UFC Champ Michael Champ and Aaron Avruskin break down the secrets of acquiring giant Instagram accounts

Learn how the PlayLine team is able to turbocharge their gaming platform's growth by leveraging Instagram meme accounts.

August 19, 2020

UFC Champ Michael Bisping and his partner Aaron Avruskin explained to Sam and me how a network of Instagram meme accounts help grow their sports gaming platform, PlayLine

In a joint-venture with Mark Cuba, the PlayLine team recently acquired the uber-popular Instagram account @NBAmemes (3.7m followers).

In the latest Trends lecture, Bisping and Avruskin walk through their Instagram strategy including:

  • Meme accounts keep CAC low: Customer acquisition costs (CAC) in sports gaming typically reach into triple digits. With highly-engaged sports community social accounts, Playline’s current CAC is an industry low $25.

  • Engagement + revenue > follower count: When looking at Instagram acquisition targets, follower counts can mislead. Rather, focus on social engagement (e.g., comments, likes) and the track record of previous sponsorship deals. 
  • New ownership, same voice: The Playline team has kept the content teams in place for handles they’ve taken over in an effort to keep “what made the account great.”

Speaking of new ownership, Bisping says that “if Netflix wants to buy my [Instagram] account, give me a call.”

(To watch the webinar, try a 14-day trial of Trends for $1)


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