If it seems like you’ve seen a flood of tech events, with… mixed results, you’re not wrong.

In today’s HYPER we shall talk about the marketing of technology.

To set the stage, marketers are getting PREMIUMS to work in tech.

Ramp was hiring a Head of Content up to $350k/year, BlackRock (they’re essentially tech, Aladdin is Palantir for assets?) same job up to $270k. Because the value in successfully executing content strategy for more traditional categories is ASTRONOMICAL.

In AI Claude has a Head of Community listing with reported comp around $400,000/year, while Luma has a social media manager position going for $300k--a premium for both because the topics require so much nuance in messaging to succeed. And the intangible roles too, “storytelling” as a marketing concept has become a meme, but one compliance technology Vanta’s is paying up $274,000k to be ahead of, and the real truth is, for a lot of of true A players at these jobs they’re also gonna be creators, or not want to be stuck on one project and these numbers may not be high enough.

In a world where building has become a game of aggression, getting the right attention and having it resonate is worth everything, the hardest part is finding people tapped in enough to succeed here with experience navigating corporate environments. Too complex? There’s always Nvidia hiring for up to $218k in Creative Operations for... merch.

So here’s the scenario.

Everyone’s building the same things, incrementally better. Opus 5.5 is the hot model of the week after Astra was the hot model of the prior week BUT WAIT, Google Deepmind has released ARGON. The gas? No no it’s a model, but feel free to release the gas at this point too.

Grokbot, Muse, Dots, Cue, Town + 27 other entrants all selling the same thing. The only difference is marketing.

I was at Meta Connect, with hundreds of other creators. Mostly out of curiosity. I wasn’t paid to be there, I felt kinda washed the whole time. Watching influencers elbow each other out of the way to get selfie’s with Mosseri... yeah idk. But it spoke to what Meta has that no one else does. Instagram. They have Kylie, they have LISA. James Cameron and Mike Amiri (dream blunt rotation? nightmare blunt rotation?) are at the afterparty.

Every creator will do content for Muse, because Muse is by Meta, Meta has Instagram, and Instagram is the life blood of American culture with more power than we can conceive of. Is Kylie doing an Anthropic deal with Dario on TV preaching end times? Probably not. I tried Muse, I think Dots is better, and it doesn’t really matter because the rollout of Muse was legendary and the rollout of Dots was the third of the big bots to come out so many weeks.

Meta’s Alexandr Wang on the topic.

In the midst of all this, Sam Altman is getting mini-mic interviewed by randos in a production line. Dog, let the man go back to shaping the universe, Sam Altman should never be faced with a miniature microphone, we cannot live like this. But even the most powerful companies in the world are in a relentless attention battle.

You want to compete with any of these new tools, you have to be doing influencer marketing, and influencer at scale. I do campaigns with all these brands, I have made content with Anthropic, Grok, OpenAI, Google and Meta AI, there’s often 100 creators on the briefing call. You want to be a new dog coming at an incumbent, prepare to pay the tax of attention at scale, and its a steep one.

And that’s just the AI labs.

If you have an existing offering, some SAAS of incredible scale, you’re already public, no amount of revenue will appease the inventory base, you must be INTEGRATING TECHNOLOGY and telling the world you are integrating that technology, so you don’t go the way of Getty Images (couldn’t happen to a nicer company!).

So investments in these new channels are do or die for stock price and valuation, and marketers are WORKING for it.

So... what should they actually be doing?

THE CREATION OF MEDIA

For the first time in recent history, the general public wants to be educated about technology, and is willing to consume short and longform content about it if positioned in an interesting and intelligent way, no matter how dense. There are formats for ANY topic to become digestible, and interesting, and algorithms exceptionally good at feeding it to people that are interesting

Ex: my friend Natalie draws intricate explainers of popular concepts.

If you don’t have ideas for your niche, and want to get started on this, try my Content Oracle.

ADS

Tech brands are spending more on Meta, TikTok and Youtube than ever, and it’s working. At Darkroom, we create a constant flow of ads, and our biggest inbound inquiries this year are all technology. As we’ve audited the space, the scale should excite anyone in SAAS or hardware. Hundreds of ads in ad accounts, the creative volume tactics of consumer packaged goods applied to an industry without physical product COGS and shipping. But it is certainly not… put a few statics and a launch video in an ad account. It’s adopting a constant flow of volume, in B2B and B2C, of unique concepts and styles that merge statics, modern visual learning formats, and the use of a wide swath of creators to tell your story. Speaking of which…

CREATOR

If you look at emerging technology brands that seem to have a ton of organic groundswell, there’s likely dozens to 100+ creators behind it. Creating content on individual accounts, contributing ads to ad accounts, and executing explainers. At Darkroom, we’ve found this structure to be the most compelling.

Anchor influencers up top: 2-3 recognizable names who make amazing concept and drive excitement and credibility for the brand, without worrying too much about direct ROI.

Middle tier: good value for views with up and coming creators who have an audience, know the space, have affinity, and are still breaking out to push ROI driven media that gets paid ads put behind it as well to find scalable economics for leads and signups.

Lower tier: an army of smaller creators, UGC, and variations and ideas executed cheaply, with winning concepts from the bigger influencers moved down the value chain, and outliers put into the paid ads machine.

EVENTS

You may have remembered earlier this year when I went on tour with Air. Note, not a tradeshow, or a brand conference, a tech brand and a creator doing value-driven events for their ICP. We had 40 marketing leaders in each room, workshopping content and creative operations. As everyone talks about IRL they quickly descend into ultra-expensive conferences and sponsorships, when the real alpha is still value-driven and its in collaboration with the community that’s being deployed above.

Kitchen Sink

More on the branding arms race:

On next-generation brand systems

How can we short Nike even further?

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts October 30th: https://cut30.co

I’ve taken to spending about three nights a week, starting at about 9:30, just trying a new thing. What new AI tool or bookmarked workflow can I just give a shot to at the end of the night?

My first very successful experiment with this is using AI to edit videos. This week, I’ve started editing my videos with ChatGPT Astra, and it works extremely well. At the end of this newsletter, I break down a full cheat sheet on how to do this.

At the same time, there’s heavier, more macro movements in culture that are settling in from changes in consumer the last few years. I have a longform conversation with Ana Andjelic going through this in my latest Youtube.

Let’s begin.

Editing via Chat

I am editing videos in Codex, it is amazing and a little scary, but a massive time saver. For several of my styles of content, and for casual brand work and UGC, the gate more than ever is purely the idea, ChatGPT can handle the rest.

Yesterday I did an unboxing video, and since I’d setup a system prior, this was the extent of what it took to edit it, this chat parameter. It has hundreds of thousands of views on TikTok and X.

Full tutorial here:

Getting Started

I am doing this in the Codex section of ChatGPT Work on the desktop app on my computer, using the GPT-6 Astra Light model. I’ve found light is just as good as high for this and uses less of your plan.

I am using Davinci Resolve (Studio version) because its a great editor and has the MCP. Adobe Premier and Capcut also have MCPs but have not used them, I imagine the process is similar.

Levels of Vibe Editing

There are three levels of editing that you should consider that you can use ChatGPT for:

1. What I’ll call basic editing, which I think anyone should do. This can automatically do your cut downs, your punch-ins, your audio fixes, your captions, and your color for talking head videos, and then you can work on your edit from there.

2. A skill-based edit where you’ve given it some of your video references, and you build a toolkit of what your content looks like and what your images typically look like. You feed it a prepared script instead of images for your video and have it conduct the initial edit, and then you can tweak from there. By doing this, you can take most of your edits to 80% with some prep work and save a lot of time.

3. What we’ll call a vibe edit, where you start with the first two, but then you make all your actual edits in chat versus using the software. This is what I did for the example video. I started with the basic edit, had it then add a bunch of things I’d already prepped using a skill for my videos, and I asked for all the changes and optimizations in chat.

The difference is basically how much you want done for you. You can get an excellent cut on a pretty simple video using one or two without having to do any additional work. It will quite literally edit all of it for you if you’ve done some decent prep.

If you want an excellent video, you still want to look for something great, like the style of my content. You’re going to need some back and forth, and it’s just a matter of whether you want to do that in the video editor or just do it in chat. I love to do a lot of work via voice, so being able to watch a video and just say the things I want to change into Codex (and then have it go to work in the background) is an excellent time saver.

Connecting Codex and your MCP

Prompt:

Install the DaVinci Resolve MCP from github.com/samuelgursky/davinci-resolve-mcp, set it up for my version of Resolve, and test the connection. There might be a newer mcp direct from blackmagic, check there.

Basic Edit

This is the most useful for most people, and cuts down pre-production if you edit a lot. This will do your entire initial cutdown. Before you copy and paste,

1. identify the folder location for footage

2. Choose a captions font (montserrat is very close to the default tiktok font)

3. get a screenshot reference to include

Execute on these in order

Size: Adjust the project to 900x1600 size for tiktok

Files: bring in my recordings from (folder location)

Cutdown: Cut the clip down to remove all silences, anytime I do multiple takes use the last of the takes and remove the others, have no space between takes more than what a natural voice would be, seamlessly go into the next phrase

Audio: Take a first pass at the audio mix on the voice so it sounds professional keep dialogue easy to hear, use these as starting targets for measured playback peaks: voice around -12 to -6 dBFS, music under voice around -30 dBFS, and sound effects around -25 dBFS. Adjust by ear so the mix feels natural and effects don’t blast over the voice. Play through the timeline and actually inspect the audio meters for the voice, music, effects, and final mix. Don’t assume changing a clip’s volume by a certain number of decibels means it is hitting that level. Check for clipping and abrupt audio cuts, keep the final mix below 0 dBFS

Captions: generate captions in the same style as the first video we did, 2 words or so a line, that match very closely how i speak. Use the ___ font and place just lightly below the speakers face, with a slightly shadow to make it readable. Copy the style of this screenshot (include previous caption screenshot)

Color: Take the color settings from my “______” project in Davinci and tweak this file to get a similar color grade and look and feel for all footage

Advanced Edit

If you want to really cook, prep your video

References (2 or 3 other videos in the same style)

Main timeline (you talking etc)

Supporting graphics/videos (I label and put them in a folder)

Script.

1. Prompt for style (paste with references)

Go frame by frame through the reference videos to create a video editing style kit we’re going to use. Not how graphics are used, padding, sizing, framing, size of titles and captions, animations, transitions, color correction, and any other visual queues.

2. Paste the script and put notes on where to add the videos and graphics. Any missing areas ask it to source from your browser, or describe something to generate. Ask Astra to do the basic edit, use the video editing style kit to do an initial pass, and put in all the graphics from the folder based on the script queue you use below

3. Review the initial pass, and simply chat your edits..

Vibe Editing: How I Made The Example

So for this video you saw, my process was

• Ran the basic edit above

• Ran the advanced edit based on my folder of graphics

• After the first pass, I asked via chat to fix everything I wanted change, I did not adjust ONE THING in Resolve directly I just asked chat.
  Example of the notes I sent in chat for feedback.

The New Rules of Brand Marketing

I spoke with Ana Andjelic in-dpeth about marketing and luxury brands. One of the most interesting parts of this conversation was what happens to luxury brands when so many other brands borrow the luxury codes. A topic that she and I discussed had been what happens when Zara is using the same photographers as LVMH, the same models, the same campaign standards. At the same time, those big luxury dinners under the Grecian stars are executed by Mango the way they used to be executed by Chanel.

All of these codes have been co-opted to sell things at lower-to-middle price points. What codes does that leave for luxury brands to be able to actually attract the luxury consumer? Exclusivity in real life, being in the right places, the correct execution of resort, etc., can always cater to a particular few, but how does that consumer world not just massively contract, comparative to the scale those brands achieved over the last few years?

How can brands on any side think about positioning and activating in this scenario? We discussed this in depth in the Darkroom Villa Can Lions, and the full conversation is edited above.

Kitchen Sink

We are hiring SO MANY creative roles at Darkroom, in NYC and remote. Join us.

The next generation of hardware is upon us

Advertising alpha:

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts October 30th: https://cut30.co

I’m fresh back from Colorado, where I was giving a talk to educational business owners with some of my friends from Agexa and WhopX and looking at the rapidly shifting models of learning, cohorts and masterclasses in the AI era. Thoughts on the topic in a future newsletter!

This week we’re coming in hot with extensive factory links to vett if you want to get into activewear, home goods and fashion for yourself or your merch. Plus, processes to automate tasks in the (excellent) new, very consumer friendly Grok Bot agent, and a guide to Funnels 101 to help you add another skillset to your marketing toolkit.

Let’s begin, it’s a valuable one.

Oren

Factory Links (and automations)

For those of you who’ve been on this newsletter for a few years, you’ll remember that we used to cover a lot on product development and finding factories across the globe to develop fashion, interiors, branded merchandise and more. I don’t do much like this anymore, after a few trips to China, Premiere Vision in Paris, Milan Unica in Italy etc, I've got partners for what I need for life.

But I do still get asked about factories for this or that quite frequently, and last week I made a bot for it to test the new Grok Bot. It has access to my subscriptions for import records, and I can put in a brand and it

• finds their legal names and partners they would import under

• finds recent imports and discerns the product types from the listings

• goes and finds their information from secondary sources (anyone whose done this before know thats an annoying part)

• compiles all this with notes and info in Notion.

It’s… amazing? I compiled 100 or so factories from interiors, beauty, activewear and fashion below on demand as an example, free for you.

Get them here.

How do you make flows like this in Grok Bot?

First you grab the app, and then the cheapest access point ($40) is with a Cursor Teams subscription.

From there… think of it as hiring a person, then teaching them one job. You give them a name, a destination, and a repeatable recipe.

1. Make an agent with one job. New chat, name it after the work (ours was basically “research a brand, log suppliers”). Click the name in the chat header, then the gear, and write a one-line description so it knows what it’s for.

2. Connect the place it writes to. Tell it “add Notion” (or Slack, or whatever the output is). It’ll show a connect card. You sign in, its integrated.

3. Teach the flow once. Either walk it in chat (“I go to this site, search X, copy Y, put it in this database”) or screen-record it. Be picky about the rules: for instance on my factory locator: last 12 months only, skip freight companies, skip self-owned entities, dig deep for company entity names, infer the product from the cargo description.

4. Have it save that as a skill. Ask it to turn the steps into a reusable recipe. Next time you just name the next brand (or customer, or repo).

5. Sign in on the agent’s computer for sites that need a login. For anything behind Cloudflare or an account, say “use my login” and complete sign-in when it hands you the screen. It never needs your password in chat.

6. Split extra work onto another agent if things start to get complex. We had a second one fill public contact details. Tell the original agent: Rule: whenever new rows land, ping that agent with names and links.

Pro-tip: just feedback what you want.

Disclaimer: I’ve done other sponsored with Cursor, but not this, sharing this because it’s useful.

Factory Links (and automations)

This week’s Youtube is second on a series (after my prior video on offers) about skills creatives often ignore that will allow them to make money and be useful in business forever. In this video we cover the basics of funnels.

1. The Lead Magnet Funnel

What it is. Give away something genuinely useful in exchange for an email, and then use the followup pages and email automation to sell the product or service

When to use it— Any business trying to prove that social media does something measurable… push to a lead magnet funnel where you can track the amount of signups and if they convert. If you are getting social media attention for your brand or service and not getting signups, get it in action.

The build:

1. Squeeze page. Headline (the clear promise), subhead, hero image or video, the form. Three fields maximum.

2. Thank you page. Deliver the asset, then immediately offer the next step. A consultation. A call. A low-price product.

3. Email automation. Fires on form submission to sell in a series of emails over time

Related note

Confirmation page. The most underused page in marketing, if a lead books a call, this page preps them: who they’re meeting, what the meeting covers, what to get ready.

Why it works. Not everyone who downloads is your customer, and that’s fine. When we ran the luxury and beauty reports at Vaan we’d pull thousands of signups. A tiny fraction were buyers of six-figure websites. But the sales cycle for a website rebuild is often a year. You capture them at the research stage and stay top of mind until the budget exists.

Where it fails. The thank you page does nothing. You worked to earn attention and then handed them a PDF and let them leave.

2. The Tripwire Funnel

What it is. Sell something at a very low price, then present a higher-value offer immediately after purchase.

When to use it. When you want buyers, not subscribers. When you’re running paid ads and need the economics to work.

The build:

1. Sales page for the low-price item. $19, $27, $49.

2. Checkout.

3. Order bump or upsell page. Presented before the receipt.

4. Thank you page with the next step in the ladder.

Why it works. A card has already been charged. The psychological barrier is gone and the payment details are in the system. The second purchase is structurally easier than the first. The classic version was free-plus-shipping books in the 2000s: pay $2.99, get the book, then get offered the $79 package on the next screen.

