Quarantine due to COVID-19 has spurred innovation in ways we that haven’t expected. Platforms like Instagram & TikTok are flourishing with content creators experiencing a level of visibility they could only hope for on a given week. More specifically, in reference to TikTok, our time at home has further cemented its place in the social media pantheon (as if having nearly 1 billion followers wasn’t already an indicator).
With that in mind, it’s only fitting that arguably the biggest artist in pop music puts his talents to use while the world is at a collective standstill, and in doing so provides a masterclass in marketing.
Gather round y’all, the boy just taught us something.
1. CULTURAL CONTEXT IS KEY
According to Rolling Stone, and other media outlets, music streaming numbers are down across platforms. One could guess that with everyone sheltering place, there’s been a strong pivot to video content given that consumers generally enjoy music at the gym, or during a commute but nobody could predict that video content would be so dominant and that new challenges would pop up almost daily to pass the time.
The context here is apparent in two instances:
- People are sheltering in place and leaning heavily on video content; specifically challenges.
- TikTok’s reach has been surreal with challenges reaching virality on that platform natively and eventually making its way to Twitter and Instagram.
This brings us to Drake.
Drake releases are special. His loosies make music-listeners stop in their tracks regardless of what’s going on so it’d be easy enough for him to take Toosie Slide and create a big-budget video as the backdrop for the song release but instead, Drizzy shows that he’s in tune with the culture by fitting his releases within the context of the times we’re in.
Everyone’s at home & so is the biggest artist in the world. So what takes Toosie Slide over the top? The music video. Not only do fans get a look into the personal life of a very secluded pop star, but they also get the confirmation of knowing that Drake is in their shoes and understands them.
2. THINK LESS ABOUT BUDGET, MORE ABOUT THE IDEA EXECUTION
Let’s revisit the Toosie Slide video again… How much do you think it cost to produce? Drake’s inside of his own house using one camera guy & a 4k camera. Considerably cheap, but the execution of the concept is done so well.
Brands can learn a lot from the Toosie Slide video in that it’s not always about how much money you throw at the idea, it’s about the quality of the idea and how well you execute it. if the idea is shitty no amount of money can make it better. If the concept is innovative a budget can definitely help, but it’s not a deal-breaker — the product is and always has been the deal-breaker.
3. INVEST IN EMERGING PLATFORMS, THEY’LL PAY YOU IN DIVIDENDS
Did I mention TikTok yet? Let’s talk about it some more. Outside of the moderation team (which has recently come under fire for suppressing “certain” creators), TikTok is a democratic platform in that the best content generally wins out. History has taught us that this probably won’t last long; as more brands flock to the platform to promote their products and partner with influencers TikTok may ultimately make concessions to generate a profit.
The best thing a content creator can do in a situation like this, whether its a musician or a fortune 500 company, is to invest in the new platform while the cost to do so is low.
At worst, you’ll spend a few hours on content that doesn’t connect with your audience.
4. MEET PEOPLE WHERE THEY ARE
Seth Godin (look him up) has a quote that says “People like us, do things like this”
Your audience is out there and they need what you’re bringing to the table. The key is to meet them where they are. The products and services you create have to be available in the places. If you’re a chef blog about your recipe and join communities on Facebook where your recipes can help; then repurpose that into a video for Instagram.
Case in point, Drake knows where the attention is right now; it’s on video content and interactive challenges. Where do those two things coexist? I’ll give you a hint. It’s TikTok.
The question you should be asking yourself is where are your people, what do they do, and how can you meet them where they are?
5. SEED YOUR CONTENT TO INFLUENCERS
Whether you like it or not influencers are here to stay. And to be honest, they’ve been here forever we just titled them differently. the QVC guy is an “influencer” just as much as the YouTuber with 50k followers is — H20, Lean same thing.
Working with content creators is a great way to get eyes and ears on your content and that’s exactly what Drake did with Toosie Slide. the only people who can say for sure whether this song was coming out regardless of the pandemic are the people in drake’s circle, but what we do know for sure is that when Ayo & Teo posted their viral video of them dancing to the record it helped bring the record to market faster.
Whether or not they were paid influencers is a moot point. what is important is that drake & co. were able to break this record by giving it to creators who’ve got the attention he needs to garner and that ultimately put him in a position to win.
If you’re a brand, whether b2b or b2c, hell if you’re a musician, you should be partnering with content creators and finding unique ways to seed your product to consumers. if they have an audience to serve and your product is a great fit to have a conversation with them, it can only help.
**but don’t do that corny corporate sh*t where you strip the content creator of their freedom to create and have them post a forced shot of your product with a caption written by the legal department. that’s just a waste of money**
That’s all folks. Do something dope today.
-Snobhop