Long-form tweets, directly uploading complete videos on social media platforms instead of YouTube links, summarizing insights, etc.
Written by: Ish Verduzco, a16z social media director
Recently, a16z’s social media account has surpassed 100,000 followers, achieving this milestone in just one year from 0 to 100,000. In this article, their social media director, Ish Verduzco, will share their experiences and future plans.
Several key points that are currently operating well:
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1) Highly shareable content
Thanks to our excellent editorial team, I am able to continuously obtain a large amount of high-quality content, including research reports and interview transcripts. I try to make these blogs and podcasts into social media-first content. Usually, I guide everyone to view the complete content at the end of the post.
2) Community management
In addition to producing highly shareable content, I believe community management is also a key factor in our rapid growth, especially in the first 6 months of launching our social media accounts. During the launch or announcement period, I spend several hours a day replying to mentions and interacting with users as much as possible. This creates a flywheel effect of engagement, allowing more users to see our brand and click on our profile, with a certain percentage choosing to follow us.
3) Community questions
I have reduced my involvement in this area in recent months, as it seems that everyone is asking questions to attract engagement. But my intention was to ask thought-provoking questions specifically for the target audience, hoping that each reply would bring value to the readers of the article.
4) External platform promotion
This is one way we initially gathered a social media audience. Utilizing existing channels such as email and podcasts has helped us a lot, especially in the early stages. This gave us the necessary momentum, so when we share good content, there are existing listeners who will forward and spread it.
5) Leveraging existing networks
I have made efforts to follow our employees on social media (assisting them in creating and editing social content), which in turn allows our brand accounts to reach more users. This requires more work, collaborating and editing with dozens of people one-on-one, but it is very worthwhile to see the increased engagement on both profiles and our brand account.
Looking ahead, I plan to double the production of more social media-first content.
Long-form tweets, directly uploading complete videos on social media platforms instead of YouTube links, summarizing insights, etc. In short, making our social content more addictive and knowing that a certain percentage of users will eventually go outside the platform to view the complete source (blogs, podcasts, etc.). It is obvious that shared links are undermining our organic reach, so limiting the number of shared links per post should be helpful.
Finally, we are currently present on four social platforms: Twitter, LinkedIn, Farcaster, and Instagram. The largest user base is on Twitter (72,000), followed by LinkedIn (26,000), then Farcaster (2,000), and our recently joined Instagram. In addition to YouTube, we use it more as a repository for long videos and also experiment with short videos. I think we will continue to maintain this status for a while, as adding another social platform will spread our resources too thin.
Here’s something interesting, although we have more than twice as many Twitter followers as LinkedIn, our performance on LinkedIn is better (higher average engagement per user).
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