Scrappy Content Creation with Adam Constantine

Summary

The Mindful Marketing Podcast

Episode: Scrappy Content Creation with Adam Constantine
Release Date: April 8, 2025
Host: Andréa Jones
Guest: Adam Constantine

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Introduction

In this episode of The Mindful Marketing Podcast, host Andréa Jones welcomes Adam Constantine to discuss the art of scrappy content creation. Focusing on simple, authentic content strategies, the conversation delves into how small businesses can effectively engage their audiences without the need for high-end production studios.

Defining Scrappy Content

Andréa Jones kicks off the discussion by asking Adam to define scrappy content.

“Scrappy content is anything that is made that doesn't look like a TV commercial... getting your message out there in whatever means necessary.”
— Adam Constantine [01:49]

Adam Constantine explains that scrappy content emphasizes authenticity over polish. Unlike traditional, highly produced content, scrappy content leverages accessible tools like smartphones to create genuine, relatable messages. This approach resonates more with today’s social media audiences, who value realness over perfection.

Adam's Journey to Scrappy Content

Adam shares his personal story of how scrappy content became central to his approach.

“I just wanted to do it so that I could still make people laugh and have people enjoy what I was doing beforehand.”
— Adam Constantine [03:18]

Starting with simple vlogs and humorous content created with minimal equipment, Adam's authentic storytelling attracted attention, eventually leading him to offer content creation services to businesses. His success underscores the power of sincerity in connecting with audiences.

The Importance of Authenticity

The conversation highlights why authentic, low-quality content often outperforms highly polished productions.

“Authenticity is still what moves the needle... Storytelling first, visual quality second.”
— Adam Constantine [07:22]

Adam emphasizes that audiences crave genuine interactions. Authentic content fosters trust and relatability, making it easier for viewers to engage and share. He uses Mr. Beast as a prime example of how intriguing, story-driven content can capture massive attention even without initial high production values.

Examples of Effective Scrappy Content

Adam cites Mr. Beast’s early content as a case study in successful scrappy content creation.

“He started by counting to 100,000 just on a camera... it creates intrigue and makes it shareable.”
— Adam Constantine [10:05]

Mr. Beast’s unique and straightforward approach generated curiosity and word-of-mouth promotion, demonstrating that content doesn't need to be polished to be impactful.

Strategies for Limited Time Content Creation

Addressing content creators with limited time, Adam offers practical strategies to maximize impact.

“Consistently create two hours a week... You will learn what works through trial and error.”
— Adam Constantine [12:57]

He advises setting realistic goals, maintaining consistency, and viewing content creation as a long-term experiment. This approach allows creators to refine their strategies based on audience feedback and engagement metrics.

Overcoming the “Not Working” Mindset

Adam discusses common frustrations when content doesn’t yield immediate results and provides solutions.

“A lot of times, rouge content indicates a fundamental misunderstanding of your audience.”
— Adam Constantine [17:36]

He suggests analyzing successful competitors, seeking honest feedback, and realigning content strategies to better meet audience needs. Adam encourages creators to focus on what their audience desires rather than their own assumptions.

Leveraging Influencers and Trends

The discussion shifts to the role of influencers and trends in scrappy content creation.

“Influencers have done all the hard work of learning how to talk to your audience and essentially give you a blueprint.”
— Adam Constantine [24:22]

Adam recommends monitoring influencers within the target demographic to stay attuned to what resonates with audiences. He advises jumping on trends early, before they become mainstream, using them to enhance engagement without compromising brand authenticity.

Identifying and Timing Trends

Understanding when to participate in trends is crucial for maintaining relevance without appearing outdated.

“If you see your trend talked about on any major news network, it's too late.”
— Adam Constantine [27:35]

He suggests using influencers and social-first brands as litmus tests for trend timing. Engaging with trends before they reach mainstream media ensures content remains fresh and relatable.

Practical Content Creation Tips

Adam provides actionable advice for creators ready to implement scrappy content strategies.

“Green screen content is the best way to like jump in, join the conversation... learn those two apps TikTok and CapCut.”
— Adam Constantine [31:04]

He recommends starting with simple tools and formats, such as green screen or text-only content, to quickly produce engaging material. Consistency and experimentation are key to discovering what resonates with the audience.

