Youth Test Products
Share
A discussion about hiring young people to market products to young audiences, featuring insights about Tab Chocolate's marketing success and broader youth marketing principles.
Key Marketing Components for Youth Audiences
- Best ads have 3 core components:
- Hook - draws initial attention
- Promise - creates curiosity
- Implication - shows end result/outcome
Tab Chocolate Case Study
- Run by very young founders (around 21 years old)
- Generated $500k in sales within weeks from single viral ad
- Marketing approach:
- Uses relatable relationship scenarios
- Shows before/after scenarios
- Focuses on emotional triggers
- Leverages TikTok as primary platform
Content Creation Strategy
- Uses network of content creators (small team, ~20 people)
- Pays creators $500-3000 per month
- Each creator makes ~30 videos monthly
- Focuses on user-generated style content
- Deep understanding of TikTok marketing
Why Young Marketers Work
- Natural understanding of their peer audience
- Authentic voice in content creation
- Strong grasp of new platforms like TikTok
- Can relate directly to target demographic
- Understand current trends and cultural references
Results Validation
- Demonstrated strong initial sales ($500k)
- Viral marketing success
- Effective ROI on content creation
- Proves value of youth-led marketing for youth products
Note: While the business shows impressive marketing knowledge, some metrics (like ROAS) weren't as impressive as claimed by founders.
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.