a16z’s experience in social media operations: From 0 to 100,000 followers in one year, what did they do right?

write:Ish Verduzco, Head of Social Media at a16z

Compiled by: Xiaobai Navigation Coderworld

Recently, a16z’s total social media following exceeded 100,000, and it only took one year to go from 0 to 100,000. In this article, their social media director Ish Verduzco will share their experience and future plans.

Some things that are working well at the moment:

1) Highly shareable content

Thanks to our excellent editorial team, I can continue to get a lot of high-quality content, including research reports, interviews, etc. I try to make these blogs and podcasts social-first content. Usually at the end of the content, I will guide people to view the full content.

2) Communitymanage

In addition to creating highly shareable content, I thinkCommunityManagement was also key to our rapid growth, especially in the first 6 months after launching our social media accounts. During the launch or announcement period, I would spend a dayRespond to mentions or try to interact with users for a few hoursThis created a flywheel effect of engagement, where more users saw our brand, clicked on our profile, and a certain percentage of them chose to follow us.

3) Community Questions

I have reduced this activity in recent months becauseXiaobai NavigationNowadays, everyone seems to be asking questions to attract interaction. But my original intention was to ask thoughtful questions for a specific target audience, hoping that each response would bring value to the readers of the article.

4) Off-platform promotion

This was one way we were able to initially gather a social media audience. Leveraging existing channels like email and podcasts helped us a lot, especially when we were first starting out. This gave us the necessary momentum so that when we shared good content, there was an existing audience that would spread the word.

5) Leverage existing networks

I’ve done my best to follow our employees on social media (helping them create and edit social content), which in turn helps our brand accounts reach more people. It’s more work, working one-on-one with dozens of people to create and edit, but it’s been so rewarding to see the increase in engagement on both the profile and our brand accounts.

Going forward, I plan to double down on producing more social-first content.

Long-form tweets, uploading full videos directly on social media platforms instead of YouTube links, summaries, insights, etc. Overall making our social content more addictive, knowing that a certain percentage of users will eventually go off-platform to view the full source (blog, podcast, etc.) It’s clear that sharing links is hurting our organic reach, so limiting the number of links shared per post should help.

Finally, we are currently present on 4 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 we just entered Instagram. In addition, we use YouTube more as a repository for long videos and experiment with short videos. I think we will continue to maintain this state for a while, because adding another social platform will make us too distracted.

An interesting thing here is that even though we have more than 2x the number of Twitter users as LinkedIn, we perform better on LinkedIn (more interactions per user).

The article comes from the Internet:a16z’s experience in social media operations: From 0 to 100,000 followers in one year, what did they do right?

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