Kevin’s 136K-follower month, one format on repeat

evening y'all what's up y'all yo what's up guys what's up yeah we were just talking about uh kids who get us sick put a one in the chat if you have a terrorist for a child who's always getting you sick yeah i was explaining a call like when my daughter was probably like a year year and a half call him he kept getting on the on like our just our weekly stand-ups um sick he'd be like oh i'm sick this week and we get on again he's like oh i'm a month later i'm sick and i was like what like what are you not eating like are you taking your vitamins you know trying to dissect it and he's like no wait until your daughter's two two and a half and she starts doing sports and gymnastics and all this shit and you're gonna get sick all the time and she turns sure enough she turns two we start doing gymnastics dance all that jazz and every month every other month Every two months, I feel like I'm getting sick this week.

It was just absolutely brutal. And every time I'm just thinking about calling now. This is solely happening because of calling. We got to get day 27 to 259, how to make a vlog when you're sick.

Listen to my voice in the episodes. You just see me like you can hear it. There's got to be an AI filter that can repitch your nasally. Yeah, you hear my throat scratching everything.

Terrible, terrible, terrible. So today we have Kevin from Everyday Better Club. I think it was dropped in Slack, but probably one of the craziest growth stories on social life.

I know you're on here already, Kevin, but like what, three, four months ago? It was like you guys just absolutely popped.

Yeah, yeah, it was crazy. I think from starting to really pick up momentum and steam around September and then roll the wave into Q1 and just ride the rocket ship. I'm excited to dive into it.

We'll dive into it in a bit. I'm going to drop it here in the chat for everybody. You have that on hand? There we go. Excellent.

All right. Let's see. We still got a couple people trailing in. If anybody's got any jokes. I'm joking.

I'm joking about if anybody has any jokes, But if anybody has any jokes, I'm trying to take it a little easier on the inside jokes this time. Because generally speaking, I'm looking down at the faces.

I can see Greg laughing because he's been here a few times. Generally speaking, we're doing inside jokes that nobody actually gets. Because Alex and Orin and I are so used to this. But it's mostly new faces.

We're laughing our asses off. Not a single person. We got one in the chat. What happened to the mozzarella? Went alone into the alley.

It was a salty. Hey, let's go. that's just what we needed to take us to 604 okay here we go why don't seagulls fly over the bay because then they'd be bagels hey yes god nothing like a shitty dad joke really makes you think honestly all right i think we we are at 60 we're at 605 they're late they're late uh yeah like we mentioned guest today is Kevin. Big shout out to Kevin, noted legend.

We are going to be covering profiles. So I know some of you have started talking about that already, but we are going to be talking about optimizing your profile. We are going to talk about post vitals and some reminders because we notice a lot of you are skipping things like putting a title on. We're just going to remind some stuff around that.

We're going to hit some writing notes, but we're pretty brief on the instructionals today and we're going to be heavy on the guest. But yeah, look, just wanted to shout out. You guys have been posting a ton of content and super active in the chat.

Please keep that coming. We are happy to be there and work through it. It is awesome to see how active everyone is. And then a reminder, we are kind of refining this. You will see, we started with the one shot, we added onto the yap, now we're in the graphic yap timing.

You'll start to see the one shots are going to become 10 shots, the 10 shots are going to become vlogs, all of this expands on each other. And we know you have a bunch of questions about like more complicated things. We do this in the order for a reason, right? So this week, we're working on profiles.

Now that you've begun to see a bit of like what good videos look like. Once we get from profiles this week, we're going to start getting into things like the content funnel and content pillars in the next two weeks. So don't worry, don't stress getting ahead of it or stress having strategy or any of those words.

We tackle all these things one by one for a reason. But right now, just keep focusing on keeping those videos coming. And let's get into it. Alex, you want to want to hit profiles?

Let's run it. Y'all can see my screen? Yep. Cool, cool, cool. So the first thing I'll say before we dive into this, I want you guys to think about profiles through the same lens as almost like an e-com marketer would think about landing pages, right?

The whole goal is to send traffic to your profile and then to get them to convert on there. And so when we're thinking about profile, we're thinking about optimizing the profile so that we can get as many people who click and scan to convert as possible. So when we talk about a profile, what makes a good profile, there's really three questions that we want to answer, right?

So the first one being, why should I follow you, aka what value will you provide? Your goal with your content is to create a clear value expectation that people can expect from you over and over again, right? When they see your profile picture, when they see the first frame, when they see your video, they know the type of content that you are going to publish.

Two, what makes you different than any other X, any other brand, any other creator, right? We'll get into this a bit more, but when we think about like, even if you're just looking at myself, like very, I could just be another content marketer, or I could add other things into my, into my content, into my content mix that are going to differentiate me from other people, making it easier for me to stand out.

Number three, why should I trust you or buy into you? This is different and based off of like, if either A, you're trying to sell something, you're trying to get someone to, to purchase it, you could probably going to have some kind of social proof before you have a CTA or B, like if, you know, there was a creator who went zero to a million pretty fast, like talking about how he was revamping his bowling alley, right?

