Objective:
Drake is a famous Hip-Hop/R&B artist and former actor whose popularity sparked in the early 2000’s and is at its peak today. Drake has and runs his own account, and since its creation has over one million collective likes. In May of 2012, Drake tweeted “What am I gonna do? Say no?” without and context or background. Although this was one of his less popular tweets at the time, it recently resurfaced in 2018, becoming a reusable meme frame for people to quote tweet and poke fun at-
What am I gonna do? Say no?
— Drizzy (@Drake) May 17, 2012
My tweet utilizes the conversational tone typically used with Drake’s tweet and says, “My friend after a night out: Let’s get pizza. Me:” with Drake’s tweet following it. Getting pizza after a night out resonates with many millennials and Gen Z, who will reluctantly admit they they have all been in this position. This tweet is relatable, shareable and funnier because of the irony that it is Drake involved in the conversation.
The tangible goal of promoting this tweet across multiple platforms is to achieve a viral status and attain as many interactions as possible. The following numbers were the original set goals:
Imgur Post: Over 300 views
Twitter: Over 500 impressions & over 100 engagements
Snapchat: Over 100 story views. Over 20 swipe-ups
Instagram: Over 300 story views. Over 30 swipe-ups
Analysis:
Of the four platforms I cross promoted this meme on, Imgur was by far the most successful. Reaching 866 views, the final amount of engagement was nearly triple the amount I had intended on receiving. I included the hashtags #funny, #cute, #meme, #lol. Ironically, the original tweet on Twitter was where the least amount of engagement happened, only receiving 5 likes, 144 impressions and 8 total engagements. I believe this was the least successful method in facilitating the viral-ness of my meme due to my lack of followers. With only 20 followers and no hashtags included in my tweet, it does not come as a surprise that the engagement rate was low. However, Instagram was slightly more successful due to the integrated story swipe-up feature. Although I only have 30 followers, I reached 22 story views as well as 12 swipe-ups that led to my Imgur link. I believe this was successful because its easy access and does not take much time to do. The image I posted on my story was a screenshot of my tweet with the caption “Swipe-up for a quick laugh!”. I believe this caption peaked the interest of many followers and encouraged them to take a look at what the link led to.
I took a similar approach with Snapchat, posting the same image with the same caption on my story the same day. The post reached 320 views and received 43 swipe-ups. Although a similar format to Instagram, I believe Snapchat was much more successful due to my much higher follower count and the fast that I never personally embed links into my stories. Typically, links on Instagram tend to promote or sell something while on Snapchat they are for personal enjoyment.
Finally, Facebook was also a helpful tool in getting some views that I wouldn’t get from other platforms. I tend to connect with different communities and groups of people on Facebook such as family, work friends and people I am not necessarily too close with. By posting on Facebook, I got to share my link with an entirely new group of people who wouldn’t have seen my post elsewhere. Facebook was also successful in letting me know how many people saw my post. No one attempted to recreate my meme, but the feedback I received on Facebook as well as Snapchat was positive, fulfilling my original objective or spreading both enjoyment and engagement.