Conclusion

Andréa and Adam wrap up the episode by reinforcing the value of scrappy content in modern marketing. Adam’s insights into authenticity, trend participation, and strategic content creation offer a roadmap for small businesses aiming to connect deeply with their audiences without extensive resources.

“See, the theme of this podcast today is millennials are old. But, like, that is something that you're going to have to teach yourself and learn, and then you will get better.”
— Adam Constantine [33:35]

Adam encourages creators to embrace their unique voices and continuously adapt to the evolving social media landscape, ensuring their content remains both authentic and effective.

Notable Quotes

• Adam Constantine [01:49]: “Scrappy content is anything that is made that doesn't look like a TV commercial... getting your message out there in whatever means necessary.”
• Adam Constantine [07:22]: “Authenticity is still what moves the needle... Storytelling first, visual quality second.”
• Adam Constantine [10:05]: “He started by counting to 100,000 just on a camera... it creates intrigue and makes it shareable.”
• Adam Constantine [12:57]: “Consistently create two hours a week... You will learn what works through trial and error.”
• Adam Constantine [17:36]: “A lot of times, rogue content indicates a fundamental misunderstanding of your audience.”
• Adam Constantine [24:22]: “Influencers have done all the hard work of learning how to talk to your audience and essentially give you a blueprint.”
• Adam Constantine [27:35]: “If you see your trend talked about on any major news network, it's too late.”
• Adam Constantine [31:04]: “Green screen content is the best way to like jump in, join the conversation... learn those two apps TikTok and CapCut.”
• Adam Constantine [33:35]: “See, the theme of this podcast today is millennials are old. But, like, that is something that you're going to have to teach yourself and learn, and then you will get better.”

Resources and Links

• Adam Constantine's Website: acecreatives.co
• LinkedIn: ACE Creatives (search with hashtag #AceCreatives)
• Instagram: @ACConstantine

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Thank you for tuning into this episode of The Mindful Marketing Podcast. If you found this conversation valuable, please rate and subscribe on Apple Podcasts and Spotify to support our mission of redefining marketing for meaningful connections. Join us next week for an insightful discussion with Brooke Adams on Community versus Followers.

Transcript

[Drea]

Welcome back to another episode of the Mindful Marketing Podcast. I'm excited for today's conversation all about scrappy content creation with Adam Constantine. Because, listen, sometimes we'd be making it too complicated. And y'all know I love an easy way of doing things, especially for my small business friends out there who, you know, we just don't have full on production studios following us around all day. So we're going to get into that, into this episode. But first, a word from our sponsor. Riverside is the all in one podcast recording and editing tool that I use for this right here show. I use it to edit not only the audio in the video, it is like Chef's Kiss magical, making the entire process so, so easy. Plus, I love their magic AI clips. Their little AI robot in the background pulls out the most impactful moments of the episodes without me having to comb through and do it myself. Resizes them for social media. So those vertical videos you see on TikTok talk and reels, those all come from Magic AI inside of Riverside. It's literally one click. It spits out 10 clips. I picked the best one and away I go. Saves me so much time. If you want to get on the Riverside train, check it out today, the links in the show notes, and make sure to use my code DREA D R E A at checkout to get 15% off your membership. All right, Adam, welcome to the show. I'm so excited.

[Adam Constantine]

Thank you so much for having me. I'm really hyped about this conversation. This is a topic that is near and dear to my heart. It is how I started the company that I have now. So firm believer and happy to blab about this for as long as you'll have me.

[Drea]

Yes, I love it. Well, let's start with, like, the definition. How do you define scrappy content?

[Adam Constantine]

Yeah, scrappy content is anything that is made that doesn't look like a TV commercial. That's kind of the traditional definition of it. Especially. So, like millennials, we grew up, we were kind of the last ones to grow up where everything we saw was polished. Like, for example, my family didn't have a home video system. My neighbors did. So, like, most of the stuff we watched was very polished content. And that's just how we grew up watching content. Millennials and older. Now, with how social starts, there is a different way that content is accepted, right? Like, the home video style has become more accessible because of the smartphone, the access to the Internet and the conduits at which it goes out there, which is social media. The Other definition for scrappy content is however you can get your message across in whatever way it needs to put it out there. Like, truly. Because, like, the second I say, well, it's not tv, someone else will be, oh, well, it doesn't look like that. Nope. How can you get your message out there in whatever means necessary? Like that is the definition of scrappy content. Just getting what you need to out there.

