WEBVTT 00:00:00.000 --> 00:00:02.859 Welcome to the Innovation Conversation, a podcast 00:00:02.859 --> 00:00:05.419 about innovators, both in business and real life. 00:00:05.879 --> 00:00:08.380 Hosted by myself, Ricardo Rescual and Harry McCona. 00:00:08.480 --> 00:00:11.699 This podcast is also sponsored by ODEV Tech. 00:00:12.439 --> 00:00:14.640 ODEV Tech is your premier software development 00:00:14.640 --> 00:00:18.019 partner. Make sure you check them out at odev 00:00:18.019 --> 00:00:22.399 .tech. The podcast is also sponsored by Notion 00:00:22.399 --> 00:00:25.359 .so. Notion is offering six months for free for 00:00:25.359 --> 00:00:27.839 new users. Make sure you check out our website, 00:00:28.039 --> 00:00:30.480 thestoreofevents .co .uk to read into something. 00:00:30.780 --> 00:00:33.259 Hi, and welcome to another episode of the Innovation 00:00:33.259 --> 00:00:35.780 Conversation. Today we are joined by Tessa de 00:00:35.780 --> 00:00:38.520 Breyne. Tessa, welcome to the podcast. Thank 00:00:38.520 --> 00:00:40.600 you so much for having me, Ricardo. I'm so excited 00:00:40.600 --> 00:00:42.799 to be here. Same, it's a pleasure having you 00:00:42.799 --> 00:00:45.100 here. Tessa, would you like to introduce yourself 00:00:45.100 --> 00:00:47.960 to the audience, please? Yeah, of course. So 00:00:47.960 --> 00:00:51.000 my name is Tessa and I have just recently started 00:00:51.000 --> 00:00:55.670 my own company, my social first agency called 00:00:55.670 --> 00:00:58.810 MidMarketing. Okay. So how do you get started 00:00:58.810 --> 00:01:00.450 in your journey? How do you end up, you know, 00:01:00.590 --> 00:01:03.429 from first getting on the knowledge, then launching 00:01:03.429 --> 00:01:05.969 a company and we actually met at the TikTok event. 00:01:06.590 --> 00:01:09.870 Yeah. Tell us a bit more about that. So, yeah, 00:01:09.870 --> 00:01:12.969 I just started actually working for TikTok about 00:01:12.969 --> 00:01:16.790 three years ago and I was just, you know, quite 00:01:16.790 --> 00:01:20.469 fresh in my career. So I was learning a lot very 00:01:20.469 --> 00:01:23.269 quickly and I very soon realized that there's 00:01:23.269 --> 00:01:25.549 actually a little bit of a disconnect sometimes 00:01:25.549 --> 00:01:29.069 between the account managers and the clients 00:01:29.069 --> 00:01:31.390 that you're working with. So as an account manager, 00:01:31.609 --> 00:01:34.650 I took it upon myself back then already to really 00:01:34.650 --> 00:01:37.609 work with the clients as well in regards to content 00:01:37.609 --> 00:01:40.030 and not just give advice on, you know, like product 00:01:40.030 --> 00:01:42.849 implementations, but really think about what 00:01:42.849 --> 00:01:46.150 can work and what can go. viral, as they say, 00:01:46.370 --> 00:01:49.010 which is a toughie, but always very fun. Then 00:01:49.010 --> 00:01:51.849 afterwards when I was, you know, working in sales 00:01:51.849 --> 00:01:53.909 for a bit longer, I realized I really missed. 00:01:54.159 --> 00:01:56.260 helping out people with something I'm good at, 00:01:56.439 --> 00:01:59.359 because I guess I'm quite good at it. And I decided 00:01:59.359 --> 00:02:02.620 to just try it out for myself. And yeah, now 00:02:02.620 --> 00:02:06.439 I'm working with TikTok again, actually. But 00:02:06.439 --> 00:02:09.639 it's like working with an ex, but it's very nice 00:02:09.639 --> 00:02:12.520 to work back with your ex because they see me 00:02:12.520 --> 00:02:15.580 as kind of like this external expert now, which 00:02:15.580 --> 00:02:19.639 I'm very happy about, of course. Was it scary? 00:02:19.909 --> 00:02:22.729 Taking that leap from, I guess, a normal paid 00:02:22.729 --> 00:02:25.449 job to launching your own business? Yeah, I mean, 00:02:25.469 --> 00:02:28.050 very scary because my entire life, you know, 00:02:28.189 --> 00:02:30.689 for the past two years was in Ireland, but I'm 00:02:30.689 --> 00:02:33.810 originally from Belgium. So I was like, OK, I'm 00:02:33.810 --> 00:02:36.090 moving back in with my parents, I guess. And 00:02:36.090 --> 00:02:39.770 I'm figuring stuff out from scratch. So, you 00:02:39.770 --> 00:02:41.750 know, all the friends I still have, my partner 00:02:41.750 --> 00:02:45.659 still lives there in Dublin. And it's. A bit 00:02:45.659 --> 00:02:48.400 stressful at this point still because I'm just 00:02:48.400 --> 00:02:51.300 starting out, but very quickly I didn't realize 00:02:51.300 --> 00:02:53.759 when people were reaching out to me that I could 00:02:53.759 --> 00:02:56.219 bring some value to them. So I'm just going to 00:02:56.219 --> 00:02:58.719 go with the flow and you know, whatever they 00:02:58.719 --> 00:03:01.060 need, I'm kind of adjusting to see what else 00:03:01.060 --> 00:03:03.259 I can offer. You know, what made you take the 00:03:03.259 --> 00:03:05.400 leap from, I guess, a corporate job to a more, 00:03:05.400 --> 00:03:08.520 you know, to having your own business? To be 00:03:08.520 --> 00:03:11.639 completely honest, I was quite burned out from 00:03:11.639 --> 00:03:13.919 sales and I think that was the biggest factor. 00:03:14.120 --> 00:03:16.479 I was working for LinkedIn at the time and I 00:03:16.479 --> 00:03:18.360 realized that even though, you know, nothing 00:03:18.360 --> 00:03:21.419 wrong with the product, it was very, it was a 00:03:21.419 --> 00:03:23.599 very cool product LinkedIn and I still use it 00:03:23.599 --> 00:03:26.139 every day. I realized that I was not as good 00:03:26.139 --> 00:03:29.060 at selling it as I was when it came to marketing 00:03:29.060 --> 00:03:32.539 and advertising because I just, I just did not 00:03:32.539 --> 00:03:35.789 have the same. connection to it, I guess. So 00:03:35.789 --> 00:03:38.710 that's when I started realizing like I started 00:03:38.710 --> 00:03:41.789 questioning myself a lot more and my self -esteem 00:03:41.789 --> 00:03:44.969 was getting lower. So when I would even get the 00:03:44.969 --> 00:03:46.949 results, like I would hit the targets, but I 00:03:46.949 --> 00:03:50.550 was just not enjoying it as much. And that's 00:03:50.550 --> 00:03:52.469 when I realized like I actually have to do something 00:03:52.469 --> 00:03:55.270 else. And if I stay in sales, I'm not going to 00:03:55.270 --> 00:03:57.909 be able to come back to marketing as seriously. 00:03:58.110 --> 00:04:01.669 So I have to start now. So it's kind of one of 00:04:01.669 --> 00:04:03.550 those make it or break it moments, right? You 00:04:03.550 --> 00:04:07.710 needed to... A little, yeah. A little. Just taking 00:04:07.710 --> 00:04:10.289 care of yourself first. Which makes perfect sense. 00:04:10.430 --> 00:04:12.370 I mean, most entrepreneurs kind of get started 00:04:12.370 --> 00:04:15.689 that way. They have such a gigantic, I guess, 00:04:15.990 --> 00:04:18.410 itch to scratch that they cannot say no to it. 00:04:18.410 --> 00:04:19.910 They literally need to scratch it and launch 00:04:19.910 --> 00:04:23.209 very successful business afters. And now, as 00:04:23.209 --> 00:04:25.610 you're advising startups in marketing and all 00:04:25.610 --> 00:04:28.149 that, what are the common mistakes you're finding? 