April 8, 2025 • 36 mins
Let’s talk about scrappy content.
That low-effort, high-impact content that doesn’t look perfect—but still gets the job done.
In this episode, I’m joined by Adam Constantine, founder of Ace Creatives, to talk all about the power of creating content without the studio setup. We dive into what makes scrappy content work, how to stay consistent with only 2 hours a week, and why authenticity still wins on social media.
If content creation has felt overwhelming lately, this episode is your permission to keep it simple.
In this episode of the podcast, we talk about:
- What scrappy content is (and isn’t)
- Adam’s journey from basketball to creative agency
- How to post consistently with limited time
- Why “bad” posts usually just disappear (and that’s a good thing)
- Practical formats to try: green screen, text-first, and more
…And More!
This Episode Was Made Possible By:
Riverside All-in-One Podcast & Video Platform
Visit Riverside and use the code DREA to get 15% off any Riverside individual plan. We use it to record all our podcast interviews: https://onlinedrea.com/riverside
About the Guest:
From a professional basketball player to (probably) the world’s tallest social media guru, Adam
Constantine has been a creative pioneer for over a decade in various industries. He has
consistently created dynamic, unique, inspiring, and humorous digital content that engages
audiences, keeps them talking, and builds successful brands. Serving as a resource to connect
a brand’s social media with their external audience. This led to the launch of ACE Creatives, a
social media, and full-scale production agency.
With clients from Top global content creators to Fortune 500 companies and a variety of other verticals, his goal for each is to effectively position them in front of their audience to maximize ROI and brand affinity. He’s been on the national speaking circuit for several years, teaching the importance of storytelling in the digital age and hosting workshops on building a dynamic social media presence; serving as an event MC and social media thought leader, his unique skill set of simultaneously entertaining while educating a crowd is rivalled only by his 6’8″ frame, impressive beard growth, and ever-growing collection of shoes.
Website: https://www.acecreatives.co/
Instagram: https://www.instagram.com/hashtagacecreatives, https://instagram.com/theycallmeac
LinkedIn: https://www.linkedin.com/in/adamconstantine32/
Go to the show notes for all the resources mentioned in this episode: https://onlinedrea.com/352
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Andréa Jones (00:00):
Welcome back to another episode of the Mindful Marketing Podcast.
I'm excited for today's conversation allabout scrappy content creation with Adam
Constantine, because listen, sometimeswe'd be making it too complicated, and
y'all know I love a easy way of doingthings, especially for my small business
friends out there who, you know, we justdon't have full on production studios.
(00:21):
Follow us around all day.
So we're gonna get intothat, into this episode.
But first, a word from our sponsor.
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Alright Adam, welcome to the show.
(01:24):
I'm so excited.
Adam Constantine (01:26):
Thank you so much for having me.
I'm really hyped about this conversation.
This is a, a topic that isnear and dear to my heart.
Um, it is how I started thecompany that I have now.
Um, so firm believer and, uh,happy to blab about this for
as long as you'll have me.
Andréa Jones (01:42):
Yes, I love it.
Well, let's start withlike the definition.
How do you define scrappy content?
Adam Constantine (01:49):
Yeah, scrappy content is anything that is
made that doesn't look like.
A TV commercial.
Um, that's kind of thetraditional definition of it.
Uh, especially so like millennials.
Uh, we grew up, we were kind ofthe last ones to grow up where
(02:11):
everything we saw was polished.
Like for example, my family didn't havea home video system, my neighbors did.
Um, so like most of the stuff wewatched was very polished content,
and that's just how we grew up.
Watching content, millennials and older.
Um, now with how social starts,there is a different way that
(02:32):
content is accepted, right?
Like the home video style has becomemore accessible because of the
smartphone, the access to the internetand the conduits at which it goes
out there, which is social media.
The other definitionfor scrappy content is.
However you can get your message across inwhatever way it needs to put it out there.
(02:53):
Like mm-hmm.
Truly.
'cause like the second Isay, well, it's not tv.
Someone else will be like, oh,well it doesn't look like that.
Nope.
How can you get your message outthere in whatever means necessary?
Like that is the definition ofscrappy content, just getting
what you need to out there.
Andréa Jones (03:11):
Yeah.
I love that.
Is there a story behind why you're,you're all about scrappy content,
like why'd you focus on that?
Adam Constantine (03:18):
Yeah, because I, I've always been a storyteller.
Um, both when I was younger,like storyteller, as in your
boy, used to tell some fibs.
Um, as well as a storyteller in everythingI enjoy, I enjoy making people laugh.
I enjoy, I. Uh, giving peoplerandom bits of information.
I enjoy learning about people.
(03:39):
Everything has a story.
Storytelling is probably theoldest art form there is, right?
Every art form is storytelling,whether it's painting or a play,
or a movie, or just a monologue.
I. Um, that I'm in dangerof, of doing anytime I talk.
Um, but when it comes to how Ispecifically am so passionate,
I, you know, I was in collegeas the social media boom began.
(04:05):
Um, so the way that I make myself feelold is Instagram came out the year.
After college.
Um, so that was kindof the boom over there.
I was playing professional basketballoverseas and so I'm separated
from my family, my friends.
So I used social to getthat message across.
(04:25):
Um, I had a blog, so it was written blogsthat I did, but I also started making
little vlogs and I would either use mycell phone or I would use a little mini
camera point and shoot camera that I had.
And I would just create content withit, and I just wanted to do it so that
I could still make people laugh and havepeople enjoy what I was doing beforehand.
(04:47):
Wasn't really thinking aboutany high level polished
content and it was successful.
Um, after that, I. I, uh, you know, whenI retired, uh, five played for five years.
After I retired, I started workingin the social media sphere, um, back
in my alma mater, Elon University.
And on the side I was just creatingvideos, you know, kind of like, uh, I
(05:10):
mean, yes, was I a wannabe influencer?
Yes.
I just didn't have the influence.
Right?
So that's basically what I was doing, butI was creating a lot of different videos.
Um.
A lot of them were justhumor, content, beard.
Like I would make content for in NoshaNovember, I'd make content around my
favorite movie releases, whether it wasa Marvel movie or a Star Wars movie.
Uh, I would make, you know,like, uh, single content, dating
(05:33):
content, just like humor things.
And I just used what I had.
Um, and as long as the message itself wasentertaining, informative, or educational.
It would work well.
In fact, it was because of thosevideos that somebody reached out
to me and was like, Hey, I seeyou make content for yourself.
(05:54):
Do you make content for companies?
And you know, like I. Like hadn't.
And I, you know, I'd neverhad, so obviously I said,
well, yes, absolutely I did.
Uh, and that kind of startedas we do, as we do, yeah.
Right.
Uh, that kind of started, uh,uh, the, uh, the movement there.
So like scrappy content is the reasonwhy I've even been able to have the
(06:18):
company I have today, um, is becauseI learned very early on the content of
what you are putting out matters morethan the visual appeal of it when it
comes to how social storytelling is done.
Andréa Jones (06:30):
Yeah, a hundred percent.
I mean, there's a lot of parallelstoo in um, some of our past history.
'cause I also was creatingcontent online back in 2007 when
people were like, that's weird.
Yep.
What are you, what you're doing is weird.
Um, and it was a lot of funto have that creative outlet.
Um, I think one of the challenges withmarketing today is that we've put so much.
(06:54):
Emphasis in weight on theproduction quality because we
have seen, like the history ofthe internet, we've seen it all.
Right.
And I think some of the beautyof like the early days is like we
didn't know what we were doing.
We were just kind of messing around,having fun, creating content.
Um, what do you say about like this, thisidea that the low quality, low production
content doesn't serve a purpose?
(07:16):
Like how do you see that that contentreally fitting in with everything
else that we see on the internet?
Adam Constantine (07:22):
Yeah.
Uh, it's, it's funny, people forgetthat authenticity is still what moves
the needle, and a lot of times thereason why something is low quality
or lo-fi is because there isn'tenough time to craft this narrative
around whatever is happening, right?
Like.
Your dog is doing something humorous.
You just quickly captured on tape.
(07:43):
It's why America's FunniestHome Videos used to be.
I mean, that's really what social is.
Social is just America's FunniestHome videos times a thousand, right?
Like everybody's puttingthat content out there.
Uh, and, and one of the reasons why lowquality still works is because people
don't feel like they're being sold to.
