Jack Appleby
@jappleby
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I write Future Social, a free newsletter on social media strategy | Work: Microsoft, Twitch, Beats, Morning Brew, Verizon | Inquiries: Jack @JackAppleby .net
New York, NY
Joined February 2009
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어린이날
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こどもの日
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#HAPPYBAEKHYUNDAY
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#해피큥데이
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GW最終日
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Al Jazeera
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Vlad
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#HappySkyDay
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سعد اللذيذ
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Theoden
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Madueke
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Sodoma e Gomorra
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#LIVTOT
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D-1 to BLOSSOM
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Happy Cinco de Mayo
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West Ham
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Cucurella
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碧海くん
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LOSE MY BREATH MV TEASER 2
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Rohan
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Anfield
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Pinned Tweet
Alright, let's talk about my 2024 plans, like:
✍️ Building Future Social to 100k subs
🎙️ More speaking events!
🎥 Launching video content
🕴️ I'm gonna consult again
🐣 Building the second business
🏀 Playing semi-pro 3x3
Some goals, some wishes, some dreams. 🧵:
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Dunkin just won the best Super Bowl ad.
It’s hysterical, has big name celebs, has cameos that actually add to the ad, and is ridiculously memorable. Perfect in every way.
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Congress asked TikTok's CEO if he'd be willing to divest from Chinese ownership.
His incredibly fair, savage answer?
"American social companies don't have a good track record with data privacy and user security. I mean, look at Facebook and Cambridge Analytica."
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.
@johnlegend
is performing a live concert on IGTV to 114,000 people as
@chrissyteigen
sits on the piano in a towel.
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Okay, this might be the smartest behind-the-scenes content I’ve ever seen.
Dunkin set up a tire target for Ben Affleck, Matt Damon, and Tom Brady to throw at during the commercial shoot, all while they’re wearing Dunkin jumpsuits.
Easy, smart, fun for the actors, viral.
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Googling symptoms only tells you which diseases have the best SEO
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The creator economy, but 🧈.
- creator made a garlic butter video
- went viral, made it a series
- earned 1 billion views in 90 videos
- started an organic butter brand
- sold 100k blocks in 10 weeks
The story of All Things Butter.
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To employees who had to work today before tomorrow’s national holiday: good on you for showing up.
To companies who had employees work today: I can’t express how easily you could’ve given your team a 4-day weekend, how little they wanna be working, & how unimportant work is.
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A major, major
@Xbox
leak was handled masterfully on social in the middle of the night.
Let's look at how Xbox made several viral moments out of a bad day thanks to some memes, quick thinking, & a big company that's agile enough for fast approvals.
Thread 🧵 //
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My parents have Instagram,
but they don’t post.
“We don’t know what to post!
We just like to watch!”
I toss low-hanging millennial jokes
& call them old.
Then I realize.
I watch TikTok daily, but don’t post. Because I don’t know what to post. I just like to watch.
Oh no.
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When this guy went viral for holding a beer instead of an iPhone,
@MichelobULTRA
went real-time marketing.
Within 48 hours, the brand:
- made him their social spokesperson
- gave him his own merch line?!
- took him to the next PGA tour stop
A social case study + analysis 🧵:
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They're not "bad at texting."
They're just not texting you.
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If you’re working on your imposter syndrome, never forget Ted Lasso’s Be Curious, Not Judgmental speech.
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No no no, I didn't say End Of Day, I said End Of Days. You'll have the deliverable by the apocalypse.
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I’m howlinggg laughing at the Christopher Walken BMW commercial.
Not sure people will remotely remember it’s for BMW, but boy, it’s funny.
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24 minutes after I tweeted that I’d been laid off, I received the cold DM that turned into my next job.
Sharing how you think on Twitter can lead to life changing moments.
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The way Biden said he’s proud of his son for overcoming an addiction was pretty damn touching. Whole lot better than, you know, pointing a finger at a dad whose child had a rough moment.
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I need new podcasts. Literally anything. Whatcha recommend?
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Every social platform: we’re gonna make it really, really hard for you to download any videos or pics posted so you stay in our ecosystem.
TikTok: here’s an easy button to download, do whatever you want with it, we’ve tagged ourselves & the creator, you sharing is better for us.
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4th New York apartment in 8 months. Finally one that's actually mine.
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When you really think about it, it's insane that airports are so mismanaged that they recommend you arrive 2-3 hours before your flight time. Maybe the craziest example of passing the problem to the consumer.
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@elonmusk
Hi, 10 year advertising vet here, have worked with handfuls of Fortune 100 brands. To say the ADL campaign is the cause of you losing 60% of revenue is really silly and outlandish.
Twitter does 4-5 billion in revenue a year. If the ADL made you lose $2.5 billion, that would make…
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So
@MrBeast
’s new video hit 47 million views in 1 day—the 2nd highest 24 hour view count in YouTube history.
