#ComedyProducerTips

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HDMS056. Luck Isn’t a Strategy — But You Can Create It On Purpose

Virality sounds glamorous until you realize… it’s kind of chaotic. It can launch a brand — or bury one. It can build momentum — or distract you from what actually matters. This week’s lesson made it clear: you can’t rely on going viral, but you can create the conditions where it’s more likely to happen.

From the Dollar Shave Club comedy video that blew up with no budget, to e.l.f.’s TikTok success, to OOFOS landing an NFL partnership after handing out samples at a convention — the through-line wasn’t luck. It was planting seeds, staying curious, and showing up with something worth sharing.

This post is about what I learned, how it’s changing the way I create, and why comedians and content creators should stop chasing virality — and start building ecosystems that invite it.

This week’s module was a reality check in the best way: you can’t build a business on the hope that something goes viral — but you can build a strategy that gives virality a chance to happen.

We heard from several experts who broke down different sides of this:

💬 Ben Kirshner (Tinuiti)

Believes virality can be created — if the content is funny, unique, and timed right.

Example: Dollar Shave Club’s viral video wasn’t fancy or expensive — just funny, scrappy, and authentic.

Even though the founder didn’t expect billions of views, the approach made virality possible.

📸 My favorite campaign? “Shot on iPhone”

It made people feel proud of what they could create with something they already owned.

That campaign built emotional connection and brand trust — the kind of marketing that lasts longer than a trend.

🏈 Darren Brown (OOFOS)

Calls viral moments “strategic luck.”

OOFOS built relationships by giving people real experiences with the product — like handing out shoes at a trainer convention, which led to long-term partnerships with NFL players.

Instead of chasing fame, they planted seeds. Then they harvested trust.

📊 Maggie Malek (MMI Agency)

Her advice for new brands? Stop chasing virality.

Focus on the basics: searchability, reviews, brand presence, consistency.

Be there for your audience when it matters — that’s what makes them talk about you later.

The big takeaway? Virality is a spark, not a strategy. If it happens — amazing. But your real job is building something worth sharing before the spotlight ever hits.

Once upon a time (read: 2016), I thought the goal was to “go viral.” That if I could just hit the algorithm at the right angle with the right joke at the right time, then my career would take off. Now? I think that mindset actually held me back.

What I’ve learned — both from this module and from real life — is that virality isn’t a strategy. It’s a symptom. It’s what happens after something genuinely resonates. And you can’t fake resonance.

When I think about Apple’s “Shot on iPhone” campaign, it wasn’t the photography that sold me — it was the emotion behind it. It wasn’t about showing off the camera; it was about celebrating creativity in real people. That made me trust them. That made me consider switching phones.

As a creator, I’ve learned that chasing trends, forcing punchlines, or over-engineering every post just makes me sound like… a brand. And not in the good way.

But when I focus on sharing stories that move me, jokes that make me laugh, or moments that make me feel something real — the audience responds. Sometimes that turns into reach. Sometimes it just turns into trust. Either way, that’s the win.

So no, I’m not chasing virality anymore. But I am building a body of work where if the right person sees the right clip at the right time… I’ll be ready.

Here’s the truth most creators won’t say out loud: trying to go viral will burn you out. It’ll have you second-guessing your ideas, chasing trends that don’t fit your voice, and obsessing over numbers that don’t actually mean anything long-term.

But what if you stopped chasing? What if you started planting seeds instead?

Here’s how to “strategically create luck” without sacrificing your sanity (or your soul):

🌱 1. Create the conditions for magic — then step back

Design content that’s easy to share, quote, remix, or react to. But don’t make it just to go viral — make it because it’s true, fun, or honest. 💡 Tip: Focus on moments, not metrics. A single line that hits hard can be more valuable than a polished trailer.

🤝 2. Put your work where the right people will find it

Darren didn’t chase celebrities — he gave away shoes at a convention. That led to NFL partnerships. 💡 Tip: You don’t need a huge audience — you need the right eyes. Focus on getting in the room (or inbox) with people who care.

