Christian Schaaf's Blog + Portfolio

Tag: Social Media

  • Ready, Set, Launch: Bringing My Running Training Tracker to the World

    Ready, Set, Launch: Bringing My Running Training Tracker to the World

    You’re done building your digital product. You’ve poured hours into design, testing, refining, and making it your own. But the job isn’t over yet. Now comes the next challenge: how do you share it with the world so it reaches your audience and makes an impact?

    This week, I shifted from creator to marketer. My goal was to get my Running Training Tracker ready for launch by building my sales page, deciding on a pricing strategy, and crafting a marketing plan to promote it. Let’s dive into what went into this final stretch of the journey.

    Building My Sales Page on Gumroad

    After researching digital product sales platforms like Creative Market, Etsy, and Gumroad, I decided that Gumroad was the perfect home for my Running Training Tracker. Gumroad has a built-in marketplace with a “Fitness and Lifestyle” category and a “Running” subcategory, which is perfect for my target audience. It’s also simple to use and free to join, which made setup quick and easy.

    After I chose Gumroad, I spent time studying successful sales pages to get inspiration for layout and content. I wanted my page to feel inviting, easy to read, and trustworthy. I analyzed other creators’ product pages and noticed that the most effective ones had clear visuals, short descriptions, and structured sections explaining what the product does and who it’s for. Click here to view one of my inspiration sales pages on Gumroad.

    To prepare, I used Canva to design mockups and thumbnails that visually showcase the tracker’s features. I also drafted all copy in Microsoft Word first to make sure it flowed naturally before uploading it into Gumroad.

    When it came time to build my sales page, I organized it into sections that guide the viewer through the product:

    • About the Tracker: A quick summary describing it as a personal, customizable Notion dashboard for runners.
    • Format & Layout: Explains how the tracker works, from the main dashboard to the linked pages for logging runs, adding photos, and tracking gear.
    • How It Works: Step-by-step overview of how to duplicate and start using the template in Notion.
    • FAQs: A section that answers common questions like “Do I need the paid version of Notion?” (You don’t!) and “Can I customize this template?” (Absolutely!)

    You can view the full sales page and explore the tracker here: Running Training Tracker on Gumroad.

    Pricing Strategy: Making It Accessible

    Because this is my first digital product, I wanted to make it affordable and appealing while also reflecting its value. After reviewing prices of similar Notion templates on Gumroad, I decided to set my base price at $5.

    Gumroad also allows creators to turn on a “pay-what-you-want” feature, so I enabled that option with $5 as the suggested price. This gives customers flexibility: they can pay the base price or a little more if they want to support my work.

    This strategy felt right for my first launch. It keeps the tracker accessible for new users, encourages engagement, and lets me test the waters for future pricing decisions.

    Promoting the Launch: My Marketing Strategy

    When my sales page was finalized, I shifted focus to promotion. My goal was to spread awareness across multiple channels to reach as many runners as possible, especially those looking for a personal and customizable training log.

    1. YouTube Video Walkthrough

    I created a video walkthrough using Loom, where I guide viewers through each feature of the tracker. In the video, I also talk about why this tracker stands out from apps like Strava: it’s private, personal, and built for runners who prefer flexibility and reflection.

    You can watch the full walkthrough here: Running Training Tracker Overview.

    2. Email Newsletter Launch

    Next, I created an email newsletter in Constant Contact to announce the product launch. The subject line was tested through an email subject line analyzer for maximum engagement. I included a visual of the tracker at the top, a brief overview of its features, and multiple links to the Gumroad sales page to encourage clicks.

    You can read the full email here: Product Launch Email Newsletter.

    3. Social Media Posts (Facebook & Instagram)

    Finally, I designed and scheduled two Instagram and two Facebook posts featuring visuals from the tracker and captions that highlight its features. Each post includes a call to action directing users to the Gumroad page to purchase the tracker. View all my social media post graphics and captions here.

    To see the full set of assets, check out my Sales Assets & Marketing Report.

    Lessons Learned & Reflections

    This week was all about pulling everything together: creating the sales page, designing promotional content, and preparing for launch. One major takeaway? Never skip the quality audit. Before making my sales page live, I double-checked for spelling errors and tested all links.

