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Episode 1: First Episode and Micro Trends
Transcript:
0:00welcome to beyond the brief business
0:02life and everything in
0:04between yes so we have your host Liz and
0:08Beth and I think we have something we
0:11have talked a lot about here recently
0:14micr
0:15Trends yeah yeah love them hate them
0:20they
0:21struggle yeah so let’s dive in a little
0:24bit more about like what is a micro
0:26Trend like why is it different than a
0:28regular trend
0:30yeah um so like regular Trends tend to
0:35like last longer I feel like um versus
0:38like micr Trends are things that just
0:40like come up that are like relevant in
0:42the like in a very specific period of
0:45and moment um so like things like deir
0:51Barbie things like that versus
0:54like longer trends that you kind of see
0:58that people kind of stick with what you
1:00would call like classic friends I guess
1:03yeah definitely and I think we have Tik
1:06to to I thank for the introduction of
1:08microt Trends more consistently because
1:12the shelf life on Tik Tok videos is so
1:16short yeah that is very true it’s not
1:21like YouTube where it’s you can expect
1:23to really your content gains More Steam
1:26as time goes on long as you have your
1:29SEO done well so you see things
1:33resurface after months
1:36versus like oh if it it doesn’t hit
1:38within 48 hours
1:41then not
1:43good right no I I agree I think that
1:49with Tik tok’s
1:50algorithm things I mean we’ve
1:52experienced that right like I had to go
1:54in and Del a few videos because they
1:56just like didn’t take off and they had
1:58like one View and that was very weird um
2:03versus like YouTube shorts like there
2:06are stuff that like I’ll be scrolling
2:07through there and it’s from months ago
2:09like yeah months and months ago and I’m
2:12just now seeing it um which I think is a
2:15because you kind of get that with
2:16Instagram a little bit too where I’m
2:17seeing like older
2:19content um versus Tik Tok being a very
2:21like here and now kind of thing which I
2:24think is really interesting it is and
2:27it’s definitely interesting trying to
2:28play the same type of content or general
2:31content to appease the algorithm gods
2:35for all of
2:37them yeah yeah no I I feel like we’re
2:40always praying to the algorithm Gods yes
2:42depending on what we’re what we’re
2:43looking for and what we’re doing oh yeah
2:46but it just you know we’ve definitely
2:49seen with Tik Tok Brands becoming more I
2:52guess relevant so to speak with you know
2:55jumping on these microt Trends and just
2:57being more relatable to the consumer in
3:00general and which can be really awesome
3:03in some ways like dualingo for example
3:06is
3:08fabulous whoever runs their social media
3:11is so funny oh they’re hilarious and
3:14they need a race they
3:17are but like not every thing is fitting
3:22for them or anybody right I
3:26mean de this is a big
3:31this a big thing for me beinging
3:33something that
3:35like doeses um just because like I get
3:41right like I get wanting to St relevant
3:42that’s a huge part of what we do like
3:45that’s that is
3:48the bulk of like marketing besides like
3:52the technical and analytical stuff like
3:54when it comes to like content creation
3:55and things like that that’s a huge part
3:57of marketing is like staying relevant
3:58and making sure that you’re keep up with
4:00Trends and things like that but the fact
4:03that
4:05everybody wants to jump on every single
4:08micro Trend that comes across the for
4:11you page drives
4:14me crazy because at the end of the day
4:17is that really the messaging that fits
4:19with your brand jir is the great example
4:21of that right now right like is deir
4:25isn’t necessarily what a lot of these
4:27brands are pitching as their values and
4:31their beliefs and then they’re jumping
4:33on saying like we’re the we’re classy
4:36like you could this has nothing to do
4:38with your what you what you what your
4:40brand is about like and you’re not using
4:43it in the right context that’ll
4:44surprising n but like yeah like
4:49why why jump on a
4:52trend if it’s not relevant to what
4:54you’re doing right like we’ve talked
4:58before about like staying in our Lane
5:00and knowing what we’re good at and how
5:02that kind of plays across things right
5:05and that’s
5:07something I think more people need
5:11to be aware of I don’t want to be like
5:13mean and be like oh yeah like people
5:15need to get a grp but like um definitely
5:19looking at you know what is your brand
5:23and sticking with what’s going to work
5:24for your Brin and not just trying
5:28to jump on every Trend oh
5:32definitely and it
5:34just it it is it comes down to stay in
