- Platform: meet
- Source: Read.ai 01KC50HP4DP40Y578EA1B9983A (via Ben Ornstein’s account, imported 2026-08-06)
Transcript
Andrew Safranko: Okay, I’ll flip it there because it’ll let you know. She was one of my project managers when I was VP of product and yesteryear, so yeah. Kelley Louise: This is Jaclyn, I know you two have chatted on Slack, but I don’t think you’ve met on a call, is that correct? Correct. We have not. Jaclyn Yost: Hi Andrew, it’s nice to Sorry for being a few minutes late. I was jumping off of another call. It’s nice to see you as well. Andrew Safranko: Was, oh my God, I’m looking at Andrew. Kelley Louise: Was Steve on that call? Yes. Is Steve going to be late then? Or is he not? Did he do this call? Sorry, I didn’t know if he came to this one. Jaclyn Yost: Theoretically. Kelley Louise: I mean, I’m not going to mention it. Jaclyn Yost: Let me see. Kelley Louise: I will annoy him. I just pinged him, but I also think we can go ahead and dive right in. Kelley Louise: As a quick overview, Jaclyn, you probably haven’t seen it yet because I think you’ve been in meetings, but I did put together a quick gloom just like yeah so don’t worry about it um basically you’ve seen the notion board um Andrew creates Content every week it’s typically done around like wednesday thursdays but i’ve typically been reviewing on fridays um so like whatever day works best for the two of you for jacqueline to jump in and like review that Content um is great um and then I did run through all of the current Content so that we’re out of that backlog. So Jaclyn, you’re not stepping into a backlog of Content. And basically how we do new batches of Content, Andrew makes a lot of his own ideas, which is great. I will also frequently, I think I’m more of like a drop stuff randomly into Slack type of person when it occurs to me. I’ll probably keep doing even though I won’t be here, but like stuff will occur to me and I’ll probably still throw it in. And then Steve is more of like, let’s have a conversation about like where the world is going sort of vibe. So this call is fun because you do get like some of the behind the scenes of like the labs and like the stuff that we’re working on in terms of incubating them at Big Human and just like where Steve’s head is at. And it usually turns into, it’s a 15 minute call. I also told Jaclyn this in the meeting, but feel free to remind Steve that it’s a 15-minute call. Kelley Louise: Because I do think making them short and punchy is the most effective way. If you all like talking, great. But also, I feel like timeboxing it to 15 minutes is nice because we’re not trying to do a month’s worth of Content. It’s more like, what are a few things that are top of mind right now for the next week of Content? So we don’t need endless things. It’s more like what are like the three most interesting things that we could be talking about right now. And all the analytics, Jaclyn sees those. They’re regular. They come from Ben and Slack. So like this is purely brainstorming. It’s not like Content review or anything like that. With the exception of today, I did want to talk about Tilly, Andrew. Kelley Louise: And the thing that I wanted to clarify on that is that we purely did the messaging strategy with them. We don’t like the design. Kelley Louise: And so ideally in a perfect world, we eventually redo their design also, but this was like purely like messaging and marketing and bringing that to life. So we can’t use the word like rebrand anywhere. And we also, Like the logo is bad. Like it’s pretty generic We don’t want it to make look like if you look at even like the social media posts that we put up We can’t we have the logo there, but we kind of like intentionally made it small. It’s like a little bit hidden It doesn’t have like the same It’s a playbill like we’re like playbill We’re kind of like that’s like a really great like client and like there’s a lot of recognition behind like the playbill logo and we did website and branding and everything with them, but then turn slash Tilly, we did not. And so we want to like talk about the fact that we did messaging strategy for them, but we don’t want to call it a rebrand. And we just really want to keep it centered around, like we worked with them to clarify, like this is the direction product is moving in. And therefore like, here’s how you tell that story to the world. Right. Andrew Safranko: I can make that adjustment. So I guess in terms of Visuals no visuals. Kelley Louise: So I don’t know you guys can decide I guess You could grab this stuff from Instagram if you want a different dimension Our director of design actually made those and he whipped them up. I feel like it took him like five minutes Jaclyn I don’t know John is magic in terms of how quickly he like design He could probably change those dimensions