00:04:29.290 --> 00:04:32.449 I think a lot of times startups or scale ups 00:04:32.449 --> 00:04:34.629 they just don't really bother with marketing 00:04:34.629 --> 00:04:37.589 initially or they're like yeah we have Instagram 00:04:37.589 --> 00:04:40.069 and that's that's enough you know we're like 00:04:40.069 --> 00:04:42.430 we're we're active on LinkedIn and people know 00:04:42.430 --> 00:04:45.029 about us but that's not enough of course it depends 00:04:45.029 --> 00:04:48.389 on what your business is but I think if you're 00:04:48.389 --> 00:04:50.829 starting a business let's say in clothing you 00:04:50.829 --> 00:04:53.910 really have so much competition out there and 00:04:53.910 --> 00:04:55.810 then you're just starting out thinking like hey 00:04:55.810 --> 00:04:58.509 I have a shirt as well that's not you have to 00:04:58.509 --> 00:05:02.470 be a bit more strategic about it so I think the 00:05:02.470 --> 00:05:06.329 whole idea of creating awareness sometimes comes 00:05:06.329 --> 00:05:09.449 last well actually it should be one of the first 00:05:09.449 --> 00:05:12.790 things you do when starting out a business it's 00:05:12.790 --> 00:05:14.750 funny because there's a lot of like um people 00:05:14.750 --> 00:05:16.790 doing like tiktok lives and stuff like that where 00:05:16.790 --> 00:05:18.490 they put on clothes take off clothes and that's 00:05:18.490 --> 00:05:20.269 actually that creates a lot of views and yeah 00:05:20.269 --> 00:05:23.959 all right yeah it's a good way to get started 00:05:23.959 --> 00:05:26.480 i guess that's a very fun one yeah i think tiktok 00:05:26.480 --> 00:05:29.279 live can can help a lot just in general being 00:05:29.279 --> 00:05:32.019 being active having some organic content already 00:05:32.019 --> 00:05:35.920 out boosting those like using using spark ads 00:05:35.920 --> 00:05:39.100 on tiktok or you know going on instagram and 00:05:39.100 --> 00:05:41.420 making a bit more videos and making content just 00:05:41.420 --> 00:05:44.639 like be very active for two weeks like post multiple 00:05:44.639 --> 00:05:46.699 times for two weeks and you're already gonna 00:05:46.699 --> 00:05:50.420 see so much more than if you just like post once 00:05:50.420 --> 00:05:53.509 a week What do you do when you're camera shy? 00:05:55.470 --> 00:05:58.610 When you're camera shy, well, a lot of times, 00:05:58.629 --> 00:06:02.029 you know, you can actually hop on some trends 00:06:02.029 --> 00:06:05.050 without using your own face. Like I myself, I 00:06:05.050 --> 00:06:06.750 don't like being in front of the camera that 00:06:06.750 --> 00:06:09.110 much, but I realized like, okay, I'm there's 00:06:09.110 --> 00:06:10.889 this one person in this company and it's me. 00:06:10.930 --> 00:06:13.329 So who else is going to do it? So if that's the 00:06:13.329 --> 00:06:16.649 case, I would say get over yourself. But if you're 00:06:16.649 --> 00:06:19.389 saying like you're selling products or something, 00:06:19.430 --> 00:06:23.279 you can always go for content creators like you 00:06:23.279 --> 00:06:26.139 user generated content because then it's gonna 00:06:26.139 --> 00:06:28.839 feel a bit more authentic you're gonna have some 00:06:28.839 --> 00:06:31.639 good reviews already and that kind of word -of 00:06:31.639 --> 00:06:34.519 -mouth or that social proofing as they call it 00:06:34.519 --> 00:06:38.000 is actually so valuable because the best videos 00:06:38.000 --> 00:06:42.259 on both TikTok and Instagram and YouTube the 00:06:42.259 --> 00:06:45.139 best performing videos are people that are just 00:06:45.139 --> 00:06:47.040 talking to the camera like this like I'm talking 00:06:47.040 --> 00:06:50.120 to you right now so that's something that you 00:06:50.120 --> 00:06:52.120 have to take into account and if you're okay 00:06:52.120 --> 00:06:55.040 with going a bit slower then yeah you can just 00:06:55.040 --> 00:06:57.639 use like whatever you have laying around to make 00:06:57.639 --> 00:06:59.959 to kind of make it for yourself make another 00:06:59.959 --> 00:07:01.879 kind of video but it's not going to perform as 00:07:01.879 --> 00:07:05.399 well and what is there a platform that you advise 00:07:05.399 --> 00:07:07.420 over another or actually you should make content 00:07:07.420 --> 00:07:09.800 for all of them and just see where it works better 00:07:10.590 --> 00:07:13.649 That's a really difficult one. So I had it before 00:07:13.649 --> 00:07:15.250 a client comes to me and they're just like, yeah, 00:07:15.290 --> 00:07:17.050 just make content for everything. And I'm just 00:07:17.050 --> 00:07:20.110 like, gosh, it's going to be a lot of work because, 00:07:20.110 --> 00:07:22.430 um, yeah, you have to really figure out where 00:07:22.430 --> 00:07:26.029 your audience is. And your audience, a lot of 00:07:26.029 --> 00:07:28.329 times startups come with the idea of like, Oh, 00:07:28.410 --> 00:07:30.529 my audience or my target audience is everyone. 00:07:31.310 --> 00:07:34.310 Like great. 18 plus. Thank you. That's really 00:07:34.310 --> 00:07:37.220 helpful. Yeah, you just have to really look into 00:07:37.220 --> 00:07:39.459 where your audience is So I think if you're looking 00:07:39.459 --> 00:07:41.620 at a younger audience, maybe you can look at 00:07:41.620 --> 00:07:44.800 snapchat and tiktok while with the Millennials 00:07:44.800 --> 00:07:48.720 you're Probably also looking at tiktok and instagram 00:07:48.720 --> 00:07:50.899 older generation. Of course is more facebook. 00:07:51.120 --> 00:07:55.899 You can kind of just Adjust and play play all 00:07:55.899 --> 00:07:58.720 all the different social media platforms, but 00:07:59.000 --> 00:08:01.480 definitely do your research first because otherwise 00:08:01.480 --> 00:08:04.160 you're gonna get overwhelmed. I myself am overwhelmed 00:08:04.160 --> 00:08:07.220 because I don't have like a clue right now where 00:08:07.220 --> 00:08:10.139 my biggest clients will be as I'm just starting 00:08:10.139 --> 00:08:14.019 out myself as well. But the first mistake I made 00:08:14.019 --> 00:08:16.339 is creating a Pinterest account. No, the reason 00:08:16.339 --> 00:08:18.800 that people want to come to me is probably because 00:08:18.800 --> 00:08:21.860 they want to be more like creative and they're 00:08:21.860 --> 00:08:26.139 not gonna find like my little infographics on 00:08:26.139 --> 00:08:30.779 Pinterest for that. So yeah. Love your two stuff. 00:08:31.259 --> 00:08:33.039 Love me too, I'm a big fan. It's really great. 