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- [00:00]
A
Did you know that this year YouTube on TV, not even the YouTube mobile app is the most watched app of anything in the entire United States.
- [00:14]
B
I did. Because all the conversation I've been having is like about second screens, right. And this idea that a lot of us consume YouTube as our new TV and we have it on passively as. As we do things, right. Like every, every time that I cook, I have to have something on from YouTube on.
- [00:32]
A
Yeah.
- [00:33]
B
Or it's like even that meme that's. That says something along the lines of, you know, spends 20 minutes trying to find the right thing for YouTube and then one minute eating.
- [00:42]
A
I'm guilty of. My main media consumption is previews on Netflix. I just swipe through them for hours on previews. Like, you know how they show that little trailer forever? Like I can't commit to a single show on Netflix. And so all I'm doing is just watching the trailer being like it's kind of mid it.
- [00:59]
B
I mean YouTube and social.
- [01:00]
A
Right.
- [01:00]
B
Like as the new TV. Does this kind of make you think was Quibi ahead of their time a little bit?
- [01:06]
A
No, they still fucked up.
- [01:10]
B
They did. I don't like the idea, the idea of 12 minute shows or whatever it was. It was like these bite sized shows and the. I don't know.
- [01:17]
A
Too long. That's too long.
- [01:18]
B
Yeah. The craziest thing to me was the reason they said it was like, hey, if you're in line for something, you just open this up and like watch this. I'm like, no one's gonna be watching. Yeah. A show, like a legitimate 10 minute, 12 minute episode. That's like, while they're online, it feels.
- [01:34]
A
Like it's painful to watch on your phone too. Like it's. Yeah, it's just a little too.
- [01:38]
B
Because like if I'm in line at Pete Terry's, right. I'm in line for Pete Terry's and I got.
- [01:41]
A
Should you be going to be Terry's five?
- [01:43]
B
No, I shouldn't. I. I was gonna say McDonald's. I was like the, the one. I haven't been to McDonald's in years, but if I said McDonald's you would have flamed me even harder. So like that. The. I just took the alternate route.
- [01:53]
A
I was just making sure, you know, you're training for stuff.
- [01:56]
B
I'm not going to P. Terry's.
- [01:57]
A
Good friends hold each other accountable because I go to Pete Terry's when I've had a few too many on a Saturday evening, I'll go to Pete Terry's.
- [02:03]
B
Pizzerries is the move when you're. When you've drank.
- [02:05]
A
Yeah, yeah, yeah.
- [02:06]
B
You get two burgers, then the fries just hit. When you.
- [02:09]
A
This is not a sober podcast. At least not for me. I was just saying you actually are extremely sober.
- [02:15]
B
I was gonna say, my mom's going to hear this and think, I'm drinking now. I do not drink.
- [02:20]
A
That actually is a slap on the wrist in the. In the Cuban family.
- [02:23]
B
Yeah, it is. No, it is.
- [02:25]
A
Well, tell me about social shows, man. Because, I mean, well, I feel like.
- [02:28]
B
You were going to go somewhere with that. Were you just kind of using that as the opening hook?
- [02:32]
A
Yeah, I'm just trying to give the people a reason to pay attention, you know? So if you're still with us, cool. Stick around, be great.
- [02:39]
B
No, but I do think you're. There's something there for a lot of brands, right, to understand that. Second. Yeah, the second screen. I think there's two opportunities, though. The first one is launching your shows and having that side of it, but then streaming as well.
- [02:54]
A
Not only that, I just think people need to look at the next three years of media consumption habits and use that to dictate your content investment. Most of these brands are so behind. You know, they're like six months. They're just starting to figure out, like, oh, maybe, you know, a short form video has to have a hook or else, like, maybe that's why it didn't perform. Like, I still think hook testing is not known to a majority of brands, and they rely on agency thought leaders to do that. And it's so crazy because this is just abundantly obvious, right? Like, that a good piece of content can die because of a bad hook. And yet we, time and time again, we'll see, like, good bodies of the story kind of go unnoticed because the hook was just like someone walking with no text and no turning audio, nothing.
- [03:40]
B
And it sounds crazy to say this, but we're still so early. I had two or three people comment on. I posted on Twitter for the first time in months. I feel like last night, pushing cut 30 and it was like a screenshot, screenshot of my notes app. And somebody was like, what's a hook? Or like, what's a title hook? Or they were asking something specific to hooks. I was like, this is crazy. Like, no, he said, I've been seeing people refer to or talk about hooks. What is a hook? And it feels like he's trolling, but I could tell that he's just being sincere. Like, he literally doesn't know.
