I’ve seen many small businesses do well on TikTok and Instagram by eschewing all fancy graphics and technology, and just talking into their phone’s camera like a normal person. “Hey I’m Joe, I just opened a cafe down here. It’s always been my dream, etc.” The more quirky and human the video, the better it does.
I know this new tool looks to be for static graphics; but I do think the same thing applies. Not using AI-generated polished graphics will become a differentiator.
What you’re talking about is the primary marketing collateral. But any good marketing campaign needs a ton of secondary or even tertiary marketing collateral
The first “real video” you talked about is meant to grab attention and tell users, honestly, what the product is about
But they’re not customers - yet. They need to be reminded about your brand again and again
You can’t run the same video every time - for one, its repetitive. And for two, its disruptive on the wrong channels
You will need static images and basic videos and even tweets across platforms to remarket to your audience
That’s where tools like this come in handy. You grabbed attention with the first video. But now you need to tell users that if they buy tomorrow, they get 15% off.
This is a b2b product. Its not meant to make the world better.
But maybe a business that’s actually making the world better by making better, healthier stuff uses it, gets more customers, and makes the world better
I think you might be seeing guys who do that well so it's a bit survivorship bias. For most, if you just record yourself talking for 1m and watch it back as a video it's incredibly painful and awkward. The filler words, tangents, weird pauses. It really made me have respect for great speakers
No, I have seen plenty of awkward people talking about their new business. The awkwardness is inferior to charismatic speakers, for sure, but it's still better than generic AI slop marketing content.
All of those people have already pass through a filter of self-selection
There's a person out there that's 1) knows how to bake amazing cookies 2) has no desire to record tik toks
Why is that you need both of those things combined to have a successful cookie business? Can't we desire a world where just being good at baking cookies is good enough? You don't ALSO have to record a bunch of tik toks?
Some products are so good they don't need marketing. Some marketing is so good the product doesn't matter. But most of the time you need both.
Even https://en.wikipedia.org/wiki/Ignaz_Semmelweis had a great product (idea): if doctors wash their hands, fewer of their patients will die. But his marketing (personality) was off-putting, and his ideas weren't accepted until after his death.
I did this with youtube for a while but I have to swallow my pride, (AI thumbnail, engagement bait title, AI voice narration) is better than pure loom-like organic video for ads
This works for the subset of people who have a good story or a real connection to their brand, but that's just not most businesses. I buy and operate e-commerce brands, and I can't do it both because I really don't want to be on camera and because "hey I bought this company that sells leather handle covers for cast iron pans, and I personally don't use them but the cashflow was good" is not so compelling as a message. Sometimes you just need messages that convey the value proposition of the brand. (And FWIW they are nice handle covers, I just prefer to use a kitchen towel to grab my cast iron.)
That said, I think video generation is at the point where someone will probably develop a product that fakes the kinds of videos you're talking about in the near future.
Interesting. Do you feel like the values you're propagating into the world align with your own personal values?
I know personally that if I recognized some kitchen apparatus or product is redundant, and a something I already own such as a rag will do, I couldn't in good conscious perpetuate what I see as needless consumerism just to put another dollar in my wallet.
Basically, if I couldn't get on tiktok and make an earnest video about why what I'm selling is useful and worth existing, and why it personally matters to me, I don't think I could sell that product in good conscience. Even if the customer truly thinks it's a great product, if I recognize the inherent waste and redundancy, I just can't buy into it.
I just always think about the chapter in Fight Club when the narrator's house blows up:
"You buy furniture. You tell yourself, this is the last sofa I will ever need in my life. Buy the sofa, then for a couple years you're satisfied that no matter what goes wrong, at least you've got your sofa issue handled. Then the right set of dishes. Then the perfect bed. The drapes. The rug. Then you're trapped in your lovely nest, and the things you used to own, now they own you."
1. Just because I don't use something doesn't mean that I think it shouldn't exist or be sold. People can make their own choices. A product isn't bad or useless or unnecessary because it doesn't align with my preferences. I'm fine with people being able to make their own choices about what they buy. Also, I generally don't think people should have to live a totally ascetic lifestyle. I have three monitors - certainly redundant, but fine. I have art on my walls - could've gone without that. I have a dog who I buy toys and food for - not strictly necessary. These things are all more than fine in my book.
2. There are other reasons to be in business besides deeply caring about the business itself. The biggest benefit to this business is that it doesn't require a lot of day-to-day work, and I can do that work whenever I want. That means I can almost always be there for my kids. That's what matters to me. I would take a job that I don't particularly care about that lets me put them first over one that I'm deeply passionate about that takes them away from me any time.
Thank you for sharing your perspective. I do agree that we don't need to extremify asceticism. I certainly own useless crap.
I think I do specifically have a minimalist approach to kitchens inspired by setups such as hundred rabbits' https://100r.co/site/cooking.html plus I also am becoming increasingly concerned with my carbon footprint given the climate-related extinction event we are currently facing, and that probably strikes out personal promotion of any unneeded kitchenware.
I'm curious about the economics of what you do, if you've ever written about it elsewhere.
Please avoid generic tangents on HN. This turned into an awful flamewar, which is what happens when people introduce tangentially-relevant-but-inflammaory topics into a discussion. Please have a read of the guidelines and make an effort to observe them in future. https://news.ycombinator.com/newsguidelines.html.
With due respect, there was no intention to start a flame war, and no intention to start a generic tangent. I calmly and directly asked awillen a question meant solely for them, regarding their comment and they responded kindly, and that could have been the end of it.
While I failed to restrain myself from continuing to engage with what in hindsight was obvious bait by two other users, even rereading their comments now, and the comments from multiple other users agreeing that these two users were being needlessly negative and argumentative, it seems clear to me that my comments were not intended to escalate (sans my final, unnecessary comment).
I even edited a comment at one point after I absentmindedly introduced a swipe, and one of the users continued to attempt to escalate by fixating on words I intentionally removed from the conversation. And at the very end, I lost my cool and got fed up.
While I respect the decisions of the moderators on this website, I fully disagree that my original comment which you have detached deserved moderation.
I try my best to observe the guidelines, in fact you can see I mentioned them several times in this thread, as I saw several blatant, wholesale violations of them. In this case, it was an innocent question to a user that was well-received, but became a target for others.
As another user in this thread mentioned, it seems quite relevant to Hacker News for a user to raise questions about the morals and ethics around owning and running digital businesses. I saw the exchange between awillen and I as very healthy, and I appreciated their answer, it meant something to me to encounter such a perspective.
From my personal view, moderating this comment is vindicating to the two individuals who attempted to derail what could have been a very tight, focused conversation between another user and I. The user did not have an email address or I likely would have just reached out to them over email to avoid attracting negativity.
OK, fair enough. Re-reading your initial comment in isolation, without the rest of the subthread to influence the perception of it, I can see how it was more neutral and benign than others perceive it to be.
You were still a player in the flamewar and you could have done more to defuse the situation rather than inflame it, but I can see that it was the others who escalated first.
I've re-attached your comment and the healthy part of the subthread and detached it where it became a flamewar.
Yes but those guys need their marketing to work. Most marketing people just need to spend a budget. For those guys now they can pump out infinite crap to spend their budget so that you rEMemBeR tHeM lATer.
I know this new tool looks to be for static graphics; but I do think the same thing applies. Not using AI-generated polished graphics will become a differentiator.