TikTok Organic Content Strategy
Published on: December 5 2022 by Social Media Examiner
TikTok Organic Content Strategy
Table of Contents About TikTok Organic Content Strategy
| startTime | durationTime | text |
| 00:00:00 | 00:00:01 | - Let's say, for example, |
| 00:00:01 | 00:00:04 | you're casting a net to find new audiences, right? |
| 00:00:04 | 00:00:08 | That net is essentially gonna be that second content pillar |
| 00:00:08 | 00:00:10 | that we mentioned of original content |
| 00:00:10 | 00:00:11 | and series-based videos. |
| 00:00:11 | 00:00:12 | Why? |
| 00:00:12 | 00:00:14 | Because it's a little bit more distinguishable, |
| 00:00:14 | 00:00:18 | and it's a lot more likely to gain virality consistently, |
| 00:00:18 | 00:00:23 | as opposed to a trend that's been done 50,000 times. |
| 00:00:23 | 00:00:26 | (ambient music) |
| 00:00:26 | 00:00:28 | - Today I'm very excited to be joined by Gerardo Perez. |
| 00:00:28 | 00:00:29 | If you don't know who Gerardo is, |
| 00:00:29 | 00:00:33 | he's a TikTok strategist and Foundr of marketing |
| 00:00:33 | 00:00:36 | and a TikTok agency that helps app |
| 00:00:36 | 00:00:38 | and e-commerce brands grow their TikTok following. |
| 00:00:38 | 00:00:41 | His course is called "How to Run TikTok Ads." |
| 00:00:41 | 00:00:42 | Gerardo, welcome to the show. |
| 00:00:42 | 00:00:44 | How you doing today? |
| 00:00:44 | 00:00:45 | - Hi, Michael. Thanks for having me, man. |
| 00:00:45 | 00:00:47 | I'm super excited. |
| 00:00:47 | 00:00:50 | Definitely a bucket list moment for me. So hype to be here. |
| 00:00:50 | 00:00:52 | - Well, super excited to have you on the show. |
| 00:00:52 | 00:00:54 | Today Gerardo and I are gonna explore |
| 00:00:54 | 00:00:57 | organic TikTok content strategy. |
| 00:00:57 | 00:00:58 | But before we go there, |
| 00:00:58 | 00:00:59 | I would love to hear your story. |
| 00:00:59 | 00:01:01 | How in the world did you get into TikTok? |
| 00:01:01 | 00:01:03 | Start wherever you wanna start. |
| 00:01:03 | 00:01:05 | - Yeah, dude, for sure. |
| 00:01:05 | 00:01:06 | So pre-pandemic, |
| 00:01:06 | 00:01:10 | Gary V was just going on a rampage about TikTok. |
| 00:01:10 | 00:01:13 | Every other post I'd see of Gary |
| 00:01:13 | 00:01:14 | was TikTok, TikTok, TikTok, biggest opportunity. |
| 00:01:16 | 00:01:18 | You have to be on TikTok. You have to be on TikTok. |
| 00:01:18 | 00:01:21 | And before then, I was kind of on the backend |
| 00:01:21 | 00:01:22 | of social media, right? |
| 00:01:22 | 00:01:25 | Just never really front facing. |
| 00:01:25 | 00:01:27 | And I was really intrigued by it |
| 00:01:27 | 00:01:29 | because I knew the power of personal brands. |
| 00:01:29 | 00:01:32 | I've seen it time and time again with different figures, |
| 00:01:32 | 00:01:33 | X, Y, Z. |
| 00:01:33 | 00:01:35 | So I kind of put together a plan |
| 00:01:35 | 00:01:38 | and proposed to myself to start creating content |
| 00:01:38 | 00:01:41 | at least like three times per weeks uploading, |
| 00:01:41 | 00:01:45 | which at the time sounded like an insane amount of work, |
| 00:01:45 | 00:01:46 | right? |
| 00:01:46 | 00:01:46 | An insane amount of content, |
| 00:01:46 | 00:01:48 | even though it's just like 15 seconds. |
| 00:01:48 | 00:01:52 | But when you're getting into the game, it's quite daunting. |
| 00:01:52 | 00:01:54 | Anyways, started posting content |
| 00:01:54 | 00:01:56 | around December pre-pandemic, |
| 00:01:57 | 00:01:59 | and little by little, just started amassing a following, |
| 00:01:59 | 00:02:02 | toking about different concepts |
| 00:02:02 | 00:02:04 | related to marketing business, |
| 00:02:04 | 00:02:08 | at times, mindset and some of my favorite books as well, |
| 00:02:08 | 00:02:09 | branding as well. |
| 00:02:09 | 00:02:10 | And little by little, |
| 00:02:10 | 00:02:13 | just started generating a voice on the platform as well. |
| 00:02:13 | 00:02:15 | And obviously just stuck with it. |
| 00:02:17 | 00:02:19 | - Tell me a little bit about before you started TikTok, |
| 00:02:19 | 00:02:21 | you said you were working kind of behind the scenes. |
| 00:02:21 | 00:02:24 | Tell us a little bit of that story. What were you doing? |
| 00:02:24 | 00:02:24 | - A 100%. |
| 00:02:24 | 00:02:27 | So before TikTok, |
| 00:02:27 | 00:02:29 | I was on the backend of social media, |
| 00:02:29 | 00:02:33 | helping smaller brands, businesses, mom and pop shops, |
| 00:02:33 | 00:02:35 | friends and family type businesses, |
| 00:02:35 | 00:02:40 | either do anything related to Facebook, Instagram ads, |
| 00:02:40 | 00:02:42 | Instagram management, all that fun stuff. |
| 00:02:42 | 00:02:44 | So essentially what I'm doing now on TikTok, |
| 00:02:44 | 00:02:46 | but at a much smaller scale, of course, |
| 00:02:46 | 00:02:47 | because you have to start somewhere, |
| 00:02:47 | 00:02:50 | but definitely TikTok was a huge, huge... |
| 00:02:51 | 00:02:52 | What would you call it? |
| 00:02:52 | 00:02:54 | Like a leap pad for my career. |
| 00:02:54 | 00:02:56 | - Or yeah, a leap pad. |
| 00:02:56 | 00:02:57 | - Is that a word? - Yeah, absolutely. |
| 00:02:57 | 00:02:59 | That's a word. Yeah, that's for sure word. |
| 00:02:59 | 00:03:02 | So you got onto TikTok around December of 2020, |
| 00:03:02 | 00:03:05 | before the pandemic, and you started posting. |
| 00:03:05 | 00:03:06 | What happened? |
| 00:03:06 | 00:03:08 | Tell us a little bit about that story. |
| 00:03:08 | 00:03:12 | - Yeah, so I think it was my fourth or fifth video |
| 00:03:12 | 00:03:15 | that I did a video called |
| 00:03:15 | 00:03:18 | "top five books that every teen should read" |
| 00:03:18 | 00:03:20 | and it kind of just took off. |
| 00:03:20 | 00:03:23 | I think it amassed over 1.7 million views, |
| 00:03:23 | 00:03:25 | which to me was just insane, right? |
| 00:03:26 | 00:03:28 | And I was just sharing basically books |
| 00:03:28 | 00:03:30 | that I enjoyed reading in the past. |
| 00:03:31 | 00:03:34 | A few of those, I think one of the most memorable ones, |
| 00:03:34 | 00:03:35 | there's a great book by Alex Banayan |
| 00:03:35 | 00:03:37 | called "The Third Door." |
| 00:03:37 | 00:03:39 | If y'all haven't checked that out, definitely check it out. |
| 00:03:39 | 00:03:40 | Great, great book. |
| 00:03:40 | 00:03:44 | But it really toks about finding that third door in life, |
| 00:03:44 | 00:03:47 | which is something that I truly believe in, |
| 00:03:47 | 00:03:50 | and sort of finding a way to get into the rooms |
| 00:03:50 | 00:03:52 | that you wanna be in, in life. |
| 00:03:52 | 00:03:55 | But anyways, past that book recommendation video, |
| 00:03:55 | 00:03:58 | I started posting more videos related to stuff |
| 00:03:58 | 00:03:59 | that I was interested in. |
| 00:03:59 | 00:04:00 | And I'll be honest with you, Michael, |
| 00:04:00 | 00:04:02 | at first my profile, |
| 00:04:02 | 00:04:05 | the content on it was incredibly scattered. |
| 00:04:05 | 00:04:06 | All over the place. |
| 00:04:06 | 00:04:08 | But if you're starting out on TikTok, |
| 00:04:08 | 00:04:11 | either on a personal brand level or on a brand level, |
| 00:04:11 | 00:04:14 | I wanna encourage you to feel like that's okay, |
| 00:04:14 | 00:04:16 | because over time you start refining your voice, |
| 00:04:16 | 00:04:18 | you start seeing what your audience |
| 00:04:18 | 00:04:20 | is actually responsive to, |
| 00:04:20 | 00:04:21 | what they enjoy seeing |
| 00:04:21 | 00:04:24 | and what you're best at communicating as well. |
| 00:04:24 | 00:04:26 | It's okay to diversify your content. |
| 00:04:26 | 00:04:28 | But again, over time you really wanna refine |
| 00:04:28 | 00:04:30 | what you wanna be known for. |
| 00:04:30 | 00:04:34 | And I think it's been a content journey thus far in sort of, |
| 00:04:34 | 00:04:36 | not reinventing myself, |
| 00:04:36 | 00:04:39 | but redefining my content strategy as you go along, |
| 00:04:39 | 00:04:41 | which I think is something that people |
| 00:04:41 | 00:04:44 | at times can be a little bit intimidated by as well, |
| 00:04:44 | 00:04:47 | both on the brand side and on the personal side. |
| 00:04:47 | 00:04:50 | So it's definitely something that I encourage people to |
| 00:04:50 | 00:04:52 | define and see and understand |
| 00:04:52 | 00:04:55 | why they're creating content in the first place. |
| 00:04:55 | 00:04:59 | - So you had this big viral hit with this |
| 00:04:59 | 00:05:00 | "books that teens should read." |
| 00:05:00 | 00:05:03 | And somewhere along the way, |
| 00:05:03 | 00:05:04 | you did a course |
| 00:05:04 | 00:05:06 | and you started obviously your own business. |
| 00:05:06 | 00:05:09 | So tell us a little bit about how you're dabbling with |
| 00:05:09 | 00:05:11 | content and TikTok ultimately led to |
| 00:05:11 | 00:05:13 | what you're doing today. |
| 00:05:13 | 00:05:14 | - A 100%. |
| 00:05:14 | 00:05:18 | So again, all based off of my personal videos on TikTok, |
| 00:05:18 | 00:05:21 | I became absolutely obsessed with the platform, |
| 00:05:21 | 00:05:24 | inside outs studying it. |
| 00:05:24 | 00:05:27 | And I say the word studying intentionally, right? |