- [04:13]
A
Yeah.
- [04:13]
B
Which just shows like we're still so, so early. I know. It feels like there's so much content out there. And there is. You're battling for attention from every platform, not just Instagram. But there's still so much room for growth on the, on the short form video side.
- [04:31]
A
Absolutely.
- [04:32]
B
So what I want to jump into is this idea of brands launching social shows. So this is why brands need to launch social shows. So the first thing is social media is the new TV with endless channels. And when you think about that, what I mean is if I have my channel, my feed, I could have all sorts of different shows on that feed. Right. And I. And essentially Endless channels is thinking of like, Brian is a channel, I'm a channel, Rudy's a channel, Charles whoever, they're their own channel. And you could have all of these shows on that channel. Right. The problem is the attention is scarce, but the content's unlimited. Right. Every single day you're battling against every other person that posted a piece of content and your content has to exceed them or you're just getting lost in all of the noise. But that is also why brands should launch social shows. That is the opportunity, the fact that attention is scarce and the content is unlimited. The reason why is because shows create familiarity and familiarity creates expectations. Those expectations then form consumption habits, which is what you just talked about. Right? So let me, let's go over a, a clear example here. So, and I always like to, I talk about this all the time. I like to start with extreme examples, then narrow down. But a great example is Hot Ones. Right. It's so familiar to you, to myself, to Rudy, to whoever, that we always know what to expect from an episode of Hot Ones. There's never a time that you watch Hot Ones and you know, hey, when people get to the bomb, they're going to be, you know, they're going to be fried, they're going to be laugh, you're going to be laughing. Yeah, there's always expectations. And that's the goal. Right? Because if you can create the expectation, then you'll form a habit and that habit then forms a fan. There's a reason why everybody will watch Love island or Bachelor or Fear Factor. Back in the day, it's like we knew what to expect from every one of those shows. We knew what we were going to get from it. Now the key and the difference that you have to think about now is creating those kinds of shows, those short form shows for platforms like Instagram and TikTok. But the thing that I think, and like I kind of got some heat for this. A few weeks ago, I made a. I made a post that was like, hey, this is why your brand needs to launch a social show. And I was talking about BK Coffee Shop. Brooklyn Coffee Shop went super viral. But there was either there was two sides of the community or like two sides of the coin of people commenting. Either some people were like, oh, we got to launch a show now. Fuck, I'm tired. And there are some people like, yeah, I've been thinking about this. Like, I've wanted to do this. This is awesome, right? There was two sides of the coin. What I didn't cover in that, in that post was there's levels to it, right? There's beginner, intermediate and advanced. When we talk about social shows at the basic level and we're talking about beginner social shows, you can create social shows around challenges, interviews, trivia. Like think man on the Street. Man on the street is a social show. That dude that does what do you do for a living? Or that Hard Knocks guy that's like, how did you get rich? Or whatever it is going crazy. Those are social shows, right? Like, we always know what to expect in what we're going to get out of one of those shows. He's just repeating the same format over and over and over again. He goes up to a random guy or girl goes up to him, ask him what he. What they do for a living. They answer, they have dialogue like, that's it. You know what to expect of it. The beginner variation of a social show and why it's. Beginner variation is. Doesn't require pre production, really. It doesn't really require multiple characters or a ton of setups. You know, as we get into examples like BK Coffee Shop, that requires all of that. It requires pre production, requires scripting, requires characters, it requires setup. It requires so much. When we think about beginner variations, they can be shot in batches, right? So some other examples that I have is like, you're seeing La La Land Kind Cafe, of course.
- [08:18]
A
So they're really what a sugar bomb. Have you had their. Their stuff?
- [08:22]
B
I've never had their stuff.
- [08:22]
A
And you're going to get diabetes if you get too many of those.
- [08:24]
B
Really?
- [08:25]
A
Straight up.
- [08:25]
B
I mean, is that on some, like, Dutch bro shit?
- [08:28]
A
Yeah. Yeah. But I mean, it's crack, don't get me wrong, it tastes really good. But they have the. Did they do the croissant cookie? I think they did.
- [08:35]
B
I don't know.
- [08:35]
A
Did they event that?
