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- [00:00]
Alex Garcia
I spend too much time on Instagram to the point that I don't meet with friends. I haven't gone outside in 22 days in water. Well, what is that? And you might ask why? And the reason is I've been scouring Instagram for way too long, trying to find you the ten best pieces of content that you're not going to find anywhere else. But I don't want to just show you those pieces of content. I want to help you break them down, apply it and grow with it. So that's what we're going to do here. Today I found 10 pieces of content. Let me address this backroom. It's shitty. I am sorry. We just moved into the this house, and in, literally in a week or in just a few days, I got people coming to fix this background and get this all adjusted. So right now we just have chaos behind me. That's it. But it is what it is. So let's get into the first account. You're going to see me looking down a little bit. That is me going to the account. So the first one on the list is Joshua Neal. I'm going to call this Lesson, essentially this series that he's doing, the Lessons of a Good Lady. It's probably one of my favorite pieces of content on the Internet right now. So it's breaking down piece by piece. So one of the first things that you're going to notice is if you go to his account, each one of these reels is getting 1, 2, 3. I think maybe there's one with 4 million views. You got 1.5, 2.7, 1.8, 3.3, 3.9. Absolutely crushing. If I had to. If I had a guess and I went on Social Blade, this is a large part of his growth is these pieces of content. Um, and so when we look at one of these and. Sorry, it's for context, the ones that we're going to be paying attention to is the one where he's sitting down in a suit. Um, again, this is why I'm calling it Lessons of a Good Lad. So this first one that I'm going to break down, why is it great? What is he doing? What makes it sticky? All of those. All of those elements. So the first one is Top five Ways to Give a Woman the Ick When Dating. So out the gate, he has a setting that he uses, right? And he has a format that he's using that is huge when you're developing a social series. So here he has. He's kind of sitting in this like modern man. Almost feels like it should be in Buck Mason. He's sitting in a suit. He has a glass of whiskey right beside him. He has this maroon background. He has a specific font. He uses that repetitively for every series. That's a sign of a good series, is when all the elements are. Make it familiar because you're doing it over and over again. Right. You're consistent with the elements that make it a series. Now, when we actually break down the elements of what makes the content good, we're gonna put this up for a second.
- [02:21]
Unknown
Top five signs they are not interested in you. It's been half a year, and they're still not sure about you, but yet they're sure about you when you're laying down with them and your face is in their most sacred parts, or you're out with them and you're spending a car payment on them. But commitment. And now all of a sudden, they're lost. I thought you didn't play about you. Lies. You'll have a whole super bowl game played about you. Omg. Is this play about you? I don't know. You tell me. Nobody on planet Earth is busier than a person who was not interested. You're telling me you've been left undelivered for seven hours? There's 25,200 seconds, and you're telling me they didn't have three spare available ones to you back? They couldn't do that for you? You're telling me they've been off the grid for this long? Who the hell are they? Rambo.
- [02:53]
Alex Garcia
First thing comes out really fast. Top five ways to give a woman Nick when dating. There's clarity, there's context, and then there's a curiosity gap in that piece of. In that hook. Sorry. There's all the visual elements that play into the visual hook. You have a title hook that's right there on screen, and then you have, hey, you know exactly what you're going to talk about. He puts enough context in the video that you know what you're going to extract from this. And then there's a curiosity gap because of the top five ways. Right? That's the element of a good hook. Second part that he does very well. He says it fast. So pacing's a huge, huge thing when we're talking about a good series. So he hits it with really good pacing. Hits it really fast. Boom. Quick cut while still keeping it classy. Not like Mr. Beast, like fast cuts. Pacing's very fast. Just like he's trying to give you a lot of information really fast. And he's not like, he's not breaking pose. It's almost like he's in character and like he's that character in a movie that's just legs folded and it's like you ask for advice and he's like, well, number one reason that you're not doing this is because of this. And so because of that you need to be doing this. And if you don't do this, this is going to happen. That is essentially what he is doing and how he's. How he's going about this series. Absolutely love it. He adds in these little B roll elements as well to break up the monotony of just staring at him on screen. They're planned B roll shots, right? If you look at them, he uses them very often in his videos, but they're plan B roll shots. They do a great job of transitioning from point one to point two. And the other elements that he adds is he adds in a lot of personality, right? He's like, like talking to himself.
- [04:19]
Unknown
A friend is sick of you. For the love of my Lord and savior, baby Jesus Christ. Do you have no self respect for.