00:08:34.019 --> 00:08:36.399 But then you probably say that create more video 00:08:36.399 --> 00:08:39.059 content also makes it easier to, I guess, absorb 00:08:39.059 --> 00:08:41.360 information than just having infographics and 00:08:41.360 --> 00:08:44.340 stuff like that. Yeah, I actually really like 00:08:44.340 --> 00:08:46.919 infographics so much, but I've noticed that their 00:08:46.919 --> 00:08:51.019 performance pretty much on all platforms, maybe 00:08:51.019 --> 00:08:53.340 LinkedIn is still okay. The performance is just 00:08:53.340 --> 00:08:56.460 really not that good. So if you want to make 00:08:56.460 --> 00:08:59.419 infographics for your clients to post on your 00:08:59.419 --> 00:09:02.419 website yourself or to use it in blogs for more 00:09:02.419 --> 00:09:06.039 like SEO content, absolutely. But if you're talking 00:09:06.039 --> 00:09:08.340 about like real posts, then yeah, you should 00:09:08.340 --> 00:09:13.000 think more about videos or pictures. But I think 00:09:13.000 --> 00:09:15.820 pictures are also kind of leaving the scene at 00:09:15.820 --> 00:09:19.639 this point. And is it more like when we talk 00:09:19.639 --> 00:09:22.200 about the products or any products? Should we 00:09:22.200 --> 00:09:25.820 go and show our vulnerabilities to the camera 00:09:25.820 --> 00:09:30.299 and as founders or as sent? Yeah. Yeah. Like 00:09:30.299 --> 00:09:33.159 once you're crying, just immediately be like, 00:09:33.759 --> 00:09:37.460 guys. No, I'm joking. But yeah, like show your 00:09:37.460 --> 00:09:39.299 vulnerabilities because that's one of the best 00:09:39.299 --> 00:09:42.299 things that you can do is to show people that 00:09:42.299 --> 00:09:46.139 they're actually buying from a human. Interesting. 00:09:46.340 --> 00:09:48.080 Because you don't want to buy from a brand. You 00:09:48.080 --> 00:09:52.059 want to buy from other people. And how do you 00:09:52.059 --> 00:09:54.259 manage that? Because let's say you have a company 00:09:54.259 --> 00:09:56.399 and you're just launching out. Obviously, the 00:09:56.399 --> 00:09:58.220 founder's journey is very important, but at the 00:09:58.220 --> 00:10:00.320 same time, you might not want to be, I guess, 00:10:00.500 --> 00:10:02.460 associated with what you're selling and kind 00:10:02.460 --> 00:10:05.019 of you want to keep it on download. So how do 00:10:05.019 --> 00:10:07.240 you manage that fine balance between is this 00:10:07.240 --> 00:10:09.360 too cringe or is this just right to actually 00:10:09.360 --> 00:10:11.559 talk about what I'm doing right now? I mean, 00:10:11.620 --> 00:10:14.460 it's very difficult to get over the cringe, but... 00:10:14.490 --> 00:10:16.389 To be honest, you have to embrace the cringe, 00:10:16.529 --> 00:10:18.870 because if you don't want to be associated with 00:10:18.870 --> 00:10:21.490 your brand, with your product, with your service, 00:10:22.690 --> 00:10:25.649 why would anyone else want to be associated with 00:10:25.649 --> 00:10:28.210 your brand or product or service? So yeah, embrace 00:10:28.210 --> 00:10:30.690 the cringe. That's the hashtag embrace. Hashtag 00:10:30.690 --> 00:10:33.389 embrace. Is that still a thing, the hashtags, 00:10:33.669 --> 00:10:36.870 or not anymore? I don't know. I'm always thinking 00:10:36.870 --> 00:10:38.889 like, should I use hashtags or not? And then 00:10:38.889 --> 00:10:41.009 at one point I realized like, oh, LinkedIn has 00:10:41.009 --> 00:10:43.129 hashtags now, I should use them more. So with 00:10:43.129 --> 00:10:45.210 hashtags, I'm always falling behind, I feel. 00:10:45.429 --> 00:10:47.830 I know with TikTok, it was obviously where my 00:10:47.830 --> 00:10:50.470 expertise lies still. With TikTok, it's more 00:10:50.470 --> 00:10:52.789 about the words that you use on the video itself. 00:10:53.110 --> 00:10:55.629 So if you use like a little bit of words and 00:10:55.629 --> 00:10:57.409 then you put them out of the screen, they're 00:10:57.409 --> 00:11:00.350 still gonna be read by the algorithm and used. 00:11:01.070 --> 00:11:03.870 but then otherwise like the hashtags I don't 00:11:03.870 --> 00:11:06.629 I think it's good enough to use words and hashtags 00:11:06.629 --> 00:11:09.669 are just good for filler words okay so the trick 00:11:09.669 --> 00:11:12.649 for having a successful viral view and by viral 00:11:12.649 --> 00:11:14.730 I mean just having a little bit more views is 00:11:14.730 --> 00:11:17.070 actually use all the keywords you want on the 00:11:17.070 --> 00:11:20.190 TikTok reels oh yeah reels for sure TikTok and 00:11:20.190 --> 00:11:22.470 reels yeah that's that's a really really good 00:11:22.470 --> 00:11:24.779 one actually but you have to think about it and 00:11:24.779 --> 00:11:26.799 I don't think about it myself all the time to 00:11:26.799 --> 00:11:29.840 be like oh yes now I have to do hashtag digital 00:11:29.840 --> 00:11:32.360 marketing hashtag AI hashtag this you're not 00:11:32.360 --> 00:11:34.840 thinking of it really there's so many different 00:11:34.840 --> 00:11:38.320 ways that you can go viral as well one of the 00:11:38.320 --> 00:11:42.279 biggest things is just pure luck just be lucky 00:11:42.279 --> 00:11:44.799 and everyone just thinks that they're gonna post 00:11:44.799 --> 00:11:47.940 one video when they're gonna like that's not 00:11:47.940 --> 00:11:51.860 so like every single client conversation I've 00:11:51.860 --> 00:11:55.799 had already since I started now is them asking 00:11:55.799 --> 00:11:58.320 me to make them go viral. They're like, you worked 00:11:58.320 --> 00:12:01.919 at TikTok. Do it. Do your thing. I'm just like, 00:12:02.059 --> 00:12:05.120 I wasn't able. If I'm not viral myself right 00:12:05.120 --> 00:12:08.139 now, what makes you think that I can do it? Otherwise 00:12:08.139 --> 00:12:10.399 I would already be an influencer somewhere in 00:12:10.399 --> 00:12:14.519 the Bahamas, but I'm not. Well, but then you'd 00:12:14.519 --> 00:12:16.120 be posting different type of content, right? 00:12:16.699 --> 00:12:19.259 For sure, I would like to drink smoothies all 00:12:19.259 --> 00:12:22.440 day and just be like, I'm hashtag blessed. Yeah, 00:12:22.460 --> 00:12:24.340 and I manifested all this. I just thought about 00:12:24.340 --> 00:12:26.059 it and it kind of magically happened. I manifested 00:12:26.059 --> 00:12:30.059 it with my tarot cards. Booker reading. and we 00:12:30.059 --> 00:12:32.779 call everyone like goddess queens and stuff yeah 00:12:32.779 --> 00:12:35.580 it would be i would be so good at that and then 00:12:35.580 --> 00:12:37.799 he also usually i think what normally works well 00:12:37.799 --> 00:12:40.440 and it's like the the first the first thumbnail 00:12:40.440 --> 00:12:43.259 like that first static image which is always 00:12:43.259 --> 00:12:46.379 99 like someone looking very very sexy and then 00:12:46.379 --> 00:12:48.379 the whole video has nothing to do with it whatsoever 00:12:48.379 --> 00:12:51.179 uh and you see this a lot on youtube it's like 00:12:51.179 --> 00:12:53.440 oh girls on bikinis and then and then it's like 00:12:53.440 --> 00:12:56.720 this horrible guy talking for an hour and there's 00:12:56.779 --> 00:12:59.259 a millisecond of a girl in the bikini kind of 00:12:59.259 --> 00:13:02.600 shows up in the frame I think you are telling 00:13:02.600 --> 00:13:05.139 on yourself right now Ricardo yeah I'm much telling 00:13:05.139 --> 00:13:08.100 on myself Now I'm thinking for example, I follow 00:13:08.100 --> 00:13:11.039 this guy called ball and and what's it called 00:13:11.039 --> 00:13:13.460 ball and bankrupt and he's just going he's a 00:13:13.460 --> 00:13:16.000 he's a travel vlogger I guess and he goes on 00:13:16.000 --> 00:13:18.720 multiple things What's funny is most of his videos 00:13:18.720 --> 00:13:21.179 unless they have like some historical or very 00:13:21.179 --> 00:13:23.360 important monument is just a girl in the bikini 00:13:23.360 --> 00:13:25.240 thing Oh interesting, and then you click on it. 00:13:25.240 --> 00:13:26.940 And of course, it's just a guy doing his stuff. 