1 00:00:00,840 --> 00:00:03,810 Andréa Jones: Welcome back to another episode of the Mindful Marketing Podcast. 2 00:00:03,810 --> 00:00:08,370 I'm excited for today's conversation all about scrappy content creation with Adam 3 00:00:08,370 --> 00:00:12,840 Constantine, because listen, sometimes we'd be making it too complicated, and 4 00:00:12,840 --> 00:00:17,910 y'all know I love a easy way of doing things, especially for my small business 5 00:00:17,910 --> 00:00:21,480 friends out there who, you know, we just don't have full on production studios. 6 00:00:21,630 --> 00:00:22,980 Follow us around all day. 7 00:00:23,220 --> 00:00:25,500 So we're gonna get into that, into this episode. 8 00:00:25,500 --> 00:00:27,180 But first, a word from our sponsor. 9 00:00:28,275 --> 00:00:32,115 Riverside is the All In One podcast recording and editing tool that 10 00:00:32,115 --> 00:00:34,335 I use for this ride here show. 11 00:00:34,635 --> 00:00:39,225 I use it to edit not only the audio and the video, it is like chef's kiss magical 12 00:00:39,225 --> 00:00:42,585 making the entire process so, so easy. 13 00:00:42,795 --> 00:00:47,955 Plus, I love their magic AI clips, their little. 14 00:00:48,190 --> 00:00:53,199 AI robot in the background pulls out the most impactful moments of the episodes 15 00:00:53,199 --> 00:00:57,370 without me having to comb through and do it myself, resizes them for social media. 16 00:00:57,370 --> 00:01:01,360 So those vertical videos you see on TikTok and Reels, those all come 17 00:01:01,360 --> 00:01:03,370 from Magic AI inside of Riverside. 18 00:01:03,370 --> 00:01:04,870 It's literally one click. 19 00:01:05,050 --> 00:01:06,430 It spits out 10 clips. 20 00:01:06,875 --> 00:01:08,885 I pick the best one and away I go. 21 00:01:08,885 --> 00:01:09,905 Saves me so much time. 22 00:01:09,905 --> 00:01:13,265 If you wanna get on the Riverside train, check it out today. 23 00:01:13,265 --> 00:01:14,315 The links in the show notes. 24 00:01:14,315 --> 00:01:20,585 And make sure to use my code Drea, DREA at checkout to get 15% off your membership. 25 00:01:22,085 --> 00:01:24,785 Alright Adam, welcome to the show. 26 00:01:24,785 --> 00:01:25,805 I'm so excited. 27 00:01:26,160 --> 00:01:27,360 Adam Constantine: Thank you so much for having me. 28 00:01:27,360 --> 00:01:29,280 I'm really hyped about this conversation. 29 00:01:29,280 --> 00:01:33,240 This is a, a topic that is near and dear to my heart. 30 00:01:33,300 --> 00:01:37,380 Um, it is how I started the company that I have now. 31 00:01:37,590 --> 00:01:40,740 Um, so firm believer and, uh, happy to blab about this for 32 00:01:40,740 --> 00:01:41,850 as long as you'll have me. 33 00:01:42,990 --> 00:01:43,590 Andréa Jones: Yes, I love it. 34 00:01:43,770 --> 00:01:45,810 Well, let's start with like the definition. 35 00:01:46,259 --> 00:01:48,780 How do you define scrappy content? 36 00:01:49,470 --> 00:01:53,970 Adam Constantine: Yeah, scrappy content is anything that is 37 00:01:54,330 --> 00:01:56,580 made that doesn't look like. 38 00:01:57,570 --> 00:01:58,920 A TV commercial. 39 00:01:59,220 --> 00:02:04,229 Um, that's kind of the traditional definition of it. 40 00:02:04,470 --> 00:02:07,590 Uh, especially so like millennials. 41 00:02:07,710 --> 00:02:11,070 Uh, we grew up, we were kind of the last ones to grow up where 42 00:02:11,130 --> 00:02:13,800 everything we saw was polished. 43 00:02:14,100 --> 00:02:19,320 Like for example, my family didn't have a home video system, my neighbors did. 44 00:02:19,650 --> 00:02:23,670 Um, so like most of the stuff we watched was very polished content, 45 00:02:23,670 --> 00:02:25,440 and that's just how we grew up. 46 00:02:26,114 --> 00:02:28,545 Watching content, millennials and older. 47 00:02:28,905 --> 00:02:32,834 Um, now with how social starts, there is a different way that 48 00:02:32,834 --> 00:02:34,545 content is accepted, right? 49 00:02:34,545 --> 00:02:38,114 Like the home video style has become more accessible because of the 50 00:02:38,114 --> 00:02:42,105 smartphone, the access to the internet and the conduits at which it goes 51 00:02:42,105 --> 00:02:44,265 out there, which is social media. 52 00:02:44,714 --> 00:02:48,614 The other definition for scrappy content is. 53 00:02:49,140 --> 00:02:53,370 However you can get your message across in whatever way it needs to put it out there. 54 00:02:53,400 --> 00:02:54,000 Like mm-hmm. 55 00:02:54,240 --> 00:02:54,660 Truly. 56 00:02:54,690 --> 00:02:58,740 'cause like the second I say, well, it's not tv. 57 00:02:58,950 --> 00:03:00,870 Someone else will be like, oh, well it doesn't look like that. 58 00:03:00,870 --> 00:03:01,230 Nope. 59 00:03:01,830 --> 00:03:06,480 How can you get your message out there in whatever means necessary? 60 00:03:06,480 --> 00:03:09,720 Like that is the definition of scrappy content, just getting 61 00:03:09,720 --> 00:03:10,800 what you need to out there. 62 00:03:11,550 --> 00:03:12,090 Andréa Jones: Yeah. 63 00:03:12,180 --> 00:03:12,750 I love that. 64 00:03:12,750 --> 00:03:16,470 Is there a story behind why you're, you're all about scrappy content, 65 00:03:16,500 --> 00:03:17,700 like why'd you focus on that? 66 00:03:18,285 --> 00:03:23,175 Adam Constantine: Yeah, because I, I've always been a storyteller. 67 00:03:23,505 --> 00:03:26,985 Um, both when I was younger, like storyteller, as in your 68 00:03:26,985 --> 00:03:28,425 boy, used to tell some fibs. 69 00:03:28,695 --> 00:03:33,945 Um, as well as a storyteller in everything I enjoy, I enjoy making people laugh. 70 00:03:33,945 --> 00:03:37,529 I enjoy, I. Uh, giving people random bits of information. 71 00:03:37,529 --> 00:03:39,119 I enjoy learning about people. 72 00:03:39,269 --> 00:03:40,859 Everything has a story. 73 00:03:40,859 --> 00:03:44,640 Storytelling is probably the oldest art form there is, right? 74 00:03:44,670 --> 00:03:48,420 Every art form is storytelling, whether it's painting or a play, 75 00:03:48,420 --> 00:03:50,640 or a movie, or just a monologue. 76 00:03:51,630 --> 00:03:53,935 I. Um, that I'm in danger of, of doing anytime I talk. 77 00:03:54,295 --> 00:03:59,185 Um, but when it comes to how I specifically am so passionate, 78 00:03:59,185 --> 00:04:05,035 I, you know, I was in college as the social media boom began. 79 00:04:05,424 --> 00:04:09,445 Um, so the way that I make myself feel old is Instagram came out the year. 80 00:04:09,790 --> 00:04:11,380 After college. 81 00:04:11,800 --> 00:04:14,140 Um, so that was kind of the boom over there. 82 00:04:14,140 --> 00:04:19,120 I was playing professional basketball overseas and so I'm separated 83 00:04:19,120 --> 00:04:21,010 from my family, my friends. 84 00:04:21,220 --> 00:04:25,420 So I used social to get that message across. 85 00:04:25,600 --> 00:04:30,190 Um, I had a blog, so it was written blogs that I did, but I also started making 86 00:04:30,190 --> 00:04:35,200 little vlogs and I would either use my cell phone or I would use a little mini 87 00:04:35,200 --> 00:04:37,270 camera point and shoot camera that I had. 88 00:04:37,920 --> 00:04:42,030 And I would just create content with it, and I just wanted to do it so that 89 00:04:42,030 --> 00:04:47,310 I could still make people laugh and have people enjoy what I was doing beforehand. 90 00:04:47,520 --> 00:04:50,190 Wasn't really thinking about any high level polished 91 00:04:50,190 --> 00:04:52,140 content and it was successful. 92 00:04:52,440 --> 00:04:58,620 Um, after that, I. I, uh, you know, when I retired, uh, five played for five years. 93 00:04:58,620 --> 00:05:03,390 After I retired, I started working in the social media sphere, um, back 94 00:05:03,390 --> 00:05:05,400 in my alma mater, Elon University. 