Rachel Karten @milkkarten Twitter profile | Pikagi

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Rachel Karten

@milkkarten

9,717

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social media consultant. creator of link in bio newsletter. former social lead at @bonappetit @epicurious .

Los Angeles, CA

https://t.co/0cOLyoydTc

Joined March 2009

Don't wanna be here? Send us removal request.

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@milkkarten

Rachel Karten

1 year

Link in Bio is a newsletter about working in social media, creating clever content, and making sure your boss never asks you to “go viral”. Today I am announcing a way to go even deeper into the world of Link in Bio: paid subscriptions with serious perks.

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Last Seen Profiles

@b1DdvEBeeomc42p

@Talk2emPrada

@onlygaby18

@myfrkshow

@partisiampc

@substances_1987

@nacu7779

@taypinkstan

@HaleVarsity

@WasfW45694

@leroy20789

@yukassyu

@_zkrakeN

@tcardagurbuz

@louisianaguy33

@CM00411

@kayketherine

@chaviation

@st_rgirls

@thelented

@xiFenix7

@johnfgately

@lllo53

@flipp_ppilf

@Subarashikifilm

@BntByd94146

@hijabadventure

@nonfungibles

@ChranCha73

@tradercossin

@nacu7779

@elyannaalas

@PasutriJoss1

@Hritvik_027

@bntalry30450390

@Zolhh

@milkkarten

Rachel Karten

8 months

perfect brand response to a viral video tbh. great use of stitches, earnest, and had a feel-good ending.

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1 year

it pains me to admit it but @skims marketing is very good. they’ve got a budget and they know what to do with it!

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Rachel Karten

5 months

a lot of praise on here for cetaphil’s super bowl commercial, but tiktok user sharon mbabazi (and her step dad) are claiming the brand stole the concept from their real story/viral content. here’s one of their original tiktoks (2.6M views) and then the response to the commercial.

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Rachel Karten

1 year

obsessed with le creuset’s dramatic new color reveal

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Rachel Karten

13 days

Boy Smells released a candle inspired by poppers. Someone commented on TikTok “I would’ve did anything to sit in on the first pitch meeting for this”. Boy Smells replied to the comment with a video of a Zoom recording of the whole marketing team trying poppers.

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Rachel Karten

2 months

you know your packaging was a problem when your announcement on tiktok that you changed it gets over 2m views

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Rachel Karten

4 years

Today is my last day at Bon Appétit, Epicurious, Healthyish, and Basically.

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Rachel Karten

1 year

lol to be clear i don’t think the photos are great or groundbreaking! i just think getting mia and lucia from the white lotus for the valentine’s day collection was smart!!!

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Rachel Karten

2 months

no more instagram grid takeovers!

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Rachel Karten

2 years

The worst part about working in social media is understanding a trend is lame but knowing your brand should participate anyway

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Rachel Karten

1 year

society has evolved past the need for more sweatshirts like this

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Rachel Karten

6 months

@jsstansel FYI! Pretty sure a competitor made this and intended it to go viral (like it currently is).

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Rachel Karten

2 months

everyone (myself included) is very excited though

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Rachel Karten

5 months

the original tiktoks from sharon and her step dad have 400k up to 2.6m views. my guess is that it’s likely whoever pitched the commercial idea saw them. what do you think?

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Rachel Karten

2 years

would you like to see my olive nails?

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Rachel Karten

1 year

One of my favorite things I worked on while consulting with west elm. Wanted to see what humor could look like for them. Ended up making a few videos that spoke to home-related universal truths. The three videos in this mini series have 2M views on Reels alone.

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Rachel Karten

1 year

very odd way to announce you laid off your social team!

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Rachel Karten

6 months

Seeing a lot of people share this deleted post from Microsoft Edge today. Only problem is that it was never tweeted by them. It was photoshopped and tweeted by a competitor of theirs.

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Rachel Karten

2 years

social media management ins and outs for 2023

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Rachel Karten

8 months

"giving up smoke". he's definitely building press/hype for a line of edibles or something.

@SnoopDogg

Snoop Dogg

8 months

I’m giving up smoke.

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Rachel Karten

7 months

my favorite brand social account this year might be ssense. most multi-brand retailers lean too aspirational on social (curation of nice clothes) while ssense provides relatability/community (they make people feel seen).

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Rachel Karten

7 months

Really into how the J.Crew Men's Instagram has been casting influencers/celebrities/cool people instead of traditional models. People relate to real people. People share real people.

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Rachel Karten

2 years

🗣 Invest in social media teams! 🗣 @travislylesnews oversees a team of ~9 people who ONLY work on @washingtonpost ’s Instagram. The team has 1 assignment editor, 3 social media editors, 1 vid producer, 1 copy editor and ~3 designers.