🧠 3. Build brand memory, not just brand buzz

Virality fades. Connection sticks. Be the comic, the podcaster, the creative who makes people say, “I love what they’re about.” 💡 Tip: Use consistency and storytelling to create long-term loyalty — not just spikes in attention.

💬 4. Remember: your job isn’t to trend — it’s to resonate

If something you made goes viral? Amazing. But the real win is when your audience stays. Shares your work. Quotes you to their friends. 💡 Rule: Build a platform that deserves a viral moment, not one that depends on it.

Virality is a guest star. Your content? That’s the main character. Focus on building something real — and let the internet do what it does when it’s ready.

Virality can be thrilling — but it’s not the goal. The real goal is trust, connection, and consistency. That’s what turns a one-time viewer into a long-term fan. That’s what leads to brand deals, booked shows, and actual career sustainability.

This module reminded me that while you can create the conditions for virality, chasing it as your only strategy is like trying to win the lottery with your rent money. It’s fun when it happens — but your business should still stand if it doesn’t.

So plant the seeds. Make great content. Stay honest. And if a viral moment shows up? Smile, thank it for its time, and keep building anyway.

I hope this post was as helpful to you as it was to me!

Tchau tchau <33

[laurafaritos]

HDMS055. Virality Isn’t Luck — It’s (Mostly) a Formula

For years, I thought virality was random. Like, you just posted at the right time, hit the right nerve, or got lucky with the algorithm gods. But after this week’s module, I’m starting to see it differently. Virality isn’t magic — it’s math, emotion, and momentum.

We looked at why people actually share things (spoiler: it’s not just giveaways and hashtags). It’s about content that makes people feel seen, moved, or connected. And in this post, I’m breaking down what I learned about amplifying earned media, why e.l.f.’s TikTok strategy hit harder than most ad campaigns, and how creators like us can bake “shareability” into our work — without selling out.

If you’ve ever wondered how to go viral on purpose — or at least make your work more spreadable — this one’s for you.

This module dove into the part of earned media that everyone wants — the part where your content spreads on its own, without paid ads or forced promotion. That magic moment when someone shares your video, your joke, your story — and suddenly, other people do too. That’s amplification. That’s what makes earned media work.

But what actually drives that kind of sharing?

We broke it down into two motivators:

Intrinsic motivations — like identity, humor, inspiration, or relatability. These are the “omg this is SO me” posts people send to friends or repost without being asked.

Extrinsic motivations — like giveaways, discounts, or perks that offer something tangible in exchange for sharing.

The lesson? People share content when it makes them feel something. Emotion is the engine. If you make someone laugh, cry, gasp, or scream-laugh-text a friend — congrats, you’re in business.

But there’s a catch: high-entertainment content can sometimes fail to deliver a brand message. That’s why the sweet spot is content that’s both emotional AND aligned with your values or product. Enter: e.l.f.

The e.l.f. team engineered a viral TikTok campaign by:

Following organic signals (#EyesLipsFace had millions of views before they intervened)

Creating an original song to inspire user-generated content

Leaning into the platform’s creator-first culture

The result? 8 billion views and a campaign that didn’t just advertise — it invited participation.

That’s the big takeaway: you can’t force virality, but you can design for it. And when it works, your audience becomes your best marketing team.

Okay, let’s talk about one of the first pieces of “earned media” I ever accidentally created: the time I wouldn’t shut up about Nescafé Gold Espresso.

Here’s the story. I used to think I hated coffee. Truly. Couldn’t stand the smell. But one day, while getting my hair done, I was exhausted and gave in when my stylist offered me some. Turns out, it wasn’t just any coffee — it was this silky, espresso-meets-milk magic that changed my entire personality.

I told everyone. No brand deal. No affiliate link. I just… shared. Because I wanted people to experience the same “Wait… I actually love this?” moment that I had.

That’s intrinsic motivation in action. I wasn’t doing it for a coupon or a reward. I was doing it because the content (aka the drink, in this case) genuinely surprised me — and I felt connected to it. I wanted to share that feeling. That relatable shock.

