How to Create Thumb-Stopping Social Media Hooks w/ Jack Appleby

Superside
31 Jul 202345:00

Summary

TLDRIn this insightful session, Jack Appleby, an experienced social content strategist, emphasizes the importance of crafting compelling social hooks to capture audience attention in a content-saturated world. He shares practical strategies for creating effective hooks, such as leveraging emotional triggers and focusing on storytelling, and discusses the balance between entertainment and education in brand content. Appleby also touches on the adaptation of these techniques for different platforms and audience demographics, highlighting the universality of social hooks across generations and the value of experimentation in content creation.

Takeaways

  • 🎯 The importance of social hooks in capturing audience attention is emphasized, with the time to hook now believed to be 1.7 seconds.
  • πŸš€ Jack Appleby's experience highlights the evolution of social media, from early Facebook campaigns to the current landscape of platforms like TikTok.
  • πŸ“ˆ Appleby stresses the significance of a strong hook in content creation, using examples like Mr. Beast's YouTube success and the impact of thumbnails.
  • πŸŽ₯ The presentation discusses the shift from summarizing content to highlighting specific moments or emotions to create compelling social hooks.
  • πŸ“Š Appleby shares his insights on crafting social hooks by leveraging data, such as YouTube trending page analysis and brainstorming techniques.
  • πŸ’‘ The concept of 'story first, product second' is introduced, urging brands to focus on storytelling to engage audiences and compete with entertainment platforms.
  • 🌟 Appleby encourages looking at successful content creators for inspiration on social hook creation, rather than just observing other brands.
  • πŸ“ The importance of volume brainstorming is underscored, with the idea that a large number of ideas should be generated to find the most effective hook.
  • πŸ” Appleby advises on the use of clickbait, but with a caveat to ensure content delivery matches the hook to avoid negative reactions.
  • πŸŽ“ For B2B contexts, leveraging data and performance metrics in social hooks can be particularly effective due to the audience's interest in numbers.
  • πŸ”— The balance between education and entertainment in content should be tailored to the brand and audience, with a focus on providing value.

Q & A

  • What is the main focus of the discussion in the transcript?

    -The main focus of the discussion is on creating effective social hooks for content to engage and attract audiences in a highly competitive and content-saturated environment.

  • How has the recommended duration for a social hook changed over time?

    -The recommended duration for a social hook has shortened from three seconds to approximately 1.7 seconds due to the constant scrolling behavior of users on social media platforms like TikTok.

  • What is an example of a successful social hook used by Mr. Beast?

    -An example of a successful social hook used by Mr. Beast is the title of his video where he takes a dollar yacht versus a million-dollar yacht, emphasizing the value and luxury aspect through the use of contrasting figures.

  • How does the speaker suggest brands should approach storytelling in their social content?

    -The speaker suggests that brands should adopt a 'story first, product second' approach, focusing on creating engaging narratives that capture the audience's attention before integrating the product into the story.

  • What is the importance of volume brainstorming in creating social hooks?

    -Volume brainstorming is crucial as it allows for the generation of numerous ideas and potential hooks. By exploring a wide range of possibilities, creators can identify the most effective and engaging hook for their content.

  • How does the speaker feel about the use of clickbait in social media content?

    -The speaker encourages the use of clickbait tactics in brainstorming but emphasizes the importance of ensuring that the content delivers on the promise made by the hook to avoid annoyance and maintain audience trust.

  • What is the speaker's advice for brands targeting an older demographic with social hooks?

    -The speaker advises that social hooks can work for all demographics, but they should be tailored to the specific interests and preferences of the target audience, whether it's a younger or older generation.

  • How does the speaker suggest balancing education and entertainment in social content?

    -The speaker suggests that brands should primarily focus on providing educational content that adds value to the audience's lives. However, they should also experiment with incorporating humor and creativity where appropriate and in line with their brand voice.

  • What is the significance of understanding the emotional triggers in crafting social hooks?

    -Understanding emotional triggers is key in crafting social hooks because it helps creators design content that evokes a specific reaction from the audience, such as humor, surprise, or curiosity, thereby increasing engagement.

  • How does the speaker recommend testing and optimizing social hooks?

    -The speaker recommends testing different types of hooks and triggers, analyzing the audience's response, and using platforms like TikTok, Instagram Reels, and YouTube Shorts to experiment and find the most effective hooks for the brand and its target audience.

  • What is the role of SEO in creating effective social hooks?

    -SEO plays a role in creating effective social hooks by providing insights into what topics and keywords are trending and generating interest among the audience. This data can be used to craft hooks that are more likely to engage users.

Outlines

00:00

🎀 Introduction and Welcoming Remarks

The video begins with a warm welcome from the host, Cass, who introduces herself and expresses her excitement for the upcoming session. She mentions her role in the Content and Community team at Superside and acknowledges the collective effort in finding ways to stand out. Cass introduces the keynote speaker, Jack Appleby, highlighting his extensive experience in social content, influencer campaigns, and his work with major brands like Microsoft, Beats by Dre, Verizon's, Spotify, and Minecraft. She also notes his contributions to the industry, such as his articles in Morningbrew, his own business, and his efforts in mentoring his audience. Cass then hands over the presentation to Jack, who shares his enthusiasm for discussing social media and the evolution of the field.

05:01

πŸ“ˆ The Importance of Social Hooks

Jack Appleby delves into the critical concept of social hooks, emphasizing their role in drawing in an audience within the first few seconds of content. He explains that a social hook can be anything from a video clip to a tweet's copy that captures attention. Jack discusses the缩短 of the time span to capture attention due to content saturation and the influence of platforms like TikTok. He stresses the importance of creating compelling hooks that lead to great content, using examples from Mr. Beast's YouTube strategy and the impact of thumbnails. Jack also advises against summarizing content in captions or thumbnails, instead highlighting a key moment or emotion to entice viewers.

10:02

🎨 Crafting Strong Social Hooks

In this section, Jack provides insights into crafting effective social hooks. He advises against merely summarizing content and instead suggests focusing on a highlight from the social content being created. Jack uses examples from popular YouTube videos, such as those featuring Hasan Minhaj and the Hot Ones show, to illustrate how highlighting specific moments can drive views. He also discusses the strategy behind Mr. Beast's content and the importance of thumbnail design in attracting viewers. Jack encourages thinking in terms of YouTube titles and editorial headlines to create strong social hooks and shares his belief in prioritizing story over product in content creation.

15:02

🌟 Storytelling in Brand Content

Jack continues the discussion by emphasizing the importance of storytelling in brand content. He points out that brands are competing with a plethora of entertainment options, and thus, storytelling becomes a crucial tool to capture and retain the audience's attention. Jack presents examples of successful brand storytelling, such as Adobe's TikTok campaign redesigning signs in New York and a personal TikTok account documenting a journey to get back in shape. He highlights how these examples use storytelling effectively to showcase the brand's product without making it the central focus, which ultimately drives more views and engagement.

20:04

πŸ’‘ Simplicity in Social Hooks and Brainstorming

Jack discusses the need for simplicity in crafting social hooks while also emphasizing the importance of extensive brainstorming. He advises against overly clever or complex copywriting, advocating for clear and concise language that resonates with the audience. Jack shares his experiences in video game marketing and how a straightforward approach outperformed a more elaborate one. He encourages embracing clickbait tactics in brainstorming but warns against not delivering on the promises made in the hook. Jack also suggests using Google to find popular content in your niche and adapting it into clickable social hooks.