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How The Washington Post Grew Its IG Following From 600K to 6M

Featuring an interview with Travis Lyles, Deputy Director, Social, Off-Platform Curation at The Washington Post.

www.milkkarten.net

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Rachel Karten

5 months

looks like the cco at the agency that developed the commercial really believes in the message!

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Rachel Karten

1 year

Went full investigator mode in today's newsletter. Reformation has been paying creators to re-make their personal viral videos for the brand's Instagram. The only difference? They are now wearing Reformation.

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Rachel Karten

3 years

Damn they couldn’t even get @ meta

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Rachel Karten

4 years

Wow. @bonappetit really doing anything for a click these days.

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Rachel Karten

5 months

people on tiktok are using broccoli to apply fake freckles

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Rachel Karten

8 months

The other day someone alerted me to a bunch of influencers like Emily Mariko, Rachel Mansfield, and more posting "the viral #RoastedFetaSoup ". Weird. I am very online and hadn't heard of any viral Roasted Feta Soup? That’s because there isn’t one. Let's dig in.

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Rachel Karten

2 months

i need to talk to whoever is running marc jacobs’ tiktok

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@milkkarten

Rachel Karten

2 years

still thinking about the before and after of emma chamberlain’s kitchen

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@milkkarten

Rachel Karten

8 months

every brand is searching travis kelce’s old tweets rn

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Rachel Karten

6 months

i love this instagram account where people just rate photos of sliced chives

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Rachel Karten

1 year

How did brands get so funny on social media? They hired a comedian. For this week's newsletter I wrote about the comedian to social media manager pipeline and why so many comedians are running brand accounts.

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Rachel Karten

1 year

For today’s newsletter I asked a bunch of social manager friends for hot takes about working in this field

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Rachel Karten

1 year

“You cannot and will not talk to me any way you want, and I think that all social managers should be allowed the grace of telling people that.” For today’s newsletter, I spoke with @sassyblackdiva , the social media editor behind *that* @EW tweet.

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Behind That Entertainment Weekly Tweet

Featuring an interview with Alexis Wilson, social media editor at Entertainment Weekly.

www.milkkarten.net

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@milkkarten

Rachel Karten

7 months

social media management ins and outs for 2024

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@milkkarten

Rachel Karten

7 months

The best brands on TikTok treat the platform like TV. They create replicable formats, introduce characters that their audiences become invested in, and build a clear point of view that is agnostic to whatever may be trending that day.

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Rachel Karten

3 months

noticing a lot of brands utilizing a specific intro style on tiktok that i am calling “shock and sell”. start with a shocking viral clip and transition into a hard sell. examples here from reformation and aeropress.

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Rachel Karten

5 months

lots of people wondering "who" pop crave is. on linkedin, there are six employees associated with the company. the woman people are claiming "is pop crave" is wilnette ortega, their brand ambassador and content creator.

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@milkkarten

Rachel Karten

1 year

Wow! @washingtonpost hired an in-house social media coach to work with reporters. Super smart.

@EmmaGrazado

emma (she/her)

1 year

Yesterday, I started at @washingtonpost as the first-ever social media coach! I’ll be growing connections between reporters and audiences in this new role. I’m so grateful for the opportunity, and I’m excited to make an impact at a publication I’ve long admired 🌟

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Rachel Karten

3 months

Yesterday I published my Q1 brand social trend report. It’s a little bit of science and a whole lot of gut. Kind of how I approach social strategy in general. Let’s break down five trends mentioned in it.

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@milkkarten

Rachel Karten

1 year

imagine if wes anderson duetted all of the wes anderson-style tiktoks gordon ramsay style

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@milkkarten

Rachel Karten

2 years

cool use of the edit tweet feature from @netflix to tease who will play uncle fester in their new series

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@milkkarten

Rachel Karten

5 years

Help I Gradient’d this year’s @bonappetit turkey recipe

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Rachel Karten

6 months

@aaronmhulbert @jsstansel seems like it's kind of their thing 🫠

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Rachel Karten

6 months

a perfect social post from a camera company

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@milkkarten

Rachel Karten

1 year

🚩🚩🚩

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Rachel Karten

2 years

In my 10+ years working in social, I've found that I get the most inspiration from brands *outside* of the industry I work in. When I worked at Bon Appétit, I'd study brands in beauty, sports, and fashion to get inspiration for our channels.

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Rachel Karten

9 months

How to find TikTok videos you watched but didn’t save: Go to the TikTok search bar. Type in what you remember about the vid (think: lemon pasta). Tap three dots on the top right. Select “filters”. Select “watched” from video category. The video you’re thinking of should show up!