95 00:05:05,789 --> 00:05:10,469 And on the side I was just creating videos, you know, kind of like, uh, I 96 00:05:10,469 --> 00:05:12,840 mean, yes, was I a wannabe influencer? 97 00:05:13,049 --> 00:05:13,349 Yes. 98 00:05:13,349 --> 00:05:14,460 I just didn't have the influence. 99 00:05:14,460 --> 00:05:14,789 Right? 100 00:05:14,789 --> 00:05:18,479 So that's basically what I was doing, but I was creating a lot of different videos. 101 00:05:18,479 --> 00:05:18,539 Um. 102 00:05:19,680 --> 00:05:21,750 A lot of them were just humor, content, beard. 103 00:05:21,750 --> 00:05:25,650 Like I would make content for in Nosha November, I'd make content around my 104 00:05:25,650 --> 00:05:29,220 favorite movie releases, whether it was a Marvel movie or a Star Wars movie. 105 00:05:29,430 --> 00:05:33,540 Uh, I would make, you know, like, uh, single content, dating 106 00:05:33,540 --> 00:05:35,550 content, just like humor things. 107 00:05:35,610 --> 00:05:37,710 And I just used what I had. 108 00:05:38,070 --> 00:05:44,550 Um, and as long as the message itself was entertaining, informative, or educational. 109 00:05:45,585 --> 00:05:46,845 It would work well. 110 00:05:46,965 --> 00:05:50,745 In fact, it was because of those videos that somebody reached out 111 00:05:50,745 --> 00:05:54,315 to me and was like, Hey, I see you make content for yourself. 112 00:05:54,765 --> 00:05:58,245 Do you make content for companies? 113 00:05:59,175 --> 00:06:01,995 And you know, like I. Like hadn't. 114 00:06:01,995 --> 00:06:04,665 And I, you know, I'd never had, so obviously I said, 115 00:06:04,665 --> 00:06:06,090 well, yes, absolutely I did. 116 00:06:06,590 --> 00:06:09,010 Uh, and that kind of started as we do, as we do, yeah. 117 00:06:09,010 --> 00:06:09,290 Right. 118 00:06:09,830 --> 00:06:13,425 Uh, that kind of started, uh, uh, the, uh, the movement there. 119 00:06:13,425 --> 00:06:18,435 So like scrappy content is the reason why I've even been able to have the 120 00:06:18,435 --> 00:06:22,844 company I have today, um, is because I learned very early on the content of 121 00:06:22,844 --> 00:06:27,495 what you are putting out matters more than the visual appeal of it when it 122 00:06:27,495 --> 00:06:29,715 comes to how social storytelling is done. 123 00:06:30,210 --> 00:06:31,650 Andréa Jones: Yeah, a hundred percent. 124 00:06:31,650 --> 00:06:35,730 I mean, there's a lot of parallels too in um, some of our past history. 125 00:06:35,760 --> 00:06:39,330 'cause I also was creating content online back in 2007 when 126 00:06:39,330 --> 00:06:40,590 people were like, that's weird. 127 00:06:42,120 --> 00:06:42,210 Yep. 128 00:06:42,210 --> 00:06:43,710 What are you, what you're doing is weird. 129 00:06:44,070 --> 00:06:47,730 Um, and it was a lot of fun to have that creative outlet. 130 00:06:48,150 --> 00:06:54,120 Um, I think one of the challenges with marketing today is that we've put so much. 131 00:06:54,385 --> 00:06:57,775 Emphasis in weight on the production quality because we 132 00:06:57,775 --> 00:07:00,175 have seen, like the history of the internet, we've seen it all. 133 00:07:00,175 --> 00:07:00,535 Right. 134 00:07:00,955 --> 00:07:03,565 And I think some of the beauty of like the early days is like we 135 00:07:03,565 --> 00:07:04,465 didn't know what we were doing. 136 00:07:04,465 --> 00:07:07,645 We were just kind of messing around, having fun, creating content. 137 00:07:07,915 --> 00:07:13,825 Um, what do you say about like this, this idea that the low quality, low production 138 00:07:14,125 --> 00:07:16,075 content doesn't serve a purpose? 139 00:07:16,075 --> 00:07:20,845 Like how do you see that that content really fitting in with everything 140 00:07:20,845 --> 00:07:22,020 else that we see on the internet? 141 00:07:22,800 --> 00:07:23,099 Adam Constantine: Yeah. 142 00:07:23,159 --> 00:07:27,930 Uh, it's, it's funny, people forget that authenticity is still what moves 143 00:07:27,930 --> 00:07:32,520 the needle, and a lot of times the reason why something is low quality 144 00:07:32,550 --> 00:07:37,409 or lo-fi is because there isn't enough time to craft this narrative 145 00:07:37,409 --> 00:07:39,599 around whatever is happening, right? 146 00:07:39,599 --> 00:07:39,900 Like. 147 00:07:40,425 --> 00:07:42,015 Your dog is doing something humorous. 148 00:07:42,015 --> 00:07:43,695 You just quickly captured on tape. 149 00:07:43,695 --> 00:07:46,094 It's why America's Funniest Home Videos used to be. 150 00:07:46,094 --> 00:07:47,565 I mean, that's really what social is. 151 00:07:47,565 --> 00:07:52,185 Social is just America's Funniest Home videos times a thousand, right? 152 00:07:52,185 --> 00:07:54,465 Like everybody's putting that content out there. 153 00:07:55,125 --> 00:08:01,965 Uh, and, and one of the reasons why low quality still works is because people 154 00:08:01,965 --> 00:08:04,335 don't feel like they're being sold to. 155 00:08:05,085 --> 00:08:09,555 Everything really at the end of the day, that is created for our entertainment 156 00:08:09,555 --> 00:08:11,955 is also created for us to be sold to. 157 00:08:12,284 --> 00:08:12,525 Right? 158 00:08:12,525 --> 00:08:15,284 Like, that's why content exists. 159 00:08:15,465 --> 00:08:18,585 That's why sports make the money they do, is because they 160 00:08:18,585 --> 00:08:20,355 can sell on the back of that. 161 00:08:20,715 --> 00:08:23,985 Um, so sometimes that can feel a little tiresome. 162 00:08:24,294 --> 00:08:27,835 And when I'm scrolling, I feel like I'm just looking into other people's lives. 163 00:08:27,835 --> 00:08:30,984 I'm just looking into what other people are doing. 164 00:08:31,284 --> 00:08:32,424 Uh, think about it. 165 00:08:32,424 --> 00:08:38,395 There can be all kinds of marketing campaigns for a realtor per se, 166 00:08:39,145 --> 00:08:42,834 but when you need a realtor, you're probably gonna ask your neighbor or, 167 00:08:42,834 --> 00:08:44,365 you know, I talk to somebody else. 168 00:08:44,365 --> 00:08:44,635 Right? 169 00:08:44,635 --> 00:08:46,615 It's that authentic word of mouth. 170 00:08:46,975 --> 00:08:53,215 And social is replacing, not replacing, it's evolving where that word of mouth. 171 00:08:53,610 --> 00:08:54,600 Comes in. 172 00:08:54,810 --> 00:08:59,430 And a lot of times that that's why influencers and you know, like those, 173 00:08:59,430 --> 00:09:03,900 especially those that do it well become so popular is it, it just feels like 174 00:09:04,290 --> 00:09:09,870 a friend or somebody that you wanna know, telling you something of something 175 00:09:09,870 --> 00:09:12,150 you don't know and and need to, right. 176 00:09:12,150 --> 00:09:16,740 So whether it's makeup, whether it's apparel, whether it's a video game. 177 00:09:17,445 --> 00:09:24,285 We all seek information that doesn't have an ulterior motive behind it. 178 00:09:24,525 --> 00:09:26,805 When I ask my neighbor for their realtor, they're not getting 179 00:09:26,805 --> 00:09:28,995 a cut of what's happening. 180 00:09:28,995 --> 00:09:31,185 They're just like, oh yeah, this is somebody that did well. 181 00:09:31,365 --> 00:09:39,285 So when it comes to the authenticity of it, low quality content or lo-fi 182 00:09:39,285 --> 00:09:43,665 content usually can work better because it feels more authentic. 183 00:09:43,995 --> 00:09:46,125 The second portion, of course, is. 184 00:09:46,844 --> 00:09:48,614 What's the story that you're telling with that? 185 00:09:48,944 --> 00:09:53,925 Um, so it's storytelling first, visual quality second. 186 00:09:54,405 --> 00:09:55,035 Andréa Jones: Yeah. 187 00:09:55,275 --> 00:09:59,745 So can you give us an example of either your business or a client or just 188 00:09:59,745 --> 00:10:01,484 something you've seen on the internet? 189 00:10:01,484 --> 00:10:04,005 That is a great example of that story. 