.
- Easier use will definitely convince more brands who’ve avoided Twitter to finally realize the power of a compelling Twitter presence.
As we’ve seen from the ubiquity of Doyin Richards and the most recent “Live True” spot from Dewar’s, the Father’s Day advertising season has begun. We have particularly high hopes for this year, and not just because brands are taking Father’s Day seriously; spending on gifts is expected to exceed $12.7 billion (especially among millennials, who will spend around $160 apiece on gifts, far greater than the overall average).
If last year’s crop of ads is any guide, it will be a hard act to follow. So as we prepare to see how 2016 wants us to honor the dads in our lives next month, here’s a look at some of our favorites from 2015:
- “First Fatherhood Moments” from Dove Men+Care, which captures those brilliant moments of slow realization that we’re about to become dads for the first time. A classic.
- “Happy Father’s Day, Dad” from Miller Lite, a short-and-sweet take on the tacit understandings between a father and son.
- “Making Memories” from Subaru, featuring a dad cleaning out his car and reliving the milestone moments attached to each little piece of detritus.
- “Loving Eyes” from Toyota Japan, a remarkable piece of storytelling that qualifies as a short film; a dad lives through his daughter’s growth stages, and then the point-of-view switches to her, after she’s become a new mom.
- “Father’s Day Redo” from Toyota, inspires us to reconsider Father’s Day as an important time to contact an important man and tell him you love him.
And this particular gem: “Happy Father’s Day, Mom” from Angel Soft, with adults showing their appreciation for the single moms who raised them. It’s open to a spectrum of interpretation, obviously, but we choose to look at it as a demonstration of how important a dad is in a child’s life, and how hard it is on the family when, for whatever reason, he’s not around.
What will our favorites from 2016 be? We can’t wait to find out.
As Father’s Day 2016 approaches, and we survey how the image of fathers has evolved in the hands of the myriad brands partnering with us, it’s hard to find a better microcosm of the trajectory than the rise of our friend and Dad 2.0 alumnus Doyin Richards (below, far left):
For the uninitiated: Less than three years ago, Doyin was just a stay-at-home dad starting four weeks of paternity leave with his young daughters, Reiko and Emiko. One morning, he posted this photo for the benefit of his wife, just to show that their girls were in capable hands. And within weeks, he was a media darling, appearing on talk shows and news pieces and somewhat perplexed over the fuss being made over what he thought was a mundane morning routine.
And now, if you have any sort of electronic device that transmits televisual images, you’ve likely seen Doyin fronting the new Windows 10 campaign, using Microsoft gadgetry to help manage his busy, daughter-dominated life.
We’re really happy to see Doyin’s star rise so rapidly, but we’re happier still about the message this ad, put forth by a household-name tech giant with the third-highest market cap on the planet. Tropes long associated with the unskilled, uninterested father are long gone, in favor of a dad who likes his role and acknowledges that it’s not always easy.
Doyin’s new status as a speaker and author is a cogent reminder of the opportunities currently afforded to online dads. And the way Microsoft handles him in its new spot encourages all of us that brands are catching on to the types of messages the modern dad will appreciate.
For Immediate Distribution
Contact: John Pacini
The Honea Express Comes to XY Media Group
(HOUSTON, TX, January 10, 2014) – XY Media Group, the nation’s leading interactive firm specializing in marketing to men and dads, announced today that Whit Honea has joined the organization as a Senior Account Executive. This new position is being added to handle the expansion of XY Media’s client list, which includes Fortune 500 companies such as Unilever, Procter & Gamble, Kimberly-Clark, and Philips-Norelco.
Its projects have been featured in the New York Times, AdWeek, the Washington Post, Advertising Age, USA Weekend, and many more national publications. Its annual Dad 2.0 Summit, was named one of the Most Innovative Events of 2013 by BizBash Magazine.
