TikTok Tuesday: The Burritos taking over Phoenix
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This week’s spotlight is on Bad Hambres, a brand making excellent burritos (and content). Check out these three videos and tell me what you notice… Part 4: Starting a frozen bean and cheese burrito company Part 5: Starting a frozen bean and cheese burrito company. Part 2: Starting a frozen bean and cheese burrito business. P.S. Next batch drops 10.20 in Phoenix. These are great for a couple of reasons: Re-using the same hook & concept I only included three in this email but Bad Hambres has run the same hook six times (and counting): "I'm Hank and a few months ago I left my 9-5 corporate job to start a burrito company." I love this. Not only is it a compelling hook that frames a narrative to keep watching, but it's a reminder that you can and should repurpose hooks and ideas that perform well. Too many brands still cling to the 2015 idea of social that you can't do or say the same thing, multiple times. That used to be true when feeds were chronological. But now, algorithms act more like discovery engines — serving your content to a blend of followers and new viewers each time. So chances are, people aren’t getting tired of your posts the way you think they are. In fact, the same hook might even give them a reason to stop and watch again, especially if what follows is different. Bringing your audience along for the ride The best time to start marketing isn’t after you’ve launched: it’s while you’re building. The startup brands with the most momentum and cultural relevance are sharing the process in real time: the ups, the downs, the problems, the solutions, the boring, the fun, etc. By giving people a window into your day-to-day, you create more than customers, you build community. In this case, followers who’ve watched your journey from the start don’t just buy burritos, they root for you and advocate for the brand as a whole. Beyond that, videos like this build trust. Showing how your product is made (and even how clean the kitchen is) removes doubt before they ever show up. As always, let me know what you liked (or disliked) and feel free to share any videos that stop your scroll. Ashwinn |
Consumer Branding + Marketing Insights
Over the weekend, a bakery called JL Patisserie went viral after responding to an influencer’s negative review. If you haven’t seen it yet, give it a quick watch, then let’s break down why it worked so well and what every brand can learn from it. JLPATISSERIE I will forever dedicate my time and energy to continue to make it right to the people who value my teams hard work and have respected us and supported us since day one. #review #influencer #bakery ♬ original sound - JLPATISSERIE At the...
I was talking to a founder last week about the importance of this idea of "mental availability" and how it relates to branding building, social and content. There’s a great book called How Brands Grow by Byron Sharp. I highly (highly) recommend giving it a read if you’re building a brand because it provides a counter-narrative to a lot of what we like to believe about marketing. The one that stuck with me: loyalty is basically a myth. Even your “best” customers are buying competitors....
This week I want to cover one of the most important ways to tell your story on social: the pinned “story” post. We’re going to cover: 1. What it is 2. Why it matters 3. Examples of good posts 4. How to do thisWhat are pinned posts? For anyone terribly out of the know, platforms like Instagram and TikTok let you pin up to three posts so they always show up at the top of your profile. Most brands either have no pinned posts or just pin their three highest viewed videos. While that’s fine in...