Eric Siu explains brandformance: taking short-form clips that already perform well on Reels, TikToks, and Shorts, then adding calls-to-action to drive conversions. It's about using organic reach to fuel sales instead of starting from scratch with paid ads.
What is brandformance? Very simple. So let's say from this podcast recording, this session, there's a couple of lines where Neil might have some zingers, I might have some zingers. The idea here is that we're gonna post them to Reels, to TikToks, to Shorts. We're just gonna find the ones that work really well and the ones that are outliers. Let's say we get an average of 10,000 views a post or whatever, and then we have a video that gets 100,000 views. Well, if you're looking to drive more conversions, as an example, let's just use our business, right? We'll take one of those videos where we're sharing a really cool marketing insight. We'll just slap a CTA at the end of it because it has proven already to work on social. So why don't we just add a CTA? They can either join our email list Or go get a free marketing plan or whatever it is exactly. And that is known as brand formats because there's the brand aspect of it where it's working organic social and the format side is where you're trying to drive performance.
