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<v Speaker 1>Bird's eye potato Wa falls there, waversatile?

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<v Speaker 2>Why were you late to this podcast.

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<v Speaker 1>Because I was standing in a farmyard talking to a

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<v Speaker 1>man about the closure of local abattoirs. Wow, this is

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<v Speaker 1>important stuff.

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<v Speaker 2>We live different lives.

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<v Speaker 1>Yeah, why are you late normally.

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<v Speaker 2>Today? To get this podcast out? I had to put

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<v Speaker 2>my put my dinner in the form of a rap

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<v Speaker 2>so I could eat it while I walked the dog.

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<v Speaker 2>Life is too busy for single tasks.

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<v Speaker 1>Do you just have a list of like shorthand of

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<v Speaker 1>a food that weighs You can just make food easier

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<v Speaker 1>to consume.

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<v Speaker 2>It was going to be a chicken salad, but I

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<v Speaker 2>just couldn't do a chicken salad like that, so I dumped.

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<v Speaker 2>You know, I considered what was okay to put into

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<v Speaker 2>a rap. I drew the line at pomegranate seeds. I

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<v Speaker 2>felt like that works on a salad, doesn't work in

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<v Speaker 2>a wrap.

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<v Speaker 1>So if you're listening to this and thinking that your

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<v Speaker 1>mate told you to listen to this because it could

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<v Speaker 1>help you with your small rural business, then yeah, this

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<v Speaker 1>is the right place. It's just we haven't got anywhere

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<v Speaker 1>near the topic yet.

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<v Speaker 2>Maybe we never will.

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<v Speaker 1>No, we never will. This is the Mullet. This is

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<v Speaker 1>the business and marketing oriented offshoot of Britain's Finest Rural podcast,

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<v Speaker 1>because of course this is where we went first for

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<v Speaker 1>our little diversion. This is episode five. There are four

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<v Speaker 1>more that have already been recorded, so you can go

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<v Speaker 1>back in the catalog and listen to those if you wish,

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<v Speaker 1>or if you just wonder if they're all as bad

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<v Speaker 1>as this one. They are all recorded in big blocks,

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<v Speaker 1>so if you want to send in your questions for

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<v Speaker 1>future episodes then you can send them in or the

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<v Speaker 1>links are in the show description, but they might not

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<v Speaker 1>get read out for a few weeks. So we're going

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<v Speaker 1>to start with this first one, which I think Callum

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<v Speaker 1>can read out because he wasn't ready and it's fun

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<v Speaker 1>to watch him.

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<v Speaker 2>Pas I can read. Where are the questions?

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<v Speaker 1>They were sent to you in an email?

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<v Speaker 2>I know I've got them. I've done some I've done

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<v Speaker 2>some work.

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<v Speaker 1>Oh go on, go on, do the questions.

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<v Speaker 2>General feedback for the Mullet is we've actually provided some

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<v Speaker 2>benefit to people's lives, which is is nice to know.

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<v Speaker 1>None of those people are on this call.

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<v Speaker 2>Time bandits, so the stop chuckling is like reading in

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<v Speaker 2>class isn't it. I'm finding the business info very interesting

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<v Speaker 2>and has given me a few ideas to work on.

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<v Speaker 2>I started to go through my part. Oh oh, have

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<v Speaker 2>ruined it already. I started to go through the podcast again,

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<v Speaker 2>and Richard mentioned dilemmas. My dilemma is that the gods

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<v Speaker 2>have Instagram and probably Facebook will not share my content

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<v Speaker 2>as a knife maker. My content obviously contains photos of knives.

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<v Speaker 2>Am I best to delete everything and start again, or

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<v Speaker 2>keep going with one profile and start another from scratch

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<v Speaker 2>and do it completely differently. I like the idea of

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<v Speaker 2>social proofing. Look at other options, or all of them.

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<v Speaker 2>I don't believe that people are searching for what I do,

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<v Speaker 2>so I think I need to be seen. Alan Johnson

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<v Speaker 2>and his social media is danum Blades, which is d

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<v Speaker 2>A n U M Blades.