- [08:36]
B
I don't know if I answer this question, I'M going to get exposed again. I'm going get exposed again.
- [08:41]
A
I'm going to the comments.
- [08:41]
B
I'm going to leave it at. I don't know.
- [08:43]
A
Comments are going.
- [08:43]
B
We'll talk about this offline, my man.
- [08:45]
A
Yeah, Alex changed his angle on the pod.
- [08:47]
B
We can't even be talk like I'll talk about a social series. We're doing that. You might clown. I don't know if it's going to be up your alley, but you're going to tell.
- [08:55]
A
Talk about it.
- [08:55]
B
I'll talk about it today.
- [08:56]
A
Okay?
- [08:57]
B
Yeah. But if you look at La La Land Kind cafe, right, they have a show called Drive by Kindness. If you look at their TikTok, I think they have 2, 3 million followers on TikTok, right? They go absolutely crazy. All that they do is they drive around and they like give people compliments, right? Like I pull up to folks. Yeah, yeah. I pull up to Brian. I'm driving and I'm like, yo, nice kicks. Like something, something, something, right? That is the, the entire show. What's cool about it though is if you read their about they're all about spreading kindness. They're a cafe that spreads kindness. And so when they think about Drive by kindness, it's a series that like, that amplifies that overarching narrative which I think is super important. Now the other example that I would like to talk about is our homie Matt Choi. Our homie Matt Choi does a really good job of creating a interview series that's very on. Well, he has two actually he has two social shows that he does over and over again that I really like. So the first one's a challenge series where he creates the one mile challenge, right? He invites you? He invites me, Rudy, whoever they meet at the track, Rudy's kind of fast for like a mile, like mile related runs. He's fast.
- [10:05]
A
Oh, you can just keep going.
- [10:06]
B
Sprinter. No. So he, what he'll do is he'll meet up at the track, he'll invite somebody, sometimes an influencer, sometimes a regular person. And he essentially challenges them to try to beat a specific mile time, right? He's done multiple with like this guy Brad with all sorts of influencers that have gotten millions of views. It's a great example of taking a challenge and then making it specific to what he's known for. Right? He's known for running. He turned this into this killer series. He does it like once a week, maybe once every two weeks depending on. On how busy he is. But it's a great example of Something that's simple, scalable and repeatable, which is the key to any of these series. When you think about it though, after you watch one episode, you always know what to expect. There's a gamification layer where you don't know if the person's gonna get their time until the end of it. Like, it's super sticky, it's super retention based. He also had the other one where he would like pretend to kind of meet up with people on the trail and like do a little interview. Right. They would kind of run like two miles together and kind of do this little interview. Another great example. And it makes it a staple for your content strategy. When these shows are kind of part of your content pillars. Right. You always know how to shoot it. Like, that's what I'll. Anytime I'm pitching ideas to brands, I'm just like, you know, it's very easy to be like, oh, we need 30 net new ideas. But if you have two shows and you're creating five to six episodes a month, or five to six. Yeah, five to six episodes a month, like, that knocks out 10 to 12 pieces of content every single month. Like, and that's such a better place to operate than having 30 net new ideas.
- [11:42]
A
Yeah, I think it also, there's so much power to expectation and it's. I just want to bring it back a little bit to when you said, you know, these social media managers are commenting, I'm tired. Not another format that we have to innovate on. And at this point, you know, your job being in social media marketing is to innovate. You, you have to understand where the algorithms want attention to go and optimize your formats for what Instagram TikTok are telling you that they're boosting. Right. So like if it's watch time likes shares, then like, how do you get a bigger watch time? Like you make sure you get a great hook, but you also need, need to focus on something that's gonna be watched until the end.
- [12:25]
B
Yeah.