The advertising cheat code. If you sell a $199 product and a $5,000 service, you can advertise the $199 product, attempt to break even on ad spend (that number is adjustable obv) from that sale, and treat every buyer as a lead for the $5,000 service. Now you can spend far more on ads than a competitor selling the $5,000 service cold. Enormous numbers of businesses run on this.

Benchmark. Price and value matter more than raw conversion percentage here. A $27 tripwire converting at 2% often beats a $7 tripwire at 5%. Track earnings per visitor, not conversion rate.

Where it fails. The tripwire is cheap but not valuable. Low price alone sells nothing. People buy because the value-to-price ratio is powerful, not because the number is small.

3. The Webinar Funnel

What it is. Drive people to a registration page, then pitch one-to-many on a live or recorded session.

When to use it. When you don’t have setters and closers or a big sales team but are selling something above $2000 that would likely require a call, or when your offer needs thorough explanation and you’re getting lots of questions. Or importantly - when you or someone on your team is genuinely good live.

The build:

1. Registration page. Date, time, the promise, the form. Keep it short.

2. Confirmation page with calendar add.

3. Reminder sequence. Email plus SMS. This is the highest-leverage part of the entire funnel.

4. The session. Teach first, pitch at the end.

5. Replay page with a deadline.

The thing most people miss. Replays now outperform live. Recent data puts replay viewership at roughly 2.4x live unique viewers, with the majority of that watch time landing in the first two weeks.

Where it fails. No reminder sequence. You did all the work to get registrations and then let half the room forget.

4. The VSL Funnel (Video Sales Letter)

What it is. Rather than making people read a long page, you sell in one long video that follows a specific beat structure.

When to use it. Complex or unfamiliar offers. Offers that require belief change. When you have someone who is very good on camera.

The beats:

1. A specific, named problem

2. A unique framework or mechanism

3. Why you are the person qualified to deliver it

4. Objection handling, one at a time

5. Call to action

The build. Page with the video, a call to action below it, and a long-form text version underneath for people who won’t watch. Some of your traffic will always scroll and read.

A note on production. Take every pitch, testimonial, and objection you’ve collected, put it into a project in your AI tool of choice, and generate VSL drafts against the beat structure above (you can also search for “VSL outline” and get quite a lot). You edit rather than write from scratch. What used to be a two-week job is now a two-day one.

Another deep dive (on CRM likely) coming before end of year!

Subscribe now

Kitchen Sink

The Bloomberg ad covers

Full Cosmos: https://www.cosmos.so/dappboi/businessweek

Reminder about the prominence of paid ads on Meta in the new brands coming out in tech.

Dealing with “Shadowbans”

Resources for making better UI with AI for landing pages/widgets etc

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts September 16th: https://cut30.co

You have no competition, for anything really.

There’s a parable out there I’ve mentioned on Youtube before, that breaks down a 100 of your personal “competitors” at any given time into buckets. Let’s do the exercise with marketing and brand strategy in mind.

If you want to be an absolute creative weapon, do the most interesting projects in the world, never want for work, be wealthy enough to create what you want, on your terms, say there’s 100 other people in your city, state, scene, whatever that even desire that.

I’m not even talking general population here… just 100 people who want to achieve the goal you also want.

80 just wont start. Scrolling, lost in their own excuses.

10 quit too early.

The classic “I made content for a few months, I bought the marketing course, I made the freelance website, bought the agency domain, then I just went back to what i did before”. Happens to all of us.

5 get shiny object syndrome, (my curse for too long)

You do it and it goes well and then you jump with equal vigor into something tangential instead of doubling down. Not a bad path, but also not your competition.

2 more get unlucky - life happens, health, family, bad company, whatever.

There’s 3 left who are even in the game, of which you would be one.

When there’s only three of you... you’re not even competing, you’re probably better off helping each other and working together.

Extrapolate this out, say you’re doing this, in marketing, in New York City. How many people have that goal? 1000 at the absolute and utter highest? Your cohort of doers is 30.

You have no competition (besides yourself)

I’m not going to give a faux motivational talk about how the only time you need is locked inside your phone (still true), but I will say that having no competition is even more pronounced with the toolkit we have available to us. Once we have a solid foundation, our ability to act and be actually good at things fast is radically enhanced by modern software. So is our ability to take our expertise and make it replicable to scale operations, which I’m going to discuss below. If you are just learning, everything I’m about to say will be overwhelming. If you’re an operator... this is your time.

I watched a talk the other week at FWB Fest that put into words a concept that had been on my mind.. the basic premise was that software is now so much lower cost to create that you don’t have to design it for a big TAM, or mass adoption. You can make it for... yourself.

Your team, company, your niche, your community. Your social scene.

And we haven’t seen this hit real adoption yet, just the fringe layers, mostly because of the gap between who is building on networks like X and at tech companies in SF, and the kind of people that actually are on teams in companies, are interesting people in various niches, have communities and social scenes in the real world.

There is a chasm between those two social graphs.

But it is changing, and it is radically important to understand why and how to act on it for your career, and also life.

The internet democratized access to general information, social media democratized who gets to benefit from attention, and the personalized software era is something I liken to The Matrix.

In your brain, go to the scene when Neo is loaded with the ability to learn Tai Chi or specific skillset in minutes that feels like science fiction - well now an ambitious adult with critical thinking trying to perform a task is going to have access to super-intelligence to assist them in a similar way, not instantaneous, not innate, but surprisingly close.

Before we go further, let me explain how this happens, because it’s NOT by opening a search browser or an LLM and asking a question.

For years we have logged into programs built for specific tasks. A CRM to log actions, a calendar to book meetings, a camera app to take a picture.

And now we are in this world where people assume that the hot new thing is a chat. I can ask the all seeing AI oracle whatever and get the answer. That’s... level... 1. This is not thinking big picture or seeing the advantage.

We need to be creating...

Luxury Agents

Let’s define some terms

Chat - ask a question to an LLM that goes and sources an answer and prompts you to help make the answer better. You search on Google, or type into Chat “best flights to italy” and you get an AI summary and some followups.

Skills - reusable instructions, examples, templates and resources, one repeatable workflow that doesn’t operate by itself. A perfect example is my popular “flight search” skill for ChatGPT that gives you cheapest business class options if your dates are somewhat flexible. You can modify this for any flight versus just business class to just hunt general deals, and it gives you a more robust solution that trying to do it in flight search software or via an airline and automates something that would take hours, and the skill is shareable so anyone can get a file and plug it in their own ChatGPT.

Agents - are an AI worker with instructions, tools (access to the internet, access to specific connectors) permissions and run time. To keep the travel association, my friend James recently tweeted about an agent called Miso that works on travel options and points discounts. It has access to your airline status and points, it also has access to Virtuoso (travel agent network that provides deals and has rare access for luxury clients) and direct deals with airlines. So now your agent is using access to give you an advantage, with the ability to use the data of your points and redemptions to have context on the right decisions, and take actions.

These are not new concepts, most software is simply a series of connected simple skills in an interface, now they just have the ability to reason in the layer of information that’s provided back to you and you can control the context, parameters and voice of that reasoning. So much AI has been used to build software we use today, and is built inherently now into its functions as of the last 18 months that they are essentially becoming synonomous.

But how these become useful to you is going above the defaults. Creating luxury experiences.

I use the word luxury specifically, in addition to being a trigger it has codes behind it. An implication of expertise, skill, access requirement and branding that make the experience... pleasurable, memorable, quality, better, worth a premium (we’ll get to worth later).

A framework for how this pertains to the creation of skills, agents and software you can create (and remember, you can and should be creating things JUST to enable you)

Curation - everyone assumes to create something you give it a pile of information, as much as you can (dump all the brand materials in the project!) or allow it to search the internet at large through an LLM interface. While that works, the critical selection of material and applying strategic filters to what can be decided and how, allows you to create experiences with improved efficacy. For instance, in my Content Oracle product that gives social ideas for brands, it has ONLY my idea frameworks, access to data from my curated library, and my terminology lists, information on what I consider good and bad etc. The skill is trained to ONLY get information on the subject being asked, all tactics must come from the material. If it was to use the LLMs access to the internet... or I dumped a bunch of guru guides to social and random youtube transcritps... it would be significantly worse. This is one of the core reasons its so much better than asking the LLM directly, or tools that just throw a bunch of transcripts into a project.

Access - can you include something in your tool not available to anyone. The Miso example was perfect. Enabling an agent with access to partner pricing and flight and hotel access not available to a consumer online that only a travel agent would have is a differentiator. There’s a reason everyone’s hoarding rare brand and design books and its not just for clout...

Personality of result - standard chat response is... often off-putting to intellectuals, or mirrors your conversations with it in a way thats uncondusive to the experience of specific tool--the output and answers given by what you create should feel like a boutique experience, a bespoke voice for that specific problem, whether that means simple language or the nuance of a mentor, all depends on the problem being addressed. This also needs to be relentlessly feedbacked. Is it presented in the right tone? Is the information right? For all the tools I’ve built the back and forth feedbacking the output has been the longest process

Actionability of result - providing just the written answer is different than providing the idea, the outline, three steps, recommendations for who can complete them for you, let me scan your account and take a first stab... A designed infographic versus a text dump. What is the best format for a result? We need to measure the success of our tools by the likelihood someone actually uses the output.

This is a big one for when what you build goes beyond yourself, “can others intuitively use this” is a critical factor to plan for, and varying degrees of tech literacy and willingness to actually want to be better at work mean team adoption is a bigger challenge than enabling yourself.

Let’s talk about that.

I’m saying all this above to say that if you are an excellent creative, marketer or operator at anything... lets start with... website designer as an example, you are going to be able to build skills and agents that reduce your time on work significantly. If you then wanted to improve your skills at copy, you could follow that same framework to create a partner that will learn with you and give you a running start far better than what you would have been able to do yourself.

Need to rethink positioning? Grab one of my skills...

Setting up a new meta ads account? Grab a specialists skill to go through step by step campaign and ad set based on your scenario.

You’re building a toolkit that will enable you for your career, and you are ahead. Most of the skills you operate with in marketing now work like this. You can reduce the time needed and improve the result of your efforts, and then add more to your specialist skillset so you can function far more independently. It is no longer generalist or specialist, it is software enabled multi-specialist (examples coming).

The biggest gap? A lot of people don’t want to be better at work. They’re in the 80 above. They’re not going to do this. They rather comment angrily unsure which propaganda they’ve fallen for, their head hurts when the word “software” or “process” comes up.

I beg you, do not give in to this.

The next level is sharing these tools with a team. If you want to move from web design to running the design agency, can you deploy your existing templates, SOPs, skills and agents to those people you hire and can they use them? Now your personality and actionability of output have to change to accomodate more than you. If I walk into a new job and want them to use my social tools, thats different than brainstorming myself.

Then if you released something paid or for a community, the stakes raise again. More functions, better guardrails to prevent dumb inputs, actual security etc.

If you’ve built or done product marketing for software before you’ll probably realize a lot of this is counter-intuitive to those experiences. They’re all about mass ability to easily use, getting to the next task seamlessly, building for everyone, for scale. This is building for the few versus for the many, and it is a core skill of how we will work going forward.

Speaking of adoption, lets get back to the infrastructure. There are two ways this new generation of technology is deployed

1. Within an existing interface - you call a skill or a connector inside ChatGPT. You setup an agent to run, maybe it can text you, maybe it’s in your Slack. For those spending a lot of time natively in those apps, for power users, thats an amazing flow. For people that do not... they hear things like MCP or integration and their eyes glaze over. It won’t work, or someone has to install it for them. Which leads us to:

2. Presented in a specific, designed interface for that task - like a traditional web app or mobile app. It gives the creator the ability to control the outputs, what they look like, are they bulleted, overlaid, is there a before and after image. For many more complex tasks, and for anyone who doesn’t spend a good chunk of their day in a LLM this is actually preferable, a dedicated service for a task they want to do, that they can connect by MCP if they are a power user.

With all this context, let me break down examples of what I and the team are building.

One of my next releases is called Deakins, its an internal tool I built to film more professionally. I make content every day, I’m on shoots constantly for myself and for brands, and I’m not a videographer. I have watched Youtube tutorials an still just don’t understand lighting or framing the way I’d like, and I can’t really get anyone to help on every one of these occassions. So I took a dozen video transcripts, diagrams from extensive vlogs and tutorials on setup, and I built a tool that will feedback a screenshot of any setup and advise how to fix its lighting and framing in 9x16 or 16x9. It’s incredible, and will take anything to a B+ relatively fast. It gives prioritized lists of what will improve setup, has me lighting my shots from the back with LEDs, and if I take the instructions into ChatGPT with the screenshot it will give me a diagram and mockup of what will change. You can save setups to compare them and the notes in “rooms”. This is the perfect example of something I suck at, that I built a repeatable skill to help fix that is better than asking an LLM directly. I’m not a lighting expert, but I have one I can use on any shoot in minutes.

Content Oracle is a skill I put in a UI, that also works in any LLM chat, that gives cotnent ideas for brands based specifically on my methodology. We relentlessly feedbacked the output, so that now it’s good. Every answer has a viral vehicle from my list like a comparison, math element etc that increases the videos likelihood of retention and sharing. It pulls common questions and tropes for categories in, it develops scenarios based on winning content. It’s sick, extremely useful, and free (for now).

Video database - The big dog. We catalog every Cut30 grad and all their videos, plus every creator we or any brand I’ve worked on tracks and rferences, and any request from community, into a datbase of videos. You can sort them by video concept (storytelling vlog, comparison), niche (real estate, marketing, beauty), format (carousel, 1 shot, vlog), and then if they’re an outlier. When you find them they’re broken into outlines, hook recaps, scripts etc, and formatted exacrtly so the user can copy them as the basis of a brief for UGC or an ad. It’s sick, it has related tools for things like transcription and carousel scripting, has thousands of active users, and access to it is a huge benefit of taking Cut30. Landforce vibe coded it.

Landing page builder (was public, private again now) - my tool that uses three specific tones of voice from different marketing copywriters (direct response, evidence led, narrative driven) to give you landing page options, and shows them to you on a mock landing page to visualize it. It does copy for specific sections in specific ways base don your briefs, and will get you to a 75% landing page fast, or take an existing page and give you narrative options. Great example of the visualization element being a useful component. All made in ChatGPT Codex. I have deployed 100+ pages with it for client projects. This plus Replo for Shopify and Framer Agents for services/info is an absolute monster workflow.

Positioning tool (as yet unnamed)- The next one to release is a tool that workshops positioning for a new brand, brand refresh, product or campaign. It’s been an odyssey to assemble and we have pulled hundreds of docs, scanned books, built sick context and its so valuable but so niche im not even sure how to release or market it or what to charge.

I have built all of these (Landforce built video database I just annoying message him what would make it sick). I am not a developer. There are logins, permissions, hosting, accounts, things are linked on the backend, SSO. It is not an exaggeration that anyone can do this, especially at this micro-scale I am discussing.

Disclaimer here. A year ago I was really fed up with all the AI bros in my life who talked a lot about these concepts but didnt really make anything useful. I have come around fully because I have real ideas and genuine workflow issues I’ve been able to solve. They were right about capability, but lacking need.

And this seems like the right time in here to have the AI in work and life conversation. I am personally, professionally, deeply all-in on building with the new technology we have. I have tested EVERY piece of software. ChatGPT, HyperAgent, Emergent, Manus, Cursor/Grokbot, Claude, Lovable, Gemini, Notebooklm, Perplexity, a dozen others.

I build mostly with ChatGPT because

a. codex is incredible

b. the majority or people in business uses it so it can be integrated to teams easier (this is a much stickier point than expected).

I’ll use any tool that will be the best for its specific job, and I strive to have complete command of the field to be able to critique use or application accordingly.

In more niche news, Runneth and Framer Agents (credit cost be damned, real ones know) are critical to my workflow every single day.

If I say this in any business setting, it is rewarded.

If I say this on video on social media, it becomes... controversial.

I will say this once. The only moat left is obsession.

You are either learning these tools and getting good at them enough to be selfishly assisting yourself and building teams that move at the speed of modern competition... or... if you are resisting, if you are not all in on whatever it takes to play at the highest level you will be lost in the never ending shuffle of hr auto-assessment if you are not a singular 1/1 individual visual creative.

The online conversation around this will use whatever propaganda it possibly can to fulfill its goal which is purely to keep the argument going. More views, more likes, more videos, more dopamine from angry comments, regardless of any nuance is the ONLY priority of this conversation online and you have to move past that professionally like the rest of us.