- [04:24]
Alex Garcia
Yourself or basically frustrated with the person who's doing these things? Right? These lads who are trying to learn and he's trying to teach them, he's just like, like keep growing with frustration as he talks to them. And, and one of the things I want you to pay attention when you're watching this series is he's in character. He's very different than a lot of the other pieces of content that he's creating. In this piece of content, he is literally like playing this specific character, like this therapist and, and almost like Hitch, right? Like the same way Will Smith in Hitch plays a specific way where he's helping. I forgot the, the actor's name, but he's helping that actor be able to get women and date women and all this. He's almost like playing that role. This is where you live, right here. You live right here. Okay. This is home. But in this way where he's talking to the camera, he's talking to the audience. That audience is you and you're the lad that he's trying to teach. Another thing that I think is Big is the fact that he has a timer in the, in the background as a sound effect that is telling you that this is going to be very fast paced. He's trying to give you all of this dense information so very, very fast. And almost like the little ad libs he has there too. It's what makes it very funny. I love it. And if you even read some of the comments, the ticking sound adds a sense of pressure, like you're running out of time. The interrupting cuts keeps the watcher focused, adding variation. The fast talking adds onto the pressure, making the words hit harder. Now, obviously a good topic, one that needs addressing. You're good. Like this is the top comment here. All of those are very good breakdowns of this video. Again, 10 out of 10 piece of content. I'll let you this is all going to be linked in the comments. Amazing piece of content. All right, so the next one that we're going to be going over is this guy, Clark Jacobson. So I'm going to put this into the URL real fast. I swear, nearly every performance meeting I have has this line. We need to stop relying on Meta for our growth. Then add on all the market uncertainties like supply chain issues, economic shifts and platform changes, and it's seriously hard to be a marketer. And that's just the truth. And it's not like the competitive landscape is getting any easier. The giants get bigger and the competitive market gets more saturated every single day. Which means you need to find unique ways to combat this. And this is why you're seeing more brands diversify with influencer content. And no, I don't just mean a pay for post strategy where you have this influencer post, this cringe photo, just holding a prebiotic soda, none of that. I mean integrating influencer and creators into your content strategy and integrating them as a character of your brand, then building an influencer army to have this always on influencer marketing flywheel. And every month we're doing this for our brands. We're building out these influencer flywheels that are getting them hundreds of pieces of content every single month. Net new ad creative and building this positive perception with their ideal audience. Just imagine having influencers and creators cranking out a hundred plus pieces of content for your brand every single month. I mean it's, it's what you need. And I get it, it sounds amazing. But it's not easy to execute because it's not easy to source, nurture and connect with all of these influencers and build lasting relationships. That's why my team and clients, we all use Siral because with it we're able to build programs at scale versus doing this all manually. That's why they also just released an AI agent that handles all of this outreach, which helps you then spin up a program much faster. Which is why brands see an average ROAS of 5.12 when they switched to Soral. So do yourself and your team a favor and click the link in my description to talk to the Soral team. They'll walk you through the program, show you what's working, and if you tell them that Alex and Sweat Equity sent you, then they're going to roll out the red carpet for you. Okay, so Clark is starting a running brand called Stride. And what I love about this is all the visual elements that he's using to tell us why he is starting the brand. And so I'll start with it and then we'll watch this and then I'll break it down first.
- [08:00]
Clark Jacobson
Running brands are boring. Look, if you're like me, it feels like this whole running thing is everywhere. Everyone in their mothers is on Strava showing off how cool they are for a 5 or 10 mile run.
- [08:16]
Alex Garcia
Hold on, hold on.
- [08:16]
Clark Jacobson
I'm just kidding. I do the same shit, so don't worry. But I was looking at these brands and I was like, man, the ads, boring. Gear, boring. The sport is just boring. So we thought maybe we could shake things up, design things the way we.
- [08:31]
Alex Garcia
Like and brand it our own way.
- [08:33]
Clark Jacobson
With inspiration from surf and skate culture and street wear, turn running into something that feels cool and put our own spin on this thing that it feels like everyone is doing.
