The putt-putt champions of the internet | The Vergecast

Introduction to the Twin Tour Golf Story

• The Vergecast is a podcast that explores different ways people are trying to be successful in the world, and this episode is the first in a two-part miniseries called "How to Make it in the Future" focusing on content creators and their businesses 43s.
• The episode's story is about mini golf and features Steven and Danny Siki, twins and competitive golfers who recently graduated from the University of Wisconsin Parkside, and their friend Matthew 2m22s.
• The three friends created a 2-minute and 43-second TikTok video of themselves playing an 18-hole mini golf tournament, with a low-budget but delightful production style featuring a neon blue line of text with their names and scores 3m9s.
• The video shows the friends competing against each other, with Steven nearly getting a hole-in-one on the first hole, and Danny trying to call his shot on the second hole but failing 2m42s.
• The friends play a variety of mini golf holes, including one underneath a waterfall with posts in the way, which presents a unique challenge 3m50s.
• The episode is brought to you by AWS, which provides the power of generative AI to help teams get fast answers to pressing questions and drive real results 1m33s.
• The video features Danny and Steven, twins who create golf content, with a unique filming style where the camera abruptly zooms to follow the ball, and the commentary is not high production value, but it works for the content 4m4s.
• The twins added crude scores and commentary to the video in one take, and posted it the next day, which unexpectedly gained 6.8 million views on TikTok 4m45s.
• The 6.8 million views were not just from one video, but from six videos posted over two days, showing the whole round, three holes per video 5m27s.
• Danny ultimately won the round, and the videos show him improving his editing skills as the series progresses 5m58s.
• The twins had been making golf content together for about three and a half years, starting with golf simulator videos in college, and had been planning to make a career out of it 6m43s.
• Golf content is huge on the internet, and the twins are good golfers in a relatable way, making it plausible that they could have gained a large following 7m14s.

The Viral Mini Golf Video

• Danny had previously had a video of his regular golf game go slightly viral in high school, which inspired him and Steven to expand their content 7m22s.
• The twins did not expect their first video to gain a large following, but they understood the importance of consistently posting content to build an audience 6m32s.
• A person posted a random video from their high school golf career, which unexpectedly launched their social media universe, despite having posted 25 videos prior that didn't gain much traction 7m55s.
• The video gained a lot of views overnight, and they realized they might have found something, but they didn't have many more clips to post from high school since they were already in college 8m20s.
• They started doing live streaming on TikTok and wanted to find a way to be content creators beyond just live streaming, but the golf content wasn't exactly exploding, partly due to the competitive golf creator space 8m34s.
• The mini golf space, however, was less competitive, and it was the mini golf videos that first gained popularity for the creators 9m37s.
• After a few years of making videos, having a big hit feels great, even if it's not the one expected, and it brings up the moment when creators have to decide whether to keep doing what they were doing or go with what works 9m53s.
• The internet and algorithms are unpredictable, and sometimes a weird throwaway joke or something made on a whim can take off, leaving creators with the question of whether to double down or triple down on what works 10m24s.

Transitioning to Mini Golf

• This decision can be existential, and few creators see this moment coming, but it always seems to come, and it requires turning the thing that pleased the algorithm gods into their life, which may not be what they want 10m53s.
• An example of this is video game streamers on YouTube who started putting up daily recaps of the Johnny Depp Amber Heard trial in 2022, not because they had a deep passion for it, but because it worked and got views 11m5s.
• The decision to transition from regular golf to mini golf was not as intense for the CICIs, as they could still make regular golf content that would make sense in context, making it a relatively easy transition 11m46s.
• After their first mini golf tournament, they decided to pursue it, as it is a form of golf, intense, and aligns with their video content style, which revolves around competition or challenges 12m9s.
• The CICIs were not avid mini golfers before starting to film, but they began to explore courses in their area and around the country, and it eventually became their niche 12m48s.
• Mini golf is more competitive than regular golf, as anyone can win, regardless of their golfing skills, making it more appealing to their audience 13m33s.
• They quickly decided to focus on mini golf content, but still produce regular golf content, as they realized people enjoyed watching mini golf and it was a fresh and new concept for their viewers 13m46s.