So how do you actually build something good for you or others?

The Process (for inside ChatGPT Work)

• define inputs: what curated set of text/pdfs/instructions can help enable me

• optional: add access, look at what wouldnt be accessible elsewhere (if you have it)

• define ideal output of format: what makes it easy to act on

• define voice of result, and QA it relentlessly (skill that tone once you make it)

• look at default way users will to engage - throw it inside ChatGPT? MCP to Slack? its own interface to better display unique outputs?

• define presentation, the look and feel of the interface if you do that (skill this, ours look the same because we made a skill out of the first good one we did we can ask ChatGPT for repeatably)

• free Github and Cercel accounts will get you online in ChatGPT sites and it will handle all setup for you once you create them, you don’t need to know anything just let Codex cook

• run the results into the ground and keep feedbacking until A-/B+ output, it will never be perfect

• incorporate comms/feedback if others are using it so you can see whats going wrong. Simple feedback submission at bottom that triggers to you (just ask ChatGPT)

And then... how do you define its value?

• To you: I would be focused on hours saved, dollars saved (whether in paying for expertise or team). For example the video setup app allows me to not have to source someone to come film with all the time, or pay someone to setup the lighting in my home studio setups.

• To your team: this is all about success of enablement / adoption. The number one battle is getting people onboard, using, feedbacking and excited. This needs to be an inherent process in any company onboarding and you need to be fighting any IT or politics that prevent it from being a priority.

• To others: relative value - there is no price comps out there for this new era of software. There are vibe coded tools at $29 all the way to my friend Jeremy Haynes runs Jeremy AI and I think charges $1000 a month for it... which is cheaper than paying to be in his agency. The value is relative.

So to wrap up this... lengthy diatribe, let’s talk about REALLY IMPORTANT SKILLS in this era.

There are two

1. deciphering and shaping the outputs of software into useable work - you cannot simply copy and paste results from this new era of tools, you need to be able to go through, humanize, improve, and apply a critical lens. I’ve become good at this because i’ve feedbacked easily 10000+ videos in Cut30 (this is crazy but true) so I’m use to reviewing scripts and text and providing thoughts, making edits. Same for all the things I’ve worked on over my marketing career - landers, ecom descriptions etc. You need to become an actual good writer with a knowkledge of the common internet formats (content script, landing page, product description, personal email etc)

2. Making strategy acceptable to decision makers (and increasingly... their agents, but ill save that). Selling ideas in a fringe world, bringing in relevant parallel examples, plus establishing matrices for measurement and following up, basic decks. Incredibly valuable, hard to learn.

The last step here. You need to be hunting constantly for areas you or your work need help in you could solve with an agent or skill and real problems facing your ICP you can build solutions for as a creator or professional.

I keep a running list

Examples from it that I’ve tied into

• good content has a far higher standard to succeed than a year ago, and brands can’t even generate ideas worth testing at the new standard

I made the content oracle because of this.

• Meta Ads is still the core business builder of our time in almost any industry and everyone is too scared by the interface and terminology to learn it (someone should make a killer setup skill for this that just asks questions then prompts you on campaign and targetting types and gives you step by step what to click to setup)

• As AI is treated as near political, stances on it are becoming core personality traits, and anyone positioning against it is setting themselves up to be at a massive disadvantage in their career (the impetus for this writeup)

• Successful marketing is increasingly fringe to non-marketers, making it harder to get signoff (on my mind)

Thanks for reading. I am more invigorated than ever to share the processes I am going through as a part of Darkroom, as a growing creator, and as an advistor to brands dealing with this. More intensives are coming.

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts September 16th: https://cut30.co

There is a pervasive emotion that people across generations feel as we speak, a constant talking point with friends and at events… so much of everything that has lost its luster in the last 6 months!

Creators are copies of other creators, another “kinda chic to” carousel, another “10 out of 10 habits niche edition” video.

Stores designed off the same mood boards, brand derivatives.

Importantly, we are relentless forced into experiencing these things.

If you simply succumb to what your algorithm will naturally show you, you’re going to be shown a lot of the same things as everybody else.

All the right places in the “cool” cities are the perfect target for the Le Labo, the Blank Street, the Uniqlo, the cafe that looks like another cafe.

You can watch the same derivative male or female interview-based business advice podcast on the flight on the way over…

In summertime this seems to come out even further because you see the same people taking the same vacation photo as a hundred people you’ve seen before them, paying money to remake someone else’s scene.

Now, I believe, quite definitively, there is an absolute, incredible amount of cool things happening in the world, in fact… its truly unprecedented?

The amount of genre-bending designers, the ability to make any niche app to connect with people worldwide, to find your art scene, to marvel at creatives around the globe you never would have seen before, to build collaboratively with people you meet online… this gets me so supremely inspired and captivated, I often find it hard to sleep.

In this newsletter, we’re gonna talk about the balance of those things.

A week or two back I was speaking at an event in Idyllwild called FWB Fest that I was familiar with but had never attended. It was extremely inspiring on a number of levels.

The FWB team took over the Idyllwild Arts Center, basically a mini campus for talks and workshops, really centered around the fringe and the future.

I gave my talk inside the library, talking about the future of how ideas move on the internet and how the scale of content creation across formats and people is fundamentally changing how ideas travel in media.

At the same time, my wife and son were in an amazing workshop creating stackable lamps of 3D-printed shapes, learning the basics of PCB. In the room next to them, people were vibe coding their own games.

The previous day, I watched an excellent talk about breaking scenes into frameworks: the roles different people play in expanding a scene and how scenes grow, contract, and evolve over time.

Right after, there’s the thesis from Ruby Justice Thelot about how optimization causes far more harm than good, presented in a fascinating fashion, like only he can.

It was quite the anecdote to events of panel after panel that just feel, frankly, useless and not hands-on. The opposite of what I felt in most of what I attended at Cannes.

Part of the allure of this event is its distance.

It’s not simple to get to Idyllwild. It’s hot, logistically complicated, not really near any major airport.

To even seriously consider about the event, you kind of have to be scene-related or know somebody.

I remember sending the lineup to some friends to see if they wanted to go and having people be intimidated by the depth of thought on the topics. This is a good thing. This is the natural friction that exists for something to be “cool.”

Friction is missing in an algorithmic world that rewards safe formats.

In this YouTube video, I talk pretty extensively about this (shout out the thumbnail squad).

It’s worth remembering that if you ask AI for a creative idea or feedback, it’s going to give you safe answers. It’s based on what it knows.

What it knows are essentially a collection of existing items and best practices. You’re going to get something that is a completely fine answer, but not independent. That’s not its job.

Same thing with a content algorithm: if you’re being shown content, it wants to show you more successful content so you keep watching.

That’s why you’ll end up with more views talking about “five things that are worth the money” for the 10,000th video than you will with a completely original concept, unless you are an exceptional creator.

Most people don’t want to put in the work to be an exceptional creator, so they make the “five things that are worth the money video”, and because you watched one, the algorithm shows you more.

And whenever anyone says they hate what’s served to them on Reels or TikTok, you have to have the awkward knowledge in the back of your mind that that content is a reflection of them.

It is the things that they watch, knowingly or unknowingly, what they search, the actions they do. If it’s slop and you hate it because, in your deepest mind, this is what you’ve told the algorithm that you want through your actions.

It’s very easy to get outside of that, but this also comes down to your character and personality.

I go to pretty decent lengths to try to find really interesting people on social media creating out-of-the-box content and follow them, and then pretty actively search to see what they are up to every week versus relying on the algorithm bringing them to me. By me taking the offensive on this, I signal to the algorithm again and again and again that what I want is more interesting creators.

If you never take the offensive, then you’re simply given what’s in the darkest recesses of your pleasure brain, which, if you’re any kind of intellectual person, you will probably abhor.

And it also hurts in how you teach. We’re coming up on the 25th Cut30, more than two years of teaching people content. We’ve worked pretty hard to make it open ended, to not force the exact same hook and content, to find your voice and your story.

We’ve had some amazing ones recently

Marilyn on whats ruining American cities

Levi on the maternity market

Matt on influencer culture backlash

Fashion advice from Katherine.

Jenny on foyers.

But as the field gets more and more crowded, I always have the voice in the back of my head… that more people would get views faster if they just did the same thing as everyone else. We must resist.

And as a consumer, you must act to control your experience.

It’s the same thing in the cities. They’re going to put as many Blank Streets, Le Labos, and Uniqlos as possible as close to the “cool” part of all the major areas, because that’s what’s going to make them money.

You have to go out and establish friction to find the more interesting things, and that’s fine, its always been like that. Friction is always important, but the new problem we have lost the basics to adopt it in our lives.

For many people, they’re leading truly soft lives.

Delivery apps mean they don’t have to go out and interact with people, nor do they have to cook.

Remote jobs mean they’re working at home. They can do less. They can do it in comfort.

Corporate obscurity has meant that you either feel OK not working particularly hard, or if you are working particularly hard, it’s on stuff that doesn’t make sense.

And if you have an excuse of any kind - you feel the patriarchy is against you, you feel the woke mob is against you, you feel you shouldn't have to work hard, the algorithms will feed you SUPPORT for your excuse.

Yes, the man/woman/woke/right are holding you back.

Yes, you should hustle, no you shouldn’t work a minute more than your corporate overlords require.

An infinite mirror we are not mentally equipped to overcome, particularly creatives who will be a bit in anguish anyway.

This is not dramatically different at its core than any decade prior, but like everything gin the modern era the volume is turned up on every experience, ever choice, its documented, its an information highway, more opinions on more minor things than ever.

If you felt that feeling I describe in the video, that everything just kind of feels torched, you need to reset it.

May I recommend a pallete cleanse? A full video with Scott Norton, founder of Sir Kenzington’s, on world building for brands, nary a growth tactic or social video insight throughout.

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts September 16th: https://cut30.co

This week, I am fresh back from Las Vegas Market, and headed to Idyllwild to speak at FWB.

In this HYPER edition we talk about copy styles for ads in creative strategy, scaling workflows for marketing teams with skills, and get into an example of building a brand world through dedicated creator accounts on organic social.

If you’re trying to be ahead of the brand strategy curve, this is for you.

Let’s begin

Matching ads, content and consumer habits

In partnership with Luma Labs.

I put out a video this morning about how algorithms show ads and organic content to consumers.

The core of this comes down to

• interest based content (you watch videos about dogs, you will see more dogs)

• format based content (you look at long edited videos, you will see more long edited videos)

• creator match (you like female, male, asian, black, old, young etc, you will also likely see more similar creators)

So now when you try to introduce a campaign concept for ads or organic content, you have all these consumers that are trained to consume certain types of content. Then you have consumers who respond to different types of messages. So advertising teams are tasked with creating a wide variety to find what gives them scale (and will often find a lot of ads that spend a decent amount of money, versus ads that generate massive scale for long periods of time).

My copy flow

One tool to have in your marketing toolkit here is the angles of your copywriting. Whenever I’m working on a project, or working with ChatGPT or in Luma on ad copy angles, I use this exact flow to get the copy variations. If an ad style starts to get spend or dominate, we will also match the landing page in the same style.

Expand the concepts I have picked above with a short version (headline and sub headline) and a long version (headline and 3-5 bullets or short paragraph) in these written styles.

A. DIRECT-RESPONSE — urgent, problem-aware, contrarian. Hard deadlines, big claims backed by guarantees, brutal honesty about the status quo. Confrontational headlines. Specific dollar amounts.

B. EVIDENCE-LED — methodical, reason-why, scientific. Specific numbers, demonstrable proof, no adjectives without evidence. Reads like a documented case study.

C. STORY-LED — curiosity-driven, narrative leads. Headline does 80% of the work. Self-interest + specificity. Opens with a small human moment that pulls the reader in.

Skills

If you’re like me, you’re developing these workflows yourself, but also working with lots of other people. Designers, brand teams, agency teams, creative strategists. So when you get something to work, you need to be able to quickly share context etc.

If you’re not familiar with Skills, these are reusable workflows for LLMs. I can make a skill and share it and you can duplicate a workflow with the same results. Think of them like applications that are extensions of your brand guide.

An example here you can use yourself. I wanted to make this video I made today have a unique look, and also was building an advertising style for a more fashion driven concept, so I’ve been engineering these people on white backgrounds, where I can get a fashionable look, on real looking person and get the photo “persona” and an “orbit” video around them.

I built out all the DNA with references, feedbacking etc in Luma, then turned it into a skill by asking in Chat. I made it shareable by asking for all dependencies to be removed.

You can do this with copy, with image and video generation, with static ad design styles, and its one of the core reasons I like working so much in Luma on any account where there’s a significant amount of asset generation involved in either concepting or final creative.

Grab the skill here.

All this work was done in Luma, you can learn more here.

You’ve likely heard me mention this in a video, newsletter or a talk this year, but the core social media account for a brand is no longer the powerhouse, its world is. But what does that actually mean in practice?

A great example is Befreed, a book app. They have an army of UGC creators with entire accounts just dedicated to the app. Let’s take a look.

This is just a handful, there are more, and the entire account is Befreed videos, with Befreed in bio. This is on IG, and most are also posted on TikTok. Kate and Edwin have grown very decently, and every account is posting once a day or more.

There is a small army of smaller creators running the same strategy, all green screen or yap, all with the same hooks but their own spins on the content.

The content is a combination of Manychat “comment for ____” links and just references to profile, and all the content is value driven.

This is not AI or bad reaction videos, it is a comprehensive, thought-out strategy, and this is how every brand should be approaching the space, whether B2B, B2C, software, product… A strategy done by someone that knows what they’re doing, with learnings scaled across as many people as you can model.

Executing this well is a couple thousand dollars a creator a month (lets say $2-6k), plus their commissioned on sales from link and ads. Compared to other marketing value propositions, if you know what you’re doing on social the scale and cost modeling of this for any savvy brand is… excellent if you operate leanly and still solid with an agency and a wider team supporting.

This is happening in front of you, videos of this are on everyone’s FYP’s without users even knowing the full strategy. Cosmetics, apps, electrolytes, this is happening in real time while brands fail at posting once on their main feeds and having it rip.

Platforms that are being used for this:

Sideshift: Creator recruitment

Tribe: Creator sourcing for ads specifically, paid on percentage

Later: Campaign recruitment and influencer setup, both managed and unmanaged

How think like a marketer

You have seen a shift in my content this year to be more analytical about why people buy, and sociological factors that influence consumer behavior. I’ve been working on more and more ads, campaigns and direct sales strategy than ever (versus more organic social strategy the years prior), and this content helps me build the muscles for understanding what will make good ads.

If you’re curious about how I think about improving and building and improving my thinking as a brand strategist, the video about is for you.

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts August 5th: https://cut30.co

I’m giving a talk next week at FWB Fest about “the content codes” aka… internet string theory.

The core idea idea that if you understand how content flows in the modern era you have the infinite cheat code for promoting truly anything, a bigger advantage than any of us have had the opportunity to access in our lifetimes.

Then I’m going through every tactic and network and how to understand it and build a plan to do it. Will be an extremely tactical talk anyone in media will want to understand, and I’m excited to join a murderers row of thought leaders (sorry) including Emily Segal, Ruby Justice Thelot, Weiwei Hsu and Ben Ditto for the incredible FWB lineup.

My talk is at 3:15 in the library, you can view the rest of the talks here: https://www.fwbfest.info/schedule

I am also giving away a handful of tickets, if you want to come to Idyllwild next Friday and can make it, shoot me an email at oren@orenjohn.com.

Related…

It’s all up for grabs.

At dinner in LA the other night a friend was discussing an RFP from a major brand to help them build a news-driven education Instagram account in their niche. Good idea, but the consensus was that the agency that won the (rather large) retainer simply… wouldn’t be able to execute.

The conversation escalated to the question “if you put the biggest marketing agencies in the world in a room and ask them to scale a carousel account in a niche on social media in 60 days… could they do it?”. Could… any of the top 100? Maybe Vayner? Remove paid ads and it would get even lower.

We are in a k-shaped marketing economy. I see this in the pitches I’ve been a part of at Darkroom, in the workshops with major brands, we spend more time explaining “creator”, even “carousels”, and then now with the nuance required to execute those well, attempting to explain that even to people in the CMO role is starting from close to scratch. Your ability to act is based on what you understand and are able to explain, and what works is getting considerably more fringe to the normal marketers, and they’re too busy plagiarizing creators in their reporting then getting good at the ideas themselves.

Here I’m going to illustrate a bit of whats happening, with carousels at the center of them.