- [08:46]
Alex Garcia
All right, cool. Break it down. Why is it a good piece of content? So this is one of his top pieces of content. I believe he has 2,988 followers. This has 1200 likes. This probably his, his best piece of content. The thing I'll start with is when we're talking about talking head content. So talking to the camera, something like this, you want to add in these elements of action, right? Either different angles, actions, or aesthetics. He does a very good job of adding multiple actions and angles to his concept. So when you watch it, you'll see him skating and talking. You'll see him walk down the stairs, you'll see him open the door and, and start talking to you. These, this is called Pope in the pool. And so Pope in the pool is this idea or technique of if I'm talking to you, can I do, can I be using some kind of action as leverage to get to hold your attention so that you're paying attention to the action and you don't even understand, like realize that there's dialogue, that you are just consuming dialogue. And so that's what Pope in the pool is, right? So if I'm talking here, but this whole time I'M like swirling something on my finger that'd be poping the pool, right? If I'm walking and talking or I'm skating and talking, like that is poke in the pool. That's why you see people who do makeup tutorials doing their makeup while they're talking to you or doing their hair while they're talking to you. Like, that is just a technique that works extremely well for gaining someone and keeping someone's attention. But outside of that, he addresses a few things that make this very well or make this very good. He talks about an enemy. That enemy being like, most running brands are boring. Most running brands, all they like, all look the same on people's feed, feel that. And they don't have as much personality. And they're not made for people like him who just like, who love to run and skate. And what he's almost doing is starting a running brand that's like based off of Stussy, right? Or like Quicksilver or any of kind of those. Those brands that play in that surf and skate era. And he's doing it in a way where, hey, I'm addressing this problem. I'm addressing the other brands in the category without really calling them out that are also part of that problem, at least a problem that I'm facing. So therefore, I want to start a different brand. And this is my way of telling you my founding story. So for anybody that says, like, you can't make your founding story top of funnel, it's not true. Is it hard? Yes. You can tell this. This piece of content took him time. He. There's. He's in multiple, multiple locations shooting different scenes. That is what makes this a good piece of content. And also all the other engaging elements like shooting those. Those locations, but then adding in all the other actions to go to make it engaging. Especially when you're a smaller account and you haven't broken through and you haven't really, quote, unquote, got into the algo. You have to do things like that to be able to make a very engaging piece of content. 1200 likes on one video. If I had to guess, like 40, maybe like 30 to 60,000 views. Like that is big for an account with three now, 3000 followers at the time. Probably like a thousand followers. That could be getting the difference between getting zero people on your waitlist and getting a thousand people on your waitlist. So I would pay attention to him. I think he's going to blow up. Clark Jacobson follow his company stride as well. Okay, the next one is Ron Doug at is Ron Doug. It's actually Taron Harris. So he has a series or a piece of content. I don't think it's actually a series. I think he should make it one. I also think that any fashion brand should figure out a way of doing this. So we're going to watch it real quick. And then again, I'm going to break it down.
- [12:08]
Clark Jacobson
Yeah.
- [12:09]
Ron Doug
Get punched in the face of some TLC on the dead guy. Some tlc, because my, you don't need a chili ice pack of your left eye I'm back in your city tonight Walking around my head high I saw bro in the pop I would never been dead Riding against his hairline. It feels like nobody's there until you start giving out two tones.
- [12:28]
Alex Garcia
Okay, so first thing, this is a great job of using trending audio and making it work for yourself, your brand, you as a creator. A lot of times we talk about trending audio, not really using trending audio as much or like it needing something to be like that. You need to make your content work. In this case, he built a piece of content that fits him, fits his personal brand using that trending audio. That song being Drake, what did I Miss? It came out. It was hot. It was hot on ig, Therefore, he built a piece of content off of it. Now, when I talk about what I was just talking about, which is the use of angles in your hooks out the gate. And let's say this is the car. He has the cameraman down here pointing up towards him, right? So it's this different angle that we're used to seeing from a car mount. Typically we see a car mount and I've done this where it's like on the hood or like if we are shooting down low, like you're just shooting the. The tires or the rims, like something like that. In this case, he's using it to shoot upwards towards where you can see him come out of the window. So he comes out of the window, and this is called fits of the week, right? And so he has, I think six or seven cuts where he's showing you the different fits or the different things that he's wearing to this song. So it's cool is there's multiple actions in the first three seconds. Window comes down, he pops out of the window. He starts rapping to the song. He's in the first fit. Then he uses his hands to create a transition. He goes like this. So if, like, I'm closer to the screen and I go like this, I use that white to Create a transition to the next scene. You mask it out. All of a sudden he's kicking it with his legs outside of. Outside of the window. And now we see his pants, we see his loafers, we see his socks. And then he uses another hand swipe to show the next fit. The next bit, right, being I think, a leather jacket, something else, some rings. And so the whole time he's kind of using his hand in different movements like this that he would use in a wrap or as you wrap to transition from fit to fit. Like, so he's basically showing you top, bottom, top, bottom, top, bottom. Does the same things again, right? Rotates between fits. I say this if you're a fashion brand and. Or let's say you're a golf fashion brand, right? You can be doing something very similar. I think I talked about selling an episode, but then the. The audio is corrupted, so we didn't get it out. But if I'm a golf brand, I'm gonna find my thing like this guy is doing where let's say it's a swing and I'm dropping a collection. I would come up with my own kind of format that nobody else can replicate. Everybody could put lays like overlays on the ground or do overlays like on the ground or something along those lines.