(08:05):
Everything really at the end of the day,that is created for our entertainment
is also created for us to be sold to.
Right?
Like, that's why content exists.
That's why sports make themoney they do, is because they
can sell on the back of that.
Um, so sometimes that canfeel a little tiresome.
And when I'm scrolling, I feel like I'mjust looking into other people's lives.
(08:27):
I'm just looking into whatother people are doing.
Uh, think about it.
There can be all kinds of marketingcampaigns for a realtor per se,
but when you need a realtor, you'reprobably gonna ask your neighbor or,
you know, I talk to somebody else.
Right?
It's that authentic word of mouth.
And social is replacing, not replacing,it's evolving where that word of mouth.
(08:53):
Comes in.
And a lot of times that that's whyinfluencers and you know, like those,
especially those that do it well becomeso popular is it, it just feels like
a friend or somebody that you wannaknow, telling you something of something
you don't know and and need to, right.
So whether it's makeup, whether it'sapparel, whether it's a video game.
(09:17):
We all seek information that doesn'thave an ulterior motive behind it.
When I ask my neighbor for theirrealtor, they're not getting
a cut of what's happening.
They're just like, oh yeah,this is somebody that did well.
So when it comes to the authenticityof it, low quality content or lo-fi
(09:39):
content usually can work betterbecause it feels more authentic.
The second portion, of course, is.
What's the story thatyou're telling with that?
Um, so it's storytellingfirst, visual quality second.
Andréa Jones (09:54):
Yeah.
So can you give us an example of eitheryour business or a client or just
something you've seen on the internet?
That is a great example of that story.
First, visual second.
Adam Constantine (10:06):
Yeah, absolutely.
When it comes to content all, let'ssee if there's one that I can think of.
Well, I mean, 1, 1, 1 of our,uh, uh, clients that, that
we, that we have worked with.
Uh, and it's obviously the biggestcase study known to man, so I'm
not saying anything groundbreakinghere, um, is Mr. Beast.
So we have created a lot ofcontent with him, and a lot of it
now is very high quality content.
(10:27):
So people immediately tryand jump in and do that.
He started by counting to100,000 just on a camera.
Andréa Jones (10:37):
Yeah.
Adam Constantine (10:38):
And so silly people are like, well, yeah, right.
It's, it's ridiculous.
But it's like, why would you watch that?
Well, one, it was something.
Like, I've never seensomeone count to 100,000.
So one, I've never seen it.
Two, I don't believe it unless I see it.
Right.
And then three, if I do see it,that's something interesting
enough to tell somebody else.
(11:00):
Right?
So like creating this content thatbuilds the intrigue, that makes it
shareable both online and real life.
And that's one of the litmus tests thatI use with clients is, is this content.
Like, would somebody talk aboutthis around the lunch table?
Right?
Like that's how, I mean, I grewup where everything was anchorman
(11:21):
and Chappelle quotes, right?
It just depended on thedemographic that you belonged in.
And I'll leave it at that.
But basically like those were the twocomedy sections that you had, right?
Like it was one of the two.
Or if something else new poppedup, somebody told you about it.
So is your content worthtalking about or What I say is.
(11:42):
Is your content.
Move someone to the point of engagement.
When they consume the content, doesit move them to create an action?
Um, so that's the way in whichwe view content creation.
That's the way in whichwe talk through it.
So when it's lo-fi, that's fine.
None of that has to do with quality.
(12:03):
It's when someone washes this.
Are they like, oh, this reminds me ofso and so I'm gonna send it to them.
Um, so obviously Mr. Beast is a hugecase study when it comes to that, but
really that is, if there's one sentenceis can you create content that moves
someone to the point of engagement?
Andréa Jones (12:24):
Yeah.
Oh, I love that.
And also, I also feel like there'sa little bit of a pressure there
when we go to create content becausenow we're thinking in the back of
our heads, is this good enough?
To push out into the world.
So, um, let's give ourselfparameters for this next question.
Um, let's say someone listening onlyhas two hours a week to create content.
(12:45):
Mm-hmm.
And they're like, okay, now I'msitting here thinking, does this
content move someone to engagement?
Like, where should they focus theirefforts to make sure that they have
the biggest impact as they're goingand creating this scrappy content?
Adam Constantine (12:57):
Yep.
Absolutely.
So there's, there's, it's atwo part question for that.
It's one 'cause people are like, allright, I only have two hours a week.
What should I create?
My answer is, whatever.
You can consistently create twohours a week for the next six months.
Andréa Jones (13:12):
Mm. So
Adam Constantine (13:12):
that, like, whatever you're doing, it's not a one-off.
You are able to consistently create thatcontent, that type of content, two hours
a week, every week for the next 26 weeks.
So that's, that's number one.
So you figure that out.
You're like, okay, I can make four lo-fivideos a week, uh, in those two hours.
(13:36):
Um, which is probably a little aggressive.
So if someone heard it'slike four, I can only do one.
That's okay.
Make your one.
We good?
We love it.
Um, so however much, so let'sjust use four for this example.
Then the next question is, isthis good enough to go out?
The answer is you don't know.
And you will never knowuntil you post the content.
(13:59):
So really, you are posting content todayto give you the answer in six months.
Because what you're gonna doafter you post those four videos
a week for 26 weeks, right?
Oh, that was not good for math four.
Andréa Jones (14:16):
And don't ask me, I math and me don't get along.
Adam Constantine (14:19):
Right?
Yeah.
Yeah.
It's, it's like a hundredsomething videos, right, that
you've made over those 26 weeks.
You now know based on that samplesize, what works or what doesn't work.
Um, that's the beauty of social isthat you have to strip your ego.
And say, Hey, I'm gonna put thisout there, and the audience will
(14:39):
tell me if this is somethingthat they wanna see or not.
A lot of times we'll get to inour heads and be like, oh, I
know exactly what they, Nope.
The second you start thinking you knowwhat the audience wants is when you
have lost the content creation game.
When you have lost the battle forattention, the battle for retention,
(15:00):
having those is extremely important.
So take the weight off of yourself.
Going into it saying, Hey, Idon't know, like I don't know
if this is gonna do well or not.
I have my reasons why I think itwill put the content out there.
And then, I mean, it's literallya science experiment, right?
Like look at it.
You have your hypothesis.
Um, you're conducting the experiment andthen you review the results after it.
(15:25):
Now, I get it.
If you are listening to this podcastto get better at content creation,
it is because every single post youhave ever created and will create
is directly tied to the impostersyndrome that you wake up to every day.
So that's going to feel miserable, right?
Because the second you createsomething, you put it out there,
(15:46):
you feel like you've failed.
That's also because of thegeneration that we grew up in.
I can think of some reallybad movies that I've seen.
Right.
And I'm sure you could as well.
Can you think of a badsocial post that you saw?
Andréa Jones (16:03):
I mean, it's an unfair question for me 'cause I
look at this stuff all the time.
Adam Constantine (16:07):
Yes, yes, yes.
Fair, fair enough.
The average person, if it's, ifit's bad, it doesn't get shown.
No.
So nobody sees it.
You don't even notice it.
You're not gonna have, yeah.
Right.
You're not gonna have a million peopleseeing how bad it's, I mean, you
have to fail pretty spectacularly.
Lemme just say very few people aregood enough to even fail that badly.
Okay.
To where like, you made something sobad that millions of people saw it, but
(16:30):
like, that's the beauty about social.
If it's not good, it just won'tbe shown, so nobody sees it.
So you get to tinker and then eventuallypeople only see your good content.
Because that's what they want to see.
So take the pressure off of, oh,everything I have to make is good.
Nope.
You're just trying to discover what'sgonna be good when you put the content
out and then you learn from thatin order to put that out further.
Andréa Jones (16:53):
Yeah, I love that, that shift of like, if it's
bad, no one will see it anyways.
Yeah, because it's not great.
Um, I'm gonna have to steal that one.
I like that.
Absolutely.
So follow up question to that is, Iknow sometimes as my small business
owners especially start posting contentand they assume it's not working,
(17:14):
what are some of the things theyshould start thinking about then?
So let's say they did startposting it six months later
and they go, it's not working.
And putting this in air quotes for thoselistening, it's not working because.
I'm hoping this answer will clarifythat, but I feel like sometimes we
get caught up in our feelings of like,we're not seeing Mr. Beast's success,
so quote unquote, it's not working.
What do you say to that group of people?
Adam Constantine (17:36):
Uh, yeah.
