The Edge.Email — 13th Edition

Welcome to the weekly newsletter from The Edge Group. The goal of each edition is to help you think differently about B2B content. If you’d like to learn more about the work we do, please get in touch here.


1. TRENDS

Influencer sued for not influencing

We grudgingly begin this blurb with the following sentence that contains no hint of irony. Luke Sabbat, a notable fashion influencer and self-described ‘young, creative entrepreneur’, signed a $60,000 contract to promote Snap Spectacles v2 by posting 4 times on Instagram (1 feed post and 3 Story posts). He only posted twice. The PR firm who hired him is now suing him for $90,000.

We’ve linked to smart coverage from The Fashion Law on how companies can better contractually protect themselves in influencer marketing arrangements. Techcrunch also astutely observes the sadness of trying to promote Snap Spectacles on the very platform that copied and nearly destroyed the firm.


2. INFORMATION

r u reading this gr8 link

Nazis and the death of post-enlightment liberal democracy aside, Twitter released some promising data on the switch to 280 characters. They’ve seen both a decrease in the use of abbreviations, as well as an increase in the usage of “Thank You” (+22%) and “Please” (+54%).

The thread is here.


3. DATA

The Information is Beautiful Awards

The Kantar Information is Beautiful Awards highlights the best in data visualization. We highly recommend not opening this link until you have some free time on your hands, because this rabbit hole is an endless one.

You can see a list of winners dating back to 2012 here, and past winners include this gem from the Washington Post:


4. CREATIVITY

Tiny books from the Netherlands ❤

Dwarsliggers are tiny editions of books that flip pages vertically and can fit in your pocket. Penguin Random House is launching a new initiative with the author of the Fault in our Stars to try to make these a thing. If it gets more people reading book, count us as supporters.

Note: We discovered this via the @NYT_first_said bot we’ve previously highlighted, and continues to be one of our favorite content discovery channels.


5. INNOVATION

Typeform introduces Interactive Video

We’re huge fans of Typeform for conducting user surveys (if you have a moment, please take our Reading Habits survey), in part, for the creativity they bring to user interaction.

They’ve taken this a step further with the introduction of Interactive Videos. We higlighted Eko a few weeks back as a leader in the space (after Walmartinvested $250mm) and this new initiative from Typeform appears to be a lightweight, and potentially accessible way to start experimenting with the format.


6. A NEWSLETTER

We spend hundreds of collective hours reading, studying and creating newsletters. To see a gallery of our favorites, and what makes them so good, go to TheEdge.Email. Each week we’ll recommend one of our favorites.

A delightful effort that captures the simple power of a newsletter. Every week, Brette Warshaw (former COO of the equally delightful Lucky Peach) chooses one topic and explains “what’s the difference”. Past editions let us know the difference between crimini, portobello and button mushrooms (the answer in the image below), the difference between crocodiles and alligators, and more.

The explanations are concise, the writing is witty, and most importantly, it consistently delivers a small dose of knowledge every week.

Sign up here: https://tinyletter.com/whatsthedifference


7. NEWSLETTER DEBATES

Would email newsletters be even better, if they weren’t delivered via….email? As newsletters are our passion, this has been a running debate within our team — would you want a separate app just to manage and read newsletters?

The simplest solution we’ve found is to have a separate inbox for newsletter subscriptions, and actively manage it using Gmail’s Priority inbox. We’ve also been testing a cool effort to solve this problem called Debut Inbox.

This Twitter thread from Jason Kottke on the subject does a good job outlining the debate and alternative options. In the end, we’re still team inbox, as a major reason newsletters work is they arrive where you already are.