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@tobydoyhowell explains how the @MorningBrew did it.
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@tobydoyhowell explains how the @MorningBrew did it.
Thread
Toby Joins Morning Brew (MB)
• Toby took over the MB Twitter account on March 30th
• At the time, MB had 30,000 followers
• Toby had no formal social media experience
The Trial by Fire begins
• Toby took over the MB Twitter account on March 30th
• At the time, MB had 30,000 followers
• Toby had no formal social media experience
The Trial by Fire begins
Morning Brew's Unique Voice
• Any reader of the Morning Brew knows it's not just another newsletter
• It's the go-to newsletter for millennials in the business world
• The style, the formatting, the voice is the same for every newsletter
• Any reader of the Morning Brew knows it's not just another newsletter
• It's the go-to newsletter for millennials in the business world
• The style, the formatting, the voice is the same for every newsletter
How to Emulate That Voice on Twitter?
• Toby knew the consistency and voice were key
• He couldn't tweet about anything
• If the tweets didn't represent Morning Brew's voice, the account wouldn't gain traction
• Toby knew the consistency and voice were key
• He couldn't tweet about anything
• If the tweets didn't represent Morning Brew's voice, the account wouldn't gain traction
Toby Starts With Memes
• One of the first experiments he would run is trying out different memes
• He'd follow accounts like @RampCapitalLLC for inspiration
• Three weeks in he went viral https://twitter.com/MorningBrew/status/1265321405786308608?s=20
• One of the first experiments he would run is trying out different memes
• He'd follow accounts like @RampCapitalLLC for inspiration
• Three weeks in he went viral https://twitter.com/MorningBrew/status/1265321405786308608?s=20
Why Morning Brew Went Viral
• There is no secret formula for going viral
• Immersion in meme culture is important
• Toby knowing his audience played a big role in creating virality
• There is no secret formula for going viral
• Immersion in meme culture is important
• Toby knowing his audience played a big role in creating virality
The @JJWatt Moment
• JJ Watt is a huge fan of the Brew
• On May 24th, he tweeted about the #thematch
• Morning Brew replied https://twitter.com/MorningBrew/status/1264647797338406913?s=20
• JJ Watt is a huge fan of the Brew
• On May 24th, he tweeted about the #thematch
• Morning Brew replied https://twitter.com/MorningBrew/status/1264647797338406913?s=20
The @JJWatt Moment (Pt. 2)
• JJ then RTed
• Toby leveraged a sporting event plus a power follower to create a viral moment
• Take your shot, you never know what might happen https://twitter.com/JJWatt/status/1264649053712920578?s=20
• JJ then RTed
• Toby leveraged a sporting event plus a power follower to create a viral moment
• Take your shot, you never know what might happen https://twitter.com/JJWatt/status/1264649053712920578?s=20
Asking Questions
• Toby will also ask questions to engage with MB's audience from time to time
• One question got over 2,000 replies https://twitter.com/MorningBrew/status/1276933894122528768?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1276933894122528768%7Ctwgr%5E&ref_url=https%3A%2F%2Fwww.arilewis.com%2Faris-posts%2Fmorningbrewtwitter
• Toby will also ask questions to engage with MB's audience from time to time
• One question got over 2,000 replies https://twitter.com/MorningBrew/status/1276933894122528768?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1276933894122528768%7Ctwgr%5E&ref_url=https%3A%2F%2Fwww.arilewis.com%2Faris-posts%2Fmorningbrewtwitter
Twitter Hijacking
• Toby has alerts on for various social media influencers including @elonmusk
• A tweet to Elon is a direct vein into 65 million Twitter timelines
• Here's one way MB hijacked his feed: https://twitter.com/elonmusk/status/1286697906536361987?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1286698599330570246%7Ctwgr%5E&ref_url=https%3A%2F%2Fwww.arilewis.com%2Faris-posts%2Fmorningbrewtwitter
• Toby has alerts on for various social media influencers including @elonmusk
• A tweet to Elon is a direct vein into 65 million Twitter timelines
• Here's one way MB hijacked his feed: https://twitter.com/elonmusk/status/1286697906536361987?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1286698599330570246%7Ctwgr%5E&ref_url=https%3A%2F%2Fwww.arilewis.com%2Faris-posts%2Fmorningbrewtwitter
Morning Brew's Twitter Strategy
• Toby uses a variety of tactics like memes, Twitter hijacking and questions to grow the followers
• Most importantly, the strategies used stayed true to the Morning Brew voice
• Today, Morning Brew has 66,000 Twitter followers
• Toby uses a variety of tactics like memes, Twitter hijacking and questions to grow the followers
• Most importantly, the strategies used stayed true to the Morning Brew voice
• Today, Morning Brew has 66,000 Twitter followers
Check out my blog post on Toby and Moring Brew below. If you enjoyed this tweetstorm, sign up for my twice-weekly newsletter. https://www.arilewis.com/aris-posts/morningbrewtwitter
