Common Content Mistakes for Reels & Shorts (live)

Key Concepts

• Live content review
• Custom trophy shoes
• Fan engagement
• Cultural moments/Zeitgeist
• Content consistency
• Emotional connection in content
• Mirror neurons
• Giving economy
• Content strategy for construction companies
• Monthly Recurring Revenue (MRR)
• Hook and intro importance
• Bite-sized, snackable content
• Playing to/against type
• ASMR in content
• Storytelling techniques
• Turning points in life
• 30/30/30 content plan
• Content Lab

Chummy's Customs Content Review

Introduction of Chummy's Customs

• Chris (CEO) and Colin (Founder/Creator) introduce Chummy's Customs, a custom sneaker studio.
• They create "unforgettable moments and lifelong keepsakes" through custom shoes.
• This includes events, on-site activations, and sponsored content.

What Chummy's Customs Does

• They take sneakers (primarily Nikes) and apply patterns from sports jerseys.
• These are commissioned pieces, and Chummy's Customs claims to be the originator of this style.
• There are now many "clones" doing similar work.

Desired Outcome of Content

• Engage sports fans and make them feel closer to their favorite team/sport/brand.
• Showcase "trophy shoes" that act as "walking billboards" and brand ambassadors.
• Measure fan love through purchases (long-term) and social engagement (views, comments, shares).

Metrics and Baselines

• They prioritize comments and shares over views.
• Success is defined as 10,000+ views on a reel.
• The baseline average is around 5,000 views.
• Top-performing pinned posts on Instagram have around 1 million views.

Factors Contributing to High Performance

• Tied to cultural events (e.g., major sporting events, Super Bowl).
• Behind-the-scenes look at the shoe-making process.
• Association with popular athletes (e.g., Joe Burrow, Patrick Mahomes, Travis Kelce).
• Name recognition is huge.
• Crossover events (e.g., Travis Kelce dating Taylor Swift).

Content Production Timeline

• Physical production time for a shoe is 8-10 hours.
• They can shoot and edit a reel in under 12 hours.
• 75% of their posts are commissions (client-driven), 25% are self-initiated.

Constraints

• Calls, personal commitments, and travel can hinder content creation.
• Colin needs to be in the shop to make the shoes.

Content Review of Joe Burrow Reel

• The video features Joe Burrow and a custom shoe made with his jersey.
• The video includes facts about Burrow and asks viewers to rate the shoe and tag their favorite NFL team.
• The presenter notes that the top-performing posts often feature a thumbnail of the jersey.

Suggestions for Improvement

• Consistency: Be more consistent with a strategy around who they're making shoes for and when they're posting.
• Emotional Connection: Social media content that engages on an emotional level tends to perform better.
• Predictability: The current content structure is consistent but predictable.
• Experimentation: Challenge themselves to change one variable in their process (e.g., shoe brand, materials, embellishments).
• Cinematic Style: Adopt a more dramatic, cinematic style similar to food prep videos.
• Emotional Reaction: Film people's reactions to receiving the custom shoes.
• Storytelling: Delay the reveal and build tension in the process.
• Custom Packaging: Design custom boxes that people will want to save and share.
• Client Promotion: Encourage clients to promote the shoes on their accounts.

The Giving Economy

• The presenter suggests tapping into the "giving economy" by gifting shoes to deserving individuals.
• This can create emotional content and generate positive brand association.

Combining Worlds

• Mash up different elements (e.g., jerseys with vintage Louis Vuitton bags) to create unique and unexpected designs.
• Collaborate with street artists to create limited-edition shoes.

Addressing a Comment

• The presenter addresses a comment asking why they don't create shoes for celebrities.
• He explains that access to celebrities can be difficult and that it's more impactful to create shoes for deserving individuals who will genuinely appreciate them.

Stacy's Content Review

Introduction of Stacy

• Stacy is a business strategist with a background in engineering and construction.
• She helps construction companies stand out and develop MRR (Monthly Recurring Revenue) strategies.

Goal of Content

• Connect with owners of construction companies and their direct reports.
• Drive traffic to her LinkedIn profile and generate DMs.
• Encourage people to forward her content to owners.

Content Review of "Beware of Growth Traps" Video

• The video discusses the importance of having a solid foundation before scaling a business.
• It lists 10 systems that companies should have in place.
• The presenter suggests that the hook and intro need improvement.
• The video is too long and contains too much information.