Like that, he had a line in his where he was trying to get people to buy into his story. And so based on your goal and based on your content, you're going to have different bullet points within your profile. So when we look at it, again, a good profile, we're really looking at the intersection of these three layers.

Number one being your value proposition. Again, what can people expect from you on a daily basis a weekly basis what kind of value are you going to provide and then do they expect you to provide it over and over again number two your identity can someone identify who you are based off the content that you create number three what is your story and your social proof at the intersection of that is a great bio and so when we look at if we look at mine here this is a this is an older one but it still works in this case um you can look at the first bullet point, which is content to make smarter marketing decisions, right?

So right there, I'm establishing my value prop and my identity. So like if I have a, if I have a piece of content go viral and I want someone to read that first bullet point and know like, Hey, like I'm going to expect more of that from him with every piece of content he makes, like that first line communicates that. And that's the goal of that.

And that's why like, it's also the first line. Number two, trying to differentiate because I do publish some fitness content as well. So I'm trying to differentiate within my category by putting training for the CrossFit Games, right? That's just a little line in there.

Number three, build a nine-figure media company. This is the story, right? As I share more vlogs, as I share more behind the scenes of what we're doing, that is a story I'm trying to pull you into.

Then me personally, like I have singular CTAs because at the time I was trying to just grow the newsletter as fast as possible. So I have singular CTAs like this, Ollipop's $200 million marketing playbook with a point down to a landing page that was getting people to convert. Now, if we look at what a bad bio would look like in comparison to a good bio, the first one is just generic.

And you're going to hear me or an in call and say this over and over again, where the more specific you could get, the better. right you want to add these these qualifiers to the different sentences that you have whether it's in your copy and your hooks or in your bio so in this case bullet point number one marketing content doesn't tell anybody clearly what to expect from you um in the value that you're going to provide just it that could be you could be covering marketing news you could be covering the the trending topics within marketing you could cover marketers like you could cover so many different things by just saying marketing content. You're not really specifying what value you're going to provide on a daily basis.

Number two, CrossFit Junkie. Again, very, very general. There's no story attached to that. There's no reason that that differentiates you from anybody else.

Three, entrepreneur. Anybody could claim that is different when you're actually building a company. You have a goal that you're trying to go after and you're documenting that or you're sharing that in some regard.

For all my links versus a specific CTA, that's just me personally. I like to have a singular CTA if I'm trying to drive leads or if I'm trying to get people on the newsletter, etc.

I just have a way of rotating them fairly fast. And the whole point is, let's say you have a piece of content that performs exceptionally well, right? This video got 291,000 views.

The goal is for somebody to discover you on the For You page, on the Explore page, and then they're going to click through to your profile. And when they click through to your profile, they're going to scan before they then start to consume more of your content. They want to kind of know what you're about. Were you a one-hit wonder or is this what you do?

You know what I mean? And so when they scan, the whole goal here is to get them to continue to scan, but to almost set the expectation, plant that flag of, okay, this person makes a bunch of marketing content.

This person makes a bunch of running content, et cetera. I'm going to decide to continuously consume more of their content before I decide to follow them. Right.

And so this is what you're optimizing for. This step number two is an important step because this, again, when we look at like, quote unquote, like this discovery funnel, the whole goal is to get them to somebody to discover you and then eventually follow you a bit.

And you can think about this almost as like the bridge to taking that kind of action. And so what you'll see in the, you'll see it in the course, you'll see we have a Notion page that has over 50 different profiles linked in there. And, or sorry, 50 different bios linked in there.

And if you pay attention to them, they all kind of follow similar rules. Of course, they all have like their own like little differences. But if you look at some of the biggest creators in different spaces, different categories, they all relatively do somewhat similar things.

And they've optimized their profile to be like, hey, like I'm getting a million views a month, 5 million views, 10 million views, 100 million views a month.

How do I convert as many people as possible? And so as you go through the homework, which we'll go through in a second, look at that specifically of like, okay, like I wrote that I cover X.

How do I add like one little line or a few extra words that make this a bit more specific to really differentiate you and to really set clearly the value that you're going to provide with every single piece of content? All right. I'm going to talk to y'all about post vitals.

This is basic. We will all be disappointed in how often we miss some of the absolute basics. So we're going to go through them and touch on them. If you've had questions about hashtags and trending audio and all that stuff, we're going to cover that too. All right.

This is the makeup of a video. This is what all the videos that we've been posting look like, right? We've got titles, captions, descriptions, mentions, tags, hashtags, audio, and location.

All right, going through it from the top, and a reminder, throw questions in the chat as we go. If you got them, we'll make sure to get them answered.

So first, you've got your title, your title hook. This displays during the first three to five seconds.

You should have your captions in mind when you're displaying your title. It is clear and concise, three, five words, maybe.

And critically, it can also double as your cover image. I think just in general, we've gotten a couple questions about cover image. Do not add another task to your list right now, right? If you can have a title in there where it works to just select a frame and use that as your cover, that checks something off the list.

Do not add another one to it. And consider that when you're putting your title in place, right? Again, have your captions in mind.

Similarly, when recording, have your captions in mind. Where are they going to go? The best place for them is as close to the middle of the screen as possible because when someone's scrolling, you want it to be easy for them to immediately pick up this text and start reading. So for me, I would typically go a little bit above center, which on a green screen video looks something like this.