| 00:05:27 | 00:05:29 | It was something that I wanted to see |
| 00:05:29 | 00:05:30 | what the latest trends were. |
| 00:05:30 | 00:05:32 | I wanted to see who the top creators were. |
| 00:05:32 | 00:05:35 | I wanted to see what type of content they were creating. |
| 00:05:35 | 00:05:37 | I wanted to see what other creators in my space |
| 00:05:37 | 00:05:40 | and just networking with people that were kind of coming up |
| 00:05:40 | 00:05:44 | in a similar vertikal as me, what they were up to. |
| 00:05:44 | 00:05:46 | It quite literally became an obsession. |
| 00:05:46 | 00:05:50 | And I like to actually say, I can speak three languages, |
| 00:05:50 | 00:05:52 | English, Spanish, and TikTok, right? |
| 00:05:52 | 00:05:54 | Because I do truly believe that. |
| 00:05:54 | 00:05:57 | Yeah. I truly believe that TikTok is its own own language. |
| 00:05:57 | 00:06:02 | It has its own feel. It has its own culture almost, right? |
| 00:06:02 | 00:06:05 | So became absolutely obsessed. |
| 00:06:05 | 00:06:05 | Little by little, |
| 00:06:05 | 00:06:08 | I had some brands actually reach out to me, |
| 00:06:08 | 00:06:11 | asking for organic content. |
| 00:06:11 | 00:06:13 | And I was kind of left myself scratching my head. |
| 00:06:13 | 00:06:16 | Like okay, there's obviously a demand for this, |
| 00:06:16 | 00:06:20 | but how can I actually fulfill that and execute with scale? |
| 00:06:20 | 00:06:21 | And one of the things was |
| 00:06:21 | 00:06:25 | I didn't wanna personally be front facing to their brands. |
| 00:06:25 | 00:06:28 | The reason being is that becomes... |
| 00:06:28 | 00:06:29 | You could imagine how that could become |
| 00:06:29 | 00:06:32 | a speed bug for actual scalability. |
| 00:06:32 | 00:06:37 | So what I ended up doing was in order to execute TikTok |
| 00:06:37 | 00:06:39 | organic content for brands, |
| 00:06:39 | 00:06:42 | obviously it's not Instagram where you can't just post |
| 00:06:42 | 00:06:43 | a pretty picture |
| 00:06:43 | 00:06:45 | and kind of just wipe your hands clean of it. |
| 00:06:45 | 00:06:48 | You need a personality behind the brand. |
| 00:06:48 | 00:06:50 | So I started tapping into people |
| 00:06:50 | 00:06:52 | that I have met on the app before, |
| 00:06:52 | 00:06:54 | did a little bit of creator scouting, |
| 00:06:54 | 00:06:57 | and essentially put together teams of content creators |
| 00:06:57 | 00:07:01 | to help be the face of these specific brands. |
| 00:07:01 | 00:07:03 | Now, the way that we systematize it, |
| 00:07:03 | 00:07:05 | obviously it comes with time, right? |
| 00:07:05 | 00:07:08 | But essentially, we create content scripts |
| 00:07:08 | 00:07:09 | on a weekly basis for them. |
| 00:07:09 | 00:07:11 | They get approved by the brand. |
| 00:07:11 | 00:07:13 | They then get sent to the actual |
| 00:07:13 | 00:07:15 | content creators for execution. |
| 00:07:15 | 00:07:17 | They get the final screen recordings |
| 00:07:17 | 00:07:20 | to give the final thumbs up, the brand does. |
| 00:07:20 | 00:07:23 | And we're essentially always operating one week in advance |
| 00:07:23 | 00:07:27 | so that the brands can have a consistent flow of content |
| 00:07:27 | 00:07:30 | with being hands off from the project as well. |
| 00:07:30 | 00:07:33 | And definitely wanna chat more about |
| 00:07:33 | 00:07:34 | the strategies that go behind that. |
| 00:07:34 | 00:07:37 | And I don't wanna discourage smaller brands to thinking |
| 00:07:37 | 00:07:41 | that it's that extensive or that complicated, |
| 00:07:41 | 00:07:42 | because it's not. |
| 00:07:42 | 00:07:45 | You can definitely simplify it to a certain degree. |
| 00:07:45 | 00:07:47 | It's just that our process is more so for brands |
| 00:07:47 | 00:07:50 | that wants a sort of a full outsourcing of it, |
| 00:07:50 | 00:07:51 | if that makes sense. |
| 00:07:51 | 00:07:52 | - Totally. |
| 00:07:52 | 00:07:57 | So you went on to do a course on TikTok ads as well. |
| 00:07:57 | 00:08:00 | So does that mean you've also been working |
| 00:08:00 | 00:08:02 | on the paid acquisition side on TikTok? |
| 00:08:02 | 00:08:03 | - A 100%. |
| 00:08:03 | 00:08:05 | I've been fortunate enough |
| 00:08:05 | 00:08:07 | to actually work with Foundr. |
| 00:08:07 | 00:08:07 | If y'all know Foundr, |
| 00:08:07 | 00:08:11 | they are essentially an educational company at this point. |
| 00:08:11 | 00:08:12 | I really like their business model, |
| 00:08:12 | 00:08:14 | but I was absolutely thrilled |
| 00:08:14 | 00:08:16 | to be able to partner with them, |
| 00:08:16 | 00:08:17 | definitely great company. |
| 00:08:17 | 00:08:19 | They have a great audience as well. |
| 00:08:19 | 00:08:21 | And we essentially put together |
| 00:08:21 | 00:08:22 | a course on three different subjects. |
| 00:08:22 | 00:08:25 | Number one is gonna be how to actually run TikTok ads. |
| 00:08:25 | 00:08:30 | Number two is how to create content specific to TikTok ads, |
| 00:08:30 | 00:08:32 | sort of like that UGC style content |
| 00:08:32 | 00:08:34 | that's native to the platform, |
| 00:08:34 | 00:08:37 | while at the same time more so designed for direct response. |
| 00:08:37 | 00:08:41 | And we also have a entire section on organic content, |
| 00:08:41 | 00:08:42 | which is pretty much |
| 00:08:42 | 00:08:44 | what we're gonna be toking about today. |
| 00:08:44 | 00:08:45 | - Very cool. Yeah. |
| 00:08:45 | 00:08:48 | Nathan Chan has been on this show many, many years ago, |
| 00:08:48 | 00:08:50 | and Foundr is F-O... |
| 00:08:51 | 00:08:53 | It's without the E on Foundr. |
| 00:08:53 | 00:08:53 | F-O- |
| 00:08:53 | 00:08:55 | - Without the E, yeah, yeah, yeah. |
| 00:08:55 | 00:08:56 | - All right. |
| 00:08:56 | 00:09:00 | Well, so there's a lot of people that are listening |
| 00:09:00 | 00:09:04 | right now that maybe aren't yet focused on TikTok. |
| 00:09:04 | 00:09:07 | Maybe they're all in on Instagram and Facebook, |
| 00:09:07 | 00:09:08 | perhaps like you used to be |
| 00:09:08 | 00:09:11 | before you got bit by the TikTok bug, |
| 00:09:11 | 00:09:12 | if you will. |
| 00:09:12 | 00:09:14 | Why should marketers be focusing on TikTok |
| 00:09:14 | 00:09:16 | in your professional opinion? |
| 00:09:17 | 00:09:20 | - Yeah, so quite simply put, |
| 00:09:20 | 00:09:23 | if we take a look at the past two and a half to three years |
| 00:09:23 | 00:09:25 | in the social media landscape, |
| 00:09:25 | 00:09:29 | it seems like everyone's playing catch up to TikTok, right? |
| 00:09:29 | 00:09:31 | It's been quite clear that they've been the disruptors |
| 00:09:31 | 00:09:33 | and they've almost been pioneering |
| 00:09:33 | 00:09:36 | this wave of short form content as well. |
| 00:09:36 | 00:09:38 | So obviously in the marketing space, |
| 00:09:38 | 00:09:40 | whenever you see that disruption, |
| 00:09:40 | 00:09:42 | you have to kind of bend your ear to it |
| 00:09:42 | 00:09:45 | or at least open your eyes to it and acknowledge it, right? |
| 00:09:45 | 00:09:47 | I think certain brands, |
| 00:09:47 | 00:09:49 | they don't necessarily have to be on TikTok, right? |
| 00:09:49 | 00:09:52 | It's very dependent from brand to brand, |
| 00:09:52 | 00:09:54 | but I do believe that TikTok |
| 00:09:54 | 00:09:55 | is the biggest opportunity for brands, |
| 00:09:55 | 00:10:00 | especially startups or brands that specifically have |
| 00:10:00 | 00:10:02 | what I like to call they're rich in time, |
| 00:10:02 | 00:10:04 | but not necessarily rich in assets just yet. |
| 00:10:04 | 00:10:07 | I think it's your best content marketing strategy |
| 00:10:07 | 00:10:09 | for a couple reasons. |
| 00:10:09 | 00:10:13 | Obviously, one, the ability to actually cultivate attention |
| 00:10:13 | 00:10:17 | and community on the app is second to none. |
| 00:10:17 | 00:10:18 | And in addition to that, |
| 00:10:18 | 00:10:22 | you can also repurpose all that content onto other platforms |
| 00:10:22 | 00:10:25 | because, obviously, what works on TikToks seems to be |
| 00:10:25 | 00:10:28 | working on other platforms like Instagram Reels, |
| 00:10:28 | 00:10:30 | YouTube Shorts, you name it. |
| 00:10:30 | 00:10:32 | - Excellent. Okay. |
| 00:10:32 | 00:10:36 | So let's dig into your strategy step by step. |
| 00:10:36 | 00:10:39 | Where do you wanna get started with your TikTok strategy? |
| 00:10:39 | 00:10:43 | - Yeah, so every time we actually work with clients, |
| 00:10:43 | 00:10:44 | we start by establishing |
| 00:10:44 | 00:10:46 | what I like to call content pillars. |
| 00:10:46 | 00:10:50 | So essentially content pillars are a way for us |
| 00:10:50 | 00:10:53 | to visually see on a consistent basis, |
| 00:10:53 | 00:10:55 | all these different touch points that we wanNA include |
| 00:10:55 | 00:10:56 | within our content. |
| 00:10:56 | 00:10:59 | And mind you, oftentimes these content pillars |
| 00:10:59 | 00:11:02 | actually overlap with one another. |
| 00:11:02 | 00:11:03 | So nine times out of 10, |
| 00:11:03 | 00:11:06 | it's gonna be three to four content pillars per brand. |
| 00:11:06 | 00:11:10 | So number one is typically sort of trend-related content. |
