Lia Haberman

5 days ago | liahaberman.substack.com | Lia Haberman

e.l.f. Beauty sent the mother of all PR packages to the middle of the Pacific Ocean. And it wasn’t even branded. The recipient was Oliver Widger, who quit his job, cashed out his 401k, and set sail around the world after being diagnosed with a potentially debilitating disease. Patrick O’Keefe, e.l.f.’s Chief Integrated Marketing Officer, was scrolling like the rest of us when he came across Oliver and his cat Phoenix mid-voyage from Oregon to Hawaii. The e.l.f. team jumped into action.

1 week ago | liahaberman.substack.com | Lia Haberman

I met some subscribers at a Substack event this week, including one who said, ‘You create those lists of updates, right?’ 😄 Google is testing Google Lens search results in YouTube Shorts Instagram now allows you to leave 5-minute voice messages in DMs Instagram now supports 3:4 aspect ratio photos LinkedIn will help you figure out which posts drove new followers Pinterest partnered with the WNBA’s New York Liberty for its first sports partnership 4 new books to add to your summer reading list...

2 weeks ago | liahaberman.substack.com | Lia Haberman

The ICYMI series of trusted industry voices continues with Sara Wilson, a strategist who specializes in helping brands tap into online communities. I’d been talking with Sara about doing a community-focused guest post for a while, and this one turned out to be the perfect companion to last week’s newsletter about the LeBron James WhatsApp group chat. She shares four lessons on how creators can help brands enter closed communities with credibility — and thrive there.

3 weeks ago | liahaberman.substack.com | Lia Haberman

[📸 Ivan Piedra Photography and AGNYC Productions] Social Media Week was all about creators, meeting your community in the comments and leading with topic-based marketing YouTube launched a Weekly Podcast Shows chart Threads announced it’s allowing for up to five links in your bio Pinterest apologized for a wave of mass bans Check the audacity confidence of HBO Max’s rebrand on social Gaming is the key to reaching Gen Alpha Roblox users can now buy physical products within the virtual...

4 weeks ago | liahaberman.substack.com | Lia Haberman

Hi — I’ll be in New York for Social Media Week on Monday and Tuesday and will report back from my panel with Lindsey Gamble — Creator Content Only Belongs on Social... Or Does It? — plus all the key takeaways from the conference. Also, I was recently invited to a LeBron James x Offball group chat on WhatsApp and I thought the format could be an interesting opportunity for brands to explore during tentpole events.