98 - Should Your Brand be on TikTok?

Zac: TikTok has over 1.5 billion users, but that doesn't mean your brand belongs there. Let's talk about it.

Rich: Hey, Zach, we're talking TikTok, right? Yep, we're talking TikTok. Awesome. I, uh, I heard a little intro there that was exciting. Um, yeah, so we're gonna dive into a, a really great question. Um, TikTok, obviously in the news plenty. Um, I believe they just like either this week or last week, got another 90 day extension on their ownership and being able to be in the us.

I just feel like that they're just gonna kick the can down the road for the next, like 10 years, and then it'll be irrelevant and we'll move on. It'll be about my space, honestly. But, um, tiktoks still alive and well, um, I know with, uh, the youth love it. Um, and I have, so I get my tiktoks as you know, either in Instagram reels or on Facebook reels.

Mm-hmm. Because people share multiple places. And half the time when I click on it, it's like a TikTok link and it'll take me to the website.

Zac: So for me, I don't even use TikTok anymore because I found myself just spending like way too much time on it. Oh. And like, you know me, I kind of like going on hikes and being outdoors and stuff.

Mm-hmm. So it just gives me more time to do that. But I think the thing about it that like really kept me like locked into it all the time was how good the algorithm is. It just really feels like you're getting served content that's like, it's like reading your mind almost. It's so good. It's like it's That's because

Rich: they know everything about you.

Zac: Exactly. Yeah. I know. And it's just like the, it's just like you get content that you like. Are really tailored to your interests and it's just really hard to like, not like. Oh, I'm, I'm bored right now. Let me just swipe through a hundred tiktoks and Yeah. By the time, you know, it's like two hours later,

Rich: so, so I do that on Instagram with reels, and it's probably the same thing.

So like I'll get on one reel and then like, it recommends other stuff and I'll just keep watching what it keeps recommending. Like, and then suddenly I'm like, the biggest issue I have is if I back out my, the original reel that I clicked on is there. I can't see like the last one that I viewed, like if I wanna share that one.

Oh, I know.

Zac: Like, it's like, oh, come ons. I really think it's easier to swipe out of reels for me than it is to swipe out of tiktoks because Okay, that's fair. The real algorithm is like, good, but it's not like what TikTok was, so,

Rich: all right. That's fair. So we're gonna talk though about whether brands should be on TikTok.

So despite the controversy, despite, you know, is the Chinese government spying on everybody, you know, spoiler, they're probably spying on all of us in multiple ways, like all the time. Um, I think that. Privacy is, is a, is, I mean, it's kind of dead. It's pretty much gone. Yeah. Um, unless you live in a cabin in the woods and have no electronic devices.

But, um, it should be interesting 'cause we're gonna unpack what matters when you decide to be on the platform. Like how you can kind of make that decision as a brand, how you know, and how to avoid just chasing trends. Like, no, you should not create one TikTok video to jump onto a trend and then never create anything again.

That's not gonna work. Um. And then you've got a couple of good examples about brands to get it right, right?

Zac: Yeah. And I think it's kind of like interesting what brands can do well on TikTok. If you know what you're doing, then you probably could be pretty successful on TikTok. Mm-hmm. No matter like what industry you're in.

But there are a lot of things you need to consider, which is definitely what we're gonna go into. But what we're gonna, what we're gonna go into right now is this episode's cocktail, the Rob Roy. Uh. This was originally for a different episode and we had all of the, uh, like stuff ready for it. So this is another cocktail that's definitely like, tailored towards me.

Um mm-hmm.

Rich: Yeah. No, it's, this one gives me the ick in two places. Um, like the Marino cherry, and I'm just not a big Scotch fan. Love, uh, I good with vermouth love. S I've started putting vermouth in. I found a recipe to put vermouth in a che. Martini and I was like, what? That's interesting. And it's, it's two ounces of vodka gin and one ounce of vermouth.

And I was like, that's a lot of vermouth also. But it was good. It like cuts that sweet of like the che juice with light sha pure. But anyway, that's not our cocktail. Um. Uh, so do you wanna introduce it? Do you want me to do it? Who's, who's doing the ingredients? What's going

Zac: on here? You can let, how about, how about you do the recipe, since you're better making cocktails than me and you can probably better explain some of the stuff that's going on there.