There were a lot of kids that I trained inbasketball that wanted to be LeBron James.
There's a reason why when Isay LeBron James, everyone
knows what I'm talking about.
There's only one, right?
So a lot of times we take once in ageneration type success, which is like
a Mr. Beast, a LeBron, uh, you know,like, like any of those high level.
(17:59):
And we expect that for ourselveswhen it comes to our content, right?
But let's say that somebody is semirational and they're like, Hey, I
have been posting for six months.
I have gotten no traction.
What is the act like?
What is my next step?
If you've gotten no traction,then the odds are you are not
(18:22):
understanding what your audience wants.
Um, so the next thing that I would dois find five similar businesses that
are being successful on social andlook and see what they are doing well.
What would be even better is if youcould find somebody, and it can be
(18:46):
like literally any, just somebodythat scrolls, like give it to, I
mean, if you wanna, if you have thickskin, give it to a 13 to 16-year-old.
Okay?
Don't tell them whichone is your business.
Give them three and be like,what works well and what won't?
I guarantee you they'llbe able to tell you.
They're gonna be brutal about it,especially if yours is the worst one.
So like, grab a pillow toscream in or you know, whatever.
(19:08):
Whatever you need to do.
But there's a fundamentalmisunderstanding of your audience
and what it probably means is youare putting out content you think.
Your audience wants, or that ismore important for your business
than it is your audience.
Those are usually the twomistakes that I see in that.
So if it is not working, what thatmeans is that vein in which you have
(19:33):
been posting content is not working.
Now if you say, well, actually no, likeI've changed it four different times
and it still is, well then that actuallythen means we go back to the beginning
where we haven't had enough time.
To figure it out.
You've also built a business.
You're probably on yearone, year two, year three.
You know, it takes time, right?
So like to then expect it to have instantsuccess in social is also unrealistic.
(19:59):
So bring the same mentality you haveto your business to the same way that
you are when you're creating content,when you're putting content out there.
Um, but it mostly boils down toa fundamental misunderstanding
about what your audience wants.
On social 'cause you may havelines out the door, but they
don't care about your business.
They care about what your business can dofor them and can do for them externally.
(20:24):
Like one of the reasons why foodplaces do so well on social is because
they create a dish that tastes good.
Yes, great, but also looks good.
So when I post it, other people want totalk to me about the food that I had.
So then that's gonna be like my strategy.
Okay, what can I create that otherpeople are going to wanna say, Ooh,
(20:47):
I want that associated with me.
So people think I'm cool.
Everybody's for, everybodywants social equity, right?
So if your brand can give me socialequity, I am going to post and tell
other people about it, or I am goingto frequent your establishment.
I mean, how many times have I looked atTikTok best pizza places near me, right?
And I'll look and I'll see and,and, and, oh wow, this is good.
(21:08):
Oh, there's a line.
It must be there.
So.
It's about what your business can dofor somebody else trying to do for
somebody else, which I know soundscomplicated, but we have to remember,
social is an external viewing medium.
Everyone wants to look like they haveeverything going on, and if your business
can help with that, they will follow in.
Andréa Jones (21:29):
Yeah.
Yeah.
And I love this move of like theidea of moving away from us as a
business owner towards our customer,our end client, because sometimes we
do feel so much of that spotlight onus because we're the ones creating
the content, but it's not about us.
In fact, it's at least about us as itcan possibly be, and we need to make
it more about the other person on theother side of the screen, which I love.
(21:51):
Yeah.
I love, okay, so.
What do you do or what do youdo for your clients in those
moments where you feel uninspired?
Are you looking at competitors orlike what are, what are some of the
ways that you bring that energy intothose moments where you're like, I
don't even know what to say right now.
Adam Constantine (22:07):
Absolutely.
I, I, look, I am that nosyneighbor that you got.
That's me on social.
I'm looking at everything.
What are they doing?
What are they doing?
What are they doing?
If I like something that they'redoing, I'm gonna take it and I'm gonna
redo it and I'm gonna do it my way.
Absolutely.
There is no shame.
Look, social media is the wild west, okay?
(22:27):
Like there are no rules right now.
Uh, when it comes to it.
Don't get crazy.
Okay.
Like let's not directly rip thingsand post that were on others.
But yeah, like social isalso about trends, right?
The second something does,well, other people post it and
we as consumers get that right?
Like how many times, like there's the.
(22:48):
Throwing of a box and then it cuts it incloseup and someone's like, oh, did you
think that box was gonna hit me just now?
Like, that's funny.
We like seeing funny stuff multipledifferent ways from multiple
different people moving forward.
Like I said, we were quotingChappelle quotes for years.
The same quotes over and overrepeat content is not a problem.
(23:10):
Right?
So when you see things thatare working for others.
Definitely try it, but make sureit still fits within your brand.
Because especially trend, like thereis a trend out there for everybody,
but not every trend is for you.
So you do wanna make sure thatyou don't have that happen.
Um, so you look, okay, is myaudience gonna understand this?
(23:34):
Does this align with my brand?
And then the bigger question,will it be cringe to post about
this because it's too late?
That's, that, that's like sometimesit is better to miss out on a trend
than to hop on the trend too late.
Um, and then the fourth one is, didI try too hard to make the trend?
(23:54):
Fit what I wanted it to, to fit because ifyou make it like you know about your sale,
people are be like, okay, this is cringe.
But if you just make somethingabout it being funny and you happen
to have information about yoursale, that will, like, you have to
trust that the trend will take themessage where you want it to go.
You can't make it about you becausepeople don't care about you.
They just care aboutlaughing, being entertained.
If you entertain them enough,then they will come and, uh,
(24:17):
see what you have to offer.
Andréa Jones (24:19):
Yeah.
Okay.
I, I have a couple things to sayabout cringe content because I do
feel like it's one of those things.
So I found out recently that,um, uh, millennials were the
last ones to like use emojis.
Uh, oh.
My 12.
Okay.
My 12-year-old nephew was like,that's cringe to use emojis.
Yeah.
I was like, wait, what?
Adam Constantine (24:37):
Yes.
Andréa Jones (24:38):
I didn't know this.
And so now I'm like, yes.
Backtracking anyways.
How do we know?
How do we know when something's cringe?
I feel elderly.
I'm like, I'm 35.
I thought emojis were still okay.
Adam Constantine (24:49):
Look, you, you and me both.
And also like you're gonnabe cringed to somebody.
You know, like it always, like,there's always gonna be that.
So if you audience is millennials.
Use emojis and millennial gray,everything you put out, right?
Like that's what, like, that's,that's what your audience wants.
(25:09):
Um, but yeah, if you're like, Hey, I needto get younger, I need to figure out how
to reach, you know, like Gen Z or GenAlpha or Gen Beta as they're being born,
um, then yeah, you have to figure outhow they are talking and that you will
find from looking at these successfulbrands and, and honestly not even brands.
(25:30):
Look at the successful brands and thenlook at the successful influencers.
People wanna hate on influencersall the time until they need a
brand deal with them because theyknow that they have the audience.
The reason why an influenceris an influencer is because
when they talk, people listen.
So that's somebody youshould be watching as well.
Again, keep your brand, uh, loyalto the message that you have for it.
(25:53):
But those are the people that,I mean, they're, they're laying
out the playbook for you.
Right.
So really influencers, youshould be thankful for them.
'cause they've done all the hard workof learning how to talk to your audience
and essentially give you a blueprint.
If you look over their last 30 posts,you'll be able to be like, oh, okay,
so here's how their audiences respondto somebody who is in their demographic
(26:16):
or speaking to that demographic.
Uh, but yeah, no, I mean, aseven with, with my company,
so we have about 30 employees.
Some of my younger Gen Z, sometimesthey say, I'm like, what is happening?
Or we'll say something.
They're like, wait, what is that?
I'm like, it's the Matrix.
It's one of the greatest movies ever made.
What do you mean you don'tknow what I'm talking about?
(26:37):
So anyways, that was definitelyan old man yells at Cloud Rant.
But uh, but yeah, we're, we're, we're.
Bottom line is yes, if you're amillennial listening to this, we are
getting old and we just have to acceptthat we're not the cool kids anymore.
That, that's why I cameon this, this podcast.
Andréa Jones (26:51):
Yeah, that's it.
Time to take our heartmedicine at the end of the day.
Yeah, right.
Um, okay, so I love this adviceof looking at influencers.