- [15:05]
Ron Doug
Or.
- [15:05]
Alex Garcia
But what if I come up to, I'm in the golf course, I'm teeing off, and as I swing, like every few inches of a swing until I go through it shows the different fits in the collection. Like, it'd be a fast paced piece of content. It would be unique to me. No one else is doing it like something like that that he's doing. Where it could be to a song, it could be to a specific beat, a sound that's popping off. You could add multiple angles to it. You could do a top down. You could do with the drone. You could do all sorts of different things, right? Like you could have a drone coming towards the. That individual as he rotates. You just have to do that shot over and over and over again. Then match cut it. Like, there's so many things that you could do, but I just want you to think about, like, okay, if I'm trying to do a lookbook, if I'm trying to do something where I rotate products, how can I put it in an element that's interesting or that's unique to my customer base? Or my. You would find my customer base. Or how can I just do something that breaks. Breaks the mold a bit? Everyone does lookbooks where they Just stand in front of the camera and they, they stand here and then they look to the right and they look to the left and then they do a spin. Like, what he's doing is super interesting, right? And to the point where people are commenting like, yeah, I need to study the fifth. Like that. You want that kind of reaction. And then this has 16, 000 likes, probably in 3 to 500,000 views. Like, this is a great video. And it's also an easy format to replicate that car. That camera is mounted on the car once, like literally in the same spot. He just has to change fits and do his. Do his thing. And then really comes down to post production and editing it the right, the right way. Next one, Fireproof Coffee. This is actually one of my favorite examples in here. And the reason for that is they do a phenomenal job of using carousels as one of their content pillars that I don't see enough brands really, really doing. They actually use their, their carousels as like one of their core content pillars, but then they have like four subsets within those carousels that they, they use repeatedly. So one is lessons. They're consistently doing a. Hey, this is what we've learned after 11 months of, of running our coffee shop. Then they do another one that's like story time. That is something like, this is why we created this campaign for X, Y, Z. This one's how much money we made in our first month of opening up a coffee shop, plus first month's numbers. They have another one that's just bts and so they. And they've done this repeatedly. What I love about this is typically, and like, you've seen myself do it, you've seen other marketing creators do it. People just like curate photos and use those as the backgrounds for their carousels. And so, like, kind of lose a little bit of that touch. Lately I've actually been using my photos, right? Like, if I do it, I've been doing a good amount of traveling for different productions. I would just use my photos. I'll have a photographer, we'll take a bunch of photos. I'll use my photos. So it makes it unique to me. They do the same thing, but their whole aesthetic at Fireproof Coffee is like retro futurism, right? And so it's like really vintage space, retro tech. It's. It's honestly sick. But what they do for their carousels in their art direction is they shoot on film and so they get like this kind of retro look. It's a little bit grainy. It's A little bit faded. And it fits them, it fits their feed. But they do a phenomenal job of using these carousels to like bring people a little bit more into the fold and tell their stories. And so a thing that you can do and look at when, if you want to create these and interject these into your content strategies, you need to be looking at the people, places and products that you're using or that you are part of or that your customers use on a consistent basis. And then look at your calendar and your goal and mindset should be what is the story within my day, right. You may see a one hour block and be like, damn, like I just cleaned my whole studio because we have a big shoot. Well that right there, like depending on how you position, it could be a very interesting carousel for the people that like want more of you and your content and of your brand. Right. So instead of looking at as like, oh, I just had to do this thing for an hour, you have to think about how can I turn this and weave this into a story that my audience would find interesting. So that could be. We just clean to set up for the biggest production that we've ever, you know, we've ever had. All of a sudden it gets way more interesting. Right. But it's all about how you position that story so that it's, it's something that your audience wants to consume and it's, it's engaging. They actually have one piece of content that they did like that. Let me pull it up real quick. Expanding our coffee shops. The behind the scenes action of how we transform the space. Really simple carousel where it's like envisioned a really cool lamp hanging here. Sampling this type of wood to cover both walls. Bought plenty of desk to see 24, 24 more. 24 plus or more people painted the floor beneath. Clean it clean sand dust plan for two lounge areas on this side of the room. So just by doing this like they're telling a story and the image is not like, it's not an amazing image, just an image of the, of the space and they have some more shots on film just supporting it like very, very good piece of content and simple piece of content as well that has a significant amount of engagement, right. Has a thousand likes and for a small smaller brand like that is a good piece of, of content. Okay, moving on. Giacomus. Now you could say Alex, I everybody talks about Jacquemus, this