Oren John's Guide to Crafting Impactful Content and Brand Narratives in 2025

THE 505 PODCAST

Brand Storytelling in 2025 [1:10]

• Ideas and Distribution are Key: The ability to bring any creative idea to life at a low budget makes ideas and effective distribution paramount.
  • Many brands are still stuck on outdated content styles.
  • Modern brand content is essentially "TV and journalism" in the brand sphere.
• Content Must Deliver Value or Entertainment:
  • Content should either be savable and life-changing (value) or as engaging as top-tier entertainment (TV shows, Netflix).
  • Brands are now creating highly entertaining content, like skits to unveil clothing lines or immersive tour guides for hotel groups.

TV Series Content & Creative vs. Content Quality [2:31][4:01]

• High-Quality Production is Accessible: Tools like the Sony FX3 (around $4,000) can produce visuals comparable to much more expensive cinema cameras.
  • The difference between high-end and affordable cameras is often negligible to the average viewer and doesn't significantly impact algorithmic performance.
  • Creative ideas and shot composition are more critical than raw production cost.
• Creative Idea Over High Production:
  • It's about capturing attention at a minimum bar of quality, not necessarily the highest possible production.
  • People spend a lot on production but neglect the creative idea, leading to failure.
• The Barometer for Social Media Success [4:24]
  • Value: Does the content offer something useful or educational (e.g., Nara Smith teaching cooking)?
  • Entertainment: Is it as watchable and engaging as television?
  • Personality: Is the creator charismatic, relatable, or aspirational (the "likability and hotness" factor)?
  • The higher these three bars are, the higher the content's ceiling for success.
  • A signature style (e.g., specific clothing, consistent setting) enhances brand recognition and engagement.
• Starting Out vs. Scaling Up:
  • Don't overthink at the start; focus on product-market fit and content-market fit.
  • Once a basic level of success is achieved, then evolve into more complex strategies like world-building to scale further.

Brands Crushing in 2025 & World Building [5:39][7:08]

• Brands Excelling with Innovative Content:
  • Cold Culture: Utilizes highly creative, skit-based Instagram ads that generate millions of views, building their brand entirely on short-form video.
  • House of Errors: Art direction is central, creating compelling visuals and storytelling for their campaigns.
  • Dutes: A streetwear brand using comedy creators for skits, scaling their presence through multiple accounts (characters, founders, regional stores) that interact, forming a cohesive "world."
• Defining "World Building":
  • Treat your brand as a "TV show" with multiple interconnected elements.
  • Characters: Who appears on screen (founders, employees, specific creators, influencers).
    • Example: Kosis skincare's founder became a creator, extending the brand story.
  • Locations: Physical spaces associated with the brand (offices, storefronts, pop-up experiences).
  • Timeline/Events: Releases, campaigns, collaborations, and tapping into cultural moments (e.g., Super Bowl).
  • Plot: Narratives, conflicts (e.g., Bryan Johnson positioning against "death," Liquid Death against "thirst").
  • The goal is to ensure every interaction with the brand tells its story cohesively.
• When to Implement World Building:
  • Focus on product-market and content-market fit first (does the product resonate, and can you create content that sells it?).
  • Evolve into world-building once initial traction is established, to avoid wasting effort on an unproven concept.
• Case Study: Tarte Cosmetics [11:17]
  • Tarte created a "reality TV ecosystem" on TikTok with their brand trips, generating massive user-generated content and commentary.
  • This strategy monetizes through TikTok Shop and affiliate marketing, fostering aspiration among creators to be invited.
  • This shows how brands can leverage dramatic narratives and aspirational experiences to drive engagement and sales.

