Paloma Diamond is a web series you have either never heard of or were completely addicted to. (If you are in the latter group, you can skip the next paragraph entirely.)

This TikTok series (also uploaded to Instagram) was created by Julian Sewell, a performer who has created an elaborate series of characters in a story taking place in 1984. He plays all the roles, wearing full costumes (makeup, wigs, etc.), and mouths the dialogue as it appears on screen while an 80s-style soundtrack plays in the background.

I know, it sounds basic.

Until you realize…

He has fully committed to the whole set: there is a rotary dial phone and each character’s outfits are not only historically accurate but different enough from one another you can tell them apart on sight, despite Julian playing all the roles. (The soundtrack is from a Spotify artist called Sunglasses Kid, a self taught composer who taught himself how to specifically make 80s music and who went from 50ish followers to almost 200,000 monthly listens).

In a world where we’re supposed to use AI and interns to crank out low effort content at the speed of light, Julian released one 60ish second episode a day in season one.

And people LOVED it.They not only love it but are calling for large companies like Netflix and Hulu to get back to creating original content with good stories.

And it’s not only Julian having fun here. Comments on the videos are filled with jokes and back and forths between commenters on whether Rhonda should be with Rocky (of course not!) or where the series will go next.

The videos have millions of views each and hundreds of thousands of likes.

As we head into 2025, we’re seeing a shift online. As there is more and more content on the internet, people are increasingly looking for GOOD content in a true shift toward quality versus quantity.

Then again, sometimes you post a video using a green screen template of a cat on a broomstick with a green screen that you spend 2 minutes customizing and it gets almost as many views as a video you spent 30 minutes editing…

So if Paloma Diamond and witch cat can both succeed in this digital landscape, what is the moral of the story?

Occasionally throwing in something fun or random might grab some attention… but ultimately, the Paloma Diamond accounts of the world are more rewarded over time than accounts that consistently post low effort content.

What can effort look like besides a full commitment to the 1980s as your backdrop?

Some ideas:

• More high quality video edits (check out keyframes if you edit your own videos, they create a lot of the effects you appreciate - advanced social media video editing classes incoming in 2025 from us!)

• Picking interesting audio with your videos (check out TrendToSend!)
  

• Making a series (Check out #coworkingcooking for an example.)
  

• Developing a personality or character that appears sometimes in videos (this could just be you or some exaggerated version of you) or a signature format (we have a series of 60 second marketing consults originally uploaded to TikTok we are looking into reviving).
  

• Create a way you are going to tie into your greater community consistently, whether that’s the community your business is physically in or your industry (ex: hairdressing, coffee roasting, etc.) - Check out our #HowdyNeighbor series for how we’re showcasing area businesses near our NNY office to increase visibility of our recently renovated coworking space.

In short, effort is sexy, even in marketing. Give it to your followers and they’ll give you more enthusiasm back… and it means you can post less often and be more loved when you do. Sometimes less is more.Happy Holidays and here’s to your success and happiness in 2025,

Nicole

How can we help you in your efforts?

Some ideas (but book a consult if you want to talk more options!)

• Book some video editing training. We can look at your videos and give you tips to make them even better!

• Sign up for one month of Trend To Send and try posting more trending audio/content to your social platforms.

• Let us create a custom monthly report based on what you care about. We can pull data from your website, social media, online ads, etc. so you can see how things are going in real time.

Let’s 🌮-Bout It!

From Trend To Send

Working with Vikki is always a joy!

We did a whole video about how and why we developed Trend To Send. If you are trying to develop a new service for your business (or just want to see the exact methodology for picking trends) check it out!

Watch the video

Can you guess which videos from this grid are trends? We notice an average Trend To Send video is getting a lot more views and engagement - even if the account regularly posts videos.

If you’re tired of trying to find trending videos that don’t involve complicated dances, are useable by businesses, and on an upward trajectory on multiple social media platforms for easy reposting, we have a solution for you with our new Trend To Send service. Seriously, check it out and if you’re not sure, respond to this email and I’ll give you a free week just for being on our list!

Fun Stuff Not About Us About Us On The Internet

TikTok may be banned starting January 19 but it’s going out with a bang. TikTok Shop is overtaking major retailers this holiday season (and US based small businesses are doing a final push before they can’t sell anymore). Related here’s how we’re handling the ban for ourselves and clients though I bet we’ll all know a lot more in the next couple weeks.

Google is now including Way Back Machine versions of your website pages, proving the internet is forever in a whole new way.

Want a simple one page website but not sure what your options are? We are kind of loving this ‘One Page Love’ website that has curated over 8,000 one page websites that shows the versatility of the single page website.

If you want more great resources (these weren’t shared on our social media at all), follow us all the places you are online too!

We do free consultations. If you’re thinking of doing something new with your marketing, we would love to meet with you!