Link in Bio by Rachel Karten

Articles

David Protein's TikTok Shop Playbook

1 week ago | milkkarten.net | Rachel Karten

I have a complicated relationship with TikTok Shop. It goes against most things I know to be true about social media. That these platforms should be used to tell stories and build brand awareness—not hard sell. TikTok Shop (and the livestreams associated with it) are like if QVC downed 10 cans of Celsius. They are loud, bells ringing, discounts galore. They also work. Vitamin brand Goli Nutrition has sold 2.8M products on TikTok Shop. Charger company Anker has sold 529K products.
Her Office Is One of the Most Iconic Museums in the World

2 months ago | milkkarten.net | Rachel Karten

A question that I often get is: Do I need a personal social presence to work in social media? The answer is complicated. We spend so much of our professional lives online, that I’d never say that it’s required. It really isn’t. At the same time, it can have benefits. For today’s newsletter I am chatting with someone whose personal social presence has helped her find jobs, set expectations in roles, and build community.
The Case for Posting Less

2 months ago | milkkarten.net | Rachel Karten

I saw a post that claimed you can tell something was written by AI if it includes lots of em dashes. As a frequent em dash user, I’d like to formally state that I do not use AI to write this newsletter. Sorry that I find “—” to be the perfect punctuation!Is now a good time to admit that I’ve actually never used ChatGPT or any sort of generative AI tool? It’s a fact that causes people to tell me I’m going to “fall behind”.
Should Your Brand Engage With Competitors?

Feb 13, 2025 | milkkarten.net | Rachel Karten

Hi! I had the best time live reacting to Super Bowl ads in the Link in Bio Discord with so many of you on Sunday. We all enjoyed the Lilo & Stitch ad, Rocket’s commercial into stadium moment, and Nike’s “You Can’t Win. So Win.” spot narrated by Doechii. Notably none of these brands made any sort of big teaser splash ahead of the game, which begs the question: do we really need commercials for commercials?
Prompts for Better Social Posts

Feb 4, 2025 | milkkarten.net | Rachel Karten

Hi! Hope everyone is having a great Tuesday. Yesterday I posted a video I made highlighting the amazing work that the restaurant Little Fish has been doing to feed firefighters and evacuees in Los Angeles—you can watch it and support them here!Quick reminder that it’s your last chance to enter the Webby Awards. I’m on the judges panel and can’t wait to see all of the entries—be sure to submit your work by the Extended Entry Deadline this Friday, February 7th, 2025.
The Content Creation Platform Made for Social Teams

Jan 23, 2025 | milkkarten.net | Rachel Karten

Today’s newsletter is sponsored by Slate, the all-in-one editor for social media content. A few days ago, I think we all had a wake up call about how and where we edit our brand videos. In my time working in and reporting on social media, I’ve noticed that social teams often have sophisticated tools for scheduling, reporting, and listening—but they rely on buggy editing apps and clunky workflows for their short-form video strategy. Eric Stark was a part of one of those social teams.
I Accidentally Tripled My IG Story Views

Jan 16, 2025 | milkkarten.net | Rachel Karten

I want to start this newsletter with a big shout out to the Link in Bio Discord. The past few weeks have been filled with head-spinning platform news—TikTok ban, Meta policy changes, RedNote. The Discord has become a focused place to not only talk about the updates but also understand how they are impacting social teams. One member of the Discord said, “i am remaining glued to this channel, which is currently my best source of knowledge on what's going on”.
The Video That Raised $800K in Donations

Jan 14, 2025 | milkkarten.net | Rachel Karten

One week ago today, devastating wildfires broke out in Los Angeles. The place I live, the place I grew up. They are still burning. 24 people have died and dozens are still missing. Friends have lost everything. The city is grieving, the city is organizing. Within 48 hours of the news, brands were using their social media accounts to mobilize. Babyletto's Instagram offered free cribs to families who lost their homes.
How to Move From Social Marketing to Brand Marketing

Jan 2, 2025 | milkkarten.net | Rachel Karten

When people unsubscribe from Link in Bio, they have the option to write a note. Most leave it blank, but when people do fill it out, one of the top responses is: “I’m leaving social media!”. In the recent Social Media Compensation Survey, almost half of the respondents said they were either unsure if they wanted to keep working in social media (43.9%) or wanted to leave the social media industry entirely (6.3%).
Social Media Ins and Outs for 2025

Dec 26, 2024 | milkkarten.net | Rachel Karten

Hi! Hope everyone is having a great week. I’ve been staying off my phone by spending lots of time cooking. Beef tenderloin! Zuni Café’s roast chicken! Latkes! I’ve also finally had some brain space to start planning all of the Link in Bio events happening next year. More on that soon. Today’s newsletter is a fun one. Every year I put together my social media management ins and outs for the coming year—you can view last year’s here and this year’s below.