Uh, so essentially it's a scotch based variation of a classic Manhattan, which is kind of cool 'cause our last episode was in Manhattan with Alex. He loves Manhattans

Rich: synergy. There

Zac: you go. It was created in 1894 at the Waldorf Astoria in New York City to honor the premiere of an operetta based on the Scottish folk hero, Rob Roy McGregor.

The drink uses scotch whiskey instead of Ry or bourbon, which gives it a smokier Petey Edge. And scotch to me just tastes like a campfire and uh, I love it. I love smokey, like flavored things, especially cocktails. Okay. So it's

Rich: a, so it's a Manhattan with scotch instead of whiskey,

Zac: basically. Yeah. Okay. I.

Sure.

Rich: All right. Um, so to make this bad boy, um, it is a lot of booze. Uh, it's really just booze. That's all you put in it. And then throw a cherry in there. So two ounces of scotch whiskey, um, three quarters of an ounce of sweet vermouth. Note that there are, like, there's sweet vermouth, there's dry vermouth.

And then there's, I think, extra driver moh, if I remember right, because we have sweet and extra dry in our house. Um, and they're very different. So two dashes of Angus Bitters. Um, and then, uh, you can garnish it with Marino Cher. That's my second ick. I'm not a fan of Marino cherries. I would, again, my pro tip is luxado cherries or even the knockoff LDO cherries they have at Costco or Trader Joe's.

So what do you

Zac: not like about the. Marano cherries.

Rich: They're just, they're just so like artificial tasting? Yeah, like, because

Zac: that's, those are the ones that are just covering like the really like bright red syrup, right? Oh yeah.

Rich: They're like the Christmas red. And you can get green Marino cherries too. So they're great at Christmas.

You can have like a red green, red green on there. Um, so anyway, you put, take the scotch, the MOUs and the bitters. You put it in a mixing glass filled with ice, and you stir it well until chilled. Um, then you strain it into a chilled coop or martini glass. Um, and then your Marino cherry goes in it. So I learned the other day.

So my leche martini, I'm just stuck on that because I, I have all the stuff, so I have to drink them like regularly 'cause those ly cheese won't last forever in the fridge. Um. But it was, the recipe that I had was like in bold letters. It was like stir, do not shake. And it's the same thing with things like a Manhattan, excuse me, or a Rob Roy.

Drinks that are supposed to be booze forward and booze heavy. If you shake 'em, the ice breaks up and it dilutes it and you lose some of that like punch because like, I mean, a dry martini should taste like you're just drinking gin, basically. Mm-hmm. Like, it's, it's just booze. So same thing with this one.

And that's why the, you know, stirred not shaken, shaken, not stirred is important. If you want it to be a little less boozy, you could shake it, it's gonna dilute it a little bit. Um, if you wanna have that full punch. Then stir. Uh, so little education there. Nice. I thought it was great. All right. So that is the Rob Roy.

We do not have those to drink today. Zach would be drinking one. I would not be drinking one. I would be having something else. Um, but, um, a great classic cocktail. So should we get into, uh, TikTok?

Zac: Yeah, let's get into TikTok.

Rich: All right, Zach, we are back and um, we're back. We're gonna flip it today. So I think a couple episodes ago, I know you asked me the questions 'cause it was a topic that you were like, I don't really get into this topic super deeply. So you asked me questions and I answered them. Well, I don't use TikTok. Um, I see some of them.

I don't study TikTok. Um, I was getting to the point of adding it to my class and then they, um, ended up they didn't need an adjunct anymore, so I don't teach anymore, so I didn't add it. Um, so we got kind of four areas to talk about. So I think the first one is, um, I. Okay, let's talk about audience. How should I evaluate audience when I'm thinking about getting on TikTok as a brand?

Zac: Well, like any company, obviously, like you need to like look at the platform and who's already there. Mm-hmm. And if your target audience isn't there, then it might not be a place for you or at worth, or at least. Worth investing time into with TikTok? I would say the main demographic of people, there's over 1.5 billion users worldwide.

So that's a wide range of people. That's bad. Uh, a little bit of everybody's on there, but I think who is engaging the most and responding the most to a lot of the, uh, content is definitely Gen Z. Maybe some younger millennials too. So if you're selling, uh, refrigerator compressors, you probably don't wanna be on TikTok.