00:13:26.940 --> 00:13:31.000 So yeah, yeah What's the way they say they used 00:13:31.000 --> 00:13:34.299 to say it as well sex sells sex sell. Yes sex 00:13:34.299 --> 00:13:37.919 sells And girls in bikinis do well, usually. 00:13:38.159 --> 00:13:43.200 And good -looking guys as well. Exactly. Which 00:13:43.200 --> 00:13:45.019 brings me to the biggest question right now, 00:13:45.100 --> 00:13:47.740 which is hooks. What works as a hook? What doesn't 00:13:47.740 --> 00:13:51.299 work as a hook from your experience? I actually 00:13:51.299 --> 00:13:53.980 have a funny story about that because the same 00:13:53.980 --> 00:13:56.179 thing happened where they asked me at the workshop 00:13:56.179 --> 00:13:59.159 and I was so sleep deprived that I decided to 00:13:59.159 --> 00:14:01.639 show them. So I'll show you now. A good hook 00:14:01.639 --> 00:14:05.500 is just... Really? I literally just like, did 00:14:05.500 --> 00:14:07.860 this. You just slide your hands in and say, okay. 00:14:08.659 --> 00:14:12.820 No, but a good hook is just like something that 00:14:12.820 --> 00:14:15.960 really grabs your attention, you know? Just be 00:14:15.960 --> 00:14:18.460 like, like right now the blog that I posted as 00:14:18.460 --> 00:14:21.120 well is kind of similar with a hook, right? Like 00:14:21.120 --> 00:14:23.340 if your startup isn't on social media, you're 00:14:23.340 --> 00:14:25.960 already losing. And then people are like, oh 00:14:25.960 --> 00:14:29.200 shit, why? And then they keep watching. But otherwise, 00:14:29.440 --> 00:14:32.580 if... If it's gonna be more, you know, physical 00:14:32.580 --> 00:14:35.220 where you're like doing this or I'm grabbing 00:14:35.220 --> 00:14:37.940 something to eat. Like there's a lot of ways 00:14:37.940 --> 00:14:41.159 that you can kind of use around yourself to create 00:14:41.159 --> 00:14:43.379 a hook. Like if right now one of my stuffed animals 00:14:43.379 --> 00:14:45.039 would fall or something and I would grab it, 00:14:45.039 --> 00:14:48.299 that's already a hook. And what about, you know 00:14:48.299 --> 00:14:50.620 how the videos sometimes always have like this 00:14:50.620 --> 00:14:53.899 infinite loop? They just ask a question and then 00:14:53.899 --> 00:14:55.460 they kind of, they answer the question but keep 00:14:55.460 --> 00:14:57.379 on asking the question over and over again. Do 00:14:57.379 --> 00:14:59.059 you think that should be the right format for 00:14:59.059 --> 00:15:01.860 people to post videos in? I think it's a really 00:15:01.860 --> 00:15:05.039 cool format. I think it's definitely a fun one 00:15:05.039 --> 00:15:09.580 to try if you're able to do it. I think for me 00:15:09.580 --> 00:15:12.120 myself, I don't always have the patience to go 00:15:12.120 --> 00:15:15.620 into like editing that nicely of like and this 00:15:15.620 --> 00:15:18.299 is why your startup should do this and then it 00:15:18.299 --> 00:15:20.240 starts again like why your startup should do 00:15:20.240 --> 00:15:23.090 this. I don't really Yeah, I mean it's good, 00:15:23.090 --> 00:15:25.009 but I don't know if you should try it constantly 00:15:25.009 --> 00:15:27.149 because I think it's a lot of work for your editing 00:15:27.149 --> 00:15:29.789 and sometimes it can be more fun to kind of try 00:15:29.789 --> 00:15:33.169 something else. There's always a big conversation 00:15:33.169 --> 00:15:36.210 around very long content versus short content. 00:15:36.789 --> 00:15:38.710 When TikTok began it was very short content, 00:15:38.789 --> 00:15:40.970 you know 30 seconds max or something like that. 00:15:41.090 --> 00:15:42.789 Whereas now we can actually watch videos for 00:15:42.789 --> 00:15:45.230 a couple of minutes as well. What do you think 00:15:45.230 --> 00:15:46.809 people should actually do? Should they go? And 00:15:46.809 --> 00:15:49.730 also how does the algorithm work regarding the 00:15:49.730 --> 00:15:54.899 length of the content? So good question I Would 00:15:54.899 --> 00:15:58.080 have to check what it is now But I remember previously 00:15:58.080 --> 00:16:01.720 it would only be seen as a as a view if you watched 00:16:01.720 --> 00:16:07.159 I want to say 30 % of the content already so 00:16:07.159 --> 00:16:09.440 then obviously if you're talking about like oh 00:16:09.440 --> 00:16:12.139 if it's shorter than it's easier for you to get 00:16:12.139 --> 00:16:15.659 that 30 % Yeah, I would I would have to check 00:16:15.659 --> 00:16:19.210 what it is now in terms of like the best content 00:16:19.210 --> 00:16:21.950 or like the long or the short formats, just play 00:16:21.950 --> 00:16:24.070 with it. I think it really depends on what you 00:16:24.070 --> 00:16:26.169 want to do. I think the sweet spot would be around 00:16:26.169 --> 00:16:28.350 like two to three minutes. I think that would 00:16:28.350 --> 00:16:31.549 be ideal because otherwise it's going to be a 00:16:31.549 --> 00:16:33.730 bit too long for people with a short attention 00:16:33.730 --> 00:16:36.870 span and Lord knows that TikTok has not helped 00:16:36.870 --> 00:16:40.129 with that. No, that's why not. You're like watching 00:16:40.129 --> 00:16:42.809 TikToks and your series at the same time and 00:16:42.809 --> 00:16:44.769 then you're like doing something on your laptop 00:16:44.769 --> 00:16:48.779 at the same time, right? So you want to be very 00:16:48.779 --> 00:16:50.799 quick with it but at the same time it needs to 00:16:50.799 --> 00:16:52.759 stay interesting and I think if you have a really 00:16:52.759 --> 00:16:55.679 good video and you're able to entertain people 00:16:55.679 --> 00:16:58.200 throughout those three minutes or 10 minutes 00:16:58.200 --> 00:17:02.639 or whatever length you want to pick I think you 00:17:02.639 --> 00:17:04.779 can just you know if you're saying something 00:17:04.779 --> 00:17:08.150 valuable you can use it for 15 minutes Interesting, 00:17:08.369 --> 00:17:10.910 okay. So something to consider. Now, when it 00:17:10.910 --> 00:17:12.970 comes to video format, I think that's also not 00:17:12.970 --> 00:17:16.029 just the length, but also do you record it horizontally, 00:17:16.410 --> 00:17:18.849 vertically? Obviously, there's specific formats 00:17:18.849 --> 00:17:21.910 for different platforms. Yeah. What do you think 00:17:21.910 --> 00:17:23.990 actually works best in the sense that should 00:17:23.990 --> 00:17:26.029 you create content that only works for YouTube 00:17:26.029 --> 00:17:28.890 and then crop everything else and put it on TikTok? 