190 00:10:04,005 --> 00:10:05,084 First, visual second. 191 00:10:06,074 --> 00:10:07,125 Adam Constantine: Yeah, absolutely. 192 00:10:07,425 --> 00:10:11,204 When it comes to content all, let's see if there's one that I can think of. 193 00:10:11,204 --> 00:10:14,655 Well, I mean, 1, 1, 1 of our, uh, uh, clients that, that 194 00:10:14,655 --> 00:10:15,795 we, that we have worked with. 195 00:10:16,260 --> 00:10:18,990 Uh, and it's obviously the biggest case study known to man, so I'm 196 00:10:18,990 --> 00:10:22,319 not saying anything groundbreaking here, um, is Mr. Beast. 197 00:10:22,500 --> 00:10:25,319 So we have created a lot of content with him, and a lot of it 198 00:10:25,319 --> 00:10:27,870 now is very high quality content. 199 00:10:27,870 --> 00:10:30,449 So people immediately try and jump in and do that. 200 00:10:31,079 --> 00:10:36,870 He started by counting to 100,000 just on a camera. 201 00:10:37,290 --> 00:10:37,500 Andréa Jones: Yeah. 202 00:10:38,189 --> 00:10:40,170 Adam Constantine: And so silly people are like, well, yeah, right. 203 00:10:40,170 --> 00:10:41,100 It's, it's ridiculous. 204 00:10:41,100 --> 00:10:42,329 But it's like, why would you watch that? 205 00:10:42,329 --> 00:10:44,160 Well, one, it was something. 206 00:10:44,265 --> 00:10:47,775 Like, I've never seen someone count to 100,000. 207 00:10:48,255 --> 00:10:49,845 So one, I've never seen it. 208 00:10:49,905 --> 00:10:52,965 Two, I don't believe it unless I see it. 209 00:10:53,355 --> 00:10:53,775 Right. 210 00:10:53,775 --> 00:10:57,645 And then three, if I do see it, that's something interesting 211 00:10:57,645 --> 00:11:00,555 enough to tell somebody else. 212 00:11:00,944 --> 00:11:01,305 Right? 213 00:11:01,305 --> 00:11:05,865 So like creating this content that builds the intrigue, that makes it 214 00:11:05,865 --> 00:11:08,895 shareable both online and real life. 215 00:11:08,895 --> 00:11:13,545 And that's one of the litmus tests that I use with clients is, is this content. 216 00:11:14,280 --> 00:11:17,160 Like, would somebody talk about this around the lunch table? 217 00:11:17,160 --> 00:11:17,370 Right? 218 00:11:17,370 --> 00:11:21,839 Like that's how, I mean, I grew up where everything was anchorman 219 00:11:21,930 --> 00:11:23,790 and Chappelle quotes, right? 220 00:11:23,790 --> 00:11:26,280 It just depended on the demographic that you belonged in. 221 00:11:26,280 --> 00:11:27,120 And I'll leave it at that. 222 00:11:27,329 --> 00:11:32,010 But basically like those were the two comedy sections that you had, right? 223 00:11:32,010 --> 00:11:33,030 Like it was one of the two. 224 00:11:33,240 --> 00:11:36,839 Or if something else new popped up, somebody told you about it. 225 00:11:37,020 --> 00:11:42,000 So is your content worth talking about or What I say is. 226 00:11:42,689 --> 00:11:44,010 Is your content. 227 00:11:44,700 --> 00:11:47,610 Move someone to the point of engagement. 228 00:11:47,910 --> 00:11:53,010 When they consume the content, does it move them to create an action? 229 00:11:53,310 --> 00:11:57,150 Um, so that's the way in which we view content creation. 230 00:11:57,360 --> 00:11:59,100 That's the way in which we talk through it. 231 00:11:59,100 --> 00:12:01,080 So when it's lo-fi, that's fine. 232 00:12:01,110 --> 00:12:02,910 None of that has to do with quality. 233 00:12:03,240 --> 00:12:04,680 It's when someone washes this. 234 00:12:05,000 --> 00:12:10,490 Are they like, oh, this reminds me of so and so I'm gonna send it to them. 235 00:12:10,970 --> 00:12:14,810 Um, so obviously Mr. Beast is a huge case study when it comes to that, but 236 00:12:14,810 --> 00:12:20,270 really that is, if there's one sentence is can you create content that moves 237 00:12:20,270 --> 00:12:24,230 someone to the point of engagement? 238 00:12:24,380 --> 00:12:24,980 Andréa Jones: Yeah. 239 00:12:25,070 --> 00:12:25,790 Oh, I love that. 240 00:12:25,790 --> 00:12:28,880 And also, I also feel like there's a little bit of a pressure there 241 00:12:29,270 --> 00:12:32,390 when we go to create content because now we're thinking in the back of 242 00:12:32,390 --> 00:12:34,400 our heads, is this good enough? 243 00:12:34,949 --> 00:12:36,480 To push out into the world. 244 00:12:36,480 --> 00:12:39,930 So, um, let's give ourself parameters for this next question. 245 00:12:40,290 --> 00:12:45,000 Um, let's say someone listening only has two hours a week to create content. 246 00:12:45,005 --> 00:12:45,055 Mm-hmm. 247 00:12:45,135 --> 00:12:47,730 And they're like, okay, now I'm sitting here thinking, does this 248 00:12:47,730 --> 00:12:50,339 content move someone to engagement? 249 00:12:50,819 --> 00:12:54,240 Like, where should they focus their efforts to make sure that they have 250 00:12:54,240 --> 00:12:57,180 the biggest impact as they're going and creating this scrappy content? 251 00:12:57,689 --> 00:12:58,050 Adam Constantine: Yep. 252 00:12:58,050 --> 00:12:58,650 Absolutely. 253 00:12:58,650 --> 00:13:00,989 So there's, there's, it's a two part question for that. 254 00:13:00,989 --> 00:13:03,660 It's one 'cause people are like, all right, I only have two hours a week. 255 00:13:04,079 --> 00:13:05,760 What should I create? 256 00:13:06,510 --> 00:13:07,920 My answer is, whatever. 257 00:13:07,920 --> 00:13:11,550 You can consistently create two hours a week for the next six months. 258 00:13:12,209 --> 00:13:12,780 Andréa Jones: Mm. So 259 00:13:12,780 --> 00:13:15,750 Adam Constantine: that, like, whatever you're doing, it's not a one-off. 260 00:13:16,050 --> 00:13:22,020 You are able to consistently create that content, that type of content, two hours 261 00:13:22,020 --> 00:13:25,650 a week, every week for the next 26 weeks. 262 00:13:26,550 --> 00:13:27,930 So that's, that's number one. 263 00:13:28,050 --> 00:13:29,280 So you figure that out. 264 00:13:29,280 --> 00:13:36,540 You're like, okay, I can make four lo-fi videos a week, uh, in those two hours. 265 00:13:36,900 --> 00:13:38,490 Um, which is probably a little aggressive. 266 00:13:38,490 --> 00:13:40,470 So if someone heard it's like four, I can only do one. 267 00:13:40,530 --> 00:13:40,920 That's okay. 268 00:13:41,190 --> 00:13:41,730 Make your one. 269 00:13:41,910 --> 00:13:42,420 We good? 270 00:13:42,420 --> 00:13:42,900 We love it. 271 00:13:43,350 --> 00:13:47,070 Um, so however much, so let's just use four for this example. 272 00:13:47,340 --> 00:13:51,630 Then the next question is, is this good enough to go out? 273 00:13:51,960 --> 00:13:54,000 The answer is you don't know. 274 00:13:54,450 --> 00:13:58,860 And you will never know until you post the content. 275 00:13:59,040 --> 00:14:05,640 So really, you are posting content today to give you the answer in six months. 276 00:14:06,405 --> 00:14:09,405 Because what you're gonna do after you post those four videos 277 00:14:09,435 --> 00:14:12,645 a week for 26 weeks, right? 278 00:14:12,710 --> 00:14:16,035 Oh, that was not good for math four. 279 00:14:16,425 --> 00:14:18,885 Andréa Jones: And don't ask me, I math and me don't get along. 280 00:14:19,155 --> 00:14:19,515 Adam Constantine: Right? 281 00:14:19,520 --> 00:14:19,570 Yeah. 282 00:14:19,575 --> 00:14:19,875 Yeah. 283 00:14:19,875 --> 00:14:22,395 It's, it's like a hundred something videos, right, that 284 00:14:22,395 --> 00:14:24,645 you've made over those 26 weeks. 