Rich: Yeah, I think, um. What it looks like to me is like, it's, the old TV demographic was 18 to 24. Like that was kind of your youth demographic. Um, and then 18 to 34 was kind of when you're getting into some of the, the more middle things, I think it feels like this is like a 25 and under kind of a platform

Zac: ish.

Yeah, and it is definitely not buttoned up. It's probably one of the most like. Non buttoned up platforms you can be on. So like loose, wild, wild west. Yes. A lot of stuff goes. And to keep up with all of the trends and all of the things that are popular, you have to be like really like flexible. And I know a lot of big companies.

Uh, have really intense approval processes for a lot of their social posts. Mm-hmm. So if it's not gonna fly, if you can't keep up with a lot of the trends that are happening, which sometimes just like flash in the pan, it's here for two weeks and then it's gone and you missed your opportunity if you're, it's still on approval a month later.

So I think when a lot of these that we're gonna go through are questions you should ask yourself if you're thinking about joining TikTok. Okay. Because it's easy to see other brands performing well there, but, mm-hmm. One, why are they performing well and is this something that's actually going to like.

Positively impact your business? Or are you just like getting caught up in the whole trends thing?

Rich: So if I was a brand, and let's say my, my demographic currently is a little bit older, like more of that like thirties, forties kind of range, but I really want to start fostering like a younger audience. Do you think I should try TikTok to like get into that?

Like 18 to 24, 25, 26 range, like the 20 somethings?

Zac: It depends on the product to me. Um, okay. I think growing your brand awareness on the platform, like if you're, like, let's say you're some kind of like, let, let's say like the company you just mentioned, right? Wants to increase your brand awareness, like you said.

Mm-hmm. You're not gonna probably get sales from it, like directly from TikTok, right. But you are gonna get a lot of eyes on your product and that might be a good thing or a bad thing, depending on like what you associate yourself with on the app. It's, like I said, it's kind of a wild rest, so. Okay. I mean, I don't know.

There's a lot of things happening there, and I think like it's important to be very careful,

Rich: like an old school makeup company, like Maybelline maybe not being on there, but if they're launching a new line of lip glosses aimed at teens, having the right content and pulling it in there could work for them, but maybe not for the whole brand, but really that one product or that line, you know, down

Zac: there.

Well, and there's advertising opportunities too, mm-hmm. That are a little more controlled. Don't allow comments. Uh, you obviously way more targeted. I kinda love that. So maybe, uh, so maybe if you think about that way, maybe you don't necessarily want to be on TikTok like posting every day, but maybe you test out an ad campaign to see how it does.

That might be a good first step too for an older, uh, target audience company. I think. Um. Yeah. Well, and I think,

Rich: um, when you talk about, you talked a little bit about content, like can you make the content, can you get it out fast enough? Do you have a machine that can do that? But I think there's also this, uh, this personality piece.

Like if you're an old school company and you've got a youthful product line and you wanna get in there, you're probably gonna have to alter your personality for TikTok versus what you might do on Facebook for boomers or for Gen Xers, or that kind of thing, right? Mm-hmm. Like. And that's something that people like get fuz fuzzy about.

Like, oh, our brand is our brand. And it's like, but a product line can have a personality. Your brand can have different moods as well. Yeah. Um, I mean, I think looking at, you know, like Wendy's and Oreo and some of those is a really good example of that. They can be old school, but they can also be, you know, youthful and edgy.

Zac: Well, and that's the thing with TikTok, I think, uh, it's important to like realize that whoever you have running your account, that almost needs to be their f like full focus if you wanna be really successful at it. Because like I said, there's, there's hundreds of trends happening and a lot of, uh, post success.

Is dependent on you either following those trends or like knowing what's good on the platform, which is, you know, with any social platform. But I would say TikTok is really involved. Mm-hmm. And like I said, like if you're gonna commit, you almost have to fully commit or just run ads because,

Rich: well, and I feel like, so one.

Producing short form video is not easy and it takes resources. Like you can't just film a whole thing and then pop it in there. Like you've actually gotta know what you're doing, have a plan, and do some editing. And some of the best stuff on TikTok has great editing, right? Like people pop in, pop out, like, and I've started seeing the sort of like what you see on TikTok and then there's another video that accompanies it that's like what we actually did in real life.