00:17:29.430 --> 00:17:31.170 Or quite on the contrary, should I actually just 00:17:31.170 --> 00:17:33.549 record horizontally and that's horizontal? No, 00:17:33.910 --> 00:17:35.869 vertically. And that's it. And then post it on 00:17:35.869 --> 00:17:39.539 all the other platforms. I've kind of started 00:17:39.539 --> 00:17:42.140 very quickly to realize when I started a TikTok 00:17:42.140 --> 00:17:44.599 that you really need to implement the TikTok 00:17:44.599 --> 00:17:47.299 first strategy if you want to be able to work 00:17:47.299 --> 00:17:50.859 it out on all platforms. So if you're thinking 00:17:50.859 --> 00:17:53.380 TikTok first, then that same video is probably 00:17:53.380 --> 00:17:56.779 gonna work for Instagram. If it works for Instagram, 00:17:56.900 --> 00:17:58.680 it's probably gonna work for Facebook. If it 00:17:58.680 --> 00:18:00.400 works for Facebook, it's probably gonna work 00:18:00.400 --> 00:18:04.619 for LinkedIn and also like YouTube, the YouTube 00:18:04.619 --> 00:18:07.960 shorts. I think that's... Most relevant right 00:18:07.960 --> 00:18:10.000 now then of course if you're talking about more 00:18:10.000 --> 00:18:13.579 horizontal videos for YouTube I think those are 00:18:13.579 --> 00:18:16.619 still amazing, but I've seen even on normal YouTube 00:18:16.619 --> 00:18:19.380 videos that I get advertisements and they're 00:18:19.380 --> 00:18:22.299 vertical and it's very interesting to me like 00:18:22.299 --> 00:18:24.940 how the Advertisements all of a sudden are vertical 00:18:24.940 --> 00:18:27.299 even though the video that I want to watch is 00:18:27.299 --> 00:18:30.380 horizontal or should be horizontal So I think 00:18:30.380 --> 00:18:33.079 it kind of works everywhere at this point the 00:18:33.079 --> 00:18:36.460 vertical the vertical lining, aligning of the 00:18:36.460 --> 00:18:39.900 video. When you're a startup and you're starting 00:18:39.900 --> 00:18:41.900 out, obviously you want to create as much content 00:18:41.900 --> 00:18:43.880 as possible, but is there any tips or tricks 00:18:43.880 --> 00:18:45.980 you can give them in terms of their strategy? 00:18:46.579 --> 00:18:50.059 What are the core basics of creating content? 00:18:50.940 --> 00:18:54.720 Purely organic. I would say just try to think 00:18:54.720 --> 00:18:58.299 about the three rules. The first step is always 00:18:58.299 --> 00:19:02.680 to grab the attention. bunny falling or something. 00:19:02.799 --> 00:19:06.940 Just grab the attention. Be entertaining. I used 00:19:06.940 --> 00:19:09.660 to say be entertaining or educational but to 00:19:09.660 --> 00:19:12.940 be honest the educational part if it's not entertaining 00:19:12.940 --> 00:19:15.000 people are gonna scroll by because they don't 00:19:15.000 --> 00:19:18.640 want to like hear a whole monologue of you. And 00:19:18.640 --> 00:19:21.119 then the third part is a call to action. So no 00:19:21.119 --> 00:19:24.140 matter what if you're actually a business you 00:19:24.140 --> 00:19:26.859 should make sure that there's some sort of way 00:19:26.859 --> 00:19:29.099 for people to understand that you're a business. 00:19:29.440 --> 00:19:32.039 that you're not just a random person on the internet 00:19:32.039 --> 00:19:34.799 but you're actually also representing something 00:19:34.799 --> 00:19:37.240 because sometimes what I saw is like clients 00:19:37.240 --> 00:19:38.819 that are doing really well and their content 00:19:38.819 --> 00:19:41.359 is going so viral they're doing so well and it's 00:19:41.359 --> 00:19:44.700 just the intern who's like doing great but at 00:19:44.700 --> 00:19:47.799 the same time they're not really clear that it's 00:19:47.799 --> 00:19:49.940 a company and when you're just scrolling on the 00:19:49.940 --> 00:19:51.980 for you page you see this funny person doing 00:19:51.980 --> 00:19:56.400 something funny okay but that's not really gonna 00:19:56.400 --> 00:20:01.190 help you attract more clients Where should you 00:20:01.190 --> 00:20:03.329 direct people? Should you just get them on the 00:20:03.329 --> 00:20:05.890 TikTok messaging functionality? Should you direct 00:20:05.890 --> 00:20:07.730 them to a different website? What do you think 00:20:07.730 --> 00:20:10.609 actually works better? I think if you're able 00:20:10.609 --> 00:20:13.490 to just go into the website, like if you were 00:20:13.490 --> 00:20:16.089 able to put your website on your TikTok page 00:20:16.089 --> 00:20:18.190 or your Instagram page or wherever, a social 00:20:18.190 --> 00:20:21.130 media platform. I think that works best. I see 00:20:21.130 --> 00:20:23.990 a lot of companies also start using Linktree. 00:20:24.230 --> 00:20:25.789 I think that was something that creators were 00:20:25.789 --> 00:20:28.109 using at first to kind of showcase their other 00:20:28.109 --> 00:20:30.490 social media platforms, but now companies are 00:20:30.490 --> 00:20:32.630 doing that as well. So it's also an option if 00:20:32.630 --> 00:20:36.869 you want to have more like links to maybe an 00:20:36.869 --> 00:20:39.609 external blog or maybe to your LinkedIn page 00:20:39.609 --> 00:20:43.309 and yeah, just goes a bit further. What do you 00:20:43.309 --> 00:20:46.150 think about AI generated content? Like there's 00:20:46.150 --> 00:20:47.869 always like these crazy videos you can do with 00:20:47.869 --> 00:20:50.750 just AI pictures and animations that affect that. 00:20:50.970 --> 00:20:52.789 Do you think that works or not so much? Or not 00:20:52.789 --> 00:20:56.230 yet? I think at this point it still works because 00:20:56.230 --> 00:21:00.450 people are still kind of intrigued by it. I think 00:21:00.450 --> 00:21:03.589 there's gonna be a time where I mean listen right 00:21:03.589 --> 00:21:08.109 now we're seeing the worst that AI can do. So 00:21:08.380 --> 00:21:11.099 It's still interesting to look at because like 00:21:11.099 --> 00:21:13.920 just recently I saw a bunny who was like rolling 00:21:13.920 --> 00:21:16.039 dough pretending to be in a bakery and I'm just 00:21:16.039 --> 00:21:18.680 like, what am I looking at? Obviously I'm gonna 00:21:18.680 --> 00:21:21.099 keep watching because I need to know if he's 00:21:21.099 --> 00:21:23.440 actually able to put the bread in the oven. But 00:21:23.440 --> 00:21:26.579 that's something that I think not always works 00:21:26.579 --> 00:21:29.660 for a company. Like you take kind of this absurd 00:21:29.660 --> 00:21:32.670 chaos element. And if you're able to twist it 00:21:32.670 --> 00:21:34.829 into something that actually works for you and 00:21:34.829 --> 00:21:36.630 for your industry and for what you represent, 00:21:36.869 --> 00:21:39.910 yes, absolutely. But if it just stays absurd 00:21:39.910 --> 00:21:42.549 and chaotic, I don't think you should use it. 00:21:42.730 --> 00:21:45.210 I know that TikTok right now also came out with 00:21:45.210 --> 00:21:47.910 Symphony, where you're able to kind of record 00:21:47.910 --> 00:21:52.349 yourself and reuse the same video to talk in 00:21:52.349 --> 00:21:55.430 different languages to be able to, yeah, like 00:21:55.430 --> 00:21:58.549 my old boss was like speaking in Chinese on LinkedIn. 00:21:58.769 --> 00:22:02.049 I was like, huh? I didn't know she could do that. 00:22:02.309 --> 00:22:05.910 Um, but at the same time, it's just a little 00:22:05.910 --> 00:22:11.150 creepy for me. So I think it's still best to 00:22:11.150 --> 00:22:14.190 just use actual people to get certain messages 00:22:14.190 --> 00:22:16.950 across, but it definitely gives an extra element 00:22:16.950 --> 00:22:19.809 of, yeah, just being interesting. Yeah. Symphony. 