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🚀 This Week’s Growth Hack: You Missed A Very Big July

In business, as in life, you gotta try new things! Spice it up a bit…

Well since feedback to our daily newsletter’s new daily deep dives format has been amazing, I thought to recap Growth Daily’s most clicked-on deep dives and insights from July, for this week’s Growth Hack… In case you missed any of the most engaged / fan favorites.

If you immediately hate this idea and want me to go back to sharing a true “Growth Hack” then respond to this email and let me know!

Love this idea? Reply and let me know as well 🙂 Here we go:

1 - How Not To Do A Rebrand Rollout, As Taught By ‘X‘

📰 TL;DR: Unless you’ve been living under a rock (or not reading this newsletter for the past few days), you’ve likely heard about Elon Musk’s seemingly impromptu decision to rebrand Twitter to ‘X’ with a new logo already in place.

Rebranding a social network with over 368M MAUs is… a choice. But even those who agree with the decision are noting the chaotic launch of this new brand. The Twitter culture has been around for over 10 years and includes its own dictionary of terms – tweeting, tweeps, tweets. With a half-transitioned platform and little to no strategic reasoning behind the change, users are left questioning – is this the end of Twitter?

💡 Insight: Strategy still matters. It’s easy to get lost in strategic planning and often dwell on things that don’t really matter that much. But even the aligning on things in the background like a mission, vision, goals, and objectives serves a greater purpose.

The X rebrand feels chaotic because it seems to lack that strategic planning. Of course I’m just speculating here, but if strategic planning happened, we probably wouldn’t still have half the buttons on the site pointing us to “tweet” or reply to @Twitter.

Whether or not they know why it’s happening, your audience can tell when something is off-brand or haphazardly done. Don’t skip the deep work. It truly serves a purpose and helps you build something that will stand the test of time and helps your audience take you seriously.

2 - Popeyes Gave A Masterclass In Jumping On Tik Tok Trends

📰 TL;DR: Girl Dinner is taking TikTok by storm. The trend and accompanying audio is being used to justify a “minimal-effort meal” often reminiscent of picnicking or medieval times – think bread, cheese, fruit, charcuterie, anything you can pick at that amounts to a meal portion.

To capitalize on the trend, fast-food chain Popeyes created a tab on their online menu labeled “Girl Dinner” which includes a variety of individually curated sides. It’s a quiet yet brilliant ode to the TikTok trend that’s on everyone’s FYP these days. For marketers, it’s a model for how brands can effectively and easily jump on a trend without seeming too out of touch.

💡 Insight: The first step to jumping on a trend successfully is listening. I’ll bet that Popeyes’ social media team is scrolling TikTok every day, listening to trends and keeping tabs on relevant ideas for the brand.

Not every viral trend will be relevant for your brand. The thing that makes this campaign so brilliant is that it’s a solid fit for the company. They make a lot of solid side dishes; girl dinner is all about small meals. Whereas if they tried to follow a trend like the Lightning McQueen Cars edit or this Cunk on Earth audio – it might fall flat, because these are better suited for individuals or other brands.

By listening well to what’s resonating on TikTok or Instagram, you’ll know when a trend is a natural fit or if you’ve gotta force it. And if it’s the latter, maybe consider not jumping on it – the worst thing isn’t missing out on a trend, it’s executing it poorly.

3 - Every Social Network Is The Same, What Should You Do?

📰 TL;DR: Threads is Twitter for Instagram, so is TikTok’s new text post feature. Reels are TikTok for Instagram and Facebook. Twitter Spaces was Clubhouse. Lemon8 is Pinterest and TikTok combined. TikTok Now was BeReal. Essentially every social network feature, once created, is eventually replicated and copied by all the other social networks.

While some may look at it as a way to stay competitive, many users and brands view it as a headache. Brands have to create extra content for the new medium while users struggle to figure out how useful the feature is. The phenomenon begs the question: What’s the differentiator between different social networks? And where should we be placing our content creation energy?

💡 Insight: The best social network or feature is the one that’s natural for your brand to maintain. There’s benefits to every social platform or feature, because there’s just so much user attention on all of these offerings.

But an often harder piece of the puzzle is how to allocate team effort across the multitude of social opportunities. There are still brands succeeding in organic Facebook content and there are brands killing it with viral TikToks.

When there’s many opportunities to choose from, go wherever there’s less friction. If it’s easy and natural to create content for a specific platform, then you’re more likely to do it and it’s more likely your audience will naturally find you. There will always be reasons to try out something else… but action is the most important factor here.

****Respond to this email and let me know if you like these recaps as part of Growth Hacks Weekly every month or if you want only Growth Hacks 🙂 

If you did like these, be sure to look out for a deep dive, just like these ones, every single day inside of Growth Daily 🙂 

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