If you're yapping, it also works to do kind of like chest or necky kind of a thing. Note where the UI is here. We've the user interface underneath the description or super high, do not do that.

It's hard to read, obviously. For me, I do not, my titles are pretty much always redundant with my verbal hooks. So I'm, in that case, I'm not displaying my caption while I have my hookup, just to make it easier for the viewer to decide where to go and look in those critical first few seconds.

In your titles, or excuse me, your captions will naturally include keywords. So you don't need to worry about it so much in your captions, but with your script writing to just make sure to get some of the words that are keywords in your niche in.

The algorithms are very good at understanding what your content is about. You're going to make it easier on them. If in my example, I'm not going to talk about a course that's for sale. I'm going to talk about a golf course that's for sale.

I'm going to make sure to get the word golf in there just so it's super clear to the algo. Description. SEO is especially real with descriptions, especially on TikTok. TikTok allows up to 2,000 words.

You don't need to do that. Get a couple of sentences, again, with relevant content and just keep it moving. Don't overthink it.

But also don't give it two words, right? Hashtags. Not relevant in this day and age. You can do it. I throw hashtags on most of my content. Again, these are all something I missed in the beginning.

These are all little signals to the algo, right? For what your content is about, every piece of these. So theoretically, a hashtag is another little signal. It doesn't matter in this day and age.

But if it is on your mind, it certainly isn't going to hurt. Do a couple of hashtags that are relevant to your niche, maybe of a couple of different sizes. Don't bother with the mega FYP for you, all this kind of stuff, right?

Tags and mentions. Use these organically. That is the most important thing. If you're making a video about Brand X, tagging or mentioning the brand in the copy absolutely makes sense.

Tagging a bunch of adjacent brands or a bunch of celebrities or 17 bands that you're into does nothing, right? Again, these are signals to the algo.

So if your video is about the thing and you tag the thing, that's going to add another signal. And it's going to help that get pushed to fans of that thing. Using it organically is key. The mention is slightly more direct than the tag. So a mention is like it's in line in the copy versus a tag where somebody has to, on Instagram, click and look at the tags, see the users that are tagged.

Don't overthink it. Use it as it makes sense. Audio. So tag trending audio natively, even if you add it in CapCut.

This is confusing. And I think in a lot of ways, there's no right answer here, right? But even if you rip a song from Spotify and add it in CapCut, when you're uploading to Instagram and TikTok, add that thing in Instagram and TikTok too, even if you take the volume all the way to zero so you don't have to get it synced up or something similar, right?

There's a lot of ways to get audio in. Almost always the platform is going to recognize it and tag it anyway, but you might as well help it to make sure because again, that audio is another little signal. And then location finally, tag a relevant location or not at all.

The example I always give is Oren's making a video about Erewhon. He might tag the Erewhon down the street. Other than that, location isn't super important for most of his content unless he's traveling and he's making a video about chocolate in Paris or fabrics in Guangzhou or whatever it may be, right? If you have an organic location, throw it in there.

It is especially important and helpful if you are making localized content, right? If it's an afterthought for you, it's probably not important and probably afterthought for the algo. but if you're making local content, get it in there with a geo, get a specific one, not just your city, get the neighborhood, get the coffee shop, whatever it may be.

Local algos are some of the most powerful stuff we've got these days. All right. After that, I have a short rant about words. This is one of my favorite parts of this because it's such an easy mistake to make and it's such an easy thing to fix.

I've given this feedback a bunch in this first week. and surely we will going forward. This is a game of efficiency, okay? Word efficiency, right?

On almost every single script you guys write, you will be able to pull it up and delete 30 to 40% of the words and have the exact same video on the other side of it, right?

Like literally, it's very disappointing, okay? It varies for everybody's delivery. For me, 130 words is about 40 seconds and that's kind of like my target video most of the time.

So if you sit down and write a script and you throw it in a word counter, it's 250 words, it's way too long, it's way too long. But again, the good news is you can probably delete half of it and you're still fine.

And I'm gonna give you an example of that. Alex's old saying is you write with your eraser or something like that, right? Here's an example from a student that's gonna show you exactly what I mean, right?

This is an old one, I should update this sometime soon. All right, the before is, This is my Black Friday ads playbook. As someone who spent $100 million with Meta, the three most important parts of the playbook are your offer, your creative, and your landing pages.

All right? The after is, I've spent $100 million on Meta. Here's my Black Friday playbook. Let's talk offer, creative, and landing pages.

All right? That is literally 40% less words. You can see how much less space it takes up on the screen. And some quick notes on what we can cut there. The word ads is implied by the fact that we're talking about Metaspend.

You literally just don't need to say the word, all right? Saying playbook multiple times is redundant. Introducing the three important things as important things is also implied because why would you be talking about them in a relatively short video where you're trying to provide value if they weren't important, right?

And then literally the word your is unnecessary to use over and over and over again, right? This is a really good example. Again, the point here is not to get overly brash and simplistic and like cut it down because people don't have attention span on TikTok.