    Building and launching a digital product has been an incredible learning experience. From market research and product design to branding and promotion, this process taught me how to take an idea from concept to completion. It’s been a rewarding six-week journey, and this final week felt like crossing the finish line.

    The Running Training Tracker is officially live, and I’m so excited to share it with runners everywhere.

    View it here and start your training journey today: Running Training Tracker on Gumroad.

  • Using Social Media as a Superpower

    Using Social Media as a Superpower

    Social media is more than just a tool: it’s a superpower. When used thoughtfully, it becomes a powerful way to promote other forms of communication.

    I’m sharing how I created social media posts to promote my upcoming long-form essay. Each post was designed with best practices in mind, tailoring the tone, length, and content to fit the unique style of LinkedIn, Instagram, and Threads.

    LinkedIn

    Caption: Running is more than just hitting the pavement – it’s about strategy. To optimize performance and reduce injury, you need to focus on the three pillars of running success:

    ✅ Smart training techniques
    ✅ Proper nutrition and fueling
    ✅ Effective recovery practices

    In my latest article, I break down these principles with expert insights, research, and personal experiences to help runners at all levels achieve their goals.

    Whether you’re aiming for a personal best or staying consistent, this guide offers advice to improve your performance and keep you in the game.

    Read my findings here: (include link here).

    #RunningPerformance #TrainingTips #NutritionForAthletes #RecoveryMatters

    Rationale:

    LinkedIn is a professional platform, and this post maintains a sophisticated tone. The graphic is 1200 x 627 pixels, which is the recommended size for LinkedIn images. I used a sans serif font in the graphic to add to the professional feel of the post. The check marks create a clean and organized structure. Ending with “Read my findings here” directly encourages action. The hashtags will help those interested in sports and fitness find this post, including high-performance coaches and nutrition industry leaders.

    Instagram

    Caption: Running isn’t just about miles – it’s about strategy. 🏃‍♀️

    Key to peak performance? Smart training, proper nutrition, and effective recovery.

    My latest article dives into these ideas and offers tips for runners to stay strong, improve speed, and recover better.

    Read more by clicking the link in my bio!

    #RunningGoals #Training #RunnersLife #FitnessTips

    Rationale:

    Anna Sonnenberg’s article “Instagram Organic Content Strategy: What Works in 2023” explains that using relevant keywords is important so users can easily search for your content. The shorter caption grabs attention quickly and includes actionable keywords like “training,” “nutrition,” and “recovery.” The tone is more casual than LinkedIn. The hashtags are concise and appeal to the target audiences of runners and fitness enthusiasts. Since Instagram is a photo-sharing app, I used an actual picture and a thicker, more playful font to catch the attention of Instagram scrollers.

    Threads

    Caption: Do you want to learn the key ingredients to running success? Become the best version of you: (include link here).

    Rationale:

    Threads is used for quick updates. This new app allows up to 500 characters per post, and the more concise the post, the better. “How to Use Threads: 10 Best Practices for Success” describes that using an approachable tone and posing a question are both great strategies to engage with the younger, casual, tech-savvy users on Threads. My questions in the caption and image both invite viewers to learn more about optimizing running performance. This post appeals to younger runners and athletes who are looking to improve their fitness.

    It is important to tailor your content to each platform and write strategically so you can reach your intended audiences and boost engagement.

  • Under the Algorithm’s Spell: Breaking Free from Social Media’s Grasp

    Under the Algorithm’s Spell: Breaking Free from Social Media’s Grasp

    Do the negative aspects of social media outweigh the positives?

    I was late to the social media game, mainly because my parents encouraged me to stay off the platforms in high school. Looking back, I’m actually thankful they did. It wasn’t until the summer after graduation that I created my first social media account—a rare occurrence in today’s world. The reason? To stay in touch with high school friends as we went to college.

    Since then, I’ve found myself falling into the same social media traps that millions of people experience. During the pandemic, I joined TikTok and quickly found myself scrolling endlessly. Platforms like TikTok are designed to keep us hooked, and the more time we spend on the app, the more we engage with its content.

