Why Swizz Beatz Liked our Instagram Post
“What do you think?” is what Kasseem Dean, better known as Swizz Beatz, asked Brownstoner in regards to his new appointment with the Brooklyn Museum.
That’s right, the renowned hip-hop musician-producer asked us to share our thoughts on his joining the museum’s board of trustees.
Above is the introduction to a post I wrote for Brownstoner yesterday, and the most important take-away from this news is that mega-producer and Hip Hop artist Swizz Beatz commented on the company’s Instagram courtesy of yours truly.
With more than 1.1 million followers, notable celebrity cache and a global relevance that spans beyond the borough, this was a great coup for Brownstoner’s social media presence. To continue building the momentum I ensured we had a post ready for Monday and tagged him on Twitter once it went live. The result? Swizz retweeted the article to his 2.27 million fans.
— Brownstoner (@Brownstoner) October 26, 2015
To be fair, Brownstoner is one of Brooklyn’s leading digital publications with over 1 million page views a month. So it would be a no-brainer for Swizz [or his team] to engage in a conversation with the outlet, especially since the news was in regards to his new role at the Brooklyn Museum. But Brownstoner’s audience is an older one (as noted by a commenter), so this was more of an opportunity for us to tap into a much sought-after demographic: millennials.
I know… you hate it, I hate it, we’re at the center of every brand conversation, we’re the focus of every advertising agency… But with a spending power of 1.3 trillion dollars, largely driven by music, this was an opportunity that could not be missed.
The formula was simple and timing was everything, but here is a brief overview of the strategy behind my Swizz Beatz post:
1. I posted it on Instagram first, as opposed to Twitter or Facebook, because data shows that the channel has a younger demographic.
2. I tagged only the most important elements (all of the people in the photo) and refrained from using spammy hashtags (this was not a desperate cry for attention, it was a news post).
3. I posed a question within the caption — this is possibly the most important step because it requires some level of engagement. Even if people don’t physically answer in the comment, they can’t help but think about it and that draws attention.
And voila! Swizz Beatz asked us the question back and I was able to create an authentic story and tap into a new audience without alienating Brownstoner’s original readership. Hence my intro: “What do you think?” is what Kasseem Dean, better known as Swizz Beatz, asked Brownstoner in regards to his new appointment with the Brooklyn Museum.