That's not the point, right? The point is to be efficient. And you will literally have the same video coming out the other side with less words if you delete 30, 35%.

All right. Finally, we got homework review real quick here. First and foremost, optimize your profile.

Alex went through everything. That content is in the course. There's also a gallery of example bios for experts, creators, businesses, brands, so on and so forth.

Lots of references in there for you to check out. You're going to optimize your profile and share it in your track channel for feedback from your fellow students as well as from a coach. This is funny. The three to five hashtags is an old one that needs to be deleted.

Not super relevant anymore. And then most importantly, start shipping. So your goal this week is a minimum of three videos shared and video sharing. There is no more uploading of draft videos. It's only sharing actual published links.

And then specifically of those three, we want to see a 10 shot and we want to see a graphic yap. Those are both what they sound like. There is, of course, references and tutorials and all that good stuff in the content.

And Oren will be dropping some more inspo throughout the week as we go through that. And most importantly, arguably, it's time to start really engaging with each other. Obviously, Slack is fun, but every time you go into video sharing to share a video, you have an opportunity to jump into two or three or five or 10 other students' content and go give it a like, give it a watch, drop a comment, so on and so forth.

There's some really valuable relationships that come out of Cut30. And that starts with just going and watching each other's content and checking it out and engaging and following each other and helping each other get some of that early initial momentum so without further ado kevin you want to actually alex you want to introduce kevin yeah i'll introduce kevin and then i'll end him the the mic so yeah i'm fucking hiding in the dark here so it looks like i'm in a closet um so kevin one of the things that i i found it will again like i mentioned this at the beginning was like got to know kevin a little bit uh just through social and seeing everything he was doing with every day better club got to see one how he was doing amazing with good like great product and then i started seeing the content and all of a sudden i see like a format that absolutely takes off gets millions and millions of views i'm having people send it to me left and right and then all of a sudden i see another format that he puts out starts to get millions and millions of views and then he starts doing what we talk about often of like when something works like double double down like start being religious about the data and just double down on it.

And then I reach out to Kevin. We get on a call and he, you know, he kind of breaks down a little bit that he has this goal of getting to, it was like a hundred thousand followers by the end of last year. And then they kind of had, I think that's what the goal was.

And then he has like, this just goes on a tear, absolutely crushing it and grows extremely fast. But it was just dope to see how good of a job that he like recognized the format, just doubled down on the format.

I won't take the shine from him and let him introduce him. But absolute killer on the content side, on the operations side. Kevin, if you want to do an intro, and then we'll get into questions and some things that I have stored away to ask.

Yeah, absolutely. First and foremost, I just want to say thank you guys for having me here. It's a pleasure to be on the panel. This is like a really full circle moment where I saw Oren last year around, I think it was around May, maybe.

I saw him in China, in Guangzhou. This is before ABC was even a thing. I think we had, it was like 1,000 followers at the time.

It was just like, hey, I'm going to start a brand. I'm going to go all in, go to China, find my suppliers, and saw Orin at the Crease event. And when I came back, it was like a rocket ship.

Like strategy was in place in terms of product, and then content was my pillar. So I'm going all in there. So one of the things I don't think the panel spoke about is really the mindset. The mindset is very, very important.

This is not a short-term game. This is a long game that we're playing, guys. And it's all about being consistent, finding a formula. But finding that formula to begin with is the magic in itself.

So what I mean by that is that you've got to keep testing at the beginning. You've got to test, test, test, test, test. I was testing five, ten. Like, I was always constantly testing to see what worked.

And when something worked, to Alex's point, I doubled down on it. And then it worked again. Okay.

And then I reiterate and then just double down on that. But the name of the game is to find something that works and then just make that little change to get to the next bump of it, if that makes sense. Squeeze the thing.

Sorry? Squeeze, squeeze, squeeze. Yeah, you get to squeeze it.

You literally got to squeeze it because at the beginning, when you're starting out, the one element that's really difficult to overcome is the trust factor. Because I've been assuming everyone here is building a business, building a brand, building a personal identity.

What's really hard at the beginning is the trust. Like why would they trust you? So you need to build a bit of authority and have a brand, like have an image of what that looks like. So just to circle back to what my brand is, it's called Everyday Better Club.

And within the name, Everyday, I am showing up every day for my community, right? Through the content, through stories, engaging, everything.

It's all about being consistent. So that is the fundamental layer of Everyday Better Club is showing up. And the more people consume the content, the more they understood what it was. It's more than a clothing brand.

It's a movement where it's about showing up, right? So for us, it's very easy and it's very simple is that we are going to be posting content every single day. You might not see it on our feed.

It's probably a hundred in trial reels, but we're showing up and we are going to make sure that you guys see the content one way or another through either TikTok, Instagram, Facebook, you name it.

We're probably there somehow. Yeah. Yeah, Kevin, I would love to hear from you. I just scrolled all the way back on your feed as one does.

What the very first content was and then like what the first, like what the first explosion was. Great question. Great question. So at the very beginning, it was about community, right?

Coming together and showing up and putting in the workouts. So we were doing a lot of the community activations. Activations, it's like showing a lot of workouts, but obviously that didn't stick with a lot because again, back to what I imagined earlier was the trust factor.