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<v Speaker 1>A very good knife baker as well. He's he had

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<v Speaker 1>a stare at the game fair and I was fondling

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<v Speaker 1>some of his wares.

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<v Speaker 2>What about his knives?

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<v Speaker 1>Oh they were good too, Yeah, so.

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<v Speaker 2>I saw them too. He was in the ferreting things

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<v Speaker 2>with the pugs and drummers. Let's so the knives good

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<v Speaker 2>to specify that they are largely hunting knives. I'm just

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<v Speaker 2>having a look. Does some good lever work as well? Amazing.

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<v Speaker 1>So are you aware then of this Instagram issue around guns,

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<v Speaker 1>knives things like that. And it's not just Instagram, it's meta,

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<v Speaker 1>it's Facebook as well, that they really don't like you

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<v Speaker 1>having knives and guns in pictures on their platform.

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<v Speaker 2>So I've come across backstory. I've worked with a lot

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<v Speaker 2>of people doing a lot of different social media content.

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<v Speaker 2>I've come across a variety of things that have been

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<v Speaker 2>really troublesome for marketing. Transformation photos is one of these

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<v Speaker 2>things that you can't put any money or spend behind

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<v Speaker 2>because it often relates to selling people diet pills and snakes. Okay,

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<v Speaker 2>so that's one that's almost been impossible. I haven't noticed

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<v Speaker 2>I put guns in there. I have noticed many content

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<v Speaker 2>creators since words like suicide and death and guns.

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<v Speaker 1>And people because those you saying those words, we're not

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<v Speaker 1>going to cut them out, but you saying those words

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<v Speaker 1>will have been picked up by Spotify. I can guarantee.

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<v Speaker 2>Yeah, so people say unlive themselves in place of that,

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<v Speaker 2>which I assume the algorithm only just picks up. But yeah,

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<v Speaker 2>it's I am familiar with the censoring and I have

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<v Speaker 2>experienced some of it before and I did a little

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<v Speaker 2>did a little research and the the AI algorithm that

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<v Speaker 2>Meta uses, so that's both Facebook and Instagram, has zero

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<v Speaker 2>idea of the nuance of whether this is a deer

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<v Speaker 2>stalker's knife or crafted and you know, a thing of art,

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<v Speaker 2>or it's a weapon. So it really doesn't have any

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<v Speaker 2>idea even with captions. And there's a bunch of hashtags

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<v Speaker 2>around this topic that are completely banned and cannot be

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<v Speaker 2>used like blacklisted.

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<v Speaker 1>Yeah, and for add creative with the sort of you know,

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<v Speaker 1>the sort of thing that you produce, and that me

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<v Speaker 1>as an occasional influenza for sort of large bearded men.

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<v Speaker 1>That is my my audience. The when you're working with brands,

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<v Speaker 1>sometimes they have very specific instructions about none of this

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<v Speaker 1>to be included in shots, you know or don't had

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<v Speaker 1>to shoot something not that long ago, which was for

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<v Speaker 1>a rifle carrier, so it's like a rucksack frame that

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<v Speaker 1>sort of the rifle goes on and to demonstrate how

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<v Speaker 1>it comes out, the model or the artists was using

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<v Speaker 1>a stick to show how Yeah, I think you wanted

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<v Speaker 1>to use a French baguette, but it kept breaking apart

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<v Speaker 1>every time we tried to do something with it, so

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<v Speaker 1>we had to use a stick from somewhere in the woods.

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<v Speaker 2>So specific to the gun, the gun is yeah to

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<v Speaker 2>it limits the algorithm.

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<v Speaker 1>Since AI has come into the algorithm for image detection,

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<v Speaker 1>it's got worse because knives are a pretty distinct shape,

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<v Speaker 1>but guns it's quite good at picking out guns now

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<v Speaker 1>or components of guns. So I've seen that a TikTok

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<v Speaker 1>is more strict with it than Meta, than Instagram or Facebook,

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<v Speaker 1>but generally it's a good thing to assume across all

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<v Speaker 1>social media platforms. Knives, guns, difficult topics like that are

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<v Speaker 1>going to be harder to get through than others. And

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<v Speaker 1>you might be listening to this thinking, but I've seen

