Streaming services raise prices — again
Another week, another price hike. Just when we've come to terms with the higher charges to our credit cards, two streaming services are increasing subscription costs for the second time in the span of one year.
Spotify and Max are both in the spotlight this week after announcing another price increase that will affect multiple subscription plans. If they thought that a $1 markup would go unnoticed by consumers, they were clearly wrong.
Spotify US subscribers will see their monthly ad-free plan rise from $10.99 to $11.99, while similarly, Max users will see their ad-free plan jump from $15.99 to $16.99. There have been hundreds of articles written about both price hikes in the last two days, and while Spotify's announcement has seemingly received a bit more public interest, engagements with articles about Max's prices are predicted to climb over the next 20 hours.
The biggest driver of engagement, however, is RapTV's Instagram post about Spotify, which has earned nearly 160k engagements, including a flood of displeased comments.
The medium becomes the message for Chipotle's CEO
If you've been on the internet at all this summer you'll have seen at least something about Chipotle's portion sizes. TikTok users have been complaining for a while that the bang they get for their buck has decreased, and it's been getting a lot of attention as we head into summer. It reached a point where CEO Brian Niccol was asked about it by the likes of Jim Cramer.
But on TikTok, where the narrative has been brewing for months, Fortune's post featuring the comments has done real numbers — topping out at almost a million engagements. Compare that to 32 articles that reported on the comments, and it's clear to see where this resonated.
And it's not just because of the format either. On Instagram, which often sees comparable engagement to TikTok, Fortune's post had 20k engagements. TikTok is where the conversation was happening, and it's where the CEO's response generated heat, and those two things aren't a coincidence.
In a more distributed media landscape than ever, it's crucial to understand the potential pros and cons of any platform, and make sure you understand the context as well as the content.
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4moThe Chipotle bit suddenly reminded me of Molly McPherson, M.S., APR's points about selecting where your message goes out during crisis comms that she made at the Axios Communicators event last year. Slightly different as it's reporting rather than an owned channel response, but illustrates the point about an audience that's super engaged about a topic and how impactful that can be.