285 00:14:24,675 --> 00:14:30,795 You now know based on that sample size, what works or what doesn't work. 286 00:14:31,035 --> 00:14:35,265 Um, that's the beauty of social is that you have to strip your ego. 287 00:14:35,805 --> 00:14:39,464 And say, Hey, I'm gonna put this out there, and the audience will 288 00:14:39,464 --> 00:14:43,275 tell me if this is something that they wanna see or not. 289 00:14:43,515 --> 00:14:46,485 A lot of times we'll get to in our heads and be like, oh, I 290 00:14:46,485 --> 00:14:47,775 know exactly what they, Nope. 291 00:14:47,775 --> 00:14:52,125 The second you start thinking you know what the audience wants is when you 292 00:14:52,125 --> 00:14:54,645 have lost the content creation game. 293 00:14:54,885 --> 00:15:00,045 When you have lost the battle for attention, the battle for retention, 294 00:15:00,255 --> 00:15:02,175 having those is extremely important. 295 00:15:02,175 --> 00:15:04,545 So take the weight off of yourself. 296 00:15:04,935 --> 00:15:08,655 Going into it saying, Hey, I don't know, like I don't know 297 00:15:08,655 --> 00:15:10,095 if this is gonna do well or not. 298 00:15:10,095 --> 00:15:14,715 I have my reasons why I think it will put the content out there. 299 00:15:14,985 --> 00:15:17,205 And then, I mean, it's literally a science experiment, right? 300 00:15:17,205 --> 00:15:18,465 Like look at it. 301 00:15:18,465 --> 00:15:19,725 You have your hypothesis. 302 00:15:20,220 --> 00:15:25,079 Um, you're conducting the experiment and then you review the results after it. 303 00:15:25,140 --> 00:15:26,400 Now, I get it. 304 00:15:26,400 --> 00:15:30,960 If you are listening to this podcast to get better at content creation, 305 00:15:31,170 --> 00:15:35,430 it is because every single post you have ever created and will create 306 00:15:35,430 --> 00:15:40,350 is directly tied to the imposter syndrome that you wake up to every day. 307 00:15:40,500 --> 00:15:43,590 So that's going to feel miserable, right? 308 00:15:43,590 --> 00:15:45,660 Because the second you create something, you put it out there, 309 00:15:46,410 --> 00:15:47,615 you feel like you've failed. 310 00:15:48,720 --> 00:15:50,820 That's also because of the generation that we grew up in. 311 00:15:51,090 --> 00:15:55,980 I can think of some really bad movies that I've seen. 312 00:15:56,070 --> 00:15:56,370 Right. 313 00:15:56,370 --> 00:15:58,350 And I'm sure you could as well. 314 00:15:59,010 --> 00:16:01,800 Can you think of a bad social post that you saw? 315 00:16:03,000 --> 00:16:05,040 Andréa Jones: I mean, it's an unfair question for me 'cause I 316 00:16:05,490 --> 00:16:06,930 look at this stuff all the time. 317 00:16:07,350 --> 00:16:08,520 Adam Constantine: Yes, yes, yes. 318 00:16:08,520 --> 00:16:09,480 Fair, fair enough. 319 00:16:09,750 --> 00:16:12,360 The average person, if it's, if it's bad, it doesn't get shown. 320 00:16:12,870 --> 00:16:13,050 No. 321 00:16:13,050 --> 00:16:13,950 So nobody sees it. 322 00:16:14,475 --> 00:16:15,610 You don't even notice it. 323 00:16:15,610 --> 00:16:16,785 You're not gonna have, yeah. 324 00:16:16,785 --> 00:16:17,085 Right. 325 00:16:17,085 --> 00:16:19,785 You're not gonna have a million people seeing how bad it's, I mean, you 326 00:16:19,785 --> 00:16:21,765 have to fail pretty spectacularly. 327 00:16:21,915 --> 00:16:25,425 Lemme just say very few people are good enough to even fail that badly. 328 00:16:25,635 --> 00:16:26,115 Okay. 329 00:16:26,115 --> 00:16:30,555 To where like, you made something so bad that millions of people saw it, but 330 00:16:30,555 --> 00:16:32,115 like, that's the beauty about social. 331 00:16:32,115 --> 00:16:35,385 If it's not good, it just won't be shown, so nobody sees it. 332 00:16:35,385 --> 00:16:39,885 So you get to tinker and then eventually people only see your good content. 333 00:16:40,620 --> 00:16:42,150 Because that's what they want to see. 334 00:16:42,329 --> 00:16:46,260 So take the pressure off of, oh, everything I have to make is good. 335 00:16:46,319 --> 00:16:46,680 Nope. 336 00:16:46,680 --> 00:16:50,430 You're just trying to discover what's gonna be good when you put the content 337 00:16:50,430 --> 00:16:53,520 out and then you learn from that in order to put that out further. 338 00:16:53,969 --> 00:16:56,729 Andréa Jones: Yeah, I love that, that shift of like, if it's 339 00:16:56,729 --> 00:16:58,589 bad, no one will see it anyways. 340 00:16:59,189 --> 00:17:00,180 Yeah, because it's not great. 341 00:17:00,540 --> 00:17:01,920 Um, I'm gonna have to steal that one. 342 00:17:01,920 --> 00:17:02,489 I like that. 343 00:17:02,910 --> 00:17:03,540 Absolutely. 344 00:17:04,319 --> 00:17:09,240 So follow up question to that is, I know sometimes as my small business 345 00:17:09,240 --> 00:17:14,250 owners especially start posting content and they assume it's not working, 346 00:17:14,790 --> 00:17:17,250 what are some of the things they should start thinking about then? 347 00:17:17,250 --> 00:17:19,740 So let's say they did start posting it six months later 348 00:17:19,740 --> 00:17:21,000 and they go, it's not working. 349 00:17:21,000 --> 00:17:24,120 And putting this in air quotes for those listening, it's not working because. 350 00:17:24,380 --> 00:17:28,160 I'm hoping this answer will clarify that, but I feel like sometimes we 351 00:17:28,160 --> 00:17:32,240 get caught up in our feelings of like, we're not seeing Mr. Beast's success, 352 00:17:32,240 --> 00:17:33,860 so quote unquote, it's not working. 353 00:17:33,860 --> 00:17:35,990 What do you say to that group of people? 354 00:17:36,650 --> 00:17:37,460 Adam Constantine: Uh, yeah. 355 00:17:37,460 --> 00:17:44,480 There were a lot of kids that I trained in basketball that wanted to be LeBron James. 356 00:17:45,285 --> 00:17:47,265 There's a reason why when I say LeBron James, everyone 357 00:17:47,265 --> 00:17:47,865 knows what I'm talking about. 358 00:17:47,865 --> 00:17:49,125 There's only one, right? 359 00:17:49,125 --> 00:17:53,955 So a lot of times we take once in a generation type success, which is like 360 00:17:53,955 --> 00:17:59,415 a Mr. Beast, a LeBron, uh, you know, like, like any of those high level. 361 00:17:59,535 --> 00:18:04,725 And we expect that for ourselves when it comes to our content, right? 362 00:18:04,875 --> 00:18:09,105 But let's say that somebody is semi rational and they're like, Hey, I 363 00:18:09,105 --> 00:18:11,295 have been posting for six months. 364 00:18:12,060 --> 00:18:14,879 I have gotten no traction. 365 00:18:15,300 --> 00:18:16,889 What is the act like? 366 00:18:16,889 --> 00:18:18,300 What is my next step? 367 00:18:18,689 --> 00:18:22,110 If you've gotten no traction, then the odds are you are not 368 00:18:22,110 --> 00:18:25,830 understanding what your audience wants. 369 00:18:26,189 --> 00:18:35,310 Um, so the next thing that I would do is find five similar businesses that 370 00:18:35,310 --> 00:18:41,159 are being successful on social and look and see what they are doing well. 371 00:18:41,504 --> 00:18:46,275 What would be even better is if you could find somebody, and it can be 372 00:18:46,275 --> 00:18:49,065 like literally any, just somebody that scrolls, like give it to, I 373 00:18:49,065 --> 00:18:54,014 mean, if you wanna, if you have thick skin, give it to a 13 to 16-year-old. 374 00:18:54,165 --> 00:18:54,795 Okay? 375 00:18:54,915 --> 00:18:57,014 Don't tell them which one is your business. 376 00:18:57,225 --> 00:18:59,985 Give them three and be like, what works well and what won't? 377 00:18:59,985 --> 00:19:01,635 I guarantee you they'll be able to tell you. 378 00:19:01,889 --> 00:19:04,500 They're gonna be brutal about it, especially if yours is the worst one. 379 00:19:04,500 --> 00:19:08,070 So like, grab a pillow to scream in or you know, whatever. 380 00:19:08,070 --> 00:19:09,270 Whatever you need to do. 381 00:19:09,510 --> 00:19:13,800 But there's a fundamental misunderstanding of your audience 382 00:19:13,800 --> 00:19:17,669 and what it probably means is you are putting out content you think. 383 00:19:18,120 --> 00:19:22,740 Your audience wants, or that is more important for your business 384 00:19:22,980 --> 00:19:24,990 than it is your audience. 