Social Pulse, Week of 6-29

Every week I keep tabs on what’s trending, new technology and consumer habits that impact the social web. These are summed up in a round-up called Social Pulse. Sign up to get this in your inbox every Friday here.

Holiday Planning Season: There’s only 174 days until Christmas! No matter what you celebrate, it’s not too early to think about the holidays. Facebook launched its 2020 Holidays Hub. Pinterest launched a 2020 holiday report called “Earlier Than Ever” (PDF). And here’s Twitter guidance for holiday tweets. Bah humbug!

SocNet Updates:

A Credit Card for Influencers? The Karat Black Card is the first business credit card where “likes” matter. Unlike traditional cards that rely on credit scores to determine your eligibility, Karat looks at an applicant’s social stats along with income as part of their underwriting criteria.

Voice Increasingly Coming to Social: Voice-first apps like HeyTell and Zello never really caught on, but voice is finding renewed interest with Twitter adding Audio functionality last month, and now LinkedIn adding a new audio option for pronunciation on user profiles people are already using for short greeting or sales pitches. Hopefully this trend won’t make Voice Notes cool. No thank you.

Finger on the App: This week YouTuber Mr. Beast and the folks at MSCHF released a social game called Finger on the App where you, well, keep your finger on the app as long as possible. The winner could take home as much as $20,000. Except the losers get to vote how much the winner should get (as low as $.01!!). People playing streamed live on Twitch, built robots to cheat, grew their TikTok followers, and others trolled contestants into losing by triggering “Hey Siri.” I played and made it 15 minutes before I got bored and went to a meeting.

Netflix Puts its Money to Work for BLM: This week Netflix announced it would shift 2% of its massive cash assets to banks serving Black communities. Key quote: “Banks that are Black-owned or -led represent a mere 1% of America’s commercial banking assets. This is one factor contributing to 19% of Black families having either negative wealth or no assets at all.” Read more here.

“It is what it is” Artificial Hype: Last week you may have seen 👁👄👁 spreading across the socials, leading to an email signup form. The vague but viral movement managed to collect the email addresses of 30,000 people seeking invitations for “early access.” Instead, the creators of the trend — 60 mostly young, mostly nonwhite people working at companies like Facebook, Instagram, Twitter, and Stripe — had created an artificial hype cycle and then used it raise hundreds of thousands of dollars for organizations that support criminal justice reform and mental health services for the black and trans communities. Were you fooled? Read about it here.

Podcast of the Week: “Boom/Bust: HQ Trivia” is an 8-part series that follows the spectacular rise and fall of the massively popular HQ Trivia app. The last episode is called “Selling for Parts.” Listen here.

The Walkman Turned 40 This Week: The Walkman reached American shores 40 years ago this month. The New Yorker explores the impact of the gadget that taught the world to socially distance before that was even a thing. Key quote: “The Walkman wasn’t the end of meeting people, but it paved the way for surviving an unthinkable era in which we would find ourselves unable to meet at all.

TikTokker of the Week: @GardenMarcus is a gardener whose bio reads “Kindness | Patience | Positivity,” and his TikToks walk you through step-by-step amateur gardening tips like how to cut and plant an onion from the grocery store, how to pot a propagated pothos, and four reasons why elephant ears are a go-to plant for adding to your garden.

Instagram of the Week: Minneapolis artist @HotxTea shared this George Floyd-inspired IGTV video called “Pure Inspiration” of his installation on the Guthrie Theater featuring hand-painted color swatch magnets. It’s a must-watch.


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