Value vs. Entertainment Creators & Embracing the Flop [13:46][16:17]

• Three Main Types of TikTok Creators:
  1. Vortex Creators: People are drawn to their lives and personalities, becoming loyal followers (e.g., Victoria Paris, Leo Skppy). Their success ebbs and flows with their personal journey.
  2. Value/Entertainment Creators: Content is hit-or-miss, focusing on delivering either utility or amusement. Success relies on consistent output. (Oren identifies with this type, finding TikTok tougher than Instagram due to less personal charisma).
  3. Virality Hunters: High volume of content, aiming for one massive viral hit out of many posts.
• Embracing Experimentation and "Flops":
  • Content creation is experimental; creators must constantly try new things.
  • Sticking to a single successful format leads to eventual decline because it doesn't make a creator "interesting."
  • Consistently testing new formats and adapting is key to sustained success.
  • Initial "flops" are valuable data points for learning what works and what doesn't.

Formats That Win on Social & Why Video Wins [17:53][21:01]

• Formats for Success:
  1. Strong Take Videos (Yap Content): State an absolute or controversial opinion (e.g., "X is the best in Y location") and justify it. This provokes strong agreement or disagreement, driving comments and engagement.
     • This format stands out because most people avoid strong opinions.
  2. Carousels (Storytelling Slides): Effective for telling stories or providing value through a series of slides (e.g., using the "hero's journey" structure).
     • However, carousels are becoming saturated due to ease of AI generation and can lack genuine "resonance" or kinship with the creator.
• The "Moat" Theory [21:12]:
  • A "moat" refers to unique qualities that make content difficult for others to replicate.
  • If content is easy to copy (e.g., text-based carousels), it quickly becomes saturated and loses impact.
  • Strong Moats:
    • Unique access or experiences (e.g., Oren's travel content to niche locations).
    • Unattainable lifestyle (e.g., Becca Bloom's opulent life, Nara Smith's elaborate cooking).
    • Physical attributes or specialized skills (e.g., "Thor" the wood chopper's strength and skill).
  • Video content generally offers a stronger moat than static or text-heavy formats, as it requires more production skill, unique personality, or complex visuals.

Merging Value and Entertainment & Building in Public [23:15][25:18]

• Achieving Both Value and Entertainment:
  • Combining educational value with humor or engaging personality creates "peak content."
  • Oren's "product vs. brand" series offers critical marketing insights while being entertaining through jokes and provocative opinions.
  • Integrate personality into value-driven content to prevent it from being dry and increase audience connection.
• Transitioning to Entertainment:
  • Start by incorporating skits, especially collaborative ones, to showcase personality and humor.
  • Vlog elements can work even for seemingly "uninteresting" daily lives by finding a humorous angle (e.g., "come with me for a day to pace around nine times and be on Zoom").
• "Building in Public" is Fading (for some) [25:18]:
  • This format is becoming overplayed, especially for common ventures like clothing brands.
  • It still works for "off-the-beaten-path" endeavors, such as documenting the building of a brick-and-mortar coffee shop or a burger cart, as the unconventional nature sparks more interest.

What Brands Miss the Mark On & Cannes Festival / LinkedIn [26:37][28:11][29:13]

• Scaling Content as a Media Operation:
  • Brands often struggle with the speed of modern content and the concept of "scale."
  • The goal isn't just "better" content, but more diverse content across multiple accounts, verticals, and formats.
  • Every touchpoint (giveaways, retail experiences, packaging) should be considered an opportunity for content creation.
  • Content-First Marketing: Advertising should be a subset of content. Brands should run paid ads on their best-performing organic content to validate and amplify it.
• LinkedIn as an Underestimated Channel [29:13]:
  • LinkedIn is a powerful "bottom-of-funnel" platform where professionals feel comfortable engaging directly.
  • High-level executives are more likely to DM on LinkedIn for business opportunities than on personal Instagram accounts.
  • Brands can use LinkedIn to repost consumer-facing content, boosting B2B presence and industry awareness.
  • LinkedIn's event at Cannes, offering a studio for professionals to create content, demonstrates its commitment to fostering content creation among its user base.