385 00:19:24,990 --> 00:19:27,510 Those are usually the two mistakes that I see in that. 386 00:19:27,750 --> 00:19:33,120 So if it is not working, what that means is that vein in which you have 387 00:19:33,120 --> 00:19:35,010 been posting content is not working. 388 00:19:35,340 --> 00:19:39,270 Now if you say, well, actually no, like I've changed it four different times 389 00:19:39,270 --> 00:19:42,450 and it still is, well then that actually then means we go back to the beginning 390 00:19:42,750 --> 00:19:44,610 where we haven't had enough time. 391 00:19:44,945 --> 00:19:46,175 To figure it out. 392 00:19:46,325 --> 00:19:47,764 You've also built a business. 393 00:19:47,764 --> 00:19:50,165 You're probably on year one, year two, year three. 394 00:19:50,375 --> 00:19:52,205 You know, it takes time, right? 395 00:19:52,205 --> 00:19:59,285 So like to then expect it to have instant success in social is also unrealistic. 396 00:19:59,285 --> 00:20:03,935 So bring the same mentality you have to your business to the same way that 397 00:20:03,935 --> 00:20:06,875 you are when you're creating content, when you're putting content out there. 398 00:20:07,145 --> 00:20:10,355 Um, but it mostly boils down to a fundamental misunderstanding 399 00:20:10,355 --> 00:20:11,495 about what your audience wants. 400 00:20:11,770 --> 00:20:14,980 On social 'cause you may have lines out the door, but they 401 00:20:14,980 --> 00:20:16,360 don't care about your business. 402 00:20:16,360 --> 00:20:23,889 They care about what your business can do for them and can do for them externally. 403 00:20:24,100 --> 00:20:29,290 Like one of the reasons why food places do so well on social is because 404 00:20:29,290 --> 00:20:31,060 they create a dish that tastes good. 405 00:20:31,060 --> 00:20:34,629 Yes, great, but also looks good. 406 00:20:34,750 --> 00:20:40,540 So when I post it, other people want to talk to me about the food that I had. 407 00:20:41,250 --> 00:20:43,530 So then that's gonna be like my strategy. 408 00:20:43,560 --> 00:20:47,250 Okay, what can I create that other people are going to wanna say, Ooh, 409 00:20:47,520 --> 00:20:49,200 I want that associated with me. 410 00:20:49,320 --> 00:20:50,639 So people think I'm cool. 411 00:20:50,670 --> 00:20:54,030 Everybody's for, everybody wants social equity, right? 412 00:20:54,030 --> 00:20:58,980 So if your brand can give me social equity, I am going to post and tell 413 00:20:59,010 --> 00:21:01,830 other people about it, or I am going to frequent your establishment. 414 00:21:02,040 --> 00:21:05,580 I mean, how many times have I looked at TikTok best pizza places near me, right? 415 00:21:05,580 --> 00:21:08,310 And I'll look and I'll see and, and, and, oh wow, this is good. 416 00:21:08,310 --> 00:21:09,090 Oh, there's a line. 417 00:21:09,090 --> 00:21:09,870 It must be there. 418 00:21:09,870 --> 00:21:10,290 So. 419 00:21:10,770 --> 00:21:15,270 It's about what your business can do for somebody else trying to do for 420 00:21:15,270 --> 00:21:19,230 somebody else, which I know sounds complicated, but we have to remember, 421 00:21:19,470 --> 00:21:22,080 social is an external viewing medium. 422 00:21:22,110 --> 00:21:26,430 Everyone wants to look like they have everything going on, and if your business 423 00:21:26,430 --> 00:21:28,380 can help with that, they will follow in. 424 00:21:29,054 --> 00:21:29,564 Andréa Jones: Yeah. 425 00:21:29,685 --> 00:21:30,135 Yeah. 426 00:21:30,135 --> 00:21:33,855 And I love this move of like the idea of moving away from us as a 427 00:21:33,855 --> 00:21:38,385 business owner towards our customer, our end client, because sometimes we 428 00:21:38,385 --> 00:21:42,165 do feel so much of that spotlight on us because we're the ones creating 429 00:21:42,165 --> 00:21:44,085 the content, but it's not about us. 430 00:21:44,115 --> 00:21:48,014 In fact, it's at least about us as it can possibly be, and we need to make 431 00:21:48,014 --> 00:21:51,135 it more about the other person on the other side of the screen, which I love. 432 00:21:51,165 --> 00:21:51,254 Yeah. 433 00:21:51,465 --> 00:21:52,514 I love, okay, so. 434 00:21:52,949 --> 00:21:55,620 What do you do or what do you do for your clients in those 435 00:21:55,620 --> 00:21:58,169 moments where you feel uninspired? 436 00:21:58,169 --> 00:22:00,689 Are you looking at competitors or like what are, what are some of the 437 00:22:00,689 --> 00:22:05,040 ways that you bring that energy into those moments where you're like, I 438 00:22:05,040 --> 00:22:06,449 don't even know what to say right now. 439 00:22:07,215 --> 00:22:07,845 Adam Constantine: Absolutely. 440 00:22:08,110 --> 00:22:11,955 I, I, look, I am that nosy neighbor that you got. 441 00:22:11,985 --> 00:22:13,125 That's me on social. 442 00:22:13,125 --> 00:22:14,205 I'm looking at everything. 443 00:22:14,205 --> 00:22:15,044 What are they doing? 444 00:22:15,044 --> 00:22:15,824 What are they doing? 445 00:22:15,824 --> 00:22:16,665 What are they doing? 446 00:22:16,814 --> 00:22:19,155 If I like something that they're doing, I'm gonna take it and I'm gonna 447 00:22:19,155 --> 00:22:20,625 redo it and I'm gonna do it my way. 448 00:22:20,655 --> 00:22:21,465 Absolutely. 449 00:22:21,495 --> 00:22:22,784 There is no shame. 450 00:22:22,935 --> 00:22:27,314 Look, social media is the wild west, okay? 451 00:22:27,314 --> 00:22:29,685 Like there are no rules right now. 452 00:22:30,014 --> 00:22:31,304 Uh, when it comes to it. 453 00:22:32,040 --> 00:22:32,970 Don't get crazy. 454 00:22:33,030 --> 00:22:33,480 Okay. 455 00:22:33,480 --> 00:22:36,570 Like let's not directly rip things and post that were on others. 456 00:22:36,750 --> 00:22:40,320 But yeah, like social is also about trends, right? 457 00:22:40,320 --> 00:22:43,470 The second something does, well, other people post it and 458 00:22:43,620 --> 00:22:45,990 we as consumers get that right? 459 00:22:45,990 --> 00:22:47,190 Like how many times, like there's the. 460 00:22:48,254 --> 00:22:51,645 Throwing of a box and then it cuts it in closeup and someone's like, oh, did you 461 00:22:51,645 --> 00:22:53,355 think that box was gonna hit me just now? 462 00:22:53,445 --> 00:22:54,645 Like, that's funny. 463 00:22:54,824 --> 00:22:58,935 We like seeing funny stuff multiple different ways from multiple 464 00:22:58,935 --> 00:23:00,254 different people moving forward. 465 00:23:00,345 --> 00:23:05,054 Like I said, we were quoting Chappelle quotes for years. 466 00:23:05,235 --> 00:23:10,095 The same quotes over and over repeat content is not a problem. 467 00:23:10,395 --> 00:23:10,784 Right? 468 00:23:10,784 --> 00:23:13,695 So when you see things that are working for others. 469 00:23:14,070 --> 00:23:18,420 Definitely try it, but make sure it still fits within your brand. 470 00:23:18,720 --> 00:23:22,920 Because especially trend, like there is a trend out there for everybody, 471 00:23:22,920 --> 00:23:25,350 but not every trend is for you. 472 00:23:25,830 --> 00:23:29,160 So you do wanna make sure that you don't have that happen. 473 00:23:29,940 --> 00:23:33,240 Um, so you look, okay, is my audience gonna understand this? 474 00:23:34,020 --> 00:23:36,390 Does this align with my brand? 475 00:23:36,600 --> 00:23:39,930 And then the bigger question, will it be cringe to post about 476 00:23:39,930 --> 00:23:41,280 this because it's too late? 477 00:23:42,300 --> 00:23:47,340 That's, that, that's like sometimes it is better to miss out on a trend 478 00:23:47,430 --> 00:23:49,140 than to hop on the trend too late. 479 00:23:49,470 --> 00:23:54,030 Um, and then the fourth one is, did I try too hard to make the trend? 480 00:23:54,510 --> 00:23:59,160 Fit what I wanted it to, to fit because if you make it like you know about your sale, 481 00:23:59,160 --> 00:24:00,720 people are be like, okay, this is cringe. 