Read Time: 1 min 55 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

I’m sure you’ve heard of founder-led marketing…

But truth is, most of it isn’t great

Not because founders shouldn’t post, but because they’re approaching it the wrong way

Instead of posting generic ‘day X of building X company’ posts,

They should be posting real short-form videos and experimenting just like a Creator would

Because the easiest way to ‘think like a creator’ is to become one...

Kent Yoshimura (left) is the co-founder and CEO of Neuro, one of the most viral consumer brands in the world

And in January 2024, instead of hiring an agency to run their influencer marketing…

He decided to start posting every single day on TikTok

Now, they’ve built a $100M+ brand off the back of short-form content

So whether you’re trying to build a brand or become a better creator, here the 3 lessons that Kent learned from his content experiment…

Let’s dive in:

When Kent started his company, his product was designed for people to gain energy and focus…

But after posting daily, he realized that consumers resonated more with the ‘focus’ element of their product

This was invaluable product feedback that helped shape their product positioning

Here’s a video of him leaning into this:

And check out this video from @jayhoovy who used this strategy to scale Stan Store to $30M ARR

When you post on social media, it gives your customers the opportunity to tell you what resonates…

Social media is one of the best channels for marketing right now…

And being able to capture attention on it is what sets great consumer brands apart

By getting daily reps in, Kent was able to figure out what the algorithm wanted to see and prioritize

Check out this video:

This leads into lesson #3….

If you’re trying to build a brand on social media, it’s crucial to scale beyond one account

But hiring and training content creators is not easy…

And that’s where this full-immersion into content becomes so powerful

After posting every day for months, he had tons of data on which formats, hooks, and video styles could go viral

Check out this one:

Now, watch this video from one of his paid creators who uses a similar hook

By learning how to make a viral video first, he was able to scale their user-generated content system and get millions of views through paid creators

Have a great day ❤️