Background:
In the preliminary steps for the viral content meme creation challenge, I originally had a meme of DJ Khaled. When I brought it to class for dot voting, it did not receive a lot of dot votes the first round, and I was not confident in the meme to begin with. So as an avid Twitter user, I always see the most popular meme on my newsfeed. The week before April 2nd, “Tired” or “Out of breath” SpongeBob was huge. I find the meme absolutely hilarious so I decided to make my own version of it:
I wanted to make the meme relatable and so the topic I chose to go with was drama or “tea” because everyone loves to hear about drama and wants the inside scoop on everything, BUT sometimes the “tea” really is not your business, and it can be hard to mind your own business sometimes. Once I shared the meme to the community on Imgur it instantly received over 500 views, reaching a total of 751 views.
Objectives:
The objectives I laid out in my marketing plan were:
- 500 views on Imgur
- 10 likes and 5 retweets on Twitter
- Two profile clicks on Twitter
I received more than 500 views on Imgur, so I reached that objective. I did not receive 10 likes and 5 retweets on one tweet that I pushed the meme out on, but of all four times I posted the tweet, I did receive a total of 10 likes, but only one retweet. Whenever I tweet out, I want to drive people to actually click on my profile and see what I am about, and then to hopefully hit follow. I received a lot more profile clicks than I was expecting, and among all four tweets, I received 12 profile clicks.
Twitter Ads:
My experience using Twitter Ads was unpleasant. I enjoyed being able to craft and target my audience but I found it confusing when setting up my budget and setting up how long I wanted the campaign to run for. The audiences I chose to make sure that Twitter charged me $5 were the twitter account for Syracuse (@SyracuseU), the account for Twitter (@Twitter), and finally a meme account that had a lot of followers (@FreeMemesKids). Sadly, this was not enough and I must have done something wrong because I was not charged $5. I tried running the campaign before, edited it, re-ran it, and still nothing. I also have a message on the dashboard of my Twitter Ads that says I am not allowed to promote my tweets, so among all these factors, that part of the campaign was not successful. Below is the summary of the metrics:
Engagements:
My planned schedule of posting the tweets were through a first tweet at the start of the campaign, a retweet of that tweet the next day, another new tweet and finally another new tweet with the web card that I was to promote on Twitter Ads.
My first tweet at the beginning of the campaign which I then retweeted received the most engagements, coming in at 283 impressions, five link clicks, 7 likes and one retweet. I was really happy with this outcome. I tweeted the tweet out on April 2nd at 9:25pm. I wanted to tweet the tweet out at night because that is when I am most frequently on Twitter and my friends emulate that behavior as well. Below are the full metrics of my first tweet (that I then retweeted on April 3rd at 10a.m.) for the campaign:
My next tweet went out at 11a.m. on April 8th. I also go on Twitter when I first wake up. Most college students avoid early classes so I figured that 11a.m. would not be too late or too early to reach those audiences. On that tweet I received 186 impressions, five link clicks and two likes. Below are the full metrics for that tweet:
My last tweet where I tweeted out the webcard received a decent amount of engagements, coming in at 210 impressions, six link clicks and one like. Unfortunately the Twitter Ad did not run so I do not have metrics on that. Below are the metrics for the webcard tweet:
Analysis:
Firstly, sharing to the community on Imgur worked best for me. I instantly received more than 500 views, which put a lot less pressure on how well my tweets needed to perform on Twitter. However, I did expect to receive more engagement on Twitter, but I will accept that my meme was maybe not up to par with some of the great memes we see on Twitter today.
Tweeting out at night worked best for my campaign. I received the most engagement when my tweets went out after 9p.m. My tweet that went out at 11a.m. was my underperforming tweet. I also found that I had more engagements total when I retweeted the tweet instead of just making a new tweet and posting the meme again. I really did not want to ask for link clicks in my caption because I wanted them to happen organically, so my followers were probably done with seeing tired SpongeBob all over their timelines in separate tweets from me.
Nonetheless I am still happy with the turnout of my campaign, totaling out at 751 Imgur views and 57 total engagements.
-Viveca Ortiz-Torres