Brian Blum
@brian_blum1
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Building a short form content studio for DTC brands
Austin, TX
Joined March 2011
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A couple months ago,
@alexgarcia_atx
and I started producing a podcast.
It's called Sweat Equity.
Why? Because while there's plenty of millionaires out there telling you what to do, we figured people could use insights from guys still chasing that big win.
We've run
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Dupe .com drove 33 million views in 8 weeks without spending a dime on ads.
Every brand should study their content.
Let's examine their top 5 videos:
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Liquid IV has entered the top 10 TikTok Shop seller rankings with $1.39m in the last week.
It's a masterclass in product drop strategy.
Here's how they did it:
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This video got 6.6 million views and made $255k in revenue for Lenovo.
It feels authentic.
But it's actually fully scripted.
Here's the exact framework he used 👇
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Underbrush Gum drove $976k in sales with 8 organic videos on TikTok Shop.
It's a masterclass in brand storytelling.
Here's why their videos worked:
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People think higher priced items can't sell on TikTok Shop.
That is not the case.
Here's 5 brands that will do $5m+ this year selling products over $125:
#1
, ULike IPL At Home Hair Removal: $240
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Each week, my team produces 85 pieces of TikTok Shop content for our brands.
Here were 5 of my favorites
1) She's Birdie
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Struggling to find ideas for TikTok content?
I created a
@NotionHQ
with 97 hooks, templates and frameworks to make posting super simple.
Most likely could sell it for $200..
But if you RT this + follow me, I'll DM you the link for free 🤝
Here's a sneak peak ⬇️
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Most TikTok Shop affiliates make $0
This lady? $2 MILLION every month.
Her name is Alle Brean, and she's posted 101 videos in the last 30 days.
Let's look at her top 5 performers:
#1
- Dandruff Comb: $115k revenue
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PacSun has become the
#1
store on TikTok Shop in the last week.
It's from leveraging "Under Retail" pricing.
Here's how they did it:
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In the last week, 5 TikTok Shop videos have generated $150k+ in sales.
They may seem random or "organic".
But each follows a proven framework.
Save these for later when you need inspo:
#1
- The "Honest" Review, $240k revenue
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Attention
#UGC
creators!
Have a great opportunity with an emerging activewear brand in Denver.
Please reach out if interested! And send your rates for 5 video package.
#ugccreatorneeded
#UGCopportunity
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Running Facebook Ads is NOT dead
I generated a 20.7x return on ad spend last Q4...
Today, I'm giving away the secret sauce.
Fully detailed case study on how to crush paid social in 2023.
RT + comment "send" and I'll DM you a copy
(Must be following)
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This past week, my team produced 95 pieces of TikTok Shop content for our brands.
Here were 5 of my favorites
1) C4 Energy
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Each week my team produces 75+ pieces of TikTok Shop content for our clients.
Check out my 5 favorites from the past 7 days:
#1
- HexClad, "Cheese Touch Test"
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Looking to grow your business through TikTok?
I talked with
@alexgarcia_atx
about how I gained 14,000 followers in 10 days last month with a simple hack nobody is doing right now.
Here's a sneak peak on how to 3x the organic traffic to your site ⬇️
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What I ordered vs what I got:
Customer service gaslighting and saying it’s the same colorway
Am I trippin
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Need inspiration for your ad creative?
I put together a Notion of 33 high-performing ads from this year + broke down why they're effective.
RT + comment "ads" and I'll dm you the link!
(Must be following)
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At age 25, I made a 7-figure mistake.
My business aired on Shark Tank, and I wasn't ready.
5 things every marketer needs to make sure they're ready for primetime 🧵:
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🚨 Excited to share that we are hiring!
I’m looking for a talented Creative Director ($120,000/yr salary) to help us better serve our rapidly expanding client base.
Our team of 9 full time creators needs a leader! You'll own a process that produces quality work for category
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Peter Thiel was an early investor in Facebook, Asana and Stripe.
Safe to say he knows a thing or two about raising money..