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Rachel Karten

4 months

i can’t believe i am going to tweet about the bachelor but absolutely no one did it like maria. vintage mcqueen and d&g? in a sea of princess polly? i love her

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Rachel Karten

7 months

@julesterpak I can’t stop thinking about how this trend might be the thing to make smart glasses mainstream/cool/relevant.

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@milkkarten

Rachel Karten

4 months

in high school my family adopted a dog and we later found out dakota johnson adopted our dog’s sibling and i’ll never forget seeing her dog in paparazzi photos for the first time and it looking exactly like ours 🥹

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Rachel Karten

5 months

i need to see poppi’s finances

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@milkkarten

Rachel Karten

2 months

In today’s newsletter I interviewed @flynnslick about her role as Social Media Manager at @letterboxd . She gave me a behind-the-scenes look at their wildly successful social strategy. Here are a few things I learned:

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@milkkarten

Rachel Karten

5 months

"We see a direct correlation between when a post on TikTok hits and an increase in new learners who choose ‘TikTok’ in our ‘how did you hear about us’ survey.” I spoke with Zaria Parvez, Sr Global Social Mgr at @Duolingo , about their strategic use of chaos. Here's what I learned:

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Rachel Karten

1 year

Last week I asked social managers to share one brutally honest thing they wish they could tell their boss. I included them all in today’s newsletter. These are a few favorites.

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Rachel Karten

1 year

it would be kind of funny if the actual ray ban account announced a sale like this

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Rachel Karten

1 year

sending love to the netflix social team rn

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Rachel Karten

11 months

meme marketing works

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Rachel Karten

6 months

thinking about the time i was given the responsibility of managing an intern at c*nde n*st because he was part of the n*whouse family and they apparently have to work there to get access their trust fund

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Rachel Karten

6 months

404 by L.A. Times is easily one of the most innovative social presences from a news org. I have always been inspired by their ability to tell complex stories in approachable ways online. Devastated to learn their team has been impacted by today's layoffs.

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Rachel Karten

10 months

thinking a lot about the concept of being "overinfluenced". it's when you see lots of sponsored posts for a product, but never see it used/worn/talked about organically. example: i see lots of cool people doing ads for rothy's but i have never seen a person wear rothy's irl.

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Rachel Karten

4 months

How can brands write better captions or smarter VO scripts for social media? In today’s newsletter, I asked FONZIE, a copywriting duo that has worked with brands like rhode, A24, and Netflix, exactly that. It’s one of my favorite conversations. Here are a few things I learned:

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Rachel Karten

6 months

Their competitor photoshopped a fake deleted post with the below text and tweeted it with "what did edge mean by this?". The original post from the competitor has almost 2M views. There is no disclosure that this is parody or fake.

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Rachel Karten

7 months

wow. kind of wild to see @BusinessInsider distributing an article on r/NYCinfluencersnark which has over 81k members. i know a lot of media lurks there but fascinating to see them directly engage.

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Rachel Karten

2 months

this video from food52 announcing their new ceo is one of the most awkward brand videos i’ve ever watched

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Rachel Karten

11 months

Yikes if your immediate takeaway from this is "Update your passwords when someone leaves!" and not "Wow. Those are bad working conditions and social managers deserve better."

@MorningBrew

Morning Brew ☕️

11 months

Former NBA employee goes rogue on their last day and lays into Adam Silver on the league's official Facebook page

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Rachel Karten

1 year

Something I've been thinking about a lot: For a social media strategy to be "good" does it need to perform well? Like, can a social media strategy that's weird, unique, and interesting be "good" if the engagement rate sucks?

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Rachel Karten

12 days

Do Reels perform better when you *don't* post them on grid? I did a very informal investigation into what AXE has seemingly been testing on their page. Reels posted to grid average around 200 likes. Reels not posted to grid average 16,233 likes. You can see the views below.

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Rachel Karten

10 months

can one person do all of these things well?

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Rachel Karten

1 year

i think emily mariko’s intentional lack of ads or sponsored posts has contributed to her success in really significant ways

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Rachel Karten

1 year

it's kind of wild how many brands still would rather have a curated feed than an engaging social presence

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Rachel Karten

2 years

@nathanallebach i can’t unsee this

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Rachel Karten

4 months

If there’s a video going viral on TikTok, it’s likely you’ll find a brand in the comment section. Over the past few years, we’ve seen an uptick in outbound brand commenting. What started as a more ad hoc initiative, has turned into a full blown strategy. Let’s talk about it.