00:22:20.150 --> 00:22:22.549 Yeah. TikTok symphony. Okay. Interesting. It's 00:22:22.549 --> 00:22:24.589 for free as well. So I think you can, if you 00:22:24.589 --> 00:22:28.190 go into CapCut. um you're able to to try it out 00:22:28.190 --> 00:22:31.210 and you're going to be able to um to use symphony 00:22:31.210 --> 00:22:34.450 as well it's quite interesting interesting i 00:22:34.450 --> 00:22:36.990 can now speak multiple languages well i can already 00:22:36.990 --> 00:22:39.450 speak multiple languages but even more languages 00:22:39.450 --> 00:22:42.609 uh okay yeah that's quite interesting uh i wonder 00:22:42.609 --> 00:22:44.609 how i'm going to sound in chinese uh or mandarin 00:22:44.609 --> 00:22:48.230 yeah that should be very cool uh which actually 00:22:48.230 --> 00:22:50.599 brings me to the next question which is How do 00:22:50.599 --> 00:22:52.420 you get a good sense, if you're just starting 00:22:52.420 --> 00:22:55.720 out, of who your audience actually is? Because 00:22:55.720 --> 00:22:57.359 we now have, like you said, the ability to create 00:22:57.359 --> 00:23:00.380 videos with AI, the ability to create content 00:23:00.380 --> 00:23:02.599 in multiple languages. How do we narrow it down 00:23:02.599 --> 00:23:04.440 on our audience and actually make content just 00:23:04.440 --> 00:23:08.039 for them? It's a good question. And I think it's 00:23:08.039 --> 00:23:11.759 a question that not enough people ask themselves. 00:23:11.839 --> 00:23:13.920 So it's really good that you're putting that 00:23:13.920 --> 00:23:16.180 out there. It's a tough one because you have 00:23:16.180 --> 00:23:19.579 to really... Try to think who you're making your 00:23:19.579 --> 00:23:23.019 product or service for. Really, I think there's 00:23:23.019 --> 00:23:26.599 such a big benefit into a marketing kind of technique 00:23:26.599 --> 00:23:29.480 that I haven't used in so long, but I remember 00:23:29.480 --> 00:23:32.160 using it like when I was working at other companies 00:23:32.160 --> 00:23:35.279 to have your personas ready. Like who are your 00:23:35.279 --> 00:23:36.900 different personas, right? Like it's something 00:23:36.900 --> 00:23:39.279 that we had in marketing classes and like when 00:23:39.279 --> 00:23:42.950 I was 18 or something. That's like is it the 00:23:42.950 --> 00:23:44.630 I was working for a pet food company So then 00:23:44.630 --> 00:23:47.809 you have like okay the single twenty something 00:23:47.809 --> 00:23:51.430 girl that has like a cat or a dog How is she 00:23:51.430 --> 00:23:53.650 gonna treat like is she gonna buy the product? 00:23:54.009 --> 00:23:56.529 Yes, because it's a bit more expensive and it 00:23:56.529 --> 00:23:59.269 has fun colors That's and it's like the healthiest 00:23:59.269 --> 00:24:01.789 option on the market like yes She's gonna buy 00:24:01.789 --> 00:24:04.190 it is like the person who's putting their dog 00:24:04.190 --> 00:24:06.609 outside for the day And they don't really care 00:24:06.609 --> 00:24:09.039 about it. Just like a guard dog they're probably 00:24:09.039 --> 00:24:11.079 not going to be in your demographic, you know, 00:24:11.180 --> 00:24:13.279 even though they do have pets. But you can't 00:24:13.279 --> 00:24:16.500 just be like everyone that has a pet. So that's 00:24:16.500 --> 00:24:19.799 something that I think personally, a lot more 00:24:19.799 --> 00:24:22.359 people have to kind of think through. And that 00:24:22.359 --> 00:24:25.099 probably takes you like, together with your partners, 00:24:25.259 --> 00:24:28.400 like a week to really agree on who your personas 00:24:28.400 --> 00:24:31.019 are. And you probably still have to talk to an 00:24:31.019 --> 00:24:33.740 agency to kind of walk you through everything 00:24:33.740 --> 00:24:35.819 and ask you some very hard -hitting questions, 00:24:35.859 --> 00:24:38.259 because you're obviously gonna believe that your 00:24:38.259 --> 00:24:40.160 product is the best for everyone, but that's 00:24:40.160 --> 00:24:44.019 just not the case sometimes. Sorry. And it's 00:24:44.019 --> 00:24:46.259 always a bit of a wake -up call, isn't it? A 00:24:46.259 --> 00:24:49.000 little, yeah. Who is this, you know, targeting? 00:24:49.259 --> 00:24:51.839 Everyone, everyone's gonna buy this. No. Not 00:24:51.839 --> 00:24:53.539 even Coca -Cola can sell to everyone, there's 00:24:53.539 --> 00:24:56.289 still people who don't drink it. So, yeah. it's 00:24:56.289 --> 00:24:58.369 pretty funny because i used to be able to be 00:24:58.369 --> 00:25:00.630 a little mean to my clients when i was working 00:25:00.630 --> 00:25:03.950 at tiktok um in the sense that i could really 00:25:03.950 --> 00:25:08.529 ask them like hey you just posted a picture on 00:25:08.529 --> 00:25:13.470 tiktok a picture with no sound and just one plus 00:25:13.470 --> 00:25:18.390 one tree of like very blurry shoes be honest 00:25:18.390 --> 00:25:22.150 would you buy this yourself and then there would 00:25:22.150 --> 00:25:25.549 be like Okay, I guess not. And now with clients 00:25:25.549 --> 00:25:29.009 that I have now, obviously, I can't just be mean. 00:25:29.150 --> 00:25:31.609 So I have to be like, hey, that's great, buddy. 00:25:31.789 --> 00:25:34.690 Let's try to do this a bit differently next time. 00:25:34.950 --> 00:25:36.490 But then, I mean, if you're posting pictures 00:25:36.490 --> 00:25:39.130 on TikTok and a single picture, that is a complete 00:25:39.130 --> 00:25:41.809 marketing failure, isn't it? I mean, at least 00:25:41.809 --> 00:25:45.569 a carousel with some funky music, right? I think 00:25:45.569 --> 00:25:49.349 carousels were invented because of those people 00:25:49.349 --> 00:25:52.589 that decided pictures were a good idea on TikTok. 00:25:52.910 --> 00:25:55.529 And TikTok was just like, you know what? We got 00:25:55.529 --> 00:25:58.230 you. It's okay. You don't have to try harder 00:25:58.230 --> 00:26:02.150 anymore. Carousels are okay. Like they can still 00:26:02.150 --> 00:26:04.269 be fun, but they can also be super boring. Like 00:26:04.269 --> 00:26:06.869 if you just post very bad product pictures, like 00:26:06.869 --> 00:26:08.430 I'm sorry, no one's going to go through your 00:26:08.430 --> 00:26:11.279 catalog. they have to still be telling a story, 00:26:11.440 --> 00:26:14.019 they have to be interesting. But it's fun that 00:26:14.019 --> 00:26:17.960 now people can kind of be lazier in their content 00:26:17.960 --> 00:26:21.859 creation. An interesting question is, or at least 00:26:21.859 --> 00:26:25.059 for me, let's say you have built a TikTok account, 00:26:25.279 --> 00:26:27.180 you've posted multiple things, but they've all 00:26:27.180 --> 00:26:29.500 been an absolute disaster. You have more than 00:26:29.500 --> 00:26:31.660 100 posts, 200 posts, and none of them actually 00:26:31.660 --> 00:26:33.579 got more than 50 views each or something like 00:26:33.579 --> 00:26:35.519 that. Should you delete that account, create 00:26:35.519 --> 00:26:38.220 a new one, or can you actually start posting 00:26:38.220 --> 00:26:41.279 better content and then ideally it will go not 00:26:41.279 --> 00:26:43.559 viral, but you get more views just because of 00:26:43.559 --> 00:26:46.720 the quality? Well, the first... thing that you 00:26:46.720 --> 00:26:49.200 