| 00:11:10 | 00:11:13 | A second sort of pillar that we like to establish |
| 00:11:13 | 00:11:14 | is something that's a little bit more |
| 00:11:14 | 00:11:17 | series-based or product-focused. |
| 00:11:17 | 00:11:20 | What I mean by series-based is essentially trying to find |
| 00:11:20 | 00:11:23 | a series that works well with your audience |
| 00:11:23 | 00:11:28 | and creates a ongoing just series. |
| 00:11:29 | 00:11:30 | Right? |
| 00:11:30 | 00:11:31 | So let's say for example, |
| 00:11:31 | 00:11:33 | if someone comes across your video |
| 00:11:33 | 00:11:36 | and you're at part 17 of a series, |
| 00:11:36 | 00:11:37 | and this is the first time |
| 00:11:37 | 00:11:38 | that they actually see your content. |
| 00:11:38 | 00:11:40 | They're like, oh, I actually enjoyed that. |
| 00:11:40 | 00:11:42 | I'm actually gonna go visit their profile |
| 00:11:42 | 00:11:45 | and see what the other 16 videos were. |
| 00:11:45 | 00:11:47 | And they're probably gonna be very inclined to follow. |
| 00:11:47 | 00:11:50 | So we found that series work absolutely great for brands, |
| 00:11:50 | 00:11:54 | specifically to be able to cultivate a following as well. |
| 00:11:54 | 00:11:56 | Another one is finding ways to actually engage |
| 00:11:56 | 00:12:00 | with the community or of community engagement, |
| 00:12:00 | 00:12:03 | which is essentially comment responses on TikTok. |
| 00:12:03 | 00:12:05 | If you're not familiar with this feature, |
| 00:12:05 | 00:12:07 | essentially whenever someone comments |
| 00:12:07 | 00:12:08 | on one of your TikTok videos, |
| 00:12:08 | 00:12:10 | you can simply press on the comment |
| 00:12:10 | 00:12:11 | and it's gonna give you an option |
| 00:12:11 | 00:12:14 | to make a video reply to it. |
| 00:12:14 | 00:12:17 | We found that this is a great way to actually encourage |
| 00:12:17 | 00:12:19 | other users to comment as well, |
| 00:12:19 | 00:12:20 | simply because they are motivated |
| 00:12:20 | 00:12:22 | and excited by the fact that, |
| 00:12:22 | 00:12:24 | hey, maybe one of their favorite brands just responded |
| 00:12:24 | 00:12:27 | to one of their comments as a question. |
| 00:12:27 | 00:12:29 | So it really makes them feel like they're being listened to. |
| 00:12:29 | 00:12:31 | And of course, they are, right? |
| 00:12:32 | 00:12:33 | - One sec. |
| 00:12:33 | 00:12:36 | I got a couple questions on a whole bunch of this stuff. |
| 00:12:36 | 00:12:39 | So first of all, trends-related content. |
| 00:12:39 | 00:12:40 | - Yeah. |
| 00:12:41 | 00:12:43 | - tok to me a little bit because there seems to be |
| 00:12:43 | 00:12:45 | a lot of trends going on TikTok, |
| 00:12:45 | 00:12:47 | and how do you know which ones you should partikipate in |
| 00:12:47 | 00:12:48 | and not partikipate in? |
| 00:12:48 | 00:12:50 | What's your wisdom on that? |
| 00:12:50 | 00:12:51 | - For sure. |
| 00:12:51 | 00:12:53 | So trends obviously for people |
| 00:12:53 | 00:12:55 | that aren't necessarily familiar |
| 00:12:55 | 00:12:56 | by what I mean by trends, |
| 00:12:56 | 00:12:59 | essentially you can upload your own sounds |
| 00:12:59 | 00:13:01 | or sometimes sounds on TikTok. |
| 00:13:01 | 00:13:05 | They kind of act like a hashtag, as a filtration system. |
| 00:13:05 | 00:13:05 | Right? |
| 00:13:05 | 00:13:08 | So on the bottom right hand corner of the app UI, |
| 00:13:08 | 00:13:10 | you can press on a little sort of disc |
| 00:13:10 | 00:13:12 | and it's gonna take you to a sound. |
| 00:13:12 | 00:13:15 | Typically you'll find that these sounds have quite a few |
| 00:13:15 | 00:13:18 | videos made under that specific sound. |
| 00:13:18 | 00:13:21 | Going back to it, it kind of acts like a hashtag system. |
| 00:13:22 | 00:13:23 | And then based off of that, |
| 00:13:23 | 00:13:27 | you can kind of see how people are using this specific sound |
| 00:13:27 | 00:13:29 | as a video template, right? |
| 00:13:30 | 00:13:31 | So let's say for example, |
| 00:13:31 | 00:13:34 | there's a lot of times it's an audio sync, |
| 00:13:34 | 00:13:36 | a little bit of lip sync. |
| 00:13:36 | 00:13:39 | It can be an actual song and then people kind of take it in |
| 00:13:39 | 00:13:42 | a direction where they're either readapting the lyrics |
| 00:13:42 | 00:13:47 | to the song and adding a text overlay to kind of change |
| 00:13:47 | 00:13:51 | the significance of it with an added punchline. |
| 00:13:51 | 00:13:52 | It's really hard to describe verbally. |
| 00:13:52 | 00:13:54 | I wish I could actually provide- |
| 00:13:54 | 00:13:57 | - No. I mean, I think I understand what you're saying. |
| 00:13:57 | 00:13:58 | - Yeah. |
| 00:13:58 | 00:14:00 | - We've covered trends pretty extensively on this podcast, |
| 00:14:00 | 00:14:04 | but the question is trends by its very nature. |
| 00:14:04 | 00:14:06 | The word implies that there's a beginning, |
| 00:14:06 | 00:14:07 | middle, and end to the trend, right? |
| 00:14:07 | 00:14:09 | Because the trends don't last forever, right? |
| 00:14:09 | 00:14:11 | So how do we know which trends we ought to tap into? |
| 00:14:11 | 00:14:13 | You understand what I'm asking there? |
| 00:14:13 | 00:14:14 | - Definitely. |
| 00:14:14 | 00:14:17 | I would say that oftentimes trends do tend |
| 00:14:17 | 00:14:20 | to have a lifespan or a shelf life, I guess you could say. |
| 00:14:20 | 00:14:23 | So it's also about acting quick, right? |
| 00:14:23 | 00:14:24 | I think trends more than anything, |
| 00:14:24 | 00:14:27 | it's about being a student of the platform as well. |
| 00:14:27 | 00:14:30 | And see one of the things I do just to moderate |
| 00:14:30 | 00:14:32 | my consumption with the app as well |
| 00:14:32 | 00:14:35 | is just spend 15 dedicated minutes per day |
| 00:14:35 | 00:14:37 | scrolling through TikTok very intentionally. |
| 00:14:37 | 00:14:39 | Seeing what trending sounds are coming up |
| 00:14:39 | 00:14:42 | within different accounts, right? |
| 00:14:42 | 00:14:43 | The reason why I mention different accounts |
| 00:14:43 | 00:14:45 | is because the algorithms actually gonna zero |
| 00:14:45 | 00:14:48 | in on the type of content that you interact with |
| 00:14:48 | 00:14:50 | and the type of content that you put out. |
| 00:14:50 | 00:14:51 | So everyone's "for you page" |
| 00:14:51 | 00:14:53 | is gonna be incredibly different. |
| 00:14:53 | 00:14:54 | But going back to it, |
| 00:14:54 | 00:14:57 | just being able to scroll consistently and be like, oh, |
| 00:14:57 | 00:14:58 | I've heard this sound like three times |
| 00:14:58 | 00:15:02 | in the past 10 minutes, something's going on here, right? |
| 00:15:02 | 00:15:05 | And you can actually click there on the actual button, |
| 00:15:05 | 00:15:07 | bottom right hand corner of the spinning disc. |
| 00:15:07 | 00:15:09 | And it's gonna tell you how many videos have actually been |
| 00:15:09 | 00:15:12 | made under that specific sound as well. |
| 00:15:12 | 00:15:14 | So that's kind of like what we mean by trends. |
| 00:15:14 | 00:15:16 | The thing is timeliness of trends, |
| 00:15:16 | 00:15:19 | they can be important, a 100%, |
| 00:15:19 | 00:15:19 | when you use it |
| 00:15:19 | 00:15:22 | because you can also rank on the trending sound. |
| 00:15:22 | 00:15:26 | But I think it's more so understanding, okay, |
| 00:15:26 | 00:15:28 | is there a tangible adaptation of this sound, |
| 00:15:28 | 00:15:30 | how it's being implemented, |
| 00:15:30 | 00:15:31 | how it's being templated, |
| 00:15:31 | 00:15:34 | that I can directly apply to my brand, right? |
| 00:15:34 | 00:15:36 | Just because it's trending on TikTok, |
| 00:15:36 | 00:15:38 | you shouldn't be forced to actually use it. |
| 00:15:38 | 00:15:41 | It's more so can I find a witty, fun way |
| 00:15:41 | 00:15:44 | to actually implement this to what I wanna describe |
| 00:15:44 | 00:15:47 | or something that I wanna communicate about my brand? |
| 00:15:47 | 00:15:48 | - Love that. |
| 00:15:48 | 00:15:50 | Now on the series content, |
| 00:15:50 | 00:15:52 | how does somebody know it's part of a series? |
| 00:15:52 | 00:15:55 | Does it need to be scripted that way or do you need to put |
| 00:15:55 | 00:15:56 | stuff on top of the screen? |
| 00:15:56 | 00:15:59 | Or how does someone who's watching this realize |
| 00:15:59 | 00:16:02 | that there's more videos where that came from on this topic? |
| 00:16:02 | 00:16:05 | - Yeah, so typically what we like to do |
| 00:16:05 | 00:16:09 | is you can add text overlays onto your TikTok videos. |
| 00:16:09 | 00:16:12 | So we'll have a title of the series, right? |
| 00:16:12 | 00:16:16 | So let's say for example, we could... |
| 00:16:16 | 00:16:17 | I'll give you an example. |
| 00:16:17 | 00:16:21 | Like how to start a marketing podcast, part one, right? |
| 00:16:21 | 00:16:23 | So every video within that series, |
| 00:16:23 | 00:16:25 | we're gonna want you to use that same title, |
| 00:16:25 | 00:16:28 | "How to start a marketing podcast part two, part three, |
| 00:16:28 | 00:16:30 | part four, part five," etcetera, et cetera, |
| 00:16:30 | 00:16:32 | to try and highlight |
| 00:16:32 | 00:16:36 | that there's some sort of lineage there. |