Analyzing the Success of Mini Golf Content

• Understanding why their mini golf content was successful required a deep and specific level of analysis to replicate its success, which is a challenging task for creators 14m12s.
• The difference between getting it right and getting it wrong when taking off as a creator is the difference between being a meme forever and being a celebrity, as seen in examples like Lil Nas X and the Scumbag Steve guy 15m9s.
• Figuring out why people like certain videos can be challenging, even for simple content like three guys playing mini golf, but it's essential to analyze what works and what doesn't to continue producing successful content 15m29s.
• Danny has a theory that the voiceovers in their videos make viewers feel like they're part of the experience, adding intensity and making the game more thrilling to watch 15m50s.
• The clear recording of every shot and the display of scores also contribute to the videos' success, making it easy for viewers to follow the game and understand what's happening 16m32s.
• Stephen believes that their bracket-style tournaments are their best-performing content, and head-to-head matches are particularly popular among viewers 16m59s.
• Danny also thinks that starting a video with a hole-in-one can grab viewers' attention and help with the algorithm, so he experiments with different clip arrangements 17m22s.
• The combination of production style, tournament format, and scoreboard design seems to work well for their content, and they continue to produce more of it 17m56s.

Why Mini Golf Works on Social Media

• The host has a theory that mini golf is the perfect spectator sport for social media, as it's a relatable and easy-to-capture game that's not too difficult to play 18m37s.
• Mini golf's accessibility and the dramatic nature of every shot make it an ideal game for social media, with every shot having the potential to go in and be exciting 19m15s.
• Mini golf is a sport that is well-suited for social media platforms like TikTok, with its vertical screen format and short, engaging content, making it perfect for quick scrolling and 3-minute viewing sessions 19m22s.
• The Cicis play mini golf at Big Putts in Greenfield, Wisconsin, a course with visually unusual holes, such as one with a halfpipe and skateboards as obstacles, and another with a loop made from a huge truck tire 19m37s.
• The course is fun to watch, and viewers can imagine themselves playing and trying to get the right angle to hit the ball, making it relatable and accessible 20m10s.
• The fact that viewers can imagine themselves playing and potentially beating the Cicis is part of what makes the content fun and exciting, as people being too good at things can make for bad content 20m22s.

Expansion and Monetization

• The Cicis, consisting of Danny and Steven, initially posted their mini golf tournament on TikTok without expecting it to be huge, but it gained popularity, and their account became synonymous with Twin Tour Golf 20m56s.
• The success of their TikTok account led to them expanding their content to other platforms, including Instagram, YouTube, and Facebook, and they started to get monetized on YouTube 21m41s.
• The goal is now to post roughly 20 videos a day across all platforms, including three TikToks a day, lots of posts on Instagram and Facebook, and 28 long-form YouTube videos a month 22m32s.
• By putting out a large volume of content, the Cicis have built a system for trying new things, testing algorithms, and optimizing their content 22m46s.
• The YouTube page is used to experiment with new challenges and video styles, while continuing the mini golf season and posting content on TikTok, which is ideal for short-form content 22m59s.
• The creators have multiple accounts, including Steven's page, which is used to post new challenges and mini golf content without interfering with the main mini golf tournaments 23m22s.
• Due to the cold weather in Wisconsin, the creators will travel to find spots to play mini golf, including Myrtle Beach, known as the mini golf capital 23m50s.
• The indoor course near them will serve as a backup and a frequent location for content creation during the winter 24m15s.
• YouTube is a platform where creators can closely connect with their fans, who will watch the content they publish, unlike other platforms where the algorithm plays a significant role 24m28s.
• The creators post their content on TikTok first, then on Instagram, and finally on YouTube with a fresh voiceover, allowing them to experiment with different platforms and see how each one grows 24m59s.
• The performance of a video on one platform does not always predict its performance on another, but generally, a video that does well on TikTok also performs well on Instagram and YouTube 25m37s.
• The creators have developed a theory of what works and what doesn't, but it's not always accurate, and the performance of a video can be unpredictable 25m54s.