Steal his fundraising deck format ⬇️
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When did all freelancers decide they’re worth 200% of their market value?
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Tarte Cosmetics will make $100m this year on TikTok Shop.
Almost none from their brand account's content.
Instead, it's 95.6% from affiliates.
Lets examine their top 5 performing vids.
#1
, accounting for $955k in revenue:
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"Enterprise brands can't win on TikTok"
"It's just a dollar store"
Meanwhile True Classic ripping $500k weeks at $70 avg order value
Mostly thru search in general shop tab.
Will break $5m per month once affiliate is firing
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Hear Your Story added $1.32 million in revenue on TikTok Shop in 30 days...
without posting a single piece of content.
Here's how they did it:
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In the last 7 days, this one style of video has made 5 brands over $2.3 million on TikTok Shop.
It's the variety pack walkthrough.
Anyone can replicate it.
Check out these 5 examples:
#1
, Ryse Supplements
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Beautiful day in Austin, TX but..
My home office setup stinks.
What do I need to put in here??
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🚨 Some professional news to start 2024..
I'm going full time on my own business.
Working with the team
@spellboundio
was an incredible experience and I'm always a believer in their vision for the future of email.
But I could never shake that entrepreneurial feeling of
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#2
- Plaud Note AI Recorder: $148
Humane is spending $100m to get outmarketed by some dude in a church.
Power of TikTok Shop's authenticity in a stale world 🤷♂️
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53 Headlines Guaranteed to Increase your open rates by 50% in 2023
RT + comment "send" and I'll DM you the list!
(Must be following)
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People always ask me, "what brands are doing short form video right?"
My answer? Frida Baby.
Each top performer has these 5 things:
1) Specific, curiosity building hook
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The
@HarvardHBS
Class of 1963 was packed with several high achievers.
Fortune 500 CEO's, Diplomats, Heads of State.
At their 50th reunion, they were asked what advice they'd give to younger generations.
Read on for wisdom from the best of the best ⬇️
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Creating viral content has two parts:
An Art, and a Science.
In the last year
@orenmeetsworld
accumulated more than 500k followers on social.
He came onto the podcast and gave out his formula for creating highly shareable, engaging content.
Other things we talked about:
-
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TLDR: Viral Scripting Framework
1. Use Culturally Relevant Hook
2. Introduce Problem and the Enemy
3. Agitate Problem, Offer Solution
4. Provide Social Proof
5. List Features and Benefits
6. Build urgency + CTA
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New TikTok shopping feature is wild!
Will be interesting to see if this succeeds where IG shopping failed.
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Nothing like that random Wednesday night Shark Tank Re-Air.
Any guesses to how many sales came from it?
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I don’t post invoicing screenshots to flex because I use PayPal and that’s embarrassing
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🚨 TikTok announces Inventory Financing 🚨
Similar to other ecom lenders, TikTok will now offer funding to qualified stores to help stay in inventory.
Viral videos often sell out smaller sellers.
This causes lost revenue and opportunity cost off those views.
Great move 👏
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Some news: I'm joining
@spellboundio
A quick thread on what we do, and why I made the jump ⬇️
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Awards shows are completely dead.
Unless you're in... ecom?
@triplewhale
&
@rabahrahil
are putting on a masterclass in community building with
#TheWhalies
.
Here's how they pulled it off, and what you can learn from their strategy ⬇️
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3pm is the ideal workout time
Only reason I’m an entrepreneur
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If you're stuck on how to market your product..
Copy someone else!
It's the secret to most great marketers' success
Here's 3 essential resources to use for inspiration:
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Got a couple of spots for our Austin hoops🏀 run tmrw
10+ entrepreneurs, founders and operators getting the best cardio there is.
Shoot me a DM if you're in the area and interested!
cc
@benmlevy
@brandonkuipers
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In 2021 we raised $850,000 in Pre-Seed Funding.
It all came from following
@Techstars
patented pitch deck structure.
RT + comment "Deck" and I'll send ours to you to use as a template.
(Must be following)
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Want to go $0 - $50,000 in 45 days?