Suggestions for Improvement

• Hook and Intro: Work on creating more compelling hooks and intros.
• Bite-Sized Content: Break the content into smaller, more digestible pieces.
• Energy: Bring more energy and enthusiasm to the videos.
• Conciseness: Be more succinct and avoid lengthy explanations.
• Short-Form Content: Focus on mastering short-form content before transitioning to longer videos.
• Emotional Connection: Bring the emotional connection she has with clients into her content.
• Case Studies: Share case studies with permission from clients, abstracting details as needed.

Addressing the Engineering Mindset

• The presenter notes that Stacy's engineering background can lead to overly detailed and technical explanations.
• He encourages her to focus on high-level concepts and entice viewers to want more information.

The Importance of Enjoyment

• The presenter emphasizes that content creation should be enjoyable.
• When content starts working, it becomes more rewarding and motivating.

Lisa's Content Review

Introduction of Lisa

• Lisa is a personal stylist based in South Africa who works with women worldwide.
• She helps women in transition phases to show up with confidence and rework their style.

Goal of Content

• Garner leads and book style chats with potential clients.
• Her "Mindful Mondays" segment generates the most leads.

Content Review of Mindful Mondays Video

• The video features Lisa discussing the importance of self-care and honoring where you are right now.
• The presenter notes that the delivery is staccato and may be difficult to follow.

Suggestions for Improvement

• Flow: Speak more fluidly and avoid long pauses.
• Teleprompter: Practice reading from a teleprompter to improve delivery.
• Energy: Bring more energy and enthusiasm to the videos.
• Playing Against Type: Experiment with playing against type by contrasting mindful messages with fast-paced visuals.
• ASMR: Incorporate ASMR elements to create a more sensory experience.
• Visuals: Seduce viewers with compelling visuals.
• Client Showcases: Feature more clients on the feed.
• Appeal to Emotions: Appeal to people's emotions by highlighting the positive impact of her work.

The Power of Fashion

• The presenter emphasizes that fashion is not just superficial but a way to signal values, beliefs, and preferences.
• Lisa helps clients develop a plan and strategy for their style.

Melissa's Content Review

Introduction of Melissa

• Melissa is a black and Japanese musician (violinist) who describes herself as "world-class."
• She wants to be a personality and create a fan base beyond just corporate and wedding gigs.
• She recently gained exposure by playing violin for a fighter at a "Street Beefs" event.

Content Review of Lore Drop Video

• The video discusses Melissa's background, including her parents' involvement in a cult.
• The presenter notes that the story is interesting but told in a linear and unstructured way.

Suggestions for Improvement

• Storytelling:
  • Listen to the Moth Radio Hour for storytelling inspiration.
  • Begin stories at the point of greatest conflict.
  • Use twists and turns to create tension.
  • Include sensory details and dialogue.
  • Focus on the turning points in her life.
  • Edit the story to include only the most relevant details.
• Musical Content:
  • Focus on high-quality audio and video production.
  • Showcase genre-mashing performances.
  • Embrace her unique personality and "cooky" style.
• 30/30/30 Plan:
  • Follow a 90-day plan to experiment, analyze, and refine her content strategy.
  • First 30 days: No rules, just experiment.
  • Second 30 days: Analyze results and focus on what worked.
  • Third 30 days: Refine and optimize.

The Violent Violinist

• The presenter suggests embracing her "violent violinist" persona and incorporating it into her content.
• He encourages her to lean into her unique and unusual qualities.

Content Lab

• The presenter announces the launch of Content Lab, a new program designed to help content creators.
• The program focuses on teaching the "dough method," which emphasizes creating content based on inspiration rather than following trends.
• Content Lab includes:
  • Twice-monthly meetings
  • Hot seat coaching
  • Resources on storytelling and hook writing
  • 52 writing prompts
• The program costs $500 per month or $5,000 per year (two months free).
• The presenter encourages viewers to sign up for the waiting list.

Synthesis/Conclusion

The video provides live content reviews for four different creators, offering tailored advice on how to improve their content strategy, storytelling, and overall engagement. Key takeaways include the importance of emotional connection, consistent branding, experimentation, and understanding the audience. The presenter emphasizes the need to focus on what works, embrace unique qualities, and create content that is both engaging and authentic. The video concludes with the announcement of Content Lab, a new program designed to help content creators achieve their goals.