Mat Kennedy

Organic Social Media

Organic Social MEdia CASE STUDY: You Betcha!

MULTIMEDIA COMPANY IN FARGO, NORTH DAKOTA

From 2021–2024, I immersed myself in the world of creator-led media. I spent a year on contract as a signed talent with You Betcha!, a Midwest-based media brand often compared to Barstool for its personality-driven content. After that, I co-created Hard Knots, building entire shows and channels from scratch.

These experiences gave me a rare perspective: I learned firsthand what it takes to not only create engaging content every day but also to build and sustain communities on multiple platforms.

KEY LEARNINGS

  • Full Ownership: I wasn’t just executing tasks — I was building and running entire properties.

  • Organic ≠ Easy: It takes relentless consistency and creative instincts to grow without paid media.

  • Cross-Platform Nuance: Each channel (TikTok vs. YouTube vs. Instagram) demanded unique content rhythms.

  • Collaboration Matters: Partnering with the right creators amplified reach and credibility.

  • Speed > Perfection: The internet rewards the timely and relatable more than the polished.

At You Betcha and Hard Knots, I wasn’t just a cog in the wheel — I was running my own wheel. I’ve launched podcasts, built branded shows, edited countless clips, and managed channels across every major platform.

The result? A deep, hands-on understanding of what it takes to turn creative ideas into content that engages audiences organically.

You Betcha!

I moved to Fargo, ND to join the You Betcha! team as one of their first signed creators.

What I built:

  • Personal Creator Pages – I ran my own branded YouTube, TikTok, Instagram, and Facebook comedy channels under the You Betcha umbrella.

  • Goose Egg Sports – Created and managed a sports-comedy brand from scratch (podcast + YouTube + TikTok + Instagram).

  • Content Production – Released near-daily original videos, weekly podcasts, and clips — almost entirely self-produced (writing, filming, editing, posting).

  • Podcast Producer – Produced The Double Bogey Show, handling both technical production and on-air contributions.

  • Collaborations – Helped script, appear in, and film for the main You Betcha YouTube channel and short-form content.

  • Brand Integration – Appeared on You Betcha Radio and other flagship projects.

This was a crash course in high-volume, high-creativity organic social media — where iteration, fast turnaround, and audience instincts mattered more than polish.

Hard Knots

After You Betcha, I teamed up with creators Sir Yacht and BrickWallBlitz to launch Hard Knots, a comedy/sports podcast.

What I did:

  • Produced, edited, and published weekly episodes.

  • Cut clips for TikTok/Instagram in a style similar to BreadBasket — where short-form moments became the main growth driver.

  • Collaborated with notable creators such as Hoodie Allen, WyattzWorld, Josh Benson, Theo Ash, and others.

  • Shifted format from full-length episodes to short-form clips, improving reach and resonance with audiences.

Though I eventually stepped away in 2024 due to time constraints, the project gave me practical insight into how to package long-form content into social-native clips that travel.