25:05

πŸ€” Reflecting on Content Consumption

Jack encourages the audience to reflect on their own content consumption habits to better understand what makes them engage with certain content. He suggests that by analyzing why a piece of content caught their attention and kept them watching, they can apply those insights to their own content creation. Jack also shares personal experiences of building his social media presence by documenting his fitness journey and how he used storytelling to integrate a promotion for his friend's workout class. He highlights the success of this approach, which outperformed traditional advertising methods.

30:06

πŸ“Š Balancing Education and Entertainment in Content

Jack addresses the balance between educating and entertaining the audience in content creation. He suggests that while humor and entertainment can be effective, they should not be the primary goal unless it aligns with the brand's identity. Jack advises that most brands, especially B2B companies or lesser-known brands, should focus more on educating their audience. He emphasizes the importance of tailoring content to the target audience and platform, and encourages experimentation to find the right mix. Jack concludes the session by inviting the audience to connect with him on social media for further discussion.

Mindmap

Keywords

πŸ’‘Social Hooks

Social hooks are the initial elements used in social media content to capture the attention of the audience. They are crucial for drawing viewers in and ensuring that they engage with the content. In the video, it is emphasized that a strong social hook can make the difference between a piece of content being seen or ignored in a highly saturated online environment.

πŸ’‘Content Creation

Content creation refers to the process of producing and sharing various forms of content, such as videos, articles, and images, on social media platforms. It is a key aspect of digital marketing and is used to engage audiences, build brand awareness, and drive traffic. The video discusses the importance of crafting content that stands out and resonates with viewers.

πŸ’‘Audience Engagement

Audience engagement refers to the interaction and involvement of viewers with content on social media platforms. It is a critical metric for measuring the success of content and is often used to gauge the effectiveness of social media strategies. The video highlights the need to create hooks that encourage engagement and keep viewers interested.

πŸ’‘Brand Strategy

Brand strategy encompasses the long-term planning and actions taken by a business to build and maintain a strong brand identity. This includes content creation, marketing campaigns, and customer engagement efforts. The video touches on the importance of aligning social media content with overall brand strategy to achieve marketing goals.

πŸ’‘Storytelling

Storytelling is the art of using narratives to convey information, ideas, or emotions. In the context of social media, storytelling is used to create content that is engaging, relatable, and memorable. The video emphasizes the power of storytelling in capturing the audience's attention and making content more compelling.

πŸ’‘TikTok

TikTok is a social media platform known for its short-form videos. It has become a significant platform for content creators and brands to reach audiences through engaging and often viral videos. The video discusses TikTok's role in the current social media landscape and its impact on content consumption.

πŸ’‘YouTube

YouTube is a video-sharing platform where users can upload, share, and view videos. It is also a platform for content creators to build audiences and generate revenue. The video mentions YouTube as a platform where strategic content creation, such as Mr. Beast's videos, can lead to significant success.

πŸ’‘Mentorship

Mentorship is a relationship in which an experienced individual guides and supports a less experienced one. In the context of the video, mentorship is discussed as a way to help others in the industry and build connections. It is seen as a valuable practice that contributes to personal and professional growth.

πŸ’‘NBA

The NBA (National Basketball Association) is a professional basketball league in North America and is considered the premier men's professional basketball league globally. In the video, the mention of the NBA serves to highlight Jack Appleby's personal interests, which helps to humanize him and build rapport with the audience.

πŸ’‘Social Media Trends

Social media trends refer to the popular themes, topics, or styles that gain traction on social media platforms. These trends can be used by content creators and brands to increase visibility and engagement by tapping into what is currently popular among audiences. The video discusses the importance of understanding and leveraging social media trends in content creation.

πŸ’‘Content Over-saturation

Content over-saturation occurs when there is an excessive amount of content available on social media, making it difficult for individual pieces to stand out. This phenomenon challenges content creators and brands to find innovative ways to capture and hold the attention of their audience. The video emphasizes the need for strong social hooks in an over-saturated content environment.

Highlights

Jack Appleby's experience in social content creation and his work with major brands like Microsoft and Spotify.

The importance of social hooks in capturing audience attention within the first 1.7 seconds of content.

The evolution of social media and the shift from 3-second hooks to shorter attention spans due to platforms like TikTok.

Mr. Beast's strategy of prioritizing strong hooks over quantity of content, leading to his massive success on YouTube.

The concept of 'story first, product second' as a method for creating engaging brand content on social media.

Adobe's TikTok campaign that focuses on redesigning signs in New York, demonstrating the power of storytelling.

The idea of using 'what if' brainstorming to generate creative social content ideas that stand out.

The importance of simplicity and clarity in social hooks, avoiding overly clever or complex language.

The effectiveness of clickbait-style hooks when they are honest and deliver on the promise of the title.

The value of volume brainstorming and experimenting with different hooks to find the most effective one.

Jack's personal experiment with a 'basketball fan fiction' TikTok account and the success of his Space Jam 2 hook.

The idea of consuming and analyzing social content to understand why certain posts go viral and how to apply those lessons.

Balancing the use of trends (trend jacking) with staying true to the brand's message and objectives.

The challenge of including CTAs in content while maintaining authenticity and the importance of providing value through entertainment or education.

Adapting the concept of social hooks for B2B content, focusing on data and performance metrics to attract a professional audience.

The potential of repurposing content across different platforms like YouTube Shorts and Instagram Reels for increased reach.

The importance of tailoring social hooks to the specific audience, adjusting the style and content based on the target demographic.

Finding the right balance between education and entertainment in brand content, with a focus on providing value to the audience.

Transcripts

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thank you

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hi welcome it's my third session super

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excited

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um I'm just gonna run through some stuff

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I know everyone's waiting for you to

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present but I'm Cass I'm on the content

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and Community team here at superside

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rest assured that even my own team is

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looking for ways to stand out so we're

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definitely all in this together today

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I'm very excited by our keynote speaker

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Jack Appleby Jack has over 10 years of

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experience working in agencies with a

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heavy emphasis on social content

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influencers and campaigns he's LED

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social aors for campaigns like Microsoft

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Beats by Dre Verizon's Spotify Minecraft

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the list goes on lots and lots of

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awesome stuff I know I'm just gonna

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embarrass you jack I'm gonna keep going

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for another test I feel embarrassed yeah

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let's let it set it um you might have

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seen his articles in morningbrew

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previously uh before starting his own

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business he was a senior creative

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strategist on Twitch he now runs future

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social and if you don't subscribe to his

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awesome Weekly Newsletter you should

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we'll definitely make sure to link to

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that

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um Jack has also taken on so much to

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help with Mentor his audience and really

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just connect with people in the industry

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which I really admire but aside from

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that he is a big NBA fan I think I saw a

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real shared by Mark Cuban

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um which is pretty pretty cool yeah

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yeah no big deal not a big deal at all

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maybe you'll run through something

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um but yeah thanks for being here today

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Jack I'm super excited I can't I can't

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wait to learn from you and uh with that

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I think I'll just let you take over the

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presentation and run with things

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awesome yeah I mean thank you for having

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me thank you for everybody that's here

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right now I love talking about this

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stuff like I've worked in Social for so

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long at this point that I feel very

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fortunate I like to teach it now there's

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so many people interested in it uh it

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was a lonely ship for a long time 10

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years ago uh starting my first Facebook

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campaigns before Facebook even had a

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video so the space has evolved a lot um

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so much has changed we're gonna get into

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one of the most important parts of

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social day which is how to write great

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social hooks

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yeah

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so before we get into like all the

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Tactical things there like let's let's