Whenever I usually talk about likecompetitor analysis and looking at
competitors, I really focus on companies.
But you're right, the influencershave a pulse point on like
what is cool and what's.
Not.
Um, and so I really like that adviceof looking at not just other similar
(27:14):
companies, but influencers who speakto your target demographic as well.
I love this.
I love this.
Um, okay, as we wrap up ourconversation today, I've got
two more questions for you.
One of them is about this idea of trends.
You mentioned, um, that you don't wannadrop on a trend too late, but how do you
know when a trend is a trend for you?
Adam Constantine (27:35):
Great question.
That is the art and scienceof social media right there.
Um, the first thing is if you don't knowwhen a trend is, find somebody who knows
more about social than you and ask.
Um, like you should not be.
I still have people that I willreach out to and ask, and I, I am
the owner of a social, first creativeagency and production company.
(27:58):
I'll still reach out and be like.
This trend's working right now, right?
Like or is it too late now?
Bottom line is the secondvanity Fair variety.
USA if you see your trend talked abouton any major news network, it's too late.
Okay?
If, if, if, if CN is talkingabout the mannequin challenge,
(28:20):
don't do the mannequin challenge.
Okay.
Like, uh, once Fox News and M-S-N-B-Cor you hear something on the late
night show like Colbert says something.
Yeah, no, it's too late.
It's too late.
Andréa Jones (28:33):
Got it.
I like that.
Um, so,
Adam Constantine (28:35):
so yeah.
So once, once it hits amainstream, it's not cool anymore.
Um, so the, the best way to do it isif you have your influencers, uh, a
decent way, like a one where it's like,okay, it's a approaching the top is
if the social first brands are talkingabout it, you have 12 to 24 more hours.
(28:58):
So like Netflix.
Andréa Jones (29:00):
Mm-hmm.
Adam Constantine (29:02):
Chipotle.
Like once they say demure,mindful you got 24 hours.
Then after that it's gone.
It's gone because they gonna hit it right?
They, they gonna hit it right on the time.
So like that can be a litmus test.
So you don't wanna do it beforethe social first brands, but
you definitely wanna do it.
Before the Daily?
No, the daily show.
(29:22):
Yeah, the daily show.
It's kind of cresting downward.
Um, then once it hits M-S-N-B-Cand CNN and USA today, then then
you're, then you're cooked like late,which also, Hey, look, there we go.
There's a trendy word right there.
Um, but, uh, so that's, that'sthat, that would be my, the, the
unofficial litmus test of, of how,how to know when to jump on a trend.
Andréa Jones (29:44):
Yeah.
I love that.
I've been thinking a lot about this latelybecause, uh, a big part of my program is
I, I supply trends for online businessowners, but we've been getting stuck
at this like, okay, the trend is over.
And I just know it so instinctivelythat if someone asked me,
I'm like, no, it's done.
Don't do it.
Yep.
But like, to explain that, I'm like, yes.
Uh, I could just tell you 'cause Iscrolled the internet all day for my job.
(30:06):
So just happy.
But I love that you, you, yeah.
You can also
Adam Constantine (30:09):
just tell them.
If you are bringing this to me, it meansI already saw it and it was too late.
Andréa Jones (30:15):
It's too late.
Yeah.
Like,
Adam Constantine (30:16):
like if you are bringing it to me, it's too late.
Yeah.
Like, I, like, I, I, I do thatobviously you can't because, well,
you know, like, I don't know.
They're all staying, youknow, like very still.
Correct.
Yes.
That was 10 years ago, so, yes.
Well, what about a new ice?
I, I've literally heard like, whatabout a new ice bucket challenge?
Uh, when this is not aserious conversation,
Andréa Jones (30:35):
really.
Adam Constantine (30:36):
This is like, this is, this is not a serious conversation.
We're, we're, we're not doing this.
We've had 17, newer, more deadlydiseases since that's happened.
Like we, we have other focuses on that.
Andréa Jones (30:46):
Yeah.
Ice Bucket Challenge is like pre TikTok,pre Vine, pre, like that's going way back.
Okay.
Yep.
Alright, so last question todayis for anyone listening who's
like, yes, I'm here for it.
I'm ready to do my scrappy content.
Give us a specific style of contentthat they could go out and create today.
Adam Constantine (31:04):
Green screen content, uh, like, well, and well, two, two angles.
If you're gonna be front of camera.
Green screen content is the best wayto like jump in, join the conversation.
If you don't know what I mean bygreen screen content, it's people
that talk to the camera and theyhave some type of news article
behind them or something like that.
(31:25):
Very simple.
What I would do is download two apps,uh, download TikTok, download, cap cut.
We're not gonna get into who owns whatand what that means and all the things.
Yes, I get it.
Look, we're in the social media world.
Everyone has our data.
Everyone's doing whateverthey want with their data.
It's just part of being on social.
Um, and learn those two.
If you can.
(31:45):
Learn those two that will teach you therudimentary ways of editing, getting
music in there, uh, but green screencontent if you want to be on camera.
Or you can do, uh, like textfirst, text only content with,
you can do stock imagery.
It's better to do authentic imagery,um, uh, imagery, photo or video.
Um, just 'cause it makes it more personal.
But that's, that's what I would do isgreen screen content and be quick, like,
(32:10):
the reason why green screen contentis successful is because someone will
be like, so there's a lot of changeshappening with shopping, but I found
three different ways that you candifferentiate yourself to your audience.
First, I mean, I mean likeit's, I mean, it's choppy.
It's straight to the point.
Don't introduce yourself.
'cause no one cares.
Okay.
Like, hi, my name isso, nope, I don't care.
I'm swiping away.
Right?
(32:30):
Like, uh, you know, we cantalk about hooks and we can
talk about content length.
Don't have, uh, a paralysis by analysis.
I would work on.
Green screen content first ortext only content as a way to
just like really jumpstart and seewhat your audience, uh, is doing.
And the way to do that is likethrough TikTok or, or Cap Cut.
(32:52):
Yes, you can use Canva.
Um, if you want, um, um,Adobe Express, Adobe Rush.
Um, is another one that's, that's,that's really good with it.
But find something, know youare going to suck at it when
you start and then get better.
Because a lot of times people are like,ah, well I don't know what this is.
Cool.
You realize you sound like.
(33:13):
Your parents or grandparents thatdidn't know how to change from
channel three to channel four.
Okay.
That, that is what you sound like.
So as long as we know, again, Itold you the theme of this podcast
today is millennials are old.
Uh, but like that is like, it'sjust something that you're gonna
have to teach yourself and learn.
I. And then you will get better.
That that is a good thing.
Like you will get better as you,as you keep moving forward on
Andréa Jones (33:34):
that.
Yeah.
Yeah.
I love, I love this, you, I, I needto create more green screen content.
I always do the, the text on the, like myown custom B-roll situation, which I love.
I haven't done green screen in a while,so you've inspired me, Adam, thank you.
Thank you.
For those people who are listening whoare also inspired, they wanna connect
with you, give us your links and I'llput those links in the show notes.
Adam Constantine (33:53):
Yeah, you can go to my website@acecreatives.co.
Uh, you can see us on LinkedIn,which is hashtag Ace Creatives.
Now it is the word hashtag, right?
So spell out hashtag ACE Creatives.
Um, and then my personal Instagramis at, they call me a c. That's
that you'll, that you'll see.
And the first thing you'll seeis, oh, he's a lot taller than
I thought he was on the podcast.
(34:15):
Yeah, I get that.
Andréa Jones (34:17):
Okay, go check that out.
You know, you mentionedbasketball, so I feel like the
height should, should be a given.
Yes.
Adam Constantine (34:22):
Yep.
Yep.
Exactly.
6, 6, 8 Strong.
Andréa Jones (34:26):
Wait, what?
Six, eight.
Oh my, okay.
That is telling what my favorite things
Adam Constantine (34:31):
to do is like virtual interviews.
Then eventually meet in person.
The people are like, oh, oh, oh.
And it's like, yep, yep.
Hello.
Especially 'cause you know, likeyou and I have the, the camera down.
Yeah.
Camera down angle.
Right.
So like, you can't tell that.
Yeah.
Yeah.
That's, that's, that's whysecret in person weapon.
Andréa Jones (34:46):
I'm five two, so there it is.
Very short.
People all I get the opposite.
They're like, oh, you're muchshorter than I thought together.