This module helped me realize that the same logic applies to content. If you post something that feels real, funny, or emotionally charged — your audience doesn’t need a CTA to share it. They’ll just do it. Because it made them feel something they want someone else to feel too.

That’s what I’m focusing on now: creating content that people want to pass on because it feels like them. Not just “here’s my project” — but “here’s a moment that makes you feel something.”

If you’re a creator, you’ve probably heard this before: “Just make it go viral.” Cool. Great. Love that for us. But how? And without turning into a brand that sounds like it’s trying too hard?

Here’s what this module helped clarify: you don’t need to force virality — you just need to understand what makes people want to share.

Let’s break it down:

🔄 1. Make it emotional or “so me”

Your audience shares stuff that makes them feel something — or makes them look funny, smart, cool, or seen. 💡 Try:

Personal stories that hit

Jokes that double as identity statements

Bits that mirror common experiences (especially ones we don’t talk about)

🤳 2. Design for participation

What made e.l.f.’s TikTok campaign so successful? It didn’t just present something — it invited people to join in. 💡 Try:

Using a punchline that others can remix or quote

Asking a question that sparks replies

Creating a format people can copy or duet

🧠 3. Start with the moment, not the message

People don’t share “check out my show” — they share the clip where you made them spit out their drink. 💡 Tip: Clip the moment first. Drop the link later.

⚖️ 4. Balance strategy with soul

You don’t need to be a marketing robot to make viral-ish content. You just need to know what moves people — and then wrap your message in that emotion. 💡 Rule of thumb: If it sounds like an ad, cut it in half. If it sounds like a confession, it’s probably perfect.

Shareable content is emotional, relatable, and remixable. It’s not about tricking people into sharing — it’s about giving them something they want to pass on.

Virality isn’t luck — it’s (mostly) a formula.

People share content that moves them, reflects them, or makes them feel something. The e.l.f. TikTok campaign didn’t go viral by accident — it hit the right platform, used the right tone, and invited real participation. That’s the playbook.

As a creator, your job isn’t just to perform — it’s to create moments that people want to carry with them. Whether it’s a joke, a clip, a reminder, or a story — the more “this is so me” energy it has, the more it spreads.

Design with feeling. Create with intention. And give your audience something they’re proud to repost.

I hope this blog post was as helpful to you as it was to me!!

Tchau tchau <3

[laurafaritos]

HDMS054. Your Audience Is Already Talking — Are You Listening?

You ever post something and then just… disappear? No judgment — I’ve done it too. But this week’s module made something crystal clear: if you’re not listening to your audience, you’re missing half the conversation.

Earned media isn’t just about being talked about — it’s about paying attention to how you’re being talked about, and deciding when to jump in. From McDonald’s switching to paper straws after customer backlash to Oreo’s now-iconic “dunk in the dark” tweet, this lesson showed that monitoring and participating in real time can be just as powerful as any planned campaign.

So in this post, I’m breaking down what I learned, how I’m applying it as a creator with no PR team, and how comedians and creatives can start building real audience connection — not just clout.

This week’s focus was on how to actually engage with earned media — not just hope for it. Sunil broke it down into five steps (we’ll hit the rest later), but this module zoomed in on the first two: monitoring and participating.

👀 Monitoring = Listening

Monitoring means paying attention to what people are saying about your brand — not through surveys or analytics dashboards, but in real time, on social media, review sites, and public forums. Think:

Reading DMs and Threads replies

Scanning hashtags and tagged posts

Checking comments for patterns (not just compliments)

Companies like McDonald’s and Adidas didn’t change their behavior because of ads — they listened to unfiltered feedback about plastic waste and took action. Even Porsche used social media reactions to prepare for backlash before launching a family SUV. And Hawaiian Airlines found proof that their seat upgrades were working — just by reading TripAdvisor.

🗣 Participating = Joining the Conversation

Then there’s participation: stepping into the conversation without hijacking it. That means responding in real time, asking for input, and creating opportunities for the audience to lead.

Like when Oreo tweeted “you can still dunk in the dark” during the Super Bowl blackout — and their follower count skyrocketed. Or how Burberry and Apple used customer-created content as both social proof and marketing assets.

