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All Sober’s explosive Facebook growth

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All Sober

Image courtesy All Sober

Opinions expressed by Digital Journal contributors are their own.

When we look at the data on emerging brands building a community through social media, the numbers show just how difficult it is to achieve growth and authentic engagement. In the past few years, most brands have found that social media marketing is an uphill climb. 

According to a study from DigitalMarketingCommunity.com, the median engagement rate on Facebook for all industries is just 0.06%. However, there are exceptions. When we came upon the new addiction recovery platform All Sober, a site that officially launched in May, we were impressed by its social marketing strategy. We saw a growing, and more importantly, engaged community that was rallying behind a new startup. That initial impression was cemented further when we calculated its engagement. It was hovering just under 10% for the week—166 times the median percentage. 

A deeper dive showed that this was not an anomaly, nor was it the result of bots or fake engagement. This was a true community buzzing around a common passion, which anyone familiar with the digital marketing space will tell you is becoming increasingly rare. Add to that the fact that All Sober’s platform and apps launched less than six months ago, and it became crystal clear that it had tapped into something very special to achieve this level of explosive growth.

Considering how difficult it can be for new brands to stand out on social media (especially Facebook), we wanted to answer an important question: What is All Sober doing that so many others are not? The answer is surprisingly simple. 

What sets All Sober apart is its uncanny ability to elevate human stories and interactions to truly celebrate a very specific audience. Attention is a critical commodity in digital strategy, and the way All Sober has earned this level of lean-in and community participation is by honoring the accomplishments of people in recovery and putting a human face to the achievement of sobriety. For as long as people impacted by addiction have sought out help, the greatest strength of the community has been a strong sense of shared experience. 

All Sober taps into that spirit and honors the successes of everyone on the platform. Its Facebook page has become a place for people to celebrate their “soberversaries,” cheering them on and inspiring the community to understand recovery is possible.

All Sober’s success is apparent, especially when compared to other, more established names in the space.

For example, on Sept. 9, All Sober had a post go viral entirely on its own—no ad budget was placed behind the content, and it was driven exclusively by the community. Four days later, the post had garnered 718,000 reactions, 45,500 comments and 16.6 million impressions—organically. 

Naturally, this had an impact on the page’s overall engagement for the week. Despite having a fraction of the size of Psychology Today’s Facebook following (7.4 million likes), All Sober (31,000 likes) produced more than triple the engagement of this mental health juggernaut. And while one might think that this is an anomaly caused by a single viral post, All Sober’s outpacing of industry leaders such as Shatterproof (112,000 likes) and In The Rooms (154,000 likes) has been a constant since February 2022. 

The difference-maker is coming in the form of positive content marketing and strategic amplification. Here’s what that looks like in practice.

Whether it’s a month of sobriety or 25 years, there is a sense of hopeful celebration that makes these social platforms a place for participants to engage and chime in with their own victories, stories and tips. This inspirational platform has drawn in massive numbers of people who participate every day on the Facebook page, and it is the driving force behind All Sober’s peerless Facebook engagement rate. 

All Sober, like any new platform, amplifies content in the interest of gaining new, targeted, quality followers for the brand. But what makes its engagement numbers so remarkable is that none of the content itself is boosted. The organic participation makes All Sober a true innovator in the way recovery and sobriety is discussed online. 

“It’s fair to say that most brands, to one degree or another, rely on advertising to help their message stand out,” said John Oates, president of JPO Digital, which works with All Sober’s social media team to grow the brand. “But the normal KPIs with All Sober are starkly better than most other brands that we’ve seen, and I think that is a testament to the quality of the content we’re able to use and the story that the brand is telling.”

“I feel like many brands neglect the value of true storytelling, of really drilling down on what value you can deliver to the people who are viewing your content. All Sober has leaned into that beautifully, and we’ve been able to build a fever-pitch following as a result.” 

All Sober’s success on Facebook has inspired the organization to replicate that success on social media platforms like Instagram and Twitter, where it can continue to grow large followings with positive messages of shared hope and inspiration.

All Sober was born after its founders, Paul Gayter and Flora Nicholas, experienced the anguish of addiction firsthand. 

“Our loved one’s addiction led us to experience the problems that hundreds of millions of Americans faced daily throughout the addiction-recovery life cycle: searching all over the internet for help and information in times of crisis, for recovery group support, for treatment options, for sober communities and sober life information, and for resources to help them get jobs, among other things,” Nicholas shared.

“During our recovery journey, we recognized that there were major problems at every stage of the addiction and recovery life cycle—that existing solutions for people in need were fragmented, highly specialized, not available on the scale that the problem demands, or nonexistent.”

As a result, Nicholas and Gayter dedicated their lives to changing the narrative and improving the process for people seeking recovery and getting the help they need to navigate addiction. 

“The only way of alleviating the constant search for solutions was to bring together everything that people need and house it all in one platform. That inspired us to create All Sober,” Nicholas added. “And while we have many iterations left to implement, I’m proud to say that we built just that—a one-stop shop for addiction treatment , recovery and sober life.” 

All Sober is spearheading a movement intended to make sustaining and maintaining sobriety accessible to the people who are impacted by the global epidemic of addiction. Gayter, Nicholas and the leadership team understand better than most what people go through and the types of resources they need for sustained success. Those personal experiences are the inspiration behind building this community and platform around hope, sharing resources, and positive engagement. 

All Sober’s unprecedented social media success is a testament to its ability to tap into the inspiring stories of people who proudly celebrate their sobriety, while offering a forum and a wealth of resources for the hundreds of millions of Americans touched by drug and alcohol addiction.