5:37your lane and knowing what your lane is
5:39and I think a lot of new businesses that
5:42is definitely a struggle or at least I
5:46think I’ve we’ve seen with our clients
5:48and some of my past clients it’s like
5:51they want a lane but they don’t know
5:54where it is and until then their
5:56branding is
5:58messy that not it’s just not they’re not
6:02really
6:03sure that’s
6:05okay yeah absolutely I mean that’s you
6:08know we wouldn’t have jobs if you know
6:11people knew what they were doing all the
6:13time um that would think but
6:18um yeah I definitely think people
6:21especially newer smaller businesses like
6:23well who we tend to work with um
6:26struggle with that I think we I mean
6:28we’ve talked about that before when we
6:30were
6:30first deciding to kind of take off more
6:35without it just being you or um just
6:38being like one person involved in grey
6:40way um kind of what that was going to
6:43look like how that was going to fit into
6:45like both of our personalities and how
6:47we’re going to handle things because we
6:49take directions
6:50differently um which is fine um it works
6:54really well for us I think that you know
6:56that’s something I’ve always said like
6:58we just work really well together and I
6:59appreciative of that
7:01absolutely but yeah I I think that can
7:05very much so be difficult for smaller
7:08businesses new businesses people who
7:09don’t have small business experience and
7:12are starting a small business um I run
7:15into that a lot and so helping them
7:18figure that out and then helping them
7:20kind of
7:21navigate that pathway is really
7:25important yeah and that it’s okay to
7:28evolve yeah
7:30I look at
7:32up we come so
7:35far yeah I definitely agree that’s
7:37something
7:38that is really
7:41important who is on the top of your mind
7:44that does a really good job about
7:46picking and choosing their micr
7:49Trends I would
7:54say I mean we talk about jenings all the
7:57time he’s someone who’s he knows what
8:00his Niche is he he knows what his Lane
8:02is and I think he’s really good about
8:06sticking with that and knowing what he
8:08is good at what he isn’t good at like
8:11when he comes across my page it’s always
8:13really good content exact and he’s not
8:15coming across it every five seconds with
8:18like a new updated thing that isn’t
8:21relevant to what he pushes content wise
8:24exactly and in that case I I think it’s
8:27good that people understand like it is
8:29is like double with the responsibility
8:31but if you’re really trying to go two
8:33very different ways it’s okay to have
8:35different accounts for that reason right
8:38like right you’re not just stuck like
8:40Tik Tok you know doesn’t only allow you
8:42to it’s not just one account like you
8:43can have
8:44multiple so then it’s like if you’re
8:47really needing like opposite ends of the
8:50lane that’s
8:52okay I I also think that’s something
8:55people don’t realize they could do
8:56either like it’s okay to have different
9:01interests hence you know why we’re
9:04business everything in between like we
9:06have a bunch of different interests and
9:08it’s okay to it’s great to find you know
9:11a way to involve all of that into one
9:13thing like we’re doing you know what
9:14we’re going to be doing here but
9:17also I
9:20think people understanding that like
9:22it’s okay to have different platforms
9:25per se um for different
9:30interest is like a totally acceptable
9:32thing like if you want to talk Politics
9:34on one thing
9:35and do cosplay on the other like
9:38fantastic you can do that that is
9:41possible without them being related to
9:43each other exactly I mean and even I
9:47think or I try to do that with two of my
9:50personal Tik Tok accounts one talking
9:53about my personal Journey with my health
9:55and then I have another one that’s more
9:57just lifestyle fashion like everyday
10:01kind of things that sometimes I bring up
10:04my health but generally that’s not the
10:07Focus right and I think that also helps
10:10you know with the microt trend thing of
10:12knowing okay if you really like a trend
10:14and it doesn’t fit into this
10:17particular sector of your life like
10:20there’s another sector that it might fit
10:22into and kind of sticking with that and
10:24knowing
10:26hey you know this isn’t going to be
10:28relevant for for everything that I do
10:33but you know it’s here exactly and also
10:37I think Delta Airlines has a really good
10:39job about that as well talk about yes
10:42yeah another good one that it’s a a big
10:45I mean International brand that they do
10:49their marketing fantastic but it’s also
10:52relatable yes which is so important yeah
10:56again they don’t stick to
11:00doing every single Trend like it’s again
