Marc Jacobs wins TikTok, Chargers win the offseason, and Threads makes a move to win your Twitter-loving heart

Waiting all day for S̶u̶n̶d̶a̶y̶ n̶i̶g̶h̶t̶ NFL schedule release day. 

For social teams, this man-made holiday gets larger every year with the creative stakes growing bigger than Chicago’s hopes for Caleb Williams – please don’t let us down. We’re begging you. Every team in the league seemingly understands the assignment: create a moment that is equal parts original, funny, informative, and clever, and watch those views skyrocket. 

And the best part? It gives social teams a chance to flex every original muscle they have during the offseason when the content well is just about running dry. So much of working in sports is reacting in real time, and this is one of those rare events that provides teams the luxury of time, brainstorming, research, and careful execution. Even if you think the buildup of the schedule release itself is silly (it is), I’m thankful it allows so many unsung heroes of creative teams to shine and it’s one of the few days a year where they get their flowers. 

Special shoutout to the Los Angeles Chargers for including so many deep cuts, easter eggs, and of course a Trav and Tay appearance in their Sims-themed creation (PLUS the last-minute addition of Harrison Butker in the kitchen). 

ICYMI:

• Sharing is caring. In a recent Q&A, Instagram’s Adam Mosseri divulged that how many times a post is shared has more impact on reach than likes, comments, or watch time. 
• Are you there Tweetdeck, it’s me Threads. Meta is testing a new Tweetdeck-like feed that will allow users to create custom columns that will automatically update in real time. 
• (TikTok) time is a flat circle – TikTok is coming for YouTube after announcing they’ll test 60-minute video uploads. 
• Video is king – X continues its push to be a ‘video-first platform’ and the proof is in the numbers. According to Digiday, X is averaging 8 billion video views per day, an increase of 35% year over year.

LIKE//RETWEET//SHARE//ETC

Life is a fashion show and TikTok is Marc Jacobs ' runway. Or something like that. 

If you aren’t already following this account, hop on it. And after you’ve done that, go ahead and scroll your heart out. Not your average luxury account, they are leaning heavy into TikTok culture – highlighting popular influencers, niche jokes, and trends only the chronically online will truly appreciate. Here’s why it works: 

• This content is created for TikTok and TikTok only – there is no comparison to their Instagram account. They are not repurposing content across platforms, but truly focusing on each as its own individual entity and the result is impressive. 
• They are prioritizing community building over everything else. Every post is created with their TikTok audience in mind, and in doing so, they’re attracting an entirely new generation of fans. 
• Raymonte! Sylvanian Drama! The freaking Teletubbies! In a world suffocating in lazy UGC aggregation, Marc Jacobs is hiring the cream of the TikTok crop to create original content—and letting them cook.They aren’t trying to make the creators fit into their brand box, they’re allowing them to bring their unique voice (and their millions of followers) to MJ. 
• They’re making social fun again. They aren’t taking themselves too seriously and the end result is pure entertainment.

P.S. If you’re a brand and you’re wondering if your content is resonating, just check the comments section to see how many people are writing some form of ‘give the marketing team a raise.’ Every Marc Jacobs post is filled with this sentiment and they aren’t afraid to lean into it.

Make it work for you: Put the audience’s wants first, double down on what is working well, and fully embrace the individual platforms for what they are. You almost forget that Marc Jacobs has something to sell when you look at their feed. And isn’t that refreshing? BRB while I go buy something…

OKAY E.L.F. BEAUTY , we see you. e.l.f. is advocating for more diversity in corporate boardrooms with its ’So Many Dicks’ campaign. Heavily researched but easily digestible, let’s dive into how they made their powerful point so succinctly.

• Let’s start with the graphic: A thumbstopper not just because it is so different from the brightly colored, product-focused posts that usually fill the grid, but the copy is striking and the headshots are perfect. You get the point in just 8 words – an impressive copywriting feat.
• Let’s move on to the caption: In one concise sentence, they explain their entire campaign: “We did the math, and it turns out there are soooo many Dicks (men named Richard/Rich/Rick) on publicly-traded boards.” And from there, they put their findings into simple bullet points. They wrap it up by sharing how they’re taking action to change this. 
• From the carousel to the copy to the comment responses, they are sharing exactly who their company is and what they stand for. The feedback was overwhelmingly positive with so many followers sharing their love for the message and campaign. 
• They delivered a strong message while staying true to their relatable voice. While the shift from a dew primer and glow stick to a political post could feel like a sharp zag, by using emojis and sticking to their conversational tone (What the e.l.f.?! 🤯), the brand made a seamless integration in the grid. 

Make it work for you: It’s a beautiful thing when your images and copy work together in one  tidy little package to hammer your point home. Also, aggressive editing matters: The copywriters were likely overwhelmed with research for this campaign, and managed to cut down to the most impact bits. Followers who want more are prompted to visit the website.

Post of the week:

At any given point in the day, you can safely assume this song is running on loop in my brain. It lives there now. 

(credit: x/erewonsmoothie)

Every Wednesday, Make It Go Viral will share all the secrets to guarantee your next social post will be seen and shared by millions. Just kidding, we can’t promise that. But we can promise it will arrive in your inboxes with the latest social media industry updates, a breakdown of accounts doing social right, and some more fun tidbits sprinkled in because we swear, it’s not *all* bad here.