TikTok memes, Jake Paul & Depth vs Width 🏆
Hey - It’s your boy Callum.
Hope you’re having a lovely weekend.
3 quick reflections on the week for you, and a personal thought at the end:
1/ Let the internet market for you (betting on memes)
Books sales are soaring thanks to Tiktok trending memes like:
‘5 books that changed my life’, ‘7 books you need to read!’
On these platforms you essentially have 1 billion users marketing products and lifestyles.
‘A day in the life’ or ‘that girl’ = the same meme of a morning coffee, wellness journal, yoga, gym, candle-lit down time, followed by Netflix and chill.
It’s aesthetically glorious (if staged).
If I was building a DTC brand, I would choose a product that fits nicely into the meme.
Sit back and let Gen Z market for you.
2/ A power move for your brand: Pick a fight.
You now stand for something.
Jake Paul is a Jedi master in the attention game and he’s taking on the UFC, standing up for its ‘low' paid’ fighters and calling out its ‘greedy fat boss’ Dana White.
Digital warfare = a hilarious YouTube diss track, buying shares in the company and calling out investors on Twitter.
Something I never thought I’d say = ‘I now feel a warm heartedness for Jake Paul, the people’s champion’
So yeah, take on ‘a big evil monster’.
See also: Web3 vs Web2, Remote vs the office, Harry’s vs Gillette
3/ Depth vs Width
I listened to this content masterclass with George Mack, Dickie Bush and Nicolas Cole.
Conclusion was:
If you A/B tested for performance, every website would turn into a Pornsite.
(I.e Instagram lol)
They’re measuring for lots of ‘shallow’ engagement metrics i.e ‘likes’ and ‘clicks’.
The goal is WIDTH.
Other examples = a luxury Yacht site that gets millions of impressions
(people like looking at massive Yachts)
Vs very few actual sales and enquiries.
They’ve got it all wrong.
Your goal should be DEPTH.
Deep meaningful engagement = Comments, Shares, DMs, Enquiries.
Let’s go DEEP team.
Ok, you made it this far:
It’s the stuff I cook up quickly and ship that’s easy.
The stuff I overthink never get’s published, or when it does, I’m way too emotionally invested in the outcome.
Idea bank is full, execution bank is empty.
I started fixing that this week, and took a side project from 0>$1k in 7 days.
LFG!
Hope to share more in the coming weeks.
Peace & love
Callum x