<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1628844417177726&amp;ev=PageView&amp;noscript=1">
FREE CONSULTATION
FREE CONSULTATION

The Challenge

Help a relatively unknown person gain reputible social media presence in an industry already over-run with thousands of people that have the same goal.

The Goal

Grow The Brad Guy’s social media channels and YouTube presence to help him become a motivational sensation in the United States and Australia.

The Solution

After analyzing The Brad Guy’s channels, Palmer Agency utilized information previously ignored; such as time of day to post, hashtag use, and filters.

THE RESULTS

298%

increase in total
followers to date

+27,058

likes in the first
year alone

158%

increase in likes
per day

WHO’S BRAD GUY AND WHY SHOULD I CARE?

Brad Guy, of Melbourne, Australia, describes himself on his website as charming, audacious and debaucherous. He’s a digital content producer with a single-minded goal: to become a social media celebrity, but before you you tune him out and say, “not another one,” there’s a story behind that driving desirel.

In 2013, Brad wasn’t thinking about stardom. He was about to use the voucher for his first skydiving attempt, a present for his 21st birthday that he’d waited almost a year to use. His mom and dad, sisters and boyfriend and he had gone out for lunch before the skydive. As Brad suited up and met his tandem-dive instructor, his family headed for the field where he’d be landing.

Things didn’t go as planned. After the pair jumped from the plane at 14,000 feet, the first chute opened, but then tore and failed. The men hurtled, like water down a drain, out of control toward earth, with family watching in horror. That horror turned to agony when they saw the reserve chute didn’t open until about 500 feet above the ground and became tangled with the first mangled chute. Two bodies, bound together, plowed into the field, a freefall from 14,000 feet up, broken and bent. But, they were alive.

Brad spent three days in the hospital and 14 weeks housebound, relearning to walk — every day faced with vivid, visceral flashbacks of the fall through the sky. He suffered post-traumatic stress disorder, required therapy and pain meds, and became suicidal.

Until…. The epiphany.

banner-brad-guy-content

“I was part of a miracle and not many people can say that,” he said at a news interview. “It means a lot to me. I got this to remind myself I am lucky, I’m here for a reason and here for a purpose.” And that purpose is spread motivational, inspirational messages to others, to leave a positive impact during his time in the world.

To Brad, that’s all about making someone else smile and feel good, even if only for a moment.

THE CHALLENGE OF ACHIEVING YOUTUBE STARDOM

Early YouTubers “benefitted greatly from YouTube’s monstrous virality, leveraged platform tools to optimize and catalyze growth for their channels,” writes ReCode. “Those tools then became overrun by scale, and effectively useless for this purpose.” On top of that, YouTube’s now been around for more than 12 years and everyone old enough to use a digital device knows it’s THE place to express their talents, “so the competition is much more fierce.”

Brad had started messing around on the social media channel in early 2012, but after his accident started to pursue it more seriously. And, he ventured into Instagram and Facebook as well, those two other densely populated platforms. But, he wasn’t getting the likes, followers, and comments he’d hoped for.

So, in February 2017, he approached Palmer Ad Agency with his problem, knowing that it could use his social media marketing expertise to grow Brad’s reach on YouTube.

THE GOAL

The goal was to increase the number of Brad’s followers, focusing on the US and Australia, and increase the number of likes and comments his content received. A secondary goal was to increase the number of his YouTube subscribers by more than 500.

PALMER AD AGENCY’S STRATEGY: THE AUDIT

Palmer Ad Agency started working with Brad on Feb. 24, 2017.

First off was an audit of Brad’s posting history. Palmer looked at all Brad’s Instagram and YouTube content, and much of his Facebook work. It determined that between January 2012 and February 2017, Brad’s content (not all of which had the full five-year history) had garnered:

  • 3,412 followers
  • 70,142 likes
  • 2,390 comments

The audit, using software analytics, also showed the majority of those who followed Brad were in the US, including Alaska, and Australia, with some in Europe, Mexico, and South America. In addition, most of his followers were in the category of having between 100 and 1,000 followers of their own -- not exactly the influencer types.

Palmer Ad Agency also looked at the following to discern patterns, including what worked best and why.