| 00:16:37 | 00:16:38 | - When they go to your TikTok profile, |
| 00:16:38 | 00:16:40 | is there some way to group all these together, |
| 00:16:40 | 00:16:42 | or is it not that simple? |
| 00:16:42 | 00:16:47 | - A 100%. TikTok has what's called playlists. |
| 00:16:47 | 00:16:48 | So say for example, |
| 00:16:48 | 00:16:51 | there's kind of like these rectangles |
| 00:16:51 | 00:16:52 | right above your video content, |
| 00:16:52 | 00:16:54 | you can name it anything that you want, |
| 00:16:54 | 00:16:55 | and you can actually pop them all |
| 00:16:55 | 00:16:58 | into that specific playlist. |
| 00:16:58 | 00:16:59 | So it's all grouped together |
| 00:16:59 | 00:17:02 | and people can just scroll accordingly as well. |
| 00:17:02 | 00:17:04 | - And then you also mentioned your last type |
| 00:17:04 | 00:17:07 | of content pillar, was this community engagement, |
| 00:17:07 | 00:17:08 | which is called community engagement, |
| 00:17:08 | 00:17:11 | which is really video responses to comments. |
| 00:17:11 | 00:17:12 | Is that right? |
| 00:17:12 | 00:17:13 | Did I hear that right? |
| 00:17:13 | 00:17:15 | So if we take this trends content |
| 00:17:15 | 00:17:17 | and couple it with the series, |
| 00:17:17 | 00:17:19 | and then we add in there the video responses |
| 00:17:19 | 00:17:21 | to TikTok comments. |
| 00:17:21 | 00:17:23 | Are those the main three pillars? |
| 00:17:23 | 00:17:26 | And if so, how do we divide up? |
| 00:17:26 | 00:17:28 | Should there be like, if this is a pie chart, |
| 00:17:28 | 00:17:30 | should there be more of this versus that? |
| 00:17:30 | 00:17:32 | What's your thoughts on that? |
| 00:17:32 | 00:17:34 | - Yeah, so you're gonna wanna actually see |
| 00:17:34 | 00:17:36 | what works best, right? |
| 00:17:36 | 00:17:40 | Oftentimes trends, I consider it to be |
| 00:17:40 | 00:17:42 | what I like to call filler content, right? |
| 00:17:42 | 00:17:44 | It actually allows you to remain consistent |
| 00:17:44 | 00:17:46 | with your posting cadences, |
| 00:17:46 | 00:17:47 | because the amount of effort that it takes |
| 00:17:47 | 00:17:50 | to make a trend video is quite low, right? |
| 00:17:50 | 00:17:52 | So it's actually great content |
| 00:17:52 | 00:17:55 | to wrap into your overall content strategy, |
| 00:17:55 | 00:17:59 | but I've seen brands rely on trends alone |
| 00:17:59 | 00:18:00 | to carry their strategy. |
| 00:18:00 | 00:18:03 | And I think it hurts them in the long run. |
| 00:18:03 | 00:18:04 | So I do believe trends are important, |
| 00:18:04 | 00:18:07 | not only because they're great filler content |
| 00:18:07 | 00:18:10 | and they help you have a consistent cadence. |
| 00:18:10 | 00:18:11 | But in addition to that, |
| 00:18:11 | 00:18:15 | it also shows TikTok and Gen Z as a generation. |
| 00:18:15 | 00:18:18 | Like, oh, these people actually understand TikTok. |
| 00:18:18 | 00:18:22 | There's a level of admiration for people that kind of adapt |
| 00:18:22 | 00:18:25 | to the rules of the platform as well. |
| 00:18:25 | 00:18:26 | So I do encourage trend-related content, |
| 00:18:26 | 00:18:29 | but not a 100% of it. |
| 00:18:29 | 00:18:30 | Now series-based videos, |
| 00:18:30 | 00:18:32 | one thing I do wanna throw in there as well, |
| 00:18:32 | 00:18:35 | I would recommend original content. |
| 00:18:35 | 00:18:38 | It's very hard to describe what I mean by original content, |
| 00:18:38 | 00:18:40 | but I want it to be something that's related |
| 00:18:40 | 00:18:43 | to your product, whether it's a series-based, |
| 00:18:43 | 00:18:46 | or this is how you can implement my product, |
| 00:18:46 | 00:18:50 | or it's just very contextual from brand to brand, right? |
| 00:18:50 | 00:18:52 | So it's kind of hard to artikulate in a sense, |
| 00:18:52 | 00:18:56 | but that second pillar is really just more creative content |
| 00:18:56 | 00:18:58 | that's pertaining specifically to the brand, |
| 00:18:58 | 00:19:01 | or an ongoing series that can cultivate an audience, right? |
| 00:19:01 | 00:19:04 | That's typically what that second pillar consists of. |
| 00:19:04 | 00:19:08 | And then third pillar comment responses as well, |
| 00:19:08 | 00:19:11 | again, just tying back into the community engagement, |
| 00:19:11 | 00:19:13 | making your community felt like they're heard, |
| 00:19:13 | 00:19:16 | Obviously that they are and they're appreciated as well. |
| 00:19:16 | 00:19:19 | And the amount of excitement that can actually cause |
| 00:19:19 | 00:19:22 | one of your followers to have a comment response, |
| 00:19:22 | 00:19:22 | it's quite cool. |
| 00:19:23 | 00:19:27 | - So what I hear you saying then is the original content |
| 00:19:27 | 00:19:29 | or the series-based content, |
| 00:19:29 | 00:19:31 | that's probably gonna be the bulk of your content, |
| 00:19:31 | 00:19:33 | is really what I'm hearing you say, right? |
| 00:19:33 | 00:19:34 | - It should be, in my opinion. |
| 00:19:34 | 00:19:38 | I think the other two pillars that I mentioned here, |
| 00:19:38 | 00:19:40 | again, it's kind of supporting content. |
| 00:19:40 | 00:19:42 | I'm gonna put it to you this way. |
| 00:19:42 | 00:19:43 | Let's say for example, |
| 00:19:43 | 00:19:46 | you're casting a net to find new audiences, right? |
| 00:19:46 | 00:19:50 | That net is essentially gonna be that second content pillar |
| 00:19:50 | 00:19:52 | that we mentioned of original content |
| 00:19:52 | 00:19:53 | and series-based videos. |
| 00:19:53 | 00:19:54 | Why? |
| 00:19:54 | 00:19:56 | Because it's a little bit more distinguishable, |
| 00:19:56 | 00:20:00 | and it's a lot more likely to gain virality consistently, |
| 00:20:00 | 00:20:05 | as opposed to a trend that's been done 50,000 times. |
| 00:20:05 | 00:20:06 | Right? |
| 00:20:06 | 00:20:09 | So it's kind of hard to differentiate yourself |
| 00:20:09 | 00:20:11 | from the rest of the people there. |
| 00:20:11 | 00:20:14 | So that's why I think that second pillar |
| 00:20:14 | 00:20:17 | is the biggest focus, a 100%, |
| 00:20:17 | 00:20:21 | because that's what's gonna actually bring in new audiences. |
| 00:20:21 | 00:20:23 | The other two pillars are more so for nurturing |
| 00:20:23 | 00:20:26 | your current audiences, because a lot of times, |
| 00:20:26 | 00:20:27 | people get caught up in the numbers |
| 00:20:27 | 00:20:28 | or just like, "I want more followers. |
| 00:20:28 | 00:20:30 | I want more followers," |
| 00:20:30 | 00:20:32 | but they forget about their existing audiences as well. |
| 00:20:32 | 00:20:34 | So I think having a balance |
| 00:20:34 | 00:20:36 | of those three is incredibly important. |
| 00:20:36 | 00:20:41 | - So let's say we've got our content pillars, if you will, |
| 00:20:41 | 00:20:43 | what's the next thing we need to be focused on |
| 00:20:43 | 00:20:45 | from a strategy perspective? |
| 00:20:45 | 00:20:49 | - So this might sound a little bit excessive, |
| 00:20:49 | 00:20:53 | but I highly suggest that people go into content scripting. |
| 00:20:54 | 00:20:57 | When I started TikTok, I used to script all my videos, |
| 00:20:57 | 00:20:59 | everything from verbatim, |
| 00:20:59 | 00:21:00 | what I wanted to say line for line, |
| 00:21:00 | 00:21:03 | when I wanted the image overlay to be, |
| 00:21:03 | 00:21:04 | what I wanted the text insert to be |
| 00:21:04 | 00:21:08 | to compliment whatever I'm saying within the video. |
| 00:21:08 | 00:21:10 | Everything was scripted to the T. |
| 00:21:10 | 00:21:12 | And to people listening to this, you're gonna be like, |
| 00:21:12 | 00:21:14 | "Damn, that sounds like work." |
| 00:21:14 | 00:21:17 | And yeah, it is work obviously, |
| 00:21:17 | 00:21:19 | but what that did for me more than anything, |
| 00:21:19 | 00:21:20 | it gave me a lot of clarity |
| 00:21:20 | 00:21:23 | when it came to actually recording videos. |
| 00:21:24 | 00:21:27 | So it just makes it 10 times easier. |
| 00:21:27 | 00:21:30 | And Michael, I'm sure you understand- |
| 00:21:30 | 00:21:33 | - It doesn't sound complicated to say you wanna script |
| 00:21:33 | 00:21:35 | a 15 or 30-second video |
| 00:21:35 | 00:21:36 | because you don't have a lot of time, right? |
| 00:21:36 | 00:21:38 | I mean, don't you agree? |
| 00:21:38 | 00:21:39 | If you don't script it, |
| 00:21:39 | 00:21:41 | then you're just gonna end up frustrated |
| 00:21:41 | 00:21:44 | because you're gonna waste a lot of time saying things |
| 00:21:44 | 00:21:46 | that aren't important, am I right? |
| 00:21:46 | 00:21:47 | - A 100%. |
| 00:21:47 | 00:21:49 | And then you'll start catching yourself using filler words, |
| 00:21:49 | 00:21:51 | like the uhms and the hmm. |
| 00:21:51 | 00:21:52 | And you know what I mean? |
| 00:21:54 | 00:21:55 | Especially on a platform like TikTok |
| 00:21:55 | 00:21:58 | that you have to make sure that you're trying to retain |
| 00:21:58 | 00:22:00 | people's attention from start to finish. |
| 00:22:00 | 00:22:03 | You can't afford all those little brain farts, |
| 00:22:03 | 00:22:04 | I guess you could say. |
| 00:22:04 | 00:22:06 | - So do you have any tips on how to script? |