So how do you resonate with, I guess you can say, the trend, right? And running is a big part of our business.

So we saw a lot of guys, let's say like running, either running with bro, like that's a concept, like two guys running in sync.

I looked at that and I was like, oh, this is pretty good. Not a lot of people are doing it. Not a lot of brands are doing it. No brands are doing it, actually.

How do I take this product from a personal brand, a personal user, you can say, and reiterate that to make it like a front-facing brand product, if that makes sense. So at the beginning, it was like a lot of testing.

We tried a single guy running. it was good but it wasn't didn't really hit because there was a lot of people couldn't resonate with that so what do we do i like the concept and i was like okay so let's get two guys running in sync let's let's release a balaclava the mask hide their faces so people can actually resonate with it somehow so i did that and that was a huge trend that picked up for us in parallel to that One trend that we, I guess, I don't know if I can say we started, but really popped off was like the overhead track, which Alex mentioned in one of those videos.

It was easy to resonate with the community. It was really like for our community, right? It's about showing up and the messages that I was conveying was messages that you can actually connect with, whether you're building a brand or you're going for a run.

It was very versatile across not just fitness, but overall mentality. So that was a big, big pillar. That was like, I'm talking about two different, I'm going two different directions now, but it happened at the same time, right?

And then that worked, that worked, and we kept reiterating on top of that. So yeah, so this is the concept that he was talking, that was on his video, but I did this.

I went, this is me actually running. This is me running, but I did this across maybe 30 different tracks, different locations, but different messages, right?

Testing a lot of different messages. So this is a, what's this one? Nothing will work unless you do. Think of that same text times 30 different tracks, okay?

Different fields, sorry, tracking the actual location. Literally the track, yeah.

Yeah, literally the track. Think of this text over 30 different tracks. Think of, and then I have like maybe 30 other quotes that I'm just ripping across. So let's think of that, the amount, the volume that's there.

And the name of the game is sustainability. Like what can I repeat? What can I do without, one, exhausting my resources, right?

You got to think smart. You got to think big. And this format worked really well because for me and my business, it was very easy for me to send someone some gear in Portugal, in New York.

I'm like, hey, you have a drone? Perfect. Just take a video of you shooting an overhead shot and we'll use it in exchange for free gear. So for me to facilitate that, it was a lot easier than flying out to different locations. And then I got my shots and then I just use it as part of the flow.

Again, I didn't post all of this all at once. It was one of my pillars for motivation. So we had pillars intact. And once a week, I would be posting this on a feed to spread the message. you know and i think one thing to pay attention to is like and i don't i'd have to find the other ones that are variants of it but like the composition was the same the action was the same like you're really and even the music was the same right it was like the many men remix by by 50 but then you're just changing the text variations on top of it yeah yeah you're not going to see a lot on the main feed um like if you scroll down to the one that's 84.3k yeah that was a different one it's a different one yeah we try to make like again this one you're seeing 83k views but in trial reels there was probably like we hit the millions in that one so i'm like hey it worked it worked in trial reels i'm just gonna bring that to the main feed i'm not gonna oversaturate my feed but i'll just see if it performs well and um here it doesn't perform as well but i know it's performing uh on trial so that's where i brought it over you know i feel like this is really relevant kevin for your context some of our our homework this last week was doing a one shot right for everybody's to be super clear these are one shots right um and certainly a lot of you guys have gotten feedback about like oh like make the text better or make the visual better um and and a lot of responses been like what should i do should i like should i just post it again um and kevin just broke down how like 30 different tracks i'm sure like probably 30 plus different versions of copy like kevin has done hundreds of one shots i would imagine it sounds like between trials and otherwise um just trying different visuals and different variations of copy um i love it these are more produced one shots obviously because there's a drone involved, but they're not rocket science either.

Um, we've got a lot of questions in here. Yeah. Yeah. I want to, what I want to dive into is I know when we met last year, you were making content personally, like on your page and it was good.

How did you decide whether to continue like really repping your stuff as a founder versus like the page? And then what were you like, were you like learning through that process?

