John, Danny, and Mason, who collectively have over 5 million followers, explain why brands fail on Reels, TikTok, and YouTube Shorts. The key: be relatable and funny instead of polished. Authentic humor and a real-person tone beat scripted marketing.
A lot of brands are struggling right now because they can't figure out how to market themselves in short-form video. Instagram Reels, TikTok, and YouTube Shorts are arguably the most powerful ways to market your brand, but brands can't seem to figure that out. The good news is I've created a video series with leading creators in social media. Today I'm talking with Danny and Mason, who have over 5 million followers on social media. So Mason, why do you think most brands fall short of their social media potential?
Well, John, I think it's because the people making these social media campaigns are not following the rules of what makes good online content.
Okay, so what are the rules?
Alright, Jon, so the first thing is that brands need to be relatable. A lot of brands are pretty unsuccessful at that, but the ones who are successful do strike a relatable tone with their audience. Also, my bad on the no pants thing. I didn't know you were coming.
Oh, that's okay. Mason, do you want to describe a little bit more about relatability? Yes, Jon, we would love to. I'm gonna go put some pants on first.
Now, on social media, it's really important to strike a relatable, real actual person tone.
Yeah, saying your product is one-dimensionally perfect in a highly scripted video is just not the tone that people actually strive for on social media.
Now, this dumbass no pants joke is arguably not even appropriate it for this video, but it is our stupid real-life sense of humor, and including your real sense of humor in your social media content is relatable. Now there is more to talk about with relatability, but for now Danny and I have to run and learn about public indecency laws or something, so for now back to John.
So I hope you're getting a sense of the type of content we're making with creators. This shows the tips, hacks, and insights on how to create social media and build better content with creators. And the good news is most of our creators are going to show up with their pants on.
