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.
Work: Morning Brew, Twitch, Microsoft, Beats By Dre + a bunch of video game launches. Lifelong hooper, aspiring Ted Lasso, elder emo.
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/
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/
November 19, 2024 at 10:38 PM
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/
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/
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/
November 19, 2024 at 10:38 PM
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/
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/
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/
November 19, 2024 at 10:38 PM
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/
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/
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/
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/
November 19, 2024 at 10:38 PM
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/
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/
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/
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/
November 19, 2024 at 10:38 PM
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/
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/
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/
BUT, I do already see people interpreting this data the wrong way. 2/
November 19, 2024 at 10:38 PM
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/
BUT, I do already see people interpreting this data the wrong way. 2/