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Rachel Karten

2 years

And if you're wondering why your brand's social strategy that's run by one (very overworked) person isn't resonating, it's likely because you need to invest in a team to build a sustainable, successful social presence 😇

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Rachel Karten

4 months

i don't think we talk enough about instagram's reliance on tiktok and how much the platform benefits from tiktok's discovery features. i tried to make a diagram that explains it. does this make sense?

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Rachel Karten

1 year

Reformation’s strategy of asking creators to recreate videos wearing their clothes is both sneaky and smart. The content is also almost guaranteed to perform since the original version was already proven on a different channel. The risk? People like me recognizing the video.

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Rachel Karten

7 months

If I am a brand that has a product that even remotely makes sense to advent calenderize, I’m thinking about it for next year. I’ve seen so many Bonne Maman videos that I swear I could recite back the jam for each day. The hashtag #AdventCalendar on TikTok has over 7.4B views.

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Rachel Karten

1 year

is this anything?

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Rachel Karten

11 months

My dad’s best friend disappeared when he was 16. It’s now the oldest missing-teen case in the country. For the past 50 years it’s been my dad’s life mission to find out what happened. Amazing to see @RollingStone cover it like this.

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Two Teens Hitchhiked to a Concert. 50 Years Later, They Haven’t Come Home

Mitchel Weiser and Bonnie Bickwit left for a historic concert in 1973 and were never heard from again. Their family and friends still want answers

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Rachel Karten

1 year

Last year I spoke with a potential client who told me they had “given up” on organic social and moved all their budget to paid social. This shocked me because, from my experience, organic reach isn’t dead. At all. It just isn’t guaranteed. You have to work harder at it.

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Rachel Karten

2 years

. @travislylesnews , Deputy Director, Social, Off-Platform Curation at @washingtonpost , has grown the Instagram following by almost ONE MILLION every year that he’s been there. I spoke with him about running an 8-9 person Instagram team and more.

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How The Washington Post Grew Its IG Following From 600K to 6M

Featuring an interview with Travis Lyles, Deputy Director, Social, Off-Platform Curation at The Washington Post.

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Rachel Karten

2 months

lol

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Rachel Karten

7 months

my social media manager red flag is that i think staying on top of micro updates from platforms is a waste of time and won't actually contribute to improving your brand's overall social strategy

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Rachel Karten

1 year

instagram announcing gifs in the comments section feels very 2016

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Rachel Karten

1 year

I’ve had @cava as a social client for over two years! Big day for them! Grateful they included me in this huge moment 🫶

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Rachel Karten

1 year

Turns out being a messy person can help with your job!

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Rachel Karten

1 year

Just a reminder that the Link in Bio job board exists! It's a curated list of really great social media marketing roles. Check it out here:

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Rachel Karten

9 months

the new celebrity press tour requirement: appear in videos with creators

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Rachel Karten

1 year

If you think brands and orgs being silly on Twitter is stupid, just remember @waDNR drove over 2,000 link clicks to their tsunami evacuation map website thanks to this tweet.

@waDNR

Washington State Dept. of Natural Resources

2 years

kate bush us during a tsunami 🤝 encouraging you to run up that hill

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Rachel Karten

1 year

I’ll give you a clue about tomorrow’s newsletter interview: It’s with a 31-year-old with student loan debt, a useless journalism degree, and bills to pay. Sign up via the link in my bio. It’s a good one.

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Rachel Karten

2 months

lots of brands leaning into video game editing on reels and tiktok. examples from @Amtrak and @Xbox below. into it.

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Rachel Karten

3 months

in today’s newsletter i talked to @DixPeyton all about social voice and tone for brands. she has defined the online voices at places like @papermagazine , @InStyle , and @MACcosmetics . here are a few favorite quotes from our chat.

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Rachel Karten

1 year

Bad about sharing my social consulting work on here, but these fake (but should be real) inventions that we made for @cava are so fun!!!!!

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Rachel Karten

5 months

Few people understand the future of legacy media and how social media fits in like @davejorgenson . In today's newsletter we spoke about why news orgs need to meet audiences where they are and what’s next for the “Washington Post Universe”. Here are a few things I learned:

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Rachel Karten

2 years

people who work in social media! do you feel like you need to be Very Online to be good at your job? dm or reply! it's for a future newsletter!

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Rachel Karten

10 months

WE GOT MARRIED!

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Rachel Karten

8 months

The way TikTok is favoring brands on TikTok Shop is wild. I noticed skincare brand Dieux’s views skyrocket as soon as they joined...so I dug in... Their average video views grew 2,820% after launching on TikTok Shop. I've included two screenshots below—before and after launch.

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Rachel Karten

5 months

no one wants to listen to a playlist made by a brand, right?

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