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Ruoyun Xu Killian

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Ruoyun Xu Killian

Business Advisor, Speaker, and Instigator of Human Centered Marketing.

Learn more on Human Centered Marketing through my Youtube
https://www.youtube.com/channel/UCfhmTGNgiDvGCxGf51Pi78g

09/25/2024

90% of business problems are people problems - Joseph Hughes

A business problem exists and can be hard to solve on our own because we’re too close and most of the time, our personal narrative gets in the way.

That’s why having an unbiased guide is powerful to help us create brain space.

And why I’m offering Human Centered Advising Sessions where we get to see both the business AND the human beings that bring it to life.

This is an open brain space to help you explore topics like:

- Understand your human-centered brand including the relationship you’re building with your consumers
- How to creatively express the unique human that you are as a brand through social media and content
- If you’re pivoting or evolving as a brand, how the new change can be rolled out
- Understand how well your overall marketing efforts from digital marketing to traditional serve the bottom line of your business
- How to effectively grow your marketing team to match the growth that you’re currently sustaining
- Reviewing your annual budgets, Objectives, and Goals, and reality checking to make sure they’re achievable

Schedule a call today: https://stan.store/imperfectlyren/p/1-hour-human-centered-advising-call

09/20/2024

You can have multiple faces of your brand without losing the heart of the brand.

Mila has become the dumpling darling with celebrity endorsement with actor Simu Liu, partnerships with Uncle Roger, and their main content creator, Jalin Siu, being established in her own right.

They’ve done a perfect face-forward balance without singularly relying on a single creator while letting the Founders stay behind the scenes and only come out as needed. It has helped them sell over 20 million dumplings or $16 Million in revenue on just the dumplings alone.

It’s because their focus has always been on the nerdiness of their food with faces that are familiar as messengers rather than the main person you are building a relationship with.

So we can focus on bonding over the love of dumplings instead of a person.

What do you guys think would you buy their food? comment down below

Watch the full analysis of Face Forward Brands: https://youtu.be/Ido_Uct1Niw

09/19/2024

Did we actually make it to demure fall?

Or did the demure trend completely die off?

Tracking Social Media Trends like watching the stock market specifically crypto currency.

Some like the Of Course trend have enough creativity range that allows for it to stay longer because creators can make it their own like an long-term investment.

Whereas others like the Demure trend lacks depth to where it’ll hyperinflate when everyone and their mother decides to hop onto the trend.

It’s a great lesson in marketing for brands to:

1. Trust their marketing team understands what the trend means AND if it matches their brand to partake

2. Have the flexibility to act on it in a timely fashion BEFORE it hits peak saturation

Which brands did you think understood the assignment and which ones failed?

Comment down below

09/13/2024

Set Active gained over 100,000 followers on TikTok and Millions of views on videos consistently thanks to Sam, their in-house influencer turned content creator.

But what happens if the main person of your account leaves?

Does that affect the profitability when their Instagram and TikTok are drastically different?

Because the people in the comment thread of his announcement video were willing to go to war for him and historically, content that features him outperforms others.

Watch the full youtube video: https://youtu.be/Ido_Uct1Niw

09/10/2024

I am honored to have been featured in the Girls That Create Podcast chatting about:

- How the creative scene has evolved online with influencers and creators.

- What counts as inspiration or plagiarism as there are now large brands pulling “ideas” and borderline copying smaller creators.

- How to get started on video

https://www.wordofmomradio.com/ruoyun-killian-girls-that-create-podcast/

08/28/2024

Do you think Influencers are cheapening luxury brands and ruining fashion shows?

Because according to Oscar De La Renta “Having press doesn’t advance our business interests”

Which is a HUGE YIKES since that is why Press and Influencers exist: To build brand awareness for these major brands

And while they may build a lot of brand awareness, is it the type of awareness that will maintain the luxury status of the brand? Or cheapen it by making it too accessible?

That is the fine balance that many brands from The Row to Louis Vuitton has to balance based on their audience.

Sometimes you need multiple shows during a single fashion week.

What do you think? Does Influencers cheapen a luxury brand?

How are influencers and press different from say celebrity endorsement now that some Influencers have even more followers compared to celebrities?

Comment down below

videos featured:

08/27/2024

As the economy continues to sway and consumers are getting more and more selective on brands that they want to try on.

We got to ask the question of how do we maintain and increase brand loyalty.