  • Content formats — Short- and long-form, video, still photos, episodic, playlists, collaborative, etc.
  • Topics — Were there particular topics Brad concentrated on and how did that relate to like, comments, and gained and lost followers?
  • Filter and hashtag usage — Which filters and hashtags were used?
  • Filter and hashtag impact — Did some filters on content work better than others on engagement?
  • Tag usage — How well were tags used and on which content?
  • Tag impact — What were the tags found most often?
  • Follower location — Were Brad’s followers in the countries he hoped to capture?
  • Post times to engagement rates — Was Brad posting at the best time to get the most number of likes, comments or followers?
BG-Followers-Heat-Map
BG-Community-Structure

THE RESULTS OF THAT ANALYSIS REVEALED THE FOLLOWING:

Scroll through the images to see all the results of Palmer’s Audit findings.

PALMER AD AGENCY’S STRATEGY: THE PLAN

Palmer Ad Agency doesn’t buy followers in social media campaigns, even though it’s a quick way to up your number of followers. That’s because engagement with the content is important on social media platforms, and if you buy people who don’t or won’t engage, your engagement rate goes down, which affects your rankings.

After Palmer analyzed the audit metrics, it created a plan that included recommendations about:

  • What type of content to post, and when
  • Which hashtags to use to reach Brad’s core audience and expand his reach to maximize growth
  • Use of other platforms like StumbleUpon and Delicious to drive traffic towards Brad’s Instagram and YouTube channels and out to influencers in his space
  • Use of collaborations

In addition, Palmer Ad Agency would post some of its own content on Brad’s site to boost traffic. Lastly, it planned to constantly monitor and evaluate the performance of the various content in real time and make strategic recommendations on how to proceed.

THE RESULTS OF PALMER AD AGENCY’S SOCIAL MEDIA WORK

Within the first week, Palmer Ad Agency had grown Brad’s following by more than 300 followers, 6,158 likes, and over 100 comments. And that was viral growth.

One Week Results:

img-one-week

Three Month Results:

Over the next three months, following Palmer’s strategy, Brad’s growth only continued to shine. He’d gone from his initial 3,412 followers to more than 7,300. And his YouTube goal was met as more than 500 followers had signed on.

img-three-month

Note the rapid upward rise in the number of followers as soon as Palmer Ad Agency became involved:

img-follower-growth-graph

And Brad’s like history enjoyed dramatic improvement as well. Palmer’s strategy resulted in an increase of average likes per day from 200 to 500, and that’s still steadily increasing. The work also helped double the average number of comments per day from five to 10.

  • The number of likes went 70,142 from to more than 97,200
  • And 2,390 comments grew to more than 2,800
BG-Like-History

LIKE HISTORY: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem gravida at.

BG-Comment-History

COMMENT HISTORY: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem gravida at.

BG-Filter-Usage

FILTER USE: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem gravida at.

BG-Post-Density-II

POST DENSITY: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem gravida at.

BG-Filter-Impacts-Likes

FILTER IMPACT - LIKES: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem.

BG-Filter-Impacts-Comments

FILTER IMPACT - COMMENTS: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem.

BG-Best-Time-to-Post

ENGAGEMENT - TIME OF DAY: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt imperdiet mi eget posuere. Mauris ultrices nisi purus, quis imperdiet sem.

Brad-Guy-Followers-Location-ImageII
Brad-Guy-Community-Structure-ImageII

In addition, the number of followers in the preferred locales of the US and Australia has increased, and Palmer’s making progress in getting followers with a larger number of their own followers, although more work here is needed.

READY TO BRING YOUR SOCIAL MEDIA PRESENCE
TO THE NEXT LEVEL?

Palmer Ad Agency is a full-service marketing agency. For over 30 years, we’ve used our expertise in traditional and digital marketing to help clients build their brands and grow their business.

At Palmer, we believe success starts with a strong strategy and ends when we’ve exceeded your expectations. To us, that means – anticipating your needs, bringing fresh ideas to the table and putting feedback into action.

Our core values are collaboration, ingenuity and transparency. Where others see problems, we see opportunities.

When you’re ready to be amazing and stand out among the hordes on social media, we’re here to help. Get in touch. Email is a great way to open a conversation without too much pressure. Drop us a line or give us a call to see how we can help you.

Contact us for a free consultation!