Organic Social Media Newsletter, Community, Consulting

It was dumb luck honestly...

I was unqualified to even read the job description.

But they rolled the dice and took a chance on me and just like that I was running social media at YouVersion (the Bible app with 1 BILLION downloads).

At YouVersion I saw how legitimately caring about your audience results in insane follower growth and engagement. We increased the following of our Instagram account from 500,000 to 2.6 million followers in two years. We launched multiple accounts that grew from zero to over 100,000. Our TikTok went from zero to over 300,000 in under six months.

I'm currently the Head of Social at Benzinga where I lead the best social media team in the world. So far we've grown our social presence by over 600K followers (50%) and drove 877.74M impressions and 25.97M engagements with a post volume of over 21.7K posts. And we're just getting started.

I started writing on LinkedIn on January 1, 2022 and have written (almost) everyday for 4 years. The account has grown from 0 to 45,000+ followers. 15,000 of those followers have been kind enough to subscribe to my newsletter, Social Studies.

Social Studies is trusted by social media pros at Walmart, Amazon, Beehiiv, TikTok, Nike, Google, Tesla, Microsoft, DoorDash, Shopify, Adobe, Apple, PayPal, Uber, Salesforce, Target, Disney, Nvidia, Canva, John Deere, Accenture, T-Mobile, Marriott, Dell, and Forbes.

Kind words from Ish Verduzco (Founder of Internet Empires, previously at a16z, Snap, and LinkedIn): “There are only a handful of other creators in the social media space who are as sharp and consistent as Jacob has been in recent years. Social Studies is a great addition to your inbox if you work in the social media industry and want to learn from a pro.”

In short... I help brands build audiences, engaged communities, and raving fans.

Jacob Shipley

Driving Brand Engagement and Amplifying Reach | Personal Branding Expert with a Passion for Social Media Marketing and Content Writing

Hi - welcome to my LinkedIn. 

I started Social Tango with a simple belief: social media shouldn’t feel like a noisy megaphone. It's a place  where brands and their audiences move together, creating connection, trust, and impact.

With experience in strategy, storytelling, and community building, I work with startups and small businesses who often feel lost in the “social media shuffle.” Together, we cut through the overwhelm and focus on what really matters: building visibility with value and vision, sparking engagement, and moving people closer to your business.

What you can expect when working with me:
✔ Clear, thoughtful strategy (no cookie-cutter templates here)
✔ Fresh, creative ideas that match your brand’s voice
✔ A partner who genuinely cares about your growth

When I’m not building strategies or writing copy, you’ll probably find me in the gym, cuddling with my cat, or just reading. 

Let’s connect. I love swapping ideas about social media, branding, the future of socials, and what it takes to build a brand people actually want to engage with.

Rehmat Asrar

Founder @ Social Tango | x-vFairs | Here to turn your socials into growth engines.

We spend so much time building brands and telling our clients’ stories. But sometimes, we forget to tell our own.

So today, we’re sharing the story behind Social Tango and why it exists.

#SocialTango #SocialMediaMarketing #Dubai #London #SocialMediaManager

I’ve been seeing a trend lately.

Some popular Instagram content creators are cold-calling small businesses and promising virality.

“Thousands.”
“Millions of views.”
“All in 30 days.”

On the surface, it sounds tempting.

But here’s what actually happens most of the time 👇

That so-called virality comes from:
• Jumping on random trends
• Chasing formats that don’t fit the brand
• Posting content with no real strategy behind it

No positioning.
No narrative.
No long-term thinking.

Sure, maybe the brand goes viral for a moment.
Maybe there’s a spike in views.
Maybe some momentum.

But then what?

Virality without strategy is noise.
It doesn’t build trust.
It doesn’t build recall.
And it definitely doesn’t build a business.

Brands, please stop chasing virality.

Chase:
• Consistent, long-term growth
• Content that actually adds value
• A clear identity people can associate with your brand

Ask yourself:
Is this the kind of content I want my brand to be known for?

And to freelancers and content creators:
Please stop making over-the-top promises.

Guide brands honestly.
Set realistic expectations.
Build with intention.

Real impact doesn’t come from going viral. It comes from showing up, consistently, with purpose.

I recently saw Lune Dubai at Marsa Boulevard. It had been on my list of coffee shops to try since a while. Naturally, I went to check out their Instagram page, and here’s what I found:

Nowhere on their Instagram does it mention they are at Marsa Boulevard in DFC.

Their content feels boring, no menu details, no locations, just a handful of posts (12 to be precise)

Their most recent post was Dec 8, 2025, showing some activity, but overall, content is infrequent [the post before this was Dec 2024]

Thankfully, their Google Business Profile is set up properly, so the location shows up there, but that shouldn’t be the only place people can find key information.

Here’s the thing: Your Instagram is your digital storefront. Your story highlights are essentially a mini website. For a café, the highlights need to cover: 

- Timings & locations
- Menu with pictures
- People behind the brand, staff, baristas, chefs

Aesthetics may bring people in once, but the experience and connection turn them into regulars. 

Instagram gives your customers the right information and makes them feel part of your space.

If you’re running a café or restaurant, ask yourself: is my Instagram helping people find me, understand me, and fall in love with my brand, or just showing off food?

Because with Lune Dubai, they failed to bring me in.

Admin task for tomorrow:
Finally accept that I don’t need 300 marketing related random screenshots from 2023.

Clear them out. Let them go. I’ll never need them. I don’t even remember what those mean anymore 🫠

taplio

The Battle

Jacob Shipley

Rehmat Asrar

Followers

Posts

Engagements

Likes

Performance ScoreRehmat Asrar's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jacob Shipley

Rehmat Asrar

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Rehmat Asrar's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRehmat Asrar's LinkedIn Performance