is true. But what I wanted to talk about this was, this was a campaign that they put out June 23rd. So call it what, a month and seven days, 10 days ago. And so the reason I put this in here is it is so easy as maybe creative directors, as brand strategists, creative strategists, as creators, as, as personal brands to look at people within our category, in our space for inspiration and be like, oh, this running brand's doing this, so therefore I have to do this, but I just need to do it better. And so I'm going to do this. Versus. We did a me and Tatum Brandt. We have a YouTube show that's dropping. Hopefully soon her and I need to get on a call and just like iron out specific so we can start launching, which has been crazy busy. But anyways, we filmed an episode with Tim west from Bandit Running and in that episode he was talking to me about like, hey, we never look at running, we never look at any other running brands to consider and to inspire us for any of our campaigns. So, sure, Nike might have done something amazing. We're not going to look at Nike on might have done something really cool. We're not going to look at On. We're going to be looking at all sorts of other brands or even historical moments or like all of these different things that are outside of even fitness for our inspiration. And so the reason I point that out is Giacomus is in a great example of a brand who did that. They dropped the images for this campaign and what they did was they looked at images from their family that they shot way, way back in the day. And to pay homage, they recreated those images in essentially using their. Their collection. Right. So you look at this image of this lady holding what looks like lettuce and maybe like string beans or something. She's holding that and then it shows an old image of probably like her mom or grant or, sorry, their. One of their moms or grandma holding like kind of the same things in. I think it might be the same location. I believe it's the same location. Another one, the what looks like a mom and dad in front of a, like a basket of potatoes recreated the same image. That was a black and white image. Right? And so this just goes to prove, like, you can look at so many things and pull so much inspiration for your art direction and your creative direction from other things. You can look at a book of statues, you could look at a book of art or abstract art and like, figure out, okay, what elements or even movie scenes, like, I pull so many references from movie scenes for photography. That is. Is crazy because, like, I don't want to be looking at like we have a running campaign that we're shooting. This comes out Tuesday. I leave Sunday. So I leave Sunday for, for a campaign. There is not one reference image from another running brand. There's not one piece of inspo from another running brand. Like every. And I'll go through that process. Everything is net. New things from movies, like I pulled from race car movies and then like I pulled from, from Dune. I pulled from Predator. I pulled from like so many. I pulled from Interstellar, like I pulled from so many different references. I didn't look at any running brands because the second I do that I really lose the, the creativity of being able to look at like a shot of someone from Dune and be like, okay, how can I recreate this and tell a story this way and how does it fit into our story? And then how can we manipulate light? Like I want those puzzles going on in my head because those puzzles are going to help make me like get on paper and really create something unique. So I point out this jocker moose piece to think about that and to learn from this that you don't need to be looking at your space or at competitors. I think I didn't talk on. Talk about them here, but I think it's like no, it's not outlander running. It's. There's a running brand that I talked about recently that is doing the, the best job of this currently running. Look at them. They're doing a phenomenal job. Very. It's almost like Western gives you like western vibes. Western, like vintage retro vibes. Just they. They're doing something unique in the space. I love them. They're. Yeah, they're just doing. Doing amazing. Engineered to run the Earth. Like it's. They're doing very good. Okay, so this is another one. I think it's called Safani Coffee out the Gates Again using an audio track that is very well known and trending and kind of like always a banger if you use it right. Like that is just a, a very well known audio sound. So like right there you could leverage the familiarity within the audio. You know that based on all the other songs or all the other like viral videos that have used that, you kind of know what to expect from a song like that. Second thing, this is a cover shop. They definitely don't offer this. But the whole goal of this piece of content is eyeballs. Can we go viral with something that is super relatable to our audience? Right? Like can we, can we get people to say, yeah, like I wish I could have that. I wish I've. I needed that in this situation. Like things like that. You want that to essentially be created in somebody's head. The next thing is text on screen a little bit. Something to take off the edge. So this was posted on July 11th. That is when that trend was hot, right? Like you saw a lot of people doing like the little cigar thing and they would put cigar on like you know, like me shopping, I could put my hands like this on. On it or I could put it on all sorts of different things. And like they were creating these five to second videos in cut 30, we call them one shot videos where it just said like something to take a little at the. Take the edge off. And they would just kind of put their fingers on it like that. This is a great example of how to take that and like make it unique and make it one of one. Now the other element that they