Content and community
Organic content did most of the work, and I made all of it.
I came up with, filmed, edited and posted all of our short-form content, shot the product photos and designed the drop graphics. Ten of our TikToks passed 1M views, and the biggest reached 2.2M. I also built and ran our 10,000-member Discord.
Reach building into Black Friday 2025
- Reached who didn't follow us1.6M
- Impressions, 1 – 26 Nov4.03M
- Share of reach from ads6.6%
Between 1 and 26 November we reached 1.66M accounts, and over 93% of that reach was organic, almost all from Reels. Two days later the Black Friday drop went live.
Where paid ads fit
I use Meta to push our strongest posts to more of the right people, then let email and Discord do the selling. Paid made up only 6.6% of that November reach, and DARQZ's whole Meta budget for 2023 was £1,792.
Across 11 DARQZ engagement campaigns I spent £4,602 for 1.7M impressions, which works out at £2.71 per 1,000 impressions and £0.004 per engagement. Paid social is also where I started: I grew my own earlier stores to hundreds of thousands of pounds in revenue with Meta.
