You’d think a chef would go viral on Instagram.

So why did we go hard promoting a restaurateur on LinkedIn?

Well, sometimes you shouldn’t go with the obvious strategy. Today you’ll find out how we got our client over 800k impressions in just a few months by doing something a bit unexpected.

In today's newsletter:

• What platform will make a chef go viral? (and why this strategy worked so well!)

• Rappers J. Cole and Kendrick have beef (time to pick a side)

• Eid al-Fitr is almost here (have you acknowledged it in your content yet?)

• What you NEED to know before starting to post on TikTok (because it’s not like all the other platforms)

- Charlotte, Editor ♡

What Platform Will Make a Chef Go Viral?

Most would say TikTok or Instagram is where you should promote a chef. And they’d probably default to cooking videos, recipe posts, or any food-related content.

So when Sid Sahrawat, chef and owner of 4 Auckland restaurants, came to us looking for personal brand support, we had the same initial reaction. But why do what everyone else is doing? We’ve never been basic.

That’s not to say food content for TikTok and Insta doesn’t have a place in Sid’s strategy. But they were never going to be the viral winner for us.

But WHY LinkedIn?

Excellent food content is hard to produce. It takes time and extensive planning. And Sid owns four absolutely pumping restaurants! He doesn’t have three hours a day to spend filming himself cooking! He barely has three hours a month for filming. Working with clients requires adapting to their lifestyle, not just fitting them into a box that doesn’t make sense.

People want to see behind the curtain of the restaurant industry. By focusing on the struggles of a restaurateur in our post-COVID world, we’re shedding light on something people don’t usually get to see. This creates engaging, one-of-a-kind content. And people want to keep coming back because they have an emotional connection to Sid.

A stroke of simple genius I’m particularly proud of--We realised his ideal customers are on LinkedIn. We all know LinkedIn is a platform for professionals. And being a professional means you’re more likely to have money to spend on fancy dinners. It’s a simple fact, but the earning potential of LinkedIn users is way higher than habitual TikTok users, because the age demographics are different.

So what can you learn from this hugely successful campaign?

If you want to make content for a client (or yourself!), don’t just jump to the easy option. Challenge yourself and your biases. Just because it’s been done before doesn’t mean it’s always the right way to go.

Marketing isn’t about reinventing the wheel but it doesn’t have to be all samesie as well.

-Sam, Personal Brand Manager

Mom, the rappers are fighting again....

Rap is a sport and a competitive one at that. So there's no shortage of "beef" and "battles" in the culture.

However, two of our Hall of Famers are beefing, and nobody knows why.

Confused? So are we.

Our intern, Carter, breaks down the story's developments:

Last Friday, J. Cole decided to drop a surprise album.

In one of the songs, titled “7-minute drill”, he disses Kendrick’s discography. This is allegedly in response to Kendrick's feature on "Like That" by Metro Boomin and Future two weeks ago.

The latest development? J. Cole publicly apologised for dissing Kendrick, which is basically unheard of in rap history.

But again, nobody has ANY idea of the origins of their current feud. Many fans are left wondering if this is all a show to get people interested for an upcoming album.

This “beef” has already caused a lot of commotion on social media, and is sure to stay around for a while.

So what can you do to get in on the fun?

• Create a battle bracket/poll containing the artists’ albums or songs. Have your audience vote on which album or song they think is better until you find the“Best Song” or “Best Album”.

• Pick a side! Make content showing everyone which artist you support. Most fans will have already picked their side, so be prepared to defend your artist at all costs.

As the sacred month of Ramadan draws to a close, anticipation mounts for Eid al-Fitr—which marks the end of fasting and the beginning of joyous festivities.

With a staggering 1.8 billion Muslims worldwide, Eid holds profound significance. The occasion serves as a beacon of unity and joy for communities across the globe.

It also provides an opportunity for people to come together in solidarity and mutual respect.

So how can you bring this celebration into your content?

• Explore your local Eid Market. Film a “day in the life” showcasing the vibrant spirit of Eid celebrations as you try out all the different foods.

• Embrace the timeless tradition of Eid glow-ups. Whether you celebrate or not, be part of the tradition by showing off a new look in your content.

• If you celebrate, share with your followers what Eid al-Fitr means to you. Reflect on the last month of fasting, what you're grateful for, and how it's been transformative for you.

• And if you don't, ask your audience how they are celebrating the end of Ramadan. You can say “Eid Mubarak”, meaning “Blessed Eid” in Arabic. People get excited when you speak their language.

-Carter, Intern & Abdel, Intern

What’s Going Viral?

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Today’s Creator Spotlight 👉 William Johnson

Check out which of their videos are going viral RIGHT NOW 👇

OG YouTube

She had a big problem, she’s dead

They finally found him

Tweets from The Intern

Ask the Editor

Q - I haven't ever used TikTok but want to start creating content for my business on there. What do I need to know about the difference between that platform vs. others? - Sara 

Hey Sara,

The first thing to know is you can't treat TikTok like every other social media platform.

Because, unlike LinkedIn, Facebook, or Instagram, TikTok isn't designed to be social first and foremost. It's designed for entertainment.

So if you want your TikTok content to perform well, you have to entertain first. But don't worry, that doesn't mean you need to be funny.

You can be educational (as long as you aren't boring). So think about how you can bring personality, humour, or intrigue into your content. Because that's what makes the difference between information and entertainment.

And it's what you need to do if you want people to watch your TikTok content.

- Charlotte, Editor ♡