added was they added this giant glass bowl with a latte in it or coffee in it, whatever the case may be. That out the gate kind of creates this like what the hell did I. Am I witnessing moment? Like this person is going to die if they consume this entire thing. You want to create that, like you want to have that aspect. And that's why this video is 15 million views, right? Like that is a lot of, a lot of top of funnel views right there. And so based off of this, what can you learn? So if you, if you can think outside the box and you can think of, of elements of hey, I'm a coffee shop, like what am I going to do? Okay, can I put coffee in a bag? Can I put coffee in a backpack and always be sipping. Like you have to think about what is something crazy and outlandish that I can do that's going to get somebody's attention. That also is very relatable. Like someone wishes they've always that they were so tired that they just had a giant bowl of coffee they could sip out, sip out of the entire day. Now we think about the different trends that are happening, right? Text trends, a little something to take the edge off that is trending. Boom. I have to do this very, very fast. I have to execute this within 24 hours, 48 hours at max. Another thing I'll say here is not enough brands. And then people are thinking about the composition. The composition on this video is phenomenal. It's shot on the angle, the depth. The depth is great. On top of that, there's all this space above him that you could use text on. That's why? The text is very clean. It's very readable. And this is the perfect duration. This video is seven seconds long. That's a perfect duration for a video like this. That's like two to three single shots. Like, you're not really changing any anything outside of, like, just the thing that he is doing and cutting in between it. Overall, amazing video. Kudos to them. Okay, the next one is Japur rugs or Japur Rugs. Dude, I. I'm terrible at pronouncing things. I will. I will not stop, though. I will try. You look at some of their most recent content. Some of their most recent content's getting 145, 200 likes, 92 likes. And they're just like, kind of single. It's like a carousel of. Of their product in. In a house, in a hotel, like. And then the next is their. Is their product. That's not what I want you to pay attention to. What I want you to pay attention to is you're going to scroll down or start at the beginning where none of their content's really, like, popping like that. Like, some of it performs high. 190,000. 194,000 followers. You need to be getting more than 200 likes. But if you pay attention to something that they did for Wimbledon, that is genius. They need to be replicating this more. So June 30th, they put out a post that said Wimbledon begins today and the court of carpets is back. For the duration of the championships, Japur Ruggs will be Chevy in the beautiful game with unseen video clips from our spect spectacular project that aligns port luxury rule somewhere. Sorry, somewhere in India and SW19. I don't know what that is, but essentially they created a tennis court made out of their rugs. And then they. They created like a drone series where they just shoot a bunch of content above, above head. That is absolutely phenomenal. So this first piece of content has 21, 000 likes. You see birds coming through, and they basically, like, recreate tennis matches. But these tennis matches are on their. Their signature court made out of their carpets. And so they take this really big cultural moment and they make a campaign out of it. The first video is like this little teaser slow overhead shot. You see someone kind of dribbling the. The tennis ball, if that's what you call it, dribbling it with the paddle. Then you see one hit and then you see the ball kind of roll. That's like their little teaser. Then the Next Video has 13,000 likes. It has an over, over via Drone shot, kind of overhead shot, just of a guy hitting the tennis ball, serving it, and then this lady kind of returning it back. And I want you to just go through all their content because they have another one where they're rallying right like this. These two people are just rallying back and forth. But the shot is absolutely beautiful. Like, it makes me want to buy one of these Indian rugs for my artisan rugs for like my. My house just because of this. They're showcasing like 12 different carpets in this Wimbledon series. And they're doing in such a way that is so cool. Like, they honestly need to be doing a lot more of this. But every piece of content here and part of this series absolutely hit, like the worst one, getting 979 likes. They had one that got 50,000. And it is a, what looks like AI like, it is perfectly shot. You probably see a lot of this in Italy. Like these overhead drone shots of kind of like beach chairs. They're super colorful. Like, it's an amazing color palette. They did this with their rugs. It's like maroon court. They have their rugs put out in the tennis court. Then they have nice little or like Persian, like umbrellas on the sides. Like, they. They literally recreated like a tennis court. And it's beautiful. It's just like this, this overhead shot going back and forth with spectators that are all dressed the same in like light pink or salmon white sunglasses. And it's just going back and forth. Really sound designs. The big thing here. Sorry, let's. Let's actually watch it. So it's very simple. I hit as soon as I hit. Sound effect goes. And then you see spectators do other person hits sound effect Doom. Like, that's all the video is. 2. It's two shots really steady on a tripod. One overhead banger, though, absolute banger. The next one is very similar. It's like this. It's all in the drone as well, but it's like slow motion kind of drone shot doing relatively the same thing. And so we're going to watch this real quick.
