Is there any high-quality evidence or even good anecdotes about how successful creators are at getting people off the platform? I only know anecdotally things like, e.g., Hank Green complaining about the algorithm aggressively downranking his posts about his charity store.
I also feel like I’ve heard comedians say that Twitter is fine with their jokes, but when they want to promote a show — for many of them, the main purpose of being on Twitter — their followers barely see those tweets. Also, when I used TikTok, I noticed a few sketch comedy creators who had large followings on TikTok but had barely any conversions to YouTube.
I think probably the algorithm is behind a lot of this, but also I think probably most users don’t want the friction of clicking through to another platform.
My cynical take on this is that people scroll Twitter and TikTok to numb out and engage their limbic system, not their prefrontal cortex, so it’s a losing game for all involved.
@Bella that’s part of the answer I owe you. I will give the other part soon.
I think probably most users don’t want the friction of clicking through to another platform.
There are ad formats where people don’t have to leave the platform, just quickly share their contact information in an in-built form and then continue the mindless scrolling :-) Once they are in a better place mentally, they can read our follow-up email!
There is also a whole “science” behind landing page optimisation, where if people click on your ad, you take them elsewhere but make it as low-friction as possible to sign up to your thing afterwards.
Amplify has a number of impact stories on people who ended up taking significant action, who originally “just saw an ad” on social media. I occasionally run into people who saw an 80K ad (as opposed to searching for it proactively) and are now doing impressive things.
The problem is that EA marketing is still in its infancy. We have some research (e.g. by Rethink) on what framings of EA work better, but that’s really far from being able to answer the question of “How do we maximise attracting talent to EA per dollar spent?”. Only now Amplify is doing some small tests on comparing the cost-effectiveness of LinkedIn vs Meta ads and measuring long-term outcomes, but there is so much more to do.
Is there any high-quality evidence or even good anecdotes about how successful creators are at getting people off the platform? I only know anecdotally things like, e.g., Hank Green complaining about the algorithm aggressively downranking his posts about his charity store.
I also feel like I’ve heard comedians say that Twitter is fine with their jokes, but when they want to promote a show — for many of them, the main purpose of being on Twitter — their followers barely see those tweets. Also, when I used TikTok, I noticed a few sketch comedy creators who had large followings on TikTok but had barely any conversions to YouTube.
I think probably the algorithm is behind a lot of this, but also I think probably most users don’t want the friction of clicking through to another platform.
My cynical take on this is that people scroll Twitter and TikTok to numb out and engage their limbic system, not their prefrontal cortex, so it’s a losing game for all involved.
@Bella that’s part of the answer I owe you. I will give the other part soon.
There are ad formats where people don’t have to leave the platform, just quickly share their contact information in an in-built form and then continue the mindless scrolling :-) Once they are in a better place mentally, they can read our follow-up email!
There is also a whole “science” behind landing page optimisation, where if people click on your ad, you take them elsewhere but make it as low-friction as possible to sign up to your thing afterwards.
Amplify has a number of impact stories on people who ended up taking significant action, who originally “just saw an ad” on social media. I occasionally run into people who saw an 80K ad (as opposed to searching for it proactively) and are now doing impressive things.
The problem is that EA marketing is still in its infancy. We have some research (e.g. by Rethink) on what framings of EA work better, but that’s really far from being able to answer the question of “How do we maximise attracting talent to EA per dollar spent?”. Only now Amplify is doing some small tests on comparing the cost-effectiveness of LinkedIn vs Meta ads and measuring long-term outcomes, but there is so much more to do.