| 00:22:07 | 00:22:09 | - Yeah, so essentially I use Notion. |
| 00:22:09 | 00:22:12 | And again, one of the reasons why I'm so grateful |
| 00:22:12 | 00:22:14 | for scripting my own content |
| 00:22:14 | 00:22:17 | is now we're actually able to script client content, |
| 00:22:17 | 00:22:18 | and actually just send it to the creators |
| 00:22:18 | 00:22:21 | so that we're in perfect alignment on what we actually want |
| 00:22:21 | 00:22:24 | to produce within the content and within the video, right? |
| 00:22:24 | 00:22:27 | So again, it just goes back to- |
| 00:22:27 | 00:22:30 | - What is Notion for those that haven't used Notion? |
| 00:22:30 | 00:22:31 | - Oh, okay. |
| 00:22:31 | 00:22:32 | Notion is... |
| 00:22:32 | 00:22:33 | How do I describe Notion? |
| 00:22:33 | 00:22:36 | It's like my second brain basically. |
| 00:22:36 | 00:22:39 | I have everything from business to personal life, |
| 00:22:39 | 00:22:40 | to grocery list, everything. |
| 00:22:40 | 00:22:42 | But essentially- |
| 00:22:42 | 00:22:44 | - Sounds like Evernote or something like that, |
| 00:22:44 | 00:22:46 | or do you know what Evernote is? |
| 00:22:47 | 00:22:48 | - Kind of yeah. |
| 00:22:48 | 00:22:51 | Notion essentially allows you to... |
| 00:22:51 | 00:22:54 | It's almost like a mix of a no code platform as well. |
| 00:22:54 | 00:22:55 | It's amazing. I love Notion. |
| 00:22:55 | 00:22:57 | I can't speak highly enough about it. |
| 00:22:57 | 00:23:00 | But basically we use it as a visual organizer, |
| 00:23:00 | 00:23:03 | kind of like a combination between Google Docs |
| 00:23:03 | 00:23:07 | and almost Google Drive at times as well |
| 00:23:07 | 00:23:11 | for client profiles and anything really. |
| 00:23:11 | 00:23:13 | But again, you can use a Google Doc if you'd like, |
| 00:23:13 | 00:23:16 | or Word, if you're still into that. |
| 00:23:16 | 00:23:17 | But definitely recommend Notion. |
| 00:23:17 | 00:23:21 | - Yeah, so what are the elements of scripting that... |
| 00:23:21 | 00:23:22 | I mean, when you're putting together a TikTok, |
| 00:23:22 | 00:23:24 | what are the basic things we need to be thinking about |
| 00:23:24 | 00:23:27 | that we make sure we include when we're scripting? |
| 00:23:27 | 00:23:29 | - Yeah. So two things. |
| 00:23:29 | 00:23:33 | Number one is obviously if it's more of a verbal video, |
| 00:23:33 | 00:23:35 | make sure that you have at least a rough outline |
| 00:23:35 | 00:23:39 | of what you wanna say line for line, scene for scene. |
| 00:23:39 | 00:23:42 | If you wanna pair it with sort of a visual element as well, |
| 00:23:42 | 00:23:44 | make sure to include that. |
| 00:23:44 | 00:23:46 | One of the things that we do, |
| 00:23:46 | 00:23:49 | we're very specific with if we want a specific sound |
| 00:23:49 | 00:23:51 | being used within the TikTok, |
| 00:23:51 | 00:23:52 | we'll go ahead and title the video, |
| 00:23:52 | 00:23:55 | link out the sound directly to the TikTok sound |
| 00:23:55 | 00:23:56 | that we want used. |
| 00:23:56 | 00:24:00 | And then under it, we have sort of a scripting key. |
| 00:24:00 | 00:24:03 | So anything within brackets essentially means |
| 00:24:03 | 00:24:07 | this is what we want as a text overlay within the TikTok. |
| 00:24:07 | 00:24:08 | Anything within quotations means |
| 00:24:08 | 00:24:10 | this is what you're supposed to say |
| 00:24:10 | 00:24:12 | verbally within the TikTok. |
| 00:24:12 | 00:24:13 | Anything within parenthesis... |
| 00:24:13 | 00:24:15 | No, I'm sorry. |
| 00:24:15 | 00:24:17 | Wait, what's the round one? |
| 00:24:17 | 00:24:19 | - Yeah. That's parenthesis. |
| 00:24:19 | 00:24:20 | - Okay. It's parenthesis. |
| 00:24:20 | 00:24:20 | Okay. Okay. |
| 00:24:20 | 00:24:22 | Anything within parent- |
| 00:24:22 | 00:24:25 | - Now you've got me doubting myself. Yeah. |
| 00:24:25 | 00:24:26 | - It is parentheses. |
| 00:24:26 | 00:24:27 | A 100%. - yeah, I guess you're right. |
| 00:24:27 | 00:24:28 | - Yeah. - Yeah. |
| 00:24:28 | 00:24:29 | Yeah. Okay. |
| 00:24:29 | 00:24:32 | Anything within parenthesis is just sort of a side note |
| 00:24:32 | 00:24:35 | either for myself or the creator on how we want them |
| 00:24:35 | 00:24:38 | to interact within that specific video. |
| 00:24:38 | 00:24:42 | So it's like body language cues, verbal cues, tonalities, |
| 00:24:42 | 00:24:44 | et cetera, et cetera. - Wow, I love that. |
| 00:24:44 | 00:24:48 | - So we kind of have that key in place to make it |
| 00:24:48 | 00:24:49 | a little bit more streamlined, |
| 00:24:49 | 00:24:52 | and so everyone's on the same page. |
| 00:24:52 | 00:24:54 | If you wanna include a specific TikTok effect, |
| 00:24:54 | 00:24:56 | like green screen or anything like that, |
| 00:24:56 | 00:24:57 | you can also paste the link. |
| 00:24:57 | 00:24:59 | We have sort of an internal database |
| 00:24:59 | 00:25:03 | with all these different effects and trending sounds as well |
| 00:25:03 | 00:25:05 | to just go ahead and paste it and have it right on there |
| 00:25:05 | 00:25:08 | so the creator has easy access to it as well. |
| 00:25:08 | 00:25:09 | - I mean, this sounds really cool. |
| 00:25:09 | 00:25:13 | I would imagine this is something that they could just print |
| 00:25:13 | 00:25:15 | out and tape on the wall if they really wanted to, right? |
| 00:25:15 | 00:25:16 | Where they've got their phone in front of them |
| 00:25:16 | 00:25:19 | so that they can just remember the script or something, |
| 00:25:19 | 00:25:20 | or how do they... |
| 00:25:20 | 00:25:22 | Or they memorize the scripts, |
| 00:25:22 | 00:25:25 | or what do they do when it comes to the actual... |
| 00:25:25 | 00:25:27 | Or do they just record them in little tiny bits |
| 00:25:27 | 00:25:28 | so that they don't have to memorize anything |
| 00:25:28 | 00:25:30 | and they can just look at it real quick? |
| 00:25:30 | 00:25:34 | - Yeah, so a lot of times it depends on the creator's |
| 00:25:34 | 00:25:36 | sort of creation cadences, |
| 00:25:36 | 00:25:39 | but a lot of times what they'll do is kind of just hop back |
| 00:25:39 | 00:25:41 | between the app and the app... |
| 00:25:41 | 00:25:44 | The Notion app and TikTok when they're actually recording |
| 00:25:44 | 00:25:46 | and see line for line, okay, |
| 00:25:46 | 00:25:48 | recorded the first line, stop recording. |
| 00:25:48 | 00:25:49 | What's the next line? |
| 00:25:49 | 00:25:51 | Record the next line, stop recording, |
| 00:25:51 | 00:25:53 | et cetera, et cetera. |
| 00:25:53 | 00:25:55 | So it's kind of just a back and forth thing. |
| 00:25:55 | 00:25:59 | - Does TikTok make it easy for you to retake stuff |
| 00:25:59 | 00:26:00 | if you don't like the way it sounded? |
| 00:26:00 | 00:26:01 | You understand? |
| 00:26:03 | 00:26:05 | Maybe you've just done these in different sections |
| 00:26:05 | 00:26:07 | and you realize that you made a mistake |
| 00:26:07 | 00:26:08 | on the very beginning. |
| 00:26:08 | 00:26:09 | Do you have to start all over again |
| 00:26:09 | 00:26:10 | or does it make it easy to do that? |
| 00:26:10 | 00:26:12 | And if not, is there some other app? |
| 00:26:12 | 00:26:14 | And maybe I'm getting into your next pillar. |
| 00:26:14 | 00:26:14 | I probably am. |
| 00:26:14 | 00:26:18 | Or your next strategy. So let's tok about that. |
| 00:26:18 | 00:26:19 | - Yeah, for sure. |
| 00:26:19 | 00:26:23 | Look, I think the TikTok UI in general for content creation |
| 00:26:23 | 00:26:26 | purposes is incredibly intuitive. |
| 00:26:26 | 00:26:27 | Like anything in life, |
| 00:26:27 | 00:26:29 | it might seem daunting for the first 15 minutes, |
| 00:26:29 | 00:26:32 | but I promise you, once you record five videos, |
| 00:26:32 | 00:26:35 | you're like, oh my God, this is easy peasy. |
| 00:26:35 | 00:26:37 | So yeah, basically once you record, |
| 00:26:37 | 00:26:39 | if you are recording an actual clips, |
| 00:26:39 | 00:26:41 | you can go ahead, go back, select the clip. |
| 00:26:41 | 00:26:44 | It's like, ah, maybe that lasted seven seconds. |
| 00:26:44 | 00:26:46 | You can go ahead and rerecord that specific clip |
| 00:26:46 | 00:26:49 | or just delete it all together. |
| 00:26:49 | 00:26:51 | So yeah, definitely allows for that. |
| 00:26:51 | 00:26:52 | That being said- |
| 00:26:52 | 00:26:54 | - Yeah. Go ahead because I know you've got another... |
| 00:26:54 | 00:26:55 | You've got... |
| 00:26:55 | 00:26:57 | I'm getting ahead of myself. So keep going. |
| 00:26:57 | 00:26:59 | - Yeah, that being said, |
| 00:26:59 | 00:27:01 | I do highly suggest everyone check out |
| 00:27:01 | 00:27:03 | an app called CapCut. |
| 00:27:03 | 00:27:06 | CapCut is actually owned by ByteDance, |
| 00:27:06 | 00:27:08 | which is TikTok's parent company. |
| 00:27:08 | 00:27:11 | And it's absolutely amazing for all of this. |
| 00:27:11 | 00:27:15 | The reason why I actually suggest you to record off platform |
| 00:27:15 | 00:27:17 | is it makes your life so much easier |
| 00:27:17 | 00:27:19 | for repurposing content as well. |
| 00:27:19 | 00:27:24 | But yeah, CapCut essentially has everything that TikTok has |