- [31:33]
Unknown
I charge $5,000 up for my suits, and some people call me a scammer. And if you think $5,000 is a lot of money, you probably are right. It's not worth it to you to spend $5,000 on a suit. It's better worth it buying a car instead. But if $5,000 is no longer a lot of money to you, let me explain. What I actually do first is you need to understand that price is entirely divorced from how much something cost to fulfill on the cost of goods does not equal the value of the product. Fundamentally why you pay more for a cup of coffee at Starbucks than you do just about anywhere else. Secondly, the value I provide comes from having somebody that handles all the headaches of building a wardrobe, all the headaches of does this work for me or not? All the headaches of making sure it fits and coordinates all the suppliers to make sure things show up when they need to. Which, again, if your time is worth a lot of money, you don't want to deal with any of those things because I wouldn't want to deal with any of those things as a consumer. So I deal with them for my clients, which is incredibly valuable if your time is worth thousands of dollars.
- [32:30]
Alex Garcia
What makes this a great 10 out of 10 piece of content? The first thing is it feels like he's playing a specific character, like he's the founder of his brand, but at the same time he's talking to you like a luxury tailor, right? Or a luxury stylist. And so I've been talking about this more, but I, I. Brands need to be introducing more characters into their content and into their content series. And so if I'm a fashion brand, I figure out how do I put in a stylist series into my content strategy. So I introduce this new character, and I know exactly what I'm going to get out of that character every single time. And so he, here he is breaking down like, you know, a $5,000 suit for me is, is expensive. Here's why. X, Y, Z. Cool, awesome piece of content with the other elements that make this very good. And if you watch more of his content, he has a format that he's doing over and over again in, like, a specific setting and location. Like all these different pieces that make this a unique piece of content. And it makes it something where I see it and I automatically know what I'm going to get out of it because it's familiar. I saved a piece back in the day, I saved like two or three pieces of content. I get hit with it. I know what I'm getting from it. And so with this, right? Like, he. You have like this kind of retro old money aesthetic. It matches what he's doing, which is matched with suits, right? Like, overall, very, very good. But I also like the use of different angles in this content. He comes out of, like out of the sides a little bit. Like, he, he's doing different things to make it a little bit more interesting than just talking head. And in the reality is like, you really just need to do that for the first eight to 12 seconds of a video. Like, you really need to be looking at your average watch time. If you are always dropping off at like the six second mark, the seven second mark, then, okay, like I need to get a little bit more creative until 8:12 seconds. So I need to change the different angles, I need to add some actions, I need to add some more movement into this video to make it more engaging. Then I really need to be looking at my 3 second view rate, right? If my 3 second view rate is 35% and my average watch time is, is 6 seconds, like the second, I could get my 3 second view rate to 40, 50, 60%. Like in those, in those higher numbers, you're going to notice your average watch time going up. And then once you get people hooked, then it's like, okay, how do my. Providing as much value as possible. And that value could be entertainment, it could be, it could be education, it could be inspirational. How am I adding those elements? But as engaging as, as in, in a way that is super interesting and appealing to consumers. So this guy's doing a great job. The next one that we're going to go over is North Face. Maybe you've seen this. This video has probably, if I had to guess, like 2 to 4 million views in that ballpark. So we're gonna watch this real quick. Amazing piece of content. I'm actually doing like a good content versus bad content around duffel bags. And I'm comparing this to. I forgot what the other, what other brand I'm comparing it to. But this North Face piece of content is honestly an ad, but it is performing extremely well as an organic piece of content. I'm a breakdown. Why? So the first thing is that first shop. This is your hook. This is your visual hook. If you're not saying something, then what you say visually has to be extremely interesting. In this first shot, you have some speed ramping, which is when you do something slow and then fast and then you go slow again or you go, you do something normal speed and then you kind of slow down to make it more dramatic and you speed out. Like they do this out the gate. So it shows a car running over their north base duffel bag. And it go. And it starts off normal speed, then it slows down as it's going over and then it goes into a fast shot of the duffel bag in the next shot, sorry, getting dragged across gravel. And then it goes in slow motion again. And so they use this Continuation of, like, fast, low, fast, slow, fast, slow. To, like, dramatize what is happening to this back Now. The other thing that I want you to pay attention to is the art direction. Pay attention to how everything in this video is, like, cool, right? You have. It almost feels like it's an O. Like in the. In the show Ozarks, where it is this cool blue. It's made to feel moody and kind of dark and scary. But then the cut, they choose specific bags, so they choose either orange or yellow so that it contra. Like, the contrast is there, right? Like, it pops out so much right now in this shot where it shows other North Face bags. Like, those North Face bags are blue. I mean, sorry, are. They're black. What it seems like. And then there's, like, a cool element on them, almost like they're in Alaska or something.
