Founder of the Social Media Escape Club
We talk a lot about not letting algorithms and AI take creative jobs – yet somehow we let robots curate “best of” lists and become tastemakers of music and media and art.
We subscribe to cool / smart / interesting people, right?
Then go to their Substack profile and dig through their subscriptions.
Dig around and find some blogs, click on the links in their posts – discover something new, fresh, and interesting from an actual human instead of a computer.
Maybe you remember the Humane Pin rollout, and how it got trashed. I was reminded of this from a new post from The Verge, saying “Humane’s daily returns are outpacing sales.”
That seems bad.
It was released April 11th. Marques Brownlee put out his review a few days later (April 14, 2024).
Surely by now Humane has probably improved things, right?
I went to the website, to investigate.
Aside from some special offer banner (where you still need to shell out $700), there’s a video in the upper left corner.
Holy shit, the video is from March 17th. That’s BEFORE the pin came out. Before the bad reviews.
So then I reluctantly look on Twitter, and of course there it is, the full circle of Mullet Marketing.
Rather than put this full list of updates and new features on their actual website, they put it on social media.
Look, if you’re a business and all that, sure, put stuff on social media. But why neglect your website? Why not put this list of features in a place you control, just 200 pixels away an ORDER button.
Bethany has uploaded multiple videos on Twitter since the release, like this:
Not one bit of this “social evidence” on their own website, though.
Believe it or not, not everyone is even on Twitter. Not everyone would think to look up the co-founder and CEO of the company on Twitter.
This is classic Mullet Marketing; putting your most up to date information, details, features on social media (party in the back), then feature a months-old video on your website (business in the front).
All it takes is a blog or “UPDATES” section on a website… take these videos, copy and paste the text, and boom, it’s on the wide open web for anyone with a web browser to find, watch, and maybe even BUY your product.