It starts with how you are first introduced to them.

Are they buying into your brand where it can create a long term relationship

Or are they just buying from you in that moment?

If you want the former - it all starts with trust. Where they know you, like you and work with you. To love what you do so much that they want to come back and bring a friend.

If you’re still unsure of who that person is that you’re building trust with or how to communicate that trust? Check out my Build Your Brand Story bundle on my stan store:

https://stan.store/imperfectlyren/p/build-your-brand-story-bundle

08/26/2024

**Viral = (unique human connection + timing) times infinity**

That’s what it takes because these last two weeks have been a cool wave of boosts that went beyond my wildest imaginations.

Not only has one video popped off but now there is a video going over 1 million impression and 100k in views. For reference previous videos did at best around 2k impressions.

I’m so thankful for all of those that have enjoyed my content and engaging in the comment threads and directly messaging me. It’s why I do all of this is to meet other happy humans who love to nerd about marketing and how it shapes our world.

**So as a marketing nerd I got to ask how did this happen?**

And take y’all behind the scenes cause we can’t see each other’s analytics and I’m curious to see what you think in my analysis of Linkedin

The first video that popped of was around nerding out about blending in vs standing out for ads on Social Media resounded so well with other marketers and business people. To this day it’s still growing naturally despite being 2 weeks old at this point simply because people are still chatting about it.

At first, I thought it would be similar to Youtube where one video goes strong creating a wave that raises all subsequent videos

What I didn’t expect was landing right as Linkedin fully rolled out their in-video feed feature and rather than a normal spike I kept seeing each video grow stronger and stronger

- Normal video performance became 20k views - 200k impressions+
- Really engaging videos landed at 100k views - 1 million impressions+

**My thoughts as a creator:**

1) “About time!” at Linkedin for finally letting video be a part of the conversation.

2) Impressions: how actually viable are these? I personally care about video views and watch time which is a standard across all platforms

3) Will Linkedin let me see percentage watch soon? Because I want to be nerdy about my craft

What are your thoughts with the this new shift of Linkedin focusing on videos?

Comment down below

08/22/2024

Was it Forever21’s intention to move out of offering plus size clothing?

Because that was the impression creator Samrya got when she called them out for quietly shrinking their in-store plus size section and consolidating their social media accounts without proper size representation in their content after the merge.

Now Forever21 been responsive by inviting the creator to come give insight to how they can improve their customer experience and posting a post in acknowledgement.

Overall, good response however, their post failed to answer the main problem: lack of accessibility to try plus sizes in the store with only half of their stores offering plus size options.

And it wasn’t until they were prompted in the comments that they explained they plan to expand.

So we have to ask, do they plan on being transparent with their audience? Or are they being just responsive enough to quell the outcry for people to forget?

Only time will tell how they choose to expand.

Do you think they handled as well as they could?

Comment down below

08/08/2024

Does this sound familiar to you?
Marketers get the brunt of the criticism because there hasn't been a direct way to tie marketing efforts to the P&L in the past.
However, we have so much data nowadays that we can track the full customer journey experience.
This can help us focus on where down the journey we should focus on optimizing versus throwing the entire playbook out.
But we're usually not in the room where major decisions are being made.
Maybe it's time for a change in perception of how marketing should be part of the conversation.
What other comments have you heard that made you cringe?
Comment down below
hashtag hashtag hashtag hashtag hashtag

08/02/2024

Would you give up Lactaid for easier packaging?

Maybe it was the viral trend on Tiktok for storing Lactaid or Lactose single pills into a Pez dispenser.

But the need for easier packaging while on the go has been made clear and it’s the main point of these ads that I’ve been targeted.

But did they work?

We're breaking down in this video

- Did the ad work?
- Did their website convert?
- Would I be willing to pay extra for easier packaging or a stronger dose?

Watch now https://youtu.be/uyRBdoEtN1w

07/11/2024

How you handle the comment threads will make or break your videos and your brand!

Especially when handling controversial topics like Youthforia's black foundation or calling out Betheny Frankel for writing off a whole category of foundation.

How you choose to interact with your community can create great conversations or a hate comment thread

Both will boost your video but one with your mental health intact

Watch for more content creator tips: https://youtu.be/eJ4FNrGBd8M

07/10/2024

This may seem like small numbers but growing organically on Youtube is much harder than on other platforms purely because you’re competing on the high quality storytelling level.