Like how this worked, um, which is kind of cool. But those take time. Um,

Zac: yeah. And you have to be ready to fail too, because even if you do everything right, nobody might see it. And you put all that time and effort into it. Yep. So you really have to be like, aware of what you're doing and why you're doing it.

Rich: Yep. And that's one of the worst things, like when you, you take all this time to do something and produce some sort of content and then nothing happens with it. Yeah. Um, you know, your mom calls and she's like, I read it. And you're like, great, thanks mom. I appreciate it. I sent you the link. You wouldn't have found it otherwise.

And you're also not our audience, but thanks. That's

Zac: great. Another thing to keep in mind too is. You might go viral once and never have any interaction on your posts ever again. I've seen a lot of, like local businesses, they'll have one video that pops way off and it'll have like 600 K views, tens of thousands of likes.

It really helped their business, but two years later, they're still trying to do like capture that, like flash in the pan kind of post and it's just not working and you're still spending time in it, and, okay. I mean, there is still some value for like local businesses like that because surprisingly, a lot of people do use TikTok as almost as a search engine for like food.

Especially in restaurants. They try and look up videos of a place to see if it's good. Uh, I've done that before just to see like, oh, what's best sushi in Charlotte? Let's see if there's any TikTok videos, because there's a lot of local influencers. Mm-hmm. So there's a lot of like a wide range of content you could do on TikTok.

I just thought that was kind of interesting. But yeah, it's. Very involved.

Rich: And I think that that gets back to some of the audience stuff. So you talk about like Charlotte, there's a lot of influencers on TikTok, food influencers and whatnot. That's a big city. That's a big metro area. And I remember when Twitter like first came out and was like gaining steam.

If you look at like Iowa, Nebraska and whatnot, Omaha and Des Moines took off like crazy, like huge audiences on Twitter there. But Sioux City just like ignored it. Like Sioux City was really not on Twitter and there was no reason for it. It just wasn't. Like. The, the community there just didn't embrace it necessarily.

Mm-hmm. And so there was a time when like for some Sioux City clients were like, we need to be on Twitter. And it's like, no, like your audience isn't here. Like I can pull demographics and show you like it's really dead. Like if you wanna reach out to Omaha or Des Moines or do the full state, then Yeah, that makes sense.

And I imagine TikTok can be the same way. Like, especially if you're a local business looking for something, you know, make sure you've got like local people on there.

Zac: Yeah. You know? Well, and it's like you said, like with people wanting to be on Twitter in Sioux City, even though their target audience wasn't there, that's kind of the whole point of this, uh, episode, right?

It's like, mm-hmm. Yep. Don't just jump to the next shiny thing because it's new and shiny and it might work out for you. Actually take the time to have the things in place if you're going to do it. Mm-hmm. And just be ready to fail. Like

Rich: a hundred percent. Like that's great advice for any social, right?

Mm-hmm. Like, go where your audience is and be ready to fail. Um. When you talk about like going viral, the class I used to teach, we, we, we talked about catching on. We didn't ever use viral because that's like, it's so tainted as a term, but the idea like how to create content that is more likely to be shared, which is a much easier goal than content that will go viral.

There's no formula. You and I can't sit down and plot out this viral video that will definitely go viral. We can't, yeah. But we can look at certain principles to see like what will make it more likely to be shared. Mm-hmm. Um, you know, and there's like entertaining, there's useful, there's unique, interesting, surprising, like all of those things help.

Um, but you've gotta like do 'em in the right way and do it well and get it in front of an audience. 'cause

Zac: yeah, you, you, if you're for. Here's another thing to think about too. If you're like, uh, really doing well on your YouTube shorts or Instagram reels mm-hmm. And you think you can just post the same stuff on TikTok, that will also not like generally work, like maybe like one or two videos, but there still are, yeah.

Different platforms. Like some of the stuff I see on shorts is completely different than what I see on reels, and I know some companies just cross post them and hope for the best, but like, unless it's already gone viral on TikTok or like reels, then the chances of it working on. Either or either platform like.

I don't know. It's still like two different platforms.

Rich: Well, and I think if you've got, if you look at your analytics and your business and you look at your reels or your shorts, um, on YouTube, and you're seeing that your audience is skewing younger on a particular short than normal, that might be an indication that it may do okay on TikTok.