Building a Sustainable Content Creation System

• Carter, a new entrant to the twin tour universe, won a tournament and will participate in more events, generating content and revenue 26m31s.
• Stephen and Danny, also known as the Cakic twins, have been creating mini golf content and have started thinking more strategically about their content to succeed in a bigger way for a longer time 26m59s.
• They decided to make their golf content their full-time jobs and structured their lives to make it work, typically filming YouTube videos from Monday to Wednesday and editing or doing voiceovers when not filming 27m52s.
• They try to find times that work for everyone involved in their content, often filming after work or on weekends, and have found a good balance to get all their work done 28m26s.
• The twins have divided their workload, with Danny editing and posting mini golf tournaments and doing long-form voiceovers, and Stephen handling Instagram, YouTube shorts, and his own golf content 29m0s.
• They have found that their workloads are roughly equal, allowing them to split their tasks 50/50 and continue uploading content 29m30s.
• Mini golf content is easier to shoot than regular golf content, and they prefer to film during the week when courses are less busy 29m39s.

Filming Techniques and Equipment

• Danny is in charge of the mini golf TikToks, which are the centerpiece of their operation, and they have been thinking about how to improve their filming process, with every clip since September 4th of last year being filmed by either Danny or Stephen 30m15s.
• They film mini golf tournaments by passing the phone back and forth to record, which is why they are hardly ever seen playing at the same time 30m36s.
• The camera setup for filming mini golf is carefully planned to ensure the ball is in the middle of the screen when rolling and the scoreboard is visible, with consideration given to the angle of the shot and leaving room at the top of the frame for the scoreboard 30m51s.
• The goal is to capture the entire shot without missing anything, and to avoid the ball going out of frame, with the camera positioned behind the hole or at the halfway point of the hole 31m28s.
• If a shot is missed or not recorded, it may be retaken, but this is rare and usually only happens if the camera is not moved quickly enough or if there is a technical issue 31m49s.
• There are no plans to upgrade to a more advanced camera setup, such as a person with a fancy camera and steady cam, as the current iPhone camera is considered sufficient and allows for quick editing and uploading of content 32m21s.
• The iPhone camera is preferred for its convenience and ability to edit and export content directly from the phone, and it is believed that the iPhone camera is "unbeatable" for social media content 32m43s.
• There is a concern that content that looks too professional can feel out of place on social media platforms like TikTok and Instagram, and that a more casual, phone-shot aesthetic is often preferred 33m1s.

Danny's Content Creation Process

• Danny, the content creator, uses the iPhone for all aspects of content creation, including filming, editing, and voiceovers, and has developed a specific way of doing things using the CapCut app 33m52s.
• Danny's commentary style is natural and spontaneous, with voiceovers often done in one take, and he takes inspiration from comments and feedback from viewers to incorporate into his voiceovers 34m0s.
• Danny is always looking to add new elements to his content, including catchphrases, and takes suggestions from viewers to implement in his voiceovers 34m41s.

