Viral Comedian Esse Menino on Why Brands Should Take Creative Risks.

Viral Comedian Esse Menino on Why Brands Should Take Creative Risks. 

As everyone who works in marketing knows, inspiration can come from anywhere. But perhaps none is more aware of that than Esse Menino: the viral Brazilian comedy sensation, LGBTQ+ activist, writer, performer and content creation extraordinaire who recently did us the honour of sitting down to talk on Beyond Marketing, The Podcast. 

He’s worked for mega-brands like Smirnoff and Kinder Bueno. He’s toured the world with his sold-out, one-man show Esse Menino, Au Vivo (This Boy Live)’. And he’s accrued more than 1.6 million followers on Instagram with his quick wit, punchy content and outrageously fabulous sense of style. But how did he get there? And what lessons has he learned along the way? 

The answers are as curiously brilliant as the man himself – so head over to our YouTube channel (or wherever you get your podcasts) and watch S3Ep13 to hear them for yourself. But for now, let’s dive into one standout insight. 

Why brands should take creative risks. 

Of the many topics covered in the episode, from Esse’s childhood and how he formed his unique comedic style to the ever-blurring lines between art and commerce, one really got us thinking: Esse strongly believes that brands should be taking bigger creative risks, and allowing the creators they work with to be themselves, if they want to go viral. 

Esse’s first viral video was a direct message to the former President of Brazil, Jair Bolsanaro, who at the time of the pandemic was being accused of holding the country to ransom over a vaccine. Despite national tensions, Esse did not hold back in his critique. And it shot him to fame. Now, understandably, some brands might be cautious about collaborating with someone whose platform was essentially built on a political video. But in the episode, Esse makes a passionate argument for why that shouldn’t be the case. 

Essentially (pardon the pun), Esse thinks brands need to trust creators more. “If you give me the liberty, we can do something different that maybe will go viral. But I need that creative power. … I’m going to give the audience what you guys want me to tell then, but I’m going to do it in my way.” 

Esse’s audience – which, to reiterate, is in the millions – expects him to create cutting-edge content. So, if brands want to tap into that, they have to allow him to give his audience what they want. And that’s a lesson that applies to every creator, as well as every other marketing channel. 

Listen to the episode for an iconic life story, unique perspectives on social marketing, and important lessons for anyone looking to go viral – if that is indeed your goal – whether you’re a brand, creator, or anything in between.