11:03when they come across my for you pag
11:04it’s usually it’s good content I think
11:06that’s important like quality over
11:09quantity for sure I think anybody in
11:12marketing would tell you that anybody
11:13who does social media
11:15influencers um good
11:18influencers good cavie out there got to
11:21put that in good influencers you know um
11:25celebrities who are you know great with
11:29social media like you’ll see that they
11:31do not jump on every Trend it is
11:33something
11:34that they kind of pick and choose and I
11:37think that’s so important oh so
11:40important definitely and not
11:43to definitely know hate to the Rock
11:48but the rock I get has is one that I’m
11:52like you’re kind of messy on
11:55here and not in a bad way but it’s just
11:58understand
11:59he has multiple Brands and multiple
12:01hands and multiple things you know not
12:03just as an actor and public figure but
12:07it with that one account it things look
12:10a little mushy so to speak versus like
12:14there’s other celebrities that are very
12:16much like they do their own they do
12:19their promotions but they’re
12:21very strategic and or they incorporate
12:25it back into their main line of work
12:28Ryan Reynolds is a great example with
12:30that yeah he’s really good at that
12:33that’s he’s someone that I would say is
12:35very social media Savvy yes um which may
12:40be a generational thing I mean I know
12:41he’s notot he is older than us but like
12:45not by like a ton um and so that’s
12:50something that I think might have
12:52something to do with that maybe oh he’s
12:5647 what yeah
12:59okay he’s much older than us maybe he’s
13:01just really good with social media he
13:03has a good team he he is a good team
13:07so yeah so he’s a decade older than
13:12Blake wow he’s 37 so she she would fall
13:16under the millennial
13:18Spear and maybe that’s
13:24yeah
13:25actually like I feel like she has said
13:28something about that before on her
13:29social media right where she’s like oh
13:31yeah you know you have like a millennial
13:33wife when like you’re playing Backstreet
13:35Boys and like insane and oh yeah doing
13:39all these
13:40things that’s that’s how he does it
13:42that’s his trick exactly but that takes
13:45that takes strategy right and it takes
13:47knowing you know staying in your lane
13:49knowing what you want to do with your
13:51platform and it’s not just
13:54posting yeah I mean there’s a strategy
13:57to it that’s another thing I don’t think
13:59understand there’s a strategy to this
14:00there’s it’s an art form right like in
14:03and of itself there is a a rhyme and
14:05reason
14:07right yes and that’s people um you know
14:11influencers certain you know influencers
14:13are like oh they became an overnight
14:15success did they they did it no if you
14:20go and
14:22look I would say nine times out of 10
14:24but it’s 10 times out of 10 there is
14:27content from
14:29forever you know going back and they
14:32just happened to hit that
14:36one I don’t know one good day I guess
14:39where they skyrocketed that’s something
14:42about Tik Tok that I think is really
14:43interesting
14:44because you see a lot of different like
14:48I follow like a lot of like artists not
14:49like singing artists but like physical
14:52like artists like fine art artists and
14:56people who like create things and
14:59and there are there are maybe 20
15:03different people that you know create
15:05the same kind of
15:07product
15:09but this person happened to take off and
15:13has you know hundred thousands of 100
15:17thousands of followers um versus like
15:19this other person who honestly may be a
15:22better artist but hasn’t quite hit that
15:25that moment yet you know exactly and
15:28that’s
15:29that’s something and again A lot of
15:31times when I’m looking at that this
15:33person has a better strategy going
15:35they’re sticking to their Lane they’re
15:37doing things they’re not trying to jump
15:39on every Trend um and again sometimes we
15:43evolve and we become that way right but
15:46like initially that initial chunk of
15:49content you’re seeing where they’re
15:51getting increased views and we’re seeing
15:55you know that kind of that uptick and
15:57followers um it’s usually stuff that is
16:00very in their Lane very strategic and
16:02they’ve done that well
16:04versus usually these people aren’t super
16:07great about going about their strategy
16:10definitely and it’s such a fine balance
16:13and that that balance definitely looks
16:14different for every Creator and every
16:16business because then it’s that fine
16:19because as the older Generations are you
16:23know they still have a good amount of
16:24purchasing power but your younger