Like, you know, what did you kind of take away from it? How are the two different, any just insights there? Yeah. So, uh, there's really good question or and so before going into building ebc because at the time again we just started i wanted to make sure that i wanted to remove myself from ebc as a whole so if you look at the brand page you'll probably see me as a character maybe a model but it's never about kevin vu because kevin vu is his own thing he's the builder he's the founder he's a runner and he's building ebc but ebc it's its own little it's it's its own thing and it will be its own thing forward forever um and the strategy there is uh is really to put kevin woo to the side which is not the and just to go all in on ebc uh i'm very i think i met alex i mentioned this to you when we first talked last time i was like hey like kevin woo has been built now it's like put all the eggs in one basket and that's gonna be ebc looking at tiktok look at instagram looking at facebook but everything my main focus for an entire year 2025 was all abc and that's where my mindset was and like now that abc has been built and there's a lot of authority underneath it based on the work itself kevin vu is picking back up right you gotta it's it's really it's it's a i'm toggling i was toggle everything abc now it's like now i'm like leveling up to like what's the kind of stuff that found has worked on that personal account um you know what have you gotten into there oh on the kevin vu account uh if you look at my account now it's very vague in terms of building right it's very vague in terms of like i don't show a lot of details i don't and that's on that's with intention but what works well is that i'm very relatable to my brand so showing up every day putting in the work and just being consistent that that is working because that's what my brand is saying so by me showing up running a marathon whatever training for a marathon not being perfect and then just progressing and people are following that journey that funnels into ebc if that makes sense it's like one everything funnels back to which is like the call to action in the sense is ebc is like buying eventually buying a product from the company walk me through the the month that you'd gained what was it like a hundred thousand followers in 30 days and then what was it like 50 million views something crazy walk me through like what did that month look like from content volume from the things that worked if you don't mind sharing your screen showing like the pieces of content that works how you thought about testing um because we got on a call you showed me a lot of interesting insights of just like we we found that we uh yeah i'll share my screen let me just set that up real quick yeah uh but yeah like the numbers speak for itself it's gonna it's a volume game it's pure volume game like when something works yeah i realized when i made my video that i accidentally in the title hook said three months and still people were like holy shit three months i'm like it's actually 30 days like yeah i ruined it but like it's actually 30 days that he did all that yeah um yeah i want to show you guys straight up it's uh how do i close this one sec oh you're good yeah i just came from uh i just came from an activation so perfect timing i think one of the interesting things that you could pull from this is you know it's so easy to think about like reinventing the wheel you know when you think about winning content you're like fuck okay i gotta do it again but i gotta think of a completely different idea but then like if you look at the variants of your videos that worked very well it was like you know one of them could start with everybody already in sync but then one can start with somebody like um trailing a little bit and then they catch up and all of a sudden now they're in sync or right like somebody comes in a frame like it's like all these like little variants that make a huge difference yeah uh good point alex like you don't have to reinvent the wheel you just have to do a lot of research right research i think i mentioned this last time it's that you need to understand the landscape that you're on what other what your competitors are doing what people outside your industry is doing what's working for them and how can you apply that over to your own content i pick up a lot of content from fashion brands from from creators themselves just like what are they doing and like how can i apply this over to ebc and how can i apply it to my personal brand but mainly ebc um so i got my screen you guys all see my screen yeah so when we started that month that you're talking about in particular is december a lot of things happened that month we had our overhead track videos that you saw was was popping we had that's when we started the running in sync uh videos that start to pop and the one major lift that we had that month was the uh was our events so as you can see here 40 million views still like insane 136 000 followers in a month i shared over 71 reels and eight posts and 113 stories try posting every day but what was happening there I should have posted a lot more what was happening there was was I was taking a lot of action and filming and doing the actual creation in itself and not the actual post production and uploading I would have like in in the following I should have just this should have been double but I was at max capacity at the time and trying to milk it as much as I can as I dimension so this leading into the january is still very very strong um but yeah so this reel here got 26 million i guess you can say it's like a snowball effect where when when something picks up everything started to pick up so they saw this event this one video hit 30 million views and then everything else started to spiral spiral spiral up so i saw across the board from my organic from from my organic feed where i was like oh this video should have got like 30 000 views but boom it's a hundred thousand views now and it's like a excuse my french it was shit you know like it was just a snowball effect that when one video hit which we got i'm gonna say lucky because it's back on research is that i knew this was gonna hit and i knew everything else was gonna pick up afterwards so why did you know that one was gonna hit that's a great question so i did i'm gonna share a screen i'm actually giving you guys a lot of nuggets right now but i do a lot of research um you just sure i did research on for my events um because we do a lot of community events and for this one video in particular where i hit 30 million views on my organic feed and maybe another 30 million in my trial reels was i saw this one brand in france did the exact same format shot on an iPhone, I was like, I can do this a lot better.

I can have two nice cameras in two different positions and have it a bit more cinematic and have it more lively. So I think it's this video here. All right. i got a question for you here kevin is like i'm not familiar like is this a scene that i would typically see in a gym or was this like architected were you like let's get a couple people doing this crazy throw over the box and did it like no i know so i uh i created that so okay sure this is full uh give you guys the the little sneak peek on what goes behind it an ebc event so what was the theme of it it's good and give giving back we're a community right ebc as a community, we host a lot of events, it's for the community.

But how do you maximize it? It's through giving the people the best experience they can. What is it? We have our own influence. This is just more of the nitty gritty details.

But what does the activity look like? So we had everything planned. And then this video-- so I did research. This video is the exact same video.

OK? listen guys okay this video for this brand it hit one or two million views this page had like 2 000 followers i was like if they can do that on an iphone because it's like you can see it's not stabilized if they can do this how can i take the same concept but make like add my own twist to it how do i make it how do i put the evc branding on it and how do i elevate it so that was like my thought beneath it and then like i told the boys i told my team like guys this video i guarantee you guys it's gonna hit 10 million and and it did it hit 30 million it hits 10 million in one day almost i think it was a bit it was a bit insane but same video just like you can see loving food and in that case was like your twist at changing angles yeah yeah this is one angle right on my iPhone.

I took, I brought it, I made it a lot more dynamic as you can see over here. Yeah. Two angles, right?