482 00:24:00,960 --> 00:24:03,840 But if you just make something about it being funny and you happen 483 00:24:03,840 --> 00:24:06,870 to have information about your sale, that will, like, you have to 484 00:24:06,870 --> 00:24:09,660 trust that the trend will take the message where you want it to go. 485 00:24:09,780 --> 00:24:12,240 You can't make it about you because people don't care about you. 486 00:24:12,240 --> 00:24:14,430 They just care about laughing, being entertained. 487 00:24:14,430 --> 00:24:17,130 If you entertain them enough, then they will come and, uh, 488 00:24:17,160 --> 00:24:18,570 see what you have to offer. 489 00:24:19,320 --> 00:24:19,770 Andréa Jones: Yeah. 490 00:24:19,830 --> 00:24:20,159 Okay. 491 00:24:20,205 --> 00:24:23,310 I, I have a couple things to say about cringe content because I do 492 00:24:23,310 --> 00:24:25,050 feel like it's one of those things. 493 00:24:25,080 --> 00:24:28,500 So I found out recently that, um, uh, millennials were the 494 00:24:28,500 --> 00:24:30,780 last ones to like use emojis. 495 00:24:30,959 --> 00:24:31,620 Uh, oh. 496 00:24:31,709 --> 00:24:32,250 My 12. 497 00:24:32,669 --> 00:24:33,030 Okay. 498 00:24:33,149 --> 00:24:36,030 My 12-year-old nephew was like, that's cringe to use emojis. 499 00:24:36,030 --> 00:24:36,031 Yeah. 500 00:24:36,035 --> 00:24:36,899 I was like, wait, what? 501 00:24:37,530 --> 00:24:37,949 Adam Constantine: Yes. 502 00:24:38,399 --> 00:24:39,540 Andréa Jones: I didn't know this. 503 00:24:39,540 --> 00:24:40,469 And so now I'm like, yes. 504 00:24:40,550 --> 00:24:41,840 Backtracking anyways. 505 00:24:42,020 --> 00:24:42,649 How do we know? 506 00:24:42,649 --> 00:24:43,850 How do we know when something's cringe? 507 00:24:43,850 --> 00:24:44,960 I feel elderly. 508 00:24:44,960 --> 00:24:46,399 I'm like, I'm 35. 509 00:24:46,399 --> 00:24:48,590 I thought emojis were still okay. 510 00:24:49,100 --> 00:24:50,810 Adam Constantine: Look, you, you and me both. 511 00:24:50,810 --> 00:24:53,990 And also like you're gonna be cringed to somebody. 512 00:24:54,080 --> 00:24:57,980 You know, like it always, like, there's always gonna be that. 513 00:24:57,980 --> 00:25:00,770 So if you audience is millennials. 514 00:25:01,545 --> 00:25:05,145 Use emojis and millennial gray, everything you put out, right? 515 00:25:05,145 --> 00:25:09,105 Like that's what, like, that's, that's what your audience wants. 516 00:25:09,435 --> 00:25:14,055 Um, but yeah, if you're like, Hey, I need to get younger, I need to figure out how 517 00:25:14,055 --> 00:25:18,945 to reach, you know, like Gen Z or Gen Alpha or Gen Beta as they're being born, 518 00:25:19,335 --> 00:25:24,795 um, then yeah, you have to figure out how they are talking and that you will 519 00:25:24,795 --> 00:25:29,590 find from looking at these successful brands and, and honestly not even brands. 520 00:25:30,585 --> 00:25:34,125 Look at the successful brands and then look at the successful influencers. 521 00:25:34,304 --> 00:25:37,245 People wanna hate on influencers all the time until they need a 522 00:25:37,245 --> 00:25:40,605 brand deal with them because they know that they have the audience. 523 00:25:40,754 --> 00:25:43,425 The reason why an influencer is an influencer is because 524 00:25:43,425 --> 00:25:45,195 when they talk, people listen. 525 00:25:45,824 --> 00:25:48,284 So that's somebody you should be watching as well. 526 00:25:48,314 --> 00:25:52,725 Again, keep your brand, uh, loyal to the message that you have for it. 527 00:25:53,024 --> 00:25:55,725 But those are the people that, I mean, they're, they're laying 528 00:25:55,725 --> 00:25:56,985 out the playbook for you. 529 00:25:57,510 --> 00:25:57,720 Right. 530 00:25:57,720 --> 00:26:00,870 So really influencers, you should be thankful for them. 531 00:26:01,139 --> 00:26:05,940 'cause they've done all the hard work of learning how to talk to your audience 532 00:26:06,179 --> 00:26:07,679 and essentially give you a blueprint. 533 00:26:07,710 --> 00:26:11,550 If you look over their last 30 posts, you'll be able to be like, oh, okay, 534 00:26:11,550 --> 00:26:16,710 so here's how their audiences respond to somebody who is in their demographic 535 00:26:16,740 --> 00:26:19,169 or speaking to that demographic. 536 00:26:19,500 --> 00:26:22,500 Uh, but yeah, no, I mean, as even with, with my company, 537 00:26:22,500 --> 00:26:23,820 so we have about 30 employees. 538 00:26:24,585 --> 00:26:29,955 Some of my younger Gen Z, sometimes they say, I'm like, what is happening? 539 00:26:29,955 --> 00:26:30,885 Or we'll say something. 540 00:26:30,885 --> 00:26:32,020 They're like, wait, what is that? 541 00:26:32,715 --> 00:26:33,945 I'm like, it's the Matrix. 542 00:26:34,035 --> 00:26:35,505 It's one of the greatest movies ever made. 543 00:26:35,505 --> 00:26:37,455 What do you mean you don't know what I'm talking about? 544 00:26:37,455 --> 00:26:40,755 So anyways, that was definitely an old man yells at Cloud Rant. 545 00:26:40,755 --> 00:26:43,185 But uh, but yeah, we're, we're, we're. 546 00:26:43,545 --> 00:26:45,705 Bottom line is yes, if you're a millennial listening to this, we are 547 00:26:45,705 --> 00:26:48,285 getting old and we just have to accept that we're not the cool kids anymore. 548 00:26:48,825 --> 00:26:50,355 That, that's why I came on this, this podcast. 549 00:26:51,385 --> 00:26:52,585 Andréa Jones: Yeah, that's it. 550 00:26:52,615 --> 00:26:54,955 Time to take our heart medicine at the end of the day. 551 00:26:54,955 --> 00:26:55,135 Yeah, right. 552 00:26:55,764 --> 00:26:59,845 Um, okay, so I love this advice of looking at influencers. 553 00:26:59,845 --> 00:27:03,055 Whenever I usually talk about like competitor analysis and looking at 554 00:27:03,055 --> 00:27:04,945 competitors, I really focus on companies. 555 00:27:04,945 --> 00:27:08,004 But you're right, the influencers have a pulse point on like 556 00:27:08,004 --> 00:27:09,415 what is cool and what's. 557 00:27:09,435 --> 00:27:10,065 Not. 558 00:27:10,095 --> 00:27:14,115 Um, and so I really like that advice of looking at not just other similar 559 00:27:14,115 --> 00:27:17,955 companies, but influencers who speak to your target demographic as well. 560 00:27:17,955 --> 00:27:18,705 I love this. 561 00:27:18,705 --> 00:27:19,425 I love this. 562 00:27:19,995 --> 00:27:22,695 Um, okay, as we wrap up our conversation today, I've got 563 00:27:22,695 --> 00:27:23,985 two more questions for you. 564 00:27:24,345 --> 00:27:27,975 One of them is about this idea of trends. 565 00:27:28,125 --> 00:27:32,715 You mentioned, um, that you don't wanna drop on a trend too late, but how do you 566 00:27:32,715 --> 00:27:34,754 know when a trend is a trend for you? 567 00:27:35,460 --> 00:27:36,750 Adam Constantine: Great question. 568 00:27:36,750 --> 00:27:40,980 That is the art and science of social media right there. 569 00:27:41,280 --> 00:27:46,139 Um, the first thing is if you don't know when a trend is, find somebody who knows 570 00:27:46,139 --> 00:27:48,270 more about social than you and ask. 571 00:27:48,720 --> 00:27:50,040 Um, like you should not be. 572 00:27:50,159 --> 00:27:54,629 I still have people that I will reach out to and ask, and I, I am 573 00:27:54,629 --> 00:27:58,260 the owner of a social, first creative agency and production company. 574 00:27:58,470 --> 00:27:59,520 I'll still reach out and be like. 575 00:28:00,659 --> 00:28:02,280 This trend's working right now, right? 576 00:28:02,280 --> 00:28:04,050 Like or is it too late now? 577 00:28:04,530 --> 00:28:10,470 Bottom line is the second vanity Fair variety. 