Creating Content While Working a 9-5 & Oren’s First Brand Deal [30:29][32:03]

• Transitioning from Corporate to Creator:
  • Oren started creating TikToks to understand organic content for his Head of Marketing role, not intending to become a full-time creator.
  • He committed to making at least one video per night until he hit 5,000 views, reaching that goal after about 50 videos.
  • His TikTok presence eventually became a valuable tool in retail meetings, attracting new business.
  • The financial incentives from content creation grew to exceed his executive salary, leading him to fully transition.
• Early Advice & "Looksmaxing" [32:48]:
  • An early piece of advice received was to "slow down, be hotter, and talk that talk."
  • This highlights the importance of presentation and charisma in content, even if it feels superficial.
  • The hosts humorously refer to this as "looksmaxing" – optimizing one's appearance and delivery, as audiences are drawn to aspirational figures.

Dialing in Positioning & Creative Volume [35:36][41:17]

• Evolving Positioning:
  • Oren's positioning was initially fluid, experimenting with non-alcoholic beverages, CPG, luxury, and then marketing.
  • He now uses a "four pillars" approach, adapting topics monthly based on audience resonance. This ensures content remains fresh and relevant.
  • He typically balances 2 winning topics, 1 phasing out, and 1 new experimental topic.
• Brands' Primary Goal: Scalable Content [37:42]:
  • The #1 goal for any brand is to find one type of content (organic or paid) that works and has scalability before focusing on anything else.
  • Brands need to consider that their target consumers consume content in diverse ways (e.g., short videos, carousels, long-form).
  • Example: PCL (UK men's wear brand) [39:00]: This brand effectively uses:
    • Infrequent founder content for educational insights.
    • Traditional lookbooks.
    • Vlogs and skits.
    • Standard unboxing showcases.
  • This multi-format approach provides comprehensive product information and behind-the-brand narratives, all while being "symbiotic."
• Creative Volume is Paramount for Ads [41:17]:
  • No single creative asset scales forever. It's a "creative volume game."
  • Brands should produce a "shitload of creative" for every release (e.g., lifestyle carousels, white background carousels, fit reels, lookbooks for each item).
  • Every organic piece of content that makes sense should be tested as an ad, leveraging platforms like Meta's Advantage+ Creative or TikTok Spark Ads.
  • This strategy reduces creative budget costs, provides real-time validation, and boosts social media engagement.

The Photoshoot Playbook & The Lakers Content Playbook [42:34][45:34]

• Planned BTS Content:
  • Most BTS (Behind-the-Scenes) content fails because there's no plan.
  • Design a specific shot list for BTS: sizzle reels, before/after shots, humorous angles.
  • Assign responsibility for capturing BTS and provide references.
  • Integrate other personnel (makeup artists, stylists) into the content creation process.
  • Event Content: Don't just make recap videos; post live during the event, create photo carousels, tease important speakers, and leverage every opportunity.
• The Lakers Content Playbook Example [45:34]:
  • During a single game, the Lakers team would post 50-60 times.
  • A dedicated media team (photographers, designers, video editors, social managers, QBs) creates diverse content from various angles (court level, rafters).
  • Content is tailored for each platform (Facebook, Twitter, Instagram, TikTok) and leverages culturally relevant moments (e.g., LeBron signing a girl's shoe).
  • This highlights the power of a coordinated, high-volume, real-time content strategy.

Why Oren Uses Notion & Don’t Copy the Biggest Brands [46:59][48:46]

• Notion for Content Planning:
  • Oren uses Notion to relentlessly bookmark, catalog, and tag content ideas.
  • Its key advantage is the ability to embed TikToks and Instagrams directly, allowing for visual referencing without leaving the document.
  • He organizes content into four main docs: "Tease of Launch," "Unveil of Launch," "After," and "Education."
• Learning from Rising Brands, Not Giants [48:46]:
  • Avoid directly copying strategies of massive, established brands (e.g., Represent) because they have decades of cultural influence, huge teams, and unlimited budgets that cannot be replicated by new ventures.
  • Instead, study brands that are currently 1-2 steps above your current level to find actionable, relevant strategies.
  • Things change too quickly for a small brand to follow a large brand's long-term playbook.