16:27Generations your Millennials and stuff
16:28they’re coming up and they’re having
16:31more control of the economy and the
16:33markets and really where things
16:37shift things are being more personable
16:41Millennials statistically Millennials
16:43want a
16:44connection yeah to who they’re buying
16:48from what they’re buying from if they
16:50can help it and really started I think
16:54jindy really ran with it which is
16:56phenomenal but Millennials really kind
16:58of started that
16:59consciousness
17:02of who am I buying
17:04from right I I mean I think we’ve see
17:08that um we’ve seen that in some ways um
17:13where we are both from being from such a
17:16area that has such a retail giant a lot
17:19of our age they don’t want to shop
17:22there right which is something very
17:25interesting and very like shifting in
17:27things and so that adds that element
17:31with these you know trying to manage a
17:33brand voice and account and all of that
17:35of like be personable as well right we
17:39don’t want to be sold
17:41to right and that’s the that’s the trick
17:44right we don’t want to be sold to we
17:45don’t want to be talked to we want to be
17:47involved in the conversation we want to
17:50um again Tik Tok does us really well
17:53with um branding and stuff like that
17:55like it’s very subtle it doesn’t feel
17:57like you’re being spoken out
17:59um and I feel like that’s really
18:02important um I think especially you know
18:05being where we are from that something I
18:08mean small business Saturday is a huge
18:10thing here and a lot of our small
18:12businesses you’re getting the behind the
18:15scen stuff you’re getting you know into
18:18these Trends you’re getting the best
18:20word coming to mind is personality in
18:23there you’re seeing the personality of
18:25their business and um a lot of times of
18:28them elves right because so much who you
18:30are is put into your business and people
18:33are feeling like we they have
18:36connections with that I mean that’s
18:38something I think is really important
18:40someone I think who does that really
18:42well is Taylor Swift um she has always
18:46from the very beginning been a very
18:48personable person and she makes you feel
18:53like she’s your best friend and I think
18:56that’s something that Millennials and
18:58gen Z I think even gen Alpha like
19:01they’re obviously not old enough to like
19:03be out into the world right but I think
19:05it’s something that’s one of those
19:07Trends again a classic a classic Trend a
19:11longevity Trend that we’re seeing that I
19:13think is going to be around yes for a
19:15very extended period of time I think
19:17that’s something that is going to be the
19:18new Norm absolutely seeing
19:21that that
19:23connection and uh just to clarify for
19:26anybody because some people have a
19:28little miscon conception about the age
19:29of Millennials the youngest Millennial
19:31is
19:3228 so it and the oldest is 43 so it’s
19:38definitely in the prime time of you know
19:42even though you know things aren’t as
19:44great as they we would have thought in
19:48the economy and buying power wise we’re
19:50still that generation is still shifting
19:53to have the control over their
19:55dos right yeah I heard somebody say
19:59Millennials in in high school and I’m
20:01like no Millennials are older
20:05Millennials are almost 30 or over or
20:0740 yeah no I mean you know we’ve talked
20:11like we consider ourselves zillennials
20:13because we’re in this weird between
20:14stage we like yes I remember what AOL
20:18was but I was never on it like I was not
20:21old enough to be on it
20:23exactly I don’t remember most things
20:25from the 90s because I was I
20:29little child right it’s a little very
20:32small child yes
20:34um yes absolutely I think that’s
20:38something you know we’re again we’re
20:40seeing and um there is a gener you know
20:44like there are generational differences
20:45I mean I somehow ended up on the side of
20:48Tik Tok the other day where it was Jen
20:51alpa’s glingo yeah side of Tik Tok it
20:55was so confusing side note but um um
20:59yeah we’re seeing that that’s something
21:01else let me look up this guy’s name I’m
21:04trying to think of what his name
21:06is but I follow him on Tik Tok and he’s
21:10adorable Mr Luke that’s who it is have
21:13you ever seen him is he the kindergarten
21:16teacher he is a kindergarten teacher and
21:18he’s adorable so he is someone that I
21:21feel like uses Trends really well but
21:25they are very generationally
21:29scattered I guess like he does teach
21:30kindergarten yes yeah but like something
21:33I saw the other day was
21:36like he was talking to a kindergartner
21:39you know because he talks like he
21:40doesn’t talk to them but like like he’s