I’m still shocked that what took me two years to grow over 1000+ subscribers I’ve now doubled that in less than 3 months.

While the numbers seem small there is a big lesson learned from all this

Follower count doesn’t = reach.

In this time I’ve gained over 1.2 million views on Youtube with some of my favorite videos covering marketing wins and fails now averaging at least 1-3k views per video upwards to a video that is trending to over 350k+

How did this happened? The comment thread

Once you know how to please the SEO mind of these platforms.

If you’re able to strike up a conversation with your audience in the comment threads.

That’s really when you know you’ve landed on your own secret sauce of content creation.

To all of those out there who are disheartened by small numbers. Don’t be because you never know when you can go viral.

07/08/2024

If you’re starting to do your semi annual review on the performance of your overall social media and marketing goals.

Now might be a good time for a Social Media Audit where you get a personal video recording from me where we analyze your social media presence and how to optimize it for your business goals.

This is perfect if you are:

- Unsure of how your social media ties back to your bottom line
- Don't know how you can continue to grow your social media to help your business
- Hitting a wall in terms of growth or a creative rut
- Getting views but not getting engagement for community
- Want to know if you are using the social media platform to your full advantage

Book a social media audit with me today:

https://stan.store/imperfectlyren/p/social-media-audit-jbzph

06/30/2024

The power of social media is that it’s the visual representation of word-of-mouth

Which is one of the most powerful forms of marketing that stands the test of time, the economy, and the ever-changing algorithm

So much so that there is now an influencer industry designed purely on this format of content.

And the data does not lie

This is why more than ever - companies need to refocus their marketing strategy to meet their audience where they are on social media.

It brings me joy at how far the value of social media has come from when I started almost 15 years ago.

Now we just need in the main decision table.

06/28/2024

We have officially hit 2 years on Youtube!

It has been an emotional rollercoaster with many trials and tribulations.

But every second was worth it because I can confidently be comfortable with my content style now that my videos are gaining traction.

We’re sharing some truths of hard lessons and talk about what people don’t tell you when you start including:

Content creator tips that will save you lots of pain

The Mental Toll of Being a Content Creator

Going Viral and What to Expect

How to handle your community, especially with controversial topics

How to stay grounded through the emotional rollercoaster

What’s next for me as a creator and this channel

Watch now:

https://youtu.be/eJ4FNrGBd8M

06/27/2024

How to avoid Rainbow Washing your brand during Pride Month?

Focus less on the packaging and more on the meaning behind the movement

Like East Coast Tags who created Tshirt designs that people can wear if they don't want to be wearing rainbows all day every day. After all, celebrating Pride shouldn’t just be limited to one month per year.

When you take away the packaging, you can focus on the true message

In this case, East Coast Tags has managed to express the LGBTQ+ experience as they come into their own pride

Would you wear this every day?

Comment down below

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06/26/2024

Dear Target Executives or Buyers,

We need you to read the room!

The viral pink Target shopping basket could have been a great success but it was flop.

Not because of marketing because they did their side of the bargain with over 8 million views and thousands of comments in the post itself.

But because of who you decided to partner with.

As one of the comments said “A partnership with Pepto Bismol would have been better than Kylie Jenner”

Do you think that this was an epic flop of not using social listening? Or at the very least they should have floated the idea through Social Media Marketing before they decided to go through the deal?

Comment down below

Address

Austin, TX

Opening Hours

Monday	10am - 5:30pm
Tuesday	10am - 5:30pm
Wednesday	10am - 5:30pm
Thursday	10am - 5:30pm
Friday	10am - 3pm

Website

http://rxuconsulting.com/

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Videos

Do you think Nutter Butter is too unhinged or are you here for the lore? If your answer is that it’s too much then it means it wasn’t made for you. But for those that love it, then you have found your people in the Nutter Butter fandom What Nutter Butter and Duolingo have done is created TV shows that people want to tune into So just like an indie cartoon going mainstream, the same effect is happening for Nutter Butter Hence why, if you don’t like that vibe of a TV show then it’s not for you And for marketers out there, the larger lesson is: Figure out what TV show you want to make on your social media Do you think Nutter Butter may surpass Duolingo? Videos featured @nutterbutter Comment down below #NutterButter #Duolingo #TikTokMarketing #ViralGrowth #SocialMediaTrends #SnackBrands #socialmediamarketing #brandmarketing #branding