    The “Foundations of Humane Technology” course from the Center for Humane Technology sheds light on this. It defines “persuasive technologies” as scientifically tested design strategies that manipulate our behavior toward a specific goal, such as spending more time on a website or app. TikTok’s algorithm tracks the content you interact with—videos you like, recent searches—and then curates a feed to keep you scrolling. This might sound harmless, but it’s all part of a larger strategy to maximize user engagement, even if it means hijacking our attention.

    The more I learn about inhumane technology, the more I realize how platforms are intentionally designed to capture and hold my attention. TikTok, for example, delivers an endless stream of content it knows we’ll enjoy – not just to entertain, but to keep us scrolling. It’s a time trap we fall into without even realizing it.

    That being said, there is one feature on TikTok that hints at a step in the right direction—an occasional pop-up that encourages users to take a break after extended periods of scrolling. It’s a nice gesture toward promoting mental health, but from my experience, it doesn’t appear until hours of usage. By then, has the app already achieved its goal of keeping me engaged for as long as possible?

    Overall, I believe technology, especially social media, takes advantage of users to serve its own purposes. Yet, there’s a shift happening. According to the Center for Humane Technology, harmful technologies are no longer getting a free pass. More people are recognizing the value of their attention and pushing back against these manipulative designs.

    The question remains: How long will it take for significant change? While we wait for stronger regulations, we have to take matters into our own hands—setting screen limits, finding other ways to connect with loved ones, and spending more time outdoors. In this fast-paced digital world, taking care of our mental health and protecting our attention has never been more important.

  • Doom Scrolling to Strolling: My TikTok Detox

    Doom Scrolling to Strolling: My TikTok Detox

    Giving up something in your daily routine is always a challenge. We’re creatures of habit, and, let’s be honest, change is tough. In a world that’s increasingly digital, we rely on our screens for connection, entertainment, and distraction. I know I do. So, this week, I gave up my favorite social media platform: TikTok.

    Before diving into the experiment, I did what no one ever wants to do: look at their screen time. TikTok was my most-used app—by far. I wasn’t surprised. I love the creativity that TikTok brings to my feed—new recipes, travel inspiration, incredible artwork. But, like many of us, I’ve fallen victim to the infamous “doom scrolling.” What starts as 15 minutes can quickly turn into two hours of endless swiping. I thought to myself, “can I actually give up TikTok…and survive?”

    For a week, I tracked two types of data: behavioral and emotional. On the behavioral side, I focused on how many times I reached for my phone, how long I spent on it, which apps I opened, and what I did to replace TikTok. Emotionally, I tracked how I felt each day, how productive I was, and whether I felt more present in my daily life.

    Before starting the experiment, I reviewed my last three weeks of phone usage. In total, I spent 80 hours on social media—about 26-27 hours per week. TikTok accounted for 42 of those hours, averaging 14 hours a week. I was captivated by TikTok like a bug is drawn to light, but this was a wake-up call. I couldn’t justify saying, “I don’t have time to do that” anymore since I spent so much of my time on TikTok.

    Inspired by Giorgia Lupi and Stefanie Posavec’s “Dear Data” project, I decided to approach my experiment in a similar way—tracking the data and then illustrating it with hand-drawn visuals.

    The first two days were the hardest. I kept reaching for my phone and accidentally tapping the TikTok icon out of habit. I also found myself using Instagram as a replacement for TikTok, but even that didn’t last long. By Thursday, I didn’t feel the need to check TikTok at all. I filled my time with walks during lunch and going to bed earlier.

    By the end of the week, my phone usage had dropped significantly, and I was mostly using just Spotify. Without the constant comparison that comes with social media, my self-esteem improved. I was more focused at work and felt less distracted by notifications. I wasn’t losing time to what Hari describes as the “switch cost effect” in Stolen Focus. Instead, I felt genuinely happier because I was more productive and present.

    Moving forward, I plan to continue this progress by setting social media time limits and taking my watch off during the day to avoid distractions. After completing this experiment, I now know that I can still function with less social media.

    The question is, can you survive a TikTok detox?