Yeah. But if you've never put anything on TikTok, you're not gonna. Just, it's not like you just dive into the algorithm and your stuff goes everywhere, right? Like,

Zac: yeah,

Rich: it's it, you're not gonna be noticed as much. So that's another thing. I think if you're gonna commit to it, like you're gonna have to be consistent.

Which gets back to, gets back to that like. Are you prepared to produce content, like, and get it out there all the time on TikTok?

Zac: Well, and it's a tough one. The most successful like companies, we've listed some here, uh, Duolingo and Scrub Daddy. Mm-hmm. They, what they do well is they're like very flexible.

And they're kind of unhinged, to be honest with you. Wow. Okay. Uh, maybe I'll pull up one of their videos, like now to showcase like kind of what they're about, like Duolingo for specifically is about.

Rich: Okay.

Zac: Uh, I know recently, maybe it wasn't even recently, but Duolingo and Scrub a have also collabed on things.

Uh, but Okay. I, yeah. It is

Rich: all over the place. Like that's a wild collab because like, so for people who don't know, and if Zach, he'll put a video up of something and maybe he'll throw that collab in here. But, um, scrub Daddy is, they're the smiley face sponges. Like they're a really rough scrubby sponges with the smiley faces in them.

Like, and Duolingo teaches you how to speak another language, so it's like, yep. But with

Zac: Duolingo and Scrub Daddy, they both use mascots. So a giant, oh. Giant sponge and the giant, uh, green owl. I would say Duolingo is definitely the most successful or one of the most successful brands on TikTok that I can like, think of and that I've seen.

Okay. They have tens of millions of followers and hundreds of millions of likes, and they literally, they're on top of every trend. They're, if something with a celebrity happens, they make fun of it. It's almost not even related to language, their app. Sometimes it's more focused on the entertainment aspect.

Rich: Yep.

Zac: And I don't even know how the approval process with them goes because it just seems like they do whatever they want. But yeah, I think they're a good example of some of the stuff that you would have to do to be consistently like gaining millions of views. So, yeah. Alright. And we

Rich: can, we can link to Duolingo and scrub Daddy's TikTok accounts in our comments, right?

Like we can, or in the description of the episode. So we'll get that in here, um, as well. Um, and then for those of you on YouTube, Zach may have inserted a video there or in a minute. He may not have, we don't know if you're listening, you wouldn't really get it anyway. So depends

Zac: how unhinged the vi I'm gonna have to find like a.

I don't know. They're just like funny. I mean, we,

Rich: we haven't been unhinged, I don't think, but we get a little, like, we go a little sideways sometimes. Um, so my favorite instead of unhinged is when people are like, I'm basically feral at this point. Like, I'm just completely outta control, ungovernable, like doing whatever I want to and get outta my way, or you're gonna get hurt, like.

That's funny. Um, so it sounds like your advice would be like, you know, um, go unhinged if you're gonna get on TikTok, just let it loose, let it fly.

Zac: You, you're gonna have to be loose. If you're, if you're buttoned up, you're, you're not gonna get any views.

Rich: Okay. So wait, what do you think somebody could be so buttoned up that they push it the other way, where it's like, you know how like a bad movie is so bad, maybe ironically.

Zac: Yeah, maybe ironically,

Rich: but like, like how bad movies are so bad, they become cult classics. Um, like, um, yeah, I don't know, like that might be harder like to do with something like that. Um, I. Though I did the, the TikTok that got me, I think I put it in one of our chat channels, was somebody did the AI generation with dogs at a dog park and like, if they were talking, oh,

Zac: I've seen that before, actually.

Yeah, it was

Rich: so good. And then I sent that to a friend and they're like, oh yeah, like she does great stuff. And I was like, oh, okay. Like they're, yeah, there's a content creator who does, who does some really cool stuff. Um, there were a few political ones that I saw too, but I won't get into those, but they were really hilarious.

I can send you one after this. Um. But yeah. Okay. Um, what else do people need to know if they're gonna get their brand on the TikTok?

Zac: I mean, I would just ask yourself those questions, like, is your target audience there? Okay. Are you ready to fully commit to actually doing everything that it takes to be successful on TikTok?

Uh, do you have like clear goals? Like what are you trying to reach, reach, reach, talk about that a lot.

Rich: Yep.

Zac: Like if it's brand awareness and it might be for you. And if, if it's brand awareness with that specific generation of people or generations of people, then yeah, maybe it's worth at least running some ads.