- [12:25]
A
And so every single video that you make has to, you know, appreciate the listener's attention. Spanish, right? I think a lot of these brands don't care about the 7 to 25 second mark at all. Even if there are investing in a hook, then, you know, they're still letting it fall off. Like, you know, some of the ads that we've been bringing up recently, it just seems like people don't care enough about the body of a story. They care about the intro and the conclusion. But it's that middle part that really enhances retention. You know, that's the conflict that people are ultimately waiting for a resolution for. And so to your point, the, the setup, right, that's the expectation. Like, you know, you think about a user experience. You mentioned school of hard knocks guy, so. And his channel is blown up in the last year. I mean, it's ridiculous. And so basically, video of his pops up on your feed. You are instantly looking at what is the nice car, you know, who's going to pop out of this car or like who's going to turn around. And you know, your expectation with his show is how are they gonna respond to him approaching them? What is their first response? Are they gonna blow him off? Are they gonna say, are they gonna be down for it? Whatever. And you can almost tell in the same way that you can tell a sponsored post versus a non sponsored post, you can tell when he's getting a bag from the person to be featured 100%. You can tell when it's not a random person. And so think about that level of a consumer's expectation, right? Because they're gonna know, is this a sponsored post or not? They're gonna know, does this feel like an ad or not? And the reason you stick around for most of those videos is because of what behavior? To me, it's a little bit about the hook for sure. Does the guest have like a compelling visual appearance? Whatever. I think the comments often sell his video, you know, for me at least. First thing I do when I see one of his big videos, I click on the comments and I look at like, is there a big quote? Or do they say, wow, that was one of the most valuable interviews you've done. And so you have to think about these social shows as an opportunity for you because they're going to get a lot more engagement by, you know, stimulating the viewer for a long period of time. Like, you know, say it's an interview series or say it's Lala Khan Cafe. You know, say it's Matt doing that with, you know, one of those local influencers. The comments are going to tell you why you need to watch the video. The comments are going to say, I've seen the one with Brad. The absolute unit. I mean, bro is the biggest human being I've ever seen.
- [14:49]
B
Like 50 something years old.
- [14:50]
A
Yeah. Jack to the, to the traps.
- [14:53]
B
You know, he was on the Bachelor.
- [14:54]
A
Yeah, Handsome as hell too. Really nice dude. And so like you're creating all.
- [14:59]
B
He's got, like such a shout out. I just necked him the shit out of him.
- [15:05]
A
With that Orlando Brown, no good for him. You know, genetics are sweet. But the thing about Brad's video with Choi is the first thing you do is you go to the comments. Cause you see this huge dude. And the first thing I think that one of the first comments I actually very much remember this was, wow, he actually ran that super fast. So instantly, right. Your brain is saying, I gotta see this absolute unit run this mile. Like I want to see how fast he runs. I want to see him keep up with Choi that sells the rest of the video. Because now you're like, well, he did something impressive here. Same thing with Lala Kind Cafe. Wow. Did you see that third lady? Oh my gosh. Her reaction made my day. The comments are what's going to sell the watch time. And so I think brands have such an easy opportunity to do this with social shows rather than just trying to go viral with their clips.
- [15:55]
B
This is where I think you can, you can kind of farm your engagement and have all of your employees or people on your team or like have it kind of like an engagement group.
- [16:03]
A
I mean, planting comments, Planning.
- [16:05]
B
Yeah.
- [16:05]
A
Is not done nearly enough.
- [16:06]
B
No.
- [16:07]
A
Because everyone's tired. Everyone's tired. They're doing too much already. That's the funniest thing.
- [16:12]
B
Everyone, you need to go look at the comments because there's, there's two sides of people in that. I will in that. It's really funny.
- [16:18]
A
Well, so I made a video about employee generated content that kind of took off. And it's fascinating how, you know, on Instagram everyone's like, man, I love when brands do this. And I posted on LinkedIn and it went nuts too. And everyone on LinkedIn is like, they going to compensate the employees extra.
- [16:35]
B
Gosh.
- [16:35]
A
And I'm like, do you know the.
- [16:36]
B
Average, the most wax.
- [16:38]
A
The average person is working two to three hours a day. Okay. Getting compensated for 40 hours a week. So I think they can probably take on a little bit more responsibility.
- [16:46]
B
Outside of our boy Tommy, if you're trying to grow your like your brand on LinkedIn, you're a square.
- [16:53]
A
Yeah.
- [16:54]
B
If that is your primary channel I'm considering. Unless you're just B2B focused.
- [16:59]
A
So I, I have to push back on you there because I, I was.
- [17:02]
B
Taking a shot for sure.
- [17:03]
A
Yeah. And Look, I hate LinkedIn more than you do, I promise. But the value of it is insane. It is like I just had a guy who runs a massive firm that represents Walmart Target and they basically like control retail shelves. He just booked a call with me through LinkedIn and he, I don't know what video he saw. I don't know. You know, it's like I'm just posting into the abyss. My shit there's, I just post into the abyss. I don't even read the comments because I mean that'll make you want to jump off, you know, 360 bridge. But like, you know, some of my coolest leads have come in from LinkedIn.