Correct.
So shorty.
Okay.
Awesome.
Well I'll put all of thoselinks in the show notes.
If you like this conversation,go to Adam's Instagram and
comment on how tall he is.
I think he would appreciate that.
Adam, thank you so much forbeing on the show today.
Adam Constantine (35:09):
Thank you so much.
Pleasure to be here.
Andréa Jones (35:11):
And thank you dear listener for tuning into another episode
of the Mindful Marketing Podcast.
Make sure you rate and subscribe tous on Apple Podcasts and Spotify.
We used to be in the top100 marketing podcast.
We slipped down a little bit.
I need your ratings for usto keep that top 100 spot.
So thank you for your support andif anything you we heard here today.
Uh, encourages you andyou wanna learn more.
(35:34):
Come on into the Mindful Marketing Lab.
We do our monthly trend report,so if you're wondering, is this
trend old or not, I'm your girl.
I'll help you out only inthe Mindful Marketing Lab.
Check that out.
Next week.
We're talking with Brooke Adams allabout community versus followers.
Stay tuned for that.
I'll see you then.
Bye for now.
Welcome back to another episode of the Mindful Marketing Podcast.
I'm excited for today's conversation allabout scrappy content creation with Adam
Constantine, because listen, sometimeswe'd be making it too complicated, and
y'all know I love a easy way of doingthings, especially for my small business
friends out there who, you know, we justdon't have full on production studios.
(00:21):
Follow us around all day.
So we're gonna get intothat, into this episode.
But first, a word from our sponsor.
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Alright Adam, welcome to the show.
(01:24):
I'm so excited.
Adam Constantine (01:26):
Thank you so much for having me.
I'm really hyped about this conversation.
This is a, a topic that isnear and dear to my heart.
Um, it is how I started thecompany that I have now.
Um, so firm believer and, uh,happy to blab about this for
as long as you'll have me.
Andréa Jones (01:42):
Yes, I love it.
Well, let's start withlike the definition.
How do you define scrappy content?
Adam Constantine (01:49):
Yeah, scrappy content is anything that is
made that doesn't look like.
A TV commercial.
Um, that's kind of thetraditional definition of it.
Uh, especially so like millennials.
Uh, we grew up, we were kind ofthe last ones to grow up where
(02:11):
everything we saw was polished.
Like for example, my family didn't havea home video system, my neighbors did.
Um, so like most of the stuff wewatched was very polished content,
and that's just how we grew up.
Watching content, millennials and older.
Um, now with how social starts,there is a different way that
(02:32):
content is accepted, right?
Like the home video style has becomemore accessible because of the
smartphone, the access to the internetand the conduits at which it goes
out there, which is social media.
The other definitionfor scrappy content is.
However you can get your message across inwhatever way it needs to put it out there.
(02:53):
Like mm-hmm.
Truly.
'cause like the second Isay, well, it's not tv.
Someone else will be like, oh,well it doesn't look like that.
Nope.
How can you get your message outthere in whatever means necessary?
Like that is the definition ofscrappy content, just getting
what you need to out there.
Andréa Jones (03:11):
Yeah.
I love that.
Is there a story behind why you're,you're all about scrappy content,
like why'd you focus on that?
Adam Constantine (03:18):
Yeah, because I, I've always been a storyteller.
Um, both when I was younger,like storyteller, as in your
boy, used to tell some fibs.
Um, as well as a storyteller in everythingI enjoy, I enjoy making people laugh.
I enjoy, I. Uh, giving peoplerandom bits of information.
I enjoy learning about people.
(03:39):
Everything has a story.
Storytelling is probably theoldest art form there is, right?
Every art form is storytelling,whether it's painting or a play,
or a movie, or just a monologue.
I. Um, that I'm in dangerof, of doing anytime I talk.
Um, but when it comes to how Ispecifically am so passionate,
I, you know, I was in collegeas the social media boom began.
(04:05):
Um, so the way that I make myself feelold is Instagram came out the year.
After college.
Um, so that was kindof the boom over there.
I was playing professional basketballoverseas and so I'm separated
from my family, my friends.
So I used social to getthat message across.
(04:25):
Um, I had a blog, so it was written blogsthat I did, but I also started making
little vlogs and I would either use mycell phone or I would use a little mini
camera point and shoot camera that I had.
And I would just create content withit, and I just wanted to do it so that
I could still make people laugh and havepeople enjoy what I was doing beforehand.
(04:47):
Wasn't really thinking aboutany high level polished
content and it was successful.
Um, after that, I. I, uh, you know, whenI retired, uh, five played for five years.
After I retired, I started workingin the social media sphere, um, back
in my alma mater, Elon University.
And on the side I was just creatingvideos, you know, kind of like, uh, I
(05:10):
mean, yes, was I a wannabe influencer?
Yes.
I just didn't have the influence.
Right?
So that's basically what I was doing, butI was creating a lot of different videos.
Um.
A lot of them were justhumor, content, beard.
Like I would make content for in NoshaNovember, I'd make content around my
favorite movie releases, whether it wasa Marvel movie or a Star Wars movie.
Uh, I would make, you know,like, uh, single content, dating
(05:33):
content, just like humor things.
And I just used what I had.
Um, and as long as the message itself wasentertaining, informative, or educational.
It would work well.
In fact, it was because of thosevideos that somebody reached out
to me and was like, Hey, I seeyou make content for yourself.
(05:54):
Do you make content for companies?
And you know, like I. Like hadn't.
And I, you know, I'd neverhad, so obviously I said,
well, yes, absolutely I did.
Uh, and that kind of startedas we do, as we do, yeah.
Right.
Uh, that kind of started, uh,uh, the, uh, the movement there.
So like scrappy content is the reasonwhy I've even been able to have the
(06:18):
company I have today, um, is becauseI learned very early on the content of
what you are putting out matters morethan the visual appeal of it when it
comes to how social storytelling is done.
Andréa Jones (06:30):
Yeah, a hundred percent.
I mean, there's a lot of parallelstoo in um, some of our past history.
'cause I also was creatingcontent online back in 2007 when
people were like, that's weird.
Yep.
What are you, what you're doing is weird.
Um, and it was a lot of funto have that creative outlet.
Um, I think one of the challenges withmarketing today is that we've put so much.
(06:54):
Emphasis in weight on theproduction quality because we
have seen, like the history ofthe internet, we've seen it all.
Right.
And I think some of the beautyof like the early days is like we
didn't know what we were doing.
We were just kind of messing around,having fun, creating content.
Um, what do you say about like this, thisidea that the low quality, low production
content doesn't serve a purpose?
(07:16):
Like how do you see that that contentreally fitting in with everything
else that we see on the internet?
Adam Constantine (07:22):
Yeah.
Uh, it's, it's funny, people forgetthat authenticity is still what moves
the needle, and a lot of times thereason why something is low quality
or lo-fi is because there isn'tenough time to craft this narrative
around whatever is happening, right?
Like.
Your dog is doing something humorous.
You just quickly captured on tape.
(07:43):
It's why America's FunniestHome Videos used to be.
I mean, that's really what social is.
Social is just America's FunniestHome videos times a thousand, right?
Like everybody's puttingthat content out there.
Uh, and, and one of the reasons why lowquality still works is because people
don't feel like they're being sold to.
(08:05):
Everything really at the end of the day,that is created for our entertainment
is also created for us to be sold to.
Right?
Like, that's why content exists.
That's why sports make themoney they do, is because they
can sell on the back of that.
Um, so sometimes that canfeel a little tiresome.
And when I'm scrolling, I feel like I'mjust looking into other people's lives.
(08:27):
I'm just looking into whatother people are doing.
Uh, think about it.
There can be all kinds of marketingcampaigns for a realtor per se,
but when you need a realtor, you'reprobably gonna ask your neighbor or,
you know, I talk to somebody else.
Right?
It's that authentic word of mouth.
And social is replacing, not replacing,it's evolving where that word of mouth.
(08:53):
Comes in.
And a lot of times that that's whyinfluencers and you know, like those,
especially those that do it well becomeso popular is it, it just feels like
a friend or somebody that you wannaknow, telling you something of something
you don't know and and need to, right.
So whether it's makeup, whether it'sapparel, whether it's a video game.
(09:17):
We all seek information that doesn'thave an ulterior motive behind it.
When I ask my neighbor for theirrealtor, they're not getting
a cut of what's happening.