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back up and Define what is this for

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everybody again a social Hook is

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whatever you're using in the first

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couple of seconds of your contents to

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draw in an audience that might be

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something video that might be something

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an audio queue that you have in the

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first couple seconds you can even

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consider a social hook the cap the copy

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on a tweet for instance because you know

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when someone's scrolling a feed they're

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gonna see the copy as well as the

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beginning of the video so a hook is

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anything that pulls you into that

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content the other day if you can't pull

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someone in No One's Gonna See the

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content okay

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now I think for the last decade or so

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we've all heard this idea that three

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seconds is how long you'd have for a

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hook um if you look at a lot of movie

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marketing for instance you'll notice

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that trailers over the last decade

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suddenly have like a big Michael bayish

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action sequence to start and then

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actually go into the slow Build Trailer

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that's because the convention was three

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seconds

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that has now shortened uh probably

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because of tick tock and we all just

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constantly scroll and thumb through the

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next content we're being told that 1.7

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seconds is how long you have to get some

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of the tension now

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um it sounds very very quick it's

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actually a little longer than you

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realize when you really look at what you

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could accomplish 1.7 seconds but again

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this is why it's so important that you

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are really doing things to hook

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someone's attention because we live in a

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very content over saturated world at

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this point

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and you'll just keep seeing me beat this

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like this beat this drunk continuously

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go through this like the hook is all

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that matters

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um like Cassandra mentioned some of the

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accounts that I've worked on previously

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having worked on social for 10 years and

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spending the last two years doing more

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research and writing about the space

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I've really come down to there's a

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couple fundamentals that drive all of

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your constant success and the most

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important one is the social hook

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one of my favorite examples of this uh

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I'm sure we've all seen Mr Beast at this

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point he is completely unavoidable one

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of the biggest not YouTubers but

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celebrities in the world at this phase

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of his career

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he has scrapped millions of dollars of

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videos because he could not think of the

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thumbnail to put on the YouTube channel

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this is entirely true uh there's a

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really great interview with his manager

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Reed on the YouTube channel ran by Colin

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and Samir when he talked about the inner

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workings of the Mr Beast business he

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will he's he will happily not post

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content if he cannot come up with the

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proper hook and I know for us who are on

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either agency budgets or brand budgets

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that seems ludicrous and I'm not telling

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you to go scrap work what I am saying is

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this is why it's so important to

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remember the value of this and this is

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why the biggest YouTuber in the world

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has become so big because the hooks are

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so vital

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something I say to Young strategy Mentor

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is I hear a lot of time like oh the

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content was great but the algorithm

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missed it like it's not good content if

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you have a bad hook but if you get good

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at creating hooks that does lead to

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Great content uh because this exercise

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is not just how to use some like

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mechanic in the first couple seconds

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that like one little Hook Line This

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actually will show you how to build

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stronger content as a result of hooks

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so let's get into the meat of this whole

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thing

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we're going to go through are several

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different ways for you to craft stronger

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social Hooks and one of the easiest ones

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right up front is to stop summarizing

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when you're writing a caption or the

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copy for a thumbnail what you want to do

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is really hit on a highlight from the

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social content that you're creating uh

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when I was making this presentation the

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other day one of the my favorite ways to

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just check to see what people are using

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for Trends and hooks is just go to the

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YouTube trending page um and those

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videos are getting up there for a reason

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they're getting Clips they're getting

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views they're getting engagements these

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two examples are two of my favorites and

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they're literally from the last week

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uh Hassan Minaj very famous comedian

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highly highly recommends he interviewed

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President Obama and most of us like if

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we had the chance to interview the

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president we would be we would talk

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about it as the President Obama

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interviewer I interviewed President

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Obama

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at this phase

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many many people have actually made that

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content so the way the content was

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labeled if you look at that YouTube

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title Hassan's video is called I asked

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President Obama if he's depressed

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now I can feel you getting like is that

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a little Cliff baby or is that a little

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weird this is the reality of where we're

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at as far as social hits goes that will

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drive more views than Hassan interviews

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President Obama uh you look below that a

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very famous example from the last couple

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of years is hot ones if you haven't seen

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hot ones it's a YouTube Interview show

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where celebrities eat hot wings as they

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answer tough questions or even hotter

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questions that they're tagline they

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don't simply put the Jennifer Lawrence

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interview they say Jennifer Lawrence

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sobs in pain while eating spicy wings

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they're trying to pull that emotion or

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pull that individual highlights out of

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that video because you will go in there

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and watch the full video Once you know

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you're looking for that highlight

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okay you'll see me reference Mr Beast

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quite a bit uh I mean I truly believe

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that we can learn far more from creators

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about creating great content for Brands

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than looking sideways other brands point

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and I've already mentioned like these

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are the best I'm a huge fan of his work

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and The Business

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this is his video from the last week

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which became the second fastest video to

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the second highest performing video in

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under 24 hours on YouTube it's something

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like 50 million 70 million views in 24

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hours

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in the video he takes you through what

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it looks like to get on a dollar yacht

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which is apparently a thing a thousand

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dollar yacht a hundred thousand dollar

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yacht a 500 000 million three million

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and then a billion dollar yacht which is

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really just a cruise ship doesn't matter

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for this

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that video is 14 minutes long there are

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multiple celebrity guests he shows you

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individual tours of things but when he's

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trying to hook you for his YouTube video

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he's building a thumbnail that's got his

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face because he's a celebrity he has

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made the yacht look like it's made of

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complete gold to emphasize the value of

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a billion dollars and in his YouTube

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title it's one dollar versus million

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dollar yelt he's not trying to tell you

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every single thing that happens in 14

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minutes he's picking two very specific

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highlights and then triggering a human

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emotion by using the versus language

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this is now I think it's at 170 million

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views when I looked this morning it will

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be one of his top performing videos of

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all time

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yeah

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which you can kind of see I pull a lot

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of information uh inspiration for social

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content from YouTube titles and I

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actually think one of the best ways you

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can start to reframe your brain to think

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of social hooks is to think in both

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YouTube titles and editorial headlines

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if you can come up with a YouTube title

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for your content it's probably a good

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idea um and this is where we get back to

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even brainstorming styles for social

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contents

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I know we all have budgets to work in we

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have limitations we know that legal

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teams set into our right and just ready

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to kill whatever weird idea we have but

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this is where the what if type of

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brainstorming really is so vital if you

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want to make content that performs

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because that what if gives you the crazy

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ideas not irresponsibly crazy but just

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interesting compelling content

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if you can think of that YouTube title

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for that idea it's probably going to be

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content that performs and you should

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really consider making that your post

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copy itself

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which kind of leads us into this other

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concept that I use a lot is story first

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product second

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I'm sure many of us have wasted many

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many hours per day scrolling Tick Tock

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uh I don't even want to look at my

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screen time at this point it's

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disastrous

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um but as we were now competing like

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let's remember we all work for Brands we

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all work for agencies and we're trying

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to make content that competes with an

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overwhelming scene of videos photos

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essays books Netflix shows that are out

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there right now

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it's so so important that you're not

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only trying to hook someone in through a

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great like a great intro to a video but

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people are looking for storytelling

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content like every time some if you're

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making organic content as a brand you're

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fundamentally competing with Netflix and

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HBO because people use these platforms

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for entertainment and if you view your

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own content as entertainment you're

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going to start driving more views

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especially in the new tip-tock world

