Rule Breakers

Rule Breakers in the Influencer Industry

The influencer industry is notorious for having attention and trust advantage, sloppy metrics (more often than not) and generally considered by many to be a challenge due the lack of control of the communication process. And then we have the influencer advertising platforms, which are like getting your car repaired…

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Eduardo Prádanos FLUOR Lifestyle

Interruption-free, Influential & Proud: FLUOR Lifestyle with Eduardo Prádanos

“Interruption-free, Influential and Proud” is a new series here at PaperKup. We’ll highlight agencies (and others) that create successful marketing campaigns in the influencer industry, influencing without spamming. First up: FLUOR Lifestyle with Eduardo Prádanos, the founder of this creative innovation agency in Spain.

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PaperKup Logo

Welcome, PaperKup! New Name, New Product

You’ve probably haven’t heard about Tarsye for a couple of weeks, but I’ve got big news right now. A new name, and a new product.

In the next few weeks you’ll find more news in this blog, but so far, this is what we’re up to:

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Tarsye on a cliff!

Some Advice to Help you Avoid Common Mistakes in the Influencer Industry

There are a few ways that brands can make mistakes when communicating and collaborating with influencers. There are two reasons why this is the case. First, matching your brand story with the influencer’s one is challenging. Secondly, due to the fact that the influencer industry is booming–and everybody’s rushing to get a slice of the cake–anybody can get into business. That “boom” have created an environment where interruption practices have become pretty common.

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Why is the Influencer Industry so Challenging?

Last year I was traveling around Asia, and when I was in Myanmar I noticed that very few people speak English. I remember one day my phone died so I had to explain some locals where I wanted to go. Without much of a choice, I happened to speak to a guy that barely spoke English and he said he knew where that place was. So he found me a guy with a scooter to get me there. As I expected it, we got lost. So what I did next was to find an international hotel and ask for help there. In my opinion, this experience was a very good example of what goes on in the influencer industry.

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The Secret Tarsye Master Plan

What is this about?: Tarsye is a community of marketers who want to level up and do modern and ethical marketing. We believe in challenging the status quo. We believe if, we do things differently, we’ll get different results. The only way to make an impact is to put people first and marketing with and for them, not to them. As you know, the initial product of Tarsye is a book called What Should Brands Do with YouTubers? However, some of you might not be aware that our long plan is to build a series of products, to help brands, agencies, YouTubers and everybody in between. This is because the main purpose of Tarsye is […]

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Casey Neistat and Nike on #MakeItCount

The Casey Neistat’s way: How a collaboration led Nike to one of the best brand stories ever told on YouTube

Casey Neistat is one of the most successful YouTubers and one of the few worth watching. Now he’s quite famous, but there was a time when he was only known for a small group of people. And even though some early videos gave him coverage, putting him in the map, it was the collaboration with Nike what really skyrocketed his career—thanks to a successful collaboration.

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Tarsye on Rocket!

How to Increase Your Brand Awareness – 8 Ways to Boost Your Brand Even Without a Logo

The challenge YouTube channels face is the clutter and the wrong idea of what a brand means. What you want to achieve on YouTube is to find a way where people recurrently go back to your channel to get more videos. Something you can get in a variety of ways. Increasing your brand awareness is key to cut through the clutter on YouTube and earn people’s attention. And believe or not a logo is not the most important thing to build awareness.

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Building brands that last (2/2): The Perennial YouTube Channel

While I was writing the first part of this post, I was reading a book called Perennial Seller by Ryan Holiday. And it turns out that I liked it so much, that I decided to create a second part based on the structure of that book. Because if you want to build a brand or anything that lasts, that book is your bible. This post is not a substitute of the book. What I’ve done is to pick the main structure of the book and apply those ideas on how to build brands that last on YouTube. In fact, the structure of this post is exactly the same as the book, four parts (the creative process, positioning, marketing and platforms.) In this post, we’re going to get a wider perspective of what’s necessary to create content that would help you to become scarce on YouTube and last for a while.

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Building brands that last (1/2): Creating scarcity on YouTube

Once you’ve defined your brand and found your edge, the next question you should answer is: How do I create videos that last? And that’s the purpose of this post. The ultimate goal for a brand strategy is to create something that lasts over time. Then, through consistency and showing up in a regular basis, your videos can be known over time. It’s not about getting an overnight success and then stop. Unless, of course, your goal is to get a hit and then retire, but I guess you just don’t want that. Your goal is about how you can create something that is relevant and don’t miss its essence over the years.

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22 Branding Laws for YouTube

22 Branding Laws to consider before jumping into YouTube

I like books that last for decades rather than books that get a hit and in a couple of years nobody remember them. Over time, when it comes to quality, I’ve noticed that reading old books give you a precious insight that you know last for a while. It’s knowledge that puts you into the thinking mode rather than being alert to catch up some tactics, without giving you the thinking behind it. Therefore, that means if the stuff have been around for decades is worth taking a look, right? There’s a book called The 22 Immutable Laws of Marketing (you might know the marketing version) from 1998. And again, it’s old but there’s a lot of insight that applies in today’s scene.

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The truth behind YouTube: Can the TV-Industrial complex corrupt YouTube?

When I talk about the future of YouTube and my opinion against the interruption business I notice two things: (1) users are really tired with advertising, and get dissapointed every time there’s an ad hidden in YouTube, and (2) people don’t like my ideas, because they prefer to stay with the status quo and keep doing advertising as always have been done. In any case, that’s the truth. People don’t want to watch ads of anything related with them, and brands still treat YouTube as they did on TV.

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Welcome to PaperKup!

Hello everyone, welcome to Tarsye.

PaperKup is a new company with a specific mission: Confronting the TV industry practices that are corrupting the influencer industry. And we’ll do this by helping you with products to avoid the interruption-game and level up your work.

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