Jay Renshaw: A Case Study on Good Content and How It Performs on Any Platform

If you’re my age (millennial) and are on TikTok there is a good chance you’ve seen “Chit” played by Jay Renshaw. Chit is a character who would fit in any show in the style of The Office, Parks and Rec, or Abbott Elementary. He’s quirky, off the wall, and played perfectly by Jay. Chit has blown up on tiktok getting millions of views and already beloved by his followers:

If you haven’t heard of Chit then don’t worry, it’s not really about the videos themselves but rather what they prove: good content can and will succeed on any platform.

Why would I say this? Because as of a few days ago, chet already has millions of views on Facebook, a platform with completely different demographics than tiktok:

The craziest part? Jay has only been uploading on facebook for a week or so at this point. No call outs from tiktok to send people to Facebook, no announcement about the move, just content reposted to another platform, and it’s doing really well.

Here’s what this means for you:

1. Content > Luck

It doesn’t matter what you’re doing or what kind of business you have, you can make good content that leads to growth. If you’ve been posting content consistently and haven’t had anything that’s resonating with your cohort, then you need to rethink your strategy.

Maybe it’s the medium, maybe it’s the quality, or maybe it’s the cohort and you need a new one. No matter the issue, once you find it and adjust you will see results and can better strategize from there!

Lesson: Don’t be afraid to try new things if what you’re doing now isn’t working.

2. Engagement Begets Growth

When you make content people want to interact with, the social media platforms take this as a sign of good content. Whether intentional or not, Chit inspired community, engagement, and UGC (user generated content), all things that will propel your content to grow.

Lesson: Engagement isn’t a metric—it’s social proof. Nurture it.

3. Don’t Reinvent The Wheel, Just Update It

As I said before Chit is a character right out of a mockumentary. Think Creed from the office, Jean Ralphio from Parks and Rec, these are characters that are off the wall, funny, and leave a lasting impression. Jay took something like that (a mockumentary filming style and a goofy character) and made it his own. He didn’t have to start from scratch or whip something up that’s brand new, he took something that worked, something that was familiar, and made it his.

Lesson: Your content doesn’t have to be brand new, just needs to be you

Action Steps:

1. Find content you want to make and find a way to make it your own

2. Come up with content ideas that will encourage engagement

3. Make the damn content

Talk soon,
Aaron

P.S. If you found this helpful, shoot me an email to let me know!