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that we're in

play11:00

so two examples here

play11:02

um one from a brand and then one is

play11:04

oddly enough for my personal tick tock

play11:07

on the left

play11:09

pretty unassuming you can see from that

play11:10

caption up top this is day two of

play11:12

redesigning signs in New York and when

play11:15

you look at the screenshot you might

play11:16

think to yourself like oh it's probably

play11:18

like a amateur Creator who's out there

play11:20

making some fun videos this is from the

play11:23

Adobe Tick Tock account and this is a

play11:25

collaboration they did with a Creator

play11:26

where instead of making an adobe Tick

play11:29

Tock that was how to design a poster in

play11:31

Adobe Photoshop they actually went out

play11:34

and came up with a Content idea where

play11:36

they're going around New York City

play11:37

finding random size I don't know if it's

play11:40

true or not how they do this but the way

play11:42

it's uh framed within videos going

play11:44

around New York City finding random

play11:46

signs that are not great probably

play11:49

someone in Microsoft paints or just word

play11:51

creating something to hang up and

play11:53

they're actually having this graphic

play11:54

designer build them custom signs we

play11:58

might have a video of it uh if I can

play12:01

figure out how to this is day two of

play12:03

redesigning signs in New York City

play12:05

without anyone asking me to on the

play12:08

community bulletin board here I

play12:09

discovered man with Van just a

play12:11

neighborhood man trying to turn his van

play12:13

into a side hustle he's offering up his

play12:15

help with Van related tasks in the

play12:17

neighborhood I respect it however his

play12:20

design feels a bit too straightforward

play12:22

it's kind of cold and mysterious after

play12:24

all he is a man in a van so to help him

play12:27

come across as a bit more friendly and

play12:29

trustworthy we're going to use playful

play12:31

illustration and some design that feels

play12:33

a bit more professional I took

play12:35

inspiration from vintage label designs

play12:37

and made simple bold choices that

play12:39

transform man with Van into a brand

play12:42

that's established look at how much more

play12:44

inviting this man and his van are I

play12:46

don't know who man with Van is but now

play12:49

he's got a whole brand identity

play12:57

so that that's one of my favorite pieces

play13:00

of brand tip talking I've seen in a

play13:02

while um frankly I don't think a lot of

play13:03

Brands were killing it at tiktok because

play13:05

they're not willing to make content like

play13:07

that they start off with a great concept

play13:10

I don't know if you noticed they didn't

play13:12

use the word Photoshop in that video not

play13:14

once I don't even think they mentioned

play13:16

Adobe when they make content like this

play13:18

it's clear if someone's scrolling what

play13:20

account it's coming from now little

play13:21

Adobe signs in the corner right there it

play13:23

literally says Adobe they LED with story

play13:26

first the results from this that's a

play13:29

four million of you tip top that

play13:31

significantly outperforms all of their

play13:33

other concept so much so that this is

play13:35

now a series on their Channel if you go

play13:37

to the Adobe and I encourage you go to

play13:38

the Adobe Tick Tock and if you look at

play13:40

the top there's a playlist button that

play13:41

says New York signs every time they do

play13:43

one of these videos it significantly

play13:46

outperforms other contents um I think

play13:48

the third one in the series got about

play13:50

680 000 views this is not expensive

play13:53

content to produce it's something that

play13:55

small teams could easily make and it's

play13:57

really just about the idea of selling

play14:00

this product in a way that's very

play14:02

different and very entertaining that's

play14:04

very Charming you're actually helping

play14:06

people out in the community with your

play14:08

product

play14:10

on the right hand side uh this is a

play14:13

little Tick Tock gag that I have going

play14:15

for myself right now uh I'm pursuing so

play14:18

as you can see from that screenshot

play14:19

there I'm a 34 year old washed up

play14:22

ex-college player who's trying to get it

play14:23

back uh I'm currently trying to get back

play14:25

in shape and playing some like

play14:27

professional three on three basketball

play14:28

and I decided to document the whole

play14:30

journey and I was very realistic about

play14:32

the story of who I am as a person at

play14:34

this point Sorry a brand new tick tock

play14:36

account fresh built 25 000 followers in

play14:40

one month by Framing things through this

play14:42

story lens this and this piece you're

play14:45

looking at right here this is actually

play14:47

an advertisement for my buddy's workout

play14:50

class there's a workout class called

play14:52

swish house where it combines like

play14:54

basketball and hit workouts to it's way

play14:57

more fun for me than running on a

play14:58

treadmill

play14:59

I made this piece of content about it it

play15:02

actually outperforms their traditional

play15:05

Instagram stories advertising so much so

play15:07

that they asked me to White list it and

play15:10

it's now constantly running Evergreen ad

play15:12

for them it also went viral it's about

play15:14

500 000 views when my account only had

play15:17

ten thousand followers

play15:19

again it would have been the traditional

play15:20

approach would have been we've got a

play15:22

basketball workout class and that

play15:24

content definitely has a place within

play15:26

your overall ecosystem of both paid and

play15:28

organic but if you want to start to get

play15:31

viewed by other audiences and have

play15:33

chances of virality going with a story

play15:35

first and then integrating your products

play15:37

into human stories is really how you can

play15:40

unlock huge new counts and larger shares

play15:47

so I know we just talked a lot about

play15:48

trying to be clever with our

play15:50

storytelling

play15:51

there's an important caveat within that

play15:53

and that's why I want you to be very

play15:54

simple about how you're trying to come

play15:56

up with your social hooks

play15:58

this is where I like to look at big

play16:00

accounts like Marvel for instance you

play16:02

can see this is the trailer for the uh

play16:04

for the last Black Panther movie

play16:07

they have a quote from the movie that's

play16:09

a very famous quote that's a playoff of

play16:11

a quote from the original movie then

play16:13

they have very plain language watch the

play16:15

brand new trailer for Marvel Studios

play16:17

black panther only in theater November

play16:19

11th and they have the ticket link

play16:21

there is no creative copywriting here

play16:25

um I come from a long list of social

play16:27

agency backgrounds and we would have

play16:29

social copywriters where their only job

play16:31

was to write captions uh for contest