STOP OVER PROMISING Because it comes across as fake marketing YSL could have dodged a bullet around this Lavender blush scandal by not calling these blushes as universal shades Then the focus of the reviews would have been that it was questionable at best even for fair skinned humans But because they focused on making it universal to even editing their marketing material (that has now been taken down) to reflect that. Which to this day I’m still wondering how they did it. People are up in arms. Because they promised it was universal and set an expectation that anyone can use it. At the filming and posting of this video all we’ve seen YSL do is take down those specific images that have been featured in other creator videos but has not addressed the problem. Do you think they went too far? Comment down below Videos featured: @golloria @thelipsticklesbians @javonford16 @theoliviasaureusrex #YSLLavenderBlush #FakeMarketing #tiktokdrama #beautyindustry #falseadvertising #InclusiveBeauty #influencers #socialmediamarketing #marketing

This is how you turn criticism into a GOLD MINE Rhode took the criticism that garnered a combined 22 million views and redeemed themselves with an expansion that works with darker skin toned and gained 15 million views in one single video It shows that if you listen to creators and honor that you are a human company that makes mistakes and learns to fix them. Then you can make a comeback where a total awareness of 37 million views ends on a high note. Similar to Darcei and TIR TIR to where Darcei is now the main celebrity ambassador for TIR TIR in Asia as they’re known for their full expansion. What Rhode and TIR TIR have done is top into an audience that has been under-served creating more loyal fans by collaborating and listening with them. Because the problem in the Beauty manufacturing world is that there aren’t a lot of product developers and manufacturers who knows how to work with dark skin tones. Do you think Rhode redeemed themselves? Comment down below videos featured: @golloria @missdarcei @tirtir_global @rhode #RhodeCosmetics #golloria #influencers #viralblush #rhodeblush #tirtir #darcei #darkskinfriendly #inclusivebeauty #influencermarketing #beauty #socialmediamarketing

This BRANDED/SPONSORED AD gained 113 Million views on Tiktok organically because… CereVe allowed the creator to just be the creator CereVe just showed us a MASTERCLASS in influencer campaigns - They recognized what it takes to make a powerful ad where people actually wanted to watch the ad - Optimizing for maximum brand awareness that drives massive traffic to their social media feeds where they THEN do the actual conversions Bottom line - They’re aware of the customer journey and that influencer-sponsored ads are different than traditional ads You’re not trying to sell people through this ad endorsement the same way you won’t expect to sell through having a product placement in a TV shows By allowing the creator to show up naturally they gained better views and made the rest of their ad funnel where the conversions are measured even better because they opened it up at the very top to as many people as possible Would you watch this ad all the way? Comment down below #cerave #beauty #influencer #socialmediaadvertising #advertising #socialmediamarketing #viraltiktok #tiktokmarketing #influencerpartnerships

Jeff’s donut sculptures sold out in 12 minutes That is the power behind his Tiktok viral rise to fame People found his donut sculptures adorable But they became raving fans of Jeff and art gallery owner, Michelle’s bond So much that it’s garnered over 3.4 million views on the video that showed Jeff receiving his check And people are invested in following along their journey together Now I’m curious, are we going to see that he’s going to start his own social media or will he continue being a mainstay for the Gallery Girl account What do you guys think? #artist #sculptor #jeffnebeker #donuts #ceramics #artgallery #supporttheartist #viralvideo #tiktokfamous #contentcreator #marketing #socialmediamarketing

This Nitro Bar has garnered over 20% of The Rhode Island Population in their followers and millions of views. Not all of their followers are from Rhode Island but each one of their videos has gone viral because of one key focus: Spilling the tea with your barista This allows the Nitro bar to not heavily rely on a single face ie the owner or the team members And focus back on the reason why people love the vibe of the nitro bar - the unhinged conversations, chill vibes, and great drinks would you go there? Watch the full Face Forward Brand Youtube video on how your brand can learn to build a human relationship online: https://youtu.be/Ido_Uct1Niw #nitrobar #barista #viralbrand #coffee #socialmediamarketing #socialmedia #marketing #baristatok #coffeetok #influencers #smallbusiness #tiktok