| 00:27:25 | 00:27:27 | in terms of editing, but times 10. |
| 00:27:27 | 00:27:29 | It's like on steroids. |
| 00:27:29 | 00:27:31 | - Now when you say record off platform, |
| 00:27:31 | 00:27:32 | what do you mean exactly? |
| 00:27:32 | 00:27:34 | You mean using CapCut? |
| 00:27:34 | 00:27:36 | - Exactly. Yeah, yeah, yeah. |
| 00:27:36 | 00:27:39 | Because CapCut still has the camera feature that allows you |
| 00:27:39 | 00:27:42 | to actually use the same effects that TikTok has |
| 00:27:42 | 00:27:43 | for the vast majority of them, |
| 00:27:43 | 00:27:46 | especially the big ones like green screen, |
| 00:27:46 | 00:27:49 | all those fun ones that you see consistently on the app. |
| 00:27:49 | 00:27:52 | There are a few that might not actually be on there, |
| 00:27:52 | 00:27:53 | but the basic ones, yes. |
| 00:27:53 | 00:27:54 | A 100%, they'll be there. |
| 00:27:55 | 00:27:56 | And on top of that, |
| 00:27:56 | 00:27:59 | you don't actually have to use eight party website |
| 00:27:59 | 00:28:02 | or some sort of software to extract |
| 00:28:02 | 00:28:05 | your actual TikTok videos after you upload it |
| 00:28:05 | 00:28:07 | without the TikTok watermark, right? |
| 00:28:07 | 00:28:09 | So it just makes it a little bit more seamless |
| 00:28:09 | 00:28:12 | for redistribution on other platforms as well. |
| 00:28:12 | 00:28:13 | - So just so we're clear, |
| 00:28:13 | 00:28:16 | CapCut is an app that's owned |
| 00:28:16 | 00:28:18 | by the parent company of TikTok. |
| 00:28:18 | 00:28:20 | And you can use that and it's got more features |
| 00:28:20 | 00:28:22 | than the TikTok app itself has, |
| 00:28:22 | 00:28:24 | and you can export out of this |
| 00:28:24 | 00:28:27 | and then you could upload it into TikTok. |
| 00:28:27 | 00:28:28 | Is that what I'm hearing you say? |
| 00:28:28 | 00:28:30 | But you could also upload it into stories. |
| 00:28:30 | 00:28:31 | I mean, not just... |
| 00:28:31 | 00:28:33 | I mean, what do they call them on YouTube? |
| 00:28:35 | 00:28:38 | You can upload them to the YouTube equivalent of Reels, |
| 00:28:38 | 00:28:39 | and you can upload them into Instagram. |
| 00:28:39 | 00:28:40 | Is that correct? |
| 00:28:40 | 00:28:42 | I mean, without any watermarks on them. |
| 00:28:42 | 00:28:43 | - Yeah, A 100%. |
| 00:28:43 | 00:28:47 | It's essentially just like a video editing app |
| 00:28:47 | 00:28:49 | where you can export it. |
| 00:28:49 | 00:28:51 | Raw file, no watermarks, |
| 00:28:51 | 00:28:54 | and obviously upload to the platform of your preference. |
| 00:28:55 | 00:28:57 | - Okay. So far it's YouTube Shorts. |
| 00:28:57 | 00:28:59 | I couldn't believe I couldn't remember the name of it. |
| 00:28:59 | 00:29:03 | So far we've toked about three parts to your strategy, |
| 00:29:03 | 00:29:06 | identifying the content pillars, content scripting. |
| 00:29:06 | 00:29:08 | And then we kind of went into |
| 00:29:08 | 00:29:12 | the content creation side of it fluidly. |
| 00:29:12 | 00:29:14 | What's the next part of your strategy? |
| 00:29:15 | 00:29:18 | - Yeah, so establishing posting frequency I think, |
| 00:29:18 | 00:29:22 | is very important and it's not necessarily something that... |
| 00:29:22 | 00:29:23 | It is something people tok about, |
| 00:29:23 | 00:29:26 | but there's a lot of misinformation on the subject, right? |
| 00:29:27 | 00:29:30 | A lot of times you'll actually hear people on TikTok say, |
| 00:29:30 | 00:29:33 | "Oh, you have to be posting five to 10 times a day," |
| 00:29:33 | 00:29:35 | which I think is absolutely nuts. |
| 00:29:35 | 00:29:36 | I don't know who has the time |
| 00:29:36 | 00:29:38 | to actually upload five to 10 times per day. |
| 00:29:39 | 00:29:41 | But that being said, |
| 00:29:41 | 00:29:44 | I think you actually have to establish cadences |
| 00:29:44 | 00:29:46 | that fit with your lifestyle, |
| 00:29:46 | 00:29:48 | that help you maintain quality |
| 00:29:48 | 00:29:51 | and quantity of your actual work. |
| 00:29:51 | 00:29:54 | Now, the only exception that I will make there is, |
| 00:29:54 | 00:29:57 | say, for example, you're brand new to the platform |
| 00:29:57 | 00:29:59 | and you are just trying to get a feel |
| 00:29:59 | 00:30:03 | for your content creation practikes, right? |
| 00:30:03 | 00:30:05 | Your first video is probably gonna suck. |
| 00:30:05 | 00:30:06 | Let's be honest, right? |
| 00:30:06 | 00:30:09 | Everyone's first video was just hot garbage. |
| 00:30:10 | 00:30:11 | But that being said, |
| 00:30:11 | 00:30:13 | the more reps that you put in, |
| 00:30:13 | 00:30:15 | the better off that you're actually gonna be |
| 00:30:15 | 00:30:15 | in the long run. |
| 00:30:15 | 00:30:18 | You're gonna be creating a lot better content over time. |
| 00:30:18 | 00:30:21 | So I do encourage people to not limit themselves |
| 00:30:21 | 00:30:23 | in the amount of times that they post, |
| 00:30:23 | 00:30:26 | but I'd much rather you be consistent. |
| 00:30:26 | 00:30:29 | Let's say for example, you can only post five times a week. |
| 00:30:29 | 00:30:30 | Awesome. |
| 00:30:30 | 00:30:33 | Just be consistent five times a week for an entire year, |
| 00:30:33 | 00:30:36 | instead of posting 10 times a day for one month, right? |
| 00:30:36 | 00:30:38 | I think that that's a lot more impactful |
| 00:30:38 | 00:30:39 | and it's gonna be a habit |
| 00:30:39 | 00:30:42 | that actually draws results in the long run as well. |
| 00:30:42 | 00:30:46 | - Is there any scheduling apps that work with TikTok |
| 00:30:46 | 00:30:48 | so you can batch them all in a day, |
| 00:30:48 | 00:30:51 | and then schedule them out that you're aware of? |
| 00:30:51 | 00:30:53 | - Yeah, so if you upload directly |
| 00:30:53 | 00:30:55 | through the TikTok website, |
| 00:30:56 | 00:30:59 | I know some accounts have the feature to actually schedule |
| 00:30:59 | 00:31:02 | your post only directly through TikTok's website. |
| 00:31:02 | 00:31:07 | And I believe later.com recently rolled out the ability |
| 00:31:07 | 00:31:11 | to auto publish directly from their software. |
| 00:31:11 | 00:31:12 | I think later might be. |
| 00:31:12 | 00:31:15 | I'm not sponsored by the way, but hey, maybe they should. |
| 00:31:16 | 00:31:18 | I think Later you can actually repurpose |
| 00:31:18 | 00:31:19 | any other platform. |
| 00:31:19 | 00:31:23 | So if you are into sort time optimization, |
| 00:31:23 | 00:31:25 | go ahead and take your piece of content |
| 00:31:25 | 00:31:28 | that you made from CapCut directly, that raw file, |
| 00:31:28 | 00:31:30 | upload it to later and go ahead and distribute it |
| 00:31:30 | 00:31:33 | to all the platforms all at once. |
| 00:31:33 | 00:31:35 | - I wanna go back a little bit to content creation, |
| 00:31:35 | 00:31:37 | because I've got a bunch more questions related |
| 00:31:37 | 00:31:39 | to creation of actual content. |
| 00:31:42 | 00:31:42 | First of all, |
| 00:31:42 | 00:31:44 | obviously the frequency is gonna play into all this, |
| 00:31:44 | 00:31:47 | but it sounds like for your clients, |
| 00:31:47 | 00:31:49 | you're recommending that you're publishing |
| 00:31:49 | 00:31:50 | every day or every weekday. |
| 00:31:50 | 00:31:51 | Is that generally what you're doing |
| 00:31:51 | 00:31:53 | for a lot of your clients? |
| 00:31:53 | 00:31:53 | - Yeah, it depends. |
| 00:31:53 | 00:31:57 | We either have five times a week or seven times per week, |
| 00:31:57 | 00:31:59 | depending on their packages and their priorities, |
| 00:31:59 | 00:32:01 | what they want to achieve. |
| 00:32:01 | 00:32:04 | - Now, when it comes to the actual creation, |
| 00:32:04 | 00:32:08 | obviously we know about the CapCut app. |
| 00:32:08 | 00:32:10 | That is a tongue twister right there. |
| 00:32:11 | 00:32:15 | As far as the actual tips for creating content, |
| 00:32:15 | 00:32:18 | I mean, there's just so much possibilities, right? |
| 00:32:18 | 00:32:21 | We've already toked about how trends-based content |
| 00:32:21 | 00:32:23 | is very easy to create because you're modeling |
| 00:32:23 | 00:32:27 | after some other people that have already done stuff, right? |
| 00:32:27 | 00:32:30 | But when you're creating original content, |
| 00:32:30 | 00:32:32 | it sounds like it's almost like a blank slate |
| 00:32:32 | 00:32:35 | as far as the way that you could create content. |
| 00:32:35 | 00:32:37 | So what are some tips that you would give |
| 00:32:37 | 00:32:38 | to those that are listening |
| 00:32:38 | 00:32:43 | who want to create content as far as making it interesting? |
| 00:32:44 | 00:32:47 | I'm sure there's a bunch of them inside your mind. |
| 00:32:47 | 00:32:47 | Where do you wanna start? |
| 00:32:47 | 00:32:49 | Because I would love to hear some ideas |
| 00:32:49 | 00:32:51 | as far as actual creation of content. |
| 00:32:51 | 00:32:52 | - For sure. |
| 00:32:52 | 00:32:54 | First thing, I'm actually gonna leave y'all homework. |
| 00:32:54 | 00:32:56 | I want you to go to Amazon and look up a book |
| 00:32:56 | 00:32:59 | called "Steal Like an Artist" by Austin Kleon. |
| 00:32:59 | 00:33:02 | I think it's one of the most phenomenal books ever written |