play16:34

they do occasionally do some pranks one

play16:35

of us as well but one of the biggest

play16:37

frustrations for for me as a strategist

play16:39

was

play16:41

we had this focus on eloquence and

play16:44

cleverness and trying to be overly smart

play16:46

with our copy that honestly got in the

play16:49

way a lot of the time that was actually

play16:50

a structural challenge because these

play16:52

people felt very responsible for being

play16:54

clever within their copy with this is

play16:57

the right approach what is the easiest

play17:00

way to tell the information you need to

play17:01

tell what is the most concise way to

play17:04

tell the information you tell and

play17:05

understanding what is most important to

play17:08

those audiences

play17:09

I worked on a uh so I come from a lot of

play17:12

video game marketing I worked on a

play17:14

campaign where our first trailer we used

play17:16

like some sort of Home up top that had

play17:19

inspired the title of the of the actual

play17:21

game and on the second time I got my way

play17:24

and I was able to use a new Gameplay

play17:27

trailer insert game title here as the

play17:30

copy it's significantly outperforms

play17:32

because the audience doesn't want to

play17:34

have to decipher what they're about to

play17:36

see make it easy for them use as few

play17:39

characters as possible like make it just

play17:41

digestible and they will watch that

play17:43

content

play17:47

this one I could feel everyone's

play17:50

hesitation since they say Embrace

play17:51

clickbait on a screen

play17:53

um

play17:54

this is the reality of what we all do as

play17:57

marketers is how are we driving clicks

play18:00

to the content how are we getting you to

play18:01

watch that and let's be clear I'm not

play18:04

about to tell you to go make the

play18:07

here's a list of Seven Things number six

play18:09

will shock you type of content

play18:12

um what I am encourage you though is

play18:14

thinking hyperbole when you're writing

play18:16

things think in the larger like how are

play18:19

we driving things up

play18:21

this is where I mean as I Was preparing

play18:23

for this presentation as I do content

play18:25

strategy book for myself and my

play18:27

Consulting clients

play18:29

more from tick talkers talk about how

play18:31

they tip talk then I have thought

play18:34

leadership from industry press and when

play18:37

you Google Tick Tock hooks for instance

play18:39

these are a couple results from the

play18:42

first page of Google where these phrases

play18:45

they probably if I know we all like to

play18:49

fancy ourselves like these elevated

play18:50

marketers and these probably seem like

play18:52

oh why would I go like this tactical or

play18:54

that language isn't really like too

play18:55

different we're trying to accomplish

play18:57

these kind of language triggers really

play18:59

do work within social content and this

play19:02

is where the amateur Creator can often

play19:05

beat brand content not because brands

play19:07

are boring but because the amateur

play19:09

Creator is willing to make the content

play19:10

that people want to see so just like a

play19:13

couple screenshots from those articles

play19:15

like here are blank tips to get rid of

play19:17

Blank you need this product in your life

play19:20

stop scrolling if you want to you can

play19:22

still make the brand content that I know

play19:24

you're all making but if you insert this

play19:26

type of language up front it will not

play19:29

only pull in your hook differently but

play19:30

it'll color your story differently where

play19:32

you'll build things that are more native

play19:34

to the current social environments like

play19:36

the why are why are there not more

play19:38

people talking about blank you can frame

play19:41

that around the human reaction that one

play19:44

of your product features uh actually

play19:46

produces for somebody there's all kinds

play19:48

of things you can do with this and I

play19:49

encourage you like do the basics like

play19:51

obstacle like as long as I've been doing

play19:53

this before I start every project I and

play19:56

all Google reading out the fundamentals

play19:57

over and over again because so much of

play19:59

social success are those fundamentals

play20:01

Google Tick Tock hooks you'd be amazed

play20:04

what comes up and you should be trying

play20:05

it within your brand content

play20:10

uh this is an unfun one this is the one

play20:13

that I think especially as you work in

play20:15

Social uh is one we often forget about

play20:18

which is be willing to do the work with

play20:20

volume brainstorming

play20:22

I I mean I'm as guilty as anybody uh we

play20:25

want the dopamine hits of the from the

play20:27

brands we work on we want to pump out as

play20:29

much content as possible our first ideas

play20:32

often make into the decks which is

play20:34

partially a result of all of our

play20:35

expertise what we've all learned across

play20:37

the years but it's also because we're

play20:40

not doing nearly as much work as we

play20:43

should be to make sure that we're coming

play20:45

up with the best ideas possible uh I'm

play20:48

gonna reference Mr Beast one more time

play20:50

and one of the interview Series where he

play20:52

talks about the creation process they

play20:54

spent two months in idea generation and

play20:58

planning out the contents they spend

play21:00

more time in idea generation than they

play21:02

do filming these multi-million dollar

play21:04

videos because again the ideas all that

play21:07

matters and they don't have the right

play21:08

idea they won't go to filming

play21:11

I'm gonna pull another silly one for my

play21:13

you'll find I have a lot of tick-tock

play21:14

experiments and Adventures uh I started

play21:17

this very silly account called alternate

play21:19

reality at one point where I was doing I

play21:21

call it like basketball fan fiction and

play21:23

what ifs uh and back whenever Space Jam

play21:27

2 came out I have my own idea for what

play21:29

the plot of that movie should have been

play21:31

uh so I filmed the tick tock for it very

play21:34

silly uh man I look young there but uh

play21:38

filmed this very silly concept for it

play21:39

and I knew I needed an upfront hook that

play21:42

was going to be really really strong to

play21:44

make people watch this and I knew here's

play21:46

what I think Space Jam 2 should be about

play21:48

isn't that compelling

play21:50

so I actually look at a Google

play21:52

spreadsheet and I wrote 50 different

play21:54

versions of the headline and I tried

play21:56

everything and eventually what I landed

play21:58

on was the one you see on the screen

play22:00

here which again you can see there's no

play22:01

production value to this I don't I have

play22:02

the green screen kind of intentionally

play22:04

set to be awkward and to the left I'm

play22:06

using the native text tool just with red

play22:09

well red background behind it

play22:11

but you can see here the hook is LeBron

play22:13

should be the villain in Space Jam 2.

