Viral Conflict 🧠

How picking up a fight can make you reach new customers.                                                                                                                                                                                                                                                                                                                                                                                                                 [Read Online]( Viral Conflict How picking up a fight can make you reach new customers. [Nicolás Cerdeira]( [like]( [fb]( [fb]( [fb]( [fb](mailto:?subject=Post%20from%20Failory&body=Viral%20Conflict%3A%20How%20picking%20up%20a%20fight%20can%20make%20you%20reach%20new%20customers.%0A%0Ahttps%3A%2F%2Fnewsletter.failory.com%2Fp%2Fviral-conflict) Hey — It’s Nico. This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups. In this issue: - Why picking up a fight with other companies can be a viable marketing strategy. - How startups like Hey and DoNotPay have used this strategy to expand their audience. - Why this works and what are its potential risks. - How to pick up a fight the smart way. This issue is sponsored by [Intercom for Startups](, the AI-first customer service platform. Let’s get into it. Intercom for Startups [Join Intercom’s Early Stage Program]( to receive a 100% discount. Get a direct line to your customers. Try the only complete AI-first customer service solution. [Apply Now →]( The Strategy Controversy Marketing Last week, one of my tweets went viral. [tw profile: Nico Cerdeira (Failory.com)] Nico Cerdeira (Failory.com) @nicocerdeira [tw] WTF is wrong with @webflow? They're forcing me to pay $15,000/year, up from $468! A 32x price increase overnight! And they gave me 1 week to decide if I want to upgrade or move the whole Failory site to another CMS!! 6:31 PM • Jul 15, 2024 1.67K Likes 84 Retweets 411 Replies I complained about Webflow's recent pricing change, which forced me to pay 32 times what I previously paid. Since that tweet, the situation has been resolved. I had a meeting with their CEO, and we worked things out. However, the tweet didn't just fix my problem with Webflow; it also became my most viral tweet ever, with 675.9K views—way more than my usual. It also brought in a lot of new followers and expanded Failory's audience. When I sent the tweet, I didn't expect much—maybe a couple of retweets. I was just angry and wanted to vent. But looking back, it makes sense that it went viral. Twitter is great at amplifying minor fights and controversies. So, it got me thinking: Is picking fights on Twitter a viable marketing strategy? Have any startups benefited from this approach? In this issue, we'll explore whether picking fights on Twitter can be a good marketing strategy. We'll look at 2 case studies and discuss the potential benefits and risks of this unusual idea. DoNotPay vs. Robinhood In 2021, during the [GameStop short squeeze](, Robinhood, the broker most people were using to buy GME stock, restricted trading of GameStop shares. This angered many users, who felt Robinhood was siding with financial institutions over its customers. Amidst this backlash, a class action lawsuit was quickly formed, and many people wanted to join. [DoNotPay](, a platform that helps users navigate confusing processes to get refunds and cancel subscriptions, seized this opportunity by adding a service that automatically joined users in the class action lawsuit against Robinhood. They simplified the process, enabling thousands to participate easily. [tw profile: Joshua Browder] Joshua Browder @jbrowder1 [tw] After receiving hundreds of messages and Tweets about this issue, we have added the ability to join the @robinhood class action to @donotpaylaw. From 12PM today PT, you can enroll and support the cause via our class actions product! 7:17 PM • Jan 28, 2021 3K Likes 650 Retweets 137 Replies DoNotPay's announcement on Twitter gained significant traction, with [articles written]( about how to use the platform to join the lawsuit. In the first 24 hours, DoNotPay helped over 26,000 users join the class action lawsuit. [tw profile: Joshua Browder] Joshua Browder @jbrowder1 [tw] DoNotPay on CNBC right now: 26,000 new cases in past 24 hours. The deck is stacked against the average person, but we are in a new era of fighting back! cnbc.com/2021/01/29/app… 9:51 PM • Jan 29, 2021 133 Likes 23 Retweets 7 Replies Many people who joined the lawsuit tweeted about it happily, giving DoNotPay plenty of free PR. This buzz on social media helped spread the word even further, attracting more users to the platform and enhancing its reputation. [tw profile: edwin] edwin @edwinarbus [tw] Just joined the class-action lawsuit against @RobinhoodApp. @donotpaylaw lets you do it in literally 2 min. 8:41 PM • Jan 28, 2021 281 Likes 50 Retweets 18 Replies Most importantly, DoNotPay positioned itself as a defender of regular people against large corporations and financial institutions. They became the true “Robin Hood” of the internet. Hey vs. Apple In 2020, the subscription email app [HEY]( had a big clash with Apple. HEY charges users $99 per year for their service. They tried to charge users directly on their website, bypassing Apple’s payment system. Apple’s rules, however, require all apps to use their payment tools, which take a 30 percent cut. HEY refused to