| 00:33:02 | 00:33:04 | and there's a lot of truth behind it, right? |
| 00:33:04 | 00:33:07 | There's this concept that everything is a remix. |
| 00:33:07 | 00:33:10 | If you think back to our early days, |
| 00:33:10 | 00:33:13 | everything had to come from a specific idea, |
| 00:33:13 | 00:33:16 | but it's just one thing being tacked onto the next. |
| 00:33:16 | 00:33:18 | And maybe it's a different delivery. |
| 00:33:18 | 00:33:19 | Maybe it's different context. |
| 00:33:19 | 00:33:21 | Maybe it's a different example. |
| 00:33:21 | 00:33:23 | So first read that book. It's a really short read. |
| 00:33:23 | 00:33:25 | You can knock it out probably even in one sitting. |
| 00:33:25 | 00:33:27 | No excuses there. |
| 00:33:27 | 00:33:29 | Number two, I want you to follow. |
| 00:33:29 | 00:33:30 | If you're a personal brand, |
| 00:33:30 | 00:33:32 | go out and find five or 10 people |
| 00:33:32 | 00:33:35 | in your specific industry that you admire |
| 00:33:35 | 00:33:37 | maybe their content delivery, |
| 00:33:37 | 00:33:39 | how they speak, their editing, |
| 00:33:39 | 00:33:40 | et cetera, et cetera, right? |
| 00:33:41 | 00:33:45 | Take into considerations like your capability, |
| 00:33:45 | 00:33:48 | your bandwidth to actually create similar content like that. |
| 00:33:48 | 00:33:50 | But go ahead and actually see |
| 00:33:50 | 00:33:52 | how they communicate with their audience. |
| 00:33:52 | 00:33:54 | What's their setting? What's their pace? |
| 00:33:54 | 00:33:56 | What's their tonality? |
| 00:33:56 | 00:33:58 | What are they actually toking about? |
| 00:33:58 | 00:34:00 | Scroll through their most successful videos. |
| 00:34:00 | 00:34:03 | Why did this specific video get a million views? |
| 00:34:03 | 00:34:05 | Why did this one only get 10K views, right? |
| 00:34:05 | 00:34:07 | Try and figure out, study the game. |
| 00:34:07 | 00:34:10 | See what's actually working for them. |
| 00:34:10 | 00:34:13 | Based off of those five or 10 different individuals |
| 00:34:13 | 00:34:15 | that you admire, respect, and look up to, |
| 00:34:15 | 00:34:19 | find ways to actually adapt what's worked best for them. |
| 00:34:19 | 00:34:20 | And again, this can apply for brands as well. |
| 00:34:20 | 00:34:23 | It doesn't necessarily only have to be individuals. |
| 00:34:23 | 00:34:25 | Whether it's brands or personal brands, |
| 00:34:25 | 00:34:28 | I guess we could call them, find what's worked for them, |
| 00:34:28 | 00:34:30 | what you admire about it, |
| 00:34:30 | 00:34:32 | and then see once you actually created |
| 00:34:32 | 00:34:34 | your actual content pillars, |
| 00:34:34 | 00:34:37 | see how you can readapt what's worked for them |
| 00:34:37 | 00:34:38 | with your own language, |
| 00:34:38 | 00:34:41 | with your own thoughts, with your own form of communication, |
| 00:34:41 | 00:34:45 | with your own personality, with your own delivery, right? |
| 00:34:45 | 00:34:50 | I think that that's such a great starting point for people, |
| 00:34:51 | 00:34:53 | simply because I feel like by nature, |
| 00:34:53 | 00:34:56 | we learn best by seeing, |
| 00:34:56 | 00:35:00 | as opposed to just directly jumping into it without having |
| 00:35:00 | 00:35:02 | a visual guideline or a reference point |
| 00:35:02 | 00:35:03 | or an idea to actually follow. |
| 00:35:05 | 00:35:07 | - I like this a lot. |
| 00:35:07 | 00:35:11 | And I would imagine there's just a massive pool |
| 00:35:11 | 00:35:14 | of possibilities and new things being born every minute. |
| 00:35:14 | 00:35:17 | I mean, if you're super good with video work, |
| 00:35:17 | 00:35:20 | I would imagine you could get exceptionally creative with |
| 00:35:20 | 00:35:24 | your camera angles and whether or not you're shooting them |
| 00:35:24 | 00:35:26 | on your phone or you're shooting them on |
| 00:35:26 | 00:35:28 | a digital SLR camera, |
| 00:35:28 | 00:35:30 | or whether you're like face is right up in the middle |
| 00:35:30 | 00:35:34 | of everything versus your face isn't in at all. |
| 00:35:34 | 00:35:37 | I mean, are you finding that people tend to see |
| 00:35:37 | 00:35:39 | the ones with the faces tend to outperform |
| 00:35:39 | 00:35:41 | the ones with just the voices? |
| 00:35:41 | 00:35:42 | - It really depends. |
| 00:35:42 | 00:35:45 | It really depends on your actual storytelling, |
| 00:35:45 | 00:35:48 | the context within the actual video. |
| 00:35:48 | 00:35:50 | Are you toking from a personal experience? |
| 00:35:50 | 00:35:52 | If you're toking about a personal experience, then yes, |
| 00:35:52 | 00:35:55 | I would recommend that you're actually in the actual video. |
| 00:35:56 | 00:35:57 | Funny enough, Michael, |
| 00:35:57 | 00:36:00 | I never actually showed my face in my videos |
| 00:36:00 | 00:36:02 | up until I had 25K followers. |
| 00:36:02 | 00:36:03 | - Really? |
| 00:36:03 | 00:36:04 | - So there's definitely way- |
| 00:36:04 | 00:36:06 | Yeah, there's definitely different ways of storytelling |
| 00:36:06 | 00:36:07 | and communicating things. |
| 00:36:07 | 00:36:11 | Sometimes you can be more of a visual storyteller, right? |
| 00:36:11 | 00:36:15 | So you find clips or different ways to actually tell |
| 00:36:15 | 00:36:18 | the story with you just narrating it. |
| 00:36:18 | 00:36:20 | There's so many different ways and that's why I think |
| 00:36:20 | 00:36:23 | it's important to see what other creators are doing. |
| 00:36:23 | 00:36:24 | And again, they don't always have to be |
| 00:36:24 | 00:36:25 | in the same vertikal. |
| 00:36:25 | 00:36:27 | They can be different vertikals, |
| 00:36:27 | 00:36:30 | but you admire their content delivery, their storytelling, |
| 00:36:30 | 00:36:34 | how they're actually sequencing different scenes within |
| 00:36:34 | 00:36:36 | their content for it to have |
| 00:36:36 | 00:36:40 | a compelling storyline as well. |
| 00:36:40 | 00:36:44 | Like the hook, maybe it comes with a little drop, |
| 00:36:44 | 00:36:46 | some sort of negative or a pain point. |
| 00:36:46 | 00:36:49 | And then they bring you through a story, a resolution, |
| 00:36:49 | 00:36:52 | a call to action, see how they're actually sequencing it. |
| 00:36:52 | 00:36:54 | And you'll actually be able to learn a lot. |
| 00:36:54 | 00:36:58 | But again, I think by now you're kind of understanding |
| 00:36:58 | 00:37:02 | that I kind of view content more so as I study it, |
| 00:37:02 | 00:37:03 | I don't consume it. |
| 00:37:03 | 00:37:06 | I study content and I think everyone has to put on |
| 00:37:06 | 00:37:11 | their kind of study hat in order to reframe the way |
| 00:37:12 | 00:37:15 | that they actually think and consume content. |
| 00:37:15 | 00:37:17 | - There's a lot of people listening right now |
| 00:37:17 | 00:37:19 | who work for a business that they don't own, |
| 00:37:19 | 00:37:22 | and they may not want to be the face |
| 00:37:22 | 00:37:25 | or the voice of the TikTok videos. |
| 00:37:26 | 00:37:28 | And this is potentially a struggle for them |
| 00:37:28 | 00:37:30 | because maybe there's no one inside the company |
| 00:37:30 | 00:37:33 | who they feel comfortable putting their face |
| 00:37:33 | 00:37:35 | or their voice on TikTok. |
| 00:37:35 | 00:37:37 | And I know that's part of the reason why people |
| 00:37:37 | 00:37:38 | come to your business. |
| 00:37:38 | 00:37:42 | But how do we decide which person is going to be the voice |
| 00:37:42 | 00:37:45 | or person's the voice or face of our company? |
| 00:37:45 | 00:37:48 | Because this is kind of a struggle, I would imagine, |
| 00:37:48 | 00:37:50 | for certain brands that don't feel like they have anybody |
| 00:37:50 | 00:37:53 | inside the company that actually knows how to do this. |
| 00:37:53 | 00:37:56 | And now they've got to rely on someone else's voice |
| 00:37:56 | 00:37:57 | and face to represent their brands. |
| 00:37:57 | 00:38:00 | Do you have any wisdom as far as how to make decisions on |
| 00:38:00 | 00:38:03 | who to have as their face or their voice? |
| 00:38:03 | 00:38:05 | - Yeah, this one's actually really tricky |
| 00:38:05 | 00:38:08 | and it's still something that's kind of like a speed bump |
| 00:38:08 | 00:38:09 | within the business as well, |
| 00:38:09 | 00:38:12 | because different brands prioritize different things, right? |
| 00:38:12 | 00:38:15 | Some brands really, really want to emphasize |
| 00:38:15 | 00:38:18 | sort of diverse figures within their content. |
| 00:38:18 | 00:38:21 | Some brands want to be more sort of... |
| 00:38:22 | 00:38:23 | How do I say? |
| 00:38:23 | 00:38:25 | They want to actually adapt a certain |
| 00:38:25 | 00:38:26 | content style over another one. |
| 00:38:26 | 00:38:28 | So you actually have to see, okay, |
| 00:38:28 | 00:38:31 | this creator might be better at trend-related content, |
| 00:38:31 | 00:38:36 | but they might not necessarily be great at vocal content |
| 00:38:36 | 00:38:38 | or storytelling content. |
| 00:38:38 | 00:38:41 | So it's really important to kind of pre-strategize |
| 00:38:41 | 00:38:42 | and understand, okay, |
| 00:38:42 | 00:38:46 | what does kind of my creator persona look like? |
