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Jack Appleby

@jappleby.bsky.social

Creator of Future Social, a newsletter teaching 70,000+ marketers about social strategy. Work: Morning Brew, Twitch, Microsoft, Beats By Dre + a bunch of video game launches. Lifelong hooper, aspiring Ted Lasso, elder emo.

541 Followers  |  3 Following  |  14 Posts  |  Joined: 28.04.2023  |  1.6242

Latest posts by jappleby.bsky.social on Bluesky

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Little Caesar’s and Pringles accidentally made the same Super Bowl ad 😬

09.02.2025 21:26 β€” πŸ‘ 2    πŸ” 0    πŸ’¬ 0    πŸ“Œ 0
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TikTok is back... now what? What brands should do now that TikTok is back + how to protect your brand for the next ban

So TikTok is back. But should your brand use TikTok again & pretend nothing even happened?

Yes! If TikTok’s worked well for your brand in the past, get back to business as usual.

I wrote a guide for ya, including how to prepare for future social bans: futuresocial.beehiiv.com/p/tiktok-is-...

21.01.2025 14:10 β€” πŸ‘ 4    πŸ” 0    πŸ’¬ 0    πŸ“Œ 0

Apparently on Truth Social (Trump's Twitter competitor) a retweet is called... wait for it... a ReTruth.

I'm gonna be ReSick.

20.01.2025 12:52 β€” πŸ‘ 6    πŸ” 1    πŸ’¬ 0    πŸ“Œ 0

No, your brand should not try out Rednote.

Pleasepleaseplease don't spend a second trying to learn that platform. It's not an actual alternativeβ€”this is just internet-savvy Americans revolting in what's either a clever or dumb way. If TikTok is truly done, they'll shift that time to IG + YouTube.

15.01.2025 19:09 β€” πŸ‘ 2    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

There are people signing up for Lemon8 because of the TikTok ban... wait til they find out who owns Lemon8... πŸ€¦πŸ»β€β™‚οΈ

14.01.2025 16:09 β€” πŸ‘ 2    πŸ” 0    πŸ’¬ 0    πŸ“Œ 0

So keep making Images & Carousels! Y'all are CRUSHING IT with Carousels.

But don't lend more resources to Images & Carousels just because of industry benchmarksβ€”spend more time developing your team's video abilities.

Because really? Your video content should be outperforming all other content. 7/

19.11.2024 22:37 β€” πŸ‘ 3    πŸ” 0    πŸ’¬ 0    πŸ“Œ 0

BUTβ€”brands need to get better at making video, because the reach can be INCREDIBLE, and short-form vertical can be repurposed more easily for every social network (IG Reels, TikTok, YouTube Shorts, Twitter, LinkedIn) more easily than Carousels. 6/

19.11.2024 22:37 β€” πŸ‘ 4    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

But brands really struggle to make compelling video content.

And hey, it's not the easiest thingβ€”it requires more resource, skillsets often not found on the team, video people who actually get how to make compelling social content, more approvals. 5/

19.11.2024 22:37 β€” πŸ‘ 1    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

Why are Single Images & Carousels performing better for brands?

Well, brands are better at making Single Images & Carousels.

We're 20 years into Social Marketing, & most people in the industry aren't pro video creators! We had tons of success with static images. And carousels are an extension! 4/

19.11.2024 22:37 β€” πŸ‘ 2    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

It'd be easy to say "oh wow, Carousels are beating Reels by 50%!!! And single images almost 2x!!! Let's make more images and carousels!!!"

But this data is a reflection of the content brands are currently making.

What this reallyyy says is brands are still not very good at making video content. 3/

19.11.2024 22:37 β€” πŸ‘ 2    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

Also, before I get into analysis, this isn't a calloutβ€”I'm not tagging the company who made the report because it was an industry benchmark report, not a "here's what you should do in social," so they didn't do anything wrong!

BUT, I do already see people interpreting this data the wrong way. 2/

19.11.2024 22:37 β€” πŸ‘ 1    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

Sometimes numbers lie.

A stat I saw yesterday:
"Single Images (188.6k avg reach) & Carousel content (149.9k avg reach) achieve greater reach than Reels (109.4k avg reach) for B2B brands."

But that doesn't mean what you think it means.

A 🧡 about Social Data Interpretation:

19.11.2024 22:37 β€” πŸ‘ 5    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

Hi, hello, I’m Jack.

Used to work social for brands like Microsoft, Morning Brew, Twitch, & Beats By Dre. Now I write Future Social, a weekly newsletter teaching 42,000 marketers about social media strategy.

Also a lifelong hooper & elder emo (it’s not a phase).

28.04.2023 12:57 β€” πŸ‘ 3    πŸ” 0    πŸ’¬ 1    πŸ“Œ 0

How many people made β€œjust setting up my twttr” jokes for their first bluesky post?

28.04.2023 12:50 β€” πŸ‘ 1    πŸ” 0    πŸ’¬ 0    πŸ“Œ 0

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