It’s not about control — it’s about responsiveness. Earned media gives you insights you didn’t pay for. But they’re only valuable if you’re actually paying attention.

So… confession time: I used to read every comment, every DM, every tagged post — but never respond. Not because I didn’t care, but because I didn’t want to mess up the vibe. I didn’t want to say the wrong thing, come off cringey, or make it too obvious I was lurking. But honestly? That was a mistake.

This module reminded me that listening is only half the job. The other half is joining the conversation in a way that adds value.

When I look back at some of my best-performing shows or posts, it wasn’t the ones with the most views — it was the ones where people talked back. They told me a joke stuck with them. They quoted a podcast moment days later. They tagged their friends with “this is so you.”

And every time I replied — even if it was just a quick “I’m crying, thank you 😭” — the connection deepened. They weren’t just watching. They felt seen. That’s earned media in motion.

I’m learning to treat social media like a green room, not a stage. A place to hang out, swap thoughts, and show up like a real human — not just a performer. Monitoring is cool. But participating? That’s where the real community grows.

Let’s be honest — most of us are way more comfortable performing than listening. But in today’s digital world, listening is part of the performance. If you want real growth, real loyalty, and real buzz, you have to do more than post. You have to participate.

Here’s how to start without feeling overwhelmed:

1. Monitor with intention (not obsession)

Set a weekly check-in where you read DMs, mentions, comments, and reviews. Look for patterns. Are people quoting you? Re-sharing a certain clip? Struggling with something your content touches on? That’s data — and it’s free.

2. Make your content comment-friendly

Ask questions. Invite reactions. Say “Tell me your version of this” or “What would you have done here?” Let the audience co-create the moment. This builds more engagement than any CTA at the end of a reel.

3. Respond to earned media when it happens

Someone makes a meme out of your joke? Repost it. Someone writes a mini-review in your DMs? Screenshot and share it (with consent). Someone criticizes something fairly? Thank them and grow. That’s public humility — and it’s powerful.

4. Turn small conversations into big ideas

Your next live show title, podcast episode, or digital product idea could be sitting in your comments right now. Mining feedback isn’t just reactive — it can be creative.

You don’t need a team or a fancy dashboard to do this. You just need curiosity, consistency, and a willingness to respond when your audience says, “Hey… this meant something to me.”

People are already talking about your work. The question is — are you paying attention?

This week’s lesson reminded me that earned media isn’t just a marketing term — it’s what happens when real humans connect with your work and decide to talk about it. You don’t need to “go viral” to benefit from it. You just need to listen, show up, and respond like the community-builder you are.

Monitoring and participating aren’t extras — they’re the foundation of a creative career that lasts.

I hope this blog post was as helpful to you as it was to me!

Tchau tchau <33

[laurafaritos]

HDMS053. You Can’t Buy This Kind of Buzz — But You Can Earn It

We all have that one product we didn’t even know we needed — until someone else swore by it. No ad. No influencer. Just a random person or a friend saying, “Trust me, you need this.” That, my friends, is earned media. And it works.

This week, we stepped into the world of earned media — aka when people talk about your work without you asking them to. It’s powerful, unpredictable, and free. In this post, I’m breaking down what I learned about how brands like e.l.f. and OOFOS are embracing earned media to build awareness — and how comedians and creators like us can do the same… without needing to “go viral” on command.

If you’ve been focusing only on what you say about your work, it’s time to start thinking about what people say when you’re not in the room. This module introduced us to the third major pillar of customer acquisition: earned media — and honestly, it’s giving “word of mouth, but make it digital.”

Earned media is what happens when people talk about your product without being paid or prompted. Think TikTok reviews, quote tweets, audience selfies after a show, or your friend texting you “you have to try this.” It’s free, powerful, and arguably way more trustworthy than anything you could say about yourself in an ad or newsletter.

We saw this in action with e.l.f. Beauty, when a mom filmed herself at Walmart raving about a $5 concealer. It wasn’t sponsored. It wasn’t branded. It was just real — and it blew up because it resonated with the audience. The company didn’t make that moment, but they’d earned it through consistent values, pricing, and accessibility.