have to ask yourself is what kind of content 00:26:49.200 --> 00:26:51.240 were you posting? And are you gonna do things 00:26:51.240 --> 00:26:53.759 differently? Are you gonna use the best performing 00:26:53.759 --> 00:26:56.640 ones of your old account? I would first always 00:26:56.640 --> 00:27:01.359 try to work with your existing account simply 00:27:01.359 --> 00:27:03.859 because you're gonna already have some people 00:27:03.859 --> 00:27:07.730 that are following you there, or I hope. And 00:27:07.730 --> 00:27:10.029 then hopefully you're gonna be able to re -engage 00:27:10.029 --> 00:27:13.769 them and get more views and new people coming 00:27:13.769 --> 00:27:16.730 in as well through that. But it is the case that 00:27:16.730 --> 00:27:21.109 TikTok... would post, would boost or promote 00:27:21.109 --> 00:27:23.670 newer accounts. That's something that I've noticed 00:27:23.670 --> 00:27:26.589 many times already that like if you start a new 00:27:26.589 --> 00:27:29.230 account, for me myself as well now, like I have 00:27:29.230 --> 00:27:31.769 my own existing account, my personal one that 00:27:31.769 --> 00:27:34.569 I'm not really active on at all. But when I would 00:27:34.569 --> 00:27:36.930 try to be active for a while, it would just not 00:27:36.930 --> 00:27:39.210 really be that popular because I was already 00:27:39.210 --> 00:27:42.759 on TikTok for the past year. but now with my 00:27:42.759 --> 00:27:45.759 agency I notice that I'm having like 2k views 00:27:45.759 --> 00:27:49.420 for the first two videos and they're not really 00:27:49.420 --> 00:27:51.720 that good to be honest with you like I know I 00:27:51.720 --> 00:27:54.619 can do much better but I'm just like you know 00:27:54.619 --> 00:27:56.700 kind of preoccupied as well with other things 00:27:56.700 --> 00:27:59.859 and other clients but yeah it's It's weird. I 00:27:59.859 --> 00:28:01.559 don't know why they do it. I think they just 00:28:01.559 --> 00:28:03.460 want to kind of motivate you to keep creating 00:28:03.460 --> 00:28:06.160 content. And then obviously it's really sad when 00:28:06.160 --> 00:28:08.480 you're already having an existing profile. You're 00:28:08.480 --> 00:28:10.599 getting less of the motivation that you might 00:28:10.599 --> 00:28:14.500 need. Interesting. And how do you balance between 00:28:14.500 --> 00:28:16.900 doing lives and actually creating content? Because 00:28:16.900 --> 00:28:19.619 I think lives also serve as a way to, I guess, 00:28:19.880 --> 00:28:21.859 boost your rankings, right? So the more lives 00:28:21.859 --> 00:28:23.700 you do, the higher the likelihood of actually 00:28:23.700 --> 00:28:25.960 people following it. Even though sometimes they're 00:28:25.960 --> 00:28:28.240 absolutely horrible. Like, I avoid going on the 00:28:28.240 --> 00:28:31.460 live section because it's either, you know, someone 00:28:31.460 --> 00:28:34.259 DJing or someone talking complete horrible things 00:28:34.259 --> 00:28:37.200 about something that they're nothing about. Yeah, 00:28:37.259 --> 00:28:40.640 I always get the same lives, but recently I found 00:28:40.640 --> 00:28:42.880 a live with Kermit the Frog who's going through 00:28:42.880 --> 00:28:44.640 a heartbreak and that's definitely one of the 00:28:44.640 --> 00:28:46.599 most interesting ones I've seen. You can keep 00:28:46.599 --> 00:28:50.059 all of the weird things in by the way. Yeah, 00:28:50.319 --> 00:28:52.400 I think live, you can only go live if you have 00:28:52.400 --> 00:28:55.380 a thousand followers on TikTok, I believe. Interesting. 00:28:56.480 --> 00:29:00.349 I don't know how it works. on instagram and and 00:29:00.349 --> 00:29:02.609 like facebook and and youtube i would have to 00:29:02.609 --> 00:29:04.450 check that again how many followers you need 00:29:04.450 --> 00:29:06.910 for that but on tiktok i'm quite certain that 00:29:06.910 --> 00:29:09.509 it's from a thousand followers onwards i would 00:29:09.509 --> 00:29:12.109 say it's good if you have something interesting 00:29:12.109 --> 00:29:14.430 to do like if you're just talking as a creator 00:29:14.430 --> 00:29:16.589 you can do everything right i see people that 00:29:16.589 --> 00:29:19.500 are trying to pop popcorn with their like hair 00:29:19.500 --> 00:29:22.480 utensils but if you're really like talking about 00:29:22.480 --> 00:29:24.660 business then obviously you want to make sure 00:29:24.660 --> 00:29:26.920 that you're talking about your business or you 00:29:26.920 --> 00:29:29.079 starting your business or like i'm doing admin 00:29:29.079 --> 00:29:31.160 come do admin with me and you're playing like 00:29:31.160 --> 00:29:34.180 just fun music or something or you're answering 00:29:34.180 --> 00:29:36.480 the questions you're just hanging out it can 00:29:36.480 --> 00:29:39.140 be a lot of things and it can kind of boost the 00:29:39.140 --> 00:29:41.779 feeling of community i think and that's the most 00:29:41.779 --> 00:29:43.539 important thing that you can have especially 00:29:43.539 --> 00:29:46.460 as a startup that you're able to kind of create 00:29:46.460 --> 00:29:49.819 a community for you and your potential clients. 00:29:50.579 --> 00:29:52.819 Interesting, because I think that's always something 00:29:52.819 --> 00:29:55.119 that people kind of struggle with, which is finding 00:29:55.119 --> 00:29:57.420 the early adopters, the people who love your 00:29:57.420 --> 00:29:59.200 product, the people who talk braving about it, 00:29:59.240 --> 00:30:00.940 and actually they're going to get you even more 00:30:00.940 --> 00:30:03.000 clients. And that's kind of what you want to 00:30:03.000 --> 00:30:05.000 be, right? Where you want to be in the sense 00:30:05.000 --> 00:30:07.140 that it's organic content, it's people loving 00:30:07.140 --> 00:30:09.079 your product, talking about your product, and 00:30:09.079 --> 00:30:11.789 yeah, that's the sweet spot. Yeah, it's the best 00:30:11.789 --> 00:30:14.670 when like you start getting reviews, like all 00:30:14.670 --> 00:30:16.109 of a sudden you're tagged in a video and you're 00:30:16.109 --> 00:30:18.130 just like, oh, what's happening? And then you 00:30:18.130 --> 00:30:20.150 realize that it's actually someone who's just 00:30:20.150 --> 00:30:23.309 raving about your products. You're like, great, 00:30:23.549 --> 00:30:25.509 you know, that's what you want. That's the best 00:30:25.509 --> 00:30:28.230 thing. it reminds me many years ago there was 00:30:28.230 --> 00:30:31.690 this whole video ads I'm a Mac I'm a PC and they 00:30:31.690 --> 00:30:34.029 would compare the two type of users and what 00:30:34.029 --> 00:30:36.049 was interesting was that I know if you recall 00:30:36.049 --> 00:30:38.589 those what was interesting was that the Mac users 00:30:38.589 --> 00:30:41.789 were such strong brand ambassadors like they 00:30:41.789 --> 00:30:44.589 really really loved the product when it came 00:30:44.589 --> 00:30:48.230 to PCs no one ever said check out my new Lenovo 00:30:48.230 --> 00:30:51.190 or check out my new Asus or my HP how do you 00:30:51.190 --> 00:30:55.279 know I'm on a Lenovo? but yeah exactly but the 00:30:55.279 --> 00:30:57.559 point is no one ever like brag