for you if you wanted them like that, even just like the first one, like I really liked the cover photo. Andrew Safranko: Yeah, it’s got a good vibe to it, for sure. Kelley Louise: And I like that he made it more, Instagram just changed their layout and it’s driving me crazy. Jaclyn Yost: Well, that happened to me a few weeks ago. It really just happened for me. Kelley Louise: And I like keep trying to, I actually realized I spend the most time in messages. Like I’m actually like often not in the feed and now I feel like I’m constantly clicking reels and I like don’t care about reels quite frankly. Maybe that’s a post in itself. I like that. It’s like your muscle memory like because it’s where your messages used to be and I like never thought about the fact that I like always click messages first I don’t know they’ve made messages more hidden and they’re pushing reels but I actually like my Instagram is like mostly like inside jokes and like growing shade at things like me and Jaclyn the stuff I send you is funny to me marketing it’s funny mean so just like speaking of things I can’t get into my messages, it’s cause it’s the heart at the top now. And I don’t know, I can’t. Jaclyn Yost: It took me a minute. Um, yeah, I feel like Instagram, like not only are they trying to push reels to like try and compete with Tik Tok, but they also like tried to poach threads and like repurpose like X. Kelley Louise: Everyone knows that. I feel like that’s less like people are like stupid Mark. Kelley Louise: mark um I want to show you the cover image for Big Human like I feel like even if we just resized this one I know it’s blurring yeah but like I like how this part sorry it’ll make sense when you see it this part here focuses just on like user interface itself. So even if we just like redid that one, Jaclyn, like I think John could probably whip that up pretty quickly and we could use that as the visual. Jaclyn Yost: If you like other stuff. Andrew Safranko: We might see, I’ll double check, but I think in terms of layout, it might be okay. LinkedIn’s image layout is more forgiving is the way I would describe it now. Andrew Safranko: just to make sure it’s fully optimized, good to go. Yeah, I’m looking at it right now, it’s a good one. Jaclyn Yost: Okay, so that will be on X and LinkedIn, or is this specifically LinkedIn? Kelley Louise: He’s got it for both. UNKNOWN_SPEAKER: Yeah. Andrew Safranko: The thing about the new interface on Instagram is that you can swipe now. Kelley Louise: Oh, I don’t even think I knew that. Jaclyn Yost: one. Kelley Louise: This is like very like, this feels like tick tock driven to me. UNKNOWN_SPEAKER: Whoa. Kelley Louise: You don’t just scroll up and down. You can scroll left and right now. UNKNOWN_SPEAKER: Interesting. Jaclyn Yost: I didn’t know they did that. Kelley Louise: I think Andrew, it’s a half baked thought. But I think that there’s something there about muscle memory trying to go to messages. And it’s not what you see anymore. Jaclyn Yost: Yeah, and it’s like interesting how it changes over to you too. Like you just like learn it. I don’t know. It’s crazy. Kelley Louise: I’m still, I’m getting lost. It’s like not every update from every app like confuses me. I feel like normally I don’t notice that. And then other times I’m just really frustrated with like how they changed it. Yeah. It’s like a collective frustration. Like everyone is just like, how did they do so many tests? On the S end. Jaclyn Yost: It is like that, but then I feel like in like three weeks, then you just don’t even think about it anymore. Like it’s crazy how fast your brain is. That’s why some of them are stickier. Kelley Louise: Yes, because they’re sticky. Jaclyn Yost: I agree with that. Yeah, I think they, didn’t they do something? Andrew Safranko: I forget what it was, but it was probably a few years ago. Didn’t they change the layout a few years ago? Or was that the feed? There was something on the feed. Jaclyn Yost: They changed the dimensions of the photos. Is that what it was? Kelley Louise: Everyone complained and then they changed it back. It was really annoying when you work in marketing and you spent so much time optimizing your grid. It will look good with square photos. And then they were like, jokes on you. Everything looks terrible now. Jaclyn Yost: You still see all the text cut off, so many profiles. Right. Yeah. Yeah. Andrew Safranko: Like, unless you’re looking for that, you’re going to miss it. And it just looks horrible. Jaclyn Yost: But yeah, I think the story there is something with muscle memory. Kelley Louise: Yeah, I like that. So that’s what we do, Jaclyn. We kind of go in circles and talk about random things. And I’m like, that’s half-baked, but run with it, Andrew. Andrew Safranko: Well, I’m curious, and Jaclyn, you probably noticed as well. In