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Hello and welcome to the 164th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

Meet our primary partner for today’s edition: Deel. Check them out 👇👇

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Ever wonder what it really takes to go viral on social media?

Meet Brendan Kane — the guy brands and celebrities quietly turned to when they needed to crack the code. Brendan’s the Founder of Hook Point and has helped Taylor Swift, Rihanna, MTV, Paramount Pictures (and plenty more) figure out how to capture attention at scale. He even pulled off a wild experiment where he gained one million followers himself... in just 30 days.

To be honest, he is my discovery for 2025, and I have been studying his work - all I can say is - he is the real deal!

I recently caught one of Brendan’s podcasts where he broke down the real mechanics of going viral. Instead of making you watch the whole thing, I’m giving you my quick, no-jargon breakdown — so you can get the best bits without the 90-minute time commitment.

Let’s dive in. 🐟

How to Truly Go Viral on Social Media — Brendan Kane’s Insights

1. Most People Think About Social Media Wrong

• Most people talk on social media like they’re standing on a stage shouting at a crowd.

• But social media is one-to-one, meaning your post should feel like you're talking directly to one person scrolling alone on their phone.

• Big mistake: saying "Hey everyone!" — instead, imagine you're texting a friend.

2. Going Viral Isn’t Luck — It’s a Science

• Brendan spent 6+ years building a repeatable model for virality.

• It’s NOT about random luck, silly cat videos, or tricks.

• You can predictably create viral content that grows your brand and business.

3. Understand How Algorithms Actually Work

• Algorithms are NOT your enemy.

• They exist for one reason: to keep people glued to their app (so they can show more ads and make money).

• If your content keeps people watching longer, algorithms will reward you massively.

• It's not about "hacking" the algorithm. It's about partnering with it.

4. Content vs. Context

• Your content (what you’re saying) is often fine.

• Your context (how you present it) is the problem.

  Big rule: Make your niche topic appealing to the general public without losing your core message.

Example:

• Finance YouTuber Graham Stephan didn’t say "5 Tips for Leasing a Tesla" (boring, niche).

• He said, "How I Bought a Tesla for $78/Month" (interesting to anyone!).

5. The Generalist Principle

• Your content must appeal to average people first, then sell your expertise in the background.

• More general = more views = more ideal customers even if only 5-10% of viewers become customers.

6. Formats > Trends

• Trends (like dances, memes) are fleeting.

• Formats (repeatable content styles) are timeless.

Examples:

• Is It Worth It? — Buy something expensive, break it down, and review if it’s worth it (like Tanner Leatherstein).

• Two Characters, One Lightbulb — Act out expert vs novice (Erica Kullberg does this for legal advice).

Learn a format you love. Stick with it. Master it.

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7. Your Content Must Create Perspective Shifts

• Virality happens when you help people see the world differently in a simple, relatable way.

Example:

• Brendan pointed out Chris Do’s viral videos (coach vs cheap client discussions) work because they shift mindsets on pricing.

8. Why Your Views Are Low (and How to Fix It)

• If you’re not getting views:

  • It's not the content alone.

  • It's how you open the video (first 3–5 seconds are everything).

  • You need a strong "hook" that pulls people in fast.

  Compare your low-performing videos side-by-side with viral ones — find the small differences.

9. Organic Content ≠ Ads

• Stop treating your posts like ads.

• Your goal with organic content is to get people to know, like, and trust you.

• When they trust you, they buy from you automatically.

10. Formats for Beginners

• You don't need fancy cameras or a big team.

• Start simple: walking videos, listicles, explaining tips on iPhone.

Pick a format you enjoy and can repeat 100 times.

11. Mindset Is Everything

• Social media success is 90% mindset.

• If you’re serious, commit to learning and adjusting.

• Treat it like a business skill, not a side hobby you "try" for 30 days.

12. Personal Brand vs Company Brand

• Personal brands usually grow faster because they feel more authentic.

• Brands tend to feel too corporate and salesy.

• If you can, post as yourself.

13. Recognition and Motivation

• Brendan’s team gives awards (1M, 5M, 10M views, etc.) to clients because creator burnout is real.

• Remember: Even 60,000 views is like filling a giant stadium!

14. How Big Can This Really Get?

• Small creators have built billion-dollar businesses by using social media properly.

• Dream bigger. The real potential is way beyond just getting "a few more clients."

Meet our secondary partner for today’s edition: Wistia. Check them out 👇👇

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Key Takeaways in Super Simple Terms

If You Remember Only One Thing

Social media isn't about shouting louder — it's about connecting smarter.

Master a format, create relatable hooks, build trust, and stay consistent.

One Source. All Channels. Endless Growth.

One piece → All channels → Maximum mileage.

Most people are getting content marketing wrong. There is lack of comprehensive content strategy, there is no focus on distribution, and worst, there isn't even consistent brand messaging.

In today's world, every growing business is using content marketing.
But it's not any content marketing.

The old way - writing a blog here, a social post there - just doesn't work anymore.

Here’s why:
If you want real reach, you need a media-first content strategy.

What does that mean?
+ Your content should be video-first.
+ It should be built to distribute everywhere from day one.
+ It should support your message and your brand story.

Because today, without video, you lose distribution. And without smart distribution, your content won't grow your business.

The smartest move? Create from one source and spread it everywhere.

Let’s take a simple example: a video podcast.

• One recording gives you a full video for YouTube (biggest video search engine).

• Audio for Spotify, Apple, and 10 other networks (free reach).

• Clips for LinkedIn, Instagram, TikTok (easy content for social).

• Blog posts from the episode (hello SEO).

• Newsletters from the key ideas.

• Ads using the best clips (low-cost marketing fuel).

You don’t have to stress about writing different posts for different places.

You stay clear. You stay consistent.
And your content works way harder for you.

That’s how you win today’s content game!

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.