- [17:36]
B
Really?
- [17:37]
A
And it's, well, it's because you think about like, you know, crumble or whatever. Tiffany's, Tiff streets. Yep, Tiff streets. So those are the types that are on LinkedIn. And LinkedIn content is so bad that every single time they book a call with me they're like, dude, it was really refreshing to see your like entertaining content.
- [17:55]
B
Like okay, I, for some reason I don't get reach really. On my, on my show.
- [18:00]
A
If you posted social shows it would get 10 million views, I promise.
- [18:03]
B
The one that I already did.
- [18:04]
A
Yeah. If you posted that on LinkedIn tomorrow morning at, at 8am I would bet you probably $100 it would get over 5 million views. Because it's a one to one. If you post something on LinkedIn and it works, it works on Instagram. Yeah, it's like direct correlation. TikTok honed me recently.
- [18:21]
B
Have you been posting on TikTok, bro?
- [18:23]
A
I'm trying. It's just, it's daunting going from zero. It's like I got 150 followers. I've got like 300,000 views in the last like two weeks. But it's like, damn, you know, like grinding from the beginning is tough. It's tough, yeah, especially I mean I feel like we both appreciate it. It's like I don't want to go from the beginning anymore.
- [18:41]
B
It's a pain. The only one I would enjoy doing is YouTube.
- [18:44]
A
Yeah, I bet I post my YouTube video before you post yours.
- [18:49]
B
It's crazy as like I have price six done. I just don't think of it. You know what I'm saying? It's like, I mean, you want to.
- [18:55]
A
Talk about being tired?
- [18:57]
B
No, I just don't think of it.
- [18:59]
A
No, I'm saying like you know, full time content creation in addition to running a business.
- [19:03]
B
It's very, it's difficult on top of being a dad. You want to talk about tired but.
- [19:07]
A
You don't use that in any of your content. You're not, you're not trapping people for the views. No one's, no one's hitting you with sympathy likes.
- [19:13]
B
Because I'm not trying to do Bro. Like I'm not trying to be that, that guy. That's like, man, I'm doing all this plus a dad.
- [19:18]
A
I think, I think it would improve your personal brand.
- [19:22]
B
Well, I'm going to start including in this series and I'll, I'll talk about it in a second.
- [19:25]
A
But bro changes Zara's diaper one one time a week. It's that day in the lifelog.
- [19:29]
B
I got a, I got a story about changing diapers this weekend. I ain't gonna get into it though. It was crazy. Another really good example is Ramen on the Street. So by Emmy Eats they have a dedicated page to what is called Ramen on the street or it's their social show. Right. To me it's more on like the intermediate side a little bit because there, there definitely is like production level to it more than just doing like a phone based or iPhone based kind of street show. But if you look at it, I mean if for people that don't know it's somebody from Me Eats will interview just random people while they, they eat a cup of ramen together. Really, that's, that's all it is. But it's gotten so popular that they have their own TikTok page dedicated to it.
- [20:11]
A
Yeah. And it's great. I mean look, hundreds of millions of brand impressions is, you know, extremely worthwhile. People need to keep just shifting those performance marketing budgets over, man, because meta is screwing you so hard, it's insane.
- [20:23]
B
Yep.
- [20:24]
A
Like every 60% of customers that meta is getting for you, you could have just gotten via email and sms. Like I'm very convinced that they're retargeting so hard these days. And I see it all the time. I mean the frequency of our ads that we run, it's like, it's, you.
- [20:39]
B
Know, to my, my thing too is you can spend like if you're spending 100k on, on Meta a day, there's.
- [20:46]
A
So much of that on brand. But I mean it's not directly correlated revenue.
- [20:50]
B
But my thought here is if you take some, a portion of that and you invest that into organic and you start getting 5 to 10, 15 million impressions a month, your retargeting pool is so much better than your retargeting pool off of a three second watch time or a full watch time or whatever they, whatever you're, you know, whoever you're retargeting that is so much better. That is such a better retargeting pool. Then obviously I know that you can, you can retarget your Email list. And, and I think one of the.
