It's my 36th birthday, so by the laws of Twitter, I get to offer 36 pieces of advice.

Here's a bunch of weird ones no one will tell ya. 🧵

1. Swipe left when you see your co-workers on a dating app. 2. Don’t try to get creative validation through creative jobs.

If you tie your creative self-worth to projects that require client approval, you’re gonna have a bad time. Always have a creative hobby that’s just for you.

Okay, I ran a reallyyy cool study on influencer marketing.

You've seen #ad.
You've seen #partner.

I worked with @Swayable to test which ad disclosures create the highest product consideration and purchase intent within branded content.

A Twitter Analysis 🧵: @Swayable Let's talk Influencer Marketing 101 for a second.

Whenever an Influencer is paid by a Brand to make content, they legally need to disclose the partnership to their followers. The most common way? #ad.

BUT, it's not the only way! 1/

Wanna see a Creative Strategy pitch deck?

Here's my exact presentation from my #Twitch days for a campaign that just won gold at @shortyawards! Here's details on my:

- deck-making philosophy
- Slide-by-slide breakdown
- sales pitch strategy

A 🧵 breakdown: @shortyawards This was my pitch to AT&T. They wanted to push their high speed internet to gamers, bonus points for aspiring streamers.

I can show the deck because, amazingly, they bought the exact idea. No changes. That almost NEVER happens. The case study: shortyawards.com/15th/the-first…

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 🧵: @MrBeast 0:00—The Thumbnail

@MrBeast famously stated he spends up to $10,000 just on thumbnail design + testing. "The thumbnail makes the difference between 50 million views and 200 million."

For the new video? He makes YouTube face next to a gold yacht. Very clickable. 1/

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 🧵: The opportunity was purely organic.

It's a great photo! The way "Beer Guy" is framed, showing him enjoying the moment vs. trying to get mediocre footage for Instagram? Stuff of legends.

Thankfully for @MichelobULTRA, that can design is pretty noticeable. 2/

How to use 1:1s with your boss to position yourself for a raise or promotion 🧵: 1. ask your boss what skills you need to improve to get to the next title.

Did you set New Year's Resolutions for work? Because you should. 2023's a great year to get intentional about your career, set trackable goals (that you'll actually enjoy), and take a leap.

Here are 30 ideas for work-related 2023 goals 🧵: 1. Apply to 1 new job a month, even if you aren't looking.

Don't wait til you need a new job to look, even if you love what you're doing. You don't owe your company anything. If dream jobs pop up, go for them.

I put a lot of time & thought into how I’d like to spend my next year. 🧵: My big, crazy professional goal.
This would be >2xing my best year.
Sharing more on this soon. (2/)

Brands put a lottt of thought + $$$ into making sure Influencers loveee their products by creating “Influencer Kits”

I wanna show you what @GoPro put together for their #GoProCreatorSummit influencers.

A 15-tweet 🧵w/ strategy + examples: The @GoPro Creator Summit brings adventure creators together for a truly wild experience. It’s a big vacation to show off the new camera with all sorts of content opps.

I’m headed to Switzerland this week for the 2022 edition!

Here’s a recap from 2020:
gopro.com/en/us/news/202…

A customer tweeted complaining about their “window seat” on the plane.

This is how the airplane publicly commented on it.

How on Earth is this considered a smart move for the company? This is by far the most-liked reply to the airline's tweet.

So let's talk about @RadioShack.
And why they're tweeting... this.

A 🧵 with the details:
- the state of the business
- who's running the account
- does this strategy work? God, I hate it so much.
Okay, fine, I'll be analytical.

4 free tools that make Twitter better. 🧵: TOOL #1: Chirr

All those marketing threads I write? I start every single one of them in Chirr. It's a word processor with all kinds of extra features to make thread writing much more organized and simple. If you're a ~thought leader~, you gotta try it.
getchirrapp.com

I wanted a promotion,
but we didn't have any.

So, I made up my own job.
Got $20,000 out of it, too.

