Vanity and Performativeness

Social media has given us a tailspin of emotions to choose from.

One minute we’re ready to explode at strange balloons flying over our heads and the next we’re snorting with laughter watching a baby otter chasing five adults onto the pier.

However—as we’ve mentioned—there’s a growing concern in the corridors of Washington to reign in the app that turned everyone into a creator. TikTok is already banned on devices owned by the feds and many states too.

The concern is about privacy, data, and because our personal information could potentially be accessed by the Chinese government. 😳

While we get the fear, we can’t help but wonder how legislators will convince us to stay away. Especially given the billions of dollars it generates for creators and brands.

If only there was an entertaining way for us to get to the bottom of it when TikTok’s CEO Shou Zi Chew visits in March? 👇🏿

Unless you’ve been napping with dragons in a cave, you’ve already met Pedro Pascal. The actor who made our eyes hurt playing Oberyn Martell in Game of Thrones and now fends off mountains of fungal zombies in The Last of Us.

Over the weekend, he was the hilarious host of SNL too.

Science tells us that one of the reasons we swoon over celebrities in major roles is because we seek social change. Change in our lives or society that they often represent on screen. Like having our own little Grogu—aka baby Yoda—to disarm our biggest apprehensions.

Or, we could just get hooked up to a polygraph machine and see where that takes us. Kind of like Vanity Fair did in this hilarious bit. Check out the refreshing candor Pedro’s forced into.

It’s one way to keep things real for sure. Speaking of authenticity… ⬇

De-influencing is a growing trend on TikTok where users are getting candid about what not to buy. They’re fed up with the endless stream of inauthenticity, misleading recommendations, and overhyped videos for life-changing products.

De-influencing videos aim to steer consumers towards cheaper alternatives or avoid spending money altogether. We love that! There’s more than 68 million views under the hashtag #deinfluencing on TikTok so it’s definitely becoming a thing.

Strangely, we tend to trust famous people. So it’s no surprise that we’re driven to accept half-baked advice because fortune favors the brave like Matt Damon. Our society has been peddling products this way since as long as we can remember.

But today, so many smart people see through the noise and demand authentic online experiences.

So if the public is more suspicious about performative-ness online, how are you going to attract eyeballs for your clients’ products?

Most of us are familiar with the concept of search intent. You know, is this person:

Understanding the why enables the creation of content that satisfies their needs, effectively driving traffic to your website. But what about after they’ve reached your site?

The jump from click to conversion usually happens through an even deeper understanding of intent.

Let’s take the “What’s the difference between Egg Yolks and Egg Whites” example from this case study on Masterclass.

But don’t worry, this isn’t an approach reserved for the industry’s top dogs.

Using the search query above, run down this line of questioning with us. Then you can implement it yourself when developing strategies for clients.

It’s specific and most tools will label this as informational intent. To address this query, you’d probably be inclined to write an article covering everything about egg anatomy. But, do we have the full picture yet?

Here’s where we need to better understand the context. Would a world-class chef be searching for this term? After all, eggs are a pretty basic ingredient. So we can safely assume the skill level of this searcher is either beginner or basic.

Now, you’ve got a specific question about eggs and a basic skill level to consider. Let’s think about where they’re at in the journey. Are they thinking about making a dish themselves and looking to do it correctly?

Now we’re collecting insights about skill levels and journeys. It answers the need of the searcher but is also invaluable when figuring out how to better insert ourselves in the picture.

If you’re Masterclass examining this search for “What’s the difference between Egg Yolks and Egg Whites”, you write an article about eggs.

Then you add widgets, CTAs, and a downright cinematic trailer. All linking to a course. It’s called Cooking I and it’s taught by Gordon Ramsay! 😈

Masterclass understood the intent, the why, the skill level, and the searchers’ journey behind this term. Then they upped the ante beyond providing a simple answer.

They asked a question of that reader in return: What if you could learn to cook like Gordon Ramsay? A world-class eggsample of connecting the dots from search intent to conversion.

🤔 Maybe it inspired you to implement this strategy. Or made you wonder about the best way to juggle all this additional work…

We’ve got the answer!

Getting Things Done by David Allen is like a superhero manual for productivity enthusiasts! It's like having Iron Man's Jarvis in your pocket, except instead of a snarky AI, it's a book filled with ninja-like tips and tricks to help you conquer your to-do list and become the ultimate productivity master.

With its witty and humorous tone, you'll learn how to turn your brain into a well-oiled machine, capable of taking on even the most daunting task with ease. From learning how to declutter your mind, to organizing your workspace, to creating the perfect to-do list, this book has got you covered.

So, if you're tired of feeling overwhelmed and want to become the productive powerhouse you were always meant to be, then "Getting Things Done" is the book for you! Who needs caffeine when you have the power of David Allen's productivity techniques?

🤖 The Gist by ChatGPT: Black History Month is an annual observance to commemorate the too-often neglected contributions and accomplishments of incredible Black Americans throughout history.

Inspired by one of our heroes, Alex Lieberman of Morning Brew.