To start, a reminder that all mainstream media consumption hours, your tv, your newspapers, your media sites, magazines, every second of that attention is being subverted to social media. The curve is farther along than you’d think, but with still astronomical opportunities ahead.

All of that attention that once required dollars and access through media companies enriched off the offerings and agencies enriched off selling access, is completely open to anyone who takes the time to create content and/or use the ad products offered by Meta, Google, TikTok etc.

With this shift has come what I’ll call the “scale of minute interaction”. The news, launches and information we consume is done PRIMARILY through little text boxes over an image on Instagram.

Not because we want to consume that way or even chose to, because it’s effective. The human brain loves a quick lil tidbit with an aesthetic background to then feel like they know something. We subconsciously digest hundreds of these a day, share them, and it is replacing almost all deep dive media, which is mostly AI slop or a terrible UI of paywalls and interstitials anyway.

This is also the first form of social media that legacy media has been able to effectively crack.

ID Magazine posts a ton of these carousels, it's easy to promote the core idea of an article and hope someone follows through (they won’t).

They continue to participate in they own demise versus understanding long and short form video to download flows that everyone else who makes money on the internet grasps… but thats another newsletter.

These carousels accounts play to how our brains like to consume, they’re effective. I follow an account called Because of Marketing. In our Cut30 group chat one of our recurring bits is we should all be making and encouraging far dumber content (you read that right). Often the best carousel isn’t cerebral it’s quite literally something like “what is a saddle?”. This one is a great example. Excellent carousel, incredibly dumbed down idea, this is the world we live in.

I only realized when I shared this into the group chat that this account was “Because of Marketing” - with the logo and the way I quickly scan social media, I thought it was “Business of Marketing” and an offshoot of Business of Fashion, the way they have Business of Beauty. Whether intentional or not (I'll give the benefit of the doubt), the format and presentation buys credibility.

To bring this around back to the agency conversation: these carousels should be in your ad account.

The exact aesthetic styles above announcing products, trends, stories of the brand. Native-looking ads work and so often “statics” are just new age banner ads.

As I’ve started digging in in my new role at Darkroom with an eye on all creative, one thing has become clearer and clearer. Ad accounts and the agencies that run them thrive when they have a thorough grasp on the formats that work on the internet now.

Not what’s in ad accounts from other hitters, what is being consumed by what demographics. The faster you’re on it, the more workflows you have, the more variations that can get through ridiculous corporate approvals and into testing, the more chance you have to win. Sounds simple, its not.

Because there are so few agencies and marketing people tapped in enough to the fringe.

The modern software, info and telehealth world runs on TikTok slideshows. Brands make thousands and thousands and thousands of them. Native captions, often AI generated people, sometimes UGC, they pump these out relentlessly.

This escalates into more designed options etc, but is still so far away from what any big agency is saying to put in the ad account. They are so far separated from what works, and this is where the alpha is for you.

Same goes for every aspect of marketing. Want to crack LinkedIn? Follow the Buffer model. This is completely achievable for any brand that cares, and if you were to do it RIGHT NOW, today, forward this email, make a plan, and begin, you will be ahead of the curve in your industry.

This is a world of format alpha - being online enough to see the content thats breaking through, and having systems in place to be able to create versions and get them on organic and in ad accounts without friction.

Formats happening right now:

You’ve heard me talk about the brand world vs brand owned theme before.

A brand’s core organic social is becoming a sidelined asset, it matters so little, whereas the brands world of employees, customers, ugc creators, influencers, owned secondary accounts and being able to run ads with those and whitelist is the machinery driving success in software, physical goods, info, media and services.

You NEED to make this priority shift if you haven’t already, because your industry is.

If you’re looking for more ideas for ads, Dara and I broke down a few of our favs in person on Youtube. A good insight into how working strategists think about ad connecting and execution:

Until next week,
Oren

Want to scale your brand with us? darkroomagency.com
The next Cut30 short form bootcamp starts August 5th: https://cut30.co

To start, some personal news, I am joining Darkroom as a partner to lead their creative team.

Darkroom is a creative-driven growth marketing agency that you have seen me on many events and collabs with over time, including our recent Cannes villa.

At their core they offer performance creative, media buying and retention for brands scaling attention on Meta, TikTok (and TikTok shop) and Amazon.

Importantly they recognize what I am passionate about as the future of growth marketing: that the core ad agency and performance work no longer happens with editors and designers making assets (although still a part of it), but with a massive web of creators and influencers building a brands world, propelled via online ad accounts focused on social media.

Their clientele include disruptor brands like Sauz, Dedcool, Stillers to established players like Nécessaire, Olipop and Crate and Barrel all the way to Adobe and Amazon.

I can confidently say we operate with standout creative strategy and scale that drives real growth, and I’m excited to be working on creative and telling the Darkroom story with their team going forward.

Learn more here and get in touch here.

In this week’s Hyper I’m going to continue to answer tactical questions about modern marketing work I’ve been getting breaking down the workflow of how agents play a role in marketing team board workflow. Then this week’s YouTube is about how personal brands are the new focus on creative direction work.

Let’s begin.

Agents on Boards

In this video I go through the workflow of how to use agents on a marketing board workflow with Luma.

I recorded a walkthrough this week of how brands are actually using AI agents inside marketing boards. Quick context if you’ve never worked on a board: it’s the shared surface where a marketing team lines up references, versions, comments, and assets in one place. Almost every campaign I touch runs on one.

The biggest workflow difference that’s leading to speed of new assets is integrating agents right onto boards.

Here’s what that looks like in practice:

Reference ideation: Strategists have always started campaigns by pulling references, ads they admire, layouts they want to base new things on. Now you can tell an agent directly, take these ads, take this visual DNA, build me templates and versions for my product. A few minutes later you have a wall of 9x16 or 1x1 concepts to react to. Static concepts can come to reality fast.

The second idea is saved voices. On every project I keep a standing prompt with three copy angles: direct response, evidence-led, and story-led. Three classic styles of marketing, nothing exotic. With an agent directly on the board “Refer to the voices we have here” allows quick headline and copy variations in all three registers off your actual brand information to happen without even switching a tab.

This is all to support creative volume. If you’re running Meta right now, the game is shipping more unique ideas into the account. Most of what the agent generates is a B or a B-minus. That’s fine. That’s the point. The workflow isn’t to make the machine produce A’s, it’s to look at forty B’s, grab the two worth pushing to an A-minus, and work with the team to ship more of those faster than before. Teams could never move at that pace with briefs and design queues alone.

The last piece is memory. Every note, every “we killed this because,” every approval lives on the board. Anyone who joins the project inherits the full context by just asking in chat.

Learn more about Luma here.

This segment is in partnership with Luma.

How to Creative Direct a Personal Brand

The phrase “Creative director” doesn’t mean anything anymore. That’s your opening.

The title has been through three eras. Fashion houses and agencies first, that was my entry, doing Red Bull and Grey Goose client work as a designer who leveled up.

Then the Virgil era, when Hypebeast made kids want to be creative directors instead of athletes.

Now we’re in 3.0, where everyone has the title in their bio and you could argue the term is essentially dead. Does a VC firm need a creative director? A landscaping company? Likely yes, but in a way that means tactically very little related to the initial concept.

Dead terms are opportunities. Because the work behind it is more in demand than ever, most people just can’t define it.

So let’s define it.

Creative strategy is concepts every week, briefs, analytics.

Content operations is a modern producer that integrates strategy that plus running the machine, schedules, vendors, chasing deliverables.

Creative direction is all of it plus the actual decisions: the aesthetic, the through lines, the world.

Most “creative director” job posts are hiring a creative strategist.

Now let’s talk about personal brand, because here’s the part I had to admit after years working on brand social: the brand account matters less and less and less, and the world has become everything.

Founder, team, creators, customers, that ecosystem out-markets the brand’s own channels. Even the ad-heavy brands know it. At Cannes the other week week, every marketer on my panel was recommending 30-plus percent of Meta spend run whitelisted through personalities.

And if the world is the product, the world needs direction. Mailers, sets, hooks, cohesive ideas that aren’t slop…

Content enablement is creative direction.

And that increasingly means strategy, operations and the entire world revolves around personal brands than the product and services brands themselves. You can dive into the tactics of this in the video.

Kitchen Sink

Aston Martin have lost the plot:

If you want to nerd out:

Ana on cultural producers:

Until next time,

Oren

I have seen so many “learnings” posts and recaps from Cannes I am afraid that any posts about it are turning into a… counter signal? How many people who weren’t there… truly care about the insights specific to the show? You hear this with Coachella, but people still consume the content because it’s timely, there’s drama, people are hot and wearing insane outfits and there’s an element of lifestyle and fame. But Cannes Lions… Is perhaps too niche for the amount of posts about it this year.

I debated not writing about it, but decided instead to focus less on the show and more on the value. To start, I’ll talk about it deeper when we have the edited videos back, but the house I hosted with Darkroom was a huge success.

10 creators living under one roof, packed panels on real modern marketing issues (how organic and paid are becoming closer together, how to build a marketing org chart in the AI era), 500 people in and out of our CPG Garden on Tuesday.

This year my biggest goal as a creator was more community, particularly IRL and after our tour earlier this year and now Cannes, I’m feeling great about it. LA, we’ve got something brewing for you this fall next, and if any of you are in South Korea, I’m considering a meetup there as well, get in touch!

In this week’s HYPER we touch on

• my passionate dissertation any big company and agency readers to move away from what I’ll call “crony marketing” that old Cannes represents and embrace quantifiable modern practices that tie your marketing more directly to dollars, emails and internet resonance

• agentic storefronts and the latest rollout from our friends at Swap

• the art direction of French luxury

Let’s begin.

Virtual Try On & Agentic Storefronts

This segment is in partnership with Swap

So last week we saw one of the most interesting ecom launches I can remember.

WILLY CHAVARRIA and Adidas dropped their World Cup collection exclusively on an agentic storefront (powered by Swap)… and it 2x’d their biggest ecomm sales day ever on launch.

I watched my friend Ashwinn virtually try on the clothes via the site, and immediately felt like the future was here. Shoppers land and an agent guides them through discovery, fit, virtual try-on, and checkout in one flow. This is the drop: https://www.swap-commerce.com/willy-chavarria-agentic-storefront

I love talking about Swap Storefront because its an AI win that CMO’s and marketing leaders can present to leadership with real data. Across the 20+ brands implementing on-platform Swap is tracking: 2x conversion rates, 3x time on site, 20% fewer returns.

For virtual try-on specifically: 58% of sessions end in add-to-cart, with 20% converting to purchase. LFG.

If you’re running a brand and want to understand what’s possible: swap-commerce.com/book-a-demo

Crony marketing

There is a certain type of marketing leader, and team that really resists quantification, especially in big legacy brands.

They understand that as long as they do some things, there’s some degree of marketing effort, everything’s just gonna… kinda work. They either focus on easily achievable metrics that don’t really matter that are easy to put on a slide, or the adjustments of the tactics, like an expanded media by in the Southeast.

They’ve resisted the era we’re in now where you can really stack meta, google, youtube, tiktok, snap, applovin, connected TV plus creator, plus events, plus email, geo-based retargetting, and basically build a quantifiable, scalable machine that’s ultra effective but… hard.

And Cannes in particular is always a good reminder to me, of why some are so resistant to change.

First the agencies. A lot of agencies get inventory from media partners they are responsible for packaging and selling to their clients there’s deals cut around this and a lot of that inventory sucks, it drives terrible result comparative to above, but theres a huge economy around providing it.

Then multiply that by the illusion of familiarity, gets ads on websites or publications people know wasn’t a bad idea in the past. But now, the state of banner ads, interstitials, AI traffic being counted as real, and buying anything from traditional media online becomes a terrible buy.

And then of course, the cronyism something like Cannes embodies: buy enough inventory you get VIP to the concert, you’re on the yacht, the dinners continue, of course we’ll work that in the media budget, this is sales 101.

But there’s a divide now, the future is squarely here and it plays out in the South of France.

I hosted a panel with Manychat, WisprFlow and Dara Denney on how organic and paid media work hand in hand and everyone was adamant to the crowd watching to maintain 30% or MORE whitelisted ads from creators and other accounts for scaling efficacy.

I talking on a panel with McDonalds and Unilever (two of the savviest big brand powerhouses when it comes to modern marketing) where they were talking about the power of local, storytelling driven initiatives by region, that then scale up when they acquire organic attention.

This is for software, ecommerce, services. If you’re on the retargetting yacht getting sold a bill of goods, and the future is happening right next to you, it gets awkward.

And what happens is, they get exposed. Darkroom, who hosted our house, thrives on this. Every month more and more massive brands around the globe go “our old agency is not giving us modern methods and quantifiable analytics” and Darkroom, and closes them. It is a shifting of resources from the old guard to the new guard that can actually speak their language versus just pitching the “we connect brands and creators” offer that I heard 1000 times.

But right now the biggest opportunity for anyone in this space is the comms gap with elder marketing leadership brand side and agency side. I was at a TikTok party where an agency owner admitted I was the first creator they ever talked to IRL.

I met an agency with Youtube as a client who I was their first Youtube they talked to. These are not exaggerations, in fact these people weren’t even ashamed of it, they just exist at a different place on the adoption curve and their clients have done… fine without needing to embrace the tactics disruptors are using to break out.

We are existing in parallel world, and someone or something needs to brings them together.

And my tone on this in writing, content and in person has always been a little inflammatory. I am, frankly, disgusted when brands waste money and at how antiquated many of these methods are, I have made plenty of jokes over time at Havas and Saatchis expense, chastised VP friends for the cursed Puck or Verge media buy they may as well have lit on fire.

But while that was the right tone to position and tell the youth and entrepreneurs what to embrace, its not what gets the old media and agency world to successfully survive the shift, and education is ultimately my goal here, to be on the leading edge of marketing tactics for everyone, to give real playbooks for change.

Step 1

Determine your performance to brand marketing split in budget and time/team allocation, and find alignment on that with leadership and the team itself

• Not every brand can be completely performance dedicated, nor should they be. Is that 90/10 for a lean operating software startup? 50/50 for a brand in mass retail spending tens of millions a month and lost in the chaos theory of marketing?

Step 2

Rally all your services or internal work around North Star metrics that matter

• CAC: customer acquisition cost (measured comparatively to lifetime customer value)

• CPL: Cost to get an email or qualified lead (an excellent metric to immediately improve marketing efficacy is driving campaigns to signups and lead magnets and assigning them a value. I’ll write about an incredible one of these Motion did soon)

• Social intent (saves and shares of influencer, creator and organic content

• Influencer EMV - not perfect but a better goal than impressions or views on other networks

Step 3

• Map out acquisition channel priorities, who is responsible for them, with direct stakeholders for each metric on each platform

• Work back from those metrics to the actions, from outreach, to briefing, to media buying, to approval bottlenecks to make SOPs with as little resistance to action as possible for team members to follow

• Set expectations as to the speed and volume of rollout and measurement (I like to run this on a Daily, Weekly, Monthly priority/metric framework of what is worth measuring and reporting on which of those cadences)

• Anyone or any agency that doesn’t want to be held accountable in this manner, you need to move on from, this is the reality

If you remember anything from any of my newsletters, it should be the push to live and die by quantified modern marketing tactics versus what is easy, lives off relationships or incentives, or is in everyones comfort zone. The lines are clear.

The Art Direction of French Luxury

Ending on a lighter note entering the weekend, my latest Youtube details the art direction tactics of Jacquemus, and how brands use the aesthetics of luxury to build their resonance.

Until next week,
Oren

Everything is overwhelming.

Have you listened to the _____ podcast about how ____ is falling apart?

Midjourney launched MRI’s this morning.

You’re not building an AI app?

Snapchat has $2200 glasses that are completely unwearable.

“The rich are preparing for collapse.” Thanks Prof G.

It’s a Nike commercial but it’s good because it’s from a Safdie.

Clav is hosting mogbattles in Miami.

There’s multiple captions on IG carousels now…

Just a handful of hundreds and hundreds of headlines stretching the human brain every morning till night.

But somehow…

This last week I’ve felt like I’m in a flow state.

The information superhighway of announcements, ads, inquiries, group chats and tasks just sort of melded into a beam of energy that I am riding without fear or consequence. An evolutionary shift where my brain has become used to the information, the pace, it is simply part of the world now, I exist as part of it, at one with the content ether.

It feels like all of this is normal now, and if it isn’t already for you, it will be soon. We are becoming innately skilled at separating chaff from signal, our minds identifying em-dashes to discard, picking out the promoted post and scrolling on. We as a modern society are becoming laser fast at discretion, I think using more of our brain power as humans than ever perhaps surprising ourselves by what technology is enabling for our cognitive abilities.