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<v Speaker 1>loads of gun stuff on YouTube. I see loads of

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<v Speaker 1>gun stuff there are If you get to a certain

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<v Speaker 1>size and you're bringing enough people in YouTube, particularly for them,

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<v Speaker 1>and bringing a big enough audience to them, you will

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<v Speaker 1>get a direct contact at YouTube who will manually approve

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<v Speaker 1>your content that gets flagged by the algorithm. That's how

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<v Speaker 1>those big American gun YouTubers do it, and that's how

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<v Speaker 1>they get through. But I know that it's not just

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<v Speaker 1>a UK problem for the knife thing because there's a

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<v Speaker 1>guy called Josh Smith who has Montana knives. So if

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<v Speaker 1>you're into your outdoor knife blade stuff, you know that's

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<v Speaker 1>the tools you like buying, you will have come across

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<v Speaker 1>their stuff. They're a very, very successful brand. He has

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<v Speaker 1>a huge problem with either his post being taken down

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<v Speaker 1>or being put you know, it gets that blurred sensitive

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<v Speaker 1>image thing goes on it, or he just can't get

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<v Speaker 1>it on there. So we're talking about the subject. How

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<v Speaker 1>do we solve this for Alan? How do we answer

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<v Speaker 1>his question which is should he keep going with a

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<v Speaker 1>profile he's got or or should he start again from

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<v Speaker 1>scratch or should he do both and sort of ab

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<v Speaker 1>test it.

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<v Speaker 2>My my thing would be to do a hybrid strategy

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<v Speaker 2>to do both the same at the same time. What's

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<v Speaker 2>your thoughts on it.

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<v Speaker 1>I think having backup accounts is never a terrible idea.

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<v Speaker 1>You see that a lot with people who do controversial

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<v Speaker 1>things or things that the algorithm doesn't like. They say,

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<v Speaker 1>you know, this is my backup accounts, so you can

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<v Speaker 1>follow that so that if they lose the main account,

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<v Speaker 1>they don't have to build it up again from scratch.

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<v Speaker 1>But by creating a second account. You're not going to

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<v Speaker 1>move away from the problem because a problem is built

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<v Speaker 1>into the platform. You know, if you just put another

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<v Speaker 1>knife image, it's going to get eventually get flagged in

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<v Speaker 1>the same way. So I would say to try and

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<v Speaker 1>balance out the fee. So it's not just photos of knives,

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<v Speaker 1>it's photos of the process, photos of of somehow of

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<v Speaker 1>them being used, or showing them maybe in the sheath

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<v Speaker 1>on a belt, it might be less likely to get flagged.

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<v Speaker 1>Maybe experiment with the content rather than the account, you know,

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<v Speaker 1>to ab test does it get through if it's like this,

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<v Speaker 1>does this get more engagement or is it only when

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<v Speaker 1>the knife is out on a table or a background

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<v Speaker 1>or something like that. Is that when the problem kicks in.

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<v Speaker 2>Yeah, I'm just having a closer look. But yeah, I agree.

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<v Speaker 2>It's quite funny that some content absolutely bombs and then

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<v Speaker 2>some of it gets through. It seems to be like

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<v Speaker 2>a carousel of images does quite well for him, but

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<v Speaker 2>then others not so much. I can't find the Instagram

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<v Speaker 2>because I really wanted to look at the Instagram.

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<v Speaker 1>Is something to consider as well. While Callum looks for

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<v Speaker 1>his Instagram. I think Instagram's not having a great moment

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<v Speaker 1>whilst we're recording. I think, because I'm trying to get

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<v Speaker 1>onto it as well, I think they might be server issues.

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<v Speaker 1>Something to consider is that if you're a business, if

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<v Speaker 1>you've particularly if you're listed as a business account on Instagram,

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<v Speaker 1>Instagram does not see you as an asset. Instagram sees

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<v Speaker 1>you as a potential customer or neutral. That's it. So

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<v Speaker 1>they want you to buy ads from them. They want

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<v Speaker 1>you to do boosted posts, run ads, do ads in stories,

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<v Speaker 1>those kind of things. There if you can try and

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<v Speaker 1>boost a couple of the posts, if you experiment with

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<v Speaker 1>putting different kinds of content on and then see if

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<v Speaker 1>you're allowed to boost those posts, that might that might

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<v Speaker 1>show you what is acceptable to Instagram. You don't have

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<v Speaker 1>to boost it for huge amounts, and maybe ten quid,

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<v Speaker 1>throw ten quid behind an ad and target UK people

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<v Speaker 1>who like phishing and just see if that gets a return.