play22:16

reason I went with that after doing 50

play22:19

different trials on what that headline

play22:20

could have been I wanted to hit as many

play22:23

emotional triggers as possible LeBron is

play22:25

a celebrity getting his name in the

play22:27

title by video wouldn't matter calling

play22:30

saying that he should be the villain the

play22:31

plot I wrote was about him as the bad

play22:33

guy

play22:33

that would immediately go like wait

play22:35

that's different I don't know what to

play22:36

expect from that I would want to watch

play22:37

that and then obviously in the name of

play22:39

the IP in there

play22:40

this ended up going viral from I built

play22:42

an account at like 30 40 000 at that

play22:45

point uh this did a couple million views

play22:47

the first time I posted it and then got

play22:49

shared around by pretty much every

play22:51

basketball shoe blog that exists it's

play22:53

probably got a combine 10 million views

play22:54

now uh and it wouldn't have mattered if

play22:58

I didn't spend that time coming up with

play22:59

The Upfront hooks this is where the

play23:02

actual for you guys I realize this is a

play23:03

Creator take as we look at how to do

play23:05

this for brands

play23:07

there's a Mad Men scene where God has to

play23:09

go and do 25 tag lines as he's trying to

play23:12

work his way back into advertising you

play23:15

really need to spend the time looking

play23:17

into what are the different ways to word

play23:19

this what adjective should I be using

play23:21

how can I shortly how can I lengthen it

play23:23

what triggers am I looking for in this

play23:25

you'd be amazed and if we're being

play23:27

honest with ourselves it's something in

play23:29

the it will be something in like the

play23:31

tens and 20s of that brainstorming

play23:33

exercise that you'll realize like oh

play23:35

that's better than my first idea so I

play23:38

know this isn't fun I know we're all

play23:39

extremely busy but you will get better

play23:42

results with all of your content if

play23:45

you're willing to do the volume brain

play23:46

falling work

play23:49

uh that was a less small one let's talk

play23:51

about the more fun side of understanding

play23:53

how to build social hooks I am giving

play23:55

you permission like I I Knight you

play23:58

go consume content scroll your for you

play24:02

page like spend time watching stuff and

play24:05

while you're watching it really theorize

play24:07

as to why it's made it into your feed

play24:10

tick tock's the best I mean you're gonna

play24:12

get from you're a personal for you Pages

play24:14

you're gonna get a mixer up things that

play24:16

have gone viral globally that's where if

play24:18

we all Talk Amongst ourselves you know

play24:20

we all have different preferences many

play24:21

of us have seen the same video because

play24:22

there are Global viral videos then we're

play24:25

also all involved in certain niches like

play24:27

I have friends who uh read a ton so

play24:30

their Tick Tock feed it's almost all

play24:31

book talk uh mine tends to be more of a

play24:34

basketball and I come from a long line

play24:36

of emo music so that that's talk for

play24:39

another day my four year page is

play24:41

different than yours it's different than

play24:42

someone else different someone else's

play24:43

but even though that's not marketing

play24:45

content when I get that stuff served in

play24:47

my feed I can spend a second thinking

play24:49

about what was that hook what was the

play24:52

first sentence they said what was the

play24:53

text on screen why did they get me to

play24:56

finish that video

play24:58

so whenever you're scrolling your Tick

play24:59

Tock feed whether you're scrolling

play25:01

Twitter if you're on YouTube when you

play25:03

finish a video go back to the beginning

play25:05

and think to yourself like why did I

play25:07

actually care to complete this content

play25:10

this is how I built my own muscles the

play25:12

only way I got I wasn't taught social

play25:14

from traditional sense had some great

play25:16

mentors working some great agencies but

play25:18

we were all making it up like I started

play25:20

in Social in 2010 2011. there were no

play25:23

best practices this is how we all got

play25:25

good at this just consuming as much

play25:27

confidence as possible and theorizing

play25:29

what worked looking at what videos went

play25:31

viral look at what videos performed in

play25:32

our Niche and making guesses and then

play25:35

trying our own versions of those things

play25:39

foreign

play25:45

I'm super passionate about

play25:47

um but it's so important like I hope you

play25:50

took something excited to hear what what

play25:51

questions you might have

play25:53

yeah there's a lot of uh conversations

play25:55

going on in chat we have a bunch of

play25:57

questions to go through

play26:00

um but first I was just curious there's

play26:01

there's a couple things going on in chat

play26:03

about clickbait I knew that when you

play26:05

said that you're gonna get some comments

play26:06

and I can feel like the brand and

play26:08

content please coming for you

play26:10

um but yeah is there like some sort of

play26:12

threshold to avoid like knowing okay

play26:14

clickbait works I want to lean into that

play26:17

but I don't want to go too far where

play26:19

maybe it's like giving the wrong brand

play26:21

impression like how do you kind of

play26:22

balance that as their you have tips for

play26:24

you know making sure you don't pass that

play26:26

threshold sure

play26:27

yeah I think our reactions like when we

play26:30

have like a negative reaction clickbait

play26:32

it's usually because we think that the

play26:34

content doesn't pay off the title so

play26:37

when I say to embrace clickbait doing is

play26:39

encourage you to do a bait and switch

play26:40

that's never a good idea you're gonna

play26:41

really annoy people if the content

play26:43

doesn't rough up the title what I

play26:45

encourage you to do is in your

play26:46

brainstorming think in more clickable

play26:50

more clickbait approaches of things and

play26:52

then actually deliver that content so

play26:55

the point I see like mentions in the

play26:56

chat

play26:57

if you can't deliver on your title like

play27:00

you've already lost in the content World

play27:02

anyway so make sure your click bait

play27:05

matches the content but do brainstorms

play27:07

where you think in clickbait um I mean

play27:09

another way I'd encourage you to do this

play27:10

stuff is with whatever product you work

play27:12

on just start googling what articles are

play27:15

written about your product and what

play27:17

articles people in your Niche are

play27:18

talking about

play27:19

SEO can be inspiration for social all

play27:23

over the place there's a reason people

play27:25

have written those articles those are

play27:26

data-based articles and then come

play27:28

through with the clickbait version of

play27:29

that for content

play27:30

yeah okay that makes a lot of sense and

play27:33

I think someone Chase uh was spitting

play27:35

some truth into the comments I think he

play27:37

said something similar so yeah I totally

play27:39

agree there

play27:40

um something I guess on the same kind of

play27:42

thought would be around chat like Trend

play27:44

jacking

play27:45

um so you know a lot of platforms like

play27:47

Tick Tock encourage this Behavior I've

play27:49

talked to different content folks and

play27:51

social media folks who may be like they

play27:54

can see it as an easy way to get views

play27:55

an easy way to get in front of people

play27:58

um but like should it be the main thing

play28:00

that you do on social like how do you

play28:01

balance that especially when you're you

play28:03

know maybe a social media manager who is

play28:05

like measured on reach and engagement

play28:08

it's tough

play28:10

um so an exercise that I encourage

play28:13

everyone in Social do and it's not a

play28:15

popular exercise is do a month worth of

play28:18

social content without doing any trends

play28:20

zero Trends

play28:23

um I think something I've seen we've

play28:25

seen like since I started this industry

play28:27

we've seen the space grow and grow and

play28:29

grow there are more entry and mid-level

play28:31

social media positions than there have

play28:33

ever been

play28:35

um and as a result of that like we're

play28:36

all getting to experiment and we're

play28:38

seeing such cool content come out of how

play28:40

young our faith is I do think one of the

play28:43

challenges that we have now is we get so

play28:46

excited about Trends and parodies and

play28:48

like trying to blend off of what's

play28:50

happening in the social sphere that we

play28:53

actually have lost most of the brands we

play28:55

work for in the process

play28:57

so

play28:58

I think the reality of great like of one

play29:01

version of great content

play29:03

is if you can make something that ties

play29:05

to a trend while showing off your

play29:07

product in the way that you hope someone

play29:09

understands your products that's a dream

play29:12

situation

play29:13

I think if we're being honest with

play29:14

ourselves a lot of Trends social content

play29:17

from Brands spends a lot more time on

play29:20

the trend and has absolutely no hook to

play29:22

the actual product that's from or if

play29:24

there is a hook it's not one that would

play29:26

ever actually drive awareness or follows

play29:29

or sales of the products yeah yeah

play29:33

completely and you know like I've I'm

play29:34

doing a bit of social myself if you go

play29:36

to our Channel you'll see some

play29:37

embarrassing videos that I've been uh

play29:40

creating but yeah like it's so easy to

play29:42

get into that world of like wow I got so

play29:44

much engagement oh my God I got like

play29:45

more likes than my usual posts do but

play29:48

like is it the right type of content for

play29:50

the brand and so I think it is important

play29:51

to reflect on that

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um yeah doing that myself

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um but kind of on this like similar

play29:57

thought we have a question from brain

play29:58

around like how to include ctas in our

play30:01

content while still remaining genuine

play30:03

and prioritizing that hook do you have

play30:05

any advice

play30:07

so I think the whole I think when

play30:09

someone's watching your content

play30:11

for the most part they either want to be

play30:13

entertained or educated so if we're

play30:14

talking figure out a social hookup front

play30:16

build content that provides value to

play30:19

their life in some way shape or form

play30:21

if you hit both of those things

play30:24

including a CTA within like if it's a

play30:26

video content towards the end

play30:28

they're happy to contribute to you as a

play30:32

brand because you have entertained them

play30:34

or educated them or provided some sort

play30:37

of guide to their life uh I think within

play30:39

copy it's slightly trickier like we know

play30:42

every study ever has shown us that

play30:44

content with links in it perform worse

play30:46

than content without links and that's

play30:48

not to say don't post a content with

play30:49

link that's something else I see young

play30:50

social media managers do and complain

play30:52

about like no we all gotta drive

play30:54

business at some point during this we

play30:56

have to be part of the full funnel

play30:58

um within video content

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don't be afraid to include ctas at the

play31:02

end follow for more click here to view

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things um I do it within all of my

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personal and the brand I consult with at

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the end of those videos if it's

play31:10

storytelling content follow me for more

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like this click to go find this piece

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um that stuff works and I would say on

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like an Instagram if you're not doing