In his role, Whit will be responsible for growing strategic client accounts with brands and agencies, as well as managing client marketing campaigns and ongoing customer relationships. He will also serve as Community Manager for the Dad 2.0 Summit.
“We’ve seen tremendous growth the past few years,” said XY Media Co-Founder, John Pacini. “In order to continue to serve our clients effectively, we are delighted to bring someone with Whit’s extensive experience and professional reputation to XY Media.”
As a social media marketer, Whit has worked with some of the largest brands in the world, including Procter & Gamble, Disney, Universal, JC Penney, and General Motors. He has worked as a blogger, writer, and editor in the online parenting space since he launched his personal blog, The Honea Express (www.whithonea.com), in 2005. He has contributed to many parenting websites, such as Babble, BabyCenter, Parentables, The Stir, GeekDad, and DadCentric, and is the editor of the “Dads & Families” section of The Good Men Project. Whit is also the author of “The Parents’ Phrase Book: Hundreds of Easy, Useful Phrases, Scripts, and Techniques for Every Situation,” available at major booksellers nationwide. Whit lives in the Los Angeles area with his wife and two sons.
“I am honored and very excited to join the XY Media team, which has been a wonderful champion for the modern dad,” says Honea. “I look forward to amplifying the voices of dad bloggers by helping to create business opportunities that are true to the voice of modern fatherhood.”
About Dad 2.0 Summit: The Dad 2.0 Summit is an annual conference where marketers, social media leaders, and blogging parents connect to discuss the changing voice and perception of modern fatherhood. Our next event will take place Jan. 30 – Feb. 1, 2014, at the JW Marriott in downtown New Orleans, LA.
For more information, please visit www.dad2summit.com.
About XY Media: XY Media is the leading interactive agency that specializes in connecting brands with today’s men and fathers. Our mission is to promote positive and authentic images of modern fatherhood, while helping brands connect with dads via authentic messages, memorable engagements, and thoughtful relationships. We care about fatherhood because we are dads, ourselves. And we believe that any story about marketing to adult men is a story that begins with today’s dads.
For more information, please visit www.xymediagroup.com.
In June, XY Media co-founder Doug French took part in a roundtable discussion about marketing to modern parents. The event was put together by Stephanie Smirnov, former US CEO of DeVries Global, and Gideon Fidelzeid of PRWeek, at the InterContinental Hotel in New York City.
Apart from all the innovative and talented people who attended, the best aspect of this conversation was that moms and dads were put on a level playing field, free to discuss how parental aspirations are universal.
A marketer’s job is tougher than ever, because the idea of what constitutes a “family” is evolving away from the traditional stereotypes to which most parents don’t aspire or relate. When brands cling to these archaic ideas—including the all-too-prevalent Befuddled Childish Dad—most parents will either respond using their social media clout, or tune the message out entirely.
A transcript of the discussion is available here, and we believe it’s a must-read for any marketer who wants to create relatable messaging for modern parents.
You may know XY Media as the parent company of The Dad 2.0 Summit, an annual conference about the emerging voice and changing perception of modern fatherhood. Each year, we bring together more than 250 parent bloggers, media professionals, and brand representatives to discuss the messages that modern dads relate to most strongly and the burgeoning impact of dad-based content marketing.
But we’re so much more than that.
We’re a year-round digital consultancy committed to helping put together campaigns focusing on a new face for dad. And what better way to start things off than with our “New Face of Dad” campaign with Philip-Norelco?
This composite video features five dads–Jim Higley, Seth Taylor, Clay Nichols, Whit Honea, and Jon Armstrong–each talking about more than just what we dads do for our kids. Because we all do for our kids; the difference is how we like doing it, how fatherhood flipped a switch in our brains and told us that being a dad is much more fulfilling than just an hour or two after work and a 529 Plan.
This is the message we stand for, the one we want to help flourish, and the one we know modern dads respond to most avidly. And if this idea resonates with you and your marketing goals, we want to work with you, too.