pay this 30 percent cut, so Apple threatened to remove their app from the store unless they complied. One of HEY’s co-founders tweeted about this, and it went viral:[Â]( [tw profile: DHH] DHH @dhh [tw] Wow. I'm literally stunned. Apple just doubled down on their rejection of HEY's ability to provide bug fixes and new features, unless we submit to their outrageous demand of 15-30% of our revenue. Even worse: We're told that unless we comply, they'll REMOVE THE APP. 7:04 PM • Jun 16, 2020 13.4K Likes 3.57K Retweets 935 Replies The tweet went viral for several reasons: - It captured the frustration many developers felt about Apple’s mandatory 30% cut. - People love a good David vs. Goliath story. - It raised questions about fairness and monopoly power in the tech industry, which resonated with many users. This fight with Apple brought a lot of attention to HEY and earned them many new customers. Since then, HEY has tried to replicate this success by picking fights with Apple Mail, Gmail, and Yahoo, as you can see on their website. Should I? Why This Works - Drives Attention on Social Media: Controversial or bold actions on social media can quickly capture attention, exposing your startup to a vast new audience. When people engage with your content, it spreads rapidly, reaching far beyond your usual followers and drawing in potential new users. This is what happened to my tweet, which was seen by many people who did not know what Failory is. - Earns PR Coverage and Backlinks: Successful viral moments often attract media attention, leading to articles and features on prominent websites. This not only provides valuable PR but also generates backlinks from high-authority domains, boosting your site's SEO and credibility. - Builds Loyal Supporters: By taking a stand and showcasing your company’s unique values and mission, you create a strong connection with like-minded individuals. These supporters are more likely to become loyal customers and advocates for your brand, helping to sustain long-term growth and engagement. How to Apply It - Identify a Relevant Issue: Choose a topic or competitor that has a significant impact on your target audience or business. Look for controversies or conflicts that resonate with your audience’s concerns or interests. - Craft a Compelling Narrative: Develop a strong story that clearly outlines the conflict and your position. Make it engaging and relatable to capture attention and spark discussion. Stories of small companies taking on large corporations usually work really well and get people’s attention. - Leverage Multiple Channels: Use social media, press releases, and blog posts to spread your message. Each platform can help amplify your story and reach different segments of your audience. - Prepare for Backlash: Anticipate potential negative reactions and plan how to handle them. Set aside time for responding to comments, engaging with followers, and addressing any issues that arise, both on social media and with journalists. Yes, But - Risk of Alienating Potential Customers: Taking a strong position on a controversial issue can alienate customers who disagree with your stance. It’s essential to weigh the potential gains against the risk of losing part of your audience. - Legal Battles: Engaging in public disputes can lead to legal challenges, which may be costly and time-consuming. Make sure to consult with legal advisors before taking any actions that could escalate into legal issues. - Unsustainable Strategy: Picking fights is not a long-term marketing strategy. It’s a tactic that might only work once or twice before losing its impact. - Impact on Partnerships and Investor Relations: Public conflicts can have negative implications for your business relationships. Potential partners and investors might view your company as risky or unprofessional, affecting future opportunities. Keep Learning Others Playing It WePay vs. Paypal This is a classic example of turning controversy into marketing gold. WePay created a massive block of ice with the message “PayPal Freezes Your Accounts” and dropped it in front of the conference center where PayPal was having a convention. The stunt was a huge success, significantly increasing WePay’s conversions, traffic, and signups. Epic Vs. Apple Epic Games took on Apple by suing them for trying to monopolize the mobile app space. They also created a [viral video]( that satirized a famous Apple commercial from the 80s, rallying people to join the fight to “Save Fortnite.” This bold move not only brought attention to the issue but also positioned Epic as a champion for fair competition in the app market. Refer Failory, Get Rewards Share Failory Chances are you have some more friends who would enjoy Failory as much as you do. Share Failory with these friends and cash in on premium resources and swag. You currently have 0 referrals, only 1 away from receiving my Pitch Deck Airtable. [Share Failory →]( Or copy and paste this link to others: Help Me Improve Failory How Was Today's Newsletter? If this issue was a startup, how would you rate it? [🚀 Launches to the moon!]( [🤔 Room for a pivot]( [💀 Crashes and burns]( That’s all for this edition. Cheers, Nico Update your email preferences or unsubscribe [here]( © 2024 Failory 1309 Coffeen Avenue Ste 1200, Sheridan, Wyoming 82801, United States of America [[beehiiv logo]Powered by beehiiv]( [Terms of Service](