I analyzed the video minute-by-minute, detailing 25 storytelling tactics he uses to pull you in + keep you engaged for a full 14 minutes.
A content breakdown 🧵:
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Star Wars just had 10+ min event in Fortnite that included:
- an exclusive movie trailer
premiered INSIDE the game
- a custom game scene w/
the Millennium Falcon
- a live interview w/ JJ Abrams
- PLAYABLE LIGHTSABERS
Quick thread + analysis:
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Byte (Vine 2.0) came back too late. It's a TikTok world, baby.
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Last summer, I had a shot at my dream job.
I ended up ghosting them. 🧵 :
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Limiting how much someone can scroll Twitter is absolutely insane.
It’s even crazier that they’re limiting reading for PAYING CUSTOMERS.
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The same managers that'll critique you in interviews for changing jobs every 1-2 years will give an outside hire more $$$ than an internal promotion.
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GQ Instagram: 4.3 million followers
GQ YouTube: 2.5 million subs
GQ Kylie + TScott Interview:
IGTV: 136,747 views
YT: 29,000,000 views
Instagram doesn't properly distribute IGTV content to followers + lacks the search & share that create virality. That's a colossal problem.
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The most relatable thing about Kanye: self-imposing a deadline as a means of triggering productivity, then missing that deadline several times anyway.
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Nike’s copywriting is so incredible.
The Lakers revealed their Kobe statue, so Nike bought ad space near it, saying “the statue is down there. The bar is up here.”
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When you see the misspelled tweet after it's already got a few retweets.
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Go like tweets with
#TheMandalorian
hashtag and you’ll get an adorable Baby Yoda animation today.
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Disney+ just showed you how wonderful their stories are in a Super Bowl ad, without using a single image.
Just iconic phrases from their films.
I really like this. Really cut through all the other ads.
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Tim Cook just quoted a YouTuber's review to validate an Apple product instead of a major press outlet.
Watching Creators become the most important voices out there is so ridiculously cool to watch.
#AppleEvent
@MKBHD
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Duolingo just crushed the Super Bowl.
After airing this 5 second ad (which, lol), they immediately sent this push notification to all users, doubling down on owl booty.
Extremely sound digital strategy.
Totally ridiculous. Totally effective.
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Here’s THREADS’ entire sign-up process.
This is so clean. So easy.
- instantly get your Instagram @ handle
- auto imports your bio + pic from IG
- instantly follow from your IG
Reallyyy genius way to launch an app.
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If you work in social media or content in any way, reply to this thread with:
- your title
- your company / clients
- your years of experience
- your favorite part of the job
- your dream job
Then retweet so we can all get to know each other.
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An influencer w/ 2.6 million followers launched her fashion brand. She now says she failed to sell more than 36 units.
A quick thread:
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Threw every social case study thread I’ve written into a Twitter Moment:
- 700-tweet Disney+ thread
- Fortnite x Star Wars event
- 2.6m Influencer can't sell 36 shirts
- NYPL InstaNovels
- Star Wars poster microinfluencers
- TikToker influencer tie
+ more
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Salary transparency laws: teaching us all that many of our dream jobs are wildly underpaid.
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If I see even one "see, When We Were Young Festival is like Fyre Fest!" tweet, I will rage. This is a nightmare, lose-lose scenario for both the fest & fans, but in our post-Astroworld lives, we should always commend events for putting safety first, even when it's disappointing.
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Spotify Wrapped is one of the greatest product marketing campaigns of all-time.
Show me another marketing initiative that every single user of the product is EXCITED FOR.
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I am significantly better at my job because of my Twitter overuse. Easiest place to stay up to date, connect with peers, & view all sorts of opinions and conversations.
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332,608,333: U.S. population
37,000,000: US Twitter daily users
80% of Tweets come from
the top 10% of Twitter users.
That means 3.7 million people create 80% of tweets on Twitter.
That’s 1.1% of the US population.
Stop assuming Twitter represents anything other than Twitter.
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TikTok is not a social network, and I’ll die on that hill.
It’s a user-generated content distributor. It has more in common with YouTube than Instagram. You follow personalities & entertainers on TikTok. Your friends aren’t posting baby photos & engagements pics on TikTok.
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Job listings should have salary range.
Job listings should have salary range.
Job listings should have salary range.
Job listings should have salary range.
Job listings should have salary range.
Job listings should have salary range.
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The Mandalorian S2 is about an Uber driver at 2 am in 2017 where the passenger keeps changing the destination because no one really knows where the after party is.
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Here's a full list of appropriate reasons to contact an employee during paid-time off or holidays:
1.
2.
3.
4.
5.
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Elon Musk bought Twitter faster than your client approved your Twitter content calendar.