to their friends 00:30:57.559 --> 00:31:00.019 who check this out i think the first time that 00:31:00.019 --> 00:31:02.619 people start bringing was when uh the the gaming 00:31:02.619 --> 00:31:04.640 one showed up alienware or something like that 00:31:04.640 --> 00:31:06.680 and people like oh check this out lady specs 00:31:06.680 --> 00:31:08.619 very good for gaming but before that i was like 00:31:08.619 --> 00:31:10.579 yeah i got a laptop it does what you need to 00:31:10.579 --> 00:31:13.859 do and that's kind of it I think Apple has a 00:31:13.859 --> 00:31:16.700 really strong sense of community. It's like Apple 00:31:16.700 --> 00:31:19.180 and then you also have, you know, like the Pepsi 00:31:19.180 --> 00:31:21.759 versus Coca -Cola kind of things. It's really 00:31:21.759 --> 00:31:23.799 interesting how there's like this cult following 00:31:23.799 --> 00:31:26.619 around certain brands because you expect that 00:31:26.619 --> 00:31:29.519 with people. So even with like Tesla, it's like 00:31:29.519 --> 00:31:32.660 people that are also a big fan of Musk probably. 00:31:33.079 --> 00:31:36.640 Now not so much. Yeah, now maybe, you know, for 00:31:36.640 --> 00:31:41.450 a while, you know, Musk was kind of the person 00:31:41.450 --> 00:31:44.150 that was creating Tesla so it was more quickly 00:31:44.150 --> 00:31:46.630 that you would say like okay he has a cult following 00:31:46.630 --> 00:31:49.089 because of the person that's behind it and I 00:31:49.089 --> 00:31:52.549 feel like with companies like Apple it's really 00:31:52.549 --> 00:31:54.930 because of the company and because of what they 00:31:54.930 --> 00:31:57.529 represent or like with Nike, Adidas I feel like 00:31:57.529 --> 00:32:00.390 they also have this kind of like I mean it's 00:32:00.390 --> 00:32:02.349 not a fight that they're having but at the same 00:32:02.349 --> 00:32:05.529 time it kind of is because they're very competitive 00:32:05.529 --> 00:32:07.569 and you can tell in the communities as well a 00:32:07.569 --> 00:32:10.769 lot of times And I think that they kind of resonate 00:32:10.769 --> 00:32:12.650 with with the way you see yourself in the world, 00:32:12.650 --> 00:32:14.890 right? Mm -hmm. There's the reason why you buy 00:32:14.890 --> 00:32:17.509 a night well Ultimately all shoes are the same 00:32:17.509 --> 00:32:19.329 But if you buy Nike instead of Adidas, there's 00:32:19.329 --> 00:32:21.289 a reason why you buy Nike not Adidas at least 00:32:21.289 --> 00:32:23.869 for me I just like the logo. Just do it. I like 00:32:23.869 --> 00:32:26.349 that. It's like yeah, it's kind of why I'm just 00:32:26.349 --> 00:32:28.609 two things I don't worry too much and even though 00:32:28.609 --> 00:32:31.089 Adidas make really good shoes. I cannot recall 00:32:31.089 --> 00:32:34.150 the last Years I've ever bought like I haven't 00:32:34.150 --> 00:32:36.450 bought Adidas for probably the last 20 years 00:32:37.819 --> 00:32:39.859 But just because I associate more with Nike. 00:32:40.400 --> 00:32:42.579 So yeah, yeah, and that's the thing like the 00:32:42.579 --> 00:32:45.200 power of association is very strong especially 00:32:45.200 --> 00:32:48.119 if you're talking about Characteristics that 00:32:48.119 --> 00:32:52.740 you hope that your ideal audience has so I think 00:32:52.740 --> 00:32:55.059 Nike does very well with that I think Apple does 00:32:55.059 --> 00:32:56.720 very well with that as well because they're like 00:32:56.720 --> 00:33:01.440 we are we are innovation, you know And that really 00:33:01.440 --> 00:33:03.240 brings in a lot of people that are like, yeah, 00:33:03.299 --> 00:33:05.640 I'm innovation as well and same goes for Izzy 00:33:05.640 --> 00:33:07.970 Cook Coca -Cola sells happiness, right? They 00:33:07.970 --> 00:33:11.309 don't sell soft drinks. And then I guess McDonald's, 00:33:11.329 --> 00:33:12.670 for example, I think they also they don't sell 00:33:12.670 --> 00:33:15.849 happiness. They sell familiarity and the sense 00:33:15.849 --> 00:33:17.509 of belonging because regardless of where you 00:33:17.509 --> 00:33:19.150 go in the world, McDonald's always looks the 00:33:19.150 --> 00:33:22.349 same. The menu might change. Right. But apart 00:33:22.349 --> 00:33:23.710 from that, it's always the same feeling. You 00:33:23.710 --> 00:33:26.789 know, consistency. It's actually something quite 00:33:26.789 --> 00:33:30.400 important when you're traveling. So yeah. Especially 00:33:30.400 --> 00:33:32.660 as I like Starbucks does kind of the same thing 00:33:32.660 --> 00:33:35.180 because they're so big they're everywhere It's 00:33:35.180 --> 00:33:38.259 always kind of the same so that sense of familiarity 00:33:38.259 --> 00:33:42.119 and the sense of home is always there Okay, you 00:33:42.119 --> 00:33:43.940 kind of feel okay. This is a safe space and it's 00:33:43.940 --> 00:33:47.359 always you know coffee save our flavors you can 00:33:47.359 --> 00:33:50.039 get the grande with extra something something 00:33:50.039 --> 00:33:54.539 I don't drink coffee so But yeah, it's always 00:33:54.539 --> 00:33:56.519 the same thing. Now, very important, Tessa, if 00:33:56.519 --> 00:33:58.140 people want to reach out to you as we're nearing 00:33:58.140 --> 00:34:00.140 the end of the podcast, what's the best way of 00:34:00.140 --> 00:34:03.420 doing so? You can always find me on LinkedIn. 00:34:03.700 --> 00:34:06.500 I'm quite active there. Otherwise, you can shoot 00:34:06.500 --> 00:34:11.659 me an email on tessa at mitmarketing .eu. Mitmarketing 00:34:11.659 --> 00:34:14.179 .eu is also my website, so you can check out 00:34:14.179 --> 00:34:16.800 my portfolio there. You can see what I did. You 00:34:16.800 --> 00:34:19.639 can see if you like my jokes. If you don't like 00:34:19.639 --> 00:34:22.019 my personality, then maybe we're not a good fit. 00:34:22.059 --> 00:34:24.750 But if you... are okay with what I've said so 00:34:24.750 --> 00:34:27.650 far, then we probably are. Awesome. Sounds good. 00:34:28.170 --> 00:34:29.449 Tessa, thank you so much for your time. It's 00:34:29.449 --> 00:34:30.829 been an absolute pleasure having you here on 00:34:30.829 --> 00:34:32.949 the podcast. Thank you so much for having me. 00:34:33.070 --> 00:34:35.670 I enjoyed it so much. Thank you. The podcast 00:34:35.670 --> 00:34:38.670 is also sponsored by Notion .so. Notion is offering 00:34:38.670 --> 00:34:41.230 six months for free for new users. Make sure 00:34:41.230 --> 00:34:43.690 you check out our website, thestoreupevents .co 00:34:43.690 --> 00:34:46.590 .uk to read in this offer. This podcast is also 00:34:46.590 --> 00:34:50.230 sponsored by startupnetworks .co .uk Startup 00:34:50.230 --> 00:34:52.510 Networks, it's an online forum where you can 00:34:52.510 --> 00:34:54.690 find all the resources you need to run your startup, 00:34:55.250 --> 00:34:57.610 from grants to investors to tips and tricks on 00:34:57.610 --> 00:35:00.050 how to be successful in your startup. This podcast 00:35:00.050 --> 00:35:03.949 is also sponsored by ODEV Tech. ODEV Tech is 00:35:03.949 --> 00:35:06.210 your premier software development partner. Make 00:35:06.210 --> 00:35:09.630 sure you check them out at odev .tech.