“Saturday Night Live” has had great success in producing a live show every week for nearly five decades, a run that stems from a predictable and disciplined creative process. The audience knows not everything will land, but the show goes live at 11:30 p.m. EST every Saturday — without exception.
This commitment to consistency is key. By showing up as scheduled, you produce the best results possible with the resources available at the time. This approach cuts through the noise and gives your company a shot at achieving its goals.
No company or marketing agency has all the answers. Markets evolve rapidly, and the only way to navigate them is to show up. To master marketing, you must consistently put your ideas out there, accept the results and refine your approach based on the feedback you receive.
What showing up looks like
Showing up can be defined as being conspicuous or clearly visible. However, people show up better than businesses or brands. This growing trend reflects the influence of social media, which thrives on human connection.
Let’s be honest; people are inherently more relatable and engaging than brands. They have stories, personalities and emotions that resonate with others. When those individuals are associated with your company, they can amplify your brand’s impact.
Take Taylor Swift as an example. She’s both a person and a brand, but her phenomenal success lies in how she interacts with her audience. The music itself is only part of the equation. Her connection with fans distinguishes her brand.
This phenomenon is called a parasocial relationship — a one-sided connection that feels personal, even though it isn’t mutual. You see it every day with podcasters. The intimate nature of the podcasting medium makes audiences feel like they know the host and guests, fostering trust and loyalty.
The lesson is to put people before the brand. It’s unconventional, and that’s precisely why it works so well today. Traditional advertising often interrupts our lives with ads and commercials. Now, permission marketing gives people control. Buyers decide when, where and how to engage with on-demand media or marketing content.
You don’t need to launch a podcast to show up effectively. The main requirement is putting a face to your company — a real person who represents your business. This could be someone from leadership, sales, production or any other department. Their title matters less than their role in serving customers authentically.
Here are a few tips to get started:
- Highlight real people. Share stories from your team members, whether they’re on the front lines or behind the scenes.
- Embrace authenticity. Through candid videos, photos and testimonials, let customers see the human side of your business.
- Focus on connection. Prioritize content that resonates emotionally with your audience rather than content that only promotes your products or services.
Hold your marketing accountable
Even “Saturday Night Live” doesn’t rest on its laurels. Producer Lorne Michaels carefully evaluates each show and host, using ratings and subjective metrics to assess performance. You should take the same approach with your marketing.
Marketing will always be a bit messy, but you can build momentum by showing up consistently and gathering insights. Here are three questions to guide your daily efforts:
1. Did we touch someone emotionally?
2. Did we capture and organize a compelling photo?
3. Did we uncover a quote or phrase that could resonate with other buyers?
By asking these questions, you’ll collect the “soft data” needed to improve and iterate.
In 2025, marketing success will depend on your ability to show up consistently and authentically. Lead with people, prioritize connection and hold your efforts accountable. It’s not about being perfect — it’s about being present.
