Shit You Should Care About
summary
A media project that starts anonymous and scales to 3.4m on Instagram and 370,000 Substack subscribers (72% open rate) shows what actually matters: built a paid newsletter that pays a salary, resists short-form video, and uses daily mundane polls plus an Instagram→newsletter automation to convert followers. Tactics include overlaying Met Gala photos with grim headlines, answering DMs personally to sustain community, and choosing subscriptions over ad deals; result: platform survives platform policing by shifting attention and revenue to owned email.
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chapters (19)
- 0:00Conference welcome
- 1:56Cisco origin and mission
- 6:55Cisco’s social media evolution
- 8:47Brand building without influencers
- 10:09Positive community with polls
- 12:15Skills from fandom to Cisco
- 15:47Pop culture and news content
- 16:54Met Gala fashion meets news
- 19:05Balancing positivity and news
- 22:01Community vs following
- 24:49Cost of always-on content
- 27:18Growing with Gen Z
- 29:28Indie media economics
- 33:21Turning down partnerships that don't align with values
- 35:07AI content reaction
- 38:16Success for Cisco
- 39:42Advice for young creators
- 41:51Bravery online and algorithms
- 42:14Creator obsessions
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