One focus I’ve had personally this year around content was to overindex on ideas. Every video needs a core concept, with a splinter of smaller thesis around it. The goal is purely for people to share as conversation pieces with their friends they’ve had tangential conversations with. To be a marketer is to gradually realize that you conversations and desires aren’t unique, you are part of a hive mind of similar demographics. Of course every millenial has thought about moving to europe, wondered if the tier 2 city is worth it, asked their spouse how those people you both folow have so much money.

To prompt conversation now, as a friend, a spouse, a creator, a brand, is to identity those topics and add to them. Present a hypothesis, defend it, evolve it. You send a Reel or a TikTok because it makes you feel seen or bring apart a shared moment, but isn’t it better when it sparks a bigger conversation? That human simulation we always want more of, that conversation that goes beyond regurgitating a podcast take or a cursed Atlantic ramble.

As we get good at deciphering these, the bar for creative work gets ever higher. I break it into a framework

• Immediate signal: in a world where we consume so much everything needs to pass an immediate legitimacy test in its method of production and how it’s presented. If you dont understand the medium or use the wrong visual layout that mismatched the typical user experience, you’ve probably already lost

• Sorting validation: everything then quickly gets assigned an identity. Pro or anti-AI, silicon valley or new york adjacent, momtok, gamer. If it applies to you, consumption is comfortable

• Social index: from there, is it important enough to serve as a baseline for something else? a conversation between friends or peers, the inspiration to take action

• The element of interest: is there something special here? better? somehow transcendent in a world of bars that spiral every higher?

Quick housekeeping

Film with us!

We are looking for more brands for the series I host with Hubspot where we spend a day workshopping your funnel! If you’re above 7 figures in revenue and running any degree of paid or organic acquisition in any category... submit here.

Join me at Cannes with Edelman

Wednesday I will be speaking at the Brands & Culture villa at Cannes with Edelman, come discuss a topic I am very passionate about... earned media being wildly undervalued. I’ll be speaking with the CMO of McDonalds LATAM and the Head of Marketing Transformation, Home Care for Unilever, so there will be some diverse perspectives on the topic.

Mystery in the Riviera

One thing that bothered me just slightly about Cannes Lions event promotions last year, was that for an industry celebrating marketing and creativity it was an absolute sea of beach themed flyers. Maybe if we’re lucky a title concept.

So this year, we unveiled our Creator House lineup as one should in the French Riviera, with a noir murder mystery carousel.

Full design here.

Everyone is serious about “experiences” this year, so if that’s the case, whats your standard to fit the index above in the first section? In a world where everyone can design an incredible brand easier than ever with collaboration tools and intention, shouldn’t the standard for everything be a good brand, especially if you participate even tangentially to the “taste economy”.

For our event experience, it started with the brand identity for the Darkroom house and its promotions, and it will go up a notch shortly with the content.

Intellectual Influence is Hitting It’s Stride

I made a joke about intellectual influence in a recent video, with a picture of Dua Lipa, got a number of comments asking what it meant. For the non-terminally online, Dua is a… rather accomplished book influencer. And changing the duality of what poster and influence means in a world that loves and is starving for intellect. Any take contrary to that does not have your best interest in mind, its fear mongering. The people want stimulating conversation.

I’ve embraced this, and my content (short and longform) has been on a bit of a tear.

Boy Internet vs Girl Internet, 1m on IG.

Luxury vs Larping, 1m on IG.

High society is… skipping dinner

What is the perfect house size, or city location, for modern life?

These videos have 100k+ SHARES between them. Conversation starters.

The internet has never been more interested in involved, conversational content as they are now.

They want mini-youtube videos that they can use to start conversations with their friends. We’ve shifted Cut30 quite a bit this year to hone in on this.

They don’t care about anyone’s cute life, their GRWM, its just more noise, maybe you follow a few for mindless thoughts, a relationship you already have, but if you want to tear through the ether with your ideas. This is your time. The internet’s hottest videos are 2-3 minutes long. They’re from urban planners, sociologists, engineers, teachers.

This is the best content moment we’ve ever had.

One of my favorite recent Cut30 success stories is from Var, she got it immediately. Talk about ideas, back them up visually, have a unique point of view, make conversations friends will share, that will intrigue them. She’s sharing carousels of Thoreau and Oscar Wilde.

@var.aunevikThe internet seems to be obsessed with Jonathan Anderson right now, or maybe it's just my algorithm...? But it made me think about why that is. I think we find it intriguing that something so extravagant and out there can come from someone who dresses pretty.... normal. We often think we have to sort of resemble the work we put out, but I would argue it is almost more exciting when you don't. When you are a little unpredictable, so people start to wonder where all that came from

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She started in April. The algorithms wants conversational inspiration from people who take their journey seriously whatever it is.

It is a unique moment in time, don’t miss it.

I’ll be checking in from the Riviera next week, the next Cut30 starts Wednesday, see you in the next edition.

Oren

Last night, hundreds of you joined the June community call where I talked about the creative direction shift: how personal brands need creative direction more than brands.

Brand campaigns now are anchored by personalities: models, influencers, team members, founders.

And now marketers from SaaS to CPG to venture capital are putting personalities at the forefront. They’re running podcasts, they’re promoting their releases on LinkedIn, they’re making videos, they’re hiring creators, they’re hiring UGC, they’re briefing creators for ads.

Level one of this was creative strategy: how do you provide briefs and hooks for advertising?

Level two of this is bringing full creative direction principles to personal brands, small and large.

From the creator who just cracked 100k this year and really wants to be somebody to the multiple executives at companies who are now realizing their LinkedIns and occasional Instagram videos are driving an awful lot of leads.

The term creative director has become very diluted over the last decade.

From people at fashion houses or in agencies to every small brand adopting it, to the intangible person with a mysterious source of income who has it listed on their Instagram but with that comes a genuine change in its consumption.

There are far more creators, founders, and executives who are thinking about the principles of branding, launching, aesthetics, and world-building than there are brands.

It is a radical new market to be able to provide services in and to understand as you navigate a business in any category.

I’m trying something new this week. It’s a Speedrun bootcamp for one week only, $499, designed to serve two demographics.

1. If you have a personal brand and need more systems and feedback to get to the next level ...
   OR

2. if you’re a creative with some writing or creative direction chops and want to learn to offer support to personal brands as a service...

3 live calls, 10+ videos, and extensive worshipping on ideation, and creative direction for personal brands whether you are one or are working for them. We might do it again, we might not, it’s the first of its kinda, come lock in.

Join here.

How to become a one person marketing machine

The one-person marketing operator was talked about as viral bit around Claude’s one person growth team a few months ago… but in the modern era you’d be quite surprised how effective one person or a small team could be

Whether you’re running your own business or trying to be indispensable inside someone else’s, the playbook is the same: ruthless prioritization around the things that actually move revenue.

Here’s how to structure a week if you’re a lean marketing operator:

1. New creative (8 hrs) Ideation, briefing creators, recruiting UGC talent, assigning and following up. This is the engine. If this isn’t running, nothing else matters.

2. Performance & funnel (4 hrs) Load new creative into ads, read analytics, make notes. Don’t spend more time than this in ads manager. Meta first, then Google, then TikTok for physical products. If you’re a services business, YouTube ads are worth a look.

3. Landing pages & email (4 hrs) Match your pages to whatever messages are working. Broadcast emails, automations, abandoned cart. This is where the revenue lives between campaigns.

4. Influencer & creators (full day) Outreach, contracts, scheduling, tracking. This is its own job and should eventually become one. Until then, treat it like a discipline, not an afterthought.

5. Logistics (8 hrs across the week) Emails, follow-ups, the stuff that keeps everything above from falling apart.

That’s roughly 4.5 working days. Fill the rest with more content.

I break all of this down in-depth, on whiteboard in the video.

Lock in.

The Grid & Learning Design

In a world drowning in AI-generated sameness, we’ve all heard that “taste is the differentiator.” But I feel taste is really about understanding the foundations that built the world around us and trying it for ourselves; taste is developed by understanding what makes things work, and then making the edit that makes your work unmistakably yours.

But where to start, and gain inspiration?

I wrote about the grid, Swiss design, and using the principles of layout in the modern world here.

When we talk about personal brand creative direction… sometimes its simpler than you think.

From TikTok trend to IRL product by a payments juggernaut.

The relentless stream of popcorn buckets as merch continues… and we’re not mad.

Even in a crowded visual world, Pelle Cass still stops the feed.

Natatlie’s an incredible example of how intellectual influence is having its moment on Instagram right now.

The set is the top of funnel podcast hook, and Base has a good one, the only thing that can help with such an unsavory subject and a brand with so much distrust.

Until next time,

Oren

In this week’s HYPER I cover how creative direction is becoming more about personalities and less about brand, some serious job opportunities, and marketing initiatives that can be AI-driven that aren’t a waste of time.

Let’s get into it.

First, a few interesting opportunities:

Darkroom is hiring a Director of Creative Strategy, check it out here.

Lululemon is hiring a global creative director, here.

Thesis is hiring an ECD here.

David is hiring a senior social creator for a new venture here.

Creative Direction Shift

It’s hard to keep up with how fast social media changes, especially when you’re in the trenches creating it. I have spent every day for the last two years working on my own content and ads or organic content for brands in different categories.

I live and breathe inside of creative strategy.

I’ve noticed something in the last 90 days across all my feedback, across everything that we’re testing in terms of what performs. Almost anything that is not related to a personality underperforms content that is.

So what do I mean by that? Social media has become collections of personalities, people that are showcasing stories, humor, moments, and experiences through a whole number of formats.

But the content without people, the news carousels, the aggregation, the fancy unboxing video, the get ready with me routine, all underperform versus if there’s a personality involved, someone talking about it, sharing a story about it, if someone is getting to know them.

And this is happening at a pretty massive scale because you’ll notice that the format that most brands have is they have a couple of people on their team that make content, maybe an executive.

They have a couple of creators they rely on and then they outsource to way more affiliates and creators on top of that. This happens in software, it happens in consumer electronics, and it happens with teams of employees in B2B.

You’ve heard me break this down before but really what it is, is that a brand’s social presence is a collection of personal brands.

But why I’ve noticed what I’ve been working on has had a high degree of efficacy is that I build personal brands, both my own and the thousands that have gone through Cut30 now. When I feedback a piece of content for a brand, we’re not briefing an ad or building a personality. And then as we’ve begun to discuss more advanced strategy, breaking into new networks, trying new content techniques, it almost always comes down to: what personalities can we leverage?

Can we give this creator their own separate TikTok channel?

We’re going to start on YouTube. Who’s the creator that we put on there?

We want to do a new ad style. Is there a creator that’s an expert in it?

Operating, this means you’re less of a creative strategist for ads or a creative director for a brand and more a creative director for individuals.

The Sauce is personality management: how to help someone tell their true story, come across authentically, have their unique look and feel, set perspectives, collaborate with others, build their world around the content that you create.

You’ve heard the concept from me every time I’ve talked about influencer marketing in the last two years. That brands should think of influencers as teams.

• You have your superstar that you probably pay really well and you want to have on a long-term contract.

• You have a couple supporting players with varying degrees of efficacy.

• You have a bench of people to support them.

• You have rookies that you’re bringing up around them.

• You’re constantly having tryouts of people that you want to audition or keep an eye on and you’re scouting.

Excellent metaphor for creators. And applies for your internal on-camera and on-social media talent.

But then what is the role that’s most useful here in this era of brand marketing?

Where perhaps the campaign that has the most efficacy to drive leads is a multi-personality campaign of employees on LinkedIn...

Where to scale your software brand you need to lock in on ten awesome creators and a hundred more coming up around them…

Where whatever campaign you do is supported by multiple anchor influencers…

Where you’re building an EGC program where your employees are rewarded.

Creative strategist has been the hot button topic over the last year, so much so that 90,000 people joined Motions Creative Strategy Bootcamp that I guested in the other week, shocking numbers.

The company demand and the demand to learn it is at an all-time high and this is the starting point. Those strategist are people that can brief in this, they can add to the ad account, and they can begin to do the basics of what’s needed to support this.

But really what we need is creative directors but not for the brand itself, for the personalities the brands work with.

From the executives that they have on camera, on X, and on LinkedIn, to the team members that contribute content, to the creators they have, the sets in their warehouses, their UGC and briefing.

Creative direction for personalities is the edge.

I often have to take a breath because being deep in the trenches on this means that often you’re over your skis or just far ahead of what other companies are. So much so that even giving the advice just doesn’t help anyone, perhaps the biggest struggle I have with this newsletter.

This is even more so lately as conversations go wild around clipping, multi-account strategy, social shops, and an endless amount of things are thrown out there that brands may or may not actually need.

I often have to look at if I want to give some genuine advice about what brand should approach something. It needs to be rooted in what is really happening in the zeitgeist, what can most brands activate on.

but we see it more and more

• The founder’s Instagram account

• the YouTube to drive leads for the agency

• the LinkedIn for the website development firm

• the sales team with a DM strategy

• Creator, creator, creator.

I can firmly say that everything is about personality management whether for ads, for affiliate, for influence, or for brand campaigns.

Anyone that is not squarely operating in that space is behind the curve

So I’m taking a stab at something new. How can we help people become those creative director roles for personal brands?

• Whether that’s their own personal brand that they can think of more strategically

• Whether that’s supporting people inside their companies that create content

• Whether that’s supporting creators that get briefed

• Or whether it’s helping the new creator generation (of which there are far more than you can ever imagine) begin to learn how to scale their businesses

We’re covering that on Sunday’s Community Call. This will also be recorded. If you’re all interested in this, I’m going to be sharing my thoughts, tips, tricks, and tactics.

Join here.

Marketing Initiatives with AI that aren’t a waste of time

A question CMO’s and marketing leaders are being consistently asked is how they’re integrating AI with their teams.

The answers generally are

• marketing copy

• agentic customer service

• and then maybe something like Swap or a commerce layer

I worked with Perplexity Computer on a thorough set of actual initiatives you can build with Computer that will drive value.

First… what is Computer, and why would you use it:

Use cases:

Related, I built out a landing page copy generator that will give you copy for your product or marketing angle in 3 voices. I made this in 20 minutes with computer, I encourage you to find your own OR even better connect your site/vercel etc and be able to deploy full pages to test with your ads by angle and content.

Check it out here.

Until next week,

Oren

PS: If you’re in Cannes don’t forget to RSVP to our (loaded) strategy sessions on Tuesday: https://luma.com/84zpmtal

Let’s begin.

Darkroom & HYPER at Cannes

Clayton and I are hosting a strategy summit at the Darkroom villa in Cannes on June 23rd starting at 11am through the afternoon - along with a ton of our friends: Ashwinn, JT Barnett, Sammi Cohen, Tatum Brandt and many more.

In particular Dara Denney and I are doing a specific strategy session on how organic media and paid media are becoming more and more similar that I would love you to come see and discuss!

RSVP here: https://luma.com/84zpmtal

The Brand Dynamics of the World Cup

The World Cup lands in North America in the next two weeks, but the conversation about it domestically is at an all time low... At the same time, the attention that consumers will provide during the events is one of the biggest stages for brands who want to reach the sports consumer to do interesting things.

In this video I dig into some of the most famous disruptive moments of the World Cup in history, from Beats stealing the spotlight from official sponsor Sony in 2014 to the continued rivalries of Nike and Adidas playing out in real time, with the playbook for how brands stand out in the biggest cultural moments on the calendar.

A few absolutely legendary World Cup/soccer related ads you absolutely must check out if you’ve never seen, from the peak of Nike’s relevance to spark some creativity.

I also used Perplexity Computer to come up with a microsite of references for jersey designs, manufacturers, art direction and campaigns on the subject you can checkout here as a creative direction resource.

The Great Summer Lock In

There’s a personal conversation I have with friends from my past life before becoming creator, that’s a little controversial and more and more common: how do we get our teams to work?

My strength as an executive when I was one wasn’t incredible strategy or ideas, my primarily role since I became a manager was being able to get high levels output out of creative people. It requires buy-in, process, feedback, community, standards, support and having peoples backs. It’s hard.

But it’s gotten even harder… culturally.

We’re on our roughly fifth post-covid summer. With that comes a lot of true cultural shifts that happened in that time frame.

1. The first and most obvious is work from home, which has given a lot of people a higher quality of life, often at the expense of quality of work. It’s created ultra-distant teams, a significant gap in mentorship, and a change in the ability to rally people around a common goal.