OOFOS, the recovery footwear brand we’ve been studying, is also learning to lean into earned media. Their team knows that earned media isn’t about direct sales — it’s about building awareness, getting people to know the brand exists before they’re ready to buy. The downside? It’s harder to track and control. But the upside? You don’t need to pay for reach when people are voluntarily spreading the word.

The big takeaway? You can’t control earned media — but you can influence it.

Let me be real: no amount of strategy or schooling can beat the power of someone saying, “You HAVE to see her live.” Some of my best career moments weren’t the result of a perfect pitch or polished promo — they were sparked by DMs, tags, or someone casually mentioning me in a group chat.

Case in point? I used to think I hated coffee. Like, deeply. I’d refuse it every time. But one day I was at the salon, exhausted, and my hairstylist handed me a cup of something magical: Nescafé Gold Espresso, brewed into milk with a little sugar. It changed my life. I went from “I don’t drink coffee” to “I will fight someone for this.” No ad could’ve done that — but a trusted recommendation + perfect timing? Game over.

That’s the power of earned media. It feels organic. It feels honest. And it sticks. That’s the energy I want to replicate in my creative work — not just making stuff, but creating moments people want to talk about. Whether it’s a standout bit from a live show, a line from a podcast episode, or a behind-the-scenes clip that makes someone laugh unexpectedly — I want to be share-worthy, not just post-worthy.

And as someone who's neurodivergent, I’ve learned that I remember things best when they come from people I trust — not polished content. If I’m like that, I know my audience probably is too.

You don’t need a New York Times feature or a viral TikTok to benefit from earned media. For comedians and creators, earned media can look like:

A fan posting your joke on Threads with “I can’t stop thinking about this”

Someone telling their friend, “You have to come to this show next time”

An audience member tagging you in a blurry selfie with “She KILLED tonight”

A fellow creative recommending your podcast because it made them feel seen

That’s all earned media. And if you’re not paying attention to it, you’re missing out on free proof that your work is resonating.

Here’s how to build your earned media muscle without chasing clout:

💡 1. Create “shareable moments” on purpose

Plan for the parts of your show or content that are likely to be repeated. Punchlines. Visual gags. One-liners that hit. If you’re creating podcast clips, ask yourself: “Would someone DM this to a friend?”

💬 2. Make it easy for people to talk about you

Have your social handles visible at live shows. Use a consistent hashtag. Include a callout like “Tag me if you come!” or “Tell me which joke broke you.”

🎯 3. Amplify earned media when you see it

When someone shares a post, responds to your story, or mentions you in a review, re-share it and say thank you. That gratitude creates a feedback loop — and it encourages others to do the same.

🧠 4. Measure it your own way

No, it’s not always trackable through dashboards. But you can keep a folder of screenshots, testimonials, and sweet DMs. Use them as social proof later — or just as motivation when imposter syndrome hits.

You don’t need to be famous. You need to be talked about. And that starts with creating work worth remembering — then giving people the tools to carry it forward.

Earned media isn’t something you buy — it’s something you deserve. When people talk about your work, unprompted and unpaid, that’s the highest compliment. And the best part? It’s often more persuasive than any ad you could run.

So whether you’re a comedian, podcaster, or chaotic little creative trying to build something real: start thinking about what makes people want to share your work. Create for connection, not just conversion. And remember — buzz doesn’t always come from shouting. Sometimes, it starts with a whisper that spreads.

I hope this post was as helpful to you as it was to me!!

Tchau tchau <3

[laurafaritos]

HDMS052. Stop Sending Boring Emails — Here’s What to Do Instead

Raise your hand if you’ve ever gotten a marketing email that felt like it was yelling “BUY THIS” and nothing else 🙋‍♀️

Yeah... Same.

For a long time, I thought email marketing was just that: loud, repetitive, and low-key annoying.

But this week’s module flipped that.

Turns out, email works best when it stops acting like a megaphone and starts acting like a story.

In this post, I’m breaking down what I learned about evolving email marketing — from product blasts to personal connections — and how I’m using that to make my own emails feel more like love letters and less like corporate spam.