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video content

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um I wrote an article

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uh if you Google Google my name and

play31:25

dinosaur Comics I know that sounds

play31:26

really random

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um there's a habit in uh that I found in

play31:31

the webcomic sphere of Instagram where

play31:33

they post a lot of Carousel content and

play31:36

the final Carousel image will be a CTA

play31:39

to purchase merchandise usually based on

play31:41

the comment we just watched so on

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Instagram think about that last

play31:45

character as a moment to also enter CPS

play31:47

yeah one thing that um we're actually

play31:50

changing up at superside is the

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journeying like where we want to send

play31:53

people next we've fallen into the Trap

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of like creating a really awesome top of

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the funnel YouTube video and then ending

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with like and book a call and it's like

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that doesn't make sense right like

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someone's not gonna watch that video and

play32:05

want to book a call so I think it's like

play32:06

thinking about what naturally fits there

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and maybe almost templatizing that in

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some shape or forms you know like if

play32:12

it's top of funnel maybe these are some

play32:13

of your ctas or offerings to lead

play32:15

someone to versus something more bottom

play32:17

of funnel

play32:18

um we have lots more questions so let me

play32:20

dive into the next one

play32:23

um Miriam's asking what does this type

play32:25

of concept look like in a B2B context

play32:28

and how can you adopt that entertainment

play32:31

focus and like storytelling ideas for

play32:33

you know very specific Industries

play32:37

sure um so I'm functionally a B2B

play32:40

Creator myself now like my newsletter

play32:41

has written four marketers um I love if

play32:44

you subscribe to Future social give it a

play32:45

Google

play32:47

um so I'm having to do this on a daily

play32:49

basis now with my own contents

play32:52

um

play32:52

this is where I think as you look at the

play32:54

we talk about emotional triggers

play32:57

I would say people consuming B2B content

play32:59

they tend to be a little more interested

play33:01

in numbers and data as hooks

play33:05

um so like I wrote a thread I I need to

play33:08

stop mentioning Mr Beast uh I wrote a

play33:10

thread about his last video

play33:12

um they got picked up by Time magazine

play33:14

for an article where the hooks that I

play33:17

used up front for that were about the

play33:19

velocity of the content how quickly it

play33:21

got to a certain view count because I

play33:23

wanted marketers to recognize that it's

play33:26

not just some like kid in a straw hat

play33:28

it's driving real value there and that

play33:31

Twitter thread ended up with two million

play33:33

views so I would say in the B2B space

play33:37

hit numbers a little harder like data

play33:39

increases performance tend to work well

play33:43

um I mean this is where like the

play33:44

fundamentals of B2B become really really

play33:46

important like what encourages someone

play33:48

to buy your service if you're if pricing

play33:51

is part of that you may need to include

play33:53

some version of Roi in the type of stuff

play33:55

for only x amount of dollars you can

play33:58

drive this type of result

play34:00

um and don't be wrong like it's always

play34:02

going to be harder to go like viral for

play34:06

B2B content and for most of us that

play34:08

shouldn't be the goal like the goal

play34:10

should be to hit our audience because if

play34:13

you're a if you're a product that costs

play34:14

ten thousand dollars a month to use like

play34:17

you don't want everyone seeing that

play34:19

because not everyone has the budget to

play34:21

use that

play34:22

totally

play34:24

yeah I think that's like um that's

play34:26

forever a challenge I I experienced that

play34:28

in content where I mean especially when

play34:30

you're in this this realm of social

play34:31

media you do want to get in front of

play34:33

more people but you want to get in front

play34:34

of the right people and so you always

play34:36

kind of have to shift your strategy

play34:37

there but there might be room for some

play34:40

of those more like I guess experimental

play34:42

things that are a bit they might have

play34:44

virality kind of baked into them you

play34:46

obviously can't guarantee that but

play34:49

um sure I mean like a big portion of my

play34:51

content are Twitter threads that are

play34:53

like social media case breakdowns and

play34:55

I'm constantly looking at like what is

play34:57

how long is my like this is the level of

play34:59

detailed I get to when I write my first

play35:01

tweet I will actually write up a 13

play35:04

tweet thread and not write the intro and

play35:07

I'll do an entirely different brainstorm

play35:09

session to figure out what that intro is

play35:11

um I wrote Michelob Ultra have this

play35:12

amazing moment where a guy got

play35:14

photographed uh during a key shot every

play35:17

one of their phones out to film the

play35:18

golfer except for this one guy who was

play35:20

holding a Michelob Ultra and it became

play35:23

like it went viral organ exactly they

play35:24

got he got called Beer Guy and they

play35:26

turned into an entire social campaign

play35:28

the thread that I wrote about it like

play35:30

I'm someone who's like I'm just I'm 34

play35:32

years old not a big Emoji guy personally

play35:34

but I was like okay you know what my

play35:36

little bulleted list like let's play

play35:37

with like little drop down arrow emoji

play35:39

to show like when things decrease or

play35:42

when things increased and that thread

play35:44

performs 30 better than my other threads

play35:47

is it because of that you tell me but

play35:49

constantly experimenting with this those

play35:51

different type of triggers is really

play35:52

important totally yeah I love that let

play35:56

me surface another question here there's

play35:57

a couple around

play35:59

um kind of like compliances and not

play36:01

being able to use tick tock so there's a

play36:03

couple industries that aren't able to

play36:05

get on there do you think it's worth

play36:07

diving into YouTube shorts and will good

play36:09

hooks gain through Impressions on

play36:11

YouTube shorts and you know reels and so

play36:13

forth compared to tick tock

play36:16

so I have friends that work at Tick Tock

play36:19

YouTube and Instagram and they've all

play36:22

explained to me how reals is so

play36:24

different than Tick Tock and it's so

play36:25

different than YouTube shorts and they

play36:28

are all doing their job they're all

play36:30

really really smart and fantastic I love

play36:31

them all to death those things are all

play36:33

exactly the same each platform

play36:36

definitely has like some cultural Trends

play36:39

to it but ninety percent of the content

play36:41

that works on Tick Tock would also work

play36:43

on Instagram would also work on YouTube

play36:45

and that's true like split those up

play36:48

however you want so even if you're not

play36:50

on tick tock

play36:51

I really believe you should be testing

play36:53

your Instagram reels as a YouTube shows

play36:57

um one of my good friends who I met at

play36:58

laundry service was an agency I worked

play37:00

at where I mean we ran piece by Dre we

play37:02

ran the uh the Olympic bid social Jordan

play37:05

brand many many like very cool uh

play37:08

cultural brands

play37:10

after working in strategy for a long

play37:12

time his new partner has a dog that she

play37:16

thought it could I think he could be

play37:18

like Tick-Tock and Instagram famous they

play37:19

built that dog to a half million

play37:21

followers on Tech talk his name is Lord

play37:22

Leo he's the the playing dead Pomeranian

play37:26

it's worth a look it's adorable uh the

play37:28

reason I mention it

play37:30

he's like I should probably be testing

play37:31

YouTube shouldn't I he built 30 000

play37:34

followers in three days by posting the

play37:37

exact same tick tocks and reels that

play37:39

they use on that platform because right

play37:40

now YouTube shorts has incredible

play37:42

organic reach so I recognize I met you a

play37:45

lot of Creator examples but your YouTube

play37:48

for your brand is probably sitting there

play37:49

with like whatever 60 you guys put on TV

play37:52

two years ago like most brand YouTubes

play37:54

are really underserved you've already

play37:56

made this content go put it on there

play37:58

