Never Not Funny

THE 90-DAY LAUNCH

This is my proposed plan for bringing NNF to the masses by leveraging 20 years of content, and showcasing Jimmy and the Gang as the fun, full characters they are.

prepared by
Lauren Oliver
Bad Altitude Media

Conan O'Brien

John Hamm

Sarah Silverman

Amy Poehler

John Mulaney

Weird Al Yankovic

Nikki Glaser

Tig Notaro

Paul Reiser

Adam Scott

Scott Aukerman

Over 600 Guests and Counting

Is this thing on?

  • No one owns social

    Everyone in the organization currently is juggling too many tasks to make social a priority. Social media is a side task and that is understandable. It's no one's area of expertise, and therefore no one wants to own it.

  • Lack of a workflow/system

    With the many hats each person wears at NNF, it makes sense that no one would have the experience to manage social effectively. Additionally, internally there is no real process for the workflow other than new episode promotion.

  • Fear of backlash

    There have been moments in recent pop culture history that makes this fear very real and valid. Not every old clip ages well. This fear makes it almost impossible to create those viral content moments or be genuine on social media.

Turning up the volume

  • Make social someone's priority

    Someone needs to be wholly responsible for social media posting, planning the content calendar, creating content, and adjusting the strategy on an on-going basis.

    If the goal is to ultimately turn social audiences into paid subscribers, then social should be given the attention it deserves. Posts should be planned in advance, rather than on the fly or as needed.

  • Figure out a routine

    Adding social media into the marketing stack is a daunting task. Combining that with a back catalog of almost 2,000 episodes can feel like the deck is really stacked against you. Working out a posting schedule, categorizing posts, and a content creation workflow will take the burden away from whoever owns the task of social media posting.

  • Ignore the loud few

    The worst part about figuring out what works on social is that you have to find out what doesn't, too. Sometimes that means the content is going make some people feel things. And the fear of them feeling bad things has held NNF back from having more reach on social media.

    People want to know the hosts have personality. Your opinions are part of the personality of the show, and Jimmy and the Gang. It's hard to show that off if there is a layer of fear in the way. For every comment filled with misguided anger, there are several more who will quietly like, subscribe, or follow.

Current Standings

Social media accounts, handles, and follower counts as of 9/30/2026.

8.6k

@nevernotfunny

8.26k

@nevernotfunny

3.4k

@nevernotfunny

1k

@nevernotfunny

2.4k

@jimmypardonnf

2k

@nevernotfunny

The plan

Before we proceed

The Set List

First, a few rules and recommendations to help this plan get off on the right foot. Think of this phase as getting our finances in order. 

The Rules

No clip needs the last one

Every post is somebody’s first. Zero required context, always.

This isn’t Sevens, but there are Categories

All content will fall into a “bucket”. For example: new episode promotion, “the gang”, guests, games/activities, and/or Jimmy “fastest mind” type of content.

Three Seconds

The hook should be in the first 3 seconds or it shouldn’t be clipped.

Native, Never Cross-Posted

Format per platform. Adjust clip lengths, titles, and captions to fit what works best on each platform. 

Ship on the Calendar

Consistency is the algorithm’s only real input. Create a calendar and stick to it. 

The Guest is a Distribution Channel

Cut their version. Send them the file. Ask nothing.

Be Ready to Let Go

The content bucket you like least will probably outperform. Follow the retention graph, not your taste.

The foundation

In order for this plan to be successful, this is what I would do before launching a successful social media plan. Putting in this work early to build a base will help make executing the actual social media plan a lot easier. This could take as long as 4-6 weeks. 

Pre-launch check list:

    1. Claim the @nevernotfunny handle on TikTok. Verify all social media accounts. 
    2. Build the style kit/templates for social media videos (caption styles, video frames, logo placement, etc). NNF has solid branding making this an easy one. 
    3. Index the archive. Create a spreadsheet with every episode, guest, and season w/searchable notes. 
    4. Bank 50 clips before day 1. 
    5. Decide the content buckets that posts will be categorized into.
    6. Prepare the first 30 day content calendar. 

Day 1-30

Microphone Check

During the first phase of this plan, the goal is to seed the accounts with short form video content, by leveraging the vault, in order to get an idea of what kind of content will perform well on each platform.

Content Goal for Phase 1:

Which content bucket makes someone stop scrolling and watch.

The hard part:

This month will feel like looking for a needle in a needle stack.

Goals by the numbers

5%+ growth in engagement across the board.

The plan:

Week 1:

Focus on posting clips of big name guests from the past year. Clips should not need the context of the show, or the episode. The clips must land for someone who has never seen the show before.