- [21:19]
A
Biggest problems with that is that most people aren't, aren't properly set up to capture that traffic. So, you know, they don't have the right pop up. They have, they have an A B tested A pop up. You know, they have an A B tested their intro offer on their welcome series. They haven't, I mean, done a lot of things to make sure that they're taking advantage of the ability to retarget. Anyway, it's just crazy to me.
- [21:38]
B
Like I, you know, I don't have a 20 or 30. Like I don't spend 20, 30, $40,000 a month on content. And the last 30 days I've reached 4.4 million people. Yeah, and that was like a two and a half week like spree for sure. Because it was then I got tired.
- [21:56]
A
Yeah, you did get tired. I noticed.
- [21:59]
B
No, it was, I got sick and all this bullshit.
- [22:00]
A
But you did hit a lick on your viral shit and then just came off it. So funny.
- [22:05]
B
The next variation is the more advanced version of a social show. Right? So at the more advanced level you're recreating variations of successful shows. Right. And leveraging them as content pillars. So think of social shows now as a docu series. Reality TV game shows. This usually includes more characters and more editing at the same time. But the same main rule applies. Right. Repeatable and scalable. Few examples I'll hit here. Midday Squares is probably one of my favorites. We've talked about them a lot. I'm going to use other examples as well. But they turn their journey of building midday squares into $100 million chocolate company into a reality TV show. Up downs, high lows, the whole thing. They share, they share that in series format. They're not consistent with like how often they post it. When they were a little smaller, they were. But documenting the whole thing. They've done an incredible job. The other one that's probably my favorite, this is a brand that's grown to nearly 40,000 followers in just a few months. And off just a few pieces of content is Brooklyn Coffee Shop. Have you seen Brooklyn Coffee Shop?
- [23:09]
A
I mean, I certainly wouldn't have if you didn't drop the most viral video of your career. But you know, bless him one more time.
- [23:17]
B
God damn, I'm trying to hit that look.
- [23:19]
A
Yeah, bro, you just want, you just.
- [23:20]
B
Want the merch that look again.
- [23:21]
A
So they just want unlimited cortados up in bk.
- [23:25]
B
It's actually not even a real coffee shop. That's the crazy part.
- [23:27]
A
Oh really?
- [23:28]
B
It's just a social show. They're going to. I think they're going to open myself that.
- [23:33]
A
I didn't watch your. I. I did watch it though. I don't know how I missed that.
- [23:37]
B
Yeah, it's. This is also like a. A video that has nearly 528 comments. That's a lot.
- [23:45]
A
So that's how. Dude, I don't want to deter us anymore, but like my high status, low status running shoes had like 600 comments and everyone hates me.
- [23:55]
B
Yeah, you got hate from people. DM me about it and I'm like, why are you all coming to me, bro? You know I can't control like. Yeah, it's funny. $100 million CEOs like DMing me being like, is this your boy?
- [24:09]
A
Yeah, go get your boy. He's wilding. I still like.
- [24:12]
B
Nah, I never seen him before.
- [24:13]
A
I stand on business for what I said. Hoka's out of the commission in three years.
- [24:17]
B
I don't know about that. They have a great product. I wouldn't wear them, but they have a great product.
- [24:22]
A
I just think they're trendy. I just think they're them and on are trendy. I think this is all trends. I don't, I don't know if it's a lot.
- [24:29]
B
I don't know. They've been on the up and up. But anyways, so BK Coffee shop, if you pay attention to what they've done, they've. All they are doing is a social show.
- [24:37]
A
Right?
- [24:37]
B
Like, if you actually want to pay attention to how to execute it at the highest of highest levels. Look at them. They have multiple characters, right. They have the same format. It's really just two camera. What looks like two camera angles going back and forth the entire time. Great dialogue. They've absolutely crushed it where every time it shows up on my feed, I'm just like, I want to consume this. Right. Another brand that's done a phenomenal job of this is Gantt. Have you ever seen them? So it's a sportswear brand. Check them out. So what I like about Gantt is they'll create. They'll treat that show that they're creating as almost like the core of the campaign. They had this checking in for the holidays one where the entire campaign in the lookbook was centered around it. So they dropped the multiple episodes around checking in for the holidays. But then they build off of that. So then they do the Lookbook. Then they have like these mini skits. Then they have all sorts of different photo shoots that they're building off of that social series. So, and I think that's going to be another layer of it is this idea of creating a social series for a season, for a look, for a collection, for a product that's dropping and then you build off of that. How do I have the photo shoot around that same theme, that same format, those same characters, how do I put make all of my email and landing page content match that central theme for the social show? So overall, I think if you're a brand that is trying to achieve affinity, right. You're trying to gain followers, but then also build fandom and you're trying to get people to love the brand, consume all the content from the brand, you have to set the expectation. You set that expectation by launching social shows.
