Grounding: The hippy trend that's making millions

Shhh… You hear that? Did someone say 3 trends in one email? I did. I said that. Even better, they fit into one macro trend, meaning it’s got the potential to be one brand to dominate the whole macro.

Let’s get into it:

• Trend Test Update: Tiktok CPB

• Trend of The Week (Insane potential)

• A niche you can still for TikTok CPB

Trend Test Update: TikTok CPB

As you can see, I’ve crossed the $3500 mark. Pretty neat. I’ve got about one week left before I’ve been doing this for a month, so the goal is to pump out a few more videos than usual and hit $4500. We’ll see how it plays out. But, there’s one problem. My RPM (payment per 1,000 views) is dropping. Last week it was $0.83 and the week before it was $0.88.

Not cool.

When I’ve got some free time this week I’m going to try and figure out if I have any “control” over my RPM. Either way, up $811 this week, so we’re rollin’.

Important note: Now that we’re coming up on a month of me doing this trend test, I’m thinking about starting another one. I’m going to keep this one going as well, obviously, but why not test another out you know?

I haven’t completely decided what exactly, but I’ll have an answer (and maybe even some results) by the next newsletter.

Pumped to show you it.

Trend of The Week: Grounding Mats, Sheets, and Shoes

A little “woo-woo” of a product, huh? I thought so at first. But, there have been a bunch of recent studies showing they actually do work.

So, what is “grounding”?

Grounding (sometimes called “Earthing”) is walking barefoot and in direct contact with the Earth, typically the grass. Many studies have shown that grounding can provide a lot of different health benefits like improving mood, sleep, and even fighting pain and inflammation.

The general theory is that grounding can help neutralize the electric charge that runs through our bodies. The theory is that when our skin touches the earth, the earth’s charge can help reduce a number of ailments.

Now, I want to be clear: I’m not here to convince you of whether or not this is legit. That’s not my job. I’m here to show you the trends and some research into the market.

And that’s all I’m going to do.

The macro trend: Grounding

The micro-trends: Grounding Mats, Grounding Shoes, and Grounding Sheets

Business Idea: GroundedHealth

Problem: 

Humans spend very little time outside. At least most humans. There are a million reasons; technology, office jobs, or maybe it’s just too cold most of the year where you live. People yearn for the feeling of being outside, and most understand the importance, but it can be hard to do in today’s indoor society. Grounding is trending for that reason, but here’s where the current businesses are lacking. They crush Amazon, as expected, with one highly-rated grounding mat generating approximately $72K/month on Amazon alone.

But, of course, they all fail miserably on social media. And yet, social still eats grounding content up.

The #grounding hashtag has over 1.9 million posts on Instagram.

Videos about grounding have more than 2.8 billion views on TikTok too. There’s just no on-platform DTC brand to supply the demand.

Solution: 

DTC focused grounding. Start with a lower ticket option, likely the Grounding Mat, to start. This will bring smaller wins fast (and the wins won’t really qualify as “small”).

The brand will offer a relatively basic version of a grounding mat, but will expand out to grounding sheets, and then, in my opinion, the biggest win, grounding shoes. The shoes will likely need to be “custom-made” by a manufacturer, as not many exist on the market so you likely can’t just toss a logo on an existing design.

But, the margins in shoes are very high. And another macro trend “Wide-toed shoes” already has many people questioning the problems with “normal” shoes we wear today. (Do some research on wide-toed shoes for more info).

The style of this product is perfect for virality and emotion-based marketing, as do all things health-related. Which leads me to the next segment.

Customer Acquisition: 

Most of the existing brands have little social presence. Very little.

Get listed on the TikTok shop. Attack relevant hashtags like #grounding, #earthing, and even #huberman (he’s done a podcast discussing the benefits of grounding and has an insanely valuable cult-like following).

Depending on your budget to start this up, you have two options.

1. Do the content yourself.

2. Hire creators or get TikTok shop affiliates to promote for you.

I would hire one or two creators to create content for this ideally. One female wellness creator. I can see this product absolutely crushing in that market. And one male creator. Think “gym bro” but slightly more focused on health.

The ones who talk about eating liver and drinking raw milk. That’s the market you’re looking for.

Use that content on both TikTok and Instagram to get to mid-five figures per month and then start scaling with paid ads.

At some point, you can expand to grounding sheets and grounding shoes as well, but the timeline for that will be dependent on your willingness to scale.

Around The Web

• A very cool video about the power of TikTok Edits (link)

  • This is also a great idea for a TikTok CPB account niche. Watch the video and take note of the Jeffrey Epstein edit (lol) and ask yourself “Who are some other people you’d never expect to see an edit of?”

• What I’m reading (link)

• I have no words for this product (I don’t know how it’s not banned (link)

That’s all for today!