Um, if you're just trying to go viral, then I mean, that's a no go for almost any social platform. That's not the right goal to have.

Rich: Yeah, no, definitely not. Um, and it's also, you just wanna, you're setting yourself up to fail,

Zac: like No. Yeah, a hundred percent. Ideally, your goal should be to connect with your target audience.

So much so fun that they And fun. Yeah. And have fun, but so much so that they want to work with you or want to buy your product. Yep. That's,

Rich: yeah, that'll be, um, that's an interesting one. Um, I. So I think the other thing that's funny about these is if you were to get, like if you had a company and you were applying for like their uh, TikTok marketing manager job or whatever, I would ask them these same questions.

Like, okay, let's talk about your target audience. Who are they? Do you understand the level of effort? Like this is my full-time job. It'll also be weird hours sometimes, like making sure you're torture, testing them to understand they know what they're getting into and that it's not a like, you know, nine to five work for a corporation and do this because you know, that trend comes out at 9:00 PM and you've gotta have the flexibility to like jump on it.

Zac: Yeah, you gotta be really on top of the trends.

Rich: Yep. And then same thing, what's your goal? How am I gonna be measured? Like how are we gonna know if this is successful? Are you just gonna like fire me in six months? 'cause you felt like it didn't work. I'd be rough.

Zac: Yeah. It takes a lot to be successful on that platform, which is why we made this video because I think sometimes people fall into that trap like we were saying.

Yep. So,

Rich: oh, a hundred percent. And it's funny 'cause you could go to like any point in time and like you substitute TikTok, Twitter for TikTok, you substitute Instagram for TikTok. Like this is a. This repeats as new platforms come out. Um, I think that, you know, blue Sky and threads are a little bit differently because those are kind of actively trying to replace Twitter, which is established and they're a very similar format.

Um, but it's still about who's going there and how many of them are there and whatnot. And, and they're picking up, um, threads, just opened ads, like you could put ads on threads now. Nice. And I'm like, great. That'll ruin it. Um. But

Zac: Yeah, that's true actually.

Rich: I know, I know. I was like, it was actually kind of a nice space without ads, but I get it.

Like meta wants their money, right? Yeah. Um, so I'm surprised it took them this long. Alright, well I think, uh, that feels like an episode.

Zac: Yeah. Feels like an episode to me.

Rich: And, uh, you, you did my job for me. You recapped the main points already, so I think we're, we're golden there. Um, so, uh, yeah, let's just roll it out.

Zac: So, uh, as always, thank you for listening. Um, of course you can find our agency@antidoteseventyone.com with links to all of our socials there. Uh, as always, uh, you can also send us a question at CTA podcast live. Mm-hmm. Basically, that's where you shoot us an email. Even better, leave us a voice message on our hotline at 4 0 2 7 1 8 9 9 7 1.

Your question may make it onto a future episode of the podcast. Something I will say is be on the lookout for more polls so you can also be involved in the episode. We might discuss some results related to the episodes beforehand. So Okay. If you have a strong opinion on an episode, uh, that could be fun.

I'd love to kind of see where that goes. But yeah,

Rich: I have a few opinions. But I'm probably not allowed to vote. All right. And, um, we do have an upcoming episode. It's gonna be a little bit of a break. You won't have me here. Um, Caitlin will be back with a team spotlight, uh, with Sharla from our team, who will likely, well, she's gonna talk about herself, but she does, um, a lot of email marketing and that's her expertise, but you'll get Aand

Zac: expert there for sure.

Rich: She's also like a baseball mom and a dance mom. And I'm sure she'll get into all of those things. Um, and she and Caitlin will have a good time. Zach, you'll have to cut 'em off. They'll, they'll definitely wanna go more than, like, more than like 30 minutes. Oh. So that'll be coming next week. Um, hopefully you're enjoying those.

I think that's the third one or so that we've put out maybe. Yep.

Zac: If you haven't checked on mine yet, uh, I make a very scathing hot take concerning a very popular Midwestern condiment. So maybe check that out. But

Rich: yeah, um, Zach pulled no punches on his. So yeah, just getting a little behind the scenes of the agency and who we are.

'cause we're, you know, we're people first, but we also work. All right. So, um, join us next time. I won't be here, which is fine. I get a little break and then, uh, more episodes to come after that.