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5 Lessons I Learned at Stan's Collabfest
Read Time: 4 Minutes 2 Seconds
Hey there!
In today’s edition:
5 key insights on social media you can learn from
Why mindset matters more than tools
The important safety net of owning your audience
Ryan and I just got back from Stan's Collabfest conference and we're buzzing with insights!
We even met some marketers at Stan who read our newsletter (which is such a full circle moment!).
Anyway, whether you're a marketer, founder, or creator, these lessons will help you understand socials at least 1% better.
Let's dive into the 5 most valuable takeaways:
Lesson #1: Time and Place
Lesson From: Timm Chiusano
Timm shared a brilliant insight about context that's often overlooked when making videos:
Before creating content, imagine where and what your viewer is at the exact moment they watch your video.
Consider his “Sunday Scaries” series, which he posts each Sunday:
These posts are made on Sunday, precisely when people are dreading Monday morning, and the return to work.
It’s relatable.
It’s comforting.
Those are the 2 pillars of Timm’s self-aware branding as someone who spent years working in corporate America.
Here’s another video, posted on a Friday, that also highlights the “time and place” concept:
“This is why you should be proud of yourself after a long week in corporate America.”
Timm shows that his success didn’t happen only because he posted consistently.
It's because he aligned his content with his audience's emotional state at specific moments.
By considering what your viewers are thinking and feeling when they encounter your content, you can make your viewers feel like that video was tailor-made for them.
So, ask yourself:
What day is it?
What time is it?
What might my audience be feeling this very second?
Then, create content that meets them exactly where they are.
Lesson #2: Own Your Audience (Or Someone Else Will)
Lesson From: Jason Lee (Founder @ Jubilee Media)
Jason kicked things off with a reality check that hit hard:
Most of us don't actually own our audiences.
When you build exclusively on platforms like TikTok or Instagram, you're basically building on rented land.
The moment those algorithms change, you can lose everything overnight.
your brand’s vital marketing channel
your operation’s top of funnel
your source of income
The solution?
Find other ways to interact and communicate with your audience directly off-platform.
Email lists & newsletters
Digital products
Membership communities
Direct services
These opportunities allow you to create lasting connections you control—regardless of algorithm changes.
This newsletter is an exact example of this point!
If we were to lose our top of funnel (our Instagram accounts), we would still be able to access our audience because we own this media channel.
Lesson #3: Never Lose the Human Element
Lesson From: Andrea Casanova
This insight comes from Andrea Casanova, an all-around brilliant entrepreneur, creator, and a new friend of mine.
As we sat in LA traffic before the conference, she mentioned how she had recently received a surprising deal with a powerful brand.
She noted that she always led with a single principle:
Always show appreciation to whoever you're working with.
Andrea’s way of doing it is by sending virtual "coffees" to those she works with using thnks.com.
A tiny gesture goes a very long way.
And you never know what that human you're working with is going through on the other end.
In a world increasingly dominated by automation and algorithms, the human touch stands out more than ever.
These small gestures:
a personalized thank you note
remembering someone's preferences
simply acknowledging someone's contribution
They can transform a momentary interaction into a truly meaningful connection.
As Andrea's experience shows, the opportunities that come your way often start with simple human kindness.
Lesson #4: Design Your Marketing To Feed Itself
Lesson From: Jason Lee (Founder @ Jubilee Media)
Jason shared this incredible synergy map that Walt Disney created back in 1957:
This map laid out how every part of Disney would connect and reinforce each other—from movies to theme parks to merchandise.
The key takeaway?
Your content should naturally support your product so it doesn't feel like selling.
The best brands aren't creating random content and then awkwardly plugging their product.
They're building an ecosystem where everything connects naturally.
Ok, here’s an example of this in action.
It’s a little strange.
But the genius behind Duolingo’s social media success, Zaria Parvez, highlighted this brand on the Marketing Happy Hour podcast.
No shame in watching strange videos if it’s for research purposes, right?
This one’s also received 4.2M views and is currently pinned to @scrubdaddy’s profile:
Perfect product placement.
It uses the current "Hopecore” content style, which has been gaining traction and hitting the target with its younger audience.
Scrub Daddy is super clear on its target demographic.
By leaning into absurdist humor, they've turned a mundane cleaning product into a cultural phenomenon.
What's brilliant here is that they're not just making funny videos.
They're making funny videos that inherently showcase the product's unique features.
This creates a feedback loop where:
The product's viral design drives content ideas
The content highlights the product in an entertaining way
The entertainment value drives sharing and brand recognition
Brand recognition leads to product sales
Sales fund more creative content...
And the cycle continues
This is exactly what Jason meant by designing marketing that feeds itself—it's not a linear process but a self-reinforcing system where every element strengthens the others.
Lesson #5: Find Your "Why" That Transcends Platforms
Lesson From: BC Serna
BC delivered a powerful session on mental health in the creative world, posing several reflective questions.
But the question that resonated most deeply was:
If social media disappeared tomorrow, how would you still share your brand’s message?
According to BC, true sustainability comes from having a "why" that isn't dependent on likes, followers, or even specific platforms.
Be anchored in your why.
That can be anything based on your position:
Be the most valuable marketing manager in the firm
Build a company to $1BN
Grow a following of genuinely interested people
Whatever your "why" is, it needs to anchor you when algorithms change, trends shift, or when you're facing burnout.
How did you like today's newsletter? |
Thanks for showing up this week. We’ll see you in the next :).
Sincerely,
Thomas