Still, but it's very, very, you get the vibe, you get the energy. And then the end of it is perfect.

Like if y'all didn't see it the first time, like the first time, the last throw goes and just like nails her in the face. Yeah. Cause you're, so this, this plays into you're, you're watching, you're like, what's gonna happen you're anticipating in that in this video uh you're like you're like watching till the very end and that it was perfect for the environment and you couldn't really script this like this is like organic and it and i i knew when we got them when the girl hit the ball hit her in the face i was like ah this is money this is going viral yeah it was a viral moment but when this hit uh everything else just spiraled up all at the same time hence where you saw the 136 000 followers and was it 46 million views that that's where it came from from one month guys 30 30 days is insane yeah yo matt's got a question uh did you optimize for certain metrics were you reading the data yada yada i'm gonna kind of flip that into um like do you have any specific examples of Like I saw this on this video. And so I did this, like, like, like you, you mentioned research several times there.

Like, tell us about that research. Yeah, guys. Like I, my main focus of the company is content and research. I am literally searching for everything, whether it's running videos, whether it's events, it's everything.

I am doubled down on like, even back to what I was saying earlier about the overhead track and all these captions they're not just random captions that i'm putting uh overlay text and i'm adding on top of the videos this i've been creating content for four years uh three years three and a half years i know it's been working right i know what text to add to the screen to to work what audio to use this is you can't this is through just practicing and doing and then applying it to your like i mean I keep saying that over and over again, but it's literally, you got to keep testing.

You got to test what works because what works for you may not work for Alex, right? And vice versa. It's you keep testing until you see what works. And then if it works, you stick to it and then you squeeze it until you can't squeeze it anymore.

Can you walk me through how you did that with the running, basically the running with bro concept, right? Like all the different variations that you added to those videos to keep making them better and better and better. Yeah.

let me see if I can show you guys I'm showing you guys a lot of a lot of a lot of nuggets so this is this is this is like recent this is like from today, yesterday but as you can see I post a lot what works if it doesn't work you get the good gist but this is from a couple of days and it's all about data right like this this has like a you versus you text on screen like that works i'm probably gonna test more of those today i uh but all this text on screens are different all the audio is different so this okay so i don't know if you see this text like your your your circle sets the standard choose wisely so i know this works really well because like his table has the same thing he's in tech same audio so like that's one for like that that's a proven that's a proven recipe for me where i know if i apply this it's gonna be really really good um and alex answer your question it's more of a it's more about like if this than that so if i apply this if i add this apply this will this work yes no and then i have a whole notion um that says okay this will work and then this will not work etc so a lot of testing was done in order for me to actually find the recipe but it's all about testing to find the recipe yeah because yeah you had like that phase where when they were running in the snow those were just crushing and then i saw you basically adding all the different variations of yeah let me scroll down to show you guys like how many variations and this is my tri-rails it's not my my feed but and that's a lot of testing it's my testing grounds it's like a fun little place some work some a lot don't work but a lot do work okay let me yeah we're gonna have to scroll a lot back here okay i think we're getting there we're getting there uh so i just saw a question are any of those duplicates or they're all different they're all different they're all different text on screen is different audio is different some maybe cut some is probably like a 15 second video some is the same video is probably condensed to 10 but they're all different none of them are the same yeah we're gonna have to go way back here but um to that point it's like the actual clip itself works really well so how do you how do you milk it right you change the audio you change the overlay text you keep changing and changing and then every time you change something becomes something new so even though it's the same one shot thing it's actually some it's actually different right like it's okay we're getting there now okay guys so as you can see like this two video right 543 000 205 000 views what i changed so remember what i mentioned earlier your circle sets the standard choose wisely that text works really well that audio works really well for us So I'm going to double down on it.

Just trust me. It'll be fine. Same. So, okay, this is the same exact video, okay, between one another.

But what's changed? Audio has changed. And overlay text has changed. But the video itself is the same. But because I added a different audio and different text, it becomes something completely new.

Right? If you... Yeah. but think of that and the way that i'm so the way that my system is built is that i can i i can intertwine a lot of clips so this one shoot that took me 30 minutes to do with a couple of my boys was able to produce like 300 pieces of content minimum right more than that but it's just like thinking efficiently thinking about your use of time your resources and how do make the most out of it um will you hit that one that's right next to it that's like 500 and different yeah just trust me okay so it's literally the same as well it's just different text different song no so same video but yeah yeah i think this one's probably just cut a bit uh this i'll probably change a couple clips like instead of like the gray being in first i'll move this segment into uh like three segments down instead of having it like completely identical but again it's just reiterating it's a different audio too and different text i think reasonably speaking then it is a different video right it's like yeah like the same it's the same clips but but they're they're unique videos they become unique videos right and you can scroll all the way down and it's like look at this look at this roll over here of like the blue jackets it's i'm probably just cutting or flipping changing a couple of sequence just to um just so it can make it different enough right it's like a little game and remember what i mentioned earlier like hey like this one video hit 30 million views on uh on the organic feed let's pump that out in trial.

So I got, and I did. So 3.1, 4 million, uh, more here.

And it just keeps going down and down and they're all different in some way, shape or form. Yeah. Yo, question for you.

