iiinova — where your digital self keeps evolving

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.

Posts Replies Media

Jack Appleby @jappleby.bsky.social · 09/02/2025

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

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Jack Appleby @jappleby.bsky.social · 21/01/2025

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-...

futuresocial.beehiiv.com

TikTok is back... now what?

What brands should do now that TikTok is back + how to protect your brand for the next ban

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Jack Appleby @jappleby.bsky.social · 20/01/2025

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

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Jack Appleby @jappleby.bsky.social · 15/01/2025

No, your brand should not try out Rednote. Pleasepleaseplease don't spend a second trying to learn that platform. It's not an actual alternative—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.

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Jack Appleby @jappleby.bsky.social · 14/01/2025

There are people signing up for Lemon8 because of the TikTok ban... wait til they find out who owns Lemon8... 🤦🏻‍♂️

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Jack Appleby @jappleby.bsky.social · 19/11/2024

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 benchmarks—spend more time developing your team's video abilities. Because really? Your video content should be outperforming all other content. 7/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

BUT—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/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

But brands really struggle to make compelling video content. And hey, it's not the easiest thing—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/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

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/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

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/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

Also, before I get into analysis, this isn't a callout—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/

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Jack Appleby @jappleby.bsky.social · 19/11/2024

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:

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Jack Appleby @jappleby.bsky.social · 28/04/2023

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).

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Jack Appleby @jappleby.bsky.social · 28/04/2023

How many people made “just setting up my twttr” jokes for their first bluesky post?

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