[Drea]

Yeah. I love that. Is there a story behind why you're. You're all about scrappy content? Like, why'd you focus on that?

[Adam Constantine]

Yeah, because I. I've always been a storyteller, both when I was younger. Like, storyteller as in your boy used to tell some fibs as well. As a storyteller in everything, I enjoy, I enjoy making people laugh, I enjoy giving people random bits of information. I enjoy learning about people. Everything has a story. Storytelling is probably the oldest art form there is, right? Every art form is storytelling, whether it's painting or a play or a movie. The monologue that I'm in danger of doing anytime I talk. But when it comes to how I specifically am so passionate. I was in college as the social media boom began. So the way that I make myself feel old is Instagram came out the year after college, so that was kind of the boom over there. I was playing professional basketball overseas, and so I'm separated from my family, my friends. So I used social to get that message across. I had a blog, so it was written blogs that I did. But I also started making little vlogs and I would either use my cell phone or I would use a little mini camera, point and shoot camera that I had and I would just create content with it. And I just wanted to do it so that I could still make people laugh and have people enjoy what I was doing beforehand. Wasn't really thinking about any high level, polished content and it was successful after that. I, you know, when I retired, five played for five years. After I retired, I started working in the social media sphere back in my alma mater, Elon University. And on the side, I was just creating videos, you know, kind of like, I mean, yes. Was I a wannabe influencer? Yes. I just didn't have the influence. Right. So that's basically what I was doing. But I was creating a lot of different videos. A lot of them were just humor content, beard. Like, I would make content for no Shade November. I'd make content around my favorite movie releases, whether it was a Marvel movie or a Star wars movie. I would make, you know, like single content Dating content, just like, humor things. And I just used what I had. And as long as the message itself was entertaining, informative, or educational, it would work well. In fact, it was because of those videos that somebody reached out to me and was like, hey, I see you make content for yourself. Do you make content for companies? And, you know, like, I, like, hadn't and I, you know, I never had. So obviously I said, why, yes, absolutely.

[Drea]

I did. As we do. As we do.

[Adam Constantine]

Yeah, right. That kind of started the. The movement there. So, like, scrappy content is the reason why I've even be able to have the company I have today is because I learned very early on the content of what you are putting out matters more than the visual appeal of it when it comes to how social storytelling is done.

[Drea]

Yeah, 100%. I mean, there's a lot of parallels, too, in some of our past history. Because I also was creating content online back in 2007 when people were like, that's weird.

[Adam Constantine]

Yeah, what are you.

[Drea]

What you're doing is weird. And it was a lot of fun to have that creative outlet. I think one of the challenges with marketing today is that we've put so much emphasis and weight on the production quality because we have seen, like, the history of the Internet. We've seen it all, right. And I think some of the beauty of, like, the early days is, like, we didn't know what we were doing. We were just kind of messing around, having fun creating content. What do you say about, like, this, this idea that the low quality, low production content doesn't serve a purpose? Like, how do you see that, that content really fitting in with everything else that we see on the Internet?

[Adam Constantine]

Yeah, it's funny. People forget that authenticity is still what moves the needle. And a lot of times the reason why something is low quality or lo fi is because there isn't enough time to craft this narrative around whatever is happening. Right. Like your dog is doing something humorous you just quickly captured on tape. It's why America's Funniest Home Videos used to be. I mean, that's really what social is. Social is just America's Funniest Home Videos times a thousand. Right? Like, everybody's putting that content out there. And one of the reasons why low quality still works is because people don't feel like they're being sold to everything. Really. At the end of the day, that is created for our entertainment is also created for us to be sold to. Right. Like, that's why content exists. That's why sports make the money they do is because they can sell on the back of that. So sometimes that can feel a little tiresome. And when I'm scrolling, I feel like I'm just looking into other people's lives. I'm just looking into what other people are doing. Think about it. There can be all kinds of marketing campaigns for a realtor per se, but when you need a realtor, you're probably going to ask your neighbor or, you know, talk to somebody else. Right. It's that authentic word of mouth and social is replacing, not replacing, it's evolving where that word of mouth comes in. And a lot of times that's why influencers and, you know, like those especially those that do it well, become so popular. It just feels like a friend or somebody that you want to know telling you something of something you don't know and need to. Right. So whether it's makeup, whether it's apparel, whether it's a video game, we all seek information that doesn't have an ulterior motive behind it. When I ask my neighbor for their realtor, they're not getting a cut of what's happening. They're just like, oh yeah, this is somebody that did well. So when it comes to the authenticity of it, low quality content or lo fi content usually can work better because it feels more authentic. The second portion, of course, is what's the story that you're telling with that? So it's storytelling first, visual quality second.