Recurring Characters and Tournament Structure

• Bella, Steven's fiancée, is a recurring character in the mini golf tournaments and is often seen wearing scrubs, appearing disinterested or annoyed, but frequently dominating the games, making her a fan favorite 35m6s.
• Other regular players in the tournaments include Eddie, Wolf, and Matthew, who also helps with behind-the-scenes processes, and each player has developed their own character in the series 35m30s.
• The players have distinct personalities, such as Eddie, who starts strong but collapses at the end, Wolf, who is super up and down, and Bella, who is a quiet killer 35m47s.
• The creators, Danny and Steven Syi, are trying to add structure to their mini golf world to turn it into something that can be followed like a sport, with a regular season, playoffs, and a major tournament 37m12s.
• The regular season consists of six to eight tournaments, with the winners earning an invite to the major, and players can earn Player of the Year points, which are accumulated throughout the year 37m36s.
• The year runs from September to September, and Danny was the Player of the Year in the first year, but the points have now reset for the new season 38m20s.
• The twin tour guys aim to balance keeping viewers hooked and attracting new viewers on platforms like TikTok, where viewers may not start from the beginning of a series but rather find a random part of a tournament, which needs to be captivating on its own 38m39s.
• The twin tour system resets every month, with new players added to freshen things up, but there's a big annual payoff that feels like a real capstone for viewers who have been watching all year 38m54s.
• The twin tour guys make a full-time income from their content, mostly through monetizing directly on platforms like YouTube and TikTok, but they want to diversify as they grow and realize the risks of depending on these platforms 39m12s.
• One way the twin tour guys have diversified their income is by asking viewers to contribute to a prize for each tournament winner through Venmo, which started as a way to cover travel costs and has become a way to make the tournaments feel more competitive and rewarding 39m46s.
• The Venmo contributions have been successful, with purses reaching as high as $1,700, which is a significant amount for a round of mini golf, and makes fans feel involved and like they're directly contributing to the game 41m37s.
• The twin tour guys ultimately want to do brand deals, but it's harder to find big-name sponsors in mini golf compared to regular golf, and they may eventually become product creators themselves as they grow 41m50s.

Future Plans and Diversification

• The idea of creating a custom mini golf putter for fans has been considered, as many people use the putters provided at mini golf courses, and a custom putter could be a unique product 42m25s.
• There have been discussions about designing a mini golf course, potentially partnering with Big Putts, a course that has been featured in videos, to create a new location with custom-designed holes 42m42s.
• The ideal hole for creating engaging content on social media would be one that takes around 8 seconds to complete, with a smooth green and a bit of suspense, allowing viewers to wonder if the ball will go in or not 43m43s.
• Holes with obstacles, such as windmills, can be difficult to record and may not perform as well as clear holes with slope, as the ball may disappear from view for a moment 44m36s.
• The Twin Tour mini golf creators have been observed going through the "Creator Journey," with their videos becoming more polished over time, incorporating more hashtags, better graphics, and promotional merchandise 45m25s.
• The Twin Tour golf creators are now driving new people to courses, with some players even creating their own TikToks and branches of the story, showing the impact of their content on the mini golf community 45m42s.
• The stability of YouTube is highlighted as a key factor in its success, with videos remaining largely unchanged over time, as demonstrated by a comparison of two videos from the same mini golf tournament a year apart 45m53s.

The Twin Tour's Business Model and Future

• The consistency of the videos, including the use of the same song, "Epic Music," which has been used 158,000 times on TikTok, contributes to their success 47m4s.
• Despite the popularity of golf content on the internet, there is a lack of mini golf content, with Danny and Steven expressing surprise at the lack of competition 47m29s.
• The twins' approach to creating content is flexible, and they are not tied to the idea of being mini golf content creators, but rather enjoy playing golf with their friends and making a living from it 48m0s.
• The twins' business model is described as a "lifestyle business" rather than a large production company, with a focus on enjoying the sport and making a living from it 48m26s.
• There is a question about whether turning golf into content is affecting the twins' golfing abilities, with Stephen noting that they played better when not recording 48m46s.
• The twins have plans to grow and expand their content, but are happy with their current situation and enjoy the freedom to play golf and create content with their friends 48m37s.

Outro

• The Vergecast is a production of The Verge and part of the VOX media podcast Network 49m32s.
• The show is produced by Liam James, Will P, and Eric Gomez 49m28s.
• Listeners can reach out to the show through verge.com or by calling the hotline at 866 Verge 49m21s.
• The Vergecast will return with its regular schedule on Tuesday and Friday 49m36s.
• This episode is sponsored by AWS, which offers generative AI to help teams get fast answers and drive real results 49m54s.