Now that it's a new year and we're new people LOL might I invite you to kick off January by rethinking how you hunt & gather creative inspiration?
If I could give you homework, I'd ask you to leave me right now and go create a burner account on IG that will act as your "super consumer". You (and your growth team) should use it to follow every single brand, creator, an account that you want to reference. So that you can spend less time doom-scrolling ad libraries and more time intentionally CURATING your feed to really make your time online matter.
Organic social teams do this often and do it well. But how many growth teams take the time in their daily practice to consume in this way? Not many in my experience.
They too often reference paid channel creative libraries. That's not enough. We want it all. 😉
When there's a shared account, too, it should make saving down that creative, discussing it, and actioning it a lot quicker. That's my hope, anyways.
Our burner account is 2-weeks old and it's Explore page is already pretty helpful. I can't wait to see what it looks like a year from now.
A few things to remember in your burner account journey:
1️⃣. You do get extra credit for doing the same thing on Pinterest
2️⃣. You do get extra credit for doing the same thing on TikTok
3️⃣. The point is not to find trends. The point is to find content styles and people that stand out in a sea of EXCELLENCE. If I'm following 1,000 creators and brands that I know do good work, and if 30 posts or stories stand out in that crowd?? My bet is on those concepts.
4️⃣. You win the world if you do the same thing on YouTube!
The “hunting & gathering” mindset is powerful and scrappy and high-effort and a part of who I want to be this year. Trying is cool. This is a manual, ongoing process, and as such a lot of people won't do it. So, you know we will.
A few things I've discovered already on my burner account journey:
1️⃣. 1st-person captions that mention the person's age stop me in my tracks. "I turned 24" as an example. Great way to talk to that customer in whitelisted ad copy.
2️⃣. AG1 and ARMRA's frequency is off the charts on this account compared to my real IG. Everywhere I look. I'm aware it's January and this is their showtime but my other account is seeing a few ads a day vs. this 1 is heavy heavy heavyyyyy.
3️⃣. Following the social media managers of the brands I like has proved fruitful. They run their own accounts really well, as expected.
4️⃣. There is a freedom in following whoever you want but with complete anonymity. Was def holding myself back here before, which is stupid.
5️⃣. I want to know more about the male consumer and what brands and people matter to them AND WHAT CONTENT THEY SEE!!!!! so going to spend some time curating based on the guys in my life and who they follow. WE WANT TO CAST THE NET WIDE HERE!!!!!
Happy scrolling. 🍓🏹🦁