[Drea]

Yeah. So can you give us an example of either your business or a client or just something you've seen on the Internet that is a great example of that story first, visual second.

[Adam Constantine]

Yeah, absolutely. When it comes to content, let's see if there's one that I can think of. Well, I mean, one. One of our clients that we, that we have worked with. And it's obviously the biggest case study known to man. So I'm not saying anything groundbreaking. Here is Mr. Beast. So we have created a lot of content with him and a lot of it now is very high quality content. So. So people immediately try and jump in and do that. He started by counting to 100,000 just on a camera.

[Drea]

Yeah.

[Adam Constantine]

And so silly people are like, well, yeah, right. It's ridiculous. But it's like, why would you watch that? Well, one, it was something like, I've never seen someone count to 100,000. So one, I've never seen it. Two, I don't believe it unless I see it. Right. And then three, if I do see it, that's something interesting enough to tell somebody else. Right? So like creating this content that builds the intrigue, that makes it shareable, both online and real life. And that's one of the litmus tests that I use with clients is, is this content? Like, would somebody talk about this around the lunch table? Right? Like, that's how, I mean, I grew up where everything was anchorman and Chappelle quotes. Right. It just depended on the demographic that you belonged in. And I'll leave it at that. But basically, like those were the two comedy sections that you had, right? Like it was one of the two. Or if something else new popped up, somebody told you about it. So is your content worth talking about? Or what I say is, is your content move someone to the point of engagement? When they consume the content, does it move them to create an action? So that's the way in which we view content creation. That's the way in which we talk through it. So when it's lo fi, that's fine. None of that has to do with quality. It's when someone watches this, are they like, oh, this reminds me of so and so I'm going to send it to them. So obviously Mr. Beast is a huge case study when it comes to that. But really that is, if there's one sentence is, can you create content that moves someone to the point of engagement? Yeah.

[Drea]

Oh, I love that. And also, I also feel like there's a little bit of a pressure there when we go to create content, because now we're thinking in the back of our heads, is this good enough to push out into the world? So let's give ourselves parameters for this next question. Let's say someone listening only has two hours a week to create content. And they're like, okay, now I'm sitting here thinking, does this content move someone to engagement? Like, where should they focus their efforts to make sure that they have the biggest impact as they're going and creating this scrappy content.

[Adam Constantine]

Yep, absolutely. So there's, there's, it's a two part question for that. It's one, because people are like, all right, I only have two hours a week. What should I create? My answer is, whatever. You can consistently create two hours a week for the next six months so that like, whatever you're doing, it's not a one off. You are able to consistently create that content, that type of content, two hours a week, every week for the next 26 weeks. Right? So that's, that's number one. So you figure that out, you're like, okay, I can make four lo fi videos a week in those two hours, which Is probably a little aggressive. So if someone heard it's like four, I can only do one. That's okay. Make your one. We good. We love it. So however much. So let's just use four for this example. Then the next question is, is this good enough to go out? The answer is, you don't know and you will never know until you post the content. So really, you are posting content today to give you the answer in six months. Because what you're going to do after you post those four videos a week for 26 weeks, right? Oh, that was not good for math.

[Drea]

Don't ask me. I. Math and me don't get along, right?

