Rachel Karten

So there's that piece of it, which is just a good hook on social media.

And then I think another piece of it is truly like almost a self-interest of if I review this thing, like Allison was saying, like I will go viral too.

Yeah, there's sort of a phenomenon that I've been noodling on around like offline, but online, where you have these sort of lookalike contests, things that are happening offline, but you're documenting it for online or like, you know...

analog trend while you're posting about it so how analog really are you and so I think there is this sort of like social signifier of like I'm offline I'm documenting it but it's this tension I think of knowing that they want to be off their phone but still feeling that urge to tell everyone about it something I've also been thinking about here is

You know, I wouldn't be like get in the lab and make something that you think will go viral necessarily.

But, you know, when I'm talking to small businesses who are like, do I need to be on social media?

I say, you know, it's a powerful thing.

I have an example.

There's a coffee shop in Minnesota called Little Joy.

They've used their own social.

So essentially treating their own social like how do we become the influencer?

Let's not hand over the keys or we're happy to hand over the keys, but let's make our social page the hub of where people want to watch.

And I think they've built a really amazing customer base by being really consistent and essentially creating like a serialized show on their own social.

So they own that conversation and people are coming in to try the viral things as it comes up.

But they've created that consistent show that really, instead of building a viral like pop builds loyalty and people are like, my show is on.

I'm so happy to be watching this.

And so.

You know, if you have that momentum, one of your drinks goes viral.

I'd be thinking, how do we keep up that momentum through our own social presence so we're not relying on somebody coming in and making a video about it necessarily?

I think they need to be thinking about how do we find entertaining ways into social media that make people want to stick around and watch our content.