A leather craftsman named Tanner Leatherstein grew his social media following by ditching traditional commercials for content that builds trust. You don't need experience to start, just the right strategy for engaging your audience.
We had a client that came to us with very little to no social media experience at all. His name's Tanner Leatherstein, and he's a leather craftsman. So it's a very niche subject matter. So he sells leather goods like purses, handbags, wallets, things of that nature. And he was stuck at, like, 2,000 followers on social media. And the reason he was stuck is he was creating commercials. So it was just a commercial featuring his, like, leather wallet. It looked good. It looked beautiful. But you. And nobody really cared because nobody really logs onto social media saying, I want to see a great branded piece of content. I want to see an ad. They want to be engaged in some way. So we worked with him to design a format called is it worth it? Where he buys a $500 Chanel handbag, deconstructs it on screen, and tells you whether it's worth the money that you've paid for it. So that simple concept is not creating an ad, but providing insight, building trust and credibility. We say that the goal of social media is not to sell your product, is to get people to know, like, and trust you. And if people know, like, and trust you, they're ultimately going to want to take that next step.