[Adam Constantine]

Yeah, it's like 100 something videos, right, that you've made over those 26 weeks. You now know based on that sample size what works or what doesn't work. That's the beauty of social is that you have to strip your ego and say, hey, I'm going to put this out there and the audience will tell me if this is something that they want to see or not. A lot of times we'll get to in our heads, oh, I know exactly what that. Nope. The second you start thinking you know what the audience wants is when you have lost the content creation game, when you have lost the battle for attention, the battle for retention, having those is extremely important. So take the weight off of yourself by going into it saying, hey, I don't know. Like, I don't know if this is going to do well or not. I have my reasons why I think it will put the content out there. And then, I mean, it's literally a science experiment, right? Like, look at it. You have your hypothesis, you're conducting the experiment, and then you review the results after it. Now I get it. If you are listening to this podcast to get better at content creation, it is because every single post you have ever created and will create is directly tied to the imposter syndrome that you wake up to every day. So that's going to feel miserable. Right? Because the second you create something, you put it out there, you feel like you failed. Well, that's also because of the generation that we grew up in. I can think of some really bad movies that I've seen. Right, And I'm sure you could as well. Can you think of a bad social post that you saw?

[Drea]

I mean, it's an unfair question for me because I look at this stuff all the time.

[Adam Constantine]

Yes, yes, fair enough. The average person, if it's. If it's bad, it doesn't get shown.

[Drea]

No.

[Adam Constantine]

Nobody sees it, you know, so you don't even notice. Yeah, right. You're not going to have a million people seeing how bad it is. I mean, you have to fail pretty spectacularly. Let me just say very few people are good enough to even fail that badly. Okay. To where like you made something so bad that millions of people saw it. But like, that's the beauty about social. If it's not good, it just won't be shown. So nobody sees it. So you get to tinker and then eventually people only see your good content because that's what they want to see. So take the pressure off of, oh, everything I have to make is good. Nope, you're just trying to discover what's going to be good when you put the content out and then you learn from that in order to put that out further.

[Drea]

Yeah, I love that, that shift of like, if it's bad, no one will see it anyways because it's not great. I'm gonna have to steal that one. I like that. Absolutely. So follow up question to that is, I know sometimes as my small business owners especially start posting content and they assume it's not working. What are some of the things they should start thinking about then? So let's say they did start posting it six months later and they go, it's not working. I'm putting this in air quotes for those listening. It's not working because I'm hoping this answer will clarify that. But I feel like sometimes we get caught up in our feelings of like, we're not seeing Mr. B success. So quote unquote, it's not working. What do you say to that group of people?

[Adam Constantine]

Yeah, there were a lot of kids that I trained in basketball that wanted to be LeBron James. There's a reason why when I say LeBron James, everyone knows what I'm talking about. There's only one, right? So a lot of times we take once in a generation type success, which is like a Mr. Beast, a LeBron, you know, like any of those high level. And we expect that for ourselves when it comes to our content. Right. But let's say that somebody is semi rational and they're like, hey, I have been posting for six months and I have gotten no traction. What is the actual, like, what is my next step? If you've gotten no traction, then the odds are you are not understanding what your audience wants. So the next thing that I would do is find five similar businesses that are being successful on social and look and see what they are doing. Well, what would be even Better is if you could find somebody and it can be like literally any just somebody that scrolls a lot. Give it to. I mean, if you want to, if you have thick skin, give it to a 13 to 16 year old, okay? Don't tell them which one is your business, give them three and be like what works well and what won't. I guarantee you they will be able to tell you they're going to be brutal about it, especially if yours is the worst one. So like grab a pillow to scream in or you know, whatever you need to do. But there's a fundamental misunderstanding of your audience. And what it probably means is you are putting out content you think your audience wants or that is more important for your business than it is your audience. Those are usually the two mistakes that I see in that. So if it is not working, what that means is that vein in which you have been posting content is not working. Now if you say, well, actually no, like I've changed it four different times and still is, well, that actually then means we go back to the beginning where we haven't had enough time to figure it out. You've also built a business. You're probably on year one, year two, year three, you know, it takes time, right? So like to then expect it to have instant success in social is also unrealistic. So bring the same mentality you have to your business to the same way that you are when you're creating content, when you're putting content out there. But it mostly boils down to a fundamental misunderstanding about what your audience wants on social because you may have lines out the door, but they don't care about your business. They care about what your business can do for them and can do for them externally. Like one of the reasons why food places do so well on social is because they create a dish that tastes good, yes, great, but also looks good. So when I post it, other people want to talk to me about the food that I had. So then that's going to be like my strategy. Okay, what can I create that other people are going to want to say, oh, I want that associated with me so people think I'm cool. Everybody is for. Everybody wants social equity, right? So if your brand can give me social equity, I am going to post and tell other people about it or I am going to frequent your establishment. I mean, how many times have I looked at TikTok? Best pizza places near me, right? And I'll look and I'll see and oh, wow, this is good. Oh, there's a line. It must Be there. So it's about what your business can do for somebody else, trying to do for somebody else, which I know sounds complicated, but we have to remember social is an external viewing medium. Everyone wants to look like they have everything going on. And if your business can help with that, they will follow in.