How to pitch your boss a new job:
- a step-by-step guide
- helpful websites
- when to pitch
- how much $ to ask for

A thread 🧵: I'd been at my agency for 2.5 years. Started as a Social Media Specialist at a whopping $30k, no benefits in Oct 2011. Scored a promotion within a year to SM Strategist, getting me to $55K.

I loved the job, took to it naturally, and grew quickly in responsibilities. 2/

Woke up achey outta nowhere with a sore throat. Anddd… sigh. Caught COVID in first wave New York back in March 2020. Presented very flu-like with aches, and I lost my sense of taste - lasted about a week.

I’m fully vaxxed and do nottt feel great, but I’m sure I’ll be fine in a week or so.

Major social media campaigns have so, so many more content plays than you realize.

Here's 14 social tactics the MTV @VMAs used for their award-winning campaign, from TikTok to YouTube to Creators to... so, so much.

Social Media Case Study 🧵: These are just the 14 I pulled out from their case study video - for a more complete list, head to their Short Awards entry. Kudos to them - this is one of the most complete award-entry submissions I've ever seen.

And @TheWebbyAwards for Best Use Of Instagram Stories goes to: Saturday Night Live! (@nbcsnl).

Let's analyze their Kim Kardashian / Halsey episode's live show coverage & break down how they're nailing some Instagram Stories fundamentals.

Case study thread 🧵: Loveee how @nbcsnl uses their Instagram Stories highlight sections.

- Each episode gets a highlight
- Consistent naming convention
- Consistent photo look / feel

Really great way to show each celebrity's unique SNL episode experience for their fans. 2/

2021 was colossal for @Twitter's social media presence - felt like they went viral every 6 seconds.

- The #6 most-liked tweet of all-time
- The 140 Collection NFT Drop
- we're sorry or you're welcome Fleets tweet

Let's break down their 3 biggest moments of the year🧵: Honestly, all of @Twitter's content is just tremendous - they're my pick to win Best Overall Social Presence at @TheWebbyAwards. Their ability to make followers feel heard, laugh at their mistakes, & be in the ~cultural convo~ is top notch.

vote.webbyawards.com/PublicVoting#/…

Alrighty. So I've got this new job!

After 10 years working Social Media for brands like Beats By Dre, Twitch, Microsoft, Verizon, DC Comics, Community + more, I've joined @MorningBrew as a Creator.

Let's talk about what that actually means. 🧵: If I don't know ya, hi, how are you? I'm Jack. I've been a Social Media Strategist, Creative Strategist, + Strategy Director for bunches of tech brands.

Here's a little more about my experience:
linkedin.com/in/jackappleby

.@McDonalds brings back Szechuan Sauce tomorrow, so they sent creators these custom Influencer Marketing Kits a few days early - a common practice for brands hoping to get some extra love on social media.

Let's look at what McD's included for their kits 🧵(1/4): The overall package is a designed cardboard box with logo.

It's always important that creators feel an initial sense of value before they unbox. 2/

I just don't think TikTok 10 minute videos are gonna work.

I don't think we want 'em. I don't think we'll watch 'em. I think we'd rather scroll QuickTok until we toss our phones in our pockets.

Here's 12ish tweets on why. 🧵: Over the last month, TikTok's rolled out a 10 minute video option. That's a whole lot longer than the 7-15 second Toks we mostly consume, or even the previous 3 min max.

Some details on the change (2/) techcrunch.com/2022/02/28/tik…

I've worked in social media, advertising, & content for 10+ years now. I've been lucky enough to work with Twitch, Microsoft, Beats By Dre, Spotify, DC Comics, & a ton of video game launch campaigns.

Figured I'd take a moment to share my work! 🧵: I started my career as a Social Specialist at Ayzenberg Group, an ad agency in Pasadena, CA. I led a team of community managers for EA, working titles like FIFA, Battlefield, Mass Effect, & Need For Speed.

Plot twist: I worked GRAVEYARD. 12 am-8 am. We covered the Euro hours! 2/