Week 2:

A selection of clips that showcase Jimmy, crowd work, tangents– things that secure his “fastest mind in comedy” reputation. The goal is to select clips that show the audience that Jimmy is a character worth following.

Week 3:

A selection of clips that feature “the gang”. Matt, Eliot, and Garon are introduced as recurring characters through a series of clips that showcase some of the running bits of the show (trivia, icing Eliot, name games, Sevens, etc).

Week 4:

Digging into the vault. Now is the time to post some of those vintage clips. They will be framed as an excavation, not reruns. “Look what the intern just found.” Or, “we haven’t seen this clip in years.” 

Day 31-60

Feedback Loop

During the second phase, the focus will be identifying the handful of clips that outperformed and attempt to manufacture more of them. Now is when we can stop guessing and start repeating. 

Content goal for phase 2:

Refine the buckets into the most successful 3 or 4 categories.

The hard part:

Letting go of a content style that might be popular internally, but doesn’t perform that well. Recognizing that if there hasn’t been noticeable growth in this phase that the video style (captions, layout, editing) may need tweaking. 

Goals by the numbers

Hit 10k+ views on the best clip during this month. Noticeable increase in followers (5% or more). 3+ guest shares.

The plan:

Week 5:

Reweight the calendar towards the content buckets that performed best during month 1. Get rid of the bucket that did not work well. 

Week 6:

This is the week we can start sending guest forward clips directly to guests. When they share, they should tag NNF as a collaborator. Regular weekly posting continues, with the addition of a guest share here and there. 

Week 7:

It’s time for some A/B testing. This week is a great time to reshare some of the more successful posts of the previous 6 weeks but the first 3 seconds of the clips will be different. 

Week 8:

First soft conversion push. Bio links, end cards, and one clip that shows what the platinum video actually looks like. 

Day 61-90

The Hits

During the third phase, the hope is that this plan is almost running on auto pilot. We should have started to figure out what kind of content performs best, and how to cut clips well for each social app. 

Content goal for phase 3:

Executing the content plan is second nature. 

The hard part:

Short form video content created specifically for each network (ie, Jimmy or the gang speaking directly into the phone camera with an opinion or hot take) will probably perform better than podcast clips.

Goals by the numbers

Hit 40k+ views combined across all platforms.  Noticeable increase in followers (10% or more). 3+ native videos.

The plan:

Week 9:

This is a great week to share native, short form video content. Jimmy always has a hot take or opinion. It could be something as simple as asking the audience an “either/or” question. 

Week 10:

Building on the native content, this week would be a great time to start introducing more of Jimmy’s stand up. This could look like an audio gram with a clip from one of Jimmy’s albums, or a clip. At Jimmy’s discretion of course. 

Week 11:

More live clips, but with a focus on clips from fan interactions in the various zooms, Pardcastathons. Since the audience should now be somewhat familiar with the throwback content, it could be fun to do a side-by-side, an early episode next to a new one. 

Week 12:

This is the week that the first produced piece of content is posted. Something like a super cut of every time a frequent guest was on, or every time Eliot was iced. This week is the first big swing. 

 

A Week of Posts by the Buckets

This is what it might look like to designate categories for the posts over the course of a week. 

Sample content buckets

ND

Name Drop
Clips from well known guests

VT

The Vault
2006-2016 archive clips

NP

Now Playing
New episode Promotion

BT

The Bit
Games, listener mail, charts, etc

GG

The Gang
Best of the banter

Monday

ND

Tuesday

VT

Wednesday

NP

Thursday

VT

Friday

BT

Saturday

GG

Sunday

NP

What happens after 90 days?

After the initial 90 day contract and plan, we will reassess, realign, and refine the plan. We will figure out what worked, what didn’t, and take that into the next 90-, or 180-day plan.

Packages

In addition to the packages below, clip edits up to 3 minutes long can be purchased a la carte for $50. Branded captions, watermark logo, and optimization for one social network included. Additional social optimization can be purchase for $10/network. 

clip editing retainer

$1750/month
  • 30 social ready clips
  • All clips optimized for all social apps
  • Branded captions and logo watermark
  • Clip curation from current and old episodes
  • Weekly delivery of assets
  • Expedited turn around also available

hands off content creation

$3000/month
  • 30 social ready clips, with all social app optimization
  • Suggested post captions, titles, and hashtags
  • Optimized for 1 social app
  • 2 week turn around
  • Additional social app optimization can be added for $10 each

the full plan

$5000/month
  • Strategy planning
  • Clip curation and editing
  • Content calendar creation
  • Scheduling posts
  • Ongoing content audits
  • Community management
  • Monthly growth reports

Who is Bad Alitude Media?

Picture of Lauren Oliver<br><em>Creative Dictator</em>

Lauren Oliver
Creative Dictator

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