[Drea]

Yeah, yeah. And I love this move of, like, the idea of moving away from us as a business owner towards our customer, our end client. Because sometimes we do feel so much of that spotlight on us because we're the ones creating the content, but it's not about us. In fact, it's at least about us as it can possibly be. And we need to make it more about the other person on the other side of the screen, which I love. I love. Okay, so what do you do or what do you do for your clients in those moments where you feel uninspired? Are you looking at competitors or, like, what are. What are some of the ways that you bring that energy into those moments where you're like, I don't even know what to say right now.

[Adam Constantine]

Absolutely. I. Look, I am that nosy neighbor that you got. That's me on social. I'm looking at everything. What are they doing? What are they doing? What are they doing? If I like something that they're doing, I'm gonna take it and I'm gonna redo it and I'm gonna do it my way. Absolutely. There is no shame. Look, social media is the wild west, okay? Like, there are no rules right now when it comes to it. Don't get crazy, okay? Like, let's not directly rip things and post that were on others. But yeah, like, social is also about trends, right? The second something does well, other people post it and we as consumers get that, right? Like how many times, like, there's the throwing of a box and then it cuts it in close up and someone's like, oh, did you think that box is going to hit me just now? Like, that's funny. We like seeing funny stuff multiple different ways from multiple different people moving forward. Like I said, we were quoting Chappelle quotes for years. The same quotes over and over. Repeat content is not a problem. Right? So when you see things that are working for others, definitely try it, but make sure it still fits within your brand. Because especially trend, like, there is a trend out there for everybody, but not every trend is for you. So you do want to make sure that you don't have that happen. So you look, okay, is my audience going to understand this? Does this align with my brand? And then the bigger Question. Will it be cringe to post about this because it's too late? That's. That. That's like, sometimes it is better to miss out on a trend than to hop on the trend too late. And then the fourth one is, did I try too hard to make the trend fit what I wanted it to fit? Because if you make it like, you know about your sale, people, okay, this is cringe. But if you just make something about it being funny and you happen to have information about your sale that will, like, you have to trust the trend will take the message where you want it to go. You can't make it about you because people don't care about you. They just care about laughing, being entertained. If you entertain them enough, then they will come and see what you have to offer.

[Drea]

Yeah. Okay. I have a couple of things to say about cringe content, because I do feel like it's one of those things. So I found out recently that millennials were the last ones to, like, use emojis. Okay. My 12 year old nephew was like, that's cringe to use emojis. I was like, wait, what?

[Adam Constantine]

Yes.

[Drea]

I didn't know this. And so now I'm like backtracking. Anyways, how do we know? How do we know when something's cringe? I feel elderly. I'm like, I'm 35. I thought emojis were still. Okay, look, you.

[Adam Constantine]

You and me both. And also, like, you're gonna be cringe to somebody, you know, like it always, like there's always gonna be that. So if your audience is Millennials, use emojis and Millennial Gray, everything you put out, right? Like, that's what, like that's, that's what your audience wants. But yeah, if you're like, hey, I need to get younger. I need to figure out how to reach, you know, like Gen Z or Gen Alpha or Gen Beta as they're being born, then, yeah, you have to figure out how they are talking and that you will find from looking at these successful brands. And honestly, not even brands. Look at the successful brands and then look at the successful influencers. People want to hate on influencers all the time until they need a brand deal with them because they know that they have the audience. The reason why an influencer is an influencer is because when they talk, people listen. So that's somebody you should be watching as well. Again, keep your brand loyal to the message that you have for it. But those are the people that, I mean, they're, they're laying out the playbook for You. Right. So really, influencers, you should be thankful for them because they've done all the hard work of learning how to talk to your audience and essentially give you a blueprint. If you look over their last 30 posts, you'll be able to. Oh, okay. So here is how their audiences respond to somebody who is in their demographic or speaking to that demographic. But yeah, no, I mean, as even with my company, so we have about 30 employees, some of my younger Gen Z, sometimes they say, what is happening? Or we'll say something. They're like, wait, what is that? I'm like, it's the Matrix. It's one of the greatest movies ever made. What do you mean you don't know what I'm talking about? So anyways, that was definitely an old man yells at cloud rant. But. But yeah, we're. Bottom line is yes, if you're a millennial, listen to this. We are getting old and we just have to accept that we're not the cool kids anymore. That's why I came on this podcast.