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Instagram has chronological.
Twitter got snarky.
Instagram retaliated.
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Snapchat has the most Gen Z users of any social network. Not TikTok. Not Instagram. Snapchat.
Gen Z users per network:
Snapchat: 42 million
TikTok: 37.3 million
Instagram: 33.3 million
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Netflix: meme our shows! Birdbox us!
Disney+: tweet Baby Yoda vids!
Game Publishers: stream our game!
NBA: Use our highlights, all yours!
The music industry: so help us if you include even a second of a song we'll chase you til you die because you're STEALING FROM US!
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New York Salary Transparency laws go into effect tomorrow, Nov 1.
The 1st thing you should do tomorrow:
- go to your company’s websites
- review the salaries in job descriptions
- make sure you’re getting paid comparable to new hires.
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2:07 am EST: XBOX'S QUICK MEME
The first
@Xbox
reaction came 2.5 hours later in the middle of the night: the Awkward Look Monkey meme. No copy. Just a hysterical head nod to the leak.
21,000+ RTs. 139,000+ likes.
You gotta love it. Before confirming, they earned viral lulz.
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Okay, this comparison of wired vs Bluetooth mics is kinda wild.
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The New York Public Library (
@nypl
) just launched a fantastic social campaign:
#InstaNovels
. Classic novels, in their entirety, on Instagram Stories. One of the most innovative IG uses of the year.
A quick thread of analysis:
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Some big news.
Today’s my 1st day at
@MorningBrew
.
We’re building something together I’m incredibly excited about. Can’t wait to share with you.
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We're halfway through July.
Aug is out.
Sept is unlikely.
Oct is maybe.
Nov is Thanksgiving.
Dec is Christmas + New Years.
Do right by your employees & announce that remote work is allowed for the rest of the year. Commit to 2020's situation so people can plan their lives.
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We're all gonna get a right professional opportunities at the wrong time. It's bound to happen. What's most important: being honest with yourself about where you're at, not forcing it if it's the wrong time, and being thankful you got the call in the first place.
11/11
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Millennials, it’s time.
We must not allow ourselves to become our mothers & fathers, forgotten & wondering how new content is created. We cannot sit idly by as the young evolve. We must fight.
We, the 23-38 year olds,
must stop quietly lurking,
and start making our own TikToks.
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Oh my god. The Paramount+ Super Bowl ad.
This is SO GOOD.
- absolutely hysterical execution
- creatively shows all their IP
- CREED CAMEO!!!!
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Some big news: I'm launching my own newsletter for
@MorningBrew
next week. It's all about Social Media, Content, and Creators. I'll cover things like:
- Best-in-class social
- How team-of-one SMMs work
- How to work with Creators
Like this tweet & I'll send you the sign-up link!
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I hope 2020 reminded us that life’s short & the world can collapse overnight. Stop overthinking things & don’t waste time on things that don’t bring you happiness.
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Nike copywriting. Forever undefeated.
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Here’s a good explainer on Oracle’s new TikTok ownership structure
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Professionals with ADHD: what non-medication tricks do you use to keep focused throughout the workday?
Gimme every trick. I need it.
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So
@Fiverr
actually posted this job on LinkedIn, along with 50 other equally ridiculous titles.
Let's talk about how they :
- turned 357 employees into influencers
- ⬆️ career page views by 91%
- ⬆️ applications by 43%
- filled every single job
A social strategy breakdown 🧵:
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SNL had an Instagram Influencer character last night & it was far too accurate.
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It's insane that high schools & college general education don't teach:
- personal finance
- starting a business
- how to sell
- public speaking
- nutrition + cooking
- health + Healthcare
- career planning
But hey, we know the mitochondria is the powerhouse of the cell.
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Big news: I'm free for hire
thanks to COVID.
Very excited to get back to my loves - social, creative strategy, & content.
Give me a shout,
let's make something cool.
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I can feel myself slipping back to depression. My fam isn't speaking, I ended a bad situationship + a close friend ghosted, all while I'm starting a biz.
So, I'm trying something.
It’s called Life Force, a tool from Dr. Phil Stutz. Lemme walk you thru it - tap “show more” ➡️…
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I don't know who needs to hear this, but cut a few slides outta that deck.
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“You shouldn’t care about job titles”
- people in leadership positions
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Disney + just made the most epic Twitter thread we've ever seen.
400+ tweets announcing every single title that'll be available at launch.
Quick thoughts + analysis (thread):
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“You shouldn’t care about job titles”
- people in leadership positions
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The most wholesome celeb
partnership we've ever seen.
7'3"
@BobanMarjanovic
now works with
@bigblanketco
, making the biggest of blankets. The ads are adorable.
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Brands: please have a high-res logo with transparent background PNG somewhere on the internet. Please.
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