578 00:28:11,804 --> 00:28:15,885 USA if you see your trend talked about on any major news network, it's too late. 579 00:28:16,455 --> 00:28:16,814 Okay? 580 00:28:16,814 --> 00:28:20,835 If, if, if, if CN is talking about the mannequin challenge, 581 00:28:20,835 --> 00:28:22,215 don't do the mannequin challenge. 582 00:28:22,544 --> 00:28:23,085 Okay. 583 00:28:23,085 --> 00:28:28,274 Like, uh, once Fox News and M-S-N-B-C or you hear something on the late 584 00:28:28,274 --> 00:28:31,064 night show like Colbert says something. 585 00:28:31,274 --> 00:28:32,085 Yeah, no, it's too late. 586 00:28:32,565 --> 00:28:33,135 It's too late. 587 00:28:33,190 --> 00:28:33,570 Andréa Jones: Got it. 588 00:28:34,010 --> 00:28:34,370 I like that. 589 00:28:34,570 --> 00:28:34,810 Um, so, 590 00:28:35,230 --> 00:28:35,650 Adam Constantine: so yeah. 591 00:28:35,790 --> 00:28:38,745 So once, once it hits a mainstream, it's not cool anymore. 592 00:28:39,135 --> 00:28:45,825 Um, so the, the best way to do it is if you have your influencers, uh, a 593 00:28:45,825 --> 00:28:51,045 decent way, like a one where it's like, okay, it's a approaching the top is 594 00:28:52,070 --> 00:28:58,215 if the social first brands are talking about it, you have 12 to 24 more hours. 595 00:28:58,425 --> 00:29:00,375 So like Netflix. 596 00:29:00,510 --> 00:29:00,930 Andréa Jones: Mm-hmm. 597 00:29:02,280 --> 00:29:02,850 Adam Constantine: Chipotle. 598 00:29:02,880 --> 00:29:06,480 Like once they say demure, mindful you got 24 hours. 599 00:29:06,600 --> 00:29:08,250 Then after that it's gone. 600 00:29:09,000 --> 00:29:10,620 It's gone because they gonna hit it right? 601 00:29:10,620 --> 00:29:12,150 They, they gonna hit it right on the time. 602 00:29:12,330 --> 00:29:13,860 So like that can be a litmus test. 603 00:29:13,860 --> 00:29:17,700 So you don't wanna do it before the social first brands, but 604 00:29:17,700 --> 00:29:19,050 you definitely wanna do it. 605 00:29:19,690 --> 00:29:21,640 Before the Daily? 606 00:29:21,640 --> 00:29:22,570 No, the daily show. 607 00:29:22,570 --> 00:29:23,410 Yeah, the daily show. 608 00:29:23,410 --> 00:29:25,480 It's kind of cresting downward. 609 00:29:26,050 --> 00:29:30,190 Um, then once it hits M-S-N-B-C and CNN and USA today, then then 610 00:29:30,190 --> 00:29:33,400 you're, then you're cooked like late, which also, Hey, look, there we go. 611 00:29:33,400 --> 00:29:34,720 There's a trendy word right there. 612 00:29:35,140 --> 00:29:38,860 Um, but, uh, so that's, that's that, that would be my, the, the 613 00:29:38,860 --> 00:29:43,780 unofficial litmus test of, of how, how to know when to jump on a trend. 614 00:29:44,310 --> 00:29:44,699 Andréa Jones: Yeah. 615 00:29:44,699 --> 00:29:45,360 I love that. 616 00:29:45,360 --> 00:29:49,530 I've been thinking a lot about this lately because, uh, a big part of my program is 617 00:29:49,530 --> 00:29:54,030 I, I supply trends for online business owners, but we've been getting stuck 618 00:29:54,030 --> 00:29:55,620 at this like, okay, the trend is over. 619 00:29:55,620 --> 00:29:58,770 And I just know it so instinctively that if someone asked me, 620 00:29:58,770 --> 00:29:59,730 I'm like, no, it's done. 621 00:29:59,730 --> 00:30:00,360 Don't do it. 622 00:30:00,360 --> 00:30:00,449 Yep. 623 00:30:00,449 --> 00:30:02,399 But like, to explain that, I'm like, yes. 624 00:30:03,030 --> 00:30:05,939 Uh, I could just tell you 'cause I scrolled the internet all day for my job. 625 00:30:06,120 --> 00:30:07,470 So just happy. 626 00:30:07,470 --> 00:30:09,210 But I love that you, you, yeah. 627 00:30:09,389 --> 00:30:09,840 You can also 628 00:30:09,840 --> 00:30:10,379 Adam Constantine: just tell them. 629 00:30:10,810 --> 00:30:15,370 If you are bringing this to me, it means I already saw it and it was too late. 630 00:30:15,550 --> 00:30:16,330 Andréa Jones: It's too late. 631 00:30:16,330 --> 00:30:16,480 Yeah. 632 00:30:16,480 --> 00:30:16,630 Like, 633 00:30:16,635 --> 00:30:18,370 Adam Constantine: like if you are bringing it to me, it's too late. 634 00:30:19,180 --> 00:30:19,240 Yeah. 635 00:30:19,240 --> 00:30:21,850 Like, I, like, I, I, I do that obviously you can't because, well, 636 00:30:22,090 --> 00:30:23,410 you know, like, I don't know. 637 00:30:23,410 --> 00:30:25,960 They're all staying, you know, like very still. 638 00:30:26,639 --> 00:30:27,120 Correct. 639 00:30:27,120 --> 00:30:27,389 Yes. 640 00:30:27,389 --> 00:30:29,490 That was 10 years ago, so, yes. 641 00:30:29,550 --> 00:30:31,020 Well, what about a new ice? 642 00:30:31,020 --> 00:30:33,420 I, I've literally heard like, what about a new ice bucket challenge? 643 00:30:33,750 --> 00:30:35,670 Uh, when this is not a serious conversation, 644 00:30:35,670 --> 00:30:35,790 Andréa Jones: really. 645 00:30:36,360 --> 00:30:38,610 Adam Constantine: This is like, this is, this is not a serious conversation. 646 00:30:38,610 --> 00:30:39,720 We're, we're, we're not doing this. 647 00:30:39,720 --> 00:30:44,010 We've had 17, newer, more deadly diseases since that's happened. 648 00:30:44,010 --> 00:30:45,659 Like we, we have other focuses on that. 649 00:30:46,604 --> 00:30:46,965 Andréa Jones: Yeah. 650 00:30:46,965 --> 00:30:52,155 Ice Bucket Challenge is like pre TikTok, pre Vine, pre, like that's going way back. 651 00:30:52,185 --> 00:30:52,425 Okay. 652 00:30:52,455 --> 00:30:52,544 Yep. 653 00:30:53,054 --> 00:30:55,965 Alright, so last question today is for anyone listening who's 654 00:30:55,965 --> 00:30:56,985 like, yes, I'm here for it. 655 00:30:56,985 --> 00:30:58,995 I'm ready to do my scrappy content. 656 00:30:59,264 --> 00:31:03,794 Give us a specific style of content that they could go out and create today. 657 00:31:04,995 --> 00:31:10,364 Adam Constantine: Green screen content, uh, like, well, and well, two, two angles. 658 00:31:10,665 --> 00:31:12,044 If you're gonna be front of camera. 659 00:31:12,675 --> 00:31:17,145 Green screen content is the best way to like jump in, join the conversation. 660 00:31:17,385 --> 00:31:19,365 If you don't know what I mean by green screen content, it's people 661 00:31:19,365 --> 00:31:22,815 that talk to the camera and they have some type of news article 662 00:31:22,815 --> 00:31:25,005 behind them or something like that. 663 00:31:25,215 --> 00:31:25,755 Very simple. 664 00:31:25,755 --> 00:31:30,765 What I would do is download two apps, uh, download TikTok, download, cap cut. 665 00:31:31,275 --> 00:31:34,995 We're not gonna get into who owns what and what that means and all the things. 666 00:31:34,995 --> 00:31:35,985 Yes, I get it. 667 00:31:35,985 --> 00:31:37,425 Look, we're in the social media world. 668 00:31:37,740 --> 00:31:38,790 Everyone has our data. 669 00:31:38,790 --> 00:31:40,350 Everyone's doing whatever they want with their data. 670 00:31:40,440 --> 00:31:42,420 It's just part of being on social. 671 00:31:42,750 --> 00:31:45,060 Um, and learn those two. 672 00:31:45,060 --> 00:31:45,450 If you can. 673 00:31:45,450 --> 00:31:48,750 Learn those two that will teach you the rudimentary ways of editing, getting 674 00:31:48,750 --> 00:31:52,890 music in there, uh, but green screen content if you want to be on camera. 675 00:31:53,205 --> 00:31:56,985 Or you can do, uh, like text first, text only content with, 676 00:31:57,165 --> 00:31:58,304 you can do stock imagery. 677 00:31:58,304 --> 00:32:02,834 It's better to do authentic imagery, um, uh, imagery, photo or video. 678 00:32:02,834 --> 00:32:04,605 Um, just 'cause it makes it more personal. 679 00:32:04,814 --> 00:32:10,155 But that's, that's what I would do is green screen content and be quick, like, 680 00:32:10,155 --> 00:32:13,875 the reason why green screen content is successful is because someone will 681 00:32:13,875 --> 00:32:18,254 be like, so there's a lot of changes happening with shopping, but I found 682 00:32:18,254 --> 00:32:21,345 three different ways that you can differentiate yourself to your audience. 