Valiant’s work with Beat The Books was about creating structure beyond Twitter for the very first time. Up to that point, Twitter was their sole growth channel. It had built a strong following, but it left them over-reliant on one platform and with no systematic way to reach new audiences or retain members. Our mandate was to build a multi-channel growth system that combined storytelling, advertising, and retention to stabilize and scale the brand.

We began with short-form video content. Instead of pumping out generic betting clips, we built a content engine producing more than 20 videos each month across Instagram, TikTok, and YouTube Shorts. The creative focus was on storytelling. Videos broke down how a $10 bet turned into $10K, showed slip reviews with behind-the-scenes commentary, captured authentic first basket reactions, and leaned into meme-driven formats that felt native to the culture. Each piece wasn’t just entertainment—it was built to show what life inside the community looked like and funnel curious viewers into the Discord. Through testing, we found that storytelling consistently drove the most engagement, and it quickly became the backbone of the strategy.

In parallel, we built and scaled Meta ad campaigns to give BTB a predictable acquisition channel. Prospecting campaigns targeted core sports betting audiences through interest groups tied to sportsbooks like DraftKings and FanDuel, as well as major leagues and betting culture topics. Retargeting focused on churned members, Whop visitors, and high-engagement social audiences. The creative leaned into transparency and social proof, using real slips, testimonials, and comparisons that set BTB apart from less credible “guru” groups. Within weeks, retargeting ads were driving new members at significantly lower acquisition costs, while prospecting kept a steady stream of fresh leads coming into the funnel.

We then layered in email marketing as a retention driver. Before our involvement, email was almost untouched, leaving an entire channel of re-engagement and upsell untapped. We introduced structured campaigns including win-back sequences, promotional blasts, and early lifecycle journeys. These flows educated new members on how to get started, while win-back campaigns reached out to lapsed users with timely incentives. Although clickthrough rates showed room to grow, open rates consistently cleared 50 percent, proving that subscribers were eager to hear from the brand and giving us confidence that email could become a core retention pillar.

Throughout the process, we worked closely with the BTB team in a highly collaborative rhythm. Weekly calls ensured strategy alignment, while daily feedback loops on creative allowed us to test, iterate, and refine in real time. The founders were active in shaping content and providing community insight, which made execution sharper and faster. The combination of constant iteration and clear alignment meant every channel—video, paid ads, and email—worked together instead of in silos.

By the end of the initial build, Beat The Books had moved from being a Twitter-only brand to operating with a complete multi-channel growth engine. Storytelling drove awareness, paid ads delivered predictable acquisition, and email began to support retention. For the first time, BTB had a system in place that didn’t just ride the wave of social hype but actively created sustainable, repeatable growth.