Comment by keiferski

Comment by keiferski 2 days ago

29 replies

I’ve seen many small businesses do well on TikTok and Instagram by eschewing all fancy graphics and technology, and just talking into their phone’s camera like a normal person. “Hey I’m Joe, I just opened a cafe down here. It’s always been my dream, etc.” The more quirky and human the video, the better it does.

I know this new tool looks to be for static graphics; but I do think the same thing applies. Not using AI-generated polished graphics will become a differentiator.

spaceman_2020 a day ago

What you’re talking about is the primary marketing collateral. But any good marketing campaign needs a ton of secondary or even tertiary marketing collateral

The first “real video” you talked about is meant to grab attention and tell users, honestly, what the product is about

But they’re not customers - yet. They need to be reminded about your brand again and again

You can’t run the same video every time - for one, its repetitive. And for two, its disruptive on the wrong channels

You will need static images and basic videos and even tweets across platforms to remarket to your audience

That’s where tools like this come in handy. You grabbed attention with the first video. But now you need to tell users that if they buy tomorrow, they get 15% off.

  • HeatrayEnjoyer a day ago

    How is any of that making humanity better? How is any of that making the world a better place for us and our children to live in?

    • spaceman_2020 a day ago

      This is a b2b product. Its not meant to make the world better.

      But maybe a business that’s actually making the world better by making better, healthier stuff uses it, gets more customers, and makes the world better

    • xwolfi a day ago

      Who cares, the goal is to make money...

      • nektro a day ago

        our current problems summed up in a single sentence

    • [removed] a day ago
      [deleted]
bko 2 days ago

I think you might be seeing guys who do that well so it's a bit survivorship bias. For most, if you just record yourself talking for 1m and watch it back as a video it's incredibly painful and awkward. The filler words, tangents, weird pauses. It really made me have respect for great speakers

  • keiferski 2 days ago

    No, I have seen plenty of awkward people talking about their new business. The awkwardness is inferior to charismatic speakers, for sure, but it's still better than generic AI slop marketing content.

    • gretch a day ago

      All of those people have already pass through a filter of self-selection

      There's a person out there that's 1) knows how to bake amazing cookies 2) has no desire to record tik toks

      Why is that you need both of those things combined to have a successful cookie business? Can't we desire a world where just being good at baking cookies is good enough? You don't ALSO have to record a bunch of tik toks?

      • sowbug a day ago

        Some products are so good they don't need marketing. Some marketing is so good the product doesn't matter. But most of the time you need both.

        Even https://en.wikipedia.org/wiki/Ignaz_Semmelweis had a great product (idea): if doctors wash their hands, fewer of their patients will die. But his marketing (personality) was off-putting, and his ideas weren't accepted until after his death.

    • ojr a day ago

      I did this with youtube for a while but I have to swallow my pride, (AI thumbnail, engagement bait title, AI voice narration) is better than pure loom-like organic video for ads

awillen 2 days ago

This works for the subset of people who have a good story or a real connection to their brand, but that's just not most businesses. I buy and operate e-commerce brands, and I can't do it both because I really don't want to be on camera and because "hey I bought this company that sells leather handle covers for cast iron pans, and I personally don't use them but the cashflow was good" is not so compelling as a message. Sometimes you just need messages that convey the value proposition of the brand. (And FWIW they are nice handle covers, I just prefer to use a kitchen towel to grab my cast iron.)

That said, I think video generation is at the point where someone will probably develop a product that fakes the kinds of videos you're talking about in the near future.

  • soulofmischief 2 days ago

    Interesting. Do you feel like the values you're propagating into the world align with your own personal values?

    I know personally that if I recognized some kitchen apparatus or product is redundant, and a something I already own such as a rag will do, I couldn't in good conscious perpetuate what I see as needless consumerism just to put another dollar in my wallet.

    Basically, if I couldn't get on tiktok and make an earnest video about why what I'm selling is useful and worth existing, and why it personally matters to me, I don't think I could sell that product in good conscience. Even if the customer truly thinks it's a great product, if I recognize the inherent waste and redundancy, I just can't buy into it.