21:42talking to you yeah and you’re the
21:44kindergartener and they were like oh
21:46yeah skib Riz and I was like what does
21:49that mean I had to look it up truth be
21:51told I
21:53will still on myself that’s fine um had
21:56to look it up but he the way that he
21:59presents it is so one is really fun but
22:03also he does a really great job of kind
22:07of bridging that Gap a little bit and I
22:10think that’s something that’s really
22:11cool um using using Trends and even you
22:14know microt Trends as much as I’m not
22:16their biggest fan
22:19um using them to kind of bridge gaps I
22:22think is really a really fun way to do
22:24that oh absolutely and I think in the
22:27same microt Trend St as much as I love
22:30cat Cut and their
22:31templates that’s not a that’s not a
22:34brand
22:35Style no I hate to say it
22:39I very hot sh that’s okay but it’s so
22:42true so true they are so much fun and
22:45they’re a great way to like present
22:48things and maybe a different way than
22:49you think but like you can’t just only
22:52use templates for your video content
22:56because it’s not you right and they’re
22:59not always consistent unless you’re
23:01doing the same template like every
23:04single time every single
23:06time I you know my take on templates
23:08they’re not my favorite I have stood by
23:11that it’s something I don’t understand
23:15um I mean I understand it like
23:17conceptually right but like I do not
23:19understand why
23:21people just think that you can go into
23:25marketing and be like oh yeah like I’m
23:26just going to drag and click this and
23:27plug everything in it’ be fine like I
23:29don’t need to put any creativity
23:31necessarily into this that’s a that’s a
23:34big pet peeve of mine we talk about that
23:37a lot with canva and how people
23:42yes I have a hot take on that that’s
23:44another hot take that one’s gotten me
23:47some heat
23:48online it’s just like the templates are
23:51tool and that’s like that’s also how I
23:54talk
23:56about AI like chat G PT it’s a
24:00tool not the product not the product
24:04like I I’m the first one to admit I will
24:07get on chat gpp if I’m stuck on
24:09captioning stuck on content ideas it’s
24:12fantastic to like get some extra o on
24:15there but like right you got to rewrite
24:18that that isn’t like you got to make
24:21that yours and that’s why I build like C
24:24cutting the templates and certain ways
24:27that people do canva templates as well
24:29they’re awesome they’re great in their
24:31own thing but make them yours make them
24:35yours that like this is your business
24:38right like or you know even if it’s not
24:40your business and you’re you know in our
24:42position where like we’re working for
24:43other people um and helping them build
24:47their
24:48brand that like you’re representing
24:51their business that’s important it’s
24:54important to get their you know to know
24:56what trends work for them right it’s
24:59important to know what um their voice is
25:03it’s important that you take you know
25:06again templates are great a great tool
25:08they’re a great jumping point right it’s
25:10great to start there but take
25:13that and make it this right and that is
25:17so important and people just don’t do
25:19that and I it baffles
25:22me you know and I think it’ be for a
25:24number of reasons whether that’s you
25:27know they don’t have time are
25:28overwhelmed or all the above and I
25:31totally understand that and I’ve and
25:34I’ve been
25:35there like I mean definitely there yeah
25:38like it happens but it’s just like that
25:41can’t be the
25:43consistency okay well I hope that you
25:47all enjoyed today’s episode or got
25:49anything out of the anything out of the
25:51conversation about micro Trends micro
25:54Trends they great they can be really
25:55relatable but at the end of the day like
25:57not all of them are for every business
26:00or Creator and that’s perfectly okay and
26:03you know join us next week and I know
26:05 we’re have another marketing related
26:08topic to talk about um but in the
26:10meantime if you’re looking for me on
26:12social media you can find my business
26:15atth grayway solutions.com or on Facebook
26:20and Instagram under the same name and
26:22that’s gray with an a g r a y and you
26:26can also find any of my lifestyle and
26:28more fashion content at v t h l i z a b
26:35tore Marie on Instagram or Tik
26:39Tok and then you can find me if you’re
26:41interested um my business is on meta so
26:46Facebook and Instagram um at the Foxon
26:49Creative Solutions and then you can find
26:51my personal page my lifestyle Creator
26:54page at Fox new and munchkin
26:58awesome thank you so much for joining
27:01thanks guys