Nik Sharma on Marketing

When I was at hint water, a few years ago we ran a marketing test that has now become an industry-standard marketing tactic: We worked with influencers, not for their following, but for their content, and dropped our customer acquisition cost by 40%. Here's how you do it 👇🧵

999 likes38 repliesPosted Apr 1, 2021

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Viral score

Based on absolute engagement — the platform doesn’t expose follower counts here, so large accounts score higher.

From likes, comments.

Why it worked

Drops you into the middle of a story, so the next line feels necessary.
Opens a question in the reader’s mind and withholds the answer until later.
Follows a clear Hook → Context → Payoff shape, so the reader always knows where they are.
Ends on a short line that is easy to quote and repeat.
Written from experience rather than as advice, which is harder to argue with.
Short enough to read in full without expanding, which removes a step before the point lands.

The mechanics

Hook: Opens mid-story
Structure: Hook → Context → Payoff
Style: Conversational paragraphs at a steady pace.
Tone: personal, punchy
Mechanisms: Curiosity gap
Written for: Marketers and content teams

Analysis by ViralLoop — not written by the original author.

Topics

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