How to Build Real Community & How to Crush Live Events [50:02][51:50]

• Building Creator Community:
  • Use broadcast channels and stories to share news, ask for audience opinions, and create content based on their feedback, fostering a sense of involvement.
  • Connecting with the audience through in-real-life (IRL) experiences like free events and meetups is the most impactful way to build genuine community.
  • A minimum threshold is having a two-way, conversational space, not just a one-way broadcast.
• Crushing Brand Events/Pop-ups [51:50]:
  • Social Media Friendliness: Design events to be highly shareable, with compelling photo opportunities.
  • Consumer Experience: Anticipate and address potential pain points (e.g., offering water to people waiting in long lines).
  • Content Generation: Plan for diverse content creation during the event (live posts, photo carousels, speaker teases) rather than just a post-event recap.
  • Rhode (Hailey Bieber's brand) example: Successfully used thoughtful gestures at pop-ups to enhance the consumer experience, leading to positive content generation.

Your Environment Matters & Cost to Content [52:55][56:21]

• Optimize Your Physical Space for Creativity:
  • Design your living and working environment to minimize distractions and promote focus on your goals.
  • Having a dedicated, ready-to-use content creation setup (ring light, tripod, mic) drastically increases output.
  • Surround yourself with inspiration (mood boards, physical magazines) rather than distractions (large TVs).
  • This concept, called "inspo maxing," involves intentionally curating your environment to spark ideas.
• Understanding the Cost of Content [56:21]:
  • Brands and creators must understand their "cost per asset."
  • Invest strategically: Oren spends over $300k annually on content (editors, management, travel, equipment), viewing it as necessary for a 7-figure creator income.
  • Evaluate how much a "banger" video is worth and the number of videos achievable from an investment (e.g., a $1,000 piece of equipment yielding 7 viral videos).

Hiring & Oren's YouTube Strategy [57:29][58:43]

• Key Hires for Creators:
  1. YouTube Editor: Essential for managing the volume and quality of long-form content.
  2. Management: Crucial for handling inbound inquiries, negotiating brand deals, and invoicing, allowing creators to focus on creation.
  3. Design Support: Important for visual branding and aesthetics.
• Oren's YouTube Strategy:
  • Goal: Build cultural relevance and become a leading marketing educator for the next generation, similar to Seth Godin or Gary Vee.
  • Monetization: Brand deals contribute a significant five-figure monthly income, but YouTube is primarily for audience building and brand.
  • Early Focus (SEO): Dominated niche SEO terms (e.g., "mood board," "luxury brand," "creative director") when they were less competitive.
  • Current Focus (Formats): In an experimental mode, trying 8-10 video formats, then narrowing down to 4 repeating ideas.
  • Workflow: Always starts with title and thumbnail first, then outlines the video, films some on the fly, and sends to an editor.

People Still Underestimate the Creator Economy & The TikTok Shop Playbook [1:02:36][1:05:01]

• Underestimated Earnings: People outside the creator economy often underestimate how much creators earn, only truly understanding when they directly pay influencers.
• TikTok Shop's Impact [1:05:01]:
  • TikTok Shop has made creator value quantifiable, with many earning significant monthly income (e.g., $5k, $10k, $100k) directly from sales.
  • This direct attribution has forced brands to recognize and invest in creator partnerships.
  • TikTok is aggressively expanding its shopping market, offering immense growth opportunities for brands willing to participate.

A.I. Ads & Cultivating an Audience That Wants to Buy [1:05:42][1:07:50]

• AI as a Tool, Raising Standards:
  • AI video generation tools (e.g., Veo) are another tool in the creative toolkit.
  • They raise the bar for "slop" content (faceless, low-effort content), forcing human creators to produce even higher quality and more engaging content.
  • Human connection and unique perspectives become even more critical to stand out.
• Intentional Content for Trust and Sales [1:07:50]:
  • Audiences can tell when content's primary intention is to sell.
  • To build trust and a buying audience, the content's intention should be to genuinely improve lives, solve problems, or offer aspirational value.
  • Leading with a user's problem and offering a solution is more effective than promoting a lifestyle or coolness factor.
  • Example: Represent [1:09:19]: This brand inspires its audience with free value (e.g., fitness apps), helping them lead better, fitter lives, which then translates into purchases.