683 00:32:21,764 --> 00:32:23,805 First, I mean, I mean like it's, I mean, it's choppy. 684 00:32:23,805 --> 00:32:24,675 It's straight to the point. 685 00:32:24,764 --> 00:32:25,635 Don't introduce yourself. 686 00:32:25,635 --> 00:32:26,325 'cause no one cares. 687 00:32:26,625 --> 00:32:26,955 Okay. 688 00:32:26,955 --> 00:32:29,175 Like, hi, my name is so, nope, I don't care. 689 00:32:29,175 --> 00:32:29,895 I'm swiping away. 690 00:32:29,985 --> 00:32:30,315 Right? 691 00:32:30,315 --> 00:32:32,925 Like, uh, you know, we can talk about hooks and we can 692 00:32:32,925 --> 00:32:34,514 talk about content length. 693 00:32:35,085 --> 00:32:37,965 Don't have, uh, a paralysis by analysis. 694 00:32:38,655 --> 00:32:40,215 I would work on. 695 00:32:40,710 --> 00:32:44,730 Green screen content first or text only content as a way to 696 00:32:44,730 --> 00:32:48,720 just like really jumpstart and see what your audience, uh, is doing. 697 00:32:48,900 --> 00:32:52,230 And the way to do that is like through TikTok or, or Cap Cut. 698 00:32:52,290 --> 00:32:53,610 Yes, you can use Canva. 699 00:32:53,850 --> 00:32:57,870 Um, if you want, um, um, Adobe Express, Adobe Rush. 700 00:32:58,175 --> 00:33:00,995 Um, is another one that's, that's, that's really good with it. 701 00:33:01,175 --> 00:33:05,045 But find something, know you are going to suck at it when 702 00:33:05,045 --> 00:33:07,745 you start and then get better. 703 00:33:07,745 --> 00:33:10,385 Because a lot of times people are like, ah, well I don't know what this is. 704 00:33:10,415 --> 00:33:10,835 Cool. 705 00:33:10,835 --> 00:33:13,535 You realize you sound like. 706 00:33:13,845 --> 00:33:16,754 Your parents or grandparents that didn't know how to change from 707 00:33:16,754 --> 00:33:18,075 channel three to channel four. 708 00:33:18,254 --> 00:33:18,495 Okay. 709 00:33:18,495 --> 00:33:19,935 That, that is what you sound like. 710 00:33:19,935 --> 00:33:23,295 So as long as we know, again, I told you the theme of this podcast 711 00:33:23,295 --> 00:33:24,675 today is millennials are old. 712 00:33:24,975 --> 00:33:27,765 Uh, but like that is like, it's just something that you're gonna 713 00:33:27,765 --> 00:33:29,775 have to teach yourself and learn. 714 00:33:29,775 --> 00:33:31,280 I. And then you will get better. 715 00:33:31,370 --> 00:33:32,240 That that is a good thing. 716 00:33:32,480 --> 00:33:34,760 Like you will get better as you, as you keep moving forward on 717 00:33:34,760 --> 00:33:34,909 Andréa Jones: that. 718 00:33:35,240 --> 00:33:35,720 Yeah. 719 00:33:35,780 --> 00:33:36,020 Yeah. 720 00:33:36,020 --> 00:33:38,960 I love, I love this, you, I, I need to create more green screen content. 721 00:33:38,960 --> 00:33:43,370 I always do the, the text on the, like my own custom B-roll situation, which I love. 722 00:33:43,370 --> 00:33:46,490 I haven't done green screen in a while, so you've inspired me, Adam, thank you. 723 00:33:46,490 --> 00:33:46,820 Thank you. 724 00:33:47,000 --> 00:33:49,610 For those people who are listening who are also inspired, they wanna connect 725 00:33:49,615 --> 00:33:53,330 with you, give us your links and I'll put those links in the show notes. 726 00:33:53,895 --> 00:33:56,625 Adam Constantine: Yeah, you can go to my website@acecreatives.co. 727 00:33:56,805 --> 00:34:01,035 Uh, you can see us on LinkedIn, which is hashtag Ace Creatives. 728 00:34:01,035 --> 00:34:02,925 Now it is the word hashtag, right? 729 00:34:02,925 --> 00:34:04,785 So spell out hashtag ACE Creatives. 730 00:34:05,055 --> 00:34:10,665 Um, and then my personal Instagram is at, they call me a c. That's 731 00:34:10,665 --> 00:34:11,564 that you'll, that you'll see. 732 00:34:11,564 --> 00:34:13,634 And the first thing you'll see is, oh, he's a lot taller than 733 00:34:13,634 --> 00:34:15,254 I thought he was on the podcast. 734 00:34:15,314 --> 00:34:15,944 Yeah, I get that. 735 00:34:17,084 --> 00:34:18,524 Andréa Jones: Okay, go check that out. 736 00:34:18,584 --> 00:34:20,475 You know, you mentioned basketball, so I feel like the 737 00:34:20,475 --> 00:34:21,944 height should, should be a given. 738 00:34:21,944 --> 00:34:22,094 Yes. 739 00:34:22,574 --> 00:34:22,844 Adam Constantine: Yep. 740 00:34:22,844 --> 00:34:23,084 Yep. 741 00:34:23,084 --> 00:34:23,745 Exactly. 742 00:34:23,804 --> 00:34:24,969 6, 6, 8 Strong. 743 00:34:26,130 --> 00:34:26,910 Andréa Jones: Wait, what? 744 00:34:26,910 --> 00:34:27,420 Six, eight. 745 00:34:29,370 --> 00:34:30,475 Oh my, okay. 746 00:34:30,625 --> 00:34:31,560 That is telling what my favorite things 747 00:34:31,560 --> 00:34:33,480 Adam Constantine: to do is like virtual interviews. 748 00:34:33,480 --> 00:34:34,620 Then eventually meet in person. 749 00:34:34,620 --> 00:34:36,035 The people are like, oh, oh, oh. 750 00:34:36,210 --> 00:34:36,930 And it's like, yep, yep. 751 00:34:36,990 --> 00:34:37,350 Hello. 752 00:34:37,380 --> 00:34:41,040 Especially 'cause you know, like you and I have the, the camera down. 753 00:34:41,040 --> 00:34:41,041 Yeah. 754 00:34:41,041 --> 00:34:41,460 Camera down angle. 755 00:34:41,460 --> 00:34:41,880 Right. 756 00:34:41,880 --> 00:34:43,110 So like, you can't tell that. 757 00:34:43,110 --> 00:34:43,560 Yeah. 758 00:34:43,650 --> 00:34:43,830 Yeah. 759 00:34:43,830 --> 00:34:45,690 That's, that's, that's why secret in person weapon. 760 00:34:46,920 --> 00:34:49,110 Andréa Jones: I'm five two, so there it is. 761 00:34:49,320 --> 00:34:49,860 Very short. 762 00:34:50,190 --> 00:34:51,600 People all I get the opposite. 763 00:34:51,600 --> 00:34:54,060 They're like, oh, you're much shorter than I thought together. 764 00:34:55,889 --> 00:34:56,400 Correct. 765 00:34:56,400 --> 00:34:56,820 So shorty. 766 00:34:57,330 --> 00:34:57,690 Okay. 767 00:34:57,690 --> 00:34:57,990 Awesome. 768 00:34:57,990 --> 00:35:00,300 Well I'll put all of those links in the show notes. 769 00:35:00,509 --> 00:35:03,630 If you like this conversation, go to Adam's Instagram and 770 00:35:03,630 --> 00:35:04,860 comment on how tall he is. 771 00:35:04,860 --> 00:35:06,509 I think he would appreciate that. 772 00:35:06,509 --> 00:35:08,910 Adam, thank you so much for being on the show today. 773 00:35:09,540 --> 00:35:10,259 Adam Constantine: Thank you so much. 774 00:35:10,259 --> 00:35:11,310 Pleasure to be here. 775 00:35:11,850 --> 00:35:14,430 Andréa Jones: And thank you dear listener for tuning into another episode 776 00:35:14,430 --> 00:35:15,720 of the Mindful Marketing Podcast. 777 00:35:15,990 --> 00:35:20,069 Make sure you rate and subscribe to us on Apple Podcasts and Spotify. 778 00:35:20,430 --> 00:35:23,129 We used to be in the top 100 marketing podcast. 779 00:35:23,129 --> 00:35:24,210 We slipped down a little bit. 780 00:35:24,299 --> 00:35:27,390 I need your ratings for us to keep that top 100 spot. 781 00:35:27,390 --> 00:35:31,440 So thank you for your support and if anything you we heard here today. 782 00:35:31,790 --> 00:35:33,800 Uh, encourages you and you wanna learn more. 783 00:35:34,010 --> 00:35:35,990 Come on into the Mindful Marketing Lab. 784 00:35:36,230 --> 00:35:39,650 We do our monthly trend report, so if you're wondering, is this 785 00:35:39,650 --> 00:35:42,020 trend old or not, I'm your girl. 786 00:35:42,020 --> 00:35:44,390 I'll help you out only in the Mindful Marketing Lab. 787 00:35:44,420 --> 00:35:45,110 Check that out. 788 00:35:45,410 --> 00:35:46,100 Next week. 789 00:35:46,100 --> 00:35:50,060 We're talking with Brooke Adams all about community versus followers. 790 00:35:50,090 --> 00:35:51,110 Stay tuned for that. 791 00:35:51,110 --> 00:35:51,830 I'll see you then. 792 00:35:51,980 --> 00:35:52,730 Bye for now.