Using Social Media to Grow Your Audience from 0 to 100,000 Monthly Active Users



This event took place at Social Media Week in Los Angeles. Sign up for SMW Insider to access the full video of this event and 50+ other #SMWLA sessions.

“I think of Facebook in the form of paid social as my fantasy sports team,” David Yarus jokes, “I am sitting next to the Lebron James of Facebook ads.”

Yarus, the founder of JSwipe, completely credits the success of JSwipe, the number one Jewish dating app, to paid social. Despite beginning with no users or brand equity, JSwipe managed to achieve over 100,000 monthly active users.

Kyle Dardashti, the co-founder of mllnnl, shared that he takes a “Media Funnel” approach to customer acquisition. The “Media Funnel” requires paying attention to the three stages of awareness, consideration, and conversion. Make sure people know what the brand is, control their perception of it and destigmatize the product, if necessary. In the case of JSwipe, the idea of dating through technology required destigmatization. However, brands must also strive to encourage re-engagement after acquiring customers.

“Identify audiences across each channel.” Brands need to take part of first-party company data, second-party partner data, and third-party platform data to understand consumer purchasing and engagement habits.

Yarus added that all brands must immediately begin utilizing Facebook audience insights if they have not done so already. Customize your target audience using e-mails and phone numbers, and then clone a lookalike audience for greater reach.

“The wrong way to look at a social media plan is to see it as a Facebook plan.” Dardashti advised that brands must instead identify their objectives and then determine what platforms can help achieve those goals.

“We consider everyone influential to someone about something,” said Yarus. Small brands cannot afford names like the Kardashians, but careful targeting allows brands to take advantage of smaller-scale social influencers in their grasp.

As an intricate data planning spreadsheet appeared on his presentation slide, Dardashti states, “if this is scary to you, there is an issue.” Brands need to have people who can analyze and understand data well enough to determine and optimize budgets.

In addition to data planning, brands must invest time into KPI measurement planning. Suggested KPIs for link ads and Carousel ads on Facebook and Instagram include website clicks. On Pinterest, sponsored pins should be measured by engagements and resins.

“Organic reach is dead,” Yarus announced, “you need to pay to play.” Companies focus too much on creating viral content instead of distributing it. There is a battle between media planning and generating creative content.

There is an overlap between media, creative and product. “These things are not mutually exclusive,” says Dardashti. Each category provides brands with knowledge that can be applied to another category in order to fully embrace paid social.

This event took place at Social Media Week in Los Angeles. Sign up for SMW Insider to access the full video of this event and 50+ other #SMWLA sessions.

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