Breaking Down the 505 Brand [1:10:35]

• Feedback for The 505 Podcast:
  • Personality & Skits: Lean into the hosts' strong, engaging personalities more. Incorporate skits with guests and hosts (even "dumb ideas") to add humor and spectacle.
  • Visual Branding: Develop a more prominent and dynamic visual identity for "505" beyond just font and color.
    • Consider using AI for unique visual looks (e.g., "505" made of stone, CGI elements in the background).
    • Integrate a unique visual element or prop (e.g., a "505 rock") into travel vlogs and other content.
  • Engagement & Drama:
    • Introduce competitive elements or "leaderboards" (e.g., for flip cup challenges with guests) to create drama and engagement.
    • Consider "stretch breaks" with games during long podcast episodes.
  • Short-Form Content:
    • While value clips are important, invest in unique editing styles (like Rob the Bank's distinct visuals) to create a recognizable "trademark" and avoid being easily replicable by AI or other clip accounts.
    • Leverage external clip accounts (paying them based on views/bounties) to amplify reach across TikTok and other platforms, ensuring wide dissemination of content.
• Podcast Clips and Visual Engagement [1:21:01]:
  • Podcast clips benefit significantly from B-roll or dynamic visual changes to maintain attention within the crucial 3-second hook rate.
  • AI tools are not yet sophisticated enough to replace human editors for nuanced, engaging short-form content.

Quality vs. Quantity [1:21:49]

• Balancing Act: Creators constantly struggle with the line between "good enough" quality and shipping content frequently.
• Brand Standards: Brands should not aim for perfection if it hinders output, unless they are a luxury brand where brand image is paramount. For most, if content doesn't offend the customer base, it's worth testing.

How Luxury Brands Can Win on Social & Oren's Clothing Brand [1:22:30][1:23:22]

• Luxury Brands on Social:
  • Luxury brands can win by telling stories in unique and interesting ways, often by empowering creative teams.
  • Examples include Burberry, Lee, Jacquemus, and Balenciaga, which have successfully opened up new creative universes.
  • High-production content can work if done with high volume and a clear strategy, but iPhone quality content can also be effective if the story is right.
• Oren's Experimental Clothing Brand [1:23:22]:

  

  • Started as a creative vehicle to test ideas, leverage his organic reach, and apply his knowledge of ads and content models.
  • The goal is to keep it alive and learn, rather than immediate massive scaling.
  • He releases a wide variety of products to see what resonates over time, viewing it as an ongoing experiment.

What Oren’s Learned from Making his Own Products & How Men vs. Women Shop [1:26:31][1:29:28]

• Learnings from His Brand:
  • Ads featuring himself (the founder/creator) perform exceptionally well, highlighting the "superpower" of personal presence in marketing.
  • Reaffirmed that "creative volume" is the key to success in advertising.
  • Discovered a larger female audience for his content than initially perceived.
  • Being "tactically in stuff" (managing ads, tweaking strategies) provides deeper insights and conviction.
• Differences in Shopping Behavior:
  • Women: "Fit is everything." Their diverse body types and variable sizing across brands make showing how clothes fit on different body types crucial for sales.
  • Men: Often prioritize ease and styling. They may buy entire outfits seen in ads (e.g., "blue shirt and white pants") because they want the guesswork removed. They also seek fashion creators with similar body types for styling inspiration rather than just buying.
• Men's Bags [1:31:36]: Oren is developing men's bags (shoulder bags, totes) because he believes current options are "whack" and lack good design. He's taking a "three stabs" approach: design multiple options, identify potential winners, and then push those hard.

The Next 6-12 Months & Advice to Your 18-Year-Old Self [1:34:12][1:35:06]

• Current Focus: Improving workflow for juggling multiple ventures, prioritizing different aspects of his life and career (e.g., whether to focus on brand growth vs. individual projects).
• Advice to 18-Year-Old Self:
  • Relationships: Get married relatively young, as relationships become more complicated later in life.
  • Family Inclusion: Involve children in your work and life journey; don't separate them from professional functions or activities. This fosters a supportive family unit.