They're just like, oh yeah,this is somebody that did well.
So when it comes to the authenticityof it, low quality content or lo-fi
(09:39):
content usually can work betterbecause it feels more authentic.
The second portion, of course, is.
What's the story thatyou're telling with that?
Um, so it's storytellingfirst, visual quality second.
Andréa Jones (09:54):
Yeah.
So can you give us an example of eitheryour business or a client or just
something you've seen on the internet?
That is a great example of that story.
First, visual second.
Adam Constantine (10:06):
Yeah, absolutely.
When it comes to content all, let'ssee if there's one that I can think of.
Well, I mean, 1, 1, 1 of our,uh, uh, clients that, that
we, that we have worked with.
Uh, and it's obviously the biggestcase study known to man, so I'm
not saying anything groundbreakinghere, um, is Mr. Beast.
So we have created a lot ofcontent with him, and a lot of it
now is very high quality content.
(10:27):
So people immediately tryand jump in and do that.
He started by counting to100,000 just on a camera.
Andréa Jones (10:37):
Yeah.
Adam Constantine (10:38):
And so silly people are like, well, yeah, right.
It's, it's ridiculous.
But it's like, why would you watch that?
Well, one, it was something.
Like, I've never seensomeone count to 100,000.
So one, I've never seen it.
Two, I don't believe it unless I see it.
Right.
And then three, if I do see it,that's something interesting
enough to tell somebody else.
(11:00):
Right?
So like creating this content thatbuilds the intrigue, that makes it
shareable both online and real life.
And that's one of the litmus tests thatI use with clients is, is this content.
Like, would somebody talk aboutthis around the lunch table?
Right?
Like that's how, I mean, I grewup where everything was anchorman
(11:21):
and Chappelle quotes, right?
It just depended on thedemographic that you belonged in.
And I'll leave it at that.
But basically like those were the twocomedy sections that you had, right?
Like it was one of the two.
Or if something else new poppedup, somebody told you about it.
So is your content worthtalking about or What I say is.
(11:42):
Is your content.
Move someone to the point of engagement.
When they consume the content, doesit move them to create an action?
Um, so that's the way in whichwe view content creation.
That's the way in whichwe talk through it.
So when it's lo-fi, that's fine.
None of that has to do with quality.
(12:03):
It's when someone washes this.
Are they like, oh, this reminds me ofso and so I'm gonna send it to them.
Um, so obviously Mr. Beast is a hugecase study when it comes to that, but
really that is, if there's one sentenceis can you create content that moves
someone to the point of engagement?
Andréa Jones (12:24):
Yeah.
Oh, I love that.
And also, I also feel like there'sa little bit of a pressure there
when we go to create content becausenow we're thinking in the back of
our heads, is this good enough?
To push out into the world.
So, um, let's give ourselfparameters for this next question.
Um, let's say someone listening onlyhas two hours a week to create content.
(12:45):
Mm-hmm.
And they're like, okay, now I'msitting here thinking, does this
content move someone to engagement?
Like, where should they focus theirefforts to make sure that they have
the biggest impact as they're goingand creating this scrappy content?
Adam Constantine (12:57):
Yep.
Absolutely.
So there's, there's, it's atwo part question for that.
It's one 'cause people are like, allright, I only have two hours a week.
What should I create?
My answer is, whatever.
You can consistently create twohours a week for the next six months.
Andréa Jones (13:12):
Mm. So
Adam Constantine (13:12):
that, like, whatever you're doing, it's not a one-off.
You are able to consistently create thatcontent, that type of content, two hours
a week, every week for the next 26 weeks.
So that's, that's number one.
So you figure that out.
You're like, okay, I can make four lo-fivideos a week, uh, in those two hours.
(13:36):
Um, which is probably a little aggressive.
So if someone heard it'slike four, I can only do one.
That's okay.
Make your one.
We good?
We love it.
Um, so however much, so let'sjust use four for this example.
Then the next question is, isthis good enough to go out?
The answer is you don't know.
And you will never knowuntil you post the content.
(13:59):
So really, you are posting content todayto give you the answer in six months.
Because what you're gonna doafter you post those four videos
a week for 26 weeks, right?
Oh, that was not good for math four.
Andréa Jones (14:16):
And don't ask me, I math and me don't get along.
Adam Constantine (14:19):
Right?
Yeah.
Yeah.
It's, it's like a hundredsomething videos, right, that
you've made over those 26 weeks.
You now know based on that samplesize, what works or what doesn't work.
Um, that's the beauty of social isthat you have to strip your ego.
And say, Hey, I'm gonna put thisout there, and the audience will
(14:39):
tell me if this is somethingthat they wanna see or not.
A lot of times we'll get to inour heads and be like, oh, I
know exactly what they, Nope.
The second you start thinking you knowwhat the audience wants is when you
have lost the content creation game.
When you have lost the battle forattention, the battle for retention,
(15:00):
having those is extremely important.
So take the weight off of yourself.
Going into it saying, Hey, Idon't know, like I don't know
if this is gonna do well or not.
I have my reasons why I think itwill put the content out there.
And then, I mean, it's literallya science experiment, right?
Like look at it.
You have your hypothesis.
Um, you're conducting the experiment andthen you review the results after it.
(15:25):
Now, I get it.
If you are listening to this podcastto get better at content creation,
it is because every single post youhave ever created and will create
is directly tied to the impostersyndrome that you wake up to every day.
So that's going to feel miserable, right?
Because the second you createsomething, you put it out there,
(15:46):
you feel like you've failed.
That's also because of thegeneration that we grew up in.
I can think of some reallybad movies that I've seen.
Right.
And I'm sure you could as well.
Can you think of a badsocial post that you saw?
Andréa Jones (16:03):
I mean, it's an unfair question for me 'cause I
look at this stuff all the time.
Adam Constantine (16:07):
Yes, yes, yes.
Fair, fair enough.
The average person, if it's, ifit's bad, it doesn't get shown.
No.
So nobody sees it.
You don't even notice it.
You're not gonna have, yeah.
Right.
You're not gonna have a million peopleseeing how bad it's, I mean, you
have to fail pretty spectacularly.
Lemme just say very few people aregood enough to even fail that badly.
Okay.
To where like, you made something sobad that millions of people saw it, but
(16:30):
like, that's the beauty about social.
If it's not good, it just won'tbe shown, so nobody sees it.
So you get to tinker and then eventuallypeople only see your good content.
Because that's what they want to see.
So take the pressure off of, oh,everything I have to make is good.
Nope.
You're just trying to discover what'sgonna be good when you put the content
out and then you learn from thatin order to put that out further.
Andréa Jones (16:53):
Yeah, I love that, that shift of like, if it's
bad, no one will see it anyways.
Yeah, because it's not great.
Um, I'm gonna have to steal that one.
I like that.
Absolutely.
So follow up question to that is, Iknow sometimes as my small business
owners especially start posting contentand they assume it's not working,
(17:14):
what are some of the things theyshould start thinking about then?
So let's say they did startposting it six months later
and they go, it's not working.
And putting this in air quotes for thoselistening, it's not working because.
I'm hoping this answer will clarifythat, but I feel like sometimes we
get caught up in our feelings of like,we're not seeing Mr. Beast's success,
so quote unquote, it's not working.
What do you say to that group of people?
Adam Constantine (17:36):
Uh, yeah.
There were a lot of kids that I trained inbasketball that wanted to be LeBron James.
There's a reason why when Isay LeBron James, everyone
knows what I'm talking about.
There's only one, right?
So a lot of times we take once in ageneration type success, which is like
a Mr. Beast, a LeBron, uh, you know,like, like any of those high level.
(17:59):
And we expect that for ourselveswhen it comes to our content, right?
But let's say that somebody is semirational and they're like, Hey, I
have been posting for six months.
I have gotten no traction.
What is the act like?
What is my next step?
If you've gotten no traction,then the odds are you are not
(18:22):
understanding what your audience wants.
Um, so the next thing that I would dois find five similar businesses that
are being successful on social andlook and see what they are doing well.
What would be even better is if youcould find somebody, and it can be
(18:46):
like literally any, just somebodythat scrolls, like give it to, I
mean, if you wanna, if you have thickskin, give it to a 13 to 16-year-old.
Okay?
Don't tell them whichone is your business.
Give them three and be like,what works well and what won't?
I guarantee you they'llbe able to tell you.
