As New Year approaches, many of us find ourselves in an atmosphere of reflection. And that's exactly what Aytekin Tank, the founder of JotForm, felt as 2017 approaches the end of the year.
Walking in Embarcadero, one of the busiest and most picturesque neighborhoods in San Francisco, he has a little zoned everything that happens around him. Meditative. Introspective. Contemplative.
He had a lot to celebrate: JotForm had become a team of more than 130 people worldwide, it had more than 3.2 million users and its revenues continued to climb. It is also interesting to note that all this happened without a dollar of outside funding – a rather unusual story in Silicon Valley nowadays.
But despite all the good news, there is something wrong with him.
"Our competitors were very noisy on the Internet and their number of users was not even close to ours," he explained. "They announced the investments one by one, and found themselves at the top of TechCrunch, and we were quietly doing our business."
During these moments of reflection, Aytekin realized that, like his competitors, he also had a history . to tell.
So he decided to do just that: share his story. But in his way.
Building a Brand Through Stories
Aytekin's first order of the day was simple:
Writing stories to tell the story of JotForm.
Surrounded by autonomous teams, he was able to devote his time to all the tasks that, in his opinion, would have the greatest impact on the company, so the choice of content was an easy decision to make. him.
His first post – How not to follow my dreams has allowed me to create a startup with 3.2 million users – was published in a popular publication, The Startup, and reached more than 50,000 page views almost overnight.
His second post – Time off or the TechCrunch summit? – was just as successful.
"I published these stories on December 18 and 26 respectively," he explained. "Given their influence and resonance with a wide audience, I made my decision. I was going to start writing seriously in 2018. "
Aytekin had found his place.
His authentic and honest stories have seduced startup enthusiasts and he has decided to write at least two publications by week in 2018 to share his career as founder and CEO of JotForm
Embrace Twitter: an advertising experience with $ 24 098 commercials
After his first success on Medium, Aytekin wanted to share the story of JotForm on several channels to reach new audiences
In July 2018, he decided to experiment with Twitter More specifically, he was curious:
- If Twitter could be an excellent platform to reorient the content
- How Twitter ads could help it to boost its content
After all, Twitter and blogs are not that different:  "Apart from its limit n characters, Twitter is no different when it comes to sharing your authentic voice, "he explained. "It's blogging in 280 characters."
As a platform, Twitter may not have changed much in years, if it is that the maximum number of characters has increased from 140 to 280.
But what has changed significantly is the way people use the platform.
Twitter looked almost like an RSS feed, filled with people sharing links and hashtags, trying to divert any ounce of attention possible. But now, as Nathan Bashaw has pointed out, things are changing:
Here's an interesting example of the evolution of Internet culture:
At the beginning of Twitter, people were constantly sharing links and titles. This hardly happens anymore. Now you have to say something of your own voice when you share something.
– Nathan Bashaw (@nbashaw) May 11, 2018
Some of the most successful tweets these days are those that tell authentic stories.
For example, Rodolphe Dutel's recent tweet about workplace culture really resonated with his audience (and beyond) up to 31,265 retweets and 134,655 " J & # 39; love. "
Dear Technology Companies,
Employees do not need ping pong tables or beer coolers at work.
Employees need flexibility to do their best and enjoy life. For example, work remotely.
Use confidence, not toys.
– Rodolphe Dutel (@rdutel) September 15, 2018
Would he have had the same success if Rodolphe had simply shared a link and an article title? Probably not.
Beginning of the experiment
After seeing a succession of tweets and discussion threads like Rodolphe's, Aytekin undertook to reverse engineer the "viral" tweet on his own.
Reassign a successful Medium publication to a Twitter feed and increase it with Twitter ads to test the limits of Twitter as a broadcast platform of the Aytekin and JotForm message.
To create the Twitter feed, Aytekin was inspired by his average analytical analyzes:
With these data, he was able to identify the items that had the most retained the attention of his audience a story he was sure he would connect with people on Twitter.
He chose to create a discussion thread based on his Twitter article: "Do not listen to these productivity gurus: why do you wake up at 6am will not ensure you success".  Here is a link to the thread:
1 / Do not listen to these productivity gurus.
Waking up at 6am will not make you successful.
– Aytekin (@aytekintank) July 16, 2018
Results: 17 million impressions
The purpose of this experiment was to test the limits of the Twitter algorithm and the power of Twitter ads. Aytekin decided to spend as much as possible on ads: A total of 24,098 dollars
This tweet generated 17,177,432 impressions on Twitter.