- [37:13]
Unknown
And.
- [37:13]
Alex Garcia
And then the one that's dead center is yellow. And like, that contrast just makes it. Makes it pop so much. And so the other elements that they use a lot of ASMR and like, what I've been saying, visual asmr, where beautiful and, like, soothing shots. Like, as much as that's going on in those shots. And like, obviously, like, your duffel bag getting ran over is not soothing. That their use of sound design and coloring and like this. This speed ramping and kind of slow motion makes it extremely soothing and beautiful to. To watch. But this video is great because it shows all these different use cases of what should destroy a bag or impact a bag. It shows them in those elements, and then it shows them be perfectly okay, like nothing happened to them. It getting used as a buoy for somebody's boat. It getting used as a punching bag. It going through mud on a Jeep or like a Land Rover or something. Like, it just shows the bag and all these elements in a visually appealing way that they should get destroyed. It should get damaged. Like, something should happen to it. Nothing is happening to it because it's such an amazing bag. And they do this in a way that the. Is so, like, appealing and soothing because of the art direction, because of this sound design. And this is like, when we get to that level, you have to understand, like, all these pieces play such a big role in a piece of content being a great piece of content. This is one of my favorite videos, honestly. Like, it's. It's so badass, and it's like, bone chilling at the same time. It's. It's so good. I mean, this is why you get. You get comments like this. Whoever put this together Deserves a raise. Okay, the last one, I think I talked about this on the pod already, but it's called the Newts and this is a content format I do believe that more brands should be doing because it's so simple, because so easy, but people do love it. And so there's a hotel called the Newt and every single week, every Sunday, they drop what's called the Newt minute. The Newt minute in this case was July 26 to August 1, 2025. And it is a simple recap video shot on iPhone and is visual asmr. There's no music playing, there's no fast paced cuts. They have a very relaxing and what is to be said, like beautiful, beautiful hotel that is again like somewhere where, where people dream of going. I had a friend who went and stayed there, said it's the best hotel in the world that he's ever stayed at. He stayed at a lot of fancy hotels. And in this video all they do is like kind of show you what the staff and what they did as a team that week. And so let's watch this. Flies and insects in long grass. Isn't it the flies out the grass? Yeah, we'll stop it there. As you watch that, it communicates a story about the Newt in the hotel that doesn't really need to be said. It's calming, it's beautiful. They take care of everything. The service is great, the amenities are great. You're going to be out in nature, you're probably going to see beautiful deer. Like it communicates all that without having to have this like crazy piece of content made. Right? It's a very simple piece of content. Throughout the week I have to get 15, 20 clips that just illustrate the story of our week. Is that landscaping. Did we put something, a new sculpture and did we change the chandelier? Were there deer on the property? Were they feeding? Like those are the things you have to get on camera. Those are the things that you have to get on video. Like that's not, that's not a hard piece of content to do. And so when you think about yourself as a brand and I could even take this with, with myself, right? And I could give you an example. Yesterday I flew in. Today I'm good to organize my, my home office a bit. I'm gonna go look at a new office space for our team. I'm going to record more content. I'm gonna be here working on the computer. I'm probably gonna go to a coffee shop tonight. Those are all little, little one to two second videos that I can capture and at the end, I can make a compilation of all those videos and have my own variation of this. And with some brands, you guys do such interesting things throughout the week that you can have some amazing content, right? Like imagine the creative director for Kith, Imagine the creative director for Amelie and Dior or a coffee shop or like any of these places that almost everything you do is pretty awesome, right? You're going to go source beans in Brazil, in Costa Rica. Cool. Please, like, show a recap. You're going to source fabrics in China. Amazing. Do a recap. You're going to go back and do a mood board and like, these are the things and how you need to be thinking about your day and the different stories and then put it into a content format that's unique to you. So Those are the 10 pieces of content that I got today. We're going for 43 minutes, 44 minutes. I'm going to be doing this again. I'm also actually going to be doing a series like this on my personal channel. I'm going to be going crazy on YouTube once this is is set up. I got lights getting mounted from the ceiling. I got all this going down in here. Starts tomorrow. This isn't a plug for TaskRabbit, but it's starting tomorrow with TaskRabbit. So appreciate you guys. If you enjoyed this, just let me know, like, subscribe. Hit me with with what brands you think I should do next. If you found a super interesting piece of content from a creator, from a brand, hit me with it. If you haven't hit me on or haven't noticed that I changed my IG from Alex Garcia underscore atx, which is just Lane to House of Ag. House, Period of period Ag. That's my New Year's. Your name. Hit me with anything that you find interesting. Appreciate you guys.