A year ago today, I spun up a business that did just that.
Here's step-by-step how I did it, and a framework for replicating yourself 🧵
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Want to get your dream job at a huge brand?
@alexgarcia_atx
and I interviewed former Nike Marketing exec
@JordanRogers26
and he shared exactly what it takes.
It boils down to 3 core things:
1. There’s an Old Way, and a New Way.
Old way = do one thing for a very long time and
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So you want to go viral, but don't know where to start?
Turns out, it's actually more science than art.
All viral content includes 2 of 3 characteristics..
Use this framework to make yours highly shareable:
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TLDR...
Mainstream brands can crush TikTok Shop with product drops by:
1) Seeding top affiliates in advance
2) Coordinating Talking Points
3) Pairing the drop with exclusive offer
4) Riding the wave with ad dollars
5) Sustaining the network effect
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Thinking of starting something new?
Choosing what to work on is more important than how hard you work.
Here's 5 ways to test if your idea might have legs🧵:
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Every marketer's
#1
job?
To stay current.
It's hard using old tactics to acquire new customers.
Here's 5 trends to monitor in 2023 ⬇️
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Seeing lots of "do TikTok views lead to sales" discussion on the timeline...
At
@GRIND_bball
, we leveraged TikTok heavily.
Went viral 3 times and built the account from 0-25k followers in ~8 months.
Some key observations...
1) Audiences are largely uninformed
At a $2000 AOV
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Want a free marketing audit?
RT this + comment your brand ⬇️
I’ll do 1 of 3 things:
1) Rewrite your site’s headline
2) Provide Facebook ad ideas
3) Analyze your SEO opportunities
Excited to see what you’re working on!
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Learned today it’s illegal to always be “on sale”
FTC violation
PSA to a lot of DTC folks using slash through pricing
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What're the top UGC networks on twitter??
Looking for some talent
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#5
- Superrun Walking Treadmill: $155
This one does 50/50 of its revenue on affiliate vs live shopping.
People literally walk on it live and vlog.
Sold $533k this way last 30d 🤣
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Last year, we did over $1m from UGC ads.
Each one followed a simple script format.
RT this + comment "script" and I'll send you our template!
(Must be following)
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It's year 4 for me
@GRIND_bball
.
Last year, we hit 7 figures for the first time.
We've made tons of mistakes...
Here's the top 3 lessons you can use when running an Ecom brand 🧵:
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Can we acknowledge he’s cooking here?
AG1 is an empty promise.
Why am I poasting about AG1? To highlight the depths of our societal sickness. Insurance companies actively avoid being helpful. Government recommendations are lobby-led. Fast food is on every corner. Algorithms do with you as they please. The
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Post your brand in the comments ⬇️
I'll do 1 of 3 three things:
1) Rewrite your site headline
2) Provide recommendations for a FB Ad
3) Audit your site's SEO
Got time today. Let's go!
#ecommerce
#DTC
#marketing
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Struggling to find ideas for TikTok content?
I created a
@NotionHQ
with 97 hooks, templates and frameworks to make posting super simple.
Most likely could sell it for $200...
But if you RT this + follow me, I'll DM you the link for free 🤝
Here's a sneak peak ⬇️
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So many brands underestimate TikTok Shop.
This shoe from one of my clients is $80:
TikTok is offering customers $20 OFF to buy it on platform.
The brand receives the full $80 in revenue!
Imagine the conversion boost you would see from all your prices being discounted 25%
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Brand I know is hiring Director of Growth
Supplements niche for older demo
- $150k base + $150k bonus
- brand is doing 8 figures right now
- best channel rn is YouTube ads
Amazing opportunity for the right person.
Hit my DM’s if it’s you or someone you know!
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6 products have made over $2 million on TikTok Shop in the last 30 days.
They may seem pretty generic.
But each uses the same transformation format to stand out.
