Blake Beus 0:00 All right, so I sent you a text while you were vacationing, Greg Marshall 0:03 I was at my mountains, I Blake Beus 0:04 didn't even I didn't even know you were up in the mountains. But it was just a random text that I sent you about a thing that which Greg Marshall 0:10 is why my response was so delayed. I got it. Like, I remember getting like, at a random time when I had searched for like two seconds. Blake Beus 0:19 But I thought it was super, super, super interesting. And it was about tick tock and an internal practice they have called heating, like heating something up, right, bringing the heat, bringing the heat and, and my initial thoughts of this is, and we talked about this all the time. But my initial thoughts were this is why you shouldn't try to go viral. Yep. You shouldn't even put any effort into that. Because you may have literally zero control over you could be have, you could create the best content, most entertaining, whatever. And you just might not be one of the chosen few who gets slow, who was allowed to go viral. Greg Marshall 1:02 When you sent me this. And I took a look at the article. I was like interesting that they actually do a practice like this. Because I feel like off camera, we've discussed how these algorithms seems it's like there's it's almost like no rhyme or reason, in a way and organically to like, go viral member and we've done a podcast we were talking about going viral. And it's like, why going viral doesn't automatically increase business. And if you think about it, if platforms, I'm sure tick tock is not the only platform guaranteed, that does heating, right. And if you think about it, they're not going to pick stuff to go viral that has anything to do with selling anything, right? They're gonna pick stuff that gets more visibility, that can drive more behavior for the audience that they want to stay on the platform longer. Right. And so that's why going viral doesn't automatically translate into sales. And that's why if they do heating up, what do you think they do about sales type videos that are promoting Friday holding them down? Probably? Blake Beus 2:09 Right? Probably cold. Yeah, cold. So let's talk specifically about what heating up is, and this particular article, and this article was all about tick tock, but I'm sure there's something similar, maybe not so blatant in the others, but essentially, internally inside tick tock. They would have meetings where they would choose which content and which creators, they wanted to heat up, aka, go viral. Yeah. And they made those decisions purely based on how it would benefit the platform itself, and how it would benefit the growth of their own platform. In general. Now, if we take a big step back, and we talk about algorithms, right, a lot of people talk about algorithms as this like, cold calculated computer software, whatever algorithms are built and tuned by humans for the benefit of the parent company. Yeah, like, that's the whole point of them, it's not to benefit you and me, is to love us. Right? And I'm not. I mean, there's a lot of things we can say negative or positive about social media companies or large businesses, whatever. And I have a lot of strong feelings on that on that subject. But the point is, is having a good understanding of the incentives, why they're doing what they're doing whatever can help you in your marketing efforts play in their sandbox, because for the benefit of you know, you and your your business, but essentially, they would choose which content which content, they wanted to go viral. Yep. And so you could create great content, and it might even be better than the content that's going viral. But if you weren't noticed by the heating up team, and you weren't one of the Chosen of the heating up team, your content can fall flat could just never go anywhere. It could never get Greg Marshall 4:03 anywhere. Well, you want to know some interesting is? Do you listen to the podcast value? tainment at all? No, Patrick, I always say PVD. Patrick, but David, he actually had an episode. You guys should check this out on YouTube. He tested this. He said that on tick tock. He said that he figured out that there was some level of this happening when on his content when he started sharing things about US government that opposes the Chinese government. His content started to get he was normally averaging I think he said a couple 100,000 views on like every video and then he said all of a sudden his account like went from that to like 1000 views like significantly smaller and he shares the exact numbers. But he did actually say it's like they tested it within the team to figure out what types of content gets the most views and he noticed kind of this He grew, and then it didn't like a shark fin. He grew and then it liked his tank. And it never has really, like, come back. You've got a black mark. Yeah. And he discuss how he believes that ...
