Controversial take,

@coldestjoel

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Why it worked

The video likely performed well due to its clear, actionable advice presented through relatable examples of successful founders and brands. The use of distinct archetypes and visual examples makes the content engaging and easy to understand, appealing to founders and marketers looking to improve their content strategy.

Summary

This video outlines four founder content archetypes: The Rebel, The Operator, The Clown, and The Ghost. It provides examples of each, highlighting how they effectively market their brands through various strategies like honesty, transparency, entertainment, and focusing on the team.

Structure

1Introduction to founder content archetypes
2The Rebel: Emma Grede's honest approach
3The Operator: Grace Beverley's transparent marketing
4The Clown: Scrub Daddy's entertaining content
5The Ghost: Brands where founders disappear
6Conclusion and call to action

Product placement

The video showcases several brands and individuals as examples of content archetypes: Emma Grede (founder of SKIMS and Good American), Grace Beverley (founder of Tala), the CEO of Meadow Lane, the founder of Scrub Daddy, and the brand Refy. It also mentions Hobbycraft.

Call to action

Get in touch to book a keynote or strategy project

Original caption

NOT every founder should be VISIBLE, but these are 4 content ARCHETYPES that perform for brands📲📝 #marketing #creatoreconomy #brandstrategy @Emma Grede @GOOD AMERICAN @Brokeback Contessa @grace beverley @Scrub Daddy UK @REFY @Hobbycraft - Wimbledon

More from @coldestjoel

Their other posts in the index, biggest breakout first.

On-screen text

4 BEST FOUNDER CONTENT ARCHETYPES *from a global strategist* 1 THE REBEL 2 THE OPERATOR TODAY 3 THE CLOWN 4 THE GHOST REFY refybeauty Hobbycraft Us trying to do anything since the Super Bowl... Get in touch to book a keynote or strategy project

Transcript

Controversial take, but not every founder should be on camera. not every founder should be on camera. These are four content types that actually work. These are four content types that actually work. No. 1, The rebel. This is Emma Grede, whose entire brand is being brutally honest in what it takes to get to the top. The rebel uses controversial hooks as a strategy to sell books, event tickets. The risk is low because their business operate without their personal brand. No. 2, The Operator. This is Grace Beverley breaking down the math behind her Tala brand trip, ungatekeeping the hard numbers. The audience feels part of the growth. Look at the CEO of Meadow Lane, the viral luxury New York grocer revealing his profit and loss, building huge trust and respect for the brand. No. 3 is The Clown with entertaining, episodic content that doesn't feel like an ad. Look at the founder of Scrub Daddy being the butt of his own jokes. He's not showing up as a lecturer. People don't mind being sold to because it feels like a show. No. 4 is The Ghost. When the brand is strong enough for the founder to disappear, the employees become the stars of the show. Brands like Refy gradually phasing out influencer Jess Hunt. Look at Hobbycraft's die hard community. Nobody's following for the founder's sob story. They're interested in the people behind the scenes. As someone that advises global brands on their social strategy. Get in touch to book a keynote or strategy project. This is what so many marketers and founders get wrong. If you're new here, I'm Joel. And follow along for more creative insight.