By ending the stigmas associated with drug and alcohol addiction and embracing the community that understands just how common this disease is, All Sober has found a way to achieve enviable engagement numbers via a welcoming and open forum offering hope to those who need it.

To learn more, visit All Sober eller Facebook.com/AllSober.

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills. Reuters File Photo

New York: US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills after it advised the social media company on its acquisition by Elon Musk last year.

“As of December 23, 2022, Twitter remains in default of its obligations to Innisfree under the agreement in an amount of not less than $1,902,788.03,” the lawsuit said.

Twitter and a lawyer for Innisfree did not respond to queries.

Elon Musk in October closed the $44 billion deal announced in April that year and took over microblogging platform Twitter.

In January 2023, Britain’s Crown Estate, an independent commercial business that manages the property portfolio belonging to the monarchy, said that it had begun court proceedings against Twitter over alleged unpaid rent on its London headquarters.

Advertising spending on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Musk’s takeover.

The banks that had provided $13 billion in financing last year for the Tesla chief executive’s acquisition of Twitter abandoned plans to sell the debt to investors because of uncertainty around the social media company’s fortunes and losses, according to media reports.

Recently, Twitter made its first interest payment on a loan that banks provided to help finance Musk’s purchase of the social media company last year.

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Twitter Expands Access to Twitter Blue, Announces New Incentives for Signing Up

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Twitter Expands Access to Twitter Blue, Announces New Incentives for Signing Up

Twitter is making its next big push on Twitter Blue subscriptions, as Elon Musk and Co. look to build Twitter Blue into a more significant revenue driver for the app.

First off, Twitter has now expanded Twitter Blue access till Saudi Arabia, France, Germany, Italy, Portugal and Spain, which will enable millions more Twitter users to potentially sign-up for a verification tick.

I mean, most probably won’t, going on what we’ve seen thus far, but it will likely swell Twitter Blue sign-ups by another few thousand, adding more cash to Twitter’s coffers.

Twitter’s also looking to further incentivize Blue sign-up by offering revenue share for ads shown in reply threads.

The idea here is that if users write interesting tweets, they would get compensated for the discussion they generate – but you need to be signed up to Twitter Blue to get it.

Elon hasn’t shared any further info on potential revenue split or process at this stage.

Twitter’s also looking to bring back an improved Spaces/podcast experience, as a Twitter Blue exclusive, while Musk has also hinted at allowing some users to avoid having to pay for basic API access, when it becomes unavailable next week, if they sign-up.

Oh, and Twitter’s gold checkmarks for business? Yeah, they’re likely going to be expensive if you want them.

Can’t imagine many brands are going to fork out $12,000 a year for a profile badge, along with $50 per staff member you want to add.

But maybe, Elon and Co. have some more tricks up their sleeve here, and they’ll eventually offer more incentives for businesses to sign-up.

But right now, that’s pretty steep.

And also, ‘legacy’ checkmarks will apparently be gone within the next few months.

All of these elements combined could juice Twitter Blue take-up, though it’s still hard to see it becoming the major contributor to Twitter’s revenue as Elon envisions.

At present, based on third-party tracking, the new Twitter Blue program looks to have around 300,000 subscribers, bringing in an extra $2.4 million per month, and $7.2 million per quarter.

Which is pretty good – but again, it’s still a long way from where Twitter wants subscription revenue to be.

When initially outlining his Twitter 2.0 reformation plans, Musk said that he wants to make subscription revenue around 50% of Twitter’s overall intake. That would serve two purposes – if the majority of users sign-up, Twitter can then use Twitter Blue as a form of ‘payment verification’, meaning that those accounts that don’t have a blue tick are increasingly likely to be bots. It would also reduce Twitter’s reliance on ads, which would give Musk more freedom to make moderation decisions as he likes, without considering potential ad placement concerns.

But in order to do this, Twitter needs a lot more users to sign up.

Twitter’s revenue in Q2 2022, the last time it publicly reported its numbers, was $1.18 billion, meaning that Twitter Blue would need to be bringing in around $590 million per quarter to meet that 50% goal.

Which is about 81x what Twitter Blue is currently bringing in, while at 300k sign-ups, that’s also only 0.12% of Twitter’s active user base that’s currently paying for a blue tick.

That’s likely why Twitter is making a new push on the program, in a bid to jack those numbers up, and maybe, in combination with businesses that do end up forking over $1k per month, it could become a more significant element in Twitter’s revenue make-up.

But 50% of revenue still seems like a lofty goal.

It’s also still confusing as to why anyone would pay, because as soon as you do, you’re devaluing the whole point of the verification checkmark in the first place.

The initial blue ticks were designed to delineate noteworthy users and organizations, which Twitter didn’t always get right, but for the most part, you knew that a blue tick account was likely someone who had relevant, authoritative things to say.   

Now, it’s just anyone who can afford it, and with Twitter looking to increase the reach of tweets from Blue accounts, that also means that the app is increasingly becoming more ‘pay to play’ for regular users, with the blue ticks becoming increasingly meaningless from a functional perspective.

And the logic behind them becomes more diluted with every person who signs up. Eventually, all the blue checkmark will mean is that this person can afford to pay – and who cares? Why do they need a blue tick, from a user perspective, to show that they have enough money to spend?

It sort of feels like the NFT trend of 2021, but worse, because it’s replacing an existing system that did serve a purpose.

In any event, Twitter’s not backing away from its Blue subscription plan, and its hopes of maximizing revenue intake, in any way it can, to keep the company afloat.

Which, given the extra debt it’s been saddled with in the Elon deal, is even tougher than ever – but maybe, in combination with everything else, subscriptions will form enough of an extra income stream to meaningfully contribute to its plans.



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