You've got obviously this playbook for pumping content and finding the winners. How are you putting together the content like around a product drop or a collection launch or similar um or is it just like an all-out blitz of content for that too or are you like structuring like the stuff that's actually hitting feed etc yeah so we have pillars right there's uh as you can see we just launched our new spring 26 collection um organic it's a it's a flywheel it's like i think i mentioned this to alex is that there's organic content and for us what's really that we focus a lot probably more than organic content is ad content and it's an entire flywheel that just keeps spinning you can't really one won't work without the other so to your question like the product content is very focused on ads it's very focused on what's going to actually convert and how you funnel that is through the organic content it's just like a flywheel that just keeps spinning and spinning spinning but again like if you see on the main page we just recently launched you'll see you can see the strategy it's like organic or is going to be like 60 percent and then you have your 40 that's really campaign very product actually it's even less i would say maybe an 80 20 split it's all organic hitting all our pillars and then the 20 is very product focused and essentially selling you the product and showing showcasing you uh like details of the product but it's part of our i guess you'd say it's part of our uh i wouldn't say pillar but it's part of our strategy the mix so been asked a good question it's a little bit existential but um basically like how do super short viral clips um like tie into building a brand i guess that gets a little bit obvious but like building the brand and and to my question driving sales trust yeah just massive amounts of trust from just people's world yeah i'm gonna just to reiterate what i mentioned earlier on it's like when you're starting out people why would they want to see why would they want to go on your page why would they want to buy something from you even like when we're starting out through being shopify analytics selling people were converting we were what selling people were buying one item at a time our av was really low and why was that it's because they were just trying to see what this brand was all about but if you're keeping it like that's just like the base that's like the base layer issue but it's like how do you keep their how do you keep their attention how do you get them to come back how do you get new people to want to be part of the community in the movement is that you just show up every day you just be constantly in their face right it's a volume game it's all about attention at the end of the day it's like and nowadays nobody really has a lot of attention so if you can grab that in an eight second video of two guys running in sync you drive an emotion drive a spark and that will move the needle even though it might not translate into a conversion they're in your funnel now very top of funnel but they're in your funnel they're aware of you and sooner hopefully they're gonna it's gonna triple that it's gonna trickle down and then eventually convert into a potential cell at the end of the day that's for that's like the underlying layer of everything because if you see your content if you see organic content they're probably gonna get targeted with our ads right when i mentioned earlier like it's a funnel.

Yeah. It's just the top of the funnel. Um, Matt had a really good question here that I want to make sure we hit before the end. Um, what were your biggest mistakes when starting your journey, um, um, back at a thousand followers?

Uh, what would you do differently? Oh, good question. Uh, being perfect, uh, or trying to perfect um i've really embraced through my personal account that you like there's no point in being perfect it's better just to show up right nothing every day one day every day it's like if you try to be perfect then you won't get you won't actually post that content and at the beginning i was having issues posting ebc content because i i wanted to be perfect and i was like you know what that's it's not sustainable it's not healthy just get it done like C's get degrees I'm a horrible teacher if I said that but get it done collect the feedback collect the data and and how do you reiterate from that how do you improve from that what is that piece of content telling you what you should do or shouldn't do it's it's it's like collecting data at the end of the day I'm a very big data guy on every single piece of content that I push out and I try to really analyze what's good, what's bad.

Okay, good. I learned from it, move on to the next. And I take that same analogy through like everything that I do.

So, yeah. That's a perfect answer and aligns very well with our bullying people into making content and experimenting. So thank you.

I want to be respectful of everybody's time. Alex, y'all got any final things or should we wrap with any final words of wisdom from Kevin here? or anything you want to plug besides the brand we're going to drop a link you want to what what links you want us to drop in the chat here and send people to in the slack afterwards the instagram anything in particular you got any kevin you got anything in particular to plug before we call uh no so i just saw a question from dustin it's like your personal brand content is more iphone 4 and raw but your brand ebc content seems a little bit more polished can you talk about what works or why that worked for you um yeah so dustin that's a great question and that's done with intention when you're a brand you want to be as i guess you can say like this is from my perspective you want to be as clean sharp cut and polished because you're essentially selling a product but when you're the founder and you're building it people like to see a bit more rawness to it.

You want to be more authentic, more genuine. So that side is my personal brand page. And that, again, funnels into the polished product. And you see, you get a bit of both.

So that's a really good question. Done with intention though. Love it. Oh, Craig asking the bowling alley guy. I'll grab that, Craig.

All right, Kevin, thank you so much for joining us. Appreciate it. I'm dropping a link to Everyday Better Club in the chat again.

Any final thoughts? Anything you want to plug besides the brand or otherwise? No, Shuttle Cup cuts 30. You guys are amazing, man.

I hope you guys are doing it. Thank you. Thanks for joining us. All right, y'all. Homework is getting emailed and will be posted.

It is to, let me recap here. Optimize your bio, share that in your track channel for feedback, and then make three videos this week, one of which being a 10 shot, one of which being a graphic yap.

Let's get into it. And we will see you in Slack tonight and tomorrow. All right. Thanks, guys. See you guys.

Thanks, Kevin.