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<v Speaker 1>Because also you get this with ads anyway, anytime you

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<v Speaker 1>spend money on ads, you want to target certain demographics,

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<v Speaker 1>see if you get more response from that than another one.

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<v Speaker 1>But maybe see if you get sort of tacit approval

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<v Speaker 1>from the meta platform by trying to boost it, by

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<v Speaker 1>trying to give them what they want, which is money.

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<v Speaker 2>Yeah, that gives you a little bit of confirmation. I

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<v Speaker 2>can't seem to find that in search. Interesting yeah, oh yeah,

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<v Speaker 2>who and if has arrived from danam Blade and it

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<v Speaker 2>is not appearing in search, which is really quite interesting sign. Yes,

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<v Speaker 2>I am searching this from Essex and I am searching

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<v Speaker 2>danum Blades and I cannot find it. So that would

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<v Speaker 2>I found it now somebody mentioned dan and Blades. The

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<v Speaker 2>Cigar Smoking Hunter has mentioned dan and Blade, and then

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<v Speaker 2>I can click on it and go it, so that

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<v Speaker 2>would appear. That would appear as if Dan and Blade

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<v Speaker 2>is shadow band.

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<v Speaker 1>Yes, So whether shadow banning exists, I mean Instagram always

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<v Speaker 1>deny it, but it definitely one hundred percent exists. And

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<v Speaker 1>almost everyone I know who has either a shooting related

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<v Speaker 1>account or a knife related account or something involving butchery

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<v Speaker 1>and things like that, they all seem to have sort

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<v Speaker 1>of plateaued in their growth the moment they started posting

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<v Speaker 1>that kind of content. That is something you have to

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<v Speaker 1>be aware of. If that is the kind of content

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<v Speaker 1>you're going into for yourself or for your business, is

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<v Speaker 1>that you are almost voluntarily stepping out of the algorithm.

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<v Speaker 1>Pushing you to people. You're volunteering yourself out of organic growth,

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<v Speaker 1>So you have to be canny in how you do this.

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<v Speaker 1>You have to look at things like, OK, can I

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<v Speaker 1>get tagged in things? Can I appear on other things?

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<v Speaker 1>Can I build an audience that doesn't rely on being

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<v Speaker 1>recommended on social media because that is not available to you,

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<v Speaker 1>Which means you've got to reach out to other people.

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<v Speaker 1>You've got to try and get onto things like podcasts

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<v Speaker 1>and get onto other people's do collaborations with other.

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<v Speaker 2>People, build that rapport and that authority for sure.

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<v Speaker 1>Leverage what other people have.

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<v Speaker 2>So some of my I did write some notes down

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<v Speaker 2>for this, and I did a little bit of research.

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<v Speaker 2>So don't delete posts from your Instagram, but archive posts.

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<v Speaker 2>So go in and archive, do not delete them because

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<v Speaker 2>that is not seen as good to the gods that

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<v Speaker 2>are Instagram. Look, do a caption, caption audit and look

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<v Speaker 2>for things. Hashtag knife is not allowed. Hashtag blade is

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<v Speaker 2>also not allowed. Combat not allowed. And weirdly I've run

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<v Speaker 2>into this before. E d C, which is an everyday carry,

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<v Speaker 2>is a a band hashtag which annoyed Electric Daisy, Carnivoid,

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<v Speaker 2>Las vegas no end because that was a that was

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<v Speaker 2>the hashtag for a long time.

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<v Speaker 1>They got back stuff as well, like self reliance and

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<v Speaker 1>survival and things like that are all banned as well.

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<v Speaker 1>You won't get your post taken down. It just means

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<v Speaker 1>the moment that's there and that's tied to the post,

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<v Speaker 1>that's it.