- [26:14]
A
You.
- [26:15]
B
You set that expectation by, while doing it over and over again, introducing characters, introducing a specific format, and then meeting that expectation over and over again.
- [26:24]
A
Yeah, I mean, you got to create digital experiences that people are going to remember and, you know, feel good about. That's really the name of the game. And today's kind of digital landscape is, you know, did you meet someone where their attention already was and then give them something that they're going to remember and think highly of? Because that's when you hit them with a, you know, dynamic product shopping ad and they think about, oh, I like this brand, maybe I'll actually, you know, step in with them. So I shared this with you earlier, but you saw that to Covis debate.
- [26:53]
B
Yeah, because I saw the whole thing on Twitter.
- [26:55]
A
Yeah. Is this growth marketing? Was the question. So we'll put it up on the.
- [27:01]
B
Oh, he said this is growth marketing. And Taylor's a very respectable, like, I mean, he's dialed.
- [27:05]
A
He's extremely knowledgeable.
- [27:06]
B
Taylor's extremely.
- [27:07]
A
But he's a finance guy. Right. So he's not like a, you know, creative person, in my opinion. And that's no shade, but it just is what it is. I think you agree with that. And, you know, the concept was like, this was a masterful piece of content from Tokova's, you know, because it was a brand play. It was a strictly brand play. And if you look at Taco's page, particularly I'm looking at the TikTok, then you'll notice that this was far and away, you know, the worst performing organic asset they've posted in a long time. I mean, on average they're getting, you know, some 3500 likes on their BTs. They're getting, you know, 1400 on country music, star shopping at the Austin flagship But this video got 132 likes on what he described as, you know, a. Yeah, premier growth marketing asset. And I'm here to tell you that anything that doesn't perform on social means that it was not good. And not good doesn't mean it was a bad piece of content. But as a performance asset, it was not optimized to get reach, and that's a waste of your investment. If I were to call this, I'd probably just reshoot this with a couple better hooks. You know, I think the hook right now is just this guy taking a step with the Tokova's overlay. Who in their right mind doesn't see that and think, is this like a commercial? You know, it's Tokovis on the overlay. Like, it looks like an ad. And so, you know, for a brand marketing piece of content, they just didn't focus on the hook. And I think To Covis has an unbelievable content opportunity. I don't know if you've been to their flagship store on Austin on South Congress. It's unbelievable.
- [28:44]
B
It's such a shooting piece of content there this week.
- [28:48]
A
Work for who?
- [28:49]
B
With Ridge.
- [28:50]
A
Oh, nice, nice. Are they collabing?
- [28:53]
B
I'm trying to get them to collab, but we're doing a piece of content with them where it's like they ridges has a bunch of wallets that they just launched. And so it's like, this guy's going to come in. I don't know if I should say this on the pod, but this guy's going to come in and be like, hey, like, I need you to build a fit around this. Like, he's going to ask the store employee, like, I need you to build a fit around this. And then it'll rotate between fits. Pretty, pretty.
- [29:15]
A
I think. I think that's cool. And they just have so many opportunities with their store. So, like, you know, if I were to create a social show for to Covis, this is what I would do. So I call it boot buffing. So what? Boot buffing.
- [29:29]
B
All right.
- [29:29]
A
Yeah. Trust me.
- [29:31]
B
And I feel like I know where you're going with this and I like it.
- [29:33]
A
Yeah, for sure. So if you've been to Jacobus, you know, one of the best experiences is when their store managers will shine your boots for you.
- [29:40]
B
Yeah, yeah, yeah.
- [29:40]
A
And if you want to think about what are the opportunities here? So there's a lot of opportunities. I don't know who they would want to host it. I mean, better, you know, bonus points if it's anyone in the C Suite or someone who's like uber knowledgeable about this space or particularly like a rustic grandpa type of dude, real Tommy Lee Jones type of character. But, you know, what can they do with boot buffing as a show? They could talk about the materials used in, you know, the boots. Obviously there's cayman, there's ostrich, there's all sorts of different, you know, makeups of the leather that actually makes these boots. The different colorways, like the history of these colorways, the history of the different silhouettes. A lot of people don't know that you could have pointed toe or round or box toe, you know, which ones used for which. Like that influences buying decisions. And so boot buffing sounds dirty. Could be an opportunity for the founder to give unique perspective on FAQs from their customers. So when people ask, what is the right colorway for this outfit? Boom, you answered. In the social show, when people ask, should I get a square toe or pointed toe? This is an opportunity to say that. Because when I went in and I was like, well, what is the pair of boots? Yeah, yeah, yeah.