Gen Z Writes My Script has been one of the most refreshing trends that has taken the UK by storm and now making its way over to the US But is it the British humor that’s making it stick? The reason why this was so powerful was that they didn’t force trying to be relatable They know they can’t speak the slang or be cool so they embrace it with humor And it was a breath of fresh air While letting these brands establish their own style of brand voice So the question is, is this trend going to be useful across the pond without the British humor in the brand voice? Comment down below #genz #marketingscript #genzintern #genzscript #genzmarketing #marketing #socialmedia #marketingtrends #genzhumor #viraltrends #internetculture #memes

You can have multiple faces of your brand without losing the heart of the brand. Mila has become the dumpling darling with celebrity endorsement with actor Simu Liu, partnerships with Uncle Roger, and their main content creator, Jalin Siu, being established in her own right. They’ve done a perfect face-forward balance without singularly relying on a single creator while letting the Founders stay behind the scenes and only come out as needed. It has helped them sell over 20 million dumplings or $16 Million in revenue on just the dumplings alone. It’s because their focus has always been on the nerdiness of their food with faces that are familiar as messengers rather than the main person you are building a relationship with. So we can focus on bonding over the love of dumplings instead of a person. What do you guys think would you buy their food? comment down below Watch the full analysis of Face Forward Brands: https://youtu.be/Ido_Uct1Niw #Mila #SimuLiu #UncleRoger #InfluencerMarketing #BrandGrowth #AsianRecipes #DumplingLove #ContentCreators #FoodBrandSuccess #MarketingSecrets #jalinsiu #siusiblings

Did we actually make it to demure fall? Or did the demure trend completely die off? Tracking Social Media Trends like watching the stock market specifically crypto currency. Some like the Of Course trend have enough creativity range that allows for it to stay longer because creators can make it their own like an long-term investment. Whereas others like the Demure trend lacks depth to where it’ll hyperinflate when everyone and their mother decides to hop onto the trend. It’s a great lesson in marketing for brands to: 1. Trust their marketing team understands what the trend means AND if it matches their brand to partake 2. Have the flexibility to act on it in a timely fashion BEFORE it hits peak saturation Which brands did you think understood the assignment and which ones failed? Comment down below #demuretrend #demure #verydemureverymindful #marketing #socialmediamanager #socialmediamarketing #tiktokmarketing #instagram #contentcreation #marketingtrends

Are we following for her personal development or are we following this account for the product? While I’m here 1000% for watching Gem Australia show all the fun behind the scenes Their Instagram and Tiktok are worlds apart and their Tiktok isn’t even mentioned on their website. But do they have to be? Their audience may want to see both sides of the brand and some of their audience may prefer to use Instagram over Tiktok. There is a balance between creating a signature video series like a Behind the Scenes lifestyle vlog without losing the plot of what the product is. In some of her most viral videos, there is a 50/50 chance it talks about the product even though it’s about working at Gem Australia The bottom line is which account is the most profitable the aesthetic Instagram or the vlog lifestyle of the Tiktok. Which one do you think is more effective? Comment down below Watch the full analytics on Youtube: https://youtu.be/Ido_Uct1Niw #GemAustralia #TikTokGrowth #SocialMediaStrategy #PersonalBranding #instagramgrowth #socialmediamarketing #influencers #SocialMediaTips #ContentCreation

Set Active gained over 100,000 followers on TikTok and Millions of views on videos consistently thanks to Sam, their in-house influencer turned content creator. But what happens if the main person of your account leaves? Does that affect the profitability when their Instagram and TikTok are drastically different? Because the people in the comment thread of his announcement video were willing to go to war for him and historically, content that features him outperforms others. Watch the full youtube video: https://youtu.be/Ido_Uct1Niw #setactive #tiktokgrowth #influencermarketing #contentcreator #socialmediamarketing #socialmediastrategy #tiktoktips #influencers

We've entered a new era of influencers: BRANDS It's the result of the latest trend where brands are asked to be more face-forward to build relatability and trust. But doing this takes a balance between - Who do you put as the face of the company especially when it comes to employees or influencers who may move on - How much you are showing the people behind the brand vs the product itself to not lose the plot In this video we’re breaking down - Examples of brands that have done it well and ones that lost the plot - Does it actually drive sales or just views - What happens if your influencer leaves Watch full Youtube video: https://youtu.be/Ido_Uct1Niw #brandmarketing #socialmediamarketing #influencermarketing #contentcreation #influencers #brandstrategy #faceforwardbrad #brandinfluence #celebrityendorsement #mila #gemau #dumplings #setactive #thenitrobar #viralvideos