especially for an agency wouldn't you

play38:00

love to like go show like we got X

play38:01

performance just by being smart and

play38:03

putting this confidence somewhere else

play38:04

and then reporting that as additional

play38:06

views go toss the content everywhere

play38:08

totally yeah we've just been

play38:10

experimenting with this actually and

play38:12

kind of like starting on Tick Tock and

play38:14

trying to apply it across the different

play38:16

platforms and we get the most amount of

play38:18

views on and like reach on linked on

play38:20

sorry not linked to Instagram but on

play38:23

YouTube shorts like it's performing

play38:24

really well and we've tried a variation

play38:26

of cuts there like from our regular more

play38:28

polished videos and by far like these

play38:30

more organic looking tick tocks

play38:32

outperform so I think that says

play38:33

something about the platform and yeah

play38:35

it's I think a really good spot for

play38:36

people to test and grow there since it

play38:38

isn't quite as active just yet yeah I I

play38:42

think we're something I found over the

play38:43

last decade is there's always one

play38:45

platform that if you can only do one

play38:47

thing build for that platform then

play38:48

repurpose that content elsewhere like

play38:50

when I started social like Facebook was

play38:52

the only platform so we prioritized

play38:54

Facebook

play38:55

when Instagram became big something was

play38:57

like well make Instagram style content

play38:59

and then even if it's not perfect for

play39:01

what else it'll still perform pretty

play39:02

good so post that everywhere now it

play39:04

feels like that's Tick Tock like I

play39:06

believe you can make more Tick Tock

play39:08

style content and post it on most

play39:10

platforms like I've seen tick tocks go

play39:13

viral on Twitter just as like downloaded

play39:15

videos

play39:17

yeah I think because it's like it makes

play39:19

it easier for you to create on the

play39:21

platform it does kind of make sense to

play39:22

start there sometimes

play39:24

um but yeah we have more questions let

play39:26

me run through I want to get to as many

play39:28

as we can

play39:29

um

play39:30

so yeah we kind of answered that one I

play39:34

guess like some yeah no that's similar I

play39:37

was gonna say someone also asked there's

play39:38

lots of questions about like approaching

play39:40

the different platforms but I think we

play39:42

touched on that a little bit

play39:44

um

play39:45

you mentioned triggers a few times can

play39:48

you talk a bit more about the different

play39:50

types of triggers

play39:54

yeah we've culturally used that for

play39:57

something else it just if what I've

play39:58

always come up using um

play40:00

when I say triggers what I'm doing what

play40:03

I'm getting towards is like what is the

play40:05

reaction that you're trying to get out

play40:07

of Contour or making content and hooks

play40:10

that inspires a reaction like when I

play40:13

make my silly like trying to get in

play40:15

shape contents me saying washed up like

play40:18

it's like me admitting that like I'm

play40:19

past my Prime and that gives you an

play40:22

emotional reaction maybe it's funny

play40:24

maybe it's relatable to you if you're

play40:25

the same spot as me but it's it's

play40:27

language like some strong character to

play40:29

it that's where like if you like like I

play40:32

heard someone mentioned B2B earlier this

play40:34

is like how to

play40:36

is a very important type of content and

play40:39

use the how-to language in your caption

play40:42

in your video make it as clean and clear

play40:44

as possible because when someone's

play40:47

searching out that content it's because

play40:48

they're looking to learn something so

play40:50

when I say trigger this is where as you

play40:53

can move with Azure brainstorm content

play40:54

just think about what reaction you're

play40:56

trying to get out of someone and think

play40:58

through what language would get you to

play41:00

that reaction yeah yeah really good

play41:03

point we have another question for

play41:04

Monica around

play41:06

um like do you think social hooks work

play41:08

on an older generation say your company

play41:11

is targeting

play41:12

um more of an older generation would you

play41:14

provide the same advice to those folks

play41:16

creating for those audiences

play41:19

so so your moms aren't sending you stuff

play41:22

on Instagram because I get sent

play41:23

something for my mom on Instagram no I I

play41:25

think social looks work for everybody I

play41:27

mean there's always a lot of debate on

play41:29

which platforms people are hanging out

play41:31

on based on which generation they are

play41:33

um I would argue if you look at the big

play41:35

five social networks every generation is

play41:37

across all five of those including tick

play41:39

tock tick tock because has plenty of

play41:40

older users at this points

play41:42

um but yes social hooks are important

play41:44

for no matter who your target audience

play41:47

is they'll just change depending on who

play41:49

that audience is um that's where there's

play41:52

a reason why I'm not giving you

play41:53

something like this is the golden social

play41:55

up and you can all try this stuff you

play41:56

should all filter it through what your

play41:58

product offers and like what your

play42:00

audience is looking for from a product

play42:02

um and if you're targeting like a 60

play42:04

plus group it's gonna be very different

play42:06

like it's gonna it's probably not gonna

play42:08

be

play42:09

this is where something something really

play42:11

bothers me is when we say all brands

play42:12

should speak like internet speak like

play42:14

McDonald's or Wendy's like no that's

play42:16

right for their demographics my parents

play42:19

don't respond to that type of language

play42:21

but there is language they do respond to

play42:24

yeah I guess similarly

play42:27

um we only have probably one minute left

play42:29

but on a balance of like education and

play42:31

entertainment like how do you think

play42:33

brands should approach social and how do

play42:35

they kind of figure out what that mix is

play42:37

for them and for each yeah scenario

play42:42

um so before I get to that I'm going to

play42:44

plug real quick uh if you want to follow

play42:45

me after this or ask me like ask me

play42:47

questions like I am just on social

play42:49

constantly uh look me up on Twitter at

play42:51

Jack will be find me on LinkedIn it's my

play42:54

name is Jack Appleby it's very

play42:56

ridiculous and fictional googleable

play42:58

um and my newsletter's future so far I

play43:00

write about this stuff every week so if

play43:01

you have additional questions after this

play43:02

come find me on the internet happy to

play43:04

answer more

play43:06

um and I totally lost my train of

play43:08

thought within that remind me remind me

play43:10

that last question education

play43:11

entertainment like how did that balance

play43:15

um I know we're all very excited to be

play43:18

entertaining and funny and creative as

play43:22

possible

play43:23

you better be really really really funny

play43:26

if you're gonna pull it off and there

play43:28

better be a reason that you should be

play43:31

using humor as your grand Tone If I'm

play43:33

being honest most brands shouldn't most

play43:36

brand like most brands should find humor

play43:38

to insert within their content but the

play43:41

goal shouldn't be humor uh that's where

play43:43

I mentioned like McDonald's or Wendy's

play43:45

or Duolingo all incredible social media

play43:47

strategies all appropriate for them for

play43:49

a lot of full funnel marketing type of

play43:51

business reasons most of us don't work

play43:54

for Brands like that but also let's work

play43:56

for B2B companies or smaller brands

play43:58

people haven't heard of where we have no

play44:00

brand recognition

play44:01

yeah more often than not you should

play44:03

probably be educating more than

play44:05

entertaining and that's where you can do

play44:07

some version of like if you're working

play44:09

for a fitness client understanding like

play44:12

the before and after or how you get to

play44:14

like these places of Fitness that's not

play44:16

entertaining that's educational content

play44:18

if you're working for some sort of SAS

play44:20

company what is the value you provide

play44:22

that's going to take you a lot further

play44:24

usually than entertainment but I will

play44:27

always encourage you to experiment and

play44:28

just look at the data see what performs

play44:30

best try everything

play44:31

absolutely and we're at time so I think

play44:35

we have to hop off thanks so much Jack

play44:37

it's been awesome I think we could talk

play44:39

for like hours and so could the Audience

play44:41

by the level of questions coming through

play44:42

but I appreciate you joining us today

play44:45

[Music]

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