2. The second is how the summer is treated, which is largely in tune with that same work-from-home strategy. I know a lot of companies that simply have to give up a lot... Summer fridays happens, extended vacations become more allowed. People are more distant, if anyone’s checked out, but fewer brands than ever are able to truly lock in as soon as Memorial Day hits. Not a bad thing, but… a thing.

3. Meanwhile, AI has introduced Crazy Gen X AI Boss Syndrome, where a particular cohort of elder millennials and Gen X males in particular have distanced themselves from their employees so much because of their use of AI for communication, feedback, and ideation. This has lost them relatability and respect from their workforce in a way that radically changes company dynamics in ways that they are not introspective enough to understand. The more of this they experience, the more the team member checks out in an increasingly unmonitored environment.

4. Then we have the great productivity reckoning, where company after company, from Webflow to Meta to Square, has taken the AI restructuring momentum for being able to reduce a workforce to right-size orgs they know have gotten out of control. When you look at many organizations that have adopted AI, very few of them have seen the huge productivity increases that would warrant a 20% reduction in force, for instance. But they all certainly had an extra 20%, if not more, of bloat:

   • Management layers

   • Process that didn’t need to exist

   • Culture

   • Technical debt

5. At the same time, a new era of companies has locked in on productivity, especially on the marketing and creative fronts. What a handful of people can do with UGC, organic social, inside the ad accounts with shoots, with personality, with scaling teams of influence continues to be shocking. It is disruptive even to the new generation of brands that started five to ten years ago who are leveraging the internet to stand out.

6. And because of these layoffs and the assumption that these people in those former jobs would be able to get more similar jobs to what they had, there is a massive amount of a trying-to-be-employed workforce applying for jobs whose resumes are analyzed by AI who are expecting a previous gen of companies. This is who you’re competing with for a job: more people than ever, more applicants, harder to tell them apart, and humans are not doing the reckoning.

Which brings us to this summer. You’ve probably seen the wave of what I call excuse content. People taking any cultural moment as an opportunity to say we’re over-optimized, we’re overmeasured, we should be having more drinks, taking more time outside, etc. You look at the profiles of people saying this, and almost always the same: coastal elite or influencers who repeat what other influencers say because they know it will get views. This content crushes every May because when it gets warm, it’s what the consumer wants to hear. They want to hear they don’t have to work hard. They want to have an excuse to get into summer mode.

I am here to be the bearer of hard news. This is the summer to lock in. There is an onslaught of social media guru influencers telling people to build their personal brand from Claude and ChatGPT. They are spinning out what we call the mid-layer: just sloppy content that has more presence in our feeds than AI slop. It doesn’t really help build their personal brand. It puts up a lot of fake views that have made the entry point into being a creator harder. You have to have a more unique angle. You need to really establish your personality. You need the sauce, creative direction (for lack of a better term), to be markedly different than where we were even six months ago. In this world of AI-dominated recruiting, that personal brand, that connection, that LinkedIn post matters more than ever.

In addition, if you’ve been in one of these more antiquated jobs, whether you’re still in it or you’ve lost it, where you’re not participating at the cutting edge, your marketing work does not deeply involve creator. If you’re not using AI assistance to spin up landing pages to do research, if you’re not running these campaigns to leverage modern attention and understand these tools, the gap is getting wider. The training’s not going to happen from those orgs. If you’re not learning that on your own time, you’re falling farther and farther behind into a gap that’s growing into a chasm.

One thing I remember quite clearly from last year, with how many people were checked out for summertime, is how rough a lot of Q4 was because brands hadn’t properlyplanned. The product wasn’t there, the promotions weren’t there, the campaigns weren’t there. They decided to try to start executing in September, and they couldn’t because guess what? You really want to do collabs, you really want to do rollouts, really want to have customized product or new releases. That work starts now.

And next summer, it won’t be a conversation. We’ll be facing the impact directly. Five summers isn’t a moment, it’s a trend. The initial restructurings are companies willing to act fast, most will be in the middle of the bell curve, and that ball is waiting to drop. Maybe don’t listen to the media-adjacent anti-optimizers. Maybe take advantage of the time of the biggest internet upside we’ve ever had, while we have it.

I would highly encourage, if you want to have an impact, if you are responsible for the P&L, if it’s your own brand. If you want to make sure you’re in line for the more merit-based creative hiring economy that’s growing, that this is a summer that maybe you don’t blow off. That perhaps, dare I say, you lock in.

Kitchen Sink

The Speed of David

David continues on a relentless release cadence. You’ve heard me talk about this prior with Skims, about how one of their strong points is just a truly unprecedented rollout of collabs, superstars and campaigns. David knows the same playbook.

• Ice cream launches

• Ice cream at Cannes Film Festival with Bella

• IRL shop popup

• Launch of new sister brand

• COD 2 release

• Sell out online launch

• And they’re running the clipping playbook to go along with it

This more than anything we’ve seen before, is a brand operating at the speed of culture.

Curry x Li Ning

Curry launches shoes, basketball, a full golf line and ability to sign his own athletes…. with Li Ning. We are in an inconceivable moments for old powerhouse brands, where they can get taken out from any direction on deals they should own. Nike basketball and golf should have been anchored by Steph as they bring up the next generation of superstars, but now they have to compete with every athlete from small brands, international and Adidas alike. There has never been a better time to be an upstart sports brand in a world of Baseball Lifestyle, Bandit, Represent 24-7 and a new gen of brands where the sky truly feels like the limit. Act accordingly.

With intention

I continue to be impressed by how visually stunning and thought through every nuance of Quartr’s marketing is

The Enhanced Games may have been a flop, but Bryan Johnson continues one of the truly most impressive personal brand runs of all time. Umbrella a touch of genius.

Parting shot

Until next time,

Oren

Oren here, hope you’re enjoying some end of May. You’ve probably seen anti-optimization content going viral all the last few weeks, giving people what they want… an excuse to start tapping out for summer. I cannot encourage you enough to resist, because we continue to be at a unique time of absolute creative leverage unlike any in history. Don’t let the influencers psyop their competition away, stick with us.

This week… we talk about the creator economy, and in typical HYPER fashion it is ultra tactical.

To start,

More and more people have been hitting me up asking to hire creative directors… and it’s a marked change from last year.

In 2025 people wanted the elusive creative strategist. They wanted people to get them more ads, to help with their brand social strategy. I still get a handful of those.

In 2026 there has been a far more decisive shift.

The people looking for these creative directors are personal brands looking for people to help them script and elevate.

This is a combo of creators, influencers, and executives, whether they’re posting on LinkedIn or Instagram. More and more people realize the efficacy of the core brand account is an uphill battle (that’s a separate newsletter by itself).

This is another one of those job shifts where there isn’t really a playbook. This didn’t exist five or six years ago beyond ghostwriting for text posts.

I’ve begun putting together a pretty thorough set of resources based on everything we’ve learned educating thousands of creators and Cut30, and the formats I developed with myself and with clients that have experts.

I’m going to go through a bunch of this in our June community call next Sunday if you’d like to join, sign up here.

WHY CARE ABOUT THE CREATOR ECONOMY

Today I want to talk about the state of the creator economy.

All of the “economy” terms: taste economy, creator economy, attention economy on one side feel overused but on the other hand… for people that aren’t directly participating in them it’s easy to lose sight of just how expansive some of these conversations are that are happening and how they impact us in real life as people and businesses.

The creator economy in particular is an interesting one, starting with that statistics show that more than half of Gen Z consider themselves to be content creators.

An emerging part of the workforce that would be unthinkable to anyone 40 or older to deal with that dynamic of people that create content about their work, outside of their work, or mastering a particular internet skill set.

At the same time there is an ongoing talent siphon, you will find that a lot of the most prominent people across fields from marketers to scientists are choosing to prioritize content creation over their actual careers because it’s more lucrative and they have more control, which is creating a genuine talent gap. Try to hire a marketing or organic hitter full time right now… their probably making content or prefer four clients over a job.

It’s a real thing.

At the same time more and more people are concerned about corporate layoffs in technology and the consistent lack of regard from companies like Webflow for when they do get rid of them.

This has shown up that in the back of their head they’re always wondering: should I have that thing lined up? That content I can easily activate to get attention, to get a new job, or to get money. This has led to more creators than ever, with the algorithms so heavily weighing new creators and new faces, and continued success on the part of people who are starting the journey.

What we also have now are people who have been in the game from three months to five years and are trying to figure out what are the ways to REALLY make money with content. Did you pick the right niche? What are you working through?

In this video below I put together a complete guide ranking all of the niches and the ways to monetize so that you can understand completely what this creator economy landscape looks like and if you’re a brand how you’re able to tap into this to use it to your advantage from creators to affiliates to influencers.

Now, the breakdown.

HOW CREATORS MAKE MONEY

There are six core models. Most creators use more than one.

1. Platform Payouts

The floor of creator monetization. Instagram, TikTok, YouTube all pay based on content performance. TikTok’s Creator Fund pays meaningfully in strong niches — education, auto, beauty — and some creators pull $7,500–$10K/month off views alone. The incentive structure matters: TikTok only pays on content over a minute, which is why free product mailers flood the platform. If you’re a brand wondering why creators are posting about your competitors unprompted, TikTok is funding it.

This is not a real income model, but it helps people get started.

2. Affiliate

The most underrated path to real money. TikTok Shop leads here, higher commission rates than anything else (25-40% is common), and the reason entire categories of creators now live comfortably without a single brand deal. ShopMy and LTK allow catalog-style passive linking of products you mention without formal relationships or programs. Brands running structured affiliate programs through Social Snowball are building armies of thousands of affiliates, not dozens. Cowboy Colostrum, Gruns, Dad Gang are running programs at scale most people don’t realize exist. I cover this here:

If you’re a creator in a lifestyle niche and not running affiliate, you’re leaving money on the table before your first brand deal ever comes.

3. UGC

You make the video, it never goes on your feed, the brand runs it as an ad. Platforms like Minisocial and Insense match creators to briefs for $50–$300 per asset. Brands test these in Meta and TikTok ad accounts constantly. If you have the skill to make content that converts and you’re not registered on at least one of these platforms, that’s a quick fix.

4. Brand Deals (Influence)

The most talked about and the least common. You need views, audience affinity, and a niche brands want to buy attention in. The bar is higher than most think and lower than most fear, but you have to be making content in the right category first. Brands find creators through platform search. If you haven’t made content about their category, you won’t come up (the biggest reason people dont end up with deals).

5. Creator-on-Brand Feeds

Underutilized. A brand retains a creator to post recurring content on the brand’s own channel. Monthly retainers with predictable income. If you’re a strong creator in a niche and brand deals haven’t materialized, pitch for a spot on their feed or a new dedicated account instead.

You saw me do a mini-series with CashApp like this

6. Info Products

Courses, guides, calls, cohorts. If you have knowledge worth $30, charge for it. Most lifestyle creators resist this the longest and benefit from it the most. The creators who scale past brand deals almost always have an info product doing real volume in the background. We run Cut30 on Kajabi for this for a number of reasons.

NICHE RANKINGS

Not all categories are equal. Here’s how they tier by brand deal ceiling.

D Tier — Don’t bank on it News, politics, sports commentary, music, gaming, comedy, AI-generated content, faceless accounts. The content is everywhere... but the money is not. If you’re here, love the game or go find a secondary income stream.

C Tier — Lifestyle Fashion, fitness, travel, food, motherhood, pets, interior design, local content. You can make money here. It’s competitive and the floor is low, but the ceiling is real for the top 20% that can’t make it to the top 1%. Info products are your best bet, build affinity, then sell direct. Local content is notably undervalued because local businesses are desperate for reach and there are far fewer creators going deep on specific markets.

B Tier — Business Adjacent Marketing, email, paid ads, design, AI in business, HR tech. This is where brand deals start paying real money. Brands here are selling to decision-makers who operate on software budgets. The content doesn’t get massive view counts, but the views it gets are worth significantly more per impression. New creators can realistically hit $10K/month in brand deals in this tier. Established creators regularly cross $500K–$1M a year without a huge audience. Infoproducts have massive value too (albeit less scale)

A Tier — Finance and Medical Personal finance, investing, credit, health, medical devices, pharmaceuticals. The highest CPM on the internet. You need the fewest views to generate the most revenue. Hard to build credibly, nearly impossible to lost at monetization once you have the attention.

HOW BRANDS SHOULD BE USING CREATORS

Get a creator on your main feed. Four to eight videos a month. If your social media underperforms, this is the single fastest fix. Someone who can explain your product with depth and personality will outperform anything your internal team is posting. Most brands still haven’t done this, and you just need to search for people in the niche who post regularly with sub 50k followers and make an offer. You can go higher too, just expect to pay a premium.

Run UGC through your ad account. Test it against in-house creative. Add voices: ASMR, vlog, long-form, short-form, demographic variety. The brands scaling ad spend fastest are doing it by expanding creative volume and formats, not just budget. Recruit just for this at a percent of adspend on Instagram with Tribe.

Build an affiliate program. Fifty affiliates is not a program… a thousand affiliates is a program. The brands winning on affiliate are in constant recruitment mode, top performers get paid extra for assets that convert, then pulled into ads. Your existing customers are recruited at checkout and through Outer Signal, that is where you start, then plugin Social Snowball for search.

Anchor + micro structure for campaigns. Any influencer campaign should have a few large creators to put up numbers and signal legitimacy, then A wide bench of 50k-200K creators as shots on goal while he anchors build momentum. Then more micros and new accounts find your next star.

WHERE TO FIND YOUR FIRST CREATOR

Search your customers with Outer Signal. Minisocial for UGC. Social Snowball for affiliate. Euka for TikTok Shop. Tribe for Instagram affiliate. Later for full-service discovery and campaign management. Aligned Growth for influencer programs with performance integration. Darkroom if you’re a larger brand running creator content alongside paid.

REMINDER

82% of people 18–44 posted content online last month. 64% of Gen Z consider themselves creators. The media dollars are still sitting in programmatic blocks no one clicks, managed by agencies with no idea what they’re doing.

The alpha is still enormous, act accordingly.

If you want to workshop any of this live… I’ll do extended Q&A and workshopping on our June community call next Sunday if you’d like to join, sign up here.

Oren

That industry is at a bit of a crossroads… because of wellness. A lot of people just aren’t eating as much sugar. One in eight U.S. adults is on a GLP-1. And if you look at the grey market, I would say that’s likely closer to one in five. Just my pure opinion, seeing the volumes and numbers some of these dark market providers are sharing.

Even just the one in eight is such a massive consumption shift of what people are allowed to eat and how they undertake their wellness that it will completely reshape so many markets from the snacks we see here, to restaurant eating overall, to the fitness and workout industries. It is perhaps the biggest fundamental shift in how we consume since Covid, and I think in a lot of ways it is fundamentally altering consumer habits faster and more drastically than what we see with AI, which while far more discussed, we see its impact in lesser ways.

I spoke at length about this topic in the Vangroup’s new report on luxury wellness which you can grab for free here. Includes both my essay and a number of trends, topics, and brands that they’ve compiled.

This week, I’m sharing my full archetypes cheat sheet, an important playbook for how brands approach social media. Enjoy!

Archetypes for Brand Social

In this Youtube video I focused on a key bottleneck for brands are trying to improve their social media. Often they’re trying to redo the same things or come up with a plan from scratch. When in reality they need templates for plans based on their resources.

So from there I have pulled five common archetypes similar to how you’d look at an overall brand archetype in a more traditional marketing framework that will give you a blueprint for how you could look at social media based on both your resources and how far out of the box your company is willing to push themselves.

Watch the video, check out the examples, pick an archetype, and fix your brand social media.

The Oracle

Teaching people about the world your brand space inhabits with deep expertise. Relies on a core expert or team of several.

The question to ask: What does our customer need to understand that nobody else is explaining properly?

Content:

• Historical explainers

• Category comparisons: is X or Y better for Z

• Why things are the way they are

• Predictions for the future

Ex: Front Office via Ken Sakata, Blam Motor Works, Loren Kreiss & Kreiss in tandem, Rarify

The Performer

Your content is a show. Entertainment driven, personality-first, built to be binged and shared. The product barely needs to be mentioned, its omnipresent

The question to ask: If our brand had a show, what would it be about, and would people watch it without knowing it was ours?

Content:

• Recurring character or cast series

• Skits

• Out of the box scenarios

• Hyper visual and stunt content

It HAS to be fun, dramatic or emotional, there is no halfway performer.