- [30:49]
B
I had to level up like six, eight in those.
- [30:51]
A
Huge. It's a problem. I'm looking like Barron Trump out there, so. But you know, the other benefits of this is it gives them an opportunity to showcase their products at its absolute best. The boot, when it's freshly shined, looks damn good. When a boot is a little bit dirty, that's not necessarily product shot worthy. So their ability to showcase the product at its absolute best when it's getting buffed up by somebody. And again, authenticity is going to come out from that. Why'd you choose to get these booths? They're a statement piece. They're something that I'm using to commemorate a milestone for me. My grandpa got them. There's so many opportunities to tell authentic stories around this capstone moment for these customers. And if, better yet, if it's someone important, that's a Covid is asking them that question, right? They have the space, they can shoot this every week easily. And what it does is it expands their luck surface area for a viral moment. So it just gives them so many opportunities for that story. The combination of story, visual, hook, title, you name it, all to hit at the same time and provide millions of impressions for the brand. And, you know, the last component here is think about visual hooks. How do we make compelling visuals? Is there anything more visually satisfying than seeing something being cleaned, you know, up close and personal?
- [32:14]
B
Some of the most viral videos on TikTok are that exactly cleaning somebody's lawn.
- [32:18]
A
Playing into that visual stimulation asmr and so, you know, such an easy opportunity layup for them that they could do and on repeat get millions and millions of views while telling really authentic stories. To your point earlier about Lala Kind Cafe, you know, their kindness series ties into their mission statement of spreading kindness to Kobe's mission statement, giving their customers the best possible experience for Western workwear.
- [32:43]
B
So I love it. I, you know, you got my wheels turning too. And when you think about or if I'm sure you've watched Yellowstone.
- [32:51]
A
Yeah, yeah.
- [32:53]
B
Boots are such a meaningful thing to cowboys or to people that like Texans that wear boots for sure. If you can, you know, ask some questions around, like getting your first pair of boots and like who got them and like your first, some of your first memories in boots, you're going to have a lot of, a lot of relatable moments which again, like we have an episode way back. You should listen, subscribe and find it that are talking about how important relatability is in virality. And so if you we can like tack onto that and have some questions centered around, you know, getting your first pair of boots and that moment that you got them and like who got him and some of your first memories in them and, you know, getting your next pair and whatever it is. There's going to be a lot of people that share that on their stories and share it with other people because it resonates at such a deep level, 100%. I love the idea.
- [33:41]
A
Ton of emotional appeal.
- [33:43]
B
Would you call it Tootin Boots Boot buffing?
- [33:45]
A
Yeah. No copyright copies. You got to work with me to produce it. So big news for y'all, if you're still tuned in. So we're going to be throwing a couple events during south by Southwest. Are we? Yeah. The only way that you're getting invited is if you comment on this video. Your favorite thing you liked about the social show segment. So, you know, you got to tell us what resonated with you, you know, what takeaways you had and that'll actually have us. We'll reach out to invite you to the event to going to be somewhere between March 7 and March 17 here in Austin, Texas.
- [34:20]
B
Are we doing this here at the office or where are we doing this?
- [34:22]
A
No, I got it, bro. I'll figure it out.
- [34:25]
B
I'm down.
- [34:25]
A
It's going to be dope. We already have some really cool stuff happening. TikTok sponsoring a couple of events that I've got going on and I still think Ben wants to throw marketing madness. So that's how if you want to come to one of our events, you know, just leave that comment. Like, subscribe. We are only sending DMS if you're subscribed. YouTube tells us they give a little red icon when you leave a comment, if you're subscribed or not. So we're only going to DM people subscribed. If you want to come to an event in Austin, March 7th through 17th, those are the rules. Otherwise, we'll catch you all next week.
- [34:55]
B
All right, y'all.
- [34:56]
A
Peace.
- [34:56]
B
Peace.