    I just always think about the chapter in Fight Club when the narrator's house blows up:

    "You buy furniture. You tell yourself, this is the last sofa I will ever need in my life. Buy the sofa, then for a couple years you're satisfied that no matter what goes wrong, at least you've got your sofa issue handled. Then the right set of dishes. Then the perfect bed. The drapes. The rug. Then you're trapped in your lovely nest, and the things you used to own, now they own you."

    • overfeed a day ago

      > Do you feel like the values you're propagating into the world align with your own personal values?

      > Basically, if I couldn't get on tiktok and make an earnest video about why what I'm selling is useful and worth existing, and why it personally matters to me, I don't think I could sell that product in good conscience.

      Have you ever involuntarily gone to bed hungry even once in your life?

      • wholinator2 8 hours ago

        What an incredibly sarcastic and off putting way to respond. It makes me feel like we should be asking you the same question. Exactly how much of your life is wrapped up in perpetuating things you know to be harmful singularly for enriching yourself? Why is it that such an earnest and straightforward, unemotional comment could drive such intense disdain and emotion out of you? Personally, I think they were completely justified in their statements and asking their questions in a nonjudgemental way. Do you have a guilty conscience?

      • soulofmischief a day ago

        Yes. I was homeless from 16 to 22. Both of my parents were drug addicts, in and out of jail/prison. I don't speak to anyone in my family, because they side with my extremely abusive grandfather, who raised me and frequently savagely beat me for not sharing his extremist Christian values. Until very recently, I had an extremely thin social support network.

        I was awarded a full-ride scholarship to multiple state institutions after high school due to high test scores, but a vindictive teacher illegally altered my grade last-minute because I stood up to her for my peers, and disqualified me from being eligible. I was still 17, attending high school on my own, homeless, and had no parents to push back, and no money for summer remedial courses.

        I couldn't apply for government aid because my mother was committing tax fraud by claiming me as a dependent despite not providing me a home or resources, and refused to help. There was no economic opportunity in my rural town and I didn't have a car, so I proceeded to struggle for years, scraping by, risking my freedom, while I rounded out my skill set to become employable in tech despite not attending college.

        I've gone much longer than a day feeling hungry. Feeling starving. Feeling my muscles eat themselves and my face and jaw tighten from lack of nutrients. Friends in high school used to make fun of me for looking emaciated. I was a vulture, eating anything I could find, frequently stealing food to make up for an insatiable appetite. Now I have the opposite problem because of metabolism changes after years of malnutrition, and sometimes struggle with stress-related eating disorders.

        I'm going to do you the favor and not make such asinine implications about your own background.

    • awillen a day ago

      I would say a couple of things:

      1. Just because I don't use something doesn't mean that I think it shouldn't exist or be sold. People can make their own choices. A product isn't bad or useless or unnecessary because it doesn't align with my preferences. I'm fine with people being able to make their own choices about what they buy. Also, I generally don't think people should have to live a totally ascetic lifestyle. I have three monitors - certainly redundant, but fine. I have art on my walls - could've gone without that. I have a dog who I buy toys and food for - not strictly necessary. These things are all more than fine in my book.

      2. There are other reasons to be in business besides deeply caring about the business itself. The biggest benefit to this business is that it doesn't require a lot of day-to-day work, and I can do that work whenever I want. That means I can almost always be there for my kids. That's what matters to me. I would take a job that I don't particularly care about that lets me put them first over one that I'm deeply passionate about that takes them away from me any time.

      • soulofmischief a day ago

        Thank you for sharing your perspective. I do agree that we don't need to extremify asceticism. I certainly own useless crap.

        I think I do specifically have a minimalist approach to kitchens inspired by setups such as hundred rabbits' https://100r.co/site/cooking.html plus I also am becoming increasingly concerned with my carbon footprint given the climate-related extinction event we are currently facing, and that probably strikes out personal promotion of any unneeded kitchenware.

        I'm curious about the economics of what you do, if you've ever written about it elsewhere.

EnPissant a day ago

I'm sure that's the kind of content AI will excel at creating.

vasco 2 days ago

Yes but those guys need their marketing to work. Most marketing people just need to spend a budget. For those guys now they can pump out infinite crap to spend their budget so that you rEMemBeR tHeM lATer.