Raisin Bread by MarketerHire - A haunting paid Twitter test 👻
Last week’s Facebook outage was “the incrementality test you were too afraid to run,” as Incredible Health’s head of growth Garrison Yang put it. “Test” “results” were all over the place. At MarketerHire, they were… good?! “Our predicted loss in volume was pretty much 100% accurate,” director of paid media Marc Barraza said. In this issue...
Today’s loaf of Raisin Bread is brought to you by… Hopin. How are Slack, Twitch and The Wall Street Journal up-leveling their event marketing? One tool: Hopin. It’s an all-in-one event marketing platform with 10k+ users that’s actually all-in-one. Plan, produce, and capture data for any type of event — onsite, virtual, or hybrid. You can set up an event in minutes, then:
Plus, you can kick COVID to the curb with safe event entry, from QR code scanning to face recognition capabilities. Hopin makes events easy — and impactful. EXPERT Q&A Can promoted tweets boost your personal brand? Promoted tweets are… controversial. In last week’s poll, Raisin Bread readers were split roughly 50-50 on whether they work for marketing teams. Do they work for individuals trying to boost their Twitter followings? Relationship Hero founder and CEO Liron Shapira is finding out. He promotes tweets from his personal account that say things like…
We took a peek inside his experiment. His core KPIShapira mainly tracks price per new follower, but also sees value in raw impressions. His results to dateA few months into his experiment, Shapira is spending $50 per new follower. His goal: to optimize his creative further and get that down to $10. How he targets his Twitter campaignsShapira goes after “a lookalike audience of people that I like on Twitter” — people like Paul Graham, Robin Hanson and Pomp. “I figure those will be quality followers,” he said — a.k.a. not crypto bots. What he’s learned about promoted tweet creativeFrom testing various concepts, Shapira has learned…
Why he’s still investing in promoted tweetsIt’s more valuable to target future mutuals on Twitter, Shapira noted, than on other social platforms. It’s a hub for important discourse: Why else would CEOs spend so much time there? (Worth noting: Elon Musk has a verified Twitter, but no Instagram.) What he’s testing nextShapira has plans to try two new creative approaches…
Our takeaway?To get the most out of promoted tweets, stand out from the crowd creatively, try Twitter’s lookalike audiences and test, test, test. TWEET TREAT Is mayo the new oatmilk? People love to be outraged on social media — and this week, Hellman’s gave them a reason to be with this Helltweet. It got 2.5K+ quote tweets and 1.5K+ replies. It’s risky to make your product sound disgusting, but there was historical evidence — if the Hellmann’s team looked for it — that the tweet would perform. A brief history of drinking mayo
Our takeaway?Social posts about drinking mayo have been doing numbers for 10+ years. They hit that perfect, unbearable-yet-plausible note that sparks major engagement. But also… 🤮. SMALL BITES TikTok 3 ways, tortilla crystals, and Tesla in Texas Shoppers are skipping the consideration stage because #TikTokMadeMeBuyIt. Today in brand synergy: Spencer Pratt, Taco Bell and a tortilla chip crystal. Brands beware: launching NFTs can get legally tricky. One TikTok strategy: work with “thousands” of influencers per month. Around 10% of UK consumers shop for clothes on TikTok. Google to creators: no more monetizing content that questions climate change. What can James Bond teach brands about music and memory? Tesla’s move to Texas could be an “appeal to Middle America.” YouTube creators can now visualize the most engaging parts of their videos. The Squid Game promo machine even includes merch at Walmart. SPONSORED How did this beauty brand grow during the pandemic? Saint Jane Beauty launched in 2019 — and brick-and-mortar sales were critical to their sales and marketing strategy. So, how’d they grow their business during the pandemic? Drip. It’s an email automation platform that:
Plus, Drip captures a ton of data, so Saint Jane Beauty knows their email orders increased by 33% — and 39% of their revenue can be attributed to Drip. FROM OUR BLOG Traditional influencer or NCAA athlete: which one is for you? The NCAA made a change to its rulebook this year, and brands can now partner with student athletes — all 500,000 of them. But working with student athletes isn’t quite the same as working with an established influencer, like the D’Amelio sisters or Emma Chamberlain. So which one should you work with? Let’s assess — give yourself 1 point for every (a), and 2 for every (b). Do you want to be associated with hometown heroes?
Do you want to promote alcohol, tobacco, or CBD?
Do you want to get highlighted on local news?
If you scored < 5, you might want to connect with an NCAA athlete. How, though? We talked to three experts and published a deep dive on collaborating with student athletes. DATA SNACK September 2021’s most-hired marketing rolesWhen brands hired marketers in September, they had one eye on iOS updates and the other on the holidays, according to MarketerHire’s data. What did that mean for specific roles? Well… ![]() 📈 Paid social media marketers’ slice of the hiring pie grew after shrinking in August. 📈 Email marketers saw rising demand … 📈 … and so did content marketers, for the second month in a row. Paid social media marketing grew 50% MoMSince iOS 14.5, we’ve seen brands upping their content and email marketing hires — and hitting pause on paid social. But in September, paid social media marketing hires spiked. Here’s why, according to our sales team:
Our takeaway?To prepare for Q4, brands invested in a tripod strategy that includes content, email marketing, and paid social — despite its iOS-related challenges. SHARE YOUR BREAD Share Raisin Bread, win free stuffGot a friend who'd enjoy Raisin Bread? If you share your referral link with 'em, you earn tasty treats like these: Or copy-and-paste your unique referral link to a friend: https://sparklp.co/cda917ef |
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