[Drea]

Yeah, that's it. Time to take our heart medicine at the end of the day. Okay, so I love this advice of looking at influencers. Whenever I usually talk about, like, competitor analysis and looking at competitors, I really focus on companies. But you're right, the influencers have a pulse point on, like, what is cool and what's not. And so I really like that advice of looking at not just other similar companies, but influencers who speak to your target demographic as well. I love this. I love this. Okay, as we wrap up our conversation today, I've got two more questions for you. One of them is about this idea of trends you mentioned that you don't want to drop on a trend too late. But how do you know when a trend is a trend for you?

[Adam Constantine]

Great question. That is the art and science of social media right there. The first thing is, if you don't know when a trend is, find somebody who knows more about social than you and ask like, you should not be. I still have people that I will reach out to and ask. And I am the owner of a Social first creative agency and production company. I will still reach out and be like, this trend is working right now, right? Like, or is it too late now? Bottom line is the second Vanity Fair Variety usa. If you see your trend talked about on any major news network, it's too late. Okay, if. If CNN is talking about the mannequin challenge, don't do the mannequin challenge. Okay, like once Fox News and msnbc, or you Hear something on the late night show, like Colbert says something. Yeah, no, it's too late. It's too late.

[Drea]

Got it.

[Adam Constantine]

I like that. So. So, yeah, so once, once it hits the mainstream, it's not cool anymore. So the, the best way to do it is if you have your influencers a decent way. Like a one where it's like, okay, it's approaching the top is if the social first brands are talking about it. You have 12 to 24 more hours. So like Netflix and these Chipotle. Like once they say demure, mindful. Yeah, 24 hours. Then after that it's gone. It's gone. Because they don't hit it right. They go hit it right on the time. So, like, that can be a litmus test. So you don't want to do it before the social first brands, but you definitely want to do it before the daily. Now the Daily Show. Yeah, the Daily Show. It's kind of cresting downward. Then once it hits MSNBC and CNN and USA Today, then you're. Then you're cooked. Like, which also. Hey, look, there we go. There's a trendy word right there. But. So that's, that's that. That would be my. The unofficial litmus test of how, how to know when to jump on a trend.

[Drea]

Yeah, I love that. I've been thinking a lot about this lately because a big part of my program is I supply trends for online business owners. But we've been getting stuck at this. Like, okay, the trend is over and I just know it so inst. That if someone asked me, I'm like, no, it's done. Don't do it. But like, to explain that, I'm like, yes, I could just tell you because I scrolled the Internet all day for my job. So I love that. You.

[Adam Constantine]

Yeah. You can also just tell them if you are bringing this to me, it means I already saw it and it was too late.

[Drea]

It's too late.

[Adam Constantine]

If you're bringing it to me, it's too late. Yeah, I'd like. I do that. Obviously you can't. Well, you know, like, I don't know. They're all staying, like, very still. Correct. Yes. That was ten years ago. So. Yes. Well, what about a new. I've literally heard, like, what about a new ice bucket challenge when. This is not a serious conversation.

[Drea]

Really.

[Adam Constantine]

This is like, this is. This is not a serious conversation. We're not doing this. We've had 17 newer, more deadly diseases since that's happened. Like, we, we have other focuses on that.

[Drea]

Yeah. Ice bucket challenges like pre TikTok, pre Vine, pre. Like, that's going way back. Okay. All right, so last question today is for anyone listening who's like, yes, I'm for it. I'm ready to do my scrappy content. Give us a specific style of content that they could go out and create today.