If you’ve been relying on “new episode now streaming” or “tickets available” as your only email content… we need to talk.

This one’s for the creators who want to build trust, not just a list.

This module zoomed in on how email marketing can evolve past just product launches and become a way to tell stories, build trust, and nurture long-term relationships. Kate from OOFOS basically said what we’ve all been thinking: too many brand emails just say the same thing over and over — “new drop, new color, new sale.” But that’s not what gets people to care.

What’s working for OOFOS now? Sharing real-life stories. They’re featuring athletes and everyday people who actually use their products, weaving in testimonials, and creating content that ties into people’s goals, like New Year’s resolutions. That kind of mid-funnel content (for folks who are aware but not yet ready to buy) builds trust — and trust converts.

Another big theme was balance. You still need those broad emails that go to 500,000 people and bring in fast revenue. But layer in personalization — emails based on abandoned carts, product views, or behaviors on your site. They might have lower send numbers, but the return is way higher. Basically: email blasts bring visibility, but personalized follow-ups bring conversion.

The core idea? Stop sending content at people. Start sending content for them.

Okay, so here’s where I had an “oh no… they’re talking about me” moment. Because my emails? Up until now? Mostly just said: “Hey, I made a thing. Here’s the link. Hope you click, love ya, bye.”

But what I took away from this module is that email isn’t just a notification system — it’s a relationship tool. And if I’m only showing up in people’s inboxes when I want something, that’s not a relationship. That’s a one-sided situationship.

So here’s what I’m changing: I’m planning to build emails that add value, even if there’s nothing to promote. Things like:

Behind-the-scenes of my shows or podcast process

Reflections on building a creative business as a neurodivergent person

Quick lessons from my Harvard modules (like this one)

Stories from the audience or community

Encouraging reminders for creators who feel behind

I’m also starting to map out behavior-based emails. Like:

Someone viewed my podcast page but didn’t subscribe? I can follow up with “Want to know where to start?”

Someone downloaded a freebie but hasn’t bought the product? I can check in, not pressure.

Someone came to a show but hasn’t been back in months? I can send a “Here’s what you missed” recap and invite.

This kind of email strategy feels aligned. Less “I need to hit a sales quota,” more “Hey, I remembered you liked this and thought of you.”

If you're a comedian or creator who never touched a Mailchimp dashboard in your life — don’t worry, you’re not behind. You’re just about to do email better than half the brands out there.

Here’s the deal: Most creatives think of email as a place to announce something. But the real magic happens when you use email to connect between announcements. That’s what builds trust. That’s what makes people show up, share your work, and buy the thing without you hard-selling.

Here are 5 non-cringe emails you can send instead:

“Here’s what I’m working on (and why it’s messy AF right now)” Let people into the chaos. Behind-the-scenes is content.

“What I learned this week (so you don’t have to)” If you bombed, booked a gig, or survived a tech fail — share the takeaway.

“This made me laugh / cry / scream, so I’m sending it to you” Not everything has to be your content. Curation = connection.

“Story time: The weirdest thing that happened at last week’s show…” Real stories build emotional memory with your audience. And trust.

“I thought of you when I wrote this” Segment your list. If they clicked on a romance post before, send them the love-themed stuff. If they went for ghost stories? Hit them with the haunted content.

Treat email like a setlist!!!!

Mix your punchlines (fun stuff), your callbacks (references to older content), and your closer (aka CTA). Don’t do a full hour of “come see me live.” You wouldn’t do that on stage — don’t do it in someone’s inbox.

If your emails are just shouting “NEW SHOW! BUY TICKETS!” — no shade, but you’re missing the real opportunity.

This module made it clear: email isn’t just about selling — it’s about storytelling, trust, and showing up for your audience between launches.

Start small. Keep it human. And remember: your inbox game doesn’t need to be perfect — it just needs to feel real.

The boring blast era is over. Let your emails breathe a little. You might be surprised who clicks “reply.”

I hope this post was as helpful to you as it wad to me!!!

Tchau tchau <33