Consumer Social Ambassador Strategies
I wrote about Airbuds and Locket’s ambassador strategies in those Twitter threads a few months back.
They’ve kept expanding them. Now SUSH and Pengu and a few other top consumer apps are also running those growth tactics.
The one “single shot text overlay” format pioneered by Airbuds works particularly well with consumer social and targeted consumer apps where messaging hits Gen Alpha/Z.
That’s how they go:
It’s 6 to 9-second videos with a block of text telling a story, and the creator in the background.
Check a viral one here: https://www.tiktok.com/@lois.airbuds/video/7433506099686313249
SUSH has 8+ accounts
Pengu has 6+ accounts
Airbuds has dozens of accounts
And I’ve gathered a collection of other apps with similar accounts/strategy.
It looks simple, but it’s complex to execute properly.
The economics behind it truly only work with a certain scale.
To make it work at scale, you’ll need a lot of accounts and you’ll need to reach a velocity of at least 50 to 100+ videos posted a day.
If you analyze the accounts of apps mentioned above, you’ll find that you need:
Every account posting 2 to 3 videos a day.
Around 1 out of 25 videos to do 25/50x median and 1 out of 50 or 1 out of 100 to do 200x+ median (going viral).
With 100 videos a day doing only 1,000 views, you’ll get 100K views. The aim is for the videos to average out so that you reach 1M views/day with the odds above.
It’s exactly like a VC fund. 1 out of 100 will become a unicorn. 9 out of 100 will perform okay/good.
The rest will fail.
It’s a power law distribution.
Once accounts are built up, they’ll perform at higher rates.
Every other month, you need to get rid of the lowest-performing ones and scale up the highest-performing ones.
It works insanely well if your app is already known, as you’ll have people understanding your problem/solution hooks and interacting, saying things like:
“Ohhhh, [app name] is also [solving the problem] for me.”
Three things you need to make sure of prior to testing this:
1) It’s all about the messaging and stories you tell through captions, so it should be thought through deeply ahead of time.
2) You need to iterate fast when you find storylines that work.
3) You should follow current trends closely to use and adapt them to your vertical and storylines.
It requires some operations to manage dozens of ambassadors like that (often young & inexperienced), and you’ll have to pay them mainly through CPM bonuses.
The good side is that you can train almost anyone to do those videos; hence, the base fee can be lowered to make economics work on your side.
This specific strategy was unlocked by Airbuds (#9 music) before becoming widespread throughout many consumer social apps.
Shareable Collection Of Viral Accounts
We’ve launched Public Collections on Shortimize, something we’ve been thinking about for a while.
It’s a way to create collections of viral TikTok/Reel accounts and share them publicly.
I made a few collections for the apps I’m mentioning above, so you can explore their viral content for free:
SUSH: https://app.shortimize.com/c/2a10o5zJmVIsd4
Locket: https://app.shortimize.com/c/2a10eVaER0AvfO
Jammable: https://app.shortimize.com/c/2a10vZHFsAdbXd
It’s another piece of infrastructure that gets us closer to our vision to drastically improve short-form video marketing and creator marketing.
We’ve shipped something else this week:
socialgrowthengineers.com
Today it’s impossible to find a consistent and trustworthy source of social organic marketing strategies that work.
So after posting dozens of strategies on Twitter that were read more than 10,000,000 times, we’ve decided to launch:
A dedicated website for those strategies. It’s an extension of this newsletter.
We moved and categorized 50+ strategies we’ve written about on Twitter to socialgrowthengineers.com.
This is only the beginning.
It’s going to be big.
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