[Adam Constantine]

Green screen content. Like, well, well, two, two angles. If you're going to be front of camera, green screen content is the best way to like jump in, join the conversation. If you don't know what I mean by green screen content. It's people that talk to the camera and they have some type of news article behind them or something like that. Very simple. What I would do is download two apps, download TikTok, download cap cut. We're not going to get into who owns what and what that means and all the things. Yes, I get it. Look, we're in the social media world. Everyone has our data, everyone's doing whatever they want with our data. It's just part of being on social. And learn those two, if you can learn those two, that will teach you the rudimentary ways of editing, getting music in there up a green screen content if you want to be on camera. Or you can do like text first. Text only content with. You can do stock imagery. It's better to do authentic imagery. Imagery, photo or video, just because it makes it more personal. That's, that's what I would do is green screen content. And be quick. Like, the reason why green screen content is successful is because someone will be like. So there's a lot of changes happening with shopping, but I found three different ways that you can differential yourself to your audience. First. I mean, like, it's, I mean, it's choppy, it's straight to the point. Don't introduce yourself because no one cares. Okay? Like, hi, my name is. No, I don't care. I'm swiping away, right? Like, you know, we can talk about hooks and we can talk about content length. Don't have a paralysis by analysis. I would work on green screen content first or text only content as a way to just like really jumpstart and see what your audience is doing. And the way to do that is like through TikTok or cap cut. Yes, you can use Canva if you want. Adobe Express, Adobe Rush is another one. That's, that's, that's really good with it. But find something, know you're going to suck at it when you start and then get better. A lot of times we don't know what this is. Cool. You Realize you sound like your parents or grandparents that didn't know how to change from channel three to channel four. Okay. That is what you sound like. So as long as we know again, I told you, the theme of this podcast today is millennials are old. But, like, that is like, it's just something that you're going to have to teach yourself and learn, and then you will get better. That is a good thing. You will get better as you. As you keep moving forward on that.

[Drea]

Yeah, Yeah, I love. I love this. You. I need to create more green screen content. I always do the text on the, like, my own custom B roll situation, which I love. I haven't done green screen in a while, so you've inspired me, Adam. Thank you. Thank you for those people who are listening who are also inspired. They want to connect with you. Give us your links and I'll put those links in the show notes.

[Adam Constantine]

Yeah, you can go to our [e-mail]. you can see us on LinkedIn, which is ACE Creatives. Now, it is the word hashtag, right? So spell out hashtag Ace Creatives. And then my personal Instagram is at. They call me A.C. that's. That you'll. That you'll see. And the first thing you'll see is, oh, he's a lot taller than I thought he was on the podcast. Yeah, I get that.

[Drea]

Okay, go check that out. You know, you mentioned basketball, so I feel like the height should. Should be a given.

[Adam Constantine]

Yep, yep. Exactly six, six, eight strong.

[Drea]

Wait, what? Six, eight. Oh, my. Okay.

[Adam Constantine]

One of my favorite things to do is, like, virtual interviews and eventually meet in person the people like, huh? And it's like. Yep, yep.

[Drea]

Hello.

[Adam Constantine]

Especially because, you know, you and I have the camera down, right? So, like, you can't tell. Yeah, yeah, that's. That's. That's my secret in person weapon.

[Drea]

I'm five two, so there it is. Very short people. I get the opposite. They're like, oh, you're much shorter than I thought.

[Adam Constantine]

Correct.

[Drea]

Okay, awesome. Well, I'll put all of those links in the show notes. If you like this conversation, go to Adam's Instagram and comment on how tall he is. I think he would appreciate that. Adam, thank you so much for being on the show today.

[Adam Constantine]

Thank you so much. Pleasure to be here.

[Drea]

Thank you, dear listener, for tuning in to another episode of the Mindful Marketing podcast. Make sure you rate and subscribe to us on Apple Podcasts and Spotify. We used to be in the top 100 marketing podcasts. We slipped out a little bit. I need your ratings for us to keep that top 100 spot. So thank you for your support. And if anything, we heard here today encourages you and you want to learn more, come on into the Mindful Marketing Lab. We do our monthly trend report. So if you're wondering is this trend old or are not, I'm your girl. I will help you out only in the Mindful Marketing Lab. Check that out. Next week, we're talking with Brooke Adams, all about community versus followers. Stay tuned for that. I'll see you then. Bye for now.