Here are the complete results:
Aytekin did not explode and spent $ 24,000 during the night. In fact, at the beginning of the experiment, it was planned to spend a maximum of $ 5,000.
But as the tweet began to take off, the budget was increased accordingly.
"We started this experiment by saying that we would not do it. spend more than $ 5,000, "he explained. "But we kept a close eye on the cost per engagement and impressions and increased the budget accordingly."
While the ad had extremely high engagement rates (sometimes over 20%): 
And Low Cost Per Commitment:
Aytekin continued to increase spending until results began to decline. In the end, the experiment lasted more than a month (from July 15th to August 24th).
Due to its high engagement, the thread also received a significant organic reach on Twitter.
Of 17 million impressions, 4.7 million were organic products – in other words, 27.4% of the scope was free versus 72.6% paid.
Some Key Lessons from This Experience Follow …
Lessons Learned from this Twitter Experiment
] 1. Twitter is a great place to reuse content
If you're creating content in any form: videos, blogs, podcasts, etc. reusing it through multiple channels is a great way to get the best performance possible. For your money.
But reassigning does not just mean copying and pasting a link to Twitter.
If you want to succeed, you need to think about how you can narrate each story natively to the platform you're publishing.
For this experiment, Aytekin could have simply shared a tweet related to his blog and relaunched it, but I'm sure it would not have happened as close as the Twitter feed.
Using a native Twitter format, Aytekin was able to share its story so that Twitter users could react and be happy to interact with them.
2. A Twitter feed can help you achieve multiple goals at the same time
Impressions and engagement are great, especially when you're new to the content marketing game.
But when you use a Twitter feed, you are able to present multiple types of content in your tweets and achieve different goals.
For example, in the fifth tweet of the thread, Aytekin included a link to the original article on Medium:
tweet received more than 1.1 million impressions and more than 35,000 clicks, which helped bring traffic back to the original Medium message.
The sixth tweet of the discussion mentioned @JotForm and 4,346 people clicked on this tweet for The profile of JotForm to learn more about the company:
 Aytekin also captured 5,752 subscribers on this thread.
When it comes to planning an experience like this, try thinking about the goals. you'd like to make it happen:
- If it's all about impressions and commitment, you can tell the whole story on Twitter.
- If you want to generate traffic, add a link to your website.
- To increase the number of your follow-ups, @ mention your profile.
Do not Forget: : It's important to tell a great story in native format, so be sure to use your early tweets so people are connected to your story before 39, include links.
3. Twitter is a good place to start a conversation
With any very shared tweet, some trolls always pop up here and there, but if you look beyond that, you'll realize that Twitter is still an amazing place . to start a conversation and build relationships.
Following Aytekin's thread, he received many questions about JotForm and about the operation of the company. This allowed him to form new relationships with people that he would never have reached before.
Do Twitter Ads Really Work?
This experiment was designed to test the limits of Twitter ads and the results speak for themselves:
- More than 17 million impressions
- 35,000 visits to the site. article of origin
- 5,752 subscribers for Aytekin
- 4,346 profile views for @JotForm
But that does not mean that everything was perfect. 19659002] Because of the way Twitter ads work, it's impossible to know exactly how many unique people have seen the ad and many have contacted Aytekin to tell him that they've seen her several times .
And for every great conversation started by this thread, there was another slightly negative reaction. It seems that some Twitter users do not really accept ads in their feed, as they do on Facebook or Instagram, where ads are more rooted in the platforms.
However, overall, Aytekin believes that the experience is worth it:
Although the initial cost is high, the 5,000 subscribers we obtained through this experience are permanent "
" Every time I publish a new post, I get clicks, "likes," "retweets," and comments from those subscribers. So, the results worsen with time. I can not be sure that they will become very committed public members in the long run, but they seem to stay for the moment. "
And the best thing is that you can replicate this experience yourself with any budget.
Just take one piece of content that has been successful for you on another channel:
- A highly watched video on Facebook
- One of your best podcast episodes
- Your blog post # 1. 19659082] A copy of your newsletter by mail
And reuse this content in a succinct story on Twitter
Even if you do not want to invest in a budget, reuse content on Twitter is a great way to communicate with your audience and share your stories on another platform.
Have you used any Twitter ads? Do you use content from other platforms on Twitter? I'd like to discuss your thoughts and experiences in Twitter. the comments below.