Ex: Derschutze, Mohawk Chevrolet, LC Sign, Nitro Bar

The World Builder

Building a mass of content that’s interesting, far reaching and surprising, far beyond the world your brand inhabits. The question to ask: Can we make something creative people love so much they love the brand right next to it

Content:

• Short films

• Fictional character series

• Immersive intellectual content

• Curation

Best for: teams and founders willing to take a risk

Ex: Death to Stock, Cluely, Fern

The Catalyst

Using content to push people toward a better version of themselves. Your content is the bridge between who they are and who they want to be.

The question to ask: What transformation does our customer want, and can our content be proof that it’s possible and guidance on how to get there?

Content:

• Training and process documentation

• Inspirational text overlays

• Community highlights and challenges

Ex: Crease Group, Based Living

The Helper

Brands that don’t have a deep expert on camera, but still want to lean on value content

Often relies on a core person, but not necessarily a super deep expert, more someone moderately ahead on the journey with you

The question to ask: What little helpful things can we do our customer will appreciate

Content:

• Visual tutorials

• Carousel stories and tips

• Story vlogs

• Interviews & curation

Ex: Kiyoko Beauty, Hashi Home, Marpipe

The Insider

Documenting the real thing with the insider look, the behind-the-scenes. Your audience has a front-row seat to a journey with something at stake. The question to ask: What are we building right now that people would actually want to watch unfold? Is there a reason anyone will care? Is it unique enough

Content:

• Follow-along series

• Story-driven carousels

• Episode-style content with a recurring theme

• Founder or team vlogs with a narrative arc

Really ask yourself - can we make this exciting enough? This is often overplayed, works best with physical products or interesting locations..

Ex: Bad Hambres, Softies Burgers, Chunky Fit Cookie, Merit, Fzotic

Want to dive in more? I’ll be workshopping creative direction live on the June Community Call.


Until next week,
Oren

Hello friends, we’re tapping in from London, where Clayton and I spent a couple of days at Pulse, a commerce-focused summit for both luxury and consumer brands.

Our friend Paul Rogers, who runs Vervaunt, an agency that operates Pulse, kindly invited us to speak about how brands should be leveraging creators.

Since most of you couldn’t make it, we’re doing a recap on two things:

1. The State of eComm based on insights shared at this event

2. Spark notes from the talk we gave on Creator Strategy

Hope this is useful for you! And huge thanks to Paul for having us.

Field notes from LDN: the state of eCom

We wanted to share some takeaways from the conference that everyone working on or with a brand that sells online should be aware of.

7 universal takeaways

1. Costs are up

You are not alone; there has been a global rise in CAC (customer acquisition cost) for performance, both Meta and Google. 22% for Meta, Google up 11%.

Customers are getting more expensive, the auction is more competitive, and we cannot overstate how important it is to be redirecting more of those dollars to organic acquisition, where you have less attribution (but far more of a competitive edge) because this is a mirror of last year’s rises.

2. Affiliate is back

1 in 10 pounds spent at retail in the UK now traces back to an affiliate. That number is growing, but it’s happening less from traditional media websites and more from creators.

Worth acknowledging that the word “affiliate” has a reputation problem. For a long time it meant Pepperjam, CJ Affiliate, leaked discount codes, garbage traffic, etc.

And that version still exists, obviously, but what’s actually expanding right now is creators making content on a percentage model, talking about products they actually use to a real audience, and getting paid when it converts.

This is also part of what we discussed, and we’ll share more on that topic soon.

3. Creator investment

There’s a 56% increase in creator investment year over year. It’s no longer fringe; we’re entering the main segment of the bell curve, where there is more creator demand than supply, and a gap in education on how to connect the dots and scale these programs.

4. All in on partnership ads

Partnership ads are up 2x year-over-year. If you’ve seen Oren’s face on ads for marketing software... those are partnership ads. They outperform in the ad account, so much so that it’s often worth a premium for a good asset or a known face, and especially for both.

If you’re running these actively, it’s worth finding your own version of partnership ads in Meta and TikTok.

5. Loyalty programs

40-55% of revenue from premium brands is driven from 8% of the most loyal customers… The question is: how are you targeting them?

LTV is overweighted to the best customers, and some random AI copy flow isn’t going to save you. Retention needs a dedicated focus, and premium brands need CRM.

In the conference sessions, the Represent team detailed how they identified bottlenecks in their tier system and focused not just on discounts but also on product releases, artifacts, and product development discussions available only to their upper tiers of loyalty.

6. AI Adoption

There is a massive gap between the LinkedIn and X posts and the reality of AI in brand workflows. In a survey of eCommerce brands, 5% say they get a high from AI, 43% medium/somewhat, 52% low to none.

Of the 48% who get some value, it’s almost entirely driven by copy and customer support. Meanwhile, the sentiment is that there are usually 1-2 enabled employees doing some great things, very little scale, and too much time wasted talking about AI and implementing something that doesn’t stick.

Meanwhile, for content, performance, and design teams, 65% are using generative AI. Whatever the resistance is online, the reality in companies is that it's everywhere, whether the customers know, see, or not.

We’ll continue to caution creatives who are vocal in their resistance that it will ultimately cost them work.

How to work with creators in 2026

Notes from our talk —

We spent our session breaking down how brands should think about working with creators in 2026. Here are some things you should take away from this.

The starting point is that the media landscape shifted, and most brands missed it. The gatekeepers, magazine editors, TV buyers, retail buyers, the entire layer of institutional authority that used to decide what was culturally relevant, have been replaced by individual voices who built their own credibility from scratch.

You can still buy a placement… you just can’t buy your way into genuine cultural relevance anymore.

That requires relationships, and relationships take time.

Most brands are operating in what we’d call the enabled layer: social platforms, paid placements, and boosted posts. That layer still works. But the organic layer is the most important one, when someone else’s audience trusts your brand because a creator they already follow has genuinely vouched for you.

But you can’t manufacture that in a single post. It compounds over time, which means the brands that start building those relationships now are the ones who’ll have a real edge in two years.

The other thing worth noting is that specialization won. The creators with real authority aren’t covering everything. They go deep on one (or a few) thing(s) and build more trust in that lane than any publication could afford to staff.

The brands worth studying right now are the ones that have this instinctively. Jacquemus turned its fashion show invites into collectibles, resulting in a massive earned media play.

Huckberry is giving its UGC creators financial upside by rewarding them with a percentage of ad spend that drives conversions.

And NYX Beauty has built a massive compounding strategy by sending product to creators with zero creative direction, fully trusting that each creator knows best how to speak to their audiences.

All of these examples are meant to show the power and impact of working actively with creators as part of your strategy.

All you have to do is recognize that the landscape has changed, make a plan for how you want to interact with them effectively, and build it into your marketing plans as a core component, not an afterthought.

We’ll share the framework brands can use to work with creators in another newsletter.

How to structure your offer as a creative

In last week’s YouTube, I talked about how a lot of creatives I know are really good at the work… and have no idea how to sell it.

And the reason is not that they’re bad at business. Nobody ever explained how selling actually works, so most of them have been winging it for years.

Your core offer should be a sentence.

I make brand identities for DTC founders for $8,000 in three weeks.

I write landing pages for SaaS companies for $2,500 a page.

Not “I do design, branding, copywriting, whatever you need.” Nobody buys a capabilities deck in the social media era.

The reason this matters more than most people realize: when a client has to book a call just to find out if they can afford you, half of them don’t, smart offers get them through the door faster.

What makes an offer work.

Once you think in this framework, now you need to position: better, faster, or cheaper. Pick at least one. Ideally two.

If the work is genuinely exceptional, lean on that and charge accordingly. But look at it honestly. Most people aren’t in the “better” category yet and that’s fine. Speed and price are real levers. A sprint format, a locked deliverable, a one-week turnaround.

Full video here.

Content and influence is in an odd place. For years everything from AI to new gen creators to new social networks threatened the death of influence…. and it somehow continues to be more important than ever. But a couple of trends are reshaping how we should think about personalities in the attention economy.

First people are recreating influence in the aggregate with creators at scale… but it’s HARD. You’ll see a lot of the popular brands that are scaling that are now doing the podcast circuit talk about using thousands of creators every month making content about their brand (Bloom, Gruns, Comfort, Cal.ai). Where they will use a lot of volume of low views to make up for not being able to anchor with more traditional influence. This is an excellent strategy but it requires absolute and complete dedication to systems execution and scale for a concept that most marketing teams still can’t even explain to their finance department.

At the same time there is extreme shiny object syndrome. News media is overly influenced by X, and X is having a conversation about clipping because they are overly influenced by the clippers themselves (whose content performs on the platform). A lot of executives are starting to ask “should be clipping our content?”. The problem with this is the content was never good enough to perform to begin with so then certainly isn’t good enough to clip. Every single brand conversation about this is a distraction.

Then on the influencer end things are… frothy. I’ve been served a lot of content recently with what we’ll call “cute day” or “lifestyle” influencers complaining that no one cares about their content and they get no reach anymore. A lot of the comments are, “Yeah, no one cares about your cute life anymore.” The idea that with an aesthetic, a well put together apartment and travel schedule you could continue to find success on social media without driving value, having an extremely charismatic personality is being stress tested. That entire class of early adoption will only see a handful survive.

It’s the same thing with the luxury influencer, the person whose success was based primarily on having either the resources, the debt, or the connections to show off a lifestyle that was so aspirational. The backlash on these now is almost constant. I like to call this the Rimowa Effect.

When people are influenced to buy purchases that they can’t afford and they realize those purchases don’t actually give them self-actualization, they really wish they had that money back and bought the $300 luggage vs. the $2,000 luggage, they begin to develop an innate resentment around the complex that convinced them that in the first place. This is happening en masse. The middle class should not be luxury consumers. They are buying out of their price range disproportionately because of influence and the backlash is here.

But what this does mean is a feast for the influence that is left with resonance and credibility, whether established or new. Because there are only so many authentic voices, those authentic voices are more paid attention to than ever. And brands are beginning to understand that those relationships and their values span beyond clicks and go into affinity and conversation driving that can change the trajectory of their business. In 2026 there is an infinite desire for relevance and really only one class of people that can deliver it: influential people on the internet.

In this HYPER we talk about two topics:

1. What advanced tactics brands should actually consider in the influence world

2. In era of more intellectual influence conversation all the ideas have migrated off of Substack or X and now happen on TikTok, YouTube, and Instagram, the written media is a place to recap the video ideas. Journalism then laps up the extra days or weeks later.

3. The rise of the yapper as someone who can simply communicate their ideas through speaking without a bunch of production has given a very low bar for those who are interesting, who do have that perspective, be able to talk, grow, and succeed, either pushing their business, themselves, or monetizing. I get into that with a step-by-step guide for the “yap” format (and you can kick off with the free 3 day challenge Alex Garcia, Landforce and I are hosting this week).

There’s never a dull moment in the attention economy but we’ll be here to talk you through it.

Oren

Advanced Influence

In previous HYPER editions I’ve talked before about the basics of influencer marketing, developing your initial roster, testing anchor and micro-influence and building interesting content and putting spend behind it. But if you’re already there, what takes you to the edge of what’s interesting?

I dive in below, in partnership with Later (who can execute this for you).

SERIES

The most durable influencer content isn’t a one-off. It’s a recurring series, in the creator’s voice, with your brand embedded as a recurring sponsor or even a “branded set.” Think about how a show has a presenting sponsor: same energy. The advantage here is compounding: the audience builds an association between the creator’s content they already love and your brand showing up inside it, every time, without it being multiple sporadic ads

The brands getting this right are using tools like Later with Later’s EdgeAI to match on more than demographics, they’re predicting which creators have the right audience composition before a dollar is spent.

TEAM

Stop treating influencers like individual contracts and start treating them like a roster. If you have high-performers, get them making content together. For me and most creators I know, the surprise factor of two people who don’t usually collaborate showing up in the same video is an almost guaranteed win. The audience isn’t just consuming content, they’re watching a relationship they didn’t expect.

Think of it the way brands used to build sponsored skate teams. You didn’t just sign one skater. You built a crew that worked together.

IRL

The IRL tie-in is criminally underused. Brief your creators to host a themed event around your brand, not as a brand activation, but as their own content. The prep vlogs, the confessionals, the day-of. that’s four to six pieces of content, most of it organic-feeling, before the event even starts.

I’m waiting for a bank or finance brand to sponsor a “Man in Finance” dating event with the right creator attached. As all these themed meetups and lookalike concepts continue to draw people out they’re perfect for content.

WAVES

Algorithms spike around cultural moments, and the brands who understand this are placing creators at the World Cup, at Coachella, at Davos, even when their product has nothing to do with the event. The event is just the attention vehicle. Build your brand content calendar around the internet’s calendar, not just your own product launches.

PIPELINE

The college-to-creator pipeline is real and accelerating. Alabama. University of Miami. These campuses are producing influencers at an astonishing rate and serving as launch pads for product drops. The brands paying attention are signing these creators early, the way NIL changed college athletics sponsorship, and supporting their growth before the price goes up.

If you want to build any of this with actual infrastructure behind it, not just the ideas, Later can help you execute. Their platform gives you data on what drives not just views, but revenue, and their award-winning team launch campaigns from ideation and execution for top brands

You can schedule a free strategy call with them here: Learn more about Later →

How to Yap

I published a full YouTube on this, and I want to give you the distilled version because I think it’s one of the most slept-on way to start participating in the creator economy right now.

Yapping is talking on camera, just an iPhone, no fancy camera, and to start at least, no graphics. And despite how simple it sounds, it’s become the primary mode of business communication, personal brand building, and audience development in 2025.

Why this matters more than most people realize

The number one benefit I got from starting to make content wasn’t the followers or the revenue. It was becoming a better communicator. Thinking about what message I’m trying to get across, how to dismantle the objections someone has before I even say the main point, how to carry someone from where they are to where I want them to be. I cannot overstate the power making hundreds of videos gives you in helping communicate in all aspects of life

The three formats worth knowing

Standard yap: sitting, iPhone, captions. That’s it.

Walking or car yap: more candid, more like a FaceTime. Harder to start with because there are too many variables, but useful once you have reps.

Graphic yap: you overlay images or video over your footage to keep attention. Shoot for one visual roughly every two seconds. This is the format that performs best at scale (templates below)

Notebook yaps: You can also use a notebook or whiteboard to help facilitate the conversation with notes and frameworks written out you reference

The five frameworks that make up 90% of good yap content

Strong take: say something is the best or worst and defend it. Forces conviction and generates response.

Strong take into education: use the take as a hook, pivot immediately into the breakdown. That’s how you avoid being clickbait without sacrificing attention.

Small epiphany: the relatable observation. “Have you ever noticed...” builds camaraderie faster than almost anything.

Humor: a bit, a critique, a funny scenario. Underrated when you have a voice for it.

Story time: a thing that happened, told as a narrative. Oldest format in the world for a reason.

Two script styles to start with:

The yap map

Every day, before you scroll, spend a few minutes mapping what happened. Meetings that surfaced good questions, conversations from lunch, ideas that came up in the shower, things you saw in your feed that you had a reaction to. Your goal is three to five ideas a day. Not fully formed scripts. Just prompts. You’ll be surprised how fast that list gets unwieldy.

The one tactical thing most people skip

Redo your opening at the end of the session. By the time you’re done recording, you’re warmed up. Go back and shoot the intro again. It’s almost always better.

The barrier to starting has never been lower. The ceiling on what talking into your phone can become has never been higher.

If you want to try your hand at your first videos with the Cut30 community, our FREE 3-day content challenge starts tomorrow, sign up here: https://cut30.co/first-10k-views-challenge

Until next week,
Oren

Welcome friends. This week was a busy one. Oren reminded us of our place as plebeians the way he schooled us on the pronunciation of luxury names, while Clayton reignited the olive oil wars with a review on taste vs. tackiness, going purely off the brand packaging.

Look, we’ve already pushed an email this week, which you can find here ICYMI.

So this evening, as you slide into the weekend, we’re gonna do something different and give you a little scene report email on the vibes in Paris as we welcome spring with open arms.

Let’s dive in.

Where I went in Paris (24-hour edition)

I’ve been to Paris many times before, and twice in the last month. But as it turns out, I am often there for work during fashion weeks, which means the city is infiltrated with bi-coastal elites who flood the wine bars, tobacco shops, and vintage stores in search of that je ne sais quoi.

But my last two visits, both 12-24 hours long, were fun moments that let me slow my experience down and visit spots I’d otherwise not have time for, so I’m ungatekeeping a few of them here.

Keep in mind, this is neither a complete guide to Paris nor is it meant to cover the whole city. It is simply my experience spending time in the Marais (mostly).

More tips over time, but this should be good for now!