They're gonna be brutal about it,especially if yours is the worst one.
So like, grab a pillow toscream in or you know, whatever.
(19:08):
Whatever you need to do.
But there's a fundamentalmisunderstanding of your audience
and what it probably means is youare putting out content you think.
Your audience wants, or that ismore important for your business
than it is your audience.
Those are usually the twomistakes that I see in that.
So if it is not working, what thatmeans is that vein in which you have
(19:33):
been posting content is not working.
Now if you say, well, actually no, likeI've changed it four different times
and it still is, well then that actuallythen means we go back to the beginning
where we haven't had enough time.
To figure it out.
You've also built a business.
You're probably on yearone, year two, year three.
You know, it takes time, right?
So like to then expect it to have instantsuccess in social is also unrealistic.
(19:59):
So bring the same mentality you haveto your business to the same way that
you are when you're creating content,when you're putting content out there.
Um, but it mostly boils down toa fundamental misunderstanding
about what your audience wants.
On social 'cause you may havelines out the door, but they
don't care about your business.
They care about what your business can dofor them and can do for them externally.
(20:24):
Like one of the reasons why foodplaces do so well on social is because
they create a dish that tastes good.
Yes, great, but also looks good.
So when I post it, other people want totalk to me about the food that I had.
So then that's gonna be like my strategy.
Okay, what can I create that otherpeople are going to wanna say, Ooh,
(20:47):
I want that associated with me.
So people think I'm cool.
Everybody's for, everybodywants social equity, right?
So if your brand can give me socialequity, I am going to post and tell
other people about it, or I am goingto frequent your establishment.
I mean, how many times have I looked atTikTok best pizza places near me, right?
And I'll look and I'll see and,and, and, oh wow, this is good.
(21:08):
Oh, there's a line.
It must be there.
So.
It's about what your business can dofor somebody else trying to do for
somebody else, which I know soundscomplicated, but we have to remember,
social is an external viewing medium.
Everyone wants to look like they haveeverything going on, and if your business
can help with that, they will follow in.
Andréa Jones (21:29):
Yeah.
Yeah.
And I love this move of like theidea of moving away from us as a
business owner towards our customer,our end client, because sometimes we
do feel so much of that spotlight onus because we're the ones creating
the content, but it's not about us.
In fact, it's at least about us as itcan possibly be, and we need to make
it more about the other person on theother side of the screen, which I love.
(21:51):
Yeah.
I love, okay, so.
What do you do or what do youdo for your clients in those
moments where you feel uninspired?
Are you looking at competitors orlike what are, what are some of the
ways that you bring that energy intothose moments where you're like, I
don't even know what to say right now.
Adam Constantine (22:07):
Absolutely.
I, I, look, I am that nosyneighbor that you got.
That's me on social.
I'm looking at everything.
What are they doing?
What are they doing?
What are they doing?
If I like something that they'redoing, I'm gonna take it and I'm gonna
redo it and I'm gonna do it my way.
Absolutely.
There is no shame.
Look, social media is the wild west, okay?
(22:27):
Like there are no rules right now.
Uh, when it comes to it.
Don't get crazy.
Okay.
Like let's not directly rip thingsand post that were on others.
But yeah, like social isalso about trends, right?
The second something does,well, other people post it and
we as consumers get that right?
Like how many times, like there's the.
(22:48):
Throwing of a box and then it cuts it incloseup and someone's like, oh, did you
think that box was gonna hit me just now?
Like, that's funny.
We like seeing funny stuff multipledifferent ways from multiple
different people moving forward.
Like I said, we were quotingChappelle quotes for years.
The same quotes over and overrepeat content is not a problem.
(23:10):
Right?
So when you see things thatare working for others.
Definitely try it, but make sureit still fits within your brand.
Because especially trend, like thereis a trend out there for everybody,
but not every trend is for you.
So you do wanna make sure thatyou don't have that happen.
Um, so you look, okay, is myaudience gonna understand this?
(23:34):
Does this align with my brand?
And then the bigger question,will it be cringe to post about
this because it's too late?
That's, that, that's like sometimesit is better to miss out on a trend
than to hop on the trend too late.
Um, and then the fourth one is, didI try too hard to make the trend?
(23:54):
Fit what I wanted it to, to fit because ifyou make it like you know about your sale,
people are be like, okay, this is cringe.
But if you just make somethingabout it being funny and you happen
to have information about yoursale, that will, like, you have to
trust that the trend will take themessage where you want it to go.
You can't make it about you becausepeople don't care about you.
They just care aboutlaughing, being entertained.
If you entertain them enough,then they will come and, uh,
(24:17):
see what you have to offer.
Andréa Jones (24:19):
Yeah.
Okay.
I, I have a couple things to sayabout cringe content because I do
feel like it's one of those things.
So I found out recently that,um, uh, millennials were the
last ones to like use emojis.
Uh, oh.
My 12.
Okay.
My 12-year-old nephew was like,that's cringe to use emojis.
Yeah.
I was like, wait, what?
Adam Constantine (24:37):
Yes.
Andréa Jones (24:38):
I didn't know this.
And so now I'm like, yes.
Backtracking anyways.
How do we know?
How do we know when something's cringe?
I feel elderly.
I'm like, I'm 35.
I thought emojis were still okay.
Adam Constantine (24:49):
Look, you, you and me both.
And also like you're gonnabe cringed to somebody.
You know, like it always, like,there's always gonna be that.
So if you audience is millennials.
Use emojis and millennial gray,everything you put out, right?
Like that's what, like, that's,that's what your audience wants.
(25:09):
Um, but yeah, if you're like, Hey, I needto get younger, I need to figure out how
to reach, you know, like Gen Z or GenAlpha or Gen Beta as they're being born,
um, then yeah, you have to figure outhow they are talking and that you will
find from looking at these successfulbrands and, and honestly not even brands.
(25:30):
Look at the successful brands and thenlook at the successful influencers.
People wanna hate on influencersall the time until they need a
brand deal with them because theyknow that they have the audience.
The reason why an influenceris an influencer is because
when they talk, people listen.
So that's somebody youshould be watching as well.
Again, keep your brand, uh, loyalto the message that you have for it.
(25:53):
But those are the people that,I mean, they're, they're laying
out the playbook for you.
Right.
So really influencers, youshould be thankful for them.
'cause they've done all the hard workof learning how to talk to your audience
and essentially give you a blueprint.
If you look over their last 30 posts,you'll be able to be like, oh, okay,
so here's how their audiences respondto somebody who is in their demographic
(26:16):
or speaking to that demographic.
Uh, but yeah, no, I mean, aseven with, with my company,
so we have about 30 employees.
Some of my younger Gen Z, sometimesthey say, I'm like, what is happening?
Or we'll say something.
They're like, wait, what is that?
I'm like, it's the Matrix.
It's one of the greatest movies ever made.
What do you mean you don'tknow what I'm talking about?
(26:37):
So anyways, that was definitelyan old man yells at Cloud Rant.
But uh, but yeah, we're, we're, we're.
Bottom line is yes, if you're amillennial listening to this, we are
getting old and we just have to acceptthat we're not the cool kids anymore.
That, that's why I cameon this, this podcast.
Andréa Jones (26:51):
Yeah, that's it.
Time to take our heartmedicine at the end of the day.
Yeah, right.
Um, okay, so I love this adviceof looking at influencers.
Whenever I usually talk about likecompetitor analysis and looking at
competitors, I really focus on companies.
But you're right, the influencershave a pulse point on like
what is cool and what's.
Not.
Um, and so I really like that adviceof looking at not just other similar
(27:14):
companies, but influencers who speakto your target demographic as well.
I love this.
I love this.
Um, okay, as we wrap up ourconversation today, I've got
two more questions for you.
One of them is about this idea of trends.
You mentioned, um, that you don't wannadrop on a trend too late, but how do you
know when a trend is a trend for you?
Adam Constantine (27:35):
Great question.
That is the art and scienceof social media right there.
Um, the first thing is if you don't knowwhen a trend is, find somebody who knows
more about social than you and ask.
Um, like you should not be.
I still have people that I willreach out to and ask, and I, I am
the owner of a social, first creativeagency and production company.
(27:58):
I'll still reach out and be like.
This trend's working right now, right?
Like or is it too late now?
Bottom line is the secondvanity Fair variety.
USA if you see your trend talked abouton any major news network, it's too late.
Okay?