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<v Speaker 2>So go through, do a audit of those, and then

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<v Speaker 2>archive those posts. If they've got some semi good, semi

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<v Speaker 2>reasonable engagement, simply repost them with new captions that you're

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<v Speaker 2>going to focus on your craft. The pro says, material

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<v Speaker 2>origins and just sort of the story of the brand. Really,

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<v Speaker 2>just focus on that kind of thing. Don't necessarily say

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<v Speaker 2>knives every day. Carrying on all those bits.

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<v Speaker 1>Hashtags seem to be making less of a difference on

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<v Speaker 1>social media as well now than they're used to, particularly

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<v Speaker 1>on reels and videos that.

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<v Speaker 2>Because the AI picks it up. Yeah, so it knows

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<v Speaker 2>the words you're saying.

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<v Speaker 1>He's got it, which is something else to be considerate of.

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<v Speaker 1>Be careful of literally of the words that you say

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<v Speaker 1>in your video. Yeah, that's because they are. You can't say, well,

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<v Speaker 1>I didn't write it down, so it won't be picked up.

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<v Speaker 1>You know that when you upload it. It's being scanned, transcribed,

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<v Speaker 1>and then what you say is being used to push

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<v Speaker 1>things forward, and it's to expand to what Calum said,

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<v Speaker 1>there's this weird list of things that you cannot say

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<v Speaker 1>if you want growth, Like if you you can't say Nats,

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<v Speaker 1>you have to say mid century German or something like that.

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<v Speaker 2>They identify as mid century German.

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<v Speaker 1>Yeah, it's more seriousness. That is, there's all these layers

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<v Speaker 1>to it. It's not just what you do, and at

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<v Speaker 1>some point you have to accept there's a limitation on

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<v Speaker 1>how much you'll grow on that account. So follow the rules,

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<v Speaker 1>follow the rules that CON's given you there, follow the

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<v Speaker 1>or the use to be aware of all these things

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<v Speaker 1>that the algorithm is looking at, but also maybe try

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<v Speaker 1>and sidestep it and use that social media account as

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<v Speaker 1>not the place to grow and not the audience you're

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<v Speaker 1>trying to build. It's more of a portfolio.

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<v Speaker 2>Having met Alan, I think he's probably quite a funny chap.

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<v Speaker 2>So I would put the silliest name possible for a

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<v Speaker 2>knife and use that in place, and just talk normally

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<v Speaker 2>about such things, and just make sure you're using a

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<v Speaker 2>silly name, yeah, like a not fork danger spoon, Yeah,

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<v Speaker 2>I have crafted, hand crafted this danger spoon.

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<v Speaker 1>A long time ago. I used to sell outdoor gear online.

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<v Speaker 1>We had a business doing that. We had original outdoor gear.

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<v Speaker 1>We hit a problem with the eBay shop at some

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<v Speaker 1>point because they stopped selling. They stopped selling knives on eBay.

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<v Speaker 1>You couldn't sell any knife at all. And there was

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<v Speaker 1>this famous meme and sort of screenshot doing the rounds

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<v Speaker 1>of somebody was selling a potato, a genuine Second World

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<v Speaker 1>War German potato, and all the history of the potato

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<v Speaker 1>and the unit the potato had served with and you

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<v Speaker 1>bought the potato, and it's about two grand. And with

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<v Speaker 1>a potato, you've got a free potato peela. A potato

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<v Speaker 1>peela was the bayonet that was actually we were trying

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<v Speaker 1>to sell, but all the focus was on this potato

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<v Speaker 1>they were selling. Yeah, I'd say get creative. I'd say

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<v Speaker 1>stick with the accounts you've got. But maybe it is

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<v Speaker 1>a sad acceptance of you're not going to grow in

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<v Speaker 1>the same way, but at least you can try and

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<v Speaker 1>talk around the subject. Maybe maybe get political I talking

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<v Speaker 1>about Trump.

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<v Speaker 2>That will help focus on focus on the crafting and

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<v Speaker 2>show all the bits of the lever work. And the

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<v Speaker 2>blade can be a kind of cursory glance the storytelling.