terms of the personality we’ve built on Twitter, at least, half-baked works perfect because we don’t need to be fully baked and it still ends up being a great idea and it still does well and it still tells a story which we’re hopeful to, you know, keep in line with the brand with Big Human. So yeah, usually half-baked is like the perfect amount of baked to make it happen, so. Jaclyn Yost: X strategy, half-baked. Random musings between client projects. Kelley Louise: Okay, cool. Jaclyn Yost: And then, oh, sorry, can you remind me of the cadence of like when you all put out and like when you would like to see it turned around by? UNKNOWN_SPEAKER: Personally? Andrew Safranko: Weekly. Kelley Louise: Weekly, okay. Jaclyn Yost: Is there a certain day that you usually lean towards or is it kind of just like whenever you have inspiration hit? Andrew Safranko: Andrew is flexible and patient with me. Kelley Louise: It’s actually an actual operation. Andrew Safranko: Like I’m usually Monday through Wednesday, right? Or researching, I should say, researching and writing. This was during this afternoon. Wednesday night, I flip it to our internal editor, Blake, and then we then flip it. So it goes into the Notion, and then Notion, the tag changes once Blake reviews, and then he’s good with it, or if he needs to send it back to me, then I edit, and then it gets sent off. And so Kelley sees the automated Notion, you’ve got new Content, And then what I’ve done is I just batch it for Kelley to set like the slack channel can get really busy and there’s just stuff everywhere. So I’ll just batch it like here’s all the links for motion. Here’s what you gotta look at and I usually send that either Thursday afternoon or Friday depending on when I see it or if I’ve got the time to flip it earlier. But if you’re good to review on Fridays, if Friday is a good day for you, Thursday, Friday in a week, that’s probably most awesome. Jaclyn Yost: That’s pretty ideal for my schedule as well. Okay, cool. And then Ben goes and schedules. Andrew Safranko: So what Ben does is he’ll see everything that’s been approved by you guys. So when the notion is changed to approved in the tag, Ben sees that and he’ll just go and he’ll schedule based on what’s been approved. We haven’t really gone too nitty gritty on which post when. If you want to do that, that’s cool. More than happy to just sort of figure out like when to go but yeah usually we’ve been just sort of taking approved stuff and it’s been it’s been pretty good um I think with linkedin because it’s a little bit more prescriptive in what we’re approaching it we may want to take a look at just sort of seeing what makes sense when but we’ll get there right as we go through this okay that sounds good and right now it’s like one tweeted day and like aiming to up the cadence with linkedin but like around like one post a week, right? We’re doing, I think we’re trying to aim for like three, two to three, just cause we’re trying to also experiment with style and see what engages, what doesn’t. Uh, so we’ve looked at the case studies and what I’ve done is with some of them I’ve literally, I’ve done like a literal translation to just have it as a LinkedIn post. Uh, now what I’m trying to do is whittle down into like key moments within the case study that I think will highlight the Big Human team and sort of capabilities and and the like, So some of them may not necessarily be the full case study, but rather just like highlights that are really going to be the Big bang for your buck with those. But yeah, trying to get like a few of those per week. So you’ll see like Twitter, Batch, and then the stuff I write for LinkedIn will have LinkedIn in the title, and it’ll be most likely a translation from something I’ve written before, or it’ll be one of your guys’ case studies. These. Cool. Sounds good. Andrew Safranko: It’s good. It’s fun. Kelley Louise: You two are in good hands with each other. So is it Weekly at this time then? Jaclyn Yost: Yes. Kelley Louise: I’m going to add to it. You all can move it around, but Steve is typically in them. Jaclyn Yost: I’m going to it’s 11 a.m. Kelley Louise: on Tuesdays. Andrew Safranko: If you need to move it, Jaclyn, talk to Kanan. Kelley Louise: Okay, sounds good. Kelley Louise: Do you need anything else this week, Andrew? Do you have enough Content ideas for you or do you need more? I think I’m okay. Andrew Safranko: I have the GEO one you sent me last week that will be included in this batch. I’m just cognizant. We had a poster about that. So I’m trying to direct it in a different way. So that’ll be fine. Yeah, no, I think I’m good. I’m good for this week. If anything pops up on both of your ends, feel free as always. And yeah, we’ll be good. Andrew Safranko: Thank you. Kelley Louise: Thanks, Andrew. Cheers. UNKNOWN_SPEAKER: Bye.