Watch these 5 and spot the pattern:
#1
- Sea Moss Black Seed Oil
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5) Mode Toothbrush
Hook: POV: [transformation]
Concept: Dream outcome
Format: Faceless transformation visual
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6 nuggets of advice for DTC brands to stop overspending on FB ads
(and scale revenue)🧵:
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I've worked with ~25 clients in the last 2 years
All of them for growth marketing services
3 simple truths I've learned to save you lots of headache as a freelancer 🧵:
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Lot of folks think TikTok Shop only works for low AOV products
We will be challenging that thesis in 2024
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Need help with your conversion rate?
This simple hack helped us 2x our sales overnight
Spoiler: its all about Visual Storytelling
Here's how you can implement this for your brand⬇️
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@JonesOnTheNBA
Bro don’t even acknowledge these people lol
Light hearted commentary doesn’t work for the mob
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Ngl i was not a Sendlane believer initially
Felt like they personified the "pay influencers to shill" era of DTC SaaS we all saw from 2021 - 2023, even if they didn't do it.
Changed my mind.
Turns out Klaviyo doesn't care at all about customers lol.
Long
@yojimmykim
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Our goal with creative testing is simple:
Find the desired end state of your target customer, and help them visualize it.
Each video represents one of 30 attempts per brand to do so.
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30 day dry aged ribeye
Pan fried scallops
Sweet potato hash
Oven roasted broccoli
Presented by
@hexclad
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Continuing to see statistically significant boosts in conversion from our interactive, shoppable emails.
Loved this beautiful design from our friends
@takearecess
So excited to continue bringing this functionality to more DTC brands 🙌
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Hosting a small dinner (~25 folks) next Wednesday in Santa Monica with
@alexgarcia_atx
and
@ecom_joseph
Have a couple spots left.
Primarily trying to keep the group to people in DTC or investing in consumer products.
If thats you, shoot me a DM and I'll share the invite!
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One of the cooler new emails we’ve built:
@takearecess
wanted to celebrate their 5 year anniversary with their fans and take a trip down memory lane.
They used
@spellboundio
to build a beautiful carousel walking users through the journey.
Don’t just blast sales emails 🙅♂️
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"Doctor's don't know why"
Idk, maybe this correlates with the obesity epidemic, record google search trends for gut health.
American food is poisoning us.
cc
@reallytanman
@SeedOilDsrspctr
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Email Marketing Hack:
Ask your customers what their pain point is...
Then deliver that solution.
Checkout this email from our friends over
@duradry
If a customer indicates they're having problems with underarm sweat, they get recommended the corresponding product to fix it.
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@0xgaut
Don't think this is true for anyone living in a more desirable area of Austin, which saw one of the highest increases in rent % in the country.
Maybe if you're in Round Rock lol
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Austin Founders Pickup Run 🏀
Back in action this Wednesday.
Got a couple regulars out. Who wants to come hoop?!
cc
@benmlevy
@ColinKeeley
@deancbrennan
@nathanbaugh27
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Loved this click to reveal teaser campaign from our friends at Bums & Roses
Engagement going 📈📈📈
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What kind of boost does a viral TikTok provide?
@GRIND_bball
went viral 2 days ago with the video below.
Let's get into the actual #'s behind what happens⏬
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Favorite thing about Austin thus far is the entrepreneurial culture
Basically any coffee shop you goto, run into someone working on their own biz.
Understand its not for everyone but personally, I love it
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#4
- AOVO Pro Eletric Scooter: $195
Objectively funny hook
Super organic feel
Key point: TikTok affiliate shouldn't feel like an ad.
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To anyone running FB ads.. what would you consider a "good" click through rate?
I'll share 1st: ours hovers between 5-7%
#ecommerce
#DTC
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Sweat Equity is about 200 downloads shy of a major milestone for us this month (10k downloads)
We've filmed episodes with:
@JordanRogers26
@jtbarnett
@kanekallaway
In addition to previous eps with
@orenmeetsworld
If you haven't already, give us a listen - link below!
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1) Culturally Relevant Hook
His first 3 sec builds curiousity
- Headline: PSA: Apple Stealing Designs
- Spoken: "Rumor" of Apple's next product
The walking selfie style makes it feel like he's just casually sharing info he heard.
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