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).