If, if, if, if CN is talkingabout the mannequin challenge,
(28:20):
don't do the mannequin challenge.
Okay.
Like, uh, once Fox News and M-S-N-B-Cor you hear something on the late
night show like Colbert says something.
Yeah, no, it's too late.
It's too late.
Andréa Jones (28:33):
Got it.
I like that.
Um, so,
Adam Constantine (28:35):
so yeah.
So once, once it hits amainstream, it's not cool anymore.
Um, so the, the best way to do it isif you have your influencers, uh, a
decent way, like a one where it's like,okay, it's a approaching the top is
if the social first brands are talkingabout it, you have 12 to 24 more hours.
(28:58):
So like Netflix.
Andréa Jones (29:00):
Mm-hmm.
Adam Constantine (29:02):
Chipotle.
Like once they say demure,mindful you got 24 hours.
Then after that it's gone.
It's gone because they gonna hit it right?
They, they gonna hit it right on the time.
So like that can be a litmus test.
So you don't wanna do it beforethe social first brands, but
you definitely wanna do it.
Before the Daily?
No, the daily show.
(29:22):
Yeah, the daily show.
It's kind of cresting downward.
Um, then once it hits M-S-N-B-Cand CNN and USA today, then then
you're, then you're cooked like late,which also, Hey, look, there we go.
There's a trendy word right there.
Um, but, uh, so that's, that'sthat, that would be my, the, the
unofficial litmus test of, of how,how to know when to jump on a trend.
Andréa Jones (29:44):
Yeah.
I love that.
I've been thinking a lot about this latelybecause, uh, a big part of my program is
I, I supply trends for online businessowners, but we've been getting stuck
at this like, okay, the trend is over.
And I just know it so instinctivelythat if someone asked me,
I'm like, no, it's done.
Don't do it.
Yep.
But like, to explain that, I'm like, yes.
Uh, I could just tell you 'cause Iscrolled the internet all day for my job.
(30:06):
So just happy.
But I love that you, you, yeah.
You can also
Adam Constantine (30:09):
just tell them.
If you are bringing this to me, it meansI already saw it and it was too late.
Andréa Jones (30:15):
It's too late.
Yeah.
Like,
Adam Constantine (30:16):
like if you are bringing it to me, it's too late.
Yeah.
Like, I, like, I, I, I do thatobviously you can't because, well,
you know, like, I don't know.
They're all staying, youknow, like very still.
Correct.
Yes.
That was 10 years ago, so, yes.
Well, what about a new ice?
I, I've literally heard like, whatabout a new ice bucket challenge?
Uh, when this is not aserious conversation,
Andréa Jones (30:35):
really.
Adam Constantine (30:36):
This is like, this is, this is not a serious conversation.
We're, we're, we're not doing this.
We've had 17, newer, more deadlydiseases since that's happened.
Like we, we have other focuses on that.
Andréa Jones (30:46):
Yeah.
Ice Bucket Challenge is like pre TikTok,pre Vine, pre, like that's going way back.
Okay.
Yep.
Alright, so last question todayis for anyone listening who's
like, yes, I'm here for it.
I'm ready to do my scrappy content.
Give us a specific style of contentthat they could go out and create today.
Adam Constantine (31:04):
Green screen content, uh, like, well, and well, two, two angles.
If you're gonna be front of camera.
Green screen content is the best wayto like jump in, join the conversation.
If you don't know what I mean bygreen screen content, it's people
that talk to the camera and theyhave some type of news article
behind them or something like that.
(31:25):
Very simple.
What I would do is download two apps,uh, download TikTok, download, cap cut.
We're not gonna get into who owns whatand what that means and all the things.
Yes, I get it.
Look, we're in the social media world.
Everyone has our data.
Everyone's doing whateverthey want with their data.
It's just part of being on social.
Um, and learn those two.
If you can.
(31:45):
Learn those two that will teach you therudimentary ways of editing, getting
music in there, uh, but green screencontent if you want to be on camera.
Or you can do, uh, like textfirst, text only content with,
you can do stock imagery.
It's better to do authentic imagery,um, uh, imagery, photo or video.
Um, just 'cause it makes it more personal.
But that's, that's what I would do isgreen screen content and be quick, like,
(32:10):
the reason why green screen contentis successful is because someone will
be like, so there's a lot of changeshappening with shopping, but I found
three different ways that you candifferentiate yourself to your audience.
First, I mean, I mean likeit's, I mean, it's choppy.
It's straight to the point.
Don't introduce yourself.
'cause no one cares.
Okay.
Like, hi, my name isso, nope, I don't care.
I'm swiping away.
Right?
(32:30):
Like, uh, you know, we cantalk about hooks and we can
talk about content length.
Don't have, uh, a paralysis by analysis.
I would work on.
Green screen content first ortext only content as a way to
just like really jumpstart and seewhat your audience, uh, is doing.
And the way to do that is likethrough TikTok or, or Cap Cut.
(32:52):
Yes, you can use Canva.
Um, if you want, um, um,Adobe Express, Adobe Rush.
Um, is another one that's, that's,that's really good with it.
But find something, know youare going to suck at it when
you start and then get better.
Because a lot of times people are like,ah, well I don't know what this is.
Cool.
You realize you sound like.
(33:13):
Your parents or grandparents thatdidn't know how to change from
channel three to channel four.
Okay.
That, that is what you sound like.
So as long as we know, again, Itold you the theme of this podcast
today is millennials are old.
Uh, but like that is like, it'sjust something that you're gonna
have to teach yourself and learn.
I. And then you will get better.
That that is a good thing.
Like you will get better as you,as you keep moving forward on
Andréa Jones (33:34):
that.
Yeah.
Yeah.
I love, I love this, you, I, I needto create more green screen content.
I always do the, the text on the, like myown custom B-roll situation, which I love.
I haven't done green screen in a while,so you've inspired me, Adam, thank you.
Thank you.
For those people who are listening whoare also inspired, they wanna connect
with you, give us your links and I'llput those links in the show notes.
Adam Constantine (33:53):
Yeah, you can go to my website@acecreatives.co.
Uh, you can see us on LinkedIn,which is hashtag Ace Creatives.
Now it is the word hashtag, right?
So spell out hashtag ACE Creatives.
Um, and then my personal Instagramis at, they call me a c. That's
that you'll, that you'll see.
And the first thing you'll seeis, oh, he's a lot taller than
I thought he was on the podcast.
(34:15):
Yeah, I get that.
Andréa Jones (34:17):
Okay, go check that out.
You know, you mentionedbasketball, so I feel like the
height should, should be a given.
Yes.
Adam Constantine (34:22):
Yep.
Yep.
Exactly.
6, 6, 8 Strong.
Andréa Jones (34:26):
Wait, what?
Six, eight.
Oh my, okay.
That is telling what my favorite things
Adam Constantine (34:31):
to do is like virtual interviews.
Then eventually meet in person.
The people are like, oh, oh, oh.
And it's like, yep, yep.
Hello.
Especially 'cause you know, likeyou and I have the, the camera down.
Yeah.
Camera down angle.
Right.
So like, you can't tell that.
Yeah.
Yeah.
That's, that's, that's whysecret in person weapon.
Andréa Jones (34:46):
I'm five two, so there it is.
Very short.
People all I get the opposite.
They're like, oh, you're muchshorter than I thought together.
Correct.
So shorty.
Okay.
Awesome.
Well I'll put all of thoselinks in the show notes.
If you like this conversation,go to Adam's Instagram and
comment on how tall he is.
I think he would appreciate that.
Adam, thank you so much forbeing on the show today.
Adam Constantine (35:09):
Thank you so much.
Pleasure to be here.
Andréa Jones (35:11):
And thank you dear listener for tuning into another episode
of the Mindful Marketing Podcast.
Make sure you rate and subscribe tous on Apple Podcasts and Spotify.
We used to be in the top100 marketing podcast.
We slipped down a little bit.
I need your ratings for usto keep that top 100 spot.
So thank you for your support andif anything you we heard here today.
Uh, encourages you andyou wanna learn more.
(35:34):
Come on into the Mindful Marketing Lab.
We do our monthly trend report,so if you're wondering, is this
trend old or not, I'm your girl.
I'll help you out only inthe Mindful Marketing Lab.
Check that out.
Next week.
We're talking with Brooke Adams allabout community versus followers.
Stay tuned for that.
I'll see you then.
Bye for now.
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