| 00:38:46 | 00:38:47 | And then based off of that, |
| 00:38:47 | 00:38:49 | you can actually go into scouting. |
| 00:38:49 | 00:38:51 | There are big brands out there |
| 00:38:51 | 00:38:53 | that make a name for themselves |
| 00:38:53 | 00:38:55 | having no front face creator. |
| 00:38:55 | 00:38:56 | Off the top of my head, |
| 00:38:56 | 00:38:59 | like a Ryanair, Duolingo. |
| 00:38:59 | 00:39:00 | I was about to call it Dua Lipa. |
| 00:39:00 | 00:39:02 | Duo lingo. |
| 00:39:02 | 00:39:03 | There's a couple others out there |
| 00:39:03 | 00:39:05 | that they have either mascot |
| 00:39:05 | 00:39:08 | or they leverage a feature within the app |
| 00:39:08 | 00:39:10 | called Green Screen with eyes and mouth, |
| 00:39:10 | 00:39:13 | which essentially just pops up big eyes |
| 00:39:13 | 00:39:16 | and a big mouth onto whatever image. |
| 00:39:16 | 00:39:19 | And that's sort of like a witty play on the platform. |
| 00:39:19 | 00:39:22 | But here's the thing, all those brands that I mentioned, |
| 00:39:22 | 00:39:25 | again, like a Duolingo or Ryanair, |
| 00:39:25 | 00:39:27 | they're world renowned brands already, right? |
| 00:39:27 | 00:39:29 | They already have that brand awareness. |
| 00:39:29 | 00:39:31 | They already have that brand recognition. |
| 00:39:31 | 00:39:34 | It's a lot harder for a actual brand |
| 00:39:34 | 00:39:37 | to just get into the game with that same strategy |
| 00:39:37 | 00:39:40 | without anyone really knowing about them. |
| 00:39:40 | 00:39:42 | One last thing I'll kind of leave you with |
| 00:39:42 | 00:39:45 | is if you are a smaller brand, |
| 00:39:45 | 00:39:48 | or say for example, you are the founder of your brand, |
| 00:39:48 | 00:39:51 | that's a huge asset as well. |
| 00:39:51 | 00:39:52 | A lot of people really, |
| 00:39:52 | 00:39:56 | really enjoy seeing the ins and outs |
| 00:39:56 | 00:40:00 | of why, how, what brought you to actually |
| 00:40:00 | 00:40:01 | start the business. |
| 00:40:01 | 00:40:04 | There's a certain relatability factor to that. |
| 00:40:04 | 00:40:08 | And I think people really cheering for the underdogs, |
| 00:40:08 | 00:40:11 | especially if you can be very visual and build in public |
| 00:40:11 | 00:40:13 | about how you create your brand. |
| 00:40:13 | 00:40:17 | So again, I don't think that there's a one-size-fits-all |
| 00:40:17 | 00:40:19 | solution for these brands specifically. |
| 00:40:19 | 00:40:22 | It's more so assessing the state of your business, |
| 00:40:22 | 00:40:24 | what you value, what you prioritize, |
| 00:40:24 | 00:40:26 | building that avatar or persona, |
| 00:40:26 | 00:40:28 | and then based off of your resources, |
| 00:40:28 | 00:40:30 | what's the best point of action. |
| 00:40:30 | 00:40:33 | What route you can actually take there. |
| 00:40:33 | 00:40:35 | Again, I wish I could give you a straight answer, but- |
| 00:40:35 | 00:40:37 | - No, I mean, that was super helpful. |
| 00:40:37 | 00:40:39 | So, all right. |
| 00:40:39 | 00:40:42 | I believe you have one more part of your strategy, right? |
| 00:40:42 | 00:40:43 | Which is repurposing. |
| 00:40:43 | 00:40:44 | So let's tok about that a little bit, |
| 00:40:44 | 00:40:46 | because we've been hinting about that all along. |
| 00:40:46 | 00:40:49 | So let's say we've got some great content. |
| 00:40:49 | 00:40:51 | What do we need to do to take advantage of it |
| 00:40:51 | 00:40:54 | on YouTube Shorts and Instagram Reels |
| 00:40:54 | 00:40:55 | and anywhere else that happens to adapt |
| 00:40:55 | 00:40:57 | short form repeating video? |
| 00:40:58 | 00:40:59 | - For sure. |
| 00:40:59 | 00:41:01 | Over time, you'll actually discover that these different |
| 00:41:01 | 00:41:04 | platforms have different languages |
| 00:41:04 | 00:41:06 | and how they actually consume content, |
| 00:41:06 | 00:41:09 | what's kind of like their standard for content. |
| 00:41:09 | 00:41:10 | So it's different from platform to platform. |
| 00:41:10 | 00:41:13 | Now, what I will say is if you have the content, |
| 00:41:13 | 00:41:16 | just go ahead and pop it up on another platform. |
| 00:41:16 | 00:41:19 | Why not? You already created it. You already paid for it. |
| 00:41:19 | 00:41:21 | You already invested the time, whatever it might be. |
| 00:41:21 | 00:41:23 | Do yourself the favor |
| 00:41:23 | 00:41:26 | and repurpose that content onto other platforms. |
| 00:41:26 | 00:41:28 | I think that's pretty straightforward, |
| 00:41:28 | 00:41:30 | but what I want to kind of touch on as well |
| 00:41:30 | 00:41:33 | is helping people understand, |
| 00:41:33 | 00:41:35 | especially those people that we mentioned at first |
| 00:41:35 | 00:41:38 | that are new to TikTok and they kind of feel like, |
| 00:41:38 | 00:41:40 | "Oh man, another platform that I have |
| 00:41:40 | 00:41:42 | to actually dive into," |
| 00:41:44 | 00:41:46 | I feel like that's a huge barrier of resistance, right? |
| 00:41:46 | 00:41:48 | If that sounds like you, |
| 00:41:48 | 00:41:51 | then I want to encourage you to think about, |
| 00:41:51 | 00:41:52 | don't even call it TikTok |
| 00:41:52 | 00:41:56 | if TikTok gives you a little bit of an ick. |
| 00:41:56 | 00:41:58 | Just go ahead and call it short form content. Right? |
| 00:41:58 | 00:42:01 | Go ahead and start thinking about your content strategy |
| 00:42:01 | 00:42:03 | in terms of short form content. |
| 00:42:03 | 00:42:04 | And then based off of that, |
| 00:42:04 | 00:42:07 | you can actually put a redistribution plan in place |
| 00:42:07 | 00:42:10 | to be able to touch on basically |
| 00:42:10 | 00:42:11 | all these other platforms as well. |
| 00:42:12 | 00:42:14 | - Well, I would imagine that CapCut app you toked about |
| 00:42:14 | 00:42:16 | would be a great app to be using, |
| 00:42:16 | 00:42:18 | even if you aren't on TikTok yet. |
| 00:42:18 | 00:42:21 | I mean, if you're all over Reels, |
| 00:42:21 | 00:42:24 | is there any reason you couldn't create the content |
| 00:42:24 | 00:42:28 | in CapCut and then eventually start using it in Reels? |
| 00:42:28 | 00:42:29 | And if it tiks off in Reels, |
| 00:42:29 | 00:42:31 | then maybe there's a reason to go ahead |
| 00:42:31 | 00:42:33 | and start a TikTok account, right? |
| 00:42:33 | 00:42:34 | - Yeah. A 100%. |
| 00:42:34 | 00:42:36 | I just choose CapCut, |
| 00:42:36 | 00:42:41 | again, because of its sort of similarities to TikTok, |
| 00:42:41 | 00:42:43 | but you can definitely create Reels content. |
| 00:42:43 | 00:42:46 | Again, I don't even wanna call it... |
| 00:42:46 | 00:42:47 | Let's be content... |
| 00:42:47 | 00:42:48 | I'm sorry, |
| 00:42:48 | 00:42:51 | platform agnostik here, and just call it short form content. |
| 00:42:51 | 00:42:52 | I definitely do encourage people |
| 00:42:52 | 00:42:55 | to create short form content on CapCut. |
| 00:42:56 | 00:43:00 | - Gerardo Perez, if people want to reach out to you, |
| 00:43:00 | 00:43:02 | what's your preferred social platform |
| 00:43:02 | 00:43:04 | and what website would you wanna send them to? |
| 00:43:04 | 00:43:07 | - Yeah, so all my social media |
| 00:43:07 | 00:43:10 | is gonna be @TheGerardoPerez. |
| 00:43:10 | 00:43:14 | So you can find me on Instagram and TikTok primarily. |
| 00:43:14 | 00:43:16 | I'll start dabbling a little bit more with Twitter |
| 00:43:16 | 00:43:18 | as the weeks go on. |
| 00:43:18 | 00:43:20 | LinkedIn, Gerardo Perez as well, |
| 00:43:20 | 00:43:22 | trying to be a little bit more active there. |
| 00:43:22 | 00:43:27 | And the company website is gonna be www.marketing-and.com. |
| 00:43:28 | 00:43:31 | One last thing I actually want to tell you guys as well, |
| 00:43:31 | 00:43:34 | if you do visit either my TikTok or my Instagram, |
| 00:43:34 | 00:43:38 | under the link in bio, I have a free resource for you guys, |
| 00:43:38 | 00:43:40 | which is essentially our trending sound list. |
| 00:43:40 | 00:43:44 | This is a list that we've created over the past |
| 00:43:44 | 00:43:46 | almost like eight months now of every trending sound |
| 00:43:46 | 00:43:50 | that we found on the platform that brands can actually use. |
| 00:43:50 | 00:43:52 | I mentioned that because brands, |
| 00:43:52 | 00:43:54 | when you actually register for a business account, |
| 00:43:54 | 00:43:58 | you have a limited music library because of licensing. |
| 00:43:58 | 00:44:00 | So any sound that's on that list, |
| 00:44:00 | 00:44:02 | you'll actually be able to just link out |
| 00:44:02 | 00:44:04 | and create a video directly from there. |
| 00:44:04 | 00:44:06 | So definitely check that out. |
| 00:44:06 | 00:44:06 | - Sweet. |
| 00:44:06 | 00:44:09 | And you said it was The Gerardo Perez |
| 00:44:09 | 00:44:11 | on most social platforms, is that correct? |
| 00:44:11 | 00:44:13 | - All of them. Yeah. - Okay. Cool. |
| 00:44:13 | 00:44:15 | Gerardo, thank you so much for sharing |
| 00:44:15 | 00:44:16 | your insights with us. |
| 00:44:16 | 00:44:17 | We're way better because of it. |
| 00:44:17 | 00:44:18 | Really appreciate your time today. |
| 00:44:18 | 00:44:20 | - No, Michael, thank you. |