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<v Speaker 2>Download someone like cap cut have a look at study

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<v Speaker 2>some viral hooks. You can use our friend Chatty caffe

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<v Speaker 2>chat GPT to look at what viral hooks work. So

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<v Speaker 2>that will be something like starting with this is the

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<v Speaker 2>coolest thing I have ever made. This danger Spoon. Took

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<v Speaker 2>me forty eight eight hours just to craft this one day,

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<v Speaker 2>just spoon, and then you know, you can show the

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<v Speaker 2>process of like I drew this out, so you're like

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<v Speaker 2>drawing the knife, your how it's being made, the honing

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<v Speaker 2>of it, and make sure that the a particular item

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<v Speaker 2>doesn't fill with the frame. If it feels a frame,

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<v Speaker 2>then it's going to do that. Interestingly, I just had

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<v Speaker 2>to look at some of the pictures and there's one

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<v Speaker 2>picture that's on a background that's quite confusing with lots

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<v Speaker 2>of letters and texts and a bit of wood and

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<v Speaker 2>a bit of leather and the knife isn't very prominent.

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<v Speaker 2>That does really well. So I think that probably did

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<v Speaker 2>well because it didn't know that it was a knife.

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<v Speaker 1>It's going to be difficult to progress with this. That's

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<v Speaker 1>my final takeaway is just don't expect huge organic success

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<v Speaker 1>in this unless Alan starts wearing really tight but you know,

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<v Speaker 1>the influenza leggings and starts doing squats in front of

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<v Speaker 1>the camera. That seems to be good for organic growth, and.

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<v Speaker 2>Can we have that in our Patreon.

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<v Speaker 1>I'm going to do squats in front of the camera

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<v Speaker 1>just for that. I might wear a dress or something.

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<v Speaker 1>And that does seem to be the only way to

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<v Speaker 1>grow now, So if you if you can find some

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<v Speaker 1>way of incorporating that into it, sort of like an

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<v Speaker 1>only blades.

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<v Speaker 2>Thing on Danger spoons.

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<v Speaker 1>Actually we've got only blades. It'd just be a little

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<v Speaker 1>adds from Hereford coming out. Six people got that joke, right.

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<v Speaker 1>I think we should close this one off because we

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<v Speaker 1>haven't actually given that much good advice. But we've sort

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<v Speaker 1>of talked about the subject, but we haven't got a

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<v Speaker 1>golden bullet.

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<v Speaker 2>I would say focus on storytelling and don't show knives

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<v Speaker 2>and try and do everything to avoid it.

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<v Speaker 1>Well, it's not it not give up, don't grow, it's

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<v Speaker 1>don't choose that platform for growth.

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<v Speaker 2>Yeah, there's also YouTube and TikTok. YouTube is terrible for discoverability,

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<v Speaker 2>but bloody good for SEO.

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<v Speaker 1>Yeah, and focus on you on your website, focus on

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<v Speaker 1>your SEO, focus on your focus on your ecosystem as

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<v Speaker 1>well of touch points, and you target those people who

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<v Speaker 1>are going to buy your thing. You're not hoping for

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<v Speaker 1>huge success across the entire population. You're after the zero

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<v Speaker 1>point five percent who actually want to buy your think.

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<v Speaker 2>Do you know this sort of thing like send an

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<v Speaker 2>email to someone at shooting times and see if you

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<v Speaker 2>can get it in a six six of the best

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<v Speaker 2>knives that exist roundup or or something like that. You

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<v Speaker 2>only need to Recently, a friend of mine did a

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<v Speaker 2>piece about craftsman and he sold lots and lots of

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<v Speaker 2>products off the back of it in the field. So

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<v Speaker 2>actually something like that. If you're making really nice high

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<v Speaker 2>end print media, I rarely would say this print media

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<v Speaker 2>could be the way to go. Just find your niche

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<v Speaker 2>and double down on it.

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<v Speaker 1>There we are some very confusing advice. Thank you, Allen,

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<v Speaker 1>thank you for your sending you your email. We will

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<v Speaker 1>be back with another question and answer, hopefully maybe bye

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<v Speaker 1>bye then bye bye driver