My daily commute seems like a distant memory. Memories of winning the jackpot by actually getting a seat on the train as I rolled out of Farringdon. I would sit scrolling through my phone (standard). Then I scrolled across GOAT’s daily Vlog. Seeing the video length of 8 minutes, telling myself I’d watch a little bit before heading off to continue my scroll. I watched the whole thing, it then became part of my daily commute – watching a new and exciting agency and what they get up to.
I got in touch with the GOAT team and invited co-founder Harry Hugo to speak at our event October Content Breakfast event on Influencer Marketing. So, when putting together a schedule for our Virtual Content Breakfast events and the topic of ‘video’ was mentioned. I got back in touch with the team at GOAT and invited them to share their experience on vlogging, and what impact it’s had on the business.
Firstly, what is vlogging?
A vlog is a video log, essentially a video version of a blog. And it’s not just YouTubers and TikToker’s who are vlogging, there are a whole host of people vlogging. Whether it’s a few minutes a day on Instagram stories, or a more ‘professional’ style of vlog like the team at GOAT publish on a daily basis. You can read more about how businesses are using TikTok here
Here’s the conversation between me and Tom Freeman, Editor and Producer of GOAT’s daily vlog.
Rob John: So, the Daily GOAT, what episode are you currently working on?
Tom Freeman: 386 today!
RJ: What’s been your favourite episode so far?
TF: Tough one. I’d say the LA episodes, for a couple of reasons. It’s the first time we managed to produce the vlog across different continents without missing a day. Probably good that we were on episode 199 by the time that trip rolled around but it was still a mammoth task and one we’re all proud we pulled off. Logistics aside, its actually a great episode too. Other than those big episodes that stick in your brain… I am genuinely proud of the fact that you could literally drop a pin in any of the 386 episodes and find something fun or insightful.
RJ: What would you say are the key benefits for GOAT running a daily vlog?
TF: Transparency for a much-misunderstood industry, prospective clients feeling like they actually know the staff before they’ve even shaken hands (touched elbows) and it’s generated a lot of business too.
RJ: And what about the challenges? Are there some particular dry times in terms of content ideas?
TF: Some days there’s a lot to talk about, other day’s we have to get a bit self-referential and talk about the vlog itself, which can be a bit meta. Generally though, we understand who we can go to to get X and who probably won’t give us the best content for Y. It’s really an exercise in leaving perfectionism at the door but still aiming to create something that feels like it took a few days to produce.
RJ: Can any business run a vlog? If so, would you recommend publishing daily/weekly/monthly to start with?
TF: I’m sure it works better for certain businesses but we’ve been banging the drum for a year that no one has an excuse. We invested in our team in order to ensure we could maintain a certain level of production, but if you’ve got a phone and a passion there’s literally no excuse. The hardware and platforms have removed all the roadblocks for you. Just have a go, no one gets it the right first time and trust me no one is fixating as much as you about that mole you think is a bit ugly or you think you look a bit fat or whatever.
RJ: Does a company need to have a camera whiz, or can they do it themselves?
TF: Investing in a camera whiz certainly helps with engaging content and the frequency at which you can put it out but seriously, a video with the right title, thumbnail and subject spoke directly into camera can go viral. It’s not all about the bells and whistles.
RJ: When putting the content together, is it best to have someone who knows what they’re talking about, or a complete ‘outsider’?
TF: None of us on the video team come from a big marketing background. The founders just wanted a team who would be creative and fast! Matt, who is the voice of the Daily Goat, plays a heightened version of himself I suppose. A kind of “outsider” character who can act as the straight man. We’re trying to showcase a relatively new form of marketing and having a layman has been a big strength for us.
RJ: How far ahead do you plan content for your vlogs?
TF: Certain things we know ahead of time (trips events etc) but mostly we like to mirror the business and truly stay on our toes. We work in social media which can and does change in the snap of a finger.
RJ: Success isn’t immediate right? How long do you think people should run with to properly test?
TF: Success is a strange thing to measure with the Goat Vlog. We’re using a vlog format that would usually be graded by views and engagement, but success for us is much more about whether this is a good business development tool. That X client loved the vlogs and that’s how they found their way to Goat is always a great thing to hear.
RJ: Finally, any tips on running a vlog? Especially for those who may think they work in a boring sector
TF: Put yourself out there! If I’ve learned one thing about social is that there’s a community out there for anything. Boring doesn’t really come into it anymore.
Thomas is an editor and video producer from London. Currently lead video producer making high quality daily Vlogs at disruptive marketing agency, Goat. It’s been well over 300 days and they’ve still not missed one. The product has proven a massive business generator for Goat by simply letting the world behind the curtain of a much misunderstood new wave of marketing; influencers.