Shopping

Husbands Paris (tailoring)

If there was a store that could revive the wearing of the suit in public settings (bar, Drake’s of London), these guys would be the ones to do it. The tailoring here operates in a kind of parallel timeline, as if you’ve stepped on the scene of a Wes Anderson film.

Silhouettes are considered, proportions are interesting, and the staff treat you like a person rather than a transaction. I left genuinely reconsidering my relationship with structured clothing.

Distance Athletics (running)

Distance has built something that feels closer to a concept store than a performance retailer. Their own objects and apparel sit alongside collabs and limited-run goods,

They also have outposts in Lyon, Copenhagen, Tokyo, and Iten, which tells you something about the community they're building and the creative eye they have for being a globally-minded brand.

But they keep it 100 and have an independent spirit to everything they do, no matter how big those ON or Nike bags may be.

Yvon Lambert (books + art)

Walk in for the books, stay for the cocaine and heroine salt+pepper shakers. That's the move at Yvon Lambert. The selection is vast, ranging from art and romance to photography and color theory, and it's genuinely one of the better places in Paris to stumble across something you didn't know you needed.

Ofr. Paris (books + art)

Perhaps an even greater book shop than the one above, Ofr. is the kind of shop that makes you want to read more, make more, and think harder about what you're putting into the world. The magazine and book selection is obsessively curated, and the gallery component gives it a different weight than your average cultural retail space.

And as one friend told me when we walked out, “the owner is a hardcore socialist who figured out how to make money.”

Sums up the French, I’d say.

Merci (multi-brand retail)

This is an absolute mecca visit to make when in Paris. Merci has been doing the French countryside aesthetic long before it was a reference point for everyone else. The store's full-range retail format (clothing, objects, home goods, its own linens, and pottery) works because it’s both coherent and comprehensive.

There’s no doubt we’ve lost the art of the department store, but curated retailers like Merci still offer hope in a sea of terrible curation.

Underrated item: the tote program. Slaps. Especially these minis.

Nuovo and Erem Vintage (vintage)

Both shops punch above their weight in terms of selection. If you're looking for old Prada, Margiela, Calvin Klein, or Céline at a price that doesn't require a conversation with your accountant, these are the spots. The edit is tight and the quality holds up — not the kind of vintage rail you have to dig through hoping for luck. Worth budgeting time (and some euros) for both.

Buttes Snack Bar (wine bar and restaurant)

This is a proper natty wine bar (for those who partake) with a dinner menu that changes often and hits every time. Mussels in harissa bouillon, gochujang wings, and one of the few places that could persuade me to eat asparagus.

The kind of neighborhood spot that makes you wish you lived around the corner. Don’t forget to bike downhill after dinner and you can see the Eiffel Tower twinkling in the distance.

Bambino (listening bar)

I'd heard about Bambino before I went, which sometimes works against a place, but not here. The room is doing Tokyo jazz cafe meets London club, and the food (charcoal-grilled, a little unexpected) holds its own against the atmosphere.

The sound system is serious, and the vinyl wall is immense. By Friday at 11, it turns into a dance bar, and it’s all downhill (in a good way) from there.

Dreamin Man (coffee)

Dreamin' Man may be one of the more talked-about coffee shops recommended when you go to Paris, but it’s far from performative. The owners are no-nonsense, focus on the craft, and the more I visit Paris, the more it becomes my default spot to anchor a morning around. Long live Dreamin’ Man.

I’m fully aware that Paris rewards the slow visit. Not the fashion week sprint or the 24 jaunt, but this is a nice little hit list to explore as a baseline if you’re in a time crunch.

Let us know what we missed!

Leave a comment

This week, we’re going tactical. I break down e-commerce metrics you or the brand you work for should be obsessed with, we have a special guest collab to help break down… uh, collabs, thoughts on Coachella and the Masters, and how we’re testing Live as the media landscape shifts.

Let’s dive in.

Oren

Metrics marketers and creatives need to know

There has been a lot of conversation about Grun’s sale for $1.2 billion last week, I’ve talked before about why I love their positioning so much

One of the numbers that stood out most to me, and is most important for all of you to read and learn about, is the metric that was the North Star of their scale: a 3:1 CAC to LTV.

If you aren’t familiar with these terms, I’m going to break them down below. It highlights a really important trend in where we are creatively, with the rise of creative strategist jobs, and new and much discussed positions like growth operators and “profit engineers”. Marketing has grown more quantified than ever, both in how we’re able to measure the results of organic media and how we’re able to quantify influencers, get sales back from affiliates, and measure the return on ad spend across every platform: Meta, TikTok, Google, Apple, Applovin, Youtube Snap… and savvy brands have a command center where they can look at the cost they’re getting customers for the creative that’s working and work with their team of video editors, creators, and designers to do more.

A few terms to highlight you absolutely need to understand:

1. ROAS (Return On Ad Spend). If you spend one dollar on an ad how much money do you get back?

2. Savvy marketing teams then look at return on ad spend as it relates to first order profitability. After the cost of your product, the cost of the ads to get the sale, and the cost of the creative that you are making, is any money left over on that first sale? If yes, amazing... but this also isn’t required for companies who are dialed in on their metrics savvy with their cash (more below).

3. The CAC to LTV number that I highlighted prior is about measuring the cost to get a customer compared to how much they spend over time. For instance Grun’s North Star was a 3:1 ratio. If their average customer would spend a few hundred dollars with them over time, they would happily pay to acquire as many of those people as they possibly could as long as it met that 3:1 ratio. The amount of their first order didn’t matter at all. They’re looking at a complete picture.

4. To be able to operate like this, brands need to be dialed in to their cash conversion cycle. Basically if you order product, how long does it take to arrive and when do you pay for it? For instance sometimes you may have to put a deposit down. Sometimes you may have to pay for it all up front. Sometimes you may have terms where you’re allowed to pay for it even after delivery. Same thing with your advertisement: once that product lands, how long does it take to sell and what cost are you selling it for and then when do you have to pay for those ads... and then when do you get that cash back?

If you’re a brand owner or marketing leader and you get this, I also want to make sure you know that your team does. Not everyone on your marketing team is spending their free time listening to Taylor Holiday podcasts, even if they should. Giving them synopses, doing a lunch and learn, explaining things like the above in a few clear terms is crucial.

Afew notes that will be impactful for you:

1. If you aren’t measuring your numbers like this for e-com, it’s time to start.

2. If you are a creative or a marketer and you want to make more money, you need to get close to the money. Be savvy on these terms and be creating things that actually impact them. I’ll happily cover more on this. Go through lift, developing metrics for organic whatever will be helpful to you will be put inside these newsletters

3. if you have positive numbers like this, you’re able to do this math and it pencils out. Right? Push it. If you’re stuck in an era where you have to correspond to a forecast, you have a specific marketing budget and it’s not fluid based on how much money you will make. You’re never going to achieve the scale of these types of brands.

I made a short-form video about this today.

When you really start dialing into the cash conversion cycle, what happens is you get stuck. Meta used to allow you to pay your ad spend on credit cards so you could accumulate points and you could get some time to pay it off but now they’ve moved to invoicing, making it even harder to scale. Especially when so much capital that’s available to these brands is at such high rates for things like inventory funding.

In the video I detailed how one small business banking solution, Highbeam, offers an Ad Spend manager that always makes sure your ads get paid and also will do 30, 60 or even 90-day terms on ad spend. While that video was sponsored, this segment isn’t because it’s a common enough problem that people are dealing with that I think it’s worth highlighting solutions. You can learn more about Highbeam and their Ad Spend Manager here: https://www.highbeam.com/ad-spend-manager

The internet was ablaze this weekend at Justin Bieber’s Coachella set but far more interesting to me was the combination of his brand, his wife’s brand, their individual brands Skylark and Rode, and how they co-promoted together and with their friends to make the most of that moment across all of their commercial endeavors. I dive into the blueprint for how they think about the overlap of their personal brands, their consumer brands, and what’s happening in culture in this week’s Youtube video. don’t let the teeny bopper subject matter turn you away. This is direct sauce on art direction and building in the premium personal brand and influencer brand era.

The Anatomy of a Great Collab

This week, a collab with Bimma Williams, on strategies for great brand collabs, designed by the legends at Darkroom/

The US vs Lululemon

You’ve heard me ask several times why some of these progressive sportswear companies like Lululemon haven’t dipped into more natural materials, embraced 100% cotton or linen when obviously consumer trends are shifting that way. In previous videos I’ve highlighted natural alternatives because I’ve asked so much about them, but today we saw actual legal action filed against the forever chemicals inside some of these clothes. Interested to see what the findings actually play out as but one of the biggest positions inside apparel in our time will be the counter positioning using more natural material to synthetic activewear. I doubt Lululemon would be the final scapegoat here either.

The Live Media Boom

Landforce and I have been experimenting relatively extensively with Live, working on what is the best toolkit for releasing Live content? We’re using Riverside here to start, but I’m zoned in on how do you clip it, how content travels, whether horizontal and vertical, and we’ve been testing quite a bit. I’ve been bullish on live for a long time, I think many people will remember when The Brandfather started as a live show mostly because I was so intrigued by the format. You’ll see again and again that most live shows will trickle into more typical podcasts because it is an undertaking for production and requires a lot of effort. In the wake of the TBPN acquisition and seeing how live streamers dominate the consumer news cycle, being on the forefront, I feel like we have to take this seriously. In our first week of test content I’ve had a number of great performing clips.

Two of my favorite topics:

How to find any brands suppliers (so good, brands thought Landforce had trade secrets)

The intellecutal content boom:

I am a firm believer that in today’s social media world you cannot accurately speak on strategy or cover what is happening if you are not participating in its creation. Things are too nuanced and happening too fast so as always I’m on the front lines, doing it.

The Brandfathers recap The Masters and Coachella marketing

Ashwinn, Jordan and I dig into the cultural moments of last week.

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Our TED Talk for the day

Checking in from one of the worst weeks in marketing, the first week of April - Oren is recapping how the dream of New York luxury grocery lives on in Tokyo, while Clayton hops between cutlery stores and ateliers in Paris. The lads are storemaxxing.

April Fools has always been a bit of a gambit.

Manager asking, “What are we doing for April Fools?” Bad jokes that don’t necessarily get customers excited… and now in the AI era, it’s far worse when you can simply mock up a product idea with a prompt.

What actually constitutes as a joke that people will pay attention to?

Related: One of the most overused words of the last year is authenticity.

Turning on the iPhone and getting the founder (or McDonald’s CEO) on camera… just as what we’re seeing now is that authenticity isn’t really what users want.

First… they want the tea. If anything is dominating feeds this week, it’s everything happening with Summer House. The internet is still a sucker for a good old-fashioned drama.

It’s coming fresh off the heels of The Bachelorette scandal, and there is more relevance of reality TV and mainstream media conversation than one would think possible in 2026, done by the perfect melding of social media stars and mainstream television and injection of playing good old-fashioned drama that doesn’t feel associated with existential doom of politics or markets.

Compliment this with the latest acquisition news of Open AI buying TBPN.

TBPN is media, but not a journalistic endeavor; it is a show full of unbridled optimism, curiosity, and excitement for discussing technology in a world where the media focuses on whatever it can find to tear down and belittle.

Tech journalism has found that really only fear and anger get the views it needs to hold on for just a little bit longer. The media consumer now understands, after watching enough rage-bait, that the constant teardowns they watched from mainstream tech coverage are just a technique to have them consume more out of fear.

The business consumer is too educated for that now; there’s a reason I’ve never been sent Wired or Verge articles in group chats over the last two years, but I get a constant flow of TBPN. We want to be excited.

By going in the opposite direction of what seems like anti-tech tech media coverage, the TBPN squad, which we’ve written about ad nauseam in this newsletter for their dialed-in approach to media, delivered positive instruction and built high energy toward a 9-figure exit.

In a world now where everyone shares their real selves on iPhone videos, you’ll be surprised what a relentlessly optimistic or contrived drama will do to give the viewers what they want: traditional TV tropics, just not put together by massive corporations with a Hollywood agenda.

As every “new media” influencer or group chat spirals from the news's opportunity, and every tech and VC wonders how to build a real media play. This seems like a fitting time to break down my four C’s of influencer marketing - the art of utilizing personality inside the marketing conversation.

From there, we’ll continue to discuss the other throughline at hand in the modern cultural conversation of retail experiences.

We also dive once again into what journalism and PR look like in the modern age, and you’ll find all of it below.

Let’s get into it

The Four C’s of Influencer Strategy

This newsletter segment is in partnership with Later.

Something is happening in influencer marketing right now that I find genuinely exciting. Brands are getting creative and celebrity, influencer, designer and cultural ambassador are all blurring.

The Influencer report

Valentino signed Sombr. The 20-year-old behind “Back to Friends” is now a brand ambassador for one of the most storied fashion houses in the world.

A 23-year-old is redesigning Slazenger live on TikTok. Alexei Hamblin started a series of roasting “dead” sports brands he found in Sports Direct. Instead, Frasers Group brought him in as a consultant to reimagine Slazenger, a brand founded in 1881 that needs a new lease of life. He’s documenting the entire rebrand on via short-form video

Katjes appointed Jake Shane as Chief Creative Officer. The German candy conglomerate (about a billion dollars in revenue from gummies alone) is entering the US market, and they’re giving (at least some of) creative keys to a 26-year-old comedy creator with 3.9 million TikTok followers and a hit podcast. He’ll lead brand voice, campaign strategy, and cultural positioning for the entire US launch in 2026.

Reformation dropped a Divorce Collection with Laura Wasser. Hollywood’s most famous divorce attorney has represented Angelina Jolie, Kim Kardashian, and Britney Spears. Reformation hired her to front a post-Valentine’s Day campaign about moving on, feeling sexy, and starting a new chapter. L

imited edition “Dump Him” sweatshirt with proceeds going to a family law center. Not about followers but about a cultural anchor that signals the right thing to current and target Reformation audiences.

The 4 C’s framework

I think about influencer strategy in four buckets, let’s call them The Four C’s.

Culture: brings relevancy. You’re tapping into someone who carries weight in music, sports, or media. Valentino signing Sombr is pure culture. He wore the clothes because they matched his identity, and now Valentino gets to borrow that energy. When Nara Smith becomes the face of an algae oil brand and it somehow makes perfect sense, that’s culture working.

Creative: is when someone with influence actually designs, builds, or creates for you. Not just posts about your product. Makes it. Hamblin isn’t doing a Slazenger sponsorship. He’s redesigning the brand in public and building a new sub-line from scratch.

Core: is the traditional play. People who post about your niche and products, paid to do their best, boosted with paid spend, ideally in coordination around a campaign.

Category: is the wildcard. It’s using specialists to reach specific, unexpected, or test markets. Jake Shane doing Katjes isn’t a traditional CPG play. It’s putting a comedy creator in a C-suite role to reach an American audience that has never heard of this European candy brand.

If any of these scenarios sound weirdly good, it’s because they are. And the reason brands are getting better at this is that the discovery and tracking behind influence is improving. Tech is being used to quantify what used to be gut feel.

Why I Work With Later

The influencer platform Later has built its own proprietary AI engine called LaterEdgeAI. It’s trained on data that actually matters: 16M+ creators analyzed to predict performance, 136B annual impressions showing how content lands at scale, and $2B+ in verified influencer-driven purchases tied to real outcomes.

That last number is the one that should get your attention, because all channels are becoming increasingly measurable, whether your goal is awareness or sales.

Later strategizes, produces, and manages influencer campaigns end-to-end. They’ve done it for Nike, Chewy, Habit Burger, and more. If you’re looking to build or level up your influencer marketing, the link is here.

Learn more about Later here.

The Blankstreetification of physical retail

Loved this insight from Twitter-famous writer, David Perell, on why establishments like Blank Street just work. What other brands would you put into this bucket right now?

Leave a comment

What outdoor brands understand about art direction

If anyone understands good art direction within content, it’s outdoor brands. From upstarts to more established companies, these are a few things they just get that other companies can apply to their own situation.

1. Color. They understand how to incorporate color in a way that feels both loud and natural. Part of this stems from the product itself, and the other part stems from how they pair colors to create tension for the customer.

2. Movement. They know how to place their models in natural environments and settings, and what actions

3. Narrative. They create storylines within each post that loop you into a greater point, and they do it both in the studio and in nature. You attach yourself to specific characters or connect with different environments, which only allows you to build a deeper relationship with the customer.

Consider the following examples to illustrate our point.

The State of Public Relations

Ashwinn, Jordan and Oren talk about media, PR and a scene report from Shoptalk.

As always, thank you for reading,

Clayton & Oren